Taking Corporate Recruiting To A Whole New Level

 

Even with technology changing how companies find talent, many companies still rely on traditional recruiting methods. This includes channels and strategies like job boards, recruiting websites, and job recruiters. Numerous job marketplaces that match talent with jobs also have appeared in recent years like Toptal for tech talent. However, brands realize they have to change how they "market" their brand to what will become their internal audience.  

 

Recruitment Statistics Revealed

 

Glassdoor compiled data from other sources and its own research to produce an annual report on the state of the recruitment industry.  For example, "Glassdoor users report they use an average of 7.6 job sites during their job search." Approximately 72% of CEOs surveyed are concerned about the availability of key skills. To attract this talent, companies must focus on strong branding and take the time to invest in a targeted recruitment process.

 

CareerArc noted other key statistics that are critical to recruitment success. They concluded that "your recruiters and employer brand must be where the candidates are–and that is online, specifically on social media and mobile platforms." Here's why:  "The Pew Research Center discovered that 54% of Americans use the internet to research available jobs, and nearly 45% apply for jobs online. In 2005, the number of online job seekers reached only 26% of Americans.

 

Additionally, "the use of social media for recruitment has grown 54% in the past 5 years," according to SHRM.  Managers and job seekers have used social media to find talent and jobs. Many conduct their social media job searches through mobile devices.

 

Changing the Recruitment Landscape

 

That means the recruitment landscape must change if companies want to recruit the best talent. Recently, Progressive Insurance launched an inventive way to recruit new employees. Their goal is to hire over 7,500 employees in 2018.

 

This marketing and recruitment campaign brings together the insurance industry and Ready Player One. While it seems like an odd combination, the reality of why it works makes sense. It challenges job seekers to reconsider working at an insurance company called ReThink Progressive. The new campaign shows Progressive is more than just commercials and insurance. Instead, the insurance brand is an innovative and collaborative environment that blends technology, art, and science throughout the workday.

 

Why Change the Recruitment Process?

 

Progressive had a specific rationale for creating this unique recruitment process versus going the traditional route, according to Erin Hendrick, TalentSearch Leader at Progressive Insurance. "We know that when you're a kid and even an adult, 'work in insurance' isn't on your list of dream jobs. We want to get ahead of people before they start looking for a job, so they'll consider us in their search when the timing's right."

 

The insurance brand wants to change the opinion that insurance is boring. They want those seeking jobs out there to take notice. As Hendrick explains: "We’re taking some calculated risks, and pushing as close to the edge as possible without falling off the cliff. Our goal is to show the company behind Flo in an authentic way. We’re ethical, inclusive, innovative, flexible. People are nice but not pushovers, casual but hard-working."

 

Understanding the Need for Digital Transformation

 

As a fun and interactive part of this campaign, Progressive has launched a new video showcasing the brands daily culture. While it's a fun video about Progressive’s culture, tech talent likes it for other reasons. Inspired by Ready Player One, the bestselling book and upcoming movie, Progressive has hidden Easter eggs within the video. This is intended to prompt viewers to solve a binary code-based puzzle.

 

Just like the book, participants get a series of clues to get started. They must use various critical thinking methods to complete the challenge. This hunt leads to an unexpected experience that’s designed to challenge people’s perspective. This employs gamification, a marketing strategy that has been proven to engage target audiences. And, it comes with a reward. The individual who solves the puzzle first gets a $1,000 Newegg gift card.

 

Not everyone is going to be engaged in this type of tactic. But, that suits Progressive. They are specifically targeting talent in the tech/data world. The recruitment strategy is to find those who love solving problems and using critical thinking.

The campaign concept was well received by Progressive executives. Hendrick noted that their culture provides a safe environment to "think a bit differently and color outside the lines." The understanding is there that the company must continue evolving to achieve this digital transformation and do things in a way that attracts the type of talent they need.

As Hendrick notes, "There’s an acceptance that we can’t grow as an organization or serve our customers’ needs without great talent. Our consumer brand has paved the way for our employer brand to evolve because we’re constantly pushing into new territories in our industry."

A Collaborative Process

Those within Progressive also can see that recruitment has to be a collaborative process going forward. Marketing and HR must work together to define, attract, and retain the best talent. According to Jeff Charney, CMO of Progressive, "Marketing and human resources are working together seamlessly in bringing the right people into our doors. It’s like the two departments are running a perfectly executed three-legged race, where HR nurtures the company’s culture and brand, and marketing narrates the story.”

The lesson here is that marketing has to ensure that its brand picture and actions align with the company's need to attract an audience beyond customers and reach an audience of potential talent. By employing new marketing technology and unique engagement tactics, a company like Progressive illustrates just how progressive they are when it comes to marketing's role in helping them cost effectively build the best team, change perceptions about insurance, and utilize technology and platforms in exciting ways.

 

 

 

 

 

 

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Source: forbes.com

@steveolenski is a marketer who also happens to be among the most influential writers in the space. He's been called The CMO Whisperer & Distiller of Truth. He's looking for his next challenge.