March 15, 2017 by Ted Bauer
Programmatic advertising is alive and well in the present. However, many recruiters still think of it as a future strategy. Programmatic advertising will account for 50% of all digital ad sales by 2018, if not even sooner. That is only a year from now, so if you’re still not putting dollars into this method of recruitment, you should start paying attention. Despite this rapid scalability of programmatic advertising, it’s been slow to adapt to the recruiting and entry-level hiring space. Here we will explore how this new technology will look in the recruitment space.
A primer on programmatic advertising
The overall concept of programmatic advertising can be very nuanced. Essentially, it’s based on artificial intelligence (AI) and real-time bidding (RTB). It automates the decision-making process for where to place advertisements online. As digital and mobile technologies scaled, programmatic was a way to help maximize the ROI of advertising budgets. Consider this: there are more than 41,000 zip codes in the United States alone. To manually optimize and target campaign efforts is beyond the scope of most human beings. Here there was a natural space for programmatic advertising, which can automatically understand where to place advertisements based on a web user’s data patterns. As Digiday has summarized, albeit a bit flippant, “It’s using machines to buy ads.”
Programmatic advertising kills “post and pray” in recruitment
The standard recruiting approach for years has been “post and pray.” A company will create (or recycle) a job description and then mass-post to a variety of boards. Then, they just hope some ideal candidates roll in. The ROI on this process is suspect, and it’s even more suspect if you’re a company with high-volume hiring needs. While you need a lot of candidates, you also need to stay within budget — so there has to be a degree of strategy and targeting to the process. Unfortunately, there often is not.
Programmatic advertising attempts to solve some of these issues. It proves a clearer ROI and makes sure that recruitment advertising budgets are slotted towards the most important vacancies. And, above all: the processes that used to give recruiters the most headaches are now almost entirely automated.
A breakdown: What does this look like for recruiters?
If you are a recruiter just trying out programmatic advertising, here’s how it breaks down at the ground level: Continue Reading
March 08, 2017 by Guest writers from KRT Marketing
Many employers have embraced recruitment marketing across social media. Here we’d like to share best practices and answer common questions.
If college students don’t use Facebook as much anymore, should employers even consider branding on Facebook to reach millennials?
According to Fluent – a customer acquisition platform – in 2016, 41% of millennials use Facebook every day*. That generation was part of the days when you had to sign up with Facebook using your college email address. While the use of Facebook has since changed, millennials are using it to keep in touch with friends and family, as well as receive news.
The organic reach of brands on Facebook has been reduced dramatically. Nowadays, you have to “pay if you want to play.” Therefore, companies have to allocate a budget to advertise on this platform. Even though organic reach is almost nonexistent, a company should post regularly (2-3 times a week) when advertising. Here is why:
If your company is sponsoring posts (ads) and candidates click on these posts, they are sent to a landing page outside of Facebook. But candidates can still visit your company’s Facebook page. If that’s the case, your page has to grab the visitor’s attention. If there is no sign of recent content or content of value, the visitor will not likely take interest in the ad or your company.
One great thing about advertising on Facebook is how granular companies can target candidates. You can focus on certain universities, majors, graduation date and more. It’s easy and relatively inexpensive to brand your company as an employer to the most relevant audience.
*Note: That same study shared that the older millennial generation (ages 25-34) use Facebook most in comparison to the younger millennials (ages 18-24).
Where else should companies invest in social media marketing?
Facebook may not be the best channel to use for recruitment if you’re not paying to play, but Instagram and Snapchat are two channels that can support your efforts to reach college students and millennials. These social networks can assist with attracting these candidates because both are all about the visuals. Leverage them for your employer branding efforts and tell your company’s story through videos and photos, but don’t forget about Snapchat Geo-Filters.
March 06, 2017 by Anna Peters
College Recruiter is introducing a regular feature called “Inside the research”. We will dive into recent research that can be applied to practitioners in recruitment, HR and talent acquisition.
Policing and race relations are topics of national interest these days. A study from the Journal of Ethnicity in Criminal Justice1 looked at how several law enforcement agencies market their opportunities to communities of color, and their success in diversity recruitment. Drawing a parallel between police and corporate recruitment highlights just how much effort recruiters must put into hiring diversity. That is, if you want results. Here are six lessons that recruiters can glean from this study.
