The Perfect Recruitment Model for Your Business | Maria Mayorga CO2 2017 Presentation
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Have you updated your recruiting strategy for the digital age? Maria gives you her most updated strategies in this presentation.
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The Perfect Recruitment Model for Your Business | Maria Mayorga CO2 2017 Presentation
- 1. The perfect recruitment model for your business Maria Mayorga, Director of Strategy, Coalmarch Productions
- 6. 41% of pest control companies surveyed by NPMA said access to great people is hindering their growth. Source: http://www.pctonline.com/article/growth-hold-up-finding-good- employees/
- 7. We need good people to make great money.
- 9. Are you doing enough? ● Did you talk about your recruitment performance weekly? Monthly? When you had a problem?
- 10. Are you doing enough? ● Did you talk about your recruitment performance weekly? Monthly? When you had a problem? ● Did your entire team make an impact?
- 11. Are you doing enough? ● Did you talk about your recruitment performance weekly? Monthly? When you had a problem? ● Did your entire team make an impact? ● Are you proud of the people you hired?
- 12. Your challenge for today and this moment.
- 13. What are you going to learn today?
- 14. What are you going to learn today? 1. How to create a recruitment blueprint for 2018 1. Trends that are changing the industry
- 16. What are you going to learn today? 1. How to create a recruitment blueprint for 2018 1. Trends that are changing the industry
- 22. Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients. Richard Branson
- 23. Companies with happy employees outperform the competition by 20%. Source: http://www.snacknation.com/blog/employee-happiness/
- 24. 36% of employees would give up $5k per year to be happier at work. Source: http://www.snacknation.com/blog/employee-happiness/
- 25. So, how do we delight our employees?
- 28. So, how do we delight our employees? 1. Develop a transparent workplace
- 30. So, how do we delight our employees? 1. Develop a transparent workplace 2. Create a positive work environment
- 31. HUPPSA!
- 34. So, how do we delight our employees? 1. Develop a transparent workplace 2. Create a positive work environment 3. Recognize and reward employees
- 35. 69% of employees say they would work harder if they felt their efforts were better recognized. Source: https://blog.clearcompany.com/10-mind-blowing-statistics- on-performance-reviews-and-employee-engagement
- 37. So, how do we delight our employees? 1. Develop a transparent workplace 2. Create a positive work environment 3. Recognize and reward employees 4. Create and market your career paths
- 39. So, how do we delight our employees? 1. Develop a transparent workplace 2. Create a positive work environment 3. Recognize and reward employees 4. Create and market your career paths 5. Offer exceptional benefits
- 42. Do benefits correlate to your hiring timeline? YES
- 44. Other benefits that speed up hiring time include:
- 45. unlimited PTO health insurance paid sick days holiday time off maternity leave fitness stipend wellness stipend work-life balance free lunch Performance-based bonus FMLA family friendly paternity leave part-time work free drinks
- 46. The work you do here will have an impact on EVERY STAGE IN THE FUNNEL.
- 47. 2018 Blueprint: DELIGHT 1. Analyze your benefits and pick one benefit to change/improve 2. Outline your career paths for your top 3 positions and post it online 3. Create a timeline for performance reviews and work with your managers to roll this out
- 49. If you can't describe what you are doing as a process, you don't know what you're doing. W. Edwards Deming
- 50. Are you putting in the work?
- 51. If you can't measure it, you can't improve it. Donnie Shelton
- 52. If you can't measure it, you can't improve it. Donnie Shelton Peter Drucker
- 53. In order to close more applicants, we have to look at a few areas: 1. Our processes 2. Metrics and Tracking
- 54. OUR PROCESSES
- 55. INSERT
- 56. INSERT
- 57. INSERT
- 58. INSERT
- 59. INSERT
- 60. INSERT
- 62. KEY METRICS KEY RECRUITING METRICS TO TRACK ● Applicant Quantity ● Application time ● Time to hire ● Cost per applicant ● App to hire ratio ● Time to fill ● Cost per hire ● Funnel effectiveness ● Channel success rate ● Conversion rate Key Metrics Key Metrics
- 63. 2018 Blueprint: CLOSE 1. Write five new processes related to hiring 2. Host a training with your managers to review your ideal types of employees and where you are falling short. 3. Outline and track five metrics related to recruiting. Review these every month!
