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Attracting tomorrow’s talent today: Digital marketing strategies to recruit the workforce of the future
Journal of Digital & Social Media Marketing,
6
(4),
323-331
(2019)
Abstract
In a tight labour market, organisations struggle to find and hire employees that are essential to future growth and success. Historically, this was largely approached through one-to-one outreach, with recruiters working their networks to identify talent. While the proliferation of social and digital media has unlocked new and more scalable avenues for recruiting, it also makes it difficult for employers to stand out in an increasingly crowded space. Organisations are thus turning to digital marketing strategies and storytelling to target and reach potential new hires, including the elusive passive candidate who is not looking for a job. This paper explores emerging trends in digital talent attraction, advantages and drawbacks of the common tactics organisations are using, case study examples and key takeaways for recruiters to consider for their own outreach.
Keywords: recruiting; talent attraction; digital marketing; talent acquisition; employee hiring
The full article is available to subscribers to the journal.
Author's Biography
Tamara Snyder is Executive Vice President at Edelman, and heads its Employee Engagement team in Chicago. A former journalist and in-house communicator, she helps organisations build stronger connections with their employees to deliver high performance and engagement. Snyder’s experience spans a variety of industries from pharmaceuticals, healthcare and technology to consumer packaged goods, retail, manufacturing and financial services, and she has worked with many Fortune 500 companies. She graduated summa cum laude from Western Michigan University with a bachelor of arts degree in public relations and a minor in Spanish.
Mike Schaffer is a Senior Vice President in Edelman’s Corporate and Advisory Services practice, focusing on digital integration in corporate communications. He provides strategic external and internal communications advisory services to companies and organisations across sectors, including technology, aerospace, non-profit, financial, food service and industrial. He specialises in digital activations for employee engagement and advocacy, executive positioning, corporate transformation and talent acquisition. Mike was named one of the top 30 public relations professionals to follow on Twitter and one of the top 50 social media bloggers. He previously sat as an Adjunct Professor of Social Media at American University.
