By Ed Nathanson
Jan. 26, 2012
The headlines talk of high unemployment rates and a troubled economy. There is no question that the current economy has led to a very challenging job climate – not just for job seekers but for employers as well. For a company with active and aggressive hiring plans, there are several key issues that need to be addressed to stand out from the crowd, attract the right talent and engage the passive candidates. The route of “post and pray,” posting on job boards and crossing your fingers for the right candidate to apply, is no longer effective. What’s needed is a highly creative Talent Acquisition plan that incorporates several strategies and concurrently, a company culture that embraces the efforts needed to be successful.
One of the most misunderstood and undervalued aspects of any Talent Acquisition strategy is the employment brand. There is a common perception among employers that their reputation should speak for itself, and that attracting talent is synonymous with stock prices or the latest product release. While company reputation and viability is important, there is much more involved in the attraction strategy of top talent that fits in the company culture. An effective employment branding campaign should stand separately from the product branding campaigns but tie in to the overall company positioning around values, mission statements, etc. The campaign should be designed with the consideration of “who do we want to attract?”
For example, if you’re looking to attract Gen Y software development talent, a campaign should be tailored to resonate with that audience using the right messaging and mediums, versus if you were looking to attract more seasoned talent with different attraction points. The campaign messaging itself is critical and should paint an accurate picture of a work environment, highlighting the values and skills desired in a candidate. A truly effective employment brand can result in not only attracting the talent that matches your selected criteria, but also builds substantial “buzz” about your company that makes working for the company almost synonymous with the company itself.
Another crucial aspect is the Talent Acquisition team itself. While there will always be a place for job boards and applicant tracking systems, there is nothing quite like an innovative and driven recruiter. I have always believed there are two types of recruiters – those that do and those that react. The “do” recruiters know where their desired audience is and have the marketing acumen to find them and engage with compelling campaigns, acting as true talent scouts for the company. The “react” recruiters wait for job seekers to find them and don’t drive proactive messaging or outreach. Since the recruitment process is personal and emotional, having the right people engaging with candidates ensures the desired positive outcomes and experience.