The Marketing Mix in Talent Acquisition



Marketing 101 was all about the 4 P’s: Product, Price, Promotion and Place. I was fascinated to find out that there were additional 3 P’s in Services Marketing 201: People, Physical Evidence and Processes. The most important being the People, because without this specific “P” it isn’t easy to render a service.

We are service providers. Through a well put together process, we enable organisations to reach their desired goals by putting the right people into the right roles.

When putting together talent acquisition architecture, I never leave out the process, I am dogmatic about the first step which we call “The Pre-Consultation”. This is where the TA practitioner/recruiter meets with the hiring manager to understand the nuances of the role, what the opportunity has to offer the candidate, what the person is expected to deliver in that role, we need to understand what it is they will do to be deemed successful. We need to know how the specific opportunity fits into the overall team structure. There are a lot of questions to ask, in order to fully understand what and who we are looking for. This is also a great opportunity to develop a relationship with the hiring manager.

No role is like any other role, each needs its own talent acquisition strategy. A job description is essentially a template that has been designed to give us the basic (mostly technical) requirements of the role. It is nothing without a meeting with the hiring manager, to get a proper break down. In my pre-consultations, I ask questions like:

  • Why is this role available?
  • What made the last incumbent?
  • What are your top three must haves?
  • What is your management style?

Thankfully, a lot of questions are available online, and one is able to select those that are relevant to the business they serve. With this consultative meeting, we are able to go into the market place to find the person that fits not just into the role, but the team and its respective culture. We as TA practitioners know nothing until we know how this new role fits into and contributes towards the overall strategy.

I like to think of every recruitment assignment as a project. Like a project plan, I use the same process to put together the strategy. Process (planning) is crucial!


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