By Peter Weddle, CEO TAtech
Entrepreneurs are independent people who figure out how to get stuff done. That’s why they’re successful. So, if that’s you, you’d probably question the value of joining an industry trade association. After all, it is, by definition, an association of competitors, so what’s it gonna’ do for you?
The answer to that question begins with a truism about business success in the talent technology industry: A rising tide lifts all boats. No matter how successful it’s been, every company, at some point in its growth, needs the market advantage of strategic allies and the reinforcement of aligned partners. Red Bull and GoPro both benefited from working together. So did Apple and MasterCard. And Starbucks and Spotify.
In truth, one plus (the right) one equals more than two in business.
And in the talent technology industry, that formula is best achieved by joining the industry’s trade association: TAtech: The Association for Talent Acquisition Solutions. Let’s use that truism I noted earlier to explain how the Association works for its Members.
A Rising Tide Lifts All Boats … Except Those With Holes
According to The 2023 Talent Acquisition Research Report from Symphony Talent, a whopping 94.4 percent of the respondents to its survey said they would “prefer one solution that captures data across every candidate touchpoint, from sourcing to hiring campaigns to pipeline tracking and reporting.” Whether or not you agree with the finding, there’s certainly more interest being expressed by employers in solutions with multiple capabilities. They believe that such versatility minimizes complications with tech stack integration and maximizes interoperability.
To be successful, therefore, solution providers must first understand what additional capabilities employers want when considering their particular kind of product, whether it’s a job board, recruitment marketing solution, CRM platform or any other talent technology. That’s the easy part, at least if they’ve maintained strong customer relations. The hard part is finding an appropriate partner to patch the hole in their offering. And that’s where TAtech comes in.
At both of its major market conferences each year – TAtech North America & The World Job Board Forum and TAtech Europe & The EMEA Job Board Forum – TAtech operates the TAtech Deal Center. A central feature of both events, the Deal Center is specifically designed to facilitate B2B meetings about prospective partnerships, product integrations and more. And no surprise, it’s a busy place! During a typical TAtech conference, more than 700 meetings will occur, all with a single purpose: to patch the holes that keep companies from rising.
A Rising Tide Lifts All Boats … But Some Rise Faster Than Others
The talent technology market is already crowded, and new entrants are arriving almost weekly. With products for pipeline building, talent matching, process automation and every other TA activity, it’s a daunting tableau for many customers. While a significant percentage of employers report that they intend to invest in new products this year, they’re having a hard time figuring out which companies and what specific solutions to consider. It should come as no surprise, therefore, that less than half – just 48% – of recruiters are satisfied with their employer’s technology, according to Aptitude Research.
The key to success in such a market is not visibility, it’s persistent visibility. Exhibiting at one-off HR/TA conferences is helpful, but what solution providers really need is a sustained spotlight on their brand, their product and their thought leadership. Why? Because they need to stand out from the crowd – they need recognition wrapped with stature – so they are top of mind when employers decide to make a product acquisition. And that’s where TAtech comes in.
In addition to its conferences, TAtech provides its Members with an array of opportunities to be in the spotlight. It promotes Member press releases and news on social media, features Member products in the TAtech Talent Technology Buyer’s Guide and produces TAtech Live, a lineup of digital programs that includes Stepping Up – webcast interviews with company execs on the good Members are doing for their customers and communities; RecAd Savvy – webcast conversations with Member experts on the best practices and new ideas in online recruitment advertising and marketing; and TAtech’s Exclusive Roundtables – webinars with Member thought leaders on some of the most important topics in talent acquisition today.
Finally and no less important, TAtech provides a community where those in the talent technology business can meet and get to know one another. At conferences, to be sure, but also through digital events and peer2peer introductions by TAtech. In short, TAtech is a place to form friendships as well as do business. It is the place where A rising tide lifts all boats … and the men and women who sail them.
Food for Thought,
Peter Weddle is the author or editor of over two dozen books and a former columnist for The Wall Street Journal. He is also the founder and CEO of TAtech: The Association for Talent Acquisition Solutions. You can download his latest book – The Neonaissance – FOR FREE at OneStoryforAll.com. And, if you don't have time to read the entire book, just download a short excerpt of his inspirational message.