This Week, In Recruiting - Issue 33
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Open Kitchen: Staggering Distribution to 5000+ Responses
Most of you know by now that my main focus for the rest of the year is the production of the recruiter sentiment survey, What Do Recruiters Want?.
It's an incredible time to be a recruiter and I feel that we have a once-in-a-decade opportunity to communicate with one voice to the employers who want to hire recruiters a) how we evaluate recruiter job opportunities and b) how those jobs need to be designed in order to be attractive. If you haven't contributed already, take part and give us your opinion in what you want to see in recruiter jobs.
You may have also noticed that I haven't gone the 'big bang' route of marketing for it, where every channel blasts out the same message at the same time to everybody. Instead, I've gone for 'staggered distribution' approach - unevenly using different channels at different times, to different audiences.
Three reasons why I prefer staggered distribution vs big bang marketing
1. Big Launches Are Big, Unnecessary Risks
When you load everything up into one shot, you really do have to land that shot.
'Big bang' marketing - where all channels are engage in social share, PR blast out, co-ordinated influencer amplification and the rest - requires considerable amount of effort in mobilising resources and coordinating them to message on cue. And if the launch doesn't land, you typically won't have the energy (and the backing) to do it again. It's the Deontay Wilder approach to marketing - get the KO, or get beat - there is no other outcome.
For projects like the What Do Recruiters Want?, this approach was never on the cards; it takes way too much effort (see the essay on Coasian Constraints on why this is important) for a solo operator. It also represents too great a risk of conclusive failure. With staggered distribution, there is an inherent resiliency to the project - it can withstand any one marketing failure because you're going to do it at different times and different places.
2. Every Channel is a Discreet Community
Fun facts: Only 40% of the subscribers of Brainfood Live Crowdcast channel also subscribe to Recruiting Brainfood newsletter. Less than 10% of 30,000 LinkedIn connections are members of the Brainfood Online Community. About 0% of my LinkedIn network know about the Brainfood Youtube channel ??.
The point is that audiences are quite discreet per channel, and we (content creators, marketers, recruiters...) overestimate how much they overlap. You generally find that members will settle on one channel and then actually disengage from others once they have found the one they like best. Hence all channels need to be treated as their own thing, the communities on those channels treated like it's own community. This is reason why I don't clone or repurpose content from one channel to the next - even though this might appear to be the obvious thing to do. Each channel is discreet, so each community requires respect and the content and conversation is therefore always unique in those places and for those members.
With this understanding, staggered distribution of marketing is no better or worse than big bang marketing as the members will generally find out in the place where they spend most time.
3. Repetition for Multi-channel members
image credit: Robert Katai www.robertkatai.com
All this is not to say that there not multi-channel members.
Of course there are - and thank you for being those people! Here is also where staggered distribution provides another value - it in effect becomes multi-channel marketing for those multi-channel members. If I were to go big bang marketing and load everything up in one day or one week, then the chances of a multi-channel member getting the message might actually be quite low - they could simply be away from the computer on the day of the big launch. By staggering the distribution across different channels across a number of different days and weeks, the chances of at least one of those messages landing are clearly going to be much higher.
Finally, because each channel and community is discreet, the style and tone of the message will differ; hence repetition - which we know aids recall - will be delivered but not (I hope) become tedious.
Anyways, this is how I think we are going to stagger our way to 5000+ responses
Out of the kitchen, into the lounge ??
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What's in the News?
Facebook company rebrands as Meta
Facebook, still by far the world's largest social network, goes all in on AR / VR, committing $10 billion+ this year alone on building the next digital universe where Mark Zuckerberg thinks we'll be spending out time. It's a huge gamble, but one that few other companies might feasibly be even to undertake. Read the blog about the strategy here
LinkedIn Services Marketplace goes global
LinkedIn taking a shot at Fiverr and Upwork with the so-quiet-its-almost-stealth roll out of the Services Marketplace. You can access this today via the Work drop down menu on the top right of your screen, the above highlighted jobs being those which LinkedIn thinks might be most suited to project outsourcing. Note previously high status professions ("business law") highlighted alongside lower status professions ("virtual assistant").
