how to recruit in 2017
TRANSCRIPT
P a g e
HOW TO RECRUIT IN 2017 >
“I am convinced that nothing we do is more
important than hiring and developing
people. At the end of the day you bet on
people, not on strategies.”
Lawrence Bossily
Former COO of GE and author
HOW TO RECRUIT IN 2017 >
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INTRODUCTION
Lars Schmidt
Founder
@Lars
The world of recruiting is evolving at an accelerated pace. Recruiting teams at the
leading edge of this evolution are deploying modern tools and technology like
algorithms, bots, and AI to help them identify, engage, and retain talent. However,
many companies still struggle with the fundamentals of recruiting, which is creating
a widening gap in capabilities…and successes.
This e-book is not for those practitioners already at the leading edge of this curve.
This is a resource for recruiters with a full desk and heavy requisition loads who
perpetually struggle for time. Startups without established recruiting or HR
functions and are wondering what to do to give their organization a hiring edge.
Teams that started modernizing their recruiting functions, but soon found
themselves stuck.
In the following pages, you’ll learn about three aspects of modern recruiting that
should be core components of your recruiting efforts in 2017, including examples
and actionable takeaways to help you level up your recruiting.
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ACKNOWLEDGEMENTS
The content for this e-book was inspired by insights gathered over eighteen years of
hands-on recruiting and branding in a broad range of industries and companies. The
trends and examples were informed by many sources including LinkedIn,
Universum, HR Open Source, SHRM, HR Examiner, Social Talent, Fast Company,
and more. The format was inspired by We Are Social’s annual Trend’s To Watch
report.
HOW TO RECRUIT IN 2017 >
TRENDS IMPACTING RECRUITING
TECHNOLOGY
Algorithms, bots, programmatic advertising. 2016
saw the recruiting landscape continue on its
accelerated path of innovation [good], yet many
struggled to keep pace with changes from years
ago [bad]. This disconnect is creating a widening capabilities
gap - as well as opportunities to drive efficiencies and
augment recruiting.
GENERATIONAL
BRAND CONVERGENCE
Today’s global workforce contains four generations.
Millennials are now the largest group, yet most hiring
and HR approaches were originally designed in the age of the
Boomer. Younger generations were raised on mobile and
social. They have expectations around openness, access, and
flexibility. If you’re recruiting process lacks consideration here
it will cost you candidates in 2017 (and beyond).
HOW TO RECRUIT IN 2017 >
The past several years have seen the field of
employer brand grow from an optional consideration
to an imperative. We are now in the early days
of employer brand 2.0, a phase that will see employer
and consumer brand begin to converge into one
brand that connects the stories of a company’s
product and services with the people who build them.
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OVERVIEW
JOB DESCRIPTIONS
CANDIDATE EXPERIENCE
EMPLOYER BRAND
JOB DESCRIPTIONS
1. Microsites
2. Radical Transparency
3. Dynamic Content
CANDIDATE EXPERIENCE
4. Empathetic Rejection
5. Introduce Your Team
6. Set Expectations
EMPLOYER BRAND
7. Personalization
8. Employee Takeovers
9. Be Opportunistic
HOW TO RECRUIT IN 2017 >
JOB DESCRIPTIONS
CANDIDATE EXPERIENCE
EMPLOYER BRAND
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FOCUS 1:JOB DESCRIPTIONS
Despite the progress we’ve made in recruiting over the past several years, most industry job descriptions look
like they are recycled from 2010. Why?
The technology habits of prospects have changed significantly in the last few years as mobile phones have
overtaken desktops for internet usage. There are almost as many cell phone subscriptions (6.8B) as people
(7B) in the world. Social has become a distribution channel. Yet few companies have adjusted how they format
and present job descriptions. It’s time that your recruiting methods account for these shifts.
The bar is low, as most job seekers are accustomed to scrolling through text dense job descriptions written for
compliance over attraction. That presents an opportunity for companies to stand out by giving a more dynamic,
and real, presentation of a job.
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EXAMPLE ONE: MICROSITES
Microsites allow companies to create interactive and dynamic views of jobs. Tools like
Clinch, OnGig, and Phenom People extract job description content from your ATS and
serve up targeted content based on cookies. The content is available in pre-designed
templates that can include photos, videos, and links to similar jobs. If microsites are not an
option, consider a blogging platform, like Medium, where you can embed video, photo, and
audio to complement your text.
