5 things hiring teams can learn from consumer marketing

For decades, hiring was simple. You would put an ad in the newspaper and wait for the phone to ring. Or post an ad on a job board and wait for your inbox to fill up with applications. 

Next, you’d meet a few people and hire the one you like the most, the one who’s the most qualified or the first one who seems like a good ‘fit’.

In 2013, Australians stayed in jobs for an average of seven (7) years.

In 2023, average tenure is 3 years and 4 months.

Millennials (aged 27 to 42 today) stay an average of 2 years and 9 months.

Nearly 50% of millennials would change jobs every two years if they could.

Less than 30% of people are engaged at work and the so-called talent shortage has hit a 17-year high.

The world of work has changed. It’s not a post-pandemic thing. Evolution and change is natural. Charles Darwin famously said:

It is not the strongest of the species that survive, not the most intelligent, but the one more responsive to change.

It’s time to embrace the changed dynamic between employer and employee.

At Heart Talent, we wholeheartedly believe recruitment is marketing. We’re always researching the latest trends and reading the latest insights and reports about consumer marketing, consumer sentiment, talent, work and employment.

This month we came across this global research study commissioned by Cheetah Digital that asked 5,400 people across seven countries (Australia, France, Japan, Spain, the UK and Ireland and the US) what they expect from the brands they do business with.

The insights are as useful for hiring teams, leaders and employers as they are for marketing and brand teams.

5 things hiring teams can learn from consumer marketing

Experience matters

21% of consumers have left a favoured brand because they didn’t feel valued as a customer.

How you make people feel matters. Employee experience (EX) can make or break engagement and retention. If you care about CX, you should care about EX. In consumer marketing (and talent attraction), price (salary) may always be king, but customer experience (employee experience) is queen.

Understanding experience starts with research. The best way to offer value is to understand what people need and want. How? By asking them. The future of marketing to individuals with relevance is about asking them about their interests, motivations and desires (not inferring or snooping). Effective employee engagement, retention and talent attraction starts with employee experience research (hint: not through a survey!)

Brand loyalty is on the rise.

57% of consumers are prepared to pay more to purchase from a preferred brand.
When it comes to jobs and the talent market, employers can gain an advantage by being known. Once people know who you are, you can build trust.

Consumers are increasingly loyal when they feel understood as an individual. Caring leadership, a positive employee experience (EX) and personalisation at work drives loyalty.

Consumers are loyal to brands that align with their personal values. Values alignment matters. Employers need to tell their brand story in an authentic and compelling way. Show talent who you are and why you’re a great choice for them.

Salary isn’t everything. The core of loyalty is not merely the cheapest price point (best salary), but an emotive connection to the brand. People want brands that focus on experience and retention, foster community, recognise the customer (employee) as an individual and deliver honest, useful content.

Trust is paramount

64% of consumers do not trust the advertising they see on social media platforms. The same could be said about job advertising. Aside from the terrible quality of most job ads, people don’t trust companies, they trust people. You need social proof and a proactive employer brand.

Transparency builds trust. 68% of employees would move to an employer with salary transparency, even if they did not personally receive a pay rise. 

Don’t rely on advertising alone.
Digital advertising is hallmarked by a lack of transparency and trust. Vanity metrics like views and clicks are not fit for purpose. What really matters is engagement. Recruitment is marketing (not advertising). Effective recruitment is about attracting and engaging the right people. Great content drives engagement.

When it comes to driving sales, email beats paid social and display advertising by up to 108%. Advertising attracts attention, email can nurture a relationship. While we’re not ready to remove advertising from the recruitment marketing mix yet, this stat sends a clear message: Open, transparent, personalised communication matters. Job advertising is not the holy grail of recruitment.

Good content will enhance your brand.

49% of consumers felt frustration when they received irrelevant content or offers. How can we expect people to opt in to a job and employer if they don’t have enough information to assess if the offer is relevant to them? Recruitment content must be transparent, comprehensive and honest.

31% of consumers have left a favoured brand because other brands have better promotions. A proactive employer brand will give you an advantage in a competitive market. Most people are passive talent and this presents a significant opportunity. Recruitment is marketing. And you’re always recruiting, even when you’re not hiring.

Consumers expect personalised product recommendations and community. The product is the job. Over time, a proactive employer brand will build awareness and create community (ie a group of people interested in working with you). With an established following or community, you deliver personalised content and recommendations.

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Recruitment is marketing - A leaders’ guide to modern talent attraction