A Google search on “recruitment and marketing” produces 169 million results. The rising interest in marketing is fueled, in part, by the labor shortages we are experiencing in certain industries and in certain regions of the country, and the unemployment rate here in Minnesota is under 4 percent. The same old ways are no longer providing the talent pipelines they did during the recession and prior, leaving recruiters needing new approaches.
Beyond the labor market, this convergence may also be a result of the natural evolution of talent acquisition as the profession matures and seeks more effective ways to invest budgets. And, the availability of new technology is opening up new opportunities.
By and large, this is technology that marketers have been using for years and offers a whole new world for talent acquisition. The technology revolves around audience targeting — identifying and delivering messages to the most qualified and potentially receptive prospects — and there are a variety of tactics that are used to deploy the technology and connect with these audiences.