Many marketers don't think of recruiting as a marketing challenge – they leave it up to HR. But acquiring and retaining talent is no different than acquiring and retaining customers, which makes marketers uniquely qualified to help bring in new employees. If you want to attract the best candidates in a competitive marketplace, don't forget your marketing basics. These are the questions you need to answer:
- Value proposition: What is the source of your differentiation? Do you have a good elevator pitch and consistent messaging in your communications?
- Market research: Where can you find the talent you want? What is important to them in a job, career, team and employer?
- Pricing: What are the key elements of compensation (salary, bonus, benefits, equity), and how do you compare with competitors?
- Sales: When you have found the right candidate, do you move quickly to close?
- Brand: Are you visible in the marketplace with a reputation for innovation and excellence?
Adapted from "
Strategies to Attract Superpower Marketing Talent" by Cara France and Mark Bonchek.
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