WEDDLE's http://www.weddles.com A Careerstead™ for your success! Wed, 16 Aug 2017 12:27:41 +0000 en-US hourly 1 https://wordpress.org/?v=4.8.1 http://www.weddles.com/wp-content/uploads/2016/03/cropped-logo_new-32x32.gif WEDDLE's http://www.weddles.com 32 32 Painting a Talent Acquisition Masterpiece http://www.weddles.com/painting-a-talent-acquisition-masterpiece/ http://www.weddles.com/painting-a-talent-acquisition-masterpiece/#respond Wed, 16 Aug 2017 12:27:41 +0000 http://www.weddles.com/?p=10369 READ MORE]]> I’ve long bemoaned the sorry state of company career sites. Despite all the hoopla about “optimizing the candidate experience,” most of these destinations still treat visitors as brainless automatons that can be “acquired” like commodities. Recently, however, I visited Nestle’s new career portal, and it’s given me cause for hope. The site isn’t perfect, but it’s so far ahead of the norm it deserves a new name. I’ll call it a career gallery – a multimedia display of what’s best about working at Nestle.

Most company career sites are impersonal, uninformative and boring. All visitors are herded into a single job search database, making it all but impossible to find a specific kind of job easily; all of the information about the company is generic, making it all but worthless to those with specific questions; and all of that information is presented in the very same way, making it all but deadening to the senses. The sites are tolerated by active job seekers – they don’t have any choice – but most top prospects see them as junk destinations.

Why is that a problem? Simple mathematics. There are undisputedly A and B level performers among the 23 percent of the workforce the U.S. Bureau of Labor Statistics says are actively in transition at any one time, but mathematically, there are three times as many of those top performers among the 77 percent who are passive. To be successful, therefore, a company career site must appeal to both those who are looking for a job and those who are looking for something else.

The new Nestle career gallery does that better than most. Its content is presented in a rich, multimedia format that is visually appealing and very engaging. There’s a video about the Nestle USA Women’s Network and pictures and videos of the company’s corporate citizenship projects. No less important, the gallery feels alive and well cared for. There are current messages – when I visited, there was a post from the company’s Chief People Officer that had been uploaded just 21 hours prior (but also a post from 11 days before) – and a Chat page with ongoing “discussions” that are actually questions posted by job seekers and – drumroll please – answers from company HR reps.

The gallery’s layout is equally as appealing. From the second a person arrives, they know just where to go to find what’s of interest to them. Career areas are prominently displayed on the home page and again in a drop-down window under their own tab on the main navigation bar. Whether a visitor is looking for a retail, engineering, HR or supply chain job, they can tell right away that Nestle has such employment opportunities and where on the site they’re located.

That, of course, is the perfect way to make active job seekers feel at home – they’re looking for jobs – but it doesn’t do much for passive prospects. Those gallery visitors aren’t in transition. They aren’t job seekers, so they aren’t going to search a job database. They are, instead, trying to interpret the company. They’re looking for information and insights that will help them determine if Nestle is a good place for them to work. And here, the Nestle gallery falls short; that content is missing from the career areas. There are no blogs that would shed light on what it’s like to work in a retail, engineering, HR or supply chain job at Nestle, and while there is an occupation-specific Q&A feature, it doesn’t cover all of the career areas and is located elsewhere on the site.

Nevertheless, there is a lot in the gallery for a passive prospect to like. For example, it features Nestle University, which offers “the tools, resources and support to help you manage your own career path and realize your full potential” and a writeup on Educational Reimbursement, both of which tend to interest high caliber prospects. The gallery also highlights the company’s work in health and nutrition research and environmental protection and offers enrollment in the company’s “talent community,” but sadly, fails to describe the benefits of signing on.

Perhaps most impressive, the site actually listens to its visitors. That’s right, instead of talking at them, it offers to speak with them. They are invited to participate in a chat where they are connected with the company’s “employee ambassadors.” While these individuals are obviously going to paint the best picture possible of Nestle, they provide a peer-to-peer interaction that is both very rare on company career sites and especially engaging for passive prospects as well as active job seekers.

The Nestle career gallery is a good start on what a company career site can and should be. It doesn’t simply transact talent acquisition, but instead, provides the visitor with a collection of canvases on which the company is painted in words, pictures, graphics and human interactions. That’s about as close as it gets – at least right now – to a talent acquisition masterpiece.

Thanks for reading,
Peter

TAtech® Insights and Peter Weddle’s Technacious Recruiter are brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 & 2018 events give corporate and staffing firm recruiters the unique ability to interact with the leaders – rather than the exhibit booth salespeople – of TA tech companies.
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center, with The World Job Board Forum and the 2017 ReSI Awards Gala.
• March 13-14, 2018 Dublin, Ireland TAtechEurope 2018, The TAtech Industry Congress in Europe – the premier event for recruitment technology thought & business leaders worldwide.
• April, 2018 in Las Vegas: The TAtech Spring Congress & Deal Center. See the 2017 conference details here.
• June 5-6, 2018: The TAtech Leadership Summit on Programmatic Ad Buying. See the 2017 conference details here.

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Getting Past Consideration http://www.weddles.com/getting-past-consideration-2/ http://www.weddles.com/getting-past-consideration-2/#respond Wed, 02 Aug 2017 12:36:25 +0000 http://www.weddles.com/?p=10362 READ MORE]]> NOTE: Peter Weddle is on vacation this week, so we are republishing one of his more popular columns.

