Category Archives: Branding

7 Words Mathematically Proven To Get You More Hires!

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Wired recently worked with OkCupid and Match.com to find out which words were used on the most popular dating profiles on their sites.  Millions of data points were done for this data analysis and they came up with the most popular 1000 words.  What they came up with were the exact words to use in your profile descriptions to get the most clicks.  I’m going to take this one step further and say if these words attract singles to another single, I’m quite certain they would attract a job seeker to a job.  My theory being singles are also job seekers.  Okay, I hear you, just because some words might attract one person to another person doesn’t mean those same words will attract a person to a job – but it might.

It is my belief that we can totally re-write Job Descriptions in a way that is a lot less HR’ish, and much more real, which will make more people want to work in the jobs you have.  My good friend, Kris Dunn, is a master at this over at Kinetix (click through to see some of KD’s work). Here is another one I put together when I was hiring a Recruiter for my staff.   The positive is, it lets us in HR get our ‘creative on’.

Let ‘s give it a shot. I’ll give you 7 categories of words that were mathematically proven to get more dates hires:

1. Active Words: Yoga, Surfing, Surf, hiking, athlete, etc. These words were popular because people want to be associated with things that are good for them. Do you highlight active things you do at your organization in your job descriptions?

2. Pop Culture Words: 30 Rock, The Great Gatsby, Homeland, Arrested Development, The Matrix, The Big Bang Theory, The Hunger Games, etc.  People want to work with an organization that has a personality.  Pop culture references in your JD give you a personality.

3. Music Words: (FYI – some of these could also be considered Pop Culture) – Radiohead, Nirvana, live music, guitar, instruments, etc .Does your organization have a musical preference? Why not?  Maybe you’re a little country, maybe you’re a little rock and roll, either way, it’s alright to let candidates know!

4. Calm Words: Ocean, meditation, beach, trust, respect, enjoy, planning, dedication, openness, etc. Words that project a feeling of safety and security. In today’s employment marketplace, don’t discount the value of your jobs based on how calm and secure the work is.  Anxiety is at an all-time high.  Having the ability to say “we’ve never laid off in our history!” could pay you huge dividends.

5. Food Words: Chocolate, cooking, foodie, pizza, sushi, breakfast, etc. Food is a gathering and sharing point in most cultures.  If you do food related things in your work environment it brings all of your people together. Everyone eats. Not everyone will do Yoga or want to watch movies.  Chili cook-offs, company happy hours, Donut Fridays, etc.

6. Descriptive Words: Creative, motivated, confident, driven, passion, awareness, etc. Most HR pros see JDs as a means to an end.  They’re a legal necessity.  We should be looking at them as mini-commercials for our jobs.  I would love to see a company go full video JD – nothing written, just watch our Job Description. 60 seconds of someone telling you what this job is.

7. Spontaneous Words: Tattoos, F*ck, wasted, kissing, puppies, sucking, lucky, etc.  Words that most people would never expect to see in a JD.  This word has absolutely no usefulness in a JD – that’s exactly why we put it in there.  It might not attract an older conservative candidate, but it might be just what a newer generation is looking for.

I’ve never met a senior executive that had a problem with any job description I wanted to write – not matter how bland or how crazy.  That being the case, why do we continue to write JDs that put people to sleep?

 

 

 

How Technology Saved Recruiting

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This is a rebuttal post to an article on Forbes.com by Liz Ryan titled “How Technology Killed Recruiting“.  For those of you who don’t Liz she is a media personality who use to work in HR back in 1997 for Fortune 500 companies, which might speak to her viewpoints about recruiting and technology.  Liz writes a ton of HR and Recruiting type articles for publications that wouldn’t give me the time of day (Forbes, Huffington Post, Harvard Business Review, etc.), so clearly she is respected.  That is why I decided to react to her article.  She has a huge stage and gets thousands of clicks, so I was perplexed at this attack on corporate recruiting that really has no true basis in 2014.

