Talent Connect 2015

Glen CatheySVP Talent Acquisition and Innovation, KforceAuthor, BooleanBlackBelt.comYou've Found Them Now What?

Are you presenting at a breakout session?Make sure your title slide is the right color.

To swap the slide master...On theViewtab, clickNormal.In Normal View, in the thumbnail pane on the left, click the slide that you want to apply a layout to.On theHometab, clickLayout, and then select the layout that you want.

Keynotes & general sessionsInnovation breakout trackData & Metrics breakout trackTalent Brand breakout trackTalent Management breakout trackLeadership & Strategy breakout trackPipeline & Recruitmentbreakout tracktitletitletitletitletitletitletitle

Overly Attached Girlfriend

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Are you presenting at a breakout session?Make sure your title slide is the right color.

To swap the slide master...On theViewtab, clickNormal.In Normal View, in the thumbnail pane on the left, click the slide that you want to apply a layout to.On theHometab, clickLayout, and then select the layout that you want.

Keynotes & general sessionsInnovation breakout trackData & Metrics breakout trackTalent Brand breakout trackTalent Management breakout trackLeadership & Strategy breakout trackPipeline & Recruitmentbreakout tracktitletitletitletitletitletitletitle

What is your goal in messaging candidates? What does success look like to you?2

WITH A 25% RESPONSE RATE3 OUT OF 4 PEOPLE AREN'T RESPONDING TO MY MESSAGES

First World ProblemsI don't get 100% response rate on my InMails

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>70% *Should* RespondSource: 2015 LinkedIn Talent Trends Survey of over 20,000 fully employed workers in 29 countries - http://linkd.in/1FLaMPa

Glen Cathey

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Surprised?Source: 2015 Stack Overflow Careers Global Developer Hiring Landscape - http://bit.ly/1JaglKW 26,086 developers from 157 countries were surveyed

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InMails rate well with developers

Source: 2015 Stack Overflow Careers Global Developer Hiring Landscape - http://bit.ly/1JaglKW 26,086 developers from 157 countries were surveyed

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A RECRUITER SENT ME AN EMAIL TODAYI GUESS YOU COULD SAY THINGS ARE GETTING PRETTY SERIOUS

Understand what it's like to be on the receiving end7

BRACE YOURSELVESINMAILS ARE COMING

Understand what it's like to be on the receiving end8

Understand what it's like to be on the receiving end9

Glen Cathey

Understand what it's like to be on the receiving end10

DON'T HAVE AN EFFECTIVE MESSAGING STRATEGY?HOW'S THAT WORKING FOR YOU?

ONE DOES NOT SIMPLYGET PASSIVE TALENT TO RESPOND

Best practices12

5 Whys Exercise

Sakichi Toyoda1867 - 1930The 5 Whys is an iterative question-asking technique used to explore the cause-and-effect relationships to determine the root cause of a defect or problem.

The technique was originally developed by Sakichi Toyoda and is "the basis of Toyota's scientific approach . . . by repeating why five times, the nature of the problem as well as its solution becomes clear." Taiichi Ohno

The tool has seen widespread use beyond Toyota, and is now used within Kaizen, lean manufacturing, Asana (software), and Six Sigma.Glen Cathey

It is a critical component of problem-solving training, delivered as part of the induction into the Toyota Production System. The architect of the Toyota Production System, Taiichi Ohno, described the 5 Whys method as "the basis of Toyota's scientific approach . . . by repeating why five times, the nature of the problem as well as its solution becomes clear."[3]13

Problem: I don't get 100% response to my InMails

15, 25, 40, 60

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Be Human

Be Human

Messaging - be human. Relate as a person 1st, recruiter 2ndSincere, honest, authentic15

Cross reference on the Internet and other social networking sites

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So, I would normally leave these first-contacts short and sweet, but I am really intrigued by your statement "What you look for in that dream opportunity..." It is the most interesting statement I've come across [and it] makes me feel human. Out of mere excitement about the question, here's my first shot at answering it:- candidate response

Glen Cathey

the ability to understand and share the feelings of another.

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Point of View is a landmark public sculpture in bronze by James A. West; it sits in a parklet named for the work of art, Point of View Park, in Pittsburgh, Pennsylvania.The piece depicts George Washington and the Seneca leader Guyasuta, with their weapons down, in a face-to-face meeting in October 1770, when the two men met while Washington was in the area examining land for future settlement along the Ohio River.

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WHAT IF I TOLD YOUYOUR EMAIL WAS 1 OF 100?I'M NOT LOOKING FOR A JOB?YOUR MESSAGES ARE BORING?I DON'T LIKE RECRUITERS?

Understand what it's like to be on the receiving end20

Glen Cathey

Understand what it's like to be on the receiving end21

Ain't nobody got time for that

SAY JOB OPPORTUNITYONE MORE TIME!

It's about them, not you!Pulp fiction22

Ideal Recruiting/Sales Process5 Steps to Recruiting (or Sales) Success

Developing the relationshipCreating/Identifying the needPreventing/overcoming objectionsFilling the need/providing benefitsAdvance/close the sale

Source: http://www.ere.net/2008/07/10/stop-telling-and-start-selling/Glen Cathey

It's about them, not you!Pulp fiction23

Most Recruiter Messaging

Filling the need/providing benefitsDeveloping the relationshipCreating/Identifying the needPreventing/overcoming objectionsAdvance/close the sale

Unfortunate RealityGlen Cathey

It's about them, not you!Pulp fiction24

It's about them, not you!Pulp fiction25

"Unexpected ideas are more likely to stick because surprise makes us pay attention and think. The most basic way to get someone's attention is to break a pattern. Humans adapt incredibly quickly to consistent patterns. Consistent sensory simulation makes us tune out."- Chip Heath & Dan Heath, Made to Stick

