Category Archives: Branding

Exclusively Inclusive

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The CEO of clothier Abercrombie and Fitch, Mike Jeffries, made some comments in an article that have set off women across the world!  Here are some of the comments from the original article in Salon (By the way – the article is from January 2006! – but were brought to light by a local CBS news show looking to get reaction from women):

“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he says. “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.”

To keep this going Huffington Post Blogger, Sara Taney Humphreys, wrote an open letter to Jeffries last week on their website – A message to Abercrombie’s CEO from a former Fat Girl (remember this was response to an article from 7 years ago!):

“My first thought was… Is this for real? Am I reading an article in The Onion or something? No. Sadly, this quote was actually uttered by a supposedly educated and successful adult.

My second thought was… Does this guy have kids? By all accounts, the answer is no. Thank God. Can you imagine having this insensitive man as your father? Clearly, he doesn’t have children because if he did, I can’t fathom that he would do what he’s doing….Shame on you for perpetuating the bully on the playground mentality, in the online community and with our youth. The message you are sending is reprehensible and an appalling waste of an opportunity. You could have chosen to use your power and position to promote tolerance and love. Instead, you chose to promote and validate bullies. Your campaign is telling our young people that it’s perfectly acceptable to exclude someone because of the size of their body.”

Thousands of women responded to the comments the same way as Ms. Humphreys.  I’ll paraphrase the majority: “This guy is a jerk”, “He doesn’t get it”, “This is what’s wrong with America”.

I’ve never been able to wear A&F clothing – it’s not designed for me – short white guy, built like a fire hydrant.  I get it.   I wish I was a little bit taller, a bit skinner – but alas I’m comfortable with who I am and I’ve found stuff to wear.  I have 3 sons – not all of whom fit the body type of an A&F shopper – but they to have made it through life alright not wearing overpriced A&F stuff.  Because myself and my boys can’t fit into A&F clothing – I don’t think Mr. Jeffries is a monster.  I think he’s an opportunist, who saw a segment and filled it.  He wanted to attract a certain person to his establishment.  He did this knowing it might fail miserably – those cool kids with the skinny bodies – might have hated A&F clothes.  He took the risk of becoming exclusive and it paid off.  Capitalism.

Think about this example as an employment brand (and certainly A&F is an employment brand).  Do you want to be ‘Inclusive’ or ‘Exclusive’ in your Employment Brand?  I know the majority of you will say “Inclusive, of course!”  But a few will see the benefit of being ‘Exclusive’.  Being an exclusive employer will definitely shrink your candidate pool, but it will shrink your pool to your target market (Enterprise Rent-a-car goes after college athletes and has found great success in that pool).  If you like and have success with your target market – maybe an exclusive strategy is for you.  It’s too easy to say “Inclusion” is the answer to everything.  It’s not.

PeopleCompanies

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I’ll give inspiration for this post to awesome HR Pro Trish McFarlane. Trish posted a small little vent on Facebook this week about all these HR companies who use “People” as part of their corporate name – and none of us really know what the hell they do.  So, I’m going to help you out and tell you what I think they do based on their company Name!  Here we go:

PeopleClues – I’m going to assume they are finding out ‘clues’ about people – probably people we want to hire into our companies.  The problem is I don’t want ‘clues’ – I want ‘Facts’!  Please change your name to ‘PeopleFacts’ – and then I will work with you. Truth be told – I have no clue.

PeopleScout – Seems like a never easy one – a company who is going to go out and ‘scout’ people for you.  Not Boy or Girl scout. Scout as in find.  As in pilgrim days when you went to go ‘scout’ out a site to build your cabin.  Solid.  I hope that’s what they actually do!

PeopleFluent – Um, I’ve got nothing.  But that never stopped me before!  When I think ‘fluent’ I think language – “Why Yes, I’m fluent in Spanglish!” So, this clearly is a company who will help out your company when you have interpreting issues, language barriers and such.   I don’t have that issue, but it’s good to know such a niche company exists.