Understand that institutional racism is around us. “Police agencies have been criticized for what is perceived as institutional racism in the recruitment, retention and promotion of Blacks and other racial minorities,” write the authors of the study, titled “Recruiting for Diversity in Law Enforcement: An Evaluation of Practices Used by State and Local Agencies.” While police have been in the hot seat, recruiters of all sectors and industries must turn the mirror upon themselves. Many would agree that institutional racism exists in business across the board.
Put your money where your mouth is. The authors write, “Today’s typical police recruitment campaign is managed almost exclusively using advertisements in those news publications that cater to the greater (White) community at large.” As a recruiter you might be thinking, but we advertise across many different channels, including Facebook, which is very diverse! That may be true, but try doing a little exercise. Compare all the places where you advertise, and how much money you spend on each channel, to your recruitment goals. If you have a goal around diversity, you have to put your advertising dollars where your mouth is.
Police agencies desperately want to hire diversity, precisely because they know they have a trust problem with communities of color, particularly the African American community. The study points out what should be common sense: “When citizens see that a police department has personnel who reflect a cross-section of the community, they have greater confidence that police offers will understand their problems and concerns” (Streit, 2001). The study found, however, that these agencies are just not putting their money where their mouths are. There are points of contact in the community where recruiters may connect with more of their targeted candidates—churches, hair salons, shopping malls, for example—and yet the agencies studied here did not take advantage these opportunities.
Be aware of hypocrisy. Companies who include diversity in their core values, and especially companies who flaunt their inclusive environments, would be wise to check their authenticity. The study reminds us of what we already know about policing: “when community partnerships are seen as being superficial, agencies risk alienating candidates who might be aware of hypocrisy where such activities are inconsistent with reality.” (Syrett & Lammiman, 2004). You should communicate your commitment to diversity, but just saying it doesn’t make it so. Effective diversity recruitment makes it so. Continue Reading
February 15, 2017 by Guest writer Heather Koenig at ADP
Recruiting interns requires being strategic. Here are a few ideas.
The competition for talent ranks as one of the biggest challenges with recruiting interns. Whether contending with large corporations that have more established programs, or smaller businesses with better compensation and perks, companies are only successful in the long term with an effective recruitment strategy and strong employment brand.
Developing the right recruitment strategy and implementing it on a consistent basis is critical. Here are a few ways to become more strategic:
- Host focus groups to learn how students perceive your employment brand, and what they are looking for in a potential employer
- Encourage former or current interns to become ambassadors to further your reach on campus
- Build and foster your school relationships, letting them know you’re open to new and unique opportunities to connect with students
- Focus recruitment efforts in the fall. Your competition is probably recruiting interns to snap up top talent in January so it benefits you to start early.
- Maintain a consistent message across all functions that are recruiting interns on campus, making sure what’s communicated aligns back to the larger organization.
- Play up the positives of your company, being transparent about what a student may not feel is a benefit (students can see right through an inauthentic or generic message).
- Increase your candidate pool and save on cost through virtual career fairs, info sessions, and video interviews.
- Recruitment platforms, talent communities and niche job boards can help pinpoint candidates who you wish to hire.
Dig into a few pools that you might be missing.
Companies can broaden their candidate base through the use of talent communities and social media platforms. A company’s own careers page can let students opt-in to receive notices about internship openings or related company news. Social media platforms make recruiting interns easier by targeting and connecting with certain student populations (ex. HBCUs, STEM, MBA) through advanced filters and virtual presentations. Continue Reading
Millennials, Millennials, Millennials! (Or, How I learned to Stop Worrying and Love the Next Generation)February 08, 2017 by Guest writer Joshua Danson, Director of Content Marketing at Achievers
For a Gen-X professional like myself, all the recent talk about millennials in the workforce can make you feel a little bit like Jan from the Brady Bunch when it seemed like all she ever heard about was, “Marcia, Marcia, Marcia!”. These days, it’s almost impossible to pick up an HR trade publication or even a top-tier business publication and NOT read something about, “Millennials this,” or, “Millennials that.” With all this talk about millennials, if you are not part of the generation that was born between 1980-2000, it’s hard not to feel like the neglected middle child. Except it’s not our metaphorical over-achieving older sibling who’s getting all the attention, it’s our hipper, hungrier, younger relation that’s nipping at our heels, hogging the spotlight and challenging our assumptions.
