Hireology Blog - Insights for better hiring & HR


Bridge the Hiring Gap with a Marketing Mindset

Posted by Joe Stanhope on March 16, 2016

Anyone who runs a business will agree that few things are more impactful to a Joe_Stanhope_November_2015_SQUARE.jpgcompany than hiring. Employees are the face of the business; they create and sustain the customer, supplier and team relationships that make or break companies. The benefits of a great team to a company are significant, and conversely the penalties incurred due to poor hires are also substantial. It can easily cost tens of thousands of dollars in hard costs, time and lost productivity to ramp up new employees.

Every manager wants to hire the best people. There’s no lack of effort or good intentions when you set out to fill a role in your business, but it’s not easy. Hireology customers routinely report hiring challenges such as:

Sound familiar?

This is why Hireology exists. We’re on a mission to empower business owners to build successful companies by hiring the right people. Over the course of processing nearly 2 million job applications for our 2,000 customers, we’ve learned a few things. We spend our days providing the resources and expertise to help our customers swing the hiring odds in their favor and leverage great people as a competitive differentiator.

Most of our new customers are very frustrated with hiring, and understandably so. While Hireology provides a great deal of technology and expertise that are transformative to hiring efforts, I find that our customers already have the mindset and skills to make the most of Hireology’s hiring framework, yet they don’t even realize it.

You see, most Hireology customers are already masters of marketing. One of the many facets of a business owner’s role is promoting the company. And there are tremendous synergies between hiring and marketing. As successful businesses, our clients have invested heavily in building their brands and market presence, and these same skills have corollaries in the hiring process. Making great hires is very much like acquiring new customers, except it’s a different type of conversion! Like a great customer, an outstanding employee is a gift that keeps on giving.

Mastering the Hiring Process

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You can use your marketing chops as the foundation for quickly adopting and mastering Hireology’s hiring process. How?

  • Define roles like you define and segment audiences. A job profile isn’t a mass marketing tool. You need the right employee, just as you prefer specific kinds of customers. The profile and job description helps suitable candidates self select by defining a specific set of skills, background, aptitude and cultural fit that will make them great employees.
  • Source job applicants like you target and acquire leads. With the right job definition in mind, you will create awareness in locations that reach your targeted job applicants. Just as your marketing creates impressions on targeted groups of desired customers, you’ll source more and better candidates through exposure to the right audience of potential job applicants using a combination of media such as job boards and your website,  as well as formats such as organic and sponsored job posts, social media and referrals. Like marketing, you know how to optimize this mix over time for different roles for maximum effectiveness and minimal time and spending.
  • Interview job candidates like you nurture prospective customers. Few great relationships are based on a single interaction. The interview and selection process is a two way street: both the candidate and employer are on a journey. Like marketing where you pull prospective customers through a buying journey, your interview process is a multistage effort to establish job fit for both the candidate personally and for your business. Each step - or interview - in the journey is an opportunity to engage the candidate where each party will provide and gather insight culminating in a hire.
  • Build an employment brand that rivals your consumer brand. Businesses routinely invest millions of dollars over the life of a company building a consumer brand, but we rarely see the same commitment to building a brand as an employer. Job candidates are shopping your brand to determine if it’s worth applying for your jobs or building a career at your company. Are you telling the story of your company and culture, showing a career path to employees and making it easy for candidates to apply for your jobs?  Your employer brand is one of the most powerful tools at your disposal to ensure you get the strongest job applicants first rather than interviewing your competitor’s cast-offs.

Following a robust hiring process requires planning and effort, but the results are well worth it. Remember that you’re not starting from scratch. The skills to excel at hiring exist in your business today. Applying your marketing acumen to the hiring process will give you the boost you need to become a premier employer in your area and give your business access to the best talent, helping you build your business with the best team.

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Management, HR & HR Technology, Hiring Tips, Hiring

Joe Stanhope

About the Author

Joe has spent his entire career at the intersection of marketing and technology and is passionate about building great marketing teams. As Hireology’s Chief Marketing Officer, Joe he oversees the company’s brand, demand generation, business development and product marketing. He holds a B.S. in Business Administration from the University of Illinois at Urbana-Champaign and is Pragmatic Marketing Certified for Product Management Knowledge