Help wanted: Bringing the old one-size-fits all job description into the modern era with compelling content and creative methods | Talent Connect 2016
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Chris Mulhall, PointClickCare Yasemin Alev, LinkedIn Lauren Sehy, LinkedIn Learn how to craft compelling content and leverage creative job descriptions to transform your employer brand and attract better candidates. This session will explore some of the top candidate motivators for changing jobs, and how to incorporate these motivators into creative job descriptions. Attendees will also see the results from PointClickCare’s commissioned research study on job description effectiveness. Session highlights: Understanding and addressing each job’s target audience and their motivators. The surprising results of using creative methods to better communicate your company culture, brand, and candidate value proposition. Check out the best of Talent Connect: http://bit.ly/2e5ojNe
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Help wanted: Bringing the old one-size-fits all job description into the modern era with compelling content and creative methods | Talent Connect 2016
- 2. Chris Mulhall Talent Acquisition Director, PointClickCare Help Wanted: Bringing the old one-size-fits-all job description into the modern era Yasemin Alev Customer Success Manager, LinkedIn Lauren Sehy Customer Success Manager, LinkedIn
- 3. Today’s agenda • Introduction • The Message • Global Data of Professional Talent Trends • Specialized Group Data • Industry Specific Data • The Medium • Types of mediums • PointClickCare’s Research Study • Results • Your Action Items • Q&A
- 6. % of global professionals are interested in hearing about new job opportunities Source: 2016 Global Talent Trends Report - Data on how job seekers want to be recruited (https://business.linkedin.com/talent-solutions/job-trends/2016-talent-trends-home/2016-global-talent-trends)
- 7. The number of active candidates is steadily increasing 2014 One quarter of professionals were actively looking for jobs 2015 2016 Almost a third of professionals were considered active job seekers Today, we see an even higher active audience then previous recent years Source: 2016 Global Talent Trends Report - Data on how job seekers want to be recruited (https://business.linkedin.com/talent-solutions/job-trends/2016-talent-trends-home/2016-global-talent-trends) 25% 30% 36%
- 8. How are they hearing about these new opportunities? Millennials Third party website or online job boards Gen X Third party recruiter/head hunter/staffing firm Baby Boomers Someone at the company Source: Global Job Seeker Trends: Why & How People Change Jobs (https://business.linkedin.com/talent-solutions/resources/job-trends/job-seeker-trends-why-and-how-people-change-jobs-global)
- 9. Why is talent leaving? 1 Lack career opportunities and advancement 2 Need more challenging work 3 Unhappy with compensation and benefits Source: 2016 Global Talent Trends Report - Data on how job seekers want to be recruited (https://business.linkedin.com/talent-solutions/job-trends/2016-talent-trends-home/2016-global-talent-trends) 35%43% 29%
- 10. % of candidates feel that their top obstacle when changing jobs is not knowing what it’s like to work at the company Source: Global Job Seeker Trends: Why & How People Change Jobs (https://business.linkedin.com/talent-solutions/resources/job-trends/job-seeker-trends-why-and-how-people-change-jobs-global)
- 11. What do they want to know about you? 1 Culture and values 2 Perks and benefits 3 Mission and vision Source: 2016 Global Talent Trends Report - Data on how job seekers want to be recruited (https://business.linkedin.com/talent-solutions/job-trends/2016-talent-trends-home/2016-global-talent-trends) 66% 54% 50%
- 12. • Career trajectory • Expectations and workload • Day in the life • Employee perspectives Source: 2016 Global Talent Trends Report - Data on how job seekers want to be recruited (https://business.linkedin.com/talent-solutions/job-trends/2016-talent-trends-home/2016-global-talent-trends)
- 13. #1 Reason for changing jobs globally Career Opportunity Source: Global Job Seeker Trends: Why & How People Change Jobs (https://business.linkedin.com/talent-solutions/resources/job-trends/job-seeker-trends-why-and-how-people-change-jobs-global)
- 15. Every Group has a Preference Contractors Women Generations
- 16. Every Group has a Preference Contractors
- 17. Why is contract talent leaving? 1 Wanted more challenging work 2 Lack of career opportunities 3 Unhappy with culture 26%30% 23% Source: 2016 Contractor and Full-time Talent Trends: Data on how to recruit contractors and full-time candidates (https://business.linkedin.com/talent-solutions/job-trends/2016-talent-trends-home/2016-contractor-and-full-time-talent- trends?trk=bl-po_5-data-points-you-should-know-if-you-recruit-contractors_angela-dickinson_072616)
