The Evolve Maturity & Efficiency Framework helps you self-identify and develop strategies to improve the effectiveness of your recruitment marketing function. Start by understanding where you are currently. Then put into action the strategies and technologies to move your organization forward.

Process Areas

Core recruitment marketing processes that drive to conversion and outcomes


Inbound Marketing

Attract candidates you do not know or have information on to reach.



Find candidates across multiple sources to build a proprietary talent database.


Outbound Marketing

Use intelligent segmentation of database to develop and deliver targeted marketing outreach.


Relationship Management

Build relationships with individuals you have information on in your database.


Candidate Engagement

Drive engaging content into the marketplace to encourage conversion.


Conversion and Outcomes

Get candidates to opt in or apply for a job. Capture information to increase what you know.


Identify, prioritize and nurture key audiences that are most important to your business results

With limited time and resources, it’s easy to overlook the importance of prioritizing key audiences across each recruitment marketing process area. But there are three different types of audiences that you should consider when looking to invest in current and future recruitment marketing opportunities.


Key Talent Audiences

These audiences include volume jobs, targeted jobs or critical jobs, including specific job families or geographies, to build content and campaigns, and approach from the six recruitment marketing process areas.


Strategic Audiences

Many organizations today have started providing candidate engagement content, or enacting inbound and sourcing strategies to strategic audiences. These can include diversity & inclusion candidates, university relations audiences for students, grads or interns, veterans and military hiring, or strategic audiences around executive hiring.


Relationship Audiences

Relationship audiences include candidates that you already have a known relationship with, including employee referrals, internal employees, alumni, the contingent workforce, and past applicants, like silver medalists and high potential candidates.

Organizations more mature in their recruitment marketing activities also may focus on existing customers for relationship based marketing, and recognize that the candidate-consumer connection impacts how they interact with individuals as both candidate and as customer.

Talemetry Recruitment Marketing Efficiency Map

Avoid a disconnect between recruitment marketing process areas where candidates can drop off. Make sure each area is interconnected by leveraging the right model to maximize your recruitment outcomes and ensure the investment in your candidate experience pays off.



Four Levels of Recruitment Marketing Maturity

Driving recruiting results through specific process areas and capabilities is what determines the level of recruitment marketing maturity for each organization. There are four levels of maturity—Level 1: Ad Hoc; Level 2: Developing, But Disconnected; Level 3: Integrated and Efficient; and Level 4: Advanced Recruitment Marketing.

Learn more about each level by clicking on each paragraph below. 

evolve-recruitment-marketing-maturity-level4 evolve-recruitment-marketing-maturity-level3 evolve-recruitment-marketing-maturity-level2 evolve-recruitment-marketing-maturity-level1

Level 4: Advanced Recruitment Marketing

At Level 4, companies have reached advanced maturity, leading to activation of edge strategies, increased channels, micro targeting, and increased personalization of recruitment marketing. Full automation is pursued and achieved wherever possible. Advanced content marketing is now a real possibility.

Level 3: Integrated and Efficient Recruitment Marketing

Recruitment marketing at Level 3 features strategies that are increasingly automated with targeted campaigns to defined audiences. Reach expands through more and broader channels to talent. Integration across recruitment marketing processes and technologies is required to achieve desired insights and results.

Level 2: Developing, But Disconnected Recruitment Marketing

At Level 2, companies may have various solutions in place, like basic compliance, marketing, sourcing and CRM, but they are often disparate. Recruitment marketing technologies also may have been implemented, but not integrated. Strategies, campaigns and tactics are more intentional and aligned with desired business outcomes. Improved insights begin to expose candidate source and hiring process effectiveness.

Level 1: Ad Hoc Recruitment Marketing

Level 1 means recruitment marketing and talent sourcing activities are occurring, but they are not planned, nor are they consistent. Job roles may get filled, but activities are not scalable or reliable for enterprise organizations. Very limited measurement may be in place for recruitment processes and compliance. But delivering a modern, consumer-quality candidate experience and candidate relationship management (CRM) are totally out of reach.

By integrating advanced recruitment marketing technologies and strategies across process areas, CDW has optimized recruiting performance, improved application conversion rates, attracted a new breed of talent and created an outstanding candidate experience.


Application Conversion Rate


Career Site Visitors Brand New


Email Open Rates

View Success Story

By focusing on key talent audiences and leveraging candidate relationships, a large national retailer successfully executed a national hiring day and heightened its level of recruitment marketing maturity.


Job Offers In Just One Day


Applications Pre-and Post-Event


Background Check Success Rate

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By addressing existing gaps in its recruitment process for attracting highly-skilled talent, UPMC reached a higher level of recruiting success by enhancing the candidate experience, improving sourcing effectiveness and increasing candidate volume.


Hires Per Year


Jobs Posted


Candidates Managed

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Analyst Report

Recruitment Marketing Maturity Model and How It Impacts Your Success

Learn from Principal Analyst George LaRocque, #HRWINS, how advancing your own recruitment marketing maturity will impact the success of your recruiting function.

I think the big news is EVOLVE gives you a framework and an integrated view where your analytics allow you to achieve your goals...That’s why I’m really excited about this.

George LaRocque

Principal Analyst, #HRWINS

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Explore Additional EVOLVE Resources


Evolve the Effectiveness of Your Recruitment Marketing

Learn the critical framework for evaluating, evolving, and improving your recruitment function.


Four Levels of Recruitment Marketing & Efficiency Infographic

Find out how your recruitment marketing capabilities, processes and technologies measure up.


Pinpoint the Maturity of Your Recruitment Function

Start by understanding where you are currently. Then put into action the strategies and technologies to move your organization forward.

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