Smart move by one of the most popular ATS's in the game today - beefing up their already impressive functionality by adding sourcing automation via the acquisition of Interseller. George LaRoque - as ever - with the interview with CEO Daniel Chait
If you are a recruitment service provider or technology business and have any news to share,?comment below,?this is your application to get into next week's addition of This Week, In Recruiting. Make sure to @ mention me so that I see it
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What's On Offer?
Our friends at Hireful are making an incredible offer to the Retail and Hospitality sector
The 'Retail & Hospitality 100' is an offer of free 12 month use of ATS, recruitment audit and access to the hireful academy for any employer in the sector who wants in. Only 100 places available, so get this if you can, whilst you can! Just fill out the application form, and submit your application.
If you are a recruitment service provider or recruitment technology vendor have any?exclusive?offer for the community,?comment below?with your offer in order to be included in next week's edition of This Week, In Recruiting. Make sure to @ mention me so that I see it.
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What's Going On?
领英推荐
Lots of great recruiting technology coming from Down Under, and I'm delighted to be finding out more about no code recruitment agency website builder SHAZAMME later this week, when Co-founders Rick Mare and Nicole Clarke join me for Founder's Focus, Ep12. This is the show where we get up close and personal with the founders of rectech, so tune in if you want to learn about how to transition from recruiter to tech entrepreneur. We're on Wednesday 3rd November, 10.00am GMT. Register here
Stress Awareness in the Recruitment Industry, 3 Nov, 12pm-1pm
Recruitment - with its contingencies on so many other human actors - is likely one of most stressful white collar jobs you can be doing. How we recognise and manage that stress is super important to our health and well being. Important topic, so make sure you register for this event here - could make the difference.
Brainfood Live On Air - Ep132 - Employee Generated Content (EGC) - A Case Study with IBM, 5 Nov, 2pm GMT
We all know that authentic content created by employees is one of the most powerful ways to connect with prospective job candidates, and yet few have mastered how to do this systematically. IBM's Global Talent Marketing team is joining us to discuss their lessons in unlocking EGC with one of the biggest corporates around. With Nick Thompson, Global Talent Marketing Manager, Mariano Aragunde, Global Recruitment Marketing & Catalina Trivino, Global Talent Marketing Content Creator (all IBM) - register here
Humanise Your Brand, 24 Nov, 2pm-3pm GMT
Virtual panel discussion on the techniques employers can use to humanise their brand. Spoiler alert: it will be about EGC again - the content is already in the business folks, it's the role of the TA team to unlock it. Free to participate so register here
Tech Rec 2021, 29-30 Nov, Titanic Chausee Hotel, Berlin, Germany
Absolutely fantastic to see the return of the one of the most popular recruiting conferences in Europe - Tech Rec 2021. This event is great because of its intensive focus - this is about hiring for software engineers, designers, DevOps and data scientists. It's in-person two day event, so get your employer to get you a ticket here. Best part - 30% off all prices using this link or using the code "BRAINFOOD" when you check out.
If you have an event, webinar or podcast going on next week and want it featured on next week's newsletter,?comment below?with the link and event details. Don't forget to @ mention me so that I see it
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Who's Hiring?
TA Specialist, Kinsta, Remote (EU)
Talent Acquisition Specialist - Tech, Street Group, Manchester, UK
Senior Tech Recruiter, Fonoa, Remote (EU / UK)
Tech Talent Sourcer, Fonoa, Remote (Global)
Talent Acquisition Manager (m/f/div), Moonface, Berlin, Germany
Senior Executive Recruiter (m/f/div), Moonface, New York City, USA
Strategic Talent Sourcer (m/f/div), Moonface, Berlin, Germany
Senior Tech Recruiter (d/f/m), Taxfix, Berlin, Germany
Tech Recruiter (m/f/d), SoSafe, K?ln, Germany
Manager Talent Acquisition, gridX, Munich, Germany
Senior Recruiter, Vimcar, Berlin, Germany
Tech Talent Partner, Hedwig, Stockholm, Sweden
These are the 'featured' jobs on Brainfood Jobs Job Board. Featured jobs will now appear here also, so extra amplification for those who want it. Post jobs standard or featured here, check the full list here, and if you want to keep abreast as to why is happening in the recruiter market, configure your preferences and subscribe to the board here
If you want to get your job featured, post jobs on the Brainfood Jobs Job Board here
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Who's Moving?
