The Employment Branding Arms Race!

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Here’s why HR and Talent Acquisition is NOT like Marketing.

This is marketing –

Nike, Addidas, Under Armour, etc. all fight for market share.  Nike signs Lebron, KD and Kobi. Under Armour signs Steph Curry. Addidas gets D Rose and Wiggins. All of the shoe companies are trying to sign the top sports talent to shoe deals, so you’ll go out and drop $200 a pair for your kid to run around and act like they’re the next Steph Curry.

The ‘brand’ of the shoe you kid is wearing, that you are wearing, matters. It matters to them, it matters to you.  I know it matters because the shoe game is a $63 billion industry. Billion!  You care about what you put on your feet. Your kids really care! Accept my 12-year old who didn’t know who Kevin Durant was when I bought him a pair of KD’s earlier this year. See if he get’s another pair!

The shoe companies spend billions of dollars to create a brand that you want to be a part of, so, you’ll spend even more billions to buy their shoes made by 12-year-olds in China.

This is HR and Talent Acquisition –

We are spending more and more of our organization’s resources to create employment brands.  We are doing this because we need to let ‘talent’ know we are the best option for them to come and work. If we don’t play the game, other employers will beat us to the best talent.  Employment branding then becomes a strategic imperative to our organizations.

The one major difference is, we are only selling an idea.  The shoe companies are selling a product (and an idea that you’re cool if you wear our product!). We, HR and TA, are not selling a product that makes our organizations money. You have an actual marketing department that is doing that. So, in effect, you are creating something, that really has no value in the broader picture of your organization.

That probably doesn’t feel good, right there, for those who are spending most of their life working on and worrying about their organization’s “employment brand”.  You want to argue with me on this. I get it.

The reality is, there are only a handful of true employment brands that anyone really cares about or understands. You can name them off the top of your head: Apple. Facebook. Microsoft. GE (and only because they’re dropping millions right now on this). Enterprise Rent-A-Car (I would argue is the first and best at actually doing this organically, by hiring former NCAA athletes that didn’t go pro). Give me other national employment brands?

The reality is people have no idea what it’s like to work at GM. Or Oracle. Or Walmart. Or IBM. Or FedEx. Or PepsiCo.

We know of them because of their ‘brand’, not their employment brand. Pepsi could spend zero dollars on employment branding, and people would still have a positive connotation of their employment brand because they love their product brand. Conversely, WalMart could spend a billion dollars on employment branding, be a thousand times better to work for than Pepsi, and people wouldn’t buy it. Actually, they probably would, we’re all suckers for believing what the TV tells us.

So, this arms race of employment branding all seems a bit silly.

If every organization is out their ‘building’ their employment brand, the noise gets raised up all at the same time. The only ones who truly have an advantage are the ones who were out first, before the noise got so loud or the ones with the most money who can buy bigger speakers!

The noise is already deafening, and candidates have already stopped listening.

So, what can you do, if you’re one of those employers who is a good company, but people really have no idea who you are and what you do, and what kind of work environment you have? How do you break through the noise?

I believe you need to define what audience you really need to attract and you need to go after them with a sniper rifle. Not louder. Not with a shotgun. Not bigger. Not more money. Get very narrow, and pick off individuals you truly want.

You don’t need to make your message bigger and louder, you need to sneak around the crowd and pull people out of the fray. Put a hood over their head. Throw them into the van and take them back to headquarters. Well, so to speak.

In an arms race where you can’t afford nukes, you need to take the opposite approach and lay down your weapons. Many times the silent protest will get you what you’re looking for.

The Key to Handling High Maintenance Employees Like a Pro

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Do you know the one piece of HR technology that hasn’t been created, yet? The Diva Detector!*

Wouldn’t that be nice? “Hey, Mr. or Ms. Candidate, please look into the DD 2.0 and don’t blink….Yeah, looks like you’re a straight-up diva, and sorry, but we’re fully loaded up on those at the moment. Please feel free to test again in 30 days. If your diva levels come down to just a know-it-all, you’ll be reconsidered!”

We tend to hire high maintenance employees because they’re very good at hiding their diva-ness during the interview process. Sometimes they even hide it through the probationary period of their employment. Those are the really hard-to-handle ones because they know they’re divas and hide it long enough to make your life difficult.

