Video - Hiring for Startups - My talk at Talent Leaders Connect

Recently I was asked to speak at The Job Post event, Talent Leaders Connect.  I talked about startups, a little psychology and a hypothetical kitten kicking factory... no really!

 

Back to regular blogging soon!

The Bidding War for Talent - When Motivation is More Than Money.

The war for talent is a term coined by Steven Hankin of McKinsey & Company in 1997.  It has since become a cliché. It's used as both a rallying cry and a cause for concern for HR and recruiting professionals everywhere.  Whilst the "war" metaphor is overused and without appreciation of the nuance of hiring it has become popular to look upon hiring people as either winning or losing.

In the current labour market certain skill-sets are at a premium.  The current demand for developers/programmers/software engineers, call them what you will, in both the tech giants and the smallest of startups has led to an increase in the cost and the style of hiring.  Scarcity or the perception of scarcity has meant that salaries have increased.  This is even happening to the point that certain programming languages become annually fashionable, "Ruby was so last year darling! It's all about Python now!".

In support of the notion of that scarcity a raft of tools have begun to appear and enabled a new breed of recruiting professionals - the Sourcers.  In the new paradigm more weight is given through the sifting of information and "finding" is the goal, occasionally it seems, at the expense of hiring.  The market seems to support this as more companies are created to solve the "problem" of talent discovery. In turn salaries rise and more tools appear.

I am in favour of developers being paid a fair wage for their work.  I'm even more in favour of the more skilled coders be paid better.  In my time as a recruiter so far I've personally hired developers on basic salaries as low as £25,000 to as high as £2,000,000 (really!).   However, there's a problem in how the industry is accessing this skill set.  Increasingly, recruiting departments facing the need for volume have dehumanised the very people they are seeking to attract to the point of commodification.  This seems to have affected developers even more so as the traditional HR departments demonstrated their lack of understanding of their technical staff.  In the climate of scarcity and increased demand the recruiting industry has responded by shifting the easiest lever to pull, money.

This seems to make sense at the surface level.  Surely people will be more motivated to apply for a new job if the salary is higher than their current remuneration?  The latest aberration of this mindset is the online auction for talent, Hired.com.  Here recruiters effectively bid for the opportunity to interview candidates. There's even urgency injected in the form of a time limit on the "auction".  Here's the real problem for me, any tool that changes the behaviours of an organisation it is being utilised by is also changing or at least reflecting a different culture.  For the candidate who is looking for a role having a rabid pack of companies compete for you may seem flattering but the truth is in this eBay of humans the "product" being sold is the very people Hired has ostensibly been set up to help.

Edward L. Deci is a Professor of Psychology and Gowen Professor in the Social Sciences at the University of Rochester, and director of its human motivation program.  Deci has conducted a multitude of experiments on human motivation and uncovering the "why" of why we do the things we do.  Far from agreeing with the prevailing thought that explicit financial reward was a motivator for increased performance he found the opposite "When money is used as an external reward for some activity, the subjects lose intrinsic interest for the activity".   The basic certainties we hold about labour and "work" haven't really been updated since the industrial revolution.  The initial boost of productivity offered in response to the external motivation of money soon wears off - to hold interest and that increased productivity there has to be something more.

Employers who base their attraction strategy solely on a financial driver are missing the opportunity to attract potentially better suited candidates to their roles.  Whilst is may be true that working in a larger organisation may offer a higher financial reward this may come at the cost of other areas of reward - the ability to make a personal impact on the product, recognition or even a sense of personal pride.  As an employer who competes only on price you always run the risk of being priced out of the market yourself.  A developer role at a games company may be fulfilling and a passion project for someone, a larger games studio can afford to pay more and cherry pick individuals, however when those skills suddenly become important to an investment bank with even deeper pockets individuals motivated by money can be further tempted away.

Corporate recruiters have blindly accepted that the way to engage the job seeking community is the price tag and minimal description of the role or why it matters to the larger organisation.  As recruiters we are taking away some of the best ammunition we have in this "War for Talent".  If you can communicate what a candidate will be doing, who they'll work with, why that's important and how they'll go on to contribute to the future of the company you might just see a greater engagement from those that see the ad.

If winning isn't just ownership of the "resource" but winning the engagement of a person, the "hearts and minds" if you will how can we compete?  The answer is to know your true value proposition.  You might even want to consider talking to your current employees and asking what made them join. Tell your potential hires why they might like to work for you, not just that you have a spare desk and have priced their skills in relation to your competitors.  Venues like auction sites are not the answer for true long term engagement, for that we need to make sure we are creating roles that people would love to do - that they are paid fairly in relation to their peer group and rewarded for the value they add should be a given.

“You can only become truly accomplished at something you love. Don’t make money your goal. Instead pursue the things you love doing and then do them so well that people can’t take their eyes off of you.” - Maya Angelou

Job Titles and Perception - Ninjas, Gurus and Rockstars?

Somewhat unfairly, I tweeted this comparison recently.

The photo compares the titles afforded to two luminaries of the technical world.  One is Sir Tim Berners-Lee, he implemented the first successful communication between a Hypertext Transfer Protocol (HTTP) client and server via the Internet and is often credited as being the "Inventor of the World Wide Web".  The other is David Shing, a speaker and futurologist for AOL, the American mass media organisation.  I offered the comparison, as unfair as it is, flippantly and the seeming disparity for Berners-Lee's humility and Shing's presumption seemed to hit a nerve with the twitter audience.

As a recruiter it makes me think.  If we can all see a disparity so huge in this example that is becomes absurd why do we still see people using titles that seem at odds with an individual's function in an organisation?

Your job title communicates a lot more than you might realise.  Regardless of what an employer calls you most are pretty indifferent to you presenting yourself differently online.  The titles people self identify with can have a larger affect on the perception of the individual than you might expect.  Particularly in technical organisations there are a wealth of titles that are used to describe the same role - so how does the onlooker separate the Ninjas, Rockstars and Gurus from the Craftsmen, the Programmers and the plain old (like Sir Tim) Web Developers?  In making a choice and opting for a "wacky" title you make a statement that will shape the perception of others.  In most of these cases, for most of the people I've spoken to, they see a correlation with self claimed Ninja, Rockstars and an overestimation of their own skills and abilities.  For most of the people I've spoken to there is a connotation to brogrammer culture and the identification as the "Ninja" in question seeking to portray themselves as the hero in their own particular story...

