Lessons from a Recruiter Honeypot
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Lessons from a Recruiter Honeypot

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Presentation from the ERE Expo Fall 2012, presented by Elaine Wherry

Presentation from the ERE Expo Fall 2012, presented by Elaine Wherry

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Lessons from a Recruiter Honeypot Lessons from a Recruiter Honeypot Presentation Transcript

  • LESSONS FROM A RECRUITING HONEYPOT Elaine WherryThursday, August 23, 12
  • OVERVIEW 1. The recruiting crisis 2. Tips & tricks 3. The futureThursday, August 23, 12
  • INTRODUCTION Meebo Elaine Wherry, Co-founder & CXO,Thursday, August 23, 12
  • 2009 CRISIS 2010 PLAN goal ! build hireThursday, August 23, 12
  • GUERILLAThursday, August 23, 12
  • GUERILLAThursday, August 23, 12
  • GUERILLAThursday, August 23, 12
  • GUERILLAThursday, August 23, 12
  • GUERILLA surprise!Thursday, August 23, 12
  • HONEYPOTThursday, August 23, 12
  • HONEYPOTThursday, August 23, 12
  • HONEYPOTThursday, August 23, 12
  • HONEYPOTThursday, August 23, 12
  • HONEYPOTThursday, August 23, 12
  • HONEYPOTThursday, August 23, 12
  • HONEYPOT HONEYPOT RULES 1. Pete is based upon a real person 2. Pete is a static presence 3. I’d own it fully 4. Not make anyone look bad 5. Share the resultsThursday, August 23, 12
  • HONEYPOTThursday, August 23, 12
  • HONEYPOTThursday, August 23, 12
  • SINCE THEN...Thursday, August 23, 12
  • SINCE THEN... • 514 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 lunchesThursday, August 23, 12
  • 15 TIPS & TRICKS • Tips 1-6: Hiring manager tips • Tips 7-15: How to help your recruiting teamThursday, August 23, 12
  • TIP #1. GO GUERILLAThursday, August 23, 12
  • TIP #1. STARTUPS 13% Personal Email 64% 53% Linked-In Linked-In Only 34% Total Emails BothThursday, August 23, 12
  • TIP #1. ESTABLISHED COMPANIES 2% Both 19% Personal Email 79% 79% Linked-In Linked-In Only Total EmailsThursday, August 23, 12
  • TIP #1. GO GUERILLA How Meebo Found JavaScript Engineers 8 Guerilla Techniques 6 Networking & Referrals 4 External Recruiters 2 Campus recruiting jobs@meebo.com 2 Linked In 1Thursday, August 23, 12
  • TIP #1. GO GUERILLA secretjobs@meebo+inc.com/ Stanford/CS/parDcipaDon/ Blog%comments% Google/AdWords/ Boolean/searches/ Conference%speakers% Stanford/finals/tee+shirts/ AcquisiDon/calendars/ Referral%program% JavaScript/blog/puzzlers/ Student/newspapers/ Professor%recommenda5ons% JavaScript/community/map/ Jobs/page/chat/widget/ Google%Summer%of%Code% JavaScript/meetups/ TwiIer/keywords/ Alumni%groups% Resume/spider/engine/ University/classifieds/ Widget%referrer% JavaScript/bingo/ Open/source/repositories/ Front%door%signs% Speaking/events/ Meetups/Thursday, August 23, 12
  • TIP #1. GO GUERILLA • LinkedIn is incredibly competitive • LinkedIn is easy to filter • Most engineers have greater activities in other forums, engineering groups, or other networksThursday, August 23, 12
  • TIP #2. HELLO EVIL TWIN!Thursday, August 23, 12
  • TIP #2. HELLO EVIL TWIN! 15% Top companies 85% Start-ups and other companiesThursday, August 23, 12
  • TIP #2. HELLO EVIL TWIN! “We’ve assembled a world class team. Our monthly uniques have already exceeded [###] million and continue to trend higher at a rapid pace. We’ve reached an inflection point where we’re looking to scale, and with your background I wanted to speak with you about our engineering hiring.” - Startup in Mountain View “There are a variety of interesting technical challenges in front of us including scaling for millions of users, developing applications, building a sophisticated data platform, securing user data and, most importantly, ensuring an incredible experience for our users. Aside from our plethora of awesome technical projects, this is also a great place to work. Everyone on the team benefits from free meals and tremendous organizational transparency (weekly all hands, daily stand ups, etc.)” - Startup in San Francisco “... I am part of Engineering Staffing currently supporting the North America Engineering at <Company>. I saw your profile on LinkedIn and I wanted to reach out to you to find out if you would be interested in exploring various engineering positions at <Company>. <Company> has some of the best brains working on leading technologies to design the world’s largest computer infrastructure and design/build the next creative software application. We are looking to hire additional software engineers to help us accomplish this mission...” - Major company in Bay AreaThursday, August 23, 12
