Contingent talent marketing isn’t new. It’s long been used by RPOs to reach, attract and engage both active and passive job seekers. But talent marketing is used sparingly – and less effectively – when it comes to contingent workers and suppliers.
Unfortunately, not every MSP will provide this service. Many continue to offer a traditional, formulaic model that doesn’t prioritise relationship building and candidate experience. This can be a problem for today’s organisations – especially those who want to reduce their reliance on recruitment agencies.
It’s time for these MSPs to rethink their approach.
65% of organisations say they will increase their reliance on contingent workers in the next two years.
Ceridian
Why do MSPs need to prioritise contingent talent marketing?
The global contingent workforce is growing rapidly. As candidates demand more flexible, remote working, there are more contingent workers on the market than ever before. This means organisations can gain access to a wider variety of candidates to find the talent they need.
But there are two sides to the coin here. Because more contingent workers lead to more competition. Marketplaces are crowded, skills shortages are high, and professionals now have much more choice in who they work for. As a result, organisations need to work harder to attract top candidates and take action to stand out against their competitors.
How their MSP can utilise talent marketing will make all the difference in this battle for talent. By engaging with contingent workers early and more frequently, employers can create direct-to-talent channels and establish a greater presence in the market.
The Global Contingent Workforce Management Market size is expected to reach $325.7 trillion in 2028.
Research & Markets
The benefits of contingent talent marketing
Employers who move away from a transactional approach when managing their contingent workforce will be rewarded for their efforts. By learning how recruiters can work within your MSP to find the right talent and build relationships, you’ll benefit from:
- Access to a diverse range of talent pools
- Enhanced engagement with candidates
- Reduced agency reliance and fees
- Greater flexibility in workforce scaling
- Streamlined recruitment processes
All the more reason for your MSP to step up its game.
What a forward-thinking MSP can offer
Talent marketing is more than writing and posting a job ad. It requires a clear strategy, targeting, and expertise in campaign execution.
To build successful relationships with candidates and deliver positive experiences, your MSP will need to focus on:
A Contingent Value Proposition (CVP)
A value proposition for contingent workers needs to be clear and visible. Just like your Employee Value Proposition (EVP), it should align with your mission, vision and wider employee brand to ensure consistency. This will help you improve direct relationships with candidates.
You should also demonstrate that contingent workers have an opportunity to make a real impact in your organisation. Contingent workers are now more likely to be fractional CFOs as they are to be a part of the gig economy, and candidates are increasingly focused on delivering meaningful work. Your Contingent Value Proposition therefore needs to reflect this, and should be designed to engage, inspire and attract.
The most attractive CVPs will take this one step further. They will be nuanced enough to strike a chord with contingent workers by highlighting flexibility, competitive pay and project-based opportunities; in essence, the key priorities of contingent workers.
Employer branding
Just like employees, contingent professionals assess organisations based on their reputation, values, culture, transparency and opportunities. This means you can risk losing out on quality candidates if you fail to position yourself effectively.
To create a brand that resonates with contingent workers, you’ll need to make sure it goes hand in hand with your Contingent Value Proposition. A CVP informs your employer brand communications and your contingent candidate experience, so your messaging should be clear, targeted and consistent.
Forward-thinking MSPs can make this process easier. They will help you create a creative, recognisable employer brand that takes your target candidates from knowing nothing about your organisation to wanting to be a part of it. It’s not just about how your brand looks and feels; it’s about understanding how contingent workers perceive your organisation, what motivates them, and why they would want to join you.
72% of recruiting leaders worldwide agreed that employer brand has a significant impact on hiring.
LinkedIn Business
Technology
New technology provides ample opportunities to reach, engage and attract contingent workers beyond basic agency relationships. Instead of relying on talent pools that are also used by your competitors, organisations can utilise tech tools to build their own talent communities and nurture direct relationships with a diverse range of candidates.
That being said, the wealth of platforms to choose from can be overwhelming. An effective MSP will be able to guide you on what to select, and create a clear strategy for how they should be used and when.
The best providers will be able to utilise platforms strategically to communicate your CVP and employer brand through targeted social media posts, emails and paid advertising, helping you build brand awareness and market your vacancies. This makes it easier for your recruiters to access pipelines of interested contingent talent.
Conclusion
It’s never been more important for employers to communicate clearly and consistently with their contingent workers. At a time when global contingent workforces are accelerating, organisations should utilise their talent marketing strategically to ensure they stay ahead of the pack.
This requires a different approach to what’s been done before. MSPs will need to demonstrate their commitment to prioritising candidate relationships, which means focusing on a Contingent Value Proposition, enhancing employer branding and capitalising on new technology and platforms. Only then can they secure the talent organisations need.