The news couldn’t have been better. A recent LinkedIn survey found that 90 percent of all workers would now consider a new job. Impressive as that figure is, a 2010 Spherion Staffing Services survey reported an even higher result, with 95 percent of its respondents saying they were willing to look at alternative employment opportunities. Whatever the correct number, it’s clear that a significant segment of the so-called “passive job seeker” population is now ready to move to wherever the grass is greener.

So, why don’t they? Despite literally millions of job ads posted by recruiters, most of that ready-to-go talent pool stays right where they are. They consider new jobs – they read those job postings – but they don’t apply. They simply aren’t convinced, persuaded, or sold well enough to ditch their passivity and act.

Why is this happening?

In a recent online article, Dr. John Sullivan opined, “… as the economy improves, the power will inevitably shift away from the corporation to the job seeker. With this shift, most corporate recruiting functions simply aren’t ready for a return to intense competition where the candidate holds the power. Solving the intense competition problem will be difficult because the primarily “active” recruiting approaches that have worked and dominated over the last handful of years will simply fail when you have to fight over prospects and candidates. Having to fight to fill every position qualifies this problem as the one with the highest impact unless you have developed a plan to return your function to a war-for-talent model.”

Okay, but how can you put your recruiting team on a War for Talent footing?

As Sullivan notes later in his article, there are a whole range of actions that could be taken, but almost every one of them is as much a problem as a solution. They require a significant increase in funding, organizational priority, staffing, technology or other resources. In addition, they also take time and considerable effort to implement, and recruiting teams are pretty busy with requisitions they have to fill and hiring managers they have to satisfy today. So, what’s to be done?

There is one simple action you can take that will have an immediate impact on the ad response rate of passive prospects and is capable of being implemented at no cost: reformat your job postings.

The format of most job postings today are an artifact of messages and documents designed in the 1950s. They are based on:
• classified ads in print publications, where words were expensive and responses were expected from even bare-bones information; and
• position descriptions, which provided information – requirements and responsibilities – that was designed to help employers manage their internal compensation schedules.

While the resulting ad format has largely been tolerated by active job seekers, it has the exact opposite effect on the passive population. Nine-out-of-ten or more of them are now willing to consider a new job, but they won’t go any further than that with a job posting written for the 1950’s. If you want them to apply, they want you to provide:
• a lot of information; and
• information that’s useful to them in their consideration of an employment opportunity.

Instead of organizing your job posting to address a position’s requirements and responsibilities, therefore, use a format summarized with the following acronym: S-ABC-S.

The acronym stands for:

S = Summary. A statement of no more than 4-5 lines that uses engaging, compelling language to describe the value proposition of both the opening and the employer.

A = Advancement. A description of how the opening will enable a person to progress in their field and/or career and of the skills they must have to do so.

B = Benefits. A description of the formal benefits offered by the employer as well as other “intangibles” they would gain by working there (e.g., the capabilities of those who would be the new hire’s coworkers, the caliber of the company’s facility, the quality of life where the company is located).

C = Culture. A description of the employer’s work environment and how it can help a person perform at their peak and achieve success both in the organization and their field.

S = Sign-off. A call to action with several options: 1. Apply now. 2. Don’t apply now, but stay in touch for information about future openings. 3. Refer the job to a friend or colleague who is better suited for the job.

As we all know, there are many ways to improve recruiting outcomes, but very few that can be accomplished quickly, without cost and with almost immediate results. Changing the format of your job postings is one of those few.

Thanks for reading,
Peter

TAtech® Insights and Peter Weddle’s Technacious Recruiter are brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 & 2018 events give corporate and staffing firm recruiters the unique ability to interact with the leaders – rather than the exhibit booth salespeople – of TA tech companies.
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center, with The World Job Board Forum and the 2017 ReSI Awards Gala.
• March 13-14, 2018 Dublin, Ireland TAtechEurope 2018, The TAtech Industry Congress in Europe – the premier event for recruitment technology thought & business leaders worldwide.
• April, 2018 in Las Vegas: The TAtech Spring Congress & Deal Center. See the 2017 conference details here.
• June 5-6, 2018: The TAtech Leadership Summit on Programmatic Ad Buying. See the 2017 conference details here.

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Real Time Bidding Powers Up Job Postings http://www.weddles.com/real-time-bidding-powers-up-job-postings/ http://www.weddles.com/real-time-bidding-powers-up-job-postings/#respond Tue, 01 Aug 2017 14:14:29 +0000 http://www.weddles.com/?p=10358 READ MORE]]> Scientists use it to describe resistance bulb thermometers. Special Forces teams use it to signal a return to base. For corporate and staffing firm recruiters, however, the acronym RTB means real time bidding.

You’ve probably heard how computers and high speed trading have changed the way Wall Street works. Well, now they’re poised to do the same in recruiting. Not today and maybe not tomorrow, but for sure in the relatively near future.

Wikipedia describes RTB as “a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction.”

Here’s what that means:

Let’s say a recruiter wants to post a job opening for a sales person. Using what’s called a demand-side platform, they can access several different ad networks (sources of talent), place a bid for what they are willing to pay for an impression by a sales person on one or more of those networks, and see the ad posted on those networks where the bid is accepted.

So, what’s the big deal? These kinds of auctions have been used in recruiting for awhile now. They’re the basis for fairly distributing ad inventory on most publisher networks. RTB, however, represents a breakthrough because these demand-side platforms have the computing power to determine the value of an impression in real time or less than 100 milliseconds.

No more waiting around for monthly reports; the technology has either been fed candidate and budget data or has a history with the recruiter’s organization, so it can instantaneously determine what an appropriate bid should be. Ads get posted at the right job boards faster than ever before. And they get posted for an appropriate investment – recruiters no longer have to worry about bidding too little and losing an optimum slot or bidding too high and wasting precious ad dollars.

