When Recruitment Met Marketing
There has been no shortage of content these past few years around the emerging convergence of recruitment and marketing, but 2015 appears to be the year when everyone moves beyond discussion to action on this front. We’re certainly seeing it amongst our client base, and in the increasing demand for ours and similar solutions on the market.
So, if you have yet to introduce your talent acquisition team to your marketing department, I urge you to do so now. Maybe have them all go out to lunch together as a start. We hear the marketing folks like their dressing on the side. It’s a very big thing for them.
One of the better pieces I’ve seen recently about the recruitment marketing mashup comes from Ben Slater, who educates on the topic of inbound marketing as it can be applied to recruiting. After walking the reader through the buyer and hiring journey, Ben’s post lands on the anchor: analytics. Data and analytics powers sales and marketing (and other business disciplines) these days more than anything else, and the time has come for talent acquisition to follow suit.
With that in mind, we wanted to post an excerpt from our recently published executive brief, “Analytics in Talent Acquisition: The Hype, the Reality and the Future.” Enjoy.
Talent Acquisition & Marketing: Unlikely Bedfellows?
“Given that targeting and attracting job candidates is fundamentally a marketing activity, we expect many of the same cloud-based innovations that have disrupted the marketing ecosystem will have a similar effect on recruiting.”
– Corey Greendale, First Analysis Securities Corporation, October 2014
We hear all the time that a company’s most important resource is its people. And yet, the primary method of attracting the best candidates remains traditional networking and instinct. Recruitment and talent acquisition are a step behind many other business disciplines – finance, supply chain management, sales & marketing – with regard to its adoption of data and analytics. Of these disciplines, it is sales & marketing that recruitment shares the most with.
In many ways – and for sensible reasons – recruitment has become marketing. The only marked difference being that in talent acquisition, the end-goal of external outreach and spend is a quality hire rather than a closed sale. In this sense, today’s progressive recruitment executive strives to treat candidates as customers.
Through use of mobile technologies, social media and advanced analytics, recruiters can target and engage candidates where they are, just as marketers do. And similar to how marketing works to ensure a smooth and seamless buyer’s journey, so to do recruitment organizations that place a priority on optimizing candidate experience to ease the hiring journey. And of course, the importance of constantly reinforcing the employer brand to attract quality talent is no less than that of reinforcing the corporate brand to attract loyal customers.
Over the past five years, marketing has been transformed with the wholesale adoption of automation and analytics tools. That being the case, it stands to reason that talent acquisition is in the very early stages of a similar transformation. Today however, organizations are still saddled with legacy systems not attuned for the data-driven world in which we are headed. These systems are lacking due to disintegration, segmented data and an old-school reliance on manual intervention.
To wit, our recent study of recruitment practitioners revealed that they still spend, on average, approximately 32 hours per month managing and manipulating data. That’s nearly a full work week which could and should be spent on recruiting rather than wrestling with spreadsheets and messy, unreliable data.
But the end is nigh for these inefficiencies. A new wave of recruitment marketing solutions have crashed the market that offer integrated, clean and easy-to-consume analytics. Just as marketing has been transformed in recent years, we are now seeing the long-awaited disruption of talent acquisition. Designed to drive better decision-making, more targeted outreach and optimal recruitment practices, these solutions are the future of data-driven talent acquisition.
For more, read the full executive brief today. Do it for Baby Fishmouth.