Once upon a time there was a company looking for a special talent that was in high demand by all of its competitors. Possessing the skills that were in high demand, Goldilocks was not particularly interested in changing jobs, but she wandered through the forest of unknown shadows with a willing attitude to listen to new offers. After all, it was a bear market and times were tough. It is never too soon to consider the future of a career. The passive candidates that are not actively looking are often a treasure trove of potential for growing companies, so the right strategy is important to enticing them into the house for a look around. If there is ever a time to focus on the recruitment brand it is when searching for key talent.
- Are you too hot? If you are monitoring your company brand, you already know the reputation on the street… er, on the paths in the woods… to those who would be receptive to your approach. Chances are that they are already being accosted by every recruiter with access to LinkedIn Recruiter. Acting like all the others by cyberstalking is a big turn off. Chances are that they are very content in their current position and would only reply if they are convinced that considering a new opportunity would offer a better career path than their current one.
- Are you too cold? A company image in the wild is often invisible to the most qualified of external candidates. This is especially true if the company name is not a common everyday brand found on TV or the internet. Often the best career path is with a little known company with big potential, but it is challenging to make this selling point. Nobody today believes all the company propaganda forced on them, so no amount of polish can lure people into unknown situations. A recruiting brand is irreversibly married to the company brand.
- Are you just right? The supreme test is if candidates actually return your call. If they don’t, then change something. Cold calling works almost never… unless you are lucky. Partner with marketing for a unified approach to improving the company image and products. Publish blogs, Facebook pages, Twitter updates, and use social media to get out the message that there is a positive culture with a lucrative career waiting for those that apply. Then network into them through LinkedIn, telephone, emails, and as many creative channels you can invent to get their attention without stalking them.
Admittedly this is oversimplification of a complex concept, but the key to opening that door is through creativity and innovative recruiting ideas. The bottom line is that if you are just like everybody else or invisible there won’t be a positive result. Only when somebody tests and discovers the sweet spot will Goldilocks find a home.
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