The Perfect Fit

Employer Alert! 3.0 Is The Future Of Recruiting! Part 2

This is the second of two parts of a blog (below) started yesterday.  You can find it here.

"The Core Philosophy of Recruitment 3.0: Everyone is a potential candidate or brand ambassador, even your consumers!

At the core of the philosophy of Recruitment 3.0 is the definition of a candidate. We typically define one as someone who has nominated themselves to be part of an election process. A voluntary act.

But at what point does someone volunteer themselves to be a candidate? When they see your advertisement? When they apply to your advertisement? When you interview them?

So if they are not a candidate until they volunteer themselves, what are they?

They are your average person sitting drinking a coffee in Starbucks, or leading a team at work, speaking at a conference, running down the road, watching TV, or having a pint of the finest ale down the local pub.

What turns a regular person into a candidate? A whole host of reasons. Not being recognized for their contribution at work, poor relationship with their manager, lack of career development, lack of challenging work, poor remuneration.

A company either waits for the moment that someone presses the button and turns themselves into a candidate and then jumps on them, or makes a proposition that is attractive and tempts them into candidacy.

Hence at the core of Recruitment 3.0 is that everyone is a candidate. And it is up to us to create candidates not wait.

The Core Philosophy of Recruitment 3.0: employment brand is pivotal to your success in talent acquisition

What is a brand? Simply a person’s gut feel to a product, service, or organization. Many companies spend millions on their corporate brand identity. But they spend little or no time on defining an employment brand. Indeed some companies are so arrogant they believe their corporate brand is enough to attract people to work for them. Amazing how many well-known corporate brands are nightmares to work for as the arrogance of senior leadership and management feel it is a career pleasure to work for them and spend no time on developing/retaining their core assets.

Employer Alert! Talent and Recruiting 3.0 . . . It's All Changing!

In catching up on some recruiting blogs and articles over the weekend, I ran across what I think is one of the best assessments of the current state of talent acquisition (recruiting) and employers' attitudes about hiring employees. This article was written by Matthew Jeffery with the help of co-Author Amy McKee, Director of Global Talent Acquisiton at Autodesk.  This is an excerpt of a much more detailed article pubished in the June issue of the Journal of Corporate Recruiting Leadership.

There is complaceny and misunderstanding in offices of hiring managers at companies both large and small.  Is it possible that complacency and misunderstanding can actually restrict a company's ability to grow and prosper?  Think about it . . . the answer is obviously yes.

"There has never been a better time to be a recruiter.

What we do can quite literally make or break a company. If we can’t attract and retain the best staff, then our company will lose ground rapidly, financials will suffer, and it will die a slow painful death.

Recruitment is undergoing a change. Not just a small scale evolution but a fundamental seismic shift. A change that will see the recruiting landscape change forever. A change that will see many traditional recruiters falling behind and being replaced by new, differently skilled recruiters, ready for the challenges of Recruitment 3.0.

Indeed, it is not only recruiters who will be found obsolete in Recruitment 3.0 but many of the current recruitment leaders in top companies today, criminally not preparing their Fortune 500 Companies for the new realities of a changing recruitment landscape. Recruitment leaders’ version 1.0 are real, out there in abundance, so obsessed in process and introverted to the point of not seeing outside the window of their office, damaging the prospects of the very company they seek to serve.

Why the need for change?

New Search: Senior or ACD Level Writer #11065

We're pleased to be starting a new retained search for a Senior or Associate Creative Director level writer for Red Letter Communications, a full service agency 100 minutes south of St. Louis in Cape Girardeau.  Here's the concise job description.  If you're interested in additional detail, there's a much more comprehensive profile of our client here.  We would of course appreciate any referrals to friends and/or colleagues who are qualified for this position (whether they're looking for a job, or not!).

General Description:
This is a new position as a result of continued agency growth.  This new position is an opportunity to take the next step in the advancement of your career while developing headlines and body copy (both long and short) for TV, print, the web, in store, internal and "alternative" marketing channels.  This opportunity includes writing national television spots, web videos, the internal communication of CEOs, or clever taglines to create or refresh a brand.  Here's your opportunity to become part of an exciting full service agency environment and contribute to the success of clients you’ve heard of.

Primary Responsibilities:
•    Utilize strong conceptual skills while maintaining brand and strategy integrity to create copy that measurably succeeds for the client.
•    Supervise assigned projects while simultaneously writing copy for other projects and mentoring your colleagues, all while being the second in command of creative.
•    Work with art directors/video team to write creative rationales prior to client presentations
•    Understand business objectives and strategies of client assignments and review creative materials to ensure messaging is intact and on-target
•    Work directly with clients and the account team to manage multiple simultaneous projects as well as participate in presentations, both internal and external.
•    Develop a thorough understanding of our client's business and that of their competitors.  Learn how to positively influence that business!

