Recruiting Is Marketing

Minneapolis, Minnesota. Image has been cropped.

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On November 17th I’ll be facilitating a roundtable discussion for work at HealthPartners in Minneapolis.  “Recruiting IS Marketing” is the theme for the event and I’m excited to bring the best of marketing and recruiting practices together as well as learn what other major employers in the Twin Cities are up to with their Talent Marketing efforts.

I’m planning on introducing basic concepts like consumer behavior, marketing management, etc. courtesy of my MBA coursework at St. Thomas and how each of them is vital for organizations to leverage moving into 2011 and 2012.  We are fast approaching (believe it or not) a very significant shortage of skilled talent as our economy continues a shift from an industrial base to a knowledge base. The battle lines are being drawn …

Any major marketing organization, like a big box retailer, is in the midst of final preparations for Q4 business (their version of the battle line).  They’ve spent the past 12 months (since the end of the prior Holiday season) leveraging marketing practices to understand, engage, influence, and drive consumer purchasing behaviors.  They’ve built loyal followings and preliminary engagements via social media, have a presence on search engines, have optimized their advertising channels, invigorated their websites, and prepped their operations and processes as part of their execution strategy.  So, why am I talking about retailers and marketing?

Because, recruiting IS marketing!

Talent Acquisition / Retention should be in the business of executing an organizations overall business level strategy.  It is the Human Capital of an organization in an ever increasing global knowledge based economy that enables success or leads to failure.  Recruiting organizations are far too often leveraging antiquated methodologies when it comes to acquiring talent for their companies.  Bridging the gap between their B2C or B2B marketing efforts with their recruiting efforts should be a primary goal for Talent Acquisition in preparation for the impending shortage of skilled talent. A synergy between corporate marketing and human resources creates organizational efficiencies and drives additional value (and results) for both departments.  After all, job candidates are customers and customers are job candidates.

The battle lines are being drawn and plans are being made … the decisions that are made in the coming months will determine who gets the sale (or candidate) and who doesn’t in 2011 and 2012.

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About Michael Hanson

Change Agent and 2011 MBA with more than 15 years of deep experience in Business Development, Marketing, Branding and Technology. Social Media and Mobile Marketing Specialist. View all posts by Michael Hanson

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