I think we are all agreed that the lines between recruiting —largely viewed as a sales activity— and marketing —traditionally seen as an activity conducted by someone else— have become blurred.
Outside of the related hype, however, and the overuse of the tagline, "recruitment is marketing," the real question is, “what does this blurring of lines really mean, and what does it look like day-to-day?”
What we must acknowledge is that, while already overloaded recruiters have been asked to don new marketing hats and take on extra responsibilities for things like content creation, engagement and candidate experience, there has been no significant let-up in the demand from hiring managers and the chiefs of the business for hiring now and filling seats.
In my view, the real difference comes from how and when hiring organisations connect with candidates and the type of relationship that is needed between organisations and those people who fall into the category of potential future hires.
The opportunity for people to follow and connect with organisations and the individuals within their peer group means that the timescale between connection and showing an interest in a company rather than an individual job, and forming a relationship without taking the ultimate step of applying for a job, is significantly extending.
In my experience, the average person connects with a company, careers site, talent network, social page or digital destination for a minimum of seven months before committing to apply for a job. This is an unconscious activity that mirrors what they do in many others apsects of online behaviour.
Nurture: the science behind it
Analytics helps us to understand and identify everyone who visits our digital destination regardless of whether they take an action or not, the pages they visit, how long they linger, and what is or isn’t of interest. This enables us to provide each visitor with a personalised experience based on what we know about them. We consider the tracking and analytical tools to be the science behind nurture.
Nuture as an art
Whilst the science provides us with enough data to make decisions and understand behaviours it is really the art of nurture that cements these relationships. The art of recruiting hasn’t changed: it’s just become digital.
We consider the "art" to be the steps taken and the relevance of engagement that converts the curious into the committed. The benefit we have today is that we can use the science to determine strategy and to optimise experience and we can treat each individual as exactly that — an individual.
When we believe that everyone, though similar is unique, we challenge some of the widely held perceptions such as the need for for an all encompassing EVP( employee value proposition) with an IVP or individual value proposition that is geared to enabling the curious to be able to make an informed decision on opting in or probably more importantly, opting out.
Download the whitepaper
All of the concepts highlighted above, as well as others, are covered in more depth in my first whitepaper for Clinch, Nurture by Design, which you can download below.
As always, we welcome your thoughts and comments.