Now, that’s certainly a big step forward, but there’s even more to RTB. It also includes applications called supply-side platforms. They enable job boards and other publishers to manage their own inventory of advertising space more effectively and to interface with ad networks to place ads with other publishers. In effect, these platforms extend a single ad into an ad campaign that maximizes a recruiters’ reach into the talent pool based on their impression-level bidding history.

RTB has been used on the commercial side of the web for several years now, but applications that support recruitment advertising are only just now being introduced. They include:
• Appcast Clickcast, a product that manages candidate acquisition with “automated bidding, budget, and vendor management to increase volume across more jobs by 20 percent and reduce wasted job ad spend by 10 percent.”
• RealMatch Recruitment Performance Manager™, an analytics suite and ad network that “leverages advanced performance-predicting algorithms and targeted campaigns to automatically boost response for jobs that need it most.”
• Recroup JobAdX, a programmatic job advertising platform powered by real time bidding that allows “job-boards and publishers to dynamically place jobs on their site after a real time auction,” resulting in better ad performance for employers.

Admittedly, these are very early days for RTB in recruiting, but lest you think it’s unlikely to have much staying power, consider this: ReportsnReports predicts the RTB market will grow at a better than 40 percent (41.18%) CAGR between 2014 and 2019 and hit $42 billion by next year.

What’s the probability that will happen? Who knows. But here’s a sign – there’s now a job board for RTB pros. It’s called RealTimeBiddingJOBS.com.

Thanks for reading,
Peter

TAtech® Insights and Peter Weddle’s Technacious Recruiter are brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 & 2018 events give corporate and staffing firm recruiters the unique ability to interact with the leaders – rather than the exhibit booth salespeople – of TA tech companies.
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center & World Job Board Forum and the 2017 ReSI Awards Gala.
• March 13-14, 2018 Dublin, Ireland TAtechEurope 2018, The TAtech Industry Congress in Europe – the premier event for recruitment technology thought & business leaders worldwide.
• April, 2018 in Las Vegas: The TAtech Spring Congress & Deal Center. See the 2017 conference details here.
• June 5-6, 2018: The TAtech Leadership Summit on Programmatic Ad Buying. See the 2017 conference details here.

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Not Your Grandmother’s Job Board http://www.weddles.com/not-your-grandmothers-job-board/ http://www.weddles.com/not-your-grandmothers-job-board/#respond Thu, 27 Jul 2017 17:37:22 +0000 http://www.weddles.com/?p=10354 READ MORE]]> The myth that job boards are dead or dinosaurs has long since been debunked. Despite the arrival of seemingly endless variations of “the next big thing,” job boards remain among the most effective sources of new hires for small and mid-sized as well as transnational employers. How have they been able to achieve such resiliency? By evolving with the times and technology.

There are at least 150,000 job boards currently in operation around the world. They are operated by commercial enterprises, print and digital publishers, social media sites, job search engines, aggregators, governments, professional societies, even fraternities, sororities and other affinity groups. Their only common denominator is the use of technology to give employers access to talent and job seekers access to employment opportunities. Other than that, they are more dissimilar than they are alike.

It’s that single commonality, however, that has given job boards their staying power. They are prime examples of how to leverage technology for results that are actually useful to their customers. Whether they develop it inhouse or partner with other organizations, today’s job boards offer an array of tech-powered capabilities that enable employers to tailor both their message and reach into the talent pool.

Here are just a few examples:

Nexxt.com (formerly known as Beyond.com) offers a product called Text2Hire, which sends your job posting or branding message to candidates’ cell phones and other mobile devices. Since more than 70% of job seekers use their mobile device to look for employment, a text message is an especially effective tool for sourcing. No less important, such messages get a 99% open rate compared to just 20% for traditional email, so they typically generate more applications more quickly than other forms of outreach.

HealthJobs.com, a subsidiary of the job board HealthJobsNationwide.com, is a job aggregator – similar to Indeed, CareerJet, JobSafari and JobRobot – with one important difference. It focuses on a specific niche of the economy. It doesn’t collect every kind of job and force job seekers to search the entire pile to find the opportunity they’re interested in, but instead aggregates only healthcare jobs, making it easier for each individual opening to stand out and for job seekers to find the right ones for them.

Snagajob.com, a job board that serves hourly workers, and The New York Times Job Market – among many others – offer programmatic ad buying to provide employers with much more precise targeting of candidates and much greater control over their ad spending. The technology uses advanced software and analytics to automate the buying and placement of ads – typically through an online auction and an ad network – so that they appear on the right sites and for the right length of time to generate just the right number of candidates required to fill an opening.

Association CareerHQ, a job board operated by the American Society of Association Executives, offers a video job posting product that can achieve a 20-60% higher candidate apply rate than the 2-7% rate employers typically see. The digital technology gives ads a 53x greater likelihood of appearing on the first page of candidate search results on Google and other search engines and gives employers a much more engaging presentation of their value proposition.

Monster.com is offering a product called Monster Twitter Cards, which reduces the socialization workload of recruiters by automating the distribution of advertising and branding messages to their Twitter followers. The tweets appear on the employer’s Twitter page and include their logo or other image as wll as the job title, company name and a link to its ad on Monster.

Olivia, launched by Recruiting.ai, a sister company of the job board Jobbing, is an artificial intelligence-based recruiting assistant. Similar to the chatbots that are now found everywhere in online commerce, it takes on the much more complicated business of “selling” a candidate on a particular opening and employer, by offering 24/7 chat capability that can pre-screen candidates, answer their questions and schedule them for interviews. The result is a much better candidate experience and a much more effective use of recruiter time and skills.

