It’s our creative and strategic approach to search marketing....something we have learned over 20 years of search and recruiting at the management level in competitive environments. Supply of experienced professionals and leaders is limited and demand is growing. How do we get a great talent to engage in a conversation?
IT ALL STARTS WITH THE STORY
No matter how adept a recruiter is at finding and connecting with great candidates, they need a compelling story to tell that piques the candidate’s interest. Since the best candidates are already employed (most not even looking for a new position), we have found that it takes much more than a company name, job title and list of qualifications to engage them.
This is why we spend more time on the front end of a search with a new client – taking a deep dive to better understand the culture of the company and the nuances of each opportunity. We conduct interviews with key members of our client’s team to get at the management style, respected values and critical characteristics of the role. This allows us to create an authentic and compelling story about the company, the leadership and the opportunity. It helps us accomplish the following:
Engage the most desirable candidates
Allow the recruiter to better assess for best fit
Help set candidate expectations more accurately
Create an urgency and encourage a call to action
Use a quote from a marketing document or strategic plan. For example;
“We’re entering a stage of rapid and meaningful growth, and that’s where you come in. We need your talent and expertise, and we need it now!”
BUILD IT AND THEY WILL COME
When a candidate is approached by a recruiter, often times they want to learn more about the opportunity before committing to a conversation. They’re busy, and while they might take 2 minutes to click through to a website in order to learn more, they may not want to spend 5-10 minutes talking to a human being right off the bat. And lets face it, the most sought after candidates get a lot of recruiting calls.
Our first goal, then, is to pique their interest so they will engage. We accomplish this by creating a “teaser” message that encourages them to view a branded microsite we create using the story content, allowing them to learn more. Now they can peruse the opportunity at their leisure as their schedule allows. Once there, they can also contact the recruiter directly through the website, while their interest is piqued.
Microsite, podcasts, interviews with current employees all add to a richer story about why talent might come work for you. Let us know if we can help you build that story - you have the data and passion - we have the ability to transform that quickly into a unique message.
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