Recruiting Optimization Roadshow - Jon Bischke, Entelo
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Job Bischke, CEO of Entelo, presents "Sourcing Strategies" at the Recruiting Optimization Roadshow.
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Recruiting Optimization Roadshow - Jon Bischke, Entelo
- 1. Sourcing Strategies And Challenge BROUGHT TO YOU BY: Jon Bischke Entelo
- 3. Our Presenters Father of two (including a two month old) JON BISCHKE CEO Traveled to Africa in 2013 with President Clinton Founded Entelo in 2011
- 5. Sourcing: The Fundamentals The best people for the toughest roles aren’t applying. Have more predictability around hiring. Think like a marketer, hire like a recruiter. Myth: Sourcing is only helpful for hard-to-fill roles. #ROSHOW15
- 7. Sourcing: The Strategies Be prepared. • Create a sample list of 25-100 candidates for hiring managers. • Figure out a range for perfect and not-so-perfect candidates. • Build a talent map. • Nurture people like a networking marketer. #ROSHOW15
- 8. Sourcing: The Strategies • Create a list of candidates for each role, then email. • Segment lists on keywords and phrases. • Adjust each template to personalize your outreach. Build lists. #ROSHOW15
- 9. Try this template Subject line: Entelo + <Company> Hey <firstname>, Came across you and noticed you’ve had an amazing sales career so far. We’ve always been impressed with people that have sold in the Business Intelligence space as we find that sell translates very well to selling here at Entelo. Given your experience at <Company>, I thought you may be interested in exploring an opportunity to join our sales team. Try this template: #ROSHOW15
- 10. Sourcing: The Strategies • Create a list of candidates for each role, then email. • Segment lists on keywords and phrases. • Adjust each template to personalize your outreach. • For high-volume roles, run group list-building sessions. • Target high-value companies using Crunchbase, Mattermark, or CBInsights. Build lists. #ROSHOW15
- 11. For referral sourcing, run an advanced search in LinkedIn Basic, share the profile URLs of your first degree connections with the team. Pro Tip Easy way to get others to mine their networks. #ROSHOW15
- 13. Outreach: The Strategies • Automate common items (e.g. job description, company history) in all your messaging. • Build scalable, custom templates by exporting spreadsheets with relevant data points. • Entelo • ToutApp • Yesware Build templates. #ROSHOW15
- 14. Subject line: Heard great things about you from Jimmy Hu Hey <firstname>, Happy new year and congrats on the baby boy! He's so cute- reminds me of my nephew. :) I was reaching out as Jimmy mentioned you've been truly exceptional as a customer success manager at <companyname> and figured you may be interested in exploring the possibility of joining us (Jimmy joined us in May!). We're looking for someone as our Director of Customer Success and considering you've launched a number of products and have the exact type of experience we're looking for, thought it would make sense for us to connect. I know you're probably still on maternity leave, but if you're interested, would love to start a conversation and give you more information in regards to us and the opportunity. Otherwise, hope you're enjoying yourself- my cousin tells me that while having a child can be extremely difficult, there's nothing that makes her happier than being a mother :) Best of luck with everything and hope to hear back soon! Cheers, Vivek Try this template: #ROSHOW15
- 15. Outreach: The Strategies • Total number of reachouts (emails, InMails, etc.) • Emails sent • Open rate • Click-through rate • Response rate • # of exports to Greenhouse Track your emails. #ROSHOW15
- 16. Outreach: The Strategies • Who are candidates more likely to respond to? Send on behalf of another team member. #ROSHOW15
- 17. Outreach: The Strategies • Personal emails • Work emails • InMails • Facebook, Twitter, Quora, or other social channels Reach out on multiple channels. #ROSHOW15
- 18. Outreach: The Strategies • Schedule email workflows based on candidate behaviors. • Drip campaigns can improve response rates by 25-100%. • Start with 1-2 weeks between each email to a candidate. • Be tasteful and targeted with each message. • Test out timing and tone. Use a multi-touch outreach strategy. #ROSHOW15
- 20. Sourcing Hacks and Tools Reach out to the Hacker News community. #ROSHOW15
- 21. Sourcing Hacks and Tools • Networking • Events, conferences • Introduction to their network and referrals Don’t be afraid to reach out to people too high-level for your roles. #ROSHOW15
- 22. Subject line: Who’s the best engineer you know? Hi <firstname>, Came across you and noticed you’ve been incredibly active in the Scala community for years. Not often I see someone who is as embedded within the community as you. I was reaching out as I’m looking for a Sr. Scala Engineer and I thought you’d know the types of people that’d be good fits for what we’re looking for… Try this template: #ROSHOW15
- 23. Sourcing Hacks and Tools • Recruiting: Entelo, LinkedIn Recruiter • Email tracking: ToutApp, Yesware, Sidekick • Company Insights: Crunchbase, CBInsights, Mattermark Tools Reading Resources • Entelo Blog (blog.entelo.com) • Boolean Blackbelt, Glen Cathey • The Talent Sourcing and Recruitment Handbook, Shally Steckerl • The Non-Technical Guide to Web Technologies, Tommy Cheng #ROSHOW15
Notas do Editor
- Vivek set up and supports various teams at Entelo including Sales, Marketing, Recruiting and Customer Success. As a former scientist and startup founder, Vivek is accustomed to wearing multiple hats to help position Entelo for success. He received his B.S. in Biochemistry from UCLA.
