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IN THIS ISSUE
Newsletter Sponsors
A Note from the Editor
Breaking News
Today's Recruiting News Headlines
Featured Recruiting Jobs
Recent Recruiting Blog Headlines
Weekly Article: The Tipping Point in Recruitment
Employment and Economy Stats
Special Trials and Discounts
Employment Studies and Trends
Upcoming Conferences
Site Of The Week: BrightMove ATS
Final Note - On The Lighter Side

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Newsletter Sponsors

1. Dice.com

Dice, the leading job board for technology, engineering, and security-cleared professionals, helps you reach the best candidates available. To post online in minutes visit Dice's Job Postings Express.

2. BrightMove ATS

BrightMove ATS, a 100% web-based applicant tracking system, is a powerful tool for managing and tracking resumes and communications with potential employees and hiring managers. There is no software to buy, servers to manage, or support to pay for. All support, enhancements and upgrades at no additional cost.

SPECIAL OFFER – Free 30-Day Trial and more!

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A Note From The Editor

China's Labor Shortage

One of China's assets is the country's huge population, although most workers are insufficiently prepared to perform jobs necessary to shift from manufacturing into services and research-based industries. Education is emphasized; large numbers of new graduates are being produced. China will graduate 3.1 million university graduates this year compared with 1.3 million in the United States. The question is graduate quality and capacity to perform the needed work.

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Useful Links

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Breaking News

Bad News For Newspaper Continues:

Knight-Ridder, the nations second largest newspaper, might be up for sale. The publisher is under pressure from its largest shareholder to sell the company at a time when the industry is out of favor on Wall Street. Full Story >>

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Today's Recruiting News Headlines

View more HR/employment news headlines or our Recruiting Newswire. Please send us your press releases. Click here for submission instructions.

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Featured Recruiting Jobs

This section highlights several recruiting related positions recently posted on Recruiting Jobs. To view all jobs or to register for a career agent click here.

Looking to hire recruiting professionals?  Post a 60 day job posting ad on RecruitingJobs.com for $225 and be featured in The Recruiting News.
Register to post >>

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Recent Recruiting Blog Headlines

Employers Exploring Ways To Retain Older Workers
More employers are finding that investing in mature employees, particularly high-performing ones, makes good business sense. For starters, the move...
11/2/2005 1:21:12 PM [SHRM Online Recruiting & Staffing News]

'craig schmaig' says oodle
Looks like the recent ban placed on it by Craigslist hasn't deterred Oodle from damning the torpedoes and moving forward. The classifieds...
11/2/2005 8:06:44 AM [Cheesman's Online Recruitment Blog]

All Recruiting/HR Blog Headlines >>

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Weekly Article
The Tipping Point in Recruitment
By Peter Weddle

If you’ve read Malcolm Gladwell’s book The Tipping Point, you know that in certain human endeavors there comes a point when the future course of events is decided. That point occurs when a critical mass of influential factors is reached, and the ensuing events are tipped in one virtually unstoppable direction. While Gladwell focused his book on product marketing, I think it holds an important message for recruitment, as well.

The typical recruitment ad includes a range of information that describes the responsibilities of a particular position and the capabilities required of a person in order to be able to perform it. It includes such facts as:

• the type of work that will be performed,
• what is expected of the person in performing the job,
• the skills and competencies necessary for successful job performance, and
• the type of person the organization wants to hire.

All of that information is vital in describing the employment opportunity to candidates. It does not, however, reach the tipping point for selling them on taking it. It informs them, but does not persuade them. It doesn’t induce them to make a change. And that’s precisely what an ad must do in order to recruit the best talent.

There are two truisms about the “A” level performers that we most want to recruit for our organizations. They are almost always employed, and they are passive shoppers for new employment opportunities. Therefore, a recruitment ad can only be successful if it convinces them to do the one thing that humans most hate to do: change. It must activate them to go from the devil they know—their current employer, boss and commute—to the devil they don’t know—your employer and a new boss and commute.

