People Positive Culture

Oh boy this is gonna be a good one! ‘Cause no one knows what they are doing!

Social media kind of just went splat on our windows and everyone is trying to figure out what to do with it. It gets really complicated when you mix employers with employees and a level of communication that makes things really transparent. And social media negatively or positively affects your personal brand and your company brand. And you have little control over certain aspects of social media. Uh oh.

So what to do?

Employers listen up. You need to establish social media guidelines as company policy. Think common sense. Don’t think George Orwell. I’ve seen some really heavy-handed policies and some really unrealistic expectations of your employees.

It’s OK to tell employees they cannot trash the company, clients, staff, etc. on social media. You have your business to protect and are allowed to do it. No divulging of trade secrets and any confidential information. Be respectful. Be judicious. Common sense stuff. Fine.

It’s not OK to dictate to them what they can post unless it has to do with your company. For example, an employee’s LinkedIn profile is their profile. Don’t tell them what to put on their profile about your company. You can provide suggestions, or marketing-speak to help them represent you well, but they own their profile. They don’t have to do what you say. It’s about them, not you. Unless of course, they are managing your Company’s page or a Group if you have one. Then they are acting as an agent of your firm on social media and you can have more control over that. Telling employees that they have to follow a company-crafted description of the company in their profile is heavy-handed and not fair.

Facebook. Don’t go there. Unless it’s your company’s FB page. Do not friend your employees. Or if you do, don’t follow their feeds. This may sound harsh, but think about it. You see a post from an employee to another employee that seems inappropriate. Maybe harassment. What do you do? You can’t ignore it. You have to address it as if it happened in the office right in front of you. It is best to not expose yourself to this stuff in the first place. Not acting could mean that you condone the behavior.

Is the mobile device that your employee uses for personal social media something you provided them in their job? If so, you own the messages sent through that device. Their work computer is an obvious but people don’t always think of their mobile devices as company property. Twitter posts and Facebook posts done through those devices are under stricter rules than messages sent on personal computers. Hmmm, that poses some issues for both the employer and the….

Employee. Next up: How employees should manage their social media profiles and posts as it relates to their professional brand and their job.

One of my favorite movies is Soylent Green. Not because it’s a great movie, but because it’s a great concept and of course, Charlton Heston is classic. No one else could yell like he could. Soylent Green is people!

Which brings me to a common practice in the staffing industry but one I have always found distasteful: The marketing of people.

For a lot of staffing companies, their product is the talent they represent. Their product is people. And to let the market know they have the best people, they market them and their skills usually through blanket e-mails and marketing materials to clients and prospect clients.

Meet “Mark”. “Mark” is a skilled web developer with great digital agency experience. He’s ready to work for your great digital agency. He has experience in HTML, CSS, has worked on big budget sites….he’s available now. Schedule a meeting soon!

I don’t know. Makes me feel like “Mark” is a product/package on a shelf. Where is the nuance of finding the best fit? Just because “Mark” has great skills and great experience does not mean he can just be slotted into roles and companies to do his thing and all will be great.

There is more to making a match than matching a resume and a job description. A lot more. Like looking into cultural fit. And looking into organizational/structural fit. And asking, “can I see “Mark” being happy working for this company?”

Besides, I’m pretty sure “Mark” is a real person with real feelings on where he wants to work. And does “Mark” really want to be “shopped” around town to the highest bidder?

On many levels I have never agreed with this staffing industry practice of marketing people. If you meet someone whom you think would work great for one of your clients, or vice versa, that’s different. You might help someone find a great job or a company make a strategic hire. But just sending faceless campaigns? Just peddling people?

Something does not taste right about it. Now, soylent green? That might taste good.

John Lennon once sang…. All I want is the truth now
Just gimme some truth now
All I want is the truth
Just gimme some truth

What I hear from most job seekers is gimme some closure.

The number one complaint candidates for jobs relate to me is that they never hear back from the companies where they interviewed. Had interviews, never heard anything. Sent my resume, never heard anything.

For employers, here is why you should acknowledge people who send resumes and call back people who have interviewed but you did not hire: people talk.

And they are talking in new ways. According to Fast Company, not only are they talking, they are taking it to social media.

http://tinyurl.com/3z2np5y

But, the reasons to reply to people are not to only protect your brand and your reputation. For one, it’s the right thing to do. Second, while the candidate may not be right for your current opening, they may be right in the future for something else with your organization. And, this is not only your brand; this is your recruitment brand. People talk and their network has heard that you, as an employer, do not treat job candidates with respect.

That network may include people you may want to hire. The candidate you did not call back may be a friend to the candidate you do want to hire. Think of the message you are giving both.