The simplistic notions that all job boards are the same and that all use outdated technology just don’t measure up to the facts. In most cases, the reality is exactly the opposite. Job baords provide advanced technology-based products and services that give employers more flexibility, greater reach and better ROI than ever before in their talent acquisition. Said another way, today’s sites are definitely not your grandmother’s job board.

Thanks for reading,
Peter

TAtech® Insights and Peter Weddle’s Technacious Recruiter are brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 events are open to corporate, staffing firm and RPO recruiters and include:
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center, with The World Job Board Forum and the 2017 ReSI Awards Gala.
• March, 2018 in Dublin TAtechEurope, The TAtech Industry Congress in Europe – the premier event for recruitment technology thought & business leaders worldwide.
• April, 2018 in Las Vegas: The TAtech Spring Congress & Deal Center. See the 2017 conference details here.
• June, 2018: The TAtech Leadership Summit on Programmatic Ad Buying. See the 2017 conference details here

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Chatbots Raise the Level of Conversation http://www.weddles.com/chatbots-raise-the-level-of-conversation/ Wed, 19 Jul 2017 14:59:17 +0000 http://www.weddles.com/?p=10351 READ MORE]]> Is your company thinking about investing in a recruiting chatbot? If so, remember this: all chatbots are not created equal. The trick to maximizing the return on your investment is to get the bot that best fits within your budget while upgrading your candidate experience.

Chatbots are already familiar features in the online commercial marketplace. They help us find that perfect pair of running shoes, the best vacation package, a great car deal and even the right person to date. In fact, within the next three years, the average person will have more conversations with bots than with their spouse, at least that’s Gartner’s prediction.

According to Dr. John Sullivan, chatbots have been used in recruiting for over decade, but as all the discussion in the blogosphere makes clear, they are just now coming into vogue among employers. He describes the current generation of these applications as “Q&A chatbots” – bots with capabilities limited to answering candidate questions in a personalized and conversational way.

That limitation, notwithstanding, chatbots create more informed candidates, which in turn provides employers with a number of benefits:
• Higher quality applicants – top performers typically have more questions and require more information before they are willing to apply, so addressing that need increases their propensity to apply.
• Fewer unqualified applicants – more information enables (and encourages) candidates to determine when an opening or employer isn’t a good fit for them, so giving them that insight helps avoid wasting both their and recruiters’ time.
• Better candidate experience – almost eight-out-of-ten candidates say job postings don’t provide enough information, so solving that problem enhances their perception of how they are treated in the recruiting process.

It won’t be long – if it hasn’t happened already – before you can buy a chatbot in a box. In truth, however, these bots have at least three levels of sophistication, so it’s important to recognize the differences and acquire the capability that best suits your organization.

Level 1: A more engaging version of the static FAQ page on your corporate career site.

These bots answer the questions you typically receive from candidates. They lack a machine learning capability so cannot answer questions that fall outside that narrow scope, but do provide a more interactive experience that can help candidates feel as if the company is treating them as valued customers rather than just another job seeker.

Level 2: Human assisted chatbots.

Given the variability in human information needs, there’s a high probability that at least some candidates will ask a question that goes beyond a Level 1 chatbot’s ability to answer. At that point, a company has two options: ignore the question and leave the candidate hanging or provide a way to connect with a human recruiter. For example, the Crowded.com chatbot offers an “escape hatch” when a candidate’s inquiry draws a blank. It’s a labor-intensive backstop, however, and given the staffing limitations on most recruiting teams, the capability is probably only appropriate for critical openings and/or talent requirements.

Level 3: A smart Q&A chatbot which learns from its interactions with candidates.

Unlike the relatively limited question set for buying a pair of boots, “buying” into a new employer can generate an almost limitless range of questions. Every candidate has their own unique set of career goals, expectations, circumstances and experience, so it’s impossible to program every possible question and answer in advance. Chatbots that can learn, however, have the ability to extrapolate from previous candidate interactions to devise answers to questions they haven’t seen before. It’s not “artificial intelligence,” but it is a kind of growing knowledge base that can make the chatbot experience feel even more personal and helpful.

Chatbots will soon be a common fixture in recruiting processes, but given the variability in their capabilities (and those of their developers), leveraging the technology to its best advantage requires smart consumer behavior by employers. Practice that, and you can redefine your job seeker FAQs as Forgotten And Quashed.

TAtech® Insights and the Peter Weddle’s Technacious Recruiter are brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 events are open to corporate, staffing firm and RPO recruiters and include:
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center, with The World Job Board Forum and the 2017 ReSI Awards Gala.
• March, 2018 in Dublin TAtechEurope, The TAtech Industry Congress in Europe – the premier event for recruitment technology thought & business leaders worldwide.
• April, 2018 in Las Vegas: The TAtech Spring Congress & Deal Center. See the 2017 conference details here.
• June, 2018: The TAtech Leadership Summit on Programmatic Ad Buying. See the 2017 conference details here.

]]>
The Next Mobile Era http://www.weddles.com/the-next-mobile-era/ Thu, 06 Jul 2017 12:20:49 +0000 http://www.weddles.com/?p=10348 READ MORE]]> Let’s begin by reviewing the history of mobile applications in online sourcing and job search. The first stage, of course, was to make job boards and other employment sites (your corporate career page, for example) accessible from smartphones. The use of those devices in the U.S. lagged the experience in other parts of the world, so most U.S. sites were late to the party. In fact, the majority of respondents to the TAtech (then IAEWS) Global Job Board Survey in 2015 reported that less than 20 percent of their traffic came from a mobile device. An astonishing 15 percent of the respondents weren’t even tracking mobile usage.

