A couple weeks ago ERE published two articles on the same day, with each article’s premise opposing the other:
- 10 Reasons Why Recruitment Marketing Platforms Are Dead By Tom Steele
- Recruitment Marketing Platforms Are Not Dead. Here’s Why By Chris Forman
Both articles raise interesting questions about what problems need solving in recruiting and how different technologies have tried to solve them. Below I’ll dig into both perspectives and sum up the broader questions that recruiters need to ask about not just recruitment marketing platforms, but about their whole process and all the tools involved.
Steele’s contention is that most solutions calling themselves “Recruitment Marketing Platforms” come with a series of inherent flaws which will determine their demise. In his experience, a recruitment marketing platform adds unnecessarily to a recruiter’s tech stack, and doesn’t solve the fundamental problems like candidate experience, which continue to plague recruiting:
“Yes, I’ve heard you all say your career site is mobile optimized. But after your 35-step application process on my mobile device, I have to disagree. Maybe the front of your career site is mobile optimized, but not certainly the application.”
It’s a fair point, considering how many job applicants still face the situation described above. Recruitment marketing in and of itself does not fix a problem caused by employers and recruiting agencies who still use tools and processes that are suited to their own bureaucracy instead of a positive candidate experience, which in turn positively impacts hiring. So if recruitment marketing platforms are simply a glossy veneer designed to lure candidates in without the infrastructure to capture and retain them, as the picture Steele clearly paints, it does sound like they’re a dead-end.
But that’s not the whole story.