Rohit’s Marketing Trends 2011 – How they Apply to Recruiting

Reading Rohit Bhargava’s Marketing Trends for 2011 (http://www.rohitbhargava.com/2011/01/the-top-15-marketing-social-media-trends-to-watch-in-2011.html) I was struck by how they should apply to recruiting process and tactics in developing a captive audience.  Here are short encapsulations of each trend and my take on how they could apply to recruiting.  BTW his blog Influencialmarketingblog.com is something you should read!

Source: http://www.rohitbhargava.com/2011/01/the-top-15-marketing-social-media-trends-to-watch-in-2011.html and Influencialmarketingblog.com.

Likeonomics – powerful storytelling and social capital to make brands more believable; RECRUITERS – it’s not just about posting jobs!  Showcase news about your company and function and also blog, blog, blog…

Approachable Celebrity – demonstrating the real personality and having access to that celeb; RECRUITERS- are you a celeb?  You need to become one…

Desperate Simplification – people seeking more balance and using tools that will help with that; RECRUITERS – giving advice on how to do this will make you a celeb…

Essential Integration – huge challenge for marketers; RECRUITERS –  also have this challenge – might go beyond using Hootsuite.com or other aggregating tools…

Rise of Curation – Content Curator next big job – to filter and share content on subjects we are knowledgeable about; example – the pharmawiki, paperII.com – customized newspaper; RECRUITERS –  there is a great opportunity here if you are niched  to send out items about your niche and also blog about it – but many of us are not niched…

Visualized Data – sharing real time sentiment with consumers and making compelling visuals for senior management; CNN has touch screen graphics and 3D graphs becoming more popular; RECRUITERS – this is all about how you display your metrics and tell the story of “best practice”…

Crowdsourced Innovation – a social and customer engagement strategy with rewards of recognition and being heard by brands they purchase every day; mystarbucksidea is the example; RECRUITERS – crowdsourcing within your team for new ideas on how to improve process and where to find those candidates can be easily done through shared meetings, phone conferences and wikis…

Instant PR & Customer Service – will continue to lead strategy creation and practices for dealing w/ real time conversations happening online; Zappos and Jet Blue examples; RECRUITERS – heard of recruiter on call?  Lots of companies doing this now through their career portals and that may be more than the website…think Facebook …

App-fication of the web – app-enabled devices will shift the focus to apps instead of the web search – mobile photo use will increase for sharing experiences and this will also create a revenue stream for  developers; see “The Web is Dead” from Wired (http://www.wired.com/magazine/2010/08/ff_webrip/all/1);  RECRUITERS – visual aids in making the brand real are becoming easier to utilize…

Reimagining Charity – see Pepsico’s REFRESH site and Swipegood are examples of how charity and donation of monies/time/skills will change; RECRUITERS – does your company or client allow their employees to do community service on company time?  A BIG selling point, especially with Gen X and Gen Y…that there are many ways to do this that are efficient and cheap for a company to incorporate into their brand is something recruiting should encourage and sell up to management.

Employees as Heroes – humanizing brands through employee stories via TV ads, and other venues; IBMers and Intel are examples; RECRUITERS – do you know the employees that are rock stars?  Do you use that story in your pitch?  Maybe it isn’t about them but about other stories that can be used to tell about the company culture…

Locationcasting – mainly focused on retail offers targeted to their location and sharing that info with others; foursquare an example; RECRUITERS – let your candidate network know you attend professional events in and outside of recruiting to make you a credible brand…it’s getting easier to share that information…

Brutal Transparency – can be a competitive advantage because it reveals an unexpected aggressive honesty that consumers welcome; Domino’s pizza and Southwest Airlines ads; RECRUITERS – Are you honest with your candidates?  Or are you selling only to land the deal?  Candidates can tell the difference – and expect much more…

Addictive Randomness – randomly associating words with brands; random content that leads to consumer generated campaigns where people can add content to a central archive that anyone can browse; examples are postsecret.com and Red Cross’s “Why the Heck Should I give?”; RECRUITERS – Not sure what to add here – and not as familiar with this approach to branding – any ideas on how it can apply to recruiting talent?

Culting of Retail – best web sites will create passionate following who rave about their experiences. Examples are gilt.com and groupon.com; RECRUITERS – Can there be a culting of recruiting?  Can that experience be raved about? Can that be shared with an audience of future candidates?  Why not?

 

 

 

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