// -------- Google Tag Manager (function(w, d, s, l, i) { w[l] = w[l] || []; w[l].push({ 'gtm.start': new Date().getTime(), event: 'gtm.js' }); var f = d.getElementsByTagName(s)[0], j = d.createElement(s), dl = l != 'dataLayer' ? ' & l = ' + l : ''; j.async = true; j.src = 'https: //www.googletagmanager.com/gtm.js?id=' + i + dl; f.parentNode.insertBefore(j, f); })(window, document, 'script', 'dataLayer', 'GTM-5VS3835');
Candidate.ID, Marketing Automation by iCIMS. Learn more about HR Tech's Product of the Year! Save your seat

The Most Common Applications for Marketing Automation

31.08.21 | Recruitment Marketing, Talent Acquisition, Talent Pipeline Automation

Today’s market is saturated with recruitment technology, so picking the correct solution for your business may feel like a daunting task. In this blog, we will look at the typical applications for marketing automation within recruitment.

Advanced automation drives a faster and better hiring process by automating repetitive, manual talent engagement tasks and streamlining candidate communications and workflows. Marketing automation is proven to increase recruiter productivity, accelerate time-to-hire, reduce cost-per-hire and improve the overall hiring talent profile. 

The Common Applications for Marketing Automation


In-Demand Talent

In-demand talent are specialised, professional, and career orientated. They are software engineers, data scientists, cloud architects, optometrists, project managers, vets and many other specialists whose skills are in high demand but in short supply. Every company wants to hire them, but they aren’t on CV databases. They aren’t looking at job adverts, they’re ghosting LinkedIn, so they don’t see job postings, and they frequently ghost employers, abandoning conversations or applications midway through.

If you are hiring talent that is in high demand and unlikely ever to apply, you need to roll out the red carpet to them and be able to see when they become interested in your jobs so you can proactively reach out. Through the use of marketing automation, recruiters can increase hires per recruiter by 50%.

Early Careers

The most in-demand undergraduates or MBA candidates have more options than ever. A report by High Fliers Research found that the Coronavirus pandemic has forced employers to switch almost all of their graduate recruitment promotions online this year, using a range of university-run virtual events, online presentations, social media, online advertising, email services, and advertising in graduate directories.

Using marketing automation, you can turn their heads, establish your employer branding and make your organisation their preferred next career destination. Also, past applicants could be a rich source of shortlists for current and future vacancies.

In 2016, it was reported that 20% of millennials are now mobile-only, and it is likely this percentage will be much higher 5 years later. Marketing automation enables you to send SMS campaigns as well as email campaigns. This ensures that you are able to grab their attention via mobile as it may take up to two emails to get candidates to engage, according to HubSpot’s Recruiting Automation Trends Report.


For example, in certain sectors, call centres, retail and construction, you may have a huge addressable market. People who applied last year but did not join your organisation may be ready today. It is all about the right timing, and marketing automation helps you make use of all your candidate data.

Recruitment technology has made it easier for recruiters to discover qualified candidates. The large volume of talent pools makes finding the best candidate for a role a challenge. Many companies have adopted automation to reduce the hiring time and increase the quality of hires. Marketing automation reduces the average time to hire by 50% in only three months. This has also allowed them to optimise and streamline their hiring process. Marketing automation helps to manage the high volume of applications, reduce bias, and collect relevant data for future recruitment.

Qualified Volume (Regular Hires)

Recruitment for regular-hire positions can benefit from marketing automation. For example, PepsiCo regularly hires national account managers, and Deloitte has ongoing requirements for tax experts. Candidates with these skill sets are in high demand and need more persuasion to join an organisation.

Being able to provide a high quality candidate experience will not only give you a competitive advantage, but it will also improve quality-of-hire. People’s expectations of experience are higher than ever. They want what they want, when they want, in the format they want and through the channel they want. Marketing automation enables you to maximise the personalised experience for every candidate by customising your perfect candidate journey throughout their decision cycle.

Executive Search

While the recruitment for a CEO, a CFO or a CTO position demands a combination of strategic approaches, the hiring process for VP-level roles, where there are 100+ suitable candidates, marketing automation allows you to nurture them in a personalised way and tell you precisely when to reach out.

The recruitment industry is inundated with software solutions, so it is essential to identify the tools that allow you to automate administrative tasks while keeping the human element intact. A good system will help you manage your time effectively, enhance employee engagement and, most importantly, reduce your cost-per-hire. Marketing automation can reduce the average cost of hire by 50% in only three months.

Diversity & Inclusion

Diversity and Inclusion is a major issue in the workplace today and is a top priority for recruiters in 2021. So much importance is put on ensuring an organisation is made up of different ages, cultures and backgrounds. Today, diversity is directly linked to company culture and financial performance.

Most medium and large employers have D&I objectives relating to gender, race and other diverse segments. But, how do you serve a special experience to certain groups? 61% of talent acquisition professionals believe recruitment automation can help reduce unconscious bias within their hiring process.

As traditional recruitment methods depend on human judgment, it creates the risk of making unconscious biased hiring decisions. In order to avoid this, technology can provide employers with the means to screen and filter through applications to reduce the risk of a biased hiring decision. Companies that can effectively recruit and manage a diverse workforce have a clear competitive advantage.

Temp & Contract Recruitment

Never has it been more important to keep your contingent workforce engaged between different assignments. Marketing automation allows you to keep front of mind with this progressively more vital section of the workforce.

Recruiters have had to evolve to keep up with advancements in technology and workforce. They have to hire the best talent from a wide applicant pool and be ready to deliver the right candidate in days or, sometimes, even hours. Marketing automation gives you first access to the best talent and improves the quality of hire.

Alumni Management

Boomerang hiring is more common than ever as individuals undertake 2, 3 or more stints with the same organisation during their career. Your alumni are also brilliant sources of referrals, and marketing automation allows you to work with your alumni more effectively.

In an Accountemps survey, more than nine in 10 senior managers (94%) said they are open to boomerang hiring for employees who left on good terms. Hiring previous employees can be cost-effective as the entire hiring process can be shortened because they already know your company culture, and you know they will be a good fit for your organisation.

Staying in touch with those who left on good terms is easy to do through marketing automation. You can reach out to them via email, text messages and social media and keep track of their level of engagement with your communication.

Employee Referral

82% of employers rated employee referrals above all other sources for generating the best return on investment according to CareerBuilder. However, implementing an effective employee referral program is not as easy as posting jobs on job boards. It takes a significantly more amount of time and effort.

Although generally limited to employee referral, your alumni, customers, suppliers and other stakeholders can refer top talent to your organisation. Marketing automation allows you to track referrals and nurture prospective candidates until they are ready to have a conversation. By using real-time engagement scores, you can identify which candidates within your talent pipeline are hire-ready. If your recruitment team is having issues hitting goals or scaling the pipeline processes you have put in place, then it is time to focus your efforts on developing a marketing automation strategy. Your organisation’s recruiting performance will soar because you are automating nurture, magnetising hire-ready prospects, eliminating wasted time and saving money.

If you found this blog interesting, you can get more insights in our latest eBook. Download your free copy here.


Let’s Get Started

Candidate.ID Book a Demo