But the truth of the matter is, with millennials making up more than 50 percent of the workforce and growing (they surpassed that milestone in 2015, according to Pew), there is no longer any denying the current and ongoing impact they are having on the way businesses operate today. And that’s a good thing. Millennials are precipitating change in many important and significant ways, I would argue for the better.
As baby boomers continue to retire, companies are facing the challenge of attracting and retaining millennials to replenish their ranks. With this backdrop, understanding the kind of corporate culture millennials desire and the forces that motivate them is key. But when you dig a little deeper, you will find that many of the same forces that motivate millennials also have a broader positive impact on the entire workforce, no matter their generation or demographic.
Millennials: They aren’t as different as you think
There has been a lot of talk about how millennials are different from other generations, but the latest studies show that may not really be the case. The differences between the older and younger generations have more to do with age and life stages than with the different generational experiences they had growing up.
Millennials share many of the same long-term career goals as older workers. These include making a positive impact on their organization, helping to solve social and environmental problems, and working with diverse people. They also want to work with the best, be passionate, develop expertise and leadership capabilities, and achieve both financial security and work–life balance. In fact, only a few percentage points separate the number of millennials, gen-Xers, and baby boomers who claim these as their top goals.
That doesn’t mean that companies don’t need to adjust and evolve to attract and retain millennials; it just means that the changes they make will resonate with, and increase employee engagement among, all their employees, not just the youngest. And while there are technology solutions that can help out in this area, technology alone won’t compensate for a corporate culture that doesn’t focus on showing workers true appreciation.
How to stop worrying and embrace the millennial transformation
If you’re a business looking to boost millennial appeal and improve overall employee engagement, consider making the following changes:
Emphasize a broader purpose. Create excitement around the company’s mission and purpose by connecting to broader social causes and cultural movements.
Encourage collaboration. Break down silos and encourage collaboration between diverse teams across your organization. Use team-building activities to help employees get to know each other and build interdepartmental connections.
Provide frequent feedback. Recognize contributions. Encourage employees to develop their skills and expertise by providing with training opportunities along with frequent feedback. Create a culture that recognizes and rewards achievements.
Provide opportunity. Look for employees who are ready to take leadership positions and give them the chance to show what they can do. Hire and promote from within rather than bringing in outside experts.
Reward and recognize. According to the “Happy Millennials” Employee Happiness Survey, 64% of millennials want to be recognized for personal accomplishments, but 39% of them report that their companies don’t offer any rewards or recognition. Show employees you appreciate and value their hard work by recognizing and rewarding their efforts and achievements.
Getting the most out of millennials and other generations in the workforce requires creating a culture that encourages, supports and rewards success. When companies do this it has a positive ripple effect across the entire organization, regardless of generation. So don’t fear or resent the millennial onslaught. Embrace them and the positive changes they are bringing to a workplace near you.
Josh is Director of Content Marketing at Achievers. An accomplished marketing and communications professional with more than 20 years’ experience in the fields of marketing and PR, Josh graduated from Kenyon College and lives in San Francisco with his wife and 9 year-old daughter. In addition to work and family, he is passionate about music, politics and fly fishing (not necessarily in that order). Twitter: @dansonshoes
January 27, 2017 by Anna Peters
With increasing vacancies for STEM related jobs, liberal arts students might be feeling left behind. If you are in college and would rather study Psychology than Biology, or you prefer World History over Engineering, don’t despair. Employers do value liberal arts skills because you have unique skills to offer. However, if you don’t work on marketing these skills, employers may pass you over. We spoke with Michele Mavi, a job search expert at Atrium Staffing. Michele told us how students can market their liberal arts degree.
College Recruiter: What are liberal arts anyway?
Michele: A liberal arts education is interdisciplinary and while students have a concentration in one subject they have a broad range of requirements that leave a student with a well-rounded view of the world and an understanding of how different disciplines contribute to broader global issues.
How can a liberal arts student make the case that they are employable?
A recent study sited that communication skills are the top skill employers look for in new grads. This is where liberal arts majors excel. Almost all courses of study build communication skills, from the obvious writing and literature classes to modern European history. Liberal arts majors are exposed to coursework in many different disciplines. They are forced to analyze things, conduct research and form opinions. They need to make a case for their point of view and use logic and critical thinking to formulate a compelling viewpoint and then be able to communicate that viewpoint in a way that makes sense, even to someone who might not hold the same opinion. It’s a skill that will take people far in the business world!
