THE TECHNACIOUS RECRUITER NEWSLETTER

November 13, 2008   view past issues

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Feature: The Inspirational Job Posting

It may seem odd to focus on job postings at a time when recruitment is declining and layoffs are rising. To my way of thinking, however, now is the very best time to explore the intricacies of a superior online recruitment ad. Why? Because the winners in the coming recovery (and it is coming) will be those organizations that both improve the capabilities of their workforce in the present and upgrade the skills of their recruiters for the future. Learning the secrets of superior job postings enables you to augment your current workforce with top talent despite their fear of change in today’s economy and to ensure that your staffing team will be able to outperform the competition when things begin to look up. Think of it as a dual strategy, one that can help you with disaster minimization and recovery optimization.

What is a superior job posting? Certainly not the majority of those we normally see on the Web. Today’s online recruitment ads are more akin to a cure for insomnia. They’re dull and lacking in any persuasive power. That’s not a problem, of course, if you’re content to recruit mediocre talent, but if you want to hire the best, then boring ads aren’t going to work. In an economic downturn, a recession or at any other time.

Why? Because the best talent always has choices. They can stay right where they are and avoid the disruption of change or they can pick from what is often a number of other, competing employment opportunities. If you’ve connected with a person who has a hard-to-find skill, a person who has a track record of “A” level performance or that rarest of rare talent, a person who has both, then you can be sure that the prospect:

  • is employed and well taken care of by their current employer
  • and

  • the recipient of constant messaging from other employers promising to do the same.
  • That’s why I think we need a new kind of job posting, one that can compel even the most happily employed and the most sought after prospects to submit an application. I call it the inspirational job posting.

    The inspirational job posting four key attributes:

    Passion.

    You can’t inspire others if you aren’t first inspired yourself. Work isn’t always fun, but on your best days, there are likely to be aspects of your time on-the-job that inspire and motivate you. So, figure out what they are. Pinpoint what is it that makes you willing (maybe even eager) to contribute your talent, your effort, your commitment to your current employer. Then make those factors the central feature of the value proposition you present in your postings. In fact, lead with your passion-make it the first thing a reader sees in your ad-and express it in a vocabulary that lets the emotion show through. That’s not unprofessional; it’s good advertising.

    Vision.

    Communication is the art of enabling people to picture your message in their mind’s eye. To envision it as well as comprehend it. Videos are helpful, of course, but probably not feasible for every ad you post. The alternative is to create “word pictures.” These descriptions need not be Shakespeare, but they must be vivid enough to convey a mental image. They must touch the reader on the right hemisphere of their brain-the creative side-as well as the left hemisphere-the rational side. That can be a difficult task, of course, if the vision you are conveying is inadequate-if the leadership of your organization hasn’t given it a compelling sense of purpose-but it is always essential and especially powerful when the vision is worthy of your presentation.

    Focus.

    Write your ad from the prospect’s perspective. Describe “what’s in it for them” but do so with both the features and the benefits of your value proposition. There’s an old saying in sales that, every year, hardware stores sell six million quarter-inch drill bits-a feature-and nobody really wants one; what they want is a quarter-inch hole-the benefit. So, throw out those corporate-centric position descriptions and present the requirements and responsibilities of your openings in a way that will affect the reader-what are the advantages and benefits your opening offers to them.

    Conciseness.

    People don’t read on the Web; they scan. Moreover, high caliber, passive prospects-the talent we most want to hire-have the attention span of a gnat and flit from posting-to-posting as if they were one. The key, therefore, is to change the format of your ads. Don’t write them in the thick, pithy paragraphs of the print medium. Instead, express your message in headlines and bullets so that the reader can quickly grasp your key points and, if appropriate, make a decision on-the-fly to invest more time in getting to know what you have to offer.

    An inspirational job posting is able to sell even the most reluctant employment prospects when other ads won’t. Why? Because in a good economy as well as a bad one, people-especially those who are talented-want hope. They want to believe that there is a special opportunity for them. And, they want that hope expressed in a way that speaks to them. That’s what an inspirational job posting delivers. Not a chance to work at some job, but a chance to fulfill their dreams.