Your brand is damaged. Your ability to hire is damaged.

Do they right thing.

Give some closure.

The golden rule – you cannot change who you are or what your experience is. But you can change how you present your background.

The resume serves one purpose – to get you the meeting/interview. Don’t do anything on the resume to hurt this.

Do not misspell anything. Use proper grammar. Have someone else proofread.

Use a pleasing layout. White space counts.

No Times New Roman. No MS Word template.

Do not over design. An identity is fine, a logo mark is fine. Graphical elements and an overuse of color are not.

Have a professional e-mail address.

Do not send your resume from your current employer’s e-mail. Do not communicate with a prospective employer using your current employer’s e-mail.

If your cell phone is listed, don’t answer your cell phone with “yo, what’s up?” “Who is this?” or other ways that sound unprofessional.

If you are at least two years out of school, educational information can move to the bottom.

There are three kinds of resumes: chronological, functional, and a blend of the two.

You should expect a resume to be reviewed in 30 seconds. Get your point across quickly and clearly.

Never more than two pages. Never.

Be honest.

Use action verbs but avoid buzzwords. “Think outside of the box” was never a good phrase.

Highlight accomplishments.

Never, ever make the reviewer work too hard to find out who you are and what you’ve done. It’s not their job to figure out who you are. It’s your job to communicate it clearly.

Your interests are your interests. Be careful what you list if you list them.

Don’t hype or exaggerate.

If you are a designer, also have a “snapshot” PDF portfolio to send as well. Don’t include your whole book. Leave them wanting more.

Write a good cover letter.

If you use humor, use it sparingly and smartly. Make sure you’re funny.

Package and market yourself with the same attention that you do your clients.

The basics of Recruitment Branding

Reading a recent eye-opening article in Ad Age: Left to Fend for Themselves, Employees Feel No Loyalty to Agencies.

I was reminded that agencies still don’t understand the power of their own staff, and why they should closely manage and grow this asset. It reminded me that I should dust off a whitepaper I wrote on recruitment branding. Recruitment branding is a misnomer; it’s really about retention. Smart agencies know that talent wins the game and they work hard to attract and retain employees. Retention is really the best recruiting strategy. But to grow, you need to attract. When I managed culture and HR for an agency, we had a reputation as one of the best agencies to work for in town. We had people pounding down our doors to work for us. That is the goal in the war for talent and the result of sound recruitment branding.

Benefits of an effective recruitment brand (as listed by idealpeople ltd.)

• Motivates ‘target’ candidates to choose you as an employer

When you are “chosen” you are positioned well in salary negotiations. You do not have to throw money at people to join your organization. They want to join already.

• Promotes strong external Public Relations through ‘word of mouth’.
• Allows for greater consistency of message when ‘selling’ to applicants during the hiring process.
• Enables external recruiters to accurately explain your mission, culture, ethics and goals to potential candidates without direct experience of having worked as an employee of the business.
• Strengthens internal philosophy in what teams of individuals are trying to achieve as a whole and improves retention.

As your recruitment brand is strengthened and you begin to successfully attract the best and most talented candidates, you evolve into an Employer of Choice.

The rules of recruitment branding:

1. Know your company’s compelling story – why should someone want to work for you? The compelling story also becomes part of the culture.
2. Know what former employees say about your company – make sure you conduct honest, exploratory exit interviews.
3. Realize hiring is a 2-way street – have open dialogue during the interview process. It’s not just about you the employer.
4. Don’t have a candidate be grilled by potential future peers in a group interview. The peer interview should only support the hiring managers and company executive interviews…the decision makers.
5. Respond to every applicant that contacts you.
6. Personally call anyone who has interviewed that did not get hired.
7. Hire attitude over skill if possible. Skills can be learned, attitude is ingrained.
8. Realize your brand starts before they send their resume.
9. Have a hiring process and stick to it. “Post job” is not a process.
10. Be honest.
11. On boarding does not mean filling out paperwork. Be prepared and ready for someone to start his or her first day. Have a plan for them. Welcome them.
12. Have growth plans in place for the whole organization. These are “living” documents that constantly change but establish this structure early.
13. Understand that people will leave your company. This can be a positive thing. But will they come back if you want them to?
14. Keep a pool of future hires that fit your company culture and have the right attitude. Realize that sometimes the candidate may be right for your company but the timing or current opportunity is wrong. Be able to find this candidate in the future by staying engaged with them.

Recruitment branding takes work and it takes ownership. It could be one reason why so many agencies don’t pay attention to it. But putting the process in place and instilling it into the way you conduct business will change your recruiting cycles and make you more nimble and successful in growth.