- 65. Words are free. It's how you use them that may cost you. KushandWizdom
- 66. When is the last time you rewrote your job descriptions?
- 67. Textio Image
- 68. WHAT DOES TEXTIO TELL US? Weak job listings = Poor Applicants = Wasted time and money
- 71. More than 10 companies in the top 100 had NO job postings listed.
- 72. 35
- 73. How can we all use Textio?
- 76. How can you take this one step further?
- 77. Employee Survey 1. What made you apply? 2. What stood out to you? 3. How did you apply?
- 78. What types of companies stood out?
- 84. 2018 Blueprint: CONVERT 1. Sign up for a free trial of Textio 2. Add all of your job descriptions to Textio and make changes within the 30 day window 3. Outline 3 or 4 areas/phrases that you want to test in 2018 and begin to add those to your job descriptions 4. Create an employee survey to ask employees why they started working with you
- 86. Human Resources isn’t a thing we do. It’s the thing that runs our business. Steve Wynn, Wynn Las Vegas
- 87. All of the things we know about marketing apply to recruitment.
- 88. THE FOUR KEY PIECES TO ATTRACTING CANDIDATES IN 2018 1. Use your website to attract candidates 2. Generate reviews and referrals 3. Write content for applicants 4. Market opportunities with external influencers
- 89. Use your website to attract candidates
- 94. 86% of job seekers use their mobile phone to look for jobs.
- 99. Don’t do it now- but pull up your website on your phone. How easy is it for you to find your careers section on your phone?
- 101. Insert Image
- 106. Insert Image
- 111. There is a list in every single city of the United States!
- 117. What’s the next biggest thing other than your website that you can use for recruiting?
- 118. YOUR TRUCKS!!!!
- 120. 2018 Blueprint: ATTRACT 1. Update your website for applicants 2. Incorporate content for applicants into your monthly content calendar 3. Respond to all reviews on Indeed and Glassdoor 4. Update your design materials to include recruitment-focused messaging
- 124. We know where you are. We know where you’ve been. We can more or less know what you’re thinking about. Eric Schmidt, Google
- 131. Google Jobs Schema Markup 1. Mark up your job listings with structured data 2. Submit a sitemap for each listing
- 135. How does Google rank these positions?
- 136. 2 things stand out: 1. Salary 2.Frequency
- 137. How should you feel?
- 139. Challenges for you ● Google Jobs will launch a paid option ● You have to learn a new software ● Source tracking will be very important KEY METRICS Challenges
- 141. Positives ● Increased exposure for your positions ● We are familiar with the algorithm ● It will advance innovation ● The Ad platform should be similar to Adwords. KEY METRICSPositives
- 142. What do we need to change in 2018 to succeed on Google Jobs? ● Include salary on every position ● Track every source and the quantity of applicants and hires from each ● Monitor your investment in Indeed (and other) and be prepared for paid options coming to Google ● Post jobs frequently to maintain positioning
- 148. The perfect recruitment model for your business Maria Mayorga, Director of Strategy Coalmarch Productions mmayorga@coalmarch.com https://www.linkedin.com/in/mariaemayorga/ @mariamayorga1
Notas del editor
- Hi everyone, My name is Maria Mayorga and I am the director of strategy at CM. I am excited to be here with you today.
- For the last seven years, I have worked at Coalmarch Productions. I manage the sales team here at CM and I get the unique opportunity to travel the country meeting with prospects and clients. Recruitment has always been a passion of mine and for four years I led the recruitment at our agency. In the last year, I have spent time with pest control and lawn care companies all over the country talking about how they can improve their recruitment efforts. Today, I am going to share those stories. MENTION LAST YEAR AT CO2.
