In order to disclose this question, we need to understand the concepts.the Classic definition of marketing given in the works of Philip Kotler: «Marketing is a human activity directed at satisfying needs through the exchange.»
as recruiting satisfies the needs and requirements of the client company through the provision of services for the selection, it is, in essence, a variety of marketing activities.
This understanding of recruitment has huge potential to improve its effectiveness. If the selection process is based on the classic marketing laws and instruments, it acquires a new quality and becoming the most productive.
let’s Consider how some of the well-known marketing tools «embedded» in recruiting, and how they affect not its effectiveness.
needs Analysis.
Any marketing activity begins with a needs analysis of the target audience. If the marketing Department did the work, the goods or services are in demand, leading to increased sales.
Any recruiting starts with filling the position requisition. If we consider the application as a marketing tool, there is a need not just to formally record the necessary requirements, and to explore the needs and demands that these requirements are. In this context, professional recruiter not just write the duties to be performed by the employee, but will ask a large number of additional questions, such as: what effect should lead the execution of these duties?
He must clarify the portrait of the ideal candidate and many other nuances that will allow you to more deeply understand the need and the client’s need to quickly and accurately to meet them.
In recruiting clients are not just a company, where the vacancy is open, but the candidate who is looking for work. And if you don’t study their needs, the service will not be able to be implemented. When interacting with the candidate most important task is to clarify the entire spectrum of needs: motivational, professional, material.
If the recruiter does not pay enough attention to this question, the candidate will either refuse the offered vacancy or does not pass the probationary period.
Work with brands.
Work with brands in marketing pay much attention. This is the brand increases the purchasing price of the goods, as consumer focus usefulness, guaranteed competitive advantages.
Recruiting loses its effectiveness if the brand positioning of the employer is not given due attention. The company’s presentation, the candidate is important to show the totality of functional, psychological and economic benefits provided by the employer. Therefore, it is also useful question, which is representative of the client: «Why you need to choose your company. What benefits he receives, working in you.»
Marketing communications.
Another valuable marketing tool is a system of establishing communications with existing and potential customers. Much attention is paid marketing «points of contact», the communication channels, the formation of relationships.
Marketing approach to recruitment allows each contact to be considered as an element of the system of relations with the client and candidate. He as well as in marketing, requires a thoughtful and responsible approach. Candidate relationships, become more motivated to cooperate with the recruiter for current vacancies, also he willingly gives advice, quickly respond to emerging proposals for the work.
Built relations with representatives of the client company improve understanding optimize the timing and quality of feedback that increases the speed of the vacancy.
Advertising.
is There advertising in recruitment? Refer to the definition formulated in the Federal law of March 13, 2006, № 38-F3 «On advertising»: «Advertisement — information distributed in any way, in any form or by any means, addressed to an indefinite circle of persons and aimed at drawing attention to the object of advertising, formation or maintenance of the interest and its promotion on the market.»
are we bringing attention to the proposal of the employer? Create conditions to sustain interest? Is it important in recruiting to attract attention to the summary presents the candidate to promote his candidacy among competing applicants? The questions are rhetorical.
understanding the stages of presentation of the candidate as an advertising message, the desire to convey information about a candidate’s interesting and informative, increases the likelihood of invitation to interview is our candidate and significantly affects the efficiency of the recruiting work.
Competition.
Competition (lat. concurrentia, from lat. concurro — sbecause face) — it is a struggle between economic subjects for the most efficient use of factors of production».
Recruitment is a highly competitive service. A qualified candidate has a competitive offers from other companies and recruitment agencies. Clients for each job have a competitive resume.
It is important to remember. Any simple search for candidates, errors in the selection, playing into the hands of competitors and make us less likely to get the result.
We’ve only seen a few marketing tools that affect the efficiency of recruitment. Based on this information we can conclude that marketing is a system basis of professional recruiting.
Inna Labzov
Consultant recruitment
Recruitment company AVICONN