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Recruiting as Religion: A Playbook for Creating a Culture of Recruiting
- 1. © Constant Contact 2014 R2 Recruiting As Religion Lifestyle & Lifecycle: A playbook for creating a recruiting culture
- 2. © Constant Contact 2014 Marcus Tgettis Senior Director of Talent Acquisition & Employee Success 2
- 3. Agenda Intro Who am I? Who is Constant Contact? Challenge & Results The Solution Key Takeaways 3
- 5. Our suite of online marketing tools and personalized coaching help small businesses connect and engage with their next great customer. Constant Contact Delivering success with higher opens and clicks – driving more revenue for customers Affordable solutions starting at $15 per month with larger customers paying hundreds per month Differentiation through customer education, coaching and support ~ 600,000 small business and non-profit customers 5
- 6. How We Drive Customer Success Great, Easy-to-Use Products KnowHow® Customer Success Coaching with a Personal Touch 6
- 7. The Challenge Aggressive hiring goals High talent bar Limited budget Limited resources Evolving business model Limited visibility into recruiting / ROI Unclear measures of success on recruiting 7
- 8. The Results: In the last 3 years 8 More than doubled the size of the company (>1300 ee’s) Employee referrals hired to approx. 45% New hires from direct applicants by 20% Employee Net Promoter Score 36% Employee engagement participation to 93% Recruiting & hiring score on EE Survey 10 pts Outside agency spend by 15% Cost per hire by 25%
- 9. The Solution
- 10. “Culture eats strategy for breakfast, technology for lunch, and products for dinner, and soon thereafter everything else too.” -@BillAulet 10
- 11. Cul-ture Noun n/ pronounced: (kul-chur) a particular society that has its own beliefs, customs, and ways of life 11
- 12. Re-li-gion Noun n/ pronounced: (ri-lij-uhn) a specific fundamental set of beliefs and practices generally agreed upon and shared by a number of persons and practiced over and over again 12
- 13. Employee engagement Employees are cultural gatekeepers Everyone is responsible for recruiting Recruiting spans the entire employee lifecycle Hiring is a key virtue of leadership Speed up time to hire Lower cost Multiply your resources Most powerful weapon to win the war on talent Why Create a Religion of Recruiting? 13
- 14. Purpose Organized What’s in it for them? Education Resources How do you do this? 14 Give all the Power To Your Employees
- 15. Organized What’s in it for them? Education Resources Awareness Rational Emotional Adoption Purpose 15
- 16. urposeP O W E R 1. Start with “why?” 2. Mission & Values 16
- 19. rganized P O W E R 1. Simple 2. Creative 3. Relevant 4. Transparent 19
- 23. Performance Reviews + Stay Interviews = “Re-Recruiting” Organized Relevant 23 Suspect Prospect NTTF Trialer Expired Trialer Successful Paying Customer Paying Customer Not Yet Successful Paying Customer At Risk Paying Customer Suspended Account Cancelled Customer Early Experience Engaged Customer At RiskIntroduction Customer Lifecycle Management Suspect Prospect Interview Orientation Successful Employee Integration Engaged Employee At Risk Non- Engaged/ Non- Performing At Risk Exit Early Experience Engaged Employee At RiskIntroduction Employee Lifecycle Management Recruiting
- 24. Organized Transparent 24 Referral Activity By Department
- 26. hat’s in it for them? P O W E R 1. Personalization 2. Rewards 3. Recognition 4. Fun (Gameification) 26
- 27. What’s in it for them? Personalization 27
- 28. What’s in it for them? Rewards 28
- 29. Every single referral that comes into the company: Employee receives acknowledgment. Referral receives a phone call. What’s in it for them? Recognition 29 Thank you!
- 30. What’s in it for them? Fun (Gamifcation) 30
- 31. ducation P O W E R 1. Formal Training 2. Coaching 3. Workshops 31
- 32. Education Formal Training 32 Stand Alone Training Part of Leadership Development Curriculum
- 33. 150 Job Openings is 150+ Coaching Opportunities Quarterback the hiring process Educate leaders on best hiring practices Influence hiring managers to make optimal choice Education Coaching 33
- 35. esources P O W E R 1. Easy to Adopt 2. Easy to Use 35
- 39. Key Takeaways 39 Religion Beliefs Culture P O W E R urpose rganized hat’s in it for them? ducate esources
Editor's Notes
- More than doubled the size of the company (>1300 ee’s) Increased employee referrals hired to approx 45% Increased hires from direct applicants by 20% Increased employee Net Promoter Score from 33 to 45 Increased employee engagement participation to 93% Increased recruiting & hiring score on EE Survey 10 pts Decreased outside agency spend by 15% Decreased cost per hire by 25%
- A mnemonic model of looking at the organized intentions in POWER, The purpose is the heart of the model and ultimately they way information is organized will drive awareness. The what’s in it for them helps make the emotional connection, the education and training makes it easy to rationalize for your employees and of course easy to use tools will drive adoptionn.
