You do endless amounts of research, build an airtight business case, campaign tirelessly with other leaders in your organization to get them to back your purchase decision, and finally, when that happens, you discover that you’ve only just started.
Sometimes, switching to a new tools is just a matter of getting your team nifty new features to increase their productivity or make their daily work easier. Tools like that are great, but they don’t pose much of a challenge to implement.
The problem is when you buy a new solution with the intention of completely changing the way your team works. Usually, that’s how you get truly outsized results- but that’s also where there is the most work to be done, and the most risk of failure.
Doing recruitment marketing differently
The possibilities offered by recruitment marketing in the age of data are growing every day. The current generation of recruitment marketing opens up new horizons, but it also requires new skills.
These new possibilities include things like dynamic nurture campaigns or communications targeted to the individual level. They require recruiters to be able to design and deploy sophisticated branding campaigns, and to create personalized candidate experiences for hundreds of individuals at a time.
Not every recruiting team has those skills. Even those who have marketers on the team have to build new processes and best practices when they start using a modern recruitment marketing solution.
That’s why it’s not just about learning where all the buttons are in a new dashboard. Deciding to get a modern recruitment marketing solution is really about asking your team to change the way they do their job.
Change is really hard
No wonder there is so much academic research on the subject of organizational change.
We’re naturally uncomfortable with the general unknowns of change, and even more so when we have a good reason to be worried about our ability to do our jobs well.
In the case of a new recruitment marketing solution, recruiters have to get used to a new tool, yes, but also learn a new way of doing their job, which could result in a loss of performance or expertise in which they took pride before.
How to drive change for a better recruiting performance
The stakes in implementing a recruitment marketing solution are high. There is a pretty strong possibility that the company will adopt the solution only halfway: minimum amounts of personalization, bad data collection practices, terrible one-touch mass emails instead of proper dynamic campaigns… There are so many ways in which it could go wrong.
From the outside, it would look like everyone is using the tool as they are supposed to. However, because it’s not adopted and used to its full potential, it’s only delivering a fraction of the promised value.
There are a few measure that can be taken to prevent that from happening:
- Communicate the value: You cannot expect people to undertake this process without a clear understanding of why they are doing it. Share numbers around the expected impact on the quality and the number of hires. Outline the positive changes in the daily work. Modern recruitment marketing tools are exciting- give your team a chance to discover why.
- Clarify the success metrics: Ask your vendor to help you choose good success metrics, and then set numbers that are adapted to your team. It can be a number of campaigns launched by a certain date, a number of candidate pools or fields defined, or even just a number of leads added to the database by the end of the process.
- Establish a timeline: schedule periodic reviews of the change process according to a timeline. Your vendor should be able to provide approximate timelines in which you can reasonably expect to complete discovery, implementation, training and ramp-up.
- Make people accountable: This is a crucial factor in almost any business endeavor, but it’s sometimes overlooked in change management processes. Assign ownership of separate items like training team members, formalizing the team’s best practices, or launching the first campaigns, to specific team members. An excellent way to ensure adoption is to include non-supporters of the new tool in this exercise; they are more likely to be brought over if they own part of the process.
- Don’t rush it: urgency is often used to motivate team members to implement a new change. However, it’s important to remember that completing change in a short period of time is not the goal. It’s great to be able to capture value from change early, but it’s much more important to ensure it goes well.
The best way to get tripped up by change management is to not expect any resistance. Business leaders tend to overestimate the desire for change in their organization, so be careful of your expectations.
The danger is also in getting frustrated with the company’s leadership or with your team because of their lack of enthusiasm or cooperation. Do not see it as a sign of bad faith, or lack of vision, or laziness. The desire the stay in a safe place and avoid change was bred in us by millions of years of navigating the wilderness and surviving predators.
We are all resistant to change in some small way. It’s worth taking the time to recognize the real reasons for that resistance before trying to plow through it.
More on buying recruitment marketing solutions
If you’re looking to obtain backing to acquire a new CRM and Recruitment Marketing solution, then this guide will help you build a compelling business case.