My firm, POTESTIO, has merged its talent management/HR and recruiting business with Jackie Mathys Creative Staffing to form Mathys+Potestio. Combined, we have over 30 years of experience placing creative talent. Read the rest of this entry »

I wanted to be a graphic designer since I was about 13 when I redesigned a poster for the movie Live and Let Die. It was cool. Had an alligator. Through high school I would crank tunes in my room and redesign logos for every band I listened to.

Once in college I began pursuing a career in advertising, wanting to be an art director or copywriter. I was going to be a star. That’s what all the professors told me. “You’re going to have a great career in advertising” they said.

So what did I do to make it happen? Nothing.

I partied. I fell asleep in class. Oh I did my work and got good grades but that was it. I assumed I would have a career. I didn’t have internships, had no summer jobs in the industry. Did not go on informational interviews. Didn’t do any networking.

Nope. I drank beer, played basketball and did not worry about my career. Ooops.

So when I graduated I shopped my advertising portfolio around town and…got a job as a busboy. Parents were really proud. It took me nine months to finally break into the advertising business.  Six years into my career I quit a job without another lined up. But I had not planned. I had no network and few job prospects. I pounded the pavement for months (yes….the old way by actually walking) and finally landed another ad agency role.

From my job search as a graduate and as an unemployed professional, I learned a thing or two about finding work.

After 7 years I became disenchanted with the ad business. I left and morphed into recruiting and staffing. I had empathy for job seekers based on my history. I could also teach from my experiences. I knew what to do and what not to do to find a job.

If you are in school still, don’t do what I did. Get an internship. Network. Engage with the school and your professors. Plan ahead.

Today it’s a challenging job market for many skill sets. But still everyday I see good candidates doing bad things. Things that do not help them get a job.

Take note.

-If I can’t find you, I can’t hire you. Do not name your resume file “resume”. Add your phone number to your e-mail signature. If I am on the run and need to pull up an e-mail to call you, I need your phone number.

-Send thank you notes or e-mails. It’s a lost art. It shouldn’t be. Graciousness never goes out of style.

-Showing up for an interview without doing your homework. If you don’t care enough to find out about the company and role, why should the company care to find out about you?

-Realize hiring is a two-way street. It’s not the hiring company’s job to figure out why they should hire you. It’s your job to present your case in the best way possible. And be prepared to interview the company. You may be showing up to work there everyday. There must be something you want to know about it.

-Package yourself in a clear and consistent manner. Brand yourself. Know who you are. Understand your strengths and your weaknesses. Be honest and realistic.

-Don’t be too timid and don’t be too obnoxious when pursuing opportunities. It’s a balance. Be confident. Hold you head up.

-Market yourself. Look for opportunities and look for jobs. Jobs exist. Opportunities are created.

-Constantly evolve. Don’t get tired. Don’t lose your edge. Stay relevant.

-The old adage is true. Finding a job is a job. Work at it every day. And if you do, give yourself a break. Don’t be too hard on yourself.

Drink a beer. Go play basketball.

But then get back to work.

How much do you need to make?

Um, how much does the position pay?

Both employers and employees often handle the salary question miserably. It’s like when you were a kid playing doctor. I’ll show you mine if you show me yours. No, that never happened with me.

Employers want to know if they can afford the candidate, or worse, if they are used to making little money, maybe we can lower our costs by paying less. Candidates want to make as much as they can, and don’t want to undersell themselves. They may have been woefully underpaid at their last job and don’t want to continue to pay for it. I get it.

Recruiters/Headhunters help navigate this because we know the facts from both sides and can align accordingly with no surprises.

But, without this help, employers and candidates are on their own. And they usually make the salary question uncomfortable, and ultimately a larger part of the hiring equation than it should be or needs to be.

Here is the solution. Operate in facts only. And operate in the range of reality.

For employers, this means asking for a salary history. If the history is scattered, you can inquire further but use the information to make sure you keep your organizational salary ranges intact, but also to make competitive offers.

For the candidate, just tell them the history and don’t dance around the question. If you get an offer you don’t like, negotiate, or turn it down. If you tell a prospective employer your salary history, and they offer you a salary lower than what you typically make without a proper reason, why would you want to work for them anyway? They don’t respect your experience.

Be realistic. Meaning, if you have made 10-15% increases through your career as your responsibilities have progressed, don’t expect a 30% jump unless the role and responsibility truly warrants it. You may be expecting too much money.

As an employer, I always want to know what candidates I am interviewing have earned historically. Why? One, I can find out from your past employers so you might as well just tell me. But, more importantly, it paints a picture of the person’s career. It lends insight into what motivates them. If they are only motivated by money, and that is the main reason they moved from one job to the next, I may not want to hire them. They may just leave when a higher offer comes. I want the salary to be a part of the bigger picture.

