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Traditional Recruitment V/S Recruitment Marketing

Updated: Oct 5, 2023

Traditional recruitment and recruitment marketing are two different approaches to attracting and hiring qualified candidates for job openings within an organization. They have distinct strategies, methods, and focuses. Here are the key differences between them:

Focus and Purpose:

Traditional Recruitment: This approach involves the process of filling job vacancies as they arise, often reactively. It typically focuses on posting job listings, reviewing resumes, conducting interviews, and making direct hires based on the qualifications of the applicants. Traditional recruitment is more transactional and short-term in its outlook.

Recruitment Marketing: Recruitment marketing is a proactive and strategic approach that emphasizes building and nurturing a pipeline of potential candidates over the long term. It involves creating an employer brand and using marketing techniques to attract, engage, and retain talent, even when there are no immediate job openings. The goal is to create a talent pool that can be tapped into as needed.


Traditional Recruitment: Traditional recruitment is often a response to a specific job opening. It starts when a vacancy arises and concludes when the position is filled. It is more time-sensitive and reactive.

Recruitment Marketing: Recruitment marketing is an ongoing and continuous process. It doesn't start and stop with individual job openings but is an ongoing effort to build and maintain a strong employer brand and attract candidates over time.

Communication Channels:

Traditional Recruitment: Traditional recruitment relies heavily on job boards, internal HR processes, and direct outreach to potential candidates when a job becomes available. It's more focused on one-on-one communication during the hiring process.

Recruitment Marketing: Recruitment marketing leverages a variety of marketing channels such as social media, content marketing, email campaigns, career websites, and employee testimonials. It seeks to engage potential candidates and build a relationship with them, often before they actively start job searching.

Employer Branding:

Traditional Recruitment: While employer branding may play a role in traditional recruitment, it is not the central focus. The emphasis is on filling the immediate job vacancy.

Recruitment Marketing: Building and promoting an attractive employer brand is a core component of recruitment marketing. It involves showcasing the company's culture, values, and benefits to create an appealing image for potential candidates.

Metrics and Analytics:

Traditional Recruitment: Metrics in traditional recruitment often revolve around time-to-fill, cost-per-hire, and candidate quality for specific job openings.

Recruitment Marketing: Recruitment marketing employs a wider range of metrics, including employer brand awareness, candidate engagement, talent pipeline growth, and the effectiveness of various marketing campaigns.

Traditional Recruitment Vs Recruitment Marketing : Tabular Format


Traditional Recruitment

Recruitment Marketing


Reactive: Starts once a specific hiring need is identified

​Proactive: Ongoing effort to promote the company


One-to one. Evaluate and contact candidates individually

​One-to-many. Target personas instead of specific people


Usually an independent department within the Organization

Could be a dedicated team (in large Organizations) or a practice spread among HR Managers


Recruiter, HR Professional, Hiring manager

Recruitment Marketing manager, people, recruiter, HR manager, Content manager

Traditional Marketing V/S Recruitment Marketing: Tabular Format


Traditional Marketing

Recruitment Marketing


Top of the funnel, lead generation, before sales

​Top of the funnel, candidate attraction before the hiring process


​Build brand awareness, turns prospects into customers

​Build employer brand, turn “Talent” into applicants


Marketing team (digital, offline)

HR Team (expertise in talent acquisition, employer branding, content creation)


Website Ads, promotional activities

Career pages, recruitment events, social media

In summary, traditional recruitment is a more reactive and transactional approach to filling job openings as they occur, while recruitment marketing is a proactive, long-term strategy aimed at building and maintaining a strong employer brand and a pipeline of potential candidates. Many modern HR practices incorporate elements of both traditional recruitment and recruitment marketing to effectively meet the organization's talent needs.

Let's grow together...

Myjobfactory helps you to define and design your recruitment marketing strategies. Our purpose is to help businesses become brand employers that helps them to attract team personas whose aspirations, interests, intents are INSYNC with the founder’s vision & mission company’s culture & organizational values and goals.

Aay Alandkar | HR Marketeer | Founder @ Myjobfactory |

(Video Source: Pidilite)

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