Talent Relationship Management

Talent Relationship Management is a personnel policy measure based on the ideas of Customer Relationship Management with the aim of binding promising (external) candidates and talented employees to a company. Talent relationship management is a central instrument in talent management and employee recruitment . Talent Relationship Management covers the entire process from the first contact with the applicant through differentiated retention measures to recruiting and onboarding the applicants.

Basic idea

The importance of Talent Relationship Management has increased in recent years due to the increasing shortage of specialists and managers and the associated difficulties in finding suitable applicants for certain, mostly higher-qualified positions. Against this background, there was a growing awareness that traditional methods of recruiting employees , which primarily focus on filling acute vacancies , are no longer sufficient. Recruitment is increasingly recognized as a special form of sales that requires new, active methods, such as the active sourcing resulting from this train of thought .

How it works in the context of employee recruitment

People who appear valuable to the company in the long term are usually managed in a talent pool . These people are mostly candidates who either cannot currently be offered a suitable position or candidates who are currently not available for the company. By means of targeted measures that are tailored to the preferences of the respective candidates, an attempt is made to build a long-term relationship. Typical measures can be: regular telephone contacts, gifts, newsletters, invitations to company events, mailing of company magazines, talent communities.

Promising candidates are prioritized according to their potential and entry probabilities and divided into different groups within the talent pool. Correspondingly, companies try to recruit such candidates (e.g. former interns or good applicants who could not be offered a job at the moment) if their performance potential is high and the prospect of being hired is assessed as likely in the long term.

Current development of Talent Relationship Management

In the meantime, there is a growing belief that campaign-driven recruiting may cause increased applications in the short term through intensive personnel marketing and employer branding , but does not result in long-term retention of talent. In the war for talents, the only campaign-driven approach would lead to ever increasing recruiting costs, which, however, have no long-term effect. Active Sourcing as a modern talent relationship management concept starts here and builds a talent pool from the applications resulting from the campaigns. This is expanded by new, promising applicants with every campaign and the investment does not fizzle out shortly after the campaign has ended.

literature

• Antje von Dewitz : The creation of a high-performance employment relationship through "talent relationship management": a practice-oriented concept for medium-sized companies , Shaker, Aachen 2006, ISBN 3-8322-5048-4 (dissertation University of Hohenheim 2006)
• Armin Trost: Talent Relationship Management: Recruiting in times of shortage of skilled workers , Springer Verlag, Heidelberg 2012, ISBN 978-3-642-17077-5