Glen Cathey, SVP, Talent Strategy & Innovation, Kforce When you find the right people on LinkedIn, but can't get them to respond, what do you do? Before you can improve your InMail response rate, you first have to understand WHY people aren't responding to you. Only when you understand the root causes of non-response can you can truly begin to design an effective messaging strategy. In this interactive and innovative session, you will discover how to earn a response from people who haven't responded to you before and typically don't respond to anyone else.

1. Glen Cathey
SVP Talent Acquisition and Innovation, Kforce
Author, BooleanBlackBelt.com
You've Found Them – Now What?

4. >70% *Should* Respond…
Source: 2015 LinkedIn Talent Trends Survey of over 20,000 fully employed workers in 29 countries - http://linkd.in/1FLaMPaGlen Cathey

5. Surprised?
Source: 2015 Stack Overflow Careers Global Developer Hiring Landscape - http://bit.ly/1JaglKW  26,086 developers from 157 countries were surveyed

6. InMails rate well with developers
Source: 2015 Stack Overflow Careers Global Developer Hiring Landscape - http://bit.ly/1JaglKW  26,086 developers from 157 countries were surveyed

10. Glen Cathey

13. 5 Whys Exercise
Sakichi Toyoda
1867 - 1930
The 5 Whys is an iterative question-asking
technique used to explore the cause-and-effect
relationships to determine the root cause of a
defect or problem.
The technique was originally developed by Sakichi
Toyoda and is "the basis of Toyota's scientific
approach . . . by repeating why five times, the
nature of the problem as well as its solution
becomes clear." – Taiichi Ohno
The tool has seen widespread use beyond Toyota,
and is now used within Kaizen, lean manufacturing,
Asana (software), and Six Sigma.
Glen Cathey

14. Problem: I don't get 100% response to my InMails

15. Be Human
Be Human

16. Cross reference on the
Internet and other social
networking sites

17. So, I would normally leave these first-contacts short and
sweet, but I am really intrigued by your statement "What you
look for in that dream opportunity..." It is the most interesting
statement I've come across [and it] makes me feel human. Out
of mere excitement about the question, here's my first shot at
answering it:
- candidate response
Glen Cathey

21. Glen Cathey

22. Ain't nobody got time for that

23. Ideal Recruiting/Sales Process
5 Steps to Recruiting (or Sales) Success
1. Developing the relationship
2. Creating/Identifying the need
3. Preventing/overcoming objections
4. Filling the need/providing benefits
5. Advance/close the sale
Source: http://www.ere.net/2008/07/10/stop-telling-and-start-selling/Glen Cathey

24. Most Recruiter Messaging
1. Filling the need/providing benefits
2. Developing the relationship
3. Creating/Identifying the need
4. Preventing/overcoming objections
5. Advance/close the sale
Unfortunate Reality
Glen Cathey

26. "Unexpected ideas are more likely to
stick because surprise makes us pay
attention and think. The most basic way
to get someone's attention is to break a
pattern. Humans adapt incredibly
quickly to consistent patterns. Consistent
sensory simulation makes us tune out."
- Chip Heath & Dan Heath, Made to Stick
Glen Cathey

27. What people want to know first
Source: 2015 LinkedIn Talent Trends Survey of over 20,000 fully employed workers in 29 countries - http://linkd.in/1FLaMPaGlen Cathey

28. What developers want
Source: 2015 Stack Overflow Careers Global Developer Hiring Landscape - http://bit.ly/1JaglKW  26,086 developers from 157 countries were surveyedGlen Cathey

29. Glen Cathey
It's not about you – it's about
them. Instead of leading with
your job, first take the time to
find out what they want

31. In 1994, George Loewenstein, a behavioral economist at Carnegie
Mellon University, provided the most comprehensive account of
situational interest. It is surprisingly simple. Curiosity, he says,
happens when we feel a gap in our knowledge. Loewenstein argues
that gaps cause pain. When we want to know something but don’t, it’s
like having an itch that we need to scratch. To take away the pain, we
need to fill the knowledge gap.
One important implication of the gap theory is that we need to open
gaps before we close them. Our tendency is to tell people the facts.
- Chip Heath & Dan Heath, Made to Stick
Glen Cathey

32. The basic architecture of the brain ensures
that we feel first and think second.
- Neuroscientist Joseph LeDoux
Glen Cathey

