[This is part two of a three-part series, in which I explain precisely why recruiting is just a different kind of marketing. Read "Recruiting is Marketing - Part I" to get started.] Marketing is all about the customer. First, you attract visitors. You care about traffic. Visitors turn into leads.…
Your company wants to sell a product. Your marketers put out an ad telling everyone what a great product it is. Most of the time, people don’t intend to buy your product until after the marketers work their magic.
A marketer’s dream is for everyone to be talking about their product with their friends at the bar, at the dinner table, and actually getting organic referrals from their employees, advisors, family, friends, enthusiasts, customers, and followers aka — the community around the product.
Once someone comes into your funnel, the modern salesforce (often overlapping with the marketers) uses a CRM (Customer Relationship Manager) to manage and track all the potential buyers in the funnel and to make sure that they all have the best experience possible. More on that next time.
Now I’m going to say exactly the same things, but I’m going to replace marketer with recruiter, product with team, and buyer with candidate.
Your company wants to hire a team. Your recruiters put out an ad telling everyone what a great team it is. Most of the time, people don’t intend to apply to your team until after recruiters work their magic.
A recruiters dream is for everyone to be talking about their team with their friends, and actually getting organic referrals from their employees, advisors, family, friends, enthusiasts, customers, and followers — the community around the team.
Once someone comes into your funnel, the modern HR force (often overlapping with the recruiters) uses an ATS (Applicant Tracking System) to manage and track all the potential hires in the funnel and to make sure that they all have the best experience possible. More on that next time.
But imagine if I tried to make the same substitution for this next bit.
Marketers build a community around the product. It grows and thrives as long as it gets sunlight and water from the marketers. Finally, it becomes a self-sustaining ecosystem of direct and indirect supporters of the product.
To achieve this, the modern marketer employs an arsenal of disciplines like inbound marketing, audience targeting, content marketing, referral incentives, community events, sponsorships, press, etc. They use analytics tools to measure the impact of these different efforts and drive engagement from their community.
The modern recruiter does not have all the same tools as the modern marketer to build a self-sustaining community around their team that will consistently produce great hires. How can we get there?
Here’s a tool we built for recruiters. Our free job grader can check to make sure your job stands out!