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The Psychology of Passive Candidate Recruiting


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ERE webinar from 1/15/2008 hosted by Lou Adler

Published in: Technology, Business
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The Psychology of Passive Candidate Recruiting

  1. 1. The Psychology of Sourcing & Recruiting Passive Candidates Based on Lou Adler’s Hire With Your Head John Wiley & Sons, 2007 © 2007. All Rights Reserved by Lou Adler. Performance-based Hiring sm
  2. 2. You Need a System to Hire Passive Candidates
  3. 3. Recruiting Passive Candidates <ul><li>The Law of Positive Energy </li></ul><ul><ul><li>The more passive the candidate the more active you need to be </li></ul></ul><ul><li>Recruiting Persistence </li></ul><ul><ul><li>“ No” means need more info </li></ul></ul><ul><ul><li>Don’t give up until candidate has enough info to decide </li></ul></ul><ul><li>Recruiting Inflection Point </li></ul><ul><ul><li>Point when candidate moves from buyer to seller </li></ul></ul>No?
  4. 4. Become Top Performer Focused TOP PERFORMERS Tech competent Achieves results Self-motivated Teamwork (EQ) Consistent <ul><li>Why They Look </li></ul><ul><li>Marginal job, weak boss </li></ul><ul><li>Long term questionable </li></ul><ul><li>Impact declining </li></ul><ul><li>How They Look – Differently </li></ul><ul><li>Top down – not req-driven </li></ul><ul><li>Company culture/strength </li></ul><ul><li>Google, niche sites </li></ul><ul><li>More selective – less time </li></ul><ul><li>Why They Accept : 30% PLUS </li></ul><ul><li>Better job/career match </li></ul><ul><li>Hiring manager/Team </li></ul><ul><li>Company & culture </li></ul><ul><li>Competitive compensation </li></ul><ul><li>Advisor’s reinforcement </li></ul>
  5. 5. Sourcing Sweet Spot Top Employees PERFORMANCE Tech competent Achieve results Hard working Teamwork (EQ) Consistent Traditional jobs are not attractive to best employees! What kind of jobs are you offering? Another Job Active Less Active Semi-Passive 1 st - Offer Better Jobs 2 nd - Offer Better Careers
  6. 6. Rank Your Sourcing Programs <ul><li>Basic Sourcing Techniques </li></ul><ul><li>Creative & compelling advertising </li></ul><ul><li>Niche sites – reverse engineered </li></ul><ul><li>SEO’d – ads can be found! </li></ul><ul><li>Ad results tracked w/analytics </li></ul><ul><li>Talent hubs or warm-ups – SEO’d </li></ul><ul><li>Wow! & user-friendly career sites </li></ul><ul><li>Creative campaigns for hi-volume </li></ul><ul><li>Passive candidate recruiting </li></ul><ul><ul><li>Proactive employee referrals </li></ul></ul><ul><ul><li>Googling for names </li></ul></ul><ul><ul><li>Business & social networks </li></ul></ul><ul><ul><li>Cold calling & networking </li></ul></ul><ul><ul><li>Recruiter networks ( </li></ul></ul><ul><ul><li>Third-party recruiters </li></ul></ul>Active Less Active Semi-Passive
  7. 7. Creative Campaigns Virtual World This is a Talent Hub The Warm Up Pro-Am Sell-A-Thon
  8. 8. Use Ads to Tell Stories <ul><li>Marketing Manager </li></ul><ul><li>Playing Games to Win </li></ul><ul><li>You’ll own the marketing for our entire games product line top-to-bottom and we’ll give you the resources to grow it by 25% or better per year! You’ll need to build the marketing team and put a comprehensive plan in place to pull it off, but if you think you have the ability, let’s talk. </li></ul>Traditional Boring Ad Creative Ad
  9. 9. The 2007 Ad Contest Winner! <ul><li>Great title </li></ul><ul><li>Niche site </li></ul><ul><li>Instant results </li></ul><ul><li>Targeted </li></ul><ul><li>Candidate focused </li></ul><ul><li>Tell stories! </li></ul><ul><li>Describe culture </li></ul>
  10. 10. Passive Candidate Advertising <ul><li>Be found </li></ul><ul><li>Target right audience </li></ul><ul><li>Be compelling </li></ul><ul><li>Stand-out titles </li></ul><ul><li>Follow 1 st 10-sec rule </li></ul><ul><li>Max opportunity, minimize disqualifiers </li></ul><ul><li>Be different </li></ul><ul><li>Be memorable </li></ul>Don’t use Wal-Mart advertising techniques to attract Tiffany customers - Lou Adler
  11. 11. Passive Sourcing Metrics <ul><li>Calling passive candidates must be a planned process </li></ul><ul><li>Maintaining applicant control is the key to networking </li></ul><ul><li>Call only warm leads – they’ll call you back! </li></ul>Metrics Typical Case Best Case Comments # 1 st Calls 100, 20+ hrs 12, 4 hrs Don’t call a cold list! % Return 20% = 20 80% = 10 Only call warm referrals! % Yes 25% = 5 85% = 8 Ask “the YES question!” % Worthy 25% = 1-2 90% = 7 Pre-qualify everyone! # Referrals 0-1/yes = 5-6 2-3/yes = 20 You must get referrals # Candidates 20% = 1-2 50% = 10 Don’t waste your time Productivity < 1/day 3-4/day Networking is the key
  12. 12. Voice Mail Magic <ul><li>Voice Mail Techniques </li></ul><ul><li>Direct Referral >80% </li></ul><ul><li>Magical Voice >50% </li></ul><ul><li>Recognized Expert >35% </li></ul><ul><li>Multi-search >35% </li></ul><ul><li>Name/Info Dropper </li></ul><ul><li>The Direct Recruit </li></ul><ul><li>Confidential Referral </li></ul><ul><li>Creative Pestering </li></ul><ul><li>The Follow-up </li></ul>
  13. 13. Using Social Networks
  14. 15. The Basic Network Call <ul><li>Networking call disguised as recruiting call </li></ul><ul><li>Short introduction </li></ul><ul><li>Confidential nature </li></ul><ul><li>Ask 99% question </li></ul><ul><li>Engage 5-10 mins </li></ul><ul><li>Get names & org charts of people who aren’t looking! </li></ul>Hi, my name is _____. Your name has been mentioned to me on a very confidential basis, as someone I should contact on a search effort I’m leading for a top ________. Let me ask you candidly, would you be open to explore a new career opportunity if it was clearly superior to what you’re doing today?
  15. 16. The Recruiter as Partner <ul><li>Impact </li></ul><ul><li>More productive </li></ul><ul><li>More satisfying </li></ul><ul><li>More influential </li></ul><ul><li>Becoming a Partner </li></ul><ul><li>Know the job </li></ul><ul><li>Find top people </li></ul><ul><li>Recognize talent </li></ul><ul><li>Recruit and close </li></ul><ul><li>Provide advice/insight </li></ul>Hiring the Best is a Team Sport Hiring Manager Corporate 0-?% Contingent 10-50% Retained 80%+
  16. 17. Recruiting Passive Candidates <ul><li>Make it systems w/rules! </li></ul><ul><li>No “no”s </li></ul><ul><li>Understand the “buying criteria” of the passive candidate </li></ul><ul><li>Sell opportunity, not $$ </li></ul><ul><li>Use advertising to tell stories </li></ul><ul><li>Maintain applicant control – go slow, it’s a journey, not a race! </li></ul><ul><li>Become a partner </li></ul>