Sarah: Hello and welcome to today's HR Daily Advisor webcast, we want to thank you all for joining us for today's program The Challenge Ahead For Recruiting Is Clear but What Path Will You Choose sponsored by Jobvite my name is Sarah from the HR Daily Advisor and I'm here to go over a few housekeeping items before I pass the presentation over to our moderator and speaker. For just a few notes the counsel that you're looking at right now offers multiple application widgets that you can use throughout the presentation you can resize and with these widgets or move them around and minimize them as you wish there is a media player button where you can play with a volume of today's presentation please take note that there is no dialing number for today's event the audio will be streaming directly through your computer speakers if you have any technical difficulties please click on the health widget it has a question mark icon covers common technical errors if your technical issue does not resolve please enter a question into the Q&A widget and our team will gladly assist you. All right now please join me in welcoming our special guests Angela Lee Senior Marketing Program Manager at Jobvite to the floor for special announcement in introduction for today's speaker Angela so very happy here I'm a different presentation to you.
Angela: Thank you Sara. Hi everyone my name is Angela Lee and I’m on the Marketing team here at Jobvite as background Jobvite enabled leading companies to recruit source and on board all within a single platform we have over 10 years of experience focused solely on recruitment in a recruiting strategy that emphasizes putting candidates at the center of recruiting Jobvite has just helped companies fill over 1 million jobs to date. Now onto the webinar I'm so excited to introduce our speaker Jennifer McClure CEO of Unbridled Talent Jennifer is recognized as an influencer and expert on the future of work innovative people strategies and strategic leadership the top-rated keynote speaker and trainers was delivered high-impact programs to over 50,000 people in nine countries and on four continents Jennifer has coached and mentored multiple leaders and executives in small/medium and fortune 100 companies and understands what it takes to succeed in today's rapidly changing world Jennifer.
Jennifer: Welcome everyone to the webinar and I hope you're having a great day wherever you're located in the world and whatever time zone that you're in but hopefully for the next 45 minutes or so we can all have come together and agree on the fact that if you are in human resources talent acquisition recruiting working in any capacity where you're in an organization that needs to hire and maintain people you are experiencing some challenges in today's world and so I want to take a little bit of time to share with you not only some of those challenges that I'm sure you're familiar with but also to maybe get you to think a little bit differently about how you can approach solving some of those challenges so when I say that the challenge ahead is clear we know there are talent shortages and skills gaps and location issues and changing world of work globalization and just any number of issues that are causing some stress on us in the talent acquisition professions but there are some solutions out there that are working for companies and again I want to share some of those with you and give you some options so it's not going to be so much of like do this this and this but it's going to be more about maybe you could think differently about some of these challenges and how you could approach them.
And I know that many of you are probably sitting in your desks listening to this webinar and either this is what your office looks like or this is what it feels like again it can be very overwhelming in the sense that you know unemployment in the U.S. At least is at the lowest level recorded in many years if not ever I think the last numbers I saw were three point nine percent but if you live in some areas like North Dakota or South Dakota or some of the areas where maybe there are some specific industries that are hitting very hard or the population growth is not what it needs to be in order to sustain or even in countries like Japan or some in Brazil etc there are real challenges you may not have the talent in your area that you need to fill openings and so we continue to hear about job creation and unemployment and those types of things but you might be sitting on some jobs that have been open for you know six months or more or sometimes even longer than that and so it's really can be frustrating and I feel your pain because I worked as an HR practitioner a recruiting practitioner for almost 20 years in the corporate world and then spent some time as an executive recruiter as well.
So I know some of the challenges that you face and how it can be overwhelming and sometimes we we attend seminars or we go to conferences or events and we're looking for how can we improve what we're doing and how can we do what we do better in order to have better results and absolutely we also be looking at things that way but what I want you to think about is this kind of great quote from Sally Hogshead who's an author of a book called How To Fascinate and she talks about it from both a brand marketing perspective and then her second book is more on the personal branding perspective but I love the way she frames this up is that different is better than better so when you're thinking about the challenges that you face and how you can improve your processes improve your actions in many ways so are all your competitors so is everybody else we're all looking for how we can get better every day but the companies out there that are really winning the companies that are kind of breaking through the noise and attracting people to their jobs or having success in getting the right people on board I think are the companies who are doing a great job at really differentiating themselves they might even still be using some old techniques to go about how they attract a recruit talent but they're differentiating themselves or they're differentiating them jobs or in some way helping themselves to really stand out in the noise so as you kind of like listen to some of the things that I'm sharing with you there.
Even think about your own recruiting practices and talent acquisition practices and your organization how can you think are we doing the same things that everyone else is doing are we looking at what others doing and copying what they're doing and again back that is certainly a strategy I think for all of us in some cases I tell everyone that your presentations that I do especially and I will share in this you know some examples from like a Google or a Facebook there are some companies where maybe you're working in an organization that has 100 employees and you hear me share an example from Google and you're like ok or Google we can't match their budget or their reach or their brand but I always encourage people to take some learnings from what companies that are bigger or maybe have more resources have done because a lot of what they learn you can still apply to you even if you're small but again also can you look at what they're doing and think or how could we put our own twist on this and make what we do different not just better.
So to kind of dream up how I approach this presentation I started with the matrix now I'm a big Keanu Reeves fans or love me or hate me for that so I probably see most every movie Keanu is made for better or for worse and one of my favorites and probably one of most people favorites is the Matrix and if you've seen the Matrix or even if you haven't either you heard it you know one of the kind of iconic buildings about the Matrix movie is the fact that Neo has to make a choice between the red pill and the blue pill the red pill is the truth the reality the unknown the blue pill is you pretty much just stay the same and you already know what's going to happen in life just continues as is so whether or not you choose the red pill or blue pill it's kind of positioned in the movie by Morpheus that it's not really about a right choice or a wrong choice it's whether or not you want to step into the unknown and see what you can find out and achieve.