All of this might be fine.  If the employer you want to work for has this culture you'll fit in well and probably be successful.  I don't think it's helpful for potential candidates to seek to be seen in this light.  The best technologists I've worked with, "best" here being the feedback from peers and the community, were also the most humble.  These were the people who had created tools and languages the world over, known in their fields as leaders and yet they let their achievements speak for themselves.

What then of a company that advertises to hire a "Rockstar Developer"? If a company advertises for Ninjas, Gurus and Rockstars does the reader infer that they are a fun place to work with little hierarchy or that the environment will be competitive and celebrate the individual over the team as a whole? For me that distinction is too great of a risk, I wouldn't want the advert to put people off applying for a job they might be otherwise perfect for, at the very least I'd prefer a part of the process to determine their fit rather than their reaction to a joke job title.  Whilst this might be true for me and the companies I recruit for if might not be the same for your organisations.  For example this video, recruiting developers for Kixeye, might illustrate they'd love some Ninjas to apply.  A company advertising might want to take the time to reflect on what their job title means for attraction.  Remember that whilst you might love the fact your business card proudly states you're a "Ruby Ninja", a "Marketing Badass" or even the "Chief Instigation Officer" (yes really!) the communication of these ideas is a two way street and your true meaning will always be affected by the listener's own values, attitudes and beliefs.

Whatever your job title and however you want to portray yourself, awareness is key.  The next time you have to respond to this type of job title this site might help.  For employers who might be using these job titles just for the shock value, I'm afraid that time has already passed, perhaps you could consider becoming a not for "Prophets" organisation?

Why the Recruitment Revolution won't be sparked with Tinder - Candy Crush for your Career?

The world of HR and recruitment software seems to be going through something of a renaissance as of late.  The world that was dominated by user-unfriendly bloatware is becoming increasingly fragmented.  As more players rose to fill the gaps in usability for a beleaguered audience so smaller competitors rose up too.  For a small provider or startup, HR is a domain ripe for disruption.  It bears all the hallmarks of an industry that at it's surface looks unchanged.  For the founders of startups who may have been at the unfulfilling receiving end of so many HRBP's in larger organisations HR is a logical starting point for your new disruptive software solution.

In the mists of history where HR met software has only led to monolithic structures or rebrands of logistics software. The people in these electronic processes treated in the same way as stock to fill shelves or car parts for an insatiable assembly line.  The same clunking UI that held payroll information for accounts and performance data for HR was rolled out and forced on recruiters for managing the applications of new candidates. The biggest competitive advantage was the supposed "ease" of managing a candidate process.  In effect this led to a system in which people applying to large organisations were held at bay with template emails and auto-responses.

There are a great number of new systems for managing recruiting in a way that is more effective.  If you're still managing the hiring process for your organisation in a "spreadsheet of doom" now is a great time to change to one of the newer systems - Greenhouse, Lever or my ATS of choice Workable are all enabling their users to manage applicants through the process in amore human way. (Provided you use them in a human way - template emails that sound like template emails still suck).

To match the rise of the new round of applicant tracking systems (ATS) we've also seen new tools for other areas of hiring.  Recently we've seen large rounds of investment for many mobile based "job discovery" tools.  They all have the obligatory cool names like Jobr, Emjoyment and Blonk. The trait these apps all share is their appropriation of the Tinder style user interaction.  Like a job? Simply swipe and you've applied, or at least made contact with the posting company. It's so easy!  And that's my problem.

"It's a Match!" ...but does either side really care?

There are enough problems with application processes that are too lengthy but to remove or lower the barrier to application to a simple swipe, by extension, must also lower the thought process behind the application.  Does scrolling through job listings on your phone equate to the same thought and consideration on the candidate side as seeing an advert, being taken to the companies website to learn more and then making an application?  There is an innate disposability in the action of a single swipe, there is little effort either physically or mentally in idly swiping through career options.  As a recruiter, I want more than that.  I don't want the company I work for in a beauty parade held up for the swipes of someone looking for a Candy Crush Career...

Whilst the act of application, that is expressing interest in a job via one of these apps or polishing a LinkedIn in order to apply, fulfils the basic criteria of "job seeking" it does seem to overestimate the impact of technology on human behaviour.  The "ease" of use for the candidate is the equal and opposite reaction from the Recruiter side who is now given over to service of a greater number of applicants that haven't really gone to the lengths of application they normally would have.

There are a greater number of applicants and it becomes all the more difficult to find the signal in all that noise.  Those who are not at the coal face of recruiting often tout an increased volume of applications as beneficial.  As if throwing more bodies into the top of the funnel will result in the same level of quality and increased output from the same recruitment team.  Whilst this can be true it's only true if the quality is maintained. Scaling a recruitment effort is much more than opening yourself up to more applications. The best adverts for vacancies should cause potential applicants to opt in or out and gauge their own cultural fit.  The worst metric for the success of any recruitment effort is the raw metric of applications.

Perhaps at the root of all this is the transient psychology of a Tinder swipe. People are time deprived and the application of the swipe to jobs seems like a saving but in effect shifts a burden to a recruitment function that will only truly engage if they too swipe your application.  Monotonous, machine like swiping. Less and less meaningful engagement. Just as Tinder was a nail in the coffin of notions of romantic love perhaps Tinder-clones for recruitment are just at odds with my romantic views of candidate experience?

The Magic of the Myers-Briggs Personality Type Indicator - The Technological Panaceas of Hiring that aren't.

Hiring is scary.

Hiring is a risky process that we all know can do irreparable damage if we get it wrong.  There are countless studies that all make the case that a false positive is more damaging that a false negative.  It's hard to "undo" a bad hire.  So how do we mitigate against this?

In the world of hiring there is an anti-pattern that the answer to the question of "how to hire?" is always answered better elsewhere.  We tell ourselves there exists a panacea for hiring.  There is a strategy to beat all others.  A technology so advanced that it alone is enabling a rival to mop up all that talent that's spilling all over the place.  In effect, in making strategic decisions about technology in hiring we have outsourced our facility for critical thought.

We believe the purveyors of these advances because they come with the trappings of authority. They quote statistics in polished powerpoint presentations, wield certificates with pseudo-scientific credentials or a hat.  So much of the decision making for strategy in recruitment has become about copying our competitors.  We assume that if something is working elsewhere it will work for us. Often this is based on information that is outdated and organisations don't change their processes to fit in with the new thinking.  Take for example the role of those "impossible to answer questions" pioneered by Microsoft and later Google.  It is now industry wide common knowledge that there is no correlation between the ability to answer these brainteaser questions and the ability to perform well in the role you are interviewing for.  Yet how many organisations are still asking them because they think they should be?  When was the last time you ran an audit of the questions asked at interview in your organisation?

