Why Does Spam Recruiting Work?

I just got done deleting the 17th phishing email from my personal email inbox today. Comcast, Amazon, Princes from far-off lands, I’ve never been more popular and, apparently, soon to be rich!

I was asking our Cyber Security company why phishing is still such a big deal. I mean don’t we all know by now that some Nigerian Prince isn’t going to give us a million dollars, or that Amazon doesn’t send us emails asking for our credit card numbers, or passwords!? There is no way someone can be this stupid, right!?

Apparently, I’m way wrong, we are all still a lot stupid! 

The reason phishing and spam are not because they are really tricking us. It’s the sure volume of messages and cadence. While we can all spot a fake fairly easily, can you always spot a fake when it’s sent a thousand times, all different times, with all different designs and strategies. Scammers will send a million to get one click. That one click will pay off.

Therein lies the strategy of why Spam Recruiting still works. It’s not about being good, or the best, it’s about being there all the time, knowing a certain percentage of the time will be the right time! Do we like it? Well, I guess that depends on who you are. If you happen to be that one person who gets the spam recruiting message at the exact time you’re desperate for a job, then yes, you will like it!

If you are the superstar performing software engineer getting twenty spam recruiting messages a day, you hate our industry!

Spam Recruiting Works Because It Works Some of the Time

I have never met one American-based TA Leader who believes that Off-Shore Recruiting firms (you know the off-shore RPO spam emails you get constantly all day long) actually are good. For the most part, they don’t recruit, they spam. Because they pay next to nothing to their workforce, they can spam a whole bunch and still make money, even if the entire process truly sucks.

They don’t have to be good. When you’re being paid like $10 a day, all you have to do is spam a couple of thousand people a week to get one placement a month and you’re making a profit for the “man”! Any company engaging in off-shore recruiting for hiring in the U.S. is basically engaging in slave labor. But, I digress. Back to crappy recruiting.

Bad recruiting is a lot like bad sex. If you really need a job, you don’t care how you get it. Which perpetuates you just continuing to be bad.

Spam recruiting works, and will always work, because the world will always have candidates who just need a job. They don’t care that you’re awful at your job. They don’t care that you are spamming them. All they care about is getting the job. Also, if you do care. If you do hate bad spammy recruiters. It turns out you also are fine with them being awful when you’re out of a job!

Spam works because we are all vulnerable at some point. It feeds on us being weak, naive, and desperate. But, at the end of the day, it works. It doesn’t work well. But it does work. And that sucks.

Build the Perfect Recruiting Stack for a Hybrid World!

Talent acquisition has a major problem looming just over the horizon: Executives are preparing for business to accelerate in the near future and part of their plan is that talent acquisition professionals will be able to turn hiring on like a light switch. Unfortunately, the vast majority of talent acquisition departments do not have processes and technology systems in place to move this quickly.

On top of that, many of us had to reduce our recruiting budgets and teams! Now, the CEO comes down to your office and she says, “Hey! We’re getting the band back together! Get ready to hire 500 people by the end of the year!”

What are you going to do? 

Step 1: Sign up for my free webcast this week! Feb. 25th at Noon ET, 9 am on the West Coast – You get SHRM credit and a whole bunch of valuable information from yours truly!

Step 2: After the webcast – just do what I tell you! It’s super easy. Like only two steps to be super awesome at recruiting!

We will look at a bunch of strategies and technologies that organizations are using to get ready to hire in this crazy new hybrid world of work. Plus, the number one technique being used by organizations to eliminate ghosting by candidates.

Come learn how to build a light switch for your TA department and put your executive’s minds at ease for your talent attraction and hiring for 2021 and beyond.

REGISTER HERE!  (Free eBook for 5 tips for better Diversity Hiring as well!)

Thanks to Oracle Recruiting Cloud for sponsoring this SHRM Webcast!

