0
SUSTAINABILITY
Elaine Wherry
Talent42
June 2014
The Secret to Making Recruiting Surprisingly Easy
Elaine Wherry
Co-founder, CXO of Meebo
@elainewherry
100 Mistakes
A Graphic Novel about Leadership
Your Problems
1. Engineers complain you’re wasting their time
2. Your process is randomly based upon whomever is hiring th...
https://www.flickr.com/photos/acradenia/
What is Sustainability?
We’re in Seattle so it only seems appropriate to talk abo...
Sustainability
1. Self-reinforcing
2. Scalable
> Makes your life easier!
But I’m thinking about sustainability from a diff...
Dirty Little Secret:
The world’s best recruiting practices
aren’t enough…
Today:
Three Stories
1. The problem employee
2. Sad panda
3. Honeypot
Story #1:
The Problem Employee
https://www.flickr.com/photos/nazareth_college/
Hired Jonah
https://www.flickr.com/photos/aguerra/
Difficult in meetings. People started to complain.
https://www.flickr.com/photos/jessiejacobson/
Became fixated with a style guideline.
https://www.flickr.com/photos/helga/
Started with a questioning approach. Didn’t work.
Then I tried a checklist.
https://www.flickr.com/photos/jonathansloan/
Started working on things at night instead.
https://www.flickr.com/photos/johnjoh/
And then falling asleep during the day! But didn’t put it together that if he slept...
https://www.flickr.com/photos/dougliz/
Forget coffees, walks, etc. We were doing office sit-down weeklies. The feedback I ...
https://www.flickr.com/photos/usfbps/
About 9 months in, breakthrough.
https://www.flickr.com/photos/16210667@N02/
You’re a 2. A 2. And not a 2 with potential. A 2 that needs a lot of work urge...
https://www.flickr.com/photos/adriensteamboy/
Ooooooooooooh.
https://www.flickr.com/photos/russelljsmith/
Oh no - she’ll tell you. I was a 2 last year!
What Just Happened?
“Meebo’s great hiring process only
selects the best…like me!”
Jonas’ Perspective…
At the end of this, Jonah loved Meebo’s ...
“Hey, maybe I’m just a super
awesome manager!”
Manager’s Perspective…
But I know better — I was a mentally sharded, sleep-...
Let’s Break it Down…
A problem employee:
1. Started interviewing
2. Became self-aware
3. Changed his behavior
4. Reversed ...
5 Parts of Culture
1. Hiring: who gets hired?
2. Ideas: Where do ideas and goals come from?
3. Decision-Making: How do dec...
Hiring
We hire based
upon the way
team members
will be
reviewed.
We are
evaluated based
upon the criteria
for which we
wer...
Hiring Review
Skills
Team
110%
Making it Stick
When those two are linked, everything goes easier. It becomes self-reinforc...
Hiring Review
More Typical
Skills
Team
110%
Initiative
Respect
Strategy
!
When that connection isn’t linked, it’s a lot ha...
Making it stick
1. Hiring and reviews reflect organization’s core values
2. Job description outlines criteria for success a...
You can have all of Meebo’s process. There you go — our questions. Take out your iPhones now. But unless it’s connected to...
Story #2:
Sad Panda
This is our team circa 2008
Chat Conversation
“hi elaine. how’s it going.”
“good. good.”
“we need to hire 100x faster. can you own that?”
“ummm… okay”
What is Scalability?
1. One time set-up
2. Requires minimal effort, training, people, cost, or
machines to grow
Scalable or Not?
Asking your Co-founder and CEO to handle tech phone
screens when you’re busy with a deadline…
Scalable or Not?
Asking your Co-founder and CEO to handle tech phone
screens when you’re busy with a deadline…
Not Scalable
Meetups
Meetups
Not Scalable
Midterm Tees
Midterm Tees
Not Scalable
Secret Jobs in HTML
HTML Secretjobs
Scalable!
Google AdWords
In 2011, if you entered a technical JavaScript terms into Google, you’d see this Meebo ad. That would lead ...
Google AdWords
Scalable!
In 2011, if you entered a technical JavaScript terms into Google, you’d see this Meebo ad. That w...
Hiring Recruiting-Savvy Managers
with Talented Networks
Hiring Recruiting-Savvy Managers
with Talented Networks
Mega Scalable!