Ever since companies have needed to hire people there have been providers offering them magic-bullet future predicting insights into their candidates.  With just a few answers to a test you can predict the suitability of a candidate for your company.  The granddaddy of these magical tests is the Myers-Briggs Type Indicator.

The test sorts it's takers into one of 16 different types each with a description that have now been misappropriated by HR departments to make wide ranging judgments about the suitability of prospective employees.  There have been many more erudite take downs of the lack of use of the MBTI this is a great place to start.

Here, as a primer, are a few reasons why the MBTI shouldn't be used in decision making when hiring -

• The test is based on the work of Carl Jung and uses his "types" in a way he said they shouldn't be used "Every individual is an exception to the rule," Jung wrote.
• Jung's principles were later adapted into a test by Katherine Briggs and her daughter Isabel Briggs Myers, who had no formal training in psychology.
• The test uses false, limited binaries that force the taker into a either/or choice often on measurements where a better representation is that we are all somewhere on a spectrum.  Jung himself wrote "there is no such thing as a pure extravert or a pure introvert. Such a man would be in the lunatic asylum."
• As much as 50 percent of people arrive at a different result the second time they take a test, even if it's just five weeks later.

Lastly and perhaps the best first step to make when evaluating the claims of any HR holy grail is to look at who stands to benefit from the introduction of any new test, technology or methodology.  More often than not this benefit is either financial or one of prestige.  In the case of the Myers-Briggs there is a self supporting industry of those that pay for the licensing to become testers and then propagate the test's worth within their organisations thus increasing the need for their own services.  The real winner in the "success" of the MBTI is it's producer.

This is a truism for any of the latest crazes and bandwagon technologies that present themselves in the hiring space.  If someone stands to benefit then they will tell everyone that it's the best thing ever and will change the face of recruitment as we know it.  Be wary of that hyperbole for that way lies a trail a misspent dollars.

The hard truth that we all face is of course that there is no one perfect system.  There is no solution that can be purchased that will solve all your hiring ills.  There are organisations that make great strides in their own hiring and those stories have worth.  However, as an industry we shouldn't seek to become an inferior copy of another's success.  Instead we should ask ourselves what are those aspects that seem to work for others that we could trial and adopt at our own companies.  Listen to the stories of others but know that the stories themselves are not the path to knowledge. Knowing something requires research.

We should think critically about both the message and the messenger before going ahead with those decisions that will shape our ability to attract and retain talent for years to come (or at least until the next bandwagon we jump on).

So the Myers-Briggs Type Indicator isn't magic. It's that magical thinking that is a failure of critical thinking. Not thinking critically about a testing framework that you later use as a reference point to inform your decision making is an act of sabotage against your employer... but then I would say that I'm an ENTJ.

What Developers Want - A Data-Driven Approach to Writing Engaging Adverts

When writing job adverts recruiters are often left to rely on a brief chat with the hiring manager.  They sometimes get input from one of the friendlier engineers and pair this with an old job description that has been slowly rotting on their  careers site for the past year.  The output of these less than ideal circumstances is a rehashing of the old job spec.  Some added promises of an exciting "culture" and an oblique reference to some new technology you may or may not get to use.  The advert is posted in the normal places and with little fanfare proceeds to garner a lacklustre response from candidates. A talent pool that is already bombarded with competing offers.

There must be a better way.  What if we could write a job description using the same words and phrases that our target audience are looking for?  If we could ask a large enough group of people what they are looking for then we could pull themes and even individual words from this dataset to create and advert that was engaging. Better yet, we wouldn't have to resort to the cliches and stock phrases from all the other job descriptions.

Coming by this dataset isn't easy, few people have the time to go out and interview the hundreds of prospective candidates needed to make it representative.  Even if an employer did this the data would likely be skewed by experimenter bias.  If only there was a way of reliably collecting this data from developers who felt free to say whatever they wanted.  Recently I discovered a way to do exactly this. Better yet the data was already captured for me.  

Hire my Friend is a new sourcing tool aiming to address the need for talent in the world of startups. Aiming to not expose that talent to unscrupulous recruiters or the volumes of spam they would receive on other sites.  Additionally it has some cool recommendation features, which made "endorsement" meaningful again.  I care more if a developer rates another developer highly than if the same assurance of expertise came from a colleague in sales, a school friend or their mum.  

On looking at the tool I noticed that candidate profiles, though anonymous and containing all the usual information, also asked one important question.  "What are you looking for?".  Suddenly I had impartial answers to that question from 13,000 (and growing) Engineers, Marketers and UX Designers.  After running a search for Ruby developers in London I had the data I needed, I pasted the answers into one long document and made that into a word cloud.  The larger the word the more frequently it occurs in the responses.

What Developers are actually looking for...

So what does this tell us?  Firstly that Hire my Friend's users are very much on target.  The majority of users are looking for work in small, startup teams.  It's the the details here that are more interesting for me.  I have always said that offering a job that is both rewarding and challenging is attractive, i.e. referring to actual problems to solve.  This is borne out by the answers given, the words problem, challenging, learning, solving and knowledge feature heavily.  The second biggest takeaway for me is the importance in stressing the "why" of the role you're hiring for.  Why is the work important? How will it impact the larger team and the rest of the company?  In describing the work we should ensure that we stress those elements that are "creative", "fascinating", "exciting" and "cool".

So given these answers how can we measure a job description against the data?  The same process can be used to evaluate our own job descriptions - here's mine

From the advert

For me the obvious difference here is between the active and the passive.  The job description has some of the same elements but still has some scope to be a better match. In a passive sentence, the subject of the sentence is acted upon rather than performing the action.  For a potential candidate this could mean that they are left with a sense of being used like a resource or that their individual importance in being downplayed.  What job seeker wants to be part of a massive swathe of hiring to become a cog in a machine? None I'd want to hire.  As William Zinsser says in his book On Writing Well, “active verbs push hard and passive verbs tug fitfully" a job advert should be a compelling call to action.

I'm going to use the Hire my Friend data to write different adverts and do my own A/B test.  It will be interesting to see if matching the word choice and elevation of individual over the companies own needs makes the difference I think it will.  I'll let you know how I get on.

