Issue link: https://www.e-digitaleditions.com/i/138053
Recruitment • Sourcing engines like Entelo and Talemetry use complex search just a site with job listings, employers are beginning to see the value algorithms to find qualified candidates. Whether sourcing specific of creating a robust career site where company culture is front and roles or building out their talent pool, recruiters can run keyword- center, where candidates are encouraged to apply for jobs, connect based searches and find top-performers and passive candidates the company, and share open positions," says Boyle. across various social networks. • Video interviewing platforms like Hirevue and Wowzer offer a Career portals can be developed using today's technology, from SilkRoad and others, that offers templates and easy-to-use content more interactive (and less time-consuming) alternative to management capabilities within the ATS. Additionally, some traditional candidate screening. Recruiters and hiring managers providers offer analytics tools that report on site traffic and user can send pre-recorded interview questions to potential candidates experience. and review candidates' video responses online or on their mobile device. Candidate relationship management has also become a key focus for recruiters. Social platforms like Bullhorn Reach have content • Assessment and screening tools like Hireology and PeopleAnswers sharing and network tracking tools for maintaining a dynamic leverage social technology to ensure more effective hiring. talent pool. And campaign management and marketing analytics Hireology analyzes social profiles and activity to identify both tools like Smashfly track and measure the success of recruitment technical ability and cultural fit, and PeopleAnswers creates marketing efforts. objective pre-employment assessments by identifying key Candidate experience assessment tools like MysteryApplicant behaviors of your top performing employees. • Employee referral tools like those offered by Jobvite and iCIMS automate job sharing across employees' social networks, and offer advanced reporting tools for keeping ahead of pain points in recruiting efforts. By actively polling applicants on their experience, these tools provide insights into strengths and weaknesses in an track the origin of any referral. Other platforms like GooodJob employer's interview and hiring process. add a layer of gamification, and reward employees for referring While analysts and vendors sing praises of the next generation candidates. of recruiting technologies, the kinds of technology emerging can The Growing Need for Recruitment Marketing be intimidating for business and HR leaders. Concerns around An organization's ability to attract talent relies heavily on the compliance, security, and measurable ROI abound. strength of its employment brand. And many recruiters are learning On the other hand, those organizations slow to embrace new that, from the look and feel of a career portal to a candidate's technology may have a hard time attracting top talent in the days experience throughout the recruiting process, there are many to come. In order to manage the needs of candidates and managers factors that affect a company's employment brand. alike, Samford says hiring organizations must first "alleviate the "Employers are looking for unique ways of bringing candidates need for recruiters to sift through mounds of electronic resumes into their fold without breaking the bank," says Vitale. But there's and spending unnecessary time." a problem: Branding, campaigns, and relationship management— Will today's early adopters be tomorrow's most successful hiring these are new concepts for recruiters. Tools that can support more organizations? All signs point to yes. Research and case studies marketing-heavy strategies are key, and this is where many ATS continue to pile up in favor of tools that support more progressive providers are offering their customers a competitive edge. recruiting strategies. By adopting key principles in effective One area where hiring organizations need the most help is on their career page. Tom Boyle, director of product marketing at SilkRoad, explains, "Your career site is the first chance you have to engage marketing and leveraging new technologies, recruiters will continue to build strong talent pools and an effective recruiting brand for lasting success. a candidate. In a market where there aren't a lot of qualified candidates, you're selling people on your company as much as they're selling themselves to you." Changing jobs is a big decision, and candidates need to know why they should choose your organization over another. "Rather than [34] HRO TODAY MAGAZINE | JUNE 2013 Kyle Lagunas is a senior analyst at Independent Insights, a boutique research firm specializing in human resources and recruiting technology. He can be reached via email at kdlagunas@gmail.com