The Most Sustainable
of All…
Story #3:
The Honeypot
2010 Plan
goal !
2010 PLAN
hire
build
Story - most difficult times of my career
Become a self-sustaining business
Web & UX...
alll-out crisis
surprise!surprise!SURPRISE!
honeypot is born
2am - used a domain I owned and made the honeypot
honeypot
honeypot
Swapped out post-grad with my husband
honeypot
honeypot
1. Pete is based upon a real person
2. Pete is a static presence
3. I own it fully
4. No one should look bad
5. S...
honeypot
Time passed - NADA
Failure
last resort - LinkedIn
finally - a few responses
Hello my name is ...
and I am a recruiter...
Hello my name is ...
and I am a recruiter...
Hello my name is ...
and I am a ...
HONEYPOT
BAM! door to the party
2 1/2 years later...
Q1
2010
Q4*
2009
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q2*
2012
Q1
2012
36
4
27
36 ...
Honeypot Results
530 emails
382 recruiters
172 organizations
7 iPad incentives
1 Xbox incentive
1 MacBook Air incentive
5 ...
Recruiter Community
Recruiter Activity
2010-2012
ewherry.com
0
20
40
60
80
100
Q1
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
...
Talent Geography
ewherry.com
0
10
20
30
40
50
Q1*
2010
Q2
2010
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2*...
Email Content
35%
“Hi, my
name is...”
36%
Other
22%
“I was impressed
with your profile...”
7%
“Sorry for
the email...”
Recruiters vs. Managers
= Top Company Recruiters
= Start-up Recruiters
= Managers
49% 42% 67%
20% 37% 37%
44% 67% 79%
Role...
Missed Followups
44%
First-time
outreach
44%
Missed
follow-up
opportunities
12%
Follow-up
rate
Still Going…
Scalable or Not?
Recruiting is Easier When It’s:
Self-reinforcing
• Simple is better: connect the hiring and review process together.
The r...
Thank You!
Elaine Wherry
@elainewherry
elaine.wherry@gmail.com
But what if…
Q: We don’t have clear values?
A: Cheat sheet: talent, proactivity, results-focused, team,
adaptable
Q: Manag...
Talent42 2014 - Elaine Wherry - Sustainable Recruiting
Talent42 2014 - Elaine Wherry - Sustainable Recruiting
Talent42 2014 - Elaine Wherry - Sustainable Recruiting
Talent42 2014 - Elaine Wherry - Sustainable Recruiting
Talent42 2014 - Elaine Wherry - Sustainable Recruiting
Talent42 2014 - Elaine Wherry - Sustainable Recruiting
Talent42 2014 - Elaine Wherry - Sustainable Recruiting
Talent42 2014 - Elaine Wherry - Sustainable Recruiting
Talent42 2014 - Elaine Wherry - Sustainable Recruiting
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Transcript of "Talent42 2014 - Elaine Wherry - Sustainable Recruiting"

  1. 1. SUSTAINABILITY Elaine Wherry Talent42 June 2014 The Secret to Making Recruiting Surprisingly Easy
  2. 2. Elaine Wherry Co-founder, CXO of Meebo @elainewherry
  3. 3. 100 Mistakes A Graphic Novel about Leadership
  4. 4. Your Problems 1. Engineers complain you’re wasting their time 2. Your process is randomly based upon whomever is hiring that day 3. Managers want you to use the same job description as two years ago 4. You’re saying no to 99%+ of candidates 5. Leadership doesn’t value how important recruiting really is 6. Every time you go to a recruiting conference, every presenter and organization says their process is more awesome 7. But updating your company’s broken process is like asking people to volunteer for trepanation
  5. 5. https://www.flickr.com/photos/acradenia/ What is Sustainability? We’re in Seattle so it only seems appropriate to talk about sustainability.
  6. 6. Sustainability 1. Self-reinforcing 2. Scalable > Makes your life easier! But I’m thinking about sustainability from a different angle. As an entrepreneur, I love recruiting but I also want a process that is low maintenance, scalable, and makes everyone’s lives easier so we can apply our efforts where it makes the most sense.
  7. 7. Dirty Little Secret: The world’s best recruiting practices aren’t enough…
  8. 8. Today: Three Stories 1. The problem employee 2. Sad panda 3. Honeypot
  9. 9. Story #1: The Problem Employee
  10. 10. https://www.flickr.com/photos/nazareth_college/ Hired Jonah
  11. 11. https://www.flickr.com/photos/aguerra/ Difficult in meetings. People started to complain.
