Category Archives: Recruitment Marketing

Talent Acquisition Is Dead!

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So, I wrote this little eBook called, “Talent Acquisition is Dead: Talent Attraction Takes Root“, just click through to read the entire book. It’s built on the concept that for decades, truly the entire history of hiring employees to work for companies, we’ve only ever worried about acquiring talent.

When you think about acquiring something, like assets (“Employee are our most valuable asset!”), the process you go through to acquire something is very different than the process you go through ‘attracting’ something. I believe we are entering a new era in human resources where we no longer look to acquire, we now look to attract!

The concept of acquiring talent is one-sided. I want to acquire something, I go out and acquire it. Hiring people for your organization is not a one-sided affair, but we’ve treated it like that for the history of talent acquisition. The best talent does not like to be acquired. They want to be attracted!

So, how do you attract talent?

Well, that’s what the entire eBook is about, the ideas and technology used in today’s most innovative companies to attract talent.

What we have learned over the past decade is just doing what everyone else does, does not attract great talent. If everyone has ping pong tables and beer on tap, that is no longer an attraction, and many would argue it was never an attraction, to begin with!

How do you attract someone you would eventually like to marry?  You do many things. You might change your outward appearance. That might help attract, but it might not help retain. A true attraction between two people usually happens when their visions of life are comparable. I like you, you like me, we like living on the coast and want a puppy, one child, we hate mean people, and love the environment. We should spend out lives together!

That’s tricky when it comes to hiring, but that’s exactly what talent attraction is all about. How do we share our stories and find out if we are compatible? In the eBook, I lay out five detailed ideas that will help you attract talent into your organization.

I’m thankful for Appcast in giving me the platform to write this, and the help on the editing and design side. Check out the eBook, “Talent Acquisition is Dead: Talent Attraction Takes Root” and let me know what you think!

Vets, We Love You, but We Still Aren’t Hiring You!

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One of the most politically correct lies that employers spout off constantly is how desperate they are to hire Veterans! There’s a reason for this. In America, we love to honor our Vets! There’s nothing better than propping your brand up against that American flag with a soldier standing right next to it.

The reality is, most Vets are still struggling to find solid careers. Sure, everyone wants to offer them a $15/hr bust-your-ass-job, but Vets are looking for salaried positions with great benefits, in jobs they can work the rest of their career, that won’t destroy their body. Not many employers are offering Vets those jobs!

I’ve been writing about this problem for the past five years and I get a healthy stream of Vets who write me behind the scenes and share their stories and struggles to find solid career level positions. I just recently had an individual who came out of his service with a degree in HR, service of constant promotion, supervised upwards of one hundred soldiers at a time. In that role, he had constant performance management, training, process improvement, etc.

He was applying for an entry-level HR Generalist role. He got turned down because he didn’t have enough experience!

So, why are companies still struggling when it comes to hiring Vets into higher level roles? Here’s what they don’t tell you:

  1. Less than 1% of Americans have ever served in any branch of the military. We fear what we don’t know, and we definitely don’t hire what we don’t know! We only see pictures of Vets holding guns and in combat, but that’s a small part of their every day activities.
  2. Movies have given us a warped sense of what professionals in the military actually do. Today’s modern military is rarely portrayed as it actually is in the movies because it wouldn’t be very exciting. It’s the same reason you don’t see movies about the day to day happenings of a large company. It’s mostly boring! What most military pros do on a daily basis, away from battle zones, is mostly the same stuff you do on a daily basis. It’s HR, logistics, accounting, administration, training, development, etc.
  3. We overvalue work experience within an industry. If someone worked at your competitor for 3 months, you would value that more highly than a military professional doing the same job for 3 years. We so overvalue industry experience it’s not even funny! I’ve worked in four different industries and each time had people tell me, “Oh, Tim, this is the craziest industry you’ll ever be in”, ever time! Guess what? It wasn’t. It’s all the same! Get over yourself!