    Thanks for reading,

    Peter

    P.S. Commit an Intentional Act of Kindness. Do something special for a friend or colleagues in these difficult times. Tell about them WEDDLE’s newsletter. It’s the best advice they’ll never have to pay for!


    This Issue’s Sponsor: Recognizing Richard Rabbit

    This issue of WEDDLE’s newsletter is brought to you through the generous support of Recognizing Richard Rabbit, Peter Weddle’s big message in a little book that is well on its way to becoming a business best seller.

    Recognizing Richard Rabbit is a fable for adults, young and not so young. In the genre of Who Moved My Cheese?, it’s a tale about some forest friends that make an amazing discovery by trying to help one of their own. They don’t uncover the key to organizational change, however, or to setting strategic goals for the enterprise. No, Recognizing Richard Rabbit is a much more personal book and its gift is unique to each and every reader.

    This story opens the door to genuine self exploration. It is all about finding the secret to authentic living. To being your own true self. How does Recognizing Richard Rabbit do that? Unlike traditional fables, this tale unfolds in two synchronized parts: one in fiction-the fable, the other in nonfiction-a parallel self-interview. In essence, you are invited to tap both the creative and the analytic sides of your brain-to probe the whole of your inherent talent-so you can find the pathway to the person you are meant to be.

    What’s that have to do with recruiters and HR professionals? Despite all of the technology it now involves, recruiting is still fundamentally an exercise in forging genuine, empathetic connections with other people. And you can only make such connections if you are being authentic, if you are being true to yourself. In other words, Recognizing Richard Rabbit will not only help you to find the You of your dreams, it will improve your ability to recruit top prospects, as well.

    So, what are you waiting for? Get your copy of Recognizing Richard Rabbit today. All you have to do is call WEDDLE’s at 317.598.9768 or click here. Don’t delay. This is one book you won’t want to miss! Buy your copy of Recognizing Richard Rabbit right away.


    Section Two: Site News You Can Use

    WEDDLE’s Research, a division of WEDDLE’s LLC, released a preliminary data set from its upcoming 2009 Recruiting Excellence Survey which will be published in January 2009. (For pricing and to order the report, please call WEDDLE’s at 317.598.9768.) Based on feedback from over 300 recruiters obtained between January and November of this year, the report identifies what works and what doesn’t in sourcing and recruiting today. In response to the question “Of the openings you advertised online, where were the majority posted?”:

  • 41% of the survey participants said their own Web-site;
  • 19% said multiple job boards;
  • 16% said their own Web-Site and multiple job boards;
  • 8% said a single job board;
  • 7% said their own Web-site, one or more job boards and one or more social networking sites;
  • 6% said their own Web-site and one job board;
  • 2% said one or more social networking sites; and
  • 1% said their own Web-site and one or more social networking sites.
  • As the data indicate, recruiters are determined to wring the maximum return from the investment they’ve made in their own Web-site, but not to the detriment of their sourcing performance. Almost six-in-ten said they used other sourcing venues (e.g., job boards, social networking sites) either in conjunction with posting on their own Web-site or without it. What’s also clear from the data is the disconnect between the media hype about social networking sites as a recruiting resource and the reality. Better than five-out-of-ten (56%) used a job board to source candidates, while just 10% used a social networking site.

    Kennedy Information is offering a special $200 discount for WEDDLE’s readers who register for their Recruiting 2008 Conference and Expo. The event will be held in Orlando, FL on November 17-19 with WEDDLE’s Publisher Peter Weddle presenting the opening keynote with his way-outside-the-box session entitled “The Carrot in Recruiting Success.” Everyone who attends will receive a copy of Peter’s mega hit new book, Recognizing Richard Rabbit as well as be able to pick and choose among presentations in seven different tracks: healthcare, recruiting, tools, hospitality, retention, legal and sourcing. So, register now for this special event and stop bye and say hello to Peter after his session. To register for the conference, please click here.

