Category Archives: Recruitment Marketing

A 99% Chance to Get More Applications!

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People ask me all the time what I read and how I continually educate myself in recruiting. Honestly, I rarely read stuff from other recruiters. There are a few folks who I think get it at another level – my BFF, Kris Dunn (dude, is the best TA leader on the planet, and you can’t find me a better one – truly). I really like Jan Tegze and his takes. Hung Lee just continually immerses himself in our space. But, for the most part, I read content from tech, economists, and things outside of our space because I think recruiting and talent acquisition, for the most part, lag behind a lot of industries.

When we take a look at consumer marketing and behavior, I think there are a lot of things we can take from that industry that have a major impact on recruiting. One of those is buyer behavior. In a real sense, a candidate is buying a job/boss/company, when they decide to accept an offer from you.

Think about how you buy something today.

Tomorrow, you need to go buy a new vacuum cleaner. Do you just go to a store and purchase one off the shelf? Or do you do a little research first? 99% of consumers do research today before making almost any purchase. If you’re like me, that feels about right! If I buy a $10 bottle of vitamins off Amazon, I’m going to read reviews, take a look at a few others, etc. Even though we know many of those reviews might be bogus, we still look for ones that seem real to help us validate our decisions.

Now, let’s go back to recruiting.

How often do you use “reviews” as part of your recruitment marketing strategy? Most of us, still don’t. “Oh, you mean like, Glassdoor?! or Indeed reviews?” Yes and no. You can use those, but I read those like I read Amazon reviews. I get lost in all the crap. You have disgruntled low performers who tend to post too much in those spaces, so you tend not to believe most of them.

You know what I would believe? Short, 45-90-second videos from real employees who tell me what it’s like working at your company. Not overly produced hostage videos. Ugh! Those are the worst! Authentic, real cell phone video of an actual employee being themselves, unscripted, telling me why this place is right for them. Almost no one does this, and it’s perplexing because they are so swaying toward other candidates!

It takes almost no time. No money. Very little effort. Maybe that’s why we do use them.

We buy stuff because we tend to believe people won’t lie to us. They do, but that doesn’t really change our behavior because they don’t always. Humans are very trusting, for the most part. We love to say we aren’t but our actions speak differently.

Go out and use reviews more. You’re missing out on a great way to get others interested in you and choosing you, simply because your own employees tell them it’s the place for them.

Please! Help me turnaround our employment brand!

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In HR and talent management discussions, I feel like I get asked two main questions:

  1. Which ATS do you recommend?
  2. How can we turn around our bad employment brand?

Let’s save the first question for another blog. Now, addressing the second question—it’s not always easy, but it’s definitely doable with some effort.

The first step is figuring out why your employer reputation is suffering. Sometimes, it’s a complex issue; other times, it’s more straightforward. For example, if your reputation took a hit due to how you treated employees in the past, rebuilding trust will take time. On the other hand, if it’s because of a recent negative news story, you can recover more quickly. I guess depending on the facts of that news story, though…

Start by pinpointing the root cause of your employer reputation challenges.

While some issues might be obvious, conducting employee surveys can provide helpful insights. I recommend alumni surveys among employees who left voluntarily—they often give constructive feedback.

The second important step is getting your entire leadership team on board.

HR efforts alone won’t be enough if leadership isn’t aligned. It’s not just about the CEO; all leaders need to acknowledge the problem and commit to fixing it. Once leadership is on the same page, the path forward becomes clearer.

The third crucial step is making your current employees believe that real change is happening.

Consistent communication is key. When employees see meaningful changes internally, they’re more likely to speak positively about your company externally. Consider identifying and rewarding employees who truly believe in the changes for referrals—this can drive positive change from within.

Lastly, work on changing the external perception of your company.

Don’t focus on external marketing before addressing internal issues. Fixing internal problems first will significantly strengthen your external branding efforts.

Remember, the initial steps require the most effort. Getting everyone in leadership to agree can be tough, especially if the root cause is ineffective leadership. There’s no quick fix for a damaged employer reputation. External marketing alone won’t solve it—it’s like putting a band-aid on a deeper issue.

Staying True to Your Game

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The saying “Stay true to the game” pops up all the time. It’s been around in sports and pop culture for ages. Basketball especially! (Side note: who do you have winning tonight?) Anyway, I feel like I keep hearing it more and more.

“The game” stands for your thing, whether it’s sales, accounting, basketball, you name it. For me, it’s recruiting. Whether third-party, corporate, or RPO, we’re all in the same boat.

