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« Showing up on time | Main | How to Succeed in Business (to Business) »

Marketing your job

I've gotten a few links from marketers who are struggling to find amazing people and working to do it with outbound videos.

This is part of a larger trend, which is realizing that an amazing hire is worth far more than a mediocre one, or even a very good one.

My take?

There's a difference between being noticed and succeeding.

Sometimes you need to be noticed far and wide in order to succeed. That's why some TV ads for low-involvement products are noisy or funny or over the top.

Often though, especially for something like a job, I think that sacrificing your message in order to get noticed is a mistake. Making a video that tries to be funny in order to spread doesn't necessarily get you the right applicants.

Here's what's missing from the hiring equation: organizations try to treat jobs like commodities and as a result, often end up treating themselves as commodities. All jobs are the same, our job is a little closer and we pay a little better, call us. Sure, companies all brag about the work environment and benefits and such, but when they come right down to it, they're not so different.

But what if you were different?

Just as a great product becomes remarkable--not because of the marketing claims, but because it really is worth talking about--a great job can be the same sort of thing. I'd use the video in a different way. Instead of trying to be funny viral, I'd try to be honest viral. Let me really understand who the boss is going to be, what the office is like, what the work is like. Sell the job, not the job opening.

Of course, this isn't an easy thing to do, but neither is marketing anything else.

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Listed below are links to weblogs that reference Marketing your job:

» http://mbrewer.typepad.com/property_management/2007/02/seth_writes_a_g.html from Property Management
Seth writes a great post about marketing jobs. The talent wars are on even in our industry. No longer can, fog on the mirror under the nose, be the litmus test for which we hire. We do have to differentiate [Read More]

» Marketing Your Job from Blog of Ultimate Power!
Seth has a post about how jobs could be marketed, kind of like a product: Heres whats missing from the hiring equation: organizations try to treat jobs like commodities and as a result, often end up treating themselves as commoditi... [Read More]

» hr from 8 hours
HR people, think like marketers. it makes sense, right? think about it, we’re constantly communicating with our employees, and our message should be consistent with the company message. Seth's Blog: Marketing your job">seth talks today about marketing [Read More]

» There's a difference between being noticed and succeeding - Seth Godin from WebMetricsGuru
Seth Godindiscussed whatit takesto find andhire the right person when he mentioned theres a difference between being noticed and succeeding; but he could just as easily been talking about website conversions. My reade... [Read More]

» Getting Noticed is Not Enough from Career Hub
Insightful post from Seth Godin about how companies could do a better job of finding the right people if they tried to be distinctive rather than just another commodity - albeit one that's getting lots of attention via a video [Read More]

» Warren Buffett Hopes to Find the Next Jack Welch, not Bernie Ebbers from
Arguably the best CEO and investor of our time is looking for a successor.  If you had invested $10,000 in Berkshire Hathaway in 1965 when he became CEO, you’d be worth more than $50 million today? Who would wanna follow up that kind of performance?... [Read More]

» Using Video to Recruit Candidates Online from Billions With Zero Knowledge
So it seems we may be part of a trend. Roberto Rocha wrote an article in yesterdays Montreal Gazette about companies using videos to recruit that mentioned our video advertisement for a Python Wrangler. He also has a follow-up about... [Read More]

» Seth Godin on Marketing YourJob from good to know
Seth Godin posts on how companies need to attract candidates through better job descriptions.  I think its pretty interesting.   Ourapproach here at ZoomInfo has been to present the opportunity of the position - what you as a candidate will... [Read More]

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