Recruiting in the Age of Googlization

Creating A Candidate Experience That Rocks!

Ira S Wolfe

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 What’s
Different?
2009 - 2019

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This is the candidates’
perception of most
recruiting practices ….

… and this is where your

company needs to be!

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THE PERFECT LABOR STORM
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WHERE’S THE PROOF?
• # of views
• % of Application Started
• Best source
• % Application Completions
• Demographic
• Device
• Quality

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 OUR AGENDA

1 2 3 4

Recruiting Sourcing Candidate

R-E-A-C-H
Blunders According to Experience
Google

Learn at least 1 significant thing you

Goal didn’t know about how to recruit faster
and smarter in the Age of Googlization.

Ira S Wolfe. Success Performance Solutions.

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 OUR AGENDA

Recruiting
1
Blunders

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S Wolfe.Performance Solutions.
Success Performance Copyright
Solutions. 2019
Copyright 2019
 1. Lack sourcing and
marketing strategy
2. Expect to hire just-in-time
3. Bad candidate experience
4. Poor employment branding
5. Lack evidence for decisions

Ira S Wolfe. Success Performance Solutions.

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 OUR AGENDA

2 R-E-A-C-H

Ira S Wolfe. Success Performance Solutions.

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Performance 2019
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 A Recruitment
Pathway for
Success

Engage Communicate

R E A C H
Reach Apply Hire

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 X
432 Visitors

48 Applications

6 Interviews

1 Job Offer

1 New Hire

Source: JobVite, Based on 50 million job seekers and 10 million applications

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www.successperformancesolutions.com
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 OUR AGENDA

Sourcing
3 According
To
Google

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Performance 2019
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 for Jobs

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 67 thousand searched every second
6 billion searches per day
7.2 trillion searches per year
http://www.internetlivestats.com/one-second/#google-band

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 Seventy-three
percent of job
73 searches start
on Google.

300+ million job

300 related searches
each month.

When you post

a job on Indeed,
zero percent of
0 your job listings
now show up in
Google for Jobs!

# #SHRMTalent
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 How Google For Jobs Works
Google’s goal is to create the best possible
experience for the user… and allow a job
seeker to apply for an available role at a
company or agency directly online.
Source: https://developers.google.com/search/docs/data-types/job-posting

You must play by Google’s Rules

by submitting “valid” job postings
3rd Party Integrators
Applicant Tracking Software
Direct Integration
Jobiak
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 How Google for Jobs Works

This schema
then needs
to be added
to each job
posting
page.

Merkle Schema Markup Generator

(https://technicalseo.com/seo-tools-schema-markup-generator

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 TEXT GFJ to 64600
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 OUR AGENDA

Candidate
4
Experience

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 Embrace the
Candidate Experience
Amazon releases a new software update
every 11.6 seconds. This is your combination
when optimizing the “WOW” experience!

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 EMPLOYMENT BRANDING

• Reputation matters
• First impressions matter
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 • Google loves video. Video drives 157% increase in
organic search. (Brightcove)
• People love video. 1200% more shares than text
and images combined. (Wordstream)
• Get more job posting views. Job postings with
video viewed 12% more than postings without.
(Careerbuilder)
• Get more applicants. Job postings with video have
34% greater application rate. (Careerbuilder)
• Videos tell a story. People remember stories over
stats by a whopping 63% to 5%.
• Video drives traffic. Increases your chances of a
page 1 Google ranking by 53X
• Appeals to Millennials and Gen Z. “Video
Cannibals” 95% watch YouTube!
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 Candidate
Experience Rules V.2019

• Mobile
• Responsive
• Fast
• Optimized
This includes the application!

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 CHECK
ALL
DEVICES

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 Job Posts

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 Job Description is Job Posting is the
the Ikea furniture photo of the finished
instructions. It is an product in a beautiful
internal document showroom. It is a
written for and career advertisement
often used by legal. written to attract
right-fit candidates.

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 USE TITLES JOBSEEKERS USE

DO NOT BEST
PRACTICES
FOR TELL A STORY
POSTING
COPY & PASTE JOBS
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 Google
RankBrain?

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 Ira S Wolfe. Success Performance Solutions.
Copyright 2019

Ira S Wolfe Copyright 2018 www.successperformancesolutions.com

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 Evolution of the Application
1999 2018

2014
2018
2009

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 Watch https://youtu.be/Qh3UrCX9zXA

2019

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WHAT % OF YOUR
BUT DON’T COMPLETE THEM?
APPLICANTS START…

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 UX
1. How many fields does
the candidate need to
complete?
MATTERS 2. How many clicks and
screens?

3. How long does it take

FIELDS, to complete it on both
desktop & mobile?
CLICKS,
SCREENS, 4. How long does it take
you to acknowledge
& the applicant … and
# #NEPASHRM TIME how often do you do
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Ira
IraSSWolfe.
Wolfe.Success
SuccessPerformance
PerformanceSolutions.
Solutions.Copyright
Copyright2019
2019
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 REPLACE
COLD &
CORPORATE
WITH
WARM &
WELCOMING

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 Thank you for
submitting your
application with
XXX. It has been
COLD &
forwarded to our
HR Department.
CORPORATE
We will contact
you if we are
interested. Please
do not call us.

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#NEPASHRM
 We really appreciate you taking
WARM the time to apply for [position] at
[company]. Hiring the right
&
employees is serious business at
WELCOMING
XXX. Our recruiters will review
you application over the next few
days and get back to you one way
or the other. Thanks again and
good luck on your search.

Ira S Wolfe. Success Performance Solutions. Copyright 2019

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 WARM
&
WELCOMING

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 It’s been a few days since you
applied for the [job]. I just wanted
to let you know that your
application is still being reviewed.
Thank you for being so patient.
I hope to have more news soon but
if not, I’ll continue to update weekly.
In the meantime, please don’t
hesitate to contact me direct with
any questions or changes.

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 TEXT MESSAGING
• Average person checks phone over 80-
150X a day*, every 12 minutes
• Preferred medium of communication ages
18-44*
• Read over 95% of the time; emails are
opened 20%
• 90% read within 1st 3 second**
* Source: Pew Research, Asurion
*http://info.dynmark.com/hs-fs/hub/307137/file-650880813-
pdf/whitepapers/Intelligence_Review_Edition2.pdf
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 Job Search 2020
• Artificial Intelligence
• Predictive Analytics
• Automation
• 30% of all search will be screenless.
(Gartner)
• 50% of all search with be voice.
(ComScore)

Ira S Wolfe. Success Performance Solutions. Copyright 2019

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 • Use short screening application
• Be mobile
• Respond immediately and often
• Pay attention to reviews
• Automate (if not already)
• Tell stories
• Be warm and welcoming
• Do not “ghost” candidates
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50 # #NEPASHRM Ira S Wolfe. Success Performance Solutions. Copyright 2019
Ira S Wolfe
The “Googlizat ion” Guy
Otherwise known as the “Millennial trapped
in a Baby Boomer body,” Chief Googlization
Officer at Success Performance Solutions,
TEDx Speaker, Author, and Blogger

Lehigh Valley, PA www.twitter.com/hireauthority

484-373-4300 www.linkedin.com/in/irawolfe

[email protected] www.youtube.com/irawolfe

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