3 Laws of Attraction: How to Recruit In-Demand Talent

Admit it: Hiring can seem a lot like dating, and vice versa. From both the candidate’s and employer’s experience, the similarities between the two processes are staggering:

The research and prep involved prior to the interview (the date), the chemistry tested to find a cultural fit (the match), and the pressure and expectation we feel when meeting each candidate in hopes that he or she is “the one”— can all be quite exhausting.
And this year, thanks to our economic upturn, employers are further challenged by a more competitive playing field. However, the similarities in the vetting process are preceded and supported by many of the same laws of attraction, laws which can be uniquely leveraged more effectively through social recruiting.
This Valentine’s Day, we turn to one of the bestselling books on the topic: The Art of Seduction, by Robert Greene. Taking three of the 24 laws he lists, we illustrate how each can change your strategy in attracting candidates, and how these laws applied in social recruiting can boost your employer brand influence.

1. Appear to be an object of desire—create triangles

“People gather around those who have already attracted interest…Build a reputation that precedes you: If many have succumbed to your charms there must be a reason.” – Robert Greene

Building and growing an employer brand today requires us to think differently. Before the dawn of social media, searching for the perfect job, or the perfect candidate, was conducted in a more private medium. Job ads, professional references, and headhunters all worked behind-the-scenes in one-to-one communication. The relationship was plotted with a direct line, unable to overtly show the triangles that exist within one’s network.
Today, recruiters and job seekers alike are showing the strength of their professional networks online. References, testimonials, job postings, and more can be shared and re-shared on social networks and review sites. An active social presence not only implies an engaged and desirable employer brand, but both organic search and social platforms algorithms reward the most shared content with top ranking.
How desirable is your employer brand? Are you and your employees proving that desirability online?

1. Prove Yourself

“Most people want to be seduced. If they resist your efforts, it is probably because you have not gone far enough to allay their doubts.” – Robert Greene

The internet age may have made us more connected with individuals and brands alike, but it has also raised a healthy level of skepticism of online information. This is where wellness programs can really help your employer brand.
Employees and job seekers today are putting more weight on wellness, benefits, and company perks than ever before. Investing in these programs shows care for your employees and helps prove your generosity as an employer. These programs also generate great content for sharing online. Take and post pictures of your latest company volunteer event. Apply for Best Places to Work awards and share accolades on social sites throughout the year.
This content helps candidates picture themselves in an ideal work environment—an environment which employers can craft and promote more effectively in the age of social and visual media.

1. Pay attention to detail

“Lofty words of love and grand gestures can be suspicious: Why are you trying so hard to please? The details of a seduction—the subtle gestures, the offhand things you do—are often more charming and revealing.” – Robert Greene

The worst thing for a top candidate to know is that they ARE your top candidate. Showing interest without being too eager is a careful balance.
The trick is to be specific and curious. Know your candidate persona so well that applicants will be impressed by your grasp of the intricacies of their profession. This attention to detail is important since top candidates usually interview with more potential employers than the average candidate. The goal is to forge a memorable and enjoyable candidate experience from the start.
And the start is quite important. Like for couples, the story of how two people meet is a powerful one, usually setting the tone for the entire relationship. Social media allows us to do just that—find where talent congregates online and create possibilities for a great first impression.
Where do your candidates engage online? What are the main topics of discussion? Are you and your brand present?