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Sourcing Summit Europe Keynote - Trifecta for Sourcing Success: Technology, Tools, & Marketing - Susanna Frazier #SOSUEU

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The modern sourcer need to be tech savvy, love tinkering with tools and have a marketing brain. A trifecta of skills critical for any sourcer. This session marries technology, tools, psychology and marketing practices to solve sourcing roadblocks. Susanna will illustrate how you map talent, embrace technology and apply new tools.

Tech: Advanced Search Operators, X-Ray Search Techniques, URL Manipulation, Saved Search Alerts
Marketing: Content Marketing, Job Titles, Job Descriptions, Job Advertisements, Email Marketing, Subject Lines
Tools: Keyword Research (SocialTalent SourceHub, GlossaryTech), Job Titles (Enlighten Jobs), Content Marketing (Grammarly, Hemingway Editor), Job Descriptions (Textio, MosaicTrack), Subject Lines (Send Check It), Outreach Personalization (Frrole DeepSense) & Optimization (ZenSourcer, Calendly) + Tools to Find Tools + Recommended Blogs, Facebook Groups, & YouTube Channels

Published in: Recruiting & HR
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Sourcing Summit Europe Keynote - Trifecta for Sourcing Success: Technology, Tools, & Marketing - Susanna Frazier #SOSUEU

