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Unless You Segment Your Recruiting Messaging, You Won’t Attract Top Performers and Techies

by Jan 20, 2014, 5:45 am ET

Screen Shot 2014-01-16 at 10.35.36 AMUnless you tailor your bait, you’ll never attract the very best prospects

It might sound silly on the surface, but fishing and recruiting have a lot in common. Any seasoned fisherman or woman would tell you without hesitation that the same bait that effectively attracts small fish simply would have no impact on attracting the harder-to-land big fish.

In recruiting, the need to match your “bait” or attraction features to your target is no different. The job and company features that would attract the average Joe to a job (I call them “paycheck jobs”) would barely get the attention of top performers, techies, and innovators. For example, the average Joe might be excited about the fact that you have good benefits while an innovator may be more interested in how often you take risks and fund innovative ideas.

There lies the problem in corporate recruiting. Almost all the information provided by corporate recruiting is designed to be general to meet a larger audience. But unless there is a separate message on your site or external to it that has “bait” that is tailored to attract this more desirable and harder to land target, they will never view your firm as desirable. keep reading…

Guerilla Warfare in Recruiting

by Jan 9, 2014, 5:29 am ET

Screen Shot 2014-01-02 at 3.27.53 PMThose of us who have been recruiters in the healthcare industry always find challenges competing with the big companies. When I was a more clinically focused recruiter in the home infusion industry, it was very frustrating. Every time I go to campus pharmacy recruiting events, there are always the huge displays from CVS and Target pharmacies, enticing the students with their lavish bobble-heads, squish balls, and overly inflated sign-on bonuses to join the wonderful world of retail pharmacy. All I had was a message of practicing a more advanced level of pharmacological science, and the ability to make admixtures that would directly save someone’s life the day you mix it.

Then I started thinking about how I could slay Goliath, how I could beat the Big Dawgs to capture the best and brightest candidates, without having to compete with those huge retail sign-on bonuses, and beautiful bobbleheads they gave out at the campus events. (For full disclosure, I did take one home. C’mon, it’s a bobble head, how could I resist).

So, I benchmarked guerilla tactics. keep reading…

Time to Step Up to the Marketing Plate

by Jan 2, 2014, 5:45 am ET

Screen Shot 2013-12-19 at 3.44.24 PMI recently led a session at a recruiting conference in which I asked how many of the talent acquisition professionals present had to give an account of or provide a forecast for their budget– which was on average between $75,000 and $100,000 per year. Almost no one raised their hand!

Surely there are some organizations that are more ROI-focused and demand more from their recruiters, but this is clearly not the norm. The norm is comprised of vague projections, with little to no accounting for the return on those budget dolloars.

Can you imagine any other department in a business having zero accountability for how it spends its money? How would it go over if, for instance, the sales department said, “We don’t think it’s necessary to explain what we spent our budget on. We spent it, and we need more next year. Thanks.”? It would go over about as well as a lead balloon. The typical budgetary process does not support dart-throwing.

So, why is this allowed in the recruiting function? There are several culprits behind these low expectations. keep reading…

Creative Excellence Awards: the Best Recruiting Ad Campaigns

by Dec 18, 2013, 5:12 pm ET

Screen Shot 2013-12-18 at 1.33.45 PMTMP Worldwide, for its work for Walmart, ESPN, TD Ameritrade, and a NASA contractor, is one of the big winners in the Creative Excellence Awards. Among other winners are Bernard Hodes Group for its work for NYPD and Barclay’s, and CareerBuilder for its work for Six Flags.

The annual awards are broken up into categories: multimedia; interactive media (social media, mobile, career sites); print media; college communications; employee/internal communications (retention, referrals); global communications; diversity, and more.

A grand prize called a Dansker is also given (that’s what TMP won).

Here’s a look at the winners.

This Recruiting Ad’s Aimed Squarely at the Harried Working Mom

by Nov 21, 2013, 1:11 pm ET

Screen Shot 2013-11-21 at 9.58.25 AMPlenty of recruiting ads and career sites are targeted specifically at female candidates, but not a ton of those are aimed at women with children.

This one sure is. The copy in the ad is focused on people who want to return to work after having kids, but who don’t want to sacrifice motherhood.

The ad runs at Tonbridge Station for two weeks, starting this week. The company running it is called E2W, which is involved in services to the financial sector. The ad agency behind it is called Out of Home International.

