Research Library Article


Nine Changes in Recruitment Marketing

David Earle

Past - Future Good recruiters have always been good salespeople but few have been tasked with creating robust corporate infomarts focused on the needs of a wide variety of candidates. But this is where the marketplace is headed.

Today’s candidates live in an information-rich environment filled with opportunities and choices. They are also managing their careers with the realization that there is no social contract they can depend on and a high probability they will work for multiple employers. This has altered their job-hunting attitudes and behaviors, including what they look for in potential employers.

Marketing has two basic tasks: understanding the customer and communicating with him. HR was not expected to master either of them. Company information and communication channels were both limited and...

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