And so I'm going to present you're in this you know webinar that we're doing today with some red pill blue pill actions remembering again I'm not miss Joe saying one is better than the other but there are almost always two choices and how you approach anything and certainly in terms of how you approach recruiting practices so we're following that Matrix red pill blue pill kind of approach in this webinar today and I'm kind of coming at you as I said as Morpheus it in the movie all I'm offering is the truth nothing more you can make your choices about what's best for your organization and sometimes that the blue pill approach which are going to be best practices and then sometimes it's the red pill approach which might be what's new in next and either hasn't been done before or maybe is being done by only a few companies out there really trying to work on that differentiation instead of small improvements so which choices you make again up to you but hopefully I'll present you with some choices and you can think a little bit differently.
So best practices you'll see this slide throughout again it's the blue pill and I just noticed a few minutes ago as we were kind of waiting for the webinar start I use custom fonts in this presentation and data to translate here so I do know how to spell best practices that EMS are supposed to go after the C but it looks like this slide is probably going to be only one of the ones that's going to be a little bit off on the formatting but you can stick with me here so again best practices aren't bad you know from my almost thirty years or more out there working both in the corporate world and now on my own I'm always searching for best practices and what companies are doing that is working but a friend of mine said once and it kind of stuck with me you know best practices basically means if you're using best practices and other people are using best practices that's pretty much average you know that's what everyone else is doing and so then it doesn't really become a best practice once everyone else is doing it's more of a standard practice and again we need those and happening near those in our work but if you're trying to raise above the noise again if you're trying to get noticed in a busy world if you're trying to attract and recruit in a really tough market and best practices may not always get you the results that you're looking for.
So again best practices not being bad blue pill red pill not not one choice or the other but best practices often or tried-and-true they're predictable because enough companies or people or individuals are doing them now that they've been you know kind of lauded as best practices because they work and in some sense everybody's doing it or everybody eventually going to be doing it so you can look back over the history of talent acquisition and back in the day you know best practices might have been advertising in the newspaper and waiting for those to be dropped in the driveways on Sunday morning and people applying to your jobs via mail and then it became the best practice to include your fax number so that people could send in those you know for those either old enough to remember the little slowly rolled up fax paper that was yellow and you had to you know catch it before it rolled away and then best practices at some point became posting jobs online and now best practices are any number and all kinds of things of which we'll chat about but you know best practices continue to evolve and again they're not bad and they certainly do work I'm also going to get you to hopefully think about what are some next practices so maybe not everyone is doing it or a lot of companies or organizations who don't think that the next practices are for them so the next practices are often those things that maybe only a few are trying or they're relatively new and in a lot now of cases not everyone's doing it because it's risky.
You know you could go out and you could try something you try to be funny you could try to be creative and it could ban it could you know be perceived differently I mean how many examples are we seen a brand - they're tried to change their marketing and it's falling flat I think a good recent example and I don't know we don't necessarily know how this is going to turn out but again if you're in the US and you're familiar with International House of Pancakes for a very long time they were known as International House of Pancakes and you knew where it was and they had the big kind of Swedish looking Red River pitched roofs and then they said no that's not cool enough we need to be IHop and they changed all their branding and signage look at their stores may became IHop often and sometime last month they started announcing a change and they said we're going to be IHop I feel I think that's hilarious I don't know that it resonates with me but I also have a friend who is a marketing expert and says it's brilliant ingenious so now they're the International House of Burgers that's the next practice you know in their sense that's they're trying to say we know that there's this younger generation out there.
Or maybe not everybody likes to eat pancakes but we have a lot of things so we want to see if we can broaden our appeal by being the International House of Burgers who knows time will tell is whether or not that's the New Coke of our generation but we'll see because there's some risks involved with us that there's also potential reward a broader market for them etcetera so those are kind of things you know again people who are trying something different maybe it doesn't resonate with everyone and some organizations and I've worked for organizations and leaders before or who maybe say we don't want to be out there on the forefront and you want to see what a lot of other people go ahead and try something and then once it becomes an established best practice then we'll get on board well that goes back to you know different is better that better better might keep you you're the going concern but in order to really kind of accelerate your growth or to attract talent when everybody else is also looking to the same talents you i’m might have to think about are there some things that we can do that will make us unique in the market.
So with each of these I want to try to share with you some things to think about and when you think about next practices and it's almost I guess kind of reach the stage we're thinking about mobile and how that fits into your your job search strategy and your job posting strategy it's almost probably reach that you know best practice or standard practice approach but really there are still so many companies out there that either aren't considering the mobile experience for their jobs online and how they are posted and received and then maybe they don't even have the opportunity for people to be able to search or apply to their jobs on a mobile device and said it's waiting in terms of next next practices because if you look at these stats from Indeed and these are some recent stats from the Indeed you know we tend to think about all those Millennials which they're not really kids anymore they're in their mid 20s late 30s but the nearest generation after them you're like those are the only people that want to think about mobile search or mobile apply and that's just not true you know the data from and being shows that it's you know predominantly a mobile search strategy in terms of job search for both Millennials and Gen Xers and then even further the baby boomers you know assuming that you know more than 50% of them are searching for jobs on their mobile device and then even applying.
