WHAT CAN HR LEARN FROM MARKETING? Richard Collins, Co-Founder at ClickIQ

WHAT CAN HR LEARN FROM MARKETING? Richard Collins, Co-Founder at ClickIQ


I think it’s probably fair to say that marketing is a little bit more advanced outside of the HR and recruitment space than in it. Although to be fair recruitment is a bit different. What can we learn from our colleagues in marketing? So if we look historically of how the consumer side has changed and then we map
that against recruitment, there’s obviously a lot of similarities in terms of the shift
to pay per click advertising, increase in automation, look at tools like HubSpot, Infusion
Soft, Marketo, and how those type of automation CRM tools, how we’re talking to people, how
we’re producing content, how we’re delivering personal experiences for individuals as they
go through a buying process for the consumer side or the recruitment process. Those tools
are all being applied to our world in a very rapid way. If we think about the idea of CV
databases and how we talent pool, and how we build content that’s relevant for those
people, how we deliver that content. A lot of it is around the plumbing, but I think
once you get the plumbing in place, if we look at what is currently going on with the
consumer marketing world, it’s moved beyond plumbing.
So, for example, media buying. The olden days where you produced a spreadsheet and have
a list of places you want to advertise on. Now the computer does that. Programmatically
the system decides based on the job, based on what’s worked before. I’m going to advertise,
I’m going to monitor it, change it, all that kind of stuff. But that’s just plumbing and
that idea of the spreadsheet will disappear. As you look at each element of the recruitment
process, we have the plumbing in. The bit that actually adds value is not the plumbing.
It becomes that creative bit. So it’s about the messaging, it’s about what content you’re
going to deliver to those people, employer branding, that kind of stuff. How do you communicate
what you are about to those individuals? This idea that, oh, we have a talent pool, so every
three months we send them a copy of our company newsletter. I mean, really? Is that all you
got? Whereas in a consumer world you would be talking
to those people about what is it of interest for them in career, all this kind of stuff.
Not, here’s my CEO yet again telling me what brilliant results we’ve had. So, and I think
we’ll see a lot more of that particularly change. So everything where the plumbing goes
in that will be the first change, and then the rest will be about the creative, the content
and how you actually communicate that stuff to the people that you want to bring into
your organisation. So I can expect less messages on LinkedIn
saying, “David, how would you like to come and work as a project manager at X company?”
Even though I’ve not actually been a project manager before. So it’d be slightly more targeting
and slightly more subtle? Yeah, we’ve seen it in terms of what we’ve
done in our market. I mean it’s slightly different, but that B2B approach of let’s try and educate
and tell the world about what’s going on. And if people are engaged with that, then
they will come to you. It’s the same in recruitment. If you talk about the stuff that you’re doing
for sure and the things that are relevant within your industry, people will build communities
that will engage them, and they’ll want to work for you. The whole employer brand thing
is probably a whole hour to be talked about. But for me I’d say it’s about, the recruitment
world I think will follow the consumer world in terms of that plumbing and then I think
it will be about the messaging and the content

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