JOB BOARD JOURNALIST

August 8, 2013   view past issues

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Don’t Miss the IAEWS Global Benchmark Survey

Don’t Miss the IAEWS Global Benchmark Survey

There’s still plenty of time to sign up for and participate in the IAEWS Global Benchmark Survey. Why bother? There are three good reasons:

  • It is administered by an independent research team from The Ohio State University, so your data’s confidentiality is protected and the resulting analysis will be world class.
  • You aren’t simply handed a final report and left to interpret it on your own, but instead are invited to attend both an in-person and a virtual discussion forum with other survey takers.
  • The results are cross tabbed by a number of factors including site size, traffic, market, and location so you can make apples-to-apples comparisons and see exactly where your site stands.
  • So, take advantage of our easy registration and sign-up now: Simply send an email with your signature block to director@employmentwebsites.org and tell us to “Sign Me Up.”

    Help Your Customers Write Persuasive Job Postings

    In his 2006 book Influence, Robert Cialdini identified six sources of persuasion. They are involuntary responses that come from deep within our psyche. While all can play a role in recruitment, one is particularly important in today’s hyper-social environment. Psychologists call it “social proof,” our predisposition to follow the lead of those we know and trust.

    It’s no secret that the War for Talent has morphed into a battle for the best talent. And, it’s also no secret that the best talent have attributes and characteristics that are different from everybody else.

    First, they are almost always employed. In order to recruit them, therefore, we have to convince them to do the one thing we humans most hate to do: change. We have to convince them to go from the devil they know (their current employer, boss and commute) to the devil they don’t know (a new employer, a different boss and a strange commute).

    Second, top performers are good consumers. They can be intrigued by a well written job posting, but they consider such content nothing more than an unproven claim. They know an employer is putting its best foot forward, so they need proof that the claim is accurate in order to commit.

    Many recruiters assume they are providing such proof by describing their employer’s culture, benefits and values. They aren’t. Why? Because people aren’t moved by organizational evidence; they’re persuaded by social proof. As Cialdini defined it, that response occurs because “people will do things they see other people doing – especially if those people seem similar to them.”

    Social Proof for Top Talent

    While social proof affects everyone, its impact on top talent is governed by the second half of its definition. They are most likely to be influenced by others just like them. In other words, the best talent have a third characteristic: they listened to their mother. And, the first lesson they learned from her was “Don’t speak to strangers.” They will follow the lead of others, but only if that lead comes from a source they know and trust.

    What or who can be that source?

    Whether it’s fair or not, the reality is that in today’s cynical environment, top talent is unlikely to feel as if they know or can trust an employer. The media has reported on too many organizations that have mistreated their employees, committed financial crimes or degraded the environment.

    Therefore, the only source that matters to top talent is their peers. They may not know these people as individuals, but they do share a common professional interest, vocabulary, value set and outlook. Peers can be trusted because, from a top performer’s perspective, they are putting their faith in themselves.

    How should that play out in a recruiting process? There are numerous ways for it to happen, but first, create a job posting with embedded social proof. Such an ad:

  • avoids vocabulary only an organization could love – requirements and responsibilities – and talks instead about “what’s in it for them.” To do that, the ad should answer five questions: what will they get to do, what will they get to learn, what will they get to accomplish, with whom will they get to work and how will they be recognized and rewarded.
  • features peer testimonials to illustrate and prove each of the organization’s claims in its answers to those five questions. Yes, some cynical candidates will assume such statements are manufactured or disingenuous, but many others will be intrigued that the views of someone just like them were included in the ad.
  • In today’s War for the Best Talent, the key to victory is persuasion. Top performers must be persuaded to move from their current employer to yours. And, only a job posting with social proof has the power to create such a response.

    Thanks for Reading,

    Peter

    Visit me at Weddles.com

    WEDDLE’s New Guide Now at Amazon

    The eleventh edition of WEDDLE’s Guide to Employment Sites on the Internet – the book the American Staffing Association called the “Zagat” of the online employment services field – is now available at Amazon.com.

    This edition is completely updated, so if you have the 2011/12 Guide or an even earlier edition, you need this all-new classic right now!

    The book features:

  • The Top 100 – WEDDLE’s pick of the 100 best employment sites on the Web. Each site is described with a full-page description of its features, services and fees.
  • The Best & the Rest – A directory of over 9,000 sites organized by career field, industry, geographic focus and other factors. It’s the most complete guide to the Web’s sourcing and recruiting resources, period.
  • Click here to get your copy of Weddle’s Guide to Employment Sites on the Internet today.

    The New Golden Rules of Job Board Success Webinar

    This thought-provoking Webinar was held several weeks ago and covered:

  • Why job boards must change the kind of visitors they attract;
  • How the content of job boards must change to attract top talent;
  • What job boards can do to beat back the social media challenge; and
  • How job boards can increase their revenue and profitability.
  • Presented by Peter Weddle, and based on his book, The New Golden Rules of Job Board Success, the Webinar was attended by a large crowd of industry professionals from around the world. It was sponsored by RealMatch which has made a recording available here.

    A Holiday Gift for the Ages

    Ditch the fruitcake and fuzzy Holiday cards. This year, give your customers and special friends something they’ll value long after the Holidays end.

    Give them Talent Slow Jams: The Smoothest Practices in Talent Acquisition.

    This 52-page booklet will be branded with your organization’s name and logo and provide informative, engaging articles on:

  • The Smoothest Practices in Job Posting
  • The Smoothest Practices in Social Recruiting
  • The Smoothest Practices in Online Networking
  • The Smoothest Practices in Optimizing the Candidate Experience
  • Instead of giving your customers something they’ll forget by January 1st, give them a resource they’ll use over and over again … and every time they do, they’ll see your company’s name and logo!

    Cheaper and more satisfying than a bag of Holiday cookies, the booklets are sold in lots of 50. They must be ordered by September 30th to be delivered for you distribution after Thanksgiving.

    To order, contact WEDDLE’s at corporate@weddles.com or 203-964-1888.