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

On Becoming Discoverable - advice for job applicants

Eventually there comes a time in every period of employment that an employee starts to imagine the greener pastures that exist in other offices.  It's not that they've been courted by an unscrupulous recruiter, it's not that they are moving town or countries, it's not even that they've been fired for stealing stationery supplies and selling them on eBay. They've decided it's time to leave and it's on their own terms.

They lovingly craft themselves a new CV. They toy with the idea of of a video resume, or an infographic to show their creativity...then fire up Word and smoosh their details into a template.  They search the internet for a new role. They trawl LinkedIn and then they  find something; a glimmer of what might be.  They measure themselves against the requirements, ask friends about the company, research using Glassdoor and finally they click "Apply".

Then... nothing.

They were right for the role.  All the requisite skills, even a few extra ones that the hiring managers would love. So why are not being courted, loved, made to feel like the beautiful and unique snowflake they are by a whole gaggle of in-house recruiters?  Why are they lost, trapped in a black hole, ignored?

The answer...because they applied.

In many of the recruitment teams I have managed to date there is a odd behavioural pattern that I have noticed more than once.  Those CV's that have arrived through direct application are not as valued or deemed inferior to those that have been head hunted or sourced through some circuitous route.  This leads to a selection bias on the part of the recruiter to over state the suitability of a candidate that has been sourced through toil and denigrate the suitability of those candidates who apply directly because of their availability.  Because we have been told many times that the "good" candidates "aren't looking" or are "passive", those that are active must be inferior. This despite metrics that directly show that 10 to 15% of hires had come through direct applications!

There are many reasons why this could have happened.  The "groupthink" or herd behaviour of the team seeking to emulate a strong performer, a little cultural inheritance from a previous job or even an example of the Dunning-Kruger effect - the recruiter valuing their own perceived skills over that which lacked their "superior" touch.

It may not be the fault of the recruiter.  Some of the organisations I have seen use an applicant tracking system that deposits CV's of applicants to be viewed into "bins" or "buckets".  There has to be some linguistic reinforcement of perceived value here.  When I think of the contents of these inanimate objects I don't really see it positively.  In British English a "bin" is where we put rubbish or trash and a "bucket" is used for cleaning, it's association is with dirt or grime.  How many bins and buckets are filled with gold, or diamonds, or unicorns!  Institutionally we can do something to aid the shaping of behaviour here, why not refer to an internal talent "pool" and try to excise the negativity that could aid prejudgement?

So what can a candidate do?  My advice to a candidate looking for work is to make themselves discoverable.  Prior to applying, try to ensure that you have a footprint that means you can be found on the internet.  Google yourself.  Know where it is that recruiters will look for people with your skills.  For the developers and software engineers that I recruit there are a wealth of venues to utilise.  I am assuming you're OK with surrendering a little privacy to be discovered...

Firstly, LinkedIn.  Have a profile, make that profile detailed, feel cheap and dirty with all the spam you'll get you can always shutter it or delete it all together when you've found that dream job.  For a growing majority of recruiters LinkedIn is the first port of call, for some it's their only port of call.

Secondly, as a developer or an software engineer if you don't have an account on Stack Overflow you should. Any forum which is monetised for recruiters is a sure sign that recruiters are there and searching for candidates.

Thirdly, broaden your other social media footprint.  Have a G+ account, have a Twitter account, take down the drunken photos on Facebook because the more savvy recruiters out there will be looking here for you too.  If you list a job title or a company this will make you more likely to be found - check that "other" message inbox from time to time too!

Even if you only did these few things, pretty low effort, you'd be on the radar of more recruiters more of the time.  Now add to this your own blog, open source software contributions, your own website to further aggregate this stuff and you'll be surrounded in no time, of course when you've found that dream job you can take back some privacy and close or hide these accounts - you've only had to deal with those rascally recruiters on your terms and when you wanted to, that has to be better than sending that CV into the void, only for it to land in a "bucket", right?

On the origins of job interviews

Brilliant.

