Recruiting Videos

Visit YouTube.com and pull up Jeff Sass's video called "Work's A Beach!". He shot this with his phone before going into the office, downloaded it to YouTube, pushed it to Twitter while walking back to work, and had an interested candidate Twitter back before Jeff reached his desk. The person that wrote back was JC, and JC ended up earning the job (after properly being interviewed and such).

What is the lesson learned for your company?

Building a Job Profile or Core Competency Profile

The steps I typically follow depend on the nature of the position that I am looking at. If the position is a leadership role within the organization and it is fairly senior then I am probably going to leverage the Lominger Leadership Architect products. I am certified in all of their products. If the role is more tactical then I am going to use a job analysis to identify the competencies and from there build the required strategies and tools.

Leadership example:

1. Assess the required culture for driving the company's vision, mission, and strategic plan by facilitating a discussion with the executive team. A deck of cards (Cultributes) is sorted by each executive and the aggregate results and agreements define the organizational environment needed to drive the company forward.
2. The environmental attributes are converted into a core competency model by software. This set of competencies is also discussed by the executives, who often want to have their own team assessed using a 360-degree feedback tool that Lominger developed (Voices).
3. The results of the multi-rater feedback are shared in confidence with each executive. An individual development plan is created that includes learning, application, and feedback loops. Most executives embrace the feedback and want to improve in any areas of weakness, even if the weakness is only relative to other strengths.
4. The collective picture of the executive team is shared with them and gaps in the core competency model are identified. Future members of the executive team will be chosen, in part, based upon a competency assessment so that the executive team can add competencies that are currently under-represented.
5. I create strategic plans for sourcing, attracting, and selecting future executives that will bring the missing pieces to the team. I build the selection process and tools, which will include a behavioral interview and other assessments.
6. I am often asked to provide coaching to senior executives in areas where they want to improve and require confidential feedback (e.g. managing ambiguity).

Key technical position example:

1. Bring together a group that represents the boss, peers, customers, and high performers for the identified position. Review all existing job descriptions and other performance management data.
2. Conduct a near-term scenario plan with the group so that we have some reasonable collective idea about what the position may entail over the next 2-3 years.
3. Collectively document the 4-7 most critical performance objectives for the people in the position, given what we have discussed thus far.
4. For each objective, define the activities that must be executed well to meet the objective. We also identify some of the activities that, if done poorly, could seriously impact the person, team, or company in a negative way.
5. For each activity, we identify the competencies required to execute the activity as flawlessly as possible. The competencies will include knowledge, skill, experience, ability, and personal traits.
6. I compile the results and bring the group back together to review and prioritize the list of competencies. In this meeting the group also splits the competencies into two categories: price of admission and train/develop.
7. Based on the price of admission competencies (those that are a commodity or those that are almost innate), I create strategic plans for sourcing, attracting, and selecting candidates for the position. This includes the development of behavioral interview guides, a scorable simulation, and possibly another assessment.
8. Based on the training/development competencies (those that are not reasonably learned outside of the organization) I put a strategy together for providing on-demand access to critical information and best practices, instructor-led and self-paced training, learning activities (e.g. special projects that will force application of the required competency), and feedback programs (e.g. mentoring assignments and accountability coaches). I may create some of the materials myself, but typically there is so much work to be done here that I am assigned subject matter experts and people who need to learn the skills to help me.
9. A final step that many organizations want to take is to assess the incumbents against the competency-based profile that was just created. This leads to identification of people who need to improve in some of the critical areas. Those employees are often the first to take advantage of the new learning strategy and tools.

Using Tests During Selection

Late last year we decided to improve our Sales selection process. We completed job analyses on both inside and outside Sales team members who were consistent top performers according to production numbers. We created two tools based on the price-of-admission competencies: behavioral interview guides and work simulations, but we also wanted to assess sales aptitude. It was clear that aptitude had a great deal more to do with their success than any specific sales process or technique. In fact, they were very diverse in their approach, the tools that they used, and their demographic makeup. The only historical trait that many shared was their involvement in sports during high school and/or college. One was a former NFL player.

