The document discusses a keynote speech about using technology, tools, and marketing for sourcing success. The speech will focus on marrying these three areas to solve sourcing challenges and illustrate how to map talent using technology and new tools. The speaker is advised to not limit themselves to just the topic and that there will be high expectations from the audience.

1. Trifecta for Sourcing Success:
Tech, Tools, & Marketing
Susanna Frazier
#SOSUEU
@ohsusannamarie

2. #SOSUEU
@ohsusannamarie

3. #SOSUEU
@ohsusannamarie

4. #SOSUEU
@ohsusannamarie

5. #SOSUEU
@ohsusannamarie

6. Job Description Notes
Responsibilities:
• Marry technology, tools, psychology, & marketing.
• Solve sourcing roadblocks.
• Illustrate how to map talent, embrace technology, & apply new tools.
Qualifications:
• Tech-savvy, love tinkering with tools, and have a marketing brain.
Intake Notes
• "I really want Europe to know more about you."
• "I’m giving you a keynote spot."
• "Don’t limit yourself to the topic."
• "There’ll be lots of expectations from the crowd."
Trifecta for Sourcing Success #SOSUEU
@ohsusannamarie

7. My Path
2011 2012 2013 2014 2015 2016 2017 2018
🤓
🤓
🤓
👩🏫 👩🏫
#SOSUEU
🤓
@ohsusannamarie

8. #SOSUEU
@ohsusannamarie

9. TECHNOLOGY
#SOSUEU
@ohsusannamarie

10. TEKsystems #SOSUEU
@ohsusannamarie

11. Basic Search Operators
Google LinkedIn Indeed
"" ✓ ✓ ✓
() ✓ ✓ ✓
AND
OR ✓ ✓ ✓
| ✓
NOT ✓ ✓
− ✓ ✓
* ✓
.. ✓
#SOSUEU
@ohsusannamarie

12. Advanced Search Operators – Google
intitle: Search within the page's title.
inurl: Search within the URL.
intext: Search within the body text.
filetype: Search for a specific file type.
related: Search sites related to a domain.
AROUND() Returns results within (X) words of
each other.
• 32 keyword limit
#SOSUEU
@ohsusannamarie

13. Advanced Search Operators – LinkedIn
firstname: Search a profile’s first name.
lastname: Search a profile’s last name.
title: Search a profile’s current job title.
company: Search a profile’s current company.
school: Search a profile’s school.
headline: Search a profile’s headline.
• 4,190 character limit
• 4 "OR" operator limit
#SOSUEU
@ohsusannamarie

14. Advanced Search Operators – Indeed
title: Search a resume’s current job title.
anytitle: Search any of a resume’s job titles.
company: Search a resume’s current company.
anycompany: Search any of a resume’s companies.
school: Search a resume’s school.
fieldofstudy: Search a resume’s field of study.
#SOSUEU
@ohsusannamarie

15. Advanced Search Techniques
Job Title + Keyword + Location
Job Title:
C#.NET Developer
Keyword:
C#.NET
Location:
Louisville, KY
= ? LinkedIn candidates AND ? Indeed resumes= 3 LinkedIn candidates AND 1 Indeed resumes
#SOSUEU
@ohsusannamarie

16. = 3 AND 1
Advanced Search Techniques
+ Job Title variations + Keyword variations
Job Titles:
( "C#.NET" OR "C#" OR "C #" OR Csharp OR "C sharp" OR
".NET" OR ". NET" OR dotNET OR "dot NET") AND
( Developer OR Development OR Engineer OR Engineering
OR Programmer OR Programming)
Keywords:
( "C#.NET" OR "C#" OR "C #" OR Csharp OR "C sharp")
= ? LinkedIn candidates AND ? Indeed resumes= 69 LinkedIn candidates AND 40 Indeed resumes
#SOSUEU
@ohsusannamarie

17. + similar Job Titles
Job Titles:
( "C#.NET" OR "C#" OR "C #" OR Csharp OR "C sharp" OR
".NET" OR ". NET" OR dotNET OR "dot NET" OR Software
OR Web OR Mobile OR Application OR Applications OR
App OR Apps OR "I.T." OR "I. T." OR Technology OR
Technical OR Tech) AND
( Developer OR Development OR Engineer OR Engineering
OR Programmer OR Programming OR Contractor OR
Consultant OR Professional)
= ? LinkedIn candidates AND ? Indeed resumes
Advanced Search Techniques
= 69 AND 40
#SOSUEU
= 1,382 LinkedIn candidates AND 107 Indeed resumes@ohsusannamarie

