Imagine going to a local restaurant/bar next to where you work as a web developer. This is a local hang-out for you and your co-workers, along with other area businesses, after you finish a week of work. As you walk in, you cannot help but notice the person in the table near the back who has his computer out and is working on some pretty cool web applications that you have never seen before.
Unbeknownst to you, this person works for a competitor across town and has actually been sent to discreetly demonstrate the work that can be done at his company. He welcomes questions and shows off several very interesting projects that he is working on. He offers you his card and invites you to submit your resume on their web site.
Public ‘street shows’ like this can be used to attract the attention of the target candidates without using a hard sell. It is similar to marketing tactics used by consumer product companies who are looking to gain acceptance by having supposed peers use their product in public.
Or how about this scenario.
Imagine entering the Starbucks next to your office for a cup of coffee and to work on your latest quarterly report. You sit down, open up your computer, and logon to your wireless network. Before accessing the Internet, you are automatically served with an interesting interactive game. You notice that this game is sponsored by a specific company that you know – which does work similar to your profession. The game also allows you to challenge your intelligence with others in the room to win prizes from Starbucks like free mocha cappucinos! At the end of the game you are given the opportunity to view a list of open jobs at this specific company and asked if you would like to be contacted for more information.
Little did you know but the game captured key competencies and thinking skills they were after.
Are you a business traveler?
Another opportunity is within the hotel TV network. Imagine as people register in at hotels, their profiles are collected. As they turn on their TV in their room, they notice that there is relevant information regarding careers and companies they would be interested in working for. Since the hotel TVs are interactive, they could opt in to get more details sent directly to their emails. Or better yet, they could apply online. Getting to passive seekers where they least expect it is becoming more and more critical in talent acquisition strategies.