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How To Recruit In 2017

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The world of recruiting is evolving at an accelerated pace. Recruiting teams at the leading edge of this evolution are deploying modern tools and technology like algorithms, bots, and AI to help them identify, engage, and retain talent. However, many companies still struggle with the fundamentals of recruiting, which is creating a widening gap in capabilities…and successes.

This e-book is not for those practitioners already at the leading edge of this curve. This is a resource for recruiters with a full desk and heavy requisition loads who perpetually struggle for time. Startups without established recruiting or HR functions and are wondering what to do to give their organization a hiring edge. Teams that started modernizing their recruiting functions, but soon found themselves stuck.

In the following pages, you’ll learn about three aspects of modern recruiting that should be core components of your recruiting efforts in 2017, including examples and actionable takeaways to help you level up your recruiting.

Published in: Recruiting & HR
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How To Recruit In 2017

  1. 1. P a g e HOW TO RECRUIT IN 2017 >
  2. 2. “I am convinced that nothing we do is more important than hiring and developing people. At the end of the day you bet on people, not on strategies.” Lawrence Bossily Former COO of GE and author HOW TO RECRUIT IN 2017 >
  3. 3. 3 INTRODUCTION Lars Schmidt Founder @Lars The world of recruiting is evolving at an accelerated pace. Recruiting teams at the leading edge of this evolution are deploying modern tools and technology like algorithms, bots, and AI to help them identify, engage, and retain talent. However, many companies still struggle with the fundamentals of recruiting, which is creating a widening gap in capabilities…and successes. This e-book is not for those practitioners already at the leading edge of this curve. This is a resource for recruiters with a full desk and heavy requisition loads who perpetually struggle for time. Startups without established recruiting or HR functions and are wondering what to do to give their organization a hiring edge. Teams that started modernizing their recruiting functions, but soon found themselves stuck. In the following pages, you’ll learn about three aspects of modern recruiting that should be core components of your recruiting efforts in 2017, including examples and actionable takeaways to help you level up your recruiting. HOW TO RECRUIT IN 2017 >
  4. 4. 4 ACKNOWLEDGEMENTS The content for this e-book was inspired by insights gathered over eighteen years of hands-on recruiting and branding in a broad range of industries and companies. The trends and examples were informed by many sources including LinkedIn, Universum, HR Open Source, SHRM, HR Examiner, Social Talent, Fast Company, and more. The format was inspired by We Are Social’s annual Trend’s To Watch report. HOW TO RECRUIT IN 2017 >
  5. 5. TRENDS IMPACTING RECRUITING TECHNOLOGY Algorithms, bots, programmatic advertising. 2016 saw the recruiting landscape continue on its accelerated path of innovation [good], yet many struggled to keep pace with changes from years ago [bad]. This disconnect is creating a widening capabilities gap - as well as opportunities to drive efficiencies and augment recruiting. GENERATIONAL BRAND CONVERGENCE Today’s global workforce contains four generations. Millennials are now the largest group, yet most hiring and HR approaches were originally designed in the age of the Boomer. Younger generations were raised on mobile and social. They have expectations around openness, access, and flexibility. If you’re recruiting process lacks consideration here it will cost you candidates in 2017 (and beyond). HOW TO RECRUIT IN 2017 > The past several years have seen the field of employer brand grow from an optional consideration to an imperative. We are now in the early days of employer brand 2.0, a phase that will see employer and consumer brand begin to converge into one brand that connects the stories of a company’s product and services with the people who build them.
  6. 6. 6 OVERVIEW JOB DESCRIPTIONS CANDIDATE EXPERIENCE EMPLOYER BRAND JOB DESCRIPTIONS 1. Microsites 2. Radical Transparency 3. Dynamic Content CANDIDATE EXPERIENCE 4. Empathetic Rejection 5. Introduce Your Team 6. Set Expectations EMPLOYER BRAND 7. Personalization 8. Employee Takeovers 9. Be Opportunistic HOW TO RECRUIT IN 2017 >
  7. 7. JOB DESCRIPTIONS CANDIDATE EXPERIENCE EMPLOYER BRAND HOW TO RECRUIT IN 2017 >
  8. 8. 8 FOCUS 1: JOB DESCRIPTIONS Despite the progress we’ve made in recruiting over the past several years, most industry job descriptions look like they are recycled from 2010. Why? The technology habits of prospects have changed significantly in the last few years as mobile phones have overtaken desktops for internet usage. There are almost as many cell phone subscriptions (6.8B) as people (7B) in the world. Social has become a distribution channel. Yet few companies have adjusted how they format and present job descriptions. It’s time that your recruiting methods account for these shifts. The bar is low, as most job seekers are accustomed to scrolling through text dense job descriptions written for compliance over attraction. That presents an opportunity for companies to stand out by giving a more dynamic, and real, presentation of a job. HOW TO RECRUIT IN 2017 > EFFORT LEVEL: EASY