So this is the practice that if it's not part of your recruiting strategy today how your jobs show up in terms of mobile job search and then thinking about again mobile apply for your jobs that's something that you're already behind if you're not considering that and so it's definitely something that you should be working with your partners and that you use your vendors etc to make sure that your jobs are able to be searched on mobile and then really the opportunity for people to do some sort of application through a mobile device where maybe then they get into a queue to either fill out a more lengthy application or have a job our screen through a phone interview etc those are things that if you're not using those you're absolutely losing candidates today because many of them are not using the desktop experience at all in terms of their job search and/or they think of you know maybe they're looking for a job while they're sitting at a restaurant by themselves eating a meal they find one that they like but they can't apply online and either they forget or they just don't think you know they just kind of dismiss you because they're not going to think to go back to their desktop or their laptop and apply at a later date.
So mobile and mobile strategy in general is definitely something that should be on the forefront and really should be not just the next practice but your practice and then here are just again you know one example of social media and almost like mobile you know just a couple of years ago not everybody was thinking about mobile for their job search strategies and certainly not everybody was thinking it we were many people were thinking about social media in terms of how people either post it or or search for jobs and so we have a time where recruiters are just like tweeting out links to job posts and sharing them on their LinkedIn page and obviously that's evolved but there are some tools like you know the cooler things these days more like Instagram or Snapchat or even Pinterest or some of these other places where people are hanging out online where a lot of companies are like well that's just you know where people post pictures of selfies etc but there are some companies who are thinking about well it's that's where the eyeballs are out there in terms of how people are spending their time we're all addicted to our mobile devices and when we're on our mobile devices how are we using that it's to play around on social network and Instagram is certainly one of the most popular social networks today in a place where people not only visit but they hang out and stay.
I mean I can scroll through my Instagram feed for hours before I realize you know all that time I've just lost and so here's a company like GE that's saying a lot of people are using Instagram how can we take advantage of some of those eyeballs think about how the platform is used so it's certainly not going to be here's a picture of a job posting on our website but how can we get people interested in careers at General Electric or the work that we do and so this is an example that I just pulled a screenshot of you know from a while ago where I don't know that's at least interesting enough that picture where I probably notice that in my feed and then they've got information about some of the jobs and careers that they have and they're using the hashtag lingo so you can see any probably if you're on a Instgram you maybe follow some companies if you don't and you're then a talent acquisition or something where you're searching for talent Human Resources Recruiting etc maybe you should follow a few companies that are doing some really innovative and creative things out there now does that mean that if you're again a company of a hundred that you need to go out and create an Instagram account for your company and who's going to manage it and he's going to post it and who has to prove it those are all things to think about.
It may be worth it you know again if you're recruiting I have many CEOs founders that I know have relatively small companies but they're trying to recruit and attract the same software developers or the same engineers that big companies are recruiting for like a GE or Email or Google or Facebook so they are going to have to do something to stand out so maybe it's worth their time to create a cool fun Instagram account that we think about how that fits into our overall strategy not just maybe for jobs for aiming our company in general and while it might sound like go a small company I don't have you know there's not any benefit to me doing that again how can you stand out there are companies out there all over the internet that are doing really cool and fun things that their brands are getting noticed because of how they're handling social media an example it comes to mind is Moon Pie I'm from the South in the United States and so I grew up with Moon Pies which if you're not familiar with it is to cookies that are covered in chocolate it was a marshmallow cream center so not really you know an innovative snack but it's kind of been around forever and again it was primarily popular in the south well now Moon Pie is on Twitter so if you've ever been on Twitter and you just search for moon pie Moon Pie is on Twitter and they have a very snarky Twitter account they pick battles.
Like with the IHOP thing they made fun of IHOP or there's you know going towards burgers because they've always been you know I think Ihop said they wanted to earn own circular foods again somebody's trying to be creative and Moon Pie was like okay yeah whatever but more and more like people who have huge followings on Twitter are retweeting and resharing some of the cool and funny tweets from Moon Pie because of how they've kind of approached their voice on social media so my guess is is that now Moon Pie not just because of your social media strategy but also a big piece of that is getting recognized by more than people just in the southern United States and they're wondering where can I get me some Moon Pies so think about that example where can I get me some software engineers or some some engineering talent maybe it's doing something creative on something like Instagram or even Snapchat now this is an example from a friend of mine on Nando Rodriguez who at the time was the important branding manager at a company called Horizon Media in New York City and they were actually trying to recruit some very high-level talent for their advertising marketing agency and Nando shared this story on Facebook.
He's my facebook friend and I just thought this was a great example of how really doing something different on a platform that most people say Snapchat I mean I don't even understand Snapchat myself and I'm pretty active on social media but I still you know it's not really my people a younger demographic on Snapchat for the most part although I know for many people my age that are using it but the Horizon Media actually did things I create a cool Snapchat filter for people who might be snapping around their location and Nando shared this story about how they were actually able to recruit someone through their activity of Snapchat and it was a person that they had reached out to you through traditional methods in a number of ways and had gotten her response so this might be a one-off story but if they made a critical hire from trying something innovative and different with very little investment on a platform again where this is where the eyeballs are that to me it's kind of a next practice and Horizon Media is not a huge company big budgets so that was a way that they were able to get noticed by a candidate who was already ignoring them and in a very busy market and in a very busy world so how can you create some success stories.
Here's another crazy idea that was done by again and it's you know very established company called L'Oreal where a couple years ago they created a campaign where people all over the world were asked to share what their dream was in a tweet per social media posts using only emojis now some of the responses you can Google like L'Oreal dream job emoji and see some of the tweets that were shared I mean people got really creative at the time you can only use 140 characters on Twitter that they used 140 emojis to explain their job and then to read the interpretation of that was interesting but then you know carrying that further L’Oriel got a lot of attention from just doing something creative you know I don't know that anybody set out with what's the subject isn't this and how is this going to but it got the note it got your jobs in front of people it got people having fun that maybe weren't even going to consider it'll really read careers at L'Oreal but because they were sharing their dream job and emojis it brought attention to the job openings that L'Oreal had.