PeopleTalent – I’m guessing staffing firm – only a staffing firm would think “You know what the world needs – they need people and they need talent – PeopleTalent”

PeopleCorp – No idea.  A corporation that is run by people and not machines, but it’s really run by machines – but they want you to think it’s run by people.

PeopleMatch – This screams assessments – but it could also be staffing.  Either way I’m betting on a catchy slogan like – “We Match People!”

PeopleSoft – This is clearly an American company.  We are people.  We are soft.  Thanks for point out we are fat and miserable.

PeopleAnswers – I’m hoping this is a company that you can call and they will have answers for you about your employees that you don’t get. “Why does Tim have tuna fish on Tuesdays each week?”

PeopleClick – Probably started in late 90’s, early 2000’s – the computer mouse goes ‘click’ – we’re techy and in the HR space – People + Click = PeopleClick.  Potential million dollar ad campaign – “We’ll find you Talent in the Click of a button”

PeopleReport – Sounds like a company started by a bunch of ex-principals.  What’s better than HR and the ability to report what everyone is doing wrong!?  Absolutely nothing!

PeopleMatter – No they don’t.

PeopleNet – This is probably a late 80’s, early 90’s – even before ‘click’ – we had ‘The Net’ – another tech savvy HR company who wanted a techy sounding HRish name.  No idea what they do – could be a sourcing company – ‘We throw a wide ‘net’ around talent’  (I really should have gone into used car sales marketing)

PeopleQuest – True story – on my son’s baby name list – ‘Quest’ – was an actual option!  Can you imagine growing up with a name like – Quest!  The world would be your oyster. You would be unstoppable – Watch the F out -here comes Quest!  In terms of this company – I’m guessing staffing again – you’re on a quest to find talent or some lame thing.

People-Results – First off let me tell you this company almost didn’t make the list because of the Hyphen in the name!  What People-Results are you too good to eliminate the hyphen, or do you feel people are too stupid to understand it’s two words and not one?  Performance Management all the way – People and Results – it’s all we ever wanted!

PeopleVerified – Background checking.  We need to know is this is a verified person or not.  Apparently is takes 48 hours to find this out from a background check company – or you can Google – it takes 48 seconds!

I honestly didn’t look at any of these companies before I gave my assessment!  How close did I come?  To be fair – I actually knew PeopleSoft and PeopleReport – I’ve worked with both. All the others?  No idea!  Really. How’s that feel marketing pros?

 

 

 

 

3 Things You Can Do To Increase Your Female Engineering Hires

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I run a small technical recruiting company.  We hire mostly engineers and IT professionals.  It’s a good group to go after – they’re educated and higher level wage earners which typically cascades itself into other traits that are nice to work with – career focused, courteous, responsible, etc.  Because the technical demographic we go after – to be fair – it’s mostly men we have to deal with.  As any company who is trying to hire technical professionals can attest it is really difficult to hire minorities and/or females in the technical disciplines. Tough, but not impossible!

The one thing we hear all the time from almost every company we work with is, “Hey, if you ever come across any female or minority engineers let us know – we would be interested.”  Which begs the question – “Do you want me to find you a female or minority engineer?”  Of course they do!  But these good respecting HR Pros we work with will never say that because they think it’s against the law to say that.  Which it isn’t. But they assume it is, because saying the opposite would be!  (I.E., “Please don’t give us any female or minority engineers!”)  I won’t say the name of our client, but one Fortune 500 manufacturer we work with does actually use us for minority hiring and will say very specifically what they want.  Like they’re ordering a pizza!  It doesn’t bother me, because I know what they are trying to do is ‘right’ – they are attempting to have a positive impact on their diversity – I can support that!

