{"id":5261,"date":"2017-08-02T14:36:41","date_gmt":"2017-08-02T14:36:41","guid":{"rendered":"https:\/\/www.bullhorn.com\/de\/?p=5261"},"modified":"2024-10-16T11:35:16","modified_gmt":"2024-10-16T11:35:16","slug":"ist-active-sourcing-ueberholt","status":"publish","type":"post","link":"https:\/\/www.bullhorn.com\/de\/blog\/ist-active-sourcing-ueberholt\/","title":{"rendered":"Ist Active Sourcing \u00fcberholt?"},"content":{"rendered":"

Active sourcing is a hot topic in recruiting. <\/span>With this strategy in recruiting, an organization tries to actively contact potential applicants and build a long-term relationship with talented candidates. <\/span>This approach is in contrast to the traditional, reactive ‚Post & Pray‘ and is spreading more and more. <\/span>But will this trend soon be overtaken by the latest developments in intelligent technologies? <\/span>In this blog I would like to share my opinion with you.<\/span><\/span><\/p>\n

<\/h2>\n

The trend of the year<\/span><\/span><\/span><\/h2>\n

Anyone who regularly looks around on recruiting blogs and trend lists knows that active sourcing is a hotly discussed keyword that returns every year. <\/span>The <\/span>Institute for Competitive Recruiting’s <\/span><\/span>2017 Recruiting Trends Study<\/span><\/span><\/a> found that active sourcing was one of the top recruiting topics for almost 80% of companies in 2016. <\/span>The <\/span><\/span>topic special ‚Active Sourcing and Social Recruiting‘ of<\/span><\/span><\/a> the Otto Friedrich University Bamberg reports that over 50% of the candidates prefer to be addressed by companies than to apply themselves. <\/span>In short, active sourcing is a must for modern recruiting.<\/span><\/span><\/p>\n

Call and forward<\/span><\/span><\/span><\/h2>\n

I can still remember well that at the beginning of my career with a North German executive search company as headhunter I got a ‚target list‘ from the customer with names of target companies or sometimes target persons who should be contacted. <\/span>Then it was simply a matter of calling reception and being put through to the desired contact person. <\/span>Of course, people on XING and LinkedIn also looked into potential candidates, but the main way to contact them was through \u201cCold Calling\u201d.<\/span><\/span><\/p>\n

Modern recruiting<\/span><\/span><\/span><\/h2>\n

During my time at XING, I was able to take a look behind the scenes of countless HR and recruiting departments and noticed that many companies, mainly medium-sized companies, wanted to modernize absolutely, but were not yet prepared for modern recruiting. <\/span>I then saw this process of restructuring corporate recruiting several times and noticed that many companies recruited faster and more cost-effectively than before. <\/span>This was mainly because you no longer had to hire a headhunter for every job vacancy.<\/span><\/span><\/p>\n

During this time, the shortage of skilled workers was somewhat less relevant than now and there was a good range of qualified and promising candidates. <\/span>With good employer branding, the targeted placement of job advertisements on certain job exchanges and the effective use of <\/span><\/span>recruiting software<\/span><\/span><\/a> in general, there was a lot to gain in many organizations.<\/span><\/span><\/p>\n

Be found instead of searching<\/span><\/span><\/span><\/h2>\n

Principles that have long been standard in marketing are now becoming increasingly popular in recruiting. <\/span>Commercial messages are becoming less and less valued and the focus is shifting much more to content, employer branding and storytelling. <\/span>The provision of relevant, personalized information at the right time and the sharing of authentic, personal stories are becoming increasingly important. <\/span>On the basis of these first starting points, a meaningful relationship with target groups (ie potential applicants) can then be established and maintained. <\/span>You can find out more about this in our\u00a0 <\/span><\/span>white paper Content Marketing for Recruiting<\/span><\/span><\/a> .<\/span><\/span><\/p>\n

Intelligent technology<\/span><\/span><\/span><\/h2>\n

Mithilfe von intelligenten Technologien kann das gerade beschriebene Prinzip noch weiter ausgebaut werden. Zun\u00e4chst sollten Sie sogenannte \u2018Candidate Personas\u2019 entwickeln, die Ihren idealen Kandidaten f\u00fcr eine bestimmte Stelle oder Abteilung repr\u00e4sentieren. Versuchen Sie so viele Informationen wie m\u00f6glich \u00fcber diese Person herauszufinden. Was motiviert Ihren idealen Kandidaten? Womit besch\u00e4ftigt er sich in seiner Freizeit? Welchen Hintergrund hat er oder sie? Mit dieser Persona im Hinterkopf schreiben Sie dann Content.<\/p>\n\"Recruiting\n

