I was chatting with a colleague of mine the other day and we were talking about Marketing and the role they play in the SMRS and why does marketing think (sometimes) that SMR should be part of, not stand alone from them.
Here are some points to consider when talking to your marketing department,…
Marketing’s core function is to support the consumer brand whereas Talent Acquisitions function is to attract potential employees, engage existing employees and attract many referral networks. The messaging, the messaging mix, the target audiences and the engagement strategies are uniquely different. Under an organizational (marketing) social media strategy, the recruitment message and employee brand becomes “one of many” priorities.
Marketing messages are set to engage “purchase” of product, tool or service whereas the Recruitment message is there to promote the organization as an employer of choice. The social media conversations in Marketing are more geared to pushing promotion and having product conversations whereas, the Social Media Recruitment initiatives and messaging will be VERY recruitment related and have little to do with your organizations product, tool or service (i.e..social responsibility, employee stories, employee referrals, recruiters communicating with prospective employment candidates, etc.)
During peak/extensive social media recruitment campaigns, recruitment messaging can dilute other important core corporate marketing initiatives,… who’s message will be promoted?
There is also a position for Risk Mitigation – In a true “Social media” prospective candidates and employees liberally share their comments within the various mediums. If a negative comment is made by an individual that just interviewed with your organization, the instance can be contained and dealt with separately from the corporate social media recruitment strategy
Now we don’t want to alienate Marketing all together, although Recruitment and Marketing have different goals within Social media, they should still be integrated. Each should be seen as a content stream for one another, using standard images, branding and messaging.
Although they are separate, they can also complement one another. A concept that can link and integrate Social Media Recruitment and Corporate is to establish and promote “common themes”. This can be accomplished by adding links, features, video and blog postings and help to drive additional push to the marketing/recruiting messages of marketing/recruiting functions of your organization. From a recruitment perspective, it helps to drive additional activity and “eyeballs” to your career opportunities.
As a Talent Leader you want to do everything you can to bring recruiting to the forefront of any strategy,… where is Marketing going to position your Social Media Recruiting Strategy into their overall mandate? Will you get the same exposure and engagement then having a separate instance?
It seems so easy doesn’t it?