    WEDDLE’s has released a powerful new tool for recruiters. Called Finding Needles in a Haystack, it’s the first comprehensive listing of keywords for successfully searching resume databases online and off. The book provides 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 317.598.9768 or click here. Get Finding Needles in a Haystack today!

    WEDDLE’s also offers a number of other publications for recruiters seeking to win the War for the Best Talent and maximize their ROI … their return on the Internet. They include:

  • WEDDLE’s 2007/8 Guide to Employment Sites on the Internet. Called the “Zagat of the online employment industry” by the American Staffing Association, it provides full-page profiles of 350 of the best job boards in a range of occupations, industries and locations;
  • WEDDLE’s 2007/8 Directory of Employment Related Internet Sites. The “address book of the online employment industry,” it lists over 9,000 sites and organizes them by the occupational fields, industries and geographies on which they focus; and
  • WEDDLE’s 2007/8 Guide to Association Web Sites. The key to the “hidden talent market” online, it details the recruiting resources and capabilities that are provided at the Web-sites of over 1,900 associations and societies.
  • Postcards from Space: Being the Best in Online Recruitment & HR Management. A compilation of Peter Weddle’s columns for The Wall Street Journal, it provides a complete introduction to the Best Practices for sourcing, recruiting and retaining talent online.
  • Generalship: HR Leadership in a Time of War. The only primer on leadership that focuses on the unique challenges of the HR professional waging both a War for Relevancy in the modern corporation and a War for Talent in the 21st Century labor market.
  • So make sure you’re at the top of your game, get your WEDDLE’s books today. Click here or call WEDDLE’s at 317.598.9768.


    Section Three: Site Profiles

    Site Spotlite … from the pages of WEDDLE’s 2007/8 Guides and Directories

    There are 40,000 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 2007/8 Guide identifies 350 of the top sites worldwide and provides the information you need to determine which job boards will deliver the optimum yield for you. For example:

    EHSCareers.com

    http://www.ehscareers.com

    Post full time jobs: Yes

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

    Distribution of jobs: International

    Fee to post a job: $200-350/posting

    Posting period: Varies

    Can posting be linked to your site: No

    Resume database: Yes

    Number of resumes: 5,000+

    Source of resumes: Direct from individuals

    Top occupations among visitors: Environmental, Occupational health and safely

    Other services for employers: Automated resume agent, Banner advertising, Status reports: banners

    Member, International Association of Employment Web Sites: Yes


    Get Recognizing Richard Rabbit Today!

    This issue of WEDDLE’s newsletter is brought to you through the generous support of Recognizing Richard Rabbit, Peter Weddle’s big message in a little book that is well on its way to becoming a business best seller.

    Recognizing Richard Rabbit is a fable for adults, young and not so young. In the genre of Who Moved My Cheese?, it’s a tale about some forest friends that make an amazing discovery by trying to help one of their own. They don’t uncover the key to organizational change, however, or to setting strategic goals for the enterprise. No, Recognizing Richard Rabbit is a much more personal book and its gift is unique to each and every reader.

    This story opens the door to genuine self exploration. It is all about finding the secret to authentic living. To being your own true self. How does Recognizing Richard Rabbit do that? Unlike traditional fables, this tale unfolds in two synchronized parts: one in fiction-the fable, the other in nonfiction-a parallel self-interview. In essence, you are invited to tap both the creative and the analytic sides of your brain-to probe the whole of your inherent talent-so you can find the pathway to the person you are meant to be.

    What’s that have to do with recruiters and HR professionals? Despite all of the technology it now involves, recruiting is still fundamentally an exercise in forging genuine, empathetic connections with other people. And you can only make such connections if you are being authentic, if you are being true to yourself. In other words, Recognizing Richard Rabbit will not only help you to find the You of your dreams, it will improve your ability to recruit top prospects, as well.

    So, what are you waiting for? Get your copy of Recognizing Richard Rabbit today. All you have to do is call WEDDLE’s at 317.598.9768 or click here. Don’t delay. This is one book you won’t want to miss! Buy your copy of Recognizing Richard Rabbit right away.