I saw this from Etsy recently on how they increased their female engineering hires by 500%! Don’t go crazy – it was 20 hires – but still impressive.  Again, they’re a female dominated company, so as you can imagine that having female engineers was important to them, and you could probably also imagine females would be attracted to a female oriented company. From the article:

“Most technical interviews suck – fundamentally interviewers ask the question, “Quick, prove to me how smart you are!” “Smart” is not optional. “Quick” and “prove to me” are very rarely actually part of the job and you’re interviewing for the wrong thing – which generally sets up women for failure in the process…after two years, female engineers at Etsy are nearly 20% of the team, four and a half times what they numbered at the start of the initiative. When reached for comment, Etsy’s corporate communications would not comment on the current number of female engineering staffers, but told FORBES that the coming months would see the company making women a even bigger priority, particularly in the wake of the media coverage sparked by Elliott-McCrae’s presentation. After all, roughly 80% of the over 800,000 shops on the site are owned and operated by women. At a certain point, they should be represented from within the company’s ranks.”

So, how did Esty do it?  How did they increase their female engineering hires?  I’ll give you 3 things they did:

Step 1   Make it known publicly you want to hire women!  Too many companies decide behind closed doors this is something they want to do in their organization, but then never go the next step and let their staff know, let their industry know, etc.!  And not only that, but let your staff know why this is important!

Step 2  Don’t lower the hiring standard.  The first thing most companies do when an initiative like this becomes hot, is lower the standard. “Oh, you want more women. Ok, you need to allow us to hire entry levels and from ‘B’ level schools!” Don’t do that, you’ll marginalize the entire program and your people and your candidates will know it!

Step 3  Put women in charge of hiring women.  It’s Ok to have different hiring processes if they are both getting you, in the end, what you want as an organization.  You can make two interview decks, one for woman and one for men, that are both still valid and reliable.  It’s just hard, so 99.9% of you won’t do it. Have your female leaders interview your female candidates – they will do a better job at selecting female talent, especially if this is a huge organizational weakness you’re trying to correct!

The more you hire of any kind of person, they more your organization will start to take on those traits.  The more women you hire, the easier it will be to hire more.  It doesn’t happen overnight – but you can do it!

You Wish You Had Marissa Mayer As Your CEO!

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You know what I’ve learned in 20 years of being in HR?  It’s really hard to find a CEO that is worth a damn! Really hard!

To find a CEO who is willing to make tough calls, difficult changes and push an organization outside it’s comfort zone without caving to the pressure of the previous culture.  A CEO who is unrelenting in their beliefs of what it is going to take to make a difference for the organization they work for.  A CEO that demands better.

All you Yahoo haters – or should I say Marissa Mayer haters – can suck it!

Mayer was criticized publicly by almost everyone for wanting to hire better – from The Star:

Yahoo Inc. chief executive Marissa Mayer was asked at an all-staff meeting several weeks ago whether her rigorous hiring practices had caused the company to miss out on top engineering talent in Silicon Valley’s hyper-competitive job market.

Mayer dismissed the complaint that she had refused good candidates because they did not have degrees from prestigious universities, and instead she challenged her staff to get better at recruiting, according to an employee who was at the meeting.

“Why can’t we just be good at hiring?” Mayer said

Mayer didn’t say – “I only want engineering talent if they come from prestigious universities”, what she said was “I only want great engineering talent AND I want them from prestigious universities”.  She is raising the bar at Yahoo in terms of hires.  Which will raise the bar in performance at Yahoo.

Look, I hear you haters that believe you can find great talent at ‘B’ level schools and even great talent that didn’t even go to college!  I get it – I don’t disagree with you.  But when you’re trying to build a world class organization and culture – you need to draw some lines in the sand.  You need a vision.  You need, at some point, to be ‘exclusive’ – not ‘inclusive’.  To turn around an organizations culture, you need clear marching orders.  This is exactly what Mayer has done.  Which is very similar to other great leaders of our time.  I’m not saying Mayer is a great leader – but she is following a pattern of behavior which follows many great leaders of our generation. Great talent, with a clear vision, will help you get better.

