by Trong Dong
In the world of HR, a “talent community” is no longer an unfamiliar term to recruiters. Why? Because employers want to find the most qualified and fit talent, and talented candidates want to get the best jobs, but candidates do not necessarily find the best job for them at the time they visit an employer’s’ website. A talent community is a medium enabling employers to connect with candidates who don’t see an immediately available opportunity with the company. It’s a hub where candidates can submit their information to a company without committing to a specific position.
Not only do talent communities help employers find candidates who are truly interested in the company, but they also capture the most qualified candidates who may be ideal fits for an organization. Liane Wuthrich, assistant manager at Famous Footwear, said, “A company’s talent community could be your most valuable resource. It saves you time, money, and helps you find not only good employees, but great employees.”
Improving talent communities is a necessary tool for recruiters to hire the most talented candidates for their firms. Here are the three tips to keep in mind to help you build a better talent community.
Think like a marketer
In order to come up with an effective engagement strategy with candidates, employers need to think and act in terms of marketing. They need to ask basic marketing questions such as, “How do I develop four Cs (consumption, curation, creation, and connection) of content marketing?” “Who are my target audience and how can I reach these people?” and “How can I make myself visible so that people can follow me?”
Answering these questions will help talent community builders better develop a top-of-mind brand marketing strategy. This strategy includes having a good content marketing plan that engages talent communities with relevant articles and makes people think about the companies. It also involves an effective segmentation plan that categorizes your target audience into groups based on geography, age, gender, or fields of pursuit (IT, nursing, public relations, etc.) so that you can send relevant and targeted information to each prospect.
Given the heat of social media availability nowadays, it is essential to expand your accessibility on popular social media sites such as Facebook, Twitter, Google+, and LinkedIn. Social media is an ideal tool for sourcing and advertising, thereby assisting talent communities to attract and encourage candidates to follow their companies.
Companies rely on internal referrals to have a successful talent community. A big accounting firm like Ernst & Young set ambitious internal goals to increase the proportion of hiring that come from internal referrals. Larry Nash, director of experienced and executive recruiting at Ernst & Young said, “Although Earnst & Young looks at every résumé, a referral puts them in the express lane.”
The benefits of having internal referrals are promising. The inside perspective of current employees will help referred candidates better understand the company culture and the demands of the position. Thus, it should come as no surprise if referred candidates stay twice as long as others.
The most recent CareerXRoads Source of Hire Report showed that referrals are effective, weighing in at the #1 spot for sources of hires.
Always leverage the long-term value of your community
Having a strong talent community is nice, but maintaining and taking advantage of it over time takes extra effort. In order to exploit the maximum benefits of your talent community and enhance members’ commitment, I recommend the three R’s steps—reduce, reuse, recycle.
- Reduce: Communicate with members consistently to reduce costs in advertising jobs. Try sharing job opportunities directly with candidates.
- Reuse: Re-use candidates who have not been hired, but prove potential for the current open positions.
- Recycle: Use candidates who are not qualified for one position for other possible positions, thereby keeping them engaged with the community.
I recommend applying these three steps to improve your talent communities and hire the most talented candidates out there. What other methods would you suggest to better talent communities?