wide-ranging topics such as:
Why recruiting is broken at so many companies,
The differences between recruiting and sourcing,
The right way to use social media and
Why some recruiters who think they're successful may actually be
you define sourcing, and how is it different from traditional recruiting?
is a capital investment, a discrete capital investment, unlike the traditional
recruitment model that is viewed as a cost center.
is something that is built as a sustainable competitive advantage -- it's going
out and identifying people, approaching them and engaging them instead of doing
a cattle call and rejecting 99.9 percent of the people in a very unprofessional
way. Instead, we espouse inviting a few key people in, treating them with respect,
and recruiting and hiring them in a faster, more effective way. We expect the
industry to shift so that what we now call "sourcing" will be what
people now call "recruiting."
will be replaced by sourcers, while the recruiting role will evolve to become
process managers, business partners, advisers and consultants to hiring
managers. Down the line we're going to see three different individuals involved
in the recruiting process: One who goes out and hunts down, finds and brings in
people, one who owns the relationship and shepherds the candidate through the
process, and the third will be a business-aligned role that oversees things
marketing and employment branding. Our key differentiator in all this
is that we teach people in this business the right way of how to synchronize
these roles; we educate them rather than training them.
the difference between training and educating?
huge difference. Training is something you can impart to an individual that
lets them do a particular job in a particular setting, but it's often not
something they can take with them.
someone means that if they go to a new recruiting environment, they'll know
that in order to be successful there are three areas that are absolutely
first is the pre-search process before you start the actual
the second component is the intake meeting and leaving with all
the information you need from the hiring manager in order to do an effective
the third most critical part is knowing where to start the search
and identifying the talent.
of these components have nothing to do with training.
explain the pre-search process?
pre-search is preparing for the intake meeting by understanding the job
requirements and doing some preliminary research to find out things like what
the keywords are, so you arrive at the meeting fully prepared. We have a whole
process or format we use and companies will take it and adapt it to their own
some new tools that can help recruiters "turbo-charge" their social
sourcing that you're really excited about and can you describe them briefly?
about the tools you use then it is about thinking critically how you use them.
example, browser extensions are apps on your phone that let you look up a piece
of text somewhere else. So let's say you go to a LinkedIn
profile and you see a user name there -- these browser extensions will
look up that name in a variety of sources so you can see things like what lists
they're on, their career history, what conferences they attend and so on.
category of tools has to do with engagement -- there's a tool called ‘Crystal
Knows’ that tells you about a person, their personality type: introvert,
extrovert, formal or informal -- it analyzes the person's profile on social
media and provides you with some insight on how to approach them. So it's not
just about finding someone but communicating with them in a way that they'll
listen and respond, rather than approaching an introvert the way you would an
extrovert and potentially alienating them.
there are some search tools in which we show people how to use Google and Bing
more effectively to find the "deep web" content that doesn't come up
on the surface of Google results.
content that typically comes up on a search is more common or popular but a
COBOL programmer, for example, is not going to have a popular web page. We also
teach people how to master the automation of the recruiting process so that you
can work with these tools more effectively.
some common mistakes or errors recruiters make when using social for sourcing?
A big one
is to treat social media as an advertising platform. Social
media is not really an advertising channel. It's very common to see
recruiters fall back into the "post and pray" days of just publish it
and they'll come. You can do that once in a while, it builds traffic and might
generate some leads, but a lot of recruiters only do that. They don't use
social media to build rapport and start conversations or conduct market
analysis. So that's a big mistake.
mistake is over-exposure, kind of like "diarrhea of the mouth." It
overwhelms people and they stop following and paying attention. Now I know
there's an argument that says it doesn't matter who said something first but
who said it the loudest and most frequently, so there is an argument for being
loud on social media, but only if you're being loud and consistent.
too many recruiters being loud and inconsistent. So pick something and stick
with it if you're going to be loud, or else don't be loud and use social as an
engagement platform instead.
are the most effective ways to use social media as an engagement platform?
A lot of
recruiters take the approach of, "It's cool to be on Twitter, so let's all
go there and find people." OK, that can work, but what's better and more
efficient is if you first identify where your "tribe" -- the people
you want to recruit -- is and then talk to them through the channel they're
most engaged with.
start a Twitter account and try to build a following completely unaware of the
fact that the people they're targeting don't go on Twitter. So they're
investing a lot of time and effort on Twitter, and doing all the right things,
but the audience they're targeting isn't there.
want to talk to people in a particular industry, software
programmers tend to pay attention on Twitter. You're more than likely
to engage the software community on Twitter and Slack than on LinkedIn. And
every community has these idiosyncrasies. Failing to understand these
macro-patterns can be a mistake, you'll end up talking to the wrong people in
the right place or the right people in the wrong place.
you consider the "mission" of the Sourcing Institute to be?
like nothing more than to elevate the professional level of modern recruiting
practices. We believe that sourcing is the key to repairing the broken
recruiting industry. It's the key to covering the gap between how companies are
just crushing their employment brand by doing really large, widely distributed
advertising, accepting lots of applicants and then proceeding to offend, reject
and/or ignore them, which has a really bad impact on the employer and consumer
brand. It's unresponsive, slow, expensive and inefficient, which is why modern
CEOs hate recruiting. It's a necessary evil but they know it's damaging their
company when it's not done right. It's why the [recruitment process
outsourcing] industry exists, because companies are looking for someone who
knows how to do it. We're not trying to get rid of RPOs and staffing firms,
we're just in the business of elevating professional standards so that sourcing
is a much more efficient, effective, fast and humane way of conducting
the biggest impact you hope to make on professionals in this area?
biggest thing is opening peoples' eyes to what they don't know. Recruiters tend
to think they already know everything they need to be successful. That's hard
to refute when they are successful, but some think they're successful when
they're actually not.
have reqs open for more than 160 days, for example, then you're doing something
wrong. So it's opening their eyes to what's possible and all the ways they
industry, there are a lot of people who aren't aware that they can improve, but
when they attend our sessions, their eyes open. One of the most common pieces
of feedback we get from our sessions is "I've been doing this for 20
years, and I wish I knew this on my first day."