By Mike Temkin
If you are not taking advantage of every opportunity to communicate appropriately with your current and prospective workforce, the consequences might be detrimental. A current employee might think you are taking them for granted, while a prospective candidate might believe you are just not interested in them at all. With all of the options available to HR practitioners, there is no reason why you should miss an opportunity to effectively connect and communicate with appropriate, qualified talent.
New technology and the expanding use of media are transforming the traditional model of mass communications into more personal, interactive methods for receiving, responding, sharing and contributing to various forms of entertainment, education, commerce and employment-related information.
The computer and telephone along with television are converging into universal media devices; thereby convergence is beginning to facilitate the distribution of media content to targeted recipients on the specific type of media devices they choose for receiving text, audio or video.
Desktop and laptop computers, televisions, PDA’s and cell phones, as well as newspapers, magazines and radios are used under diverse circumstances and for different purposes. Therefore the attention and response to advertising messages vary depending on the media device on which they are received. For example, video on television sets are usually associated with long-form entertainment in a relaxing atmosphere either alone or shared with other friends or family, while video on computers and mobile devices are more often used for short-form information or entertainment pieces usually viewed alone but easy to respond to through registration, application or inquiry without leaving the Internet connection. Furthermore, sharing videos with others from computers and mobile devices is also a simple process, thereby assisting advertisers at no additional cost to have messages received by larger cumulative audiences beyond the impressions first acquired through the designated media placement.
Video on computers is already established as a vital factor for the success of websites, while video on mobile units is increasingly becoming more important as consumers upgrade to more sophisticated mobile devices and expect portable access to all the Internet options now available on computers. Video on computers and mobile units are quickly proving to have substantial potential for recruitment campaigns as well as a means to communicate internally about referral programs, orientate and train employees, distribute information about new policies or procedures and promote corporate successes.
Now there is one aspect of my personality and background that I must share with you. I am a Media Geek. I love media; all kinds of media. But that does not mean I recommend any and all media for every type of employment objective or branding goal just because the new option is this week’s cool or cutting edge novelty. I do recommend choosing the appropriate media, be it old or new, which clearly attracts and influences your targeted talent pool. Follow your target to the media which they respect and use on a regular basis and then craft a message which will attract their attention and engage their consideration.
Some messages will benefit from the use of text to document specific details, while others will be improved by audio to convey the sincerity and clarity of one-on-one dialogue, and still others will require photos or video to enhance demonstrative aspects of the information being shared.
For younger applicants and employees, instant messaging, blogs and social networks have a high level of usage and acceptance. Electronic audio and video files, also known as podcasting, along with the increased usage of video and audio streaming are increasing in popularity. As prospective candidates as well as current employees become older they adapt to new media to a certain extent, while still continuing to rely on old, comfortable media habits. As part of convergence, legacy media brands are repurposing and in many cases expanding their content for new media devices. Therefore, major newspaper brands and well-known trade publications are maintaining their established print audiences not only with their print products but by promoting their websites and driving a growing share of their established print readers to their online product. Furthermore these legacy media brands are in many cases increasing their overall reach with new online audiences never before exposed to their print products. And in most cases the legacy brands have incorporated all of the tools available online including audio and video to supplement their print content.
But whichever media options you choose, don’t forget to include human interaction. Maureen Crawford Hentz, manager of talent acquisition for Osram Sylvania, Inc. said it best when we met at a conference in New York. She said, “Keep it high-tech and high-touch.” I agree. The technology and the media will help you connect and communicate, but you have to make that extra, personal effort to sustain your relationships with candidates and employees.
So many of the basic and best-practices in recruitment and employee communications are being enhanced every day with the consistent introduction of new media options such as business networks and industry-specific affinity circles. Yet the fundamentals stay the same. Human Resources and recruiting are still all about people with the building of good relationships, not just data banks, being the ultimate goal.
As we move forward, the hyper-personalization and instant accessibility of mass communications along with time-tested media and communication tools will help you effectively promote your company’s competitive position in the employment marketplace and successfully contribute to your company’s ability to reach and maintain a level of prominence, productivity and profitability.
Mike Temkin, Vice President, Strategic Planning and Development, has been with Shaker Recruitment Advertising & Communications since 1988. He has implemented recruitment, retention and referral strategies for clients in the financial, logistics, manufacturing, IT, retail, health care, pharmaceutical, industrial supply and hospitality sectors. Shaker Recruitment Advertising & Communications helps organizations realize their HR goals by strategically connecting them with top talent through employer branding, employee communications, interactive media solutions, campaign development, and collateral materials. For more information call 708-358-0302 or visit www.shaker.com.
