Hiring in Today's Digital Age
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This presentation by Maria Mayorga shows you how to create a digital recruitment strategy to bring in the best and brightest people to work for your service-based business.
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Hiring in Today's Digital Age
- 1. Hiring in Today’s Digital Age Maria Mayorga, Director of Strategy, Coalmarch
- 2. We all have a problem.
- 3. You need good people to make great money.
- 4. The cost of replacing an employee is roughly 30% of their salary.
- 5. These are the things we all know.
- 6. We don’t work in a sexy field These are the things we all know.
- 7. We don’t work in a sexy field Hiring is important These are the things we all know.
- 8. We don’t work in a sexy field Hiring is important We need a system in place These are the things we all know.
- 9. We don’t work in a sexy field Hiring is important We need a system in place Millennials make up the majority of our applicants These are the things we all know.
- 10. We don’t work in a sexy field Hiring is important We need a system in place Millennials make up the majority of our applicants Making a change is not easy These are the things we all know.
- 13. Why do I care about diversity?
- 14. When we attract more diverse candidates, we are able to fill our jobs FASTER with more QUALIFIED applicants.
- 15. CONVERSATION STARTER Show of hands, who here has worked on their sales funnel in the past six months?
- 17. Insert Image
- 18. 1. Attract
- 19. All of the things we learned yesterday apply to recruitment
- 20. We have to build a digital strategy to recruit candidates
- 21. There are seven components in the digital recruitment strategy
- 22. 1. Create and measure goals 2. Build your brand and website for both leads and applicants 3. Identify your unique value proposition for applicants How to Attract Quality Candidates
- 23. 4. Create content for job seekers 5. Generate reviews on Indeed and Glassdoor 6. Pick platforms to maximize your efforts 7. Analyze the entire experience How to Attract Quality Candidates
- 24. 1. Create and measure goals
- 26. Are you planning for 2017 or reacting?
- 27. 2. Build your brand and website for BOTH leads and applicants
- 28. Insert Image
- 29. Insert Image
- 33. Prospective employees shouldn’t have to hunt for the careers section!
- 34. 3. Identify your unique value proposition for applicants
- 37. 4. Create and optimize content for job seekers
- 38. Insert Image
- 42. Optimize your career pages!
- 45. 86% of job seekers use their mobile phone to look for jobs.
- 49. 5. Generate reviews on Indeed and Glassdoor
- 50. Insert Image
- 52. Insert Image
- 54. Insert Image
- 55. Insert Image
- 56. 6. Pick platforms to maximize your efforts
- 59. 7. Analyze the entire experience
- 61. Key Takeaways 1. Execute a digital recruitment strategy that includes recruitment goals 2.Build your website for leads AND applicants 3.Create an internal campaign to generate reviews on Indeed and Glassdoor
- 62. 2. Convert
- 63. Insert Image
- 64. Textio Image
- 65. Textio Image
- 66. Textio’s machine intelligence platform has proven that the language you use in a job post actively changes who will even consider applying for your job Textio
- 67. Which directly impacts the quality and diversity of your applicant pipeline. Textio
- 68. Crappy job listings = Crappy Applicants = Wasted Time and Money What does Textio tell us?
- 69. PRACTICAL ACTIONS When is the last time you rewrote your job descriptions?
- 70. There is an art to writing a job description.
- 71. Growth vs. Fixed Mindset Language
- 72. Growth vs. Fixed Mindset Language
- 73. Textio’s analysis found that roles that are ultimately filled by women are twice as likely to contain growth mindset language.
- 74. In other words, by using this type of language, hiring managers can attract more women, but they don’t risk alienating men.
- 75. Growth vs. Fixed Mindset Language Postings with fixed mindset phrases filled 11x more slowly than those that did not.
- 76. Growth vs. Fixed Mindset Language
- 79. Average Score The average Textio score was a 40.
- 80. Average Score The average Textio score for the bottom 10 was a 26.
- 81. We aren’t doing enough!
- 82. CONVERSATION STARTER How many people in here show salary on their job postings?
- 83. Salary: To show or not? 74% of applicants want to see salary more than any other feature in a job posting.
- 84. Salary: To show or not? 9 listings out of the 30 analyzed listed salary in the job posting.