- Quick intro to sourcing For toughest roles, the best people won’t apply, so you have to find them yourself Have more predictability around hiring this is the optimal place for Vivek’s sales/mktg background, re-iterate how building sales/marketing funnels translates to building a reliable candidate funnel/pipeline You can reduce cost-per-hire and time-to-hire Common misconception: sourcing is only helpful for toughest-to-fill roles when it can actually be quite helpful for all roles (we had success for Office Manager, Customer Success Manager, etc.)
- Start with great preparation: Before a new req is even opened, get the specs for the role from the hiring manager and a couple examples of what an ideal candidate looks like (1-5 people who they think is the perfect fit). *Note: There are some roles, especially at larger companies that are so niche where you can skip this step as sourcing will be all about finding the 5 people in the world that fit the mold of what you’re looking for. Pre-calibrate with your hiring manager. Open the req and build out a list of 25-100 candidates (without reaching out yet!) that you think are the right fits for the role. Include some not-so-perfect candidates to understand the acceptable range. Use this process to calibrate and make sure you and the hiring manager are on the same page. Miscalibration will result in wasted time and a drawn-out process. Market sizing/talent mapping: For specific roles, build a talent map. Go through all the companies you’d find the right fit and build a list of all those folks. Map out common connections or the best way to get in touch with these prospects Have some nurturing activities (blog posts, open source work, events) at your disposal for when you need a lighter touch
- I separate the act of building lists from my reachouts. Context switching is inefficient and I’ve found my productivity (number of outbound messages per unit time) increases 20-30% by using this tactic. For roles where there aren’t many viable candidates, I reach out to each person with a personal email. I’ll create a template that includes our general description of the role or the job, but leave room for personalization and will use all info I can find about candidate to be more customized (I use Entelo for this). I separate these types of prospects from ones where I don’t have enough data to be hyper-personal. I try to segment my lists on specific keywords or phrases. For example, our backend engineers have to write a bunch of crawlers, parsers and normalization processes for our data ingestion. I might build a larger list of people with relevant languages (Java, Postgres) but then segment that list down to people who also mention crawling or parsing and then I can create a template email that calls out that experience. Another example may be on the sales side- I can segment lists of reps down to particular types of softwares (BI software) so that I can reach out semi-targeted but at scale.
- Run group list-building sessions. We run group sourcing sessions where our different teams will meet for 1 hour or more (usually on a weekly basis) and we’ll collectively source for a particular role using Linkedin and Entelo. This list-building saves me a ton of time and then I can either go one-by-one and reach out to each person in a personalized way or batch if it’s a higher volume role like Sales Development Representatives. Use sites like Crunchbase or products services like Mattermark or CBInsights to understand which companies may be good targets to go after. This can help in understanding which companies may be floundering and helping to build out high-value lists.
- Build templates for everything. Regardless of whether you will be crafting a personal email or more of a mass-blast type of email, I highly recommend building templates that at bare minimum automate the common items in all of your messaging (i.e. description about the company, description about the role). You can build scalable, custom templates by exporting spreadsheets with relevant data points (name, company, location, job title, keywords), which you can use Entelo for, then use something like ToutApp, Yesware, or a simple mail merge to email at scale.
- Track your emails. I use Entelo for setting up templates and tracking my outreach (opens, click-throughs, responses and *soon* exports to GH). You can also use low-cost options like ToutApp, Yesware, or Sidekick (from Hubspot), but I find it critical to measure how your outreach actually performs. Things that I measure: Total number of reachouts (emails + InMails, etc.) Emails sent Open Rate Click-through Rate Response Rate # of exports to GH (my success metric as exporting to GH means a candidate is interested in having a conversation) Ideally break out those metrics above for each separate role, template and recruiter (or people you send on behalf of) to be able to granularly look at performance and identify what’s working and what’s not.
- Send on behalf of. We built this out in Entelo, but you can hack it together on your own as well, but we experiment with sending on behalf of others on the team (i.e. sending on behalf of our VP of Engineering to engineers). We’ve found this style of messaging has at least a 50% increase in response rate for engineers and 20-30% increase in response rate for sales.
