Innovative Sourcing Strategies for

Mastering the Talent Landscape

It’s a Marathon, Not a Sprint

VOLUME 1 | ISSUE 1

Hire Innovation, Higher Results

 Innovative Sourcing Strategies for
Mastering the Talent Landscape

It’s a Marathon, Not a Sprint

In this renewed period of global economic growth, HR and talent
management teams are engaged more actively than ever in the
pursuit of sourcing the most valuable hires. As the overall talent pool
shrinks, especially for highly specialized skill sets, organizations are
beginning to adapt to these challenges by sourcing outside the box.

Industry Challenge
The United States is currently facing a growing shortage of candidates
with the skills necessary to fill roles being created by the private
sector. Across all industry verticals, there is an urgent demand for
skilled talent without enough qualified candidates to fill the need. In
certain sectors, such as computer science, engineering and design,
especially severe skill shortages prevail and finding top talent is
more difficult than ever. A recent study forecasted that the American
economy would annually create as many as 120,000 new computing
jobs requiring a bachelor’s degrees between 2010 and 2020.
Why are there Difficulties However, the American higher education system is currently only
Filling Key Vacancies? producing 40,000 bachelor’s degrees in computer science annually.i

The current challenges in talent acquisition are of global concern;

case in point is the Chinese recruitment climate. With more than
U.S. College Graduates per Year one billion people, the most populated country in the world is a
surprising contender in this talent struggle. According to the World
Economic Forum, China’s demand for talent will increase by 5 percent
New U.S. Jobs per Year annually through 2020. Paradoxically, China’s workforce is projected
to shrink by 143 million workers by 2050.ii With a high demand from
thousands of businesses worldwide to manufacture, sell and provide
= 10,000 people
service, China and many other countries face obstacles in traversing
the current recruitment space.
 Winning in this increasingly competitive recruitment environment
requires the adaptation of fresh approaches to supplement traditional
sourcing strategies. Please consider these innovative techniques in
recruitment and strategic sourcing to master the current challenges
existent in the talent landscape.

Innovative Sourcing Strategies

Try Gamification
A study found that 51 percent of American adults felt that adding
an element of competition to an activity makes them more likely
to focus on and return to that activity.iii Recruitment gamification
is a growing technique, seeking to reach candidates on a more
personal level. Merriam-Webster defines gamification as, “the
process of adding games or game-like elements to something so as
to encourage participation.”iv Gamification of recruitment efforts
challenges candidates to showcase their value to the organization.
Consider engaging social communities with trivia, contests and
surveys to stimulate and challenge the audience. These efforts can
also provide an indication of candidate knowledge, personality and
strengths. For example, an organization seeking web designers could
embed hidden job openings into the HTML code of the company

Gamification of recruitment efforts challenges candidates

to showcase their value to the organization.

website. The employer might then post a hint on social media with
an incentive. The users could then compete to find the hidden code,
thereby demonstrating their skill through healthy competition.

Adding challenge-based elements to employee referral programs is

another effective way to source through gamification. To encourage
employees to refer members of their networks, try offering
monetary, recreational or altruistic rewards for employees to choose
from based on their number of referrals. Establish leader boards
praising top referrers and award virtual badges to increase program
engagement.

A great example of recruitment gamification at work is Accenture.

Using Facebook as its prime social platform, Accenture has
designed four unique games with which to engage candidates. The
goal of these games is to entertain and educate candidates about
Accenture’s employee value proposition. These candidate games
also communicate how to climb Accenture’s career ladder. In one of
the four games, users begin as “intern gamers” and ascend the ladder
as they answer questions correctly. Another of these games uses
cards to help candidates get to know top employees and which skills
allowed them to gather momentum in their careers at Accenture.v

Find Them in Class

For highly specialized or technical skill sets, sourcing candidates with
specific degrees or certifications can be a steep challenge. Construct
a schedule of skill aligned certification classes and university courses
that are being held locally or in the nearest metropolitan area. Engage
potential candidates with branded materials in communal study
spaces or as they exit class. Engage a current employee in a similar role
and, if possible, offer them as a possible speaker or career mentor to
aligned classes or college career centers. These institutions are likely
to welcome professionals with real life experience to help inspire the
student body.

