Our discussion with Dustin Carper, Employment Brand Strategist from Groupon, last week pointed out a very important characteristic that heads of talent acquisition are now seeking: analytical skills. It’s time to pull out those calculators and crunch some numbers if you want to be able to attract the world’s top talents to your company!
When writing Social HR, I discussed the history of talent acquisition and the different phases it went through. We post job openings on job boards, newsletters, and just sit-and-wait for job seekers to come to us. We had control as a candidate was a commodity. We had only a local pool of candidates we had to choose from. Now, with baby boomers on a mass exodus out of the workforce, it is becoming more difficult to fill vacant positions. Even though our local pool of candidates is the world due to connectivity, it was easy back then. The commodity is now our postings. Employers need to market their brand, and websites are not sufficient. A negative review on your employment or interview process can hamper your ability of attracting that talent.
Reality Check: The post and pray method is now officially over. It is time to look at statistics and focus on branding to really get in front of candidates.
You are a marketing recruiter
Fortunately, with the great advancement of technology, it is easy for us to figure out where our potential candidates are. With social networking sites such as Facebook, LinkedIn, and Twitter, Pinterest, FourSquare to RenRen, Kaizen and Orkut, we can gather useful insights to locate users that fit our ideal demographics. Once we find a few sites, we have to A/B test, also known as control testing, our brand on a few selected users to see what works best with them. Opens/Views, Clicks, Conversions, Optimize and Iterate. Continue this process until you play the right tune that engages your ideal candidates. We can then come up with a strategic marketing recruiting plan.
Having 200 unqualified applications on your job posting won’t compare to adding 5-6 top candidates within your industry into your talent community or tracking system. Like what Dustin had said, recruiters now have to also act as marketers, since we are essentially trying to market our products (jobs), to our consumers (passive candidates).
Another important point that Dustin brought up was to not be afraid of trying new things. Allocate 10 – 15% of you and your departments’ time trying new recruiting channels, which can be Pinterest, Instagram, or even Vine. You will fail; however, the knowledge of what does not work on your ideal candidates will be invaluable! Iterate, and improve.
It is time to face the truth. Analytical skills will allow us to think in business terms, and makes us more strategic. We have entered an era where recruiting can be quantified.