We have often spoken of disruptive technology. The world is shifting rapidly towards the growing adoption of digital tools in all professional spheres. It requires an adaptation of the old practices to the new means made available by technology research.
It’s all true. Together – in the role of software providers for the management of the Human Resources processes – promotes this revolution, extremely important for Enterprise Companies and Corporate Universities. When the dimensions become important and processes more complex, we need appropriate means to manage talent, training and compliance.
Today we want to deal with the evolution in the recruiting process and new skills expected with the advent of the web. The communication experts share with the HR a lot more than you might think.
Even the recruiting, in fact, is marketing.
Every Company today needs to have an online presence, a clear understanding of the business and its processes: “It’s time to recognize that social isn’t just campaign-based, it’s an integrated part of your ongoing business strategy” (Ted Rubin). This assumption certainly holds true for the web-marketing function, however, it is no less important in the HR sector.
Companies face the world of strong identity (Brand Identity) carefully constructed in order to be recognized, communicated, shared and emulated. The big brands have built their identities with a lot of care and strategy, leading the consumer to pretty rapid and unconscious associations between the brand, the product and the feelings associated with it (trust, pleasure, authoritativeness, reliability, empathy…). All brand images evoke emotions, placements, colors. Only getting closer to the consumer, the fact to know and recognize each other reciprocally, can help a brand to become a market leader.
Yes. Because if in the nineties – in a one-way process – it was the consumer to recognize the brand, today, the brand has to know the consumer… and converse with him. With the advent of the social networks and the opportunity to interact with potential clients and possible candidates, it becomes necessary to strike up relationships. Nowadays, to respect your own corporate identity, to offer a content relevant to the target audience is not only possible, but requested. The degree of employees’ identification with the Company elects them to become Brand Ambassador, first promoters of goodness and seriousness of the Company, that create the basis for the expansion that every business hopes to achieve and generate a climate of involvement and loyalty for all those who look at what the brand communicates and say “Hey boss, of course I would love to work there!“
Selectors of the future
So who are the selectors of the future? They are experts in marketing, Brand Ambassadors, Sales Executive Officers.
Like a product, vacant positions must be advertised and promoted as well, they should be considered a part of a broader strategy of brand awareness. It is necessary to stimulate the curiosity of the candidate, who on a par with longtime employees, becomes the number one promoter of the Company goodness.
The relationship with the candidates in the epoch of Web 2.0 is outlined on all channels, platforms, forums, and social networks. It goes from the image immediacy that a Company gives of himself, the degree of definition of its role, of his face, of his own spirit. The Company is an individual person, it has a face, wears heels or sandals, lipstick or lip gloss, a tie or cardigan … has a garment that must be identified and must create desire to include it. A good marketer-recruiter will know what to do. The workplace, on the other hand, is nothing but a product, an asset to market and promote in order to reach a specific target: the candidate-clients. A strong brand attracts external curiosity and is able to create a sense of belonging to the internal staff, that will be spontaneously involved in the research of the candidate, chosen according to “his own image and likeness”.
If employees are the Company’s ambassadors in the world, online communication is the image transmitted on a large scale, the basis for the construction of identity and reputation. A good recruiter will welcome all the suggestions of the marketing function to set up a rapid and fruitful online selection process.
What has changes because of economical crisis?
The turnover has become faster, the sense of distrust and professional uncertainty has made the candidates and new employees more willing to change. Time and business energies are wasted if they do not guarantee a positive experience at “employee-customer”. How to achieve this result? With a good onboarding strategy.
It is estimated that in 2025, 75% of workers will consist of millennials: native digitals with a strong propensity to the balance between work and private life. If the permanence is no longer recognized as an absolute value, the desire for economic recognition and professional stability remains strong.
To capture profiles of this type, the Company should know well how to communicate strong values and clear identity, in line with the times and the characteristics of the new millennium talents.
What are the main characteristics of a good recruiter?
He must be experienced:
– SEO / SEM: the candidate will look for a job, using keyword reference. Companies should respond by giving what he asks for;
– Social Media Marketing: a strong web presence is the basis for a strong presence on the market;
– Branding: the construction of a clear Corporate Identity is the foundation for customer loyalty.
In the role of Sales Executive, the recruiter will know how to involve the candidate, introduce characteristics and advantages of the position, strike up a relationship of exchange and discussion on mutual expectations. At the same time, he should pay attention to the “inner” voice of the Company, starting an internal recruiting process that follows the aspirations of the staff recruited, accompanying them in the professional growth.
The HR Manager, to all intents and purposes, is an expert of strategic marketing.
Utilization of software for searching and selecting of personnel can facilitate the process of managing the HR function. In-Recruiting – Applicant Tracking System – is Together’s partner for talents research and selection. Together we cover all human resource management processes, from recruitment and selection to Company talent and training.
Contact us to know more about it!