Understanding Your Ideal Candidates

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Learn how to build a better candidate persona with Paul Hebert, contributor to Fistful of Talent and Andre Boulais from Jobvite. They will outline what is a candidate persona and why you need them to improve your recruiting process

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Understanding Your Ideal Candidates

  1. Understanding your Ideal Candidates Presented by: Paul Hebert and Andre Boulais
  2. • All lines are muted to avoid background noise • Q&A will be through the ReadyTalk chat panel and on Twitter using the hashtag #jvchat • Questions will be at the end of the presentation Before we get started
  3. Paul Hebert (@IncentIntel) • Interviewed by the BBC on executive motivation and pay • Columnist for IntrepidHR and contributing writer to Fistful of Talent blog • Host for the Enterprise Strategies Media Engagement Radio Show • Writer and founding member of the editorial advisory board at the HRExaminer website • Quoted 3 times in USATODAY as an expert in incentives and channel travel programs • Contributing author of “Enterprise Engagement: The Textbook: A Roadmap to Achieving Organizational Results Through People” • Contributing author of 3 books on social media “The Age of Conversation #1, #2, and #3” • Social Media Editor for the Enterprise Engagement Alliance
  4. Andre Boulais (@AndreJBoulais) Head of Engage Services for Jobvite Talent Acquisition leader with 10 years executive recruiting, management and strategy Former Head of Global Sourcing during rapid growth cycle for the Salesforce Marketing Cloud • Saved $3.5M in 3 years from high-profile sourcing hires via Jobvite Engage • His outbound Sourcing team had a 46% response from passive candidates • Exceeding both Apple and Google’s Talent Acquisition teams by 50% Public speaker and both nationally and internationally on social recruiting & talent sourcing best practices
  5. Setting the Stage
  6. 6
  7. 7 Talkin’ ‘Bout My Generation Generation Name Years Born Current Ages The Silent Generation 1920s - 1940s 75 -95 Baby Boomers 1940s – 1960s Late 50s – Mid 70s Gen X Late 1960s – Early 1980s Mid 30s – Late 50s Millennials Early 1980s – Late 1990 Mid 20s – Mid 30s Gen Z 1996 - ????? 20???
  8. Generations Unlearning and Learning
  9. What to unlearn http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4 Silent Generation Baby Boomers Generation X Generation Y Core Values Rule Followers Conformists, Discipline, Sacrifice, Duty, Hard Work, Responsibility, Loyalty Equal Rights, Equal Opportunities, Personal Gratifications, Spend Now - Pay Later Diversity, Entrepreneurial, Independent, Informal, Self-Reliance, Cynicism Overconfidence, Fun, Tolerance, Social, Tech savvy Attributes Committed to employer, Financially conservative, Strong Work Ethic, Task-oriented Ambitious, Challenge Authority, Competitive Adaptable, Focus on Results, Free Agents, Self-Starters, Sense of Entitlement, Work to Live Attached to technology and parents, Multicultural, Overindulged, Innovative, Open to new ideas, Self- Absorbed Work Ethic Dedicated, Work Hard and pay your dues Driven, Quality, Long Hours Balance, Work smarter not harder, Self-Reliant, Want structure and direction Ambitious, multitasking, entrepreneurial Technology Adapted Acquired Assimilated Integral
  10. What to unlearn http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4 Silent Generation Baby Boomers Generation X Generation Y Think work is... An obligation, a career An exciting adventure A difficult challenge, a "job" Like, really hard What they bring to the workplace Experience, dependable, disciplined, stable Challenge the status quo, big picture, team player, mission oriented. Adapt well to change, determined, task managers, multitaskers Consumer mentality, collaborators, fast, optimistic Major problems they have at work Don’t adapt well to change, avoid conflict, black and white opinions Expect everyone to be workaholics, don't like change Their cynicism can get really, really tedious, impatient, lack people skills Inexperienced, need supervision, unreasonable expectations Opinion of authority Respectful Impressed Unimpressed Indifferent
  11. http://www.bankingexchange.com/management-topics/human-resources/item/5682-time-to-ditch-generational-thinking • Born between 1995 and 2015 • Not just a birthright, but a choice • Digital natives and/or “hyperconnectivity junkies” • Technology is an invisible, ever- present part of their daily lives • Accustomed to continual change • Their expectations will radically change the business world Gen Z is you and me