I recently hired a Vet into my own company. We mostly hire new recruiters and train them up, but it’s definitely a career job. Great recruiters can find work anywhere for the rest of their life, in every industry. It’s mostly a desk job. Recruiting companies love to hire former college athletes. What I’ve found is Vets come with the same motivations and skills, but their work ethic might be a bit stronger!

I constantly have CEOs tell me they just want people who want to work. Yet, when it gets down to their hiring managers, there’s a mental block happening. If these military folks were minority or women we would call this discrimination, but for some reason, we don’t say that with Vets. But, that’s mostly what’s happening.

We love to hide behind the fact we found someone with more ‘industry’ experience, or someone who has done the same job, etc. It’s all excuses. You don’t hire Vets because you don’t think they can handle your jobs. The fact is, they can, they just need you to give them a shot!

Do yourself a favor this Veteran’s Day. Take a chance and hire a Vet into a job you’ve never tried before. Sure, they’ll need some training, but they’ll bring the rest, and you might just find your organizations next great talent pool!

Too Many Recruiting Tools Are Killing Your Recruiting Efforts

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You’ve heard of this concept of the Inverted-U Curve, right? It’s fairly straightforward. In the beginning, you have nothing or very little. As you increase the resources you begin to become more effective. Eventually, as you add more resources you’ll actually reach maximum potential.

In the attempt to go even higher, you keep adding more resources, but you don’t see an increase in effectiveness or output, you actually see a decrease. This is the basic concept of the chart above.

This happens in recruiting too many organizations.

We start out with a bunch of recruiters and some phones. That’s not enough we need to add some other stuff, these recruiters need tools! So, we give them email and an ATS. Then comes the job boards, postings, InMails, etc. Might as well automate background checks and references. We really need to fill the pipeline, here comes sourcing tech!

Wish we had a way to get our messages out to candidates more effectively! CRM, branding technology, data analytics, SMS messaging, etc. Just keep adding more tools! That’ll a fix it!

Except it doesn’t!

What happens to your recruiting team as you add more tools?

  • The complexity of the process increases.
  • Core recruiting skills diminish, or at the very least don’t increase. (Laziness factor)
  • Increased points of failure in communication with each piece of new tech.

What we know is technology doesn’t make you better at recruiting. Technology makes you faster at recruiting, but if you suck at recruiting, technology will only make you suck faster!

Great recruiting starts with your people. Your recruiters. That’s your foundation, not your technology. Technology can help cover up some hickeys of bad recruiters temporary, but eventually, we will all see the real hickeys!

So, before you sign that next contract for some new technology, first take a look at your team. Do you have the right people on your recruiting bus? Do they have the core skills they need? How will I get them the skills they need?

The continued increase in technology will only take you so far. You can either solve this problem on the front side, or eventually, you’ll face it on the back side, but either way, it’s coming. In my experience, it’s easier to solve up front then wait for it to come up when twelve technologies deep into your TA stack!

#TransformRM – Day 1 of first ever Recruitment Marketing Conference!

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I’m at TransformRM this week in Boston as the folks from Smashfly are hosting the first ever Recruitment Marketing conference. Day 1 was packed with content as the designers of the conference mixed in quick-hitting 30-minute sessions around 50-minute keynotes.

Turns out you don’t have to do an hour and fifteen minutes per session and your conference won’t explode! Who knew!

I will say the content design made the day fly by and having mostly practitioners come on stage for thirty-minute sessions forced them to get to the point and share great stories, tips and results from their own organization. I loved it!

Finally, TransformRM pulled in keynote speaker Mel Robbins, of TEDx fame, and her 5 Second Rule theory. She freaking killed it! Get ready to see much more of Mel around the HR community conferences. She’s a legitimate speaking superstar.