The question is, what do you do once you have a high maintenance employee?

I’ve had to deal with this in every single HR stop of my entire career, usually with a line out the door waiting to one-up each other on who has the biggest diva flag.

The thing about high maintenance employees is they usually want more attention than a normal employee. It’s this need for attention that drives you nuts, their manager nuts and all the other employees around them.  The key is getting them to focus on what the organization needs from them, not what they need from the organization. So, how do you do that?

Well, usually, high maintenance employees become a problem because their direct supervisor doesn’t stop this issue immediately when it comes to light. But, this is common, especially with new hiring managers, so it’s critical to work with them and help them become better managers.

High maintenance employees are at their best when they can divide you and the hiring manager. You can’t allow this to happen. You have to make a plan with the hiring manager and stick to it. The best way to box in a high maintenance employee is to never allow them to play two parties against each other. “Well,” they might say, “my boss said I could lead, then Jenny just took over, and I’m the one…”

You see where this is going!

As soon as this starts, you just need to say one thing, ” I’m going to call in your boss and Jenny so we can all talk.” To which they’ll probably say: “You don’t need to do that. You’re in HR! I thought this was confidential!”  (I love that one, by the way. I’m not a lawyer, I’m an HR leader, there’s a big difference.)

My reply to this, delivered in very calm, even-keeled manner is, “I can see this is very important to you, so I don’t want anything to get misinterpreted, it’s best that we get all of us together and get on the same page.”

High-maintenance employees hate to be on the same page because they get their power from the lack of communication within organizations. So the best way to limit their impact is to get everyone in the same room and nip the issue in the bud before it gets way out of hand.

(*Remember how I mentioned how great a Diva Detector would be? This isn’t exactly that…but Jellyvision’s unique recruiting process is a pretty close second. Check out how they weed out divas and slackers right here. It’s good stuff.)

2 Minutes with Tim! SHRM-SCP or HRCI-SPHR?

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Hey! guys, I’m trying a new platform out this week called Anchor.FM which allows me to post audio right on my blog, and if you have the Anchor App which you can download for free from the App Store for iPhone, you can easily respond back.

Here’s how it works – I have 2 minutes to tell you anything I want. You have one minute to tell me I’m full of hot air! It’s really that easy. Check it out! Either way, you can listen by just pushing the play button below.

This week, I decided to discuss if you should get your SHRM-SCP or HRCI-SPHR. I was asked this question this week via private message and thought others would love to join the conversation.

Let me know what you think about the audio post in the comments!  Anchor is made for people like me – a face made for radio!

I love the idea and think it could be a great way to post every once in a while, or a regular Thursday edition, who knows!

The Big Reference Check Scam!

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I remember when I started my first job in Talent Acquisition and HR, I totally believed checking references was going to lead me to better, higher quality hires. My HR university program practically drilled into me the belief that “past performance predicts future performance.”

For all I knew those words were delivered on tablets from Moses himself!

After all, what better way is there to predict a candidate’s future success than to speak with individuals who knew this person the best?

And it’s not just anybody: It’s former managers or colleagues who have previously worked with this person – directly or indirectly – and have a deep understanding of how they have performed, and now telling me how they will perform in the future.

Grand design at its finest.

About 13 seconds into my HR career I started questioning this wisdom. Call me an HR atheist if you must, but something wasn’t adding up to me.

It was probably around the hundredth reference check when I started wondering either I was the best recruiter of all time and only find rock stars (which was mostly true) or this reference check thing is one giant scam!

Everyone knows the set up: The candidate wants the job, so they want to make sure they provide good references. The candidate provides three references that will tell HR the candidate walks on water. HR accepts them and actually goes through the process of calling these three perfect references.

When I find out that an organization still does reference checks, I love to ask this one question: When was the last time you didn’t hire someone based on their reference check?

Most organizations can’t come up with one example of this happening. We hire based on references 100% of the time.

Does that sound like a good system? Now, I’m asking you, when was the last time your organization didn’t hire a candidate based on their references?

If you can’t find an answer, or the answer is ‘never’, you need to stop checking references because it’s a big fat waste of time and resources! There’s no “HR law” that says you have to check references. Just stop it. It won’t change any of your hiring decisions.

