Super Meeting 2023 Recap: Recruiting vs. Talent Acquisition

Newsroom | 2 min read | December 4, 2023

- By Steffan Busch, Nexstar Talent Acquisition Coach and Executive Recruiter

I’ve been involved with recruiting for nearly 20 years, and I’ve seen a lot of recruiting strategies and trends come and go. A few years ago, I saw a new term: talent acquisition. At the time, I figured the term was just the newest buzzword for recruiting. Big deal. I moved on, and continued to call what I do “recruiting.”

Earlier this year, we hired a new Recruiting Coach, Jason Florek. Not long after starting, he asked me why we use the word “recruiting” as opposed to “talent acquisition”.

I asked, “Why shouldn’t we? What’s the difference?”

His response changed my thinking on the matter.

Jason told me that recruiting involves trying to convince someone to do something. When we’re recruiting, we’re attempting to convince people to work with us. Talent acquisition, on the other hand, is using strategies, tactics, and processes for identifying, recruiting, and retaining talent for organizations. It involves developing, implementing, and evaluating programs for sourcing, hiring, orienting, and retaining talent. Talent acquisition also considers the cultural impact an individual will have on an organization.

That makes sense. I’m on board, now. And if we all want to switch from being a recruiting organization to being a talent acquisition organization, where do we start?

The first thing to do is create an Employer Value Proposition (EVP). An employer value proposition is an explanation of why someone should consider working at your company. High-performing people (the people you want working at your organization) are currently working… somewhere else. Why should they consider leaving their current situation to come work with you? What sets your organization apart from others in this industry? Now, these aren’t easy questions to just answer off the cuff. Pay and benefits are important, but it’s more than that.

If you’re the owner or visionary of your company, an EVP begins by answering the question of why you’re in business. It incorporates your company’s values (or guiding principles, as we refer to it here at Nexstar.) An EVP also incorporates leadership and culture. (Leadership sets the tone at your business and offers a framework for your company’s culture. The people you have in the company create the culture organically, but it begins with leadership.) Finally, an EVP incorporates your total rewards. Compensation and benefits are the initial draw, so make sure you’re offering a competitive package worthy of a high-performing team.

Once you’ve created your company’s EVP, it’s up to you to find an integrator, who will ensure the EVP is implemented and broadcast to the community using all available channels. This is how you attract talent to your organization.

Curious to learn more? Well, Jason and I recently had a thoughtful conversation about the idea of recruiting vs. talent acquisition with Hannah Belloli, the business development editor at one of our trade industry publication ACHR The News. Find that podcast interview here.

Nexstar members, reach out to your talent acquisition coaches and executive recruiters for more information on how to create your company EVP. And if you’re serious about implementing this game-changing strategy, I highly recommend signing up for a 2024 Talent Acquisition Workshop here. The first one happening in the new year is January 9-11, 2024, in Minnesota.

If you’re not a Nexstar member, but are interested in the services, resources, tools and training our membership offers to home service businesses, learn more at

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