Here are some of the key takeaways from Day 1:

  • We’re all still pretty new in this whole recruitment marketing skill set. So, you still hear a lot about ‘brand’ and less around the actual marketing aspect. (Yes, I know brand is part of marketing!)
  • Most impressive practitioner/company presentation was from John Qudeen, VP of Recruiting at Thomson Reuters. If you’re looking for a company that flat out gets recruitment marketing, you need to check them out. One of the few that seems to have figured out measurement of RM, definitely a market leader out of the gate!
  • Across the board, though, all practitioners shared great ideas and were very forthcoming in sharing their secret sauce, notably, Julia Levy from Fiserv, Jared Nypen from Great Clips (who had the hardest job of the day in following Mel Robbins and he killed it!), and John Cotton from CH2M.
  • Not a ton of talk around the actual tech stack it takes to pull off great recruitment marketing, but as you can imagine all those who were doing it well were all using CRM technology to help retarget candidates and elevate their message and content to those they were trying to attract.

Can’t wait for Day 2! Check out the live stream at TransformRecruitmentMarketing.com, I think you’ll really get a ton of takeaways on what some great brands are doing in their own shops with RM! Also, follow along on Twitter at #TransformRM.

Michigan Recruiter’s Conference 2016 Takeaways

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Last week the 3rd annual Michigan Recruiter’s Conference took place in Grand Rapids, MI onsite at our corporate host Amway World Headquarters. 150 Corporate Talent Acquisition Leaders and Pros participated and heard from an outstanding lineup of speakers including Gerry Crispin, Laurie Ruettimann, Chris Bailey, Kerri Mills and Katie Born.

I leave each time amazed at the talent we are able to bring into Michigan! Some of the brightest minds and ideas in the talent acquisition industry, but also the passion the TA pros in Michigan show in coming in and engaging with each other on a peer level.

My Takeaways from MRC 2016: 

– It takes a very confident HR and/or TA Leader to want to bring in another 150 corporate TA pros into their own shop. We’ve been extremely lucky with Accident Fund, Spectrum Health and now Katie at Amway over the past three years. I think it demonstrates how important TA is to the organizations that host and how important developing their team is to that leader.

– Gerry Crispin comes in and looks like he’s been in TA for 40 years. Wait, he has! But, for those who haven’t seen him, they believe, “oh, here comes some old dude to tell us how he recruited people back in WWII!” Gerry always blows them away!!! He is so on top of how the best, most innovative TA shops are doing it on the planet, he leaves with jaws dropped. I always chuckle at the young bucks who had no idea they are about to get completely schooled by an old dude!

– You know you have a great speaker when people can’t write down the ideas fast enough! Kerri Mills had pens burning up at MRC. I had a feeling she would kill after seeing her presentation at SourceCon and she did awesome. Side note: when you work at Indeed, people expect you to know everything about Indeed!

– People who can tell a good story, are great speakers. Laurie Ruettimann and Chris Bailey both killed with great stories! They had great content as well, but you could tell me how to make Mac and Cheese and if it’s wrapped in a great story I’ll be entertained for an hour! Also, if you have a British accent you’re automatically considered brilliant, funny and adorable by an American audience. (Note to self: work on British accent)

– In classic HROS.co fashion, Amway’s TA Leader Katie Born figuratively opened her Kimono and shared what she and her team were working on to the entire talent market in their area. The good and the bad. What’s working and what they still need to get better at? What tech we’re using and what tech we’re looking at? It was a great example of what we should all strive for as TA Leaders.  Bravo!

I had one trainwreck moment. The idea was to speed network. I hate when people go to a conference and either sit alone or sit with the only people they know, so my idea was to get them to meet 4-5 new people and make some connections. Great idea! But 150 people trying to find smaller groups of three in a room was comical and loud! In the end, people did meet new people!

Our goal for MRC 2017 is to be in the Detroit Metro Area! To bring Detroit its first ever corporate talent acquisition conference specifically for Michigan TA Pros and Leaders! Want to be a part of it?  We are currently looking for a corporate host! What does that mean? We need a big room that can hold 150 or so people, with tables and some AV equipment!

We’ll bring the food, the talent, and the TA Pros!  We just need to use your space for the day. Let me know if you’re interested (timsackett@comcast.net).

 

It’s Super Hard to Write a Cool Job Posting!

