As I dive deeper into the world of recruitment, I’m really noticing how much that world has changed in very little time. At this point it’s really no secret that the internet has changed the world for everyone but, while marketers and PR experts have be running around trying to understand this new reality, many HR departments still largely rely on “tradition” forms of advertising. One reason could be that the economic situation has unfortunately made it that tons of people are looking for jobs so they’ll jump through all the hoops necessary to find one. Unfortunately for HR, it’s a bubble, it’s temporary. The reality is that baby boomers are retiring and there’s no one to replace them.
Also, I’ll let you in on a secret: People looking for work are also internet users and consumers. What does that mean? They turn to Google, Bing and Yahoo to search for jobs; they hit up friends and old colleagues on Facebook and LinkedIn; they follow companies and directors on Twitter; they share their thoughts, ideas and impressions on blogs, message boards and Flickr. In other words, recruitment has moved from classifieds, to online job boards to SEO, Social media, SEM, web analytics and mobile. Are you still only relying on job boards?
Home bases & Outposts
How can we adapt to this new reality? Take note from our friends in marketing and business development. Chris Brogan sometimes talks about Home bases and Outposts. To summarize, your home base is your website or your career site. That’s the central hub where all your jobs are posted, where all your tips and advice are located, where your employee testimonials and awards are displayed.
Your outposts are your online presences outside of the Home Base. It’s your Facebook page and your LinkedIn company profile. I think it can also be your AdWords and banner campaigns as well as your job board placements. It’s your information where your potential candidates are spending their time.
How you can work with that
The great thing about your Home Base is that you control it. You can tweak it to attract users. Make sure to work on your content daily — are the job postings current, is the contact information up to date, is there any advice or tips you can share? How’s the job application process? Work on your SEO so that people searching on Google can find your postings. Install your site analytics so that you can measure the impact of your SEO, content and your Outposts efforts.
Your Outposts allow you to speak and reach candidates where they spend their times. You can pay for that reach and if that’s the case make sure your analytics are set-up so that you know exactly how each presence is working out. For example are the Google AdWords driving more applicants than your Banner campaign?
Social media presences are where you can interact with others and promote your openings. Twitter, Facebook, LinkedIn, even YouTube and Flickr are place where you can show who you are as well as communicate and find potential candidates. Of course there are many other niche social networks that could be important to your industry, but the goal is to show why your company is a great place to work.
As the internet is rapidly changing the way people look for jobs and as less people are ready to work for you, it’s time to change your recruitment habits and transfer your budgets.
Are you doing recruitment differently?
(Photo credit: Paul Bica)