- 85. Salary: To show or not? Only 2 in the bottom 10 listed salary.
- 86. Average Length Long descriptions can hurt you. But so can short ones.
- 87. Average Length Textio’s research suggests that candidates scan job listings for less than six seconds.
- 88. Average Length The average length in the top 100 was 374 words.
- 89. Average Length There were outliers. The longest was 1189 words and the shortest was 60 words.
- 90. What types of companies stood out?
- 91. What types of companies stood out?
- 95. What were the main problems?
- 96. 1. Listings were too short What were the main problems?
- 97. 1. Listings were too short 2. The listings were missing the equal opportunity statements What were the main problems?
- 98. 1. Listings were too short 2. The listings were missing the equal opportunity statements 3. They need more “you” statements What were the main problems?
- 99. 1. Listings were too short 2. The listings were missing the equal opportunity statements 3. They need more “you” statements 4. Used too much directive language What were the main problems?
- 100. What is the perfect job description?
- 101. 1. Pay attention to the title 2. Keep it simple 3. Talk about company culture 4. Mention salary (or give a range) Steps to writing the perfect job description
- 102. Key Takeaways 1. Rewrite your job descriptions and include bullet points, “you” statements, and less directive language.
- 103. 3. Close
- 104. Insert Image
- 105. Insert Image
- 106. Millennial Candidates It is particularly important to maintain a good relationship with millennials because they will be the first to tell their friends about their experience. (Good and bad)
- 107. Nurturing Funnel Job seekers say 4 out of 10 of their applications never receive a response or any type of communication.
- 108. CONVERSATION STARTER How many people in here have a system in place to nurture candidates you don’t hire immediately?
- 109. Nurturing Funnel The best digital marketers understand they are not going to convert every buyer in their first transaction.
- 110. Nurturing Funnel And recruiters need to think the same way
- 111. 1. Create an email marketing campaign to regularly reach out to candidates 2. Encourage your managers to also reach out (personally to candidates) 3. Keep job postings up all year and maintain communication with (all) candidates How to Nurture Quality Candidates
- 112. Key Takeaways 1. Implement a nurturing campaign to keep candidates interested in your company all year long
- 113. 4. Delight
- 114. Insert Image
- 115. HUPPSA!
- 117. Final Thoughts
- 118. Thank you!
- 119. BASIC SLIDE TITLE Sample Content getforgely.com
- 121. Hiring in Today’s World Maria Mayorga, Director of Strategy Coalmarch Productions maria@coalmarch.com linkedin.com/in/mariaemayorga @mariamayorga1
Editor's Notes
- Hi everyone, My name is Maria Mayorga and I am the director of strategy at CM. I am excited to be here with you today.
- Today’s presentation is focused on hiring. Everybody has a problem hiring What if I told you that every time you make a posting, you are ignoring hundreds of candidates? I am going to share stories today on why we should all care about improving our diversity. When we attract more diverse candidates, we are able to fill jobs faster with qualified applicants. You need good people to make good money
- Our people are the core of who we are.
- (I don’t want to spend time talking about things we all understand and get. I want to dive in to the nitty gritty and spend time talking about innovative things we can do to improve our hiring)
- There are bugs and it can be a dirty job. And it is hard work.
- And we have heard this at every conference we attended this year. We know we need a process in place and we know we need to work on it every single week.
- We know that millennials make up the majority of our hiring pool And it isn’t just millennials, we now have Generation Z!
- Changing your hiring outcomes is difficult. It isn’t free. It takes time and effort and commitment You can’t do it all on your own It is going to take a lot of innovation If you want to make a change, and are willing to invest in the process, I think you will enjoy this presentation.
- Who are millennials and why are we always talking about them?) Describe different generations This presentation is not all about millennials but I want to get a few points out of the way. We should spend more time focusing on our overall hiring process and identifying ways we can improve our overall diversity (age, gender, race, religious beliefs, etc) than just talking about how to hire millennials. Millennials thrive under a hands-on experience that gives them a seat at the table and a voice. They want to be trusted, respected and appreciated for what they have to offer. Our job as managers is to give them the tools to succeed and earn this trust. While millennial workers are energetic, hard-working, knowledgeable about digital, we are all, myself included, limited by our lack of time spent on Planet Earth. People in other generations can: They can flag potential opportunities -- and pitfalls. They don’t just believe in the vision, they know how to get you there: They invest on a deeper level: In the end, the advantages of having a multigenerational workforce vastly outweigh any challenges. Let’s also just cover the basics of who the different generations include. We now have variations of millennials (including older millennials). And we also have generation Z. Show Chart Now that we have that out of the way, let’s dive in.
