The New Dictionary of Hiring

Share of Consideration

/SHAIR UHV KUHN-SID-UH-RAY-SHUHN/

NOUN

Share of Consideration is the proportion of a target talent market that would seriously consider working for your company.

MEANING

Awareness asks, “Have they heard of us?” Share of Consideration asks, “Would they seriously consider working here?”

‍

The second question is considerably more useful. You don't need every engineer, nurse or project manager on earth to know your name. You need the particular people your business will depend on to put you on their shortlist. Fame is nice. Consideration is what gives recruiting a chance.

Defined by:
James Ellis,
Employer Brand Labs

Category:

The Talent Market

Related Terms:

MAKE THE CHANGE

Instead of:

Employer awareness as the primary brand goal.

Ask:

Of the people we most need, how many would seriously consider us?

EXAMPLE

Hundreds of people recognize the company name. Very few would put it on a shortlist of places they'd seriously work. Awareness looks healthy. The hiring problem remains.

HOW TO USE IT

Ask a defined group of priority talent whether they'd genuinely consider the company, then learn why or why not. Track this among the people who matter instead of relying on general brand awareness.

SAY IT TO LEADERSHIP

Being known isn't enough. Of the people this plan depends on, how many would actually consider working here? That's a number worth improving.

NOT TO BE CONFUSED WITH

Recruiting Gravity: Share of Consideration measures how many of the right people would take your call; Recruiting Gravity is how far they come to you without being chased.