Every once in a while, I meet people who just get it. It sounds like a cliche but there’s a difference between people with good instincts and those with instincts that were taught. You can tell the difference in 20 minutes or less, depending on the questions you ask.
My friend Courtney Martinez is one of those people with really good instincts. She understands that this whole recruiting thing, the marketing thing, all of everything we do is really about people. It’s about the life we guarantee them. The stories we help them write. The home we provide for whatever their passion might be. A job facilitates that life.
So when we talked a few weeks ago to prepare for our Women In HR Tech Panel, I wasn’t surprised that we jumped on the topic of great recruitment marketing. Then she said something that has literally stuck in my head for months now.
When I do something that’s not authentic, it never works out.
She proceeded to share her funniest failures. I shared mine.
But it triggered a different thought for me, too.
The reality is that we have to care. We have to care enough to invest our mental energy and our hearts into actually knowing how to discover passion. If you want to find the best candidate, you have to think about who you’re looking for. Sure, it’s easy to care about what makes them a good fit for you, but what will ensure that you are a good fit for them?
When you shift your recruitment marketing from thinking it’s all about you and your company to focusing on the people around you and the humans you’re digitally and physically interacting with, that’s when you can create excellent things. That’s when the magic happens.At the end of the day, if we can make people feel valued and we can keep building that passion, we don’t have to do a ton of recruitment marketing.
Employees really will do the recruiting for you.*
*And they’ll stay.
That’s a lesson that doesn’t sit behind your ATS and you can’t blame on your CRM. And so this week, this month, whenever you end up reading this, I hope that you take the time to stop using technology for a minute and really think about the human you are looking for.
So stop looking at your lists, checking off boxes, just knocking out all of your work, and start to really think about the people on the other side. Consider humans. And remember, we wouldn’t exist if we weren’t in the business of making other humans great.
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.