A PeopleScout client and global leader in the distribution of food

products, regularly leverages truck driving school partnerships to
build their candidate pipeline. This company makes use of strategically
placed flyers and referral cards that offer step-by-step application help
and personal contacts. The team also works directly with teachers to
ensure they understand the qualifications necessary for a successful
driver. “This company’s time-to-fill for driver roles has been greatly
reduced by our sourcing efforts focused on Commercial Driver’s
License (CDL) schools. Our team has developed a cycle of pipelining
new drivers straight from graduation day,” says David Ludolph, Senior
Vice President of Client Delivery at PeopleScout.

Share Their Interests

Demonstrating attentiveness to candidate interests instantly validates
these individuals and draws their attention to the employer. Investigate
the probable hobbies or interests of the requisition demographic.
Perform a deep search of blogs, vlogs and social pages surrounding
these extracurricular topics. When appropriate, respond to the user
comments of potential candidates to engage them and peak their
interest. For instance, an employer actively seeking mechanics might
approach prospectives through popular NASCAR blogs or consider
tabling at local auto shows.

Also consider reaching each out to interest-based organizations or

MeetUps that align with requisitions. Send email blasts regarding
job openings to HR and talent management executives within the
chapters of a trade association. Sponsoring an association event also
demonstrates the employer as a stakeholder in these organizations.
 Both positive and negative employer reviews can be
leveraged as opportunities to promote openness, improve the
organization through constructive criticism and share additional
elements of the employee value proposition.

Practice Transparency
Transparency is a magic word in the recruitment landscape of today.
A 2014 survey found that 96 percent of candidates feel it is very
important to work for a company that demonstrates transparency.
vi Leveraging social media to provide an unguarded window into

the culture and personality of a business communicates a sense of

hospitality and credibility to candidates. Encouraging dialogue and
A 2014 survey found that expression through photos and videos implies that the employer
96 percent of candidates fosters a similar environment in the physical workplace.
feel it is very important
A 2013 study showed that 46 percent of Glassdoor users read
to work for a company
employer reviews in the beginning of their job search without having
that demonstrates spoken with a recruiter or hiring manager.vi It is important to develop
transparency.vi a strategy for responding to both positive and negative reviews on
Glassdoor or various job boards to show transparency. For instance,
in the occasion of a negative review, apologize for his or her
experience, offer up an alleviation plan for the issue (if applicable)
and provide a form of contact for the user to further address the
concern. Alternatively, in the occasion of a positive review, respond by
thanking the user and offering more positive news relevant to his or
her review. For example, if the user praised the employer’s work life
balance, respond by sharing news about the new employee wellness
program that was recently implemented. Both positive and negative
employer reviews can be leveraged as opportunities to promote
openness, improve the organization through constructive criticism
and share additional elements of the employee value proposition.

Dell is a strong representation of transparency in recruitment. With

over 500,000 likes on Dell’s Facebook-based career page, Dell has
more likes and followers than Facebook’s own career page. The
widely successful technology solutions company proactively manages
its page by posting and sharing videos and photos of its workplace
environment and encouraging open dialogue. Dell emphasizes
 Job posts get 36% more
The Cost of a Bad Hiring Decision
applications if accompanied
by a recruiting video.ix

