Why does Cuppa J have to torture me? I have a hard time understanding sentences like this:
I suggest that employment marketing to a segment of top candidates (those with multiple options for employment) differs from general consumer marketing in that candidate marketing impressions are multiplicative in nature, as opposed to additive as is most consumer marketing.
Me like short sentence wif no jargon. This sounds like chemistry. But then he comes up with a zinger:
First we have to bear in mind that the primary
motivating factor of humans is fear of loss.
Cool! But how does that apply to recruiting? Well, top candidates are terrified of making a career mistake. And the only way to counter this fear is to "wow" them with a series of positive experiences.
For instance: an interesting job description, good location, good comp and benefits, good corporate rep (including positive noises on the blogs) and, very important, a positive candidate experience during the interview. They have to clearly outweigh the negatives. That's obvious, isn't it. But we don't always pay attention.
Note to General Motors: Cuppa J doesn't buy American cars.