See this funnel? Talent acquisition got it from marketing. In fact, HR increasingly uses marketing terms like ‘hiring funnel’ and ‘talent pipeline.’
Not that marketing minds, of course. They think it'd be awesome if HR would put on a marketing hat when it comes to attracting and engaging talent.
Since filling the funnel and building a robust pipeline is what marketing’s all about, I'll share a few trade secrets with you.
Getting attention starts with your employer brand. You may think branding is marketing’s job, but it’s HR’s job to create an employer brand that people want to work for and that attracts people you want to hire.
Inbound marketing is about creating a space like a website where people can come and explore on their own and find information that interests them.
With inbound marketing you start creating relationships and brand awareness.
Marketing uses personas to create the right messages for their target audience. Personas are hypothetical buyers you get to know in order to market to them effectively. HR can use personas to market more effectively to candidates and employees.
Channels are how you get your content to your audience. Job boards, your corporate website and LinkedIn are examples of channels. How do you reach the people you want to hire? Again, you want to understand your personas and their content preferences rather than using the channel that you prefer.
Similarly, you can’t expect a stuffy job description posted on your corporate website will bring in lots of top candidates.
To build a strong pipeline you need to be persistent and try different channels where potential and future potential buyers or employees can get to know you.
Follow up’s important. Never leave a qualified lead or candidate hanging, especially after someone has taken the time to apply or request information.
People are on a journey with your company. There’s a buyer journey, a customer journey, an employee journey and a candidate journey. Understanding and mapping out these journeys will help you create a more positive and engaging experience with your brand.
Engagement is a hot topic for HR and marketing. Marketing measures engagement by tracking what people click on, and it’s a pretty good indicator for candidates, too. That's why talent pipeline automation solutions like Candidate.ID track digital footprint.
What if instead of deleting qualified applicant data you invited people to stay in touch?
Marketers tell stories, but where possible they back it up with relevant business results and put a spin on it. A metric like ‘time to hire’ is OK, but doesn’t have the same wow factor as ‘cost of empty seats.’
Marketing hates surprises so they practically live in their data, checking in on what works and doesn't work so they can change plans.
Customers are the best marketers and employees are the best evangelists for your employer brand.
All of these marketing building blocks should be part of your employer brand strategy.
Having a strategy helps you focus and use your time doing the most impactful things to create a strong employer brand and create a robust talent pipeline.
So, instead of telling people about your company and your open roles - which is what everyone’s doing - try putting on your marketing pants and selling your company and roles as if they were solutions. After all, for someone they are.