Tag Archive for: #sosuau

By Chris South, Prominence

Job Boards Are Alive & Kicking
As a recruiter the first port of call when looking to find or attract talent is often job boards and I believe that in most situations this should still be the case. This is supported by a recent survey publicised by the International Association of Employment Web Sites and reported on by eremedia.com which suggests job boards are still the largest contributor to people finding new jobs. jobboard

I believe that this is because if a person is actively looking for a new job they are likely to still visit job boards and providing you have selected the right job board then they will still at least see your advert.

In this circumstance your success as a recruiter largely comes down to how well you can make your advert stand out. Good ways of doing this include adding video, paying to have your branding made more visible and ensuring your advert shows the applicant how your company can help them achieve their goals, rather than a just list of what you are seeking.

Behaviour of Top Talent

The same survey also highlighted that although job boards remain the most effective source of new employment opportunities, their impact has significantly declined.

As recruiters we are generally tasked with finding the top tier of talent, it is my belief that this demographic are primarily responsible for the decline in job board effectiveness.

This is because, whilst job boards are great if someone is actively seeking a new role, in today’s talent-short markets, good candidates are rarely openly active. Instead they hear about jobs through recruitment agencies or referrals (both of which are shown in the IAEWS survey to have had an increased impact on job moves), before they have even thought about starting to search for a new role.

Fewer in-demand candidates looking at job boards creates a problem for most recruiters; how to get jobs or an employment brand in front of the desired candidate audience?

Attracting Top Talent
As a recruiter (agency or in-house) sourcing is the other significant method for getting your jobs to your candidate audience. Online sourcing supplements more traditional channels such as offline networking and company databases.

Whilst all sourcing channels can be very effective, they all remain reliant on one-on-one contact. When compared to job board advertising, this is a very time intensive process, even for the best recruiters.

Consumer Marketing
We have all been exposed to consumer marketing in one form or another, this is because it reaches us on the channels that we are using on a day-to-day basis, such as Facebook, Google, Spotify, websites or YouTube.


Consumer Job Marketing
The good news is that these same consumer channels can also be effectively utilised to promote employment brands and job opportunities. These channels allow recruiters to:

  • Reach people irrelevant of their job search status
  • Target very specific audience demographics
  • Pay based on campaign performance

Although they do require:

  • More early stage candidate contact or automation
  • Advanced setup
  • Different skill-sets and knowledge

Publicly visible examples of consumer job marketing are often those associated with job boards, such as these from Trade Me Jobs and Monster:


As a recruiter there is no reason you can’t create and promote similar content. Lots of recruiters are using these channels and generating fantastic results, but you are unlikely to see their adverts. This is because the campaigns are targeted so that only their audience is aware that they exist, examples include:

Promoted Tweets around Event Hashtags


Thanks to Troy Hammond for this idea.

Promoted Facebook Posts to Pre-Identified Audiences


Core Elements of Consumer Job Marketing

Marketing Channels
Knowing which channels are best suited to your target market is one of the most important factors. Some of the many options include YouTube, Facebook, Twitter, LinkedIn, Spotify, Pandora, Adwords, Website Banner Adverts, audience re-targeting and Industry Blogs.

Once you know your audience channels, you’ll then need to ensure you know how to get the most out of each. This is because whilst it is very easy to boost a post on Facebook or LinkedIn, it is far harder to get your posts to generate results.

Marketing Content
Equally as important is understanding how your chosen marketing platform operates, often the content that works on one will fail on another. You will likely need to use visual and video content, so having access to graphic design, video production and animation are all helpful.

Measuring Results
The best place to measure the campaign results is from a bespoke landing page. This could be the job advert but is better if it is a unique page, setup to provide tailored information and to convert visitors into applications.

At SOSU Australia Chris will provide further examples of consumer job marketing and explore in detail the knowledge and skills required to successfully leverage several of these channels. To get your tickets please visit www.sosu.com.au

Karalyn Brown, Founder of InterviewIQ, Co-Developer of myPitch app

karalyn brownI was very interested to read Dan Nuroo’s post next door on the importance of candidate conversations. It’s a topic close to my heart, and to the many people I have worked with through my blog, InterviewIQ – and through the work I have done coaching people through the recruitment process.