- 18. • Becoming a full-time employee • Working with different clients • Starting their own business Source: 2016 Contractor and Full-time Talent Trends: Data on how to recruit contractors and full-time candidates (https://business.linkedin.com/talent-solutions/job-trends/2016-talent-trends-home/2016-contractor-and-full-time-talent- trends?trk=bl-po_5-data-points-you-should-know-if-you-recruit-contractors_angela-dickinson_072616)
- 19. Every Group has a Preference Women
- 20. Why is female talent leaving? 1 Unsatisfied with leadership/senior management 2 Unsatisfied with work environment/culture 3 Unsatisfied with work/life balance 26% Source: Global Job Seeker Trends: Why & How People Change Jobs (https://business.linkedin.com/talent-solutions/resources/job-trends/job-seeker-trends-why-and-how-people-change-jobs-global) 41%44%
- 21. Every Group has a Preference Generations
- 22. Top 3 Motivators for Leaving by Generation 1. Lacked opportunity for advancement 2. Wanted more challenging work 3. Unsatisfied with benefits/leadership 1. Unsatisfied with leadership 2. Lacked opportunity for advancement 3. Wanted more challenging work 1. Unsatisfied with leadership 2. Lacked opportunity for advancement 3. Unhappy with lack of recognition and direction of company
- 24. LinkedIn Talent Pool Insights
- 25. Senior Level Sales in South Africa
- 26. Senior Level Sales in South Africa
- 27. Accountants in the UK
- 28. Accountants in the UK
- 30. Find Your Global Talent Pool in Recruiter Build a search for anyone in your country who fits your desired skillset. Once you’ve found them, head to Search Insights to see where they live, work, and go to school.
- 31. Use Search Insights in Recruiter to Get Your Own Data Find deeper information about your total addressable market
- 32. Use Search Insights in Recruiter to Get Your Own Data Check out their current company and understand where your employer brand fits best
- 33. What are pros and cons of their department/company? Be in the Know What is your talent pool saying these days?
- 36. Seconds
- 42. DILBERT © 2012 Scott Adams. Used By permission of UNIVERSAL UCLICK. All rights reserved.
- 45. Q. Various Base: Tech (n=307); Non Tech (n=314) Study Participants
- 46. Q10. After reviewing these four different job descriptions, please rank them from 1 to 4. Summary Of Ranked 1 Base: Tech (n=307); Non Tech (n=314)
- 47. Q10. After reviewing these four different job descriptions, please rank them from 1 to 4. Summary Of Ranked 4 Base: Tech (n=307); Non Tech (n=314)
- 48. Q7. After reviewing that job description, how would you describe the company that posted it? Base: Tech (n=307)
- 49. Q7. After reviewing that job description, how would you describe the company that posted it? Base: Non Tech (n=314)
- 50. • Reduced new hire attrition • More shareable content on social media • Increase in passive candidates
Hinweis der Redaktion
- Don’t get lost in translation – selling your jobs to the target audience The Medium is the Message: How creative job descriptions can transform your employer brand and attract better candidates Learn how to think past the bullet points-
- Disclaimer don’t stress about writing down all of the numbers we’re going to hit you with, you’ll be able to get this deck after the course which has all citations at the bottom of each slide You WILL want to write down your ideas as we go through and make suggestions Some of the things we suggest, you may not be able to do. That’s okay! Our goal for this session is that you A) learn something valuable you didn’t know before and B) find at least one thing you can leave here today and do
- This slide is to introduce the idea that every job description has a different audience and you should be catering the message to the exact individual you believe to be the idea candidate. Find out who they are: age, gender, function, location, etc. and understand what’s important to them and which of those things your company can offer. Ensure that the relevant part of your employment brand shows through. THAT is the message.
- Takeaways – The number of people actively finding your jobs without first having a conversation with you is increasing. It’s more important than ever that your job descriptions have the messaging that resonates best with that perfect candidate.
- The trend is heading more and more toward people hearing about your company and jobs through outside means. If you keep your brand strong and consistent in every outlet, it’s easier for candidates to find the story you need them to hear when they’re doing their research. For your specialized jobs, make sure your pitch is ready and waiting on the job description so it can be digested by the most people possible, 24/7. 1946 and 1964 mid-1960s to the early 1980s early 1980s to the early 2000s Need to make sure we define the age groups. “Baby Boomer” is a mostly American term for the drastic increase in babies after people came home from WWII. We have to define these groups for our global audience.
