Recruitment marketing that helps the right people see themselves in the role
Recruitment is rarely just about filling a vacancy. Whether you’re looking to attract
new talent, raise awareness of opportunities or encourage people to consider a
different career path, success starts with understanding who you need to reach.
At SBW, we work with organisations to create recruitment campaigns that help
the right people see themselves in the opportunity and turn interest into action.
What is recruitment marketing?
Recruitment marketing helps organisations reach and engage the people they want
to attract. Unlike traditional recruitment advertising, it goes beyond promoting a
vacancy. It considers the full journey, from introducing someone to an opportunity
through to giving them a compelling reason to apply.
By combining audience insight, employer branding, creative communications and
media planning, recruitment marketing helps organisations put the right opportunities
in front of the right people and encourage them to take the next step.
Why recruitment campaigns need more than job adverts
A job advert explains what a role is. A recruitment campaign gives people a reason to notice it. Potential candidates may not be actively looking, may never have considered the sector or may not immediately see how their experience fits. Reaching them takes more than placing a vacancy and waiting for applications. The strongest recruitment campaigns are built on a clear understanding of what candidates are looking for and what makes an organisation a compelling place to work.
Our approach
Every recruitment challenge is different, but one thing stays the same: successful campaigns start with understanding who you need to reach.
Audience insight
We explore what potential candidates are looking for, what might capture their attention and where they spend their time. This helps us shape campaigns around the people most likely to respond.
A compelling reason to apply
A strong employer brand and EVP provide the foundation for successful recruitment marketing. They help potential candidates understand what makes an organisation different, what it’s like to work there and why they should consider applying. Where this work is already in place, we help turn those insights into recruitment campaigns that reach the right audiences and encourage applications. Where it isn’t, we can help define and develop it.
Strategy, creative and delivery
We bring together audience insight, employer branding, creative thinking, media planning and digital activity to create campaigns that reach potential candidates and encourage applications.
Measurement and evaluation
Understanding what worked is just as important as the campaign itself. We use campaign performance data, recruitment metrics and evaluation to understand what’s making a difference, identify opportunities for improvement and help shape future activity.
Our work
From national workforce campaigns to specialist recruitment
activity, these examples show how we’ve helped organisations
connect with potential candidates and encourage applications.
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Welsh GovernmentCymorth Cymru
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#ShapeYourStory – Critical Care RecruitmentBarts Health NHS Trust
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University Hospitals Bristol & Weston NHS Foundation TrustAdministering Skills for Good
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Royal Voluntary ServicePlaying my Part
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Gloucestershire Hospitals NHS Foundation TrustA New Life Starts Today
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National TrustAssistant Director of Operations Recruitment
Why SBW?
Successful recruitment campaigns start with understanding who you’re trying to reach
and what they’re looking for from an employer. For more than 20 years, we’ve helped
NHS organisations, public sector bodies, charities and purpose-led employers attract
talent, fill hard-to-recruit roles and build stronger candidate pipelines.
By combining audience insight, employer branding, creative communications, media
planning and digital expertise, we create recruitment campaigns that not only generate
applications but help organisations connect with the right people.
From EVP development and employer branding through to talent attraction campaigns
and recruitment advertising, we help organisations create a consistent candidate experience
that supports wider workforce objectives.
Frequently asked questions
Recruitment marketing helps organisations connect with the people they want to attract through audience insight, creative communications and media planning. It’s about helping people understand not just what a role involves, but why they might want to apply.
Recruitment advertising is focused on promoting a vacancy. Recruitment marketing takes a broader approach, helping organisations reach potential candidates, build interest in opportunities and encourage applications.
Yes. We’ve supported a wide range of specialist, clinical and hard-to-fill roles across healthcare, public sector and purpose-led organisations. By combining audience insight, employer branding, creative campaigns and targeted media planning, we help organisations reach and engage the right candidates.
Yes. We’ve worked with NHS organisations across Wales and England, delivering recruitment campaigns, employer brand development and workforce attraction activity.
The right channels depend on the audience you’re trying to reach. Campaigns can include social media, PPC, job boards, specialist media, outdoor advertising, radio, digital content, careers websites and recruitment events.
Yes. Some of the most successful recruitment campaigns engage people who aren’t actively looking for a new role but may be open to the right opportunity. Recruitment marketing helps organisations reach those audiences with relevant messages at the right time.
Every campaign is different, so we tailor our approach to measuring success. Depending on the objectives, this might include applications, event attendance, website activity, audience engagement and recruitment outcomes.
Let’s start with the challenge
Whether you’re looking to attract talent, fill hard-to-recruit roles, strengthen your
employer brand or improve candidate engagement, we’ll help you understand your
audience, identify the right approach and create recruitment campaigns that work harder.
Get in touch to start the conversation
Leticia
Managing Director
Rich
Head of Client Services
