I've heard it a lot more in the last few months than ever. Customers and prospects are talking about candidate segmentation. Again the (lagging) parallel between marketing and sourcing is producing an increased interest in market segmentation and personalization in sourcing. This is especially important in passive candidate sourcing. Identifying the wants, needs, and hot buttons of particular candidate groups and then tailoring the candidate experience will greatly aid in the attraction of those candidates to the right opportunities. Getting passive candidates to make the move requires that they see a compelling reason. This won't happen by posting a job description on a job board.
John Sumser said it well in today's post. Here is an extract:
...candidates must always be at the center of all of your employment marketing decisions, their influence radiating out to every point of contact you have with them. It's up to you to know their behaviors and preferences and tailor your employment marketing strategies to cater to their needs. Companies who recognize this and build their strategies around retaining and deepening their relationships with their potential employees are the ones who will succeed.
This kind of "micro" segmentation and personalized targeting have been the subject of good marketing for a few years. As we enter an economy where control of the recruiting process is shifting from the employer to the employee, this precise targeting, messaging, and candidate experience will mark the winners in the recruiting battle. The Talenteering Manifesto calls out this kind of personalized communication.