Metrics that Matter

Firstly apologies to those of you that aren't quite as geeky about the numbers of recruitment as I am, I'll be back to ranting about the misuse of Pinterest for recruitment soon.  As I promised previously I wanted to give a little insight into those individual statistics that go to make up the metrics I use (or those I like to see) when recruiting.  Gathering this information isn't about producing a report simply to prove effort.  It is only the most unengaged stakeholder who can take solace in knowing that candidate and recruiters are somewhere in the building...  Gathering this seemingly disparate data points, in a consistent format (more on this later) is about creating a dataset that is alive and available to answer questions that may arise later... regardless of what those questions might be...

So what are the basics?  Those elements that you have to capture and whether that's in an ATS, a spreadsheet or typed up and popped in one of those old-timey filing cabinets.

Name, gender - All of your candidates will have a name, even if they have just one like a Brazilian footballer or Madonna they still have a name.  You should decide in advance on a format for writing these names capitalization, hyphenation etc this is to facilitate later use of names in mail merge or batch operations - candidates don't want to receive an email for "MAtthw BUCKLAND" so spell it right and you won't have to change 1000 name spellings at a later date.

Gender as a metric is of particular interest to me.  I've always worked in technical recruitment and it's an industry where females and transgendered people are under represented.  This metric can be combined with source to know which sources are productive for diversity goals and with the date ranges to know if and where candidates excel or fall down in your recruitment process.  This can facilitate later discussion and provide great evidence for changing processes later.

Role - the role the candidate applies for...this one really is basic to be able to slice numbers of total applicants by role, I hope everyone does at least this.  If not I guess they just tie CV's to the back of kittens and let them lose...

Gate Dates - Not Match.com for Farmers, this is the notation of the dates that a candidate moves through the hiring process.  Date of Application, Date of Phone Screen, Date of First On-site Interview all the way through to Date of Offer, Verbal Acceptance, Written Acceptance and Start Date.  GET ALL THE DATES!  So why track all these dates?  These date ranges can be used to answer a multitude of questions.  With values in these ranges reports can be compiled that show total length of process, drop-out ratios, expose bottlenecks in the process, expose waiting times and hold-ups, track notice periods... basically everything.  The date ranges and days elapsed are the bread and butter of recruitment reporting.  Do you currently know the average length of your interview process?  Does it vary a great deal?  Why is that? It's the interrogation of these dates that will give you those answers and perhaps when you have enough of an historical dataset predict time to hire of for future capacity planning... all for putting some dates in a spreadsheet or clicking those little calendar icons in your swanky new ATS!  Brilliant!

Source - Again a simple one, but it bears repeating, the source is how the candidate arrived in your recruitment process.  This should break down the source into broad categories that can tell at a glance what is a good source (a lot of quality candidates) a weak source (few candidates) or a bad source (lots of irrelevant candidates).  Example sources should differentiate between the "How" of the source too e.g. not just "LinkedIn" correct reporting should be "LinkedIn Search" and "LinkedIn Advert", this will enable you to distinguish between an active candidate application versus a directly sourced passive candidate.

Secondary Source - Some sources may require extra insight, you might need to know more for a later report.  If you have a primary source as "Event" this could be the particular Meetup, conference or pub you met them at.  A primary source of "Agency" might have the secondary source of the agency's name, for referrals it could be the refering employees name... remember they all have one...

Country of Residence -  I also like to track where a particular candidate is based this has multiple reasons, one might be for immigration purposes to highlight to internal teams where visa constraints may be an issue or delay a start date, a second reason could be to track individual sourcing efforts from a particular country... best of all most reports can include a lovely map showing where candidates came from...the prettiest metric :)

Contact Details - This should be the most obvious but still I see people finding value in the wrong things.  We all should know that a direct contact is better than a message delivered through a third party.  Simply put a telephone call or a direct email address are better than a LinkedIn Inmail.  If you only use LinkedIn to contact candidates and leaving it at that you're doing it wrong.

Last Employer - Want to know your pulling power?  Doing some competitor analysis?  Then you'll need to know where your candidates are currently working.

Recruiter - Who found the candidate and who is shepherding them through the process?  It's important that I'm not noting this to provide a productivity report for managerial consumption.  Unless all the members of the team are hiring for the same role in the same geography there is little to be gained from a direct comparison.  Raw numbers alone, stripped of context are not an aid.  They are a great example of one of the great flaws in gathering data - quantity isn't always preferable to quality.

Date of Last Contact - One of the consistent complaints and killers of candidate experience is the lack of timely feedback.  Even giving a candidate a short "no news yet" will pay dividends if you later wish to offer against a less communicative rival.  To overstate, if you track the last date you contacted a list of candidates you can very easily automate an email letting them know what's going on and when they'll get feedback.

Status - Decide on a glossary of terms that best fit your process, get the hiring managers involved in this process too.  Phone Screen, First Interview, Second Interview..etc.  Have as many of these as you feel you need.  Counting each of these each week will give you a very rapid view of the overall pipeline.  Hiring managers will love this, full on warm and fuzzy feelings.  Too often the work of the recruiter can look like a dark art - they go and stare at a screen and people magically appear for interviews - a weekly pipeline report just illustrating the numbers of potential candidates at each stage will calm even the most rabid of hiring manager.

There are more things to track of course and when real value can be derived from the collation of this data you'll find it quite addictive.  Best of all, when you start to move on from thinking the collection of data is just to describe the current status to instead thinking that you are creating a living, growing dataset that can be used to answer questions that haven't yet been thought of... you'll start to see why metrics really do matter.

The Itchy Security Blanket of Recruitment Metrics

The rise of more intuitive technology enabling the recruitment process has made for an interesting corollary - a rise in an organisation's ability to collect and report data connected to the recruitment process.  The increasing data driven programmatic approach to recruitment can do much to aid in the design and selection of a recruitment strategy.  Seemingly small changes can be tracked to measure their impact on the success or failure rates of a decision.

The growth in our ability to collect these metrics has been matched by a hunger within the stakeholder set as a whole.  Once a hiring manager has seen a report that gives seemingly scientific insight into the hiring process it will be almost impossible to revert to something which grants them less insight.  I'm not advocating that we take away metrics for these managers rather than we give them the access and supply the relevant context.  The greatest danger of data collection lies not in the information, but in its interpretation.  

