How do you find, engage and close top talent? Johnny Campbell of Social Talent shares the 4 things that every great recruiter should be doing to perform like a sourcing ninja. This slide deck was originally presented at an REC breakfast briefing in London on May 10th 2016

1. Things Every Great
Recruiter Should Know.
(but typically doesn’t)

2. Johnny Campbell
Founder & CEO, Social Talent
linkedin.com/in/johnnycampbell
@socialtalent @johnnycampbell

4. We don’t turn people into recruiters,
we turn recruiters into better recruiters!
micro-learning platform & recruiting technology
FASTER SMARTER BETTER| |

7. 4
15
19
20282
79
22
6
Potential Candidates Identified
Candidates Contacted
Candidate Responses
Submissions
Invited to Interview
2nd Interview
Offer
Sourcing Funnel
1
4 4
1.
2.
3.
4.

8. When you run a search, what % of
the results do you reach out to?
1.

9. What is your average LinkedIn
response rate?
2.

10. What % of respondents agree to
go forward?
4.3. &

11. How are you finding talent?

12. Web Developer
Python
Ruby
London

14. ("ruby" OR "ror" OR "rails" OR "sinatra" OR "padrino" OR "jruby" OR "rspec" OR "capybara" OR
"watir" OR "cucumber" OR "passenger" OR "capistrano") AND ("london")
("python" OR "django" OR "IDLE" OR "Py2exe" OR "Pyinstallershell" OR "Cpython" OR "PyPy" OR
"IronPython" OR "Jython" OR "Cython" OR "RPython" OR "py3k" OR "pythonic" OR "pythonist" OR
"pythonista" OR "pythoneer" OR "python3" OR "python3.0" OR "ipython" OR "pythonanywhere" OR
"psyco" OR "PyS60" OR "shed skin" OR "pypi" OR "spam and eggs" OR "spam & eggs" OR
"pygame" OR "pyqt" OR "py" OR "pygtk" OR "numpy" OR "matplotlib" OR "biopython" OR "astropy"
OR "leap")
("developer" OR "dev" OR "programmer" OR "devops" OR "develop" OR "developing" OR
"development" OR "developed" OR "design" OR "designer" OR "desinger" OR "architect" OR
"analyst" OR "coder" OR "coding" OR "consultant" OR "contractor" OR "expert" OR "guru" OR
"ninja" OR "program" OR "programator" OR "technical lead")
("web" OR "mobile" OR "website" OR "frontend" OR "html" OR "javascript" OR "css" OR "digital"
OR "online" OR "e commerce" OR "ecommerce" OR "php" OR "internet" OR "websites" OR "ui"
OR "social media")
web
python
ruby
developer

16. Desktop version is free!
source.socialtalent.co

17. How are you engaging with them?

18. How are Recruiters contacting Passive Candidates?
Source: © 2016 Global Recruiting Survey, Social Talent & Alexander Mann Solutions
10%
20%
30%
40%
50%

19. Don’t have their contact details
Prefer to gauge interest via InMail/Email
Want to avoid pressuring the candidate
Why don’t recruiters use the phone?

20. 0% 25% 50% 75% 100%
6%
6%
2%
11%
9%
10%
8%
17%
43%
51%
51%
45%
20%
22%
22%
21%
22%
11%
17%
6%
Very Low Low Medium High Very High
What response rates are typically achieved?
Connect

22. There is an exception! Developers
Great Tolerate Hate Don’t have an account
Source: StackOverflow Developer Hiring Landscape 2015

23. But surely people don’t want to be cold-
called at work about a job?
What is the Purpose of your Pitch?
How many interactions
does it take to close a
Candidate? 4 8avg
2

24. # of Responses
0
7.5
15
22.5
30
1st 2nd 3rd 4th
Perseverance
Pays Off!
(Source: Sara
Fleichsman, HP
Seattle)
How many times should you follow up?

