Attraction

What Top Employer Brands Do That Your Business Isn’t Doing

Posted on Updated on

I recently presented at the HRO Conference in Singapore on Hudson RPO’s annual global research paper in partnership with HRO Today which focuses on what top employer brands do differently to other brands.

The primary research was gathered via one-on-one interviews with top employer brands plus a 3-week online survey of global senior HR practitioners (328 usable responses).

I found this research so practical and insightful for organisations that are still looking at how they build their employer brand and what activities they need to focus on.

Here a just a few of the findings that came out of the report.  If you’d like the full report (I highly recommend it!!) then download it here.

Strategy:

One of the biggest questions I get from clients when it comes to developing their employer brand is – where do we start?  Do we just refresh our EVP, or should we just update our career site? What if I put a few videos in there, will that be enough.   As with most big projects, we need to understand the objectives – what do you want your employer brand to do exactly?   Building a strategy to support the successful execution of a project is critical.

The research shows that twice as many top employer brands have a defined and documented employer brand strategy compared to other brands.

So I would ask you – does your business have an employer brand strategy or is it more of an activities focus.  If we just do these one or two things then we’ll be fine?  Is the strategy lead by the wider HR and Business strategy so that it’s tied into delivering what the business needs?  These are the types of questions that need to be asked.

Sponsorship

Not only do we need a strategy but we need someone who can champion that strategy.  The leader, the passionate crusader that understands what it’s all about, who understands the benefits and opportunities and is able to articulate that and position it in the right way to get the job done.

Once again, top brands were more likely to have CEO or President level sponsorship.   I think a lot of organisations are unsure how to have the commercial conversation around what quantifiable impact EB will have on the business therefore it’s not something that is discussed at C-suite or exec level.

EB research

 

Top brands also generally had stronger visibility of their employer brand across their senior leadership team.  By having the entire leadership team on board and behind what you are doing means that your ability to rally internal support and engagement will be higher.

Investment

I was having this conversation with the HRD of a large consulting firm the other day, and she commented that they need to see a return on investment before they will invest anything worthwhile.  And whilst there are things that can be done inexpensively, there needs to be some investment if any impact is to be made.  That might be cash investment or it could be resources investment – but something has to be given in order to get something in return.  We found that top employer brands invested 52% more than other brands.

Social Engagement

Top brands use more social channels to promote their employer brands, such as Facebook, Twitter, YouTube and Pinterest.  By using multiple channels you’re engaging current and potential employees in different ways. You’re provide multi content collateral for their consumption which is always going to more engaging that just one type of content in one place.

EB research2

 

Partnering for Success

As an employer brand strategy can be a project in itself with many different components, the research found that whilst 57% of organisations manage their employer brand internally and 61.3% of Top Brands partnered with an external business/consultant compared with 42.9% of other brands.  Bringing in specialised expertise to help you build a strategy as well as execute key activities will ensure you have targeted outcomes.

Defined Roles

Overall, top tier employer brand companies involved more departments and other groups in promoting their employer brand as seen below.   By ensuring that you’re using experts in your business to deliver input, advice and output for the employer brand project will not only share the work load but it will ensure that the employer brand is in line with the corporate and consumer brand as well.   44.6% of Top Employer Brands have defined roles compared with 17.6% of other brands.

Measuring Return on Investment

As always this one is a surprise to a degree.  We’re so focused on metrics and measuring everything but the Employer Brand is still the last thing to be measured.   61.4% of respondents said that they don’t measure return on investment when it comes to their Employer Brand whilst 22.4% weren’t sure.

eb6

 

 

These are just some of the findings from the research undertaken.  The report provides break out “how to” boxes to make it not only informative but very practical.

If you’d like to discuss how your employer branding strategy can meet your business needs this year then drop me a message and we can discuss how we could potentially work together – suzanne.chadwick@hudson.com

3 Tips to Deliver Impressive Sourcing Innovation

Posted on

What is sourcing innovation?

In my book, it’s where you take what we all need to do – SOURCING and you make it more accessible, interesting, engaging, interactive, original and most of all EFFECTIVE to get the results you want and need.

Remember that Innovation without value and results is just a gimmick!

