Glocal (glōkəl) adj. reflecting or characterized by both local and global considerations
Today’s technology has literally brought the world into the palms of our hands where we can access the weather, our bank accounts, and sports scores all while on the go. Companies around the world are adapting their products to suit local markets. A well-known example is McDonald’s Little Chorizo Melt (England), McItaly burger (Italy), and Ebi Filit-O (Japan). Within the U.S., Macy’s Department stores adjust the size and colors of products on a store-by-store basis, even changing sweater weights per climate zones.
Companies want a unified brand and message, with the flexibility to adapt to localized markets. From a Talent Acquisition standpoint, this makes perfect sense. But how does one create a Talent Acquisition Strategy with a strong “global” message that can be tailored to local markets?
First, ensure that your Talent Acquisition team (whether internal or outsourced) understands your “global” message. Can they explain what you do and why you do it? Do they know your audience? Do they show an understanding of Corporate “DNA” and core values? Ensure that your team is knowledgeable at branding your organization in a consistent manner.
In customizing your “global” message, utilize Recruiters that are “regionalized.” If your team is in-house, assign them geographic regions to become “experts” in. If part of your team is outsourced, request Recruiters that live or have expertise in priority regions. Some Outsourced Recruiting or RPO companies offer virtual teams across the globe, with built-in networks and the ability to drive your message face-to-face.
Lastly, arm your team with the tools necessary to “act locally” on your “global” message. Allow them to customize your message to drive candidate flow and provide a positive experience. Allow your team to focus on University Recruitment and growth opportunities in regions near colleges. Push work/life benefits or flexible scheduling in family-oriented markets. Customizing your message will drive more and higher quality candidates within your local market.
Glocal is the new “buzz” word in Talent Acquisition for good reason. With increased technology, the qualified candidates have more options. Use technology to your advantage. Leverage social media to target specific audiences and locations. Utilize an Applicant Tracking System that monitors how candidates visit your career site. Give your team the resources and flexibility to “think globally” and “act locally.” Your company will undoubtedly see an increase in qualified hires with longer tenure.