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Talent Acquisition is changing rapidly. It is changing for companies of all sizes. It is changing for corporate recruiters, for RPOs, for recruitment agencies. It is changing in accordance with the seven steps I outlined in the recent post “The new recruitment model”. Here they are again:
- At the core stands a strong employment brand, clearly devised as a facet of the overall brand and therefore able to draw on the strength, resources and support of it.
- It is communicated via a clear and authentic content marketing strategy, utilising video in the process, to convey the attractiveness of the brand as a workplace.
- It is disseminated using social connections of all employees and suppliers, based on the belief that most brands are already connected to most of the people it wants to hire in the first place and therefore does not need to use job advertising anymore.
- It has built-in data captured at all different touch points, not only from the recruitment but the entire consumer process to increase understanding, insights and drive personalisation.
- It uses e-commerce models for repeat interactions, recommendations, relevance and reinforcements.
- It chooses the channels of interactions the candidate wishes to be communicated with to achieve highest conversion through increased convenience.
- It permanently trials new solutions and apps unrelated to recruitment to find talent and connect before the talent moves from passive to active and before anybody else gets to embrace it.
Content marketing is becoming more important than job advertisement. Firstly, it helps to build an attractive employer brand and position the company as an attractive employer. Secondly, it helps connect with people before they go onto the more traditional, proactive means of finding a job.
Creating content marketing is only step one. It still needs to be delivered to “the channels of interactions the candidate wishes to be communicated with”. Many companies don’t go the extra mile and hope that sharing it via their corporate LinkedIn and Facebook page as well as their company’s Twitter feed will result in it going viral and reaching the coveted talent. All us bloggers know that this doesn’t happen easily. You can create the best pieces but if you don’t have the network, and if some of the key influencers don’t share it, it doesn’t go anywhere.
It is also vital to ensure the message is received by the intended audience. To achieve this, companies need to utilize the marketing maxims of segmentation of the market, targeting the desired audience and positioning the brand accordingly. It requires a sound understanding of marketing combined with the time and effort it takes to go through this exercise.
Candarine, the company I am currently advising, can take some of this legwork away. They have built a tool that analyses content and recommends the most relevant social media communities. Based on this analysis Candarine then distributes the content marketing piece to the identified communities, ensuring the message reaches its target audience. In this way, a company can build employer brand awareness and connect with people even before they become active job seekers.
Have a try and see how it works.
Author: Felix Wetzel
