Learn how to build a better candidate persona with Paul Hebert, contributor to Fistful of Talent and Andre Boulais from Jobvite. They will outline what is a candidate persona and why you need them to improve your recruiting process
2. • All lines are muted to avoid background noise
• Q&A will be through the ReadyTalk chat panel and on
Twitter using the hashtag #jvchat
• Questions will be at the end of the presentation
Before we get started
3. Paul Hebert (@IncentIntel)
• Interviewed by the BBC on executive motivation and pay
• Columnist for IntrepidHR and contributing writer to Fistful of Talent blog
• Host for the Enterprise Strategies Media Engagement Radio Show
• Writer and founding member of the editorial advisory board at the HRExaminer website
• Quoted 3 times in USATODAY as an expert in incentives and channel travel programs
• Contributing author of “Enterprise Engagement: The Textbook: A Roadmap to Achieving
Organizational Results Through People”
• Contributing author of 3 books on social media “The Age of Conversation #1, #2, and #3”
• Social Media Editor for the Enterprise Engagement Alliance
4. Andre Boulais (@AndreJBoulais)
Head of Engage Services for Jobvite
Talent Acquisition leader with 10 years executive recruiting,
management and strategy
Former Head of Global Sourcing during rapid growth cycle
for the Salesforce Marketing Cloud
• Saved $3.5M in 3 years from high-profile sourcing hires via Jobvite Engage
• His outbound Sourcing team had a 46% response from passive candidates
• Exceeding both Apple and Google’s Talent Acquisition teams by 50%
Public speaker and both nationally and internationally on social recruiting & talent
sourcing best practices
7. 7
Talkin’ ‘Bout My Generation
Generation Name Years Born Current Ages
The Silent Generation 1920s - 1940s 75 -95
Baby Boomers 1940s – 1960s Late 50s – Mid 70s
Gen X Late 1960s – Early 1980s Mid 30s – Late 50s
Millennials Early 1980s – Late 1990 Mid 20s – Mid 30s
Gen Z 1996 - ????? 20???
9. What to unlearn
http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4
Silent Generation Baby Boomers Generation X Generation Y
Core Values
Rule Followers Conformists,
Discipline, Sacrifice, Duty, Hard
Work, Responsibility, Loyalty
Equal Rights, Equal
Opportunities, Personal
Gratifications, Spend
Now - Pay Later
Diversity,
Entrepreneurial,
Independent, Informal,
Self-Reliance, Cynicism
Overconfidence, Fun,
Tolerance, Social, Tech
savvy
Attributes
Committed to employer,
Financially conservative, Strong
Work Ethic, Task-oriented
Ambitious, Challenge
Authority, Competitive
Adaptable, Focus on
Results, Free Agents,
Self-Starters, Sense of
Entitlement, Work to
Live
Attached to technology
and parents,
Multicultural,
Overindulged,
Innovative, Open to
new ideas, Self-
Absorbed
Work Ethic
Dedicated, Work Hard and pay
your dues
Driven, Quality, Long
Hours
Balance, Work smarter
not harder, Self-Reliant,
Want structure and
direction
Ambitious, multitasking,
entrepreneurial
Technology Adapted Acquired Assimilated Integral
10. What to unlearn
http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4
Silent Generation Baby Boomers Generation X Generation Y
Think work is... An obligation, a career An exciting adventure
A difficult challenge,
a "job"
Like, really hard
What they bring
to the workplace
Experience, dependable,
disciplined, stable
Challenge the status quo,
big picture, team player,
mission oriented.
Adapt well to change,
determined, task
managers, multitaskers
Consumer mentality,
collaborators, fast,
optimistic
Major problems
they have at
work
Don’t adapt well to change, avoid
conflict, black and white opinions
Expect everyone to be
workaholics, don't like
change
Their cynicism can get
really, really tedious,
impatient, lack people
skills
Inexperienced, need
supervision, unreasonable
expectations
Opinion of
authority
Respectful Impressed Unimpressed Indifferent
12. Leaders must be trustworthy
Everyone wants respect
• Older individuals talked about respect in terms of “giving my opinions the weight I
believe they deserve”
• Younger respondents say respect iz “listen to me, pay attention to what I have to say.”