How can we reach that tipping point in our ads? A 2003 study by the Recruiting Roundtable points the way. It determined the percentage impact various factors would have on changing the behavior of employment prospects. In other words, it found which factors would most likely influence passive shoppers to become active consumers of an organization’s employment value proposition. Here are the results:
 

the type of work that will be performed—4.5%,
 

what is expected of the person in performing the job—12.4%,
 

the skills and competencies necessary for successful job performance—2.5%,
 

the type of person the organization wants to hire—13.0%, and
 

the day-to-day experiences a person will have as an employee—19.1%.

In other words, describing what it will be like to work in your organization is 4 times as powerful in inducing a change among employment prospects as describing the type of work to be done. Does that mean that information about the job is unimportant in recruitment advertising? Of course not. It means, instead, that an “A” level prospect looks first at the whole of the employment value proposition. Why? Because they are (and will be) offered lots of great jobs during their career. The tipping point for them, therefore, is a two-fer: a great job with a great employer.

Equally as important, the study also determined that this one factor—the employment experience—was especially important for “A” level performers. While “C’ level performers required a persuasion level equal to just 9.9% to accept a new position, “A” level performers were unlikely to move until a persuasion level of 20% had been reached. That’s why a traditional “responsibilities and requirements ad” (i.e., one that details “the type of work to be performed” and “the skills and competencies required for successful job performance” will work for mediocre talent, but doesn’t have sufficient selling power for the best and brightest.

So, how do you incorporate the employment experience into your recruitment advertising? The following suggestions will get you started:

Make culture a central element of your advertising message. The average commercial employment site will accept job postings as long as 1,400 words or more. Use that space to describe the work environment and values of your organization as well as the specific opening you are trying to fill.

Provide employee testimonials on your organizational Web-site. These testimonials should cover a cross-section of occupations, levels of experience, ethnicity and age. They should include both a picture of the person as well as a description of their workday in their own words. And, the testimonials should change every year to reflect the diversity of perspectives and talent available in your organization.

Make “A” level performers the public face of your organization. Videotape top workers talking about the experience of working for your organization—what they get to do, what they get to achieve, what they get to learn, whom they get to work with. Then, bring those vignettes to career fairs and on campus recruiting trips, and play them constantly.

Provide a “What it’s like to work here” chat or blog on your organizational Web-site. While this feature can be implemented by a recruiter or a member of the HR Department, it’s likely to have greater impact—at least on “A” level prospects—if the author is their peer. Its purpose is not to present the party line or the organization’s compensation and benefits policies, but rather to paint a picture of the workday—its challenges, opportunities, camaraderie and even its imperfections.

Create a brochure illustrating a “Day in the Life of ….” For those that don’t have a Career area on their organizational site (or can’t easily add interactive features to a site controlled by the IT Department), this publication can be the next best thing. Make sure that it’s written in colloquial English and not organizational jargon and that it provides an honest and candid picture of a “typical” employee’s workday. Include the brochure in all of your application materials and recruiting packets and make it available for select employees to hand out as they interact with peers at professional and business meetings.

Winning the War for the Best Talent requires that we reach the tipping point for “A” level performers. We have to provide the information and insight that will overcome their passivity and activate their conviction to work for our organizations. The single factor that reaches that high bar of influence is the nature of the experience they can expect to have on-the-job. Make that irresistible, and you’ll recruit more than your organization’s fair share of the best talent.

About Author

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Special Trials And Discounts

Below is a partial list of trials and discounts that companies have extended to our readers. Click here for full list. If your company is interested in offering a promotion/discount, please contact us.

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Upcoming Seminars & Conferences

Nov 17 - Recruiting 2005 Conference and Expo
Feb 19 - The HR Summit 2006
Mar 1 - Strategic E-HR Conference
Mar 7 - 2005 Staffing Industry Executive Forum Program

Complete calendar for upcoming conferences and seminars.

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Site of the Week

BrightMove ATS

BrightMove ATS, a 100% web-based applicant tracking system, is a powerful tool for managing and tracking resumes and communications with potential employees and hiring managers. There is no software to buy, servers to manage, or support to pay for. All support, enhancements and upgrades at no additional cost.

SPECIAL OFFER – Free 30-Day Trial and more!

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Final Note - On The Lighter Side

I found this sturfing around looking for recruiting news.

Joel Cheesman's Online Recruitment blog is selling advertising via ebay. I like the creativity! (Joel if we help you get bids..we want a commission!)

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