Everyone who knows me knows I love analogies. I also love comparing job functions across different industries. While I worked in the PR world, I saw so many similarities between PR and recruiting that it really made me think about how we, as research, sourcing, and recruiting professionals, need to understand public relations better than many of us do. I recently read an article by Todd Defren on his blog, PR Squared, entitled “What PR Cannot Do For Clients“. After reading through his article, I thought “This is exactly the relationship between researchers/sourcers and recruiters, and even on to hiring managers!” An excerpt from Todd’s article:
“Public Relations is not Sales. PR can absolutely help guide the prospect toward a purchase decision, in a measurable way. PR can surround the prospect with thoughtful, candid, compelling conversations and content and references until they think, “Wow, okay, I’ve got to check these guys out.”…But when the prospect gets to the website or picks up the phone or shoots over an email: PR’s work is done.”
Let’s change just a couple of words, and apply this statement to the role of research and/or sourcing:
“Internet Research / Sourcing is not Recruiting. Sourcers can absolutely help guide the prospect toward a job opportunity, in a measurable way. Sourcers can initiate the relationship and provide the prospect with interesting and compelling high-level information about a job until they think, “Wow, okay, I’ve got to check these guys out.” But when the prospect gets to the website or picks up the phone [to interview with a recruiter] or shoots over an email: the sourcer’s work is done.”
The last sentence of the article strikes me: “PR can set you up for success. It cannot make you a success.” This is no different from sourcing – a good sourcer will set you up with people to speak with and to present your opportunities to, but it’s up to you as the recruiter to intrigue them to the point where they would be willing to interview for and eventually accept your position. Once your sourcer has brought you what you’ve asked for in basic qualifications, their work is complete. Placing blame back on research for failure in a part of the recruiting process that is beyond the scope of research is simply unfair. That’s like blaming the butcher when the chef at the restaurant undercooks your steak. Sure, the butcher was involved by providing the meat to the restaurant, but it’s the chef’s ultimate responsibility to ensure that your order is correct, not the butcher.
I’ve never understood metrics that hold sourcing responsible throughout the entire hiring process, because of these facts. You cannot measure someone’s success in a process in which they are not involved. I appreciate Todd writing this brief, yet thought-provoking article and jogging my brain as to how this also holds true to my own job function. Please read his article in its entirety here: What PR Cannot Do For Clients.
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