1 Free Job Posting from @LinkedIn if You Read This Post!

Pretty cool news coming out of LinkedIn this week! LinkedIn has made a few changes to help job seekers (#ImOpenToWork photo frames, Career Explorer, free skill courses, etc.) and also will be helping employers, especially SMBs, who need help connecting with this talent with FREE job posts! No, really, you don’t have to put a credit card or anything – no bait and switch!

Check out the video below…

How do we post that FREE job? 

Basically, if you’re a hiring manager, HR, TA, etc. and looking to hire, you just go and create a new job posting. You can find the job posting button by going to your main LinkedIn feed page, going to the upper right-hand corner, and clicking on “Work”. A drop down will show you a “Post a Job” button and you can click on that.

For SMBs who aren’t already using LinkedIn to post jobs, you will get one free job post to use. If you fill that job, you can post another. Basically, you get one free job to post at a time. If you are an enterprise LinkedIn user, you’ll get pushed into your account to post a job.

Once you add a job, you will be given the option to add the “Hiring” frame around your profile picture.

Check out this LinkedIn Blog post for additional details and links.

It’s pretty rare for an organization like LinkedIn to give away something so valuable for free! We know LinkedIn job postings work, we also know they can be quite expensive for SMBs to use.

I’m sure the cynics will say this is just another way LinkedIn is getting more people to use the platform and get addicted. Maybe! But, if it works, who cares! And, if it works and it’s free for an SMB to test, seriously, that’s a great thing! Take advantage!

Go post a job out on LinkedIn and then send me a note and let me know the results! I’m super interested to see how this works for everyone!

 

4 Things You Can Do to Get Candidates to Open Your Emails!

I found some cool data that probably got overlooked a while back from CB Insights. Now, this data is from 2016, but it’s super relevant!

CB Insights did some testing with their own email newsletter that went out to 175K+. A very big sample and the reality is they have the exact same goal as we all do, Get Candidates to Open Our Email!

These 4 things work really well in getting people to open your email:

1. Brand Names. CB found that using a big brand name like Apple, Google, Nike, etc. in your subject line increases your odds greatly of getting someone to open your email. Now, you might be asking yourself, “Tim, how the heck am I going to use a brand name in my recruiting emails!?” How about something like, “3 Ways we are a better place to work than Apple!”

2. Short TitlesLess is more when it comes to attention-grabbing subject lines! I suggest under 5 words if possible. “Are we paying too much?” or “I’ve Got a Quick Question” or “Sackett” – Yep, in my own testing, the one email that gets open at a higher rate than any other is when I only put my last name in the subject line!

3. Negativity. This seems counter-intuitive. No way! People love positivity. You are right, but negativity draws them in! “How Candidates Fall on their Face!” will get opened way more than “How Candidates Succeed!” Again, in ten years of blogging and making headlines, this data also rings true. I get way more interaction on negative headlines than positive headlines.

4. Surprises. Different viewpoints that people don’t expect. “Punching Your Boss Can Get You a Raise!” or “Older Workers Have More Energy Than Millennials!” or “Hiring Dumb People!” Basically, people open these because they don’t agree with the headline. What the heck is Tim talking about today!?!

So, if all of these things work. What does CB Insights say doesn’t work, in fact, what should we stop doing with our subject lines? 

  • All of the opposites of above! Long headlines, positive headlines, boring, etc.
  • Question Headlines. “What 3 Things Are You Doing to Hurt Your Brand!” While Buzzfeed has made billions with these clickbait headlines, CB found readers are getting fatigued with these types of headlines. (I will tell you “The X Things to do…” headlines still work in my world. 5 Ways to Hire More People! Will always do well.
  • Broad topics do worse than Niche. A headline that says “5 Ways to Attract More Talent” will do worse than “5 Ways to Attract More Nurses Right Now!”

The key to great email subject lines is they get opened! If you send out a hundred emails to candidates and no one opens them, it doesn’t matter what the content is and how much time you spent making it perfect. Get Them To Open Your Emails! Is the single most important thing you should worry about first!