That all changed as smartphone adoption soared in the U.S. and continued its rapid expansion elsewhere around the globe. Job boards rushed to make their sites mobile accessible, but the user experience remained rooted on the desktop. In other words, instead of creating an experience that was specifically designed for the small screen of a smart-phone and thus native to that device, sites simply repurposed their PC experience on the phones. Yes, job boards and corporate career pages were then mobile, but mobile users were more often than not frustrated by the constrained visibility and limited functionality they found on their devices.

So, now we’ve come to a new generation of mobile sourcing and job hunting tools that were expressly designed for a mobile phone. Called “mobile first,” they tout features and functionality that are native to a smartphone, enabling them to make much better use of its capabilities and to be much less constrained by its limitations. Adaptation has been swift with LinkedIn introducing its first native app in 2014 followed by a host of others including CareerBuilder, Monster, JIBE, Proven and Glassdoor.

Where to Next?

That rapid buildup brings us to the next stage in mobile introductions, a period that is just now getting underway. Call it the second phase of the mobile first revolution. You see, being native to a smartphone is no longer a sufficient value proposition to differentiate a site or the company using it to post jobs. In essence, saying you have a mobile first job search or recruiter app is like newspapers saying they were in the print business back in 1995 when job boards first came online. Those companies didn’t understand that print was simply the medium and information – in this case, about open jobs – was their real business, and we all know where that misperception took them.

What then is the second phase of mobile first introductions?

Filters. Ever finer filters. Providing the ability to narrow a job or candidate search down to something less than the entire country or even an entire city. Take WorkHere, for example, and a similar app in Europe called Job Today; their mobile first applications filter by geography. The job seeker experience is improved because the user doesn’t have to wade through a bunch of jobs located in places they’d never want to work.

In the case of WorkHere, job seekers for hourly positions can actually specify a company location that is, say, just a ten-minute walk from their home. That makes employers happy, because experience shows that workers who live near a company have much higher retention than those with longer commutes, and that makes job seekers happy because they don’t need a car to get to work. In essence, the information the app provides optimizes both the job seeker AND the recruiter experience.

There are an unlimited number of other ways to use filters to micro-target the user experience on a smartphone, and the employment sites which leverage that capability will lead the industry in the next phase of mobile recruitment and job search … and provide a better yield for employers.

TAtech® Insights and the Peter Weddle’s Technacious Recruiter are brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 events are open to corporate, staffing firm and RPO recruiters and include:
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center, with The World Job Board Forum and the 2017 ReSI Awards Gala. Meet the thought and business leaders of the worldwide talent acquisition technology industry.
• April 22-23, 2017 Chicago: The TAtech Spring Congress & Deal Center, with The Business Accelerator has now occurred. See you at next year’s Spring Congress in … Miami!
• May 17-19, 2017 Barcelona: RecTech, The TAtech Industry Congress in the EU in partnership with the AIM Group. See you at next year’s RecTech in … Dublin!
• May 31-June 1, 2017 Minneapolis: The TAtech Leadership Summit on Programmatic Ad Buying, featuring two tracks: Programmatic Ad Buying Applications & Programmatic Ad Buying Technology. See you at next year’s Programmatic Summit!

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Getting Past Consideration http://www.weddles.com/getting-past-consideration/ Thu, 22 Jun 2017 17:53:26 +0000 http://www.weddles.com/?p=10337 READ MORE]]> The news couldn’t have been better. A recent LinkedIn survey found that 90 percent of all workers would now consider a new job. Impressive as that figure is, a 2010 Spherion Staffing Services survey reported an even higher result, with 95 percent of its respondents saying they were willing to look at alternative employment opportunities. Whatever the correct number, it’s clear that a significant segment of the so-called “passive job seeker” population is now ready to move to wherever the grass is greener.

So, why don’t they? Despite literally millions of job ads posted by recruiters, most of that ready-to-go talent pool stays right where they are. They consider new jobs – they read those job postings – but they don’t apply. They simply aren’t convinced, persuaded, or sold well enough to ditch their passivity and act.

Why is this happening?

In a recent online article, Dr. John Sullivan opined, “… as the economy improves, the power will inevitably shift away from the corporation to the job seeker. With this shift, most corporate recruiting functions simply aren’t ready for a return to intense competition where the candidate holds the power. Solving the intense competition problem will be difficult because the primarily “active” recruiting approaches that have worked and dominated over the last handful of years will simply fail when you have to fight over prospects and candidates. Having to fight to fill every position qualifies this problem as the one with the highest impact unless you have developed a plan to return your function to a war-for-talent model.”

Okay, but how can you put your recruiting team on a War for Talent footing?

As Sullivan notes later in his article, there are a whole range of actions that could be taken, but almost every one of them is as much a problem as a solution. They require a significant increase in funding, organizational priority, staffing, technology or other resources. In addition, they also take time and considerable effort to implement, and recruiting teams are pretty busy with requisitions they have to fill and hiring managers they have to satisfy today. So, what’s to be done?

There is one simple action you can take that will have an immediate impact on the ad response rate of passive prospects and is capable of being implemented at no cost: reformat your job postings.

The format of most job postings today are an artifact of messages and documents designed in the 1950s. They are based on:
• classified ads in print publications, where words were expensive and responses were expected from even bare-bones information; and
• position descriptions, which provided information – requirements and responsibilities – that was designed to help employers manage their internal compensation schedules.

