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Understanding your Ideal Candidates
Presented by:
Paul Hebert and Andre Boulais
• All lines are muted to avoid background noise
• Q&A will be through the ReadyTalk chat panel and on
Twitter using the hashtag #jvchat
• Questions will be at the end of the presentation
Before we get started
Paul Hebert (@IncentIntel)
• Interviewed by the BBC on executive motivation and pay
• Columnist for IntrepidHR and contributing writer to Fistful of Talent blog
• Host for the Enterprise Strategies Media Engagement Radio Show
• Writer and founding member of the editorial advisory board at the HRExaminer website
• Quoted 3 times in USATODAY as an expert in incentives and channel travel programs
• Contributing author of “Enterprise Engagement: The Textbook: A Roadmap to Achieving
Organizational Results Through People”
• Contributing author of 3 books on social media “The Age of Conversation #1, #2, and #3”
• Social Media Editor for the Enterprise Engagement Alliance
Andre Boulais (@AndreJBoulais)
Head of Engage Services for Jobvite
Talent Acquisition leader with 10 years executive recruiting,
management and strategy
Former Head of Global Sourcing during rapid growth cycle
for the Salesforce Marketing Cloud
• Saved $3.5M in 3 years from high-profile sourcing hires via Jobvite Engage
• His outbound Sourcing team had a 46% response from passive candidates
• Exceeding both Apple and Google’s Talent Acquisition teams by 50%
Public speaker and both nationally and internationally on social recruiting & talent
sourcing best practices
Setting the Stage
6
7
Talkin’ ‘Bout My Generation
Generation Name Years Born Current Ages
The Silent Generation 1920s - 1940s 75 -95
Baby Boomers 1940s – 1960s Late 50s – Mid 70s
Gen X Late 1960s – Early 1980s Mid 30s – Late 50s
Millennials Early 1980s – Late 1990 Mid 20s – Mid 30s
Gen Z 1996 - ????? 20???
Generations
Unlearning and Learning
What to unlearn
http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4
Silent Generation Baby Boomers Generation X Generation Y
Core Values
Rule Followers Conformists,
Discipline, Sacrifice, Duty, Hard
Work, Responsibility, Loyalty
Equal Rights, Equal
Opportunities, Personal
Gratifications, Spend
Now - Pay Later
Diversity,
Entrepreneurial,
Independent, Informal,
Self-Reliance, Cynicism
Overconfidence, Fun,
Tolerance, Social, Tech
savvy
Attributes
Committed to employer,
Financially conservative, Strong
Work Ethic, Task-oriented
Ambitious, Challenge
Authority, Competitive
Adaptable, Focus on
Results, Free Agents,
Self-Starters, Sense of
Entitlement, Work to
Live
Attached to technology
and parents,
Multicultural,
Overindulged,
Innovative, Open to
new ideas, Self-
Absorbed
Work Ethic
Dedicated, Work Hard and pay
your dues
Driven, Quality, Long
Hours
Balance, Work smarter
not harder, Self-Reliant,
Want structure and
direction
Ambitious, multitasking,
entrepreneurial
Technology Adapted Acquired Assimilated Integral
What to unlearn
http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4
Silent Generation Baby Boomers Generation X Generation Y
Think work is... An obligation, a career An exciting adventure
A difficult challenge,
a "job"
Like, really hard
What they bring
to the workplace
Experience, dependable,
disciplined, stable
Challenge the status quo,
big picture, team player,
mission oriented.
Adapt well to change,
determined, task
managers, multitaskers
Consumer mentality,
collaborators, fast,
optimistic
Major problems
they have at
work
Don’t adapt well to change, avoid
conflict, black and white opinions
Expect everyone to be
workaholics, don't like
change
Their cynicism can get
really, really tedious,
impatient, lack people
skills
Inexperienced, need
supervision, unreasonable
expectations
Opinion of
authority
Respectful Impressed Unimpressed Indifferent
http://www.bankingexchange.com/management-topics/human-resources/item/5682-time-to-ditch-generational-thinking
• Born between 1995 and 2015
• Not just a birthright, but a choice
• Digital natives and/or
“hyperconnectivity junkies”
• Technology is an invisible, ever-
present part of their daily lives
• Accustomed to continual change
• Their expectations will radically
change the business world
Gen Z is you and me
Leaders must be trustworthy
Everyone wants respect
• Older individuals talked about respect in terms of “giving my opinions the weight I
believe they deserve”
• Younger respondents say respect iz “listen to me, pay attention to what I have to say.”
Nobody likes change
• Research found people from all generations are uncomfortable with change
• Resistance to change has nothing to do with age; it has to do with how much you stand
to gain or lose as a result of the change.
