I remember sitting in front of William Tincup and Bret Starr when they were partnered up and running Starr-Tincup (which is now the top marketing firm in the HR Tech space – Starr Conspiracy). I was overwhelmed by how smart and creative they were. You got this feeling like they could solve any marketing challenge within seconds.
Michael Carden came to the HR Tech Conference to market, at the time, his new startup (Sonar6) with a giant cardboard box and markers where people could come into the booth and start drawing on the box which was basically their booth.
All of the people I’ve listed have had the courage in their career to do and try stuff others weren’t willing to. Maybe it wasn’t always Guerilla Marketing, but it was definitely out of the box (pun intended!).
When you think about where we are at with Recruitment Marketing right now, we are still, mostly, in this mode of trying to figure out the automation of the martec stack as it relates to recruiting.
Once we get the technology figured out, we can begin to start being more creative in marketing our jobs and our organizations to the marketplace. We can start having fun!
Imagine partnering with a food truck or two and having them show up across the street from your competitor on a Friday lunch, and you just sit and wait for your competitors employees to walk across the street to check it out and get lunch.
You don’t even have to pay for lunch. People love food trucks and will come buy their own lunch. Just give a few bucks to the food truck to put your branding on their vehicles and show up and eat lunch, network, be different. Put out your big cardboard box!
I love the concept of being the one employer in your marketplace that is willing to be different. If you are just trying to be similar to everyone else, you have little chance of truly standing out as an employer people want to come work at.