Glen Cathey

What people want to know first

Source: 2015 LinkedIn Talent Trends Survey of over 20,000 fully employed workers in 29 countries - http://linkd.in/1FLaMPaGlen Cathey

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What developers want

Source: 2015 Stack Overflow Careers Global Developer Hiring Landscape - http://bit.ly/1JaglKW 26,086 developers from 157 countries were surveyedGlen Cathey

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Glen CatheyIt's not about you it's about them. Instead of leading with your job, first take the time to find out what they want

It's about them, not you!Pulp fiction29

Mystery

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In 1994, George Loewenstein, a behavioral economist at Carnegie Mellon University, provided the most comprehensive account of situational interest. It is surprisingly simple. Curiosity, he says, happens when we feel a gap in our knowledge. Loewenstein argues that gaps cause pain. When we want to know something but dont, its like having an itch that we need to scratch. To take away the pain, we need to fill the knowledge gap.

One important implication of the gap theory is that we need to open gaps before we close them. Our tendency is to tell people the facts.

- Chip Heath & Dan Heath, Made to StickGlen Cathey

Highlight gaps31

The basic architecture of the brain ensures that we feel first and think second. - Neuroscientist Joseph LeDoux

Glen Cathey

Source & suggested reading: Start With Why, Simon SinekGlen Cathey

Limbic brain unconscious, guy, emotional, feeling, trustNeocortext conscious and logical, facts33

Suggested reading: Start With Why, Simon Sinek

IPA dataBANK (the UK-based Institute of Practitioners in Advertising) contains 1400 case studies of successful advertising campaigns submitted for the IPA Effectiveness Award competition over the last three decades.

Campaigns with purely emotional content performed about twice as well (31% vs. 16%) with only rational content, and those that were purely emotional did a little better (31% vs 26%) those that mixed emotional and rational content.

Source: Neuromarketing by Roger Dooley http://bit.ly/1sK1UA1NeuromarketingGlen Cathey

Ads (messages) that engage people emotionally work better than those that dont.

Source: Fractl The Emotions of Highly Viral Content http://slidesha.re/1xenFMk

NeuromarketingGlen Cathey

Leverage emotions to engage people more effectively36

Source - http://bit.ly/1Q8iY47"Charles Darwindeveloped the Facial Feedback Response Theory, which suggests that theactof smiling actually makes usfeelbetter (rather than smiling being merely a result of feeling good)."

Facial feedbackmodifies the neural processing of emotional content in the brain,in a way that helps us feel better when we smile.Smiling stimulates our brain reward mechanismin a way that even chocolate --a well-regarded pleasure inducer --cannot match. British researchers found that one smilecan generate the same level of brain stimulationas up to 2,000 bars of chocolate."

Glen Cathey

Smiling is correlated to living longer37

Surprise gets our attention. Surprise makes us want to find an answer to resolve the question of why we were surprised. If we want to motivate people to pay attention, we should seize the power of big surprises.- Chip Heath & Dan Heath, Made to Stick

Glen Cathey

No Surprises Here

Source TalentBin http://bit.ly/1iLsPONGlen Cathey

010100000110110001100101011000010111001101100101001000000111001001100101011100110111000001101111011011100110010039

My profileAn obvious InMail blast I recently received. I am not a Spotfire consultant, nor do I live in Canada.

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YOU SHALL NOTBLAST!

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Energy and persistence conquer all things.- Benjamin Franklin

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Source Yesware http://bit.ly/1imcxvlGlen Cathey

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Leverage DataSource: The Recruiters Guide to Writing Effective LinkedIn InMails http://bit.ly/1IIs5zC

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Leverage DataSource: Yesware study, 500K sales emails http://bit.ly/1d6e1HJ

Source: Constant Contact http://bit.ly/1HW6Yy0

Source: Science of Email by Hubspot and Litmus 6.4M emails studied http://bit.ly/1LQoiTL

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Leverage Data

textioGlen Cathey

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Leverage Data

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Candidate personas are fictional, generalized representations of your target talent, divided into unique segments that group current situations, what they do, goals (what they want to accomplish), motivations and attitudes into groups. Personas can:

Help you better understand and relate to the people you are trying to source & recruit as human beings and not just potential candidates

Allow you to strategically tailor your approach & messaging content to the specific needs, behaviors, and concerns of each persona to increase responseCandidate Personas

Adapted from Hubspot and Krux SMB Source: Bufferapp.com http://bit.ly/1pcEqUu Glen Cathey

Persuasive facts and figuresDevelop a messaging strategy for each persona

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Talent acquisition campaignsRecruiters social media profilesTrainingCareer websiteOnboardingJob descriptionsEmployer branding projectsSourcing strategyApplication process

Social media strategyCandidate PersonasGlen Cathey

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I HAVE A VERY PARTICULAR SET OF SKILLSTHAT EVERY RECRUITER CAN FINDGlen Cathey

Tip of the iceberg50

Find People Others Don't or Can't

People at the "bottom" of search results rarely get messages!

Glen Cathey

Be human!Start with whyDo not blast - personalize your messagingGather additional info through other social sitesDevelop an arsenal of (anti)templates you can customize/personalizeLeverage empathy & perspective!Key TakeawaysGlen Cathey

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Key TakeawaysGet creative with your subject lines and content experiment!Use humor and surprise and leverage knowledge gapsDevelop personas for your target talent poolCapture and celebrate successesPerform your own 5 why exercise specific for your team/companyRead Social Engineering: The Art of Human Hacking

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I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou

Glen Cathey

Be Human

Glen Cathey

Messaging - be human. Relate as a person 1st, recruiter 2nd55