Taking a Marketing Approach to Recruiting
Amber Hyatt, SPHR, the Director of Product Marketing at SilkRoad, was a recent guest on our B2B Nation podcast. The series explores a variety of HR trends and challenges through conversations with industry leaders.
In this episode, we discuss taking a marketing approach to recruiting, agile performance reviews, tying strategic value back to objectives, and the HR Technology Conference.
Below are some of my favorite excerpts from my conversation with Amber.
Just providing a whole bunch of data isn’t enough.
“We have to be strategic about the data we’re providing. We can show HR professionals how they can pinpoint trends. This helps them stay aware of what’s going on so they can be proactive about their organization. For example, retention is definitely top-of-mind. With more and more millennials coming front and center, we want to make sure that we’re spending money to capture and grab talent up front and find a way to keep it.”
We have new metrics that take away guesswork for customers.
“There are system flags that show variations in the data. For example, we’re able to see how job changes in a certain department have skyrocketed recently. That serves as a warning sign for the HR professional to investigate. Maybe it’s something from a health or safety standpoint that they need to check out. Maybe it’s even a result of leadership. The data analysis eliminates guesswork so that HR professionals can drill down and be more proactive about their employees.”
Recruitment marketing is expanding the reach of the HR professional.
“It’s all about looking at your broader role, even from a social standpoint — looking at all the areas that you can target, including mobile. A big part of recruitment marketing is trying to spend your time in the areas where you’re getting the most qualified leads. It’s taking that marketing approach and trying to find insights that drive your recruiting process. It involves the entire hiring team, which is different than what we’ve seen in years past.”
Getting your hiring managers involved shortens time-to-hire.
“That’s ultimately what we want. Especially in an economy like this, where there’s more competition. It’s an opportunity to move faster and to hire that top talent. Because we’re taking a marketing approach to recruiting with this offering, it provides a way to come back to the business with insights that really matter.
“Not only are you able to realize ROI, but you’re able to show, ‘Okay, this is how our team is performing. This is successful.’ We can take this a step further and say, ‘Once we’ve got them in the door, what’s the quality of our hire?’ It lets you start asking bigger questions rather than just automating and tracking data.”
Agile performance management is the next big thing.
“There seems to be a new need for continuous feedback. That’s something we’ve been working on for a year and a half. From a performance perspective, there’s a constant need for an additional check.
“We’re not the only vendor doing this. It’s really a paradigm shift. We still have the debate of whether it will replace the annual performance review. It’s the idea of facilitating more conversations between managers and employees in order to set the employees up for success. That all comes back retention. It’s far broader than just a performance review; it’s really about performance management in the day-to-day project.”
Some will be slow to give up annual performance reviews.
“The agile way of managing performance with ongoing conversations is going to be a key component of everyone’s strategy. But some won’t want to give [annual reviews] up. It really comes down to being an additional tool that can aid the success of the employee.
“When you’re looking at the annual performance review, you’re focused on what happened in the past. The new conversation is focused on where you’re going, how you achieve your goals, and what happens in the midst of working on it. It’s definitely a different type of performance management, for sure, but from a professional standpoint, this will become more of the norm — part of company culture.”
This podcast was created and published by TechnologyAdvice, a Nashville, Tenn.-based Inc. 5000 company that is dedicated to educating, advising, and connecting buyers and sellers of HR Software. Interview conducted by Josh Bland.
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