Experience:
This is a position where a related college degree and at least seven years of advertising, or integrated marketing communications, will put you in a position to succeed.  We need smart marketers who understand business and who are “more than just creative”.  Your portfolio should indicate writing for a diverse range of marketing vehicles including ads, POS, new media (TV/video experience is essential), direct, etc..  We would expect a thorough understanding of database use in and experience with direct marketing, both mail and online.  We need passion, ambition and enough wherewithal to be able to work with little supervision.  We want you to help mentor and expand your colleagues’ capabilities.

Compensation:
Our client is interested in hiring only the best in the business, and the compensation reflects that goal.  The base salary and bonus potential are augmented with an excellent and comprehensive benefits package including an employee assistance program.  Beyond the literal compensation is working for partners who respect and value their employees and their families.  “They take care of their people” . . . period!  A re-lo package is being provided.

About Our Client:
Our client turns 30 this year!  Now with 50 employees, Red Letter Communications will continue to grow by delivering effective marketing communications to their (both B2B and B2C) clients.  This is a career opportunity to work with colleagues who are committed to their agency, their clients and their family lifestyle.  That commitment results in consistently superb client work, coupled with a quality balance of professional and personal life that it rarely achieved in this business.  Our client understands that Cape Girardeau is not everyone’s dream location.  However, it doesn’t take long to feel the passion, energy and excitement in the Red Letter culture . . . it’s real and omnipresent.  The place is different . . . contentedly excited to be making measurable impact on their clients’ business  where they are, with their friends and colleagues around them. Let’s talk about you joining their team!  EOE

Cover Letter Follies, Part II

Cover letters are an essential and powerful way of introducing a reader to yourself.  They are usually the first point of contact between you and that reader and as a result, are the most important document in your introduction.  I've written about this before with, "Extreme Cover Letters (That Don't Work)!".  As you're about to see, it's time to write about it again.  Apparently, my point has not yet been made!

The cover letter is your opportunity to set the stage for what's to follow.  It gives you an opportunity to specifically say why you're interested in contacting the recipient.  It can provide valuable context for everything else to follow.  It is extremely important to take advantage of the cover letter!

I'm going to make some comments about the following letters, that I don't intend to be dis-respectful.  I have to admit that I'm frequently astounded by the lack of effort candidates make to introduce themselves.  If a resume submission does not have my name in the cover letter, that candidate is instantly facing an uphill battle.  They are simply too lazy to add a name to a letter.  They think that quantity of letter sent, will make up for lack of quality in letters sent.  Obviously, that's flawed thinking!  (BTW, if I'm included in some blind email to likely dozens and dozens of recruiters, that email is  deleted.)

Conversely, if a cover letter mentions my name, and goes on to mention something specific about my company or my background (for example), I'm immediately more receptive.  It's not an ego thing, it's the demonstration that the candidate took the time to find out something about my company and me, and then made the effort to write a letter directly to me.  If they can spend a few minutes to get my attention, I will certainly spend a few minutes to look at their materials.

Here we go (the punctuation and spelling is just as it appeared in the original letter:

"Hi Bob,
 
Attached please find my resume. I'm interested in a copywriting position.
 
Thanks,
All the best,"

Here's a copywriter who doesn't take the opportuity in a cover letter to write anything interesting.  This person is (obviously) not a strong candidate for copywriting! They can't even get the spacing right!

"Good morning, 

I am reaching out to you in regards to corporate recruiting.

I am a hyper creative marketing wiz. I have learned how to promote on a small scale and now I would like to take those skills and apply them to larger businesses."

I've always believed that it's a better idea to let someone else sing your praises.  It rarely works when you try to do it yourself . . . as in this case.  A "hyper creative marketing wiz" would certainly be able to do a better job of introducing themself!

REBUS Presents: "SELF-BRANDING AND SHINOLA II", June 14th! (Tomorrow!)

Ready to leave your one-horse agency? First time in the game and need to get a few pointers? Just need something to do on a Tuesday night? Nobody ever taught you not to write question marks when engaging consumers?

On June 14th, come down to FK Studios at 6PM for "Self-Branding and Shinola, Part II", brought to you by REBUS and The Creative Group. Doors open at 5:30, with featured discussions starting at 6:30 and portfolio reviews to follow. Agency professionals from some of St. Louis’ finest agencies will review your portfolio and offer expertise on writing a resume, assembling your portfolio, interviewing in the St. Louis area, and most importantly…getting a job.

