Monday, April 21, 2014

Recruiting is about marketing as much as anything

Recruiting is tough these days. Long gone are the days when you could put a classified ad in the newspaper and find the perfect candidate.

Successful recruiting in today’s market requires perfectly crafted campaigns that relate more to management than HR management. That seems a little far-fetched, I know, but businesses looking to find good candidates are having to get creative and strategic in how they market their recruiting efforts.  There’s a lot of work that goes into every aspect of recruiting, starting with a job posting.

Job postings serve two purposes:

1. To attract potential candidates for a position through a catchy yet condensed description of the position

2. Marketing the business. Contrary to what you might think, recruiting has everything to do with marketing your business.

Think of it this way – job postings are posted in print (newspapers and magazines), online (social media, company website, job boards), and can even be advertised through radio ads.  These are all traditional media outlets in which businesses are trying to capture public attention. This means that whether you like it or not, people are looking and listening to the message your company is creating through its recruiting effort. This is a big deal and should be taken very seriously.

Put yourself in the job seeker's shoes for a moment. What would the posting look like?  What would it say?  What would it not say? By putting yourself in a job seeker's shoes and trying to see things from his or her viewpoint, you are starting to identify with your target market.

This is important on top of identifying who your target market is. What qualifications and experience do they have, and what personal qualities? Creating and understanding your target market alongside a well-composed posting is key in recruiting, not only from a public viewpoint but also to attract successful candidates.

Understanding and identifying your target market helps you to better create strategies for where to post and how often. Also, it allows you to look at resources or ways to further market your position through networking opportunities and groups, to get that direct approach with a captive audience, small or large.

Like a true marketing campaign, marketable recruiting requires ongoing efforts and strategies for potential candidates to maintain interest in your business. This requires time and planning between HR management and marketing professionals. If your effort is strategically planned and executed, it will result in successful recruiting efforts and retention of employees. That in turn will result in a return on investment for the time and resources spent creating marketable recruiting strategies. 
Monica Bitrick is a human resources consultant who lives and works in the greater Idaho Falls area.

1 comment:

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