It is better
to not be on
the web than
to be on and
not know why John Sumser
Reality
is more
complex
than
it seems.
John Gall
It's better to
do a few things
really well than
than to do
a lot of things
badly.
If you can't
make the necessary
commitments of
time and energy
to your
electronic
marketing
efforts
scale back
your plan.
John Sumser
Download: Roses in the Thornbush: How Marketing Can Leverage the Value of Recruiting
and How Recruiting Can Leverage the Value of Marketing
Elements Of An Employment Brand
(March 14, 2001) Developing an Employment brand involves making a multi year commitment. Brand development involves the repetition and fine tuning of the same message over time. Think of "Be All That You Can Be", the Army's Employment Branding message, as the epitome of a 20th Century campaign. The hook phrase was repeated in all sorts of communications media over the course of 20 years. Consistency, Targeting and Repetition are the necessary baseline. The difference between the Army's monolithic campaign and effective contemporary campaigns is that today's market environment requires tailoring of the message and value proposition at the department level.
Consumers have high expectations for personalized service and are willing to walk - or even surf the web - to get it. Attracting and retaining Potential Candidates is critica. The best approach to defeating the daily assault of new challenges is to embrace marketing's oldest golden rule - the customer is always right and applying it to Potential Employees.
With this in mind, candidates must always be at the center of all of your employment marketing decisions, their influence radiating out to every point of contact you have with them. It's up to you to know their behaviors and preferences and tailor your employment marketing strategies to cater to their needs. Companies who recognize this and build their strategies around retaining and deepening their relationships with their potential employees are the ones who will succeed.
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