New ways of checking references that checkout

So, how should you do reference checks? Here are three ideas:

1. Source your own references

Stop accepting references candidates give you. Instead, during the interview ask for names of their direct supervisors at every position they’ve had. Then call into those companies and talk to those people. Even with HR telling everyone “we don’t give out references,” I’ve found you can engage in some meaningful conversations off the record.

2. Automate the process

New reference checking technology asks questions in a way that doesn’t lead the reference to believe they are giving the person a ‘bad’ reference, but just honestly telling what the person’s work preferences are. The information gathered will then tell you if the candidate is a good fit for your organization or a bad fit — but the reference has no idea.

3. Use fact checking software

Google, Facebook, LinkedIn, etc. have made it so candidates who lie can get caught. There is technology being developed that allows organizations to fact-check a person’s background and verify if they are actually who they tell you they are. Estimates show that 53% of people lie on their resume. Technology makes it easy to find out who is.

Great Talent Acquisition and HR pros need to start questioning a process that is designed to push through 99.9% of hires. Catching less than .1% of hires isn’t better quality. It’s just flat out lazy.

Start thinking about what you can do to source better quality hires and your organization might just think you can walk on water.

Your turn: What are your tips for checking references?

T3 – Employment Branding Activation tool @Universum_eb

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A couple times a year I get to demo a product that totally blows me away.  This week on T3 that product is Universum! Okay, let’s first get out of the way they Universum uses an underscore in the Twitter name which is a kiss of death in marketing! I have to let this go, because what they have is so industry changing, this might be the only mistake they’ve made along the way!

Universum is an employer branding digital research company. What the hell is that? Basically, they measure both sides of employment branding. What candidates want and expect from employers, and what you and your competition is actually doing. All of this information runs on a platform they call “Iris”.  It was originally built in conjunction with 12 of the largest employer brands in the world, and they leverage data from 3,000 universities worldwide, over 2000 individual employer brands and 55 countries.

This is a product that is used by large companies who have an employment branding function within HR or a dedicated social media role in HR or as part of a larger social team. After going through the demo, I can’t imagine any large organization not utilizing this tool. In fact, I would question the capabilities of the leadership and CMO that didn’t use this tool. The data insight and direction Iris gives you is simply a competitive advantage over those not using it!

5 Things I really like about Universum:

1. Universum has figured out the science behind social. Right now most organizations still hire under-experienced marketing pros, or HR grads who think they know social, to run their employment branding and have them basically test crap out and see what sticks. Iris will show you exactly what works and what doesn’t work in your branding.

2. Universum will show you what your competition is doing that is working really well. Competitive data is the holy grail of what HR can provide strategically to an organization. This one product will elevate your practice, strategically, like no other technology I’ve seen in HR or Talent.

3. Iris can give you exact insight to what content and language you should be using to attract specific talent to your organization.  Most employment branding is one message, way too broad. Iris lets you build specific branding tailored to the exact talent your organization is struggling to find.

4. Iris helps you create great content by showing you what is working, with what audiences, and in which countries. Truly a global company, that will give you global views about how branding needs to change based on which locations you’re trying to get talent. They have over 1.3 million pieces of content curated in their platform and growing. No inspiration needed.

5. Universum is an Employer Branding Spy Tool! Probably the coolest feature of Universum is its ability to show you exactly what and how your competition is leveraging their employment brand, and exactly how you can beat them for the same talent!

Universum is an employment branding activation technology.  Most of us either have a nonexistent employment brand or a brand that is basically on life support. Universum does more that just give you knowledge, they show you step-by-step how to activate and win your industry with your employment brand.

As I mentioned at the beginning this is a product for large companies. Probably Fortune 2000 types, or organizations that have dedicated employment branding folks on staff in their HR shop. The cost is fairly reasonable. When they told me the price point, I was surprised, I would have paid way more for what I was getting.

Check them out, I guarantee a demo Universum/Iris won’t disappoint!

T3 – Talent Tech Tuesday – is a weekly series here at The Project to educate and inform everyone who stops by on a daily/weekly basis on some great recruiting and sourcing technologies that are on the market.  None of the companies who I highlight are paying me for this promotion.  There are so many really cool things going on in the tech space and I wanted to educate myself and share what I find.  If you want to be on T3 – send me a note.