I use that historical information to make a competitive offer, and pay them in the salary range of the position, regardless of whether they are outside of the range. I may go higher, but I won’t go lower. It would not be fair, and I would be screwing up my organizational compensation structure.

Plus, if my organization has done its job building culture, the salary conversation is pretty easy.

Take the awkwardness out of the interview. Deal with facts. Play fair. Negotiate in a way that makes both sides happy.

In the ebb and flow, supply and demand world of creative services and the economy, the pendulum is swinging, or has swung, back to candidates/employees in certain areas such as interactive/new media design, motion graphics and development

When trying to hire these folks, or anyone else for that matter, if you find the need to increase salary offers, pay more than you want, more than the position has historically earned, and generally throw money at people to hire them, you have problems. But your problems are not purely monetary.

Your company is not a desirable place to work. And in the war for talent, that is a dangerous place to be.

Your culture may be broken. You may be in a undesirable location. Your firm may have a bad reputation on the street. The work you do may not be considered top notch. Whatever the reason, companies need to set out improving them immediately or risk being marginalized and left behind.

The goal is to create and develop an organization where people are pounding the doors to come work for you. And when they are, you know that salary and pay is not the driving factor; it becomes a secondary discussion. You can pay well of course, but the complete picture is such that people get more than money. And that’s really what the good employees want. The want a vibrant culture, opportunities for growth, a supportive management team and the chance to do great work and get rewarded for it.

You’re on your way to a people positive culture.

Usually we hear stories of interviews gone bad from the employer’s point of view. This summer has been one story after another of people relating the boorish behavior of employers. Not good when you are competing for talent every day. Unless you just don’t care who you hire.  Or how you treat people. But, things have a tendency to come back around in business and life.

When there is no established internal process for hiring, and no one “watching the store” all sorts of stumbles can occur. And they all reflect poorly on your recruitment brand and your company. It hurts business and you may not even know it’s occurring.

Recent examples from our travels through the employment landscape.

Candidate A goes to a web marketing/SEO agency that is growing rapidly. He has just left a web agency that was somewhat adrift. With a background in client and business management from both the agency and the client-side, he is highly qualified and has a strong Rolodex. He interviews with the agency principal and VP of business development.

During the interview, the VP of business development remains completely unengaged, sends text messages and e-mails, and when he does insert himself in the conversation, he is unclear as to what role this person was interviewing for. The agency principal does his best to keep the meeting on-track but the disconnect is clearly present. Result: no hire.

Now, the agency is thinking, well that was not the right fit for us. Fair enough. But, the individual had such a bad experience that he relates the story to others in his network. Result: people have a bad impression of the agency and the way they treat people. If one of these people in his network (one that maybe the agency does want to hire) hears his story, their initial impression of the agency is negative.

Oh, and by the way, Candidate A never heard back from the agency letting him know he was not offered the job. Naturally.

Large PR agency seeks account director. Former corporate/consumer brand manager and PR manager, candidate B, seeks new opportunity. Excellent candidate, respected agency. Candidate lives out of state….actually across the country. Agency recruiter schedules phone interviews that go extremely well. Wants the candidate to come in for a face-to-face interview with members of the executive team. Provides options on days/times. Candidate B begins to investigate flight/travel options. Waits for confirmation. Waits. Sends messages that flight needs to be booked soon to make the window of days the recruiter gave. Radio silence. Another message. Radio silence. Finally, candidate just needs to book flight and lands in town.  Still radio silence from the agency’s recruiter on confirming the interview. The candidate extends the trip to ensure they will still be in town if the recruiter finally calls.

Finally, the recruiter calls about scheduling the interview. They completely ignore all of the messages sent by the candidate and has scheduled the interview for the week after the candidate was in town, and even though she stays an extra week, it is scheduled on the one day the candidate has said they absolutely could not meet.

The agency not only looks unorganized and the recruiter has damaged their credibility. If put in a position of hiring negotiation, the candidate knows the recruiter has little internal influence. The recruiter has no respect for the candidate, but apparently is not respected in their own organization enough to get answers and scheduled interviews locked down.

The candidate may still be offered the position. And the executives in the agency have no idea of the poor treatment this person has received. Candidate B certainly cannot say anything about it. A candidate for employment is in no position to be a tattle tale.

Candidate B is left with an extremely negative opinion of the agency. If offered the job, she doubts she will accept. Worse yet, she is interviewing for corporate client side roles where one of her responsibilities will be hiring a PR agency.

Do you think she will call this agency?

No, don’t think so.

Companies….get a process, stick to it, communicate it to your staff and start building a recruitment brand. Or flounder in the war for talent and treat people like crap.