Enterprise Talent Management
Historically, even the largest organizations have been forced to adopt a largely tactical approach to recruiting.
Companies with strong brand recognition operating in well-defined markets could use targeted media campaigns to build awareness amongst potential recruits. However, these were both expensive and lacked long-term impact. Hence most recruitment assignments were and still are driven tactically, starting afresh each time in attracting appropriate candidates.
Customer Relationship Management (CRM) systems have led the way in allowing organizations to build a long-term relationship with their actual and target customers. CRM systems show their full potential when used in conjunction with Internet technologies allowing cheap, efficient, interactive and engaging communications with their targets.
These same principles are now being applied to building relationships with Talent, a company’s potential employees. Targeted Candidate Marketing campaigns are used to attract candidates to a company’s talent pool and to educate and inform potential recruits. The talent pool then provides the ripe community of candidates from which to draw as specific recruitment needs arise. Automatic searching and matching technology can be used to create short-lists of candidates against a job profile, and these can feed directly into the recruiting process.
The benefits of this approach are many-fold. Organizations can take a long-term approach to their strategic hiring needs. With knowledge of conversion rates, they can calculate the size and skills required in their talent community to fuel future recruiting needs. Companies can use their brand to attract candidates to the community and enhance their brand-values through a professional relationship with potential recruits. Campaigns can target the required skills and profiles ahead of hiring needs.
In a time of skills shortages, the talent community provides a major advantage over competitors hiring from scratch. In times of surplus, candidates can be redirected to the talent pool so that they are not lost: the hackneyed phrase ‘we’ll keep your details on file” can be made a reality.
By taking direct control of candidate sourcing, employers can avoid the high costs of attracting candidates tactically through advertising or through agencies. Time to hire can be significantly reduced. At the same time, the use of technology to give a much broader selection of candidates than would be possible by other means can significantly improve hiring quality.
Many leading employers are now applying the same principles to internal hiring. By facilitating an internal job market, staff can be encouraged to progress their careers within an organization rather than outside. The internal talent community is particularly valuable at a time of staff reductions where organizations typically find themselves having to replace staff lost through natural attrition, whilst laying off employees in another area. An avoided redundancy is the cheapest hire there can be, turning a significant expense into a no-cost hire.
An effective internal talent management system needs to be much more than a list of jobs on an Intranet site. In fact a truly effective internal job market requires the same disciplines and techniques as a externally facing system. Candidates need to feel in control of their own data and to be able to preserve their anonymity. Matching and notification technologies are needed to actively drive jobs to potential candidates and vice versa. An active marketing approach is needed to encourage use the system and to engage in an ongoing relationship to keep them coming back.
Uniquely, StepStone’s solutions can embrace all three different talent communities into a single coherent system for the Enterprise recruiter. Firstly, StepStone’s solutions can manage an internal talent community and job market for employees within a company or group of companies. Secondly, StepStone’s solutions can support a private talent community, driving candidates to a company’s own-branded private recruitment area within its public web site. And thirdly, StepStone’s solutions can also draw on the large and active public talent communities managed through StepStone job boards. And all three communities are supported through a single set of recruitment processes ensuring maximum flexibility and efficiency for the recruiter.