33. Source & suggested reading: Start With Why, Simon SinekGlen Cathey

34. Suggested reading: Start With Why, Simon Sinek

35. IPA dataBANK (the UK-based Institute of
Practitioners in Advertising) contains 1400
case studies of successful advertising
campaigns submitted for the IPA Effectiveness
Award competition over the last three decades.
Campaigns with purely emotional content
performed about twice as well (31% vs. 16%)
with only rational content, and those that were
purely emotional did a little better (31% vs
26%) those that mixed emotional and rational
content.
Source: Neuromarketing by Roger Dooley http://bit.ly/1sK1UA1
Neuromarketing
Glen Cathey

36. Ads (messages) that engage people
emotionally work better than those that don’t.
Source: Fractl – The Emotions of Highly Viral Content
http://slidesha.re/1xenFMk
Neuromarketing
Glen Cathey

37. Source - http://bit.ly/1Q8iY47
"Charles Darwin…developed the Facial Feedback Response Theory, which suggests that the act of
smiling actually makes us feel better (rather than smiling being merely a result of feeling good)."
Facial feedback modifies the neural processing of emotional content in the brain, in a way that helps
us feel better when we smile. Smiling stimulates our brain reward mechanism in a way that even
chocolate -- a well-regarded pleasure inducer -- cannot match. British researchers found that one
smile can generate the same level of brain stimulation as up to 2,000 bars of chocolate."
Glen Cathey

38. Surprise gets our attention. Surprise makes
us want to find an answer – to resolve the
question of why we were surprised. If we
want to motivate people to pay attention,
we should seize the power of big surprises.
- Chip Heath & Dan Heath, Made to Stick
Glen Cathey

39. No Surprises Here
Source – TalentBin http://bit.ly/1iLsPON
Glen Cathey

40. My profile…
An obvious InMail blast I recently received. I am not a
Spotfire consultant, nor do I live in Canada.
Glen Cathey

42. Energy and persistence
conquer all things.
- Benjamin Franklin

43. Source – Yesware http://bit.ly/1imcxvlGlen Cathey

44. Leverage Data
Source: The Recruiter’s Guide to Writing Effective LinkedIn InMails http://bit.ly/1IIs5zCGlen Cathey

45. Leverage Data
Source: Yesware study, 500K sales emails http://bit.ly/1d6e1HJ Source: Constant Contact http://bit.ly/1HW6Yy0
Source: Science of Email by Hubspot and Litmus – 6.4M emails
studied http://bit.ly/1LQoiTL

46. Leverage Data
textioGlen Cathey

47. Leverage Data
Glen Cathey

48. Candidate personas are fictional,
generalized representations of your target
talent, divided into unique segments that
group current situations, what they do, goals
(what they want to accomplish), motivations
and attitudes into groups. Personas can:
• Help you better understand and relate to the
people you are trying to source & recruit as
human beings and not just potential candidates
• Allow you to strategically tailor your approach &
messaging content to the specific needs,
behaviors, and concerns of each persona to
increase response
Candidate Personas
Adapted from Hubspot and Krux SMB
Source: Bufferapp.com http://bit.ly/1pcEqUu
Glen Cathey

49. Talent acquisition campaigns
Recruiters’ social media profiles
Training
Career website
OnboardingJob descriptions
Employer branding projects
Sourcing strategy
Application process
Social media strategy
Candidate Personas
Glen Cathey

50. Glen Cathey

51. Find People Others Don't or Can't
People at the "bottom" of search results rarely get messages!
Glen Cathey

52. • Be human!
• Start with why
• Do not blast - personalize your messaging
• Gather additional info through other social sites
• Develop an arsenal of (anti)templates you can customize/personalize
• Leverage empathy & perspective!
Key Takeaways
Glen Cathey

53. Key Takeaways
• Get creative with your subject lines and content – experiment!
• Use humor and surprise and leverage knowledge gaps
• Develop personas for your target talent pool
• Capture and celebrate successes
• Perform your own 5 why exercise specific for your team/company
• Read Social Engineering: The Art of Human Hacking
Glen Cathey

54. I've learned that people will forget
what you said, people will forget
what you did, but people will never
forget how you made them feel.
- Maya Angelou
Glen Cathey

55. Be Human
Glen Cathey