  12. Leaders must be trustworthy Everyone wants respect • Older individuals talked about respect in terms of “giving my opinions the weight I believe they deserve” • Younger respondents say respect iz “listen to me, pay attention to what I have to say.” Nobody likes change • Research found people from all generations are uncomfortable with change • Resistance to change has nothing to do with age; it has to do with how much you stand to gain or lose as a result of the change. What to learn - All generations have similar values http://www.amanet.org/training/articles/The-Myth-of-Generational-Differences-in-the-Workplace.aspx
  13. Loyalty depends on context • Research shows the amount of time a worker puts in each day has more to do with his or her level in the organization than with age. The higher the level, the more hours worked. Everyone wants to learn • Learning and development were among the issues brought up most frequently by all generations. • Everyone likes feedback. What to learn - All generations have similar values http://www.amanet.org/training/articles/The-Myth-of-Generational-Differences-in-the-Workplace.aspx
  14. Real and unreal Sometimes a choice not just a birthday Part of bigger discussion and not the end game Generations are…
  15. Medium is the message Marshall McLuhan
  16. What to Learn and Focus on http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4 Silent Generation Baby Boomers Generation X Generation Y How to communicate One-on-one, "memo", good grammar “Call me anytime!”, include in decisions, emphasis on company mission “Call me only at work.”, email, speak their language, informal “Text me.”, positive language, action verbs, humor Feedback and rewards No news is good news, private recognition Like monetary rewards and often display all awards for public view, like praise, Want to be rewarded with time off, regular feedback, structured coaching Need frequent feedback, clear goals, need/want recognition, flextime Messages that motivate “Your experience is respected.” “You are valued and needed.” “Do it your way.” "Forget the rules." “This place is fun.” "You will work with smart, creative people.
  17. Understanding Your Company Culture
  18. 19© 2015-2016 Jobvite, Inc. 1 Generational differences aren’t enough when you’re building a balanced culture
  19. Culture is the sum total of all employees
  20. Employees are individual humans
  21. MACRO Culture
  22. Generational
  23. Geographic
  24. Department & Division
  25. Company’s overall culture is the shared elements of the micro-cultures
  26. Overlap of Microcultures
  27. 28 Understanding your culture is key to your competitors’ recruiting strategy
  28. Understand Who You Are Be Genuine Play to your Strengths 29 Why Should I Come Work for You? © 2015-2016 Jobvite, Inc.
  29. “45% of workers will jump ship for a new job even though they are happy in their current position.” - Jobvite 2015 National Job Seeker Report “78% of business leaders rate retention and engagement urgent or important.” - Forbes 30 Retaining top talent as important as attracting it
  30. – User-centered Design – fictional characters created to represent the different candidates – Uses facts as well as educated guesses – Creates a story about the candidate • History AND Future 31 Building Personas
  31. • Location • Age • Gender • Education • Relationship status • History of work • Interests • Anything else to round out the story 32 Types of Elements to Consider
  32. What are commonalities for top performers – are their similarities? – Education – Interests – Background – Etc. Are there elements of people who didn’t make it? Can we create a picture of someone who isn’t a good fit/perfomer? 33 Research Your Company
  33. Building a Team First, create a foundation... Then add the extras
  34. Before choosing who… • Trust • Leadership/Direction/Mission • Defined Rules of Engagement • Used to talk about roles – but we have a new world of transient leadership and multiple roles • Ethics and Accountability • Freeloader problem 35 Foundations
  35. Diversity of thought and culture Shared Experiences 36 People Stuff
  36. • Once personas are developed check team structure if you can • Do your teams show a distinct structure – do certain personas show up in top teams vs. poor teams? • Think in terms of not only the persona that fits a role – but where that role will plug into a team 37 Review Teams © 2015-2016 Jobvite, Inc.