  • TIP #2. HELLO EVIL TWIN! • Avoid generalities: “awesome team,” “world- class,” “good culture” • Paint specifics: your teammate is a leader in SproutCore, first to launch real-time API, demo days each FridayThursday, August 23, 12
  • TIP #2. HELLO SAND HILL!Thursday, August 23, 12
  • TIP #2. HELLO SAND HILL!120 Recruiter Activity 2010-2012 100%100 15% Top Comp 80 Anonymou 75% Start-ups60 26% VCs 50%40 56% 25%20 3% 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2* 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 ewheThursday, August 23, 12
  • TIP #2. HELLO SAND HILL! Peter, I’m with the VC Firm <name> and my charter is to build out their talent services capabilities. What that means is we are looking for high caliber individuals that would be interested in potentially exploring opportunities with our portfolio companies. Your experience is exceptional and you have the type of background that should be apart of the network. If you are interested in learning more I would love the opportunity to speak with you in more detail. What we are looking to establish is a “go to” network of top notch individuals that would be a value add to our portfolio of companies. I hope to hear from you soon. Thanks, <name & contact info> Talent Services <vc firm> #### Sand Hill Road Menlo Park, CA 94025Thursday, August 23, 12
  • TIP #3. DOES IT WORK? ? RECRUITING KITThursday, August 23, 12
  • TIP #3. DOES IT WORK? Internal vs. External Recruiting Team Composition Top companies 89% 11% Internal External Start-ups 64% 36% Internal External ewherry.com 0 20 40 60 80 100Thursday, August 23, 12
  • TIP #3. DOES IT WORK? 100 Big vs. Small Teams 90 80 = Top Companies 70 = Start-ups 60 50 44% 67% 40 49% 42% 30 20 20% 37% 10 0 Role Personalized Company Description Description ewherry.comThursday, August 23, 12
  • TIP #3. DOES IT WORK? External Recruiting Comparison = Top Companies = Start-ups +3.4 +3 +2 +1.4 -.02 -.14 +.88 +.14 +1 Role Personalized Company Description Description ewherry.comThursday, August 23, 12
  • TIP #4. BE CAREFUL...Thursday, August 23, 12
  • May$13th,$2:20$pm$Thursday, August 23, 12
  • May$13th,$2:35$pm$Thursday, August 23, 12
  • Hi Peter, My name is <Lee> and I am the recruiter for site.com, the world’s first <description>. With close to 100 million worldwide users, revenues of $2 million per month and increasing by 50% monthly, in just 2.5 years site.com is establishing itself as a cutting-edge technology company with a strong business model. We are looking for a JavaScript Developer to join our growing team. Your profile is very impressive and I was wondering if you might have an interest in joining a fun, creative team who are revolutionizing this space. If so, I’d love to share details with you. All the best, <Lee>Thursday, August 23, 12
  • NOT REALLY A TIPThursday, August 23, 12
  • I HEARD.... Big$company:$“…I$was$referred$to$you$as$a$possible$source$for$a$posi:on$I$am$working$on$ here…”$ One$internal$start?up:$“…I$previously$worked$with$Tod$Sacerdo:$&$Dru$Nelson$and$have$heard$ great$things$about$you$and$feel$youd$be$a$great$fit$for$<company>…”$ One$internal$start?up:$“I$understand$that$you$may$not$be$ac:vely$looking$at$this$point,$but$we$ have$heard$that$you$are$very$good$and$wanted$to$see$if$you$might$consider$looking$into$a$ posi:on$with$<company>…”$ One$internal$start?up:$“…<Company>$is$growing$like$gangbusters!$My$name$is$<name>$and$ Im$the$Recruiter.$You$were$referred$to$me…”$Thursday, August 23, 12
  • TIP #5. TIME FOR HOODIESThursday, August 23, 12
  • TIP #5. TIME FOR HOODIES Silicon Valley Recruiting Geography 2010-2012 60 San Francisco 50 50 San Mateo Redwood City 16 16 26 27 26 50 42 52 50 45 40 Menlo Park 30 30 Alto Palo Mountain View 20 Sunnyvale Cupertino 10 10 San Jose Los Gatos 0 Q1* Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2* 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 ewherry.comThursday, August 23, 12