What to learn - All generations have similar values
http://www.amanet.org/training/articles/The-Myth-of-Generational-Differences-in-the-Workplace.aspx
Loyalty depends on context
• Research shows the amount of time a worker puts in each day has more to
do with his or her level in the organization than with age. The higher the
level, the more hours worked.
Everyone wants to learn
• Learning and development were among the issues brought up most
frequently by all generations.
• Everyone likes feedback.
What to learn - All generations have similar values
http://www.amanet.org/training/articles/The-Myth-of-Generational-Differences-in-the-Workplace.aspx
Real and unreal
Sometimes a choice not just a birthday
Part of bigger discussion and not the end game
Generations are…
Medium is the message
Marshall McLuhan
What to Learn and Focus on
http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4
Silent Generation Baby Boomers Generation X Generation Y
How to
communicate
One-on-one, "memo", good
grammar
“Call me anytime!”,
include in decisions,
emphasis on company
mission
“Call me only at work.”,
email, speak their
language, informal
“Text me.”, positive
language, action verbs,
humor
Feedback and
rewards
No news is good news, private
recognition
Like monetary rewards
and often display all
awards for public view,
like praise,
Want to be rewarded
with time off, regular
feedback, structured
coaching
Need frequent
feedback, clear goals,
need/want recognition,
flextime
Messages that
motivate
“Your experience is respected.”
“You are valued and
needed.”
“Do it your way.”
"Forget the rules."
“This place is fun.”
"You will work with
smart, creative people.
Understanding Your
Company Culture
19© 2015-2016 Jobvite, Inc.
1
Generational
differences aren’t
enough when you’re
building a balanced
culture
Culture is the sum
total of all employees
Employees are
individual humans
MACRO
Culture
Generational
Geographic
Department & Division
Company’s overall culture
is the shared elements of
the micro-cultures
Overlap of Microcultures
28
Understanding
your culture is key
to your
competitors’
recruiting strategy
Understand Who You Are
Be Genuine
Play to your Strengths
29
Why Should I Come Work for You?
© 2015-2016 Jobvite, Inc.
“45% of workers will jump ship for a new job
even though they are happy in their current
position.”
- Jobvite 2015 National Job Seeker Report
“78% of business leaders rate retention and
engagement urgent or important.”
- Forbes
30
Retaining top talent as important as attracting it
– User-centered Design
– fictional characters created
to represent the different
candidates
– Uses facts as well as
educated guesses
– Creates a story about the
candidate
• History AND Future
31
Building Personas
• Location
• Age
• Gender
• Education
• Relationship status
• History of work
• Interests
• Anything else to round out the story
32
Types of Elements to Consider
What are commonalities for top performers – are their similarities?
– Education
– Interests
– Background
– Etc.
Are there elements of people who didn’t make it? Can we create a picture of
someone who isn’t a good fit/perfomer?
33
Research Your Company
Building a Team
First, create a
foundation...
Then add the extras
Before choosing who…
• Trust
• Leadership/Direction/Mission
• Defined Rules of Engagement
• Used to talk about roles – but we have
a new world of transient leadership
and multiple roles
• Ethics and Accountability
• Freeloader problem
35
Foundations
Diversity of thought and culture
Shared Experiences
36
People Stuff
• Once personas are developed check team structure if you can
• Do your teams show a distinct structure – do certain personas show up in
top teams vs. poor teams?
• Think in terms of not only the persona that fits a role – but where that role
will plug into a team
37
Review Teams
© 2015-2016 Jobvite, Inc.
1. Research Your Company
What are commonalities for top
performers – are their similarities?
– Education
– Interests
– Background
Are there elements of people who didn’t
make it? Can we create a picture of
someone who isn’t a good fit/performer?
How Jobvite Understood Personas
How to Hire for Skill AND Culture
For Jobvite each Hire is More than a Resume
We want to understand who you are as a
person
Are you an:
• Innovator
• Builder
• Industry-leader
• Blogger/contributor to your field
We utilize our own technology to do our
homework ahead of interviews
41© 2015-2016 Jobvite, Inc.
✓ Social Media Profiles
✓ Personal Web Sites and Blogs
✓ Notes on Interests
Today’s Candidate is So
Much More Than a Resume
✓ Social Media Profiles
✓ Personal Web Sites and Blogs
✓ Notes on Interests
42
Today’s Candidate is So
Much More Than a Resume
© 2015-2016 Jobvite, Inc.
43
It’s Imperative to Make an Impression When you Engage With Top
Talent
How to Attract the Right Personas
Make a personal connection
• Have a Mobile-Optimized
Solution
• Be where the Candidates Are
• Utilize Social Media
45
Three Quick Tips to Attract
Talent
© 2015-2016 Jobvite, Inc.
