recruitment marketing

Don’t let recruitment marketing plunge you into despair

By July 14, 2014 No Comments

My heart goes out to Luiz Felipe Scolari. Just four days after taking the blame for Brazil’s humiliation in the World Cup semi-final, his last game in charge of the national side was the fixture no football coach wants to take part in – the third/fourth place play-off.

The vacancy big Phil Scolari’s reported departure creates is one of the most high profile on this planet and I very much doubt whether the Confederação Brasileira de Futebol will be placing an ad on the FIFA website reading: “Wanted: Coach. Must be able to restore a modicum of national pride. Portuguese speaker preferred.”

The CBF will not only be drawing up a list of preferred candidates but will be inundated with applications from a rich pool of football coaching talent.

Unfortunately for the governing body of Brazilian football, it will also receive hundreds of thousands of speculative applications from fans without a single coaching qualification between them. But I guess that’s the price you pay for advertising every football fan’s dream job.

And if my ex-Marketing Week colleague and Liverpool FC fan Joe Fernandez is considering adding his name to the list of speculative applicants, I offer my friend a word of advice: Your ability to speak Portuguese does not overcome the fact that Fantasy Football success is impossible to replicate in the Maracanã.

The changing face of the recruitment game

But what if your business doesn’t quite have the profile of a World Cup host nation? Or the vacancy on your books wasn’t created by a 7-1 defeat in full view of a worldwide TV audience? Why, oh why, did it have to be to the Germans? And why did Germany have to go on to win the tournament?

Recruitment has come a long way since companies posted an ad on a job board and then waited for a flood of responses from highly qualified candidates.

As social media gives us more and more access to preferred candidates, the game is changing and building candidate engagement is now a key battleground when it comes to recruitment.

Candidate engagement, like employee engagement, works best when the employer value proposition of your business is brought into play. Now if EVP means as much to you as the ability to clear a German cross does to a Brazilian footballer, let me explain…

What is an Employee Value Proposition?

Quite simply, an EVP is the unique set of benefits an employee receives in return for the skills, capabilities and experience they bring to a company.

An EVP is about defining the essence of a company; how it is unique and what it stands for. It encompasses the central reasons that people are proud and motivated to work there, such as the inspiring vision or distinctive culture. When integrated into every aspect of a business, an EVP that communicates your company values will not only play a significant role in your employee engagement strategy, it will help attract the type of new staff traditional job adverts used to bring in.

EVPs work best when they are human stories told by your own staff. Here at Southerly, our own recruitment drive has moved into overdrive over the past few months. Our company values have not only netted us a talented new designer and account manager, we’re also on the look-out for a new web editor.

What’s it like working as a web editor for Southerly? The best person to ask is Ryan Harrison, who has been in the position for 12 months. Here’s a blog he contributed just after joining Southerly

Why your recruitment marketing strategy should incorporate an EVP

The value of using your own staff to tell engaging stories about what it means to work for your company is amplified when that content is used as part of a recruitment strategy. Just like content marketing, placing shareable social media posts, videos, blogs and images in the areas of cyberspace where the audience you want to attract hangs out can quickly build a talent pool.

And properly nurtured through targeted emails and social media engagement, that talent pool can not only make up the bulk of potential candidates when your next vacancy crops up, that same group of people can use the power of recommendation to grow into a talent community much, much larger than the select few football coaches who have the capability to lift the Brazilian nation off its knees.

But just beware. Even the best marketing recruitment strategies will not prevent you receiving a sackload of speculative applications from unqualified candidates chasing their dream job…

About Southerly

We are a creative content agency. We are storytellers.


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