Being true to recruiting is kind of subjective. What does it even mean?

If you zoom out from recruiting and think about staying true to something you’re passionate about, how do you do it? How do you make sure it’s a priority? What do you do to show you’re committed?

This way of thinking sets the stage for understanding what it means to stay true to recruiting.

Recruiting is my thing. To keep it real, I stick to a few key things:

  1. I soak up as much recruitment info as I can.
  2. I connect with top-notch recruiters.
  3. I swap stories and tips with fellow recruiters.
  4. I’m always looking for ways to improve my skills.
  5. I know that staying loyal to recruiting is a choice I make.

Staying true to recruiting means always aiming higher, personally and professionally.

Sure, it’s not always easy, but it’s about staying true to the game.

So, here’s the deal this Monday. Share what your thing is in the comments below. Then, let us know how you’re staying true to it this week. Go for it.

What is a Passive Candidate anyway?

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Every hiring manager wants passive candidates – to stumble on those hidden talents just waiting to be discovered. But what exactly defines a passive candidate today? Let’s break it down without the frilly stuff.

Traditionally, passive candidates were those who were not actively seeking jobs. But what does “actively searching” really mean? It used to include only the unemployed, those in irrelevant jobs, or on the verge of being fired. But that’s too narrow in today’s reality.

Recruiters often boast about finding “passive” candidates like they’ve hit the jackpot. But let’s be real. Take Timmy, for example. He seems passive, but he’s quietly applying for jobs while stuck in a dead-end job. Anyone with an online profile is fair game – they may not hunt for jobs daily, but they’re definitely open to offers.

So, here’s an updated definition:

“A Passive Candidate is someone found through various channels, not actively seeking your job.”

A passive candidate isn’t someone you found who hasn’t happened to think about applying to your job, yet. They actually might be the most active candidate on the planet, who you just happen to run into. Think of candidates buried in your database or referrals from employees.

We know a truly passive candidate when we speak to one. They’re a bit nervous. A bit surprised. A bit flattered. You can tell they’re not used to talking to recruiters and feel guilty talking to you. This is the person you’re hiring managers are asking for when they say they want a passive candidate.

This isn’t to say passive candidates are better. That’s an entire other post, but let’s not act like we are providing passive candidates when we aren’t.

Hiring on X (err. Twitter) just got easier!

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For the last decade, you could find content on how to hire on Twitter/X. it was mostly crap. No one was really hiring anyone on Twitter in any real numbers. It was like fishing for one certain minnow in an ocean. But, boy, did they like to talk like Twitter was a “real” source of hire. It wasn’t.

Elon bought Twitter, and changed the name to X, and decided, wait, we have this giant community why shouldn’t people be able to post jobs and hire on here? So, they made some changes. Will it be the next big great source of talent? Probably not, but it’s worth checking out because it’s definitely easier now to at least test it and see.

New @Xhiring

I love that recruiters can add a hot job to their profile!

Add a job to your X profile.

Some folks love to dump on X because of Elon. What I find is that recruiters are fairly agnostic politically when it comes to finding new sources of hire! It really doesn’t matter if you love or hate Elon. The job is about getting the best talent for your organization.

I’m a big advocate of Recruitment marketing and advertising, in that you get your jobs in front of everyone. If you can, you post your jobs everywhere. Your career site, Indeed, LinkedIn, ZipRecruiter, Instagram, Facebook, X, TikTok, CareerBuilder, lawn signs on the corner, the bulletin board at church. EVERYWHERE!

Your job is to fill the req.

What does the X Talent pool look like?

  • 500 million month users
  • The largest user group – males under 35 years (58%) – is more tech-savvy than average.
  • 87% of X users also use Instagram (cross-promote)
  • Average users are on X for roughly 34 minutes per day.
  • Facebook is still the largest social media site, followed by Facebook-owned Instagram and TikTok – all have audiences in the billions.

Social media recruiting, in general, is tough. Those who do it best tend to be great content producers and build big audiences. Those who do it awful tend to just post jobs and ignore it. iIt’s very labor-intensive to do great social media recruiting. The average TA shop will not see social media in their top 10 sources of hire normally, so you must weigh the cost/benefit of this.

Now that I’ve told you how worthless social media recruiting is, I still like what X has done and is doing around hiring. There is a converted effort by X to cater to employers and make it easier to leverage their audience and your audience to make hires. X seems to be the only large social media company who is paying attention to recruiters!

Can someone make a Recruiting Degree happen?

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Ever wondered why colleges don’t offer a degree in recruiting? With plenty of human resources programs around, it’s always surprised me that there’s no focus on recruiting and talent acquisition.

