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What Recruiters Can Learn From the TV Industry

by
Erin Palmer
Sep 26, 2012, 5:40 am ET

image from the UCLA Film & Television Archive As the new fall television shows are starting to air, viewers across the U.S. are deciding which shows they want to check out. This sort of judgment process is nothing new to recruiters. In fact, the recruiting process is much like getting a new TV show on the air. Television is broken down into three primary areas: the pitch, the pilot shoot, and the acquisition of viewers, all of which contain valuable lessons that recruiters can learn from.

The Pitch

Writers get at most 10 minutes to convince a network executive that their ideas are worth pursuing. A good pitch is a lot like a good job description: dynamic but concise; intriguing but clear; persuasive but direct. Here’s how to pitch a position: keep reading…

Recruit Wants to Be Global Recruitment Power

by
John Zappe
Sep 25, 2012, 7:53 pm ET

With the acquisition announced today of Indeed.com, Recruit.com has taken a major step toward becoming a worldwide recruitment powerhouse, directly challenging CareerBuilder, Monster, and Indeed’s most direct competitor, SimplyHired, for a share of the global employment advertising market.

A curiously eclectic conglomerate with holdings in the B2C classifieds and direct sales marketplace, Recruit has been moving aggressively to expand its human resources market, and broaden its footprint from Asia Pacific and especially Japan where it is headquartered. In the last two years, the company spent more than $700 million buying American staffing firms, establishing its first U.S. presence while simultaneously become one of the top four or five staffing firms in the world.

Recruit already was the dominant staffing and placement firm in Japan, where it operates both job boards and employment agencies. It also owns a piece of 51Jobs, the leading publicly traded job board in China. Buying Indeed, the No. 1 or No. 2 most trafficked job board in the world (depending on what’s counted and how), Recruit leaves no doubt it intends to be a global player.

“I think that’s their goal,” said Paul Forster, co-founder and CEO of Indeed. “We are the No. 1  job site worldwide, which makes us a good fit with the company plans … They are looking to Indeed to be their tech platform worldwide.” keep reading…

Terminix Working on New Recruiting Ad Campaign to Bring Women to Bug Business

by
Todd Raphael
Sep 18, 2012, 5:47 am ET

A mosquito sits down for dinner

We’ve come a long way, baby — but not so far that women are beating down the door for a job that has to do with creepy crawlers.

Yeah, Terminix salespeople, even though they’re selling, not spraying, are mostly men. The company, owned by ServiceMaster, is working with TMP on trying to change that, preparing a campaign that will bring together “girls and bugs.”

We’ve talked about the pest-control business before: it’s not one of those industries a lot of college students, particularly women, say they’re dreaming about working in. Then again, the same could be said for urology, but that has its virtues. And people can surprise you: a car-racing company, for example, found that women were far more interested in clicking on its job ads than it anticipated.

These sorts of issues were what ServiceMaster started talking about around May of this year with ServiceMaster’s ad agency of choice, TMP. On the ServiceMaster side, Andrea Hough, in particular, was interested in reaching more females. After all, it is females of who often are the ones being sold to — the ones who make the decision to have someone douse the garage with something that’ll kill off underground domestic terrorists. keep reading…

Hire My Wife. She’s Not a Millennial

by
John Zappe
Sep 14, 2012, 3:36 am ET

This is probably only something a man who carries a gun could get away with, putting your wife’s picture on a billboard under the heading “Please Hire My Wife.” Oh, the embarrassment of it all.

We don’t know just what, exactly, Holly Stuard said to her deputy sheriff husband, when she first saw herself on a Toledo billboard. A few days later, what she told a Toledo newspaper was, “I didn’t know what to make of it … I had to go back and look.”

The MBA grad — which may explain a lot – had not heard from any employers at the time of the newspaper interview, so, good sport that she must be, said, “I’m going to try to have fun with it.”

And so are we.

