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GDPR - raising the marketing bar

6 months ago by Alison Owen

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We welcome the latest report on the GDPR by global online marketing leader HubSpot 

Published this week, the HubSpot report gives further validation from this industry giant to the proactive and positive approach we’re taking to GDPR compliance.

According to HubSpot, the new legislation will provide marketers not only with the opportunity to implement best practice and streamline their databases, they will also have to work even harder to earn attention and gain the right to communicate with people. 

 

The death of shady marketing

Once the terms of the GDPR start to bite, heralding the death of shady, outdated tactics that deliver a poor audience experience like list-buying, cold emailing and spam, marketers will have to up their game.

New research paints a despondent picture. With just six months until the GDPR becomes law, only 36 percent of marketers have heard of it, and 15 percent of companies have so far done nothing at all.

 

Candidate-first model of best practice

Like the Volcanic candidate-first approach that we’ve long adopted, HubSpot’s trademark consumer-first model of best practice responds perfectly to the new GDPR principles.

For recruiters to succeed, they’re going to have to focus on providing new value to candidates. Being able to demonstrate that, as a recruiter, you care about your candidates’ data and are handling it responsibly is in itself a powerful marketing message, particularly for the Millennials and Gen Zers who are growing up in a data-rich landscape.

Undoubtedly the job of marketers in the recruitment sector is going to get more difficult. To quote HubSpot directly: “Tactics which don’t have GDPR-compliant consent mechanisms built in will be consigned to the history books.”

 

Consent is key

We completely agree with HubSpot's stance on opt-in consent. The Volcanic candidate dashboard has been built around the principle of consent, with opt-in consent mechanisms as the default. Candidates can self-manage their own data rights exactly as outlined by the principles listed in the GDPR, including the right to be forgotten (RTBF) and the right of subject access requests (SARs).

The GDPR represents a watershed for recruitment. Rather than view this as a headache, or, worse, try to get away with the bare minimum, this is a great opportunity for recruiters to clean up their data, streamline their processes and put their money where their mouth is in terms of demonstrating candidate care.

 

Supporting the recruitment industry

Volcanic is supporting the recruitment industry towards GDPR compliance ahead of the May 2018 deadine. Download your free guide to GDPR for recruitment agencies that walks you through the 12 principles set out by the ICO and gives pragmatic advice on how to deal with them.

 

 

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