Eliminating the Pain of Sourcing Candidates

Sheridan Gaenger
December 27 ․ 9 min read

sourcing candidates5 Tips to Reduce the Day-to-Day Stress of Good Ol’ Hiring

Your company has jobs it must fill. Candidates, whether they are unemployed or are seeking a better opportunity, are out there looking for jobs. So why is connecting the two sides sometimes so difficult?

Make no mistake: Sourcing candidates is difficult for many companies. According to one survey, not finding enough suitable candidates is the biggest obstacle to filling positions. If your company is feeling the pain of sourcing candidates, take solace in the fact that you aren’t alone. Even better, you can turn the situation around.

Before we get into the particulars about enhancing your sourcing strategies, what’s most important in your approach is that you are positioning yourself ahead of talent acquisition trends instead of constantly playing catch-up—which is one reason companies struggle.

As recruitment marketing expert Madeline Laurano says, “Sourcing is the foundation of any successful talent acquisition strategy. Decidedly, organizations are unable to recruit top talent unless they have proactively identified top talent. … Organizations looking to gain a competitive advantage can no longer afford a reactionary approach to sourcing.”

Keep those wise words in mind as you read on:

Where Are Your Candidates Active?

It’s 2016—candidates are not just looking at job boards for opportunities. They subscribe to Facebook pages and Twitter feeds to stay on top of a company’s hiring activities. They surf the Web to learn more about openings, trends, and employer brands (more on that shortly). They visit company career websites and interact with recruiters, possibly long before they even decide to apply.

This new reality can seem a bit dizzying, but it offers tremendous potential for sourcing candidates—provided you know which channels your ideal candidates are frequenting and active upon. But this intelligence can’t stop there: You must also know how candidates are interacting on those channels. Are they sharing content or just reading it? Are they clicking on links to your career website? A robust sourcing platform can track this information and point you toward the best avenues to attract the best talent.

Establish Your Brand

With candidates so uniquely active in the omni-channel, the employer brand you project becomes incredibly important. Not showcasing a strong brand will leave candidates wondering why they should work for your company.

But not projecting a brand at all is more dangerous—candidates will not bother subscribing to your feeds, visiting your pages and career website, or even remembering that you are an option for future employment. Sourcing candidates isn’t easy if you can’t find them, and without a robust brand, those candidates may gravitate toward the competition instead of you. Employer branding solutions can help deliver the message you want to send, across multiple channels, in order show candidates why they should work for you!

The Right Content for the Right Channel

After identifying preferred channels for preferred candidates, you must populate those channels with engaging content. Be too boring and candidates won’t come back; go over the top and you will scare them off.

The right tone isn’t the only consideration—some content will naturally work better on certain channels based on your ideal candidate. Although many content choices are no-brainers (for example, not using eight tweets to get a single message across …), some will be subtler for your crowd and brand. A bit of trial-and-error might be necessary, but once you determine the right content for the right channel, candidates who were otherwise ignoring you will start paying attention.

Keep Candidates on Your Radar

As already stated, today’s candidates are a different breed—they may engage with a potential employer long before they apply. This can be frustrating for recruiting professionals who want to seal the deal with top candidates but must settle for the right timing.

But waiting shouldn’t mean inaction: Retargeting and re-engaging candidates jump-starts the sourcing process. PESO—paid, earned, shared, and owned media—helps as well, periodically reminding candidates that you might have a job for them. Ideal candidates might not realize, for example, of new postings at your company, but if your sourcing has been proactive and dynamic, a simple email, text message, or targeted ad can reignite interest. The key is not losing track of top candidates … and ensuring they don’t lose track of you, which we’ll address next.

Keep Your Company on Candidates' Radars

Nurturing candidates is vital because when they are ready to look for a new job, they think of you first. When your brand is impactful, when your content is interesting, and when you engage candidates at every step of the sourcing process—in short, when you put the candidate first (are you sensing a theme here?)—you become hard to forget.

If someone keeps sharing your social media content, opening emails, clicking on links, and asking questions, you have already captured this person’s attention. Get enough candidates to this point and sourcing becomes much less painful.

Sourcing is more than quietly waiting for quality talent to find you; this is a strategy that creates frustration and ultimately doesn’t fill your company’s needs. Sure, you may meet hiring requirements, but are those hires truly the ones who will fully engage and ooze productivity?

Dynamic sourcing, from branding to content to nurturing, activates impact—you find perfect candidates, they can’t help but find you, and the process mushrooms from there. And here’s one more statistic for you: Only 32 percent of American workers are engaged in their jobs. Source with the present and future in mind and you can find candidates who will land in that important third.

What is the biggest pain point you encounter with sourcing candidates?


Recruitment marketing to millennials