As the digital landscape continues to evolve, data privacy has become a pivotal topic, especially for those in talent acquisition. Following up on early-2024 webinar, we recently hosted an in-depth webinar on the latest developments in data privacy, with a special focus on Google's recent decision impacting digital marketing practices.
Whether you’re catching up or joining us for the first time, this blog post will provide you with a comprehensive summary of the updates, best practices, and actionable strategies essential for staying ahead in the changing digital landscape.
Understanding Google's reversal on third-party cookie deprecation
Google's 2020 announcement to deprecate third-party cookies in Chrome marked a significant shift in digital marketing and advertising. Initially planned for 2022, the deadline has been delayed multiple times, most recently to the end of this year. Many now question if it will ever happen. Given Chrome's dominance with two-thirds of the web browser market, any move by Google is a major disruption.
Regardless of timing, the implications are clear: without third-party cookies, marketers — including recruitment marketers — need to find alternative ways to effectively track and target users, including job seekers.
The backstory: For years, third-party cookies have been integral to digital advertising, enabling marketers to track user behavior across different sites and deliver targeted ads. However, growing concerns over user privacy led to a global push for stricter data protection measures. This shift began with Safari and Firefox phasing out third-party cookies, but the impact was minimal compared to Google’s proposed changes based on browser market share.
Google's decision: In July 2024, Google reversed course, opting to keep third-party cookies active in Chrome for now and focus on introducing an elevated/informed experience in Chrome that lets people choose and adjust their privacy controls. This decision was influenced by several factors, including regulatory pressure led by the UK watchdogs Competition and Markets Authority (CMA), which scrutinized the potential anti-competitive effects of Google’s original plan.
Talent acquisition data privacy
For talent acquisition professionals, this decision means that traditional methods of tracking and targeting job seekers through digital content remain available, at least for now. However, it also underscores the importance of leveraging first-party data now and preparing for a future where first-party data becomes the primary source for personalized marketing and recruitment strategies, as many industry experts agree that third-party cookies will eventually be prohibited across all browsers.
The increasing importance of first-party data: While Google's reversal offers a temporary reprieve, the long-term trend is clear: first-party data is becoming increasingly critical.
The future of talent acquisition data privacy: Zero-party data, such as email addresses, job preferences, and personal interests, is data that candidates willingly share with you, collected into a first-party data ownership model. This data is invaluable because it allows you to create a more personalized and relevant candidate experience. Leveraging this data to build stronger, more direct relationships with potential hires can lead to higher engagement and conversion rates.
Best practices for collecting and managing first-party data: All talent acquisition teams should prioritize collecting and managing first-party data. Begin by simplifying your data collection processes. For instance, when candidates visit your careers page or job listings, prompt them to provide their email addresses in exchange for relevant content that they want to see. Keep the process straightforward — ask only for essential information at first, and gradually build a more detailed profile as the candidate engages with your company.
Once collected, first-party data should be managed responsibly. This means securing the data, respecting candidates' privacy, and using the data to enhance, not overwhelm, the candidate experience. A well-executed first-party data strategy can improve your communications' relevance and increase your recruitment campaigns' effectiveness.
Humanizing the candidate experience: From data points to people
As the industry shifts away from third-party data, there’s a unique opportunity to revisit how we engage with job seekers. In the past, heavy reliance on third-party data led to an impersonal approach — candidates were often treated as mere data points. The rise of first-party data allows us to correct this by humanizing the candidate experience, creating deeper connections, and, ultimately, driving better hiring outcomes.
Data’s role in effective recruitment marketing
Building a comprehensive talent marketing strategy that combines reach and connection tactics is essential to leveraging the power of first-party data and navigating the evolving digital landscape.
Effective talent marketing requires reach tactics that ensure your message gets in front of the right audiences (and at the right volumes) and connection tactics that ensure your message speaks to your audiences directly to resonate and drive action. Third-party data sources can reach audiences large and small, from broad-reach strategies to build brand awareness, to hyper-local geofencing down to a precise location. First-party data can be leveraged to drive deeper connections through personalized content based on specific signals your organization has collected and verified from your users.
Operational maturity: Assessing your organization's talent marketing operational maturity is also crucial. Are you operating in a passive mode, or have you developed into a proactive or even predictive organization? Understanding your current level of data maturity will help you identify areas for improvement and set realistic goals for advancing your talent acquisition efforts.
6 steps to kickstart your TA data strategy
- Evaluate your data practices: Determine where your organization falls on the operational maturity model (Passive / Efficient / Agile / Proactive / Predictive);. Use this as a framework to guide your data strategy and identify areas for growth.
- Define your KPIs: Clarify what success looks like for your talent acquisition efforts. Whether it’s increasing hires, reducing cost-per-apply, or boosting brand awareness, having clear KPIs will help you focus your efforts.
- Establish a foundation of first-party data: Start building or strengthening your first-party data collection systems. Consider implementing easy email capture on your careers website, or utilize AI-driven chatbots for data capture, and offering transparency, security, and value in exchange for your users’ information.
- Collect zero-party data: Ask specific questions of those who have expressed interest in your company via quick forms, surveys, etc. with the goal of gaining a deeper understanding of their values, interests, and preferences as those align with your organization’s. Promise to be responsible with their information, and be clear on how you intend to use it and why that is beneficial to them.
- Leverage various data sources: From top-of-funnel reach strategies to hyper-targeted, personalized approaches, use your first-party data to create tailored content and communications that speak directly to your candidates' values and interests.
- Humanize your approach: Treat your candidates as individuals by leveraging the data you collect — and, perhaps most importantly, data your users take the time to give you — to create personalized, meaningful interactions throughout their journey with your brand, including post-apply and beyond.
As the digital landscape continues to evolve, staying ahead in talent marketing requires a proactive approach to data and candidate engagement best practices. You can build a more resilient and effective recruitment strategy by understanding the implications of Google's recent decision, prioritizing first-party data, and humanizing the candidate experience.
Get in touch with us if you have any questions or want to discuss these strategies further.
