According to various HR and recruitment stats, attracting top quality candidates is the biggest challenge of recruiters and HR managers today. In this era of low unemployment rate coupled with ever-changing needs of the job market, talented candidates are the real kings and the ultimate power rests in their hands. Today, candidates have the upper hand of selecting the organization they want to work for as they have multiple offers in hand. This creates an atmosphere of intense competition all around among recruiters to pitch in the best candidates for their clients.
We all know recruiting is tough right now. No need to be labor the point. But that doesn’t mean we shouldn’t talk about it. We need to! We should focus our attention on finding solutions that will fill our talent pipeline.
Today, I want to share a new model that might provide some creative inspiration towards those solutions. And a technology product that can make implementing it easy.
The PESO Model
I studied the model in a blog post written on the site Bartender, the PESO Model outlines four different types of media: paid, earned, shared, and owned. While the model talks about media in terms of marketing media, we can use the principles for our recruitment marketing.
Paid media refers to external marketing efforts that involve a paid placement. Paid media includes PPC advertising, branded content, and display ads. Paid media is an essential component of revenue growth and brand awareness for online businesses.
It is exactly what it says, it’s the content that the company pays for. An example is the television ad featuring. It could also include a sponsored ad on LinkedIn or an email newsletter to the individuals in your talent pool.
Earned media refers to publicity gained through promotional efforts other than paid media advertising, which refers to publicity gained through advertising, or owned media, which refers to branding.
It is publicity or coverage that others write about the company. An example is when someone from the company speaks at a conference about a program they’ve developed to improve diversity recruiting. Or when the organization wins a Great Place to Work award and the local news writes about it.
Shared media is social media. It’s evolving and continues to build beyond just marketing or the customer service teams using it.Shared media includes publishing to social sites, like Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc.
It happens when content is shared by employees, customers, fans, etc. One example would be your employee referral program. Another is when employees share job openings on their LinkedIn profile or Twitter account.
Owned media is defined as communication channels that are within one’s control, such as websites, blogs, or email. Paid media refers mostly to traditional advertising.
It refers to websites, blogs, etc. that are owned by the company. This includes your career portal, applicant tracking system, and company websites.
You probably noticed that it’s possible for some marketing collateral to fall into two categories. For example, if the company creates a recruiting video for their own career portal, that’s owned media. But if they decide that they’re going to run the ad on television, then it becomes paid media.
I must admit I like this model because it has balance. As a CEO, I should be thinking about getting all four types of media into my recruitment marketing strategy. People today consume information in so many different ways and on a variety of devices. Having a multi-faceted approach just makes sense.
Mastering the art of recruiting like a marketer is a game-changer in today’s competitive talent landscape. By adopting marketing strategies, you can transform your recruitment approach, attracting the right candidates and building a dynamic team. From crafting compelling job descriptions to leveraging social media and analytics, the synergy between marketing and recruitment opens up a world of possibilities.
So, whether you’re a seasoned recruiter or new to the hiring game, integrating top marketing techniques into your approach is a recipe for success. By doing so, you’ll not only fill roles efficiently but also build a team that aligns with your company’s vision and values. Explore the transformative impact of incorporating marketing strategies into your recruitment process with the expertise of top marketing consulting services. Get ready to revolutionize your recruitment process and propel your organization toward unprecedented success. Happy recruiting!”
I hope you find this blog post knowledgeable.