When We Were Your Age keep reading…

The Best in Recruitment Advertising

by
Todd Raphael
Sep 6, 2012, 9:52 am ET

Check out these winners announced last night at the Creative Excellence Awards, the leading awards program for the recruitment advertising/marketing field. You can see the visuals companies like Boeing, Walmart, PwC, Panera, Pfizer, Capital One, North York General Hospital, HP, and Life Technologies are using to attract candidates. Some of the ads you’ll see include these types of advertising:

  • Transitioning military
  • Career sites
  • Print advertising
  • Brochures
  • Interactive media
  • Booths
  • Mobile marketing
  • Social media marketing
  • College communications
  • Referrals
  • Internal communications/retention
  • Diversity

Exciting Job Titles Can Be Powerful Recruiting and Retention Tools

by
Dr. John Sullivan
Aug 13, 2012, 5:16 am ET

It’s pure genius. The approach that I call “Compelling Job Titling” involves giving a job a compelling title, and because it costs virtually nothing, it may have the highest ROI of any single recruiting and retention tool.

That may sound like an outrageous statement but consider the example of “the genius bar” at Apple’s retail stores. From all accounts, the job itself is not particularly unique (you simply help resolve customer product problems) but with the job, you get the official company bestowed title of “genius.” Simply by giving this job a compelling name, Apple has been flooded with applicants and once in the job, geniuses stay longer than the average Apple retail employee. And the best part is that these powerful recruiting and retention results from providing exciting job titles come at no cost to the company. Currently popular compelling job titles include Jedi, Rockstar (used for over 2,000 jobs) and Ninja (used for over 8,000 jobs).

The Power of the “Genius” Title keep reading…

The Death of Superlatives in Job Ads

by
Justin Miller
Jul 31, 2012, 5:04 am ET

Recruitment agencies oftentimes fall into a trap when it comes to posting job ads. I get the sense they feel they have to sell people on the opportunity or the company through the ad’s title in order to get them to click through and read the job description. Think of when you were looking for jobs on Craigslist or Indeed and you saw titles like “In Need of a Marketing Guru” or “Looking for .Net Ninjas.”

Although at first glance I get what they’re going for, it’s an attempt to set their ad apart from the rest, and for that I can appreciate the effort. However, what I don’t think recruiters realize is the back-end implications they are opening themselves up to that can seriously handicap them in getting the perfect candidate. keep reading…

Monster’s Work With Formula 1 Team — More Social Media than Post ‘n Pray

by
Todd Raphael
Jul 24, 2012, 4:47 am ET

Monster and its client Marussia — a British auto-racing team — are running a turbo-charged recruiting campaign for car-racing-related jobs, one that’s relying heavily on social media and video, and in particular a contest, a bit reminiscent of Sunglass Hut’s, that has entrants essentially doing a bunch of employment marketing for Marussia on Pinterest, Tumblr, Twitter, and YouTube.

This all began in the latter half of 2011. Marussia was a newer team (once called Virgin Racing) on the Formula 1 circuit that has hired 13 people this year and has 21 open jobs now.

Its HR team was practically a one-woman band, using Excel spreadsheets. That one woman was Katie Allen. Allen had been using agencies, as well as magazine ads, to attract people. The candidate experience was suffering a bit. Unbeknownst to her, her marketing department had been talking to Monster about a marketing partnership. Monster was, truthfully, a company that gave her slight hesitation. In her mind it was associated with, she says, a “high volume of candidates, with limited results.”

As conversations with Monster began, she began to change her thinking.

Marussia and Monster were, and are, looking for some fresh ideas for finding people, something to reduce headhunter spending in such a competitive industry with jobs like one involving buying metallic components. Marussia wanted Monster to help it appear “cool” and to have jobs that were so; in turn, Monster was happy to have a way to raise its cool factor — more on that latter point in a minute.

Marussia lacked the funding of some other teams, and was in less of a position to compete on what David Henry calls the “merry go ’round” of Formula 1 talent. It’d be harder to poach people from other teams. keep reading…

A Facebook Job Board — Yawn

by
Raghav Singh
Jul 12, 2012, 4:47 am ET

Someone I know who works for a struggling social media company recently asked if I’d heard about the excitement in the space. Not sure what he was referring to, I asked, and he mentioned Facebook’s plans to launch a job board. Oh, that. Yes — very exciting. I’m ecstatic — haven’t slept properly since I read about it. In case you missed the announcement, the board “will aggregate the job postings of third-party providers, making them available for search by Facebook users.” What an original idea. It’s not like one can find another site that aggregates jobs. Who says innovation is dead?

