Within the recruiting function, marketing should be king, because when assessing recruiting processes, I almost always find that the foundation components that are most responsible for recruiting success all have a marketing focus. Rather than focusing on cutting costs or process-administration efficiency, recruitment leaders need to become data-driven marketing experts in order to fully understand how to attract, engage and sell top talent.
In today’s highly competitive recruiting market, convincing public-sector recruiting prospects to actually apply for a job requires unique and powerful selling approaches. So if you’re tired of struggling to reach your recruiting goals, and you’re ready to abandon your traditional cookie-cutter approach, here are the most effective actions for encouraging top applicants to apply (this list was originally developed for the public agencies in the state of Washington — WAPELRA).
Job seekers are people. People get distracted. So, you have to ask yourself: “Are my recruitment marketing materials attracting and engaging job seekers”? To answer this question, understand the job seekers’ environment when searching for and applying to jobs.
If you’re reading this article right now, I’m guessing you’re the type of person who likes to consume anything you can get your hands on about TA. Anything from articles, blog posts, social media posts, videos, podcasts, reddit, conferences, and whatever other new channel gets thrown at us (TikTok, anyone?). And you do all of this to help learn and grow. I’ll even take it one step further and surmise that you are on top of not just the best-in-class TA strategies but that you are also intimately familiar with all the newest technologies in TA from AI to automation to CRMs to Tengai.
Most organizations that are facing a talent shortage blame a variety of external factors, even though the actual culprit is the way their firm recruits. Even without visiting your firm, I can guarantee that your recruiting process contains several of the following egregious “talent killing” flaws.
Look around. How many people around you are wearing headphones right now? Have you noticed how many people are walking around your office with various flavors of earphones and airpods and isolating headphones? The market for speakers, be they wireless, smart, or otherwise has exploded. By itself, Spotify has more than 217 million customers, and you can add in millions more who listen to Pandora, Apple Music, and Tidal music services. And there are 750,000 podcasts being published, with more than 50 percent of all Americans having listened to a podcast, 90 million over the last month.