Shally Steckerl explains why recruiting has changed: AI floods inbound applications, candidates ignore outreach messages, and they research recruiters before responding. He proposes the digital marketing trifecta: paid media, owned media, and earned media working together, with earned media providing the credibility that paid and owned tactics alone cannot build.
Chapters
As I said, the rules of talent attraction have permanently changed. Inbound applicant flow is automated now and it's overwhelming. We have too many applications and it's making it harder for us as recruiters to go through all of those applications, many of which are coming from, you know, AI-generated stuff. On the other side of that, candidate response rates for a lot of folks are bottoming out. Candidates are just not replying to outbound messaging, not even to inMails. So, it's getting harder to essentially get their attention. Reputation is affecting response rates much more than ever before. People are actually sourcing you. They're looking you up before they respond to your message. And if they can't find you, or your employer, or they can't find anything nice about your company, or anything that interests them, they're not going to respond. Not because your prose wasn't attractive enough, but because they just couldn't find anything about you. In addition to this content that you own, there's a little bit more. It's what I like to call the digital marketing trifecta. See, you have your paid, your own, and your earned media, and together that's how you increase volume of candidates coming to you instead of you having to go after and chase them. You already know about paid. That's where you pay for a job advertising. This is a LinkedIn job posting, a display ad. You might know SEO or SEM or pay-per-click advertising or job posting distribution or paid influencers. All of this kind of native advertising that you're paying for, it's great, but it needs to be supported by some other stuff. The content that you create, which is your own content that you own, O-W-N, that you own. And this is content from your blog pages, from your social profiles, all the people on your team posting similar content that has a unified voice and is sharing authentically. And then you have earned media. That's the secret sauce. When you put that together with the paid and the owned, you have something that works much better. And the earned media is when you have other people talking about you. It's a lot easier to brag about yourself but it's also a lot less believable. When someone else brags about you, people tend to believe it more. So, trying to get media coverage or social advocacy, or having other people recommend your company, your employer brand is going to go a much longer way than you buying an extra 100,000 views on a pay-per-click campaign. Join me March 27th for a free webinar on my Tactical Playbook for Strategic Influence. Check the link below. As I said, the rules of talent attraction have permanently changed. Inbound applicant flow is automated now and it's overwhelming. We have too many applications and it's making it harder for us as recruiters to go through all of those applications, many of which are coming from, you know, AI-generated stuff. On the other side of that, candidate response rates for a lot of folks are bottoming out. Candidates are just not replying to outbound messaging, not even to inMails. So it's getting harder to essentially get their attention. Reputation is affecting response rates much more than ever before. People are actually sourcing you. They're looking you up before they respond to your message. And if they can't find you or your employer, or they can't find anything nice about your company or anything that interests them, they're not going to respond. Not because your prose wasn't attractive enough, but because they just couldn't find anything about you. In addition to this content that you own, there's a little bit more. It's what I like to call the digital marketing trifecta. See, you have your paid, your own, and your earned media, and together that's how you increase volume of Candidates coming to you instead of you having to go after and chase them. You already know about paid. That's where you pay for a job advertising. This is a LinkedIn job posting, a display ad. You might know SEO or SEM or pay-per-click advertising or job posting distribution or paid influencers. All of this kind of native advertising that you're paying for, it's great, but it needs to be supported by some other stuff, the content that you create, which is your own content that you own, O-W-N, that you own. And this is content from your blog pages, from your social profiles, all the people on your team posting similar content that has a unified voice and is sharing authentically. And then you have earned media. That's the secret sauce. When you put that together with the paid and the owned, you have something that works much better. And the earned media is when you have other people talking about you. It's a lot easier to brag about yourself, but it's also a lot less believable. When someone else brags about you, people tend to believe it more. So trying to get media coverage or social advocacy or having other people recommend you or company, your employer brand is going to go a much longer way than you buying an extra 100,000 views on a paperclip campaign. Join me March 27th for a free webinar on my Tactical Playbook for Strategic Influence. Check the link below. As I said, the rules of talent attraction have permanently changed. Inbound applicant flow is, is automated now, and it's overwhelming. We have too many applications, and it's making it harder for us as recruiters to go through all of those applications, many of which are coming from, you know, AI-generated stuff. On the other side of that, candidate response rates for a lot of folks are bottoming out. Candidates are just not replying to outbound messaging, not even to in-mails. So it's getting harder to essentially get their attention. Reputation is affecting response rates much more than ever before. People are actually sourcing you. They're looking you up before they respond to your message. And if they can't find you or your employer, or they can't find anything nice about your company or anything that interests them, they're not going to respond. Not because your prose wasn't attractive enough, but because they just couldn't find anything about you. In addition to this content that you own, there's a little bit more. It's what I like to call the digital marketing trifecta. See, you have your paid, your own, and your earned media. And together, that's how you increase volume of candidates coming to you instead of you having to go after and chase them. You already know about paid. That's where you pay for a job advertising. This is a LinkedIn job posting, a display ad. You might know SEO or SEM or pay-per-click advertising or, uh, job posting distribution or paid influencers. All of this kind of native advertising that you're paying for, it's great, but it needs to be supported by some other stuff, the content that you create, which is your own content that you own, O-W-N, that you own. And this is content from your blog pages, from your social profiles, all the people on your team posting similar content that has a unified voice and is sharing authentically. And then you have earned media. That's the secret sauce. When you put that together with the paid and the owned, you have something that works much better. And the earned media is when you have other people talking about you. It's a lot easier to brag about yourself, but it's also a lot less believable. When someone else brags about you, people tend to believe it more. So trying to get media coverage or social advocacy or having other people recommend you or company, your employer brand, is going to go a much longer way than you buying an extra 100,000 views on a pay-per-click campaign. Join me March 27th for a free webinar on my Tactical Playbook for Strategic Influence. Check
