 Once you decide to start a storytelling initiative, it’s time to rally support within your company and get people excited to participate. You’ve already got buy-in from leadership, because they understand how the right talent enables their business strategy. Now you need to get everyone else in the company onboard. This is critical, because you can’t do this without them.
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 Recruiting new talent isn’t just on the HR professional’s plate. Recruiting is on the minds of business owners and executives who are tasked with implementing business strategy because they know that their ability to meet their business goals depends in large part on their ability to attract and retain the right talent. Recruiting is more difficult than ever in our low unemployment economy and traditional methods just don’t work like they used to. Part of the answer to getting better recruiting results is to change your approach from reactive to proactive.
 If you have been involved with hiring for your company, you probably know how this scene plays out. You have a position to fill so you post the job. Applicants come in and you screen the candidates for a shortlist, and so on. You end up with a hire that may or may not be a good fit. Time will tell, and hopefully you don’t find yourself filling the same job a few months or even a year or two down the road.
 I don’t have to tell you that it’s difficult to find the workers you need. That’s stating the obvious. A low unemployment economy, however, isn’t the only challenge that you need to overcome in order to swing that situation around. Chances are good that if you’re still doing recruiting the way you’ve always done it, that your process is broken. The time to fix it is now and here’s why.
 We’re getting quite predictable, you and I. We use our consumer behaviors to shop for just about anything, be it a new dishwasher for our home, a software tool for work, or even our next job opportunity. Don’t believe me? Answer these questions. What do you do first when you need to buy a product or service? You go to the internet to research the problem that you need to solve, and you learn about the options available to solve it. When do you usually contact a company that you have put on your short list of possibilities? You probably don't want to talk to anyone until you have a pretty good idea of which direction you want to go.
Many businesses now realize that it's vital to create online interactions to guide people towards a purchase decision, but when it comes to recruiting talent and building a candidate pipeline, they’re missing the mark. Read on to learn why recruitment marketing is a growing trend not to be ignored.  If you have a line of customers ready to give you money for your products and services but you don’t have enough staff to take care of business, you have a big problem. It’s a problem that isn’t going to resolve itself any time soon. National unemployment is just under 4%, while here in Minnesota, that number is even lower, hovering at just under 3% for the last four months according to the Minnesota Employment and Economic Development bureau. How can businesses compete for the labor they need to advance their plans for growth? One tactic business owners and HR professionals are turning to is Content Marketing, and the creation of employee stories to connect with people and build relationships with them through their online interactions.
 Consumerism has overtaken recruiting. People are using the same behaviors to look for a job that they use to buy products and services. The first thing job seekers are going to do is go to your website and they could have many online interactions with your company before they make the decision to apply for a position. Big corporations are using recruitment marketing to help candidates down their decision-making journey and you can, too.
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