THE TECHNACIOUS RECRUITER NEWSLETTER

July 16, 2009   view past issues

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Avoid Narcolepsy Online

WEDDLE’s Shirt Sleeve Summer Training Series

WEDDLE’s is pleased to offer a unique way to stay on top of your profession this summer:

  • 3 one-hour training programs offering state-of-the-art content via toll-free tele-seminar
  • 2 special features: world class instruction AND your own personal copy of WEDDLE’s 2009/10 Guide
  • 1 low price to attend all 3 sessions: just $133.00-that’s it for the complete series!

    The Sessions:

    July 21

    The Social Side of Corporate Career Sites:

    How to Reach and Recruit Passive Prospects from Your Own Web-Site.

    August 11

    The Medium and the Message Make the Magic:

    Composing Candidate Messages that Give Social Media its Power

    August 25

    Crowdcruiting:

    Capturing the Social Side of Your ERP & Resume Database

    For more information and to register, please call WEDDLE’s at 203.964.1888. Don’t delay. Seating is limited. Call today .

    Avoid Narcolepsy Online

    As many of you know, I’ve long been concerned about the terrible quality of recruitment ads that appear on the Web. In fact, I’ve often described reading job postings as a cure for insomnia. They’re so boring and so uninspired, they would put a brick to sleep.

    The only people who can stand to read today’s job postings, therefore, are active job seekers. They have no choice. Passive prospects, on the other hand, have plenty of opportunities from which to choose, so a lot of them chose to ignore the ads they see online.

    Now, it appears that this same affliction has seeped into ads posted on social media sites. Whether it’s on LinkedIn or Twitter, what we’re seeing today isn’t professional networking, but propagating narcolepsy online.

    Let’s look at ad titles, for example. A job posting’s title is its front door. Too many titles today, however, look like they lead to a house of horros. Consider these recent titles posted on LinkedIn:

  • Seeking Inside Sales Manager for Randy’s Ring & Pinion in Everett, WA
  • Seeking former Army Captain with supply chain, logistics, Army Force Generation (ARFORGEN) cycle, or materiel readiness experience.
  • JDE Purchasing Functional Analyst
  • .

    You can hear the snoring already. During the period I checked, the first and second titles generated exactly zero responses. Even active job seekers were turned off. The third title did manage to bring one response … from a job board urging the employer to post on its site.

    The shortcoming common to all three of these titles is their focus on features. As our colleagues in sales and marketing have learned the hard way, features don’t sell; features and benefits do. In other words, if you want someone to “buy” your organization’s value proposition as an employer, your ad’s title (and content) must describe both the key feature of that proposition and the value it offers to the prospect.

    For example, the first title above might be modified as follows: “Seeking Inside Sales Manager to Head High Performing Team at Leading Retailer in Everett, WA.” In this case, the feature is a management job in sales in Everett, Washington. The benefit is the opportunity to work with an established and successful group of people in an established and successful company. Why? Because the chance to work with winners is one of the key motivators for high performing talent.

    How do you produce such an ad?

    Here’s my suggestion for a simple 3-step process that will help make sure your ad titles generate interest among top prospects:

    Step 1: Identify the one or, at most, two key aspects of your employment value proposition that most appeals to top talent. How can you figure that out? Ask the top talent who already work for your organization. What should you ask them? Try this simple question: “What do you value most about working here?”. Or this: What single factor had the greatest influence on your decision to say “Yes” to our employment offer?”. Remember, the goal is not simply to find a feature-your company is big-but a feature and its benefit-your company is big so offers significant growth potential.

    Step 2: Find the right words to articulate the feature and benefit you identified in Step 1. Passive prospects have the attention span of a gnat, so your title must be short and clear if it is to have any impact. It must convey the information necessary to pique their interest and do so in the fewest number of words possible. That means avoiding buzz words whose meaning is vague or unclear-“employer of choice” is a perfect case in point-and focusing on words that make an emotional connection with “A” talent-“high performing,” “successful,” “leading” are good exemplars As long as the words express the truth, the more exciting, impassioned or moving, the better. What you’re trying to achieve with a job posting title is an impulse purchase-you want the reader to make a spur-of-the-moment decision to invest some time in reading your ad.

