Marketing Your Jobs — Avoiding the Myopic Mistake
If you’d like to waste some time, try going online and looking up the true origin of the expression about the definition of insanity being “repeating the same behavior and expecting different results.” It’s a phrase most commonly attributed to Albert Einstein, though it does not seem to have any single instance of actual, documented attribution. If you’re not satisfied with this answer, you’re in luck. You are free to continue your goose-chase from Einstein to Ben Franklin, Mark Twain, Van Gogh, Rita Mae Brown … until you fall straight down the rabbit hole into the handbooks of countless rehabilitation groups including a Hazelden Foundation pamphlet (perhaps it was Betty Ford who first said it). Why stop there? Feel free to continue — far into the depths of every single time the quote has been used, misused, attributed, misattributed, unattributed, argued, criticized, and/or cited as being a cliché (typically followed by an even longer list of the same).
If at this point, you have not realized the irony of what you’re doing — then I don’t know what to tell you.
However, let’s assume we’re all on the same page and get to the point — HIRING MANAGERS: STOP REPEATING THE SAME BEHAVIOR AND EXPEC …. Yeah, you get the point.
RECRUITING IS MARKETING
There are countless reasons why outdated hiring practices no longer yield the results they once did. Not least among these is the amount of poorly written job postings, the assumption that it is still an “employer’s market”, and the failure to recognize and take responsibility for the fact that RECRUITING IS MARKETING.
There exists an unfortunate disconnect between the methods in which many companies’ marketing departments attract potential clients and customers, and the ways in which those same companies fail at attracting talented candidates and potential job applicants. And often this is merely a symptom of habit.
“The logjam is a mental model, or frame, that tells us ‘Employers are in control in the hiring process’ years past the time when that was true. It keeps our recruiting systems archaic and ineffective, and keeps job-seekers waiting weeks to hear news after an interview that they should get in one or two days. It puts us to sleep in the talent-acquisition sense. It hurts every result we measure in our organizations, from productivity to employee engagement to quarterly earnings.” (Forbes, http://djobs.us/epx)
It is extremely important to remember and acknowledge that the ways in which a company attempts to market its opportunities affects not only its applicant rate and cost-per-hire, but also its brand and image … just as much as the ways in which it markets its products or services. This includes everything from job postings and online applications to the interview process and applicant feedback.
MARKETING REQUIRES FOCUS
In addition to revamping recruiting systems and processes, properly marketing opportunities requires putting those opportunities where relevant eyes can see them. Marketing diesel mechanic positions to astronauts, secretaries, gastroenterologists and rodeo clowns will not yield very many qualified diesel mechanics.
While posting jobs to generalist job boards may seem to maximize the exposure that those opportunities receive, it only serves to dilute the number of qualified candidates who are viewing (and applying) to those jobs. Use of niche job boards creates a concentrated flow of qualified, industry-specific candidates. This, in turn, accelerates the hiring process and lowers the cost of having the most talented individuals join your organization.