Employers value critical thinking skills. Why are liberal arts students better prepared as critical thinkers? Continue Reading
January 18, 2017 by Guest writer Dr. Ascan Koerner, University of Minnesota
For employers who look exclusively for STEM backgrounds to fill their positions, they are missing out on a wide pool of qualified candidates. Students with a liberal arts degree offer distinct advantages, and employers should not overlook them.
Technical and engineering skills may fit only the short term
The technical and engineering skills that get a student hired initially often have an expiration date. Those skills unfortunately may also fall victim to automation. A recent study by Carl Frey and Michael Osboren of Oxford University suggested that 47% of all employment in the U.S. is at risk of being replaced by automation, including many mid-level technical and engineering positions.
Skills most in need are not technical, but soft
Even more importantly from a career development perspective, technical skills alone often are insufficient to help employees advance their careers. Almost invariably, career advancement means to take on managerial and planning responsibilities. Those leadership positions require not technical skill but so-called soft skills. Soft skills include critical thinking, being able work in a group, interpersonal communication, leadership, and complex problem solving. No surprise that according to a recent survey of the National Association of Colleges and Employers, the four most sought after skills of recent graduates are not technical, but critical thinking/problem-solving, work ethic, teamwork, and strong oral and written communication. A recent study conducted by Indeed.com reports that 64% of “opportunity jobs” (those with high and growing wages) require complex problem solving skills.
Liberal arts programs prepare students for leadership
It is precisely in these areas where students with a liberal arts education have distinct advantages over their more technically educated peers. Indeed, at the core of a liberal arts education is building skills such as problem-solving, communication, leadership, engaging diversity, and ethical decision making. Liberal arts programs uniquely prepare graduates for leadership and managerial roles in organizations. Liberal arts students are also used to using their skills in various contexts, preparing them to better deal with uncertainty. Given the long-term unpredictability of today’s business climate, this adaptability is critical. Furthermore, liberal arts college are also committed to diversity and uniquely prepare students to learn and interact with students from a wide variety of backgrounds. It is no surprise that liberal arts graduates are disproportionately represented in the c-suites of the nation’s largest and most innovative corporations.
Liberal arts graduates are life-long learners
A final strength of liberal arts graduates that is often overlooked by recruiters is their ability to acquire new skills and to engage in life-long learning. Even if liberal arts graduates need more initial training for a position that requires specific technical skills, they have all the attributes that will make them successful in the long run. Not only do they tend to advance more readily in their careers, they also are more likely to stay with their employers and contribute significantly to the long-term success of their organizations.
Colleges want to help connect liberal arts to careers
Increasingly, colleges and universities are becoming more aware of how a liberal arts education contributes to career success. They are beginning to engage students and employers in conversations about the distinct advantages of liberal arts degrees. For example, the College of Liberal Arts of the University of Minnesota recently launched a career readiness initiative. The initiative highlights ten core career competencies inherent to the liberal arts. The college offers courses and programs that allow students not only to recognize their unique skills and abilities, but also how they relate to their long term career success.
Recruiters who want to hire for the long run should pay attention to these developments and to not overlook liberal arts graduates. These young workers are viable candidates for entry-level positions, especially those that are a pipeline for leadership opportunities within their organizations.
Dr. Ascan Koerner was recently interviewed by ERE Media’s Todd Raphael. They discussed the perception and reality of liberal arts students’ competencies and preparedness for careers. Read about and watch their discussion here!
About Dr. Ascan Koerner: Ascan is the Director of the Career Readiness Initiative at the University of Minnesota’s College of Liberal Arts. The initiative is part of the Dean’s road map for the college and aims to make CLA graduates the most desirable and best prepared graduates. In addition, Ascan is a professor and director of undergraduate studies. His research interests are family communication and communication in interpersonal relationships.
December 28, 2016 by Libby Rothberg
In today’s “Q & A with the Experts”, College Recruiter spoke with Ashley White, Human Resources Director for The American Productivity & Quality Center. We asked Ashley about how 2017 might look the same or different regarding their recruitment strategy.
What does your recruitment strategy look like for 2017?