So what metrics are appropriate to measure? What metrics can offer us certainty without falling into the the traps of selection or confirmation bias?  There are already a lot of hyperbolic blog posts like "The Top 10 Metrics You Must Have" or "7 Recruitment Metrics to Win" these miss the point.  The metrics of recruitment are best used for experimentation - tied to the continuous improvement of the team.  If you are producing metrics that will sit unopened in a spreadsheet to appease a hiring manager you are guilty of security blanket metrics.  Whilst you will feel all warm and fuzzy because you can prove that some *thing* is happening they will be of no real practical value, like butterflies pinned to a board underglass, nice to look at but not useful.

So whats the alternative?  When done correctly the term "metrics" is a misnomer.  The gathering of data around recruitment will give you a dataset which you can apply to provide insight into historical performance and to measure impact of the specific efficacy of projects the team undertakes.  In this way it's possible to see results in real time - does that new advert copy lead to more applications? You can see that! Which website is best to advertise on? You can test that! Did that rival companies announcement affect your response rate? You'll be able to see!  Did adding that photo of a cat to your website make it better?  Of course it did! You don't need metrics to tell you that!

What can't metrics do?  Predict the future.  In many of the articles I've read about recruitment metrics I've seen a large number of lofty claims about prediction.  All the while these claims are made without noting the limitations of the dataset we have access to.  It's the measurement of this dataset that will be the most effective use of business value not on fortune teller style inference of outcomes.  Statements like "we had 1000 applicants in 2013, so this year we will have 1500" are always going to be more wishful thinking than informed prediction.  Metrics can help in planning for the future but knowing the limitations of the basis of those predictions is key.  If we aren't aware of the limits of prediction we risk undoing the good that data can do and reaching for the crystal ball.  

In a future post I'll list the what and why of the metrics I like to measure.  Both for tracking team and individual performance within the team.  Hopefully you'll recognise it's a list high on building a dataset with experimentation in mind and low on fluffy feel goods and blame dodging.

Innovation in Job Hunting - Engaging the Recruiter

I always seem to harping on about what employers can do to encourage engagement from talented candidates.  Today I came across  reddit user Leah, who goes by Pastlightspeed, who posted photos of her recent application to two advertising agencies for an intern position.  It's hard to know how to standout in this increasingly competitive market and whilst Leah skirts the line between impressive and gimmicky I think the end result is both pleasing and communicates her potential well.

This isn't the first time I've seen this type of thing and whilst it lends itself well to creative professions I think there's scope to produce this kind of thing for other disciplines too.  In the past I've seen resumes submitted in LaTeX for researcher roles, as an API for an engineering role and a candidate at Facebook sent a single shoe - the accompanying message stating "...if the shoe fits".  All three stood out and all three got interviewed.  Of course you still have to interview well but thinking about the application process in a creative way could give you an advantage over other applicants and may help to pique the interest of even the most jaded in-house recruiters.

On "Culture" - “You keep using that word, I do not think it means what you think it means”.

How many job adverts currently advertise a "great culture", "a start-up culture" or a "Google-like culture"?  It seems as though the only company not shouting about how Google-like their culture is are Google themselves.  It's a particular bugbear of mine at the moment because it's not only a trite cliché it's also meaningless.

"Culture" as it is currently being used in job adverts has come to mean little more than a perk.  "Salary, Bonus, Life Insurance, Great Culture".  Whilst this doesn't make the top ten in my all time annoyances with how jobs are advertised it does make the mistake of entirely missing the point.  If the "culture" is a differentiator why wouldn't you tell a prospective candidate about it in lavish detail?  I think the issue here might be one of misunderstanding of the term.

So what is culture?  Broadly defined the culture of a company is the ideas, customs and social behaviour of a particular group or society.  These are the building blocks, the elemental stage of what we collectively called culture.  Without description of these ideas, customs and behaviours and why they are good bad or of no interest to a candidate mentioning it is redundant.

So what isn't culture?  Another facet of a lack of description in a job advert is a description of the wrong things a quick scan of well intentioned descriptions lists "beers in the office", "foosball" and "free food".  These things are not culture.  Just like empty pyramids and papyrus scrolls are not the sum total of Ancient Egypt any more so than the Parthenon and Feta cheese are the whole of Greece.  Whilst these things are of cultural significance as parts of a job description without more insight they are little more than window dressing, set up to be dismissed by all but the most earnest of job hunters.  Whilst a recruiter may think that they are choosing the most attractive attributes of a compensation package they must also ask themselves do they really want to attract the candidate who favours a free lunch over a technology choice or a chance for progression?

I think the answer lies in a system of first and second order signifiers when talking about culture.  Those elements you call attention to first should be the most pertinent to your audience.  In the case of a Developer role for example I think we should assume that a candidate would want to know what technologies are involved, how the company writes code, how the teams are organised etc.  I'd hope a great candidate would want to know all of this before hearing about the details of a benefits package...even if they include "onsite barber" and "free laundry".  These first order signifiers should be discovered when a recruiter qualifies a requisition.  This is the true insider knowledge and where the true indicators of culture lie, for example when saying the company has a flat-structure give the signifiers of this - small functional teams, 360 review process, accessibility to senior management.  If you say a company is innovative, tell the candidate how this is manifest - hackathons, internal discussion forum, cross functional collaboration etc.  Don't just say those Ancient Egyptians were "Good builders" tell me about the pyramids!  If you don't you're missing the best opportunity.  Make the sell of the role more compelling through authenticity, not just spewing the benefits package verbatim - don't be a perk-ulator.

Those second order signifiers are those items that apply to the general population of an organisation i.e. not role specific but company specific.  These are best used to reinforce the company's values, attitudes and beliefs.  If possible these should be coupled with assumptions that let the reader know about the thought behind them.  Google's "20% time" (despite it's rumoured death) and Zappo's "$2000 to quit" are great examples of this and offer a great stepping off point for later discussion with candidates.

Remember, the ideal job advert is not only attractive to those people you want to hire but also screens out those you do not.  If you write a generic job advertisement you will get a generic response.  A correctly worded ad to the right audience is a great first filter.  Candidates are not stupid, they will self select if they feel the role suits them and that is what should happen.  If you write a job description that everyone likes, everyone will apply but then of course you don't want to hire everyone...

Innovation in Sourcing - The Poaching Phone

I recently posted on the wealth of innovative techniques available to a forward thinking sourcing departments who are targeting known individuals in competitor organisations.  A Dubai based advertising agency, FP7, gives an object lesson in how to do this well and the direct return on investment they made from using this approach.