Given the less-than-stellar performance of Facebook’s stock and limited potential of the site to generate revenues, a job board looks like an easy solution to mop up some dollars that would otherwise go elsewhere. Given the perceived reach of Facebook, a job board is guaranteed to garner some interest from employers. The question for Facebook, or for that matter anyone posting jobs to it, is will it work? keep reading…

Facebook User Disappoints “Friends”

by
J.P. Winker
Jun 6, 2012, 5:20 am ET

Kip Hanson threw his followers for a loop on Tuesday when he photographed his Starbucks coffee and uploaded it to Facebook. Instead of the same venti dark roast with half and half he always posts, Kip’s followers were surprised to see a grande iced caramel frappucino.

“I was shocked,” Kip’s college roommate, Bill, exclaimed. “Kip is usually so reliable. He always gets the dark roast. I’m stunned that he would let me down so casually. And with a frappuccino? That’s just not like him.”

Comments on the posting reflected the widespread disappointment among Kip’s followers. Friends, co-workers, relatives, and people he forgot he had friended registered their dismay at Kip’s beverage post saying things like: “not cool, dude” and “WTF?!!!” or “drinking from the suc-cess-pool!” One of Kip’s college professors sent a private, angry message. It was too stern to post on Kip’s wall.

Kip’s departure from his normal routine has some of his friends suddenly wondering if they ever really knew Kip. Jeff Kelley, Kip’s classmate in the fifth grade, thinks Kip might have been “shining on” for some time now, and this might have been a peek behind the curtain showing what Kip is really like. He now suspects Kip has only been posting the good events of his life and not sharing the whole picture. Jeff says it makes him seem less authentic. “Either that or Kip is so whipped by his hot new girlfriend he thinks he’s dating Giselle and he’s going all ‘Tom Brady’ on her.” Kelley exclaims.

A quick poll of Kip’s followers suggests that many believe his account has been hacked, and they are no longer following the real Kip. While some loyal followers offer half-hearted rationalizations for Kip’s behavior, the number of Kip’s followers have declined since the incident. It is clear they no longer feel the deep sense of intimacy they used to enjoy with Kip on Facebook.

“I mean, he was always there, you know?” Said Kip’s ex-girlfriend, Amanda Blake. “Every time I’d check my FB account I could see that he was still there. He was still Kip. But then that Frappuccino? It’s like, I don’t know, did he really have veal scallopini for dinner on Thursday? Or check in at the gym at 6 a.m. Wednesday? Was he really outraged at the price of gasoline? Maybe he didn’t really ‘like’ my LOL Cat post. Maybe it was all a lie.”

When asked about the uproar, Kip says it’s been a tough lesson, but he now knows who is real ‘friends’ are. He also says he’s using Twitter now and has some new followers. He claims they’re more ‘free-spirited types’ who accept his alternative lifestyle.

——————-

So, you want to source candidates using Facebook? keep reading…

What to Consider Before Jumping on the Pinterest Bandwagon

by
Sajjad Masud
Jun 5, 2012, 5:38 am ET

As with other social media platforms like Facebook and Twitter, Pinterest was not designed with hiring in mind. After all, it’s not your typical recruiting site. So, using a traffic magnet such as Pinterest for this particular function requires some improvisation.

According to Dr. John Sullivan, Pinterest should be a strong contender when implementing new recruitment channels, and rightly so — it’s impossible to ignore the explosive growth over the past few months. Increases in user accounts, unique visitors, and pageviews have made Pinterest the third largest social networking site after Facebook and Twitter, respectively.

