In today’s world (a world where Google is a verb used daily), recruiters can’t just rely on job boards to find top talent. When you look at the Global Talent Spectrum, you can see that the talent you want to recruit is at high end of the spectrum - these are “passive job candidates.” (Or, as we like to call them, the sophisticated job seekers.) You won’t find many of these candidates scouring the job boards. These highly qualified candidates are happy in their current jobs but (lucky for recruiters) if the right opportunity presented itself, they would be interested in making a job change. Unfortunately for recruiters, they’re not going to leave for just any ol’ job. Instead of desperately scouring the job boards each day, sophisticated job seekers take time to figure out what they’re looking for and monitor companies they’re interested in. A recent study by LinkedIn shows 70% of the professionals following your Company Pages are interested in working for you. As this study shows, sophisticated job seekers don’t waste their time applying to jobs they don’t think are a good fit for them. And why would they? Since they’re reasonably happy with their current jobs, they can afford to be extra picky about finding new opportunities. That means recruiters have to go the extra mile to snag them. If you want to recruit these elusive sophisticated job seekers, you’ve got to play their game. You have to intrigue them somehow - get their attention, get them interested. But how?
Storytelling Is The Key To Snatching Top TalentShowcasing a story about your company and its employees is your “hook” for your target job candidates. This is called a “Tribal Story.” It makes a candidate feel part of something special and important. For the right candidate, this story will not only make them feel more connected to your company - feel like they share something with it - but it will also make them feel inspired to apply and excel in it. Funny enough, savvy recruiters have been using this technique for years. During every email, phone call, and conversation they’ve had with potential candidates, they’ve told them stories about the company to help pique their interest. Here’s the good news: Now every recruiter can learn to use this same strategy to attract top talent.
Crowdsource Your Tribal StoryThe first thing you need to do is figure out which Tribal Story will evoke the right emotions and inspire top talent to apply. How can you determine this? Crowdsource! DIY Method – Survey your existing staff and ask them to share what parts of the business inspire them to work for the company. Outsourcing Method – Hire a specialist to help you define your talent brand and identify the story that will resonate best with the talent you seek. Either method works, the important thing is to find that emotional connection between your employees and their work - It makes it easy to create a genuine story to share with potential candidates. “Fostering the bond between the two sides is what makes the Tribal Story powerful,” wrote J.T. O’Donnell, CEO and founder of CAREEREALISM. “The more you can showcase real examples of how employees feel aligned with your talent brand, the better.”
EXAMPLE: The Grommet shares what makes great team playersThe Grommet, a company based in the Boston area, understands the importance of sharing their Tribal Story. The post “5 Key Characteristics Of The Best Team Players” gives potential candidates an inside look at the company and the employees. Not only that, but gives readers an honest idea of what the company is looking for in their employees. Through this story, the company is able to reveal their REAL culture to those sophisticated job seekers. If you’re not honest about who you are as a company, you’re going to attract job candidates who aren’t a good fit, which can result in them quitting and costing you money. Or worse, they could cause problems within your existing culture, which can result in the following:
- Poor performance
- Workplace conflict
- Loss of existing employees