Four Marketing Lessons for HR Professionals

…ideas from Jeffery Giesener – – CEO

Just 10 years ago, switching jobs was a huge decision. Like buying a new car, job mobility in the past typically only happened every 5 to 10 years. Today, however, it is common for key niche professionals to shop for jobs on a continual basis. Because recruiting has become enormously competitive, I am sure that your recruiting team has felt ongoing pressure to engage and battle for talent and passive candidates across all skill sets.

Just like your marketing department has to continue finding new customers and persuading them to rebuy, recruiters must learn new HR marketing skills to search for talent on an endless basis.

Below are FOUR recruiting lessons that you should execute in 2014.

1. Market the Job Opportunity Everywhere

Change your thinking. Candidates should no longer be forced to come to your career site to search for jobs. Instead, you need to market your jobs where your candidates hang out online. There are more than 1 billion Facebook profiles, 200 Million Twitter profiles, 500 Million Google+ profiles and 200 Million LinkedIn profiles! If you are not currently receiving applies from social media – other than LinkedIn – you are missing a major talent acquisition opportunity.

Additionally, Google Search reports that more than 70% of your candidates are using smartphones and Tablets to search and apply for jobs. …Wow!  It appears that giving your candidates the ability to use social media to find jobs and apply through mobile can’t be overlooked in 2014.

2. Keep Track of Your Candidates Always

Building your own Talent Community is the first step toward connecting your company with your top talent.

Using a centralized robust candidate database to build, manage and mine a Talent Community is critical in communicating with your pipeline of talented future hires. By using an organized electronic system to manage candidate information – including profiles, resumes, conversations, notes, and schedules – you will also improve digital communication with passive candidates, giving you permissioned engagement through social, email, text and other targeted digital campaigns.

Save Recruiting Money…A Talent Community accessible by your recruiters will save recruiting costs because you will be able to tap your own database and find candidates before you move job requisitions to outside recruiters. It will also shorten your time-to-hire.

3. Stay Top-of-Mind

Marketers in e-commerce use powerful digital campaigns to stay top-of-mind and now recruiters must do the same. With a well-organized and clean database of candidate information, recruiters can execute highly specialized talent acquisition campaigns that target skill sets, job titles, geographical locations, and even social interests and friend groups.

Having the ability to know who is in your Talent Community will enable you to strategically reach out to candidates with targeted, consistent, creative, and relevant messages that will turn a candidate into an apply (and, eventually, into a hire).

4. Analyze, Learn, Improve, and Repeat

Successful marketers analyze where their sales come from and how they can improve their conversion rate. Recruiters must implement the same process. Why not use your social employees and recent hires to educate yourself on what is and isn’t working in your recruiting process? Where do most of your applicants come from? Which social channels are they searching for jobs on? How much time are they spending there? Are your social accounts and company website driving traffic to your career page(s)? How long are candidates staying on your social and/or career pages? What is your cost-per-apply and hire? How can you improve any and all of the above metrics?

Do your current talent analytics provide answers for the questions above? They should and you and your team should have on-demand access to your career information.

To learn more about the above lessons, give me a ring at 612-349-2740 or email me directly at I would be happy to discuss any of these topics with you.

Best regards,


Jeffery Giesener

**Adapted from a blog post by Dan Finnigan.