Here it is, below. keep reading…

As U.S. Teachers Near Retirement, Education Department Steps Up Recruiting Campaign

by Nov 15, 2013, 7:20 pm ET

Screen Shot 2013-11-15 at 2.08.46 PMYou can tell by the Twitter account of the Education Secretary in the United States that the education department is preparing for half the teachers in the United States to hit retirement age over the next 10 years.

Arne Duncan has stepped up his tweets about the potential approaching shortage of educators. The recruitment marketing campaign looks to be taking many forms, including: keep reading…

Your Job Listings Are Trying to Tell You Something

by Nov 7, 2013, 1:50 am ET

Screen Shot 2013-10-30 at 10.16.22 AMPut yourself in your prospective employee’s shoes. What would make you apply for the job you’re listing? Are you looking for a title, more money, or career advancement? Most people want these things, and most companies claim they can offer all of them and more. So, why is it so difficult to find highly qualified candidates for your open position among the hundreds of resumes you receive from online job postings?

The answer may lie in the content and quality of your online job listing, which has to not only reflect what you want from a candidate, but what a superstar candidate would want from you. keep reading…

‘Damning’ Report Says Facebook Marketing Doesn’t Work

by Oct 29, 2013, 2:51 pm ET

facebookDescribed as “damning,” “scathing,” and “brutal,” a Forrester report says Facebook is all but useless as a marketing tool, bluntly declaring “Facebook is failing marketers.”

“Don’t dedicate a paid ad budget for Facebook,” advises Forrester. “Marketers tell us Facebook ads generate less business value than display ads on other sites. It’s time to make decisions based on facts, not on faith or fascination. You’re just buying display ads!”

In a blog post addressed to Facebook CEO Mark Zuckerberg, the author of the report says,”While lots of marketers spend lots of money on Facebook today, relatively few find success … Facebook ads were less valuable than any other marketing tactic (marketers)  could use on your site.” keep reading…

Six Considerations for Powering Your Content Strategy

by Aug 27, 2013, 6:22 am ET

stock_photography-2Advertising open positions on static company websites is no longer enough to attract top talent and raise awareness of employment opportunities. Candidates want to find content when they comb the Internet for employment and professional development opportunities and when they interact with their network. Although content marketing remains a challenge for many recruitment marketers, some simple steps can shift your content strategy into high gear.

If you’re just getting your content strategy off the ground or looking at ways to enhance its performance, here are six considerations for boosting your content: keep reading…

Help Wanteds for Truck Drivers, Nurses, Retail Staying Online Longer

by Aug 19, 2013, 3:17 pm ET

Wanted Job posting timeBased entirely on how long a job stays online, truck drivers and nurses are the toughest jobs in the nation to fill.

The latter is not much of a surprise. Newspapers, blogs, and healthcare networks are full of reports about how tough it is to to fill nursing jobs, particularly in such specialties as surgical, critical care, and emergency.

However, the difficulty in hiring truck drivers has gotten far less publicity even as recruiting experienced drivers has become tougher.

keep reading…

Wanted: Good Looking Musicians For Flash Mob Performance In Unemployment Office

by Aug 16, 2013, 5:54 am ET

Toptal adCan geeks be good programmers and developers and network admins, and also be good looking?

Everyone in The Social Network was, but that’s Hollywood and Facebook. LinkedIn thinks no, and so did a bunch of IT and hacker-types, who, we are lead to believe, complained about the good looking women Toptal used in its job ads.

Now, this is the same group that rushes to download games like SoulCalibur, whose central character is the very busty, not to mention anatomically improbable, yet stunningly iconic Ivy Valentine. But never mind that. The harrumphing over the use of “suggestive” models in Toptal’s ads prompted LinkedIn to block the ads and lock out Toptal, creating a public kerfuffle when the developer networking site’s CEO blasted the action on the company blog. keep reading…

Industry Remembers Monster Leader, Founder of Modern Recruitment Advertising

by Aug 11, 2013, 3:49 pm ET

Bruce DorskindThe accolades and tributes continue to pour in for Bruce Dorskind, the man who so many credit with being a founder, if not the founder of modern recruitment advertising.

What Roberto Angulo, CEO and co-founder of AfterCollege.com, typical of the comments posted on brucedorskindremembered.com:

Bruce was a great connector. He knew almost everyone in the recruitment advertising industry, and he connected many of us. Because of him, companies merged, partnerships were forged, and friendships were made. He was a fountain of ideas and advice.

