Dating in the job disco

The example of Martin Schmidt from Berlin fits this bill (personal details changed for data protection reasons). In recent years, the SAP BI consultant has worked for an SAP consulting firm with a focus on the real estate industry. Recently, he has increasingly felt the need for a change. The industry focus is simply too narrow for him and he decides to move on in other directions within the SAP BI cosmos. No sooner said than done. With his professional experience, entry-level offers fall right out of the picture. His demands are higher. His contact list includes the name Benedikt Benninghaus. And so the 34-year-old contacts me directly.

Job advertisement alone is not enough

As Head of Recruiting/Marketing at Windhoff, a medium-sized IT service provider, I am involved in operations on a daily basis. Our company is focused on growth; within five years, the number of employees has doubled to over 250. This is a positive development that continues to this day. But to stay the course, we need the right people with the necessary expertise. The war for talent is in full swing in the highly competitive IT industry: experts are scarce, project inquiries numerous. But money, vacation and company cars alone no longer make the difference. The overall image of an employer must be coherent. Job advertisements can no longer be the central tool. 

Here, the image of a flirt in a discotheque comes into play for comparison. In this situation, no one usually scores with a sober listing of life facts, but with emotions and charm. In this way it is possible to secure the attention of potential candidates. Compared to the disco-goer, we recruiters even have an advantage. Often, information about the people we are interested in can already be found online. That's why we have topics on our cheat sheet when it comes to making the first contact. Of course, this does not guarantee one hundred percent success, but it does increase the chances of making a positive first impression. And that in itself is a valuable result.

This can be the connecting point for strategic recruiting, which has the structure of a sales funnel or marketing funnel. Whether you call it Candidate Journey or Sales Process, in the end it is important to accompany many people through the individual stages. Entry into this process can happen not only through direct contact with interesting people, but equally at your own recruiting events or through engaging content. The goal should always be to develop a meaningful touchpoint that is appropriate for the target group.  

Do not allow to cool

It is precisely this initial impression from 2017 that Martin Schmidt has in mind when he reactivates contact with me. By participating in events, he is sure that the professional SAP perspective is given. In between, there is always an exchange. There is a constant signal that we are interested in him as a person. In fact, the job change happens very quickly. Within 48 hours, he receives an offer. The final meeting with the management and consulting leadership takes place in Hamburg. This quick response to an acute situation that has been built up long and carefully is very important.

The intention to change does not usually come suddenly or because of just one occasion, but the internal decision grows, as outlined above. The important thing is to position oneself permanently as an attractive employer along this decision-making process. Thus, the sequence of the recruiting pipeline is strategically designed, but also always individual. This always requires a personal contact for potential applicants.

Martin is now my colleague. For me as a recruiter, this shows how important it is to have a recruiting pipeline that is constantly in flux. Keeping in touch, showing interest. These are key aspects, but they are often lost sight of in day-to-day business. The above example shows that the effort can be well worth it. Love - and also the job - is not always punctual.