View
The New Dictionary of Hiring

Capability Market

/KAY-PUH-BIL-I-TEE MAHR-KIT/
  NOUN

The Capability Market is everyone who has a skill or experience the business needs, whether or not they're looking for a job.

MEANING

Your applicants are not the market. They're the people who happened to show up.

‍

For scarce or important skills, many of the best people are employed, successful and nowhere near your careers site. Start with where the expertise actually lives, not who clicked Apply. You'll study different competitors, tell a different story and probably realize you should have started much earlier.

Defined by:
James Ellis,
Employer Brand Labs
Category:
The Talent Market
The New Dictionary of Hiring card: Capability Market, noun. Everyone who has a skill or experience the business needs, whether or not they're looking for a job. Abstract iridescent glass shape on a white background.

MAKE THE CHANGE

Instead of:
Talent pool.
Ask:
Where does the capability actually live, not just where are the applicants?

EXAMPLE

The applicant pool has 14 names. The capability the business needs is held by hundreds of people working elsewhere, including some in jobs with completely different titles.

HOW TO USE IT

Map where the required skill actually exists, including adjacent roles and other sectors. Build your sourcing, positioning and market assumptions around that population instead of the people who happen to apply.

SAY IT TO LEADERSHIP

Fourteen applicants tells us who responded to our job ad. It doesn't tell us how many capable people exist or what it would take to win them over.

NOT TO BE CONFUSED WITH

More from
James Ellis
Subscribe
Weekly insights