This post was inspired by our record year here at SmashFly. You can read about our 120% annual sales growth here.
Stepping on my soapbox…
As you know from reading this blog, we are incredibly bullish on the future of recruitment marketing. As recruitment strategies get more and more sophisticated, it only makes sense that they branch out to include different sources and tactics to reach qualified candidates with an analytics focus on improving our decision making in terms of recruitment mix and budget spend.
When we talk about “Recruitment Marketing” though, I think we view the term more broadly than others. In our view it’s a term that encompasses ALL the sources and tactics that you use in recruiting with every one of the initiatives below falling under the “recruitment marketing” umbrella:
- Job Distribution to Job Boards, niche sites, job search engines, etc.
- Talent Networks (or Communities)
- Candidate Engagement
- SEO Career Sites
- Employer Branding
- Social Recruiting
- Mobile Recruiting (Apply, Sourcing, Career Site, etc.)
- Employee Referrals
- Candidate Experience
- Recruitment Analytics across the entire strategy
So all of these areas and initiatives fall under “recruitment marketing” and to be successful, organizations will need to tie all of them together to be successful. Gone are the days of using the same two channels every time you need to find a candidate. Candidates are finding jobs today in a lot of different ways and our strategies need to adapt to this with a multi-source strategy.
The Technology Problem
I think this is nothing new for most organizations. They’ve long realized the need to expand how they attract and engage with candidates and have taken steps to do that. The problem is that the technology that’s existed hasn’t really matched with their goals to expand their strategies.
It’s been increasingly focused on specific initiatives (i.e. mobile, social, CRM, etc.) as the one way to attract candidates vs. the execution of all the pieces of a recruitment strategy. It’s not to say these solutions aren’t useful just that they focus on one piece of the puzzle, necessitating technology investments in other areas to execute other key recruiting initiatives.
Most importantly, this results in a technology ecosystem that makes it hard for organizations to get to the data they need. To gain any insight you need to begin bringing together multiple data sets (which can be difficult) so you can determine relationships and make better overall decisions.
Technology Predictions for 2014
So when I look at the recruitment marketing technology space I see a few trends that will be front and center in 2014.
1. Bringing everything together: You can already see there is consolidation happening in the space. It’s not about mobile, social, CRM, job distribution, Career Sites, employee referrals but about bringing all these functions together into a comprehensive strategy. Organizations increasingly will want a system or platform that brings these functions together not only to improve efficiency but to ensure that all their teams from corporate, campus, executive, branding, etc. are all on the same page.
2. Complete Recruitment Analytics: As organizations look to get more strategic with their budget spend, they will need accurate recruitment analytics to make these key decisions. They will not want to make decisions in a silo but be able to get a macro view into all of their recruitment initiatives and teams in real time. This means they will be looking to either bring data together themselves (which can be costly / time-consuming) or look for solutions that can help them ensure accurate data across everything they do to attract candidates. Most ATS have proven to be inadequate for these type of accurate analytics and solutions such as Recruitment Marketing Platforms and other more comprehensive systems are emerging to do this.
3. Device Agnostic Recruiting: A lot is talked about Mobile and it’s impact on recruiting. And organizations definitely need to make it a focus of their strategy. The key, however, is ensuring that you have a multi-device strategy to your recruiting. No matter what device that a candidate interacts with your organization, they should have an experience that is optimized. And as organizations we will get better at providing those experiences and measuring the impact that different devices used by candidates have on our recruitment strategy.
With these three trends, I fully expect the demand for Recruitment Marketing Platforms and the equivalent to rise in 2014. Recruiting is the fastest evolving function in the HR space and existing systems and strategies are slowly falling behind the curve in helping attract the right candidates and understand how they can improve overall.
Integration, Complete Analytics and a Multi-Device Focus are the three trends I see happening in recruiting in 2014. What trends are you seeing?
Officially off my soapbox…