They are another type of B2C target audience and should be treated that way.
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Dr John Sullivan recently posted an article (see summary and link to the original below) and pointed out a common human trait of how we create words and meanings for stuff, then unfortunately we go on to use these words and meanings in a lazy way until the terms used get diluted in to a much wider (more grey) version of the original creation of the word or term.
In John’s article he refers to the term ‘Passive Candidate’ and how these types of people should be correctly classified and which people do not fit this classification or ‘status type’. His article inspired my thinking to add further comment to the subject, which lead me to refresh my thinking on a series of articles I published last year.
Three Articles on Career Consumer Relationship Management
- Part l | Avoid the Negative Candidate Experience Trap
- Part II | Candidate Relationship Management (Workflow & Distribution)
- Part III | Candidate Relationship Management (Infrastructure)
This series of posts explored the need for Talent and HR practitioners to start treating all people (who might fit their organisation’s skills and competency resourcing needs) as ‘Talent Consumers’.
Talent Consumer– I started using the term 18 to 24 months back to represent every person who is eligible to gain successful employment. As the last two years have passed I see the need for this to be changed to better reflect the current environment and ongoing trends in employer branding, consumer and recruitment marketing.
The word ‘Talent’ in many circles like the word ‘passive’ when related to recruitment and candidate types (as in John’s post) is having its meaning blurred and used across too many subject areas as a ‘buzz’ word and not always in a the most suited context.
Being honest with myself, I fell into that trap when I coined the phrase (talent consumer) back then. A better classification of “all people eligible to gain successful employment” is to give the parent classification of all these people types as; “Career Consumers” In the same way they might also be classified in other Socioeconomic profiling as Product Consumers, Service Consumers, Music Consumers etc…
Doing this actually makes sense and will help HR and Talent teams relate and align the needs of this consumer group so that it may be afforded the same strategic thinking (and spending) as organisations give to Marketing when they need to identify, attract, engage with and convert other consumer groups..
Once we start referring to this parent grouping as our Career Consumers it will allow HR and Talent teams to implement strategies that are specific to each ‘Career Consumer’ sub-category type that are a (skill-resource) profile match to the business needs of the organisation.
Each sub type of Career Consumer is much simpler to classify and build a strategy for. Identification will be about organisations knowing where each person wish to target is located, in the ongoing and evolving Lifetime ‘Career Consumer’ Journey. This gives you the ‘statuses’ you need to know at every engagement touch point.
Knowing what the total consumer audience looks like and what each status-type is in the lifetime consumer journey are the fundamentals need to create a complete “Career Consumer” Communications, Marketing and Relationship Management Strategy that works and will deliver against your business needs.
This was the reason I created the original ‘set-of-three‘ articles in the first place.
Isn’t that why we are all here?
Passive Candidates — Valuable, Yes, but They’re Not Passive Nor Are They Candidates
Why calling them “passive candidates” or “passive job seekers” is misleading
Using the term “passive candidate” is just wrong for so many reasons. First, these recruiting targets haven’t applied for anything, so they can’t be classified as candidates (the correct name for those who have not applied is prospects). Calling them “passive job seekers” is equally inaccurate because they are not in fact currently seeking a job. And finally, they can’t accurately be called “passive” … Check Out the Full Story
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