- Reach out using different vectors. Sometimes candidates may prefer emails, sometimes InMails, sometimes other avenues. For very strong potential fits, we’ll use multiple vectors simultaneously (shoot an email and then reference that you shot an email in your InMail) Order in which I rank my outreach methods: personal emails work emails InMails Twitter, Facebook, Quora or other social channels
- Reach out using different vectors. Sometimes candidates may prefer emails, sometimes InMails, sometimes other avenues. For very strong potential fits, we’ll use multiple vectors simultaneously (shoot an email and then reference that you shot an email in your InMail) Order in which I rank my outreach methods: personal emails work emails InMails Twitter, Facebook, Quora or other social channels Drip campaigns Use with care. They can be effective but there’s a lot of room for abuse and negative signaling for your company (not to mention getting marked as spam which is bad for your domain). Anecdotally have heard that drip campaigns can improve response rates by 25-100%. Test this yourself, but I prefer roughly 1-2 weeks between each drip email. I worry that more frequent has more negative signals than positive. I also try to limit to 3 email drips at the most although I’d be happy to be proven wrong if someone has done this successfully using longer drip campaigns at scale. Make your drips meaningful. If you have collateral you can use (a relevant upcoming event, an interesting company blog post), include those in your follow-up emails. I try to do smart drips. If someone clicks on my email or opens my email at completely different times, there’s more engagement than normal, so a drip may be more effective. We don’t have this built out yet, but it’s something I’ve pushed our product team to enable. Test out timing for you emails. I find I get a lot of responses during the evenings, especially on Sunday nights or first thing in the morning. A/B Test and see what works best for the types of people you’re targeting. Tone. Not talked about much, but I’ve been focusing more on sending messages with the right tone recently. This requires a more nuanced look at someone’s profile to really understand who they are and any recent information about them that will help you resonate most effectively. For example, I noticed a prospect I reached out to just had a kid (via their public Facebook), so I took a sappier tone that really resonated. On a similar note, embrace “cheesy” messaging. It’s better than the stock emails most people send out. A quick email including a note about something specific you noticed about them may seem cheesy to you, but will stand out vs stock “we’re disrupting <insert industry>” generic email.
- HackerNews community. You can run searches for certain topics, and I often find interesting candidates by what they write in the community. Sometimes people will list a profile link or email in their HN bio, or you can see if they have the same username on Github as on HN, where it’s much easier to find an email.
- Reach out using different vectors. Sometimes candidates may prefer emails, sometimes InMails, sometimes other avenues. For very strong potential fits, we’ll use multiple vectors simultaneously (shoot an email and then reference that you shot an email in your InMail) Order in which I rank my outreach methods: personal emails work emails InMails Twitter, Facebook, Quora or other social channels Drip campaigns Use with care. They can be effective but there’s a lot of room for abuse and negative signaling for your company (not to mention getting marked as spam which is bad for your domain). Anecdotally have heard that drip campaigns can improve response rates by 25-100%. Test this yourself, but I prefer roughly 1-2 weeks between each drip email. I worry that more frequent has more negative signals than positive. I also try to limit to 3 email drips at the most although I’d be happy to be proven wrong if someone has done this successfully using longer drip campaigns at scale. Make your drips meaningful. If you have collateral you can use (a relevant upcoming event, an interesting company blog post), include those in your follow-up emails. I try to do smart drips. If someone clicks on my email or opens my email at completely different times, there’s more engagement than normal, so a drip may be more effective. We don’t have this built out yet, but it’s something I’ve pushed our product team to enable. Test out timing for you emails. I find I get a lot of responses during the evenings, especially on Sunday nights or first thing in the morning. A/B Test and see what works best for the types of people you’re targeting. Tone. Not talked about much, but I’ve been focusing more on sending messages with the right tone recently. This requires a more nuanced look at someone’s profile to really understand who they are and any recent information about them that will help you resonate most effectively. For example, I noticed a prospect I reached out to just had a kid (via their public Facebook), so I took a sappier tone that really resonated. On a similar note, embrace “cheesy” messaging. It’s better than the stock emails most people send out. A quick email including a note about something specific you noticed about them may seem cheesy to you, but will stand out vs stock “we’re disrupting <insert industry>” generic email.
- Resources Tools Entelo! ToutApp, Yesware, Sidekick Crunchbase, CBInsights or Mattermark for company research Linkedin Recruiter Reading material Entelo Blog (we may include some of most useful work as a reference for everyone) Blogs across the interwebs (Boolean Blackbelt, Sourcing Institute, Jim Stroud’s work)