There are no more candidates. Point. Truly ? Or some recruitment methods are no longer effective in some operations.
An interrogation of passive recruitment
We have seen the concept of passive candidate, but strangely, not that of passive recruitment. If we do the parallel, it is wait until the candidate comes from himself rather than going to look for him proactively. Should a position be filled? We publish the announcement on the work sites and wait a few days for the harvest of applications. With the economic situation, the harvest is thin and, once we have separated the good wheat from the tares, it is a bit the scarcity of qualified profiles.
Dilemma. If the profiles sought are rather passive candidates, in office or in the reserve, that on the side of the employer, we are waiting for the questions to come to us, in this context in which all the actors are passive, the meeting will never take place.
One wonders if the multidiffusion of an ad is only to find the ideal profile. It is unquestionably necessary to touch the candidates in active research, but insufficient for some operations. This is to forget that there are many other tools and methods. For passive candidates, we can now reveal the candidates on Cvtèques, make social recruitment, launch Coopation programs and an ambassador employees …
What about the marketing of human resources in all this?
Now we will make a small digression on the evolution of marketing. You will see that there are strong similarities.
Marketing professions aim to be visible on the web with a qualified goal to optimize conversions. For the recruiter, this translates into a desirable employer brand, visible to promising profiles that will become excellent employees. Marketer, recruiter, [presque] Same struggle!
For communication and marketing professions, the arrival of the internet was a great change, which was felt more quickly in their field. Time was no longer for the design of paper writing and well -television commercials. We had to reform, appropriate new media, tools. Once the first step was taken, at that time, it was then «rather easy» to stand out on the canvas. There were fewer players with a presence on the internet, the reference was less competitive. Those who passed the course quickly saw the benefits. Silently, the Latecomers took the train on the march and the advancement has been reduced. So an increase comes: social networks, forum with opinions that are not always positive, so many advertising stresses that we don’t even see them anymore … marketing experts have had to differentiate, create experiences, a desirable brand.
Do you remember the time you had to buy advertising spaces in paper newspapers to publish a work announcement? Marketing experts and recruiters have actually experienced the same evolution. You certainly see where we are going. The candidate, such as the perspective, also leads his research on the Internet and is no longer limited to the announcement of the company. It will discover other sites and on networks. What will read there could be discouraged by applying. And again, it was if your announcement has attracted its attention among all those of competing employers.
The most advanced companies understood that a desirable employer brand had to be built and make it known, in particular through the web. The most attractive are the luxury of receiving spontaneous applications throughout the year, without waiting for the trigger for the announcement.
This does not solve the problem of the failure to match the skills, you will tell me. In fact, but companies like Cadiou made the bet to communicate very strongly in their internal training school to attract profiles, thinking about themselves a priori Not worried by the company’s offers, to encourage them to apply.
Here’s how the professions of human resources had to appropriate the tools of web marketing (candidate person, candidate for the travel map, career site, LinkedIn) and that a new discipline appears: the RH marketing.
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