EXAMPLE TWO: DO NOT APPLY DISCLAIMERS
Most jobs focus on spelling out tasks and qualifications. If they have a slant, it’s enticing
you to apply. Why not take a different approach and convey some of the reasons
applicants may NOT want to apply (like this example from Duo Security, at left). This
method may save you time in the end if potential hires learn negatives before they apply,
that they’d be sure to learn later if they get deeper in the process or join your
organization.
EXAMPLE THREE: HEADERS AND HYPERLINKS
Consider adding custom headers, photos, and hyperlinks into your job descriptions
to break up the copy and allow readers to go deeper on certain topics. Capabilities
here are limited to ATS functionality (the example, at left, from Hootsuite is built in
iCIMS). If your ATS allows you to add hyperlinks and embed video/HTML, you can
add quite a bit of dynamic content within the job description itself.
You have a broad range of options when it comes to revamping your
job descriptions. From microsites to video, you’re only limited by the
technical capabilities of your platform and budget. Even if you lack
both, you can still make changes that will lead to higher conversions.
Things you can do to enhance your job descriptions:
• Mobile-First: Write all of your job descriptions with the assumption
they’ll be viewed on a mobile device.
• Edit & Trim: Ruthlessly edit and cut non-essential requirements
and qualifications (Sorry, but “must have strong communication
skills” will do nothing to screen that quality in or out of your
applicants).
• Write To Your Audience: Write to the job seeker. Use “you” and
“your,” not “we” and “our.” Help them see themselves in the job.
• Share Success Measures: Show them what success looks like in
the job. Too many job descriptions focus on tasks instead of
outcomes. Share what the ideal hire will have accomplished after a
successful year.
• Gender Neutrality: Review for gender neutrality. You may think
you’re cute and clever with “code ninjas” and “party bus happy
hours,” but your word choice may be skewing your applicant pool.
• Use Real Language: A conversation tone is relatable and may
help the reader connect with your copy. “Building upon synergies of
connected experiences,” not so much.
WHAT IT MEANS FOR RECRUITING
FOCUS 1: JOB DESCRIPTIONS
HOW TO RECRUIT IN 2017 >
JOB DESCRIPTIONS
CANDIDATE EXPERIENCE
EMPLOYER BRAND
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FOCUS 2:CANDIDATE
EXPERIENCE
If you haven’t heard the term “candidate experience” (CX) you’ve been living in a content bubble impervious to
all things HR. Despite it’s importance, many organizations are not prioritizing CX beyond “check the box”
activities. What it comes down to is building an empathetic recruiting process.
Searching for a job is a highly emotional and vulnerable experience. In a quest for efficiency and speed, many
organizations lose sight of this and strip the humanity from the experience. The risks of doing so go far beyond
one hire; poor candidate experience is one tweet or Glassdoor post away from damaging your employer
brand. It can also cost you customers. The opposite is also true. Great candidate experience creates fans (and
customers) out of candidates you don’t select.
The majority of applicants understand the numbers and likelihood of rejection. How you handle those
applicants and rejections reveals a lot about your company.
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EXAMPLE ONE: EMPATHETIC REJECTION
The dreaded job application “black hole” has chipped away at the credibility of recruiting
for years. At a minimum, you should notify all applicants when a job has been filled.
Hootsuite takes it a step farther. Every decline email they send includes a curated list of
job search and career resources intended to help applicants in their job search. It’s a
small gesture of empathy and an easy addition to your process.
EXAMPLE TWO: INTRODUCE YOUR TEAM
Applicants are applying to more than jobs. They’re applying to teams. Why not introduce
them in advance to help applicants make more informed decision about whether they fit
your culture and values? Zappos does a great job of spotlighting employees, including
brief employee interviews, on their career site.
EXAMPLE THREE: SET EXPECTATIONS
Most candidates just want to know what to expect when they apply. Will it take weeks to
hear back? Fine. Letting them know at the application stage (or before) can alleviate some
of the anxiety that comes with the job search. In the example at left, NPR created and
Applicant Experience Pledge on their career site that walks applicants through the entire
interview lifecycle. They’re not particularly fast, but they diffuse that by setting
expectations before a prospect submits their application.
Enhancing your candidate experience doesn’t have to take
herculean effort. There are some simple, practical things you
can do today to provide a better experience to you applicants.
Things you can do to enhance your candidate experience:
• Set Expectations: Add a section on your career site that
breaks down what applicants can expect from application
through onboarding (or rejection).
