About two months ago now, our team had our annual Spring Strategy Session. During this session, we reviewed data, as we always do, and started to think about 2014-2015 activities. However, this year was unique because we invited our digital marketing team, our recruiting marketing team, and our learning and development team to join us.
It was a great! We did a deep-dive on designing our approach to social recruiting through every stage from “awareness” to “conversion” for both the general audience and the targeted audience. We became more aware of how to reach and influence candidates. We looked more closely at how we leverage each category of recruitment marketing—paid, owned, and earned.
Several key initiatives resulted from that session across each of those categories. One of the most consuming of which is content development. How do we ensure compelling content for those we are recruiting for short-term demand and those we want to engage for future demand? We had a few a-ha moments for sure and thought we had covered a lot of ground. My head stopped spinning as much as it had in the past.
Then came #NACE14, right on the heels of our session. BAM! My head started spinning again. There were several sessions that really provided additional insights into customizing digital content to specific audiences. In addition, there were a few sessions that added to my playlist of words that are sure to be used by my team as part of new drinking games. Of special note would be two specific sessions (don’t worry, I will not plug my own) that I found of great interest that helped me understand more about content and how it can drive recruiting.
“Content is king, but context rules” was not only a great quote from Tammy Garmey from TMP in the Candidate Experience 3.XO session, but became my personal battle cry since leaving #NACE14. In the session she co-presented with Joe Howell from EMC2, they discussed how EMC2 built a personalized digital content delivery experience for candidates. They showcased the technology platform they leveraged that would sort through the vast amount of content available and present what would be meaningful to a specific candidate. The technology leverages information about the candidate and suggests content. Big data and advanced analytics and all sorts of concepts come into play.
Whether your realize it or not, you and I are already seeing this approach applied to us every time we open our browsers or log onto a social media tool. There is an advertisement—on your screen probably right now—that someone thinks will be of interest to you based on your online behaviors, cookies, and other key data. This workshop really brought it home to me that it is so critical to think about how you manage your content and more importantly how you deliver that content in a personalized way. We need to think about attracting the computer science major differently from the history major, just like we would on campus in person. Again, in social recruiting, one size does not fit all.
One of the other great sessions focused on gamification, my new favorite word. It was a SmartTalk given by Danelle DiLibero of RMS. She walked us through how RMS partnered with the developer of a very popular online game that had a direct correlation to their business. They embedded key messaging into the game that would provide real insight into the type of work that RMS does, as well as links to their careers site. Their efforts supported their culture of innovation and provided a vehicle for their employee value proposition. I can definitely see the benefit of this approach. Our team has had greater success with supporting competitions than we have at career fairs. My head is still swirling with the possibilities as our firm is about problem solving for our clients and we look for people who have a passion for solving problems.
It is going to be a fun year as we continue to evolve and formalize our approach to social recruiting, especially after #NACE14 and I will continue to share stories of our progress. On the day I wrote this blog, my Yahoo horoscope confirmed that it is going to be fun: “It’s a great day to try big, crazy ideas—even if they seem too big or crazy to work out. Consider it a day of experimentation and you are sure to learn some new, valuable things.” Look out y’all it might get a little crazy!