- For the past five years, I have managed the recruitment strategy at Coalmarch. This year was a shift for me as I have now empowered the other managers to take on more of the recruitment for their departments instead of doing all of the execution. They are now executing the process I created. We have experienced a lot of growth over the years We have had a few great years with turnover under 8% and a few bad years. But each year has taught us a different lesson and that’s why I am here today.
- And also racing cars. I don’t have a ton of time to talk about that today but come find me tonight and we can chat.
- The last time I gave this presentation the batteries flew out of my clicker I was so fired up, so those of you in the splash zone better pay extra close attention I have been championing this topic for the last year and I have observed and learned a lot. This is a hot topic and our largest challenge But as an industry, on the lawn and pest control side, we are all falling short. More people are putting an effort in but it isn’t enough. So let’s get started with...
- NPMA released a study in the October issue of PCT. Not surprisingly, the lack of good people is hindering our growth. I had a conversation this year with a client. We were sitting at the bar talking about how his season was going. He told me during this conversation that he needed to turn off all of his Adwords spend because he didn’t have people in place to do the work. When I heard this story, I was crushed. I knew how hard he worked to grow his company this year but he was going to fall short because he didn’t have the right people in place. This client was doing everything else right. He was a great leader, well-known in the community, customer service scores through the roof. But when I started asking questions, I realized there was so much more he could do. We will cover those ideas and those stories today.
- This is a story I have heard over and over this year. Our clients can’t grow their business without making a dramatic improvement in their recruiting efforts. Our people are the core of who we are. Recruiting is so much more than just posting a job description online. If done right, we will have to look at every single area of our company. We don’t have it all figured out. We are learning and advancing and have so much work to do in this space.
- I am going to call you out. I hear the challenges but I don’t hear about the work. When you look back at 2017, think about these things?
- Did you talk about your recruitment performance as much as you did your sales performance? Did you talk about it weekly? We have to put recruiting on the same level we do as sales. If we don’t, we are never going to get better.
- Did your entire team help you with recruitment or did you feel like you were the only one carrying the recruitment flag?
- Are you proud of the people you hired? When you look around, did the people around you help you to hit your goals?
- I know that you are going to go home from this conference with a ton of things on your mind. You have been challenged and pushed and 2018 already feels overwhelming. Stop And think. Do you want to be the same type of company you were this year? Do you want to beat your head up against the wall again and again? No. So lets get better. Lets push ourselves out of our comfort zones. And lets do some amazing things. Lets commit to making 2018 the best year ever and one where we can look back and say that we did everything we could to recruit more people to our companies. Stop planning for best case scenario.
- We are going to develop a blueprint for 2018. You alone cannot execute this. Prepare to think about how to get your other team members involved. The trends in the industry I am going to let you know what’s coming down the pipeline and what you need to pay attention to in order to be successful.
- Disclosure statement. If I mention your company, I owe you a beer!
- This year I have been challenging companies using the following recruitment funnel: attract, close, convert and delight.
- We were talking about attraction first and then moving to delighting. What I learned is that many of us were focusing more on attracting new talent rather than taking care of the employees we have.
- When I started thinking about 2018 and the changes we need to make, I found that this needs to be flipped. We can’t start with attraction anymore. Instead, we have to look within our companies first, make the needed changes, and then start our outreach.
- When I started thinking about 2018 and the changes we need to make, I found that this needs to be flipped. We can’t start with attraction anymore. Instead, we have to look within our companies first, make the needed changes, and then start our outreach. If we have happy and engaged employees, the rest will be much, much easier. If you don’t have happy employees, you should make changes before investing in digital recruitment.
- Erin talked a lot about this today. She mentioned INSERT SPEAKING NOTES HERE.
- Our employees are the ones on the front lines. They are interacting with our customers more than we are. So we have to make sure they are putting their best foot forward and that they are happy.
- Look, I know that this is hard work. Our employees test us day after day. But times are changing. We have to do more for our team members or someone else will.
- There are a few ways...
- Do we give them more money?
- No! It’s not just raises! Delighting is so much more than that.
- As leaders, we lead organizations made up of people who have come together to make an impact. Our job is to empower and motivate our teams to maximize the impact of our organization for our customers, our employees, and the world. This is the framework of our success.