If you are connected with me on LinkedIn then you may have seen a recent article and video entitled “Agency Poaches Talent by Mailing out books with a phone hidden inside” I shared that I absolutely loved.

You can check it out here The Poaching Phone .

poach-phone-hed-2014_0

To give you a quick summary,  a mock design book was created, a phone was then installed in a cut out section of the book and the books were delivered to some of the top design executives in Dubai.  The phone had one number in it and that was to the person hiring these roles.

Outcome? By using this “Poaching Phone” technique to poach talent, FP7 successfully hired four key team members including an art director, a design chief and an award-winning creative team.  They claim the campaign saved them more than $80,000 in recruitment costs.  Now that to me is a result!

So what can we learn?

Know your audience

I’ve spoken about this point a lot here, here and here.  What do they read?  What are their interests?  The approach above is a great example of knowing what would appeal to your audience and targeting that when trying to get their attention.  By building out your knowledge and I mean actually doing the primary research not just making assumptions based on what you think or what you’ve ‘always done’.  The market is continually changing and keep up with your candidates needs, wants and job buying behaviours will keep you ahead of your competition when it comes to engaging and attracting great people.

Take the job to them

So you’ve got great talent sitting in organisations not looking for new opportunities, so how are you reaching them?  This is where getting your team together and brainstorming sourcing ideas is invaluable.  No matter how crazy some of the ideas maybe it could bring up a way that you hadn’t thought of before to do something different to get noticed by your targeted top talent.   When you start doing this with your recruiter and potentially hiring manager community, it start them thinking in different ways.  They and you become more aware of what could be a creative solution when you’re out and about, or even when you’re talking to great candidates, asking them more in-depth or probing questions to build on your knowledge of how else you may reach them.   The bottom line is – always be looking, thinking, finding, building new ways of communicating with your audience.   If you see the same thing over and over again it just becomes invisible and that is what many sourcing activities are now a days, invisible.

Surprise Them

So you’re writing another job ad hey?  These great candidates that you’re looking for, will they be looking at your thinking “wow that’s different?” As I say to my clients all the time, the way that you go to market, the way that you advertise and engaging is a direct reflection on your organisation’s personality.  I have to say that some companies write great job ads that provide meaning, fun, the WIIF (what’s in it for me) factors etc  but looking at how you can not only be on and in your candidates physical and online territory is what will set you apart.

When was the last time you looked at your sourcing activity and thought – “yes we’re really doing something different, we’ve put in effort and thought and I think we’re trying to deliver results in a different way?”

One of our Hudson RPO teams are currently building a campaign using really interesting gamification technology, social platform engagement with key leaders and influencers in the market plus a fair amount of images, video, competitions etc.  Once it’s done I’ll share the case study with you, but it’s about looking at what would appeal to your audience, how you can surprise and delight them, therefore making it shareable and engaging and get the results and quality of applications that you need.

Besides sourcing innovation giving you great results, it’s just more FUN! 

Seriously Cool Career sites to get Inspiration from

Posted on Updated on

Happy Friday!!

So it’s day four of 40+ degrees in Melbourne and we’re feeling the heat just a little!  So today, I thought I’d stick with the topic of HOT and check out some hot (or in this case I’ve called them Cool!) career sites that I think you could get a little inspiration from.

Today it’s going to be more show than tell!

As I work with companies to develop their employer brands, creative collateral and authentic, engaging messages to their target candidate market, I’m always looking at who is doing what and which companies and sites stand out.

1) Cotton On Group

So first one of the rank is Cotton On Group.  I love this career site!   As a social being myself, the layout, instagram photos, general images and video content are so 2014!  It provides an overview of the culture, people and offices and if you watch it and it makes you want to work there, then their job (when it comes to an engaging career site) is done!

Their brands include – Cotton On /Body/Kids, TYPO, Rubi, Factorie, TBar & Supre and looking at their career site you can see that they know their candidate target audience well.   Their audience, usually retail for their many trendy brands and stores named above are younger in age for their stores (think uni students who may want to work part-time), on trend, funky and creative types across their management team.

Using an employer brand strap line – “When you start here you can go anywhere” speaks to their potential employees sense of adventure and desire to have options when it comes to where they work and what they do.