Typically, folks in recruiting come from programs like Communications, Business Administration/Marketing, Liberal Arts (not known for job prospects), Sports Management, or Human Resources. These degrees open doors to a field where newbie recruiters can earn $40,000 to $50,000 in their first year, and the top ones make six figures.

Imagine a Bachelor’s degree in Recruiting, with classes designed to prepare students for the real deal.

Timmy’s Proposed Bachelor’s in Recruiting Classes:

  1. Recruiting 101 – History of Recruiting
  2. Recruiting 102 – Recruiting Processes and Procedures
  3. Recruiting 103 – Recruiting Communication and Marketing
  4. Recruiting 104 – Sourcing
  5. Recruiting 105 – Negotiation, Offers, and Recruiting Finance
  6. Recruiting 106 – 100 Ways to Connect with People – #1 is the Phone!
  7. Recruiting 107 – Writing Job Descriptions like a Marketer
  8. Recruiting 201 – Employment Branding
  9. Recruiting 202 – Candidate Experience
  10. Recruiting 203 – Recruiting Technology
  11. Recruiting 204 – Advanced Sourcing
  12. Recruiting 205 – Specialty Recruitment
  13. Recruiting 206 – Recruiting Analytics
  14. Recruiting 207 – The Law & Candidates
  15. Recruiting 301 – Senior Project – solving real-life recruiting problems in real-world companies

So, if colleges had a Recruiting degree, would employers hire those grads? Definitely. Employers would dig hiring folks with targeted recruiting skills.

What do you think? Any other cool ones you’d throw in? I think the potential for creating practical content in a Recruiting degree is huge.

The 2 Key Criteria

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If you’re looking for a new job, it feels like every move, every past action, and even future potential is under intense scrutiny. But one of my favorite studies (an oldie but a goodie) from a Harvard professor reveals that when it comes down to it, job seekers are primarily judged on two critical factors. That’s it – just two.

In a study spanning over 15 years, Harvard Business School professor Amy Cuddy revealed what shapes initial impressions. She unveils the core inquiries individuals subconsciously ask upon meeting someone for the first time:

  1. Can I trust this individual?
  2. Can I respect this individual?

Trust and respect. These are the immediate judgments following the lightning-fast assessment of one’s appearance. But once you start talking, they start checking how believable you are and the background that earns their respect. It’s often based more on the person making the judgment than on your actual attributes. Unfair? Absolutely.

So, how can you tip the scales in your favor?

  1. Adapt your energy to match that of your interviewer. Harmonizing your demeanor with theirs can bridge gaps in compatibility. If your energy doesn’t match, they might wonder if you’re a good fit for the team.
  2. Research your interviewer beforehand. Understanding their background and weaving connections during the interview fosters trust and respect.
  3. Be interesting. Share a short, engaging story that connects and grabs attention.

Remember, an interview is not an examination; it’s a conversation with strangers. Sometimes the chemistry clicks, and sometimes it doesn’t. If you find yourself disliking the interviewers, chances are the job might not be the right fit either. Trust your instincts.

The Unbeatable Top Email Subject Lines for Recruiting

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This holiday season, I’m stepping away from my usual writing to bring you some of the top-read posts from 2023. Enjoy!

What Email Subject Lines are Getting the Best Candidate Response?

Recruiters love to talk email subject lines! I think I could run my response data every month, and it would easily be my most-read post each month. It’s part of the secret sauce of talent acquisition, especially as ultra-low unemployment continues to make it very difficult for recruiters to get responses for candidates.

G*d Dammit, Tim! Just give us the secret magic subject lines so I can use them!

See? It’s like giving out that first hit for free! You give them a little taste, get them addicted, and now they can’t live without it. You start feeling itchy, so I’ve heard, and you can’t focus on anything but those free guaranteed-to-work subject lines!

Calm down. I got you, baby.

