Communication Channels III

Home

Communication Channels III

Topics: Brand Aid, Employment Branding, Futures, HR Trends, HRExaminer, John Sumser, Recruiting Is Local, Recruiting Strategy, by John Sumser

The number of communications options are exploding. Knowing how and where to communicate your employment brand and job opportunities is no longer easy.

Communication Channels III

The number of communications options are exploding. Knowing how and where to communicate your employment brand and job opportunities is no longer easy. Social media, mobile technologies, job boards, talent communities, groups and pages on social platforms provide infinite opportunities to waste time and money. Knowing what works best for your company is neither obvious nor simple.

Each communications channel has distinct costs, benefits, problems and opportunities. No two produce the same results. Most don’t produce a standard output. Their demographics and reach vary wildly.

Not only can’t you use all of them, you shouldn’t.

The trick is figuring out what works for your operation. The question isn’t easy. Until you answer it, you’ll have no idea whether you are getting the best talent, looking in the right places or using the right techniques. You also can not tell anything about your spend.

Every communications channel requires a discrete form of recruiting. Searching for candidates on LinkedIn yields an expensive process where the game is persuasion. Using Job Boards requires endless resume review but the candidates want to work at your firm.

Talent communities require the services of a community manager. Keeping talent ‘warm’ and involved takes a lot of work. This applies to building communities anywhere in or out of social media.

Most social media requires that your company has skill at buying the right traffic. This is similar to the work required to use job boards to drive traffic to the company website.

Email marketing (sometimes called talent pools) requires the help of gifted copywriters. Internal recruiting requires a level of diplomacy that isn’t in the recruiting playbook.

The first wave of online employment communications involved the use of job boards. They were a direct copy of the tool that preceded them. Recruiters were able to take the old skillset and nudge things forward. It’s not working so well anymore.

Communications Channels

Communications Channels I: The Explosion is Just Beginning
Communications Channels II: The Two Hour Workforce Plan
Communications Channels III: Different Channels, Different Results
Communications Channels IV: Different Channels, Different Costs
Communications Channels V: What Not To Use

About the author

John Sumser

John Sumser is a principal analyst for HRExaminer, an independent analyst firm covering HR Technology and the intersection of people, tech, and work. John’s mix of experience over the course of his career gives him a broad and unique perspective on the industry. Like anyone trying to process a lot of information, he is two or three steps ahead in some areas and still learning about others. Sumser’s work includes deep research into the nooks and crannies of HR Technology to identify and explain rapidly evolving trends. Built on a foundation of engineering, design, and philosophy, John’s seeks to understand and advise clients on where their technology works best, for whom, and in what context. Each year, John examines the insides of hundreds of companies, their products, and ecosystems. He delivers vendor analysis by building the framework from which to deliver the critique. He is constantly connecting and making visible the front end of change. He can help you see the path of evolution and the risks on the journey. The HRExaminer is Sumser’s vehicle for understanding and explaining the inner workings of the industry. With three weekly podcasts, and written commentary, he covers emerging ideas, the state of the industry, and the executives who operate it.

Visit Authors Website