By Roberta Chinsky Matuson

If you're reading this you probably already know that your recruitment strategy is failing. Yet you continue to use the same approach despite disappointing results. You are not alone.

I recently heard a number of HR professionals comparing notes on the challenges of recruiting in today's competitive environment. The common thread was their inability to get candidates, who they had contacted from the major job boards, to respond to messages left on candidate's phones. The messages described detailed information about the job and the company benefits. They were shocked that no one returned their calls.

Most companies wouldn't consider promoting their service or product without a marketing plan. Then why do these same businesses try to market their organizations to prospective employees without taking the time to brand their own company?

The landscape of the employment market has changed again. If you haven't updated your recruitment message within the past year, it's time to dust it off and make some adjustments.

Recruitment value proposition: the heart of the plan

The generations' reasons for joining an organization vary widely, ranging from a stable company with traditional benefits to being a really cool place to work, to an outstanding place to learn the business to an opportunity where one can be innovative. You need to have a clear understanding of what it will take to hit the sweet spot to avoid wasting countless hours trying to get in the game.

A recruitment value proposition is a convincing statement of what you as an organization have to offer to each of the generations. Each proposition is focused on your target audience, not on the company, and explains why your organization is an appealing place to work. It's your corporate brand.

Getting started

It's difficult to determine on your own what is appealing to each generation, particularly when your perspective comes from being a member of one generation. Start by asking recently hired employees what attracted them to your firm. Then ask members from each generation why they have chosen to stay with your organization. Before long, you will notice a pattern.

Once you've completed this step, you can translate this information into appealing recruitment value propositions that potential recruits from each generation simply can't refuse. This is the heart and soul of your recruitment marketing plan. You can then carry this message through in your recruitment advertising, website, and in person.

Getting your message out there

You don't have to be a Fortune 500 company to attract the attention of the press. Newspaper editors are always looking for new and interesting twists. Devote some of the money you currently have allocated to public relations for your product and shift this over to your recruitment initiative.

Capitalize on some of the most coveted practices that your organization offers. This may include flexible work options, innovative company practices like paid time off to support community-based initiatives, or the organization's support for innovation.

Here's another example of a program that might attract some buzz: employees who refer qualified candidates to the organization receive a chance to win a one-year lease on a BMW or Cadillac. Your PR firm can bump this out to the media, while you reap the benefits of increasing your applicant pool as you enhance your employee programs.

Yes, it's true that lots of candidates don't return phone calls. But before you go blaming everyone else, take a look in the mirror. If you were the candidate today, would you call yourself back?

Roberta Chinsky Matuson is the principal of Human Resource Solutions and is an expert on intergenerational workforce issues. She is also a NEHRA member. She can be reached at roberta@yourhrexperts.com or 617-566-8978.