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Almost every solid TA pro and leader I know wants to have cool, hip, on fleek, whatever new saying the kids on Snap are saying, type job postings. What most organizations end up with is still the old written job description, KSAs, boring I just feel asleep same posting as they always have had.

The main problem is you usually have some over-conservative lady in a cat sweater cardigan who a tiny ounce of power and believes you adding the word “crazy” to your job posting will get you put in prison. True Fact: I’ve been in the HR/TA game for twenty years and still to this day I have never seen anyone go to prison for getting ‘crazy’ with job postings!

I even, yes this is true, saw one company not put “EOE” on their job posting! Yep, no prison! Not even a fine! No grounding. Nothing!

Still, most of us struggle to do something about our crappy job postings and job descriptions. Well, Apple tried to do something! They got creative, kudos for that, but sometimes being creative and HR don’t mix well. Apple’s attempt was to create “Apple’s Orchard” (see what happens when HR and Creative get together! Lame city!) to attempt to recruit entry-level marketing professionals to Apple.

Because you know what’s really hard to do!? Get entry level marketing grads to want to come to work for Apple! Here’s how it sounded:

“The moment is now. Throw everything you know out the window. All in. Head first. Join the Orchard. If you’re lucky enough to make the cut, expect to surround yourself with like-minded souls who are as terrified and excited as you are. Be part of a hand-picked team with a plethora of talent. Kick ass together. Panic together. Grow together. Work alongside the brains of all the iconic work you love from Apple. Watch and learn. Trust your gut. Challenge our ways. Have an impact on everything you touch. Be prepared to stumble and fumble and embarrass yourself. It will be messy, and it won’t be pretty at times, but if you stick together as a team, you’ll build a special bond and something truly great will come out of it all. Take it from us. It’s the only way. Does this whole proposal sound crazy to you? Good. We like crazy.”

“We live crazy!” Like certifiably crazy? No, wait, I’m asking for a friend, who’s locked up..

Apple was forced to take down the land sight almost immediately after complaints started raining down on them like dollar bills at a strip club where you took the new entry level marketing recruits to show them how cool you were.

It’s kind of creepy and overzealous, right? I’ll give them credit for trying to be creative. Apple found out what most of us find out. Writing really good, creative, engaging, funny, endearing, job postings are really freaking hard! 99.9% of TA and HR pros will never be able to do this. My advice is to go out and hire real creative types to do this work, don’t kill yourself trying to do it yourself.

 

 

Want to live like a rock star? Move to Detroit!

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Glassdoor recently published a list of the Top 25 Cities where your pay will go the furthest. Who topped the list!? Yep, it’s DETROIT! GD found that the Cost of Living ratio in Detroit is 50%! That basically means that when living in Detroit you get to use 50% of your income for things other than bills! What is the Cost of Living ratio in San Fransisco (the lowest of all American cities)? 11%! Basically, you only get to use, for your own enjoyment $.10 of every dollar you earn in San Fran!

What is the Cost of Living ratio in San Fransisco (the lowest of all American cities)? 11%! Basically, you only get to use, for your own enjoyment $.10 of every dollar you earn in San Fran!

So, if you read this blog a couple times you know I’m a fan of Detroit! Everyone loves a comeback story and Detroit might be the single biggest comeback story on the planet right now. Being at the top of this list just confirms what others in and around the Midwest have already been seeing.

Here’s the Top 10 in order:

  1. Detroit, MI
  2. Memphis, TN
  3. Pittsburgh, PA
  4. Cleveland, OH
  5. Indianapolis, IN
  6. St. Louis, MO
  7. Cincinnati, OH
  8. Birmingham, AL
  9. Kansas City, MO
  10. Louisville, KY

So, what jumps out about this list?  For the most part, it’s mid-sized, midwest cities.  Low cost of living. Four seasons. A lot of Applebee’s restaurants (at least that’s what the people on the coasts think!). One southern city on the list in Bham – which I hear from Kris Dunn and Dawn Burke is a hidden treasure.

I’m a midwest guy, born and raised. Went to college in the front range of the Rocky Mountains. Have visited every big city in the U.S., multiple times. Big cities are great, but not the best place to raise a family. California’s weather is awesome if you like paying $1 million dollars for 700 square foot home next to a highway.