And then they actually kind of analyzed all of those tweets and they came up with the most popular emojis by region which I thought was pretty interesting so if you look at like the Americas region there it's like maybe that means for the airplane might need travel people want to love their jobs they want to have ideas from the light bulb they want to learn from the book they want to work you know digitally or remotely I don't know that how I interpreters emoji and it doesn't really matter like said the the fact that this got them notice the fact that this got them to be seen as different rather than just doing recruiting better it was a way for them to open up their opportunities to people that maybe would not have noticed L'Oreal before. So those are some ways again to just think about what when we think about next practices they're often the crazy ideas so you just try maybe you just pilot something you just try it on a small scale you see if it makes any ripples in your pond in a small pond and then if that's something that if you have a larger broader global recruiting strategy maybe you could grow it out over time but just trying crazy unique things sometimes is a way to get noticed in a very noisy world.
So certainly if you're in talent acquisition you know you're thinking about how do we find people for our jobs because that's the way at least I've always heard in terms of best practices is we have a job opening so we have recruiters we sometimes outsource to recruiters we have a whole team of people who their job is to go out and find the people for our job openings and that's a traditional I guess best practice in that regard what I want you to think about though is maybe that red pill approach that kind of next practice strategies is not that we're finding people for jobs but that we're matching people with the work so we have a piece of work in our organization that requires certain skill sets so instead of maybe thinking about it as a whole person that we need to hire what are the skills that we need to bring to the work in our organization and how can we go out and match those skill sets to the work so sometimes that means in the past again it was very much a traditional practice that for many years you had jobs that were located in a certain place geographically might be Omaha, Nebraska it might be in San Francisco it might be Austin, Texas and your job as recruiter was to find the talent hopefully locally so you didn't have to relocate them.
But if not and maybe you expanded your search and you had to try to find out only the people that had the skill set but people who are willing to relocate to your location well we all know probably more and more relocation is a challenge for a lot of people and the fact that skill sets aren't necessarily located in our local area is part of the challenge so by analyzing the data and there are a number of tools out there that you can use to do this Linkedin then have some tools where you can again in this example if we're looking for you know a certain type of occupation this is MZEM data which MZEMS is the division of Careerbuilder where they do basically a lot of analysis and data analysis and so if I have a specific job I can use it like LinkedIn like a new tool that maybe ENV has or maybe one of the vendors that I'm working with has some sort of data analytics tool where based off of MCS case they look at Bureau of Labor Statistics data and we've dense case obviously they're looking at LinkedIn data where are the skills that's actually located in this example you can see that if this company is looking for this particular type of job the majority of people with those skills are located in California and Texas well if I'm in Bozeman Montana and I need people with those skill sets I know right away I've got a challenge because if somebody's living in Austin Texas and it's a software developer position for example I might not be able to convince them to relocate to Bozeman Montana as cool as Bozeman Montana is.
So I've got some choices to make I'm going to spend a lot of time trying to convince someone first of all to find someone with those skills second of all to convince someone to try to relocate to my area or I think think about I just need to find people with those skills and we need to structure the work in a way that we can access those skills wherever people are located in the world so it's much less about bringing people to our jobs in today's world than it is about thinking about going out and acquiring the skills and then sometimes rethinking our work in the workplace to how we can match their skills but I think starting with the data and binding tools that you can use to say where is the talent located so that we know what challenges this presents to us going back to some of the creative recruiting example that I mentioned earlier don't let's say you're in Bozeman Montana you see software developers are located in Austin Texas and in San Francisco California how are you even going to get people to notice your jobs so that's where again if I'm going to do something creative and I'm going to start putting out in front of people it doesn't really benefit me to put it out to people in Fargo, North Dakota but I might really want target the Austin area or the San Francisco area with my recruiting activities and efforts so data is critical to how you approach your jobs today and it's going to help you think about those next practices.
Another thing to think about when you're thinking about again how do we rethink the job search the job application the position hiring process of the future with the knowns that we have talent shortages skill gaps location relocation issues demographic changes and I think one of the most critical things you can do is to rethink the types of people that you hire for positions we all know it's much more difficult today to hire someone if we used to in the past we could run a job advertisement for ten years of experience a four-year degree in accounting and experience working in a particular industry and you could get several candidates to choose from from that more and more people don't either have the years of experience degrees or getting less and less popular or they're people getting degrees that are very general and they're not as specific as maybe we would like for them to be so to rethink the future of hiring I think it's critical for us to think about hiring people who have the right attitude and attitude but then we train them on the skills that we need and I love the study that was done by IBM where they surveyed global CEOs and they asked them what are the critical traits of an successful employee.
So just a general question critical traits of a successful employee and if you look at the results here I don't see anything like years of experience in the industry or the ability to use Microsoft Office or work as a team which is what you see on a lot of job descriptions unfortunately what they said were things that they identify in successful employees or the fact that they're collaborative communicative creative flexible or the top kind of things that they mention that's what we need to be thinking about in terms of hiring talent because more and more today again we're not going to be able to go out and hire the exact fit so the next practice is really thinking about how do we hire people who have the ability to learn because all of us our skills are becoming more and more irrelevant every day and we have to keep acquiring new skills in order to remain relevant so if whether you're a baby boomer or you're a millennial the things that you know today five years from now jobs will be different in a lot of ways we'll be using different technology it'll be a different approach so if we're all going to need to be lifelong learner taking a focus in your hiring strategy to hiring people who are great at earning and have the ability to adapt and thrive and change that's what we need to think about which means we have to think about our job ads that we put out there and making sure that we are opening up our funnel to people that we can train in addition to you know hopefully that Unicorn that maybe has the exact skills.