Liz feels that Applicant Tracking Systems (ATS) have killed recruiting.  She feels all corporate recruiters do is set a never-ending string of hoops for applicants to jump through, until they are eventually lost in the black hole of a corporate recruiting abyss.  I do think this thought process has merit, 10-15 years ago.  When ATS software first came onto the market they were clearly selling to the corporate HR marketplace.  I can clearly remember sitting in process meetings with ATS vendors and having them show us (corporate HR) how they could make our life easier.  Need more screening of applicants? No problem we can put them through the ropes and only the best will get through!  Then they show you a process flow chart with 67 steps and the rest was history – Liz’s story above.

Today, ATS vendors look at the process completely different (Note: I don’t sell ATS software now, or ever! But I have purchased and implemented 5 systems in my career.).  Now, corporate HR needs the ATS to provide talent fast.  It’s about fewer clicks – how does an applicant let you know they have interest in “1” step, not 67.  Once the talent is ‘sourced’, corporate recruiting can then take them through as many filters as needed to ensure a great hire is made.  This is fairly common practice in the last 10 years of ATS implementations.  Can you still find companies that don’t get this? Yes.  But it’s not the norm in corporate recruiting with today’s ATS. Dare I say ATS vendors asked to set up a 67 step process would probably back out of the deal and refer that customer to their competition, because that will not be a customer you will ever make happy!

Here is why Liz and those who support her argument still carry around this notion of an ATS being a ‘black hole’ for your resume (BTW – I’m wondering when the last time Liz even applied for a job online?).  Candidates make excuses when they are not chosen.  “I applied! And I was perfect for ‘that’ job! But I never heard back.”  I know this because I’ve been the leader of corporate recruiting departments in the last 10 years.  I’ve heard this exact line coming from the cousin of our CEO.  I then had to show our CEO, in fact, three carefully crafted communications that his cousin received from our ATS system as the hiring processes proceeded over two weeks.

Technology hasn’t killed recruiting.  Technology has decreased the time it takes HR to recruit great talent. Technology has increased our retention rates and decreased new hire turnover by giving us better data on which to base our hiring decisions.  Technology has allowed recruiting to be brand ambassadors to our organizations. Technology has allowed most corporate recruiting departments to do ten times more, with the exact same staff it had 10 years ago.  Technology has allowed our employees to be an integral part of our recruiting function by automating employee referral programs. Technology has increased applicant response times by showing us exactly who in our organizations is holding up the process.  Technology has allowed us to fish in candidate pools that, previously, were never possible. Technology moved recruitment out of HR and into one of the most valuable functions an organization can have.

If people are your most important resource.  Your organizations ability to recruit talent, becomes critical to your organizations success. Technology help do that for recruiting. But I don’t write for Forbes, so what do I know.

 

What Happens When You Write A Letter to Your Employee’s Parents?

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For years I’ve been preaching to HR and Talent Pros all over the country that the easiest, cheapest and most effective way to increase engagement and loyalty in your employees is to write their parents a thank you note.  Now, the CEO of Pepsi, Indra Nooyi, has come out and admitted to doing this with her direct reports. From the Fortune article:

I became CEO in 2006, and it was a matter of some pride to my family, but not too much. So I went home to visit my mother in Madras, in India, and stayed with her. And she woke me up at 7 o’clock and said, “Come on, get ready.”  I said, “I’m on vacation, how about noon today?” She said, “No, people are coming to visit, so get up.”

So she made me sort of dress up and sit there, and then a steady stream of third cousins, fifth cousins, 20th cousins, three-removed, all started to show up. And each of them would walk into the house. They would sort of look at me and say, “Oh, hello,” and then go to my mom and say, “You should feel so proud that you brought up this daughter, and you brought up your child so well.”

So, this was not about me.  This was about what a good job my parents had done in bringing me up. It dawned on me that all of my executives who worked for me are also doing a damn good job, but I’d never told their parents what a great job their parents had done for them.  I’d never done that.