46© 2015-2016 Jobvite, Inc.
Utilize Social Media to Connect Across a Variety of Personas
47
Personalize how you attract and communicate with key personas
48
Tailor Customized Web Page Campaigns to your Targeted Personas
49
Make an Impression by Texting a Link to a Customized Web Campaign
● Your Employees are your
#1 Marketers
● Employees already
have 10x more
followers than the brand
they work for
● Brand messages reach a
whopping 561% further
when shared by employees
on social than when they’re
shared via official company
social channels
Unlock Your Company’s Hidden Weapon
51
Employ your Executives, Hiring Managers and Employees to
Attract Talent
Recruiting web campaigns
can be dropped into any
employee’s LinkedIn page.
Within seconds, they
become recruiters!
52
53
Amplify your Message Via Social Media
Watch your
#recruiting efforts
become the next
hot hashtag
Jobvite Engage is the
Marketing Automation tool
for Recruiters
55© 2015-2016 Jobvite, Inc.
“For us, Jobvite Engage is the most
comprehensive, and overall most advanced
platform for finding and managing the best
candidates.
It's easy to post broadcast our jobs across a
number of traditional and social media sites,
manage in-bound talent, work together as a
team to interview & assess candidates, and
ensure the people applying for jobs have a
smooth and awesome experience."
- Director of Talent Acquisition, Tenable Network Security
56
Stop Looking and Make Top Talent Come to YOU!
“We’ve seen a major
improvement in the quality
of candidates we’ve hired
since adopting this new and
improved email recruiting
strategy.”
58
Tie Recruiting to Global Events to Target Multiple Personas
59
No Small Results with Engage
“The possibilities for social media are
beginning to become endless on what we
can accomplish, and we've only just begun
using it!”
--Talent Leader at
Bankrate.inc
“FYI, I received my first employee referral
through the system 45 minutes after I sent
my first Jobvite!”
--Head of
Talent at G.A. West
GroupM Asia-Pacific took home trophies at Human Resources magazine’s
first Asia Recruitment Awards 2015, including the overall Grand Winner
“Jobvite Engage has helped us craft talent communications in a way that’s
exciting and dynamic for our recruitment team and candidates.”
- GroupM APAC Talent Leader
62
Are You Ready to Reinvent Your
Recruiting Playbook?
63

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Understanding Your Ideal Candidates

  • 1. Understanding your Ideal Candidates Presented by: Paul Hebert and Andre Boulais
  • 2. • All lines are muted to avoid background noise • Q&A will be through the ReadyTalk chat panel and on Twitter using the hashtag #jvchat • Questions will be at the end of the presentation Before we get started
  • 3. Paul Hebert (@IncentIntel) • Interviewed by the BBC on executive motivation and pay • Columnist for IntrepidHR and contributing writer to Fistful of Talent blog • Host for the Enterprise Strategies Media Engagement Radio Show • Writer and founding member of the editorial advisory board at the HRExaminer website • Quoted 3 times in USATODAY as an expert in incentives and channel travel programs • Contributing author of “Enterprise Engagement: The Textbook: A Roadmap to Achieving Organizational Results Through People” • Contributing author of 3 books on social media “The Age of Conversation #1, #2, and #3” • Social Media Editor for the Enterprise Engagement Alliance
  • 4. Andre Boulais (@AndreJBoulais) Head of Engage Services for Jobvite Talent Acquisition leader with 10 years executive recruiting, management and strategy Former Head of Global Sourcing during rapid growth cycle for the Salesforce Marketing Cloud • Saved $3.5M in 3 years from high-profile sourcing hires via Jobvite Engage • His outbound Sourcing team had a 46% response from passive candidates • Exceeding both Apple and Google’s Talent Acquisition teams by 50% Public speaker and both nationally and internationally on social recruiting & talent sourcing best practices
  • 6. 6
  • 7. 7 Talkin’ ‘Bout My Generation Generation Name Years Born Current Ages The Silent Generation 1920s - 1940s 75 -95 Baby Boomers 1940s – 1960s Late 50s – Mid 70s Gen X Late 1960s – Early 1980s Mid 30s – Late 50s Millennials Early 1980s – Late 1990 Mid 20s – Mid 30s Gen Z 1996 - ????? 20???
