HOW TO FIND THE BEST PEO­PLE

SHARON DAVIES EX­PLAINS DIS­RUP­TIVE RE­CRUIT­MENT. PUTTING THE RIGHT MES­SAGES IN FRONT OF THE RIGHT PEO­PLE AT THE RIGHT TIME, AND FIND­ING GREAT PEO­PLE FASTER.

NZ Business - - CONTENTS - SHARON DAVIES IS MAN­AG­ING DI­REC­TOR OF RE­CRUIT­MENT AD­VER­TIS­ING SPE­CIAL­IST BIG SPLASH. WWW.BIGSPLASH.CO.NZ

Sharon Davies ex­plains dis­rup­tive re­cruit­ment. Putting the right mes­sages in front of the right peo­ple at the right time, and find­ing great peo­ple faster.

Here’s a quick ques­tion: how im­por­tant to the goals of your busi­ness are the peo­ple you em­ploy?

Here’s an­other: If you get the best peo­ple, will your busi­ness per­form bet­ter?

And one last ques­tion: Are you look­ing for the best peo­ple in the right places?

For most – dare I say, every – busi­ness owner, the an­swer to the first ques­tion is ob­vi­ous. The rea­son you em­ploy any­one is be­cause of the skills and ca­pa­bil­i­ties they bring to the of­fice, with­out which the busi­ness doesn’t op­er­ate very well, or in­deed, at all.

To the sec­ond ques­tion, bet­ter peo­ple gen­er­ally do mean a higher-per­form­ing com­pany. This is why you select the best can­di­date from the ap­pli­ca­tions you re­ceive when ad­ver­tis­ing a ‘sit­u­a­tion va­cant’.

The third ques­tion is where things start get­ting a lit­tle trick­ier. If your an­swer is ‘on a job board’, or ‘Trade Me’, that might be OK.

But it’s prob­a­bly not.

ADAPT TO A CHANG­ING WORLD (WHERE PEO­PLE AREN’T NEC­ES­SAR­ILY LOOK­ING)

We live in a world to­day which, driven by a tech­no­log­i­cal shift so pow­er­ful that its be­ing called ‘ the fourth in­dus­trial rev­o­lu­tion’, is chang­ing rapidly.

Find­ing the best can­di­dates in this world is it­self a shift­ing tar­get. That tar­get first moved some time ago, with the place to find peo­ple go­ing from the clas­si­fieds in the Sun­day news­pa­pers, to on­line job boards.

It hasn’t stopped there. The shift has con­tin­ued, to the ex­tent that be­ing on an on­line board might still be nec­es­sary, but it most def­i­nitely is not suf­fi­cient. After all, if that’s where you are look­ing for your next great hire, your next great hire must be on that job board too. If the peo­ple you are look­ing for are ac­tively look­ing for po­si­tions, a match-up is pos­si­ble. But there is more to it than that. A good num­ber of the peo­ple you would want to join your com­pany aren’t look­ing at all. They stopped brows­ing the clas­si­fieds years ago and they don’t go to the job boards (which, let’s face it, are just an elec­tronic ver­sion of the clas­si­fieds) be­cause they are rea­son­ably happy in their cur­rent po­si­tion. This also means that while they are prob­a­bly on Trade Me all the time, like the rest of New Zealand, they’re not there to look for employment op­por­tu­ni­ties.

But that doesn’t mean if the right po­si­tion came along, they wouldn’t be in­ter­ested in chang­ing jobs. Far from it.

YOUR AD, WHERE THEY ARE

Where are th­ese can­di­dates to be found? Like the rest of the world, they are on­line. They are on Face­book, LinkedIn, Twit­ter, Snapchat. They are read­ing the news, lis­ten­ing to mu­sic, check­ing the weather, watch­ing YouTube and do­ing any one of the mul­ti­tude of ac­tiv­i­ties on which we spend time on the In­ter­net. Your ‘sit­u­a­tions va­cant’ alert should be there too. But, while it is pos­si­ble with pro­gram­matic ad­ver­tis­ing to con­tex­tu­ally de­liver an ad­vert to spe­cific in­di­vid­u­als who suit the pro­file of the person (or per­sons) you wish to get on board, that’s just the start of cap­tur­ing the can­di­date’s at­ten­tion. Now that you’re in the right place, your ad should be de­signed to speak their lan­guage, ap­peal to their in­stincts and com­mu­ni­cate the rea­son why join­ing your com­pany is a good ca­reer move.

Do all of that well, and the net for your com­pany’s tal­ent search is cast far wider than be­fore.

HOW DOES THAT WORK?

If your re­cruit­ing has al­ways cen­tred on clas­si­fieds and job boards, go­ing on­line can seem a lit­tle daunt­ing. Like any other spe­cial­ist func­tion, the right ex­per­tise will make all the dif­fer­ence.

Look for a re­cruit­ment com­pany which com­bines an un­der­stand­ing of the job mar­ket to­day, in which more peo­ple than ever be­fore are seek­ing that elu­sive work/life bal­ance, and which has an un­der­stand­ing of the im­pact of tech­nol­ogy on so­ci­ety.

A demon­stra­ble abil­ity to cre­ate im­pact­ful ad­verts and – this is the cru­cial part – place them in those places where your ideal can­di­dates are spend­ing their time, is es­sen­tial. When your tar­get can­di­date logs on to Face­book, does a Google search or watches a YouTube video, your ad­vert should pop up, with a mes­sage that catches his or her at­ten­tion and en­cour­ages ac­tion – whether that person is cur­rently look­ing for a job, or not.

Re­cruit­ment has al­ways rep­re­sented a sub­stan­tial cost; with pro­gram­matic ad­ver­tis­ing which ac­cu­rately puts the right mes­sages in front of the right peo­ple at the right time, you can find great peo­ple faster.

What’s more, you can do it while cut­ting the cost of hiring sub­stan­tially at the same time.

“When your tar­get can­di­date logs on to Face­book, does a Google search or watches a YouTube video, your ad­vert should pop up, with a mes­sage that catches his or her at­ten­tion and en­cour­ages ac­tion – whether that person is cur­rently look­ing for a job, or not.”

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