- I’m sure many of you have seen this. Companies and businesses often make the mistake on focusing on what to do and how to do it. What really resonates with employees is to start with Why? The purpose, cause, or belief that inspires you to do what you do. Fulfillment happens when we live life with purpose, when we live our “why”. People don’t buy what you do they buy why you do it.
- What do all these successful companies have in common? They have all shared sets of company missions, values, or employee value propositions. For instance, Hubspot has a “Culture Code” of what it means to be a “Hubspotter”. If you’ve ever been recruited by Amazon, you’ve more than likely seen their leadership manifesto, a set of leadership criteria every employee in the company must have. Netflix of course has probably the most widely referred to employee value proposition in history. Zappos’ mission is well documented and recently they’ve been in the news, they’re so fanatical about culture and values they just got rid of job descriptions. At Constant Contact, we have live thru a set of core values that we hire, manage, and fire to day in and day out.
- How information is organized can ultimately determine success or failure. The packaging of information needs to be simple, creative, relevant, and transparent.
- When we talk about a culture of recruiting, the Employee Referral Program has to be the foundational strategy for any recruiting culture, and for us it was not different. However, we don’t want our employees to refer, and we want them to recruit. So we made one simple change, that really was a tipping point in our success. We changed employee referral program, to employee recruiting network. That one word was a big change on how our employees related to this program. And by replacing program with network, that changes also reflected the ability we gave our employees to use their social networks as well.
- When we launched the Employee Recruiting Network, which at the time was a custom built platform hosted by Bullhorn Reach, we boiled all the functionality down to something as simple as Join, Recommend, and Share. Join the network by going to ctctreferrals.com, click on the recommend tab to submit a resume and recommend people you know, and click on the job listings to share with your social networks. We also introduced a video that followed the same narrative of join, recommend, share. Everything was incredible simple and deliberate.
- To really make your message and campaign stand out, creativity goes a long way. For instance, we ultimately chose a lego theme because our employees knew that the company was in building and growth mode, there is no one size fits all but we also needed to hire a lot of engineers and engineers could associate with legos as well. This creative was used on the tv monitors around the office, desk drops, email marketing templates to employees, wall skins, we passed out legos at a company wide meeting, and of course we even branded the coffee cups in the building.
- Customer Lifecycle Management is fundamentally how we run our business. This is an acquisition, conversion, and retain your customers business model. It’s defined by the emphasis and focus placed on each phase of the customer lifecycle. When you analyze these phases over an extended period of time, it will tell you a lot about the performance of your business. Look at how similar employee lifecycle management is, this is an HR model that we introduced and have had success with primarily because so many of our business leaders can relate. It’s relevant. Let’s go a step further. When you really look at it, Recruiting covers ¾ of the employee lifecycle, not just how you are attracting and hiring up front but how you are re-recruiting your people and conducting “stay” interviews later on in the lifecycle. Re-recruiting your employees is part of day to day management.
- Transparency can be a driving force behind any change effort. This is a snapshot of recruiting activity by department. We made this information public by reporting on it and sending out to leaders around the company. Transparency builds accountability, confidence, and breeds healthy competition.
- Here is another view, you see a wall skin here with the creative but all these little people, those were actual referrals. Every time a referral comes thru we would add it to this wall so the recruiting network stayed transparent and visible. We also established an automated Employee Recruiting Leaderboard, a ranking list of individual employees recruiting efforts, it includes # of hires they’ve generated, referrals, how many visitors have viewed their job postings, and how many jobs they are sharing. All viewable to the employee population.
- What’s in it for them? What’s in it for the employees? Let’s examine how personalization, rewards and recognition, and gameification can have a big impact.
- We use our product, our email marketing product internally to create customized newsletters and messages that apply only to the relevant audience. So for instance you see this creative with the empire state building here about helping us find great sales people, while the lego branding is consistent, the messaging was customized for sales people hiring sales people. Everything from the content to the search strings and hashtags are all catered towards sales. On the image on the right, these are technical jobs, and this messaging was used with the technical audience. Also, by segmenting and personalizing groups, we’ve been able to track data of group by group to understand their recruiting network activity, so we can market to them differently. We are getting smarter, because we are learning what the preferences of different groups are and what’s working and what’s not. The way we market to sales people is obviously different than engineering just like the way we approach employees that are actively referring talent is different than those who are not.