I find it comical that anyone would ever criticize a CEO for sharing a vision of wanting to hire and attract world class talent from some of the best universities in the world. Who truly believes that is a bad plan? While it might not the plan you’ve chosen for your organization – I love the fact that Mayer is willing to come out and publicly state what Yahoo’s recruitment direction will be – it puts the entire organization on notice.  Kudos.

What say you Mayer haters?  Let me have it in the comments.

 

 

Don’t Ask Me To Take Less Money!

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I love pro sports – football, basketball, baseball – it doesn’t matter, I love watching the best athletes in the world compete against each other.  I also love watching college sports – but for a different reason.  Pro sports and college sports are different.  One is a business of entertainment and one is competition.  While their is an element of competition in pro sports – the bottom line business proposition is still to entertain.  99% of college sport athletes will never go on to become pro sport athletes and get paid for playing the game they love.  They play for a number of reasons, the biggest one is that they love playing the game and they love the competition.  Some pro sports athletes also do this – but if they weren’t being paid, most would not be putting their bodies through the punishment they do. Still, there talent is awesome and it’s why we pay big bucks to see them ‘perform’.

That is why I love the Tom Brady story.  An all-pro NFL quarterback who takes less money then he could get on the open market, so his ‘team’ can go out and get better talent for him to play with and possibly compete for future Super Bowls.  Great pro athlete story.  Here’s the breakdown from the NY Times:

“Brady took a deal that will pay him well below the market rate for a quarterback of his caliber at a time when the Patriots and every other team are struggling to manage against a salary cap that is expected to remain nearly flat for several years.

Brady is now under contract through the 2017 season, when he will be 40. But the contract will pay him just $27 million, far below the annual $20 million that is the current average for the game’s top quarterbacks. The terms of the contract were first reported by Sports Illustrated.

Brady also took a below-market deal in 2005, with the thought that he wanted to give the Patriots the chance to sign and keep other players. That is what drove his decision-making this time, too.”

I love when guys from the teams I root for do this because of all the reasons Brady is doing this.  When anyone turns down millions of dollars to make your organization better – that means something! But, this doesn’t make it right for everyone!

Let’s face some facts.  Brady has more money then he’ll ever need, a super-rich wife and incredible earning power after sports in the broadcast booth.  He can take the pay cut and not flinch.  The problem with these kinds of stories is that companies believe you should be willing to do the same thing.  “Hey Tim, we need you to take a $10K cut to help us out through this rough patch we’re facing.”  Um, No!  I’m not Tom Brady – and I’m guessing you aren’t either – pay cuts in ‘real’ life, don’t work.  Yet, we see organizations, even our own government, trying to do this.  It’s a disaster.   Don’t get me wrong – I understand why organizations do this.  If the alternative is to go out of business – I’m going to offer up some pay cuts.  The reality, though, is this a downward spiral of doom – 99.9% of organizations that force pay cuts don’t make it.

They don’t make it because the good people, the real talent, bail as fast as possible.  Leaving you less talented, under paid, desperate employees – that is not a recipe for success.  So, what can you do?  Do more with less.  Don’t cut everyone – just eliminate the lowest performers and keep the pay at where it should be.  People are willing to pick up more if they feel like it truly is going to make a difference. Cutting pay, across the board, only demotivates the entire staff, further compounding your problem of survival.  As an HR Pro don’t allow yourself to be pulled into this leadership trap – it won’t work.

Why Hasn’t Paying Employees To Leave Caught On?

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Remember a few years back when Zappos, the darling of the HR world, announced it was offering new employees $1000 on their 90 day anniversary to Leave the company?  At the time that’s all HR people talked about – it was revolutionary – pretty soon every company would be paying their employees to leave.  What happened to that?  Zappos is still offering to pay employees to leave.  Is your company? Why not?

It hasn’t caught on because your leadership is afraid your good hires would actually take you up on your offer!

Of all the HR gimmicks Zappos does, offering employees at bonus at 90 days is the best one – because it puts everything on the table.  It’s the one thing they did that other companies are too afraid to steal!   When you go to an employee and say we need you to be all in – so – if you can’t be all in, here’s $1000 bill, all you have to do is leave.  That’s having true faith in your organization, your culture.  We only want people to work here – that really want to be here.  Many of say it, but 99.9% aren’t willing to back it up with an offer.

