Active Sourcing Strategies
The previous chapter addressed the promotional, communicative aspect of recruitment, i.e. the marketing side in the broadest sense. But, having formulated and conveyed a convincing Employee Value Proposition, we still haven’t found a single suitable candi
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Active Sourcing Strategies
The previous chapter addressed the promotional, communicative aspect of recruitment, i.e. the marketing side in the broadest sense. But, having formulated and conveyed a convincing Employee Value Proposition, we still haven’t found a single suitable candidate or potential new staff member. That’s what this chapter is about. After discussing some basic ideas and providing a brief overview, I will describe modern approaches to finding talent on the external labour market, ignoring the classic methods of placing job advertisements or hiring executive search firms. Particularly when filling key and bottleneck functions, it is becoming increasingly clear that these traditional, more passive approaches to recruitment are no longer effective.
6.1
Initial Thoughts and Overview
Some employees are not interested in looking for a new job at the moment. These are employees who are either happy in their position, have just started their new job, or, for example, are due to retire soon. These people cannot be reached by any form of recruitment. From the perspective of HR marketing and recruitment, they simply don’t exist. We call them non-seekers, and they are the opposite of the so-called active seekers, who are people making active efforts to find a new job in the foreseeable future. Active seekers read the job vacancies in their local daily newspaper. They visit online job boards or attend careers fairs. There are many reasons why someone actively seeks work. They may have been made redundant, or can no longer tolerate the unsatisfactory conditions at their current job. Or they may be about to finish their studies and have not yet got a job lined up. Active seekers invest time in job searches, because they are under a certain degree of pressure. Unlike the other groups described here, the active seekers are the only ones who apply for a position of their own accord. Then we have the so-called passive seekers. This group is the most interesting in a recruitment context, as will be shown below. They are also known as latent seekers or passive candidates. People in this group are currently employed and don’t invest any time in looking for A. Trost, Talent Relationship Management, Management for Professionals, DOI 10.1007/978-3-642-54557-3_6, # Springer-Verlag Berlin Heidelberg 2014
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Active Sourcing Strategies
alternative career options. They’re happy and not under any pressure. But they keep their eyes and ears open. They will only start thinking about other career options if one is presented to them, so to speak, whether this be as a result of them being recommended for a position, receiving a call from a head-hunter, or being offered a job by a former colleague or friend. This distinction between non-seekers, active seekers and passive seekers is very relevant to talent acquisition for two reasons. Firstly, it can be assumed that passiveseeker candidates tend to be better qualified, and enjoy a higher “market value” on the labour market. This is partly why they can afford to be passi
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