- Benefits to a more diverse workplace Why we should get more women in our field Concept of who we are hiring Quality comes from a dynamic workforce.
- We should spend more time focusing on our overall hiring process and identifying ways we can improve our overall diversity (age, gender, race, religious beliefs, etc) than just talking about how to hire millennials. Time-to-fill is highly correlated to the quality and diversity of the initial applicant set.
- I would be remiss if I didn’t mention how I didn’t talk about one of our biggest diversity problems and that is women in pest control We have to think smarter But what else can we do? If we truly believe we can make a change, we need to change the way we think about the requirements of the position. If we truly want to bring more women in, we need to invest in figuring out how to do this. Can we make a change to the size of the equipment? We have to recognize our unconscious bias Mention my experience talking to a branch manager He even mentioned that he was judging the size of the person without confirming they could handle the equipment I know that many companies are making strides in improving this and I see many of them in this room. This is a conversation we have to keep up We have to continue measuring the data Helps optics and your customers love it
- How many people in here have worked on their sales funnel? Have you made tweaks and improvements? Developed processes related to the funnel? I know I have. Let me ask another question. How many people in this room have outlined their recruitment funnel? Probably not many
- Your recruitment process is a funnel Your recruitment funnel should be just as important as your sales funnel and you need to make sure you have a dedicated person or team leading this effort. Developing and optimizing your funnel is important.
- We know that we need more people applying for our jobs and we know that we need to improve how much time it takes for us to hire We can’t do that if we don’t analyze our funnel to see what is working and what is not working.
- (All of the things we learned yesterday apply to recruitment) If you are going to grow successfully, you need just as many applicants as leads.
- You should have a digital strategy for recruitment Every company can do this Don’t let the big companies scare you. This is an area we can all win in. It’s not just posting your listings on Indeed.com
- You should have a digital strategy for recruitment Every company can do this Don’t let the big companies scare you. This is an area we can all win in. It’s not just posting your listings on Indeed.com Digital recruitment is not just about having a career site with job listings or posting of jobs as updates on social media.
- You should have a digital strategy for recruitment Every company can do this Don’t let the big companies scare you. This is an area we can all win in. It’s not just posting your listings on Indeed.com
- Reacting is not a comfortable place to be.
- You should have a digital strategy for recruitment Every company can do this Don’t let the big companies scare you. This is an area we can all win in. It’s not just posting your listings on Indeed.com
- Your about page should be both for applicants and potential customers.
- We know that we need more people applying for our jobs and we know that we need to improve how much time it takes for us to hire We can’t do that if we don’t analyze our funnel to see what is working and what is not working.
- During this portion of the presentation, I am going to talk a lot about a company called Textio. Textio is a Seattle-based artificial intelligence startup that is helping companies around the world recruit more qualified, more diverse job applicants in less time. They developed an advanced machine learning platform for writing. It instantly compares your job post to more than 40 million others to predict how well it will perform before it’s ever published. Textio’s machine intelligence platform has proven that the language you use in a job post actively changes who will even consider applying for your job, which directly impacts the quality and diversity of your applicant pipeline.
- During this portion of the presentation, I am going to talk a lot about a company called Textio. Textio is a Seattle-based artificial intelligence startup that is helping companies around the world recruit more qualified, more diverse job applicants in less time. They developed an advanced machine learning platform for writing. It instantly compares your job post to more than 40 million others to predict how well it will perform before it’s ever published. Textio’s machine intelligence platform has proven that the language you use in a job post actively changes who will even consider applying for your job, which directly impacts the quality and diversity of your applicant pipeline.
