Source Smarter Not Harder With Marketing

Corey Burns Corey Burns, Recruitment Marketing

I know what you’re thinking – “Another Recruiting and Marketing article.” I get it, we’re all aware of the relationship and similarities between Marketing and Recruiting. Most commonly, we hear about employer branding and how marketing can elevate those efforts.  Well, that’s great, but we are ultimately judged on our ability to hire the right talent at the right time.

Put employer branding aside for a moment and start thinking about the lead generation expertise of your marketing department as a sourcing opportunity for you, if done correctly.

I’ll admit that I was being selfish when we partnered with our Digital/SEO Manager. Our recruiting team was running lean and time to source had become an issue; we needed support and a Sourcer. Well, I realized our Sourcer was sitting on the marketing team right next to us.

He LOVES lead generation and is extremely methodical in his approach to generating qualified leads for our sales team. It finally clicked, and I realized we could use similar tactics to increase our candidate pools while also targeting a wider audience.

It all started with a quick meeting to see how they could help increase inbound applicants that would otherwise be passive. Here are some of the simple things I learned along the way while partnering with Marketing.

1. Marketers are creative…don’t rain on their parade!

One thing I’ve learned during this process is to explain your problems/opportunities and then simply stop talking! Allow the marketing team to strategize and deliver their own suggestions on how to target your desired audience. It’s amazing how a fresh perspective can improve your strategy.

Let them think like marketers as you work together to position your brand between your target audience and their daily lives. In addition, creating effective messaging is an art and seeking help can’t hurt.

2. We’re not just talking about Social Media: cast a wide net.

If social media isn’t a part of your current strategy, you’re missing out on some low hanging fruit! But beyond social media, there are many potential ad platforms and types that should be considered for a digital sourcing campaign. We run multiple campaigns and tailor each campaign based on the target audience, goals, and budget. Furthermore, we create unique landing pages for each campaign to track results and customize the experience. Here are some of the avenues we use regularly:

–Google Paid Search

–Google Display Ads

–Gmail Advertising

–Email Campaigns using Customer CRM

–Facebook Campaigns

 3. Set a budget and make sure you track it.

Remember the “set it and forget it” oven commercials? Try to avoid that with your digital campaigns. It’s much easier to blow through a budget than you think, especially if you don’t track closely. Seeking guidance from your marketing team will help you stay within your budget because they constantly track campaign budgets for their own initiatives.

4. It’s ok to have a failing campaign.

Not every campaign is going to be a raving success and that’s ok. Having data to show that a campaign or ad type didn’t work is better than not trying it at all. Collect the data and continually learn and improve based on what the data is telling you. Once you get a few campaigns under your belt, you will have a better grasp of the best approach for your target audience.

5. Praise the Marketing Team!

I can’t stress enough how important recognition and appreciation are! It’s free (unless you bribe them with food) and people generally like knowing they made an impact. Let your marketing team share your successes and you’ll have a long and productive partnership ahead.

Next time you’re struggling to get the right candidates, take a step back and see how marketing may add a fresh perspective to your strategy.

Corey Burns
Like many others, Corey Burns fell into HR & Talent Acquisition by accident. He got his first taste of Recruiting at a Fortune 500 company, where he quickly found his niche. When he was young, his father taught him the valuable lesson of “no risk, no reward,” so Corey moved from the stable corporate nest to a relatively unknown company and industry that were ripe for disruption. Now, as the Director of Recruiting & Development at General RV Center, a parent company comprised of 3 organizations in the Recreational Vehicle industry, Corey has led talent initiatives that have contributed to more than 300% growth in both employee count and revenues!  As of 2017, General RV Center has been named the 6th fastest-growing and 31st largest privately-held company in Michigan.   He formed the company’s Recruiting & Development division in 2013, as the company entered a hyper-growth stage, and he now oversees all human capital strategies. Corey’s approach begins with building trust-based relationships, which lead to talent solutions that support the four pillars of the company’s talent strategy: Attract, Develop, Retain, Grow. While Corey focuses on strategic initiatives and managing his two teams (Recruiting and Learning & Development), he is a player-coach who thrives on facilitating trainings and picking up hard-to-fill reqs. You can talk to talk to Corey via email or LinkedIn