And I thought about my kids and I said, “You know what?  If I ever got a report card on them, after they’re 18, I would love it, because in the U.S., once they turn 18, we don’t get report cards.  We pay their tuition, but we don’t get their report card, right?”

…I wrote to them and I told them the story of my going to India and what happened with my mother, and I said, “therefore I’m writing to thank you for the gift of your son, who is doing this at PepsiCo, and what a wonderful job this person is doing.”  I gave a — it was a personal letter for each family member.

And it opened up emotions of the kind I have never seen.  Parents wrote back to me, and all of a sudden, parents of my direct reports, who are all quite grown-up, and myself, we had our own communication.

And one executive, I remember, he went home and he said to his mom, “you know, my boss is really giving me a tough time.” And his mom told him, “Nuh-uh, not about her.  She’s my friend!” 

Okay, I know this will not work 100% of the time.  There will be times, when an employee of yours has had a very bad relationship with their parents, and this kind of ‘engagement’ practice will not be welcomed.  I would still argue, those times are rare.  One of things this exercise forces a leader to do is to ensure they at least know their direct reports. IF that is the case, you would know which reports would not want this to happen, and you adjust accordingly.

Read the full article. Nooyi takes it one further step and talks about retention and talent attraction.  Image you are in a heated talent fight for a certain type of person. The candidate interviews with your firm, as well as others, and you all make offers.  Which company will the candidate choose? Nooyi has made calls to parents of candidates, telling the parents why this position, with Pepsi, is the best fit.  Now, she has the parents also helping her recruit!  Powerful stuff, visionary leader who really gets it!

Would your CEO write thank you letters to your employee’s parents?

It’s Tim Sackett Day – Celebrating Kelly Dingee!

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January 23, 2012 my friends made that day forever be known as Tim Sackett Day!  By January 23, 2013 those same friends thought I couldn’t take another day of celebration and honor, and decided to honor another individual but still call it Tim Sackett Day!  So, last year we honored the great Paul Hebert!

Tim Sackett Day is about honoring and giving respect to fellow HR and Talent Pros that we don’t think get enough respect.  They are wicked smart.  Great at their profession.  Helpful towards others.  Really, just good all around people, we think you should know more about.  Yes, everything I’m not!  Laurie’s original goal was to introduce our little HR and Talent social world to people they might not know, but really should.

That’s why I’m excited on this day, January 23, 2014 for Tim Sackett Day, we are honoring Kelly Dingee!  (Pronounced Din Gee like a dirty window, not Dinghy like a small boat or silly person) You might know her as @SourcerKelly on the Twitters, or that super cool chick out of Washington D.C. who is the Recruiting Manager at Staffing Advisors.  I know her as a peer and colleague from Fistful of Talent.

If I grow up to be a lady, I would want to be Kelly!  Great Talent Pro.  Helpful as can be. Funny. Great Mom.

Behind the scenes I tell Kelly this probably 3-4 times per year – ‘I Love Your Writing’.  Kelly teaches me more in a year than anyone else in the industry.  I don’t think I can ever thank her enough for that.  We both are in the staffing game so she speaks my language, and she knows my problems, and she usually has really good ways to solve all of my roadblocks.

If anyone should have their own day, it’s Kelly!  She would never ask for it, or feel she deserves it, but she does.

Please send Kelly a note on Facebook, or Twitter, or LinkedIn  – where ever you like to hang and congratulate her on being named the 2014 Tim Sackett Day honoree!

 

The Bigger You Are, The Smaller You Need To Act

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Do you know why most restaurants fail?  They don’t do anything really, really well.  There are a number of new burger chains popping up all over the country who are doing great.  These chains have decided to have only a few menu items, but do each of those items better than anywhere else. You can get a burger, fries, shake and a soda. That’s it.  Small, focused, the best you’ll ever taste – each item.

