Talent Pull Marketing

While every business puts significant effort into attracting customers through marketing, sales, and branding initiatives, few put comparable effort into attracting top talent to their organization.

The competition for top talent is intensifying. Organizations need to compete just as fiercely for talent as they do for customers. To do so effectively, they must answer one crucial question at every candidate touchpoint: Why would a top performer want this job?

Effective job opportunity marketing distills that answer into a compelling message that flavors the recruitment effort across multiple communication channels – in person, in the media, and in cyberspace.

The major problem with job opportunity marketing today is there is no strategy. The primary tactic is to “post and pray”. The typical course of action is to “carpet bomb” the major job boards with job requirements (i.e., the dreaded laundry list) which are not effective at engaging the individuals they want to attract.

What Is Needed

Opportunity marketing initiatives that hinge on random job ad postings are destined to fail. Developing a compelling Job Value Proposition must precede tactical efforts like posting job ads. Furthermore, the typical job ad format requires an extreme makeover so it appeals to the “buyer emotions” of career-minded individuals. A Job Ad must be more like classic advertising in that it is targeted, personalized, and creative. Finally, a Job Marketing Strategy is required to ensure that these new “talent-centric” job ads are seen only by a select audience; this will reduce the poor noise-to-signal ratio typical of job ad posting today.

Our Solution

Talent Pull Marketing is an integrated job marketing strategy and associated marketing collateral. The outcome is a compelling and consistent message that connects with a select audience and elicits a high quality response rate.

The key components of Talent Pull Marketing include: