The 7 Deadly Sins of Recruiting
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Once upon a time, finding candidates meant posting a job description…and then waiting. But today’s generation of jobseekers is different. Research shows that Generation Y workers will change jobs every 3-4 years—because they want more from employment than paychecks and benefits.* In addition, today’s recruiting environment is changing. New tools and technology are opening doors when it comes to sourcing, candidate relationship management, and referrals. But here’s the kicker: When candidates change, and the recruiting environment changes, your job as a recruiter will change, too. Now is the perfect time to rethink your perspective—and correct your bad behaviors. Listen to Jobvite's CMO, Kimberley Kasper as she discusses seven of the top offenses recruiters make today and see if you are guilty of any of these “sins”.
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The 7 Deadly Sins of Recruiting
- 1. The 7 Deadly Sins of Recruiting Kimberley Kasper Chief Marketing Officer, Jobvite @kimberleykasper September 4, 2013
- 2. Once Upon a Time #7SinsOfRecruiting
- 3. But Today’s Generation of Jobseekers is Different #7SinsOfRecruiting
- 4. COMPANIES NEED NEW SKILLS before iPhone mobile applications engineer iphone application developer social media manager user experience analyst android developervirtualization architect mobile marketing strategist ipad game developer api platform manager current day Source: TechNet, The App Economy
- 5. JOBS TODAY REQUIRE EDUCATION Source: Bureau of Labor Statistics LEARNUNRE
- 6. Source: Deloitte Research, UN Population Division (http://esa.un.org/unpp/) AND IT'S SHRINKING WORLDWIDE 1970-2010 2010-2050 200% 100% -50% 50% 150% 0% DEMOGRAPHICS Working age population is shrinking
- 7. GENERATIONAL BEHAVIOR Traditionalist 1928 - 1945 Boomer 1946 - 1960 Generation X 1961 - 1979 Generation Y 1980 - 1995IS CHANGING Source: Manpower
- 8. New Tools & Technology Are Changing How You Find Candidates • Employee Referral Programs • Social Recruiting Platforms • Candidate Resource Management • Big Data & Analytics #7SinsOfRecruiting
- 9. When Everything Changes… Your job as a recruiter changes, too. #7SinsOfRecruiting
- 10. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” #7SinsOfRecruiting
- 11. Today’s Candidates Require Nurturing • Just like potential customers • Provide them with relevant content to keep them engaged • Automate programs to make it easy for you to keep them warm #7SinsOfRecruiting
- 12. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” #7SinsOfRecruiting
- 13. Do You Know Where You Find Your Best Candidates? #7SinsOfRecruiting
- 14. How Do You Report Results? #7SinsOfRecruiting
- 15. RECRUITING DELIVERS Source: Boston Consulting Group, “Realizing the Value of People Management; From Capability to Profitability”, August 2, 2012 40% MORE PROFIT GROWTH THAN THE NEXT HR FUNCTION HR Function or Process Profit Growth Profit Margin Total Improvement 1.Recruiting 3.5x 2.0x 5.5 2. On-boarding and retention 2.5x 1.9x 4.4 3. Managing talent 2.2x 1.9x 4.4 4. Employer branding 2.4x 2.1x 4.3 5. Performance management and rewards 2.1x 2.0x 4.1 6. Developing leadership 2.1x 1.8x 3.9 7. Mastering HR process 1.8 1.8 3.6 8. Global people management and global expansion 1.8 1.7 3.5 9. Enchancing employee engagement 1.8 1.6 3.4 10. Providing shared services and outsourcing 1.6 1.7 3.3
- 16. Justify the Investment in Recruiting • Understand the ROI on your recruiting efforts • Know how much you are spending by channel • Use the data from your systems to optimize your mix of spending • Sell the ROI to your management team #7SinsOfRecruiting
- 17. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” #7SinsOfRecruiting
- 18. Think Proactively About Finding Candidates • Workers won’t flock to you without effort on your part • Get your name out there even if you aren’t hiring • Always be branding #7SinsOfRecruiting
- 19. The Best Candidates May Not Be Looking #7SinsOfRecruiting
- 20. Referral Candidates Stay Longer #7SinsOfRecruiting
- 21. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” #7SinsOfRecruiting
- 22. How do Potential Candidates View Your Company? #7SinsOfRecruiting
- 23. Leverage Your Social Channels to Help Build Your Employment Brand #7SinsOfRecruiting
- 24. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” 5. “I’m sticking with my current approach of scouring the web for resumes. It’s worked before.” #7SinsOfRecruiting
- 25. You Are Missing Potential Candidates • Your company should be getting close to 50% of your hires from employee referrals • Referral programs deliver higher candidate quality and less wasted management time • Well-designed programs produce a higher percentage of candidates that fit the culture #7SinsOfRecruitingSource: ERE http://www.ere.net/2012/05/07/10-compelling-numbers- that-reveal-the-power-of-employee-referrals/
- 26. Go Beyond LinkedIn • Competition for skilled talent is fierce. • Leverage your social referral program • Know the specialized, localized, and up-and- coming social networks
- 27. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” 5. “I’m sticking with my current approach of scouring the web for resumes. It’s worked before.” 6. “This is basic marketing stuff. I don’t need executive buy-in.” #7SinsOfRecruiting
- 29. MARKETING FUNNEL DIGITAL MARKETING AUTOMATION Next Automatic Event • Send personalized email • Send personalized product interest info • Send e-newsletter MULTI-CHANNEL MULTI-MEDIA CAMPAIGNS Provide target personalized direct mail & landing pages LEAD SCORE: Hot, Warm, Cold MEASURE, ADJUST, REDOSale Sales Stages Prospect Engagement Lead Nurture Prospect/Customer Pool “House List” Database Inquiry/Leads in Funnel • Send personalized direct mailer • Send personalized press release • Send blog link SALES CRM #7SinsOfRecruiting
- 30. ITS OWN FUNNEL RECRUITING NEEDS Sale Sales Stages Prospect Engagement Lead Nurture Prospect/Customer Pool “House List” Database Inquiry/Leads in Funnel Hire Candidate Stages Candidate Engagement Prospect Nurture Talent Pool Inquiry/Prospect #7SinsOfRecruiting
- 31. Technology to Automate The Recruiting Funnel? Are You Using The Right • Drive employee referrals • Leverage social networks • Hire better candidates • Powerful web search • Powerful database search • Web page campaigns • Social media campaigns • Email campaigns • Candidate relationship management • World-class applicant tracking • Real-time data to support decision-making RECRUITED Employee Hire Candidate Stages Candidate Engagement Prospect Nurture Talent Pool Inquiry/Prospect #7SinsOfRecruiting
- 32. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” 5. “I’m sticking with my current approach of scouring the web for resumes. It’s worked before.” 6. “This is basic marketing stuff. I don’t need executive buy-in.” 7. If I build it, they will come.” #7SinsOfRecruiting
- 33. This isn’t “Field of Dreams” #7SinsOfRecruiting
- 34. An Amazing Career Site is a Must #7SinsOfRecruiting
- 35. 6 Clicks Before I Can Upload A Resume #7SinsOfRecruiting
- 36. 2 Clicks to Apply #7SinsOfRecruiting
- 37. 40% of Job Seekers Abandon Your Site Immediately #7SinsOfRecruiting
- 38. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” 5. “I’m sticking with my current approach of scouring the web for resumes. It’s worked before.” 6. “This is basic marketing stuff. I don’t need executive buy-in.” 7. If I build it, they will come.” #7SinsOfRecruiting
Notas del editor
- Once upon a time, finding candidates meant posting a job description and waiting for the resumes to come in. Whether you did this in newspapers, posted a job to a job board or focused exclusively on your career site, recruiters used to wait for prospective candidates to come to them.
- But today’s generation of job seekers is different and what worked in the past definitely will not work for you today.
- The jobs of today, didn’t exist five years ago. The rise of the app economy created a new types of jobs with specialized experience. The jobs listed here are positions companies leveraging the Jobvite platform are searching for today. These jobs just didn’t exist before the app economy.
- And the jobs today require the right education. This may mean that you need to retrain existing employees to adopt to the newly created roles. Or that current candidates need to unlearn what they know and relearn new skills to adapt to the changes in the job market.
- There is also a shift in job seeker demographics.You can see here in blue the working age population between 1970 and 2010 by country. And in orange the same countries with the working age population between 2010 and 2050. While all have dropped dramatically, 50% will see negative growth. In 2011 the baby boomers reached retirement age and by the year 2018, half of the working population will be made up of Gen Y workers.
- And how you’ll find those Gen Y workers will be dramatically different than how you’ve found others.Each generation approaches work in a different way. Our grandparents were traditionalists. They found a job and stayed with the company for a long period of time. Sometimes only having one employer over their lifetime. Our parents were Boomers. As a group, they were the wealthiest, most active, and most physically fit generation of their time. They were the first generation to grow up genuinely expecting the world to improve with time. They also believed in long-term employment and, while they didn’t stay with one employer for their careers, you saw limited job hopping from people of this generation.Generation X was the rise of the free agent. Their independent childhoods led them to seek workplace autonomy and independence and to seek opportunities to make a visible difference and to use their creative abilities. They saw the Baby Boomers devoting their lives to their work and saw that loyalty repaid in layoffs and unstable corporations. As a result, they took their professional development into their own hands and looked for opportunities to further their careers at whatever company could help move them up the ladder.Generation Y are self-confident and optimistic, independent and goal-oriented. They’re blunt. They’re savvy, demanding, and high-maintenance. They think in terms of their own personal fulfillment and ask if the job is interesting or satisfying. Is the work meaningful and important. They are loyal and commited only so long as their organizations provide them with variety and opportunity. They are out-of-the-box thinkers who relish responsibility, demand immediate feedback, and expense a sense of accomplishment on a daily basis. They thrive on challenging work and creative expression, love freedom and flexibility and hate to be micro-managed. These are the people you will need to find and hire.
- New tools and technology are changing how you find candidates. Employee referral programs have always been an important part of your sourcing strategy however, today they are more critical than ever. There are technologies available that make referral programs as simple as 1-2-3. They track who referred whom, how, and through which channel. Couple this with your referral programs that reward employees for helping to source great candidates and you’ve hit a homerun.Social recruiting platforms allow you to leverage your employees to help source potential candidates leveraging all available social media channels. Your employees are increasingly social and they are combining work and personal contacts in their social worlds. Leverage your employees and these social connections to help you find those passive candidates.Candidate resource management or CRM systems will change your ongoing communication with prospective candidates. Recruiting specific CRM systems allow you to engage with and nurture your growing talent pool with simplicity.And of course, big data and analytics help you understand everything about your recruiting funnel so you can optimize your hiring process and increase overall ROI.
- When everything changes, your job as a recruiter changes, too.As you wrap up 2013 and get ready to plan 2014, now is the perfect time to rethink your perspective - and update your best practices.Today we will review the seven of the top offenses recruiters make today and my suggestions for improving your processes.
- Our sin number one is “I usually find candidates and forget them”, especially when I learn they aren’t ready to make a move just yet or might be a bit junior for the current role.
- I hear stories on a daily basis regarding the competitiveness of the job market and how hard it is to find qualified candidates. Regardless of industry and location, recruiters are having a challenging time finding qualified candidates. In fact, I recently had an opening on my team and I ran into a situation where I had found an amazing candidate and she had not one, not two, but 8 other job offers.As a recruiter, you are focused on the roles that you are currently trying to fill. You are working on multiple open reqs at any given time and using all available data to find those perfect candidates. Once you’ve found them and filled the open req, what do you do with all other applicants who might have been great, just weren’t ready to make a change right now or might be growing in their current role? Do you add them to a talent pool and forget? You shouldn’t and doing so will cause you to miss out on many qualified potential candidates.Today’s candidates require nurturing. To nurture a candidate, you are nourishing, feeding, educate or training one. You need to treat your candidates in the same way marketers treat potential customers.As a marketer, I nurture prospective customers every day. When I find the right prospect, I know they might not buy today however, I want to provide them with the relevant content so that when they are ready to buy, my company is top of mind.You want to do the same thing. Provide potential candidates with relevant content to help share your employment brand and given them a sense of what it is like to work for your company. Make sure the content is targeted. Are they graduating from college? A college recruiting message would be appropriate. If you don’t provide relevant content, you will hurt your brand more than help. I get an email a month from a large San Francisco company. Apparently I am in their talent pool. Unfortunately, the email they send to me is about entry level engineering jobs. Unfortunately, I am neither entry level nor am I an engineer, so I ignore their messages entirely. If the content was relevant, they might see better results.Share your company vision, employee success stories, and open roles. Keep them “warm” so that when they are ready to make a change, your company is who they think of.Automate your nurturing programs to make your job easier. Set up a program once (using the right content) and move potential candidates into the program. The technology will then make sure the potential candidates get the messages, when you specify, with the message you specify. It doesn’t get much easier than this.
- The second sin hear is “I’m supposed to track that?”Unfortunately, many recruiters lack the systems they need to accurately track all interactions with potential candidates and because they aren’t tracking these, they may miss critical nuggets of information.
- Are you tracking where your applications are coming from and where your hires orginated? If you are using a spreadsheet to track open reqs, volume of applies, and closed positions once you’ve hired someone, you are missing the chance to optimize your hiring process.If you know where applications originate and if those sources deliver candidates that you eventually hire, you can invest in the right source. If your data shows that your career site is bringing in the highest volume of applicants and those potential candidates are being hired, you might reallocate budget from job boards or outside recruiters to your career site to make sure its quick and easy for candidates to understand open roles and apply.
- How do you report results to key stakeholders such as hiring managers, your manager, and the executive team?Do you have access to easy to understand reports that give you a depth of information to allow you to understand the overall effectiveness of your programs and your team?If not, you should. The reports shown here are from the Jobvite platform and provide everyone from the hiring manager to the recruiting and executive team with the information they need to make educated decisions. Whatever systems you use, make sure the reporting tools provided allow you to quickly and easily understand what your funnel looks like, how campaigns are performing, the status of all open reqs, and your KPIs (key performance indicators). If you don’t have a set of KPI’s, every publication focused on recruiting has a recommended set of KPIs and most vendors will also walk through your system and data and make recommendations for you.
- Understanding your data is critical because, as you can see here, According to a 2012 study by Boston Consulting Group, CEOs report that recruiting delivers 40% more profit growth than the next HR function. More than talent management, learning, or employee engagement enhancements. In fact, in a PWC study, a similar percentage of CEO’s also responded that they had to slow down mission critical strategies because the didn’t have the team in place to execute on that strategy. Recruiting is a critical function within the company however, if you aren’t tracking information and understanding your recruiting funnel, you probably aren’t able to deliver this type of value to your organization. Understanding your data will help you get a seat at the table.
- To get that seat, you need to understand what to track and why you need to track it. You need to understand the ROI on your recruiting efforts, your spend across your sourcing and recruiting mix. Where is your recruiting budget going? Is it balanced among all channels such as job boards, outside recruiters, events, and the like? Or are you heavy in one channel while ignoring others? Leveraging the data from your systems, this is a simple process with lasting impact. If you don’t know how to develop your ROI, let me know and we’d be happy to help you. Once you understand your ROI, you need to share it with your executive team. Sell what you are doing, the impact you have on the organization, and the value of the services you provide.
- The third sin we frequently hear is “I have enough prospective candidates today, so why feed the funnel?”To this, I say “you’ve got to be kidding me”. Unless you are Google or an ultra hot company, chances are you don’t have enough qualified candidates.As you all know, hiring is increasingly competitive and as such, you cannot count your chickens before they hatch. You need to always be recruiting.
- Think proactively about finding candidates as workers won’t flock to you without effort on your part. Just posting a job online isn’t going to cut it anymore. You will be innundated with resumes from unqualfied people and you’ll spend your precious time focusing on the wrong candidates. You need to understand who your target audience is and have a plan for finding those people.Get your name out there even if you aren’t hiring. Build that lasting talent pool and nurture those prospective candidates so that when you are hiring, you have warm prospects already teed up. As a recruiter, nothing is worse than starting a search cold. So do something about it and make sure you are out there creating contacts even if there isn’t an opening yet. Make sure you do know what is coming as far in advance as possible. Understand the different hiring needs and, if you’ve had access to reports, how long it takes on average to fill those roles, you will know how far in advance you need to start sourcing those great candidates.And finally, always be branding. Really understand your employment brand, what it is, what it stands for, and what work, if any, needs to be done. Your employment brand is critical and we’ll go through this in more detail a bit later.
- We all know that the best possible candidates may not be actively searching for a role. These are called “passive candidates”. They aren’t out there seeking a new role, scanning the job boards, or interviewing however, they might be open to a conversation if you reach out. We encourage companies to leverage employee referral programs (including social channels) to reach this untapped audience. Our data shows that Candidates sourced through employee referral programs are hired more frequently than those sourced through other channels. And, they are hired 55% faster than those who come to you via your career site. Why? More than likely, they are already aware of the company and the culture based on the feedback they have from others in the organization. And since they were referred by people already in the organization, it is more likely than not they will be a cultural fit and a closer all around fit than someone new to the company.
- So not only are they hired more frequently, in less time, they also stay the longest at the company. This is because they know the company coming in and they aren’t surprised by what they find. They know people, most likely have established relationships already, and know what to expect. These are not the employees that join and immediately have buyers remorse.
- Our fourth sin is “Who needs PR? Our employment brand is fine.”This is a big mistake. Even the most well known and respected brands always focus on their employment brand. They know that this is a competitive differentiator and an area where they can let their culture shine.I recently read a report that shared 84% of companies believe a clearly defined strategy is key to achieving employer branding objectives, 59% of companies use their career website to communicate their employment brand however only 41% of companies have developed an employer brand strategy. So where do you start?
- Do you know how potential candidates view your company?Glassdoor is one way you can better understand what current and former employees say about your company, what candidates say after interviewing, and how others view your company. I know that we focus heavily on this site as one of the ways to manage our employment brand. We know that prospective employees go here to check us out before they apply for a job or come in to interview. Because of that, we manage this page on the Glassdoor site. We make sure candidates have everything they need to help make an informed decision about our company. We share awards, news and information, product news and reviews, videos and photos from company events, and more. We are also leveraging the feedback we receive on the site. If there is something negative posted, we address it. We want to know what others think so we can improve what we’re doing and getting this feedback is a critical piece of the puzzle. Candidates are much more informed than they have been in the past and Glassdoor isn’t the only source for prospective employees to find information. Make sure you are also checking out Quora and other sites, participating in discussions and being present where you audience is.
- Candidates are also leveraging social channels to learn about you, so please manage your social channels to help build your employment brand.Starbucks does an incredibly good job using Twitter to help share their employment brand. They have an account specific to their recruiting team and they share information about open roles, company culture, information about the different locations, executive views, and more. They have over 50K followers and what they share via this channel absolutely cultivates their employment brand. Many other brands do this well, too. Recruiters at companies such as Zappos have worked with their marketing counterparts to understand how to effectively brand their company on these pages. However, instead of branding the products the company sells, they are branding the company and selling open jobs. Another channel that we are seeing our customers use, in additon to LinkedIn and Facebook is Pinterest. We are seeing customers, such as Flipboard, leverage this site toshare their employment brand and find creative talent. They are sharing who they are, what they do, and their employee stories through boards and also search for creative talent on this site. They have focused on their employment brand and they know their audience and are marketing to this audience where they are. Very smart.
- Our fifth sin is “I’m sticking with my current approach of sourcing the web for resumes. Its worked before”.We aren’t advocating that you give this up. However, if this is the only way you find potential candidates, you are missing a large audience.
