How Intent Will Forever Change the Hiring Process

The Candidate Strikes Back
Agenda
• Why intention matters
• History lesson
• How we’ll need to adapt
Marketing
Is…
Right Audience

Right Message
Right Time
Right Audience

Right Message
Right Time
Seeing where we’ve been to know where we’re going

HISTORY LESSON
How we do it now - Mass
•
•
•
•

Gather requirements from hiring managers
Post & pray
Source
Network
– (which is truly a c...
Post Mass

• It is going to be all about…
The candidate
One:Me Debunked

• The problem with one:me is…
I lie!
“86% of internet users have
taken steps online to remove or mask
their digital footprints”.

Pew Report, September 2013
#1 Hackers
#2 Ads!

Pew Report, September 2013
And what we’ll need to do to get ready

WHAT WE’RE IN FOR
Intent Overcomes

Guessing
Hoping
$
But…

Candidates express intent by applying for a
job, right?
New Paradigm

Employers
(1st Party)

Candidates
4rd Party Platforms will
Support the 2nd Party

(2nd Party)

3rd Party Rec...
Intention will Require

Be
Responsive
Be Agile
Remove
Barriers
Remove Barriers
Purple squirrel don’t care
About your ATS
Your process
Be Nimble
Purple squirrel is squirrel-y
Expression of intent
is fleeting
Be Responsive
Both digital & analog
Meaning:
Respond in responsive
ways on responsive
platforms
The best candidates will use intent.
Get ready.
Questions: Reach out to me on LinkedIn or Twitter!

THANK YOU
@tparsons
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process
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The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process

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Post and pray is so yesterday. But, what’s next in the ever-changing recruitment marketing landscape? Many people believe that the next level of marketing will be intention based. But, what is it and how can we start structuring our recruitment function to support it? In this webinar, we will talk about how the intention economy is very different from the mass-marketing of today and how it will put candidates at least in the passenger seat of the recruitment experience. In this webinar we will cover the basics of the intention economy and look at potential solutions on the horizon. This new concept is the antithesis to big data; it’s small data, your data. How will this development of a new approach to marketing change the recruitment landscape. We will talk about how and things to come.