  9. 9. 9FOCUS1:JOBDESCRIPTIONS EXAMPLES EXAMPLE ONE: MICROSITES Microsites allow companies to create interactive and dynamic views of jobs. Tools like Clinch, OnGig, and Phenom People extract job description content from your ATS and serve up targeted content based on cookies. The content is available in pre-designed templates that can include photos, videos, and links to similar jobs. If microsites are not an option, consider a blogging platform, like Medium, where you can embed video, photo, and audio to complement your text. EXAMPLE TWO: DO NOT APPLY DISCLAIMERS Most jobs focus on spelling out tasks and qualifications. If they have a slant, it’s enticing you to apply. Why not take a different approach and convey some of the reasons applicants may NOT want to apply (like this example from Duo Security, at left). This method may save you time in the end if potential hires learn negatives before they apply, that they’d be sure to learn later if they get deeper in the process or join your organization. EXAMPLE THREE: HEADERS AND HYPERLINKS Consider adding custom headers, photos, and hyperlinks into your job descriptions to break up the copy and allow readers to go deeper on certain topics. Capabilities here are limited to ATS functionality (the example, at left, from Hootsuite is built in iCIMS). If your ATS allows you to add hyperlinks and embed video/HTML, you can add quite a bit of dynamic content within the job description itself.
  10. 10. You have a broad range of options when it comes to revamping your job descriptions. From microsites to video, you’re only limited by the technical capabilities of your platform and budget. Even if you lack both, you can still make changes that will lead to higher conversions. Things you can do to enhance your job descriptions: • Mobile-First: Write all of your job descriptions with the assumption they’ll be viewed on a mobile device. • Edit & Trim: Ruthlessly edit and cut non-essential requirements and qualifications (Sorry, but “must have strong communication skills” will do nothing to screen that quality in or out of your applicants). • Write To Your Audience: Write to the job seeker. Use “you” and “your,” not “we” and “our.” Help them see themselves in the job. • Share Success Measures: Show them what success looks like in the job. Too many job descriptions focus on tasks instead of outcomes. Share what the ideal hire will have accomplished after a successful year. • Gender Neutrality: Review for gender neutrality. You may think you’re cute and clever with “code ninjas” and “party bus happy hours,” but your word choice may be skewing your applicant pool. • Use Real Language: A conversation tone is relatable and may help the reader connect with your copy. “Building upon synergies of connected experiences,” not so much. WHAT IT MEANS FOR RECRUITING FOCUS 1: JOB DESCRIPTIONS HOW TO RECRUIT IN 2017 >
  11. 11. JOB DESCRIPTIONS CANDIDATE EXPERIENCE EMPLOYER BRAND HOW TO RECRUIT IN 2017 >
  12. 12. 12 FOCUS 2: CANDIDATE EXPERIENCE If you haven’t heard the term “candidate experience” (CX) you’ve been living in a content bubble impervious to all things HR. Despite it’s importance, many organizations are not prioritizing CX beyond “check the box” activities. What it comes down to is building an empathetic recruiting process. Searching for a job is a highly emotional and vulnerable experience. In a quest for efficiency and speed, many organizations lose sight of this and strip the humanity from the experience. The risks of doing so go far beyond one hire; poor candidate experience is one tweet or Glassdoor post away from damaging your employer brand. It can also cost you customers. The opposite is also true. Great candidate experience creates fans (and customers) out of candidates you don’t select. The majority of applicants understand the numbers and likelihood of rejection. How you handle those applicants and rejections reveals a lot about your company. HOW TO RECRUIT IN 2017 > EFFORT LEVEL: MEDIUM
  13. 13. 13FOCUS2:CANDIDATEEXPERIENCE EXAMPLES EXAMPLE ONE: EMPATHETIC REJECTION The dreaded job application “black hole” has chipped away at the credibility of recruiting for years. At a minimum, you should notify all applicants when a job has been filled. Hootsuite takes it a step farther. Every decline email they send includes a curated list of job search and career resources intended to help applicants in their job search. It’s a small gesture of empathy and an easy addition to your process. EXAMPLE TWO: INTRODUCE YOUR TEAM Applicants are applying to more than jobs. They’re applying to teams. Why not introduce them in advance to help applicants make more informed decision about whether they fit your culture and values? Zappos does a great job of spotlighting employees, including brief employee interviews, on their career site. EXAMPLE THREE: SET EXPECTATIONS Most candidates just want to know what to expect when they apply. Will it take weeks to hear back? Fine. Letting them know at the application stage (or before) can alleviate some of the anxiety that comes with the job search. In the example at left, NPR created and Applicant Experience Pledge on their career site that walks applicants through the entire interview lifecycle. They’re not particularly fast, but they diffuse that by setting expectations before a prospect submits their application.