It’s very Recruiting 101, and it’s something almost every recruiting shop struggles with, but then we go and focus on the picture we’re using. Does it have a puppy and a kid in a wheelchair? No, stop the presses! Stop it. Fix the basics first, then worry about doing the higher level stuff.

What is your most responsive email subject line?

@LinkedIn’s Future of Recruiting Survey says the #1 Skill for Recruiters in 2020 is… @LinkedInNews

I know you hate clickbait headlines, but they work, plus I know you want to know, so why give it away in the title! I mean I don’t get paid for my dashing looks and witty charm! Thank goodness!

LinkedIn launched its 2020 Future of Recruiting survey results today and it’s one of my favorite content pieces to comment on. Click through the link to download it for yourself, it’s packed with interesting data around talent acquisition and recruiting!

The #1 Skill for Recruiters in 2020 is…Adaptability!

Did you guess that? I didn’t. I think I could have probably could have had 50 guesses on not got that one. Here are the others:

Fastest growing skills for recruiters in 2020:

● Personal Development +44%

● Diversity & Inclusion +42%

● Talent Pipelining +37%

● Decision-Making +34%

● HR Strategy +30%

Okay, I can see personal development being high on the list, since 2020 has brought a lot of quality time working in remote settings and high unemployment numbers for recruiting pros, I think most people have been thinking about their personal and professional development.

I actually would have guessed D&I would have been #1. 2020 will be remembered for a few things – Covid, Social Justice, and the U.S. finally getting a sane person in the White House. So, from a talent acquisition perspective, I would have guessed diversity and inclusion recruiting to be the top priority.

HR Strategy actually makes zero sense to me! So, you’re in talent acquisition and your most needed skill is HR Strategy? Quite frankly, it makes you question the results overall. How could that be? Talent Pipelining? Yep! HR Strategy? Nope! But, it’s 2020, weird times.

Another big eye-opening stat from the report:

70% say Virtual Recruiting will become the new standard!

Okay, this one will take some explaining and background. First, what do you mean by “virtual recruiting”? So, for this data, that basically means, the process we have for recruiting can be done virtually. Sourcing, video interviewing, online assessments, etc., can all be done virtually, so I guess, yes, in that case, “virtual recruiting” is the new standard.

But, honestly, most of that stuff was already fairly standard.

I think the bigger aspect is Recruiters believing they’ll continue to be virtual/remote after Covid. I think Covid has shown organizations that in a pinch, yep, recruiting can be done virtually. But, every organization will have to truly decide is it better or the same as before, or possibly worse?

I’ve spoken to a number of F500 executives who aren’t super keen on remote recruiting because the relationships with hiring managers are worse, synergies amongst the TA team aren’t as robust, and brainstorming around testing and how to improve seem weaker in remote settings. Some of that can be improved, but it still comes down to leader perception.

We’ve been automating recruiting since the first Caveman needed a new assistant to track dinosaur migration patterns, so the fact that we’ll continue to automate and be able to recruit from anywhere in a mostly Saas environment should not be surprising to anyone.

Go download the new report. Some really good stuff around TA budgets and everyone’s favorite new topic, Internal Mobility, as well.

Talent Acquisition is NOT Marketing. Here’s why!

We love, I love, to say Recruiting is Marketing! I love Recruitment Marketing and the technology behind it, I think it’s brilliant! Recruiting is also not sales!

Why is Recruiting neither Marketing nor Sales?

What’s the core function of marketing and sales? To welcome as many people as possible into your funnel so that all of those people will buy your product or service, or give to your charity, etc.

In Recruitment we in the Rejection business!

Can you imagine you walk into a Cadillac dealership? You saw the commercial for the new SUV, you decide you want that SUV. You saw the billboard for that same car, heard the radio commercial, heck you even saw an Ad on Facebook, it’s almost like they’re listening to your brain! You’ve got a pocket full of hundred dollar bills and you walk into the dealership because today you’re driving away in that brand new, beautiful Cadillac SUV!

DealerNo!

MeUm, what?! 