It hasn’t caught on, because your HR team is too weak!

Think about the HR person who takes that idea to the executive conference room.  They’re either really good at what they do, or crazy.  Because most leadership teams are not going to buy in on the initial idea.  To get an idea like that approved, you have to have executive buy in, in a major way.  You have to be able to sell it.  That person is not your average HR person. That’s an HR person willing to do thing different, willing to put their beliefs on the line.  Those kind of HR folks are the ones who get the corporate logo tattooed on their ass – and don’t even tell you about it.

It hasn’t caught on because the recession put people 2nd and business 1st. (Remember when your employees were 1st!)

In a down economy the importance of your workforce has taken a back seat.  It has.  Leadership and management training was almost non-existent, retention programs disappeared and work-life balance turned into get-your-ass-back-to-work balance.  That’s simple economics.  When your pool of labor far outreaches your needs, the employer holds more of the power.  This makes the exercise of giving people money to leave, seem a little silly.  First, people aren’t leaving because they have no where else to go. Second, if someone sucks, I’m getting rid of them because I have 100 others waiting to take their spot.

HR Pros discount this policy.  They say it’s meaningless. It wouldn’t make a difference in their environment.  They have a performance management process that gets rid of ‘those’ kinds of employees. The fact is, we are scared.  We are scared to go and do this because we know the truth.  That it would cause turnover, that would cause our systems and processes to be taxed.  We don’t have the resources to handle it.  We don’t have the leadership to handle it.  We don’t have the guts to try it.

It’s the single most brilliant thing that Zappos has done in the HR space, and you’re not doing it.

 

Your Full Court Press Engagement Program Is Lessening Engagement

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Psychology has a funny way of playing tricks on basic common sense.  Want more motivation? Why just do more motivating things, right?  Want higher employee engagement? Better put together an employee engagement plan and do all those things to get our employees more engaged.  Simple – straight forward.  So, it would seem.  The problem is the human psyche is not straight forward and studies will tell us, actually, the more you try to tell your employees about your great work environment and great leadership – the more they’ll believe the opposite!  From the the Journal of Personality and Social Psychology:

“the Journal of Personality and Social Psychology published a paper showing that when people get feedback that they believe is overly positive, they actually feel worse, not better. If you try to tell your dim friend that he has the potential of an Einstein, he won’t think he’s any smarter; he will probably just disbelieve your contradictory theory, hew more closely to his own self-assessment and, in the end, feel even dumber. In one fascinating 1990s experiment demonstrating this effect — called cognitive dissonance in official terms — a team including psychologist Joel Cooper of Princeton asked participants to write hard-hearted essays opposing funding for the disabled. When these participants were later told they were compassionate, they felt even worse about what they had written.”

I like to file this under: Employees aren’t as dumb as we think they are!
Here’s how it works.  You have crappy leaders and and a crappy work environment, but you’re being told you need to raise employee engagement.  To raise engagement you need to have better leaders and a better work environment.  So, you give your leaders a couple of hours of solid leadership training, rearrange the chairs in the lobby and buy every employee a new Satchel with your companies logo on it.  Bam!  Engagement engaged.  The problem is – your leaders aren’t really any better – the work environment is the same – the f’ing handle already broke on the $10 Satchel you gave me.  Engagement disengaged.
So, what can you do?  Engagement comes when your people feel like everyone is on the same train, same track.  Try this:
1.  Measure current engagement and tell your folks – the good, the bad and the crap we will stop right now, this instance.
2. Have your leaders talk about your current state, worse than it really is, as transparent as possible.
3. Have your leaders share the vision of where they want to see engagement to be – reality, not pie in the sky (under promise, over deliver)
4. Work to try and move the needle on measurable items. Don’t celebrate fluff – it comes off as fake.  Communicate reality constantly – reality with positive tone.
Employee Engagement programs are at their worse when they turn into Marketing programs – when you begin selling your employee on something they know is not true.  This puts HR in a tough spot, because the engagement your executives feel and see, are often quite different than what your employees feel and see.  It’s HR’s job to get your executives to see that the employees perception, is their reality.  To them, there isn’t a difference.  Don’t sell your employees that they’re working in the Four Seasons, when they go to work every morning to the Motel 6.

