Back to regular blogging soon!
Showing posts with label sourcing. Show all posts
Showing posts with label sourcing. Show all posts
Monday, 23 March 2015
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!
Thursday, 22 January 2015
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
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
Monday, 12 January 2015
The Mis-Match of Algorithmic Recruitment
It's the not so distant future.
A mobile app linked to a wrist mounted wearable wakes you, at precisely the right moment. It monitors your sleep patterns and pulse rate and greets you each morning with a chipper "Go get 'em!". You dress and get ready to leave the house, the fridge has emailed to remind you that you'll need to buy milk on your return. You lock the door behind you with a swipe of your cell phone, keys are no more. Outside, you step into a self driving car and take a different route to the usual commute - the car knew about the traffic before you did. You arrive at work and boxes are moved into the previously vacant office next to yours. You weren't aware of a new co-worker. There were no interviews. They were algorithmically selected from the passive talent pool. Kept warm on a diet of Pinterest photos of the office and Youtube videos of kittens selected to be the most humanising for the Mega Corp you happen to work in...
As far as predictions of the future go the vision I offer above is hardly advanced. The technology exists for the wearables, the Internet of Things and the self driving cars, it's just that last part that seems incongruent.
In the growing adoption of technology for HR departments seeking to differentiate their sourcing efforts, the idea of algorithmic matching is seen to be the magic bullet in the "War for Talent". Beyond the clichéd war metaphors and gullibility of HR Tech buyers is the future of recruitment to be left to the robots?
Technology has made the discipline of talent acquisition better. We've moved far beyond the data entry and green screen databases of a decade ago. As a modern workforce migrates to online services so their digital footprint increases making them all the more easy for the new breed of sourcers to find. Now the future, according to some, looks set to be the automated addition of new workers and a touted increase in the skill of selection. I'm no Luddite but I can't help thinking this is a version of a technological utopianism whose primary supporters are those that seek to benefit financially from the adoption of the technology in question.
So many of the products available that claim to have solved matching are the same providers who don't recognise some of the fatal flaws that their products exacerbate. The primary example of this is the reliance on the quality of data on both sides necessary for a match. The majority of matching systems are parsing CV's and then matching against a job description analysed in the same way. This is exactly the limited key word matching that these systems say is so weak. Even when other data are relied upon to beef up the input, suggestions of LinkedIn profiles and even LinkedIn endorsements are laughable. Especially in the case of unverifiable LinkedIn endorsements like mine for "Midwifery" and "Cheese Making". Of course I'm totally brilliant at both of these things...
Even the more advanced of the matching algorithms that incorporate some elements of semantic search (context of search, location, intent, variation of words, synonyms, generalised and specialised queries, concept matching and natural language processing) are constrained both by the data the candidates provide and the job description or criteria the employer matches against. Anyone who works in recruiting will be able to quickly see that both of these sources of data are flawed and subject to constant change. Data in both these areas can be knowingly falsified, incomplete and always out of date.
This data is inherently flawed because people themselves are inherently flawed. Candidates will always seek to portray themselves in the best light, hiring managers will always add some extra "nice to haves" or even make the work of two people into one mythical job description. A matching algorithm is forced to make sense of too many moving parts and results will suffer.
In moving towards this style of recommendation the people in the processes are reduced to the status of commodities. Subtle nuance is lost and the chance for innovation curtailed by inelastic parameters. People are not a product. When Amazon presents you with a book based on your buying preferences it has only to reckon with your fickle, transient tastes. A book doesn't reject you because it feels it's too far to get to your house, or because the other books on the shelf don't feel your reputation is strong enough, a book doesn't want to work from is own home or have a counter offer from a series of rival readers...people do.
Recruiting is a constant stream of edge cases. Whilst a matching engine might work for less complex roles at large numbers, it won't help you compete in winning that all important "War for Talent" you were so desperately spending your way out of. The current level of technology is no match for the ability of a good recruiter. This is not an indictment of the technology, it's an acknowledgement of the greater problem that exists in the institutionally flawed HR departments and Recruiting processes the world over. Using a tool like this to gain another datapoint to inform decision making is a valid use - it's the shame of HR Tech that every new tool is paraded as "the answer". If the industry could wean itself off it's obsession with the novel and shiny we might be able to tackle some of these issues at the root cause and realise that the skills we learnt whilst toiling at our green screens might not be entirely redundant.