  14. 14. Enhancing your candidate experience doesn’t have to take herculean effort. There are some simple, practical things you can do today to provide a better experience to you applicants. Things you can do to enhance your candidate experience: • Set Expectations: Add a section on your career site that breaks down what applicants can expect from application through onboarding (or rejection). • Proactive FAQs: Create an application FAQ and send it automatically to all applicants. • Introduce Your Team: Share recruiter bios, photos, social profiles, etc. on job descriptions. • Manager Involvement: Train your hiring managers on the importance of candidate experience and hold them accountable. • Interview Prep: Before an interview, prepare the candidates on what to expect and send them the full interview schedule including titles and LinkedIn profiles (if applicable) of the interview team. Let them know when they should hear back, and be sure they’re aware of the timeline of the search. • CX Surveys: Conduct candidate experience surveys of all applicants during and after the process to understand what you do well and where you need to improve. WHAT IT MEANS FOR RECRUITING FOCUS 2: CANDIDATE EXPERIENCE HOW TO RECRUIT IN 2017 >
  15. 15. JOB DESCRIPTIONS CANDIDATE EXPERIENCE EMPLOYER BRAND HOW TO RECRUIT IN 2017 >
  16. 16. 16 FOCUS 3: EMPLOYER BRAND To be effective at employer branding (EB), think like a DJ. Know your audience. Pay attention to what moves them. Adjust your tune when it falls flat. Amplify when it resonates. Don’t limit yourself to one tempo or style. Keep your audience engaged. Like most talent initiatives, employer brand adoption and execution can be considered on a curve. At one end, companies have gone all-in with dedicated employer brand teams that operate like in-house agencies complete with designers, videographers, and illustrators. This chapter isn’t for them. Swing to the other side of the curve, and you’ll find the majority of companies who are at an earlier stage in EB. These companies are still working to integrate social into their recruiting efforts, articulate their employer value proposition, and profile their target prospects. This chapter provides actionable tips to help you begin leveling up your employer brand. HOW TO RECRUIT IN 2017 > EFFORT LEVEL: MEDIUM
  17. 17. 17FOCUS3:EMPLOYERBRAND EXAMPLES EXAMPLE ONE: PERSONALIZATION Effective employer branding captures attention and elicits a response or connection from the audience. With so much noise vying for prospect’s attention, a generic one-size approach will likely fail to convert the prospects you’re trying to influence the most. Persona map your target audience and understand what channels and content will capture their attention. This example from Sodexo quizzes career site visitors and provides personalized jobs that align with their skills and interest. EXAMPLE TWO: EMPLOYEE TAKEOVERS The most impactful employer brand content are stories about the employee experience. Employee generated content (EGC), like this Instagram takeover example from Dell, empowers employees to share their unfiltered experience, allows candidates to get a sense of what it’s really like to work there, and introduces them to the personalities of potential future colleagues. EXAMPLE THREE: BE OPPORTUNISTIC Social media is an effective tool for shaping and influencing your employer brand. A big part of being effective on social is listening and being nimble enough to seize opportunities. President Barack Obama joked he might look for a job at Spotify when he was out of the White House. Spotify cleverly created a “President of Playlists” job description just for him (including a Nobel Peace Prize in the qualifications). Their CEO tweeted it to @BarackObama and the tweet went viral. You can bet they picked up more than one job application from this move.
  18. 18. Taking control and shaping your employer brand doesn’t have to mean massive monetary investments. There are many tools to leverage. Your creativity and appetite for risks are better indicators of your potential success than the money you invest. Specific things you can do to enhance your employer brand include: • Company Social Profiles: Ensure your free company profiles on LinkedIn and Glassdoor are complete. • Employee Photos: Use real employee photos and videos on any outward facing materials (career site, recruitment marketing materials). • Employer Value Proposition: Consider drafting an Employer Value Proposition (EVP), or lightweight employee experience overview, to reinforce what employees and new hires can expect. • Internal Advocates: Identify and train internal advocates to share their story on social media, blogs, etc. • Aggregate Employee Content: Create a branded hashtag for them to use to help you aggregate and share all of the employee-generated content. • Minimize Jargon: Review your career site, job description, and recruitment collateral to reduce jargon and use relatable copy. • Personalize: Persona map your target hires to tailor your EB efforts around the channels and content that will resonate. WHAT IT MEANS FOR RECRUITING FOCUS 3: EMPLOYER BRAND HOW TO RECRUIT IN 2017 >
  19. 19. WHAT’S NEXT? We can help you take these approaches and turn them into actions for your brand. If you’ve got the appetite to optimize your recruiting we can walk you through the process one step at a time. The first step is below: info@amplifytalent.com Learn more: AmplifyTalent.com HOW TO RECRUIT IN 2017 >

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