As you scour the Internet
doing everything from sourcing candidates to shopping for shoes to your
checking up on your ex, you’re leaving a digital footprint everywhere you go.
But as you know, the Internet is a just a machine, and as much as we feel it
knows us, all it’s doing is aggregating data about us, and replacing true
familiarity and personalization with an automatic response tailored to us based
on what our digital trail shows. Technology has completely changed our lives,
the way we interact with each other and of course, the way we recruit.
The truth is, the Internet
makes it so simple to source that we can find a candidate as easily as Facebook
can advertise the same purse we were looking at on another website just hours
before. The struggle is getting that candidate to respond to your messages and
eventually choose to work for your company, which is less likely to happen
following this pattern than you going ahead and buying that purse.
We’ve done this to ourselves
Recruiters have been sourcing
and wooing candidates for ages, there’s nothing new there. But what has changed
over the last decade or so is the monumental shift in where and how we recruit.
If you’ve been in the industry for some time, think back to the way you used to
recruit, before LinkedIn messages were ever an option. Chances are you had to
put in more work to find candidates, and it usually involved getting to know
them personally and talking to them – sometimes not just through email but on
an actual phone!
Fast forward to 2015 and you’ll
find recruiters doing what I call sourcing light, where they sort of source
candidates but mostly just do a keyword search, message anyone who seems to fit
on first glance and hope for the best. I’ve seen countless examples of
recruiters being confused about the industry a candidate is actually in,
sending terribly impersonal and horribly worded messages and just making a
terrible impression overall. There is a reason that LinkedIn changed their recruiting solution expectation last year to suspend recruiter product
accounts for 14 days if their response rates dip below 13 percent. Our industry
has created a candidate pool that is simply not impressed by our half-baked
efforts. They’re hip to the fact that many recruiters are phoning in their
social sourcing, and they’re tired of wasting their time reading messages from
people they don’t know.
Let’s talk relationships
But let’s imagine just for a
moment that every message sent is personalized in some way, is well written and
is relevant for the candidate. It’s still the equivalent of a telemarketing
cold call where the person on the other end of the phone happens to know your
name. The best candidates, especially those in highly sought after industries,
aren’t just getting your “personalized” cold call LinkedIn message or email.
You’re likely one of many.
Sourcing is easy, and yields
the results you would assume you’d get from something that’s easy. Engagement –
the kind of engagement that fosters relationships – is the real challenge and
it’s what brings real results. Relationships are what will get candidates to
respond to you and eventually want to be a part of the team. It’s more
difficult and strategic than throwing it all against the wall and hoping
something sticks but it also leads to the kind of results you would expect from
focused, strategic efforts. Relationships are the only way to really be
effective in social sourcing.
Watch for part two of this
series to see how you can build the kind of relationships
that lead to job acceptance.
TalentCircles is the most comprehensive candidate engagement platform on the market. Take a product tour or request a live demo today.
Jessica Miller-Merrell, SPHR is a workplace and technology anthropologist specializing in HR and recruiting. She's the Chief Blogger and Founder of Blogging4Jobs and author of The HR Technology Field Guide. You can follow her on Twitter at @jmillermerell.
Jessica Miller-Merrell, SPHR is a workplace and technology anthropologist specializing in HR and recruiting. She's the Chief Blogger and Founder of Blogging4Jobs and author of The HR Technology Field Guide. You can follow her on Twitter at @jmillermerell.
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