A mobile app linked to a wrist mounted wearable wakes you, at precisely the right moment. It monitors your sleep patterns and pulse rate and greets you each morning with a chipper "Go get 'em!". You dress and get ready to leave the house, the fridge has emailed to remind you that you'll need to buy milk on your return. You lock the door behind you with a swipe of your cell phone, keys are no more. Outside, you step into a self driving car and take a different route to the usual commute - the car knew about the traffic before you did. You arrive at work and boxes are moved into the previously vacant office next to yours. You weren't aware of a new co-worker. There were no interviews. They were algorithmically selected from the passive talent pool. Kept warm on a diet of Pinterest photos of the office and Youtube videos of kittens selected to be the most humanising for the Mega Corp you happen to work in...
As far as predictions of the future go the vision I offer above is hardly advanced. The technology exists for the wearables, the Internet of Things and the self driving cars, it's just that last part that seems incongruent.
In the growing adoption of technology for HR departments seeking to differentiate their sourcing efforts, the idea of algorithmic matching is seen to be the magic bullet in the "War for Talent". Beyond the clichéd war metaphors and gullibility of HR Tech buyers is the future of recruitment to be left to the robots?
Technology has made the discipline of talent acquisition better. We've moved far beyond the data entry and green screen databases of a decade ago. As a modern workforce migrates to online services so their digital footprint increases making them all the more easy for the new breed of sourcers to find. Now the future, according to some, looks set to be the automated addition of new workers and a touted increase in the skill of selection. I'm no Luddite but I can't help thinking this is a version of a technological utopianism whose primary supporters are those that seek to benefit financially from the adoption of the technology in question.
So many of the products available that claim to have solved matching are the same providers who don't recognise some of the fatal flaws that their products exacerbate. The primary example of this is the reliance on the quality of data on both sides necessary for a match. The majority of matching systems are parsing CV's and then matching against a job description analysed in the same way. This is exactly the limited key word matching that these systems say is so weak. Even when other data are relied upon to beef up the input, suggestions of LinkedIn profiles and even LinkedIn endorsements are laughable. Especially in the case of unverifiable LinkedIn endorsements like mine for "Midwifery" and "Cheese Making". Of course I'm totally brilliant at both of these things...
Even the more advanced of the matching algorithms that incorporate some elements of semantic search (context of search, location, intent, variation of words, synonyms, generalised and specialised queries, concept matching and natural language processing) are constrained both by the data the candidates provide and the job description or criteria the employer matches against. Anyone who works in recruiting will be able to quickly see that both of these sources of data are flawed and subject to constant change. Data in both these areas can be knowingly falsified, incomplete and always out of date.
This data is inherently flawed because people themselves are inherently flawed. Candidates will always seek to portray themselves in the best light, hiring managers will always add some extra "nice to haves" or even make the work of two people into one mythical job description. A matching algorithm is forced to make sense of too many moving parts and results will suffer.
In moving towards this style of recommendation the people in the processes are reduced to the status of commodities. Subtle nuance is lost and the chance for innovation curtailed by inelastic parameters. People are not a product. When Amazon presents you with a book based on your buying preferences it has only to reckon with your fickle, transient tastes. A book doesn't reject you because it feels it's too far to get to your house, or because the other books on the shelf don't feel your reputation is strong enough, a book doesn't want to work from is own home or have a counter offer from a series of rival readers...people do.
Recruiting is a constant stream of edge cases. Whilst a matching engine might work for less complex roles at large numbers, it won't help you compete in winning that all important "War for Talent" you were so desperately spending your way out of. The current level of technology is no match for the ability of a good recruiter. This is not an indictment of the technology, it's an acknowledgement of the greater problem that exists in the institutionally flawed HR departments and Recruiting processes the world over. Using a tool like this to gain another datapoint to inform decision making is a valid use - it's the shame of HR Tech that every new tool is paraded as "the answer". If the industry could wean itself off it's obsession with the novel and shiny we might be able to tackle some of these issues at the root cause and realise that the skills we learnt whilst toiling at our green screens might not be entirely redundant.
Wednesday, 10 September 2014
The Abusive Relationship between HR Technology and its Users
A green screen flickers in the corner of the office. It is "The System". Management don't understand "The System". It's a confusing, alien world. The bright horizons of technological advance leave those that guard the old ways of working squinting in the glow. As time moves on the piles of paper and files are replaced with computers and newer instances of the same system. Functionality moves forward, no longer the electronic filing system, now the system has snaked it's way into all aspects of the HR world. The system knows when you arrived, you tell it when you're going on holiday, it knows you got married, it knows about your children, it will will auto-generate your P45 and alert security to escort you our of the door.
