We all know the masses of people search, find and follow their favorite topics of information online. It’s no secret that talents since long gave up on old time job boards and refuse to fill in complicated forms just to be forced to do so yet again at the next job board. The old argument that they are more likely to do so when an interesting job advert shows up is also refuted completely. Only the top 3 jobs of interest would be luring enough for a talent to truly dedicate this time, the rest which perhaps was of interest fall out of their view of sight. Talents are just not interested enough to dedicate too much time filling out forms. Also, those who are willing to dedicate more time to filling the forms out are junior talents, not the young professionals and definitely not the senior professionals. For most this comes as no surprise, it is an obvious fact today. Those who become surprised, you are in for a serious wake-up call.
Ironically, lots of generic advice exists of how to smarten up job boards and all of them are generic. It’s about connecting to API’s of LinkedIn, Facebook, Twitter, Quora etc. They are also usually only about awareness, lashing out huge amounts of information on the web with the hope that someone will find it interesting enough to feed it into their website, make a partnership deal with you to hit the right talents at the right time and possibly the right talent will find and poke you. Not that this is wrong, it is better than the old form thinking, but do you know how much information there is on the web? Competing this way means, competing with content and that could be an expensive affair unless you have the right partner deals. And the market is not willing to pay for that raise in price, rest assured. Even those with access to the most content risk being misled and disappointed. Why? Because it is not about content only now. It is about targeted micro-talks where talents get the chance to interact with what carries their career interest and ambitions. It is not about informing, it is about experiencing.
And when it comes to experiencing, the winner is not the one with the most content, it is about those who know the target audience and their desire for experience and ironically the mass producers of content are seldom those who do. Why do print media houses of old have financial troubles today? Old and huge machines who sits on terrabytes into oblivion of knowledge and being completely unable to package it and leverage for certain target groups? Because they don’t know their client well enough to understand their behavior. Instead they understood their old-time business model.
Job boards have already tried to modernize and they have only just begun. Companies don’t pay so much for junior talents and definitely not much for resumés not updated since the last year. A talent is an alive story, an experience in itself with a skillset, mindset and ability to leverage – this story must be told and re-told again and again.
I met an old client of mine the other day and she was happy they had remade their career website recently and I was happy for her, I asked her what they had done. She told me that they had now allowed talents to login with their facebook accounts onto their website after they filled in their interest in the company on two simple lines and then being sent the job adverts directly to their Facebook. So I asked her why they reached this conclusion and she told that their consultant had noticed that the talents they wished to employ were on Facebook (Surprise!) and they wanted to reach them where they actually were and thus simplifying for them not to miss out on interesting jobs with them. So I said: “So you’re sending an e-mail to their facebook, instead of their other mail client?” She became silent.
Using the right channel is definitely an important move, It is a part of reaching your objectives but every choice of channel is a tactical move which has to be directed from your overall digital talent strategy. Showing talents available job offers is a must but the main problem lies not in visualizing the opportunity in itself, it lies in making the talent take an action upon information, seek more information and apply. Making a talent do this choice is not about spamming them with opportunities. Believe me, you are not that interesting and it might come as a shock but you’re just not. And even if you are, you’re on top of some image-ranking such as the undergraduate surveys in some world, Företagsbarometern in Sweden for example, that does not mean you will lure the right talent to interact with your content. It won’t mean that the actual recruitment target group of your preference (RTG) will take an action upon your material, you will in a classic way, just as in any other mass marketing approach, lure a wave of talents as a marketing effort to you and then being unable to see who is interesting for you and not.
It all starts with understanding the experience different user profiles desire. It all starts with understanding the ways they search information and the ways they want to consume it. And I am not talking about the classic: “We know that our talents care for good rewards, ethical leadership and equality among genders inside the company”. That is a package of values you need to put together for your Employer value proposition (EVP) in order to even know what position you are to take towards your competitors. I am talking about how you leverage your communications, how you deliver value for your ideal talent group and how you provide a micro-talk and interact with the ideal talent for your organization.
If you connect Facebook in the end or not, it is a method. It is not the solution.