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Glen Cathey SVP Talent Acquisition and Innovation, Kforce Author, BooleanBlackBelt.com You've Found Them – Now What?
WITH A 25% RESPONSE RATE 3 OUT OF 4 PEOPLE AREN'T RESPONDING TO MY MESSAGES
>70% *Should* Respond… Source: 2015 LinkedIn Talent Trends Survey of over 20,000 fully employed workers in 29 countries - http://linkd.in/1FLaMPa Glen Cathey
Surprised? Source: 2015 Stack Overflow Careers Global Developer Hiring Landscape - http://bit.ly/1JaglKW ? 26,086 developers from 157 countries were surveyed
InMails rate well with developers Source: 2015 Stack Overflow Careers Global Developer Hiring Landscape - http://bit.ly/1JaglKW ? 26,086 developers from 157 countries were surveyed
A RECRUITER SENT ME AN EMAIL TODAY I GUESS YOU COULD SAY THINGS ARE GETTING PRETTY SERIOUS
BRACE YOURSELVES INMAILS ARE COMING
DON'T HAVE AN EFFECTIVE MESSAGING STRATEGY? HOW'S THAT WORKING FOR YOU?
ONE DOES NOT SIMPLY GET PASSIVE TALENT TO RESPOND
5 Whys Exercise Sakichi Toyoda 1867 - 1930 The 5 Whys is an iterative question-asking technique used to explore the cause-and-effect relationships to determine the root cause of a defect or problem. The technique was originally developed by Sakichi Toyoda and is "the basis of Toyota's scientific approach . . . by repeating why five times, the nature of the problem as well as its solution becomes clear." – Taiichi Ohno The tool has seen widespread use beyond Toyota, and is now used within Kaizen, lean manufacturing, Asana (software), and Six Sigma. Glen Cathey
Problem: I don't get 100% response to my InMails
Be Human Be Human
Cross reference on the Internet and other social networking sites
So, I would normally leave these first-contacts short and sweet, but I am really intrigued by your statement "What you look for in that dream opportunity..." It is the most interesting statement I've come across [and it] makes me feel human. Out of mere excitement about the question, here's my first shot at answering it: - candidate response Glen Cathey
WHAT IF I TOLD YOU YOUR EMAIL WAS 1 OF 100? I'M NOT LOOKING FOR A JOB? YOUR MESSAGES ARE BORING? I DON'T LIKE RECRUITERS?
Ain't nobody got time for that SAY JOB OPPORTUNITY ONE MORE TIME!
Ideal Recruiting/Sales Process 5 Steps to Recruiting (or Sales) Success Developing the relationship Creating/Identifying the need Preventing/overcoming objections Filling the need/providing benefits Advance/close the sale Source: http://www.ere.net/2008/07/10/stop-telling-and-start-selling/ Glen Cathey
Most Recruiter Messaging Filling the need/providing benefits Developing the relationship Creating/Identifying the need Preventing/overcoming objections Advance/close the sale Unfortunate Reality Glen Cathey
"Unexpected ideas are more likely to stick because surprise makes us pay attention and think. The most basic way to get someone's attention is to break a pattern. Humans adapt incredibly quickly to consistent patterns. Consistent sensory simulation makes us tune out." - Chip Heath & Dan Heath, Made to Stick Glen Cathey
What people want to know first Source: 2015 LinkedIn Talent Trends Survey of over 20,000 fully employed workers in 29 countries - http://linkd.in/1FLaMPa Glen Cathey
What developers want Source: 2015 Stack Overflow Careers Global Developer Hiring Landscape - http://bit.ly/1JaglKW ? 26,086 developers from 157 countries were surveyed Glen Cathey
Glen Cathey It's not about you – it's about them. Instead of leading with your job, first take the time to find out what they want
In 1994, George Loewenstein, a behavioral economist at Carnegie Mellon University, provided the most comprehensive account of situational interest. It is surprisingly simple. Curiosity, he says, happens when we feel a gap in our knowledge. Loewenstein argues that gaps cause pain. When we want to know something but don’t, it’s like having an itch that we need to scratch. To take away the pain, we need to fill the knowledge gap. One important implication of the gap theory is that we need to open gaps before we close them. Our tendency is to tell people the facts. - Chip Heath & Dan Heath, Made to Stick Glen Cathey
The basic architecture of the brain ensures that we feel first and think second. - Neuroscientist Joseph LeDoux Glen Cathey