Whenever I happen across an organisation that uses one of the "traditional" HR systems it's never long before the discussion turns a little Orwellian. I never hear these complaints from the management tier of the organisations - just those that are forced to interact with an outdated system that has been imposed upon them. As Human Resources became more computerised, efficiencies were created at the expense of those very same resources it wished to aid - the humans.
The biggest offenders of the dehumanisation of HR Tech are those systems that started life in the minds of the suppliers of manufacturing technology. If an HR system is has at it's heart the basic stuff of a supply chain management system is it any wonder that your employees will feel used by the system as opposed to valued or better in control of it. Of course this doesn't just extend as far as the end user. Limitations of a poorly implemented HR system can shape or even change HR policies themselves. You wanted to give that amazing maternity leave deal? Sorry, the system doesn't support it. Wanted to award industry beating compensation tracking? Computer says "no".
Technology in the human resources department became an ivory tower. The situation worsened as technology advanced in the outside world. Far from the gaining efficiency technology in human resources forces people to retain knowledge of arcane systems, to manage decaying programming languages and become beholden to dead data structures. Locked into vendor licensing agreements and having to deal with clunky technology everyday Stockholm Syndrome sets in. Gradually HR departments began to become more and more like the broken systems they used. How many HR departments administer to the people they used to represent solely through a system. How many of us have tried to talk directly to someone who works in HR only to be referred to a different part of system. In building the one-stop shop for everything HR would need, solution providers didn't stop to consider the the knock-on effects - the people processed by the new breed of catch-all technologies are left feeling empty and embittered. How many employees have come to resent their colleagues in HR because of the way they are forced to interact by poor software?
The provider of the solutions and those that buy the solutions are in a race to the bottom. They seem to go to great lengths to alienate both those who try to use the software and those who receive a service via it. In the ongoing dance between supplier and buyer of HR Technology the dance floor is left all but empty for the minority, whilst the majority stake holders, the users and those that are used, are left un-consulted. The problem here is a "perfect storm" of wrongheaded software production with a manufacturing bent meeting a buying audience that seem to be wilfully technologically un-savvy. The buyers of software in human resources are always looking for the new and the shiny, this trend is particularly pronounced in the sphere of recruitment where the improvement is always incremental yet the added value sold to the buyer is always exponential. Is there ever a new recruitment tool that promises an "edge" rather than a magical world changing experience. The naivety of the buying audience allows sub-rate suppliers to peddle hyperbole driven claims like arms dealers of solve-all magic bullets.
How many of the HR buying audience have decided on purchases for less than optimal reasons. How many of those would candidly admit to having wasted their budgets afterwards? In my career to date I have used some terrible software that I've had to use because of weird purchasing decisions and I've heard some terrible reasons for it's purchase. "The salesperson used to work here", "The HR Director knows X from the supplier", "We held a review and they presented better..." - all lousy reasons, and in all of these cases the person who made the buying decision had very little interaction with the system after the purchase. The self fulfilling prophecy of imperfect software being purchased for suboptimal reasons continues, locked in, hostages for the term of the next license agreement.
In striving to produce ever more sparkly baubles for HR Directors to purchase in their quest to appear relevant, software producers increasingly look towards other domains and piggyback on their "buzz". How many solutions in the HR world are now sporting the reflected glory of "mobile", "video" or "social" as a reason they will offer increased benefits? Recently we've seen a spate of Tinder clones for recruitment. "Machine learning" solutions who's matching algorithms seem to be attempting to solve the problem of having hired bad recruiters. Even video interviewing platforms, because video is the next "big thing"...after all it worked so well for all those cat videos on YouTube. As Jeff Goldblum's character said in Jurassic Park "...your scientists were so preoccupied with whether or not they could that they didn't stop to think if they should" - we're at a stage where any technological advance is seen as something for recruiters to exploit. Want to know if a recruiter understands "social"? If they show you all the wonderful work they've done with Pinterest and Instagram, they don't get it.
There is some light at the end of this dark and scary tunnel. A handful of suppliers are producing software that is not only good for recruitment and HR but good for the users too. Software at it's best in HR is responsible for the removal of a lot of the pain of processes, procedures and regulation that would normally cause friction. A great software solution removes the burden of repetition, it gives momentum and doesn't detract from HR doing what they used to best connecting with and advocating for the people they work with. There are some suppliers that understand that HR Technology doesn't have to be ugly. Using it doesn't have to leave you feeling miserable and depressed, there are even some suppliers who are making their users lives easier. There's the frictionless importing of candidates into the Workable ATS using a Chrome plugin, there are an increasing number of beautiful calendar apps incorporating to do lists that scale to support entire companies and there's even the easy way to do expenses using apps like Concur or Expensify. The difference is that there's a great tool for each stage not a mediocre tool for all stages.