- I hope you have found me HUPPSA. This is our standard and our way of life. When we make a hire, we make sure they fit these values, You cant teach someone to be positive. We can train employees on happy but you cant train them. This is our core for how we move forward. Starts in our hiring and continues even in the hard times. If we have a situation, we come back to our values. How can we make our response helpful, positive? How can we embrace these values in everything we do? I know that the work is difficult. I know you dont get a lot of gratification. We are doing the hard work and it can be a lonely place. We are growing amazing companies and we are changing lives. We are helping companies to be safer and we are changing the lives of our employees. For us, this is how we maintain a positive work environment.
- Sure we also have fun. But I promise you those small moments mean more than these.
- I could list 100 more statistics on the importance of recognizing team members. If you invest in regularly giving feedback, positive or negative, it will get easier. And you will be able to push your employees faster because of that regular feedback model. As a manager, this is something that is very important to me. It’s really hard for me to see something and not say something. My team is used to hearing from me on a regular basis on their performance and I know they are better for it.
- This is an example of a way we go above and beyond with our feedback. It’s not enough to keep our team members performance in email or verbally. We have to make it easy for our team members to see how they are performing. This is an example of a scorecard in Forgely, our people management software. Our team members can go and see how they are performing at any time. This gives them a tangible way to see where they can improve and how they can get better than the rest of the company. Performance reviews are so important but we can’t just wait until their annual review to do these. Weekly check-ins, monthly inspections, and quarterly reviews go a long way.
- How many people in here have outlined their career paths? Outlining your career paths will not only delight your current employees but it will also help you attract new ones.
- This is an example from Greenscape in NC. Crew to Branch manager. Add salary for current team members.
- I empathize with business owners. A few years ago, offering health insurance meant you were going above and beyond for your team members. But the status quo is changing. Offer a week off between christmas and New Years
- Every company seems to be trying to outdo each other with work perks. Whether it is free food, nerf, or a great equity program, companies are running fast and furious to get the best “total rewards” to attract the best talent. With all these benefits flying around, I was curious, did any of them really impact the hiring process, and make companies more compelling? Turns out very few do.
- Textio analysis of 75 benefits and perks showed that just 20 had a positive impact on hiring time, and five actually slowed down hiring time. By far and away, the standard bearers of company benefits did have a positive impact: leave, insurance, and financial incentives. So I wouldn’t ditch those. Top 5 benefits that speed up hiring But that isn’t to say work-life balance isn’t important. It’s just job seekers are looking for balance outside of work. Three of the five benefits that sped up time to hire were related to giving more opportunities to leave work: Instead of an onsite gym, you can offer a fitness stipend.
- Every company seems to be trying to outdo each other with work perks. Whether it is free food, nerf, or a great equity program, companies are running fast and furious to get the best “total rewards” to attract the best talent. With all these benefits flying around, I was curious, did any of them really impact the hiring process, and make companies more compelling? Turns out very few do.
- I empathize with business owners. A few years ago, offering health insurance meant you were going above and beyond for your team members. But the status quo is changing.
- All of this is posted on CM.com.
- I hear a lot of complaints about recruitment. When people find out that I have a passion for this, they tend to lay their problems on me. You can either throw in the towel or improve how you are going about it. Can’t find good people Everyone’s on drugs No one answers my call But when we dig a little deeper, I tend to find that there are a lot of improvements we can make on the process. And my belief is that once we improve the process, we will find things get easier.
- Donnie has led me to believe that this is his original quote
- but I found out a few weeks ago when I read BUILD that it was’nt true. But what he tells us this all the time.
- This is an example of the interview checklist TPC has. This works really well- what about other processes. Do you have a process for what happens when an applicant doesn’t respond to an email? A process for accepting referrals from your current team members?
- These are examples of processes we use. For every single step in the interview funnel, we have a process outlined.
- These are examples of template emails we have. You shouldn’t have to write an email from scratch every time you invite someone to do an interview. The less time you spend writing emails, the more time you have to think about your process and improvements.
- These are examples of softwares you can use to make that processing a little easier. These softwares will take the manual labor out of running through every step of the hiring process.