All in all a great example of an engaging and targeted career site.

cottonOn

cottonOn1

2) Commbank Careers

Commbank careers have focused on their employees.  Not just the jobs that they do but who they are.  That says a lot, especially when we’re talking about a bank.

I love the images, they have their social networks connected, it’s clean, clear and easy to read and it makes me want to look around to see what else they have.    In the 2nd image below it also tells me who I already know at Commbank, so that if I want to speak with someone in my network before applying then I know who I can go to – pretty cool!

commbank

commbank1

3) TalkTalk Careers

Don’t underestimate a good looking website.  It means that the organisation has invested in trying to make something that is attractive, engaging and informative. Obviously the content is key, but when you get onto a site like TalkTalk Careers you just want to wander around seeing what else they have, they do, they offer!

I love the infographics that they use to talk about their benefits as well as what else they offer their employees.  It’s different and fun.   Whilst I think there is an opportunity to add video to their site to show more about the different business divisions, I think overall the site stands out and is dynamic and engaging.

talktalk

4) PWC Careers

Once again having multiple ways that potential applicants can consume information is a big winner with candidates today.  Some candidates like to read a lot of information, others are more visual, providing your social handles for people to follow on an ongoing basis allows you to build your employer brand with them over a period of time and ensuring that you give your career site a personal touch by showing your actual employees and not iStock images of models is critical.   Career sites with standard photos can quickly turn a potential employee off as it may be interpreted as the organisation does not think employees are good enough to put front and centre when attracting new talent.

pwc career site

5) Vend Careers

I’ve used Vend before as an example of a fun career site!  One of the things I really love about the site is that it not only shows the personality of the company but when you go onto the site it has a pop up window that says “Hi! It’s Kirsti here, I’m the Head of Talent at Vend. Let me know if there’s anything I can help you with.” – now what other career site allows you to ‘chat’ with someone in the talent team or for that fact the head of talent? If there are other sites then please do let me know, I think it’s brilliant.  Careers has a face once more and not just a phone number without a name or an email of Careers@company.com.au….. how personal!

They are clear about the culture, understand their target candidate audience and have provided the information needed for potential applicants to make a decision as to whether this is the right company and enviroment for them. Love it!

Vend Careers Vend2

So just a few key take aways –

Know your candidate audience.  If you hire candidates who are in sales, marketing as well as engineers or techis then think about what kind of information those different groups may want to consume.  For example a technical person or analytical person may want to see reports, graphs, facts and figures.  A marketing or creative type may want to view infographics and/or videos.   Knowing your audience will help you to make the right decisions when it comes to updating your site.

– Provide different forms of information for your different audience members

– Make it personal.  Show images and videos of your people and the environment that they work in

– Make it pretty and engaging.  Be interesting and if possible unique.

– Provide multiple places that if candidates want to continue to engage with you ie: social channels, then it’s easy for them to find and follow you.

– It doesn’t have to be a massive or expensive project.  Start small if you don’t have a budget and just do things bit by bit.  Remember that if you do nothing, then essentially you’re just moving backwards as your competitors continue to develop their attraction strategy and collateral.

– Check out what your competitors are doing.  Know where you stand and understand where you may need to put the work in to attract the right talent.

– Always be updating.  Is your business the same today as it was 2 years ago? In most cases the answer will be no, yet some career sites haven’t been touched for the last 3-4 years.

– last but not least; know your audience.  Know them really well so that that you can speak directly to them through your site.  This is probably the most important point of all!

These are just a few tips to get you started in 2014.   Remember that we expect candidates who come to interview to know all about our business and be excited and engaged to join the team, yet many times we don’t really provide them with the right information.   Use the tools you have to attract and engage the right people, and have fun in the process building something that you’re proud to use.

If you have a career site that you’re proud of or know of one worth checking out, then please share it in the comments section below, I’d love to take a look and maybe add it to my list of ‘Top Career Site’ examples!

Have a fab weekend

Suz

If you write an average job ad, then you’re going to get an average response!

Posted on

boredThis is how I feel when I read some job ads today!

I’m actually surprised that you’re still reading when you know I’m going to be talking about writing better job ads!!  Well good for you!