  • 9. What to unlearn http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4 Silent Generation Baby Boomers Generation X Generation Y Core Values Rule Followers Conformists, Discipline, Sacrifice, Duty, Hard Work, Responsibility, Loyalty Equal Rights, Equal Opportunities, Personal Gratifications, Spend Now - Pay Later Diversity, Entrepreneurial, Independent, Informal, Self-Reliance, Cynicism Overconfidence, Fun, Tolerance, Social, Tech savvy Attributes Committed to employer, Financially conservative, Strong Work Ethic, Task-oriented Ambitious, Challenge Authority, Competitive Adaptable, Focus on Results, Free Agents, Self-Starters, Sense of Entitlement, Work to Live Attached to technology and parents, Multicultural, Overindulged, Innovative, Open to new ideas, Self- Absorbed Work Ethic Dedicated, Work Hard and pay your dues Driven, Quality, Long Hours Balance, Work smarter not harder, Self-Reliant, Want structure and direction Ambitious, multitasking, entrepreneurial Technology Adapted Acquired Assimilated Integral
  • 10. What to unlearn http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4 Silent Generation Baby Boomers Generation X Generation Y Think work is... An obligation, a career An exciting adventure A difficult challenge, a "job" Like, really hard What they bring to the workplace Experience, dependable, disciplined, stable Challenge the status quo, big picture, team player, mission oriented. Adapt well to change, determined, task managers, multitaskers Consumer mentality, collaborators, fast, optimistic Major problems they have at work Don’t adapt well to change, avoid conflict, black and white opinions Expect everyone to be workaholics, don't like change Their cynicism can get really, really tedious, impatient, lack people skills Inexperienced, need supervision, unreasonable expectations Opinion of authority Respectful Impressed Unimpressed Indifferent
  • 11. http://www.bankingexchange.com/management-topics/human-resources/item/5682-time-to-ditch-generational-thinking • Born between 1995 and 2015 • Not just a birthright, but a choice • Digital natives and/or “hyperconnectivity junkies” • Technology is an invisible, ever- present part of their daily lives • Accustomed to continual change • Their expectations will radically change the business world Gen Z is you and me
  • 12. Leaders must be trustworthy Everyone wants respect • Older individuals talked about respect in terms of “giving my opinions the weight I believe they deserve” • Younger respondents say respect iz “listen to me, pay attention to what I have to say.” Nobody likes change • Research found people from all generations are uncomfortable with change • Resistance to change has nothing to do with age; it has to do with how much you stand to gain or lose as a result of the change. What to learn - All generations have similar values http://www.amanet.org/training/articles/The-Myth-of-Generational-Differences-in-the-Workplace.aspx
  • 13. Loyalty depends on context • Research shows the amount of time a worker puts in each day has more to do with his or her level in the organization than with age. The higher the level, the more hours worked. Everyone wants to learn • Learning and development were among the issues brought up most frequently by all generations. • Everyone likes feedback. What to learn - All generations have similar values http://www.amanet.org/training/articles/The-Myth-of-Generational-Differences-in-the-Workplace.aspx
  • 14. Real and unreal Sometimes a choice not just a birthday Part of bigger discussion and not the end game Generations are…
  • 15. Medium is the message Marshall McLuhan
  • 16. What to Learn and Focus on http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4 Silent Generation Baby Boomers Generation X Generation Y How to communicate One-on-one, "memo", good grammar “Call me anytime!”, include in decisions, emphasis on company mission “Call me only at work.”, email, speak their language, informal “Text me.”, positive language, action verbs, humor Feedback and rewards No news is good news, private recognition Like monetary rewards and often display all awards for public view, like praise, Want to be rewarded with time off, regular feedback, structured coaching Need frequent feedback, clear goals, need/want recognition, flextime Messages that motivate “Your experience is respected.” “You are valued and needed.” “Do it your way.” "Forget the rules." “This place is fun.” "You will work with smart, creative people.
  • 17.
  • 19. 19© 2015-2016 Jobvite, Inc. 1 Generational differences aren’t enough when you’re building a balanced culture
  • 20. Culture is the sum total of all employees
  • 26. Company’s overall culture is the shared elements of the micro-cultures
  • 28. 28 Understanding your culture is key to your competitors’ recruiting strategy
  • 29. Understand Who You Are Be Genuine Play to your Strengths 29 Why Should I Come Work for You? © 2015-2016 Jobvite, Inc.
