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Defining the Corporate Web Site
as a Talent Acquisition Tool
By Diane
Propsner
Galileo Consulting
My greatest recruiting passion involves the
corporate Web site as a talent acquisition tool. As a recruiting consultant,
it’s one recruiting topic that I have been writing and talking about for the
past two years. Since many organizations are now more experienced with
recruiting on-line, it’s time to revisit this Internet recruiting subcategory
of corporate Web sites as talent acquisition tools. Before we begin let’s
quickly review the topic of recruiting and hiring on-line.
In today’s candidate-driven talent acquisition
marketplace, the Internet, as an employment tool, keeps gaining in popularity
amongst employers and employees alike. Over the past several years, I have
witnessed great progress within the bigger picture of on-line recruiting, as
companies continue to embrace Internet recruiting and strive for e-recruiting
excellence, while professionals log on to look for new employment opportunities
or career-related information. This on-line tool will reshape how companies
recruit and hire as well as how people seek and gain employment well into the 21st
century.
Indubitably, the Internet is the most powerful
recruiting and hiring tool available today, however, experienced e-recruiting
employers have learned that the Internet is not a magical wand and will not
singly-handedly solve all hiring headaches. When looking to win the talent war,
employers gain a critical competitive edge when every component of the talent
acquisition function is well orchestrated and superbly delivered. As an example,
let’s consider the following scenario.
When a hiring company employs unskilled or
unprofessional recruiters and does not provide the proper training and
direction, the Internet will not make these recruiters "good"
recruiters. What the Internet can do for this particular hiring headache is to
quickly propagate the situation worldwide, whereby possibly "turning
off" top talent to the organization. Clearly this result is not a welcomed
one. While not a desired outcome, it is a possible outcome all the same. After
all, today’s top talent knows his or her employment value and has little
tolerance for not being properly treated when investigating or considering a new
employer.
For a company to utilize and benefit from
e-recruiting, the business challenge (and all of the nuances) of talent
acquisition must be addressed. This is one reason why, last year, I coined the
term R-commerce™.
R-commerce (recruiting commerce) is when the
recruiting function is partnered with internal and external customers to solve
the business challenge of talent acquisition. R-commerce includes relationship
recruiting, partnering with hiring managers, leveraging technology within the
recruiting function, and using effective recruiting strategies, programs,
processes, procedures, metrics, and models, while providing the tools, training,
and resources for recruiters to be effective.
While the topic of corporate Web sites as talent
acquisition tools is an R-commerce thing, I find that many employers are still
confused about how best to leverage its site as such a tool. Since I have
written several articles on this subject, "Is
Your Corporate Web Site Driving Top Talent to Your Competitors?","Attracting,
Building, and Maintaining Relationships with Top-Talented Candidates via Your
Corporate Web Site,", and "Streamlining
Your Hiring Process via Your Corporate Web Site," my goal for this
piece of writing is to bring additional clarity to this on-line application by
introducing another term that I recently coined, CWS-Talent Acquisition™.
CWS-Talent Acquisition is all about leveraging a
corporate Web site as a talent acquisition tool and includes the strategy and
components necessary for success.
My intention for coining this term is to
establish a baseline definition that references the topic, so that this on-line
application can be properly addressed. So stay tuned for specific articles where
I will write about super strategies and cutting-edge components for what I
consider to be the next wave in e-recruiting excellence, leveraging the
corporate Web site as a talent acquisition tool (CWS-Talent Acquisition). |