Dorskind, 62, who died August 2 after a long illness, was both a driving force behind the founding of Monster Worldwide and one of the global experts on baseball collectibles. His collection of baseball cards alone is one of the largest and most valuable in the world. His memorabilia has been displayed by several museums, including The Museum of The City Of New York. keep reading…

What Trends in Film-going Tell Us About Employer Branding

by Aug 9, 2013, 6:24 am ET

Screen Shot 2013-07-29 at 10.17.25 AMHollywood’s summer season is in full swing, and a Monday morning review at our company of the weekend’s box office led to an impromptu employee survey about appreciation of movies beyond the multiplex.

The interest level in old films is nonexistent among our 20-something graphic designers and account managers. None of them have ever really seen a black-and-white film or any of cinema’s best from decades past, which says something important about their relationship with films. Their generational disinterest in traditional narrative carries important implications for employer brand marketing. keep reading…

New Hershey’s Video Talks Candidly About a Recruiting Job

by Jul 25, 2013, 2:38 pm ET

My friend Bryan Chaney let me know about a new and very interesting video from Hershey’s, where you hear candidly about a talent acquisition job, and a little about the selection process. keep reading…

Pick the Right Recruitment Ad Agency and Get the Most From It

by Jul 17, 2013, 5:49 am ET

External recruitment marketing companies are not one-size-fits-all. The key to a successful collaboration with an outside agency is finding the right fit for your company and needs. Consider the following three questions when determining whether an agency is the right fit for your company: keep reading…

A WOW Recruiting Opportunity — Micro-Videos on Twitter and Instagram

by Jul 8, 2013, 6:39 am ET

Screen Shot 2013-06-28 at 11.57.03 AMBy now everyone knows that the future of recruiting will require the effective use of both the mobile phone and social media. However, you may not be aware that new features on social media giants Twitter and more recently on Instagram now provide the opportunity to effectively sell recruits with short micro-videos that are sent to their mobile phones. keep reading…

Findly Buying Bernard Hodes? No, I Didn’t Get That Backwards

by Jul 1, 2013, 10:38 pm ET

findlyHow’s this for a sign of the times: the 43-year-old recruitment advertising agency Bernard Hodes is being bought by a San Francisco-New Zealand upstart you may not have even heard of. keep reading…

Stand Out From the Recruiting Noise by Sharing Compelling Content

by Jun 27, 2013, 6:29 am ET

message overload.jpgThe online recruiting world is a noisy place. One search on Indeed for “developer” yields more than 145,000 job postings — all of which look remarkably similar. On the flip side, great people are being constantly bombarded with messages, thanks to LinkedIn Recruiter.

How does a company stand out from the sea of bullet points and template messages? By creating and sharing remarkable content.

Here are three ways that companies are using creative content to attract top talent. keep reading…

What Your High School Crush Teaches You About Recruiting Talent

by Jun 26, 2013, 6:40 am ET

Screen Shot 2013-06-18 at 11.26.54 AMWhen I was about 15 years old I discovered something that would change my way of thinking about attracting talent forever: my first high school love. We’ve all been there. Think about that boy (or girl) in high school that you adored. There seemed to be this glorious shine around him. Women wanted to be with him, men wanted to be like him. You were sure he was the love of your life (even though your best friend tried to talk you out of that). There was no doubt that you needed to be with him; otherwise you might not make it.

Thanks to chocolate and chick flicks, I’ve made it past high school heartbreak and am looking back in time to realize a striking similarity: attracting talent is like trying to appeal to your high school love. It’s possible they don’t even know your name, but you if you work hard enough to make them notice, you can score the date (or job interview). With just a few tips, you can be on your way to true (recruiting) love in no time. keep reading…

Engineers Stuck on California’s Highway 101 Can Tackle a Coding Challenge Today

by Jun 17, 2013, 12:01 am ET

designCodeEval (part of HireVue), is launching a series of challenges on the 101 Freeway this summer, a very popular Northern California commuting route for technology employees.

The first billboard launches near the San Francisco airport today, and involves a commuting-related puzzle. The billboards point you online, where you have to find the shortest distance between a set of startup companies in San Francisco.

There’s a not-so-subtle message at work here: keep reading…