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ERNIE, please use the form on the
linked page. We raved about Hire.com's product as
the prototype for Candidate Pool Relationship Management (after all, they
are absolutely as good as it gets in that regard). We discussed the
problem that any customer of a "Job-Board-In-A-Box" product encounters:
low or inadequate traffic. We pointed out the fact that the solution is
equally obvious and important: traffic development teaches HR people about
the rudiments of market development. We underlined the fact that this
teaches the value of a candidate. Once you start paying for them, you can
begin to understand the value of maintaining a long term relationship with
them. We had to start explaining just exactly how marketing averse HR really
is. We had to reemphasize that the notion that people really are capital
to be invested in (with full anticipation of a measurable ROI) is an
anathema to the contemporary HR manager. We finally said "Well, it's sort
of a religious thing. People in HR tend to equate marketing and
Lucifer". Sadly, the state of Potential Employee Relationship Management Systems
(PERMS) is primitive to the point that what happens is simply tracking and
accounting. Knowing that effective one to one marketing is the essence of
21st Century Recruiting is far different from designing systems to
accomplish it or actually (shhhhh) executing it. Coloring HR with
Marketing expertise means teaching the religion of the Heathens to the
assembled masses. It ain't easy.
More than anything else, marketing involves a way of seeing that seems
contradictory to the HR world view. Marketing sees everything in economic
terms. It hunts opportunity. It shapes its message. It repeats, not
procedurally but creatively with each stroke. It takes responsibility for
results. It wants measurement. It meets quantified objectives. It plans
for years into the future. It pushes other departments forward. It is a
proactive, mission critical department and discipline.
Marketing takes responsibility for channel development, market
forecasting, supply forecasting, advertising, inventory, distribution, and
logistics. So should HR.
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