Every talent will have a candidate journey with their chosen and preferred companies. But every employer will not have a shared journey with talents they would love to hire.
Talents we pursue are in different phases of their career lifecycles. To maximize our business’ success in talent acquisition, we must understand and take these into account in our HR marketing activities.
The Candidate Journey of the Information Era visualizes how I vision this journey. My purpose is to guide HR marketeers and employer brand builders to vision their respective journeys as well as understand the immense impact information era has on our employer branding and talent acquisition success.
The constant information overload of the digital and social media era we live in, has changed our consumer behavior from “willingness to receive” into “attempt to ban”.
The Four Phases of the Candidate Journey of the Information Era
The simple idea behind this version of a candidate journey is to demonstrate how talents go through their journeys based on their readiness and their career and life related needs.
Just like customers buy when they have a need to buy, not when we have a need to sell. Talents apply for new jobs when they have a need to make career related changes, not when we have an urgency to hire.
The Modern Employer Branding Method©️ is built on inviting your ideal talents on this journey with your company. During this journey, through various employer branding messages and means, you will be in a better place to recognize and build relationships with ideal talents, until both parties are ready to discuss and make decisions about starting an employment relationship.
Phase 1 Winning the Attention
There is an old marketing rule about seeing an ad seven times before actually having a recollection of having seen it. Whatever the number of times it is, it is critical for us to understand why publishing something once is highly ineffective.
To be honest, ever since the constant stream of good, bad and ugly online content online, this number is likely to be even higher now.
Our brains are blocking unnecessary and irrelevant messages like there was no tomorrow.
It is impossible to start building awareness with an audience, who is not willing to pay attention to you or your messages.
How to win attention?
Attention can be captivated in many ways. Some of the persuasive techniques are ethical, some are highly manipulative and unethical. I do not believe in manipulating our talent audiences in any way. So you won’t be getting any dirty attention capturing tricks from me.
The Modern Eminent Employer Branding Method (MEEB) focuses on building trusting relationships likely to lead into a committed employment relationship one day. Manipulating one into such a relationship is unlikely to lead into anything good.