DealerNo, we aren’t selling you that new Cadillac SUV, you’re not a Cadillac “Man”! 

MeA what!? 

DealerYeah, sorry, you don’t get a Cadillac today, we’re saving those for only certain people! 

It’s funny because we know this would never happen! I could walk into the dealership holding a severed head and the first words out of the salesman’s mouth would be “the trunk on our new sedan could hold a hundred of those heads!”

Recruiting isn’t Marketing or Sales, because true Marketing and Sales is in the business of ‘All’, not one. No one really gets rejected in marketing and sales if you have the means. In Recruiting, you could fit every single thing the organization is requesting and you will still get rejected. Recruiting is in the Rejection business, not the sales and marketing business!

If we/recruiting are in the Sales and Marketing business, we are in a really sick and twisted business! Hey, “Everyone” come and apply to our jobs, because I get really excited when I get to turn you down and say “no”! So, let’s not kid ourselves. Our business is about Rejection. Hey, come on over here and let me tell you what’s wrong with you, and then I’ll make the decision if we want you to be a part of our team or not.

Marketing campaigns sometimes try to fake like they’re being exclusive. “Only ‘you’ are being invited to buy this new SUV! You’ll be the first to own it! No one else!” Until next week when everyone will own it and actually have a better color than you. That’s not true rejection for those who don’t get it first, it’s just a game we play to increase demand.

So, why does this manner? 

If we know we are actually in the Rejection business, and we are, we/recruiters have to have an empathy level that is off the charts if we want to survive. Let me get this straight, you want me to talk as many people as possible into loving our company, then you want me to reject 99.9% of them? Yes!

To be able to do that and not drink yourself to sleep every night takes a really high ego or an endless supply of empathy towards all those great people who just wanted you to pick them, but your organization picked someone else, but they left it on your desk to share the bad news!

This is probably the main reason so many candidates never get dispositioned. We can all just crush only so many souls in a day! It’s easier to ghost candidates than to crush their dreams!

The rejection business is a hard, hard business to be in. Sales and Marketing are easy. Can you imagine how easy your life would be if you were able to give everyone the job!

Should Your Employer Brand State its Political Beliefs?

Oh, no, Tim’s losing his mind! He’s going to talk about politics!

I’ve said it before and I’ll say it again, I am a Raging Moderate! I will fight until my last breath to keep myself firming on the fence in the middle, open to actually having an opinion that might fall on either side depending on the subject!

Here’s the thing, though, 63% of people are more likely to “buy” from a brand that speaks out about politics!

If that’s the case, and the main goal of great employment branding is to clearly let potential employees know who you are, so they can self-select in, or self-select out, it would seem like we should be stating our political leanings in our employment branding and recruitment marketing!? Right?!

It’s a tricky question!

Most organizations would claim they do not have a political identity. They would claim they are a-political accepting candidates and employees who believe all kinds of politics across a vast spectrum. That is actually the reality for many large employers. And, it’s not the reality.

When you dig into exit interview data, and reasons why folks do well in some organizations and struggle in others, many times you find that “fit” was all about either the political leanings of the micro-culture they worked in or the political leanings of the macro-culture they worked in.

It then truly comes down to the goals of your leadership team. What is it they want to portray to the world? Your customers. Your stakeholders. Your employees, and your future employees, candidates.

The reality is, if you are a small to a mid-sized organization (0-500 employees), you probably lean one way or another on the political spectrum, many times you are leaning really far to one side! Your senior-most leader probably has stated publicly what they are politically, and/or who they will vote for. Most likely, the folks they hire will be similar in their political beliefs, and it all rolls downhill.

The farther away from senior leadership the more likely you will have hires make into the organization they see the world completely different, politically, as you will get left or right leaders who hire folks who don’t carry the same strong leanings one way or another.

BUT – if the true goal is to get people who “fit” your culture, shouldn’t we tell them who we are?

