Dive Brief:

• "What if the entire problem of talent shortages is caused by employers?" says Heather R. Huhman, who writes for Entrepreneur. An October ManpowerGroup 2016/2017 Talent Shortage Survey found that 46% of 42,300 employers representing 43 nations are finding it challenging to fill jobs. However, Huhman adds that some employers may be creating their own barriers.
• Huhman provides tips that employers can more effectively recruit talent by using the best social media tools and proven recruitment techniques. 
• Removing gender-based words can improve candidate attraction by as much as 42% based on a new ZipRecruiter survey. Family friendly benefits such as paid parental leave can sweeten job offers, according to the International Foundation of Employee Benefit Plans. Get the company brand out there as visible as possible. 

Dive Insight:

Companies can learn much about utilizing all the marketing techniques available to reel in talent that Huhman mentions. Much like the methods used to convert website visitors to paying customers, organizations can use strong marketing practices to entice job seekers to apply.

Talent shortages may just be a poorly managed talent marketing process that doesn't convert well. Employers must take their brand to the candidates, and this means being visible on the networks where they are likely to be hanging out.