The reality is startups and Fortune 500 companies are beginning to see what Glassdoor found in putting this list together. Google has a growing campus in Ann Arbor, MI, located about 40 miles from downtown Detroit, about 15 miles from the Detroit airport. It’s easier to attract and retain a Midwest workforce than it is when you’re primarily trying to recruit to the coasts.

This is especially true when your workforce starts to get to the age where they want to settle down, start a family and buy a house. Sure, it’s fairly easy to get college-aged kids to relocate from the midwest to California, New York or Boston. The trick is keeping them there! In Michigan, I see this every summer. The kids come back to have their weddings. Once they’re back, they begin to feel that pull to stay ‘home’.

This is why Midwest companies that are great at recruiting all have some sort of Boomerang recruitment strategy. Most are diving deep in their databases to find students who graduated over the past five years and building a database of 1-5 year experienced pros they are reaching out to constantly, ‘welcoming’ them to come back and enjoy the riches of the Midwest!

College Students Don’t Know You Want Them!

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For part of my career, I did the standard corporate college recruiting gig. It sounds “super-cool” when you first think about it. “Wait, I get to fly around the country and go the best college campuses and recruit people who actually want to be recruited?!”

The reality is college recruiting as a corporate recruiter is much less sexy. Think a lot of Courtyard Marriotts, a pizza, and a six-pack, while you watch crapping hotel TV and follow up on work email. Then wake up early and get to the next campus. You quickly begin to hate travel, hate college campuses and miss actually being in the office!

But, corporations believe they must be on campus to recruit the best and brightest college students. Here where the problem begins. College students don’t even know you’re there! A recent study by Walker Sands found out that the majority of college students don’t even know you were on campus:

Walker Sands’ new Perceptions of Consulting Careers study, 56 percent of college students don’t even know if consulting firms recruit at their school. On top of that, 82 percent feel that major firms only recruit from a limited group of select universities.
Okay, this study focused on consulting firms, but the reality is the students don’t really know the difference between Deloitte and Dell when it comes to getting a job!
What can you do to make your company stand out and be remembered while you’re on campus? Try these five things:
1. Develop a Pre-visit communication strategy. Work with the schools you want to recruit from most to find out how you can get your message in front of them (email, text, student newspaper, billboards on campus, etc.). Each school has a way to reach every student, you need to find out what that is, and how you can tap into that, even it costs a little money.
2. Come in early and take over classes in the majors you’re most interested in. Professors are like most people, they don’t want to work hard if they don’t have to. So, if you build 45 minutes of great content, most Professors will let you ‘guest’ lecture as long as it’s not one big sales pitch. Come up with great contact professors will find valuable for their students, then go deliver it the day before the major career fair. Then invite each class to come see you.
3. Make a splash in high traffic areas the day of your visit. College kids haven’t changed much, they like free food and drink, free stuff, basically anything free! So, find the highest traffic area on campus and give away free stuff college kids will like. If you’re only interested in one specific school within the university, find out where those students hang out.
4. Stay a day later after everyone else leaves. Whether it’s the day after or even another time altogether, find a time to be on campus when you don’t have any competition to getting your message out. 99% of employers only show up on career fair day. Stand out and be the employer that is there when no one else is!
5. Post-visit communication strategy. Most organizations never contact the students who show interest in them after they leave campus.  They’ll contact a handful of the ones who stood out to them, but so is every other employer. Recruiting kids after you leave is more important than the time you spend on campus. Most kids will see 20+ employers and will only remember a couple. If you stalk them after the fact, they’ll remember you!

Live from CareerBuilder’s Empower

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I’m on the road at CareerBuilder’s Empower conference in Chicago.  This is the second annual conference designed for corporate talent acquisition and staffing agency pros. This year CB made a ton of changes to make it better from a content perspective for sure!

