Aim for the right jobseeker,Ask the right questions.Effective e-HR Management - Asian Business Forum.22-Apr-2008, Kuala Lumpur.

Presented by:Teoh Wee Khang, Senior Product Manager, JobStreet.com

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Aim for the right jobseeker – Ask the right questions How to Begin with the End in Mind – the role of Job

Description. Positioning and selling your company well – get insights

of the market, negotiation process, key opportunities and team involvement.

Explore the right source by recruiting the right assistance.

Determining the candidate – meeting the job, culture, character with what you need.

Understanding the candidate’s benefits and the rules of getting closure.

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Be TACT-ful

Target – identify your target “customers”. Attract – brand the job, then leverage on

company brand. Close – push the right buttons, ask the right

questions. Track – measure the success and improve it.

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Set your Target

Mass-marketing is out. Targeted-marketing is in.

Segment your candidates. Use different message and channel.

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3 steps to segment and target

What do we need? Technical skills and energy? Experience and steadiness?

Who could provide this? Gen Y? The proven and seasoned?

How can we communicate with them? Internet? Professional bodies?

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Attract the right Candidates

What motivates them? What can you offer? How can you convince them you are better

then the other employers?

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Let’s do some “testing”…

Which “job” would you apply to?

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Analysis of Jobseeker MotivationMotivation Main Hot Buttons Need psychology

Feed the family, make a basic living.

Sense of security. Speed and assurance of getting the job and keeping it.

Escape current situation The desire to control (something that’s not working).

This is the case where needs are not clearly identified yet. They know what they don’t want – but not what they want.

Starting career Joy of discovery, wish fulfillment. Gen Y - Dream or expectation fulfillment is the main factor.

Want to learn more Self achievement, wannabe smarter, reinventing oneself.

Looking for skill and knowledge advancement. Need information and justification on how a job can improve those value.

Want to move UP I’m better than him, power and dominance, self achievement.

Looking for status, might not mean a promotion in position level but definitely a raise in status, hence need information and justification on how a job provides that.

Want more money The desire to control finances, power and dominance, self achievement.

Money! Reason behind might differ – whether is to get a dream house or to put a kid through college, but they see money as the main vehicle to do it.

More work life balance Family values, poverty of time, desire to control time.

Want more control over time arrangement on job – as something else is of equal or more value than career at the moment.

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Push the right buttonsMotivation Push button

Feed the family, make a basic living. Talk about job security.Make the application process swift and they’ll tell their friends.

Escape current situation Find out where the mismatch are and match them.But move fast because they are easy target!

Starting career Offer them hopes and dreams to become a successful INDIVIDUAL.

Want to learn more Find out what skill sets are appealing then sell your product, technology, challenges, management team, talent development plan that fits the appeal.

Want to move UP Emphasis the “enlargement” (of scope, title or what you can offer).

Want more money C&B – that’s it.

More work life balance If you can offer time flexibility – emphasize it.If you cannot – work around it, then emphasize it.

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Job Description vs Job Advertisement

A good job description describes what an employee has to achieve on a day-to-day basis and how success will be measured.

A good job advertisement emphasizes why a qualified individual should apply for a job.

… so, which is useful for Attraction?

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Job Advertisement – in and out

Put In Ad Title Employer brand statement (including intangible benefits) Job branding Tangible job benefits Employer brand statement 2 Call to action

Leave Out Generic phrases and claims. Laundry list of requirements.

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Employer Branding Essentials

Authentic – will your brand promise survive an internal audit?

Unique – what is special? Do you have a “-est”?

Compelling – does it demand action? Relevant – is it meaningful to your target? Describes an experience – what is it like to

invest my working days in your company?

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Job Branding

Identify the job’s “-est”. What will the employee learn, do and

become? Who will they get to work with? Check the career path promise too, do you

actually have a person that has been-there-done-it?

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Example

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Branding – everyone can do it

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Closing the candidate

Never make a formal offer until it's been 100% accepted. Test it first, test it again, and continue to test it until the candidate says yes. Then make the offer.

Ask questions!

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Test Throughout the Process

“Based on what you now know about the job, is this something you'd be interested in pursuing?”

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Test Offer and Compensation

“Based on what you now know about the job, is it one you'd be willing to accept if an offer was fair?”

If the candidate is hesitant – you must uncover the concern.

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Closing upon a Concern

“If we could satisfactorily address that issue — which I'm not sure we can, but if we could — would you then agree to (schedule the next interview, meet with the hiring manager, take the test, start by a certain date)? ”

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More Pattern Breaker Questions

If the candidates still hesitates, try this: “It seems to me that there is something else bothering you that we haven't discussed yet. Most people are at least willing to move forward if their biggest concern is addressed. Since you are still uncomfortable going forward, I assume there is another issue involved. Can you tell me what this is?”

If the person is evasive, try: “Would you be willing to discuss these with (the hiring manager, the hiring manager's superior, the head of HR)? Would you be willing to discuss them if I could get you some additional information?”

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When you finally uncover the real issue

“I can understand and appreciate why that is a big issue for you.

I'm not sure we can address it, but I think it's worth trying. I know that everyone felt you were a strong candidate, and I'm sure (the hiring manager e.g.) is willing to see what can be done.

Just so I'm perfectly clear, if we could address your concern about (describe concern here; e.g., need more money) by (describe proposed action plan; e.g, getting the offer bumped by 5%) you would then (describe the next step; e.g., accept the offer, or go through the final interview)? ”

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For Negotiations “Just so I'm perfectly clear, you are telling me that if we can't get to the

$______ level, you are not interested in pursuing this position?” “Do you feel this job offers significant job stretch to you? (Pause.) If so, then

the real value in the job for you is how much you'll be able to grow. Your compensation needs seem high given where you are now, and what you'll be learning. Have I missed something in this?”

“In my opinion, it's best not to shoot for the maximum compensation you can possibly get. This frequently is the cause of some ill-will and creates unnecessary tension when you start. It's better to get a fair increase initially, and then prove yourself once on the job. While I can't guarantee anything, would you be open to at least consider this, if we could arrange some type of added performance bonus or early salary review?”

“Let me ask you this: Who do you think has more flexibility to consider other jobs in the future — someone currently over the average for the position, or someone below the average?”

Secondary test: “If we could finalize the offer as discussed, when could you start?”

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Final test

“If we get the offer to you later today, could you give us your formal approval by tomorrow? ”

Appendix

Useful checklists

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4W2H before you start…

Who are my target candidates, what do they want? Where will I reach the most target candidates, and the

fewest unqualified applicants? What am I offering them? What’s the candidate’s / applicant’s experience I want to

provide when they apply? How do I differ from my competitors for talents? How can I articulate and leverage my employer brand?

Make sure you have answers to all the questions above before you start recruiting!

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10 things to find out about the candidate Complete compensation details. Type of commute. The difference between “what I have” and “what I want”. How they work best. Overall strengths and weaknesses. What they want in a new position. Is the candidate interviewing elsewhere. Can the candidate do the job? Will the candidate fit into the culture? What it will take to close the deal.

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Useful Resources

http://blogstreet.typepad.com/ http://ww.ere.net/ http://www.management-issues.com/employer-brand.a

sp

DIY Marketing: Hot buttons Marketing

http://www.hotbuttonmarketing.net/ Guerilla Marketing

http://www.marketingterms.com/dictionary/guerilla_marketing/

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Conclusion

Recruiters are marketers – your decision? Be TACT-ful in recruiting. Testing maximizes chances of success.

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Q&A?

Thank you for listening & sharing.May the best recruiter wins.

wkteoh@jobstreet.com