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creative recruiting messages

Use Creative Recruiting Messages for Renewable Energy Hiring

Creative Recruiting Messages For Top Renewable Energy Candidates

Many Clean Energy employers do not use creative recruiting messages that are conducive to attracting top talent…and then they wonder why their job posts, LinkedIn Inmails and recruiting emails are ignored. There’s a fix for that… a different recruiting message model as explained below. But first…

Some Historical Perspective For Clean Energy Employers

For the past 25 years, I have been responsible for recruiter certification as part of Performance-based Hiring certification, part of which requires each recruiter to create an EVP (Employee Value Proposition). Over the years, a significant part of that time has been spent in Energy Industry recruiting.

Only about 4% know how to correctly construct an EVP., but it's not the Talent Acquisition professional's fault. They've never been taught how to create an EVP, nor why it's critically important. The historical way of creating messages just keeps being passed down over time.

The majority of employer’s recruitment messages have an extraordinarily strong tendency to focus on what they want vs. creating a message that focuses on what top candidates want.

Most recruiting message are far too heavy on extrinsic values and contain little if any intrinsic values.

Extrinsic rewards - usually financial - are the tangible rewards given employees by managers, such as pay raises, bonuses, and benefits. They are called “extrinsic” because they are external to the work itself and other people control their size and whether or not they are granted.

In contrast, intrinsic rewards are psychological rewards that employees get from doing meaningful work and performing it well. What is most challenging and interesting about the work? What will they learn? How will the job help in their career advancement?

The New Model's Foundation: Inspiring Recruiting Messages

Everything changes when Recruiters and Talent Acquisition Professional shift their focus to the needs and desires of renewable energy top candidates using creative recruiting messages. Your EVP should quickly and easily answer questions such as:

  • Why would a top person want this job?
  • Does my message describe their work as interesting and challenging?
  • Does my message help them see they can achieve their career aspirations, i.e. where does this job lead in terms of career growth?
  • Does my recruitment message describe the job as more compelling than a competitor hiring the same person?
  • Does my recruitment message clearly describe what is important to my ideal top candidate?
  • Does your job post or LinkedIn Inmail/email have always have a clear CTA (call-to-action)?

From this orientation, the value we as employers receive is no longer the driving force in our recruiting. Instead, our reward of hiring top people in the Wind or Solar field is the by-product of addressing the needs of our candidates.

The value we create is the cause. The value we receive in return is the effect.

Let that sink in for a moment. It's important.

Flipping the Recruiting Script For Renewable Energy Jobs

Recruiting teams would do well to study how their marketing colleagues create personas for their ideal customer and from that construct their creative recruiting messages. This process can be copied and extrapolated for recruiting.

Don’t use terms like candidate, incumbent, or “the person taking this job." Instead write your ad as if it was to be read by only ONE person which means using the word ‘you’, ‘your’, ‘you’ll’, etc. That makes your message sound personal for each person.

Paint a word picture focusing on intrinsic motivator terms. Phrases like "join our world-class team" are NOT impactful UNTIL you tie a benefit to that. You do that by asking this question, "which means". This moves your message into job branding vs. company branding.

A great tool - called an Empathy Map - developed by Dave Gray, can be used to begin this transformation process. While this mapping tool was initially intended for marketing products and services, it is ideal for understanding your ideal candidate and constructing a compelling recruiting message.

I've modified this well-known and respected model to focus on recruiting top candidates that can readily be adapted to the Renewable Energy field..

Here are the 8 key elements of this Empathy model. Click on each of the steps for details.

WHO are we empathizing with?

Who is the person we want to understand?

What are the most common job titles for this person?

What is their role in this job, i.e. individual contributor, team lead, manager, director, VP, etc.?

What industries, markets, products, might they have experience in?

What is the least amount of experience a top, fast-track person might have?

Who might know this person and share network connections?

Where do they "hang out" professionally?

How would they DESCRIBE themselves?

What are the key words found in their resume and LinkedIn profile?

What industry, association and employer terms/words might they include?

What "achiever" words, terms and phrases would a top person likely include?

What job titles might they use for current and past jobs?

What location information and/or zip codes might they include?

What do they DO today?

What job are they doing today?

What behavior have we observed about their job satisfaction?

What can we image them doing in their job day-to-day?

What would they like to DO differently?

What would they potentially like to do differently?

What changes in their job or culture would make them more satisfied?

What changes in their job or culture would make it more interesting and challenging?

What decision(s) would they need to make to reach their goals?

How will they know if they are successful?

What do they SEE?

What do they see in the current job market?

What types of jobs do they see in the job market they might find appealing?

What do they see their colleagues saying and doing about career growth?

What are they watching and reading?

What do they SAY?

What have we heard them say about their job and career goals?

What can we imagine them saying about their job and career goals?

What are the key job or career related topics are they talking about?

What do they HEAR?

What are they hearing from colleagues about the job market, job changes and long-term career outlook?

What are they hearing from friends about the job market, job changes and long-term career outlook?

What are they hearing from news, social media, and similar sources about the job market, job changes, and long term career outlook?

What do they THINK and FEEL?

Pains

What are their fears, frustrations and anxieties?

What would they like to change?