Employees don’t leave organizations, they leave…

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BOSSES! Right?! Right? Right…

For at least the past two decades, the foundation of employee engagement has been built on this one simple principle. Employees don’t leave organizations, they leave Bad Bosses.

So, if you want highly engaged employees just don’t have assholes for bosses. Super easy! Just hire and train great leaders and your employees will be engaged and productive and all will be right in the world.

Then along comes Harvard and their stupid studies:

“Good leadership doesn’t reduce employee turnover precisely because of good leadership. Supportive managers empower employees to take on challenging assignments with greater responsibilities, which sets employees up to be strong external job candidates. So employees quit for better opportunities elsewhere — better pay, more responsibility, and so on.”

Wait, what!? This is exactly what your CEO said she feared when you wanted to dump all of that money into leadership development. But you said, “If we don’t develop our leaders the people will leave as well!” So, what happened? We did so well at developing and empowering our leaders they pushed our best employees right out the door to other opportunities!

Ugh! This HR thing is hard. We think we’re doing the right thing for twenty years, then we find out we did it all wrong! Don’t fret, there’s some good news:

“There is a silver lining, though. Former employees with good bosses are what we call “happy quitters.” When the consultant company asked them about their feelings toward their former employer, their responses were overwhelmingly positive. Questions included Do you hold positive opinions about your former company? Would you refer employees to work for the company? and Do you see yourself as a potential boomerang employee? Good leadership, then, is an important tool for building goodwill with employees, which they are likely to retain as alumni, in turn becoming sources of valuable information, recommendations, and business opportunities later on.

The upside to losing well-led employees, however, comes with an important caveat. Our research finds that good leadership generates alumni goodwill only for those employees who experience good faith retention efforts when they quit. So managers should go to bat for their employees and counteroffer if they can. Our findings indicate that such retention efforts are critical for preserving the goodwill created by good leaders with employees, which can then be translated into a continuing relationship with them as alumni.”

What does this all mean?

You better get a heck of a lot better at Off-boarding! Off-what?  You know Onboarding but in reverse. Make employees feel really good about leaving you! Make them feel like they are valued and you don’t want to lose them and you’ll do anything to keep them. When they leave, they’ll be more likely to return or recommend others go work for you.

Most companies off-board like this:

Leaving employee: “I’m putting in my two weeks notice, I have this great opportunity to challenge myself and I have to give it a shot.”

HR and/or Hiring Manager: (while ripping their shirt) – “You are dead to us! Leave immediately. Don’t return to your desk, we already have security guards boxing up your crap!”

You laugh, but it’s mostly true. We suck at off-boarding, which is why most of us suck at alumni hiring. Fix that!

When Take Your Kid To Work Goes Too Far!

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If you haven’t heard by now, Chicago White Sox player Adam LaRoche decided to retire and walk away from a guaranteed $13 million dollars because the White Sox asked him to bring his kid to work a little less.  Yes, you read that correctly.

Apparently, LaRoche, who signed with the White Sox last year and made $12.5 million liked to bring his 13-year-old son to spring training with him. He asked the White Sox if it was alright if he brought his kid to spring training, and they said yes, believing the kid would come for some batting practice once in a while and hang out in the clubhouse. Little did they know, LaRoche actually had his kid with him 100% of the time he was at the facility!

A statement from Ken Williams, the President of the White Sox:

“There has been no policy change with regards to allowance of kids in the clubhouse, on the field, the back fields during spring training. This young man that we’re talking about, Drake, everyone loves this young man. In no way do I want this to be about him.

“I asked Adam, said, ‘Listen, our focus, our interest, our desire this year is to make sure we give ourselves every opportunity to focus on a daily basis on getting better. All I’m asking you to do with regard to bringing your kid to the ballpark is dial it back.’

“I don’t think he should be here 100 percent of the time – and he has been here 100 percent, every day, in the clubhouse. I said that I don’t even think he should be here 50 percent of the time. Figure it out, somewhere in between.”