18. Advanced Search Techniques
+ stemmed Keywords
Keywords:
( "C#.NET" OR "C#" OR "C #" OR "Csharp OR "C sharp") AND
( Developer OR Development OR Engineer OR Engineering
OR Programmer OR Programming OR develops OR
developed OR developing OR engineers OR engineered
OR programmed)
= ? LinkedIn candidates AND ? Indeed resumes= 3,344 LinkedIn candidates AND 430 Indeed resumes
= 1,382 AND 107
#SOSUEU
@ohsusannamarie

19. Advanced Search Techniques
Job Title + Keyword + Location
= 3 LinkedIn candidates AND 1 Indeed resumes
+ Job Title variations + Keyword variations
= 69 LinkedIn candidates AND 40 Indeed resumes
+ similar Job Titles
= 1,382 LinkedIn candidates AND 107 Indeed resumes
+ stemmed Keywords
= 3,344 LinkedIn candidates AND 430 Indeed resumes
#SOSUEU
@ohsusannamarie

20. URL Manipulation (Facebook) #SOSUEU
https://www.facebook.com/search/...
Name is: str/Name/users-named
Group Member: str/Group/groups-named/members
Visited: str/Location/places-named/visitors
Likes: str/Like/pages-named/likers
Speaks: str/Language/pages-named/speakers
Education: str/Education/pages-named/students
Job (/Ever/Present/Past): str/Job/pages-named/employees/ever
Lives (/Ever/Present/Past): str/Location/pages-named/residents/ever
Friends with (/Me/Not Me/My Friends): me(/Friends/non-Friends/Friends/Friends)
Friends with Person: str/Person/users-named/friends/intersect
OR: …/union/
AND: …/intersect @ohsusannamarie

21. Saved Search Alerts #SOSUEU
Target talent:
• Be the first to reach out to target talent as they become available.
Current employees:
• Begin proactively pipelining for upcoming openings.
External contractors (agency):
• Generate new business leads to backfill contractors at other companies.
Existing network:
• Be the first to reach out to your network as they become available.
Target accolades:
• Begin/strengthen relationships with a "Congrats!"
@ohsusannamarie

22. Indeed Resume Alerts (Target Talent)
anytitle:(Developer OR Engineer OR Programmer)
("C#.NET" OR "C#" OR "C #" OR "Csharp" OR "C sharp")
#SOSUEU
@ohsusannamarie

23. Google Alerts (Target Accolades)
site:linkedin.com/in
"Louisville, Kentucky Area"
("MTA" OR "MCSA" OR "MCSD"
OR "MCSE" OR "Microsoft
Technology Associate" OR
"Microsoft Certified" OR
"Microsoft Certification")
("C#.NET" OR "C#" OR "C #"
OR "Csharp" OR "C sharp")
"native or bilingual proficiency"
intitle:("Developer" OR
"Engineer" OR "Programmer")
#SOSUEU
@ohsusannamarie

24. LinkedIn Recruiter Saved Search Alerts #SOSUEU
@ohsusannamarie

25. MARKETING
#SOSUEU
@ohsusannamarie

26. Prosoft #SOSUEU
@ohsusannamarie

27. Prosoft #SOSUEU
@ohsusannamarie

28. Job Marketing – The Job Title
Use a searchable Job Title with common terminology.
• DevOps Engineer  Systems Engineer
Include key required skills and use parentheses.
• Marketing Manager  Digital Marketing Manager (Urban Music)
Properly space the Job Title.
• Digital Media Buyer/Planner  Digital Media Buyer / Planner
Avoid CAPS, company-specific terminology, and abbreviations.
• SR DevOps Engineer III  Senior Systems Engineer
Keep Job Titles to 50-60 characters… to outperform others 30-40%.
#SOSUEU
@ohsusannamarie

29. Job Marketing – The Description
Use a logical structure:
• Role Overview  Company Overview  Requirements  How to Apply
Chunk the content:
• Use headings, paragraphs, and lists.
• Bold important content… to double the amount of applicants.
Verbiage and tone:
• Keep the total word count to 300-700, paragraphs to 1-2 sentences,
and sentences to 13-17 words.
• Keep the use of adjectives to <15% and verbs to >15% of all words.
• Avoid corporate clichés, directive phrases, and passive language.
• Refer to the candidate as "you" and the company as "we/us."
#SOSUEU
@ohsusannamarie

