What is sourcing?
Previously known as "headhunting", sourcing is the recruitment process by which an individual is brought in as a candidate for the position the employer is looking to fill and for which the candidate does not even know he or she would be a potential "match". There are many definitions of the term "sourcing" among professionals, but in this case, it is purely talent attraction.
In other words, how do I get an external individual interested in my offering.
Talent Acquisition vs. Recruitment
It's important to note that talent acquisition and recruiting are separate professions. I see on a daily basis that some employers try to improvise in this area and that, very often, the results are disappointing since good sourcing practices are still, to this day, rather unknown. Before, it was the HR advisor who had a "recruitment" portion among his tasks. Over the last ten years, we have seen the emergence of talent acquisition specialists in companies. These specialists are not involved in human resources in the broadest sense, but are exclusively focused on attracting talent. It is as if the profession has become more fragmented over the years.
The HR specialist once wore all the hats, and now he or she specializes in some areas more than others.
Should we do sourcing?
It's not even a question anymore, sourcing techniques must be at the heart of employers' concerns when the time comes to fill positions within the company. The market has become excessively penalized in many areas, job postings on your platforms no longer yield the expected results, even if your posting is well done, etc. For some positions, there are simply no candidates. So you have to find creative ways to get people interested in what you have to offer.
Today, we can no longer remain passive when it comes to recruitment and some studies even mention that this "crisis" will last until 2035.
Sourcing: the cost of the empty chair
Recruitment is a brake on growth. The problem was once in sales: we needed salespeople, we needed to keep growing sales, etc. However, I see more and more entrepreneurs telling me that they no longer need salespeople, but employees, precisely to produce what the salespeople need to sell... Now, we can't find the right candidates for the right positions! The Conseil du Patronat du Québec has made many media appearances on this subject, in order to question the Government. The big question to ask is "how much does an empty chair cost"? What is my opportunity cost if the position in question is not filled quickly?
This question will certainly prompt an employer to use creativity to smooth out the slowdowns associated with that empty chair and to (finally) start seeing the recruiting department not as a cost center, but rather as a profit driver.
What techniques to use to start sourcing?
The importance of methodology
The first step of an efficient headhunting starts with business intelligence. We need to be sure that we understand our market and our company's place in it. Understand the competition, in terms of talent. Who is recruiting whom? Who is the employer of choice? What are candidates in that market typically looking for? You also have to have a thorough understanding of the role you're trying to fill, the key issues related to that position and the specific, value-added tasks it requires. All of this knowledge of the market must be clarified and analyzed before you start.
By answering these questions, you will have all the cards in hand to ensure a good foundation for effective recruitment.
Question the stakeholders of the position to be filled
Who are the employees, professionals, suppliers and decision-makers who interact with this position and what role does it play in the company? Realizing the "pivotal" nature of this position will help you convince a potential candidate that they have the ideal style, personality and ambition to take on this new challenge. Have you ever heard of the term "persona"? We'll be looking to see what the ideal candidate looks like. If possible, try to understand exactly where this position is strategically positioned within the departments with which it interacts.
What are the right web platforms for sourcing?
Where are your candidates? What social media do they frequent most often? In my opinion, there are no more conventional ways of doing things, you should not hesitate to open your horizons and try approaches on Instagram or TikTok, why not! Of course, do it with judgment and parsimony, but don't forget to be present where your candidates are. Otherwise, traditional platforms such as LinkedIn and Facebook can remain an interesting option to fill your position... but stay creative!
Work on your approach messages
We've all been approached one day by a recruiter who wrote "Hello, your profile is interesting, can we have a conversation together? Sincerely, the technique doesn't work anymore because the message could have been copied and pasted to anyone and the candidates know it. In a context where candidates are excessively solicited, the "mass message" technique is outdated.
Try to personalize your e-mail as much as possible if you want to obtain a specific application profile... and a quick response!
In conclusion
The labour shortage and productivity issues related to personnel recruitment are major and it is becoming essential for employers to find adequate solutions as soon as possible. The watchword: look everywhere! Go where your potential candidate is, make him/her understand that the position is definitely for him/her because you have done your research, you know the strategic criteria for this position and you have taken the time to understand his/her professional background.
Three words: Cross-platform, personalization and strategy. These are the things you should keep in mind in your next recruitment campaign, which may bring you some nice surprises.
So, happy searching!
To go further :
Recruitment: Selecting and Convincing Talent