So, the internet went crazy supporting Adam LaRoche on this with the #FamilyFirst hashtag and set the White Sox up as “evil” because they wouldn’t allow a player, that they are paying $13 million to, to have his kid at the workplace full time!

I get it, the internet is mostly stupid.

This is a family issue. Bob the electrician down at the GM plant. Guess what, he never gets to bring his kid to work, and Bob doesn’t think GM should allow him to bring his kid to work. Bob makes $50,000 a year. If Adam wanted to  spend more time with his kids, maybe he should choose a career that doesn’t put him on a the road 200 days a year.

I do have another idea, that no one is talking about.

Adam LaRoche made $12.5 Million dollars last year in his 12th MLB season. He hit .200, his worst year ever. This year the White Sox were going to have to pay him $13 million, and he’s not getting better.

Maybe Ken Williams was just doing some good old performance management! Hey, Adam, you’re sucking, maybe it’s time to leave the kid at home and start focusing on hitting the curve a little better. We are paying you way more than you’re worth at this point!  Knowing that telling him he can’t bring his kid to work, will potentially do one of two things – 1. he’ll retire and we don’t have to overpay for talent; or 2. he’ll actually get a wake-up call and start hitting. Either way, the White Sox win.

How do I know this is potentially true? Take the same scenario and use a different player, like Miguel Cabrera of the Detroit Tigers, arguably the top player in baseball. If Miggy wanted to bring his son to spring training, or he would retire, what do you think the Tigers would do? If you’re performing, you get perks. Miggy’s kid would be shagging balls in the outfield, I can tell you that!

Adam LaRoche isn’t a hero from walking away from $13 million dollars to spend time with his son. He’s already made $78.5 million in the last 12 years. He and his son can both retire. Adam wasn’t performing.  He is set financially. Leaving to spend time with his son was just a good excuse to end it because he couldn’t hit his weight any longer.

 

How is your office celebrating St. Patrick’s Day?

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First, do you even know what the hell St. Patrick’s Day is?  I’m guessing if you’re not Irish Catholic, you have no freaking idea! Here’s some knowledge:

“The revelry, of course, is all in the name of Saint Patrick, who was born in Britain but sold into slavery in Ireland as a child. He eventually escaped but after becoming deeply religious he decided to return to Ireland to spread the word of Christ. Legend has it Saint Patrick was responsible for making the shamrock synonymous with Ireland after using the three-leaf clover to demonstrate the Holy Trinity. He’s also been attributed with driving snakes out of Ireland.”

Okay, so now you can put into context why you wear green, pinch butts and drink green beer…

Originally, St. Patrick’s Day in Ireland was a religious holiday and people would go to church, and pubs would be closed. As the Irish came to America they used St. Patrick’s Day as a holiday to celebrate their heritage. Now, 34 million Americans claiming to have Irish roots celebrate each St. Patrick’s Day. Also, the 4.7 Million actual residents of Ireland celebrate as well.

It’s so American that we took a great holiday like St. Patrick’s Day and turned it into a fake holiday and an opportunity to sell crap! Kiss Me, I’m Irish!

How’s your office celebrating St. Patrick’s Day?

Since the holiday as turned into mainly a drinking holiday, my guess is most organizations struggle with how to really celebrate. I mean who doesn’t want a green beer when walking into the office at 8am, but it makes for a really long day, plus NCAA games begin at noon. Yep, that’s right, the first day of Basketball Christmas and St. Patrick’s Day begin on the same day in 2016. Ugh, I’m going to have a green tongue for a week!

My guess is most offices will be pretty cleared out by noon, today.  Basketball games, plus beer = half day PTO requests!

But, for the those folks who are staying around to keep business moving, enjoy the green Kool-Aid and green cookies in the breakroom that HR ordered. But, only two cookies please, last year we ran out.

The First Rule of Recruiting

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Sometimes we go so far into the weeds in recruiting we forget what is really important.

We have to have a brand!

We have to have an ATS! Or a new ATS!

We have to have a CRM! What the hell is a CRM!

Our job descriptions need to be better!

Our career site sucks! Don’t they all!?

We need to relaunch our employee referral program!

There are literally a million things you could focus on in recruiting and you still would have a list of crap you never even got to.