Can you imagine applying for a job at a 1,000 person organization and on their career site they have something like this listed:

After the Most Recent Political Election, our employees took an anonymous survey of where the fell politically. Here are the results:

  • Democrat – 52%
  • Republican – 35%
  • Libertarian – 3%
  • We hate politics – 10%

Automatically, you get a feeling if you want to work at this company or not, just by looking at the breakdown! If you are a major conservative, you probably will question whether you want to join, or even apply, to this company. Or, if you are liberal, this data might truly push you to want to join this organization!

“But Tim! We want to be ‘Inclusive’!”

Really? Are you sure? Have you asked your CEO that question and then asked them why they’ve made it public where they stand, politically?

If the best employer brand helps you attract the talent the best fits your organization, then you probably aren’t being fully inclusive. That’s a hard pill to swallow, but it’s true. Great employer brands are exclusive. This is exactly who we are, and this is exactly who we want to work here. That might mean we are a diverse set of men and women of all colors who like old school hip-hop and Minecraft, who are also mostly Catholic. Cool. I either want that, or I won’t, but now it’s my decision.

Bad employer branding is to say we are everything to everyone, come join us, when you actually aren’t, and you actually don’t want to be that. It’s not popular to say out loud. We are supposed to be fully inclusive. I want the Trump hat-wearing dude and the rainbow flag wearing lesbian and that one girl with black lipstick that doesn’t talk much, but damn can she code! Unfortunately, that isn’t the normal reality.

I’m going to say that 99.9% of TA and HR leaders would say, “NO!” when asked if they would want their employer brand to state their political beliefs. The reality is, it does, and you’re just ignoring it.

3 Secrets Talent Acquisition Leaders Do Not Want You to Know #TheProjectTakeover

I’m on vacation this week so my friends are taking over the Project! Enjoy their content, connect with them, and share the content with new people! Some amazing voices coming to you this week! 

Enjoy this post by Jackye Clayton! 

I love technology. I order my groceries online. I am on a first-name basis with my mailman, FedEx, and UPS driver. I have a Google home, a ‘Smart’ TV, and a scale that is connected via Bluetooth. And most of us these days are pretty well connected. I love it so much that rather than just write about it, I changed careers to help others in HR and Recruiting find the best combination of technology to hire better candidates faster in a more efficient way. After dedicating my life to the benefits of using technology I found something I was not expecting. It isn’t just the technology that makes us better. It is the data we get from the technology and how we use it that is the difference between good recruiters and great ones. I have worked now with literally hundreds of recruiting leaders – and there is some stuff they won’t tell you. Here are 3 secrets TA Leaders do NOT want you to know!  (Spoiler alert – these aren’t silver bullets; it is simple math.)

Quality of Hire > Time to Hire = Take Your Time to Find the Best

Recruiters have ZERO control over how fast a hire is made and yet for some reason, we evaluate recruiters based on how fast a hire is made. That is crap and they know it. Of course, they want to get someone in the role quickly. But if they knew that if they waited an extra week, there would be a better candidate in the aisles, they will wait. A majority of companies are looking now for diverse candidates unless you use HiringSolved (#shamelessplug) it will take you extra time to find that ideal candidate. And all will sacrifice speed for a candidate that fits the requirements, the culture, and can solve the problem they are trying to solve. Do not be afraid to ask for more time.

Data > Instinct = Show Your Work

TA leaders want to give their sourcers and recruiters the world. If they had millions of dollars available to spend on whatever they wanted, after a new laptop, they would want to spend it entirely on tools that would help their team hire faster and better. Because they want you to be successful. (I promise.) However, there are so many tools they have no time to research them all and so, they buy the ones either their top recruiter asks for, the one from the salesperson who called at the same time they realized they needed something, or the one an influencer recommends. Until now – Because you can help.

We already established that you know more about what it takes to find the best candidates. That also means you know what tools will give you access to those candidates. Don’t tell your manager that you want what everyone else has. Use the data you have to tell them where the candidates are and why what you are requesting would be a good investment. Don’t have a tool to communicate regularly? Get a CRM. Have too many candidates applying and not enough time? Explain why you need a matching tool. Don’t tell them what you want – tell them what you NEED – then tell them why. Use data to support your instinct. Not the other way around.

