Look, I love everything Recruitment Marketing (RM). It takes two things I’m very passionate about Recruiting and Marketing and puts them both together. I love the creativity and science behind how do you get someone interested in some thing, more specifically how do we get a person interested in coming to work for us.
Recruitment Marketing technology is pretty freaking awesome! I love it as well. But, great RM isn’t about automation. Great RM is about what originally attracts us to anything.
Great RM boils down to only two things:
1. Do you want me?
2. You don’t want me.
I like to think about RM in dating terms. I’ve been married for twenty-five years so my dating references are a bit dated, but I now have sons who are dating so I get a new perspective.
When you like someone a couple of things could happen. One, they like you in return. This could be great for some, but a turn off for some as well. There are two specific things that happen when we date. We want to be wanted and we want to be pursued. So, the second is they don’t like you, and you don’t know why.
Let me give you an example from my own career. I always have wanted to work at Nike. I love their products. I love their brand. I would have been the best employee Nike ever hired! They didn’t want me. That made me want that job even more. Working at Nike is a tough gig to get, which is part of the reason I wanted it.
I did get offers from other organizations that were also great brands. Target was one who offered and pursued hard. Even tried to get me after I turned them down and went to work for Applebee’s. Sent a gift basket to my house before Christmas, 6 weeks after I already started working for Applebees. It felt really, really good to be pursued and wanted by another!
Most of us do the pursuing. If you’re extremely lucky in talent acquisition you have a brand that allows you to be pursued. There aren’t many of these organizations that are wildly pursued by almost everyone. Google, Facebook, Nike, etc. But, we all have a small group of folks who love our brand and organization for whatever reason.
We tend to discount these folks, especially if we have questionable employment brand, to begin with! Why would Charlie want to work here so bad!? Something must be wrong with him! That’s where most TA organizations fail.
If you have Nike’s brand you never question ‘why’ someone wants to work for Nike. It’s Nike! Everyone wants to work for us. If you’re ABC Manufacturing in Wildwood, NJ you question why anyone wants to work for you. It’s crazy, right!? It’s the exact same scenario, one positive, one negative.
All of this has nothing to do with the RM platform you choose. This is about the culture you allow on your TA team. You might not be Nike, but it doesn’t mean you’re not a great opportunity for someone. Leave that up to the person to decide, don’t decide for them!