- So if we are going to advertise “big rewards” of course we have to back it up. As a rule, we offer $2500-5000 referral bonuses for a successful hire. In addition, last year we offered $10,000 to the employee who brought in the most talent, and a raffle for those participating in the network where they could win a trip for 2 anywhere they wanted to go.
- Rewards are great, certainly part of what’s in it for them. However, there is no hard data both within our company and outside that money is the motivating factor behind referrals. Engaged employees want to be recognized for their efforts and know that their actions make a difference and that their referrals are being treated well. We instituted a high touch model where every single referred candidate receives a phone call within 24 hours of being referred. The other thing we started doing is just simply saying thank you to employees and giving them a starbucks or itunes gift card as a token of our appreciation. This isnt something that is tracked, and it’s not complicated, it’s just a simple thank you to employees.
- Gameification is a fun way of engaging your employees. I mentioned the raffle to win a fantasy getaway. Well how we ran or “gamed” that raffle was as follows, employees earned 1 ticket for every job they shared on their social networks, every referral they submitted they would get 3 more tickets entered into the raffle, and if we hired one their referrals, not only do they get paid their $2500-5000 referral bonus, the employee gets 5 tickets. So this was a progressive strategy and gamifcation to engage our employees. Some employees would have a few hundred raffle tickets added up over the course of the year.
- By education of course we mean training and development and there are really 3 great avenues that exist here by way of formal training, the day to day coaching opportunities that exits, and things like workshops, lunch and learns and things like that.
- So we offer formal recruiting and hiring training thru 2 vehicles. One is HIRES training, HIRES stands for Hiring and Interviewing Right for Efficiency and Scale. This is a training program that is offered to all hiring managers and hiring teams across the company and it really gets into the best practices of how to sell and evaluate at the same time, how to organize hiring teams, and a deep dive on behaviorial and situational interviewing and the selection process. Secondly, we offer a scaled down version of this training called “Hiring to Win’ that is part of our Management Development Program curriculum that is offered to all managers at Constant Contact. So we are addressing Recruiting and Hiring and driving that shared mindset on how to hire at this company through formal training and development channels.
- Coaching. I have always been a huge advocate of coaching and that good corporate recruiters need to be able to coach. It’s not just about finding great talent, 50% of the job is coaching managers on best hiring practices. Being the quarterback of the hiring process and educating our leaders on making the optimal choice. Let’s not down play the importance of this and the opportunity, if there are 150 open jobs that’s 150 coaching opportunities. The Recruiters are so well posiitoned on the front lines here to have enormous impact.
- One of the strategies we’ve had success with in coaching our employees and turning them into quasi-recruiters are lunch and learns and what we call Linkedin sourcing sessions…..we’ll grab some pizza, beer, refreshments and a group of employees and ask them to log into their linkedin networks, we’ll give them search strings of what we are looking for and take screenshots of their connections to generate call lists, we’ll help them craft customized recruiting messages to come from them, not us. So again, we are providing that leadership and coaching there.
- Resources, it’s imperative to provide employees with easy to use resources. We are an organization that prides itself on providing our customers with easy to use products to grow their businesses so we need to put our money where our mouth is here.
- Here is a screenshot of our new referral platform, powered by Rolepoint. This is an all in one best in class employee referral platform, one stop shopping for employees to refer talent, share jobs on social networks, and track and process results. We are in the process of rolling this out now, we have licensed every employee in the company and we are excited about the opportunity here. Making it easier than has ever been before for our employees to recruit talent.
- Another example of easy to use tools is what we are doing here with a company called GILD. Gild is a san francisco based start up that is taking the guesswork out of recruiting by analyzing and scoring software developers code and other social insights that puts information at recruiters finger tips. Well, that’s great and that definitely helps, but what good is it for recruiters to be looking at code? Why not give that power to your engineers? So right now we have a pilot program going with 20+ engineers using gild. We have provisioned our developers with recruiter licenses.
- And then of course, job seeker behavior has changed and if we are asking our employees to help us recruit we better have a best in class experience lined up. So we partner with TMP Worldwide to ensure our jobs to be discoverable on any device anywhere, with keyword rich URLS, and especially since we are asking our employees to share jobs and employer related content on their social networks.
- Religion is a set of beliefs practiced over and over again Religion is like Culture, Culture is Powerful, Give Your Employees the POWER POWER is 5 organized intentions: Purpose: Why, Mission & Values, & EVP Organized: Simple, Creative, Relevant, Transparent What’s in it for them?: Personalization, Rewards, Recognition, Fun Educate: Training, Coaching, Workshops Resources: Easy to Adopt, Easy to Use