But it's much more about how can we access talent that we can grow and build in the future and then in our organization how do we think about our interview process how do you interview to find out if someone is collaborative or communicative versus and again that me is gone off of that because of the font change so sorry about that how do you hire someone into your organization that has those skills through your interview process rather than questioning and things some things that are job specific or experience specific so the future of work is going to require all of us to think differently about a lot of things and another one that I think a lot of people are really kind of sleeping on in their talent strategies and their recruiting strategies are the fact that the workforce is actually aging we certainly same statistics that I think by 2019 next year that the majority of the workforce will be Millennials so that gets a lot of attention because for whatever reason over the last few years we've just focused all of our you know learning and activities and efforts on dealing with Millennials that I said earlier they're in your mid 20s late 30s now they're starting to have kids and mortgages and paying off student loans so they're starting to actually behave a lot more like the Gen X and the baby boomers because they've acquired a lot of responsibility.
So Millennials are one thing but what we've forgotten is is that the workforce itself over the next few years is now going to be consistently getting older so if you look even out into this chart projects to 2055 workers aged 65 and up that trend line that third line dark blue line there is just continuing to grow now if you know anybody that's 65 or up or maybe you're getting close to that you know the old thinking was the quote best practice was at 65 everybody retired and lived on Social Security they played golf they went fishing they knitted whatever they wanted to do and that was kind of the goal for everybody to say I wouldn't retire and do nothing well I think what we've learned and what we see is more and more people can't retire because it's just not financially feasible so Social Security not enough to support people very often in today's world their investments are volatile at best and in some cases they've tanked you know because of some changes in the stock market but also more and more people have realized we're going to be living longer you know the average age now I think is 72 or 77 and it's very hard to fish and play golf if you love that even if you love that for 20 years.
So more and more the older generation is saying not only do I want to keep working because it keeps me active and engaged but I enjoy it and I have skills that I can bring I think a lot of employers really need to be thinking about how do we rethink work to not think about careers as plateauing in your 30s and 40s and then then not really investing in our older workers and thinking about how they're going to be moving out and succession planning and all that but how do we rethink but maybe even going out and recruiting older workers to some of our positions or how can we have job sharing so that they mean a couple of older workers can share a job or how do we think about back to that skills acquisition maybe they were a senior vice president of sales for you know until they were 65 and they want to retire and just do something different and they could be a wild and crazy example our receptionist we thought they'd have good people skills I don't know it's sometimes about a lot of the older workers and even you know people of all ages are saying I want to do just what I enjoy doing or do the work that I enjoy doing or use just these few skill sets that I have so how can we think about this rise of a silver work force because that's a big talent pool for a lot of organizations that are maybe struggling to find talent because they're going about things in the traditional way they're trying to recruit and attract the same people to their organizations as everyone else.
Meanwhile there are people out there that are older and have a lot of experience that could benefit their workplace and their workforce and a lot away another thing to think about and kind of alluded to it through some of the examples that I've given more and more people are wanting to work remotely or have flexibility in their work this is a recent chart from Indeed through their data where they see that flexible work arrangements are some of the most popular search terms that are put on the Indeed website so terms like remote telecommute work from home are more and more popular searches when people are looking for jobs now that can be for a lot of reasons again it could be that less and less people want to do the old traditional kind of relocate with your family every three years in order to grow your career they can also be again that a lot of people are kind of going into that gig economy the freelance work the contract work so I have skills to offer but I'm going to do that from my home office and a lot of it also is more and more people have to have two and three incomes to support their family in our world so they might have a full-time job but they want to also have a side gig where there may be a software developer in their workplace but they can work two or three hours at night at home and make some additional money to take care of their family so those are skill sets in time though that our organizations can access if we think about work differently there again instead of thinking about a body and a seat from 8:00 to 5:00 or whatever your work hours are or even a remote worker who's employed just with us maybe we employ multiple people on a contract freelance a remote basis who can bring us the skills that we need and that's how we need to think differently about filling opportunities in the future.
Another best practice and again it's kind of in the last five years was really kind of hit that best practice where recruitment marketing was what we were told to do as companies we need to think about employer branding and how do we get the messages out there about our opportunities and recruitment marketing involves a lot of things including how do we post our jobs you know how do we write our job descriptions but also doing things like having a company blog or having information that we're sharing on social media content marketing in order to attract people to our brand to get familiar with us so that then they might also be interested in our jobs. I think the next practice though is really thinking about relationship marketing so not just how can we get brand awareness but how can we actually build relationships with people who either may be employees for our organization or who may help us connect with people who could eventually help us fill the jobs that we need so relationship marketing is it takes more time but how can we personally communicate human-to-human with people and that might be through social media or some of the digital channels out there but really kind of building those personal connections sometimes it means going back a little old school and doing event based recruitment maybe having not a job there but something similar to that there's maybe more fun or gets people's attention you know that's like a lot of things people with fashion things keep coming back where for so long than we were having you know virtual job fairs and doing everything online and now some people are craving human interaction.