    Step 3: Test the ad title on your target population. Take the title (and the ad, if you’ve written it) back to your high performing colleagues and ask them if it accurately portrays what they most value about working for your organization. If it does, post your ad; if it doesn’t, refine the statement and check with them again. In other words, don’t post until your ad is good enough to transform passive prospects into active applicants. Why? Because the caliber of your ad is the first impression an individual has of your organization’s employment brand. And if the ad is so boring it puts them to sleep, it’s also the only impression they will have.

    A growing number of recruiters today invest hours online searching through profiles on LinkedIn or using Twitter to tweet with prospects. Many, however, won’t devote the same amount of time or exert the same level of effort to write good copy for the recruitment ads they post on the same sites. From a prospect’s perspective, however, both activities say something about the values and culture of an employer. The surest way to undermine your networking, therefore, is to publish narcolepsy online or what is now all too often provided as a job posting.

    Thanks for reading,

    Peter

    Visit me at CarerFitness.com

    P.S. Please tell your friends and colleagues about WEDDLE’s Newsletter. They’ll appreciate your thoughtfulness, and so will we.


    WEDDLE’s 2009/10 Guides Are Now Available!

    WEDDLE’s is pleased to announce the publication of:

  • WEDDLE’s 2009/10 Guide to Employment Sites on the Internet. This Gold Standard of guides to the Web’s 100,000+ job boards and career portals has been completely updated so you can make smart buying decisions for your organization’s online recruitment advertising.

    This edition of the Guide, our 9th, introduces an entirely new format: The Top 100, our pick of the most effective job boards and career portals on the Web, and the Best & the Rest, a directory of over 10,000 sites organized by career field, industry and geographic focus. And at just $39.95, it’s a true recession buster, as well!

  • WEDDLE’s 2009/10 Guide to Association Web Sites. The best talent are often members of their local, state, regional or national professional associations. This Guide enables you to determine which of those associations have the recruiting resources you need to connect with their members.

    The Association Guide lists over 3,000 associations by the career field, industry or location in which they specialize and indicates whether they have a job database, a resume database and/or a discussion area for professional networking. It is the only book of its kind in print and at just $49.95, it’s practically a steal.

  • How can you get these amazing resources? Click here to reach our online bookstore or call 203.964.1888 to order your copies of these truly unique recruiting guides.

    And don’t wait. Even if you’re not hiring at the moment, these books can be helpful to you. Their site profiles will enable you to pinpoint the best places online for recruiting, once the economy starts growing again. And if that takes longer to happen than you would like, these books also include useful information for a job search. So, don’t delay; get your WEDDLE’s Guides today!


    WEDDLE’s News You Can Use

    Learn Top Companies’ Secrets for Hourly Hiring

    Smart companies know their success begins with their front-line hourly workers. In his new book, Help Wanted & Help Found, SnagAJob.com Founder and CEO Shawn Boyer outlines step by step how to develop an hourly recruitment strategy that delivers bottom-line results. Take a look inside Help Wanted & Help Found.

    Recruiters have careers too, so take care of yours!

    Recruiters are being laid off in record numbers. Whether you’re already in transition ore fear you might be soon, you need a game plan to protect yourself. That’s what Work Strong: Your Personal Career Fitness System is all about. It not only tells you what to do for career success, but when, where and how to do it.

    What’s special about this book?

  • It introduces the Career Fitness System-a revolutionary philosophy of work and a regimen of daily, weekly and monthly activities that empower you to apply that philosophy to your career.
  • Using physical fitness as a metaphor, it presents an approach to career self-management that is appropriate for everyone from senior executives and seasoned professionals to recent graduates and those who are reentering the workforce after an extended absence.
  • In today’s world of work, you have only two choices: you can be the master of your career or you can be its victim. Get the tools you need to take charge of the one-third or more of your life you spend at work. Get Work Strong today! You’ll increase the paycheck and the satisfaction you bring home from work!

