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Top 25 Ways To Improve Your Website’s Staffing Impact Gerry Crispin April 2008
©SHRM 2007 2
Build Pipelines to feed your business needs
Reinforce your website as the Critical LinkIn your Staffing Supply Chain
Influence Top Talent to choose your firm
Why care about your staffing pages?
©SHRM 2007 3
James Knee CricketJames Knee Cricket
©SHRM 2007 4
• The most qualified job seekers have a choice.
• Their experience of your company influences their choice
• So, would your candidates say this about you?
I recognized people like ME at your site
I understand now WHY people join you and… stay for awhile.
I got the Information I needed to make a good decision about my career
I was treated with respect…even when you turned me down.
Quality Candidates
©SHRM 2007 5
#25 Fight for Space On Your Company’s Home Page #24 Build Landing Pages
Top 25 Ways To Improve Your Website’s Staffing Impact
#23 Get Visitors Involved From the Beginning #22 Be A Mirror To Those You Want Most #21 Give Your Highest Priority A Sense of Urgency
#20 Offer A User Guide #19 Awards Are “Proof” Statements. Use Them#18 Broaden And Deepen Your Diversity Message
#16 Tell Them Why…Before They Apply #17 Present Alternatives To Applying
©SHRM 2007 6
Top 25 Ways To Improve Your Website’s Staffing Impact
#15 Make Sure They Can Get To Your Jobs#14 …Then Fix What They Find When They Arrive
#11 Seriously Consider Revamping “Apply”
#13 Offer A Virtual Job Shadow Where Possible#12 … And Always Align To your Audience
#10 Tie Assessment to Work Samples & Simulations#9 Tell Everyone “What’s Next” – Near Term#8 …And Long Term#7 Then Prove it#6 Display Your Community Connections
©SHRM 2007 7
Top 25 Ways To Improve Your Website’s Staffing Impact
#3 Make Privacy and Protection A Promise
#4 Bring Recruiting Out of The Dark
#5 Drill Down On Your People
#2 Acknowledge Every Candidate
#1 Consider Treating Candidates Like Volunteers
©SHRM 2007 8
#25 Fight for Space on Your Company’s Home Page
©SHRM 2007 9
#25 Fight for Space on Your Company’s Home Page
©SHRM 2007 10
#25 Fight for Space on Your Company’s Home Page
©SHRM 2007 11
#24 Build Landing Pages
©SHRM 2007 12
#23 Get Visitors Involved From the Beginning
©SHRM 2007 13
#23 Get Visitors Involved From the Beginning
©SHRM 2007 14
#23 Get Visitors Involved From the Beginning
©SHRM 2007 15
#22 Be A Mirror To Those You Want Most
©SHRM 2007 16
#22 Be A Mirror To Those You Want Most
©SHRM 2007 17
#21 Give Your Highest Priority A Sense of Urgency #22 Be A Mirror To Those You Want Most
©SHRM 2007 18
#21 Give Your Highest Priority A Sense of Urgency
©SHRM 2007 19
#20 Offer A User Guide
©SHRM 2007 20
#19 Awards Are Your “Proof” Statements
©SHRM 2007 21
#18 Broaden And Deepen Your Diversity Message
©SHRM 2007 22
AgentsNewsletters
RSS
# 17 Present Alternatives To Applying
Monthly
629, 375
68,725
18,092
516
10.9%
25.3%
33.3%
3/4
2/3
9/10Monthly Flow of Prospects Through a Web Site
6000
2000
2/3
©SHRM 2007 24
# 17 Present Alternatives To Applying
©SHRM 2007 25
# 16 Tell Them Why…Before They Apply
©SHRM 2007 26
# 16 Tell Them Why…Before They Apply
©SHRM 2007 27
MEMORABLEMEMORABLE
CONSISTENTCONSISTENT
REALISTICREALISTIC
# 16 Tell Them Why…Before They Apply
©SHRM 2007 28
# 15 Make Sure They Can Get To Your Jobs
88 of the 100 Best companies to work for are “easy” to navigate.
2007 – Fortune 500
©SHRM 2007 29
#14 …Then Fix What They Find When They Arrive
©SHRM 2007 30
#13 Offer A Virtual Job Shadow Where Possible
©SHRM 2007 31
#12 … And Always Align To your Audience
©SHRM 2007 32
How frequently is a similar position approved? How many people typically apply?How long until it gets filled? Where do the people who fill it come from?What [range] are you willing to pay?
What Do You Know About Filling This Job That The Candidate wants to know?
What would be the value of telling this to every applicant?
