How seven years of tech development has reshaped recruitment marketing

Huge tech developments and changing candidate behaviour have forced recruiters to think differently in recent years. As recruitment marketing specialist crooton marks its seventh anniversary this month, the firm reflects on how the industry has moved from using reactive, traditional hiring methods to sophisticated digital marketing strategies.

When crooton launched seven years ago, there was little choice on the market for hiring managers other than using a traditional recruitment agency or job boards. Today, a lot has changed. With a tricky economy businesses have had to change the way they hire. CEO Stephen Anderson developed crooton to offer a new way of working. 

"We set out seven years ago to make recruitment more efficient," says Stephen Anderson, CEO of crooton. "Instead of asking how candidates look for jobs, we ask where they are physically and digitally, and how we can engage them. Very often, the best candidates aren’t actively job hunting, they’re employed and unaware of better opportunities - so how do we reach these people?” 

A major turning point for the sector was the evolution of location-based technology and geofencing. Employers can now map physical locations (like industry events, stations or business parks) and serve targeted ads directly to people who enter these zones. 

As digital marketing and AI developments changed how companies hire, talent acquisition teams faced a new problem. “Businesses have access to so much data about their ideal candidates; they know who they want to employ, where they live, what websites they visit and where they go in their own time. But the sheer volume of information became overwhelming for lots of clients” said Stephen. To help them make sense of it all, crooton created GeoHire®. The tool maps where an audience lives and works, as well as their demographic data, and layers local advertising opportunities to help companies better plan their recruitment campaigns.

Stephen explains. "We built GeoHire® to turn complicated datasets into visual campaign maps. We wanted one single place where we can map out an audience, find and book advertising opportunities so that employers can see where they’re spending their money.” 

Looking ahead, the development of technology, particularly AI, in recruitment marketing continues to accelerate."Technology will keep shifting recruitment strategy. We welcome a sector that refuses to stand still - it pushes the entire industry to stay innovative." 

"We’re incredibly grateful to our clients, candidates, and team who have backed us over the last seven years," added Stephen. 

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