- Don’t get stuck expending effort just because it has worked in the past. Start with the low hanging fruit. Research shows that internal and employee referrals not only make your job easier, but they produce longer lasting results.We’ve discussed referral programs a bit already and I will remind you that data shows referral candidates can be five times more likely to get hired than other candidates. This is because educated employees know that their role is to seek out individuals with superior skills and experience. And because referral candidates are proactively sought out and prescreened by employees who know the job and the company, the candidate pool is of higher quality. Having pre-screened candidates saves you time and will make your hiring managers happy.Well designed referral programs produce a high percentage of candidates who are a strong cultural fit. This is because your employees know the culture and they are able to screen out those who are weak fit. This means that hiring managers don’t waste time on candidates that may be the wrong fit.
- And remember, not everyone with a job is on LinkedIn. In fact, I know people that get so many inMail messages and requests that they have removed their profiles from LinkedIn. If you believe you will find everyone you could potentially need there, you are absolutely wrong. This would be like a marketer believing every prospect will search using Google. It’s just not the case. Like a marketer, you need multiple ways in which you find potential candidates and LinkedIn absolutely should be one channel. It should not be your only.We’ve discussed employee referral programs and why you should use them. They should be one component of your overall sourcing strategy.And finally, you need to be creative with where you look and again, really know your audience. What are the social sites your potential candidates visit? How do they consume information? How do they want to be communicated with? Having a clear understanding of your audience will help you uncover where your target audience is spending time. We know creative recruiters that are using other sites such as StackOverflow and Github to source engineering talent. They are using Vimeo, GitHub and Yammer, and more. Once you understand your audience, understanding where they hang out is easy.
- Our sixth sin is “this is basic marketing stuff. I don’t need executive buy in”.
- You are right, this is basic marketing however, it has to be applied to the recruiting funnel. Once you have done this, you will indeed find that recruiting is marketing.
- Marketing professionals that know how to optimize prospect movement through the funnel are in high demand. As many of you know from searching for these people, their skills are highly sought and their ability to perform this optimization makes them a critical hire for the company. Remember that search I mentioned at the beginning of the presentation where I extended an offer to a candidate and she had 8 other offers. This is the job she was doing.How many of you have heard or seen your companies “marketing funnel”? The marketing funnel is a structured methodology for mapping your current sales prospects. It gets its name from its shape and also by the fact that it is intended to show where those prospects are as you attempt to move them toward close. A marketing professional needs to cast a wide net in order to bring in the prospects that sales needs and they do this via campaigns – email, search, or the web. Once a prospect has responded to a campaign, they have entered the funnel. They are scored, usually based on implicit and explicit data, and based on this score, they are either passed to sales as “hot” or they go into a marketing automation system such as Marketo, to be nurtured. Nurturing is done via a series of automated emails that are designed to help engage with a prospect and warm them up. This is done so that when the prospect is ready to make a purchase, they are warm and more receptive to contact from the sales rep. Once warm, the sales rep will reach out and hopefully close the prospect.Throughout the funnel, marketing is constantly measuring and making adjustments. Done right, your marketing funnel can be a strategic competitive differentiator for your company.
- Recruiters now need to do the same.Like marketers, you need to cast a wide net to source prospective candidates. You will need to build campaigns to reach your target audience and will need a centralized database to hold their contact information – to build your talent pool.You will need to nurture prospective candidates who aren’t yet quite ready to make a switch. You all know that great candidate that just isn’t there yet. Don’t you want to keep engaged with him/her so that when they are ready, you are the first person they think of?Once you’ve nurtured candidates and they’ve re-engaged, you will want to make sure you can quickly and easily schedule, interview and receive feedback from the hiring managers, with the end goal of making an offer.And like the marketer, you need access to real time data to optimize the process throughout the funnel.
- At the top of the funnel, you need to leverage your employees, and their connections, help you find the right talent by harnessing the power of social media. Solutions provide your employees with a fast and easy-to-use application for sharing job openings with their social networks. This allows you to reach more passive candidates, promote your company’s employement brand, track your success, and sport your top referring employees all with an eye at cost-efficiency.Recruiting specific Candidate Resource Management systems or CRM’s are a centralized system that helps you search for, collect, and cultivate a lasting talent pool. Similar to marketing automation technology such as Marketo or Eloqua, CRMs allow you to nurture your prospective candidates and build campaigns so that when they are ready to switch jobs, you are the company they want to engage with.And ATSes help you close the deal. With an applicant tracking system, you get the power to manage your entire hiring and applicant tracking process with just a few clicks. And just like a marketer optimizes their funnel performance with access to real-time data and analytics, you need a reporting and analytics tool to provide you with real-time data to support your decision making.
