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EPISODE 16: CRM’S NEW ROLE IN TALENT ACQUISITION STRATEGY WITH MARYLENE DELBOURG-DELPHIS (@MDDELPHIS)
As of recent there has been a lot of marketing and content management buzz around the topic of CRM which is short for candidate relationship management not to be confused with customer relationship management used in sales and marketing. Essentially a CRM for talent acquisition provides a platform fueled by technology to engage, establish relationships and organize a recruiter’s candidate touches. Many of these touches are in building relationships with passive candidates. In 2014, 60 percent of recruiters admit to engaging passive candidates as part of their recruiting strategy (2014 Aberdeen Report listed below). The difference between a customer vs. candidate relationship management platform is that the conversations and touches are candidate focused but are focused on conversations, resources and relationship focused. They are also tied closely to your employment branding efforts. (Click here to be directed a former podcast that defines and discusses the topic of the employment brand process in recruiting.)
The History of the Candidate Relationship Management Platform, AKA CRM
Today’s Workology podcast guest is Marylene Delbourg-Delphis. She is the CEO of Talent Circles. She has a background in database and marketing CRM development first in the late 1990’s and early 2000’s in Europe and Silicon Valley. And because of this in my opinion she is one of the most qualified person in the HR and recruiting industry to discuss the history of the CRM and it’s role in proactive and passive recruiting.
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This podcast serves as a CRM history lesson where Marylene shares with us the history of the CRM outside of talent acquisition. She mentions the first mention of a candidate relationship management platform occurred actually in 2002 by Alice Snell. Kevin Wheeler further discussed the topic in 2005. Links to both articles along with other resources are included in the resources section below.
Most importantly, Marylene outlines for us the nine “Cs” of a successful social recruiting strategy powered by a CRM. They are: 1) Continuity 2) Consistency 3) Culture 4) Candidate centricity 5) Conversation 6) Curation 7) Content Marketing 8) Conversion 9) Compute. The topic fascinates me. Give the podcast a listen and get some great insights on what makes a CRM successful. This podcast serves as a sneakpeak into a future research and white paper she is writing.
- 60% of Recruiting Teams Are Leveraging Passive Recruiting in 2013 ~ 2014 Aberdeen Report
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*A Special thank you to my podcast production team at Total Picture Radio.