Evolve Maturity & Efficiency Framework

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 Inbound Marketing

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

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

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

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

    Drive engaging content into the marketplace to encourage conversion.
  • Conversion and Outcomes 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

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

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

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.

Evolve Eficiency Map

Recruitment Marketing and Operations Team

Recruitment Marketing and Operations Team

Managing modern recruiting spend, resources and effort requires support across marketing strategies, campaigns, compliance, analytics, systems and an integrated web of vendors. And that’s a full-time effort beyond the discipline of recruiting.

Recruitment marketing and operations teams have recently emerged to address these complexities—working across the recruiting process, and focusing on analytics and reporting, compliance management, process and workflow management, marketing operations, data integration and security/data privacy. It’s the first step toward filling skills gaps in modern recruiting.

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.

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.

Ad Hoc Recruitment Marketing

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.

Developing, But Disconnected Recruitment Marketing

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.

Integrated and Efficient Recruitment Marketing

Advanced Recruitment Marketing

At Level 4, companies have reached advanced maturity, leading to activation of cutting 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.

Advanced Recruitment Marketing
Take the Recruitment Marketing Assessment

Take the Recruitment Marketing Assessment

Evolving the effectiveness of your recruitment marketing function should inspire and empower your organization. But it starts by understanding where you are currently and then putting into place the strategies, processes and technologies that will advance your organization to reach greater levels of maturity and drive performance for the future.

Take Assessment


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.

83% Application Conversion Rate
86% Career Site Visitors Brand New
72% 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.

18,000 Job Offers in Just One Day
75,000 Applications Pre- and Post-Event
99% Background Check Success Rate
View Success Story

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.

3,000 Hires Per Year
27,000 Jobs Posted
750,000 Candidates Managed
View Success Story
View All Success Stories
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
Principle Analyst

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