While the resulting ad format has largely been tolerated by active job seekers, it has the exact opposite effect on the passive population. Nine-out-of-ten or more of them are now willing to consider a new job, but they won’t go any further than that with a job posting written for the 1950’s. If you want them to apply, they want you to provide:
• a lot of information; and
• information that’s useful to them in their consideration of an employment opportunity.

Instead of organizing your job posting to address a position’s requirements and responsibilities, therefore, use a format summarized with the following acronym: S-ABC-S.

The acronym stands for:

S = Summary. A statement of no more than 4-5 lines that uses engaging, compelling language to describe the value proposition of both the opening and the employer.

A = Advancement. A description of how the opening will enable a person to progress in their field and/or career and of the skills they must have to do so.

B = Benefits. A description of the formal benefits offered by the employer as well as other “intangibles” they would gain by working there (e.g., the capabilities of those who would be the new hire’s coworkers, the caliber of the company’s facility, the quality of life where the company is located).

C = Culture. A description of the employer’s work environment and how it can help a person perform at their peak and achieve success both in the organization and their field.

S = Sign-off. A call to action with several options: 1. Apply now. 2. Don’t apply now, but stay in touch for information about future openings. 3. Refer the job to a friend or colleague who is better suited for the job.

As we all know, there are many ways to improve recruiting outcomes, but very few that can be accomplished quickly, without cost and with almost immediate results. Changing the format of your job postings is one of those few.

TAtech Insights and the Peter Weddle’s Technacious Recruiter are brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 events are open to corporate, staffing firm and RPO recruiters and include:
• April 22-23, 2017 Chicago: The TAtech Spring Congress & Deal Center, with The Business Accelerator has now occurred. See you at next year’s Spring Congress in … Miami!
• May 17-19, 2017 Barcelona: RecTech, The TAtech Industry Congress in the EU in partnership with the AIM Group. See you at next year’s RecTech in … Dublin!
• May 31-June 1, 2017 Minneapolis: The TAtech Leadership Summit on Programmatic Ad Buying, featuring two tracks: Programmatic Ad Buying Applications & Programmatic Ad Buying Technology. See you at next year’s Programmatic Summit!
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center, with The World Job Board Forum and the 2017 ReSI Awards Gala.

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The Machines Are Coming (and that’s a good thing) http://www.weddles.com/the-machines-are-coming-and-thats-a-good-thing/ Fri, 16 Jun 2017 13:05:32 +0000 http://www.weddles.com/?p=10333 READ MORE]]> Have you ever asked yourself:
• Which job boards should you use to get the best candidates for each of your open jobs?
• How can you avoid overspending for applicants when you have enough for an opening?
• When should you invest more in order to attract more candidates for a critical vacancy?

Well, now you can get the answers to all of those questions with a new technology called programmatic ad buying. Appcast defines it this way:

“Programmatic advertising is the buying, placement and optimization of ads
performed by software, rather than people.”

The goals are several fold:
• First, the machines free you from the time drain of ad posting and management, so you can devote your attention and skills to candidate assessment and communication.
• Second, you spend your recruitment advertising budget more effectively, so you get a Goldilocks number of applicants – not too many, not too few, but just the right flow to fill each opening.
• And third, you get the candidates you need in the time frame you need them to keep those pesky hiring managers happy.

Of course, programmatic ad buying is no silver bullet. It too has challenges which require careful attention and management. Right now, for example, most programmatic ads are distributed within “walled gardens” that include only legitimate job boards. In the future, however, it’s likely that ads will be posted to connect with candidates outside those gardens – anywhere on the Web – and that means they might be placed near content that could harm an organization’s brand. Protocols and applications have yet to be developed to avoid this problem.

In addition, programmatic ad buying occurs in conjunction with performance based advertising – that is, the employer only pays when it receives an acceptable yield from an ad. That desired yield is defined by the recruiter in just two steps: 1. They set a budget for each ad as well as a “bid” – what they are willing to pay per click or applicant who responds to the ad; and 2. They set “rules” for the ad’s performance – the characteristics of acceptable candidates, for example, or the number of applicants they want to see for the opening. After that, the machine does all the work.

Unfortunately, however, almost half of the clicks now generated by ads posted online are caused by bots or crawlers and thus have absolutely no value to an employer. It’s important, therefore, to know how publishers (job boards, job search engines, digital media companies, social media sites) winnow out such worthless clicks from their reports of ad performance so employers aren’t paying for them. Fortunately, the protocols for such transparency and accuracy in ad performance are now being developed, but they are still not yet widely adopted. See the TAtech InSights of June 7th.

Finally, more effective placement and management of job ads won’t overcome the negative impact of poorly written ad copy. Not all organizations post substandard ads, of course, but far too many do, and the result – even when an ad is posted on the perfect job boards for an opening – is almost always long lead times to fill vacancies and selection from a pool of mediocre applicants.

How Can You Learn More?

Each year, TAtech holds a one-day Leadership Summit on programmatic ad buying in talent acquisition. At the most recent event held on June 1st, we surveyed the employers that attended. They ranged from Fortune 100 enterprises to regional and local companies. Here is some of what they told us:

Where is their organization going with programmatic ad buying?
Just under a third (32%) said they expected at least 50% of their budget to be directed toward programmatic ad spending within 12 months.

What are their challenges in deploying programmatic ad buying?
The respondents said that the biggest inhibitors to increased use were:
• Not enough publishers currently offer programmatic to give employers a clear choice among suppliers.
• The available networks of job boards offering programmatic ad buying are too limited and often overlap in coverage.
• It is still a challenge to get transparent and accurate data with which to evaluate ad performance and ROI.

