THE TECHNACIOUS RECRUITER NEWSLETTER

June 4, 2009   view past issues

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The Scourge of Bureaucratic Correctness

WEDDLE’s 2009/10 Guides Are Here!

Completely updated for today’s economic challenges, these books are the Gold Standard of guides to the best online resources for corporate and third-party recruiters.

Whether you’re hiring at the moment or not, your organization needs these one-of-a-kind references right now. They’ll put you ahead of the pack in the race for the best talent today, tomorrow and into the future.

They include:

  • WEDDLE’s 2009/10 Guide to Employment Sites on the Internet, called the Zagat of the online employment industry by the American Staffing Association.
  • WEDDLE’s 2009/10 Guide to Association Web Sites, your roadmap to the “hidden talent market” online.
  • Although these books won’t be available on Amazon or in bookstores for 4-6 weeks, you can get them right now. Simply click here to visit WEDDLE’s online bookstore or call our customer service team at 317.598.9768 today.

    The Scourge of Bureaucratic Correctness

    There is today a scourge of bland communication oppressing the performance of corporate and staffing firm recruiting teams. While social media have captured their imagination, the vast majority of recruiters continue to rely on job postings-placed on commercial job boards and in the Career area on their own sites-to reach and reel in top talent. And the content of those postings is so dull it would put a brick to sleep.

    Why do we engage in such blandness even as we try to acquire the high performers and rare skill holders our organizations so desperately need? I think it’s because we are reluctant to step outside the bounds of “bureaucratic correctness” or BC for short. We want to be fair and accurate, so we use the formal organizational title of our openings to ensure we don’t inadvertently mislead or misinform prospective applicants. We also know that there will be no subsequent recriminations if we use a term that has already been approved by the corporate general counsel or the chain of command.

    But here’s the rub. There’s not a single candidate on earth who thinks of him or herself as a Legal Secretary 2 or a Systems Analyst VI or a Junior Med Info Coder/Abstractor. Yet, those are real titles that I’ve pulled off of job ads posted on the Web. They may be bureaucratically correct, but they will never motivate anyone but the most desperate of job seekers to apply.

    So, here’s my simple proposition. Let’s agree that a job posting is not an official statement positioning a job within the organizational structure of an employer. It is a sales document. Its role is to convince talented and often passive individuals to “buy” your company’s or client’s employment value proposition. And the key to accomplishing that goal is the title of the posting.

    When prospects search a job database or the Web at large, the results they receive aren’t the results they want. They don’t get back a list of jobs; they get a list of job posting titles (and maybe the first line or two of the ad). If the title works, it will induce them to click open and read the ad. If title doesn’t work, the ad is a waste of money because no one (or only someone with no other options) is going to view it.

    How do you create a job posting title that works? It has to be unusual enough to catch a prospect’s attention despite all of the information clutter in contemporary society. It has to be compelling enough to get them to invest their most precious resource-their time-in reading about and considering your opportunity. And, it has to do all of that in just 30-35 characters, the space typically provided for the title of a posting.

    Here’s a simple, two-step process for developing a job posting title that will work even with passive prospects.

    Step 1: Figure out the “triggers of acceptance” for your target demographic.

    Pull together a focus group of some of your “A” level coworkers in the career field for which you’re recruiting. Ask them to identify the single most important factor that convinced them to accept your employer’s offer. Don’t worry if you don’t get universal agreement on a single factor. That’s normal. While there will often be a couple of outliers, however, your colleagues will probably divide into two or, at most, three groups, each of which favors a different “trigger of acceptance.”

    Step 2: Create your title with three distinct elements, following the formula LSS.

