Initially when you start discovering exactly what inbound recruitment marketing is, frankly it hardly seems like rocket science!
For those of you new to marketing, I would recommend The Recruiter’s Guide to Inbound Marketing from Recruiting Daily.
Inbound Recruitment Marketing is mostly about taking advantage of social media to get tomorrow’s talent to know you, like you and apply to you. Blind applications welcome.
A blind application by the way is when you apply without having a specific job in mind, usually your application is put on file for potential vacancies coming up that you could be suited to.
Inbound Recruitment Marketing is a marketing approach for a Personnel task. That could put the cat among the pigeons!Get onto the device in their hand, so that you can shake their hand ....as a new employee. Click To Tweet
The current climate is putting recruiters under pressure to get in early, impressing upon potential employees what a great employer and brand they are before the potential recruit is even in the right frame of mind to look for career challenges.
That’s tough and requires a certain degree of creativity that is not typically found in abundance in conventional HR departments. The challenge is to find your creative brand loyal superstar in a people role and get them on board.
Corporate branding is no longer purely in the hands of marketing. Now it is the recruiters too, that are keen to make sure that the organisation is not only appealing to customers but to job applicants too. Two previously distinct functions are now increasingly working together. Or should be.
and so the marketing job is being stretched from customers to future employees though a focus on corporate branding #bizengchat
— Byte Sized English (@CocoInternomad) 20. Oktober 2016
You see as the number of decent applicants falls as a reflection of the changing population, HR is having to work harder to influence the best employees. The marketing ‘hat’ or role feels more comfortable to some than others.
Where HR and marketing can work together constructively and play nicely by sharing their Customer Relationship Marketing (CRM) system, then there is hope.
Customers that love your product and are loyal to your brand are the equivalent to a warm sales lead, they have already bought into your organisation, making them more likely to embrace you as an employer too. Likewise employees often become customers too if they weren’t already before.
It’s all about pushing the corporate brand, the company vibe! HR is now having to think extremely carefully about their ideal recruit, or ‘Persona’. This enables you to communicate with them so much more effectively, just like marketing a niche product. It’s more difficult than it sounds, believe me.
Some start ups are already taking this route but the tendency is to reserve creating a persona for the difficult to fill or important roles, rather than the frequently changing lower level staff positions. Odd somehow, but that was the clear message that I got at Candarine‘s recent training in Berlin.
Feel free to prove me wrong, I love a great success story!
So the winners are likely to be the organisations where co-operation and collaboration in terms of exchange and sharing of ‘people data’ is smooth and open. Admittedly this is a lot easier for a start up than for a bigger, chunkier organisation, startups have a clear advantage here.
I suspect that setting up a professional CRM system with limited staff and resources might not be a top priority for all start ups right from the word go. Look at the level of communication after a crowdfunding campaign, it’s weak at best and yet this is when there certainly is a real vibe to take advantage of.
Shaking my head in bewilderment at this one!
Strike while the iron is hot.
maximise on the opportunity immediately.
Part of Inbound Recruitment Marketing is calculating the metrics and knowing how often you will need to replace a certain member of staff is tricky. Let’s face it, we are all individuals with different degrees of knowledge, ability to accept crititism, tolerance levels, even the length or irritation of the commute can play a role. The players that can plan effectively will have a competitive advantage.
You know yourself, that dissatisfaction in the workplace creeps up on you quite suddenly as a rule, doesn’t it? By the time an employer has picked up on those telltale signs that someone is thinking of leaving, it is too late to get them back and often too late for potential employers to start sewing the seeds of corporate fit, especially if the competition are already ahead of the game.
Remember, that it isn’t just the big players that have an appealing brand, if you play your ‘marketing’ cards right, the intrigue in your company will already be growing before disgruntlement with their own has started to grow.
Ultimately the serious players or ‘talent catchers’ will go the extra mile, working hard to lure the employees of tomorrow into their den of productivity and brand pride. It’s about consistency and creativity not necessarily budget alone.
So if you want to know more, why not start with the free guide from Candarine called “How to Leverage Inbound Marketing for Talent Acquisition“.
There was also a discussion at my Twitter Hour this week about Customer Relationship Marketing systems. Feel free to add your advice, suggestions, opinions, technology tips or just read along at #BizEngChat.
If you are a marketing or communications expert please get in touch as I would like to have an expert for each topic/week.