Yes I know it’s one of the more boring topics but the more I look at job ads online (for research purposes only of course), the more I’m astounded by how poorly they are still written.

Copy and paste the job description much?

Even though job boards have decreased in popularity compared to other sourcing channels, they are still a key sourcing channel in most regions, therefore it’s still important to craft ads that increase your chances of finding qualified candidates and that diversify your employee sourcing channels. This means writing better recruitment ads, understanding why some recruitment ads fail and using creativity to set your client’s organization apart.

Write Better Recruitment Ads

There are three types of ads you’ll work with most:

  • Internal ads
  • External ads
  • Mobile ads

Internal ads target employees who already work within an organization. Writing copy for these ads uses different language than external ads, which target candidates seeking employment outside of an organization.

It’s unnecessary to extol the virtues of working for the company since the employee already has an idea of the culture and the work environment. Instead, talk about how the job can further their career within the company. You can still provide them with an overview of what that particular division in the business is doing as that may not be common knowledge in an organisation with 3000 plus people.   Tailor internal ads using familiar language, and speak to your candidates as existing employees.  If internal mobility is a key focus area for your organisation then spend the time to write interesting and tailored content for that audience.

External ads explain the benefits of working with the organization. Build the employee value proposition (EVP), and create an advertisement that attracts potential candidates to the organization.  Now I know that you’re sitting there think….yes Suzanne we know all of this.  Well if you know all of this, then my question is, can you honestly, with hand on heart say that you really think about your ads and whether you’re providing Meaning, Challenge and Reward statements that will attract and engage the best candidates?

Research shows that when deciding to either stay with a company or to join a new organisation, the majority of individuals will focus their decisions making on the three key areas outlined below, therefore messaging should be targeted to communicate role meaning, challenge or reward.

how to write a good job ad

The amazing thing is that job ads, if written in a compelling way can increase sharability.  What do I mean?  Well if I’m an active candidate looking for a job and I see a job ad that is a-maz-ing, but may not be right for me, I may just pass it onto an old colleague or friend of mine that I think may be interest (even though they aren’t looking).

We try to think of all these creative ways to attract candidates..which I’m a huge advocate for, but the quality everyday standard attraction methods are declining.

When writing your job ad think about how you can provide insight about the business in a way that does not come from corporate comms.  Think about something interesting about the business or the division. It’s fine to say what you are looking for but think about writing it in a way that is attractive.

job ad2

So instead of saying “experience leading a team”, think about what the hook is for that person…. “with your extensive team management experience, you’ll be leading a senior group of sales experts who need further support and guidance to deliver across multiple regions and markets” .  This says to me, I’ve got some great sales experience in the team, I’ll need to look at better ways to help them deliver in a variety of regions – and that’s my challenge.

When working with mobile ads, which have grown increasingly relevant over the past few years, become aware of how your ad looks on various mobile devices. Mobile ads made for smartphones can become warped on tablets, muddling your ad and rendering it ineffective.  Is your career site mobile optimised or will I be frustrated as a candidate when I go and try to apply online on my phone or tablet?  Don’t lose great candidates because your technology is 2nd grade!

What Makes a Good Ad?

  • A strong headline
  • Effective use of subheadings
  • An enticing job summary
  • Body copy that sells the role

Strong headlines use language with the potential candidate in mind. Don’t complicate the name of a role or use language the client assumes everyone knows. Instead, use clear, concise language. Subheadings introduce vital information, usually at the top of the ad. Use keywords for subheadings, and talk about job perks: parking, location, flexibility, and so on. Job summaries sell the role to candidates. Try to hold their attention in 150 characters, and utilize keywords candidates are searching for.

Use IDEA for the body copy.

IDEA stands for: Interest, Desire, Enthusiasm, and Action.

Interest: What’s the payoff for the candidate? Highlight the interests that make them read on.
Desire: What’s in it for them? Going back to the idea of EVPs, explain the factors that keep employees in the organization.
Enthusiasm: Differentiate the way you post jobs. Don’t use the same ad for different roles. Diversify your ads, tailor them to the job, and make potential candidates excited about reading it.
Action: Tell the reader to take action; compel them. Ask yourself from their perspective: What do I have to do to make this happen?