On the Cultural Normalization of the Recruitment Process

The recruitment process of old is long dead. The didactic hierarchy of employer as king and the cowering potential employee grateful for the opportunity "just to be here" is over.  In the tired metaphor of the "War for Talent", talent has won. Employers must now be more venturesome than ever before in their sourcing and courting of talent to add to their organisations.  We have seen the growth of internal sourcing functions, the lessening of reliance of third party agencies and entire internal recruiting departments swell in numbers.

No where has the pressure to uncover this talent been more pronounced than in the expansion of the global technical giants.  In the race to become dominant there is no country left un-visited, no university left un-plundered and no diversity group left un-infiltrated.  However, in the growth of these organisations where talent can be a direct corporate advantage there is a strange byproduct of the economic choices they have made.

Dublin is a city with just under two million people in the Greater Dublin area and due to it's lucrative tax incentives for companies to set up European headquarters there has more than it's share of large internet brands. Google, Yahoo, Facebook, LinkedIn, Twitter and eBay all have offices in the city to name just a few - a large number of the employees to staff these organisations are imported from the continent or further a field but the staff to support these are usually local hires, this is a rapidly decreasing pool of people who have the relevant experience and the availability.  Due to another cost reduction incentive - the use of the 11 month contract - many of these staff, particularly those in the HR organisations have worked at one, if not more of the other organisations.  This is where I feel the problem lies.  It's not that these individuals aren't great recruiters, all I've met in interviews and at events are, but in crossing the cultural boundaries, in joining new organisations they bring something of that culture with them.  This cultural inheritance is not only evident in physical objects but also customs, ideas and values.  When a recruiter from another organisation joins yours they have a preformed conception of what "works" proven by their previous experiences.  It is wholly natural for them to wish to replicate these experiences.  This can lead to practices that "borrow" heavily from the previous employer, from the selection of a software tool because "it worked for X company", the treatment of candidates in a process "we never gave feedback at X company" or even the style and number of interviews a candidate faces all can be held up to be judged as good and replicated accordingly.  There are always more insidious aspects of cultural inheritance here too, over engineered administrative processes, biases in sourcing and overly lengthy approval chains to name a few.

So why is this a bad thing?  If it works it's good right?  Right?

Maybe.  However, there is a casualty here.  Entire recruitment processes at these large organisations are becoming homogenized.  The recruiters, heavily targeted and fighting for a position at the end of their 11 month contract revert to "what works" rather than a recruitment process that will do more than simply test the suitability of a potential employee; it will communicate a true reflection of that company's culture.  As the number of organisations looking for great technical talent increases still further they seek to replicate processes that they assume are effective - how many organisations are still asking candidates "How many piano tuners are there in Brazil?" even when Google themselves have moved away from these questions, calling them "a complete waste of time".  The homogenization of hiring cultures across organisations will only lead to a lack of innovation, a cultural blandness that will leave the candidates unimpressed and the recruiters unfulfilled, cogs in a process.  Whether or not you aspire to a hire talent of the same calibre as Google or Facebook perhaps the answer lies not in the "Googlification", "Facebookification" or Nextbigthing-ification" of your hiring process but in the effective communication of your own corporate culture.  If we accept that the recruitment process is also a time for candidates to learn about your organisation an awareness of what you actually want them to learn might be a good thing.  Rather than be the beige old porridge, the pale imitation of a recruiter's previous employer why not look upon the recruitment process as a great chance to iterate, looking for ways to continuously improve,  to provide true value to the organisation.  You could even borrow from software development practices and look at A/B testing to see which practices work better for your candidates (yes you should always ask them for feedback), just don't get them to dance, that might be differentiation you don't want!

In conclusion, when building a recruitment team, adding to an existing team or even changing policies and processes - caveat emptor.  Ensure that you're not adopting practices have worked for you previously without holding them up to the scrutiny of your new situation.

