THE TECHNACIOUS RECRUITER NEWSLETTER

July 1, 2009   view past issues

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The Really Big Impact of a Small Number of Sentient Specifics

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 for the entire series!
  • What does the training cover and when will it be offered?

    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

    To register, call WEDDLE’s at 203.964.1888. Don’t delay! Register today.

    The Really Big Impact of a Small Number of Sentient Specifics

    Recruitment ads posted on the Web generally fall into two content categories. There are the really brief notices that offer the job title, employer’s name and maybe a couple of candidate qualifications that are deemed essential to satisfactory performance. And then, there are the novellas that run on and on and on with enough job and organizational detail to impress even a government bureaucrat. Unfortunately, both are unlikely to motivate the kinds of talent most employers and recruiters want to hire. Whether they’re posted on a job board or on LinkedIn and Twitter, ads that are too brief or too long are too weak to have a big impact on “A’ level talent.

    The key to developing high impact content for a job posting is to remember what it-the ad-is supposed to do. Recruiting is definitely a sales activity-we are, after all, trying to convince prospects to buy the employment value proposition of our organization. That’s our job, however, not the job of our ad. A job posting has a much more limited sales goal. Its role is to convince the prospect to invest a little of their most precious resource: their time. The ad must sell them on the value of paying attention to what we have to offer while ignoring everything else going on around them.

    To accomplish that objective, a job posting must be developed in a two step process:

    Step 1: Figure out what matters to your target demographic.

    To sell your employer successfully, you have to know what triggers your best customers to say “Yes” to its offer. In other words, you aren’t interested in what motivates “C” level talent; you want to know how you can effectively engage the “A” level talent your employer needs. Since such prospects are almost always employed, even during a Great Recession, you must figure out what factors have the power to induce them to do the one thing we humans most hate to do: change.

    Ironically, these factors seldom include the kinds of information we typically provide in a job posting. They are rarely the requirements or responsibilities of a job. But don’t take my word for it. Ask the experts. Ask the “A” level talent you already have in your organization.

    Pull together a focus group of the top performers in the fields for which you’re recruiting and ask them what triggered their decision to say “Yes.” Encourage them to be as specific as possible and to rank order or prioritize the factors they identify. As our colleagues in sales have long known, there probably won’t be universal agreement on any single factor, but there will almost always be consensus on the top two-to-five motivators. These are the triggers-the specific benefits of employment-you want to highlight in your job posting.

    What are these factors likely to be? The following list is by no means exhaustive, but it is a place to start.

  • The reputation of the organization, its products or services, or even its leaders;
  • The kinds of people who will be a new hire’s coworkers or the caliber of their boss;
  • The location of the facility and the quality of life available in that area;
  • The opportunity the organization presents to do interesting and/or important work;
  • The prospects for professional growth and/or advancement that would come from employment.
  • Step 2: Express the triggers in sentient language.

    The dictionary defines sentient as “endowed with feeling.” Sentient language, therefore, is a word or words that touch the reader, that have an emotional impact on them. An idea expressed with a normal vocabulary might be very clear and comprehensible to the reader, but it doesn’t have the impact necessary to trigger them to make a change. Sentient language, on the other hand, conveys the same idea in a way that matters to a group of prospects-in this case “A” level performers-and influences their behavior in a direction conducive to their recruitment.

    For example, if you learn that your organization’s reputation is one of the key motivators for “A’ level prospects, you can express that idea several ways. You might say:

  • Our organization is a Fortune magazine “best company to work for.”
  • or

  • Our organization empowers you to do your best work.
  • The first expression is an abstract statement of fact. It provides helpful information, but does not include an emotional wallop sufficient to motivate a passive prospect. The second statement, in contrast, uses both a single term (“empowers”) and a phrase (“do your best work”) with sentient impact-the ability to touch and influence a prospect.

    Why worry about something as mundane as word choice in your job postings? Well, there are at least three reasons for doing so:

  • First, most postings on the Web today have the emotional appeal of a brick. That’s true whether they appear on job boards or on LinkedIn and Twitter. As Noan Cohen recently noted in the The New York Times, “Tweets arte generally banal,” and banal doesn’t recruit top prospects.
  • Second, we are still in a War for the Best Talent. Despite an unemployment rate that is steadily creeping toward 10%, it is still very difficult to recruit people who have rare skills or are “A” level performers. In that kind of environment, a high impact job posting is one of the best weapons at your disposal.
  • Third, despite all of the brouhaha recently about social media’s role in recruitment, the message remains just as important as the medium. You can be on LinkedIn, Facebook or Twitter and be just as disappointed with your yield if you use a message with little or no impact as you would (allegedly) be using more conventional sources.
  • “Less is more” is clearly an overused phrase. However, if your less is more impactful than a longer expression or even a shorter but duller one, you’ll have enormous success in recruiting top talent.

    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.


    This Issue’s Sponsor: WEDDLE’s 2009/10 Guides

    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

    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:

    ASAE Career Headquarters

    http://www.careerhq.com

    American Society of Association Executives

    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 $301-350/posting

    Posting period: 30 days

    Can posting be linked to your site: Yes

    Resume database: Yes

    Number of resumes: 13,000+

    Source of resumes: Direct from individuals

    Top occupations among visitors: Association managers and executives

    Other services for employers: Automated resume agent, Banner advertising, Status Reports: postings

    Member, International Association of Employment Web Sites: Yes


    This Issue’s Sponsor: WEDDLE’s 2009/10 Guides

    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!