- Do you have any team members who tell you they are “sooooo busyyyy”? They can’t possibly take anything else on? Do you often feel overwhelmed? Come into work with a to-do list but at 5pm you realize your list has more things on it than when you started. This book has nothing to do with recruitment but it changed my life. And if you are excited about making recruitment changes but feel like you have no time to make those changes, read this. Read this before you start executing on these ideas and I can promise that you will have more time to execute.
- In order for us to close more applicants and actually make a difference in this category, we have to look at the metrics that are working and not working. You look at your CPL every day, right? You look at your revenue per stop, right? So how many recruitment metrics are you reviewing? You are going to learn some cool things tomorrow related to dashboards. I recommend when planning for 2018, write down some metrics that you want to start tracking. If you don’t know what metrics to track….
- Here are some good ideas! For those of you already tracking, think about how you can get even more granular. For example, for every field your application form has, there’s an additional drop-off of 50%!
- We talked about delighting our employees, closing them into candidates, but before we can do that we need to look at how we are converting them from prospect to applicant. We know that we need more people applying for our jobs and we know that we need to improve how much time it takes for us to hire. So are we looking at everything that will help us with that? We can’t do that if we don’t analyze our funnel to see what is working and what is not working.
- I know some of you in this room rewrote your job descriptions a few weeks ago. Many of the companies I talked to this year, hadn’t made changes to their job descriptions in years. This is a really important and critical step in going above and beyond in your recruitment.
- During this portion of the presentation, I am going to talk a lot about a company called Textio. Textio is a Seattle-based artificial intelligence startup that is helping companies around the world recruit more qualified, more diverse job applicants in less time. They developed an advanced machine learning platform for writing. It instantly compares your job post to more than 40 million others to predict how well it will perform before it’s ever published. Textio’s machine intelligence platform has proven that the language you use in a job post actively changes who will even consider applying for your job, which directly impacts the quality and diversity of your applicant pipeline.
- Textio has the ability to tell us exactly how our job descriptions will perform.
- I pulled the technician job descriptions from the top 10, middle 10, and bottom 10 companies on the top 100 list for 2016 for lawn and pest control. I was frustrated. Disappointed. We expect companies on the top 100 to be the very best at what they do. I expected these companies to have the best job descriptions out there.
- We aren’t doing enough! 3 out of the top 30 I reviewed, had ZERO LISTINGS I was frustrated by the lack of effort. The bottom 10 showed me that these companies arent going to win. We have to make small changes at every step of the funnel to make an improvement.
- We aren’t doing enough! 3 out of the top 30 I reviewed, had ZERO LISTINGS I was frustrated by the lack of effort. The bottom 10 showed me that these companies arent going to win. We have to make small changes at every step of the funnel to make an improvement.
- Lawn Care: 31 Pest Control:L 40
- I do not get a commission from Textio. I just love them. I can guarantee you that your competitors are not using Textio. Why not use a tool that companies like Apple, Twitter, and CVS are using? Textio is an expensive tool. It costs between $3k and $9k for a 12 month subscription. BUT they offer a 30 day free trial. And that is plenty of time to plug in your job descriptions and make changes accordingly. Free trial
- Your about page should be both for applicants and potential customers. #45 on the top 100, $18M in annual revenue Careers page is top of fold. And very easy to find.
- Freedom and flexibility
- Can you read that? I can’t...
- This is what it looked like in 2016. $50M pest control company
- This is what it looked like in 2017. $50M pest control company. This should motivate every single person in this room.
- This year I have been challenging companies using the following recruitment funnel: attract, close, convert and delight.
- Mobile statistic is not a surprise. Many of us have responsive websites but we have to take it one step further. Make job descriptions more mobile friendly. Keep pushing the envelope. Make the entire experience mobile friendly.
- Quality pro certification- make something easy first.
- Freedom and flexibility
- Freedom and flexibility
- Develop a nurturing campaign Starbucks gift cards Get your managers involved. Create an email marketing campaign to regularly reach out to candidates Encourage your managers to also reach out (personally to candidates)
- Write content on employees. Not only is Jim going to love this but potential applicants will read this and love it. Relate to Jim’s hobbies and family. I relate to Jim or Richard.
