Marketing and recruitment have very similar methods that create results, but different purchasing outcomes. Adriano Corso, Sourcing Science and Digital Recruitment Consultant with IBM Smarter Workforce, who writes at Recruiting Daily, says that, “no matter whether you’re driving applicants into an ATS or marketing qualified leads into a CRM, the rise of both disciplines seem linked together by a shared connection.”
The problem with modern day sourcing, which uses the same “sales funnel” approach as marketing is that recruiters are coming up short when the recruitment process is dehumanized. Corso says that email campaigns, automated job posts on social networks, and poorly designed career content is working against recruiters.
Candidates can smell an inexperienced or uninterested recruiter using spammy marketing methods a mile away. The best recruiters get to know their targeted candidates, developing relationships with them and increasing trust in candidates to build a strong pipeline through referrals.
While it may seem to be reasonable to use proven marketing techniques in recruitment, it fails to produce the best results. Candidates have grown wise to spam – any way it’s dished up – in automated emails, recorded messages, cold-calling scripts, and the obvious bad career website. The best candidates out there want to work with recruiters who understand them and not be lumped in with other candidates in a fake system.
Corso recommends narrowing down the candidate focus into manageable market segments. He states that, “It’s imperative if you want to truly understand who it is you’re talking to and who you need to be targeting.” He warns that, “E-mailing your database without careful segmentation and persona specific messaging isn’t inbound marketing.”
Recruiting is about relationship building with people, no matter what technology is capable of achieving. Avoid sending meaningless messages and spammy content out to prospects, because you have a reputation and a company to protect.