Everyday, we hear how digital marketing (mainly Google & Social Media) are changing the world and not everyone likes what is happening. However, the fact is for many industries the changes are very positive. A great example of this is recruitment and the enhanced ability digital marketing techniques and tactics can provide to help organisations to reach many, more well targeted candidates when promoting their job vacancies.
A little history on recruitment
For many years recruitment was dominated by expensive recruitment agencies who used traditional media to promote their brand as much as their clients’ vacancies (I should know I was a national manager for one of the biggest brands in Australasia). Using these agencies came with a big downside in the form of rather large recruitment fees that most smaller organisations just could not afford. However, the good ones also provided a very strong service-based solution, working hard to find clients not only people but find the best people available in the market that could make a real difference to the clients’ organisation.
Then in the new millennium came the online recruitment sites (job boards) like Seek, Monster and Trade Me jobs came along and changed the game for everyone. The one downfall of these major job boards is they often meant an organisation needed to hire a recruiter or recruitment team to manage the hundreds of applications and cv’s (often not even appropriate for the job) and although it was more cost effective the ‘art of the search’ in recruitment was lost by many. By this I mean their recruitment staff had become administrators rather than consultants who looked for great staff for a client. So, some clients reverted back to using Agencies.
So, the death of recruitment agencies did not come as many predicted, the reality is they had to change and focus on being better than a clients internal recruitment person/team and/or they targeted smaller organisations who simply could not afford to have a permanent recruiter or recruitment team on the books. Some have reduced fees and other use volume recruitment tactics like RPO or managed services in solutions for clients.
At the same time new technology helped recruitment teams manage their candidates better and respond more efficiently to the clients needs using tools like talent pools and screening tools to help sort through the volumes of people within the marketplace or on the database. There are some great systems in the market these days but the best of these is still too expensive for most organisations.
The future of recruitment – Digital Marketing
Digital Marketing does not solve all the issues, but it can be used to better target the marketing of jobs, helping to alleviate issues like receiving too many applications from overseas or not targeting the experience and skills the client actually wants. If used effectively, a digital marketer can also help target those hard-to-find passive candidates that the job boards just don’t seem to attract.
Social media is a gamer changer just ask the local newspaper service or more recently the Newshub team. Those who do not adapt to this change will suffer. However, small business can now compete with larger organisations both with their targeted marketing and recruitment simply by using lower cost digital marketing tactics and methods. What is true is great news is shared and grows and average does not. Think how this may affect your brand.
Good digital marketers have the skills to help your business or organisation become great and share your stories with the people you want to hear it. Marketers have known this for some time, but many recruitment people still don’t understand this change.
So, people like me that have 30+ years of experience in the recruitment industry and ten years building a comprehensive digital marketing network can help you market your jobs to a more targeted local audience at affordable prices. We can also help build your brand and grow your business.
Tony Cutting Digital – Digital Marketing Network
We have built a substantial network to help New Zealand employers find great people including;
Websites: Kumara Vine, The Job Market, Wellington Today and Auckland Coffee Club
Social media: LinkedIn (4000+ connections), Twitter and the following Facebook pages & Groups
Facebook Pages include Whangarei Today, Auckland Coffee Club, Waikato Today, Tauranga Today, Rotorua Today, Whakatane Today, Taupo Today, Hawkes Bay Coffee Club, Manawatu Today, Whanganui Today, Taranaki Today, Horowhenua Today, Kapiti Now, Mana Today, Hutt Valley Today, Wellington Today, Marlborough Coffee Club, Nelson Today, Canterbury Coffee Club, Timaru Today, Otago Today.
The Kumara Vine reached over 90,000 people across the country in the past 28 days (see image below) and has reached as many as 125,000 people during busy times last year. NB: This is only one of the many sites we use.
If you would like to use the power of a digital marketer to help you find the people that will help you grow your business or fill your organisations needs feel free to email me on tony@tonycuttingdigital.co.nz or give me a call on 021 911 722
nāku noa - yours sincerely
Tony Cutting