30. Job Marketing – The Description
Role Overview:
• Lead with an attention-grabbing
"What’s in it for me."
• Ask 3-4 questions about the
candidate.
• Include salary information… to
increase the # of applicants by
50%.
Company Overview:
• Showcase your culture, team
building, and employee perks.
• Include an equal opportunity
statement.
Requirements:
• Distinguish between "Have to
haves" and "Nice to haves."
How to Apply:
• Include a call to action and
provide contact details.
• Clarify relocation assistance or
Visa transfer/sponsorship.
#SOSUEU
@ohsusannamarie

31. Job Marketing – The Advertisement #SOSUEU
@ohsusannamarie

32. Email Marketing
Use a logical structure:
• Greeting  "Show Me You Know Me"  Mission Alignment 
Call to Action  Closing
Chunk the content:
• Use bold, italics, links, attachments, videos, and PS.
Verbiage and tone tips:
• Personalize your message… for a 6x higher response rate.
• Appeal to the candidate’s strongest emotions to drive engagement:
amusement, interest, humor, surprise, happiness, delight.
• Write at a 3rd grade level... for the highest response rates (53%).
• Keep the total word count to 50-125.
#SOSUEU
@ohsusannamarie

33. Email Marketing – The Message
Subject Line:
• Keep the character count to 40.
• Use the recipient’s first name.
Greeting:
• Include the recipient’s first name.
"Show Me You Know Me":
• Share how you found them and
what motivated you to reach out.
• Mention commonalities – groups,
connections, employers, etc.
Mission Alignment:
• Clarify why you’re messaging
them and how working together
would benefit both sides.
• Create an information gap by
eluding there’s more to share.
Closing:
• Create a sense of urgency.
• Sign of with "Thanks in advance"
…to increase response rates by
over 50%.
#SOSUEU
@ohsusannamarie

34. Email Marketing – The Campaign
The best time to send an…
• InMail: 9-10 am on a weekday
• Email: early morning or evening
#SOSUEU
@ohsusannamarie

35. TOOLS
#SOSUEU
@ohsusannamarie

36. tronc #SOSUEU
@ohsusannamarie

37. tronc #SOSUEU
@ohsusannamarie

38. Tools
Keyword Research:
• SourceHub, GlossaryTech
Job Title Optimization:
• Enlighten Jobs
Content Optimization:
• Grammarly, Hemingway Editor
Job Description Optimization:
• Textio, MosaicTrack
Subject Line Optimization:
• Send Check It
Outreach Personalization:
• Frrole DeepSense
Outreach Optimization:
• ZenSourcer, Calendly
#SOSUEU
@ohsusannamarie

39. Tools – Keyword & Job Title Research #SOSUEU
@ohsusannamarie

40. Tools – Content Optimization #SOSUEU
@ohsusannamarie

41. Tools – Job Description Optimization #SOSUEU
@ohsusannamarie

42. Tools – Job Description Optimization #SOSUEU
@ohsusannamarie

43. Tools – Subject Line Optimization #SOSUEU
@ohsusannamarie

44. Tools – Outreach Personalization #SOSUEU
@ohsusannamarie

45. Tools – Outreach Optimization #SOSUEU
@ohsusannamarie

46. Tools – Outreach Optimization #SOSUEU
@ohsusannamarie

47. Carmen Hudson RecruiterHunt.com
Dean Da Costa TheSearchAuthority.weebly.com/Tools.html
Improver HRstack.improver.io
Irina Shamaeva BooleanStrings.com/Tools
Jonathan Kidder WizardSourcer.com/Tools
Martin Freeman bit.ly/MartinFreemanTools
Michael Bazzell IntelTechniques.com/menu.links.html
Susanna Frazier OhSusannaMarie.com/Tools
Talent Hero Media bit.ly/TalentHeroMediaTools
Todd Davis bit.ly/ToddDavisTools
Tools to Find Tools #SOSUEU
@ohsusannamarie

48. bit.ly/OhBlogs
Boolean Strings BooleanStrings.com
SocialTalent SocialTalent.com/blog
SourceCon SourceCon.com
Blogs #SOSUEU
@ohsusannamarie

49. bit.ly/OhGroups
Growth Hacking Recruiters bit.ly/FBgroupGHR
SourceCon bit.ly/FBgroupSC
Sourcers Who Code bit.ly/FBgroupSWC
Facebook Groups #SOSUEU
@ohsusannamarie

50. bit.ly/OhVideos
Dean Da Costa bit.ly/YouTubeDean
SocialTalent bit.ly/YouTubeSocialTalent
Recruiting Blogs bit.ly/YouTubeRecruitingBlogs
YouTube Channels #SOSUEU
@ohsusannamarie

51. #SOSUEUQuestions?
@ohsusannamarie
bit.ly/OhSOSUEU