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Recruitment Marketing Is the New Strategy !!

Views 2 Views    Comments 0 Comments    Share Share    Posted 30-12-2008  
Way back in the 20th century, I learned an important fact about recruiters. We’re all salespeople. There are good salespeople and bad salespeople, but every recruiter has to be in sales if they are to function.

This is not up for discussion. We sometimes dance around the premise, but recruiting is essentially the selling of a company on a candidate and a candidate on a company. Those who choose not to engage in selling can pretend to be noble, but they’re doing a disservice to their clients and employers. It’s engraved on stone tablets for every third-party recruiter who makes it longer than three months, and even the most sales-averse HR generalist has to admit that at one time or another, they’ve tried to talk a manager into meeting with a candidate based on their internal interview. It’s the nature of our business.

Where we sometimes butt heads is in the implementation of a sales mentality versus that of a process-oriented human resources approach. I have good news: The sales mentality is remarkably effective for finding high-quality candidates or hiring large numbers of people quickly. Unfortunately, no company needs that kind of structure forever, and the friction caused by a sales mentality in hiring can lead to management, administrative, and even legal obstacles. The human resources approach of a kindler, gentler HR works when you don’t have urgency, and when you have an enlightened HR/executive management relationship, but process-oriented hiring turns off the top creatives and results in the hiring of a stable, but less aggressive workforce. That’s no way to run a company in uncertain times.

These are uncertain times, but also exciting ones. Jobseekers, through social media, now have access to information on their would-be employers that is truly revolutionary. In addition to being connected through social networks to hiring managers and other employees, candidates can gather information on individual recruiters, staffing firms, referral programs, and even interview questions. They can do so while they are sitting in an interview room waiting for that manager to arrive. The imbalance of information has been a strength of companies, who can set wages, benefits, and generally control the employment process. Today’s job-seeker has access — and is learning the skill — necessary to balance that information. The result is smarter, better-prepared candidates with wider options as to where they work and what’s acceptable in the employment process (such as whether someone will put up with multiple interviews and long assessments).
This trend may not yet have affected your open requirements, but the strategies employed by the very top candidates are spreading to other high-quality candidates. I know this because I, and others like me are helping train them. Every time I write about a tool on a blog or a social network, candidates have every bit as much incentive to read as do recruiters. And from my website stats, those kinds of readers are growing in droves.

A declining economy, high unemployment, and an increasing need for knowledge workers is running up against demographics, increased specialization, and social media. Recessions are supposed to be times when companies get lean and mean. They cut benefits, reduce or eliminate raises, and often use layoffs to restructure the business. All of that is happening, but the ease of finding candidates hasn’t changed. Companies sometimes get hundreds of resumes per open position, and with the implementation of ATS and database search technology, one would assume that companies could afford to sit idly by and let job-seekers come to them. Companies adopting that attitude are already hurting, and have been for years.

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