The great Warren Bennis once said ‘The manager accepts the status quo; the leader challenges it.’ Nothing could be truer in the modern recruitment marketing landscape. Some recruiting organizations today are nervous that rethinking their recruitment marketing strategies, processes and technologies will somehow upset the approach they have in place to find candidates. They are scared to try something new despite the mediocre performance and recruiting outcomes they may achieve. They are immature in their thinking, or lack the knowledge and understanding of how to get past outdated recruiting strategies. In other words, they accept the status quo.
Instead, it is the leading organizations that embrace new recruitment marketing strategies, adopt new technologies and welcome new processes. In a recent research article featured on HR.com, Kerry Fuqua, Director of Marketing, Talemetry, discussed how organizations should go about Crossing the Chasm to Recruitment Marketing Maturity. And we thought it important to share with you some highlights from that article so you can embrace a leadership role for recruitment marketing in your own organization. Here are the top five ways you can challenge the recruitment marketing status quo:
#1: View Recruitment Marketing as a Core Discipline
For leading talent acquisition organizations, recruitment marketing has evolved into a core discipline that now dictates their overall recruitment strategy. The challenging recruiting landscape has also compelled the most innovative and forward-thinking talent acquisition leaders to adopt modern recruitment marketing strategies and processes, while implementing new technologies to support them. With each shift in consumer and candidate behavior, employers are introduced to new tactics and technical capabilities, which highlight the lack of alignment between strategies with resources and initiatives that promise to have the biggest business impact.
#2: Understand Trends in Recruitment Marketing
Organizations that lead in recruitment marketing understand that there are key trends in the market that influence their ability to attract top talent. With the rapid evolution of recruitment marketing over the last 15 to 20 years, there has been a progression of technological capabilities that have significantly impacted recruiting in a short period of time. Each of these has increased pressure on recruiting to match pace with shifting expectations of candidates.
Another trend that leading organizations recognize today is that the types of skills needed for their business have changed—the hottest, emerging skills now are very different than what companies were looking for five to seven years ago. A recent Hays study supports this—while nearly 60% of companies are increasing headcount, 75% of organizations are reporting a skills shortage. And because of the skills gap, time to hire has increased.
#3: Recognize Modern Recruitment Is Modern Marketing
Companies that recognize the parallel between modern recruitment and modern marketing have an advantage over those that disconnect the two concepts. Modern marketing is complex, multichannel, personalized, integrated and data-driven. And the exact same is true of modern recruitment. Understanding this similarity is what led to the formation of the Evolve Maturity and Efficiency Framework, developed by Talemetry (see below). This is a proprietary operational framework for simplifying the path to world-class results for enterprise talent organizations and recruitment marketing professionals.
#4: Know How to Leverage Core Process Areas and Capabilities in Recruitment Marketing
Modern recruitment marketing consists of six process areas and capabilities. Organizations that lead in recruitment marketing leverage the right combination of processes and capabilities for their recruitment efforts and acknowledge that not every capability is right for their recruitment goals. The six recruitment marketing processes are listed below, with the first five processes driving to conversion and outcomes.
- Inbound marketing
- Relationship management
- Candidate engagement
- Conversion and outcomes
#5: Understand Your Own Recruitment Marketing Maturity Level
Leading organizations today have a self-awareness that impacts their recruiting strategies. And they understand that a successful recruitment marketing function consists not only of technology, but also includes people, processes, organization and culture. The combination of these items leads to a level of recruitment marketing maturity as characterized in the Evolve Maturity and Efficiency Framework below:
Overall, the opportunity for organizations to lead lies in getting the most out of time and resources put into recruitment marketing—and the Evolve Framework helps reveal real possibilities of where this can happen today and where you can improve tomorrow.
Take the next step to leadership
If you are ready to get past the status quo and become a leader in recruitment marketing, then it’s time to challenge what you know. The highlights presented here from our recent HR.com research article are intended to help you identify how to improve recruitment marketing in your organization and how to impact recruiting outcomes for the future. Removing roadblocks and inefficiencies in your recruitment marketing approach will help set your organization up for success and effectively challenge the status quo.