Shaking You Lose

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.

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.