Research Library Article


Improving Candidate Attraction

David Earle

Of the various phases of recruitment - discovering candidates, attracting them, qualifying them and onboarding them – none is more challenging today than the attraction phase. Technology has created extraordinary transparency in the job marketplace, making it easy to browse for job and career opportunities. While this would appear to make attraction less difficult—more talent in the market— the reality, even for superior employer brands, is the opposite. Talent demand outstrips supply.

Is there a way to improve the odds? Four pieces of research speak to this issue.

TA Solutions

To use a fishing analogy, the abundance of fish in the sea has brought out an unprecedented number of fishermen. Thousands of employers who were too small and obscure to compete widely for talent in the old marketplace can now go toe to toe with the very largest employers in the new one. The opaque, difficult to navigate, low traffic job marketplace of yesterday has become a teeming, noisy, 24 hour bazaar, where every employer, regardless of their pedigree or brand strength, is forced to contend with crowds of competitors for recognition and attention.

Lighthouse Research (The Recruitment Marketing Platform) argues that the times demand a unified recruitment marketing technology platform that ties candidate marketing, applicant tracking and onboarding more closely together. The venerable ATS alone, or an ATS plus a patchwork of bolt on supplements, no longer provides the necessary efficiency, effectiveness, or management data to deliver top recruiting performance.

Aptitude Research Partners (The Talent Acquisition Trifecta) reports that many employers are unhappy with their current technology, which suggests recruiting’s need for its own suite of solutions and its own technology stack. The report then defines the requirements of the various parts. The recruitment marketing platform must embrace outreach marketing, the career site, SEO and mobile, social recruiting, CRM, employee referrals, events and campus recruiting, and talent networks and communities. According to their research, 70% of companies intend to invest in such a platform this year.

Aberdeen (Recruitment Marketing: Converting Candidates, Winning Talent) uses it’s familiar “best in class” analysis to review the differences in HCM performance between companies that integrate corporate hiring with corporate marketing, have a defined and constantly updated recruitment marketing process, actively exploit social media tools, and constantly upgrade their CRM capability, with companies that do not.

And finally, the recruitment technology vendor, Smashfly, (The Buyers Guide to Recruitment Marketing Platforms) seeks to help employers define issues and objectives, understand terminology (Recruitment Marketing Platform vs. CRM, for example), assess features, and measure ROI.
Our own research suggests that while the challenges of today’s talent markets are widely understood, employer solutions continue to very considerably. As a consequence, the performance gap between recruiting leaders and laggards continues to widen.

All this research can be accessed through the publishers directly, or can be downloaded from Smashfly. Here are the the links:

Lighthouse Research
Aptitude Research Partners