Millions of young Americans are experiencing a “quarter-life crisis.” They understand that the economy and the nature of work have changed forever. Talent today want more bang for their buck. They want to leave a mark, make a contribution, have a purpose. In short, they’re seeking a calling more than a career. They crave meaning, autonomy, and exploration. Managing one’s vocation successfully is no different than managing a business. And that’s why the contingent workforce has the power to[...]
Sales tactics are always changing. The rise of the internet and social media has brought with it a major shift in how we attract and convert customers. Today’s sales methodology is customer-centric and highly personalized. We no longer cast a broad net blindly into the dark, but instead, use targeted campaigns that illuminate the buyer’s needs and how we can meet them. Conveniently, this strategy can – and should – be used to shape your hiring methodology as well.
Recruitment marketing is the current gold standard in talent acquisition. The gig economy has contributed to this evolution through the massive decoupling of consumers and buyers -- the candidates we prospect are becoming more like consumers; we’re selling and they’re buying. Talent are beginning to view employers as clients, and those organizations are looking at workers as service providers. Given all these shifts, it’s easy to see why adopting a marketing-centric recruitment approach has become an integral part of hiring – especially when competition for top talent is fierce. The advice throughout the staffing industry for the past three years has been to “think and act like a marketer.” It’s good advice. Yet as Gartner analyst Augie Ray points out in a fascinating article, thinking like a marketer can lead to tunnel vision. In this digital, as-a-service economy, it’s important to understand how we should be conceptualizing marketing. Let’s explore what Ray calls the disease of the marketing mindset and how to cure it.
The highest performing talent acquisition professionals today are those who understand the importance of content. Their success springs from a superior command over recruitment marketing strategies, filled with captivating storytelling and actionable intelligence. Even large enterprises are discovering this. Last fall, GE reinvented its long-standing brand to reflect a move toward digital, rather than mechanical, engineering. It launched a heavily content-driven campaign to explain its new model to customers. What it never imagined was an 800-percent increase in job applications. Content is king, as GE’s marketing illustrates. And recruiters can achieve the same stellar results.