"We set out to expand our creative department, but hiring talent in the region is a constant struggle. Headhunters charge exuberant fees, so we did our homework and captured the attention of the region's best talent using the ultimate creative recruiter - The Poaching Phone. Faux industry Self help books were personalised to potential recruits and demonstrated how they could advance their career with us. Inside each book, an ordinary phone was concealed in die-cut pages and programmed with only one contact, our ECDs number. We then sent it out to infiltrate Dubai's top Ad Agencies. Within a week, we received the phone calls we were hoping for. A month later, we had 4 new members join our creative family. In the end, we saved 97% of our projected recruitment costs with a simple phone."

Four hires and a 97% reduction in projected costs make this a obvious success in the face of the "spray and pray" mentality of some sourcing strategies.

Innovation in Sourcing - Standing out from the crowd

The word "Sourcing" has come to be used in a particular way recently.  In an age of "social recruiting" the meaning of sourcing has become narrowed to the point that it really only relates to new ways of searching the internet or the latest in a long line of software tools to interrogate ever growing datasets.  However, as recruiters, often we already know who we want to target.  We know the companies they work for, we know the skills they possess, we know their titles, in some cases we even know their names.  The overly stalkerish amongst us sometimes even know their addresses...

In recent years there have been a number of landmark instances using more non-traditional tactics.  New companies wanting to make an impact, older organisations seeking out particular known individuals or just a grand gesture of recruitment, recruitment as an event or spectacle, existing to generate a larger story with the resulting publicity driving even more people to learn about the company. Further, frustrations over "access" to these candidates forces more innovative companies to imagine more and more innovative solutions to get their message across.  Some are clever, some confrontational, but all of them have made an impact beyond their original target audience.  Here are some of my favourites from over the years.

 In 2003 Electronic Arts in Canada took out some billboard space near the offices of rival games developer Radical Entertainment. Near enough to be read by the developers at Radical who had no problem working out that the message reads "We're Hiring".    The results of this obviously confrontational stance by EA didn't really do them much good - the team at Radical garnered a lot of positive press. The public love an underdog it seems.  Founder and CEO at Radical, Ian Wilkinson sums it up well "This has been far more aggressive than past attempts, but I have no reason to believe that this will be any more effective."

So overtly hostile attempts can often be jarring and work against you - at the very least they convey a lot more about the brand than was originally intended.  Here, EA were the giant trying to take down an independent success story, it didn't work but it has been done better.


Enter Google.  In 2004 this billboard appeared near the Ralston exit leading to Santa Clara, California.  A prime location for attracting the attention of the employees of Silicon Valley as they sat in traffic on their way to work.  Free from any branding the billboard itself is a challenge.  Perfectly aimed at their target audience of engineers and researchers who love to solve problems.   The problem itself led to a url that in turn led to another problem and eventually a pay-off and reveal that it was a Google recruiting strategy.  This is still talked about today as being ground-breaking and it certainly aided in the establishment of the mythical status of Google's hiring process.  Looking back it's easy to assume that "of course it's Google" but at the time they were pre-IPO, 1907 employees (as of March 2004) and they were already doing truly innovative things.  Interestingly, it also didn't stop them pursuing other more "grey" tactics too - at the same time they were winning hearts and minds, and enjoying massive viral publicity with their billboard they were also sponsoring job adverts in their own search results.  As well as sponsoring traditional job applicant search terms they also sponsored ads on the keyword/name "Udi Manber", who was then chief of Amazon.com's search technology unit, A9.  It would be just two years later that Udi joined Google...

These are both still broadcast messages, though it's true they act as a filter for talent, so the organisations only have to deal with those people who are able to answer the questions.  What if you already know who you want to talk to?  Not a type of person or a profile - what if you actually know the person?  

Video game start-up Red 5 Studios handpicked about 100 dream candidates, spent time learning about their backgrounds and interests from social networks and personal blogs, and airmailed each one a personalized iPod, inside 5 artistic nested boxes complete with a recorded message from CEO Mark Kern. More than 90 recipients responded to the pitch, three left their jobs to come on board, and many more potential hires discovered the company through word-of-mouth buzz generated by the search.  Whilst it is true that these types of initiatives have a higher initial cost for the more price-conscious organisation this can be mitigated by the quality of the potential audience - they targeted their "dream" employees. The saving in costs versus the same approaches made through an third party recruitment firm are not to be sniffed at.  Chances are a single hire made through an agency would have exceeded the total cost of this project.  There's also a third more intangible return on investment, the virality of this approach.  I am confident that there is a secondary impact of this type of approach the effect on other employees in the target organisation when told about the parcel and now the impact of this type of approach being shared on social media - the outlets of which have increased exponentially since Red 5 Studios did this in 2007.  

Facebook did something very similar in 2013 for hardware engineers.  As a pilot program they sent branded Raspberry Pi's to potential candidates they had identified as a good potential fit.  On connecting the credit-card-sized single-board computer they were presented with a personalized video giving them a tour of the working environment and a brief of where they would potentially fit in.  This type of approach is hard to ignore.

A mobile handset manufacturer could send their latest handset with a willing hiring manager's number pre-installed?  This would both show off the product and demonstrate the value the company see in the candidate.  Spotify already send tongue-in-cheek playlists to potential candidates, demonstrating the product in a fun way as well as letting the candidate know they are hiring.  There are dozens of these initiatives going on all the time.  Sitting back and waiting to resumes is unforgivable - what can your organisation do to differentiate itself?    

On Hiring Technical Women

I believe that even in my lifetime the advances that have been made in technology have been a great leveller.  Technology has enabled so much collaboration across so many different boundaries, across culture, geography, age, race and gender.  Even in my own career I have worked alongside teams from all over the world, on one particular project we had Brazilian, Chinese, and Dutch developers, working with an Australian project manager and a business analyst from Portugal working from a London office for a US based client.  They were a range of ages, races and genders.  I think the software they produced was better for the team's diversity.  Their range of viewpoints and backgrounds enabled them to better empathise with the eventual users of the software they were building.