So maybe doing an event in-person recruiting a bank is a way that you can differentiate yourself and certainly there's opportunities for challenges and competitions you know whether that's sponsoring high school engineering competitions or robots competitions or you know having challenges online where people you know can engage and fill out you know scavenger hunts etc you just kind of bring them into your orbit and help them to come familiar with you so that then maybe they investigate the jobs that are available with your company or maybe they refer you to people that are in their networks that are looking for jobs so relationship marketing I think is a new spin on kind of how do we get our jobs in our company and our brand in front of people. So speaking about branding employer branding again over the last few years definitely something that companies need to be thinking about regardless of size how do people perceive your organization or the place to work so that and again they're either interested in your jobs or potentially willing to refer your jobs the employer branding usually involves some way of telling your company's story having talking points about what we stand for is an organization and what the experience is like to work here and how can we connect our employer brand to the overall brand that the magic a lot of companies still miss today is we have an employer brand that we need to make sure that is in sync with our overall brand so with employer branding absolutely again still a lot of companies get this wrong.
You have to have an engaging website that often means regardless the company size again the small or large just might mean production but our you might be different but often people don't care about those things having things like videos of your employees talking about what it's like to work there sharing how they connect to the company and what the mission is having you know blog posts where people talk about what it's like to work at your company social media posts or allowing your employees to share and encouraging them to share about their experience online doing anything and everything you can ask people especially your employees or current employees talking about your company and the experience of working there but then making sure that when people do hear about your company or how cool it is probably one of the first things are going to do is Google your website and look at the careers page is that actually engaging and does it get that messaging across so when we think about employer branding and that's a lot of messaging about our company but what about employee branding as I said how can we get our employees to tell their story people trust other people more than they trust your company website or your marketing message they want to hear about the experiences of what it's like to work in your organization and they want to see how people connect meaning to the work that they do for your company the reality is this is Edelman Trust Barometer that they do this study on a periodic basis.
But employees are three times more credible than your CEO and talking about work conditions and you think about your own experience Mr. Google search activity you do a Google search today most of us do a Google search the first two or three or sponsored links I don't know about you but most time I go right past those look to the organic link I want to see what are other people clicking on not who's paying to get my attention but I want to know kind of the crowds towards the people version same thing with jobs if the CEO standing up talking about what a great place it is to work will most of us assume that's his or her job to say that probably it's also they're in a pretty good position in the company to feel good about it because they have a lot of control and autonomy over that message but if I'm applying for a job as an Accounts Payable clerk I much rather hear about what other Accounts Payable clerk has to say about what it's like to do that job at this company so they trust your actual employee horses more than they trust your marketing message which you still need to have it's great to have your CEO or your website talking about your company in the mission etc but to really connect with the job seeker today and to get them to think about your place as a place to work and to differentiate you from other companies and other similar jobs out there.
Getting your employees involved and helping them to brand your experience can really be helpful here's another example sixty-six percent of candidates believe interactions with employees are the best way to get insight into a company so it's overwhelming majority of people say I want to hear it just like it is from the horse's mouth and again in the back of our mind you know that you probably wouldn't put your worst employee on there who's talking about how terrible is worth there you're not going to be good enough to post that video on your website but on the other hand you did have somebody who is willing to say something positive so it comes back to people are looking for those types of messages and then how can you engage your people or again if you have an organization that has 10 employees 100 employees 10,000 employees all of those employees are your best opportunity to get the message out there you can pay money and hire a marketing team and our marketing agency or have employees who specific job it is to share the messages about your company but you have 10 to 10,000 opportunities for people to be out there sharing your messages every day and here's an example of doing that really well I think Earls restaurants which is headquarters in Canada they actually do some employee opinion surveys came up with some things that were issues for their current employees about growth opportunities internally they didn't feel like they were able to hear enough about those another thing there had come up in an opinion survey was if they didn't feel like recognition was done as well as it could be and that they also weren't aware of other opportunities that were so multi or store organization that people weren't able to find out about opportunities in other areas.
So one thing they've done is they created a campaign where they encourage their employees to share on social media - Facebook Twitter Linkedin Instagram any of their experiences working at Earls and they use hashtags like hashtag might or old hashtags people grow here hash tag s Earls kutos for example if there's another employee that you want to recognize for something tweet about it and hashtag it Earls Kutos you're getting to go to a commerce to learn or you're attending an in-house seminar hashtag your experience people grow here and then if you just want to share something about your job or what you like about working for our company hashtag that my Earl so that way people can within the company both you following those hashtags but they also went a step further and they aggregate the stories that are posted on their careers page of those hashtags so if you go to the my Earls career page you'll see actual posts and tweets and Instagram posts etc from their employees using this hashtag so that goes a long way to creating great content and that goes a long way to having authentic voices that people trust sharing about the company online so great way to engage the people and take feedback and then certainly we've all done the traditional best practice of posting job ads and those can be important but often we fail because we copy and paste the job description we share skills experience requirements and it's more about what the company may be the next practice is to think more like you're a copywriter you're writing sales copies this is like a brochure where we are trying sell our products and so it needs to talk in a different language to people you think about sales copy it's written to attract the ideal customer or candidate it taps into emotions so great sales copy makes you think I must have this I need it because I'm going to be prettier or smarter or whatever so how can we write our job postings in a similar way what's the emotion that people feel when working in this job or how can we touch their hearts and minds feels and experience needed but showing people how we help you get that so you'll have the opportunity to learn how to do X Y & Z by doing A B and C at our company and by the way here's a video of one of our employees talking about he or she gets to do that the sales copy much more impactful than traditional job postings.