I work with a lot of big companies, and the hiring managers love me!  You know why?

I’m small (okay, I walked into that one!).  My company is small.  When you’re small you do a number of things that most big companies don’t do.  Here’s a short list:

  • You take full responsibility (no one else around to blame)
  • You’re responsive to everything (or you go out of business)
  • You’re in the know of what needs to be done
  • You say ‘Yes’ to almost everything
  • You treat the business like it’s your own

I meet with a lot of HR executives who work for big companies and almost 100% have the same issue.  They feel like their department doesn’t have the credibility and influence it should.  They are concerned that their department’s reputation is that of a roadblock and not of a valued partner.  They don’t know how to get the organization to view them differently.

It’s really easy.

Big HR departments have to act like they are small HR departments.  While their is a business necessity to have specialist in large HR shops, everyone must act like they are generalist.  Leaders have to make sure that it’s known that lack of response, lack of solutions, lack taking full responsibility to ensure someone gets the answer they need will not be tolerated, at any level, within their HR shop.

Hiring managers, executives, individual contributors, etc. only want to hear one thing when they call HR – “Yes, we’ll take care of it, right now”. Not an endless loop of we can’t do it, I’m not the person, I’ll try and find out, I don’t know, call such and such, etc.  Small shops don’t have this luxury. If they would say these things, they’d be out of job, because they wouldn’t be needed.

The key to great HR in a big HR shop is to act small.  Yet most big HR shops work really, really hard on trying to be big.  When you act small you get very good at pinpointing what is really important and getting that accomplished.  You do this because you just can’t do everything, you don’t have the resources.  By doing a few things really, really well, your organization knows what they can’t count on you to deliver.  Large HR shops try to do everything, and usually do it all really average, or below average.  They are trying to do too much.  Don’t get bigger, get smaller – smaller on your focus, smaller on your deliverables, smaller on your accomplishments, but make those things world class.

Hiring Back An Employee Who Left You

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Did you see what happened last week on the college football carousel?  The University of Louisville hired their ex-coach, and current Western Kentucky Coach, Bobby Petrino.  For those who don’t know the Bobby Petrino story check out his detailed coaching timeline on SB Nation (it’s awesome!) – I’ll give you a five second tour:

I. Hired Head Football Coach at University of Louisville – doing great (2004)

II. Hired Head Coach NFL Atlanta Falcons (Jan. 2007) – didn’t do great

III. Leaves mid-season and takes University of Arkansas Head Coach job – did good (December 2007)

IV. Head Coach Arkansas, has a motorcycle crash with a 25 year old female assistant on the back that wasn’t his wife and that he was having an affair with, and that he hired – Power drunk. (April 2012)

V. Fired as Head Coach at Arkansas – not good (April 2012)

VI. Hired Head Football Coach Western Kentucky University- did good (December 2012)

VII. Hired Head Football Coach University of Louisville. (January 2013)

There’s a bunch of other luggage along the way that SB Nation points out which leads me to only one question – Was it a good hire by Louisville to take Bobby Petrino back?

I asked a couple of my friends and fellow #8ManRotation authors this same question – here are their responses:

Matt (akaBruno) Stollak:

How much time off does a mercurial talent deserve before being brought back?  Is Jim Tressel looking at the Petrino hiring and thinking he is up next?

Similarly, how does Louisville Football Core Values (http://ftw.usatoday.com/2013/06/louisville-footballs-core-team-values-include-no-guns-no-drugs/) continue to exist when Petrino has blatantly violated #1 and #2.    Is it all about winning?  What message does it send to staff and players?

Steve (Mr. HR Tech) Boese:

Even a cynic like me is surprised by this move. I guess the argument was he hit rock bottom and now has done the football equivalent of finding Jesus or something, But it is also about positioning, Louisville does not want to be a stepping stone job between the MAC and the Big 10 or SEC, (they are delusional about this, but I think it is true). So at some level they see this hire as a the best they could do with that in mind. No successful power conference coach would leave for Louisville so with Petrino they find the closest they could to that ideal.

