I just joined the team here at Havas People, previously working in digital marketing for numerous brands and public figures. Coming to the world of employer marketing from a more mainstream background may seem like a big jump, but in reality there are numerous parallels and ways thinking like a marketer can help improve the employee experience, specifically in recruiting.
Here are my initial thoughts after just one week here with the team:
People first – Creating a positive, user-friendly experience during recruitment can go a long way. Job seekers can in some ways be looked at like customers. Treating a customer poorly or not responding leads to lost sales; the same can be said for job candidates. Any poor impression during the recruiting process can lead to them losing interest in the position or company, not only while job seeking, but long term. This can have huge repercussions if they tell friends, post on social media or post a review of their experience on websites like Glassdoor.
Everyone is a recruiter – Your employees are your best ambassadors and biggest advocates. If an employee is happy at your organization, they’ll talk about it. This creates a huge pool of potential talent waiting to be tapped into, simplifying recruiting processes. Building a strong brand and sense of community makes employees feel like they're a part of something special, increasing the chances they will recommend the organization to others.
Paid ads and targeting – For retail, social media paid ads move the needle, as organic posts are becoming more obsolete. The same can be true for job postings. Sponsored ads on websites like Linkedin, Indeed and even Facebook have many advantages over organic posts. They allow you to target by entering certain demographics and criteria you’re searching for, give your posting better positioning on the site, and allow for better tracking and reporting leading to an easier recruitment process.
Jo Schopper, Account Executive
Never work with children or animals they say.
Sound advice as we prepared to shoot six videos in three days for a professional services client at their facility in Westlake, an upmarket suburb of Dallas, Texas.
OK, our shoot didn't have any children, but we did have two animals.
Sure, one was a child's toy, but you never know.
Luckily for us, the other, a dachshund schnauzer cross called Rigsby, was incredibly well behaved.
As were our crew, who were amazing.
The challenge with any shoot is coping with the unexpected and making sure you get exactly the footage you need - you literally get one shot.
This can be especially tricky when you're shooting outdoors.
On any shoot, the weather can be a demanding diva, prone to sulking and spoiling your day.
For us, she managed to maintain a beautiful disposition, ensuring day long sunshine - we did all get sunburnt though, just to remind us who's boss.
Apart from Dallas air traffic control insisting on routing every plane within a 50 mile radius over our location every few minutes, we managed to contain the external factors to a minimum.
The days were long, but very productive and well marshalled by the team at Casual Films, our partner on the shoot.
Extremely professional and very client friendly, they coped with the intricacies of shooting in a sometimes sensitive environment.
We've seen the first edit and it looks amazing, and we're confident the rest of the videos will be just as good.
Film shoots can be either a lot of fun or very hard work - our shoot in Texas managed to be a combination of both.
Gary Singh, Project Manager
In a digital world our offline gestures matter even more
Like most of you, the number of conversations I’ve been having recently about Artificial Intelligence and where the digital world is heading has to be approaching the high triple digits. It seems to be all anyone wants to talk about and, fortunately for me, is an extremely exciting subject to explore.
The implications AI holds for our lives is really outrageous and when you start to drill that down to how it may impact talent strategies in the future – the possibilities are quite endless – Alexa voice applications, Chatbots, personal office assistants - I could go on and on. In fact, I’m sure I will in an upcoming post!
But what I’m really thinking about right now is how these digital enhancements to our lives are going to further highlight the importance of offline, real world actions.
Recently we’ve been growing our team in North America. We posted the opening and an algorithm sent us a ton of relevant applicants. Relevant based on a data framework aligned to “what” we were looking for and not necessarily “who” we were looking for. For our role the “who” was just as, if not more, important than the “what.”
Of course we scheduled phone interviews and in-person conversations to learn more about the people we were talking to. Nothing groundbreaking there, but we now knew more about who they really were and could begin to determine if they’d bring the right attributes to our team and fit the tight-knit group.
Had we been using a video interview platform we may have been told by yet another algorithm how trustworthy and honest our candidates were. If we were hiring a high-volume role, we may not have had the luxury to vet our candidates so thoroughly and would have relied even heavier on an algorithm to influence our decision.
In this instance our algorithm identified a high-potential candidate, we took things offline to understand them better and then the candidate did something all job search advocates recommend but few searchers do – they sent a handwritten thank you letter after our first telephone interview!
This was someone we knew we wanted to hire from our first conversation, but this extra level of attention and care shown really put them over the top. If we were stuck between two good candidates, this would have made the difference. Had we automated the entire process, well then we would never have gotten the letter in the first place.
In a world where it’s easier to ‘click and do’ then ‘think and do,’ this extra offline effort really stands apart.
Tim Middleton, Agency Director
With the launch of Google’s enhanced job search results, I’m sure that is what a good chunk of the talent industry is thinking. From my perspective, jobs that are included in enriched search results have many benefits for employers, including:
· Improving the job seeking experience for candidates
· Priority placement in Google search results
· Attracting and converting more qualified candidates
While opting in for the Google enriched search results might mean some heavy lifting on the back-end of your careers site, the following rules should be considered when writing a job description to help improve your ranking and relevance within the search results:
1. Title: It is important to remember job seeker behavior when it comes to the search process. Most candidates won’t be searching for your listed job title. Rather, they will be using specific keywords. Therefore it is crucial for an employer to include a target keyword in the title – in the front of the title, if possible.
2. Body Copy: The target keyword should also be in the first sentence of the job description and used 3-5 times throughout the post. Consider using synonyms of this keyword to avoid repletion. For example, using the word “career” instead of “job.”
3. Links: Backlinks should also be added to job descriptions. This will not only help your SEO raking, but it will provide candidates with content that shows your company culture and all of the great reasons to work for your company.