So here's some tips to think about when you're writing good sales copy you know things like your your the Mad Men Don paper type people with all the good behaviors and not the bad ones but a few sentences about what your company's purpose is and vision to the world so at the end of the day how does your company you product change the world even if you're making widgets you've got to find a way to connect to a higher purpose both for your existing employees but for people considering that they want to work there and that's not just the millennial younger generation thing why is this role important to the company so again the work that I do needs to matter so even if I'm the Accounts Payable clerk how do I help change the world by doing that job certainly you want to list some of the responsibilities of the job so that people can say I either see myself doing that or I don't but then also talk about why the candidate would want to work there and what the opportunities for growth are you know does that mean you're going to be able to work on challenging assignments you're going to have interaction with an interesting group of people it's not all about promotions and pay increases people think about career growth and opportunity in terms of are they adding skill sets and getting opportunities and so how do your job advertisements kind of lay that out for people and then listing required versus preferred qualifications we've all heard this for years but yet we still list things like four-year degree required for jobs that we have people working in that don't have four-year degree so how can you really identify the actual real requirements for the job so that you can get more people to select an opt-in to consider for your opportunities.
Now when it quickly just kind of run through some pretty cool and interesting examples here here's one and this out is from a few years ago but it got a lot of attention we're a small company was looking for software developers in San Diego and again that's a pretty competitive market and pretty competitive job so they took an approach where they used a lot of four-letter words or better and their job advertisement and this got picked up by Reddit and shared all over and I'm sure they got a ton of people applying for the job but even more important I'm sure they got a lot of people that said I would never want to work in a company like that and that was part of their strategy so you can see here I've grayed out the the actual quote offensive words but they were searching for to you know whatever you want to put there break developers and if you were one of those developers and you want to make a bunch of money working from somewhere awesome then keep reading and then I love when you get down to the bottom on the job suppose you know you can do these things if you think you can handle that you know greyed out word and it would be awesome if you also know SQL and and then they say you know if you're excited to work here then you might have an opportunity to use those things.
They went further than and they continued to explain what the hiring process was again they're trying to really have people both opt-in and opt-out here you can email us again they threw in a four letter word or requested in this job ad and then I love number four tell everybody how great your life is and just because you're super whatever you're hired so then they finally ended it with this P.P.S. we do not encourage or display profanity levels above the social norm in the workplace as such profanity will not be accepted in Lewis scale so they totally made fun of themselves they totally put their culture out there on display and again some people will say this is awesome and I you know f-ing want to work there if you will be like that is terrible I can't believe that there's a place where that exists and the reality is those people would never fit in their culture and so this is a great way to not only get noticed it's a next practice but also to really filter out who's potentially a culture fit and who's not here's another one and this is actually from a couple of years ago but I just took it cause I loved it so much several years ago this was 2016 Kanye West if you follow Kanye I was on another one of his Twitter rants where he said I write this to you my brother as well till 53 million dollars in debt please pray we overcome this is my true heart and the Philadelphia police of all people again you wouldn't think about police there's a lot of police departments that do a great job on social media.
Photoshop Kanye and a police unicorn says we are hiring Kanye you can start at a salary of forty-seven nine and you can be debt free by the year 3122 back out notice that got shared maybe they got a police officer out of it I don't know but how can you maybe kind of latch on to some things that are in the news and again there's tons of Twitter accounts Wendy's is another Twitter account that that does a great job of being funny and fun and getting a lot of attention in general so for your jobs how can you think about doing these things. External hires that used to be the way we used to think about job openings in the past we had to go out and find somebody for the position we already need to think about new blood what I want you to think about our internal hires there are people in your organization that if you invested some time and resources and them to train them to take on some new skills would probably ultimately be a better fit for your jobs because they're already a culture fit if they're there and you're investing in them you're providing them career growth which is usually one of the number one reasons why people leave a company if they don't see the opportunity for their so changing our focus to talent scouting often within our own organizations rather than just filling job postings and positions is a new way to think about the future.
And then very quickly employee referral bonuses we've all probably got some sort of bonus and employee referral program we give away money we have prize drawings and then when a candidate starts you know we have to wait an extra number of days to get the reward referrals are certainly a great way to drive traffic and this survey data from Jobvite shows you it's exponentially the best source quality hires and so absolutely how can you invest in your employer referral programs by doing that the next practice is really educating your employees on exactly how they can help bring people to your organization the reality is people don't refer people to your organization because they get $50 or $500 they refer people because they want to help their friends if they like working where they are and they want to bring people into the same experience so how can you educate them on your process the reality is money is said is not necessarily a motivator and Google actually proved it a few years ago having difficulty rehiring they raise their employee referral bonus program and it didn't work what does work is this is an example again from another L'oréal where they have their recruiters go and actually take selfies with the people that they hire and they share that on social media of how excited they are how successful hire is joining the company that day so that gets the word out about L'Oreal and recruiting it involves people and engages people and it helps them to see how they can make a difference.
We need to engage candidates that's something that is often is a thing that companies don't understand you know candidate engagement can an experience making sure that we are creating a good experience today because the candidates today in today's market have choice there have been times in the past where employers are in the driver's seat and you're like you're lucky that we even called you for this interview and if we hire you but know no more again unemployment is low bills are not as available as we'd like you've got to think about how you can create a great candidate experience and that helps you not only with your recruiting process but also helps your company's bottom line because you're much more likely to create customer with a great candidate experience than you are if you treat them poorly.
So again I've left you with some decisions all of the things I've mentioned are good practices some of them are better than others but really it comes up to you do you choose the blue pill and remain with best practices and follow the crowd continue to get a little bit better with your practices every year and every day or do you think about taking that red pill and entering into the unknown and seeing how far you can go I don't know about you but I think the red pill sounds pretty cool. I think we have a few minutes available for questions hopefully you have some after kind of sharing all that with you and I'd be happy to do so.