- Textio analyzed over 40,000 words and phrases that change the effectiveness of your job posting
- Fixed: Top Tier Talent Best and brightest super smart high performer highly intelligent.(The word intelligent alone does not show the same impact. Nuance matters to candidate perception.) Growth Loves learning Seeks a challenge Striving Driven Highly motivated Commitment to improvement
- While growth mindset language was particularly important to women, fixed mindset phrases were unappealing to both genders—so much so that the job postings that used mostly fixed mindset language filled 11 times more slowly than those that didn’t.
- Fixed: Top Tier Talent Best and brightest super smart high performer highly intelligent.(The word intelligent alone does not show the same impact. Nuance matters to candidate perception.) Growth Loves learning Seeks a challenge Striving Driven Highly motivated Commitment to improvement
- I used their tool to analyze technician job descriptions from pest control companies all over the country and I am going to share that information with you today.
- I pulled the technician job descriptions from the top 10, middle 10, and bottom 10 companies on the top 100 list for 2016.
- (The bottom 100 aren’t cutting it. If they want to continue to grow, they are going to need to step up their game)
- We aren’t doing enough! 3 out of the top 30 I reviewed, had ZERO LISTINGS
- #47 on the top 100, $16M in annual revenue
- Your job listing should include a strong EO statement that asserts your company’s commitment to fairness and diversity. Not only will this drive up overall engagement but it will increase the diversity of your applicant set. Even a brief EO statements have an impact on listing engagement and candidate diversity.
- Strong listings balance “we” statements that describe your company and “you” statements that directly address job seekers. Add more content that directly addresses job seekers. Include phrases like “you care” and “your passion”. Listings with strong “you” phrases have higher engagement. Great listings achieve two goals. First, they clearly describe the job and qualifications. Second, they tell people why the company is a great place to work.
- Job seekers don’t respond to listings with a commanding tone. Remove some of your directive language to get more applicants No one likes being told what to do. People are less likely to apply to listings that include strong directive phrases like you must and are required to On the other hand, you job does have hard requirements and you want to be up front about what they are. How can you be clear about requirements without alienating job seekers? Try presenting job requirements with a friendlier and more descriptive phrases. Instead of you must say “you have a high school education”. Small changes like these will boost your count of qualified applicants. Instead of the ideal candidate, say you Instead of prior experience is a must, say prior experience is required. Instead of successful candidates, say the applicant Instead of candidates must, say you have
- Language matters. The way you communicate in your job posts reflects your company culture. Your use of fixed and growth mindset can change your job performance, even including the specific people who will consider working at your company.
- We know that we need more people applying for our jobs and we know that we need to improve how much time it takes for us to hire We can’t do that if we don’t analyze our funnel to see what is working and what is not working.
- We know that we need more people applying for our jobs and we know that we need to improve how much time it takes for us to hire We can’t do that if we don’t analyze our funnel to see what is working and what is not working.
- I am passionate about a few things in life: Recruiting the best people to our team Empowering women And racing cars but we don’t have a lot of time to talk about that during this presentation. For the past four years, I have managed the recruitment strategy at Coalmarch. This year was a shift for me as I have now empowered the other managers to take on more of the recruitment for their departments instead of doing all of the execution. They are now executing the process I created. We have experienced a lot of growth over the years We have had a few great years with turnover under 8% and a few bad years. But each year has taught us a different lesson and that’s why I am here today.
- I am passionate about a few things in life: Building the best teams Empowering women Pest Control And racing cars but we don’t have a lot of time to talk about that during this presentation. For the past four years, I have managed the recruitment strategy at Coalmarch. This year was a shift for me as I have now empowered the other managers to take on more of the recruitment for their departments instead of doing all of the execution. They are now executing the process I created. We have experienced a lot of growth over the years We have had a few great years with turnover under 8% and a few bad years. But each year has taught us a different lesson and that’s why I am here today.
- I am passionate about a few things in life: Recruiting the best people to our team Empowering women Pest Control And racing cars but we don’t have a lot of time to talk about that during this presentation. For the past four years, I have managed the recruitment strategy at Coalmarch. This year was a shift for me as I have now empowered the other managers to take on more of the recruitment for their departments instead of doing all of the execution. They are now executing the process I created. We have experienced a lot of growth over the years We have had a few great years with turnover under 8% and a few bad years. But each year has taught us a different lesson and that’s why I am here today.