Use "Doughnut Engagement" for More Effective Recruitment Messaging

How a box of doughnuts can help you recruit higher quality candidates...

One of the ways we help our recruitment clients get better results in a hurry is to remind them to use the strategy of  "Doughnut Engagement." Employers sometimes spend hundreds of thousands of dollars for a corporate branding program. Which is helpful for getting everyone on the same page but can also inadvertently lead to sabotaging recruitment efforts.

Why? 

As a result of gathering up all that employer branding research, subsequent recruitment messages often end up spitting out talking point after talking point focused solely on providing information about the employer.

What's missing?

"Doughnut Engagement"

Someone once wrote, "People don't care how much you know, until they know how much you care." In other words when quality candidates are looking for a change of scenery, one of the most important questions to be answered is "What's In This for Me and My Family?" How will their lives be improved by going to work for you and your company?

Here's where the "Doughnut Engagement" strategy comes in handy. We all have different tastes, right? When you go out to buy a dozen doughnuts, what's most important to you? Knowing everything possible about the bakery or knowing that the bakery will have your favorite flavors of doughnuts in the display case, ready to be consumed?

At MITTONMedia we use in-house surveys to help employers identify which of their  "flavors" seem to be attracting the highest number of quality candidates. The resulting hiring messages then focus almost exclusively on showcasing this "What's In It for Me" information.

Our in-house surveys also check out "flavors" that might be inhibiting results for the recruitment program and try to remove them from the menu as quickly as possible.

When it's time to create your next round of hiring messages, remember to blend employer-of-choice branding information with the strategy of "Doughnut Engagement." Or call in MITTONMedia. We'll bring the coffee.
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MITTONMedia provides consultative services for a number of HR-related areas, including how to design recruitment programs that lower costs and get results. For more information, send an email to MITTONMedia President, John Mitton, at jmitton@mittonmedia.com.

At MITTONMedia, we do the work. You get the results...and quite possibly a promotion!