B2B marketers are all about generating interest for their own companies. But are prospects the only people who express such interest or does a marketer’s responsibility lie in more than just winning new clients? Other departments such as recruitment could also use a bit marketing support as well.
It’s well known that finding the right employees isn’t just about you sitting at a desk, waiting for people to just ask if you’re hiring. Job advertising is a staple for recruitment but are B2B marketers participating? Getting the right people to work for your company can be just as much vital to sales as potential sales leads.
There are many similarities between appealing to potential candidates and to potential clients:
- You need the ads to attract away from competition. Some of the best candidates may already be well settled in their current job. There’s competition here just as much as there is when you’re suggesting a product to consider your business over a competitor’s product.
- It needs enough information. Candidates want more detail when it comes to information about their soon-to-be-employer. Often times, this sounds like the recruiter’s job and not the marketers. Sadly, recruiters sometimes fail to include the right amount and only do it out typical fears that their job may be outsourced.
- Innovative style – As with marketing in general, recruits are in need of innovating their own lines. “Why should we hire you?” or “What can you contribute to our company?” are a little too 1995. Recruiters need to formulate their content to match processes that are aligned with recent job seeking facts.
Today’s recruiters need more than the typical, technical ‘Looking for Person X with Y Skills.’ They need something that sparks the mind even among those who aren’t actively looking. They need material that is targeted. They need material that is relevant.
They need something that B2B marketers already have. So while winning potential clients may be your primary responsibility, don’t hesitate to help those who could the same skills and resources you’ve got.