Admittedly, the title of this piece may not be entirely accurate on two counts. Firstly, the traditional job application may not be 'dead' per se, but its death knolls are certainly sounding. Secondly, the expression "What's next?" would seem to imply that we are about to talk about practices that employers have not yet adopted. In truth, we are referring to a new age of Recruitment Technology that is very much with us right here, right now. |
The biggest story, however, is that your hiring team now needs to adopt a focus on candidate engagement, rather than old-fashioned appeals for applications, if it is to enjoy the most fruitful recruitment campaigns.
How the old-style job application rendered itself irrelevant
Job adverts fail on one count above all else - they assume that a candidate wants to apply for the role in question. Of course, that may well be true in the case of those who are actively seeking a job. However, it excludes the many more who may have ventured to your firm's careers page out of simple curiosity. Alternatively, they may have been interested in finding out about your company culture or even just what "cool stuff" their friend told them you were working on.
Expecting such more casual, but nonetheless interested site visitors to immediately jump to one of the most advanced stages of the candidate lifecycle - an actual job application - is pretty unrealistic. What you need instead, is a strategy to engage and convert them.
Engagement helps you to convert passive candidates
To begin nurturing a relationship with these slightly more reluctant candidates, you will need to obtain their contact details, having given them an appropriate incentive. Coming up with such an incentive can be tricky, but it should probably go beyond simply enabling them to receive 'alerts' of your latest vacancies.
This is why you may, therefore, grant them the option of joining your wider talent community. Consider what kind of talent community should be suitable for your company - what particular persona or skill-set is your brand already most likely to attract? How will this fit in with your future likely hiring objectives?
Welcome to a new era of recruitment
Old-fashioned job applications no longer make much sense, in the same way that old-fashioned cold calls no longer make much sense - in the mid-2010s, both of their respective target audiences just aren't receptive to them. This only makes it all the more crucial for Online Recruitment to continuously build a pipeline of prospects, whether or not they are presently actively hiring.
Ultimately, if your company is to flourish in the recruitment game for years to come, achieving great candidate engagement needs to be one of its uppermost priorities.
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