Let me assume for a moment, that you are not in an active job search. I’ll go a step further and assume that you are successful in your current role – you are achieving results and your management values you.
What are the chances that you will take time out of your day, put your current job at risk and engage with a recruiter based on the following:
You must have:
Demonstrated proficiency in the fundamental concepts, principles, practices and procedures related to employment and unemployment law and generally accepted employment practices.
Strong working knowledge of web search engines/tools, Microsoft Word, PowerPoint, Excel and applicant tracking system required.
Demonstrated ability to oversee, monitor, evaluate and motivate the performance of professional and support staff is required.
A collaborative and motivational management style which is inclusive and which promotes a participatory style of Human Resources management is preferred.
Ability to build consensus, provide strong leadership in a team environment, and have the highest sense of professional integrity.
Highly proficient communication, customer service, and interpersonal skills are required to work successfully with various levels of leadership and management personnel, as well as the public and external community.
(This list came from a Director of Talent Acquisition position posted on July 18, 2017 on Indeed.)
Not likely? (Let me guess you didn’t even read the entire list.) This list doesn’t excite you with possibility and persuade you to explore other opportunities? You are not alone, yet we wonder why so few prospects respond to recruiter outreach.
The content that passes for job marketing is stunningly ineffective.
Why do we keep using it?
Research exists on the information that individuals want when considering a job opportunity. They want to know the following:
What is the job, is it the right level for me?
What are the responsibilities?
Where is it?
Who will I work with?
What is the environment (travel, office or home)?
Why should I apply, what is special about this job?
Who is the company?
What is the company culture?
When recruiting organizations reach out to potential candidates and don’t include all this information, they don’t respond. Simple economics show that enhanced job descriptions are a valuable investment. Working harder at cold calling and emailing individuals who have not expressed interest is expensive and produces diminishing returns.
The market has changed, the outreach hasn’t. Marketing jobs with traditional job descriptions is outdated. If you are not persuaded by the marketing content that you are sending to others, it is time to change.
As companies are preparing their 2017 budgets, it can be difficult to determine how to allocate funds to generate the needed results.Fortunately, the data collected from more than 130,000 candidates who participated in the Candidate Experience survey provides solid direction.Understanding how candidates behave and what they respond to can guide spending toward productive investments.
Ideally, all historical spending should be reviewed and reallocated as appropriate, yet renewing existing contracts is often the norm.For the purpose of this discussion, assume that the number of recruiters is stable, external sourcing is stable, and that the LinkedIn Recruiter Licenses are set.
The overall areas where you allocate your money can be narrowed down to 10 major categories:
corporate career site
social media content creation
career fairs/community presence
To spend effectively, you must identify the issues you need to address and the results you want to achieve. There are generally two major areas that employers struggle with in recruiting: either a lack of qualified candidates applying or a low conversion rate of candidates who view the job and complete the recruitment process. Analyzing your recent results and anticipating your upcoming hiring needs will help you prioritize the investments you want to make. But before you commit budget dollars, it is important to understand candidate behavior and how those behaviors impact the job process.
Aligning with Candidate Behavior
To generate the maximum benefit from your investment, your budget allocation needs to be clearly aligned with candidates’ behavior. CandE data shows that 76% of candidates conduct research to identify new career opportunities.Knowing how and where they are looking for information is essential to allocating your budget and generating the maximum response.
When candidates gather information, they utilize 3 main tools.
The first is mobile: 86% of candidates use a mobile device for at least part of their job search. If your information is not mobile responsive or mobile friendly, the odds of getting in front of qualified individuals are dramatically reduced.
The second tool is video: 72% of internet traffic comes through some form of video. We would much rather have someone talk to us, tell us what we want to know, than give us paragraphs of text. If your recruiting information is presented in paragraphs of text, you will generate minimal engagement.
The third, arguably the most important, is social media: 90% of candidates 18-29 years old use social media. This is the primary way that candidates communicate with each other and adds to the plethora of reasons that social media cannot be overlooked.
Often times, employers do not incorporate these three tools into their recruitment efforts. Some employers have great, engaging content on job boards, but when candidates do their own research they can be lead to a job posting which is simply boring text. This ends up de-engaging the candidate and defeats the purpose of candidate engagement.
Once you understand candidate behavior you can direct your focus to the specific problems you want to solve.
