You can apply the same savvy tactics as today’s top marketers to reach candidates (and especially passive candidates). Welcome to the Candidate’s Journey.
At first glance, recruiting and marketing may not seem to have a lot in common.
One is focused on building an effective workforce, while the other creates demand for a company’s products and services.
Over the past few years, however, “recruitment marketing” has been gaining steam — and for good reason. Today’s potential candidates employ the same tactics when searching for a new job as today’s consumers do when searching for new products.
There’s a methodology in modern marketing called inbound marketing. Inbound marketing sprung up as a reaction to the changing way consumers make buying decisions.
Before the internet, sales had all the cards — they had way more information than buyers did, and buyers had to rely on their expertise in order to make any decisions. Today, with access to unprecedented information online, buyers complete 70% of the buying process before they even make contact with a salesperson.
The internet changed the way that candidates search for jobs in almost exactly the same way it changed the buyer’s journey. In a Google-first world, your employer brand is more important than ever before. You can apply the same savvy tactics as today’s top marketers to reach candidates (and especially passive candidates) at the various stages of what we’re going to call the Candidate’s Journey.Do you know what your Candidate's Journey looks like?Click To Tweet
The Candidate’s Journey
The candidate is experiencing symptoms of a problem or opportunity. Maybe she’s actively unhappy at her current job. Maybe she’s starting to feel the boredom that comes with having outgrown her current role. Maybe she’s looking to better align her career with her goals and values.
At this stage, the candidate is not necessarily searching for a new job. She could be searching for career advice, reaching out to her network, or searching for a mentor. She’s looking for a conversation, not an application, at this stage.
The candidate is fully aware of and has named his problem or opportunity. At this stage, he is actively searching for new opportunities, although it’s possible he hasn’t settled on what type of opportunity.
He could be researching grad schools, other opportunities at his own company, and similar roles at different companies simultaneously. If he’s filling out applications, he’s doing so fairly passively — he wouldn’t turn down the right opportunity if it fell in his lap, but he’s not in true “job search” mode yet.
The candidate has decided what she wants next and is weighing the options. Typically, this is where most candidates connect with companies like yours. The candidate is filling out applications, going on interviews, and negotiating offers.
If you wait until the candidate has reached the Decision stage to reach him or her, you’re more than likely too late.
The Recruitment Funnel
Once you’ve identified what your ideal candidate looks like and what he’s doing at each stage of the Candidate’s Journey, you can design your recruitment funnel to target him specifically.
This way, you’re not waiting for a hiring emergency to start communicating with your ideal candidate. You’re engaging him from the beginning of his journey, exponentially increasing the chances of his receptiveness when you have a position (or 100) to fill.
What does your company’s ideal candidate look like? How are they conducting their job search?