Beat the Big Brands for the Best Recruits: Building a Winning Talent Acquisition Department Against the Odds (Randall Birkwood)
Beat the Big Brands at Hiring by Working SmarterBuilding a Winning Talent Acquisition Department Against the Odds
• The Yugo Trap• Your Culture is Your Brand• Moneyball (You are the A’s!)• Build a Recruiting Culture
The Yugo Lesson • Low Price is Lure • No Brand Differentiation • 100,000 sold in 8 years • Zero buyer retention
The Yugo Trap• Compensation is Lure• No Brand Differentiation• Generic websites, etc.• Lack of cultural awareness can lead to retention issues
Why People Leave• Small minority due to compensation• Saratoga Institute- 88% leave for reasons other than money• Company Transition, Boss, Culture, etc.
You are in Marketing!"The aim of marketing is to know and understand the customer so well theproduct or service fits him and sells itself." Peter F. Drucker
Keys to Your Marketing Success: 1.Your sell not $$ focused 2.Define who you Want to Hire 3.Define Your Culture 4.Make your Culture your Brand 5.Attract People who will be Successful in your Culture
Step One: Who do You Want toHire?• People who will be Successful (Achievers)• People who will be Satisfied (High Morale)• People who will stay for awhile (Retention)
Step Two: Define Your CultureWho are you?Minivan or Ferrari?Can you Identify Your Brand?
Survey Your Top 20% Performers• “What do you like best about working here?”• ”Describe our company culture”• “What personal attributes are most important for an employee to be successful here?”* Determine if you need to break out by function
Employee Engagement Survey• Look for Positive Feedback• Look for Why They Work Here• Read Employee Comments• Look for Trends
Company Core Values Powerful statements that can be used in Marketing Messages •Basis for Employee Videos
Social Media• Research the Internet (Glassdoor, Indeed, etc.)• What are employees saying about you?
“When dealing with people, rememberyou are not dealing with creatures of logic, but rather emotion.” -Dale Carnegie
Step Three: Make Your Culture your Brand! • Logical versus Emotional Decisions • Address both, but emphasize Emotions • Your Culture is an Emotion
Create your Marketing Brand• Engage Marketing and/or a Consultant• Analyze data from Top 20% Performers, Engagement Survey, Values Statements• Create Marketing Messages
Explain what makes you different from your competitors. What is unique about your company and its culture?
Present the results you’ve produced for other people in the same situation. What results will address your target audience’s needs?
You Must Revamp• Careers Website• Social Media (Twitter, YouTube, Facebook, etc.)• Candidate Materials• Job Descriptions• Interview Preparation• Group Culture and Personal Relationships
Emotional• Company Culture• Employee Perks• Employee Testimonials• Workplace Visuals• Group Culture• Personal Engagement
Logical• Company Facts• Benefits Information• Employee Amenities
“So at the point of decision, emotions are veryimportant for choosing. In fact even with what we believe are logical decisions, the very point of choice is arguably always based on emotion.” Antonio DaMasio- Professor of NeuroScience
Careers Site• Address Emotional and Logical• White Space- Culture Statements• Employee Testimonial Videos• Align Testimonials with Core Values• Employee Activities/Clubs• Display Company Successes• Win Best Places Awards• Logical- One Page Company Fact Sheet• Logical- Benefits Summary
Consistency Across Platforms• Reiterate Message• Candidate Materials• Job Descriptions• Social Media (Twitter, YouTube, Facebook, etc.)• Interviews• Offers
The Interview• Every relationship is personal regardless of outcome• Follow up with every candidate• Assign each interviewer one question aligned to culture/values• 5-10 minutes reserved to discuss company/team culture (Candidate selects in or selects out)• Candidate Satisfaction Survey (Culture discussed?)
The Offer• Re-iterate Culture Statements• Think outside the box- Lunch/Dinner, Gift Basket• Don’t stop Communicating• Comprehensive onboarding including Buddy (top 20%)
You are Successful when…Through multiple channels youhave portrayed your culture sowell that the best candidates“select in” and mismatchedcandidates “select out”!
Extra Credit- Outside Impressions• Careers Site Survey• Candidate Satisfaction Survey• Research FirmUltimate Goal: Align internal beliefs with external impressions.
The Big Three!• Goal #1- Identify Your Culture• Goal #2- Build Your Brand based on your Culture• Goal #3- Attract and Hire People who will Thrive in your Culture
Goal #3- Attract People who will be Successful • Think Outside the Box • Work Harder • Analytics Give You an Edge! • Use Internal Data to determine where you want to recruit
Moneyball- Internal Data• Gather information on your Top 20% performers• Past Companies, Company Size, Source of Hire, etc.• Employee Engagement Survey (Top reasons work here? Ex: Location)• Look for Trends and Develop a Strategy
Build a Recruiting Culture • Cast the Net Wide • Partner with Marketing • Conference Attendees, Business Cards, Coffee Carts • Networking is Everything • Engage Executives • Constant Messaging • Personal Relationships!