Lessons Which Recruiters Should Learn From Marketers.

For years, marketers have been working nonstop to keep up with the rapid advancements in marketing technology. At first, a cold email blast to leads may have produced results for marketers. Consumers have changed, though, and marketing strategies have too. Prospects wanted more individualised communications as a result of being inundated with digital advertising, which led to the creation of marketing automation. Without investing more time in the process, it enabled marketers to switch from an impersonal "one-to-many" strategy to a personalised "one-to-one" strategy.

?Professionals in the field of talent acquisition are now in a comparable situation. Candidates expect personalised, real communication in the cutthroat talent market; they do not accept mass emails or messages that are tailored to a specific audience. How then can talent acquisition teams revamp their approach and technology stack?

?Fortunately, we don't need to reinvent the wheel when it comes to hiring talent. We can take some cues from the playbook used by marketers.?

·??????Personas Allow You to Personalize.

??Today, it's all about personalization, right? However, if you don't really understand your audience, you can't even start to deliver personalized messages. To help them, marketers create buyer personas.

??The simplest definition of a persona is a fictionalized portrayal of your ideal client. By getting input from their sales team, marketers can create personas in one of several ways. More than anyone else in the company, the sales team has a thorough understanding of the customer. They are aware of their motivations, areas of interest, and, most importantly, the inquiries they frequently have.

·??????How to use this for hiring talent

??TA experts can create "candidate personas. Find out what matters to each persona in terms of their job, their strongest skills, how they would describe their personality, which LinkedIn groups they are a member of, and anything else that will help you create individualised messaging and communications for the appropriate target audience.

·??????Think about Content

??Marketers typically segment their prospects before beginning any marketing automation program to deliver highly relevant content. Making content for each stage of the buyer's journey is a best practice for marketing. Using a top-of-the-funnel example, content should aid in increasing brand awareness. Content for the middle of the funnel should assist in turning a prospect into a lead. This kind of content is frequently "gated" by marketers, requiring a form to be filled out before access is granted. Nurturing campaigns (also known as drip marketing) can start once those leads are obtained.

·??????How this relates to hiring for talent

It goes without saying that candidates today demand a personalised experience. Consider the appropriate type of content for each stage of the candidate journey as you build your pipeline for particular job families or difficult-to-fill roles.

·??????Continue to nurture and then some.

??Marketers put in a lot of effort to create a plan that will generate leads. Leads must be “warmed up” before being transferred to the sales team for further development because losing those leads is the last thing they want to happen. The aforementioned email nurturing campaigns are then utilized in this situation. Email is preferred over other channels for communication (61%) according to a 2017 Adobe survey.

·??????What this means in terms of hiring for talent is.

?After you have divided up your talent pool, consider how you'll keep these applicants interested. Avoid sending the same person more than one email per week and keep in mind that an engaged user will only spend 8 seconds reading an email. What information can you include in your emails that will be of interest and what's the best cadence? Perhaps a company email newsletter, blog, or video with the latest happenings at your company. Always keep it succinct, intriguing, and short.

·??????Measure ?everything.

Marketing automation is not difficult to measure, despite the fact that many marketing strategies can be. And it was done on purpose. Since reporting and measurement are both tasks that automation is supposed to make simpler, they should be made easier as well. With marketing automation, marketers can view statistics at a very high level, such as open rates and click-through rates. — or delve deeper into the specifics like which web pages were accessed, how long the visitor spent on each page, and replays of sessions.

·??????Using this in the talent search

Decisions are based on data. Rich, timely, and useful information is the lifeblood of the most successful recruiting businesses. In order to establish benchmarks and success goals, it is important to understand your lead sources, which pipelines require more activity, and how long it takes to fill those difficult-to-fill positions.

?A strategy should always be the first step in any goal-setting process, which is why I'll end this blog post on that subject. Marketers never move forward without establishing objectives and devising a plan to achieve them. You might find that a talent CRM is the ideal addition to your recruitment toolkit. You can use it to not only find and develop candidates but also to build pipelines, decrease the time it takes to hire someone, customize the candidate experience, and automate the entire process. Okay, go ahead. start winning by taking a page from marketing automation's playbook.