To identify a sales aptitude assessment vendor we started with the usual tools: Google and our professional networks. We ended up with over 12 companies that we decided to investigate. All were the 'big dogs' in the employee assessment space. However, the approach that each company used to sell us their tests were very different. Most resisted our insistance on an internal validation study because their products were already supported by a great deal of statistical analyses. That showed a lack of appreciation for the impact of organizational culture, sales philosophy, and preferred processes and tools on sales effectiveness.

We only moved forward with those companies that agreed to test a few of our employees so that we could see whether their tool was a match with our own performance data. We asked both top and bottom performers to take two of the assessments at least a week apart. Some of the companies told us that they knew who the top performers were based on the results, but they were completely wrong on roughly 80% of those that they tested. Two of the companies used a different approach. They asked to be told who the top and bottom performers were up front. They then analyzed the results by pointing out the behavioral attributes that were common amongst both the top and bottom performers, which were not all of the attributes that were measured. When we gave them a couple of additional people to assess they were spot-on with predicting who the top and bottom people were based on their prior results.

We also looked at whether the tests would have caused us to rule out any protected class of employees (adverse impact). No such impact was observed as the tests scored a diverse group of people both high and low.

This internal validation process is of critical importance in the selection of a test or assessment. We met the requirements of the EEOC's Uniform Guidelines on Employee Selection Criteria because we made certain that there was no prima facie evidence of discrimination, the test is a business necessity because it will help us hire top performers, and we are also incorporating other, equally-weighted assessments in the process (interview and simulation) so that we don't run into problems with alternative practices with lesser impact on protected classes.

If you are wondering which product we ended up selecting, the final criteria was based on the relationship that the top salesperson at that company built with our selection committee. He was an excellent salesperson in his own right and practiced what he preached:

Michael Hopkins, Senior Vice President
Profiles International, Inc.
5205 Lake Shore Drive
Waco, TX 76710
1-888-744-5205 x141
mike.hopkins@profilesmail.com

The Sourcing Strategy and Plan

There have been several requests for additional information about how to build a sourcing strategy, specifically around tactics that have been successfully used to execute the part of the strategy that is typically called "birds of a feather flock together". Some recruiters recognize that one cannot discriminate and fear that looking for too many similar people will also result in a homogenous group of employees. The value of diversity can not be understated so let me make some points here:

• Employers should look for diversity not just in the traditional umbrella (e.g. sex, age, etc.), but also in thoughts, behaviors, and goals (not everyone can be the CEO)
  
• When filling key positions the competencies required to execute the activities that lead to realizing the performance objectives are more important than what someone looks like
• Write a great job profile that clearly markets the benefits of working for the company as well as the exciting opportunities and challenges that the selected person will face, include a list of the most critical competencies that candidates must have or are preferred
  

Clearly, you want to start with a robust employee referral program. If you selected great people then that is the group you want to continue to 'clone'. So, the question is, where are more people like this and how can you tap that market through this group? In today's world that is best done by having those employee leverage their social networking connections. The job profile can be forwarded by your employees to the people in their network whom they believe would represent them well if hired. You should also make finding the next great hire a lucrative event for your employees. Consider how much you would have to pay an external recruiter if they were to bring you the eventual hire...

As the profile is circulated in a viral method you will hit passive as well as active candidates. In your strategy you should clearly define the route you wish to go based on the timing and strategic nature of each hire. If you need someone fast you will need an active candidate. If the position is more strategic you will probably benefit from a more passive candidate. Those take longer to source and may require some research into professional associations, white papers, conference presentations, and other resource pools that indicate someone's expertise, philosophy, and methodology.

Also, don't forget to evaluate the value of each referral source as part of your plan. If you are doing a great job of screening candidates you should end up with a forced-ranking profile of each. Look retroactively at the source of each candidate to also force-rank the quality of each source. For example, if three of the top five candidates were sourced through employee connections on LinkedIn then LinkedIn should be a strategic priority and you should invest accordingly (e.g. pay for some employees to have account upgrades). If none of the top 50% of your candidates came from a specific job board then you should stop wasting time and resources on that board.

