The Three Steps of Candidate Attraction

Why is it easier to see other people’s mistakes?

Imagine you own a retail store located well off the main road.  Very few people drive by and as a result, you’re not selling much.  You think if the store was more inviting, more customers would come.  So you spend six figures on new shelving, better lighting and even hire a consultant to advise on traffic flow. 

Not much changes.

So you decide to change your product signage making it easier for customer to understand and learn about the products you offer.  You change the font and layout, and rewrite the product descriptions. You put an ad in the Penny Saver even though the only people who actually read it are retirees who don’t use your products.

The people who do wander into the store buy more so your head of Merchandising is convinced that you are spending money on the right things, but you are not so sure.  Not enough people are coming into the store, and of the ones that do, most don’t have the resources to be serious buyers.  Will spending more money on store signage really be the answer?

You don’t need a background in retail, or marketing or any other business discipline to understand that building customer traffic will require advertising.  If customers don’t know the store is there, it doesn’t matter how well designed and stocked it is. 

Now take this scenario to Talent Acquisition.  You need more applicant flow so you spend the bulk of your budget on your career site adding videos and making it mobile friendly.  That doesn’t seem to generate the quality candidates you want so you decide to rewrite your job descriptions and even post on several job boards. 

When that doesn’t work, you seize on the data from Glassdoor and LinkedIn showing that candidates conduct job research on those sites.  So you spend money on both of them.

Not much changes.

Generating candidates is a three step process.  When you break down the three steps, it becomes clear what outcome you will get from investments in each of the steps.

The 3 Steps of Candidate Acquisition
Source of Data: 2016 Candidate Experience Research Report

Step 1: Discovery

The first step is Discovery.  Much like the retail store, candidates need to know your jobs exists.  Right now there are approximately 5 million open jobs in the United States.  Unemployment is at historical lows and very, very few qualified people are searching job boards looking for a job.  Even fewer are randomly exploring corporate careers sites to see if they can find an appropriate job.

That doesn’t mean that a lot of job switching isn’t going on.  People trade up their positions all the time.  On average, 50 million people change jobs every year.  If you want more of them to apply to you, you need to get your jobs in front of them.  People discover jobs through a variety of channels: recruiters reach out to them, a friend calls or emails them, they see the job on social media, an employee refers them, or other serendipitous methods.

On average, 50 million people change jobs every year. 

Once they discover a job that looks interesting and could be a good career move, they go to step 2. 

Step 2: Research

Once their interest has been piqued, they want to know more about the job before they make the investment to apply.  The Candidate Experience Research by The Talent Board shows that 76% of candidates conduct research before they apply.  This is where the investment in your career site, Glassdoor and LinkedIn comes into play.  Informative, interesting and positive information on these sites will keep candidates in your pipeline and advance them to step 3.

Step 3: Apply

The final step is Apply.  For candidates who have maintained interest in the job, they are ready to invest the time and effort to apply.  Having a streamlined, well-constructed and mobile friendly application will maximize your conversion from viewers to applicants. 

Screen Shot 2016-04-04 at 4.06.32 PMIf your goal is to increase your pool of applicants, spending money on the Research sites, including your own careers site, will only move the needle a little.  Good research sites will keep interested candidates interested, but they do nothing to attract more candidates. 

If you want to increase your candidate pool with more qualified candidates, you need to invest in the Discovery phase. Discovery requires outreach, advertising and promotion.  Your content must be mobile friendly since candidates, especially Millennials, use their phones as their primary source of information.  The information must be interesting and engaging since most candidates are not actively looking for a job and you need to entice them to consider yours.  Video is the most effective medium for capturing candidates’ attention.  And most importantly, you must make social sharing effortless for individuals.  To put your job in front of the maximum number of qualified candidates, you must leverage the power of social media and make it easy for individuals to pass your jobs along to friends and colleagues. 

If you want potential candidates to take action, your Discovery efforts must be job specific.  General information about your company, culture and opportunities will not generate a response from individuals. The hook that prompts action is a specific job that is interesting and appealing to an individual.  Potential candidates become aware of a job and immediately assess whether or not the job is a good career move and will advance their career.   If the job looks promising, then the individual wants to know more about the hiring organization and they begin their Research phase.  But without a specific job to focus the research, the process never advances. 

Text-only job descriptions are yesterday’s technology and don’t interest today’s candidates.

Sparc is the leading candidate attraction tool.
Sparc is the leading candidate attraction tool.

Best-in-class Discovery tools are:

  • self-contained: candidates do not need to go to another source for basic information,
  • engaging: include video welcoming message from the potential boss,
  • sharable: social share buttons built in and
  • compelling: highlight strengths of the job. 

Understanding the three steps to candidate attraction, and the critical elements of each step, will help you assess your strengths and weaknesses, allocate your resources better and improve your results.  With a well-disciplined approach, you can build an effective and consistent process that will generate the qualified candidates you need to achieve your recruiting goals.

Maury Hanigan is CEO of Sparc, the award-winning candidate attraction tool that engages today’s most sought-after talent. Candidates meet their potential boss and co-workers through 20-second videos that are short enough to keep candidate’s attention but powerful enough to draw their interest. Sparcs can be viewed easily on mobile devices and shared quickly on social media. Engage today’s top candidates now by visiting www.sparcstart.com.

The Evolution Of Job Postings

The most successful job ad ever written was Shackleton’s broadside advertising for the crew of the Endurance.  Printed with hand-set type on cheap paper and glued to piers and posts around the harbor, it read:

A reported 5,000 men lined up to apply.   If your knowledge of history extends to arctic explorers, you know how the expedition turned out.  But the ad was amazing on so many levels, including honesty.