With so many companies cutting back on entry level and middle management positions, within the next five years we will be really finding it tough to find the talent that has the business knowledge, strategic nous, communication and problem solving skills that we need to work in a global environment.

As the hidden gems become harder to find, and possibly more risk averse to moving, I thought it would be interesting to talk about the deal-breakers in the recruitment process. Naturally if you’ve worked so hard to find someone, the last thing you’ll want to do is to mess it up with something that’s easily avoided.

With some of these you may scratch your head and say “really – teach me how to suck eggs Karalyn.” However if hiring people is something you do every day, it’s easy to forget that you are more than just a quick call or email to someone. You are actually signalling the start of a process that could dramatically change someone’s life.

It is very easy to forget that people identify so closely with what they do. Changing jobs is one of the most stressful life decisions. Talented people will generally only ever have to formally apply for one or two roles in their lifetime. So they experience a lot of confusion about what to say or do. In many cases because work is life for people, when you are discussing the role on offer, you are actually talking through someone to their entire family.

This is the challenging context in which your words and actions are judged. So seemingly little things to you do have the potential to become big things in the eyes of the person at the other end.


1)      Communication – this can include not being available when you say you are, not returning calls promptly, not making contact when you say you will.

This is close to the number one complaints people make about recruitment consultants, and now the many internal recruiters that have taken their place. It is often very difficult for someone to get away from work to make a quick call, or send an email via the work system. So you can guarantee if someone is waiting and you have said that you’ll call or be available at a certain time, and you’re not – they will note this down as a big black mark. Or they’ll just give up.

Think about it like this. You’ve entered into a relationship of trust with the candidate. They’ve not seen the deal in action – the job. So their trust in the deal is being reinforced, or not, by the people who represent it.

2)      Long winded recruitment processes – I often have clients that tell me that they’ve been through 4 or 5 meetings over 3 months plus taken psychometric and aptitude tests and been reference checked, only to be told they’re put on a “waiting list” or the job is on hold.

Many people read that as “can’t make a decision,” “poor internal processes,” “still looking for someone better” and get mightily annoyed.

To me the ironic thing is that the organisations that do this often cannot support their processes with solid research that shows they work as single or whole parts of the process, yet they persist in putting candidates through the process.  The bottom line here is that people don’t tend to stick around after you’ve put them through the hoops then made them wait.

3)      Impenetrable information about the role

Many organisations have advertisements, processes and position descriptions that confuse and bemuse. There’s a huge trend in HR towards dressing up jobs, perhaps based on the assumption that everyone wants to have a superstar career and strive to get to the top of the ladder.

I’ll often see a lot of words about the requirements for the role, but only a line devoted to the one thing that will make a big difference to someone’s application or decision to take it further – that is “what will this person be doing every day.”  Yet this is essentially what people want to know.

4)      Weird interview questions – here’s a list of the interview questions people struggle with – including “tell me about yourself,” and “what are your strengths and weaknesses?”  

I call these weird questions because they are way too general. Candidates don’t tend to answer them very well. To get any value out of these questions, you need to assume that the candidate has a) a lot of interesting self-insight and b) a willingness to share something that they may be judged harshly for. Candidates will respect a well researched interview as it gives them confidence that you are making the right choice about them.

5)      Dodgy discussions around salary
It’s amazing how many people will get to the end of the process and there’s been no word on the salary package. Or the recruiter has insisted that they name their price before giving them information about the role.

Any evasiveness around salary eats into the candidate’s sense of financial security – which is pretty much the number one issue in changing jobs. People much prefer a more honest discussion that shows the organisation has done their research on market rates for the level of accountability and outcomes they expect, plus have an understanding of why that salary structure fits into their business practice.

Karalyn Brown will speak at #SOSUAU about candidate engagement at #sosau.