Confession: I’m a customer service snob.
I’m not the, “please let me complain to your manager” service snob, but more of a quiet, frustrated observer – especially when service is going completely awry.
I blame it on the 2 years I spent working at a fine dining restaurant. Fine dining servers are trained in the art of customer service. You’re supposed to be ever-present when they need you while carefully walking a line between annoying and well-timed. There’s a performance element between the wine, the way you clear a table with the crumber and folding napkins when one of the guests steps away. We were even taught what side to approach from and plate distance from the seat – it’s that detailed.
And the detail is really what makes it great. The details in the food, the wine, the pairings, the server’s attentiveness. It all adds up to this incredibly memorable experience. That’s why people blow hundreds of dollars on these meals in the first place.
We, as humans, notice the details. They’re why it feels so good when you go back to a business establishment and they remember your name. Why you glow when someone remembers your birthday.
Somehow we’ve spent all this time talking about candidate experience and making people feel great without ever getting into the details. We offer generic experiences with generic copy and video and call it best-in-class when that’s just not true.
Yet, personalization for recruiting is one of the first things to fall off the wagon when we try to do recruiting “at scale.”
Considering it’s one of the top 5 trends for marketing, I feel like recruiting should be thinking about it.
And no, not just by putting FIRST NAME in the subject line (and screwing it up just about every time).
That’s why I created this quick video (with the help of my friend’s at SkillScout ) to offer 3 ways your company should be using personalization for recruiting content.
Katrina Kibben is the Founder and Principal Consultant of Three Ears Media. For most of Katrina’s career, she has been a marketer living in a recruiter’s world – listening to both sides of the talent equation to understand the real issues and find solutions for engaging and hiring better people. Today, she uses her technical marketing know-how and way with words to help both established and emerging brands develop and deliver content that fuels smart recruitment marketing that makes the right people apply.
Katrina has written for Monster.com, HR.com, RecruitingDaily and many other digital publications. She is a recognized leader in recruiting and employer branding who speaks regularly at conferences around the world.