The street sourcing, or urban recruitment, is a recruitment method that involves approaching candidates directly in public places such as shopping centres, markets or sporting events. Although this method may seem surprising, it is increasingly used to attract diverse profiles, sometimes far removed from the job market, and offers a more direct and inclusive approach.
In a world where competition to attract talent is increasingly fierce, this method stands out from traditional recruitment channels such as job boards and specialist agencies. The idea is simple: go directly to the field to interact with candidates, who are often passive or distant from traditional recruitment platforms, and gather information so that they can be contacted again later.
Street sourcing offers several advantages, particularly in terms of inclusion. By enabling direct interaction, this method is not limited to traditional criteria such as qualifications or experience, allowing talent that is often overlooked by traditional recruitment processes to be discovered. In addition, it can strengthen the employer brand by humanising the process and bringing the company closer to the local community.
However, this method also has its limitations. It is often more effective for low-skilled or high-volume positions, but its return on investment (ROI) can be disappointing for more skilled profiles. There is also a risk of unintentional discrimination if the recruitment locations are too targeted or not diverse enough. Logistics can also be complex, requiring permits to occupy public spaces.
To run a successful street sourcing campaign, there are three essential steps to follow:
- Define the personas: clearly identify the profiles you are looking for and the most appropriate places to find them.
- Plan the approach: prepare the necessary materials (flyers, signage) and be ready to interact quickly and effectively.
- Evaluate the results: measure the impact of the campaign and adjust the strategy based on feedback.
In summary, although street sourcing is a more demanding and sometimes risky method, it can be very effective in reaching diverse profiles, particularly in sectors where talent is scarce.
