The ‘what’s in it for me?’ factor

Recruiters need to learn how to speak the language of marketing to sell themselves in a tight labour market
By Rick Harcourt
|Canadian HR Reporter|Last Updated: 02/06/2007

Lori Colborne comes to the world of candidate attraction and retention from a marketing perspective. A professional speaker and consultant, she has travelled all over North America to work with senior executive teams on their internal and external marketing strategies.

What she’s seen has amazed her. Companies with elegant waiting areas where clients sit on leather couches and sip fresh Starbucks coffee — while the staff eat lunch in a dingy, windowless room shared with the furnace.

The problem, she says, is that organizations need to realize that their most important “customers” — the ones who are going to win repeat business and amaze clients — are the staff. And to attract the right staff, organizations need to have a marketing mentality.