Talent Pipeline: 7-Steps to an Effective Inbound Recruiting Strategy
Creating a talent pipeline is a proactive, rather than reactive activity, which can give organizations a significant advantage over competitors. Instead of hastily publishing job adverts to fill a mission-critical role, some of today’s best companies are building and then cultivating a database of viable candidates.
Both externally and internally, most organizations are surrounded by potential candidates, but most lack a coherent strategy to keep a talent pipeline flowing strong.
Recruitment activities are, more often than not, sporadic, on a needs basis, which can force companies to hire weaker candidates in order to fill an empty position. There is a better way. Here’s how to convert the effort you put into your talent pipeline from a reactive activity to a proactive one.
Employer Branding as the Cornerstone of Inbound Pipeline Building
Before rushing out to procure some type of marketing automation software, working with a digital agency, or assigning internal teams to this project, you need to assess the following:
- Internal talent pools, progression and development routes
- Returns from current (past 12 months) recruitment activities
- Employer branding campaigns, if applicable
Approaching this with a clear understanding of what has worked, or not worked, will save a lot of time going forward. Currently, far too many companies are merely reactive when sourcing talent, with 35% of business still in the reactive stage of digital maturity, and only 13% having reached the optimized, proactive level, according to Bersin by Deloitte. Another survey, by DDI World, found that 43% of senior executives see HR functions as being too reactive.
Below, we will be talking about how to build a long-term, proactive talent pipeline, using the best of what you already have: your team. Creating employer branding content is about demonstrating to potential candidates what it is like to work for your company.
Employer branding content is the cornerstone of inbound talent pipelines. Recruitment marketing material needs to be eye-catching, informative, engaging and distributed over a wide audience.
Step-by-Step: Developing a Recruiting Content Strategy
Based on our experience supporting clients that build strong talent pipelines, we have designed this seven-step process.
Step #1: Plan for current and future needs. Identify roles or business functions where promotions, maternity leave or expected turnover will mean new hires are required. Predict based on a worst-case scenario: this should give you an overall total number of people you need to hire in the next 12 months.
Step #2: Assess your internal talent pool, based on performance reviews and who has expressed an interest in career progression.
Step #3: Evaluate external factors, within your city, country, region and sector that will impact (positively and negatively) a talent sourcing strategy. Set up Google alerts, monitor sector, HR and local media, and attend networking events as ways of keeping a watchful eye on the employment market.
Step #4: Review and overhaul current sourcing strategies. How strong is your talent pipeline right now? How many inbound candidates are you currently getting? Will these fill your existing and future talent needs? Include what has worked for you to date and discard the rest. Time for a talent pipeline refresh.
Step #5: Create a 12-month inbound talent content strategy. Build a calendar around two sets of dates: recruitment deadlines, based on future quarterly talent needs, plus public holidays and other key points in any content calendar.
Step #6: Ensure you can monitor, improve and iterate an inbound strategy. Now you know your recruitment needs, the volume of content you will deploy over the next 12 months, plus a clear idea of the resources and teams who will craft and publish this content. Don’t forget about monitoring the results and setting clear targets. At the very least, have rudimentary analytics software in place, alongside calls-to-action and data capture systems.
Step #7: The final step is often overlooked: have you considered a distribution strategy? Unless your brand already has a massive social media audience, you will be competing against dozens of other businesses to capture the attention of the same talent pool. Employer branding content can get lost in the general noise surrounding jobs adverts. With this content, you are playing a longer game.
Consider a social media content distribution solution as an effective way of rising above that noise. Reach audiences your competitors won’t know exist. Attract the attention of passive and active candidates who are online, but off the beaten track.
Facebook and LinkedIn Groups, blogs, niche online forums and social networks are increasingly effective ways to reach candidates who would ordinarily be overlooked. Get them before your competitors, with an inbound marketing strategy.
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Vaida Vaitekunaite is a Head of Alliances at Candarine. After working on various projects of Recruitment industry, Vaida sticked to recruitment marketing and is now expanding Candarine operations in United States. Candarine is a recruitment marketing technology company with a clear mission, to help companies across the world to attract the best talent. Candarine’s SaaS solution empowers recruiters to reach candidates where they really are on the internet space and bring them the recruitment message, either it’s a job advertisement, ad about the event, employer branding content or other recruitment related material. Candarine has helped more than 600 clients in 50 countries leverage social media as a sustainable complement to their recruitment strategy.