Using the aforementioned guide creates successful employee sourcing channels and provides recruitment managers with a step-by-step guide for creating better advertisements. However, the most important concept is understanding your candidates and speaking to them through concise and compelling copy.

We constantly talk about how the market is changing and candidates expect more, yet the quality of what we say and do to attract them doesn’t reflect that.  So the bottom line is, if you want a great candidate to apply for your role online, then make the effort and spend the time creating something worth them reading!

Selecting the Social Recruiting Channels for your business

Posted on

Being everywhere and doing everything is not always the best strategy.  If I’m honest it’s probably not a great strategy for anything these days! With recruitment resources stretched to their limits for most organisations, it can be difficult to try to keep up with the number of channels to market you could be using.

CPA sourcing channels

One of my recent posts, Mapping your way to sourcing success, outlined the fact that you really need to know your target audience.  By knowing your target audience you can make informed and effective decisions on which channels are right for you. Some of the key steps that I take when recommending social channels to clients for recruitment purposes include……

1) Assessment of the Employer Brand

You should have a fairly good idea through engagement, pulse or EVP survey’s what you internal audience thinks of the organisation.  To gain an understanding of what the external market’s view is, you can check out sites such as Glassdoor.com or the new Australian version jobadvisor.com or do your own primary research by adding a question to all of your screening forms or conversation asking the question – “what is your perception of what it’s like to work at company X?”.    If you do this over a few weeks you’ll soon get a feel for what the perception in the market is of your organisation as an employer.    By understanding this first, it will allow you to know what messages you either need to reinforce if positive or counteract if the perception is negative or untrue.

2) Develop a sourcing Channel map

Segmenting your target candidate audience and building your sourcing channel maps will allow you to speak directly to the candidates you need to, with the message you want to push out there as to why your organisation is the best place for them to be working at!  To read how to build your sourcing channel map check out this post.

3) Know your objective

Before you do anything in the social space, you need to understand what your objective is specifically.  Are you trying to attract candidates, show them what your organisation is about, share jobs, share information?  Be specific as it will make content curation much easier if you can answer a simple Yes or No to if the activity you are doing will help you meet your objective.  When defining your objective don’t use broad brush statements like – We want to seen as a good employer.  Objectives can be:

  • Communicate our EVP
  • Show our culture (events, corporate & social responsibility, learning & development)  through photos and videos
  • Share informative and helpful content to potential employees
  • Share market information
  • Show our personality by not taking ourselves too seriously

4) Select your channels and platforms

Once you know which channels are right for your target audience (sourcing channel map) and you understand what your objective is, then you can start planning which channels are right for you.

Knowing which social channels your company is currently using will make your life a little easier as you may not need to build a new business case to use a platform you’re already using as a business.   So do a search across the usual suspects such as Twitter, Facebook, Google+, YouTube, Instagram, Pinterest, etc as you may not be aware that your organisation has a presence on a specific platform.

I’ve found that the majority of corporate organisations have YouTube and Facebook from a consumer perspective.  Some may have a Twitter careers page and then there is usually a blank Google+ page that has been registered but not used as yet.   More advanced organisation have utilised Pinterest for employer and consumer Branding and then there are a few that use Instagram, once again from an employer brand perspective.

5) Metrics

Before you start any activity, write down where you are right now.  Things like what your employer brand is internally and externally – this may be through your engagement scores and sentiment in the market.  It may be looking at the number of application you receive now.  Knowing where your starting point is, will make it much easier to measure in 3-6-12 months time the impact your activity is having on your attraction strategy as well as which channels are helping you meet your objectives.  There is no point putting resources, time and money into something if you’re not getting the return on investment.

Is your application process shooting you in the foot?

Posted on

Finding and hiring top talent is challenging, but finding and applying to a top position isn’t exactly easy either. Trawling the job market can feel like an endless task for recruiters and candidates alike, often frustrating, always time consuming and last but not least, exhausting.

Fortunately as recruiters, we have hundreds of ways to speed our side of the application process up; Online application forms, pre-selection tests, web assessments and application tracking systems make our lives easier and essentially help us find the right people. However what works for us, doesn’t necessarily work for our candidates.