However, the challenge lies in attracting the right candidates: the ones that will not only benefit your organization, but also your bottom line. Additionally, while the traffic and usage patterns on Pinterest highlight its great potential for businesses, there are some fundamental differences that must be taken into account as organizations start looking at Pinterest as another important platform to engage with their target audience. keep reading…

Your Customers: A Near-perfect Recruiting Target

by
Dr. John Sullivan
Jun 4, 2012, 5:07 am ET

They are the perfect recruiting target because these prospects are currently employed (i.e. passives); they are diverse; it costs almost nothing to get a recruiting message in front of them and best of all; and they already know and like your company and its products. These perfect candidates are your customers.

Even though customers are generally the most-ignored recruiting source, some firms like Google, McDonald’s, Marriott, and Wells Fargo have realized that some of the best recruiting targets are their own customers.

Let’s take Wells Fargo as an example. It literally has millions of customers that use their ATM machines every year, so it only makes sense to try to recruit them as employees. Its approach is simple and cost-effective. It is reaching these customer prospects by merely adding a recruiting message to the receipt printed out by its ATM machines. The message is: “Now hiring. With you when you want a career opportunity that is right for you” (see the inserted sample of a “recruiting receipt”).

Why Customers Are Near-perfect Recruiting Targets keep reading…

Mixing Your Messages: Getting People on Social Networks Interested in Jobs

by
Raghav Singh
May 24, 2012, 5:18 am ET

Quick, what’s the last ad you saw on Facebook? Don’t start thinking — just say it. Can’t think of one? Well then, what’s the most interesting post you read in the last week? The one that made you click on “like.” I’ll bet you remember that.

There’s an object lesson on the reality of social networks. Just before the Facebook IPO last week, GM announced that it was stopping all ads on Facebook, citing poor results; in other words, sales. What wasn’t mentioned is that GM is just the most recent company to abandon Facebook, following the lead of Gamestop, J.C. Penney, The Gap, Nordstrom, and Banana Republic. That’s not very surprising. The social media ad platform company Mediabrix estimates that the click through rate for ads on Facebook is just 0.05%. It’s a little better on Twitter — the company’s estimates are that retweets of commercial messages are about 3% – 5%, but of course that’s among a much smaller user base than Facebook.

Many companies are finding that advertising and social media don’t mix well. While it’s still early, the evidence so far suggests that social media users respond more to engagement than commercial messages.

But engagement isn’t easy either. It requires having to develop a conversation with people in your network in order to get your message across, and that can be a lot of work. In a BusinessWeek interview a GM executive said that Twitter ads during the Super Bowl nearly doubled the company’s followers, but added that maintaining such a campaign was far too resource-intensive for the company because a company tweet “can’t look like it came from some corporate thing” in order to be effective. It’s very labor intensive and it can’t be automated.

Product Placement

If you’re going to try and sell people on social networks, then it should be like product placement in the movies — subtle, not intrusive. keep reading…

It May Be Worth $100 Billion, But How Many Hires Will Facebook Get You?

by
John Zappe
May 18, 2012, 8:30 am ET

As the investment world watches Facebook’s historic IPO today, marketers are beginning to wonder if advertising on the 900-million-member social network is going to yield anything close to the bonanza of its initial stock offering.

Just this week, General Motors confirmed it was cancelling $10 million worth of ads on the site because, said the Wall Street Journal, it found they “had little impact on consumers.”

The article arrived like a bombshell, coming just days before the IPO. It set off all sorts of debate in the marketing community — and beyond, of course — as experts weighed in on both sides. Rival carmaker Ford even jumped in, firing a shot on Twitter saying, “It’s all about the execution. Our Facebook ads are effective when strategically combined with engaging content & innovation.” Remember that part about “engaging content & innovation.”

For recruiters, this is more than just an interesting sidebar to the stock sale story; which, is opening (but won’t stay) at $38 a share, giving Facebook a market value of $108 billion. Rather, the General Motors withdrawal raises anew the whole issue of the effectiveness of social media recruiting, and Facebook specifically.  keep reading…

Fast-growing HR/Recruiting Tech Company Trying Its Own Employment Branding

by
Todd Raphael
May 16, 2012, 11:20 pm ET

The fastest-growing human resources technology company many have never heard of is having its own challenges attracting technology talent, and has begun a recruitment advertising campaign.

