At TS Imagine, I am Chief Business Development Officer for Eastern Europe, where some of the finest minds in technology are based. Combining this role with my professional background as a career therapist, I’ve garnered substantial insight into the complexities of regional business development, and the specific hurdles faced when recruiting IT specialists. As part of this, I’ve applied an “omnichannel recruiting” approach.

Let’s start with the theory. What is omnichannel recruitment?
Omnichannel recruitment is a dynamic approach that taps into multiple avenues to discover potential candidates. This method doesn’t just stop at acquiring a resume — it dives deep, aiming to get a holistic view of a potential candidate.

The term “omnichannel” comes from the world of marketing. It represents the strategy of reaching customers at every popular interaction point to provide a seamless and consistent experience.

When it comes to recruiting, the omnichannel approach means viewing each candidate as a unique potential partner in creation. Instead of a cursory glance to see if someone fits a mold, it’s about engaging them at multiple touchpoints and being an active ally in their professional journey. This method goes beyond standard practice — it’s about forging genuine connections with candidates.


Omnichannel vs multichannel

At a superficial level, both “multichannel” and “omnichannel” seem to hint at the same thing—utilizing various communication platforms.

“Multichannel” recruitment involves leveraging diverse tools, like job listing websites, social media channels, and emails, to interact with potential candidates. However, the catch is, these channels operate in isolation, without interconnectedness.

In contrast, “omnichannel” recruitment doesn’t just use a mix of tools—it binds them together. Whether a candidate is browsing a job site, scrolling through social media, or attending a community event, omnichannel ensures a cohesive communication experience throughout all these touchpoints.

Why is omnichannel touted as the superior approach?

  • Wider Reach: It taps into an expansive pool of potential candidates.
  • Efficiency: By employing a smart strategy, both time and financial costs can be slashed.
  • Branding: It’s an excellent method to consistently showcase your company’s brand across various platforms, letting talents familiarize themselves with your company in spaces they already frequent.

Yet, remember: omnichannel’s success lies in its execution.


Mastering the channels

  • Direct Communication: Engage candidates through messengers, emails, job sites, and social networks.
  • Social Networks: Rather than repurposing them, use platforms like LinkedIn or Facebook as primary search tools. Seek out active members in job-related groups or communities.
  • Professional Networking: Step into the realm of professional events or even create your own within your organization. Think internal meetups or workshops to connect with talent.
  • Communities & Partnerships: Collaborate with both local and global communities or online educational institutions. Such partnerships can lead to a pipeline of trained candidates right from graduation.
  • Events: Be present at both offline and online specialized events. Looking for a data analyst? Maybe a Data Analytics Camp is the place to be.
  • Agencies: Leverage their databases and connections, especially ones you might not have.
  • Referrals: Often, they outperform other methods. A satisfied employee can be your best brand ambassador.
  • Advertising & Search: From paid ads on platforms like Google and Facebook to savvy Google searches pinpointing candidates, casting a wide net can be valuable.


Staying Connected

Relying on one communication channel means you’re bound to lose track of a candidate or two. Embrace the expansive reach of omnichannel recruiting to keep those connections alive.

 At TS Imagine, we’ve harnessed tech to manage our recruiting maze. Initially, navigating 13 distinct workflows for 13 job positions was like juggling in a tornado. But as with anything, streamlining is key.

Candidates now receive constructive feedback, offering a clearer path forward.


After the hire

Post-hiring communication is a tightrope walk. Too much, and you’re crowding; too little, you’re aloof. Striking that balance means picking up from where you left off. Congratulate them on the new role and maybe check in a few months down the line. This periodic touchpoint can flag potential issues if they were hired within your company, and gauge satisfaction levels if they found a role elsewhere.

Remember, even the best recruiters have limits. With tech at our fingertips, automating some interactions ensures no candidate feels left in the lurch.

In the end, it’s all about integration. An omnichannel strategy weaves multiple channels seamlessly. Opt for isolated methods, and you’re back in the multichannel zone, where connections remain disjointed. Aim for the weave, not the patchwork. 

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Marina Melnick
Marina Melnick

Marina Melnick is the Chief Business Development Officer for Eastern Europe at TS Imagine. For more than a decade, Marina has empowered teams to transform and drive businesses with data and technology.