  • 30. “45% of workers will jump ship for a new job even though they are happy in their current position.” - Jobvite 2015 National Job Seeker Report “78% of business leaders rate retention and engagement urgent or important.” - Forbes 30 Retaining top talent as important as attracting it
  • 31. – User-centered Design – fictional characters created to represent the different candidates – Uses facts as well as educated guesses – Creates a story about the candidate • History AND Future 31 Building Personas
  • 32. • Location • Age • Gender • Education • Relationship status • History of work • Interests • Anything else to round out the story 32 Types of Elements to Consider
  • 33. What are commonalities for top performers – are their similarities? – Education – Interests – Background – Etc. Are there elements of people who didn’t make it? Can we create a picture of someone who isn’t a good fit/perfomer? 33 Research Your Company
  • 34. Building a Team First, create a foundation... Then add the extras
  • 35. Before choosing who… • Trust • Leadership/Direction/Mission • Defined Rules of Engagement • Used to talk about roles – but we have a new world of transient leadership and multiple roles • Ethics and Accountability • Freeloader problem 35 Foundations
  • 36. Diversity of thought and culture Shared Experiences 36 People Stuff
  • 37. • Once personas are developed check team structure if you can • Do your teams show a distinct structure – do certain personas show up in top teams vs. poor teams? • Think in terms of not only the persona that fits a role – but where that role will plug into a team 37 Review Teams © 2015-2016 Jobvite, Inc.
  • 38. 1. Research Your Company What are commonalities for top performers – are their similarities? – Education – Interests – Background Are there elements of people who didn’t make it? Can we create a picture of someone who isn’t a good fit/performer?
  • 39. How Jobvite Understood Personas How to Hire for Skill AND Culture
  • 40. For Jobvite each Hire is More than a Resume We want to understand who you are as a person Are you an: • Innovator • Builder • Industry-leader • Blogger/contributor to your field We utilize our own technology to do our homework ahead of interviews
  • 41. 41© 2015-2016 Jobvite, Inc. ✓ Social Media Profiles ✓ Personal Web Sites and Blogs ✓ Notes on Interests Today’s Candidate is So Much More Than a Resume
  • 42. ✓ Social Media Profiles ✓ Personal Web Sites and Blogs ✓ Notes on Interests 42 Today’s Candidate is So Much More Than a Resume © 2015-2016 Jobvite, Inc.
  • 43. 43 It’s Imperative to Make an Impression When you Engage With Top Talent
  • 44. How to Attract the Right Personas Make a personal connection
  • 45. • Have a Mobile-Optimized Solution • Be where the Candidates Are • Utilize Social Media 45 Three Quick Tips to Attract Talent © 2015-2016 Jobvite, Inc.
  • 46. 46© 2015-2016 Jobvite, Inc. Utilize Social Media to Connect Across a Variety of Personas
  • 47. 47 Personalize how you attract and communicate with key personas
  • 48. 48 Tailor Customized Web Page Campaigns to your Targeted Personas
  • 49. 49 Make an Impression by Texting a Link to a Customized Web Campaign
  • 50. ● Your Employees are your #1 Marketers ● Employees already have 10x more followers than the brand they work for ● Brand messages reach a whopping 561% further when shared by employees on social than when they’re shared via official company social channels Unlock Your Company’s Hidden Weapon
  • 51. 51 Employ your Executives, Hiring Managers and Employees to Attract Talent Recruiting web campaigns can be dropped into any employee’s LinkedIn page. Within seconds, they become recruiters!
  • 52. 52
  • 53. 53 Amplify your Message Via Social Media Watch your #recruiting efforts become the next hot hashtag
  • 54. Jobvite Engage is the Marketing Automation tool for Recruiters
  • 55. 55© 2015-2016 Jobvite, Inc. “For us, Jobvite Engage is the most comprehensive, and overall most advanced platform for finding and managing the best candidates. It's easy to post broadcast our jobs across a number of traditional and social media sites, manage in-bound talent, work together as a team to interview & assess candidates, and ensure the people applying for jobs have a smooth and awesome experience." - Director of Talent Acquisition, Tenable Network Security
  • 56. 56 Stop Looking and Make Top Talent Come to YOU!
  • 57. “We’ve seen a major improvement in the quality of candidates we’ve hired since adopting this new and improved email recruiting strategy.”
  • 58. 58 Tie Recruiting to Global Events to Target Multiple Personas
  • 59. 59 No Small Results with Engage “The possibilities for social media are beginning to become endless on what we can accomplish, and we've only just begun using it!” --Talent Leader at Bankrate.inc “FYI, I received my first employee referral through the system 45 minutes after I sent my first Jobvite!” --Head of Talent at G.A. West
  • 60. GroupM Asia-Pacific took home trophies at Human Resources magazine’s first Asia Recruitment Awards 2015, including the overall Grand Winner
  • 61. “Jobvite Engage has helped us craft talent communications in a way that’s exciting and dynamic for our recruitment team and candidates.” - GroupM APAC Talent Leader
  • 62. 62 Are You Ready to Reinvent Your Recruiting Playbook?
  • 63. 63