Over the past year, the concept of HR embracing and adopting marketing techniques and strategies exploded on the scene. And for good reason. The short supply of skilled labor in many markets has forced organizations to aggressively identify and target both active and passive candidates, essentially promoting and differentiating their organization and open positions from the competition. HR must now “Act like a marketer.” With that, the challenges facing HR and talent acquisition leaders, particularly in the area of recruiting, are many of the same challenges today’s B2B and B2C marketing professionals are dealing with.
For years, content marketing expert David Meerman Scott, author of the New Rules of Marketing & PR, has shared his techniques and strategies on the critical role that current, compelling and engaging content plays in modern marketing and how to leverage online channels to deliver that content. As HR professionals begin to act like marketers, they must apply the same “new rules” approach to talent acquisition.
Here are 3 New Rules of Recruiting and HR (based on the New Rules of Marketing & PR):
Content is King and Video Rules Supreme
In modern marketing, the phrase “content is king” is often used. And today that content is undoubtedly most often preferred to be in video form. Online video, especially among Millenials and GenXers, has exploded and there is no end in sight. Online video users are estimated to hit 1.5 billion by 2016, and according to ComScore, after watching a video, 64% of users are more likely to buy a product online. Isn’t it safe to assume that the same reaction would hold true for prospective hires?
Using video recruiting for job descriptions, cover letters, interviews, and onboarding not only provides a more compelling experience for candidates, it conveys the company’s brand, its culture and ultimately a more engaging and memorable experience. And as recruiting techniques shift to job-specific advertising, (competing and generating marketing buzz at the individual job level), video plays a critical role in creating awareness, consideration and differentiation for recruiters and hiring managers.
HR experts and analysts agree. Recently Bersin by Deloitte published The Next Generation of Video Technology in Talent Acquisition, stating:
“As organizations embrace myriad talent solutions to improve their hiring processes, we see a new wave of trends around video technology entering the marketplace… adopting video can streamline talent acquisition (TA) processes, including enhancing the candidate’s journey—from posting job descriptions to onboarding employees.”
Reach your Candidates Directly, Wherever They Are
Consistent delivery of interesting content is what engaged candidates want. Both active and passive candidates will engage with, respond to, and ultimately, share content if it is compelling and accessible – which means that your recruiting content must be relevant and it must be mobile-ready. Research from ConnectEDU shows that 68 percent of 18 to 25 year olds search for job openings from a mobile device.
This approach allows you to engage candidates in real time. Share company performance information, a press release or news coverage, recent additions to the team or an exciting customer or product story as they happen. A real-time conversation with candidates will actually build a relationship that keeps them interested in you, and reinforces a brand with influence.
Social is More Than Just Networks
For years, recruiting and HR’s approach to social media has been dominated by a focus on LinkedIn. And for good reason, as the popular social network continues to be one of the most popular and preferred sites for job seekers and recruiters. However, a social strategy for talent acquisition leaders must be much more than simply one social networking site. HR must be an active participant on a number of social sites such as Twitter, Facebook and Glassdoor, sharing relevant content for prospective hires. Recruiters can also provide blog content to company blogs or better yet, launch an HR-specific blog for candidates and new hires.
But today, social means much more than just networks. Collaborative communication among candidates, internal employees, hiring managers and recruiters is a critical piece of a social strategy. A personalized, engaging dialogue among these parties combined with shared video across multiple channels is a clear differentiator when it comes to a talent acquisition experience.
These are just a few New Rules of Recruiting and HR that embrace modern marketing techniques and will set you apart from your competitors and provide the “unfair advantage” in recruiting top talent.