Specific Problem Areas
If you want to address the issue of not having enough candidates, there are 4 key areas that will specifically address this problem:
Increasing sourcing and social media interaction
Making content more engaging, by adding video
Increasing employee referral
Improving job postings
If the issue arises from low conversion rates, there is a different set of solutions:
Shortening and improving the application and the end-to-end recruiting process
Communicating regularly with candidates
Clearly explaining the recruiting process
If losing candidates and not having enough conversion is an issue, the problem might be the length of the job application. A question that was asked to 130,000 candidates on the CandE survey addressed the time to complete an application. The results ranged from less than 5 minutes to over 90 minutes.
The “sweet spot” for a job application is 5-15 minutes.Longer applications can cause candidate loss, and shorter applications can make candidates feel as though they have not had the opportunity to present their qualifications or that they were not taken seriously.
CandE Winner Best Practice
When it comes to communicating with candidates about the recruiting process, Cumming, a CandE award winner, does an excellent job on their website. They give the candidates an expected time frame and the steps in the process.This transparency and management of candidate expectations dramatically increases the candidate experience.
Overall, there are many effective ways that you can allocate your budget in order to increase applicant traffic and drive conversion. There is no one or no right answer when it comes to what and where you should be increasing spending. Once you narrow your problem down to a specific area, there are many options to take advantage of.If you understand problem and analyze candidate behavior, you can spend against the problem and generate the maximum return.
Data provided by The Talent Board, a non-profit organization focused on the elevation and promotion of a quality candidate experience. The organization, awards program and its sponsors are dedicated to recognizing the candidate experience offered by companies throughout the entire recruitment cycle and to forever changing the manner in which job candidates are treated.
Additional research for this article was conducted by Melis Ulutas.
A student is walking through campus perusing Twitter on his phone when she stumbles upon a hilarious dancing pig video:
After laughing herself into tears, she immediately retweets it to share with all her followers. Her friend Megan tweets the video out saying “If you like pigs and Rihanna, this is a must watch”. Her friend Steve favorites and also retweets the video, commenting, “Made the mistake of watching this in the library, currently being kicked out for laughing too loud.”
Another of the student’s friends, Dan, loves pigs but he’s not on Twitter because in his words, he has better things to do with his time. She decides to waste his “better time” and posts it on his Facebook wall. That causes his friend Nancy to see it and share it to her Facebook friends and next thing you know, the video is all over campus: from new Vine remixes, to Snapchat reaction videos, to a campus-wide dancing pig themed party.
This is constantly happening on campus with all kinds of medium: from video to music to blogs. New content is being shared across universities every minute. If it’s engaging and interesting, it is passed along from phone to phone, from student to student. This is how students get, and want to get, their information.
Don’t you wish your job opportunities generated this kind of viewership?
Posting text-based job descriptions doesn’t work in this environment. They aren’t going to capture the attention of students and you can bet not a single student is going to want to share them in any of their circles. If you want your jobs to spread across campus, appearing in front of hundreds of interested students, you need to use mobile, video and social sharing in an interesting and engaging way.
It should come as no surprise that mobile is most important when it comes to going viral on campus. Every student is walking around with a mini computer in their pocket and if your job description isn’t designed for mobile, it’s not even going to get read, let alone shared. Being mobile friendly allows students to see your jobs and interact with your content wherever they are.
Video accounts for 72% of all internet traffic and that number shouldn’t come as a surprise. Essentially all of us would much rather watch a video then read an article providing the same information. Use video to show students the information about the job rather than tell them. Show them the environment they will work in and the people they will work with. Use employee-generated content to add transparency and credibility to your message. Show alumni of the school sharing their stories of succeeding in your company. Video allows you to distribute your message in the medium students want.
Every student on campus has a Facebook, LinkedIn and/or Twitter account. Most have all three. Social media is how students stay in touch and share things among their circles. It’s also become a source of information for students. Many check their social media accounts regularly to stay up-to-date with friends and what’s popular around campus. Putting social share into your jobs improves their ability to be shared and noticed by interested students.
If you want your jobs to spread across campus, appearing in front of hundreds of interested students, you need to use mobile, video and social sharing in an interesting and engaging way.
There has been a wave of new recruiting products built on technology that combines these three features. You’re no longer limited to the web-based postings and career sites that students have abandoned. These new platforms are easy to use, inexpensive and require minimal time and effort to set up. Use these powerful job profiles to attract and interest students, making sure you have an attentive audience to speak to before sending your recruiters to campus.
Peter Rogers is the Head of Campus Recruiting Outreach for Sparc, the new way to advertise jobs on campus. Sparc ignites interest through engaging job profiles that feature short video clips showcasing alumni. Designed for mobile and social sharing, Sparc allows students to view and share jobs easily, leading to more participation in campus events. Engage today’s top students now by visiting www.sparcstart.com.
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.
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.
If 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.
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 visitingwww.sparcstart.com.
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
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.