HR – An Autopsy

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HR is Dead. I got called yesterday to come down and ID the body.

They ran an Autopsy to discover the cause of death and to know one’s surprise they found a number of issues, including:

–Deficient creativity – apparently HR bored itself to death.  So caught up in ‘creating’ process, it forgot what ‘creating’ actually meant.

–Lack of Soul – Organizations need that immortal essence that is given by it’s people.

–Formality Glutinous –  To be stuffed so much with formality that you explode from the inside that people can’t stand being around you.

–Analysis Paralysis – Stuck in indecision unable to move forward surrounded by so many metrics.

–Feline Rabies – Yep, in the end, having 4+ cats on average, did in HR.

HR wont’ be missed by many.  The fact is not many really knew HR.  For years locked behind a department door that had not only a keycode to gain entry, but a palm and retinal scanner as well – security of your employee files being of the utmost importance to the organization.  Where we once knew them from the annual company picnic, alas, it has been years since HR was willing to plan that employee event.  Even our annual open enrollment meetings were cancelled for online, interaction-less, enrollment – efficiency over relationship.  Survey Monkey engagement surveys, email follow-up, phone screen interviews – some have questioned was HR really ever a person at all.  One time, through the sliding window, I once spoke to someone, “Here” I said, as I handed in an exchange of address form, “Thanks” she said.  HR seemed friendly enough.

I don’t mean this to be an anthem to a dead profession, but let’s face it – HR as we have known it, thankfully, is almost there.  I’m asked frequently – “What’s the future of HR?” and I say, “HR will change organizations more than any other single functional area in business.  We have ways to hire a more talented workforce.  We have ways to increase engagement of our workforce. We can increase performance and productivity that has a direct bottom-line impact.  We can make the workers we have better, faster, stronger.  The future of HR – won’t be like ‘HR’ at all.”  But let’s forget the future.  Let’s focus on the present. Let’s make HR not HR.  Let’s make HR everything we want it to be.

Let HR be technology leaders. Let HR be financial leaders. Let HR be Performance leaders.  Let HR be operational leaders.  Let’s plan the picnic and at the same time drive the highest productivity our organizations have ever seen.  Let’s flawlessly administer benefits and simultaneously attract complete freaking studs and studettes to our organizations.  Let HR not be HR.  Let HR be a driver of every part of our business – not a functional area – but an integration into what we do best.

And if we don’t, then yes, HR, as we know it, will be completely dead.

The Importance of ‘Dear John’ Letters

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Check out this great letter from Coach K to Michael Jordan, after Jordan told Coach K he was going to North Carolina:

Jordan letter

 

 

 

 

 

 

 

 

 

 

Coach K gets it.  Yeah, Jordan went to North Carolina, won a national championship and became the greatest basketball player of all time.  But Coach K gets it!

Coach K understands what over half of HR and Talent Pros don’t get – in recruiting top talent – you never burn a bridge.  I’m sure he was upset about losing MJ to UNC – but he never let on that he was.  He sent a very cordial letter, complimenting him and wishing him well.  How many of you do that when a candidate turns you down?  My guess is – not many.  Better yet, how many actually have these letters coming from the hiring manager that interviewed the person, hand signed?  BETTER YET, how many of you have these letters coming from the CEO of your company, hand signed?

The world is a small place and you’re going to be on for a long time.  MJ respects Coach K, because Coach K treated him with respect and always left the door open.

