How do you go about recruiting candidates for a position on your team? Chances are, your current process goes something like this:
If you’ve ever worked in the consumer realm (or taken an “Intro to Marketing” survey course), you’ve probably heard about the traditional elements of a marketing mix, known as the “Four P’s” - Product, Price, Place, and Promotion.
I thought it might be interesting to look at the “Four P’s” through a recruitment marketing lens and develop our own guiding principles. Though the basic concept is the same, the the Four P’s of recruitment marketing would look more like this:
- Profile building
- Predictive Analytics
In recruitment marketing, the Four P’s focus not only on marketing and selling a product (or in our case, a career opportunity), but also on communicating regularly with the target audience and measuring the effectiveness of the overall strategy.
In my last blog, I covered the benefits of a strong EVP and employer brand, and how they provide the foundation for what you want to say to your target audience. Now, let’s delve into leveraging these assets - and digital technology - to deliver a great candidate experience.
As I’ve mentioned before, research has shown that organizations that invest in a strong candidate experience improve their quality of hires by 70%. Still, many haven’t completely thought through the employee experience and who owns it.
Digital transformation has forever changed the consumer landscape. The world of talent acquisition has changed, too. Your candidates (the potential “consumers” of your career opportunity) now expect an experience that’s akin to ordering an Uber or shopping on Amazon. If your TA team isn’t actively thinking about the candidate experience - and marketing it like a product or service - it’s probably time to rethink your approach.
After spending more than a decade with retailers around the world as they embarked on their digital transformation journeys, thinking about peak and seasonal spikes is ingrained in me. Over the last three years, I continued working with retailers, but in the context of the candidate experience rather than the consumer experience. I knew there was an immediate opportunity to apply the same concepts that were disrupting consumer behavior to help with the talent acquisition strategy for the peak season. Retailers spent the whole year planning for the peak season and ensuring that the stores and digital infrastructure were ready to handle peak, but not as much planning went into the hiring strategy.
Some brands have successfully brought digital to the core of their talent acquisition process in different parts of their candidate experience. At Symphony Talent, we are very passionate around this topic since it is directly aligned with our vision of redefining how brands and talent connect. As you prepare for your seasonal hiring, here are some patterns we see across the industry that can disrupt your strategy in a positive way.