Our friend, the Recruiting Animal provoked a debate at recruiting.com by commenting to posts concerning what real impact we have. He challenges the community with the following:
Chris points out that he can only think of Cheezieâ€™s marketing of his T-shirt as a major example of viral marketing. Nothing to write home about, eh? And as for bullhorn, it just started last week. Letâ€™s set some things to watch for as signs of a successful community building project and measure them over time. Finally, regarding recruiting blogs, thereâ€™s Dennis, the Recruiting Teddy Bear, the two Microsoft blogs and a handful of others like The Marketing Headhunter. And as far as I know, thatâ€™s it. How much influence does that add up to?
Today, our friend, Glenn Gutmacher answers Recruiting Animal, directly, to discuss how bloggers have influenced the recruiting industry.
By Glenn Gutmacher, Senior Researcher, Microsoft
If you want to talk about how blogging in general has influenced the recruiting industry, that’s a whole other question. Obviously, in the context of passive sourcing, it’s been phenomenal. Blog search methods (e.g., what you see coming out of Jim Stroud’s CD or Shally’s
cheatsheet) are key weapons in the arsenal now.
Michael’s humor has always been cynical; that’s why we enjoy reading him. He likes to provocate to emphasize a point. (For his friends & about stuff he actually likes, he exaggerates positively as well.)
But your point is taken: he seems to think the recruitosphere isn’t influencing very much. He might be a bit jaded in terms of his own RecruitingBloggers.com creation, to which many of us contribute posts but probably hasn’t given him much in the way of $.
But you want an example, so let’s try one: I think Sumser’s got a better model (for being an influencer & as a revenue stream) of doing an e-newsletter AND a blog. Besides good insights, he had first-mover advantage. The question of whether his thoughts influence the industry, however, may come more from his consulting assignments, and the people he’s worked with at those clients who then spread his gospel to whatever places they subsequently worked over the past decade. For example, I always thought his Roses in the Thornbush white paper about the recruiting and marketing departments of a company working more closely together made perfect sense, given the logical places where their goals and activities overlap. Despite the thousands who have probably read and/or downloaded that PDF, however, how many companies have synergistic marketing and recruiting departments?
I guess I’m a bit cynical, too, but not as bad as Michael: What I think is that recruiting managers only really pay attention to ideas when they have to pay for them (or at least buy a book). The credibility appears to be higher in those cases. So, for example, if Gerry, John, Lou, Peter, Shally or somebody does a paid webinar on recruiting topic X, the attendees will say, “hey, let’s give this a shot to revise our operational model.”
The important question, however, is where did those people get their ideas for their webinars/books/consulting reports. They don’t operate in a vacuum. They talk to people and get ideas from places INCLUDING blogs. So, in conclusion, I think the recruiting blogosphere is an important influencer, but it’s indirect: They influence the thought leaders who get disproportionate mindshare, and in turn, influence change.