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  • Why does intention matter?
  • It matters because without intent, time is wasted. And time is precious. The world is moving faster, we don’t have time to waste. We have calls to make and candidates to pitch. And throughout the course of our time today, I think you will see how the coming “Intention economy” is going to impact recruitment, but it will require us to adapt and evolve.So, let’s talk a little about marketing…
  • It is also a simple equation…
  • Angels singing…Problem is, we are not getting angels singing in our world…you see right now, when we take the right message to the right audience (because right time is so hard)…we get this…
  • So, in reality and execution, the equation is unbalanced and looks a little like this: The audience and message are the easy part. The hard part is right time. This is where intention comes into play. Until someone indicates their intent to do something, the timing of the marketing is a guessing game.
  • So how did we get here?
  • We have always had mass marketing. Mass marketing is what everybody thinks marketing and advertising is. The Super Bowl. So in the marketing equation of right audience, right time, right message. With mass, it is throwing spaghetti against to wall and seeing what sticks. Simply based on scale, you will reach some of the right audience with the right enough message at the right time. In our world, we rarely run television spots for job opportunities, but in our world, first we had newspapers, then we had the internet and mass got MASS. But, at the same time, technology started to pave the way for one-to-one marketing.
  • Mass has been around for nearlt 100 yearsNearly 100 years old (since 1920s)Evolved from radio
  • Into Television
  • Into Digital, Mobile, Social,But regardless of how the platforms have changes, mass has remained
  • Because we can reach just SO MANY PEOPLE. And because we could never really get at intent, we needed all those eyeballs. We could never nail the timing. And in an effort of trying to get there, we introduced creepy tools to spy on people to better understand habits. We all do it. We try to analyze keywords on search and indeed and we are also targeting people on LinkedIn when they are updating their pfoile, because we understand this is a switch signal. So, what’s next…
  • So, when we talk about today in the context of mass, we are Gather requirements from hiring managersPost & praySourceNetwork(which is truly a combination of P&P and Sourcing)
  • About a year ago I wrote an article for ERE about One:Me marketing. One:Me was designed to help discover intent using big data, social and algorithms to identify when candidates would be most open to new opportunities.Until I realized, this notion was flawed!
  • The reason that my initial thinking about one:me is wrong is Big Data… Because frankly the data is mostly crap. So the problem with my original solution is…
  • I am pretty sure my data file is overrun with bad information. I have lived in 5 states in the last 15 years. I have more residences and phone numbers than could be logically kept in a file and… I lie! I put wrong phone numbers and email addresses that have been long closed on forms all the time. And I am sure I am not alone.
  • And I realized that intention should not be an algorith and it wont be. So, Essentially, I realized that I was looking at the problem in the most standard way possible, I was doing the norm for our time. Taking what we know and applying it. But then I realized, it needs to be blown up and looked at new. Instead of applying what we already knew, what if we took an entirely new approach. Taking what we know and expanding it into new areas and ideas. Remove all your existing paradigms
  • and you can get even higherEssentially, I realized that you should high jump backward. I turned off my marketing mind and turned on my candidate mind… It would be best if I could express intent.
  • I once had an opportunity to hear Doc Searls speak about how consumer intent is going to drive change in markets. He is working with a group is called Project VRM and they are working out of the Berkman Center for Internet and Society at Harvard. Doc tells a similar story when explaining how intent will change things... The story goes like this:
  • Sarah is traveling to a conference (maybe even ERE) she lands in San Diego and realizes she forgot her phone charger, she gets into her rental car, pulls out her phone and types in a request for BLANK. She is signaling her intent to purchase only Sarah is not going to give up any of her personal information to get it other than BLANK. This signal leads 10 local retailers to submit a bid to her for BLANK and she then makes a decision, pays to retailer with her device and heads to the store to pick it up. And despite her transaction, the retailers has no information about her.
  • Sarah is traveling to a conference (maybe even ERE) she lands in San Diego and realizes she forgot her phone charger, she gets into her rental car, pulls out her phone and types in a request for BLANK. She is signaling her intent to purchase only Sarah is not going to give up any of her personal information to get it other than BLANK. This signal leads 10 local retailers to submit a bid to her for BLANK and she then makes a decision, pays to retailer with her device and heads to the store to pick it up. And despite her transaction, the retailers has no information about her.
  • Sarah is traveling to a conference (maybe even ERE) she lands in San Diego and realizes she forgot her phone charger, she gets into her rental car, pulls out her phone and types in a request for BLANK. She is signaling her intent to purchase only Sarah is not going to give up any of her personal information to get it other than BLANK. This signal leads 10 local retailers to submit a bid to her for BLANK and she then makes a decision, pays to retailer with her device and heads to the store to pick it up. And despite her transaction, the retailers has no information about her.
  • Sarah is traveling to a conference (maybe even ERE) she lands in San Diego and realizes she forgot her phone charger, she gets into her rental car, pulls out her phone and types in a request for BLANK. She is signaling her intent to purchase only Sarah is not going to give up any of her personal information to get it other than BLANK. This signal leads 10 local retailers to submit a bid to her for BLANK and she then makes a decision, pays to retailer with her device and heads to the store to pick it up. And despite her transaction, the retailers has no information about her.
  • And Sarah’s back on her way and ready for a good conference.
  • Right now, you might be thinking…candidates express their intent by applying for a job at your company.
  • The best candidates are the ones who are not going to jump through that hoop. When we are talking top talent, it is highly competitive. Top candidates want a lower barrier than the ATS. Or, frankly, they aren't going to do it. When you cold call, you are cold, but, with intent, that cold call is welcome and warm. They are open to a position because they are signaling intent, the time is right.
  • Project VRM calls the platforms that will give consumers these tools Fourth Parties. Similar to third party recruiters that are sometimes used, a fourth party platform would be what candidate would use to express intent.
  • There are significant challenges that will face talent acquisition when the intention economy comes to fruition.
  • And a signal of intent can save time Thank you again!
  • The Candidate Strikes Back - How Intent Will Forever Change the Hiring Process

    1. 1. How Intent Will Forever Change the Hiring Process The Candidate Strikes Back
    2. 2. Agenda • Why intention matters • History lesson • How we’ll need to adapt
    3. 3. Marketing Is…
    4. 4. Right Audience Right Message Right Time
    5. 5. Right Audience Right Message Right Time
    6. 6. Seeing where we’ve been to know where we’re going HISTORY LESSON
    7. 7. How we do it now - Mass • • • • Gather requirements from hiring managers Post & pray Source Network – (which is truly a combination of P&P and Sourcing)
    8. 8. Post Mass • It is going to be all about…
    9. 9. The candidate
    10. 10. One:Me Debunked • The problem with one:me is…
    11. 11. I lie!
    12. 12. “86% of internet users have taken steps online to remove or mask their digital footprints”. Pew Report, September 2013
    13. 13. #1 Hackers #2 Ads! Pew Report, September 2013
    14. 14. And what we’ll need to do to get ready WHAT WE’RE IN FOR
    15. 15. Intent Overcomes Guessing Hoping
    16. 16. $
    17. 17. But… Candidates express intent by applying for a job, right?
    18. 18. New Paradigm Employers (1st Party) Candidates 4rd Party Platforms will Support the 2nd Party (2nd Party) 3rd Party Recruiters Support the 1st Party
    19. 19. Intention will Require Be Responsive Be Agile Remove Barriers
    20. 20. Remove Barriers Purple squirrel don’t care About your ATS Your process
    21. 21. Be Nimble Purple squirrel is squirrel-y Expression of intent is fleeting
    22. 22. Be Responsive Both digital & analog Meaning: Respond in responsive ways on responsive platforms
    23. 23. The best candidates will use intent. Get ready.
    24. 24. Questions: Reach out to me on LinkedIn or Twitter! THANK YOU @tparsons

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