I've been incredibly fortunate as the employers I've worked for not only recognised the importance of diverse teams but were also prepared to invest both the time and sometimes the money that was necessary to source candidates from non-traditional backgrounds.  The industry is already well aware that there is a shortage of technical women.  There are some brilliant initiatives in this area and most importantly some truly inspirational female role models for those entering employment.  I've been exceptionally lucky to work with just a few of them.  It seems as though the more forward thinking of employers have woken up to the realisation that a diverse workforce is a boon to productivity and the collective intelligence of teams.  These are leaps forward and while we should keep striving and not become complacent it is in the implementation of these initiatives that I have noticed some actions which are increasingly counter-productive.  Some recruiters, despite the best intentions, are doing more to alienate potential female candidates than encourage them.

I do not know how women feel about the hiring process, nor do I believe they think as a collective hive-mind, so whenever I get the chance I ask them for feedback.  How was the hiring process? What did they enjoy? What could I improve?  Questions I ask of all the candidates I shepherd through their recruitment process.  At a previous employer we had a kind of focus group of female developers and business analysts set to explore one questions "how can we hire more females?".  Whilst there were lot of ideas in the room there was one recurring theme that often stopped potential ideas in their tracks - no one wanted to feel or make others feel that the bar was being lowered for them.  They didn't want women only interview days, they didn't want woman-targeted advertising and they didn't want to be commoditised with the offer of increased referral bonuses for female candidates.

It is in trying to work against the stereotype of the "programmer" that recruiters often fall into the trap of pandering to an equally divisive stereotype.  Whilst stand-out cases of obvious crassness make news, like the ad posted to the Ruby User group offering female co-workers as a perk or at the other end of the spectrum LinkedIn's ban of a job ad showing a female web developer because it was "offensive", it's apparent that even when the industry thinks it's doing the right thing often it just gets weird.  Pink adverts, adverts featuring photos of lip stick and high heels (really) there have been some truly odd attempts to attract female candidates when filtered though the lens of a recruiting department.

Recently I met with a representative from a university women's group. She described a meeting with the Diversity Recruiters at a large investment bank.  They wanted to be involved with the women's society and wondered what would be the best thing they could do.  The women's group leader suggested that they might like to sponsor a scholarship for one of the female students.  A relatively modest award would ensure that a student would be "theirs", branded as such and available for publicity. This would also ensure that the lucky recipient would be relieved of some financial burden, maybe give up a part-time job, devote more time to study, even fair better because of it.  The Diversity Recruiters didn't agree that this would be the best use of the money, they wanted in their words a greater "return on investment".  So what was their suggestion?

Afternoon tea in a posh hotel.  The budget? The same as the scholarship.  This is a perfect example of not knowing your audience, of not understanding or at least not empathising.  The twee sensibilities of an HR department woefully out of touch with the audience they were trying to engage.    A true opportunity to help was squandered in favour of cream teas.  It's exactly the brand of corporatism that sees a company say they do work for the environment because they have a photo of the CEO planting a tree on their website.  It may well be benign but it's also pointless.  Gender like any diversity characteristic is too often treated as a checkbox item. It's as though some recruiters are more looking for Pokemon than people.

So how do I hire female developers?

I aim to hire highly-skilled, passionate people.  The adverts I place aren't for "Ninjas" or "Rockstars" or other "brogrammer" terms,  they are for software engineers, for people who like solving problems and who like having their work make an impact.  So how do I ensure I'm reaching out to technical women too?  I source, a lot.  As women area smaller minority of the greater technical population you have to look through more of that population to find them.  It's labour intensive but they are there you just have to look.  I have still run women only hackathons, and relied on the advice of organisations like Women in Technology and advertised in media aimed at a female audience, even increased the bounty for the successful referral of a female developer.  However, as a recruiter, first and foremost the thing I try to do is appeal to a passion for technology and find the best people I can.  If I'm looking for highly skilled people who are passionate about technology I know that I'm going to find some females in that group and I'm going to do my best to make sure that when I do talk to them it's with a relevant and interesting opportunity...but then that's what I want for every candidate.

The Perils of "Social Recruitment" or Putting the "Anti" in Social Recruitment

Many years ago, too many to remember clearly, I worked as a third party recruiter.  All the clichés were present and correct.  We'd "hammer" the phones, stand up to "pitch" and the paper resume was a valuable commodity.  Job seekers were putting resumes on-line and those passive candidates were found by guessing at telephone numbers and taking circuitous routes to get around secretaries and P.A's.

I'd love to say that the entire industry has undergone a sea change and we've gone through a Moneyball style transformation and that "Big Data" has made everyone's life better, and in some ways it has. However, for some the old ways of doing things don't seem to have gone away.  Social media and the growth of social networks have given us a tremendous opportunity to engage in a way unlike we as recruiters have never done before.  Unfortunately, there are some that seem to be going out of their way to ensure that's it's the noise not the signal that fills this new space.

It's my contention that the growth of social networks has led to a new openness in the sharing of information and the access to that information has meant that employers are effectively forced to partake in the conversation.  Before the growth of this new communications forum companies controlled the flow of information and with it the entry and exit points to information relating to their staffing, now they are up for discussion and comment.

It is in being, or attempting to be "social" that I see some recruiters struggling, or at the very least being ineffective.  Sourcing using social networks should be a pervasive part of how we reach out to an audience of potential candidates.  Their unique properties that allow us to  enter into conversations with applicants is exactly the reason they are superior to the job boards of old, and exactly the property that is being ignored. Here, in no particular order, are a few of my current pet hates of behavioural anti-patterns I see when recruiters are using Social Networks.

1.  It's a natural human trait to find the easiest path, to not have to repeat the same actions over and over again.  If you're looking for a role you feel is generic there is a tendency to make your messages generic too.  Specifically with LinkedIn there is a tendency to cut and paste messages.  While this will get your message to more people you won't get the response rate because people don't like to feel like they are generic - especially if that message calls out the candidate's "unique" skills then treats them like one of the herd, credit the recipient with some intelligence - they will know the message is a duplicate.

2. Social Media lets us learn a tremendous amount about a person before we make that important call.  Why then do some just rush to the first contact?  Using information that is out of date, or ignoring key parts will just be a waste of time.  If you call a a candidate and ask about the extensive work in C++ he did at university 12 years ago and not refer to the 5 most recent years he's been coding in Ruby, you shouldn't be allowed near a telephone.