You know recruiting isn’t difficult. It’s not like we’re trying to launch the space shuttle. Recruiting is finding people for your organization. People are everywhere. We just need to talk them into coming to work for our organizations.

It’s the first rule of recruiting – Just let people know you’re hiring.

We make it so difficult when all we have to truly do is let people know we actually want to hire them. Do you have any idea how many people would really want to work for your organization, but they never know you are hiring or were hiring?

Recruiting is really only that. Just letting enough people know that you want them to work for you until you’ve reached the right people. It’s okay that you will reach some you don’t want. That’s part of the game.

To reach the people who you want, and who want you, you have to let a lot of people know you’re hiring.

Letting people know you’re hiring goes beyond your career site. It goes beyond job boards. It goes beyond employee referral programs. It’s a philosophy throughout your organization. It’s about an understanding that you want everyone to know that you’re hiring.

Most organizations don’t do this. It’s a combination of issues, but mostly it’s conceited belief that letting people know you’re hiring seems desperate. That we are too good of an organization to let everyone know we are hiring, because we don’t want everyone, we only want a few.

This is why most talent acquisition departments fail. Simple conceit.

Great recruiting isn’t conceited, great recruiting is about being humble enough to let people know you want them.

T3 – The Great Facebook Sourcing Hope

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About once a week I have this conversation with a fellow TA/Sourcing Pro:

TA/Sourcing Pro: “Ugh! I hate LinkedIn! If Facebook ever decided to put LinkedIn out of business they could do it overnight!”

Tim: “Yep.”

Okay, usually there’s all kinds of explanation and brainstorming around how we could ‘show’ Facebook how to do this, easily. But, you’ve already heard, or had, this conversation about a thousand times, so I won’t bore you with it again!

My plan is that Facebook does a LinkedIn type reset, but doesn’t screw it up like LinkedIn has. There is a true need for a ‘professional network’, but you can’t turn it into Job Board 2.0 like LI did. How does that help us TA and Sourcing pros? FB could pull this off. 2 billion profiles. They would have virtually everyone, and could attract back the college kids with the potential of company and job matching, by just working with college career placement offices, etc.  LinkedIn started doing this but walked away from it way too early.

FB then makes money off of company pages and postings. Plus, pay per click ads to very specialized groups of candidates that companies would easily pay to get in front of. I’m sure they’re a few other ideas they could make money on, without giving away everything like LI did.

Only about .02% of TA and Sourcing Pros are actually using Facebook to recruit.  None of those people are telling you how, because they’re making money on it, and don’t want you to know! Basically, it’s not how you think.  Almost every great sourcing product to come out has to do with IT sourcing.

It makes sense because that’s where all the cash is, so that’s where all the investment is. Facebook doesn’t play nice with others (let’s face it, they don’t have to), so you see virtually nothing coming out around Facebook sourcing. The reality is, though, you have the ability to Facebook source, by location, by a company name, by gender, etc., but you won’t do it because it means you have to do the heavy lifting.

What is heavy lifting mean? FB will get you about 80% there, but you have to go get the other 20%. There’s no easy ‘InMail’ to bail you out. You might have to search for an email, call into a company, etc. Heavy lifting…

Here’s a Facebook search engine (hat tip to Recruiting God – Steve Levy for sharing this):

https://inteltechniques.com/intel/osint/facebook.htm 

This isn’t the first and only one of these out there, but it’s a good one for sure. In fact, these types of FB search engines started showing up around the exact time FB launched Graph Search, then almost immediately took it down because it was actually too easy to search and find people! People complained FB listened (did you hear that LI?).

So, what’s the FB sourcing gold?  It’s low-end positions, not high-end. The high-end folks (IT, Engineers, etc.) figured out early that putting your title, etc. on FB wasn’t going to get you pimped constantly by recruiters and sourcers.  The lower skilled folks don’t care, because they don’t get non-stop job offers.

I know of a few recruiters making well over six figures, right now, only recruiting lower skilled and/or not your normal technical talent type pros on FB! Technicians, truck drivers, sales people, teachers, nurses, etc. Companies are struggling to find great talent at this level as well, and FB is a goldmine that virtually no one is sourcing.

Check out the search engine above. Connect with Steve Levy. He’s a great dude and one of the good guys in recruiting who is always willing to share his knowledge!