30% of the hired employee’s Bad Hiring Decisions account for nearly
first-year income 80% worker turnover problems

employee achievements of individual employees, its partnerships with organizations aligned with
offers candidates the chance to apply to jobs requisitions. For instance, the Grainger team targets
directly through the Facebook page and illustrates events hosted by community organizations as a way to
the company culture through employee quotes reach candidates. This PeopleScout client also ensures
and pictures of events. Dell engages candidates by a physical presence at extracurricular and alumni
asking direct questions to its audience and garners events to reach new graduates for entry-level roles.
information about users through polls. Dell also “There is a great deal of value in attending requisition
provides career tips and professional planning aligned events, these efforts offer candidates an in-
advice to lend potential candidates a hand in their
person interaction with employer representatives.
search. vii
Being able speak with potential candidates personally
helps to create a more effective pipeline by allowing
Seek Them in Their Element candidates to be evaluated immediately,” says Jessie
Upon examining the requisition demographic, McGowan, Vice President of Account Operations at
research and attend industry events at which PeopleScout.
potential hires might be attending or speaking. The
subject matter of the event is an ideal icebreaker Renovate the Job Description
in which to engage candidates. Create a calendar of According to the US Department of Labor, the average
anticipated events that align with the skill vertical. cost of a bad hiring decision can equal 30 percent of
Subsequently, place advertisements for open the hired employee’s first-year income. Inferior hiring
positions on the website of organizations that are decisions are also at the root of nearly 80 percent of
hosting the selected events. worker turnover problems; the longer substandard
employees stay on the job, the more it will cost to
Create custom business cards that contain a link replace them.viii To improve the match between job
to specific job descriptions on the career site. candidates and recruitment needs, start by revisiting
Presenting the opportunity to the candidate the job description. Ensure the job descriptions are
personally, paired with a direct path to information thorough and accurate, more clearly defining the
concerning the role provides the individual with an tasks the new hire will perform, the hard skills they
impression of both sincerity and convenience. will need to carry out to these responsibilities and the
individualized traits and soft skills that will be essential
Grainger, North America’s leading broad line supplier to success in the role.
of maintenance, repair and operating products,
sources many of its candidates by expanding upon
 Consider incorporating more than just verbiage. A recent study
determined that job posts get 36 percent more applications if
accompanied by a recruiting video.ix Recruiting videos featuring
pertinent job types will resonate further when paired with a strong
description. Providing a detailed illustration of the role will increase
transparency and establish further trust with the prospective
candidate. Examples of tangible projects, specific challenges
and quantitative expectations (if applicable) allow a candidate
67% of active and passive
to more closely understand the role they may be stepping into.
job seekers say it is While developing the description of the role, it is advantageous to
important to them that emphasize, as accurately as possible, what will make a new hire
the potential employer successful in this particular position.
prioritizes a diverse
workforce.vi It has been found that roughly 40 percent of individuals respond
better to visual information than plain text.ix Adding an element of
design to create a more branded, stylized description communicates
professionalism and shows that candidate experience is a high
priority. Sodexo is a great example of this, providing some of its job
descriptions in the form of an infographic describing the role.

Be Simple, Direct and Personal

Make the candidate experience as direct and simple as possible. An
employer might, for example, print flyers or cards with direct social
links or abridged website links that make it easy for busy individuals to
access job information on the go. These items should be strategically
placed in requisition-aligned locales. Providing potential hires with a
simple and direct route to the job can encourage passive candidates.

Consider sending highly personalized messages to prospectives

noting specifically why they are being contacted. This message could
also include how the candidate was found and why he or she would
be perfect for the role. With particularly sought after candidates,
try sending them an e-gift card to a local coffee shop and suggest
meeting to discuss opportunities.

Appeal to Diverse Candidates

A 2014 survey by Glassdoor found that 67 percent of active and
passive job seekers say is important to them that the potential
employer prioritizes a diverse workforce.vi Diversity hiring refers not
only to ethnic variation, but also to gender, ability and age diversity.
When seeking diverse employees, show current diversity by using
images of real employees, not stock photographs. Employee
testimonials and success stories featuring diverse individuals help
candidates see themselves in the workplace environment.
An employer in search of bilingual candidates might consider
targeting publications printed in the applicable language or
scheduling a radio spot on a bilingual station. Promotion of open
positions in restaurants, religious institutions, social organizations
or community centers in diverse neighborhoods is another effective
way to directly target the demographic. KeyCorp, a regional bank
in the Cleveland area, has made diversity hiring a priority. The bank
boasts a CEO-led executive diversity council; 15 percent of executive
bonuses are tied to meeting KeyCorp’s diversity goals. One of the
most impactful efforts has been the bank’s cross-cultural mentoring
program, in which two thirds of its managers participate.x

