In the past, recruitment was simply a case of a recruiter finding suitable candidates for a particular role they had been assigned to hire for. However, recently, this principle has started to change. It is now becoming much more frequent that a recruiter has to sell a client to a candidate, in the hope that the candidate is persuaded that the opportunity is the right one for them. One of the major reasons for this is the candidate driven market we are facing at the moment, meaning candidates have the ability to choose which roles are most appropriate for them from several different options available to them. Therefore, the role of a recruiter has somewhat altered in relation to the hiring process:
1) Ensuring a positive candidate experience.
Even though it has always been the case that a positive candidate experience is aimed for, it has not always been a priority in the past. However, due to the amount of choice that is currently available to candidates, it is imperative that a positive experience is felt during the hiring process from the perspective of the candidate. It could now be the case that the business that offers the best candidate experience is most likely to attain the services of the in-demand candidate, leading to the candidate experience now becoming a priority for most recruiters.
2) More information needs to be provided to candidates.
In the past, a recruiter would simply find candidates that seem a good fit for the business they are recruiting for, and send them to the interview process. In these instances, the candidate would accept an interview request more lightly, something that is certainly less frequent at the moment. This is because of the choices that are now available to candidates, meaning they now want to know more about a business before committing to the interview stage. As a result, the recruiter is now expected to provide more information about the business in question.
3) Job adverts take on increased significance.
Despite the fact that job adverts have always been important in candidates being attracted to apply for a role, their significance have increased in recent times. This is due to the amount of choice now available to candidates, meaning the most attractive adverts are more likely to attract the best candidates over other potential options. Therefore, it is important that adverts are clear and attractive to the eye, as well as including all the necessary information, to ensure that more candidates take notice of the opportunity when in competition with all the other similar positions.
4) Candidates need to be sold on the brand values and business development plans.
Finally, there is now more of an emphasis on recruiters selling the business development plans, as well as the brand values, to the candidates at the start of the process. It has always been the case that recruiters must inform a candidate about the business they are looking to join, but the depth of knowledge expected has increased since marketing has taken on a bigger role. The candidate must now be sold on where a business is heading, in terms of growth and success, while they must buy into a company’s brand values, to determine whether they fit into the appropriate culture expected.
Therefore, as a result of all the factors mentioned, it is obvious that recruitment is becoming more marketing orientated. Furthermore, as long as the market continues to be candidate driven, marketing will continue to play an increasingly important role in the hiring process. In addition, as the digital advances continue to be made, marketing has the potential to take on even greater significance in the months and years ahead. As we wait for this, marketing will continue to play a key role in recruitment processes moving forward into 2016.