If you are shopping for an Applicant Tracking System (ATS) to use in order to execute your strategy, look for a product that either closely matches the plan you have created or one that can be setup to follow your plan. If you want to incorporate the three strategies mentioned above, I suggest you look into Jobvite. A quick search of LinkedIn Answers about ATS's indicates that Jobvite is the preferred ATS that fully leverages social networking as well as source ratings.

One final point, The Office of Federal Contract Compliance Programs administers a number of laws and regulations. Make sure that your strategy (and your ATS, if you use one) complies with those laws.

Take Advantage of Free Self-Paced Content

With the growing popularity of the belief that knowledge belongs to everyone, the expiration of the training vendor is coming. The need for a large group of itnernal instructional design gurus is also on the wain. With open source solutions and freeware affecting the way that people see intellectual property rights, and with universities opening their vaults by putting free course content online, it is only a matter of time before companies realize that the only training design that is needed internally is subject matter expert (SME) training on company-specific topics such as new hire onboarding and in-house processes or home-grown software. Many leadership development and soft skills development courses will still be instructor-led, but more and more companies are also including those competencies in their hiring profiles because they realize that many of those skills do not improve after training (or, at least, not very quickly).

Harvard's recent release of free self-paced training at
http://harvardbusinessonline.hbsp.harvard.edu/flatmm/hbrextras/200804/friedman/index.html is a perfect example of what internal training teams will start to include in their intranet sites, learning management systems, content management systems, wikis, etc. What is your training team doing to prepare for this fundamental shift?

The Problem With Experts

In an exchange with Sushil Mehrotra through Ecademy.com I was reminded that there are two key challenges when leveraging subject matter experts (SME).

1. As Sushil pointed out, you can learn to copy the behaviors and skills of a recognized expert, but you may not find a way to take those competencies to the next level. The goal should always be to move the standard distribution of your team to the right (increase the number of top performers and raise the top performance bar). So mimicry may help you get better quickly, but just as benchmarking only allows a company to become as good as a competitor, you must apply creativity to take that skill to the next level. The goal is always to create space and differentiate oneself from others.
2. When you have a SME teach others the 'students' will learn the SME's best habits, but they will also likely learn some of the worst. Everyone falls into patterns of taking shortcuts to be more efficient and some of those may not be fully aligned with the desired way to achieve results (i.e. they may bend the rules a bit). More detrimentally, it is highly likely that a SME has a few bad habits and that those are not differentiated from the best ones by the students. I have come to prefer video as a behavior modeling tool for that exact reason. You can sterilize the model and eliminate the bad habits. These may be as innocuous as taking six steps to complete a task in Excel that should only take two or as grand as not using automation at all to complete a significant task.

So there is a place for subject matter experts in the training and development of others, but it is not a panacea or the most effective quick-fix in most situations. Create some structure and challenge the students to identify ways to take the skill(s) to the next level.

Training vs. Performance Support

Having recently taken on the CLO role (in addition to my role as the Director, Customer Experience) at my company, I was faced once again with the need to accelerate the potential of the training team. I inherited a group of instructor-led classroom training professionals that provided three types of 'training'. They provided technical instruction that covered the primary areas of Operations and the programs that we sell. They delivered 'soft skills' training to customer-facing employees (and a few internal-only people). They delivered motivational presentations. They put a curriculum together for every position and measured success by the percentage of the curriculum that was completed by each employee and by the number of employees that attended each class. Of course, these were very complimentary goals because forcing someone to take all of the assigned classes ensured positive 'butts in seats' numbers as well. But what happened when an employee needed to enhance some knowledge or skill immediately and that class was not scheduled? This team was sharp enough to realize that they also needed to be available to sit with employees to provide that just-in-time assistance.