People make mistakes all the time.  Candidates take jobs thinking its going to be great, and some times it turns out to awful.  Many of those folks believe, since they turned you down, and her nothing after – you were pissed.  So, they’ll never reach back out to you and say – “Hey, give me a second chance – this current place sucks!”  Takes about 33 seconds to send this letter out – could have years worth of payback.

 

 

How Recruiters Will Break Up the SEC Dominance

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NCAA Football fanatics love recruiting signing day!  That one day, each year, when you get to find out how good your team will be in 2-3 years.  For the past 5 plus years the SEC Conference has been dominating college football’s signing day (as well has the National Championship games!).  2013’s Signing Day was no different.  Of the top 300 college football recruits – 41% signed on to play football at a SEC school! (see chart below)

2013 Signing Day

 

 

 

 

 

 

 

There really isn’t much difference in recruiting a college athlete than there is in recruiting talent to your organization.  The SEC dominance in football recruiting, is similar to the dominance that Google has over Yahoo or Facebook.  The dominance that Gap might have over similar retailers, etc.   If you are being dominated in recruiting by your competition there are some things you can do, and there are some things that will happen naturally to help return balance to the universe.  Here’s how I think Big Ten, Pac12, ACC, etc. conference will break up the SEC’s dominance in college football recruiting, and how you can do the same with your organization:

1. Stars want to shine – Great you go offered to go to Alabama, along with 20 other 5 star recruits – it all becomes relative.  Recruiters, in non-SEC schools, must sell the ‘opportunity’ for these kids to star right away at their schools.  A 5 star kid at Alabama might be a backup for 2-3 years. While at another school they could start as a freshman.  Not every recruit will buy into this – but many will.  Sell opportunity.

2. The NFL Dream – It says something about you when you’re the 9th best player on your team to NFL scouts.  The 9th best NFL player at Alabama might be much better than the best player at Michigan State – the best player at Michigan State is getting more publicity and more NFL scout action than the 9th best player at Bama.  The difference might only be 3-5 rounds in the NFL – but that’s huge!   Sell the NFL dream that 99% of D1 football recruits have.

3. Stop selling “Michigan Man” – 2nd tier conferences and schools sell this concept of being the right ‘kind’ of person for a school – University of Michigan calls it ‘The Michigan Man’ – we only want kids who are Michigan men, blah, blah, blah.  Really!? Well then, I only want to recruit ‘Alabama Men’ because they seem a quite a bit better!  If you a recruiter is selling this concept of culture to top level recruits – it might make you feel really good about yourself – but it doesn’t ring true for great talent.  Nick Saban doesn’t sell ‘Alabama Men’ – he sells championships.  Sell winning, sell being number one in your industry.  People love playing/working for a winner.

4. Set Up Shop – Eventually you are going to see Big Ten recruiters actually living, buying a house, etc. full time in SEC territory if they truly want to compete for talent in those areas on a regular basis.  Having a local presence, establishing local relationships with high school coaches, etc.  says a ton to a player and his family.  Flying in once every few months, when Johnny Alabama is there every week, says something completely different.  Works the same for your organization – want Silicon Valley talent to come to Tulsa – you better get some feet on the ground!

5.  Start Early – You know there are very little recruiting rules in place for kids under the 9th grade!  A ‘donor’ for your school could fly in a 8th grader, buy him a sweatsuit and take him to his suite to watch your game – all legal, if under 9th grade.  Can you image the impression that makes on a young kid?!  Now you might not know if the kid will actually project out to be great – but you get enough interested at a very young age and you begin to get talent you never got before. Long-tail recruiting.  This is why campus recruiting is so important to many organizations for talent – you need both a long and short term recruiting strategy to fill your pipeline.

There’s one other thing that will eventually work against the SEC recruiting which seems to happen at all great organizations – laziness.  Success doesn’t always breed more success – many times in breeds complacency. The might be the biggest risk of all.  The more success they have in recruiting and the more championships they win – the more other recruiters from outside conferences are going to be working harder to get ‘their’ talent.  Their great success might be their biggest risk!