Petrino going to Western Kentucky after his biggest screw up at Arkansas and before coming back to Louisville also serves to give Louisville some cover on this. It is kind of like Western Kentucky took at least some of the flak for letting the guy back in to the world of coaching and at least in theory that will diminish the heat that Louisville is going to take.  Kind of like Petrino went to jail (getting canned at Arkansas), then got released to probation, (Western Kentucky), and now the ankle bracelet has been finally cut off (back to Louisville).

Here’s my take:

The best hires that most companies will never make are the ones like this.  He was great for us.  Went someplace else and had a meltdown. Now we won’t hire him back either.  For some reason, he was great with you.  Don’t discount what certain environments, certain cultures, etc. will do for someone’s performance.  Bobby Petrino is a broken man, coming home to where he had his most success.  This might turn out to a great hire for Louisville.

What do you think?

 

Hire More Pretty People

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This post originally ran in January of 2012, and in one of the most read posts I’ve done.  It as so popular, Kris Dunn, stole the idea, tweaked it, and made it his most downloaded whitepaper in Kinetix history!  You’re Welcome, KD.  After 2 years, I still find this concept has merit! It’s also very close to how Hitler’s Germany started! Enjoy.

What do you think of, in regards to smarts, when I say: “Sexy Blond model type”?

What about: “Strong Athletic Jock?”

What about: “Scrawny nerdy band geek?”

My guess is most people would answer: Dumb, Dumb, Smart – or something to that context.

In HR we call this profiling – and make no mistake – profiling – is done by almost all of our hiring managers.  The problem is everything we might have thought is probably wrong in regards to our expectations of looks and brains.  So, why are ugly people more smart?

They’re Not!

Slate recently published an article that contradicts all of our ugly people are more smart myths and actually shows evidence to the contrary. From the article:

 Now there were two findings: First, scientists knew that it was possible to gauge someone’s intelligence just by sizing him up; second, they knew that people tend to assume that beauty and brains go together. So they asked the next question: Could it be that good-looking people really are more intelligent?

Here the data were less clear, but several reviews of the literature have concluded that there is indeed a small, positive relationship between beauty and brains. Most recently, the evolutionary psychologist Satoshi Kanazawa pulled huge datasets from two sources—the National Child Development Study in the United Kingdom (including 17,000 people born in 1958), and the National Longitudinal Study of Adolescent Health in the United States (including 21,000 people born around 1980)—both of which included ratings of physical attractiveness and scores on standard intelligence tests.

When Kanazawa analyzed the numbers, he found the two were related: In the U.K., for example, attractive children have an additional 12.4 points of IQ, on average. The relationship held even when he controlled for family background, race, and body size.

That’s right HR Pros – Pretty people are smarter.  I can hear hiring managers and creepy executives that only want “cute” secretaries laughing all over the world!

The premise is solid though!  If you go back in our history and culture you see how this type of things evolves:

1. Very smart guy – gets great job or starts great company – makes a ton of money

2. Because of success, Smart guy now has many choices of very pretty females to pursue as a bride.

3. Smart guy and Pretty bride start a family – which results in “Pretty” Smart Children

4. Pretty Smart Children grow up with all the opportunities that come to smart beautiful families.

5. The cycle repeats.

Now – first – this is a historical thing – thus my example of using a male as our “Smart guy” and not “Smart girl” – I’m sure in today’s world this premise has evolved yet again. But we are talking about how we got to this point, not where are we now.  Additionally, we are looking at how your organization can hire better.  So, how do you hire better?  Hire more pretty people.

Seems simple enough. Heck, that is even a hiring process that your hiring managers would support!

Renting vs. Owning

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I’m proud to say that today starts off our first week as building owners, as HRU, the company I run purchased the building that we’ve been renting for the past 13 years. In fact, my company has rented office space for 34 consecutive years until today.  Today, we are owners.

