Most CEOs realise the importance of securing the best people in their industry. Having the top talent working for you gives you a huge advantage over your competition. Whilst most companies will have developed a compelling message that they are ‘the’ place to work, the reality is that majority don’t do much with it. It is often left sitting in the “Why work for us’ section of their website hoping that someone will stumble across it and contact them. Some are a bit more pro-active and will use things like social media to spread the word. Whilst some efforts can be effective, for most it is more of a hit and hope approach and this is typically true of smaller companies. Whether it is due to budgetary constrains, a lack of in house expertise or just a flippant approach, few effectively get their message out to their target audience.
What they really need is an on going campaign that constantly engages with their target audience and builds a strong brand presence. It might sound like a job for someone in marketing. The reality is that this is where the future of recruitment sits. After all, there is no one better positioned than a recruiter to do this job. They will know who the top talent is and more importantly have easy access to them. They will be speaking to the target audience all day, every day. They will also be actively engaging with the competition so can provide valuable and up to date market information. They will know how the brand is really perceived in the market place and be able to advise if changes need to be made.
As the competition for top talent increases, those companies that actively and consistently promote their employee brand will have the advantage. Similarly, recruiters who can provide this service become far more important to a client, and vital in a market that is increasingly sceptical of the value that agency recruiters provide. To achieve this recruiters and clients need to adapt the relationship they have with each other. Recruiters need to position themselves not just as an extension of HR, but also be a part of the marketing function, experts in engagement, brand development, communication and market analysis. Equally, companies who continue to use a recruiter to just fill vacancies will be missing out to their competitors that are actively engaging with the same talent pool.