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Room 4 Improvement 8
(April 04, 2006) Using the term passive candidate to describe the people you don't reach with your current marketing activities is like calling everyone who isn't aware of the NCAA finals a passive basketball fan. Perhaps its like calling everyone we don't know "our passive friends". Can you imagine Amazon referring to people who don't shop on their website "passive customers"? The trouble with the term is that it misstates the location of the passivity.
Most (yes, most) people have never considered working for you and, most likely, have never even heard of you or your company. This is not because they are passive or disinterested. It is because your reach does not extend into their universe. The hard question is "How do you expand their awareness of your brand? Of this or that opportunity?
The job boards, as we've said, do a great job of reaching the people they reach. Using them will powerfully augment the choices you have. If you want to reach the people that they don't, you need to try other means.
We find the emerging HotJobs approach to be useful in this regard. Just recently, we've begun receiving emails from them (in Yahoo mail accounts) that are well targeted offers for career fairs or even specific positions. We're not in their databases. The email marketing services at HotJobs may be one additional tool in the toolkit.
David Perry offers one approach
There are few limits. Interestingly, we'd say that the emerging "network recruiting tools" simply optimize your existing reach by tapping people who know people who know people. They really don't do an interesting job of expanding reach, Typically, 3rd party staffing firms, in their myriad configurations, are more likely to expand the market's awareness of your employment brand and opportunities.
Keep up with Revisiting The Job Board Series:
SmartPost: Job posting without the guesswork.If you don't know where your applicants are coming from, chances are you're wasting time and money. SmartPost takes the guesswork out of online posting efforts. How? When you post through our system, detailed metrics tell you the source of your candidates, and help you adjust your strategy accordingly.
SmartPost answers recruiters' burning questions:
Stop guessing. Come take a look [www.smartpost.com]
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