Third-party cookies have long been a staple of recruitment advertising and marketing, but they are on the verge of extinction.
With the increasing focus on privacy and data security, third-party cookies will soon be a thing of the past. This presents a challenge for recruitment marketers who have relied on these cookies to target and track their campaigns.
However, there is a solution to this problem: communities. By building and engaging with communities of customers and potential customers, marketers can achieve many of the same goals as they have with third-party cookies, without privacy concerns.
Here are some ways that communities can be the answer to recruitment marketing in the future without third-party cookies:
- Communities provide valuable insights: Recruitment marketers can gather valuable insights and feedback about their employer value proposition and employer branding by building and engaging with a community of candidates and potential candidates and talent. This can help inform recruitment marketing strategy and drive EVP development.
- Communities can drive referrals: Word-of-mouth marketing and referrals are often more effective than traditional recruitment advertising, and communities can be a powerful way to drive this type of activity. By fostering a sense of community and connection, recruitment marketers can encourage candidates and talent to recommend their employer and community to their friends and family.
- Communities can facilitate personalised marketing: Third-party cookies have often been used to deliver personalised marketing, but communities can provide a similar level of personalisation. By gathering insights from community members and segmenting the community, marketers can deliver targeted, personalised marketing messages.
- Communities can drive candidate loyalty: By building a strong sense of community, recruiters can encourage candidate loyalty and referrals. Talent that feels connected to a community is more likely to continue engaging with an employer and to recommend it to others.
- Communities can provide a sense of community and connection: In a world that is increasingly digital and isolated, communities can provide a sense of connection and belonging. By building and fostering a talent community, recruiters can create a sense of community and connection for their talent and candidates.
In summary, communities can be a powerful tool for recruitment marketing in the future without third-party cookies. By providing valuable insights, driving referrals and word-of-mouth marketing, facilitating personalised marketing, driving candidate loyalty, and providing a sense of community and connection, communities can help recruiters and recruitment marketers achieve many of the same goals as they have with third-party cookies, without privacy concerns.