- **from a slide I decided to cut: -Candidates have also said that they want an Honest Perspective – Give a real picture of the company’s working environment, not the usual picture perfect company profile. -When you can, Share employee views – Candidates want to the positives and negatives from real employees about real jobs. They don’t want to hear the well crafted marketing. -Aligned with the culture and values, people also want to know What makes you different. -You should also make sure you’re clear about the vision and strategy – candidates want to hear more information about your company’s vision and more how you plan to get there. -Candidates have voiced that they want to hear honest information about retention – what is your turnover rate? Why is the job available?
- Ask they audience what they think Here is probably one of your biggest takeaways: Career opportunity is the #1 reason for changing jobs around the world. It’s the #1 reason they left their last company and the #1 thing they’re looking to find in yours. Only after that is poor leadership company culture their reason for leaving and better comp/benefits (#2 reason) and more challenging work what they’re looking for.
- **Usually a 5-7% difference from men in these numbers. So, while men are listing the same concerns in similar numbers, these are the areas that are slightly more important for women. 1) 44% compared to the male 39% 2) 41% compared to the male 34% 3) 26% compared to the male 21%
- Some have these in common
- In addition to data about a talent pool’s current location, migration trends, article preferences,
- Point out the total addressable market (which you can find in LinkedIn Recruiter by doing your OWN search)
- Linkedin, Glassdoor Groups
- Build this better/more in depth than what’s on the slide “arm yourself with data” <- if not in the description, prepare to sell against the competition.
- Each group’s favorite job description remains the same regardless of gender or age, although women and those aged 35 or older in non tech roles are far more likely to prefer the video job description
- Take the time here, before reading the heading, to describe what they’re looking at. The best way to do this is probably to start at the graph title and legend as well as the question being responded to. “Here, we’re looking at results from people in the Tech field when asked “After reviewing that job description, how would you describe the company that posted it?” You’ll notice that at each point *point to points*, we have a descriptive word that participants attributed to the company based on the job description. The farther outward and closer to the word, the higher the score for that attribution and the closer to the center of the chart, the lower the attribution. Each color *point to legend* represents a different description format. For example, the gray text based *point to gray in legend* descriptions associated the company with being slightly boring and bureaucratic *expansive gesture outward with both hands to mimic the layout on the chart*, yet it still performed well in innovation, flexibility, adaptiveness, and inspiring *gesture outward toward the appropriate words*. You’ll also notice that, because the opinion was split, the text based percentages are much lower across the board than the other colors *gesture your hands inward toward one another to show a circle being made smaller*. This is showing us that there is a mixed opinion coming from a text description, which we saw in earlier slides. Just as before, you’ll notice the infographic description outperformed the text description, but still less than the other two creative types *point to green line in legend and then in chart*. People considered the company to be less boring and bureaucratic than the text description, and associated the company much higher with the positive adjectives, though less than the others. For the comic strip (in red) and the video (in blue), you’ll notice very little association with boring and bureaucratic and high performance in the rest, with the comic strip just barely outperforming and seemed to make the company feel more adaptive overall. A big takeaway from this slide may be that, if you have to use a text description for tech hires, it’s certainly possible to have positive associations, but you’re getting mixed opinions about your brand compared to anyone breaking the mold.”
- DO: point and gesture to the appropriate areas as you talk about them to help the audience follow along “Same colors and charts as before, but now we’re looking at non-tech participants. As we saw earlier, their opinions are varied than those in tech. Again, text descriptions perform similarly to what we saw before except that, for non-tech, the company seemed even less inspiring and even more bureaucratic. The infographic description made the company seem less supportive of flexible work to non-tech hires and slightly bureaucratic, though at least innovative. It seems that even though infographics show an ability for a company to innovate and adapt, it’s still seen as very corporate to non-tech hires. The comic strip description (in red) seemed to imply a higher likelihood of supportive flexible work but pales in comparison to the video description. The video description (in blue) showed no responses to imply that the company was boring or bureaucratic and out performed all other types of descriptions in the positive adjectives. Based on our findings, if you have a non-tech job, posting a video as your description makes your candidate more likely to see your company as an inspiring company who is able to adapt and innovate and likely to be much more supportive of the candidates possible needs for flexible work.”