To promote gender diversity, consider focusing on social platforms

that consist of predominantly female users. For instance, women
account for over 80 percent of Pinterest’s users.ix Knowing this, an
employer seeking female IT staff could run a campaign of infographics
touting the advantages and momentum existent in technology-based
careers. This organization could subsequently compose and share a
board of inspiring women in technology. To continue the strategy,
the employer could follow and share content from area technical
schools or targeted individuals across its social networks.

An organization seeking to recruit candidates of diverse abilities

could cultivate relationships with disability-related advocacy
groups. Relationships with applicable organizations will help reach
and welcome disabled individuals in search of employment. The
employer could then promote openings in newsletters of these
disability-advocacy organizations, as well as in disability related
publications, blogs, websites and social pages.

Be Altruistic
Becoming an advocate for the issues that matter most to the
demographic will resonate on a personal level with candidates.
By identifying, cultivating and proactively nurturing relationships
with causes candidates associate with, they are able to connect By identifying, cultivating
with the employer on a personal level. An employer might choose, and proactively nurturing
for instance, to fund mentoring or scholarship programs at local relationships with causes
schools. An effort such as this displays the employer’s investment in candidates associate with,
the welfare of these students. they are able to connect
with the employer on a
A survey by Net Impact recently found that 53 percent of professionals personal level.
stated that “a job where they can make an impact” was very
important to their workplace satisfaction. Employer involvement in
industry-related causes shows passion and thought leadership within
the industry, appealing to both candidates and current employees.
72 percent of new graduates agreed.xi For instance, a construction
company might consider partnering with charities that build homes
for the disadvantaged or repair schools in areas of poverty.
The Toms’ “One for One” motto is a well-known contributor to the
brand’s success as a philanthropic retail company. Toms seeks like-
minded employees to build the success of the brand. To achieve this,
Toms specifically invites candidates who “want to change lives and
be a part of a movement.” Toms also promotes its Annual Employee
Shoe Drop for disadvantaged children globally on its career page and
social platforms.xii

Prioritize Employee Engagement to Build a

Compelling Employer Brand
In today’s perpetually plugged-in culture, there is nowhere to hide
for companies with unhappy employees, making it more important
than ever to take steps toward increasing workplace satisfaction.
Businesses that differentiate by branding themselves with an
engaging company culture are making a strategic business decision
to broaden their appeal. A recent research study by Inc. Magazine
found that 18 percent of 2012 college graduates deem ‘company
culture and the perks’ as their number one priority in choosing
between employers.xiii Correspondingly, a study by Monster said
college students presented with a position at a business with a great
culture would accept an average of 7 percent less in starting salary.xiv

Effective employee engagement initiatives thrive upon the nurturance

of a workplace culture that encourages open communication,
recognizes and rewards quality work, enables workplace health
and wellness and encourages both teamwork and solidarity among
colleagues. Consider organizing internal committees and activity
groups with various focuses. For instance, some employees might
feel more inspired at work when taking part in a corporate social
responsibility initiative. Others might experience a strong sense
of community in joining a company kick-ball team. Additionally,
offering an anonymous survey or feedback inbox allows employees
to feel like their voices are being heard. This type of effort could also
potentially dissuade disgruntled employees from posting negative
remarks on social platforms.

