Thursday, December 16, 2004

Who the recruitment marketer should work with

Recruitment marketing is one of those jobs where to succeed you need to pull lots of people from within the organisation together. This is meant as an open list of who should be part of that team:

Marketing
There are lots of people in the marketing function that you need to work closely with. You’ll need to speak to your brand reputation people to understand external perceptions of the corporate brand (most companies subscribe to a survey).

You should speak to the marketing research team to help you understand how to acquire and use all of the data that you’ll both need and want.

Given the evidence that I found you should probably be speaking to the advertising people to be informed of any big campaigns

Corporate brand will be wanting to speak to you so that any advertising fits within the corporate guidelines (you need a set for recruitment advertising.

Corporate Relations
A two way one this one. First you need to be informed of what the press are writing about the firm. Corporate Comms also should be briefed on your recruitment activity – they should be thinking about the impact of any announcement on your ability to hire.

Secondly, it is worth discussing with them about developing a plan to get you in the press. Stories about interesting projects do wonders to get candidates interested in the firm.

Web Team
Why is dealing with the web team so often so frustrating? Your site, and the way candidates move through the corporate website to and from it will often determine how a campaign works. You should be sitting down with this team to look at understanding web stats including career related search enquiries, making it easy for candidates, ensuring your site is accessible by all. It is good to keep informed of what stories are going up on the corporate site as often you will want to link to these as they have an employment angle.

Internal Communications
will get your message across to the maximum number of staff as quickly as possible. Work with them. They understand the channels available and will discuss how to time and place communications so they get read, and don’t conflict with other corporate messages. Remember, the more staff you can get into roles the less you need to recruit externally (making opportunities more transparent increase retention. Don’t be fooled into thinking your colleagues are checking out your intranet site all the time.)

HR
I can’t think of a part of HR who you shouldn’t have on your list. You will probably find that they are really interested in what you are doing. Try and get a good set of two way conversations.

The only other group I can think of are your staff. Use collaboration with the staff to help test messages (you probably want to build teams in different parts of the business for this). I describe them ‘listening posts’ – if you want to recruit developers then test your advertising on well briefed individuals from that area. Get them to tell you what is happening at the ground level.

Recruitment is best when the efforts are spread within the firm. Leading a collaborative company wide effort is very powerful.