What developments would they most like to see from vendors that offer programmatic ad buying?
The respondents asked for:
• Better targeting – the ability to identify and reach high caliber prospects wherever they are on the Web.
• Better pricing support – recommendations on how to initially determine ad bids so they reach the right prospects right away.
• Faster ad adjustments – more timely shifts in spending so that ad results (i.e., the right candidate flow) are optimized more quickly.

The machines are coming to online recruitment advertising – not to terminate recruiters, but instead, to free them up for the more important aspects of recruiting. Programmatic ad buying uses software to take the labor out of ad posting. It doesn’t necessarily replace traditional time-based job ads or eliminate the need for careful oversight of ad performance. It’s just one more tool in the kit bag of a modern talent acquisition professional.

P.S. Information on next year’s TAtech Leadership Summit on Programmatic Ad Buying will be published in this newsletter as it becomes available.

TAtech Insights is brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 events include:
• April 22-23, 2017 Chicago: The TAtech Spring Congress & Deal Center, with The Business Accelerator has now occurred. See you at next year’s Spring Congress in … Miami!
• May 17-19, 2017 Barcelona: RecTech, The TAtech Industry Congress in the EU in partnership with the AIM Group. See you at next year’s RecTech in … Dublin!
• May 31-June 1, 2017 Minneapolis: The TAtech Leadership Summit on Programmatic Ad Buying, featuring two tracks: Programmatic Ad Buying Applications & Programmatic Ad Buying Technology. See you at next year’s Programmatic Summit!
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center, with The World Job Board Forum and the 2017 ReSI Awards Gala.

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The Rise of Fake Applicants http://www.weddles.com/tatech-insights-the-rise-of-fake-applicants/ Fri, 16 Jun 2017 12:56:04 +0000 http://www.weddles.com/?p=10329 READ MORE]]> The Web is teeming with fake applicants.

According to a report this month by DeviceAtlas, a software company, almost half of all Internet traffic (a whopping 48 percent) is now generated by bots and crawlers. A bot or Web robot is a piece of software designed to visit online sites and perform a specific activity there.

Some of these applications, like Google’s bot, are helpful, indexing information so that we can find and use it. Others, however, are extremely malicious. They are unleashed by fraudsters intent on bilking companies with false ad responses.

In recruitment, for example, bots can significantly degrade the return an employer achieves on its investment in online recruitment advertising. They pretend to be candidates, when in fact, they’re talentless clicks that rack up costs.

How does that happen?

While bots infect the results of all online ads, their effect is most insidious in performance-based advertising. This form of advertising – often described as pay-per-click (PPC) or pay-per-applicant (PPA) – is increasingly popular with employers because it enables them to focus their spend on results. They pay only when someone actually clicks on their job ad or applies for their opening.

Unfortunately, however, the computers that register those clicks and applications can’t tell if they’re coming from a human or a bot. For employers, that can have a devastating impact – as many as half of all the ad responses for which they’re paying are worthless. They’re generated by software, by fake applicants, not talented human prospects.

How Can You Protect Your Employer?

The fraudsters who create malicious bots are often very adept at hiding their activity among the hundreds of millions of clicks generated by job ads every day. As a result, online publishers – job boards, job search engines, aggregators and digital media companies – have had a very difficult time identifying and removing the fake applicants responding to their ads.

To address this problem, TAtech empaneled an international working group on traffic quality in 2016. Its goal was to create a set of practices which online publishers could use both:
• to protect their advertisers from fake applicants and
• to communicate their commitment to weeding them out in their reporting of ad performance.

The resulting TAtech Declaration on Traffic Quality was published earlier this year and is now available to all online publishers free of charge in the TAtech Bookstore. It is the first-ever set of industry guidelines to bring accuracy and transparency to the determination and reporting of job posting results. In addition, TAtech now recognizes those publishers that have completed and signed the Declaration by posting their documents on its website.

What does that mean for corporate and third-party recruiters?

If you’re considering a pay-for-performance advertising investment, you can now protect your employer from online fraudsters by identifying those publishers that have made a commitment to traffic quality by examining the Declarations posted on TAtech.org. Think of that listing as your consumers’ guide to REAL applicants on the Web.

The listing, however, is just getting started. So, if you’re working with a publisher that’s also committed to accuracy and transparency in communicating its advertising results, encourage them to sign and post their own Declaration on Traffic Quality. It’s a public statement that will enhance their brand and their business.

TAtech Insights is brought to you by TAtech: The Association for Talent Acquisition Solutions.

Mark Your Calendars! TAtech’s 2017 events include:
• April 22-23, 2017 Chicago: The TAtech Spring Congress & Deal Center, with The Business Accelerator has now occurred. See you at next year’s Spring Congress in … Miami!
• May 17-19, 2017 Barcelona: RecTech, The TAtech Industry Congress in the EU in partnership with the AIM Group. See you at next year’s RecTech in … Dublin!
• May 31-June 1, 2017 Minneapolis: The TAtech Leadership Summit on Programmatic Ad Buying, featuring two tracks: Programmatic Ad Buying Applications & Programmatic Ad Buying Technology. See you at next year’s Programmatic Summit!
• September 27-29, 2017 Denver: The TAtech Fall Congress & Deal Center, with The World Job Board Forum and the 2017 ReSI Awards Gala.

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Two Dynamics for Job Board Growth http://www.weddles.com/two-dynamics-for-job-board-growth/ Tue, 09 Aug 2016 19:02:12 +0000 http://www.weddles.com/?p=10324 READ MORE]]> Like all industries, the job board business is powered by the ebb and flow of dynamics.  The dictionary defines that term as “the forces or properties that stimulate growth, development, or change within a system or process.”  Dynamics are organizing principles that gain the power to shape the present (and often the future) by becoming generally accepted pathways to success.