  • TIP #6. DON’T DO WHAT I DID...Thursday, August 23, 12
  • TIP #6. DON’T DO WHAT I DID... • Go after inactive candidates • Hire managers with networks • Know your funnel • Look for 12-20% response rate • Hire a wider skill rangeThursday, August 23, 12
  • 15 TIPS & TRICKS • Tips 1-6: Hiring manager tips • Tips 7-15: How to help your recruiting teamThursday, August 23, 12
  • TIP #7. BEAT THE MANAGERThursday, August 23, 12
  • TIP #7. BEAT THE MANAGER 100 80 You 60 40 20 0Thursday, August 23, 12
  • TIP #7. BEAT THE MANAGER Recruiters vs. Managers = Top Company Recruiters = Start-up Recruiters = Managers 49% 42% 67% 44% 67% 79% 20% 37% 37% Role Personalized Company Description DescriptionThursday, August 23, 12
  • TIP #7. EMAILS - BOTTOM 40%Thursday, August 23, 12
  • TIP #7. MANAGERS - TOP 40%Thursday, August 23, 12
  • TIP #7. THE BEST - TOP 1%Thursday, August 23, 12
  • SCORING SYSTEM 1. Company Information • Mission, growth, funding 2. Role Details • Teams, libraries, technologies 3. Personalized • Detail from resume or blogThursday, August 23, 12
  • SCORING SYSTEM 0Thursday, August 23, 12
  • SCORING SYSTEM 1Thursday, August 23, 12
  • SCORING SYSTEM 2Thursday, August 23, 12
  • SCORING SYSTEM 3Thursday, August 23, 12
  • SCORING SYSTEM ?Thursday, August 23, 12
  • SCORING SYSTEM ?Thursday, August 23, 12
  • TIP #8. PARAGRAPH BOMBSThursday, August 23, 12
  • TIP #8. PARAGRAPH BOMBSThursday, August 23, 12
  • TIP #8. PARAGRAPH BOMBS • People skim, not read • Drawn to the left • One sentence per paragraphThursday, August 23, 12
  • TIP #8. PARAGRAPH BOMBSThursday, August 23, 12
  • TIP #8. READABILITYThursday, August 23, 12
  • TIP #9. START ON THE RIGHT FOOT Hello my name is ... Hello my name is ... Hello my name is ... and I am a recruiter... Hello my name is ... Hello my name ismy name is ... and I am a recruiter...and I am a recruiter... Hello ... Hello my name is ... Hello my name is a recruiter... and I am a recruiter... and I am ... and I am a recruiter... and I am a recruiter... and I am a recruiter...Hello my name is ... and I am a recruiter...Thursday, August 23, 12
  • TIP #9. START ON THE RIGHT FOOT 22% “I was impressed with your profile...” 36% Other 7% “Sorry for the email...” 35% “Hi, my name is...”Thursday, August 23, 12
  • TIP #9. 35% - HI MY NAME IS...Thursday, August 23, 12
  • TIP #9. 22% - FOUND YOUR PROFILEThursday, August 23, 12
  • TIP #9. 7% - SORRY...Thursday, August 23, 12
  • TIP #9. PRO INTRO “I’m  reaching  out  to  you  given  your  strong  front-­‐end   development  experience,  particularly  with  Javascript.” “Your  unique  mix  of  front-­‐end  and  back-­‐end  knowledge  and   experience  really  caught  the  attention  of  our  current  Web   Developer  manager.” “I  see  that  you  have  experience  with  large  scale  software   development  involving  distributed  systems  that  lines  up  nicely   with  the  work  being  done  in  our  Cloud  Technology  Team”Thursday, August 23, 12
  • TIP #10. INTRO CHEATThursday, August 23, 12
  • TIP #10. INTRO CHEATThursday, August 23, 12
  • TIP #10. INTRO CHEATThursday, August 23, 12
  • TIP #11. PERSONALIZATION CHEAT67% 44% 20% 37% 37% Personalized Co DeThursday, August 23, 12
  • TIP #11. PERSONALIZATION CHEATThursday, August 23, 12
  • TIP #12. CHATTY FIRMS let me explain why you should like me and want to talk to me .. blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blahThursday, August 23, 12
  • TIP #12. CHATTY FIRMSThursday, August 23, 12
  • TIP #13. FOLLOW-UP, DON’T SPAMThursday, August 23, 12
  • TIP #13. FOLLOW-UP, DON’T SPAM 12% 44% Follow-up First-time rate outreach 44% Missed follow-up opportunitiesThursday, August 23, 12
  • TIP #13. FOLLOW-UP, DON’T SPAMThursday, August 23, 12
  • TIP #13. FOLLOW-UP, DON’T SPAMThursday, August 23, 12
  • TIP #13. FOLLOW-UP, DON’T SPAM • Maintain conversation & history • Longer history = stronger relationship • Ignored history implies that candidate isn’t worth remembering • Outreach reads less sincere - becomes spamThursday, August 23, 12
