P
E
E
R
T
O
P
E
E
R
:
I
L
T
A
'
S
Q
U
A
R
T
E
R
L
Y
M
A
G
A
Z
I
N
E
|
S
U
M
M
E
R
2
0
1
9
21
Beyond social media, we uncovered a
host of other ways professional services firms
use digital and emerging technologies to
nurture a relationship with top talent – from
leveraging virtual reality, personalization,
conversational user interfaces and live chat to
building customized portals, apps and alumni
tools. PSOs are beginning to realize how
essential it is to not only outline a candidate's
journey in much the same way that they've
done for clients and prospects, but also invest
in creating compelling and differentiated
brand experiences along that journey.
There is a quote from the Corporate
Executive Board that often gets a lot of play in
the B2B marketing space. It goes something
like this: "A customer's purchase decision is
already 57 percent complete before they first
make contact with a sales rep." I'm willing to
bet the same is true for candidates – especially
as the number of digital natives in the talent
pool grows larger and larger.
LEARN HOW
Eliminate redaction errors
Your potential employees are doing their
due diligence and learning as much as they
can about your firm before they make the
decision to complete an application or talk to a
recruiter. In fact, what they do (or don't) find
will affect whether or not your firm ultimately
makes it into their consideration set. Is your
firm doing enough to differentiate itself in the
eyes of the candidate? Taking advantage of
the opportunity that social media and other
digital channels provide to engage with talent
as they actively and passively research your
firm could provide you with a leg up on the
competition. ILTA
T H E R E ' S
M O R E
O N L I N E !
To learn more about what
One North uncovered in
its latest research into
the talent acquisition
and retention strategies
of professional services
organizations – and how
these firms are using
digital to engage talent –
visit the One North blog.
onenorth.com/blog