Der von Ihnen speziell f\u00fcr Ihre Zielgruppe entwickelte Content zieht relevante Besucher auf Ihre Webseite, wo sie im Tausch gegen z.B. ein interessantes Whitepaper, die Ergebnisse eines Pers\u00f6nlichkeitstests oder einen Gehaltscheck, einige Daten hinterlassen. Mit diesen Daten wird dann ein Profil des interessierten Kandidaten erstellt und mithilfe von Cookies wird dessen Verhalten auf der Webseite gespeichert. Auf Basis dieser Information, k\u00f6nnen dem potenziellen Kandidaten in Zukunft noch relevantere Inhalte geboten werden, wie beispielsweise ein Stellenangebot, das nahtlos auf dessen Profil anschlie\u00dft.<\/p>\n

 <\/p>\n

Warme \u2018Recruiting Qualified Leads\u2019<\/span><\/h2>\n

Recruitment Marketing Automation<\/a> geht noch einen Schritt weiter. Bei jeder Aktion, die auf der Webseite ausgef\u00fchrt wird, wird dem Kandidaten (im Hintergrund) eine bestimmte Punktzahl zugeschrieben. Das \u00d6ffnen einer E-Mail k\u00f6nnte zum Beispiel mit 3 Punkten bewertet werden, w\u00e4hrend das Lesen eines Blogs 5 Punkte bedeutet. Hat dann der Kandidat irgendwann eine bestimmte Punktzahl erreicht, dann wird er zum sogenannten \u2018Recruitment Qualified Lead\u2019. Auf Basis der gesammelten Informationen, wissen wir nun, dass der Kandidat deutliches Interesse an unserer Organisation oder vielleicht sogar an einer konkreten offenen Stelle hat. Anstatt eines kalten Anrufs oder einer XING-Nachricht, kann dieser potenzielle Kandidat nun auf Basis einer lauwarmen Beziehung angesprochen werden. Das nennt man auch Inbound Recruiting.<\/p>\n\"\"\n

Fazit<\/span><\/h2>\n

Bedeutet das jetzt, dass Active Sourcing von \u2018Recruitment Marketing Automation\u2019 \u00fcberholt wird? Wenn wir sehr weit in die Zukunft schauen, denke ich, dass der Stellenwert des Active Sourcings immer mehr abnehmen wird und intelligente Technologien, darunter auch k\u00fcnstliche Intelligenz, den Recruiting Prozess immer mehr pr\u00e4gen werden. Im Moment werden lediglich erste Schritte in diese Richtung gemacht und erste Erfahrungen mit \u2018Inbound Recruiting\u2019 gesammelt. Auch im Marketing sieht man, dass z.B. die aktive Ansprache von Leads auf Messen und Events die Pipeline auf einen Schlag gut f\u00fcllen kann, w\u00e4hrend der Aufbau einer vergleichbaren Anzahl an \u2018Sales Qualified Leads\u2019 \u00fcber Marketing Automation noch viel mehr Zeit kostet. Deswegen ist eine Kombination beider Herangehensweisen (Inbound und Outbound) hier, meiner Meinung nach, vorl\u00e4ufig die beste Strategie, w\u00e4hrend sich \u2018Recruitment Marketing Automation\u2019 weiterentwickelt und sicherlich immer mehr zu einem weiteren wertvollen Instrument im Recruiting wird.<\/p>\n

Would you like to know more about this or do you disagree? <\/span>Then we would be happy <\/span><\/span>to hear from you<\/span><\/span><\/a> .<\/span><\/span><\/p>\n

\n

This blog was written by our former Country Manager DACH, <\/span><\/span>Roel Smulders<\/span><\/span><\/a> .<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Active Sourcing ist ein j\u00e4hrlich hei\u00df diskutiertes Stichwort. Doch ist dieser Trend gegen\u00fcber den Entwicklungen rund um intelligente Technologien bald \u00fcberholt? Erfahren Sie mehr!<\/p>\n","protected":false},"author":248,"featured_media":5264,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[177],"tags":[],"class_list":["post-5261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends-and-insights"],"acf":[],"yoast_head":"\nActive sourcing: wird es durch technologie abgel\u00f6st?<\/title>\n<meta name=\"description\" content=\"Active Sourcing ist ein hei\u00dfes Thema im modernen Recruiting. Welchen Einfluss haben neue Technologien auf diesen Trend? 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