There’s a ton of reasons why you rent for 34 years.  First and foremost, renting gives you flexibility.  Sure, it’s at a cost, but if you want flexibility you pay for that.

There’s also a ton of reason on why we decided to own.  We aren’t paying someone else for the space we feel we can stay in for a very long time.  We build equity, etc.

This big purchase got me thinking about how many of you, or even my own staff, are renting vs. owning.  Not their homes or cars, but their positions.  You treat it differently if you own it verse renting it.   Being in HR for 20 years I’ve seen a ton of employees who were just renting.  They didn’t want to commit to the company, to their position.  They were just renting it for a while.

I’ve also seen a ton of people who owned their positions.  You know something?  I’ve never seen a renter employee be more successful than an owner employee.  100% of the time, those employees who decide to own their positions are more successful.

Today, I’m thankful to be an owner.

 

Candidate Experience Isn’t a Real Product

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I love watching really good comics.  Sarah Silverman has a new special on HBO called “We Are Miracles” it’s brilliantly funny in the way where she makes her self laugh at some of the things she is saying.  I love that.  I find it funnier when the comic finds themselves funny, not fake funny, but naturally tickled at what they are thinking and saying out loud.  There is one part in the special where she talks about a product that is being marketed to women for a certain kind of odor, in areas we don’t talk about on family blogs like this.  She describes how these odor fighting products, marketed directly at women, going after their worst fears, aren’t really products.  We think they are because we see the commercials and someone holding a can in their hands and talking on TV, I mean it has to be real, it’s on TV!

But they aren’t.  There is no real need for this product. Women can use soap and water, like they use on the rest of their body.  As Sarah says, if you do that, your normal washing, and you still sense an odor, you don’t need a ‘perfume’ spray, you need a doctor!

This is exactly how I feel about Candidate Experience.  It’s not a real product.

We think it is because we have really smart folks telling us it is.  These same folks make their living off of consulting to companies who have unrealized fears of a candidate having a bad experience and then those candidates no longer wanting to use or buy their products and services.  This is made up.  This is private parts deodorant.

Here is what Candidate Experience is built upon:

1. At some point an executive had their sister’s kid, a niece or nephew of the executive, apply for a job with the company online.  Your system/process did what is was suppose to do, it weeded out this crappy candidate, sent them the “Dear John” letter, and that was it.  But it wasn’t!

2. Executive hears from her sister that her daughter Mary, a brilliant child, was not selected and not even given an interview, in fact there was no human interaction at all!

3. Executive has to save face with family.  Comes down hard on Talent Acquisition leader about how can we treat our candidates like this!

This is how Candidate Experience was born.  A niece not getting hired.

The executive not wanting to make this ‘about herself’ comes up with other reasons, and all the sheep follow along.  “We need to treat all candidates like we treat our customers!  We need to make candidates advocates of our products and services.  We need to treat candidates this better than we treat each other because it’s a competitive advantage for talent.”  And we begin to buy into the rhetoric.  We begin to believe that we have an odor, that what we’ve been doing is bad.  Our worst fears, that a candidate who feels they have a bad experience will stop using our products, is so overplayed it’s actually funny when you stop and actually think about it!  You will have candidates who feel they are great, you won’t, they’ll get upset and not like your company.  That is life in Talent Acquisition.  A minute percentage will think this way, and there is nothing you’ll ever be able to do about it!

The reality is, for the vast majority of Talent Acquisition Leaders, what we’ve been doing is just fine.  We treat our candidates like normal humans, we communicate with them if we feel they fit or not, and the process works.  Sure, some of us, have some bad processes, or parts of processes that need to be fixed.  But we don’t have an odor problem.  The biggest lie that is perpetuated in the Human Resource Industry is that Candidate Experience is important.  The reality is candidates have extremely low expectations when it comes to applying for a job.  All they really want and need is to know that you saw their application and/or resume, and do you feel they would be a fit or not.  That’s it!  Treat them like normal humans.  Give them enough respect to communicate with them the next step: 1. Thank you, but no thanks we have some better fitting candidates, try again next time; 2. We’re interested, here is step #2.

