You have finally resorted to using Marketing Automation to create touch points and to support the customer journey; simplify the visitor tracking process; and to nurture and qualify leads. The purpose of using Marketing Automation software is also to increase your organization's’ efficiency and streamline both marketing & sales processes by way of shortened sales cycles and faster deal closing. The inevitable questions that now arise are: Who is going to take care of all this? Isn’t it the human aspect of your business that will effectively use the selected Marketing Automation software to get the best results?
Accordingly, you will also recruit some of the best brains for your Marketing team. Post-recruitment, however, the real task lies in retaining them. More importantly, you also need to work out a suitable strategy to constantly keep attracting fresh talent, should suitable vacancies be created, when some of your team members switch jobs to seek greener pastures or move to other marketing functions.your recruitment campaign should be such that it interests smart marketers and inspires them to join your coveted marketing team.
I agree that recruitment is the sole responsibility of the HR department. However, it’s you as the CMO who benefits most when the most competent people join your team. Therefore, your recruitment campaign should be such that it interests smart marketers and inspires them to join your coveted marketing team. Treat recruitment on similar lines of marketing and sales. You attract relevant audience to your website’s career section, see a healthy conversion of interest candidates, you qualify the best talent and finally get to sell the job aka recruit the best talent.
The following steps will be helpful in recruiting and retaining some of the best talent in the business:
Effective Messaging: The principal key to effective recruitment is in effective messaging. Try and avoid floating the so called clever recruitment ads that are devoid of the stuff that actually interests prospective candidates.
Get the Right Information: Garner relevant information about the terminologies, aspirations and career choices of people on social media. Identify the technologies that candidates use and pertinent communities they belong to. This will act as the appropriate database for your human resources team to converse better with prospects and subsequently make the right selections.
Motivate Prospective Candidates: Work on the motivational aspects of prospective candidates by understanding their interests and passions. This would help you create more focused and meaningful content to attract them. Add detailed information about your company’s work culture which will help prospects to gauge whether they fit in or not. In other words, use your storytelling skills to the maximum: Will your job description help prospective candidates understand the role, career growth and benefits of joining you? This isn’t much different from the product benefits copy you and your team write every day. Isn’t it?
The Onus Is On You: After all, it’s your responsibility to provide the appropriate working culture. Remember, your employees love their work when they function in the right environment. It’s, therefore, for your messaging to tell them beforehand what kind of a work environment they are headed.The Magic of Personalized Messaging: Rather, personalized messaging works wonders because of that ``little extra’’ that you put into your message. An effective method to reach out is lifecycle marketing by email and social media that attracts talent to your website’s career page regularly. In other words, you first address audience needs or the talent you seek. This calls for segmentation of candidates based on experience levels, job family, recruitment process status and engagement level. The career aspirations of a fresher are obviously different from a seasoned executive. One size doesn’t fit all. Who understand this more than marketers? Here, you are actually sending customized marketing messages with information relevant to every segment. This would help immensely in building a sense of stronger affinity within your talent pools.
Your Brand value is of the Greatest Importance: Remember that your brand value precedes you. That’s why the likes of IBM and Google attract the best talents. Their focus is more on the right man for the right job; the wrong man being taken off the right job; and putting the appropriate person in the right seat. So, why not follow their trend?
Set Clear Objectives & Goals: The fundamental idea for retaining the best talent is to set clear objectives of the goals sought to be achieved and plans for measuring performance. It is here that the power of content by way of creative videos, blog posts, e-books, social posts as also online brochures has a crucial role to play.
In sum, attracting the best talent for your business, especially if it’s new, calls for the creation of a suitable company profile that’s optimized for the social media and/or a specific business blog that showcases not only your identity and core values but also projects the degree of comfort that you offer to your employees. This underscores the need for an appropriate online presence, failing which the hiring pipeline is most likely to get clogged.
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