In a bid to find that perfect employee you might end up setting up more hurdles than they’re willing to jump. It might seem like a good idea to stringently filter the wheat from the chaff at the start, but put yourself in your candidate’s shoes: Based on your application process, would you apply to your ad?

Have a closer look and you might just find that your application process is shooting you in the foot.

iStock_000018278455_Large

The Right Start

Target audiences apply to certain companies more than others because they enjoy the experience, and an enjoyable application process begins with a great ad.

A candidate won’t spend 15 minutes reading an essay, they need facts, bullet points and it helps if it’s pretty. Corporate colors, logos, and photographs representing the company are always a winner. Got a coffee machine? Mention it in the ad. Remember, you’re not just advertising a job – you’re selling the experience of working at your company.

With this in mind take it a little step further and include staff testimonials. Got nothing to hide? Link to Glassdoor.com and let your employees do the talking for you. Least of all you want to make sure you include links to your social networking sites. If someone is genuinely interested in applying this will be his or her first stop (alongside your website) to scout out your company brand. Make sure you use this to full advantage with a well-groomed Facebook or Twitter account.

Spot the careers section

If a job seeker has opted to head straight to your website, as opposed to stumbling across you on an online job board, then the chances are that he or she are seriously interested in working for your company. So make the application process easy for them and anyone else that lands on your site. The people who are taking an active interest in your business are the one’s who you want to encourage, so don’t hide the jobs section somewhere down in the footer.

Ideally your careers section will be easy to navigate with a simple search tool to look for jobs in different categories. If there doesn’t happen to be any jobs available in a particular field, then why not suggest an open application? Most people with an interest in your company will relish the opportunity, plus it will boost your talent pool, it’s a win-win situation.

Where do I apply?

When it comes to job boards, most candidates spend about 30 seconds scanning an ad to work out if they’re interested or not. Hopefully, that first 30 seconds will have someone hooked but there’s one foolproof way to ensure they slip the net and that’s by hiding the Apply button.

The Apply button needs to be the shining star of your application process. It’s the first step through the gateway to your company and it sounds obvious, but this happens all the time: Placing the Apply button somewhere at the bottom of the ad will result in you missing out on potential candidates.

As much as you’d like them to, don’t assume that your candidates will read every single little tiny detail of your description. Job seekers scan ads the same way we scan resumes so make sure the Apply button is temptingly lingering nearby at all times.

Question Time

In an ideal world we’d post an ad, sit back and wait for an influx of top talent to apply, the hardest part would be choosing one of the many candidates who fit the bill. In reality, it’s a pretty mixed bag and this is why pre-selection questions play such a vital part of the application process.

The trouble is, as great as it would be to filter out the perfect candidate from the very beginning, the amount of questions and tests it would take would result in a 3 hour long application process. In reality, it needs to be less than 10 minutes (max).

First of all, you want to make sure your candidates can apply with their LinkedIn and Xing profiles, this takes about 2 seconds. Secondly, strip your application form down to the bare essentials. Every extra step a candidate needs to take is an opportunity for them to bail, so put your applicants on the fast track by getting rid of the pointless questions and save others (such as references) for later.

Hello?

It should really go without saying, but some of us still haven’t got around to creating an automated response. The top biggest peeve for job seekers is not being acknowledged, quite rightfully so. We’ve all been there and it’s super frustrating especially after you’ve spent 40 minutes crafting a perfectly written cover letter.

Unfortunately most of us don’t have the time to personally respond to each and every application so the easiest way to at least acknowledge your applicants, is to simply set up an email account specifically for the job ad. Next, write a friendly auto-response to assure your candidates that their application arrived and let them know when they can expect to hear from you next.

We all know that merely cherry picking the candidates we want and ignoring the rest leads to a bad rep, so acknowledgement is crucial. Secondly the auto response is great opportunity to include links to your social media channels and other open vacancies, which will help you fill your pipeline for future positions.

Don’t forget that your application process is just an extension of your employer branding so make sure it doesn’t let you down.

A streamlined application process

Essentially the gist of it all is to make your application process quick and easy. Some may argue that a hard grafter will be willing to go the extra mile, if a 20-minute application process is too long then how will they survive in an office? However, it’s all too easy to forget that the war for talent is just that, we’re all battling for the same candidates.