Ashley White: For 2017, our employee engagement and retention strategy is based on “manage and measure.” Management for us means managing the employee experience from the very beginning of their employee experience. In my experience, engagement is different for each individual and organizations that “do” engagement effectively create opportunities for their teams to connect with the organization’s mission and each other in different ways (team building, social events, charitable efforts etc). We expect to continue providing all of these in 2017. For example, our managers are expected to budget for and carry out team building events each quarter with their teams. With any strategy, measurement is important to justify expenses, make improvements and chart progress. APQC will utilize an employee satisfaction survey done twice annually to capture this data. The ongoing challenge with surveys is ensuring that you’ve crafted the questions so that you receive valuable feedback that creates actionable results. With that said, we will spend time utilizing best practice research to guide our question selection.
Ashley White is the Human Resources Director for APQC (The American Productivity & Quality Center). She manages all aspects of human resources including benefits, compensation, recruiting, and strategies. She also leads the APQC operations team that focuses on developing next-generation leaders within the organization. APQC is a non-profit that produces some of the leading benchmarking and best practices research around talent management and other business topics. Connect with Ashley on LinkedIn.
December 21, 2016 by Anna Peters
The mission of the U.S. Securities and Exchange Commission (SEC) is to protect investors, maintain fair, orderly, and efficient markets, and facilitate capital formation. If you are interested a government internship, especially related to economics, investing or the stock market, consider the SEC. We heard from Temeka Thompson, the Recruitment Outreach Program Manager at SEC. She shared about how they hire and utilize interns.
Sometimes interns are seen as performing grunt work only. What’s the attitude at Securities and Exchange about interns?
Temeka Thompson: Interns are considered valued contributors and perform a wide array of duties and responsibilities while on their internship. Legal students conduct research/fact finding, prepare briefs and memorandums for high profile cases. Business students can find themselves leading marketing campaigns, auditing and investigating programs for effectiveness. Our managers who utilize student programs believe this is an excellent opportunity to fill entry level mission needs with fresh, energetic talent, whom they highly enjoy collaborating alongside.
How do you identify the stronger candidates? What are the metrics you might use?
TT: In addition to reviewing the completed application, the resume with any financial services or legal experience is key. One of the oldest; yet tried and true methods of identifying great interns is face to face interviewing or even now, virtual interviewing. Applicants who have the ability to address behavioral questions, have a history of taking the initiative and eagerness to learn and contribute are the interns that typically succeed and are in a better position to compete for full-time positions upon graduation.
How do you convert strong interns into full-time employees?
TT: The process is organic. Internships are working interviews and the interns who exhibit the ability to produce, takes pride in their work products and the mission of the SEC and perform really well are in a better position to compete for full-time opportunities. 3Ls/Judicial Law Clerks (current & pending)/Legal Fellows can apply to our Chairs Attorney Honors program (a highly competitive and prestigious entry level attorney hiring program) and our Business Students have the opportunity to apply to any Pathways or full-time opportunity that best fits their skill sets.
(Big thank you to the SEC for hosting the College Recruiting bootcamp this month!)
December 20, 2016 by Anna Peters
Contributing writer Ted Bauer
There is a lot of talk about artificial intelligence in recruiting. Here’s something most people probably don’t know: artificial intelligence actually debuted at a conference at Dartmouth University in 1956. Yep, 11 years after the end of WW2, AI was already on the scene. At the time, there was a lot of optimism. Some people at the conference believed robots and AI machines would be doing the work of humans by the mid-1970s. Of course, that didn’t happen. Instead, funding dried up and we began a period called “The AI Winter”. That ostensibly lasted into the 2000s, when IBM’s Watson peaked a lot of interest in artificial intelligence again.
Now we’re at an interesting place. Like PCs in the early 1980s or the Internet in the early 1990s, artificial intelligence is “out there” and people know about it. There’s anxiety around artificial intelligence and what it means for the very nature of the work many of us do. However, I believe it will be a rising tide that will “lift all boats.” Here’s how AI might impact the recruiting industry going forward.
AI is already here in recruiting
One example of today’s cutting edge recruiting AI is an application developed by HiringSolved. They call it RAI — pronounced Ray — for “Recruiting Artificial Intelligence.” The project is about six years old and still being perfected. Its execution is similar to a chatbot. You can say something to RAI like, “I need to find 20 project managers in the accounting sector within 50 miles of Boston,” and — much like you might tell Siri to turn on Pandora — it will begin to comb through resources and find you those project managers.
You could also use clarifying questions, such as “What does Microsoft call product engineers?” Continue Reading