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Look, recruiting is not marketing


Katrina Kibben's Weekly Letter

July 26 · Issue #69 · View online

Every week, I'll write you a letter. A letter about anything, really. My goal is just to make you think.

I’ve heard this one for years. At one point I even bought into it. As a former marketer, I get the value of traffic, clicks, and trackable pathing. I understand how important it is to measure, test, and iterate. Each one is critical when your goal is more, more, more.
But that’s not how hiring works. Marketing is messaging from one to many. Recruiting is about shrinking the list of many down to one hire — the needle in the haystack. You know what I’m going to say next. Yep. The purple squirrel.
When you generically apply marketing concepts created to attract many to a goal of delivering the select few, things inevitably go wrong. People tune out. They feel like a cog in the wheel instead of feeling like someone cares. 
Worse? They feel interrupted merely because of the delivery. Recruiting shouldn’t feel like marketing. That’s what I wrote about in this week’s blog post - why interruptions don’t work for recruitment marketing. I’m also sharing a funny blog post and a class I am teaching next week that will show you how to convince candidates to respond. 
Have a great weekend -

Chaotic Careers: Interruption Recruitment Marketing
Writing Better eMails: A Training Course for Recruiting and Staffing Professionals
HR at Home–A Guide to Advising Friends & Family - Fistful of Talent
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