I needed to do two things very quickly:

1. This team was full of wonderful people and we needed to fully take advantage of their skills and knowledge across all areas within our parent company. This meant that we needed to organize the existing 42 classes and fully flesh them out so that these 11 trainers could advertise their offer and become fully leveraged.
2. We needed to identify methods by which we could quickly put answers in the hands of our employees without making them wait for a training class or for a trainer to become available and sit with them.

It took three weeks to accomplish number 1. and the results of that effort will be shared with the leaders of the training organizations at our sister companies this coming week. The trainers created pre tests so that employees who did not need the training could place out of it and stay productive (keep on working). They created post tests so that we could measure an increase of knowledge 30-45 days after training (based on an increase between the pre-test and post-test scores, if any). They created job aids for the students' bosses so that the bosses would know the learning and performance objectives of each class and could hold the students accountable for using what was learned on the job. (The company has also recently beefed up our performance measurement with a more robust set of KPIs that I will monitor pre and post training to reach a Kirkpatrick level three measure of the team's effectiveness.) All of the class materials have been stored in a folder on a shared drive along with an overview so that anyone can pick up and deliver the course with only a little homework to prepare. This also cut down on all travel as there are trainers in each of the three main cities in which we have Operations and Sales groups.

The second objective has taken more work to realize and we must also get IT's approval, which is always interesting. Because people learn different ways we must provided a blended approach to increasing knowledge and improving skills (training ONLY improves gaps in knowledge and skill - see my blog on Gilbert's Model). Not every knowledge gap is also best filled by attending an instructor-led course. Some information should be at the employees' fingertips at all times. Some employees know what to do, but not how to effectively do it. They simply need to see it done right a few times until they master the skill themselves. Employees also need access to experts, and no trainer can be an expert on everything. Finally, we need to expand the offering beyond the line employees and help the leaders effectively do their job. Many people are sent to training to be 'fixed', but training does not fix 'broken' people. Leaders must learn how to identify the root cause of performance problems, and leaders must take ownership of developing their employees. The training team is a support team and our customers are the team leaders and executives. We should not do their job for them.

I am presently working with the trainers to develop skills in the following areas (which will help us realize the second goal):

• Subject Matter Expert Created Content
• Enterprise Wiki - a searchable database of information that is updated in real time by the employees (and confirmed for accuracy weekly by assigned experts who have the final say)
  
• Behavior Model Video - the video shows an expert executing the skill well (e.g. pre-positioning to prevent a common sales objection) and the attached job aid outlines the steps that were viewed
  
• Screencasts - Flash-based software tutorials that demonstrate 'how to' use key functionality in 30 to 60 second clips
  
• Facilitated Case Study - the 'students' review a deal prior to the session and identify issues; they share, discuss, and debate the issues during the session; the facilitator types up the documented agreements and sends them to the students and the students' bosses (collectively the group knows more than the trainer/facilitator)
  
• Trainer Created Content
• Self-Paced Training - whether a workbook or a web-based module, the trainer bases the content of the self-directed materials on job analyses (only facts and decisions are taught this way)
  
• Job Aid - a quick how-to reference guide (not an FAQ) for common skills that employees should post on the walls of their cubicles
• Instructor-Led Class - some topics require the opportunity to interact with others, practice the new skill in a safe environment, and to get feedback on that performance
• Special Learning Activities
• Assessment - valid and reliable test of soft skills, aptitude, and/or capacity that might be a self-assessment, boss-assessment, or 360 degree-assessment followed by an interpretive feedback session
• Individual Development Plan or Performance Improvement Plan - specific improvements are defined and documented along with the steps that the employee agrees to take to execute the plan (and improve)
• Coach - based upon a specific interpersonal skill gap a weaker employee (protégé) is partnered up with a stronger employee (mentor) and their interactions are guided by a plan such as the IDP above
• Developmental Assignment - most learning comes from doing and evaluating the results of our decisions and actions (both successes and mistakes) so employees are put into roles on projects, etc. where they are forced to excel in the area that needs to be developed