  37. 1. Research Your Company What are commonalities for top performers – are their similarities? – Education – Interests – Background Are there elements of people who didn’t make it? Can we create a picture of someone who isn’t a good fit/performer?
  38. How Jobvite Understood Personas How to Hire for Skill AND Culture
  39. For Jobvite each Hire is More than a Resume We want to understand who you are as a person Are you an: • Innovator • Builder • Industry-leader • Blogger/contributor to your field We utilize our own technology to do our homework ahead of interviews
  40. 41© 2015-2016 Jobvite, Inc. ✓ Social Media Profiles ✓ Personal Web Sites and Blogs ✓ Notes on Interests Today’s Candidate is So Much More Than a Resume
  41. ✓ Social Media Profiles ✓ Personal Web Sites and Blogs ✓ Notes on Interests 42 Today’s Candidate is So Much More Than a Resume © 2015-2016 Jobvite, Inc.
  42. 43 It’s Imperative to Make an Impression When you Engage With Top Talent
  43. How to Attract the Right Personas Make a personal connection
  44. • Have a Mobile-Optimized Solution • Be where the Candidates Are • Utilize Social Media 45 Three Quick Tips to Attract Talent © 2015-2016 Jobvite, Inc.
  45. 46© 2015-2016 Jobvite, Inc. Utilize Social Media to Connect Across a Variety of Personas
  46. 47 Personalize how you attract and communicate with key personas
  47. 48 Tailor Customized Web Page Campaigns to your Targeted Personas
  48. 49 Make an Impression by Texting a Link to a Customized Web Campaign
  49. ● Your Employees are your #1 Marketers ● Employees already have 10x more followers than the brand they work for ● Brand messages reach a whopping 561% further when shared by employees on social than when they’re shared via official company social channels Unlock Your Company’s Hidden Weapon
  50. 51 Employ your Executives, Hiring Managers and Employees to Attract Talent Recruiting web campaigns can be dropped into any employee’s LinkedIn page. Within seconds, they become recruiters!
  51. 52
  52. 53 Amplify your Message Via Social Media Watch your #recruiting efforts become the next hot hashtag
  53. Jobvite Engage is the Marketing Automation tool for Recruiters
  54. 55© 2015-2016 Jobvite, Inc. “For us, Jobvite Engage is the most comprehensive, and overall most advanced platform for finding and managing the best candidates. It's easy to post broadcast our jobs across a number of traditional and social media sites, manage in-bound talent, work together as a team to interview & assess candidates, and ensure the people applying for jobs have a smooth and awesome experience." - Director of Talent Acquisition, Tenable Network Security
  55. 56 Stop Looking and Make Top Talent Come to YOU!
  56. “We’ve seen a major improvement in the quality of candidates we’ve hired since adopting this new and improved email recruiting strategy.”
  57. 58 Tie Recruiting to Global Events to Target Multiple Personas
  58. 59 No Small Results with Engage “The possibilities for social media are beginning to become endless on what we can accomplish, and we've only just begun using it!” --Talent Leader at Bankrate.inc “FYI, I received my first employee referral through the system 45 minutes after I sent my first Jobvite!” --Head of Talent at G.A. West
  59. GroupM Asia-Pacific took home trophies at Human Resources magazine’s first Asia Recruitment Awards 2015, including the overall Grand Winner
  60. “Jobvite Engage has helped us craft talent communications in a way that’s exciting and dynamic for our recruitment team and candidates.” - GroupM APAC Talent Leader
  61. 62 Are You Ready to Reinvent Your Recruiting Playbook?
  62. 63

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