What do you use for Recruitment Marketing? Video! Podcasts! Just-in-time recruiting content! Candidate experience! Job descriptions written for people by people! Analytics! Big data! Remarketing campaigns! Alexa and Siri! Programmatic advertising!! Branded content!! Social advocacy!!! Google Freakin’ Glass!!!!!!!
The Wonder Years
The End of the World as We Know it.
This is how the future arrives, not packaged up in a bow, but in sad and weird fits and starts. The fact is, we could not have jumped from the beginning to the end if we wanted to. Which is what we want. We want to take the lessons of a Target or Amazon and apply them to our business, forgetting all the steps Target and Apple had to take to get here. Moreover, I guarantee, they complain as much as you do about their technology and process.
So what now?
Let’s stop pretending that our magic wand is back-ordered and get to doing smarter better work right now. To that end, here is a list of things you need to get good at now before you can play out your science fiction recruiting fantasies:
- Email/InMail: No more form messages. Every message personalized (and by that I mean written for a person, not with the part that says Dear [name]) needs to be written for the person and request. The fact that spamming people is easy should indicate how useful it really is.
- Content: Regardless of channel or form (go ahead, tell me that text is dead while you are reading this article. I dare you), they goal is not to flood the market with a message, but to have a message worth hearing. Don’t invest in Snapchat and 360 video until you know what story you are telling and why anyone would ever want to read it.
- Mobile: Stop it. Everyone has a phone. Everyone lives on their phone. They look at it in the bathroom, while watching TV, and while waiting for some other thing to happen. We are a far more mobile world than not, so mobile can’t be an after-thought. It has to be the first thought. In many cases, it should be the only thought.
But Wait There’s More!
- Application Process: Find someone amazing? Ask for their resume. Everything you need is there. Don’t demand they run through your application process because “that is policy.” You have what need to start the consideration and evaluation process, so treat them like a person, not some raw material to be processed by your ATS.
- Job Titles: I have no idea what an SDE L2 is. However, you are trying to hire four of them. Best of luck.
- Refusing to See: There are companies who make a lot of money telling you why people do not like working for you, what issues you have, and how things see from their perspective. If you refuse to look at that and take it seriously if you are not willing to make changes based on that feedback, do you think a chatbot is going to turn things around?
The Future is not Magic
Consequently, the future is coming (as it always is), but it is not a panacea. It is not magic. You need to focus on what’s right in front go you. Get good at the basics before you expect to fly new prospects in on jetpacks. For every crazy dunk, LeBron James practices a hundred simple layups. The fact is, he has to nail down the basics before he can think about the amazing stuff.
In conclusion, focus on the hard work, the million little steps every candidate makes through the process. That is what really differentiates a company from its competition. Cool ideas make headlines, but well-considered and properly-executed recruiting gets the hire.
By James Ellis
It's very possible that the rumors are true and that James Ellis was a mild-mannered digital marketer who was bitten by a radioactive recruiter six years ago and now has strange new powers. But what we do know is that James is a leading voice in employer branding, developing and activating dozens of brands of every size, running The Talent Cast podcast for more than three years, writing the Employer Brand Headlines newsletter and writing for a number of industry publications. His mission is to evolve the conversation around recruiting and hiring. He is currently the Director of Employer Brand at Universum. He lives in Chicago with his wife and daughter.
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