Angela: Great thank you for that great presentation I do actually have a couple of questions from the audience right now the first question we have is that the job posting description include researching social media pages to make sure potential employees are conducive for that work environment if so please give a few reasons.
Jennifer: So if I understand the question correctly do we go out and look at their social media pages to see if they're a fit is that how you understand the question?
Angela: Exactly yes, that's how I understood it as well.
Jennifer: Personally I wouldn't necessarily recommend that as part of my strategy I think like most things anything that you do in your hiring process needs to be applied consistently so if you're going to look at all of the social media posts for someone you're going to have to do it for everyone so I'm much more of the mindset of I want to attract people into my orbit and then I want to use my assessment process my interview process the conversations that we have to understand whether or not we're both a match for each other because if I go out and I start looking at their social media posts online it's too much open for interpretation again a lot of times people post with sarcasm or humor that they either know or think is going to be as - understood by certain people that when seen by other people is interpreted differently and I think it's a slippery slope that I personally don't want to get involved with making judgments about people from their social media post and again the bigger one for me is if I do that for one I'm going to have to do it for everybody because if someone does sue me because I hate to think like that get sure thing you know but if someone sees me because they felt like I distribute it against them because of looking at their social media posts then I'm going to have to show data that I lose that process for everybody consistently or otherwise I'm in trouble if I just did it once.
Angela: Great thank you and we have another question on the line any suggested interview questions employers can use to determine critical traits versus experience questions.
Jennifer: Yeah I think in terms of you know like critical thinking etc giving them challenges to solve or even some of the traditional behavioral interviewing questions that we think about I just think so many people behavioral interview questions are not used right in most cases you know you ask somebody that tell me about a time question and you think you're actually listening to understand the actual situation they explained or the real way to look at behavioral interviewing questions is to think about what was their thought process how did they approach the problem you know if you say tell me about a time when you fail and how did you handle that I could care less what the example is that they give me what I want to know am i listening for things like did they accept responsibility for their decision that they involve other people and trying to understand the next steps did they go back and you know repair any heart you know I'm looking at the actions in your thought process and I think that's how you get at critical thinking can you ask questions where someone maybe explain something but yet you get clues all along the way as to how they think and behave and respond much more than.
At the end of the day I saved the company a million dollars well great you save the company a million dollars but if you did that through you know running over people and causing harm there up the organization and not building can you know cooperation etc then you're depending on your culture but in my culture you're not going to be fit so I want to listen to people's answers to the questions that I asked first ask great questions and then there's lots of great behavioral interviewing questions but really paying attention to a candidate style process their actions and how they respond to certain situations and you could do that as well with presenting them with a hypothetical challenge and seeing how people Google famous for that are manhole covers round or why they round that's a terrible question they've even admitted that but a better question where you can get someone to actually work they may be an actual business problem or a theoretical business problem and how they would approach it you can listen to their thought process that way.
Angela: I think we have time for one more question and this one is around diversity hiring
and veterans specifically and the question is how do you recruit for diversity and veterans and a follow-up question is the best tool or resource to finding these qualified applicants of diverse backgrounds.
Jennifer: On the first part in terms of like diversity candidates and veterans you really I mean there's a couple of scenarios one is you you are doing a great job at that and you want to continue to highlight that so that you can make sure you continue to maintain your diversity well that's something whether it's again that employer branding or you're having employees share their story people will want to see other people like them showing that they work there so your website absolutely should not be stock photos of happy diverse people because everybody knows a stock photo when they see it and they know those aren't your employees so taking pictures of your employees and the actual work environment and highlighting you know through being able to show real life situations the diversity having candidates of all types you know backgrounds thought processes you know approaches gender racial etc sharing their experience then I'm able to connect with people of all types you can say that person is similar to me and I can see myself working there so highlighting the diversity you have on the other hand if you don't have a diversity that you would like to have and you're working in that direction it's not always a great practice to trot out like you're one diverse hire and say hey you know go out to our job fairs and interview people.
Because people are going to look at your website they're going to see that all your executives always the same etc so talking about your approach and why that's important and you know having the people of all mixes that are in your organization talk about why we need more diversity that honesty I think is again a great way to kind of a track in terms of resources there are probably many out there in terms of tools but certainly connecting with organizations who then believe in your mission and what you're trying to accomplish and will partner with you whether that’s you know specific diverse professional organizations etc I think you know certainly for veterans there are lots of organizations out there but a good example would be like Lockheed Martin has some really critical hiring needs for skilled workforce over the next few years so they are very much targeting veterans and people transitioning out of the military and they've created a whole talent community for veterans that is just information that they give away for free so people can connect to that community join the community and they get articles so Lockheed curates articles from career coaches from veterans in their organization from people who are in the better you know anybody and everybody they don't have to be with Aki and they've created kind of this one-stop shop for great information about transitioning from the career in the military to a civilian career but that brings people into Lockheed orbit and they get the association with we're providing an added value to veterans which therefore makes them one of the most attractive employers for veterans as well because that kind of name association with very being very better and focused helps them to have that pool right there in their front yard too so to say of people that then they can attract into their organization and their talent community I believe is called Military Connect so you can Google that if you wanted to learn more.
Angela: Thank you so much I think that's all the time we have in terms of questions so I'll turn it back over to the HR daily folks thank you.
Sarah: Thank you so much Angela and thank you so much Jennifer for presenting today and being here with us. I'd like to also thank today's webinar sponsor Jobvite for making this event possible today before you exit I do want to provide todays credit codes there's a slide currently available and up on your screen with the credit information.