Cornerstone's billboard tonight on Santa Monica Blvd

It’s very early in the branding-advertising effort by Cornerstone OnDemand, one its CEO Adam Miller says will involve social media, and has already involved 18 employees running the LA marathon with company shirts on, partly to raise the firm’s profile.

Los Angeles is a massive, sprawling (the 37-mile drive home tonight from the Cornerstone conference took me a mind-numbing 3 1/2 hours) metropolitan area of about 13 million, but it’s not a magnet for tech talent like Silicon Valley is. (This despite a growing number of tech firms — including some in the HR field – that are setting up shop and calling the tech community by the monicker “Silicon Beach.”)

The value proposition for Cornerstone OnDemand candidates is multi-fold. keep reading…

Print Help Wanteds: Going, Going, Almost Gone

by
John Zappe
Mar 19, 2012, 3:13 pm ET

Remember when recruiters spent Mondays fielding calls prompted by help-wanted ads in the Sunday paper?

It wasn’t that long ago — not even a dozen years ago — that newspapers were where the recruitment dollars went. In 2000, the watershed year for newspaper employment advertising, the take came to nearly $9 billion, and some newspapers — the Dallas Morning News and the (San Jose) Mercury News in particular — had Sunday help-wanted sections larger than today’s entire editions. keep reading…

The War for Talent Is Returning; Don’t Get Caught Unprepared

by
Dr. John Sullivan
Mar 19, 2012, 5:31 am ET

the Zynga Ztrium

Here is a heads-up alert for you: be prepared because not only will the infamous “War For Talent” be returning to impact your firm, but it is already underway in its full intensity here in the Silicon Valley. Begin planning for this next round of talent wars, because once the intense competition begins, there simply won’t be time to catch up with, no less get ahead of your talent competition. If you’re not familiar with the “war for talent” phenomena, it involves a prolonged period of intense competition where top applicants are both scarce and arrogant, employees leave by the droves, firms regularly raid each other for talent, and bidding for top talent is commonplace. keep reading…

Video Asks Med Students to Try Urology

by
Todd Raphael
Jan 25, 2012, 3:57 pm ET

I have never met an unhappy, urologist anywhere.

You may not have thought you want to be a urologist. That’s perfectly understandable. But after watching a video — one that ended with the quote above — that won a marketing award, you may change your mind.

This clip called ”Why Urology?” was just honored with a platinum from the International AVA Awards competition. That’s a contest put on by the Association of Marketing and Communication Professionals, which gets about 1,700 entries.

The video was produced by the American Urological Association, and has been viewed nearly 5,000 times on YouTube. keep reading…

Avoid This Common Recruiting Mistake — and Forward This to Your Management Team

by
David Lee
Jan 25, 2012, 5:03 am ET

While talking about customer service on a radio program, I shared a customer service nightmare story last week that also happens to be a perfect analogy for the mistake so many employers make. More specifically, the way the business allocated resources to advertising vs. customer service mirrored the costly mistake employers make when it comes to recruiting, employer branding, and onboarding.

It’s a mistake you want to ask yourself if you’re making.

The story speaks to how often employers waste time, money, and creative horsepower when it comes to attracting and retaining talent because they put their attention in the wrong place.

So here’s the story …  keep reading…

Like the Teams, CareerBuilder’s Chimps Getting an Encore For Super Bowl XLVI

by
John Zappe
Jan 25, 2012, 12:17 am ET

Like the Giants and the Patriots, CareerBuilder and its controversial band of chimpanzees will be making a return appearance at this year’s Super Bowl in Indianapolis.

In this year’s 30-second commercial airing during the fourth quarter on Feb 5, the chimps wreak havoc with their human co-worker during a business trip, ordering 46 banana daiquiris, while brainstorming a poison ivy shampoo.

The chimps have proven to be an audience pleaser since making their debut in CareerBuilder’s first Super Bowl ad in 2005. The company’s three ads all made it into the top 10 in most of the popularity polls. The company reprised the monkey concept the following year, then tried a variety of other concepts, including viewer-conceived ads. keep reading…