Several years ago, I had an office next to a recruiting agency in Los Angeles.
This place was not the type of cutting-edge firm that might come to mind when you think of the Southern California business scene. Most days, through the paper-thin walls of their conference room, I could hear their cigar-chomping CEO shouting at new employees in his low, growly voice:
"Get off your computers and get on the phone!
I want to see you talking with people, not staring at your screen all day!”
Needless to say, this recruiting agency wasn't doing very well. Not because phones aren't necessary (they are)—they were struggling because they were using labor-intensive, bottom-of-funnel tactics to try to achieve top of funnel goals.
Best in class recruiting firms are using recruitment marketing strategies that combine marketing and advertising solutions with employer branding tactics… and of course, good storytelling. While phones won't be going anywhere in the near future, the recruiting funnel doesn't start with cold-calling passive candidates.
This is the Internet era.
Attracting future employees begins with a robust online presence and only relies on a personal human touch near the very bottom. That’s not to say recruiting can’t be personal—we’ll look at some innovative ways to use technology to add a personal touch on your recruiting efforts later on.
But first, let’s talk about defining the audience.
What Does Your Qualified Candidate Look Like?
If you are looking to fill a position, especially if you are going to outsource part of your recruitment marketing process to an agency or firm, it's essential that you understand what your ideal candidate looks like.
If you are vague and don’t provide clear direction, your partner can’t help you effectively.
The more specificity you can provide, the more effective your recruitment advertising strategy will be.
If you are having trouble honing in on who you think would be the best fit for a specific job opening, start with basic qualifications, then move on to the specifics that are harder to quantify, like the type of team the candidate would prefer working with, and the ideal personality profiles you are looking for.
This type of “soft” information can help your recruitment advertising agency screen top of funnel candidates to ensure that they find the right person for the job in a timely manner.
Best Advertising Channels for Talent Acquisition
Once you have a clear profile and understand what qualified candidates look like, you can begin to utilize advertising channels.
This article first appeared at Hearst Bay