Social media and the internet have had a huge impact on recruiting. Organizations large and small are competing on more of a level playing field for top talent. Interactions between people occur at an increasingly rapid pace, and communication between recruiters and prospects happen 24-7.
Now that job seekers have the most powerful research tool imaginable at their fingertips, the biggest impact on recruiting has been the now critical importance of the employer brand and employee value proposition. And the implication of this is also a big change. The approach recruiters need to take to attract top talent is more like that of a savvy marketer, than an HR pro.
Leading business author and social selling expert Daniel Pink argued in his latest book, To Sell is Human that before the internet the seller had more information than the buyer and therefore had the power (because of information asymmetry). In today’s world information asymmetry has given way to information parity where it’s no longer “buyer beware” but rather “seller beware”. People know more about products, services, brands, and even what it’s like to work in organizations, than ever before.
The traditional recruitment process reacts to the needs of hiring managers and hopes that through job postings and advertising the best candidate will become interested and make a decision to apply. This is no longer as effective as it once was, largely due to the rise in information parity. Now, what other people are saying about your organization is more important than what you’re saying about it. People don’t want to be sold; they want to be assisted, educated, even entertained, and if you can do this well, talent will find you.
So how do recruiters shift their strategies and practices to remain current and competitive? A good way to answer this question is to look at Hubspot, the marketing leader who coined the term inbound marketing, a.k.a. content marketing.
According to Hubspot the purpose of inbound marketing is to stop interrupting your customers and start educating them with high quality content that they find valuable and useful. The goal is to foster a strong relationship between the buyer and seller – one that is based on value, trust, and mutual respect.
Marketing thought-leader Sam Fiorella of Sensei Marketing argues that “most consumers make purchase decisions based on an emotion. They are driven by their hearts first and foremost; gut instinct, physical attraction, fear, love, etc.” Recruiters can take a proactive relationship-building approach with prospective candidates through the use of social media, educational content sharing, and adding value. This is what modern marketing is all about.
At Fitzii we have created a platform that moves recruiting into the 21st century and beyond, by focusing on what has been proven to drive strong recruitment results – a predictive screening process that will find the right fit for your open role (something resume screening fails miserably at).
Many of our clients have used employer branding and content marketing to build large pools of interested talent. All of their recruiting channels are driven by value-added marketing – compelling job advertisements, a comprehensive careers site, and engaging content from their blogs and social media channels. Because of this they get more applications for open roles than the average company, and with Fitzii, getting swamped with interest doesn’t mean getting swamped with screening, as the tool will automatically score and filter out those candidates who are unqualified.
These days, the only big difference between a marketer and a recruiter is the product they are selling. How they go about successfully building product and employer brands is exactly the same – it’s about tapping into the emotions of their target audience and providing value to them. It’s time for all recruitment practitioners to tear out a chapter from the marketing playbook and give it a try. The results will be off-the-charts and generate competitive advantage in the “war for talent”.