  1. 1. Trifecta for Sourcing Success: Tech, Tools, & Marketing Susanna Frazier #SOSUEU @ohsusannamarie
  2. 2. #SOSUEU @ohsusannamarie
  3. 3. #SOSUEU @ohsusannamarie
  4. 4. #SOSUEU @ohsusannamarie
  5. 5. #SOSUEU @ohsusannamarie
  6. 6. Job Description Notes Responsibilities: • Marry technology, tools, psychology, & marketing. • Solve sourcing roadblocks. • Illustrate how to map talent, embrace technology, & apply new tools. Qualifications: • Tech-savvy, love tinkering with tools, and have a marketing brain. Intake Notes • "I really want Europe to know more about you." • "I’m giving you a keynote spot." • "Don’t limit yourself to the topic." • "There’ll be lots of expectations from the crowd." Trifecta for Sourcing Success #SOSUEU @ohsusannamarie
  7. 7. My Path 2011 2012 2013 2014 2015 2016 2017 2018 🤓 🤓 🤓 👩🏫 👩🏫 #SOSUEU 🤓 @ohsusannamarie
  8. 8. #SOSUEU @ohsusannamarie
  9. 9. TECHNOLOGY #SOSUEU @ohsusannamarie
  10. 10. TEKsystems #SOSUEU @ohsusannamarie
  11. 11. Basic Search Operators Google LinkedIn Indeed "" ✓ ✓ ✓ () ✓ ✓ ✓ AND OR ✓ ✓ ✓ | ✓ NOT ✓ ✓ − ✓ ✓ * ✓ .. ✓ #SOSUEU @ohsusannamarie
  12. 12. Advanced Search Operators – Google intitle: Search within the page's title. inurl: Search within the URL. intext: Search within the body text. filetype: Search for a specific file type. related: Search sites related to a domain. AROUND() Returns results within (X) words of each other. • 32 keyword limit #SOSUEU @ohsusannamarie
  13. 13. Advanced Search Operators – LinkedIn firstname: Search a profile’s first name. lastname: Search a profile’s last name. title: Search a profile’s current job title. company: Search a profile’s current company. school: Search a profile’s school. headline: Search a profile’s headline. • 4,190 character limit • 4 "OR" operator limit #SOSUEU @ohsusannamarie
  14. 14. Advanced Search Operators – Indeed title: Search a resume’s current job title. anytitle: Search any of a resume’s job titles. company: Search a resume’s current company. anycompany: Search any of a resume’s companies. school: Search a resume’s school. fieldofstudy: Search a resume’s field of study. #SOSUEU @ohsusannamarie
  15. 15. Advanced Search Techniques Job Title + Keyword + Location Job Title: C#.NET Developer Keyword: C#.NET Location: Louisville, KY = ? LinkedIn candidates AND ? Indeed resumes= 3 LinkedIn candidates AND 1 Indeed resumes #SOSUEU @ohsusannamarie
  16. 16. = 3 AND 1 Advanced Search Techniques + Job Title variations + Keyword variations Job Titles: ( "C#.NET" OR "C#" OR "C #" OR Csharp OR "C sharp" OR ".NET" OR ". NET" OR dotNET OR "dot NET") AND ( Developer OR Development OR Engineer OR Engineering OR Programmer OR Programming) Keywords: ( "C#.NET" OR "C#" OR "C #" OR Csharp OR "C sharp") = ? LinkedIn candidates AND ? Indeed resumes= 69 LinkedIn candidates AND 40 Indeed resumes #SOSUEU @ohsusannamarie
  17. 17. + similar Job Titles Job Titles: ( "C#.NET" OR "C#" OR "C #" OR Csharp OR "C sharp" OR ".NET" OR ". NET" OR dotNET OR "dot NET" OR Software OR Web OR Mobile OR Application OR Applications OR App OR Apps OR "I.T." OR "I. T." OR Technology OR Technical OR Tech) AND ( Developer OR Development OR Engineer OR Engineering OR Programmer OR Programming OR Contractor OR Consultant OR Professional) = ? LinkedIn candidates AND ? Indeed resumes Advanced Search Techniques = 69 AND 40 #SOSUEU = 1,382 LinkedIn candidates AND 107 Indeed resumes@ohsusannamarie
  18. 18. Advanced Search Techniques + stemmed Keywords Keywords: ( "C#.NET" OR "C#" OR "C #" OR "Csharp OR "C sharp") AND ( Developer OR Development OR Engineer OR Engineering OR Programmer OR Programming OR develops OR developed OR developing OR engineers OR engineered OR programmed) = ? LinkedIn candidates AND ? Indeed resumes= 3,344 LinkedIn candidates AND 430 Indeed resumes = 1,382 AND 107 #SOSUEU @ohsusannamarie
  19. 19. Advanced Search Techniques Job Title + Keyword + Location = 3 LinkedIn candidates AND 1 Indeed resumes + Job Title variations + Keyword variations = 69 LinkedIn candidates AND 40 Indeed resumes + similar Job Titles = 1,382 LinkedIn candidates AND 107 Indeed resumes + stemmed Keywords = 3,344 LinkedIn candidates AND 430 Indeed resumes #SOSUEU @ohsusannamarie
  20. 20. URL Manipulation (Facebook) #SOSUEU https://www.facebook.com/search/... Name is: str/Name/users-named Group Member: str/Group/groups-named/members Visited: str/Location/places-named/visitors Likes: str/Like/pages-named/likers Speaks: str/Language/pages-named/speakers Education: str/Education/pages-named/students Job (/Ever/Present/Past): str/Job/pages-named/employees/ever Lives (/Ever/Present/Past): str/Location/pages-named/residents/ever Friends with (/Me/Not Me/My Friends): me(/Friends/non-Friends/Friends/Friends) Friends with Person: str/Person/users-named/friends/intersect OR: …/union/ AND: …/intersect @ohsusannamarie
  21. 21. Saved Search Alerts #SOSUEU Target talent: • Be the first to reach out to target talent as they become available. Current employees: • Begin proactively pipelining for upcoming openings. External contractors (agency): • Generate new business leads to backfill contractors at other companies. Existing network: • Be the first to reach out to your network as they become available. Target accolades: • Begin/strengthen relationships with a "Congrats!" @ohsusannamarie
  22. 22. Indeed Resume Alerts (Target Talent) anytitle:(Developer OR Engineer OR Programmer) ("C#.NET" OR "C#" OR "C #" OR "Csharp" OR "C sharp") #SOSUEU @ohsusannamarie