#12 … And Always Align To your Audience
©SHRM 2007 33
#11 Seriously Consider Revamping “Apply”
©SHRM 2007 34
#11 Seriously Consider Revamping “Apply”
©SHRM 2007 35
#11 Seriously Consider Revamping “Apply”
©SHRM 2007 36
1%
33%
51%
14%
1%
#11 Seriously Consider Revamping “Apply”
©SHRM 2007 37
#10 Tie Assessment to Work Samples & Simulations
©SHRM 2007 38
Strongly Agree
Agree
Disagree
Strongly Disagree
No Response
“Based on my experience, I would gladly tell my friends about employment opportunities
at ABC company”.
98%
Source: shaker consulting group, cleveland, ohwww.shakercg.com
#10 Tie Assessment to Work Samples and Simulations
©SHRM 2007 39
• Breadth of Jobs • (Roth, Bobko, & McFarland, 2005).
• Applicant ReactionsTend to be viewed positively by job applicants
• (Hattrup & Schmitt, 1990; Hausknecht, Day, & Thomas, 2004). Perceived as job-related and thus fair by applicants
• (Steiner & Gilliland, 1996) Applicant reactions are important
• (Gilliland, 1995)Applicants who score poorly on the simulation are less likely to accept
job offers • (Downs, Farr, Colbeck, 1978).
• Group Differences/Adverse Impact• (Cascio, 2003; Schmitt & Mills, 2001; Schmidt et al., 1996) • (Callinan & Robertson, 2000)
• Legal Challenges • (Terpstra, Mohamed, & Kethley, 1999)
Source: shaker consulting group, cleveland, ohwww.shakercg.com
#10 Tie Assessment to Work Samples and Simulations
©SHRM 2007 40
#9 Tell Everyone “What’s Next” – Near Term
©SHRM 2007 41
# 8 …And Long Term
©SHRM 2007 42
Internal Transfers and Promotions
30 % 34 % 32% 38 % 36 %
20072006 2005
20042003
# 7 Then Prove it
©SHRM 2007 43
#6 Display Your Community Connection
©SHRM 2007 44
#5 Drill Down On Your People
©SHRM 2007 45
#4 Bring Recruiting Out of The Dark
©SHRM 2007 46
# 3 Make Privacy and Protection A Promise
©SHRM 2007 47
Mystery Shoppers
20 Out-of-workHR Directors
Applied to:
Fortune’s100 Best CompaniesIn America to Work For
2003 - Vinnie BoombotzCredit and Collections Supervisor
2004 - Gold E. LocksMarketing Assistant
2005 - Josh RandallRecruiting Team Leader
2006 – Ted E. BaerAdministrative Assistant
2007 – Morris (M.R.) GoodbarMBA Graduate2008 – James (Jim) Knee CricketSales
#2 Acknowledge Every Candidate
©SHRM 2007 48
#2 Acknowledge Every Candidate
©SHRM 2007 49
60%-78% Acknowledge
17 companies informed “Jim” when they rejected him.
©SHRM 2007 50
Standard (35)- Thank you for your interest.- If we select you we will be in touch.- Do not reply
#1 Consider Treating Candidates Like Volunteers
©SHRM 2007 51
Dear Jim, Thank you for expressing your interest in our firm’s Sales opening on April 15, 2008 .
We take pride in our selection this year as one of the 100 Best Companies in America to Work For. Learn more about why people want to work here.
We are still receiving applications. However, we are considering your interest since you have ALL of the basic qualifications required for the position. We have 82 applicants who meet all of the basic qualifications as of April 30.
We promise to notify you about your status by May, 15.Please follow this link to learn more about our hiring process.
Thank you again,Recruitment [email protected]
Thank you(be specific)
Brand(again and again)
Create Expectations
Promise closure
Manage feedback
#1 Consider Treating Candidates Like Volunteers
©SHRM 2007 52
Either way, you’ll be hearing back from us soon…Either way, you’ll be hearing back from us soon…
Winners: Nike, Container Store
©SHRM 2007 53
Basic Elements of Respect:Basic Elements of Respect:
- Acknowledge me (ALL actions).acknowledge
- Tell me what comes next. disclose
- Promise to protect my dataprotect
- Offer me ‘Status’. At least promise me an answer. respond
- If you Screen me then Tell me.share
- Tell me what it takes to compete now and laterguide
#1 Consider Treating Candidates Like Volunteers
©SHRM 2007 54
Lead
Conta
ctCa
ndida
teApplicantFinalistNew Hire
What is the Experience you create…at every stage?
What happens to those who don’t advance?
Is there an explicit promise?
Prospect Pipelines