25. What do you say to them?

26. Use emotion - increases response rate by
10-15% compared to neutral language
E-Mail Body: Emotion
Source: blog.boomerangapp.com

27. Hey Johnny, I was reading your online profile. Would you be
interested in considering a new role?
0.0, true neutral. A little positivity would boost the response rate.
Hey Johnny, I was really impressed with the XYZ project you
described on your online profile. Would you be interested in
considering a new role?
0.35 positive sentiment. Perfect! It’s easy to add positive
sentiment to an email – this is all it takes.
E-Mail Body: Emotion

28. Hey Johnny, the XYZ project you described on your online profile
blew me away dude. Would you be interested in considering a new
role?
Positive 0.55 sentiment. This will also work better than a neutral
email, even if not quite as well as the previous version.
Hey Johnny, the XYZ project you described on your online profile
blew me away dude. I am literally so excited to hear more. Would
you be interested in considering a new role?
Over 0.9 positive sentiment. This email would be about as
effective as a neutral email – not bad, really, but not optimal.
E-Mail Body: Emotion

29. Be brief - but not too brief!
50-125 words is best
E-Mail Body: Be Concise

30. E-Mail Body: Be Concise
Hey Holly
I’m a recruiter friend of Johnny Campbell, whom I believe
you shared a dorm room with back in the day!
The experience you detailed with Social Talent on your
LinkedIn profile really impressed our Head of Sales and she
asked me to reach out to see if you would be open to
hearing about how a career with Acme Ltd could take you
to the next level.
You’re no doubt busy but would you be free to spend 10
minutes telling me about yourself this evening at 6 or
would you prefer some time tomorrow morning?
Jake Jones
100 Words! (2.5 Paragraphs)

31. ? Use questions - e-mails which ask 1-3
questions are 50% more likely to get a
response
E-Mail Body: Ask Questions

32. ? Use questions - e-mails which ask 1-3
questions are 50% more likely to get a
response
E-Mail Body: Ask Questions
Top Tip - close with one, strong closed
question, not related to the job.
Provide two clear options for the recipient.

33. Keep it simple - write e-mails at a 3rd grade
reading level (8-9 year old reading standard)
E-Mail Body: Simple is best
Hyunjin Song & Norbert Schwarz, "If It's Hard to Read, It's Hard to Do:
Processing Fluency Affects Effort Prediction and Motivation" (October 2008)
readability-score.com
• Cognitive Fluency
• Max 1-2 syllables
• No acronyms
• Simple Fonts

34. Mornings are for
Engaging with
Talent
Reminder from
yesterday:

35. What is the best
hour of the day
to send an email?
6am

38. What are you selling them?

39. What drives people
to move jobs?

40. 32%
34%
36%
36%
41%
45%I was concerned about the lack of
opportunities for advancement
“Why & How People Change Jobs”, LinkedIn 2015
I was unsatisfied with the leadership
of senior management
I was unsatisfied with the work
environment/ culture
I wanted more challenging work
I was unsatisfied with the
compensation/ benefits
I was unsatisfied with the rewards/
recognition for my contributions
Why did they leave?

41. 39%
42%
47%
47%
54%
59%Strong career path/ more
opportunity
“Why & How People Change Jobs”, LinkedIn 2015
Better compensation/ benefits
The work sounded more challenging
Better fit for my skills and interests
More ability to make an impact
I believed in the company's overall
direction
What made them join?

42. Purpose & Drive

43. Purpose Maximisation
“Seeking our purpose is about finding a
direction, not a destination.
Purpose is a verb, not a noun.”
Finding a Direction

45. 1. Personal,
2. Social &
3. Societal
3 Types of Purpose

46. Learning from these guys
5Whys

47. bit.ly/teachfirstvideo
TeachFirst (UK)

48. 1. Purpose-Centric Job Ads
2. Purpose-Driven Messaging
3. Purpose-Oriented Employer
Branding
3 Things you can start doing now

49. 1. Purpose-Centric Job Ads
2. Purpose-Driven Messaging
3. Purpose-Oriented Employer
Branding
3 Things you can start doing now
YOU, YOUR, YOURS

50. 4 Things Every Great Recruiter
Should Know
1. Where & how to search (95% accuracy)
2. How best to engage with talent (Phone & follow-up)
3. What to say to candidates (Short, 6am emails)
4. How to sell (Purpose)
slideshare.net/socialtalent

51. We don’t turn people into recruiters,
we turn recruiters into better recruiters!
micro-learning platform & recruiting technology
FASTER SMARTER BETTER| |