  • The L stands for location because even in today’s down economy, most people don’t want to move to take a job or simply can’t. They want or need to work where they already live.
  • The first S stands for the primary skill a person must have to accomplish the job. That’s how candidates think of themselves. They are people with a specific talent, not someone who fills some BC slot on an org chart.
  • The second S stands for sizzle, a phrase that communicates the trigger(s) of acceptance you identified in Step 1. To optimize your yield, you will have to connect with all of the groups in your prospective candidate pool, so post the ad multiple times, each with a title that communicates one of the triggers.
  • Here’s what such a job posting title might look like: WI-C++ Programmer-$1.2 million bonus. That’s an actual title from a job posted on the Web in 1999 by a company in Wisconsin. I don’t program, but I was intrigued enough to click on and read the ad, so you can bet that anyone with C++ on their resume probably did so, as well.

    The recruiters in this company had conducted a focus group of their best programmers and found that there were two primary reasons why they had agreed to work there. One group was motivated by money. The company had promised its IT Department that if they stayed around to fix what everyone thought was going to be the Y2K problem, they would split a $1.2 million bonus.

    The second group had a very different motivation. The company was located in upstate Wisconsin, and their decision to work for the company was based on the quality of life it afforded. How did the company reach other prospects who might be similarly motivated? They posted the ad a second time, but with a little bit of sizzle just for them. It read WI-C++ Programmer-Great Fishing!

    Employers and staffing firms continue to spend billions of dollars every year on job postings. To ensure that you get the best return on the investment you make in these ads, avoid BC titles. They may communicate on org charts, but they say nothing at all to top talent.

    Thanks for reading,

    Peter

    Visit me at CareerFitness.com

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


    Protect Yourself: Get Work Strong Today!

    This issue of WEDDLE’s newsletter is brought to you through the generous support of Work Strong: Your Personal Career Fitness System, Peter Weddle’s new book on conditioning your career for sustainable success.

    Recruiters have careers too, so take care of yours!

    Work Strong not only tells you what to do for career success, but when, where and how to do it.

  • Career Fitness includes both 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 introduces 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 317.598.9768 or click here. Don’t delay. Get Work Strong right away!


    WEDDLE’s News You Can Use

    They’re Finally Here! WEDDLE’s 2009/10 Guides Are Now Available.

    WEDDLE’s is pleased to announce the publication of:

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

    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 317.598.9768 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 that starts back up. And if things don’t work out as you hope, these books also include useful information for a job search. So, don’t delay; get your WEDDLE’s Guides today!

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

    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 317.598.9768 or click here. Get Finding Needles in a Haystack today!

    Best Practices in Employee Engagement & Communications Survey

    Bernard Hodes Group, an integrated talent solutions company, is conducting research to uncover best practices in employee engagement and communication.

    This research is being conducted among decision-makers in human resources, employee relations, and internal communications, and asks questions about current priorities and concerns, practices in implementing engagement programs, differences between industries, and more. All participants will receive a full research report that will allow them to compare best practices and benchmarks to their own companies. One $100 Amazon gift card will be awarded.

    To participate, click here.

    The survey will run from May 14, 2009 to July 12, 2009. A report will be issued in September of 2009.


    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:

    AllRetailJobs.com

    http://www.allretailjobs.com

    Post full time jobs: Yes

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

    Distribution of jobs: USA, Canada

    Fee to post a job: $301-350/posting

    Posting period: 60 days

    Can posting be linked to your site: Yes

    Resume database: Yes

    Number of resumes: 575,000+

    Source of resumes: Direct from individuals

    Top occupations among visitors: Customer Service, Management, Operations, Sales & Marketing

    Other services for employers: Banner advertising, Status Reports: postings & banners

    Member, International Association of Employment Web Sites: Yes


    Take Care of Your Career: Get Work Strong Today!

    This issue of WEDDLE’s newsletter is brought to you through the generous support of Work Strong: Your Personal Career Fitness System, Peter Weddle’s new book on conditioning your career for sustainable success.

    Recruiters have careers too, so take care of yours!

    Work Strong not only tells you what to do for career success, but when, where and how to do it.

  • Career Fitness includes both 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 introduces 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 317.598.9768 or click here. Don’t delay. Get Work Strong right away!