• Proactive FAQs: Create an application FAQ and send it
automatically to all applicants.
• Introduce Your Team: Share recruiter bios, photos, social
profiles, etc. on job descriptions.
• Manager Involvement: Train your hiring managers on the
importance of candidate experience and hold them
accountable.
• Interview Prep: Before an interview, prepare the candidates
on what to expect and send them the full interview schedule
including titles and LinkedIn profiles (if applicable) of the
interview team. Let them know when they should hear back,
and be sure they’re aware of the timeline of the search.
• CX Surveys: Conduct candidate experience surveys of all
applicants during and after the process to understand what
you do well and where you need to improve.
WHAT IT MEANS FOR RECRUITING
FOCUS 2: CANDIDATE EXPERIENCE
HOW TO RECRUIT IN 2017 >
JOB DESCRIPTIONS
CANDIDATE EXPERIENCE
EMPLOYER BRAND
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FOCUS 3:EMPLOYER BRAND
To be effective at employer branding (EB), think like a DJ. Know your audience. Pay attention to what moves
them. Adjust your tune when it falls flat. Amplify when it resonates. Don’t limit yourself to one tempo or style.
Keep your audience engaged.
Like most talent initiatives, employer brand adoption and execution can be considered on a curve. At one end,
companies have gone all-in with dedicated employer brand teams that operate like in-house agencies
complete with designers, videographers, and illustrators. This chapter isn’t for them. Swing to the other side of
the curve, and you’ll find the majority of companies who are at an earlier stage in EB. These companies are
still working to integrate social into their recruiting efforts, articulate their employer value proposition, and
profile their target prospects.
This chapter provides actionable tips to help you begin leveling up your employer brand.
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EXAMPLE ONE: PERSONALIZATION
Effective employer branding captures attention and elicits a response or connection from
the audience. With so much noise vying for prospect’s attention, a generic one-size
approach will likely fail to convert the prospects you’re trying to influence the most. Persona
map your target audience and understand what channels and content will capture their
attention. This example from Sodexo quizzes career site visitors and provides personalized
jobs that align with their skills and interest.
EXAMPLE TWO: EMPLOYEE TAKEOVERS
The most impactful employer brand content are stories about the employee experience.
Employee generated content (EGC), like this Instagram takeover example from Dell,
empowers employees to share their unfiltered experience, allows candidates to get a sense
of what it’s really like to work there, and introduces them to the personalities of potential
future colleagues.
EXAMPLE THREE: BE OPPORTUNISTIC
Social media is an effective tool for shaping and influencing your employer brand. A big part
of being effective on social is listening and being nimble enough to seize opportunities.
President Barack Obama joked he might look for a job at Spotify when he was out of the
White House. Spotify cleverly created a “President of Playlists” job description just for him
(including a Nobel Peace Prize in the qualifications). Their CEO tweeted it to
@BarackObama and the tweet went viral. You can bet they picked up more than one job
application from this move.
Taking control and shaping your employer brand doesn’t have to
mean massive monetary investments. There are many tools to
leverage. Your creativity and appetite for risks are better indicators
of your potential success than the money you invest. Specific
things you can do to enhance your employer brand include:
• Company Social Profiles: Ensure your free company profiles
on LinkedIn and Glassdoor are complete.
• Employee Photos: Use real employee photos and videos on
any outward facing materials (career site, recruitment marketing
materials).
• Employer Value Proposition: Consider drafting an Employer
Value Proposition (EVP), or lightweight employee experience
overview, to reinforce what employees and new hires can
expect.
• Internal Advocates: Identify and train internal advocates to
share their story on social media, blogs, etc.
• Aggregate Employee Content: Create a branded hashtag for
them to use to help you aggregate and share all of the
employee-generated content.
• Minimize Jargon: Review your career site, job description, and
recruitment collateral to reduce jargon and use relatable copy.
• Personalize: Persona map your target hires to tailor your EB
efforts around the channels and content that will resonate.
WHAT IT MEANS FOR RECRUITING
FOCUS 3: EMPLOYER BRAND
HOW TO RECRUIT IN 2017 >
WHAT’S NEXT?
We can help you take these approaches and turn them into
actions for your brand. If you’ve got the appetite to optimize
your recruiting we can walk you through the process one step
at a time.
The first step is below:
Learn more: AmplifyTalent.com
HOW TO RECRUIT IN 2017 >