I recently had a conversation with one of the heads of talent acquisition about the proliferation of social media into our daily lives. From the scrolling Twitter blurbs during Sunday football to re-targeting ads that creep and follow our every move, it’s hard to not get tangled in the web of an organization’s digital marketing strategy.
As a digital marketing professional, I see both the opportunity and the challenge faced by organizations. Never before have the tools and intelligence to target been more sophisticated. However, as consumers, we've become almost immune to it. And as such, the noise to be seen and heard in the marketplace continues to grow louder and louder.
You can transfer this same concept of consumer advertising to candidate marketing. We can agree it’s no longer relevant or cost-effective to promote your employer brand exclusively on large-scale digital platforms, like job boards, especially when you consider how these advertising channels are quickly diminishing.
Think of today’s candidates as consumers of the job market. They search for the best brands and the best opportunities before they even consider clicking on the apply button. Part of the problem of getting in front of active and passive candidates has to do with the scale and frequency of maintaining a steady employment branding strategy. Not only do you need to be concerned with being found online, but you have to seriously contemplate the long-term effects a negative candidate experience can reap on the business.
According to, 23.8% of survey respondents stated that a positive candidate experience with an employer made them more likely to increase their relationship with the employers’ respective “brand alliances, product purchases or networking.”
Companies that promote quality, experience, and relevancy are winning the war for talent. But how do you create an agile employer branding strategy that reflects your organization’s company culture and adheres to internal protocol? You bring in the expert.
In a recent SlideShare presentation, we outlined how to leverage and benefit from Recruitment Process Outsourcing (RPO) programs. From enhancing your employment brand, to adding accountability with metrics, and increased talent quality, for any area in the recruiting and hiring process that is lacking, there's an RPO solution that can assist.
Now, it should be said that RPO services have long been utilized for full-scale, or end-to-end recruiting solutions. Often, companies with little recruiting resources or working processes contract RPO providers to in essence, take over the function of talent acquisition.
However like the job search experience, the RPO model has evolved to match the times. Instead of going all-in, savvy talent acquisition professionals are seeing great value in contracting an RPO program for smaller-scale projects in areas they lack visibility. From social media recruiting to dedicated sources, RPO’s are taking on specialized roles to complement, not compete against the enterprise.
About the Author: This blog was written by Alexandra Calukovic-Deck, aka the Marketing Guru, a data-driven marketer. Growing up in the traditional marketing era, this Inbound Marketer has experienced first-hand the shift to a more digital world. Versed in email, social and content marketing, Alexandra Calukovic-Deck drives the strategy behind Yoh's international sales and marketing divisions. Claims to fame include the longest possible last name ever, certifications in Strategic & Inbound Marketing practices, and lover of all things Philadelphia (especially the Philly food scene).