So how did the recruitment advertising business go from honest, succinct, well-placed and candidate-producing gems to the pages-long, generic, unnoticed and ineffective garble that is posted on job boards and career sites today?  How did we get so bad at this?

Bizarrely, the answer is technology.  While technology usually makes communication and processes better, it has actually undermined the way we advertise our jobs.

If you start at the beginning, think 3,000 BC to 600 AD, employment worked entirely on employee referrals (and large doses of forced conscription).  If you needed a worker, someone in your village recommended a cousin or neighbor.  With the introduction of paper manufacturing in the early 1300’s, broadsides were posted in public places advertising jobs.

The adoption of movable type in 1609 gave birth to the newspaper and around 1700, the first Help Wanted ad appeared.  By the beginning of the 1900’s, they looked something like this:

Through the 19th and 20th centuries, the Help Wanted ads became the backbone of recruitment advertising.  Since they were paid for by the line, great recruiters mastered a form of haiku that rarely exceeded 100-200 characters (and you complain about Twitter because …?).

Every major newspaper, and small town gazette had pages of ads.  They still exist in newspapers today, even in the playground of the wealthy, the Hamptons.

But then the internet became the primary communication tool replacing newspapers, magazines, telephone and mail, and with it came the job board.  Monster launched in 1999, not the first digital help-wanted source, but for a decade the dominant one.  At its height, it listed over a million jobs on any given day.  During the 2000’s, the industry exploded and currently counts more than 100,000 job boards (not jobs, job boards).  A secondary industry emerged to aggregate the boards with the launch of Indeed in 2004, SmashFly in 2007 and others.

And the content changed because pricing changed.  No longer charged by the line, job ads could be as long as you wanted for one flat fee.  Going from the 2-3 sentence Help Wanted ad to the unlimited-length job posting could have been an opportunity to provide detailed and useful information about jobs; but generating original content is difficult and time consuming.  Instead, recruiters (with some prodding from the Legal Department) started posting job descriptions.

While technology usually makes communication and processes better, it has actually undermined the way we advertise our jobs.

Job descriptions were originally created as legal documents.  They are the basis against which an employee is evaluated, and potentially fired.  They were never intended to be marketing documents and work poorly in that capacity.  It is comparable to real estate agents selling a house by posting the mortgage documents.

And technology advanced faster than the recruiting industry again by making computers mobile and reducing screen size to 2.5×4 inches.  Reading job descriptions on small screens, even when they are mobile friendly, is tedious at best.  Yet the majority of jobs are posted on a job board or corporate career site,both of which were designed for a desktop computer. And in this age of functional full-employment, visits to job sites are in precipitous decline.

So we have gone from having honest posters prominently displayed where potential candidates are looking, to mind-numbing paragraphs hosted on sites designed for obsolete equipment.

If that is not discouraging enough, the entire format of information delivery has changed.  Assuming straight-line growth in Cisco’s estimate of video content on the internet, 72% of internet content will be video this year.  Candidates aren’t reading.  They want to see, and hear, and watch.  Text-only job descriptions are as obsolete as the equipment they were designed for.

Candidates expect to see current, authentic and relevant information about a potential job.  They want to know who they will work for, and who they will work with.  They want to see the work environment and get a sense of the culture.  They want a video-mobile job profile that can be shared on social media.  For companies that are using this new format, the number of shares, views and applies is many times the response they get with posted job descriptions.  The technology and content are once again aligning, for the first time in 300 years.

Anyone need employees for hazardous journey?

 

Maury Hanigan is CEO of Sparc, a job marketing platform that is designed for video, mobile and social recruiting.  For more information, visit: www.sparcstart.com

Seize The Season

The month of December often seems like a dead month for recruiting. Much of its 31 days are taken up by holidays and hiring activity is limited heading into the new year. However, identifying and sourcing good candidates is almost always a good investment, if not for a current opening, then for a future one. Depending on the job level, recruiting can be a several week to several month process. Anyone who waits until January 1st to begin will be at a disadvantage.

The holidays are a break when candidates have the free time to pick up their heads and see what is out there.

Candidates’ work schedules slow down and there is very little corporate travel or major meetings during the weeks leading up to the holidays. This means they have more time at work plus have the added bonus of time off. Even if they are happy in their jobs, the year-end is a natural time to assess where they are in their careers and explore options. While some of them will submit applications if they see an enticing job, may more will just gather research about who is hiring and which companies have interesting opportunities.

Candidates take action when they see an opportunity that looks like a good career move. They don’t take action just because a company looks attractive, they do it because are interested in the job. If the job is a good next step for them, then they want to learn more about the company. But they need to understand why the job is a good fit and how it will advance their career.

Every employer should be at full tilt during the holidays and make sure their jobs are posted before Christmas. To maximize their exposure to candidates, especially the highly valued passive candidate, it is essential to utilize the holidays. Passive candidates are generally succeeding in their jobs and don’t usually spend time looking at job postings. It can be challenging to get their attention, but the holidays are an opening when they are the most reachable. You need to have compelling content and useful information, and if you do, you will get more interest. Sending successful candidates a text-only job description, or posting a text-only job description is generally insufficient.

Employers need to reassess how they are sourcing and reaching out to candidates and the holidays are a perfect time to experiment with that. Start with posting mobile friendly job descriptions as the majority of candidates are getting their information on a mobile device. Tweet your jobs, post them on Facebook; utilize social media to get your jobs maximum exposure. Try video based recruiting to attract top passive candidates who won’t be swayed by typical text-based job descriptions.

December is far from a dead month for recruiting. With passive candidates seeing what the job world has to offer them, there is plenty of opportunity for recruiters to experiment with new recruiting trends and build a strong candidate pool and tested tools heading into 2016.