Nobody likes change
• Research found people from all generations are uncomfortable with change
• Resistance to change has nothing to do with age; it has to do with how much you stand
to gain or lose as a result of the change.
What to learn - All generations have similar values
http://www.amanet.org/training/articles/The-Myth-of-Generational-Differences-in-the-Workplace.aspx
13. Loyalty depends on context
• Research shows the amount of time a worker puts in each day has more to
do with his or her level in the organization than with age. The higher the
level, the more hours worked.
Everyone wants to learn
• Learning and development were among the issues brought up most
frequently by all generations.
• Everyone likes feedback.
What to learn - All generations have similar values
http://www.amanet.org/training/articles/The-Myth-of-Generational-Differences-in-the-Workplace.aspx
14. Real and unreal
Sometimes a choice not just a birthday
Part of bigger discussion and not the end game
Generations are…
16. What to Learn and Focus on
http://www.ftpress.com/articles/article.aspx?p=2416793&seqNum=4
Silent Generation Baby Boomers Generation X Generation Y
How to
communicate
One-on-one, "memo", good
grammar
“Call me anytime!”,
include in decisions,
emphasis on company
mission
“Call me only at work.”,
email, speak their
language, informal
“Text me.”, positive
language, action verbs,
humor
Feedback and
rewards
No news is good news, private
recognition
Like monetary rewards
and often display all
awards for public view,
like praise,
Want to be rewarded
with time off, regular
feedback, structured
coaching
Need frequent
feedback, clear goals,
need/want recognition,
flextime
Messages that
motivate
“Your experience is respected.”
“You are valued and
needed.”
“Do it your way.”
"Forget the rules."
“This place is fun.”
"You will work with
smart, creative people.
30. “45% of workers will jump ship for a new job
even though they are happy in their current
position.”
- Jobvite 2015 National Job Seeker Report
“78% of business leaders rate retention and
engagement urgent or important.”
- Forbes
30
Retaining top talent as important as attracting it
31. – User-centered Design
– fictional characters created
to represent the different
candidates
– Uses facts as well as
educated guesses
– Creates a story about the
candidate
• History AND Future
31
Building Personas
32. • Location
• Age
• Gender
• Education
• Relationship status
• History of work
• Interests
• Anything else to round out the story
32
Types of Elements to Consider
33. What are commonalities for top performers – are their similarities?
– Education
– Interests
– Background
– Etc.
Are there elements of people who didn’t make it? Can we create a picture of
someone who isn’t a good fit/perfomer?
33
Research Your Company
35. Before choosing who…
• Trust
• Leadership/Direction/Mission
• Defined Rules of Engagement
• Used to talk about roles – but we have
a new world of transient leadership
and multiple roles
• Ethics and Accountability
• Freeloader problem
35
Foundations
38. 1. Research Your Company
What are commonalities for top
performers – are their similarities?
– Education
– Interests
– Background
Are there elements of people who didn’t
make it? Can we create a picture of
someone who isn’t a good fit/performer?
40. For Jobvite each Hire is More than a Resume
We want to understand who you are as a
person
Are you an:
• Innovator
• Builder
• Industry-leader
• Blogger/contributor to your field
We utilize our own technology to do our
homework ahead of interviews
50. ● Your Employees are your
#1 Marketers
● Employees already
have 10x more
followers than the brand
they work for
● Brand messages reach a
whopping 561% further
when shared by employees
on social than when they’re
shared via official company
social channels
Unlock Your Company’s Hidden Weapon
51. 51
Employ your Executives, Hiring Managers and Employees to
Attract Talent
Recruiting web campaigns
can be dropped into any
employee’s LinkedIn page.
Within seconds, they
become recruiters!
59. 59
No Small Results with Engage
“The possibilities for social media are
beginning to become endless on what we
can accomplish, and we've only just begun
using it!”
--Talent Leader at
Bankrate.inc
“FYI, I received my first employee referral
through the system 45 minutes after I sent
my first Jobvite!”
--Head of
Talent at G.A. West
60. GroupM Asia-Pacific took home trophies at Human Resources magazine’s
first Asia Recruitment Awards 2015, including the overall Grand Winner
61. “Jobvite Engage has helped us craft talent communications in a way that’s
exciting and dynamic for our recruitment team and candidates.”
- GroupM APAC Talent Leader