3. At first glance automating the tweeting and status updates of job requisitions sounds like a great idea.  Jobvite is one a handful of applicant tracking systems that allow for the broadcasting of links and adverts of your live jobs through your own social accounts.  However, social media is an engagement platform not a bulletin board.  If you have a managed to get a number of followers or have a large network they will soon tire if your only update it to tweet links to an list of your vacancies. Effectively you are adding to the noise, you will be unfollowed, you will be ignored.  For a similar degree of success you might like to try shouting out job titles into a well - it's largely the same thing and at least there you'll have an echo.

4. When using a new network or forum for the first time it's important to gain an understanding of the norms and conventions of that network.  Lurk a little.  Learn how and where it is appropriate to make an approach.  A good example of this is joining a private group on LinkedIn centred around a largely technical discussion ignoring completely a tab marked "Jobs" and pasting your job ad slap bang in the middle of a technical debate.  You instantly alienate the audience and risk being removed from the group in short order.

5. Being present on a particular network is not a guarantee of success.  Being first to place a job advert on a particular network does not make you more innovative or creative than other recruiters.  If a network exists for a specific type of content don't try and circumvent this. If you do, you're just adding noise.  Text based job adverts on Instagram are a good example of this.  Instagram at it's best exists as a celebration of the visual form - or in more mundane terms as a platform for adding filters to a photo of a latte - why waste your efforts trying to circumvent the form?  Save Instagram for arty shots of your work environment, or find a happy employee and post their photo as proof they exist.

6. In adopting a more social approach there can be a tendency to ignore the socially established barriers that would exist in other forms of contact.  Some social networks are best used for discovery rather than contact.  For example, I might find a candidate using Facebook search or Twitter but for the candidate these could personal outlets rather than professional.  They may not welcome a contact here, knowing that a recruiter has found you on Facebook and has probably perused your photos and status updates doesn't make for a relaxed and comfortable candidate experienced.  Look at how a candidate utilises a network, if it's largely personal they might not want to be approached in a professional capacity on these networks, why not use a second network to make the approach?  Find them on Facebook and contact via LinkedIn.  Talk to them, don't stalk them, talk don't stalk!

Social networks allow for individual, tailored and above all, authentic approaches.  Social networks may well be the future of recruitment, but some old adages remain true - you only get one chance to make a first impression.  Make that first impression count, research, approach creatively, source intelligently and you'll get the responses and referrals you're looking for.  Smart sourcers make the candidate feel special and unique, their approach is measured and relevant, the lazy seek to broadcast, screaming into the void, looking busy and generating nothing.

Finally a post on social recruiting wouldn't be complete without an Infographic, so here's my snarky attempt.

The wrong way to do Social Recruitment | Create infographics

Video Nasties...they've got a recruiting video we should make one quick!

In an online world where YouTube is king of the video realm there are still many pretenders to the crown. There are in fact so many video hosting sites and aggregators of the web video that it was only a matter of time before the recruiting departments of the world's corporations jumped both feet first on to the bandwagon to give us an insight into why they are the right choice for candidates. Like websites in the early 90's there is a odd emotion of curiosity mixed with panic around the phenomenon. Online recruitment video is the new must have and when used well can only enhance the online brand of the company they represent. Of course there is a flip side to this and some companies seem dead set on trying to destroy their credibility at 24 frames a second and all in glorious technicolour.



So here are some examples, followed by my own lop-sided bias as to what I think works or doesn't work about them.



If you have to say something is "cool" it isn't. If you have to say something is "fun" it isn't. This is akin to finding your parents are using Facebook or watching an Uncle dance at a wedding.


OK so "Cool" shouldn't be stated explicitly. What about "Happy"? What do people do when they're happy?



Sometimes when I watch old episodes of "Friends" I think they look a bit dated. The 90's were a long time ago and this video from 2001 (BC?) looks a little less than fresh... It might also be a symptom of my British cynicism that means I balk at the almost religious fervour displayed by the "choir".

It's easy to get this very very wrong. However, it's just as easy to not fail completely but perhaps to dilute your message and to attempt to cover all bases thus alienating a good number of your target audience.

Modern net savvy consumers are aware of the mediated reality in which they operate. The self-referential irreverent style of post-modernity has become the norm for those companies trying to illicit a response from Generation Y. Flying in the face of this is "Corporate Branding 101" or iStockphoto-ism. This is where a large corporate either buys photos to use in it's branding OR worse still commissions photos that end up looking like they've trawled a Google image search. I like this next video, but it does feel a bit "iStock" and thus the message is commuted to "false" in my mind at least.



Not that I'm using this as a reason to bash Microsoft per se but have you seen the Windows 7 release party video? This is so monstrously bad that at first I thought it was a parody. "Someone MUST be attempting irony, right? This is a joke? Right?". A video so STUNNINGLY bad that Charlie Brooker was forced to coin the term "shitasmic" to describe it.

Back in the world of recruitment videos if you're trying to attract people the ultimate goal of your video should be the projection of company culture. Video, more than anything else in the marketer's remit has the potential to communicate the underlying values and attitudes towards employees without explicitly stating them. Why is this important? Why is it no longer OK to have a talking head on screen saying "This company I work for is cool"? For me the answer is simple...it's not ok because if you work for the company, they're paying your mortgage/rent you would say that! A "Great Place to Work" is inferred. Prospective candidates must feel aligned to the values or to those a video represents, in a recruiting campaign this is why we tell employee's back stories or even introduce them in the first place. It's also why so many corporate videos feature employees/actors of different ethnicities/genders etc in effect over proving their all encompassing nature, often despite the fact that we're all pretty wise to this now.

So what does work in a recruiting video? For me it depends on who you're trying to attract. There isn't a coverall message for candidates - there can however be an coverall message of a company's culture. A video can illustrate values and show the participants in that culture. True explicit mess ageing should be confined to "we are hiring" rather than the elitist "We are great...maybe you're good enough to join us" which risks the alienation of the prospective employee.

This video from Connected Ventures (the people behind CollegeHumour and BustedTees) is a great example, people having fun (it looks genuine!) Certainly above all it communicates culture of a working environment, it's a place where your colleagues are likely to get together and dance and sing! Whilst it may alienate some job seekers its a statement aimed squarely at the section of society they want to recruit.


Lip Dub - Flagpole Sitta by Harvey Danger from amandalynferri on Vimeo.


While this is all opinion and just my opinion there is one guiding factor... looking again at all these videos there is one clear deciding factor. Those that seem aware of their own culture and their audience have a couple million more views. As candidate sourcing is often about numbers of the right audience applying getting your message out to a few million more potential employees has to be something worth striving for.