It’s not hard.  You don’t need to spend time and money on this.  You don’t have a real problem. I know you think you do, so many people are telling you so, so it must be real.  But it’s not, it’s private parts deodorant!

 

 

The 3 Worst Holiday Client Gifts

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It’s that time of year when you start receiving holiday gifts from HR Vendors.  My own company even does it.  For the most part we send out a holiday card to the vast majority out our contacts, but those ‘paying’ clients or ‘Friends of the Company’ (former or future paying clients) we do something special.  Most companies go through the same kind of decision making process when determining what should you do for your clients.

Some companies really get creative when determining what to send their clients. My friends Kris Dunn and Shannon Russo, who run the RPO firm Kinetix, decided a few years back to give out books to their clients and friends of the company.  Not just any books, they really dug in and got creative around a book that thought would challenge how people where thinking.  They would put together a thank you note and send out the books.  It’s different, it’s eye-catching, it’s memorable.  I’ll say, though, Kinetix is not the norm.

My friend, Eric Winegardner, at Monster.com personally makes peanut brittle each holiday, packs it up for hundreds of clients and friends, and sends it out all over the country.  It isn’t easy. It’s very time consuming. He could easily shop it out and buy store bought stuff.  It shows that he cares.  It shows that he is thinking about you.  Whether you like peanut brittle or not, it becomes a personal gift from him to you.

The norm is boring, safe and sometimes laughable.  Let me give you examples of the worse corporate/client holiday gifts:

1. Pinup Calendar!  Okay, I have to bust on a company that I actually like a lot (their new Open Web tool is awesome!), Dice.com!  But, they send out a Pinup Calendar each year, and I’m not sure if its meant to be a joke, or if one of their executive’s spouses runs a calendar printing company and they are forced to send these out, but it doesn’t fit their brand at all!  “Hey, we’re a tech company, take this 1970 pinup calendar and put in the wall next to your 26 inch LCD screen with your Outlook running on it.”  My grandpa had a pinup calendar in his garage he would get from the gas station!  I’m not sure who makes the Dice.com calendar decision, but I would love to hear about it!

2. Pre-printed Holiday Cards!  You know the ones that say something like “Happy Holidays from the Gang at HRU!”.  You shove it in a pre-printed envelope with a pre-printed address label of your client that your admin ran off an excel mail merge.  It says ‘Classy’!  “We care so much about you as a client that we won’t even sign our name to the card!”  Really!? I don’t care if you’re sending out 1500 cards, sign your freaking name on the cards. It might take a couple of hours and your wrist will hurt, but you’ll live.  Your clients deserve your very least!

3. Company Logo Coffee Mug!  No one really wants your crappy logo coffee mug, unless you’re going to spend some real money and get something that is really nice.  No I take that back, we still don’t want your expensive logo crappy coffee mug!  Again, what this says to your client is: 1. You must drink coffee and 2. You must drink coffee in our crappy mug and think about us!  I don’t drink coffee. Send me Diet Mt. Dew with your logo on it and I’ll drink every last drop and sign your praises in a caffeinated baritone that would make angels blush!

So, what should you do to show your clients you really care about them and want to thank them for another year of doing business?  It doesn’t matter, big or small, but make it something personal to them, not to you.  If your first thought is: “what is something that is cheap that we can throw out logo on and send it out” — you’re doing it wrong! If your thinking what does this client (the individual I have a relationship with) really into, and what’s something I can send them to show them I was thinking of ‘them’ specifically when they open it — you’re doing it right!

BTW – for any HR Vendor reading this – I’m totally into Gin, Michigan State University and Sprinkles Cupcakes!  Have a great holiday season!