For the past 5 years, the balance of power between the recruiter and the recruited has been reversed. 

Companies have already experienced this reversal of power between customers and their services/products. This is the origin of marketing and sales engineering to create a brand preference beyond the market value.

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A bit of history - Marketing 

During the 19th century, companies such as Coca-Cola, Johnson & Johnson, Kodak or American Tobaco revolutionized markets by moving away from geographical segmentations and creating demographic and socio-cultural segmentations. 

This led to the development of an entire industry around the brand, the experience and not only the market value.

Technologically, radio, television, internet and social networks have accelerated the development of the marketing industry, representing today 13% of global spending, estimated at 1.7 trillion dollars (according to a Forbes study).

In parallel to these developments, companies have equipped themselves with powerful tools to automate, measure and improve.

Among them we can mention CRM (salesforce, hubspot), programmatic (Criteo), reporting (google analytics)...

The star tool of marketing is the CRM. It allows you to create a prospect/customer base, gives insights on the opportunities within this base and allows you to create a unique relationship. It is the central asset of the company. 

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Link with recruitment

According to a Cegid study, in 2022, the recruiter/recruited relationship will be reversed and companies will increasingly have to create an employer brand preference to attract the best talent. 

It's up to companies to reach out to talent now, they can no longer wait for talent to come to them. 

Companies have therefore developed internal recruitment activities. Internal recruiters are more aware of the profiles they are looking for (including soft skills) and of the company's culture. They are a better reflection of the employer brand than external firms.

The presence of a strong recruiting team is also reassuring for talents, showing that the company invests in its talent.

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The B2B sales / recruitment analogy 

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Today, to sell you need to : 

1. Source leads (advertising, content strategy, prospecting)
2. Warm up your leads to get a meeting (nurturing)
3. Manage meetings (demonstration, negotiation, closing)
4. Nurture the customer relationship (prevent churn, upsell, cross sell). 

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Well, in recruitment it's the same (or almost), you have to :

1. Source talents
2. Convert them into candidates
3. Manage the interviews
4. Nurture the talent relationship to retain them

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The problem? Current recruitment tools focus on jobs, not talent. Where the sales approach puts the customer, not the product, at the heart of the strategy, recruiting still has a job-based, not talent-based, approach.

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We need to help recruiters rethink their talent approach, source continuously, nurture talent and recruit from within their communities, not from outside as is the case today. 

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As you can see, there is a step missing in order to have the magic recipe for recruiting, and that step is the CRM with a talent base that becomes a central resource for the company.

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