Benefits of Implementing Marketing Automation in Recruitment

Abstract

Marketing and recruitment operate in similar settings: both strive to address people who most often are not looking for being addressed. While IT-support in marketing has been given its share of attention, the benefits of tools and automation in recruitment process are poorly researched. This paper explores these benefits. Eleven benefits have been identified from the literature and our interviews with recruiters. Five of these benefits are shared between recruitment and marketing, whereas six address relationship building and ethics more specific to recruitment.