Recruiters’ Talent Knowledge > Hiring Managers’ Talent Knowledge = It is Your Job to Educate

The majority of hiring managers have no idea what is going on in the world of hiring. They don’t know what an appropriate job title is. They don’t know what a good salary is. They don’t know what will make or break an offer. But you do. Let your hiring managers know the trends in hiring and how things have changed since the last time they hired. This goes with job descriptions as well. The same old job descriptions from 2018 will not work in this post-COVID, social justice focused world. When they know better, they will do better.

This is especially true when reviewing the job requirements. Is a bachelor’s degree really necessary? Sometimes removing that barrier will give your company access to hundreds of additional candidates. If you think they are making a mistake, use the data to let them know what you think could help them gain better candidates faster.

In conclusion, it is time for recruiters, sourcers, and other talent acquisition professionals to take their power back. The world of technology has some hiring managers thinking that recruiting is a simple job. Go out there with the knowledge and skills you have and go wow your hiring managers! (And your boss!)

Jackye Clayton is recognized as a people expert who puts the Human in Human Resources. An international trainer, she has traveled worldwide sharing her unique gifts in sourcing, recruiting, and coaching. 

The Fight Club Recruiting Rules!

Great talent and great hiring are about getting the best candidates to respond to your messaging. It’s our reality as talent acquisition professionals that we have candidates who apply to our jobs, some of whom might be great. We also have to go out and find great talent and find ways to get them to respond to our overtures.

It’s the number one job of every talent acquisition professional. I would argue it might be the only job of talent acquisition. Get great talent to interact with you!

The first rule of Fight Recruiting Club is you need to get candidates to respond!

The second rule of Recruiting Club is you need to keep trying to get talent to respond to you until they actually respond. Wait a second, Tim! You mean we have to reach out to a candidate more than once!? I mean, if they don’t respond to me after my first outreach, that’s their loss! No, it’s your loss! You need that talent!

The third rule of Recruiting Club is you need to interact with candidates in themedium they are most comfortable with. I like it when you text me, most people do. It gets a high response rate. Some folks like email, phone calls, Facebook messenger, handwritten notes, etc. Find all the mediums the candidate likes, not your favorite!

The fourth rule of Recruiting Club is it’s not about you. It’s about them! “I’ve got a great career opportunity for you!” How do you know what I want? Stop assuming you know what I want when you don’t. How about you first to get to know me a little. I mean, you don’t ask someone to marry you on the first date!

The fifth rule of Recruiting Club is….(there are ten in total, click through to the rest of my post over on Saba’s Blog)

The New Normal for Hiring Hourly Employees!

Not many of us are actually doing a ton of hiring right now. How do I know? There are 25 million people who applied for unemployment! That means there’s probably another 75 million that are currently under-employed or utilized.

This means that when we all get back to the ‘new normal’ of working, a bunch of stuff is going to change! How we attract, select, onboard, etc. can not be the same as what we did only sixty to ninety days ago.

Hourly hiring has always been a very “hands-on” endeavor and we must change that! My good friend and Recruiting Expert, Madeline Laurano has done a major research project looking specifically at hourly hiring. I’ve been spending time interviewing TA and HR leaders on the changes they are planning moving forward, and we are going to share with you all of those ideas and strategies!

Join us for a free Webinar on Tuesday, May 12th at 1pm EST: The New Normal for Hourly Hiring: 5 Strategies TA Leaders Must Consider Moving Forward! 

I’m so excited to have this conversation and share the information that Madeline and I have found! It’s always a great time just talking shop with her, and this is a topic we are both passionate about.

Thank you to the great folks over at Get.Fountain.com for sponsoring this and allowing us to present this information. Fountain is an easy to use Hiring Software trusted by the world’s leading companies. Source, screen, and onboard your hourly workers, giving them a great experience without all of the physical high-touch!

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