You’ll also get a chance to hear from six featured speakers, network with seasoned advertising professionals, and enjoy free food and drink!

This event is great for agency newcomers, long-time advertising personnel looking to brush up on their knowledge, and college students alike, but make sure to RSVP ASAP. The first 25 paid reservations are guaranteed one-on-one portfolio reviews with a number of St. Louis’ decision makers.

There will also be a Q&A period and resume/portfolio/case studies/self branding reviews by a number of established industry professionals including:

RSVP NOW AND DON’T FORGET TO BRING YOUR PORTFOLIO!

REBUS Presents: Shinola II, Self-Branding And Presentation

After much technical difficulty, I'm thrilled to be able to announce the second annual Shinola event.  The event will be at the FK Studios the evening of June 14th.  As usual for a REBUS event, doors open at 5:30 PM for food, beverages and networking, with the event starting at 6:30 PM. RSVP on the REBUS Facebook page!

The first 25 paid RSVPs will be guaranteed a one on one portfolio review with a senior level professional, in their area of expertise.  We'll have portfolio reviewers/interviewers with specific experience like art direction, writing, online design, etc..

The evening will start with a short keynote address my Mark Schupp.  There will additionally be short presentations from leaders of St. Louis advertising and marketing communications agencies:

David Johnson, President; Coolfire Media
Melinda Love, Sr. VP and Sr. Partner (Head of the Creative Department); Fleishman-Hillard
Jennifer Oertli, VP of VP and Director of Human Resources; Rodgers Townsend
Jennifer Simler, Account Director; Switch
Jeff Stevens, Executive Creative Director;  Momentum

Each of these leaders will deliver a 10 minute presentation on what they look for when hiring new employees.  They'll discuss what impresses them, and what doesn't when determining who to hire for their organizations.  They'll have ideas, thoughts and suggestions about how to refine your own presentation to deliver impact and separate yourself from your colleagues. 

These presentations will deliever insights whether you're just getting started, or polishing your book for a promotion or job change after years in the business.  We're including all the functional skills in the business from Jr. AE, to Senior Creative Director.  Attendees  will learn more about how to present themselves effectively, and with impact.  Last year's event was so successful, we decided to make it an annual event!  Check out the video re-cap of last year's event at the REBUS blog.

This is a unique opportunity to get access to St. Louis marketing and advertising leaders.  We're limiting the attendees to 75, so that everyone will have a superb experience.  Bring a friend with you and register promptly so you're not left out!  I'll look forward to seeing you there.

I encourage you to follow REBUS @REBUS_STL for event and organization updates!

Being An Insurance Guy in Joplin After The Tornadoes!

This post is not my normal subject matter, but I think worth sharing anyway.

I was lucky enough to be on vacation for the past week in Northern Michigan.  It was beautiful with people having fun, taking some time off, enjoying life.  Unfortunately, everyone can't indulge themselves like that. 

While out of town (and without my computer), I received an email from a highschool classmate of mine last Thursday. My friend has been an insurance broker in Joplin for decades.  I thought the email is worth sharing.  We all have to realize how lucky we are, and do whatever we can to support the victims of the tornadoes in Joplin and earlier in May, Bridgeton, Missouri. 

When I read this email outloud to Barbara, I teared up:

"We are tired . . .  lots and lots of claims, for people without a home, no autos, no pets, and sometimes no spouse, or no kids... I worked until 12:30 AM Sunday evening processing claims. I started on Monday, Tuesday, Wednesday at 7:00 AM and we worked all day, answering the phones and setting up claims.
 
People are coming into my office in rags, dirty, with no home, no cars, and some of them are missing a spouse, a child, or their pets. All of the people are nice, some of them say, "there are a lot of people worse off them me", and when we ask, "how?" they say, "we still have each other, we didn't lose our kids, we saved our cats, etc".  The spirit of the folks is amazing. Everyone is helping everyone else, people from all over the country are here delivering water, food,  and labor.
 
750 people still missing, 2000 homes destroyed, and 8,000 more not liveable, about 18,000 people homeless, no power, no water, no gas, no cell phone service, but everyone's attitude is positive. Thousands of volunteers from all over the country are helping sort through the debris, trucks and more trucks are arriving with supplies, we don't have any place to store it all!

The real story is the people, and their spirt, not the tornado."

Let's all remember it's all about the people, and do what we can every day to help our fellow "people". We're all in this together and need each other.  If you can't volunteer time, money, supplies or labor to any of the tornado or flood victims, at least take a moment and say a prayer for them. 

You might also pray that it never happens to you!