  23. 23. Google Alerts (Target Accolades) site:linkedin.com/in "Louisville, Kentucky Area" ("MTA" OR "MCSA" OR "MCSD" OR "MCSE" OR "Microsoft Technology Associate" OR "Microsoft Certified" OR "Microsoft Certification") ("C#.NET" OR "C#" OR "C #" OR "Csharp" OR "C sharp") "native or bilingual proficiency" intitle:("Developer" OR "Engineer" OR "Programmer") #SOSUEU @ohsusannamarie
  24. 24. LinkedIn Recruiter Saved Search Alerts #SOSUEU @ohsusannamarie
  25. 25. MARKETING #SOSUEU @ohsusannamarie
  26. 26. Prosoft #SOSUEU @ohsusannamarie
  27. 27. Prosoft #SOSUEU @ohsusannamarie
  28. 28. Job Marketing – The Job Title Use a searchable Job Title with common terminology. • DevOps Engineer  Systems Engineer Include key required skills and use parentheses. • Marketing Manager  Digital Marketing Manager (Urban Music) Properly space the Job Title. • Digital Media Buyer/Planner  Digital Media Buyer / Planner Avoid CAPS, company-specific terminology, and abbreviations. • SR DevOps Engineer III  Senior Systems Engineer Keep Job Titles to 50-60 characters… to outperform others 30-40%. #SOSUEU @ohsusannamarie
  29. 29. Job Marketing – The Description Use a logical structure: • Role Overview  Company Overview  Requirements  How to Apply Chunk the content: • Use headings, paragraphs, and lists. • Bold important content… to double the amount of applicants. Verbiage and tone: • Keep the total word count to 300-700, paragraphs to 1-2 sentences, and sentences to 13-17 words. • Keep the use of adjectives to <15% and verbs to >15% of all words. • Avoid corporate clichés, directive phrases, and passive language. • Refer to the candidate as "you" and the company as "we/us." #SOSUEU @ohsusannamarie
  30. 30. Job Marketing – The Description Role Overview: • Lead with an attention-grabbing "What’s in it for me." • Ask 3-4 questions about the candidate. • Include salary information… to increase the # of applicants by 50%. Company Overview: • Showcase your culture, team building, and employee perks. • Include an equal opportunity statement. Requirements: • Distinguish between "Have to haves" and "Nice to haves." How to Apply: • Include a call to action and provide contact details. • Clarify relocation assistance or Visa transfer/sponsorship. #SOSUEU @ohsusannamarie
  31. 31. Job Marketing – The Advertisement #SOSUEU @ohsusannamarie
  32. 32. Email Marketing Use a logical structure: • Greeting  "Show Me You Know Me"  Mission Alignment  Call to Action  Closing Chunk the content: • Use bold, italics, links, attachments, videos, and PS. Verbiage and tone tips: • Personalize your message… for a 6x higher response rate. • Appeal to the candidate’s strongest emotions to drive engagement: amusement, interest, humor, surprise, happiness, delight. • Write at a 3rd grade level... for the highest response rates (53%). • Keep the total word count to 50-125. #SOSUEU @ohsusannamarie
  33. 33. Email Marketing – The Message Subject Line: • Keep the character count to 40. • Use the recipient’s first name. Greeting: • Include the recipient’s first name. "Show Me You Know Me": • Share how you found them and what motivated you to reach out. • Mention commonalities – groups, connections, employers, etc. Mission Alignment: • Clarify why you’re messaging them and how working together would benefit both sides. • Create an information gap by eluding there’s more to share. Closing: • Create a sense of urgency. • Sign of with "Thanks in advance" …to increase response rates by over 50%. #SOSUEU @ohsusannamarie
  34. 34. Email Marketing – The Campaign The best time to send an… • InMail: 9-10 am on a weekday • Email: early morning or evening #SOSUEU @ohsusannamarie
  35. 35. TOOLS #SOSUEU @ohsusannamarie
  36. 36. tronc #SOSUEU @ohsusannamarie
  37. 37. tronc #SOSUEU @ohsusannamarie
  38. 38. Tools Keyword Research: • SourceHub, GlossaryTech Job Title Optimization: • Enlighten Jobs Content Optimization: • Grammarly, Hemingway Editor Job Description Optimization: • Textio, MosaicTrack Subject Line Optimization: • Send Check It Outreach Personalization: • Frrole DeepSense Outreach Optimization: • ZenSourcer, Calendly #SOSUEU @ohsusannamarie
  39. 39. Tools – Keyword & Job Title Research #SOSUEU @ohsusannamarie
  40. 40. Tools – Content Optimization #SOSUEU @ohsusannamarie
  41. 41. Tools – Job Description Optimization #SOSUEU @ohsusannamarie
  42. 42. Tools – Job Description Optimization #SOSUEU @ohsusannamarie
  43. 43. Tools – Subject Line Optimization #SOSUEU @ohsusannamarie
  44. 44. Tools – Outreach Personalization #SOSUEU @ohsusannamarie
  45. 45. Tools – Outreach Optimization #SOSUEU @ohsusannamarie
  46. 46. Tools – Outreach Optimization #SOSUEU @ohsusannamarie
  47. 47. Carmen Hudson RecruiterHunt.com Dean Da Costa TheSearchAuthority.weebly.com/Tools.html Improver HRstack.improver.io Irina Shamaeva BooleanStrings.com/Tools Jonathan Kidder WizardSourcer.com/Tools Martin Freeman bit.ly/MartinFreemanTools Michael Bazzell IntelTechniques.com/menu.links.html Susanna Frazier OhSusannaMarie.com/Tools Talent Hero Media bit.ly/TalentHeroMediaTools Todd Davis bit.ly/ToddDavisTools Tools to Find Tools #SOSUEU @ohsusannamarie
  48. 48. bit.ly/OhBlogs Boolean Strings BooleanStrings.com SocialTalent SocialTalent.com/blog SourceCon SourceCon.com Blogs #SOSUEU @ohsusannamarie
  49. 49. bit.ly/OhGroups Growth Hacking Recruiters bit.ly/FBgroupGHR SourceCon bit.ly/FBgroupSC Sourcers Who Code bit.ly/FBgroupSWC Facebook Groups #SOSUEU @ohsusannamarie
  50. 50. bit.ly/OhVideos Dean Da Costa bit.ly/YouTubeDean SocialTalent bit.ly/YouTubeSocialTalent Recruiting Blogs bit.ly/YouTubeRecruitingBlogs YouTube Channels #SOSUEU @ohsusannamarie
  51. 51. #SOSUEUQuestions? @ohsusannamarie bit.ly/OhSOSUEU

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