I read a great article today on the Forbes website called “The Power of Less” written by Jennifer Pahika and Brady Forrest. I’ll let you read the article if you’re interested but essentially it applies the often used phrase “sometimes less is more” to technology and business. I personally used the phrase “sometimes less is more” quite a bit when planning my wedding (or helping my wife and mother-in-law plan my wedding as the case was) 11 years ago…”all you really need is an open bar and good music” was my mantra. “Less” would create an atmosphere without confusion, details missed, cost pressure, and general stress . It would be painfully obvious that you were there to do one thing, CELEBRATE!
When recruiting went online in the late 90′s and corporate career sites popped up like Vegas sprawl circa 2006 recruiting departments threw up multi-step processes to filter applicants in the hopes that machines might filter, disqualify, or match applicants. You can chalk that method up to dot com era 1.0 along with the iconic Pets.com. There are some things people do better than machines.
The Shift with Web 2.0
Target the right audience and let prospective candidates provide as much or as little information as they want at the point of capture. Point is, you want the lead whether they’re ready to apply or not. Everyone in recruiting likes to talk about how many applications they received but no one seems to talk about how many they didn’t get. Progressive, early adopters are pushing jobs to social networks and using Search Engine Marketing. Certainly, that’s a good thing. But what if that person on Facebook or Google has the attention span of a flee like most Internet surfers do these days? Now you just re-directed them to a job portal on your website that takes 15 clicks and 10 minutes to apply to a job. Guess what? You likely lost them. And that’s especially true with the younger generations and will only get worse.
Just to be clear, you should still post your jobs online, but it’s critical that you understand the user experience and adjust to the times. That’s where a CRM system can add value. It’s better equipped to efficiently handle higher volumes of candidates through segmentation, mass email, survey tools, etc. We have several customers who’ve built portals (landing pages, micro-sites, registration pages, etc.) that allow prospective candidates to show interest by registering without applying to a job. Case in point – a health care customer adds a registration box on their website that says “If you’re interested in speaking with a recruiter about nursing opportunities click here”. That directs the person, presumably a nurse or future nurse, to a quick and easy registration page where they fill in their basic contact information and general area of interest. Within 10 seconds the recruiters have another lead in their CRM database. 70% of the leads in their CRM come from this simple box on their career site. Now they can pull a list of all nurses within a market that have a particular specialty and apply CRM tactics to them – continuing education classes, newsletters, invites to events, mentoring programs, etc. So while everyone in health care is stressed out about a nursing shortage, and rightly so, this health system has tens of thousands of potential nurse hires in their CRM that they can tap on-demand when the business comes calling. Or when the Nurse Manager comes to the recruiting department and says “tell me what you’ve got, I just lost three NICU nurses” they can confidently respond with details of their NICU nurse talent pool and it’s state of hire readiness. Believe it or not, they might not even need to post the job.
Landing pages, micro-sites, portals, and registration boxes are easy and cheap and can be embedded on social networks, blogs, and other destinations where you might find your desired talent hanging out. Most importantly, they make it simple for people to show some level of interest in working for your company (or joining your talent community) without entering the often times laborious process of applying to a job. And when managed with a CRM on the back-end you’ve made a step change in the way you recruit.