Gains

What are their wants, hopes and dreams?

How soon would they like to move toward achieving their wants, hopes and dreams?


Improve Hiring by Using Imaginative Recruiting Messages

Create creative recruiting messages that get “inside the head” of your ideal candidate and imagine how much more effective your recruiting could be, if you knew your candidate well enough to provide answers to most of the above questions.

Get together with your recruiting colleagues and hiring manager and brainstorm until you come away with a compelling EVP message. Then use this for both written and verbal communication to top candidates.

The next step is how to use the information gained from this exercise and wrap it into a well-crafted EVP. Next ensure your EVP appears in ALL recruiting messages tied to a SPECIFIC job. And worth repeating - this includes all written AND verbal discussions with your ideal candidate.

You may also want to read a related article - Candidates Not Responding

An ideal way to experience this difference is working with Carl Bradford conducting either a full search or a blended search.

A new model to create recruiting messages to attract top Renewable Energy talent. Learn 8 step formula for creating a compelling EVP - Employee Value Proposition.

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Candidates Not Responding

There's a Fix for That in 2020

Have you ever wondered if you could significantly improve the quality and quantity of candidates interested and applying for your most critical job openings?

There’s something new in 2020 that makes this not only possible but is being realized by first-mover employers. This amazing new approach has been developed by an ex Indeed.com Marketing Manager.

The following explains how.

I’m Carl Bradford and these cliff notes from my case study shows how you can optimize your recruiting message for 2020.  Look for comments on how AI (artificial intelligence) combined with specific human expertise has dramatically improved employer’s recruitment messages.

Research shows that 90% of all job searches start on a search engine. This includes Google, major and niche job boards, job aggregators and company career websites. This applies to active job candidates and passive candidates after their interest is piqued by a direct contact.

Focus on These Four Things First

1

How to Make Sure Your Job Ad Message Can be Found

Make your job ad easier to be found during a candidate job search. If it’s not found, it doesn’t matter what your message is.


Think SEO for job ads. Job listing content can be designed not only based certain keywords, and now in 2020 AI (artificial intelligence) can also factor in the search intent of the candidate, which will allow the search engines to return a more targeted search results of during a candidate's online search for a new career opportunity.

2

How to Reduce Gender Bias

Research shows that over 70% of all job posts are gender biased! Most of it unintentional by the employer. 


AI (artificial intelligence) can now apply gender decoding analyses and remove subtle gender-coded language and unconscious bias. Gender-neutral wording in job listings get 42% more responses according to ZipRecruiter who use data scientists to analyze several million job posts.


This includes up to a 23% increase in female applications including STEM jobs. Studies by the American Psychological Association found seemingly innocuous words could actually signal a gender bias in your job ads.


Harvard Business Review reported that men apply for a job when they meet only 60% of the qualifications, but women apply only if they meet 100% of them.


The words you use matter. A lot!


3

How to Right-size Your Job Post

The most effective ads consist of around 300 words (1500 characters), with a job title length of just 29 characters. In fact, anything under 500 words will increase application numbers by an average of 12%.


All of the main search engines for jobs are run on algorithms who always prioritize relevant content and searchable content/relevancy over non-optimized content, spamming content which is 7000 characters too long.


According to LinkedIn’s Talent Report October 2018, 99% of job descriptions are painfully long and boring. Since so few companies invest in job descriptions, there is so much room to stand out.


4

How to Increase Recruiter Productivity

Talent Acquisition Teams can save 100’s hours per month getting their roles optimized that proves successful in driving significant new revenues for their businesses.


There’s a new solution available for 2020 that makes this all possible by combining AI (artificial intelligence) with experienced copywriter review. Any job ad can be can now be optimized and returned to you under 4 hours. This can also include optimizing dozens of jobs to free up recruiter’s time to interview and close jobs.


Be sure and read the companion Blog post describing the 8 Step Formula for creating a compelling EVP - Employee Value Proposition. Click here.

Get Quick Dramatic Results

  • 120% increase in qualified candidates reported by one Recruiting Team. 
  • 23% increase in female applications reported by another Recruiting Team after deploying the optimization gender decoding tool.
  • 100's of hours saved by a recruiting team of 101 Recruiter Consultants.
  • 100% improvement noted by LinkedIn Influencer after AI enhancement.

This new AI (artificial (intelligence) capability will analyse what jobs potential candidates have done before (what jobs they could do, but perhaps they don't know or don't want to) and what are the key triggers/reasons candidates apply for your jobs. The search is then optimized for intent.


The company providing this technology will typically turn around your jobs ready for posting and/or use within email or LinkedIn InMail within 4 to 6 hours during the business week. Not only will this improve your candidate response rates, but will save your recruiting teams many hours in the process. 


Your investment for using this solution results in a strong ROI, meaning that savings in your Recruiter's time, combined with more highly qualified and diverse candidates will give you a significant return on investment.


I've personally tested the differences in job ad copy and have been amazed at the remarkable differences!


You owe it to yourself to lean more about how this will dramatically improve your job ads and your overall recruitment messages!

Rather send me an email? Click here.

Your job candidates not responding to your job posts? There's a fix for that! Improve by 30% to 100%. See how. #jobposts #hiring #recruiting #recruiter

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