If your competitor is offering a faster track to getting a foot in the door, can you really blame a candidate for choosing them over you? Even a tech superstar who’s used to spending a fair amount of time in front of the screen isn’t going to want to spend hours filling out yet another application.

Make it attractive, make it quick and make sure your application process isn’t shooting you in the foot.

selina Kerley

GUEST CONTRIBUTOR

BIO: Selina Kerley is a blogger living and working in Berlin. She spends her days researching the world of online recruitment, in order to bring the latest news, hints and tips and recruitment strategies to the world. Selina is currently working for recruitment software specialists http://www.softgardenhq.com

Mapping your Way to Sourcing Success

Posted on Updated on

On any journey a map is always a good idea.  Even if you’re planning on being flexible when you get to certain checkpoints.  The fact that you have a guide to where you need to be, when the best time to arrive is and what it may cost you along the way, always puts you in good stead to have a success, hassle free trip.

The sourcing journey is no different and for the best outcome of finding your target audience; planning and knowing where and when you need to be somewhere can be the difference between success and failure.

So how do you plan your sourcing journey I hear you ask?

Well as I mention a map is always a good start.  A Source Channel Map allows you start mapping out you’re the sourcing channels that you believe will work for your specific role or job family.     So let’s say that you’re looking for a Microsoft Dynamic CRM professional; start by placing that title at the centre of my map so it’s clear what the key focus for this exercise is.  Then I start to think about all the places that I could find these people.

Sourcing channel map

By building your map before you go to market, it means that you’re able to get a clear overview of what may work and what may not as well as if there are specific conference, workshops, meetups that you need to be at to network and find the candidates you’re looking for.

So…… Microsoft Dynamic CRM – where could I find them?

1.    Internal sourcing strategy

  • What will we do to attract these people?
  • Does our career site provide a clear overview and EVP that will attract and speak to these types of candidates once we find them or if they find us first?
  • Do we have videos, images and a clear understanding of what it is we are offering them if they come and work here?
  • Do we know what we can offer them?

2.   Referrals from either within the organisation or from other candidates that I’m speaking with

3.   Publications – either print of online.

  • What do these types of candidates read on a daily basis?
  • Are they subscribed to certain websites or blogs?
  • Are there magazines that focus on Microsoft technology that we could advertise in or need to be aware of?

4.   Competitors/Target organisations

  • Are there specific companies that you know these candidates come from that is a good fit for you organisation?  Don’t be shy – go get ‘em tiger!  And if you can’t then find someone who can.

5.   Associations and groups

  • Is there an accreditation that they need to have?
  • Will knowing this make it easier to search for them?
  • Can you find a list of people that have this accreditation to narrow down the search?

6.    Job Boards

  • Are there specific job boards that specialize in attracting these types of candidates?
  • Do they have a database that you can search?

7.    Conferences and Events

  • Where do they congregate?
  • Know your target audience’s tribal mentality.
  • Do they go to Meetups?
  • Are there online forums that you can check out?
  • If there is a conference that you know these types of candidates will be at, then when is it and how much will it cost to attend?

i.    Knowing this information will help you to plan and budget for the year.

8.    Social Media

  • Which social channels are they are? ~ don’t assume, go and look!
  • Are there groups on Twitter?  Are there candidates on twitter that you can find?
  • What about using Facebook graph search as well as seeing if there are Microsoft Dynamic CRM Facebook pages or groups.
  • LinkedIn searching is an obvious one as well.

9.    Search/Title Terms

  • What else could a person with these skills be called?
  • What other titles do they go by?
  • What are the keywords I need to be searching?

10. Recruitment Agencies

  • If I need to use an agency which agencies are right for these types of roles?
  • Which agencies have delivered what we needed in the past?
  • Who knows this market really well?

These are just a few of the sourcing channels that you could use.  Understanding your candidate market and profile is critical in today’s recruitment landscape.  There are so many platforms and so much information that it’s easy to get lost when searching for the right people.

Doing some of the ground work before you start will help you be targeted in your sourcing approach.  It will mean that you’re exerting your energy and budget in the right places.   Building a clear candidate profile will help you to understanding all of these channel better and will ensure that you have the right channels for the right target audience.