A War on Attrition

The word "Attrition" as used by HR departments throughout industry seems like a semantic comfort blanket. In the same way as the terms "ethnic cleansing" and "collateral damage" are linguistic devices to distance ourselves from the reality of what is happening, so "Attrition" is a sanitised nomenclature for an unhappy reality that we'd rather not face. As a recruiter I like to add value by providing information to my hiring managers on what else is going on in the current labour markets, are our competitors hiring? at what levels? are salaries increasing? etc. Often when supplying this information I am asked about "attrition" within our own organisation. Traditionally these discussions take a familiar form - Why are people leaving? Do we care? How many can we expect to leave and What can be done?

One of the broadly prevalent anti-patterns of HR seems to be the absolute faith placed in process, policy and procedure without reasoning that we are dealing with real people. There is no allowance in a policy for the foibles of humanity and thus no flexibility. The faith in numbers approach has basis in sense - there will always be movement in the staff employed - people will move on, change careers, retire or even want to come back. Those with their numerical approach acknowledge that movement is normal - predicting staff turnover and reporting on it as a metric - without the consideration of the bigger picture, the process has blinded them to the real and ultimately more important questions of "Why is this person leaving?" and "Are we OK with that?".

I have spoken to organisations who have an "Attrition Policy" where a "Retention Strategy" might be more appropriate, in the majority of cases there is no forum to address concerns over status, hierarchical level or salary satisfaction beyond an exit interview by which time it's already too late. If you maintain a lovingly crafted file of the reasons individuals have left your organisation but do nothing about it, you're essentially just describing the lock of the stable door from which the horse has long since bolted.

If employees are leaving your organisation they are voting with their feet. There might be a myriad reasons as to why but obfuscation through process isn't a defence. Whilst it is rare to loose an entire workforce, however, it is increasingly possible to loose teams or key members from those teams that may have a dramatic effect on the organisation as a whole. This can be a tranche of people with a particular skill set or often more detrimentally a layer of experience leaving your organisation e.g. employees who stay for 4 years have a 90% chance of leaving in their 5th year.

There is no simple answer in solving "attrition", offering a safe forum for discussion of issues may lead to a better understanding of employee issues but this is still reliant on the information being acted on and being seen to be acted on. There is little more risible than employee charters or staff "councils" giving voice to concerns that are then ignored.

When people are leaving your organisation they are going to another employer that they see as "better". Everyone involved in the "exit process" or who has discussions with the employee should be seeking to discover what those "better" options are. Is it something as simple as a higher salary? A more achievable bonus? Better training? It is these things we should be monitoring not simply listing dissatisfaction with the current organisation - have no doubt your employee has been "sold" a new role - finding out the selling points will better aid you to avert losing more members of staff (if you are able to solve the issues) or at least enable you to compose a more compelling job description for the new hire you're going to have to make.

At the very least an organisation should have an awareness of reasoning behind leaving, enough awareness of the current market to spot a trend if it's occurring (this should come from the organisation's recruiters) and a sense or urgency when it's required to ensure than an expected turnover doesn't turn into a flood of leavers.

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.

Employee Happiness - throw cash at them right?

Recently I've been reading some of the work by psychologist Amos Tversky. Tversky was a cognitive and mathematical psychologist and pioneer in the study of systematic human cognitive bias and how we as humans handle risk. The following scenario is based on research originally completed by him.



Imagine you were offered two jobs. They are the same in terms of working hours, duties location and career prospects - in fact Job A is exactly identical to Job B in every way - except one, the difference between your salary and that of your colleagues. In Job A your annual pay will be £50,000 and your colleagues will earn £30,000. In Job B your annual pay will be £60,000 and your fellow employees will be on £80,000.



Which would you prefer?



Then, which would make you happiest?



Surprisingly when Tversky posed these two questions he got different answers. We'd all prefer to earn more money, but when happiness was introduced respondents felt that this had more to do with their perceived value to the organisation - even to the extent of being paid less at a perceived higher value. This is an interesting problem for those people currently in the job marketplace or in salary negotiation with a prospective employer.



What did you answer to each of the questions? Did you change your mind for happiness?