In our industry, dynamics are usually categories of recruitment products or services that attract investment and thus shape the market.  As we all know, those investments do not ensure the success of a specific product or service, but they do sustain the dynamic, and perhaps more importantly, can point the way toward lucrative product/service introductions by other sites.

Said another way, watching where investments are being made enables you to piggyback on the market research of others and, in the process, gain a competitive advantage for your site.  After all, the companies in which those investments are being made are often starting from zero whereas you are in the market, know something about it, and may well have access to development resources a start-up doesn’t.

So, what dynamic might you ride to even greater success?  Here are two that warrant consideration:

Candidate Quality. This dynamic involves applying artificial intelligence to the key unanswered question in recruitment: what is a quality candidate?

The answer, of course, is a double conundrum: first the definition is idiosyncratic to each organization – there is no universal standard of quality – and second, the answer is idiosyncratic to the hiring manager, who more often than not defines quality as “Get me someone like Jim or Jane.”  Machine learning can track the behavior of organizations and individuals within those organizations to determine their implicit (and sometimes unconscious) definition of quality and then apply it to future openings.

For example, Triplebyte just raised $3 million to launch its “engineer genome project” which will attempt to define the DNA of perfect engineer candidates.  Similarly, Boon uses machine learning to tease out the “gems” in employees’ personal networks so they can be included in a company’s referral program.  And then there’s Connectifier, about which Recruiting Times said, “Two ex-Google engineers hope to turn the recruitment process on its head through artificial intelligence and search software in order to build up over 300 million online profiles in order to find the perfect candidate.”

Now, before all you skeptics rise up in righteous indignation, I know we’ve been talking about the power of artificial intelligence for over 20 years, and still have very little to show for it … except in playing chess and Jeopardy.  However, the same slow rise to maturation occurred with robots and now, they’re revolutionizing manufacturing, pick and pack logistics and other fields of work.  We may now be at a similar tipping point for artificial intelligence.

Candidate Equality.  The dynamic here involves transparency or what is sometimes described as leveling the playing field between employers and job seekers.

Since its inception after World War II, the job market has been a one-sided contest, where employers have all the advantages.  Job seekers are required to provide extensive information about themselves and then submit to intensive scrutiny before being offered a job.  Employers, in contrast, provide little more than marketing information about themselves and make getting an “inside look” at their employment experience a monumental research task that puts off all but the most determined candidate.

This dynamic aims to make things a bit fairer by using a combination of technology, branding and site design to acquire and make available to job seekers peer-produced information about the culture, values and practices of employers.  The idea isn’t to air dirty laundry (although that does happen from time-to-time), but rather to provide “employment intelligence” – to remove the mystery about the nature of an organization’s employment experience, so that both the employer and the job seeker can make an informed decision about whether they would be a good fit for each other.

The candidate equality dynamic is on display for a wide range of employers and occupations at sites such as Glassdoor, Kununu and CareerBliss and at niche sites that focus on a specific industry or subset of the workforce.  An example of the latter is Fairygodboss, which asks current and former employees to evaluate an employer’s support and programs for women.  Whichever tack is taken, however, in a War for Talent, employment intelligence is the key to winning … for candidates as well as employers.

Food for thought,
Peter

The Job Board Journalist by Peter Weddle is brought to you by TAtech: The Association for Talent Acquisition Solutions.

Get a $150 Discount for the TAtech Conference & Expo – that’s right, you can attend the only conference totally dedicated to showcasing the products and people of the talent acquisition solutions industry and save $150 on what is already the lowest registration rate of any major recruitment conference!  Use the discount code TAtechAugust to save $150 when you register here.  And save even more when you register by August 15th – a great room at The Palms Resort for just $99/night!  Register today.

This Week on Jobboarders

This week, Jobboarders features:

An Awesome August Deal.  You’ve heard of a two-fer, right?  Well, the TAtech Conference & Expo is a three-fer!  Save money big time on registration, get the best deal on a Vegas hotel room ever, and benefit from not one, but two bizdev opportunities all at one time!  But hurry, time is short; deadlines are fast approaching.

Massachusetts just said … SHOW ME THE MONEY by David Brensilber.  Massachusetts just passed an equal pay law that prohibits companies from asking candidates their salary histories until after they make a job offer that includes compensation, unless the candidate voluntarily discloses the information. Massachusetts’s new law also mandates that employers pay men and women the same not just when they do the exact same work, but when their work is “comparable.” Most laws only require men and women in the exact same job to be paid equally. Also, the new law also bans salary secrecy, blocking employers from keeping their employees from talking about pay with each other.

Global Recognition in 3 Minutes.  It takes just 3 minutes to complete the application form for the Recruiting Service Innovation Awards (the ReSIs), but the recognition from winning lasts forever!  Sign up now, so your customers can give your site the visibility and stature it deserves.

Classifieds

•    Large Niche Job Board for Sale

Jobboarders Book of the Month: The Sourcing and Recruitment Handbook by Shally Steckerl.  The Cybersleuth’s secrets to sourcing better, smarter, faster and cheaper than the competition.  At almost 450 pages, the book covers every aspect of talent sourcing from keyword searches and search engines to probing online communities and the use of IM and text messaging.  As one recruiter put it, “Shally is a legend.  A true guru who brings together technology, the Internet and sound recruiting practices.”  Get it in the TAtech Bookstore.

So visit Jobboarders today and ready your business for a successful tomorrow.

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