Try these on for size:

  1. “We need to talk” – Like any good subject line, this comes from a place of personal psychology. Usually, when you see this in a message, it’s not a positive thing. Most likely, you’re in trouble, or you’re getting broken up with. Which, like any good subject line, is why this is so good. This gets extremely high open rates because it triggers something personal in people.
  2. <Just Your Last Name> – It still works as well as any subject line I’ve tested over the years. I use this one more than any other subject line in my toolbox, and 60% of the time. It works every time! This works because no one does it, so the person does not view it as spam.
  3. <A question that speaks to someone’s expertise> – This works because most of us have this psychology of wanting to help others and show off all at the same time. “Hold my beer. I need to show this person how smart I am, and make myself feel good that I help others…” A good example of this might be something like: “Tim, Can you help me with a recruiting issue I’m having?”
  4. <Salary Data Subject Line, Personalized> – Why does someone change jobs? Nope. You’re mistaken. It has very little to do with their manager. It’s most likely someone else has shown them they can make more money by making this change. At least, that’s what all “the new” data is showing! “Software Engineers are getting 28% salary increases by making this change.” “A Technical Recruiter in the ATL is making $140K.”
  5. <Anything specifically personalized to the receiver> – If you take 13 seconds to look at the resume or profile of a person you’re emailing, you can get something personal from that information to use. School mascots for men work well because you’re gambling that person is a sports fan of the school they graduated from. Or maybe you saw a post they like some certain professional team. “Go Green!” because I’m a Michigan State fan would get me to open that email every time.

Honestly, most of these subject lines work simply because they just don’t suck. 90% of recruiters still use lame subject lines like “I’ve got a great opportunity I would like to discuss with you” <vomit face emoji>! Actually, the vomit-face emoji alone in your subject would be a great subject line to test!

Try these out and let me know how they work.

Also, if you’ve found one that works great, help a brother out and share it in the comments below!

Posted on  by Tim Sackett

Are You Really Still Ghosting?

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This holiday season, I’m stepping away from my usual writing to bring you some of the top-read posts from 2023. Enjoy!

The Reason You Got Ghosted by a Candidate!

Yesterday I answered a question from a candidate about why an employer ghosted them after their interview. Many readers were upset because they were also getting ghosted by candidates. In fact, like all the time, way more than they would ever ghost a candidate. Oh, two wrongs do make a right!

All ghosting is sh*tty behavior by candidates and by those of us who hire. Period.

The reality is that this is hard to admit, and as a professional, we own a portion of the candidate ghosting. Are candidates awful for doing it in the first place? Yes. I will not let them off the hook. But I also only control what I can control, and that is my process, behaviors, etc.

Why are candidates ghosting us?

1. We are moving too fast. Wait, what?! We are told to move fast because that’s what candidates want!? Yes, but when you move so fast, the candidates don’t know you (your company and you personally), the job, the boss, or the reasons why they should come and interview. It all doesn’t seem real. So, it becomes easy to just not show up. (Que Taylor Swift – We need to slow down!)

2. We aren’t giving candidates a way to easily tell us they moved on with another offer. Hourly candidates, especially, are moving fast and have multiple offers. You might have scheduled them for an interview later in the week, but they have already decided to go with another offer. While we gave them instructions on where to go and when we could have made it easier for them to opt out. Many organizations are using auto-scheduling tools like Paradox, which sends reminders and lets candidates choose to reschedule or cancel via text. Those organizations get significantly less ghosting!

3. We believe that once a candidate schedules an interview, our job is done. The most powerful human emotion in existence is being wanted by others. Candidates come to you for a number of reasons, all of which they can most likely get from someone else as well. But, showing them more desire than someone else is a key to great talent attraction. You still need to do that with your messaging even after the interview is scheduled.

4. We allow it to happen without any ramifications. (Okay, this might be a bit aggressive!) What if, every time a candidate ghosted you for an interview, you posted their picture and details on social media!? Yikes! Right?! “This is Tim Sackett, a cute redhead. He ghosted us for an interview yesterday at 3 pm. If you see him, tell him we are thinking about him!” Do you think it would get noticed? Heck, yes, it would!

5. We are making it too easy for candidates to interview. This is a catch-22. We need talent, so we reduce every roadblock possible for candidates. It’s so easy. Most don’t care if they burn the bridge or not. That is truly why employee referrals are so valuable for most employers. Referrals are far less likely to burn a bridge. That might be a trick to use. Ask a candidate: Do you know anyone at our company? Begin to tie the personal connection back to them, and they will be far less likely to ghost. Also, make it super hard to get an interview, and people will hold it as a higher value! “Only 1% of people who apply to our company ever get an interview! it’s a rare thing we offer to only the top candidates.” If you knew that was the case, you would show up for that interview!

I think most of the candidate ghosting is truly reflective of the poor morals and values of the people who are doing it. You made a commitment to someone. You keep that commitment, or at the “very” least, you inform that person you will no longer be able to keep that commitment. It’s a pretty basic human condition. Those who ghost probably had crappy parents and mentors in their life who didn’t teach them the basics. I’ve never once spoken to or met an upstanding individual who thought highly of themselves that would ghost. High-quality people don’t ghost. Low-quality people do.