Natasha Nagra joins Valor Hospitality Partners as Resourcing & Talent Director, after spending 4 years with Kew Green Hotels. Probably no tougher recruiting industry sector than hospitality, fascinating to see what resourcing innovations emerge to service this new normal. Congrats Natasha - and look forward to seeing and supporting your success.
Jan Tegze leaves Solarwinds after 6 years of amazing service. Jan has somehow managed to become an established author, innovator of resourcing games, conference speaker and sourcing trainer, whilst holding down a leadership position with a high demand tech company. Look forward to see what the next move is hombre ??
edit: just seen Jan has joined Invicti Security as Director of Talent Acquisition
Rob McCargow makes a big move internally with PwC to join the UK & EMEA Consulting business as Technology Impact Leader, after 3 and half years as Director of Artificial Intelligence in the Technology & Investments division. Good luck Rob and look forward to seeing what you get up in your new role!
If you have made a senior exec appointment to your business,?and feel the wider community needs to know about it,?comment below?with the details and see it featured in next weeks issue.?Don't forget to @ mention me in it so that I see it
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What Are You Doing?
We all know that Men's health is under discussed and under funded. We don't help ourselves sometimes, with an overestimation of our sense of health and failure to seek help when it is there. Here are some grim stats:
I'm going to use this space to promote community members who are doing something for Movember to raise awareness for men's health and support men's health charities. If you are doing anything to support the men in your life, comment on this thread with your 'Mo Space' link and what you're raising money for and you'll feature in next week's issue.
If you are doing something new,?comment below?with what it is and share a link to where you want people to go. Don't forget to @ mention me in it so that I see it
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End Notes
That's it for another week.
I'm in Whitstable later this week for a few days with the great folks at the RL100 Summit. Likely I'm going to spending some time crunching the data on the survey and will aim to have some early findings to share with the crew there.
If you're going, let me know and make sure to say hello
Hung
Hung Lee is the curator of?Recruiting Brainfood, and now This Week In Recruiting. Subscribe to both if you are into recruiting or HR or just interested in world of work.
General Contractor
3 年I need the help of the best in the hackers world. Do you know of Yashsma, or Jason Ecto. They are part of the Octonauts they use github and Atom. Lead me to knowledge of their every move waking as well as asleep. Thefe will be national recognition and I promise you will be paid handsomely. Even if you wait a short while. Redistribute 3/4 of the world's wealth amongst us. Now you know how high level it is. Currently I am the target of a gang stalk.
Chief People Officer at @First Bus a division of FirstGroup plc
3 年Great update as s as aways thanks Hung Lee
Talent Acquisition ???????????? | JobSeeker Ally | I'm not active on LinkedIn: I'm ??????????active! | Wordsmith | Senior Recruiter at Cenlar FSB | Hiring for IT roles exclusively in the 19067 ZIP code | That #EDtalk guy
3 年As always, I'm happy to see this week's installment, and in particular I appreciate your shining a light on stress management in TA. A good friend recently shared that he's had dangerous high blood pressure, and now I feel like I ought to get mine checked. It's historically been quite low, but in those days I also was in my 20s...Thanks for using this forum to remind us of the things that don't related to wacky HM/candidate-related shenanigans.
growth marketing ?? | social media strategy | B2B marketing insights
3 年This is great! Thank you for mentioning us Hung Lee ??
Co-founder @ hireful, the UK's most helpful recruitment technology company ?? Talking with HR & Recruitment leaders about AI readiness ?? Delivered 100+ recruitment webinars in 2024, with even more planned for 2025!?
3 年Thanks for the mention Hung Lee