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Niche vs. Generic Marketing
StaffPointe is committed to helping you recruit more effectively. To demonstrate our commitment, we created a free Healthcare Recruiting Advice section to help you find the best talent for your Medical Organization. Call us toll free at 888-333-4585 to learn more about our Professional Healthcare Recruiting Solutions.
Both Niche vs. Generic Marketing techniques have their strengths and weaknesses. Marketing to a niche audience will provide you fewer and more qualified candidates. Generic (broad based) marketing should be used to reinforce your brand and not used for a particular position. When used appropriately, niche and generic marketing can provide excellent results.
Generic Marketing is a phrase that we use to describe marketing to the masses. The message that you are sending is not specific and is used to bring in more exposure to your company. By consistently sending messages to the public about your company as a leader, this will reinforce your "brand" in the eye of a qualified candidate. Although companies are still using this technique to recruit, it is not as effective as niche marketing.
Niche Marketing is a phrase that we use to describe marketing to a targeted audience. This is better for recruiting Healthcare and Medical Professionals. The costs tend to be higher because you are sending multiple messages to different candidates (you would not promote a RN position to a Cardiologist). The message must be clear, concise, and effectively convey that your position is better then the competition.
Websites, Newspapers, Magazines, and other forms of media can be subcategorized as niche or generic. The more that you sub categorize the generic media outlet, the fewer and more qualified responses that you will receive. When you are recruiting Healthcare and Medical professionals, it is always better to work with different forms of media that specialize then those that do not.
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