  12. 12. https://www.flickr.com/photos/jessiejacobson/ Became fixated with a style guideline.
  13. 13. https://www.flickr.com/photos/helga/ Started with a questioning approach. Didn’t work.
  14. 14. Then I tried a checklist.
  15. 15. https://www.flickr.com/photos/jonathansloan/ Started working on things at night instead.
  16. 16. https://www.flickr.com/photos/johnjoh/ And then falling asleep during the day! But didn’t put it together that if he slept more, he wouldn’t have problems staying awake in the afternoon.
  17. 17. https://www.flickr.com/photos/dougliz/ Forget coffees, walks, etc. We were doing office sit-down weeklies. The feedback I was giving him was so direct and so harsh, almost any other person on my team would have cried. He’d nodd. But then in a week or two, “oh hey, yeah I heard that… but I thought this would make more sense.” I couldn’t win.
  18. 18. https://www.flickr.com/photos/usfbps/ About 9 months in, breakthrough.
  19. 19. https://www.flickr.com/photos/16210667@N02/ You’re a 2. A 2. And not a 2 with potential. A 2 that needs a lot of work urgently.
  20. 20. https://www.flickr.com/photos/adriensteamboy/ Ooooooooooooh.
  21. 21. https://www.flickr.com/photos/russelljsmith/ Oh no - she’ll tell you. I was a 2 last year!
  22. 22. What Just Happened?
  23. 23. “Meebo’s great hiring process only selects the best…like me!” Jonas’ Perspective… At the end of this, Jonah loved Meebo’s hiring process. Obviously it selected him, so how could it be wrong?
  24. 24. “Hey, maybe I’m just a super awesome manager!” Manager’s Perspective… But I know better — I was a mentally sharded, sleep-deprived founder who was stretched too thin. As much as I’d like to take credit, it wasn’t me.
  25. 25. Let’s Break it Down… A problem employee: 1. Started interviewing 2. Became self-aware 3. Changed his behavior 4. Reversed his performance trajectory 5. Became a star employee 6. Became a recruiting advocate Holy cow. That stuff does not happen!
  26. 26. 5 Parts of Culture 1. Hiring: who gets hired? 2. Ideas: Where do ideas and goals come from? 3. Decision-Making: How do decisions get made? 4. Accountability: How are people rewarded and held accountable? 5. Excommunication: When are people let go? Let’s crack this open. In general, we usually think about it linearly. I’d argue that recruiting is first and therefore most important. When an employee starts, how they help the business progress towards its goal, and how an employee leaves. But that’s not totally true.
  27. 27. Hiring We hire based upon the way team members will be reviewed. We are evaluated based upon the criteria for which we were hired. Review Making it Stick We’re constantly hiring and we’re constantly being reviewed in an organization.
  28. 28. Hiring Review Skills Team 110% Making it Stick When those two are linked, everything goes easier. It becomes self-reinforcing.
  29. 29. Hiring Review More Typical Skills Team 110% Initiative Respect Strategy ! When that connection isn’t linked, it’s a lot harder.
  30. 30. Making it stick 1. Hiring and reviews reflect organization’s core values 2. Job description outlines criteria for success and future review 3. Both the employee and the manager have practiced discussing behavioral issues, making reviews easier 4. The metrics for hiring & reviews are more consistent across organization 5. The hiring process and the review process are authentic, meaningful, and celebrated What happens when these are linked together?
  31. 31. You can have all of Meebo’s process. There you go — our questions. Take out your iPhones now. But unless it’s connected to the rest of the culture, it won’t matter.
  32. 32. Story #2: Sad Panda
  33. 33. This is our team circa 2008
  34. 34. Chat Conversation “hi elaine. how’s it going.” “good. good.” “we need to hire 100x faster. can you own that?” “ummm… okay”
  35. 35. What is Scalability? 1. One time set-up 2. Requires minimal effort, training, people, cost, or machines to grow
  36. 36. Scalable or Not? Asking your Co-founder and CEO to handle tech phone screens when you’re busy with a deadline…
  37. 37. Scalable or Not? Asking your Co-founder and CEO to handle tech phone screens when you’re busy with a deadline… Not Scalable
  38. 38. Meetups
  39. 39. Meetups Not Scalable
  40. 40. Midterm Tees
  41. 41. Midterm Tees Not Scalable
  42. 42. Secret Jobs in HTML
  43. 43. HTML Secretjobs Scalable!
