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Moneyball Sourcing Lesson 3: Adapt or Die

Featuring guest blogger Marvin Smith, senior Research recruiter at the Bill & Melinda Gates Foundation

According to BtoB magazine, only 10 percent of website visitors or searchers are ready to engage, make a purchase decision or opt-in right away; but over the course of the subsequent 12 months, with the right value-added communication, that number skyrockets to 87 percent. At Microsoft, we’ve experienced similar results, which is why Moneyball Sourcing Lesson 3 reiterates the importance and benefits of candidate relationship management (CRM).

Moneyball Sourcing Lessons 1 and 2 have shared how powerful metrics can be when coupled with the right imagination and vision. But the Oakland A’s and Billy Bean’s story should ultimately guide you toward building a strategic candidate farming system that focuses on building relationships with candidates.

In the now evolving, traditional recruiting scenario, recruiters face a mixed talent pool of those who might be right for open positions – or future openings – but aren’t quite ready to commit to a company. In an ideal state, recruiters should regularly communicate with these candidates to keep them interested. But, even with the breadth of tools available to us, this may be more challenging than it seems at first glance.

Unfortunately for recruiters, our audience is restless and expects updates regularly, sometimes daily. What’s more, a traditional social contract is now broken. Professionals are no longer loyal to employers; they’re loyal to their professions. So, when leveraging CRM tools, be sure your messages are clear, consistent and genuinely reflect your company’s employment brand. Tell your restless audience what makes your organization different and memorable – they’ll want to know what’s in it for them.

Consider these communications an opportunity to invite candidates to participate in the company’s online social communities. Rather than rely on the content of one database – your applicant tracking system, for example – engage a community of communities that includes social media networks, such as LinkedIn, Twitter, Facebook and Google+. Participate in discussions, using all networks to engage members and make them feel connected to your company. Don’t be afraid to use what you learn within those communities to better understand the talent and resources that are currently available.

Stay tuned for the fourth and final installment of this guest blogger series, “Moneyball Sourcing Lesson 4: Having the Courage to Believe the Data.” And remember, bringing candidates in for the run is a multi-touch process. With each interaction, they’re one base closer to applying, and you’ll be one step closer to finding the perfect hire.