The first event last year seemed to be one giant commercial for CareerBuilder broken up by big name keynotes and food and drink.  It was fun, but not sure how much content and takeaways anyone really got.  This year’s Empower was totally revamped and after Day 1, I don’t think I really heard one product pitch at all!

Here are some takeaways from Day 1 at Empower:

– Sessions are practitioner-led for the most part. Great Day 1 speakers included: Kris Dunn, Jason Lauritsen, Stacy Zapar, Glen Cathey, and many others. This lineup is packed with practical takeaways that folks could take back to their shops and immediately put into action! Plus, the speakers are fun and engaging. CB did a great job putting the agenda together.

– Shinola (the Detroit Watchmaking Company) President Jacques Panis stole the Keynote show for the day. In an election year that’s all about asking ourselves whether America is great or not and how it needs to change, Panis gave a glimpse of how American companies, making American products, with American workers, is what is really great about America.

– CareerBuilder runs a first class conference and the conference this year was free for CB clients to attend. This means you need to cut money from other things like giant name keynotes and entertainment. What CB realizes is that recruiters don’t really need that stuff anyway! Give us great content and some good food and drinks, and we’ll entertain ourselves!

Best moment of the conference:

Panis from Shinola was being interviewed on stage and they opened up the mics for the audience to ask questions. One guy gets up and speaks a little bit about the challenges of hiring workers in Downtown Detroit, and asks, “Do you hire felons?”  Panis, without pause, said, “Well, they hired me!”

It brought down the house, and then he went off on a rant about America’s justice system and how we lock up way too many people in this country.  He spoke from the heart. He talked about how once you get into the system in this country you know longer have hope. He didn’t have all the answers to fix it, but one of his answers was that his company, Shinola, hires former convicts and gives them hope.

It was a great American story. Panis’s speaking fee was $50,000, and I’m sure the CB folks cringed when he told the audience this. He also donated all $50,000 to youth organizations in Detroit including the downtown boxing league that supports getting kids off the streets and teaching them discipline by providing an outlet and support.

How the Largest Company in the World does Employment Branding!

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Everyone loves to dump on Walmart. They’ve done enough in their past to make it easy, but I love to tell people working in HR or TA at Walmart is probably the toughest HR or TA gig on the planet! Why? Because of the challenges they face with their brand!

That’s why this recent Employment Branding video done by their CEO is freaking BRILLIANT! Check it out:

It’s clearly a take off on Jerry Seinfeld’s web series “Comedian’s In Cars Getting Coffee” (which is awesome).

I mean really! Can you imagine going to your CEO and saying, “Hey, Doug, we’ve got an idea? We’re going to have you drive around with Ted in his used Toyota Camry. We’ll video it as he asks you random questions and tries to make you act like a fool. Sound good?” How do you think your CEO would react? Would you even get into the CEO’s office to ask!?

It’s really hard for a CEO of the world’s largest company to come across like a normal person! But, Doug McMillon does it perfectly! Is it me or is McMillon, way too close to “McMillion”!?  Maybe just a coincidence…unfortunate last name for a CEO of the world’s largest company! (FYI – Doug made $19 “million” last year)

So, what did we learn about Walmart and Doug?

– Doug takes a nap on Saturday afternoon after returning from work. (Man of the people – we all want to take a nap on Saturday afternoon!)

– Great Chewbacca impression. (Willing to make fun of himself – not your normal CEO)

– Walmart overuses phrases like every other corporate, and Doug will make fun of it. (Willing to make fun of Walmart in a respectful way.)

– Walmart doesn’t need to ‘remake’ itself, it needs to remember who it is. (Founder’s culture – Sam Walton knew what the hell he was doing, let’s remember that.)

Basically, Walmart just gave you a perfect guide on how to brand yourself to your possible talent pool! If your leader can come across this way, the hope is those under him will follow the lead. It’s not easy. They have a ton of work in front of them, but this is a great first step!

Toughest job on the planet – HR and TA at Walmart. You think you’ve got problems? Try managing an organization that has 2.1 Million employees, runs on razor thin margins and has to be customer-first focused.

Kudos to Doug and the EB Team at Walmart on the video!