  44. 44. Google AdWords In 2011, if you entered a technical JavaScript terms into Google, you’d see this Meebo ad. That would lead you to...
  45. 45. Google AdWords Scalable! In 2011, if you entered a technical JavaScript terms into Google, you’d see this Meebo ad. That would lead you to...
  46. 46. Hiring Recruiting-Savvy Managers with Talented Networks
  47. 47. Hiring Recruiting-Savvy Managers with Talented Networks Mega Scalable!
  48. 48. The Most Sustainable of All…
  49. 49. Story #3: The Honeypot
  50. 50. 2010 Plan goal ! 2010 PLAN hire build Story - most difficult times of my career Become a self-sustaining business Web & UX teams - competitive edge, frameworks 25 - Google Tremendous pressure!
  51. 51. alll-out crisis surprise!surprise!SURPRISE!
  52. 52. honeypot is born 2am - used a domain I owned and made the honeypot
  53. 53. honeypot
  54. 54. honeypot Swapped out post-grad with my husband
  55. 55. honeypot
  56. 56. honeypot 1. Pete is based upon a real person 2. Pete is a static presence 3. I own it fully 4. No one should look bad 5. Share learnings Rules
  57. 57. honeypot Time passed - NADA Failure last resort - LinkedIn finally - a few responses
  58. 58. Hello my name is ... and I am a recruiter... Hello my name is ... and I am a recruiter... Hello my name is ... and I am a recruiter... Hello my name is ... and I am a recruiter... Hello my name is ... and I am a recruiter... Hello my name is ... and I am a recruiter... Hello my name is ... and I am a recruiter... Hello my name is ... and I am a recruiter...Hello my name is ... and I am a recruiter...
  59. 59. HONEYPOT BAM! door to the party
  60. 60. 2 1/2 years later... Q1 2010 Q4* 2009 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q2* 2012 Q1 2012 36 4 27 36 38 42 58* 70 88 6566 75 50 25
  61. 61. Honeypot Results 530 emails 382 recruiters 172 organizations 7 iPad incentives 1 Xbox incentive 1 MacBook Air incentive 5 $1k referral cash incentives 2 $10k referral cash incentive 8 coffees 7 phone calls 6 lunches
  62. 62. Recruiter Community Recruiter Activity 2010-2012 ewherry.com 0 20 40 60 80 100 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2* 2012 Top Companies Anonymous Start-ups VCs 75% 100% 50% 25% 15% 26% 56% 3%
  63. 63. Talent Geography ewherry.com 0 10 20 30 40 50 Q1* 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2* 2012 San Francisco San Mateo Redwood City Menlo Park Palo Alto Mountain View Sunnyvale Cupertino San Jose Los Gatos 16 16 26 2627 50 42 50 4552 Silicon Valley Recruiting Geography 2010-2012 50 10 30
  64. 64. Email Content 35% “Hi, my name is...” 36% Other 22% “I was impressed with your profile...” 7% “Sorry for the email...”
  65. 65. Recruiters vs. Managers = Top Company Recruiters = Start-up Recruiters = Managers 49% 42% 67% 20% 37% 37% 44% 67% 79% Role Description Personalized Company Description Recruiters vs. Managers
  66. 66. Missed Followups 44% First-time outreach 44% Missed follow-up opportunities 12% Follow-up rate
  67. 67. Still Going…
  68. 68. Scalable or Not?
  69. 69. Recruiting is Easier When It’s: Self-reinforcing • Simple is better: connect the hiring and review process together. The rest will follow. Scalable • Record metrics: interview ranking systems, pipeline analytics • Know your bottlenecks: work from start to end of process • Prioritize home runs: target long-term, easily repeatable techniques
  70. 70. Thank You! Elaine Wherry @elainewherry elaine.wherry@gmail.com
  71. 71. But what if… Q: We don’t have clear values? A: Cheat sheet: talent, proactivity, results-focused, team, adaptable Q: Managers are too busy to switch A: Don’t boil the ocean — start with one team that is desperate that will set a great example for others to follow
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