- Our final sin is the belief that “if I build it, they will come”
- We all know, this isn’t the field of dreams. You need a solid recruiting strategy, including an employee referral program leveraging social technologies and tools, a nurturing program, and a clear understanding of your employment brand. Once you have that, you can build a career site that tells your story and helps you capture prospective candidates.
- You do need to have an amazing career site and it has to reinforce your employment brand.RMS, a current client of Jobvite, has consistently won awards for the work they have done on their career site. RMS understands that when you build an amazing career site, you need to think about it like an ecommerce retailer does. At the end of the day, a retailer only cares about one thing – does the potential customer put something into their shopping cart and buy. As recruiters, that is what you care about as well. Your end goal is for potential applicants click on “open positions” and apply. Your career site can become a competitive differentiator. If its easy for a finance manager to apply on your site and it takes 30 minutes to do so on a competitors site, where do you think they will apply?RMS realizes that they are competing in the valley for the same talent as everyone else. They are using their career site as that competitive differentiator. Through their career site, you get a clear understanding of who they are, what they stand for, and why you should be part of their company. You can watch videos, chat with recruiters, and see how they are helping their customers succeed. You want to be part of the company even before you view open roles.
- Here is an example of a company that doesn’t understand that their career site should be viewed in the same way an ecommerce site is built. And this is from a company with extensive retailing experience. This is a well known, trendy company and, just for fun, I applied for a job there earlier this week. In doing so, I found a couple of different problems that will impact their ability to close candidates coming to their site. First of all, I couldn’t find the career site on their website. I had to search all over for it and finally found buried in the footer with 25 other links.Once there, instead of sharing the company culture, I found the standard boilerplate “our employees are our biggest stars” and they allowed me to search for jobs. Before I could even search, there was some confusing language about creating an account and logging in before searching for jobs or maybe my password won’t work and I might need to do something new. If I didn’t really want to apply, I would have abandoned the page right there. But I kept going. I was finally able to search for a job and found one that I was interested in. To apply, I had to register for the site and complete a profile. There were probably about 50 fields of information that were required. As any ecommerce site will tell you, you want to make it easy for people to provide you with the information you need and asking a potential candidate to fill out 50 different fields, create a profile, and then finally upload a resume is asking a lot. The candidate experience is critical and the company is making it difficult for people to apply for open roles.
- Now, let’s look at what RMS has done.Careers is part of the top level navigation of their website.Once on the career page, I can learn about the company, meet the people I would work with, chat with recruiters or view all jobs. I found a job that was interesting to me and I clicked to apply. From there, I could quickly and easily either apply with LinkedIn or upload my resume. I spent about 3 minutes on the apply page. By making it so easy for potential candidates to apply, I suspect their abandon rate on their pages is very low and, as a result, they are able to really capture great talent right from their career site.It is no wonder the CandES awards that recognize companies that value the candidate experience, continues to acknowledge the work RMS has done and give them awards.
- Having a killer career site means also making sure it is optimized for mobile.Why? According to a recent study by CareerBuilder, Nearly one-third of CareerBuilder.com’s traffic each month comes from mobile devices; however, CareerBuilder tracking shows that as much as 40 percent of mobile candidates abandon the application process when they are notified they are about to encounter a non-mobile friendly apply process.Companies who are mobile-optimized have a distinct advantage. That same CareerBuilder survey found that, of the 20 percent of companies who have mobile-optimized career sites, one in five applications come through mobile devices. Nearly one in ten companies said mobile accounts for at least half of their applications. 40% of your career site traffic is considerable. Can you afford to lose this on a daily basis? I know we can’t.
- The war for talent is real and attracting qualified Gen Y candidates is a challenge. Here you see the top seven sins we hear about on a daily basis. I’ve provided you with some solutions to address these challenges and would be happy to answer any questions you might have.