Human capital management is inherently a marketing challenge. Recruiting, productivity, and retention are all influenced by how you market your organization, whether it is large or small. In this series, we’ll explore these topics in detail, starting with the crucial aspect of marketing to your employees.
Recruiting as Marketing
Recruiting is essentially marketing to potential employees. There are two types of job seekers: active candidates who are looking for employment and passive candidates who are not. Census data shows that many people who take new jobs weren’t actively searching. This shift is due to increased competition, a broader reach for employers, and the prevalence of technology and social media.
The Data
Professor Peter Cappelli, in his HBR Review article, reveals intriguing insights from a LinkedIn survey. It shows that while passive job seekers and active job seekers differ, it’s not in the expected ways. For passive job seekers, the primary motivator to change jobs is higher pay. In contrast, active candidates prioritize better work and career opportunities. Active job seekers often report being passionate about their work, committed to skill improvement, and generally satisfied with their current positions. Their drive to move is fueled by ambition and the desire for growth, rather than a quest for higher salaries.
Understanding Active and Passive Candidates
Attracting Active Candidates
Active candidates are those actively seeking new opportunities. Their primary considerations include compensation, bonuses, time-off, training, and continuing education. However, research indicates that these candidates are often more interested in career growth and opportunities rather than just financial incentives.
To attract active candidates:
- Leverage Your Mission: Candidates are drawn to employers with a strong, authentic mission that aligns with their values.
- Be Where They Are: Post openings on popular job boards like Indeed and industry-specific platforms.
- Enhance Your Digital Presence: Ensure your website, social media, and reviews reflect your clinic’s culture and values. Candidates will research your clinic thoroughly before applying.
Attracting Passive Candidates
Passive candidates are not actively looking for new jobs, making awareness the key challenge. They won’t be browsing job boards, so you need to reach them through different channels:
- Utilize Owned Media: Use your website and social media to post job openings, relying on your employees’ and customers’ networks to spread the word.
- Invest in Paid Media: Sponsored posts on social media can increase awareness. Use advanced targeting to reach specific audiences, such as veterinarians within a 30-mile radius or recent graduates near veterinary schools.
Do large institutions do this? Yes
Adapting Your Hiring Process
Start by posting all openings internally to give existing employees the opportunity for promotion. When interviewing candidates, structured interviews based on detailed job analyses are most effective. Here are some key approaches:
Most Useful Methods
- Structured Interviews: Use standardized questions based on job-specific knowledge, skills, and abilities (KSAs). Score responses consistently. (here’s a useful guide)
- Panel Interviews: Ensure all interviewers hear the same questions and answers to maintain consistency.
- Work Samples: Assess candidates through tasks that reflect the actual work they’ll perform.
Less Useful Methods
- Unstructured Interviews: These lack standardization, leading to inconsistent evaluations.
- Reference Checks and Letters of Recommendation: Often provide limited, biased insights.
Measuring Success
It’s crucial to measure the effectiveness of your hiring process. Track the sources of your best employees—those who stay the longest and perform well—to refine your recruitment strategies.
Effective hiring is about more than just filling a position; it’s about finding the right fit for your clinic’s culture and goals. By viewing recruiting as a marketing effort and strategically attracting both active and passive candidates, you can build a stronger, more cohesive team.
Ready to transform your hiring process and build a dynamic, engaged team? Vetcelerator is here to help you create a powerful brand that resonates with both employees and clients. Our expert team offers tailored solutions, from recruiting and digital presence to retention and recognition. Join us on the journey to elevate your practice. Contact Vetcelerator today to learn more about how we can support your growth and success. Let’s make your practice the place where passion and purpose meet.
