KENDRICK MENDIOLA
Source - Recruiter.com
Recruitment marketing has come a long way – PPC, SEO, job boards, social selling, inbound marketing, content marketing – and it now welcomes a new entrant, account-based marketing (ABM). ABM is causing a buzz in the B2B marketing space, in part because this strategy promises the highest ROI among other B2B marketing initiatives.
We’re already familiar with today’s darlings, inbound marketing and content marketing – strategies that have also been used extensively by recruiters to attract clients and candidates. But the relatively new approach of ABM is now on the rise, particularly with large enterprises (1000+ employees).
The popular recruitment marketing trends in this modern age – automation, customer-centrism, employer branding, analytics – combine to become the perfect ingredients for cooking up an ABM strategy. The technology is already here, and recruiters just need to use it.