In previous direct sourcing articles, we’ve covered building a skills assessment for your program business case, three areas to help improve understanding, the company functions that comprise your direct sourcing dream team, and planning the stepping stones of your direct sourcing journey.
In the previous article in this series, we considered the baseline elements of your direct sourcing program. Let’s look at some of these from another angle and in additional depth.
Your goal is to be the Client of Choice for independent professionals whose skills and experience are of high strategic value to your enterprise. How will you attract those people? The brand strategy of your direct sourcing program is a hybrid of marketing and talent acquisition. On the marketing side, you want to promote the benefits of engaging with your company by answering “What’s in it for me?”—how their work with you will help independents grow their own businesses. On the talent acquisition side, you want to promote company culture, the quality of the work they will do, and the kinds of opportunities that are available and need their skillsets. Tap these members of your dream team to help brainstorm the right branding strategy.
Current Talent Migration
You aren’t starting from scratch in terms of the independent talent your direct sourcing program targets. Many hiring managers throughout the enterprise will have “prized” independents they have engaged in the past or who are currently working for them. Contractors like these, employee alumni, and “silver medal winners”—job applicants that just missed the job offer—are examples of groups where high-value talent already resides. Live test the branding strategy by inviting these professionals into your talent network as the first members of the direct sourcing program.
New Talent Sourcing
Take that branding strategy out into the world through well-executed campaigns that reach the independent talent you are targeting. While some of your campaign messaging can be general—attractive to any of your target independents—focus some of your messaging to attract specific skill areas. Speak their language, appeal to the interests, expertise, and goals of those particular worker subsets. Communicate the advantages of being part of your talent network and make it easy for independent professionals to get more information, express interest, and join your talent network.
As your direct sourcing program takes root and your talent network grows, stay connected. Reach out to hiring managers to anticipate their needs and curate qualified talent. Leverage online communication platforms to foster conversations. Elicit feedback from company managers and independent professionals on a regular basis. Use this feedback along with the KPI metrics you track to make adjustments that work for all involved.
Your ability to attract and retain independent talent of high value to the enterprise is a key success factor for your direct sourcing program. As a Client of Choice for the talent that can produce outcomes aligned with enterprise strategies, your enterprise will have a strong market position on a steady growth path.