Other tips to consider writing a job posting:
1. Be specific. An effective title contains details regarding the industry, function and level of the role. For example, “Senior Account Manager” and “Mid-Level Account Manager” are more descriptive than “Manager.”
2. Keep it real. Your company may use fun job titles like “Retail Jedi – Shopping Assistant,” or perhaps internal job IDs like “Retail Lead II (123456)”, but candidates are likely unfamiliar with these titles. Keep your job title basic but descriptive, and fundamentally keyword-driven.
3. Avoid superlatives or idiomatic phrases. Phrases like “rock star,” “ninja,” “expert” and “guru” are easily misclassified by search engines and can negatively impact the relevancy of your job description.
4. Avoid abbreviations and acronyms. Avoid abbreviations, such as “Mgr,” “Mgmt,” and “Sr.” Spell out words fully to ensure that the title is comprehensive and distributed to the correct audience.
5. Keep it simple. The job title is the most important factor in determining relevancy in a search engine. Do not include salary, location information, job codes, non-alphabet symbols or other information not relevant to the title itself.
Finally, just try to put yourself in a candidate’s shoes or think back to when you were looking for a new job. If you can create one less step for them or one less click, the better experience they will have.
Sarah Green, Account Director
Every June in the booming “Hipster-Ville” of Brooklyn, New York, an innovative 5-day event called Northside Festival takes place exploring the latest advances in tech, marketing, music, content, politics, etc. (the list goes on and on…). Some even call it the South by Southwest of NYC. Havas People New York had the chance to attend some of the talks, keynotes and networking events throughout the week to learn about emerging tech and media innovations that we could use to improve upon and grow our services. In this 3-part blog series, we’ll summarize the most beneficial takeaways in talent marketing and today’s job market.
First up – a discussion entitled “Tech Policy and Shaping the Workforce of the Future,” featuring speakers from Airbnb, Tech.NYC and Perkins Coie. In a world where freelancers and contract workers are the thriving power of our workforce (35% of U.S. workers*) we have to question what affect this will have on company structures, recruitment practices and our job market. Many employer brands are built with emphasis of growing with a company long-term; steady benefits, corporate community and career development are all pretty big sells. But we have to acknowledge that soon these key values behind an employer brand will change. Organizations will have to update their brand pillars and values to reflect what this new, independent workforce wants: Flexibility, remote opportunities, progressive restructuring etc. These workers will be looking for jobs with companies that are reputable and unified, but still sustainable for short-term or part-time employees.
So what does this freelance-sustaining company look like exactly? For one, their benefits will be portable – imagine a plan tied directly to an employee, NOT their employer. The company will most likely be tied to a modernized union that can bargain and provide new forms of training, wages and working condition laws – if you’ve never heard of Freelancers Union, definitely give their site a quick skim-through. And the trend of freelance-recruitment platforms and co-working spaces will adjust to have stronger partnerships with companies who need to staff and manage their independent workforce. Some are already ahead of the curve, with companies like Spotify and Microsoft renting out space at WeWork offices for certain teams and contingent workers.
Companies won’t be the only ones who have to adapt, so let’s shift gears to focus on these freelance workers a bit. Another talk at the festival featured Kathryn Minshew, co-founder of The Muse and author of The New Rules of Work – a highly recommended read to help you navigate your profession in this ever-changing job market. The weird truth is that traditional “career paths” and planning will die out and people will have the autonomy to pursue temporary jobs focused on skill development. Minshew, however, says there is one part of work that won’t be changing anytime soon… networking. For the first year of The Muse’s life, she says she would do 5 to 8 networking events a week. These events and talent-matching platforms (i.e. Contently) will be the key to success for any freelancer in this economy.
Don’t fret just yet though… the rise of the freelancer is a slow and steady train that is gaining momentum, but still has a long journey ahead. In the next several years, companies should consider revising their brands and policies to be freelance-friendly, and workers should be aware of the benefits of how their roles could become contingent in the future. The freelance boom is coming. It’s coming to liberate all of the creators, disrupters, designers, and go-getters. Get excited, and get ready.
Kelsey Lyon, Account Executive
* Freelancing in America: 2016 survey, released by Freelancers Union in October 2016.
Late last week I started to see a number of tweets and posts from “prominent” sports journalists lamenting another round of layoffs at a major sports entertainment company. These layoffs affected everyone from longstanding on-air talent, to new, emerging data whizzes, and the support staff behind the scenes who make everything possible.
In total, something like 100+ people were let go. A big chunk in an ever-shrinking industry. The company doing the layoffs hasn’t always had the best reputation as an employer and certainly was catching backlash for this most recent cost-cutting manoeuvre. And that’s worth mentioning because what I saw in the posts from the actual ex-employees was rather impressive. Sure a few folks took the opportunity to stick it to their old employer, but the majority were actually very sincere about the time they spent there, the work they did, and most frequently the people they worked with.
Many of these people are obviously media trained and would never publish something that could jeopardise their career, but the amount of honest love for their colleagues whom they wouldn’t share an “office” with anymore was really astounding.
For all the faults of their former company, the people who were and are still employees built something important there. What they built was a community of coworkers who grew into a family. It’s because of that familial feeling that I wasn’t reading a bunch of nasty gossip or negativity about the company. I was reading and hearing genuine positivity that even in light of layoffs put the company in question in a fairly good light.
The reality of business is there are times where costs are going to be cut or hard calls have to be made. If we can cultivate a culture of togetherness and camaraderie those tough decisions won’t be any easier to make, but those individuals who do move on will hopefully do so with positive memories and impressions of their time.
Tim Middleton, Agency Director