Recruiting leaders get asked to act more like B2C and B2B marketers a lot.
But, what does that mean? Where do the analogies hold up, and where are they irrelevant? In the latest HRWins trend report, I explore this with the goal of helping recruiting leaders understand how modern marketing can help them be more effective in attracting and engaging talent.
One example where recruiting leaders can learn from modern B2C and B2B marketers? It’s time to blow up the funnel!
Approaching your recruiting metrics as though candidates land on an ad or job, and then follow your process like a series of linear breadcrumbs is left over from when the Sunday newspaper was the best source of talent, and resumes poured off of fax machines.
Candidates are consumers. How do modern marketers handle consumer metrics? Consumers do a lot of research before they engage with you directly. They touch a lot of content before they decide to click on your “call to action”, or the world of recruiting the “apply now” button. They measure all of the consumer touch-points and facilitate a journey that leads to conversion. Without this level of tracking marketers would be misled as to what their best source of leads or sales was – thinking it was always the last point the prospect touched.
This kind of measurement and “journey building” requires some modern marketing technology.
Confusing? If we bring it into our world of recruiting and use terms we can better relate to it gets more clear.
For example, source of hire, without modern recruiting technology, is one of the most misleading recruiting metrics. Most existing technologies apply the “last/most recent source” to candidates. Given the myriad of touch-points a candidate will have before converting to an applicant, it’s feasible for them to have started with a Google search, landed on a job board, visited your corporate career-site, engaged with content, and then actually applied after seeing a retargeted ad somewhere else. Modern recruiting technology is not only more effective in sorting this out, it applies perspective to where your most engaged candidates are coming from, or what type of message is more engaging for each unique source.
This is a good example, and that last paragraph is right from the eBook. I outline several more examples, translating from marketing to recruiting in the eBook, and provide a few places for you to start.
Thanks for my friends at Beamery for sponsoring the eBook and bringing it to the market. Enjoy!