The growing fragmentation in the marketplace has allowed for smaller suppliers to enter and give us some true innovation. I can only hope this also means that the clunky mega solutions of HR history don't have to be inflicted on many more employee populaces before buyers see the light. HR departments should realise that whilst technology is the great enabler, when it's old and outdated it's a great alienator. Employees have access to better hardware and software than their employers in many cases and this isn't tide going to reverse any time soon. The technically savvy HR managers will win the respect of their organisations or be doomed to lose employees to those that do. The days of "hired to retired" cradle to grave style bloated solutions are over. Using the right tool at the right time and having the courage to change that tool if necessary is becoming more and more important.
In October I'll be attending the HR Tech Europe 2014 European Conference in Amsterdam and I'm looking forward to hearing about the future of an industry which is at a turning point. The old vendors will be there no doubt, but I'll be looking for the innovators and the upstarts.
Wednesday, 27 August 2014
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.
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?
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? |
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?
Monday, 16 June 2014
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 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 |
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.
Friday, 25 April 2014
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.
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.
Monday, 31 March 2014
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.
Thursday, 27 March 2014
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.
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.
Wednesday, 19 March 2014
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...
"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...
Monday, 10 March 2014
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.
Thursday, 16 January 2014
Advertising a Vacancy in the Key of C#
There is a problem with advertising a vacancy on a job board. Not just the general problem of the decline in qualified candidates having to use job boards to find a new role but also the problem of standing out in a sea of other text all advertising the same type of vacancies. How can you make plain text stand out when it's just the same as everything else? Better yet how can you make it truly relevant to your target audience?
If you take the time to look at what your competitors are putting on job boards you might notice some strange behaviours. How many of the "adverts" are actually just job descriptions? A job description and an job advertisement perform two very different functions and should look very different. If you produce a job description and post that instead of telling a reader how amazing it would be for them to work for your company you're posting a list of demands in HR Speak.
This is the equivalent of a car manufacturer televising the turning pages of the technical manual, it's just so boring! Stretching the analogy further an advert for a new job should be just as aspirational as for a new car - we want all the cornfields on fire, explosions and leather clad luxury of a car ad. We want excitement, something that will appeal to the target audience and something that demonstrates that we, as an employer, understand them.
Today I worked with one of our developers to write a job advertisement in C#. What would have taken me an age obviously only took him a few seconds to write but the feedback was the best I've ever heard for any advertisement, after we finished he said - "I would apply".
We're currently trialing a number of different styles of advertising for our jobs over on our StackOverflow company page. It's particularly useful because we can see both page views and applications so we're better able to judge the effectiveness of an ad. I'm hoping this ad in code as well as other versions we're working on might encourage those that see them to explore a little further.
We're currently trialing a number of different styles of advertising for our jobs over on our StackOverflow company page. It's particularly useful because we can see both page views and applications so we're better able to judge the effectiveness of an ad. I'm hoping this ad in code as well as other versions we're working on might encourage those that see them to explore a little further.
- using System;
- using System.Linq;
- namespace CriteoQuestions
- {
- class Program
- {
- static readonly uint THRESHOLD = 5;
- static uint Question(string text)
- {
- Console.WriteLine(text + " [y/N]");
- string answer = Console.ReadLine();
- return answer != null && answer.Equals("y") ? 1U : 0U;
- }
- static void Main()
- {
- string[] questionTexts =
- {
- "Looking for a new challenge?",
- "Want to work in the heart of Paris?",
- "Do you enjoy solving hard problems efficiently and creatively?",
- "Would you like to work where Big Data is more than a buzz word?",
- "Want to work on a product at true web scale with 30B HTTP requests and 2.5B unique banners displayed per day?",
- "Would you like to know more?"
- };
- uint score = questionTexts.Aggregate<string, uint>(0, (current, text) => current + Question(text));
- Console.WriteLine(score > THRESHOLD
- ? @"Contact m.buckland@criteo.com today"
- : @"That’s a shame, you can learn more at http://labs.criteo.com/ maybe we can change your mind?");
- Console.ReadLine();
- }
- }
- }
What other ways are there to stand out when advertising jobs online? How can you make the limitations of plain text on a job board into advantages that will make your adverts stand out from the crowd?
Monday, 13 January 2014
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?
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 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?
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?
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