People don’t like to hear that. They want to talk about circumstances and bad employers, etc. The reality is high-quality people will contact someone and let them know they no longer want to be considered, regardless of how crappy the employer may or may not be. Low-quality people just don’t show up. Don’t hate the player. Hate the game. I’m just telling you the truth. You already know.

If you’re an employer and you ghost candidates after interviews – You (not your organization). You, personally, are of low quality, just like the candidates who ghost you. I don’t like to hire low-quality people. But I also want to give every opportunity for a low-quality person to become a high-quality person.

Posted on  by Tim Sackett

The Good Ole Inbox Zero Metric

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This holiday season, I’m stepping away from my usual writing to bring you some of the top-read posts from 2023. Enjoy!

Inbox Zero as a Measure of Performance for Talent Acquisition!

I have a new #1 question I get asked by Talent Acquisition Leaders! My old number one question was, “Which ATS should we be using?” That stood the test of time for almost a decade! But I now have a new number one.

“How should we be measuring success in Talent Acquisition?”

That question comes in a lot of versions:

  • What is the best metric in recruiting?
  • What do you use to measure the productivity of your recruiters?
  • How do you show your organization that TA is doing its job?
  • What are the metrics you use to measure TA?

I like using “Measures of Success” terminology primarily because of how I want to live my life. I never want our metrics, analytics, and data to be used as a hammer to obtain performance. I want to hire people who want to be successful in what they decide to do in life. Once they make that decision, I want to treat them like adults and help them obtain that success. I use data to help them track outcomes and measures of success to lead them on this journey.

Does that sound like a load of B.S. hustle culture or what?! LOL!

But, honestly, I genuinely believe in this philosophy, even though it’s sometimes hard to follow.

If a recruiter wants to be successful, I know there is a specific set of measures that will help them be successful if they follow the process, use the technology, and are diligent in their follow-up. They don’t have to work over 40 hours per week. They just have to work the 40 hours they work.

Every company could have a varied set of metrics that will make them successful. Most will have some similarities, but the actual numbers within the measures will be uniquely yours.

Inbox Zero is a measure a few TA Teams are using as a measure of success.

First off, I don’t necessarily believe that “Inbox Zero” has a high correlation to TA Team or Individual success, but herein lies the problem with measuring the success of TA teams today. The measures most of us use, suck! Time to fill = awful, zero correlation, you should be fired as a leader. (Editor’s note: Okay, Tim, breathe in, we know you’ll die on this hill.)

I find about 90% of TA Leaders work to build measures of success that look good without really having any real impact on actual recruiting success in their organization. That hurts, I know, but it’s true. Inbox Zero is just another sexy attempt at measuring sh*t with little accountability to success, but you can actually measure it, so it must be important. (sarcasm alert)

Just because you “can” measure it, doesn’t mean you “should” measure it.

Okay, what the hell is “Inbox Zero”?

It’s basically what it sounds like.

As a recruiting measure, some brilliant TA lead believes if every recruiter ended their day with zero emails in their inbox, they must be more successful than someone who didn’t end their day with email in their inbox.

There is some science behind inbox zero, although not a measure of recruiting success, just life success. It was developed in 2006, and here are the tenets of this email management strategy:

  • Some messages are more equal than others. On any given day, only a handful of emails are important and timely. Stop treating every email “like a Christmas present that must be savored.”
  • Your time is priceless and wildly limited. Few people have time to respond to every email they receive or even read them in detail. Accept that your workload exceeds your resources and slavishly guard your time.
  • Less can be so much more. Quit thinking that one-line email responses are rude — you’re not helping anyone by sending wordy responses. When it comes to email, economy is key, at least for most messages.
  • Lose the guilt. Out-of-control email is bad enough. Don’t make it worse by beating yourself up because of your overflowing inbox. Forget the guilt and just get busy cleaning up the mess.
  • Lying to yourself doesn’t empty an inbox. Learn to be honest and realistic about your true priorities and time expectations, while developing a “baseline gut check on what you really intend to do about any given message.”

The reality is we are addicted to data that we can measure that is clean. We love “time to fill” because we can accurately measure it. We like things like Inbox Zero because we can accurately measure it. We can show the business the black-and-white numbers we are confident in. No matter if they actually matter or not!

Inbox Zero is a time management strategy. The hope is if you can manage your inbox well, you’ll be a better recruiter. It’s a hope. That is all it is. It’s not a measure of success for talent acquisition. That being said, I need to manage my inbox better!

Posted on  by Tim Sackett