- We have looked at every stage in the funnel. We have outlined updates we need to make in 2018. But there is more!
- In May of this year, I was sitting at my desk and scrolling through Twitter. While doing my normal read through, I read some news that shocked me. News that I knew would change our recruitment strategies forever.
- Google is partnering with companies such as LinkedIn, Glassdoor and Career Builder, but not Indeed*. Initially available in US-only; Primary focus is hourly and mid-skilled talent, although this could change overtime. Google jobs is released! When I heard the news, I realized that the strategies that worked for us last year (and strategies that we were just starting to get the hang of) were changing forever.
- What do we know about Google? They know everything about what we do online. The things we click on and how long we spend on websites. So just think about how they can apply that to recruitment.
- Google Jobs interacts with platforms all over the internet. They pull in your job descriptions from everywhere including Glassdoor, LinkedIn, and Zip Recruiter.
- But guess what platform they don’t integrate with?
- Let’s talk about Indeed. At this time last year, Indeed was sitting on top of the world. Their revenue was up 64% YoY. I know many of you in this room spent a lot of money with Indeed this year. And for the most part, I think it was successful. But if you are one of the 5,000 people working at Indeed right now. You are probably scared. And I think for the right reasons.
- This is what it looks like when you search for a pest control job in Knoxville, TN. See that box of listings, that is Google jobs.
- What is it? Show screenshots Before Google for Jobs, people who typed job search queries into Google Search were directed to Careerbuilder, Monster, Indeed or LinkedIn. Because Google Search now uses Google for Jobs to connect recruiters and applicants faster—by sending those queries directly to an applicant tracking system (ATS) that has partnered with Google for Jobs—job boards will eventually be sliced out of the process. Google also has unveiled Google Hire, its own ATS, for use by small and mid-sized companies. It has the opportunity to be the largest search engine for job seekers. People are used to searching on google so why wouldn’t they continue that for their job search? You can see where Indeed is listed. Right after...
- This is what it looks like on mobile. It takes up even more of the landscape than it does on desktop.
- Right now, Google jobs pulls in your job description from sources online. I think that could change. These source channels are going to become even more important. What does it look like for your company once you click that link? This right here is one reason why you will need to diversify your advertising spend in 2018.
- Look how critical reviews just became.
- They are also changing the landscape for salary. Look at the importance they are placing on salary You are going to have to make some hard decisions when it comes to listing salary.
- But this might change. We have to continually study the algorithm (like we do for marketing) to see where things change. Markets will also differ. How quickly your competition ramps up on Google Jobs will also play a factor in what you need to do.
- So knowing all this about Google jobs, how should you feel?
- Probably a little nervous!
- Google is not charging….for now. My prediction is they will launch a paid feature in 2018 They are removing the need for Indeed. And we will need to learn another platform Source Tracking will now be even more important (ziprecruiter, glassdoor, etc)
- But I think there are also some things we should be excited about.
- We know the google algorithm We know how to modify content to cater to the google algorithm We also know the platform. So creating ads won’t be difficult They will push the entire industry to get better and think smarter Mobile Easier applications
- What should we change/focus on in 2018 to cater to Google Jobs? Salary Must list it Look at competitors salary Look at the Payscale salary feature Measure where applicants are coming from What sources are making a difference? Invest in those platforms Ziprecruiter Glassdoor Posting Dates Job’s will need to be refreshed a few times a month to stay relevant with Google jobs
- I know that you are going to go home from this conference with a ton of things on your mind. You have been challenged and pushed and 2018 already feels overwhelming. Stop And think. Do you want to be the same type of company you were this year? Do you want to beat your head up against the wall again and again? No. So lets get better. Lets push ourselves out of our comfort zones. And lets do some amazing things. Lets commit to making 2018 the best year ever and one where we can look back and say that we did everything we could to recruit more people to our companies. Stop planning for best case scenario.
- Please reach out to me. I love talking about this!