How Recruiters Think as Marketers to Reach Out to Talents

It is a highly competitive global marketplace. Don’t we all agree that it is a challenge for organizations- to attract and retain the right talents?   

We all know that  Google is the most admired brand, not just for the users but the employees too. It chooses the right candidates, not based on technical skills but on their “Googleyness”. Googleyness is the ability to thrive in an environment of constant change, ambiguity and uncertainty. Google uses innovative recruitment techniques like structured behavioral interviews to assess the talent pool. [1]

As seen in Google’s case proactive recruitment is now, more of a norm - when recruiters attract talents through Employer Branding. So, our next question is what is Employer Branding all about?Simply put, it is a marketing tool leveraged by recruiters to create their company identity as an employer of choice. It connects the organizational values with the corporate brand. [2] Thus, there is an emerging trend on the confluence of the HR and marketing functions.[3]

An integrated HR and Marketing function is born but the question remains. Why to adopt such an endeavour?  

Why to Adopt an Integrated HR and Marketing Function?

First.Let me set the stage a bit.

There is a shift in marketplace - driven by those candidates with abundant choices. As a recruiter, you fight to grab the pie of their attention. Today, talent seeks more inspiration, purpose and culture-fit and not just a comfortable salary. [4]  

At any cost the recruiters must avoid to blindly follow what their competitors do. Instead, they must evolve to think like a marketer.

The recruiters must do away with the old school mentality of ‘this is the way it has always been done’. They need to make use of new or existing channels. All in search of audience and through meaningful conversation-just like a marketer. So, the new norm of recruitment marketing has the employer branding at its core showcases the existing employees as brand advocates.

Moreover, like any brand strategy the employer brand is best developed from scratch or improved further with insights from the marketing team. Each organization adopts unique Employer Branding strategy. Some of these are highlighted below:  

Create a Culture of Innovation

Google takes a unique approach to its career pages to attract talents.[5] The look and feel of these are similar to the home pages of a tech magazine with innovation seeping into their content with videos and entrepreneurial stories. with innovation seeping into their content with videos and entrepreneurial stories.

The employee based stories are on real-life experiences. Google here adopts a subtle way to inspire the new recruits by the published stories. Google thinks like a true marketer.

Think about all those typical corporate websites. Can your mind conjure the typical “Work for Us” pages with some stock photos of grinning employees ? And see the difference in how Google is innovating its brand.

Let’s now latch onto some more brands as they collaborate with their marketing team. Here are some more marketing tools to reach out to the talents,

Generate New Business Ideas

The participants in Hackathons generate great ideas with or without the software deliverables - the prototypes. They search for new business opportunities. [6] They usually solve a business problem.

The Hackathons at Facebook experiment with ideas in a low-cost way.The next big product feature is born, And not to mention the lots of mouth-watering Chinese food.

Organizations seek for innovative ways like Gamification to engage the candidates.

Increase the Level of Engagement

Gamification applies the essence of games - the element of fun, play and competition to the real-life processes of the organization.  It transforms the business model by increasing engagement and acts as magnets for the best breed talents. [7]

A good example on gamification would be PWC Hungary.and Multipoly. It is a game from PWC-Hungary that virtually tests the candidate readiness to work in their firm and solves real-life business problems. The participants in the game are better equipped to face subsequent face-to-face interviews.

CXO Challenges are scintillating competitions for creative business solution for real-life challenges.

Promote the Spirit of Entrepreneurship

As said by Sriram Rajagopal, VP - Human Resources, Cognizant, CXO challenges foster an entrepreneurial spirit among the students from the business schools. [8] The students learn from the experienced experts at Cognizant.   

It gives a genuine insight into the challenges faced by the CXOs. This is to successfully grow a business based on strategies and competitive dynamics.

You have a choice. Do the mundane activities repeatedly or adopt the savvy tactics of today’s marketers and reach out to especially the hard-to-find passive talents.

References

[1] https://www.randstad.com/workforce-insights/workforce360/archives/case-study-employer-branding-at-google_97/

[2] http://www.nigelwright.com/news-insights/news/employer-branding-is-more-important-today-than-ever-before/

[3] http://www.thestaffingstream.com/2014/01/09/hr-and-marketing-connecting-for-recruitment/

[4] http://recruitloop.com/blog/recruiters-are-now-marketers/

[5] https://contently.com/strategist/2016/11/03/google-attractive-employer/

[6] https://medium.freecodecamp.org/hacking-the-hackathon-40c109c1a6ea

[7] https://www.forbes.com/sites/jeannemeister/2015/03/30/future-of-work-using-gamification-for-human-resources/#77cade6d24b7