Source & suggested reading: Start With Why, Simon Sinek Glen Cathey
Suggested reading: Start With Why, Simon Sinek
IPA dataBANK (the UK-based Institute of Practitioners in Advertising) contains 1400 case studies of successful advertising campaigns submitted for the IPA Effectiveness Award competition over the last three decades. Campaigns with purely emotional content performed about twice as well (31% vs. 16%) with only rational content, and those that were purely emotional did a little better (31% vs 26%) those that mixed emotional and rational content. Source: Neuromarketing by Roger Dooley http://bit.ly/1sK1UA1 Neuromarketing Glen Cathey
Ads (messages) that engage people emotionally work better than those that don’t. Source: Fractl – The Emotions of Highly Viral Content http://slidesha.re/1xenFMk Neuromarketing Glen Cathey
Source - http://bit.ly/1Q8iY47 "Charles Darwin…developed the Facial Feedback Response Theory, which suggests that the act of smiling actually makes us feel better (rather than smiling being merely a result of feeling good)." Facial feedback modifies the neural processing of emotional content in the brain, in a way that helps us feel better when we smile. Smiling stimulates our brain reward mechanism in a way that even chocolate -- a well-regarded pleasure inducer -- cannot match. British researchers found that one smile can generate the same level of brain stimulation as up to 2,000 bars of chocolate." Glen Cathey
Surprise gets our attention. Surprise makes us want to find an answer – to resolve the question of why we were surprised. If we want to motivate people to pay attention, we should seize the power of big surprises. - Chip Heath & Dan Heath, Made to Stick Glen Cathey
No Surprises Here Source – TalentBin http://bit.ly/1iLsPON Glen Cathey
My profile… An obvious InMail blast I recently received. I am not a Spotfire consultant, nor do I live in Canada. Glen Cathey
YOU SHALL NOT BLAST!
Energy and persistence conquer all things. - Benjamin Franklin
Source – Yesware http://bit.ly/1imcxvl Glen Cathey
Leverage Data Source: The Recruiter’s Guide to Writing Effective LinkedIn InMails http://bit.ly/1IIs5zC Glen Cathey
Leverage Data Source: Yesware study, 500K sales emails http://bit.ly/1d6e1HJ Source: Constant Contact http://bit.ly/1HW6Yy0 Source: Science of Email by Hubspot and Litmus – 6.4M emails studied http://bit.ly/1LQoiTL
Leverage Data textio Glen Cathey
Leverage Data Glen Cathey
Candidate personas are fictional, generalized representations of your target talent, divided into unique segments that group current situations, what they do, goals (what they want to accomplish), motivations and attitudes into groups. Personas can: Help you better understand and relate to the people you are trying to source & recruit as human beings and not just potential candidates Allow you to strategically tailor your approach & messaging content to the specific needs, behaviors, and concerns of each persona to increase response Candidate Personas Adapted from Hubspot and Krux SMB Source: Bufferapp.com http://bit.ly/1pcEqUu Glen Cathey
Talent acquisition campaigns Recruiters’ social media profiles Training Career website Onboarding Job descriptions Employer branding projects Sourcing strategy Application process Social media strategy Candidate Personas Glen Cathey
I HAVE A VERY PARTICULAR SET OF SKILLS THAT EVERY RECRUITER CAN FIND Glen Cathey
Find People Others Don't or Can't People at the "bottom" of search results rarely get messages! Glen Cathey
Be human! Start with why Do not blast - personalize your messaging Gather additional info through other social sites Develop an arsenal of (anti)templates you can customize/personalize Leverage empathy & perspective! Key Takeaways Glen Cathey
Key Takeaways Get creative with your subject lines and content – experiment! Use humor and surprise and leverage knowledge gaps Develop personas for your target talent pool Capture and celebrate successes Perform your own 5 why exercise specific for your team/company Read Social Engineering: The Art of Human Hacking Glen Cathey
I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou Glen Cathey
Be Human Glen Cathey