  • TIP #14. YOU, YOUR, YOURSThursday, August 23, 12
  • TIP #14. YOU, YOUR, YOURS I me weThursday, August 23, 12
  • TIP #14. YOU, YOUR, YOURS “From what I gather, you’re a JavaScript and front-end expert, having worked on web applications that scale to millions.  I also noted, however, that your skills go beyond front-end work, demonstrated by your experience at Plaxo in C/C++ (and even violin!).  What I take from this is that you are really an engineering generalist, although maybe having some obvious strengths and likes, with a clear understanding of the web.  I thought I would get in touch with you in hopes of learning about your situation and sharing some info from my end.” “…I am extremely impressed with the experience you’ve gained from Meebo, Plaxo and Disney … but primarily your passion of “scaling applications to millions, and pushing the bounds of what’s possible on the Web” … Well, I’d love to learn some more about you and your interests and am curious if you’d be open to having a chat with us here at <company? either tomorrow or Wednesday…”Thursday, August 23, 12
  • TIP #14. YOU, YOUR, YOURS • Storyteller instead of salesman • Show, don’t tell • Personal approachThursday, August 23, 12
  • TIP #15. PERSONAL REFERENCEThursday, August 23, 12
  • TIP #15. PERSONAL REFERENCEThursday, August 23, 12
  • FINAL INSIGHTThursday, August 23, 12
  • IT’S ALL MESSED UPThursday, August 23, 12
  • 3 REASONS EMPLOYEES LEAVE 1. Manager 2. Role 3. CompanyThursday, August 23, 12
  • IT’S ALL ABOUT THE MANAGER 1. Manager 2. Role described by 3. Company the managerThursday, August 23, 12
  • IT’S ALL ABOUT THE MANAGERThursday, August 23, 12
  • MGR TRUMPS ORGThursday, August 23, 12
  • BENEFITS • Stop looking for warm bodies • Developing personal network • Invest in longterm skills of employee • Stop selling a particular role and company • Have greater empathyThursday, August 23, 12
  • THANK YOU! http://www.ewherry.com/ elaine.wherry@gmail.comThursday, August 23, 12
  • APPENDIXThursday, August 23, 12
  • SUMMARY • Aim for top 40% • Don’t paragraph bomb • Go guerilla • Don’t say sorry • Follow-up, don’t spam • Watch out for your evil twin • You, your, yours • Keep the spotlight on the candidate - not your firm • Network to candidates • Triage - not all candidates are equalThursday, August 23, 12
  • TODAY 1. Organizations control the purse strings 2. Allow low barrier-to-entry in the field 3. In-house recruiters are at a networking disadvantage 4. Current recruiting websites either disguise themselves as a social network or face disadvantage with candidates who don’t want to say they are activeThursday, August 23, 12
  • IN THE FUTURE 1. VCs are poised to disrupt the space 2. Startup could too - think OKCupid for recruiting 3. More emphasis on tools for manager and finding longer-term fitsThursday, August 23, 12
  • #1. GUERILLAThursday, August 23, 12
  • LINKEDIN WORDCOUNT = LinkedIn 256 = Personal Emails 128Thursday, August 23, 12
  • LINKEDIN METRICS = LinkedIn 68% = Personal Emails 59% 46% 43% 37% 31% Company Role Personalized Description DescriptionThursday, August 23, 12
  • GUERILLA TECHNIQUES secretjobs@meebo+inc.com/ Stanford/CS/parDcipaDon/ Blog%comments% Google/AdWords/ Boolean/searches/ Conference%speakers% Stanford/finals/tee+shirts/ AcquisiDon/calendars/ Referral%program% JavaScript/blog/puzzlers/ Student/newspapers/ Professor%recommenda5ons% JavaScript/community/map/ Jobs/page/chat/widget/ Google%Summer%of%Code% JavaScript/meetups/ TwiIer/keywords/ Alumni%groups% Resume/spider/engine/ University/classifieds/ Widget%referrer% JavaScript/bingo/ Open/source/repositories/ Front%door%signs% Speaking/events/ Meetups/Thursday, August 23, 12
  • #1. GUERILLA LinkedIn is highly competitive and easy to filterThursday, August 23, 12
  • LESSONS • Highest scores • Better than Manager • Better than Top Five • OutliersThursday, August 23, 12
  • FINAL INSIGHTThursday, August 23, 12
  • Relationship with Manager > Relationship with CompanyThursday, August 23, 12
  • MANAGERS 79% = Top Company Recruiters 68% 64% = Start-up Recruiters = ManagersThursday, August 23, 12
  • HONEYPOTThursday, August 23, 12