Shally Steckerl argues that recruiting top talent now requires PR tactics: authenticity beats polished messaging, two-way engagement beats job ads, and you need to educate candidates on social platforms like Instagram and TikTok long before they apply. Own your narrative and meet talent where they actually spend time.
Chapters
Hey there and welcome back to Shally's Edge. That's right, this is my new video series. You're familiar with Shally's Alley. Well, on Shally's Edge, we cut deeper. Get it? Anyways, welcome back. We were talking about how to get around some of the built-in limitations to search engines, but I want to talk about something different— the rules of of talent attraction have permanently shifted. And PR can teach us a thing or two about talent attraction. So, I want to kind of translate some of the new rules of PR for you in a way that you can apply into your talent attraction strategies. First of all, you are what you post. Candidates are going to judge your employer brand based on the content that you share, not based on your job postings or the marketing material that is very tidily published. People want the raw stuff. They want the off-the-cuff content. So, give that to them. It's about authenticity, not hype. You can forget about all the corporate jargon. People want to connect with other people, real stories, real employees, real insights. Talk about your company culture, the good, the bad, the ugly, all of it. That's what people want to hear. They don't care about the polished image that goes on the COVID of a magazine anymore. Another thing is that engagement is much more important than broadcast. One-way job ads where you just push them out to the web all over the place, it just doesn't cut it anymore. Today's top talent expects a much more meaningful interaction, not just an announcement that they can read. If they want that, they know where to go to get it, but they actually want to have a chat with you. It's also about visibility in the right places. It used to be you wanted your CEO to be featured on the COVID of Forbes magazine, but not anymore. Now, it's about the right candidates and the few ones that are the right candidates discovering your company in their native habitat where they actually spend time online. And almost kind of accidentally discovering it because that's their environment. Another thing is you want to provide some content that helps guide candidates into the hiring process. So long before they start applying, you want to share insights, career advice, industry expertise and knowledge, and inform them and educate them. And that way, they'll come back to you when they start looking for a job. But if the only time you ever talk to them is when you post a job, it's already too late. You have to own your message. Make sure that your message has content that resonates, whether you're streaming on Reels on Insta or TikTok, or doing webinars or employee testimonials. It's got to be in a way that connects directly with candidates and builds trust. Hey there, and welcome back to Shelly's Edge. That's right. This is my new video series. You're familiar with Shelly's Alley. Well, on Shelly's Edge, we cut deeper. Get it? Hahaha. Anyways, welcome back. We were talking about how to get around some of the built-in limitations to search engines. But I want to talk about something different. The rules of talent attraction have permanently shifted. And PR can teach us a thing or two about talent attraction. So, I want to kind of translate some of the new rules of PR for you in a way that you can apply into your talent attraction strategies. First of all, you are what you post. Candidates are going to judge your employer brand based on the content that you share, not based on your job postings or the marketing material that is very tidily published. People want the raw stuff. They want the, the off-the-cuff content. So give that to them. It's about authenticity, not hype. You can forget about all the corporate jargon. People want to connect with other people, real stories, real employees, real insights. Talk about your company culture, the good, the bad, the ugly, all of it. That's what people want to hear. They don't care about the polished image that goes on the COVID of a magazine anymore. Another thing is that engagement is much more important than broadcast. One-way job ads where you just push them out to the web all over the place, it just doesn't cut it anymore. Today's top talent expects a much more meaningful interaction, not just an announcement that they can read. If they want that, they know where to go to get it, but they actually want to have a chat with you. It's also about visibility in the right places. It used to be you wanted your CEO to be featured on the COVID of Forbes magazine, but not anymore. Now, it's about the right candidates and the few ones that are the right candidates discovering your company in their native habitat where they actually spend time online. And almost kind of accidentally discovering it because that's their environment. Another thing is you want to provide some content that helps guide candidates into the hiring process. So long before they start applying, you want to share insights, career advice, industry expertise and knowledge, and inform them and educate them. And that way, they'll come back to you when they start looking for a job. But if the only time you ever talk to them is when you post a job, it's already too late. You have to own your message. Make sure that your message has content that resonates, whether you're streaming on Reels on Insta or TikTok, or doing webinars or employee testimonials. It's got to be in a way that connects directly with candidates and builds trust. Hey there, and welcome back to Shelly's Edge. That's right, This is my new video series. You're familiar with Shelly's Alley. Well, on Shelly's Edge, we cut deeper. Get it? Hahaha. Anyways, welcome back. We were talking about how to get around some of the built-in limitations to search engines. But I want to talk about something different. The rules of talent attraction have permanently shifted and PR can teach us a thing or two about talent attraction. So, I want to kind of translate some of the new rules of PR for you in a way that you can apply into your talent attraction strategies. First of all, you are what you post. Candidates are going to judge your employer brand based on the content that you share, not based on your job postings or the marketing material that is very tidily published. People want the raw stuff. They want the off-the-cuff content. So give that to them. It's about authenticity, not hype. You can forget about all the corporate jargon. People want to connect with other people, real stories, real employees, real insights. Talk about your company culture, the good, the bad, the ugly, all of it. That's what people want to hear. They don't care about the polished image that goes on the COVID of a magazine anymore. Another thing is that engagement is much more important than broadcast. One-way job ads where you just push them out to the web all over the place, it just doesn't cut it anymore. Today's top talent expects a much more meaningful interaction, not just an announcement that they can read. If they want that, they know where to go to get it. But they actually want to have a chat with you. It's also about visibility in the right places. It used to be you wanted your CEO to be featured on the COVID of Forbes magazine. But not anymore. Now, it's about the right candidates and the few ones that are the right candidates discovering your company in their native habitat where they actually spend time online. And almost kind of accidentally discovering it because that's their environment. Another thing is you want to provide some content that helps guide candidates into the hiring process. So long before they start applying, you want to share insights, career advice, industry expertise and knowledge, and inform them and educate them. And that way they'll come back to you when they start looking for a job. But if the only time you ever talk to them is when you post a job, it's already too late. You have to own your message. Make sure that your message has content that resonates, whether you're streaming on Reels on Insta or TikTok or doing webinars or employee testimonials. It's got to be in a way that connects directly with