    And, don’t forget about others. Get Work Strong for yourself and for your spouse, your sons or daughters and even for your mother and father. Everyone deserves to Work Strong.

    To place your order, call WEDDLE’s at 203.964.1888 or click here. Don’t delay. Get Work Strong right away!

    Even Super Search Strings Won’t Work With the Wrong Keywords

    How can you tell search engines and computers what kind of candidate you’re looking for? Use Finding Needles in a Haystack. Just released by WEDDLE’s, it’s the first comprehensive listing of keywords for successfully searching resume databases online and off.

    The book provides tens of thousands of search terms and phrases for the:

  • engineering,
  • finance,
  • healthcare,
  • human resources,
  • sales & marketing,
  • technology,
  • and other fields.
  • If you’re not getting the yield you need from job board resume databases, data mining or even your own resume management system, this is the reference book for you. In fact, sourcing guru Shally Steckerl described this book as “A rare and uniquely useful reference guide for recruiters!” It doesn’t get any better than that!

    To order your copy, please call WEDDLE’s at 203.964.1888 or click here. Get Finding Needles in a Haystack today!


    Our Featured Job Board

    Site Spotlite … from the pages of WEDDLE’s 2009/10 Guide to Employment Sites on the Internet.

    There are 50,000 job boards now in operation in North America and an equal number operating elsewhere around the world. The key to recruiting top talent online, therefore, is knowing where to find and how to select the best sites for each of your requirements. WEDDLE’s 2009/10 Guide profiles The Top 100 employment sites on the Web today and provides The Best & the Rest, a listing of over 10,000 such sites worldwide. It’s all of the information you need to determine which job boards will deliver the optimum yield for you. For example:

    Bankingboard.com

    http://www.bankingboard.com

    Post full time jobs: Yes

    Post part time, contract or consulting jobs: Yes-All

    Distribution of jobs: National-USA

    Fee to post a job: Under $151-200/posting

    Posting period: 60 days

    Can posting be linked to your site: Yes

    Resume database: Yes

    Number of resumes: 2,500,000+

    Source of resumes: Direct from individuals

    Top occupations among visitors: Finance & Accounting, Management, Sales & Marketing, Banking

    Other services for employers: Discussion forum for networking, Assessment instruments, Automated resume agent, Banner advertising, Status Reports: postings & banners

    Member, International Association of Employment Web Sites: Yes


    Get WEDDLE’s 2009/10 Guides Today!

    WEDDLE’s is pleased to announce the publication of:

  • WEDDLE’s 2009/10 Guide to Employment Sites on the Internet. This Gold Standard of guides to the Web’s 100,000+ job boards and career portals has been completely updated so you can make smart buying decisions for your organization’s online recruitment advertising.

    This edition of the Guide, our 9th, introduces an entirely new format: The Top 100, our pick of the most effective job boards and career portals on the Web, and the Best & the Rest, a directory of over 10,000 sites organized by career field, industry and geographic focus. And at just $39.95, it’s a true recession buster, as well!

  • WEDDLE’s 2009/10 Guide to Association Web Sites. The best talent are often members of their local, state, regional or national professional associations. This Guide enables you to determine which of those associations have the recruiting resources you need to connect with their members.

    The Association Guide lists over 3,000 associations by the career field, industry or location in which they specialize and indicates whether they have a job database, a resume database and/or a discussion area for professional networking. It is the only book of its kind in print and at just $49.95, it’s practically a steal.

  • How can you get these amazing resources? Click here to reach our online bookstore or call 203.964.1888 to order your copies of these truly unique recruiting guides.

    And don’t wait. Even if you’re not hiring at the moment, these books can be helpful to you. Their site profiles will enable you to pinpoint the best places online for recruiting, once the economy starts growing again. And if that takes longer to happen than you would like, these books also include useful information for a job search. So, don’t delay; get your WEDDLE’s Guides today!