You’ve seen this post before, right? And you’ve probably seen a number of them this month on the key recruitment trends that will affect this upcoming year. (And ironically, it’s what this post will be about as well.)
You’ve probably seen all the following. Recruiting in 2014 will be about…Mobile…Big Data…Social…Analytics…Marketing…Engagement…Experience…Branding…Content.
Suffice to say, there’s a ton of hot topics regarding recruiting out there but I think many of these posts are a little flawed in the way we think about the trends above. I don’t want to say that these articles are wrong as these are most definitely trends that will affect how we find and attract talent. But I think the onus on a single or small group of trends that ultimately affect talent acquisition is the limited way to think about.
Let me explain.
It’s about key trends coming together
Yes, Mobile is important. Social can help you engage with candidates pre- and post- application. Marketing principles can help improve recruiting in many ways. And you need recruiting analytics and Big Data to understand the impact of it all.
All of these are important. No question.
But as we look at recruiting today being great in just one of them doesn’t move the needle as much as you would think. We need to try and be great not at them all but on the ones that provide the most value in terms of us finding qualified candidates.
Our strategies should be multi-faceted and as you look at organizations today you see this in action. We have recruiting strategies that leverage job boards, niche sites, mobile, social, email marketing, Talent Networks, branded Career Sites, SEO, sourcing, employee referrals and a variety of other sources and initiatives. Across teams from executive and high volume hiring to campus and diversity.
It’s about creating a comprehensive strategy across all these teams and initiatives, not about a single initiative or function. If your core strategy is damaged or broken, implementing a new trend or technology isn’t going to have the impact you hoped.
Let’s take mobile recruiting for example. With the rise of smartphones, it’s been incredibly important to improve the overall experience for candidates via these devices. From Career Site navigation to easy event capture to a fully mobile application process, it’s all important. However, if you build out a mobile application process without a comprehensive strategy, it’s impact is greatly lessened. For a mobile application process to be truly successful, you need a mobile optimized Career Site job search so candidates can get to the application, opt-in Talent Network to capture candidates that don’t want to apply today, engagement tools that can help you better respond to individuals that do not apply, content created specifically for mobile users to educate them on your process and most importantly the analytics that help you compare and contrast mobile vs. other devices and initiatives.
If you don’t have some of the above, you’re not going to candidates into the mobile application in the first place, not able to get additional benefit from the mobile campaigns and most importantly not know the impact of mobile application on the overall strategy. So in general, mobile can help move a comprehensive strategy forward but not make it successful in and of itself.
Multiple Touchpoints with Today’s Candidate
The way people interact with brands is much different today than it’s ever been. And this affects the way candidates act as well. When a candidate is looking for a job, they will use a multitude of methods and sources to find and apply for jobs. They will also be looking to educate themselves about your company via the information they can find whether that’s on your Career Site or social profiles or Glassdoor. This culmination of all these interactions results in the ultimate result of this candidate’s decision to apply.
If you focus on one or two specific trends, you may miss out on this comprehensive experience of a candidate and a lack of a cohesive brand and message. It’s this crowdsourced future that makes it important that we ensure our strategy leverages initiatives that are all on the same page and build off of one another. So we can measure and improve this strategic mix and ensure a consistent experience for the candidate.
Moving Towards Total Recruitment Marketing
When we look at the next evolution of recruiting it’s not a specific initiative but a way of thinking how organizations approach finding and attracting the right candidates. What we call Total Recruitment Marketing.
Total Recruitment Marketing is about bringing your recruiting strategy together into a cohesive mix of recruiting sources and initiatives that is driven by a foundation of analytics that help you consistently understand your strategy and improve.
In order to attract the right candidates to your organization and make it a competitive advantage, you need to move forward with a strategy that is comprehensive and diverse as your marketing and sales initiatives. It should include all the trends you hear about from mobile, social, next generation job distribution, employee referrals, email marketing, Talent Networks, employment branding, candidate experience and content creation as well as the big data and analytics to make sense of it all.
Total Recruitment Marketing is about embracing all there is to attract and find candidates in a way that is driven by data with a clear vision for the future.
That’s what I think recruiting will be about in 2014. What do you think?