Wegman’s Food Markets is known for its reputation as a great

employer, having appeared on the annual list of the 100 Best
Companies to Work For in the US, published by Fortune. Wegman’s
places high priority on work-life balance, development and employee
camaraderie. To achieve this, the company offers flexible scheduling,
career enhancement opportunities and a fun, family-like work
environment. These factors have increased employee satisfaction
and engagement without heavy monetary expenses.xv

Flaunt the Employer Brand to Candidates

According to a recent study by Glassdoor, 94 percent of candidates
are likely to apply to a job if the employer actively manages their
employer brand.vi
“The brand should create buzz about the company’s potential candidates with a clear look into employee
employer appeal through the website, social media life at the company. The page features photos, videos
platforms, the career center, and direct candidate and descriptions touting its family-like culture, state
communication. These efforts all set the stage for of the art offices, career development programs and
building a pipeline of top talent,” says Taryn Owen, unparalleled benefits. Square’s career sites and social
President of PeopleScout. PeopleScout’s dedicated platforms are all carefully designed and branded to
delivery teams focus on building a strong employer highlight the employer brand from the beginning to
brand to source candidates. Case in point is Danfoss, the end of the recruiting process.xvi
a leading global manufacturer. Danfoss’ team uses
social media, its company website and its career site The rewards of achieving quality hires are indisputably
to illustrate facets of the employee value proposition worth the effort; companies with superior talent
like diversity, internal culture and corporate management practices have been proven to achieve
responsibility. Danfoss leverages tactics such as – considerably higher sales per employee, market value
offering testimonial videos, employee photos and per employee and profits per employee.xvii Whether
infographics demonstrate corporate success. the objective is the hiring of niche talent or high-
volume short-term positions, creativity is essential
There is a wide array of innovative ways to elevate in successfully tackling and mastering the talent
the brand without a dramatic monetary impact. landscape.
Consider communicating the brand in the form
of video testimonials from top performing or
tenured employees who present distinct views of
the employee experience. Socially sharing photos
from workplace activities such as charity events,
teambuilding exercises, or celebrations of personal
About the Sponsor
and professional milestones will inspire and excite
prospective candidates. Open blogs and surveys PeopleScout, a TrueBlue company, is one of the
will demonstrate that the organization is interested world’s largest recruitment process outsourcing
in two-way communication, while social media (RPO) providers, offering services aimed at helping
participation of employee advocates will illustrate companies improve quality of hire for their exempt
employee satisfaction and loyalty to potential hires. and non-exempt hiring needs. PeopleScout’s suite
Creating a buzz about cultural differentiators adds to of services includes RPO, employment branding, on-
the business’ employee value proposition. A business boarding, career counseling, and employee retention.
boasting an attractive, contemporary physical space, Facilitating over 250,000 annual hires worldwide,
might try featuring a virtual tour of the office on the
website, career site, and social platforms. Businesses
that are mobile optimized, leveraging applications
that enhance productivity should consider sharing
videos of tech savvy employees mastering these
tools. Bonuses such as these are especially attractive
Hire Innovation, Higher Results
to millennials who are notorious for being difficult to
source as well as retain.

Square has made it a priority to communicate its

employer brand through all aspects of its recruiting
process. For instance, Square’s career page greets
Sources

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iii. http://www.jwtintelligence.com/2011/01/data-point-gamification-effect/#axzz2cXE9o7W8
iv. http://www.merriam-webster.com/dictionary/gamification
v. http://www.candarine.com/gamification-in-recruitment-different-approaches-for-different-goals-and-budgets/
vi. http://employers.glassdoor.com/statistical-citations/
vii. http://blog.capterra.com/examples-companies-facebook-recruiting/
viii. http://resources.dice.com/report/the-cost-of-bad-hiring-decisions/
ix. https://www.jobcast.net/26-social-recruiting-stats-and-facts/
x. http://www.diversityinc.com/diversity-management/5-great-regional-companies-for-diversity/
xi. http://www.forbes.com/sites/jeannemeister/2012/06/07/corporate-social-responsibility-a-lever-for-employee-attraction-engagement/
xii. https://www.smartrecruiters.com/blog/top-10-corporate-social-responsibility-initiatives/
xiii. http://www.incmagazine-digital.com/incmagazine/20120708?pg=26#pg26
xiv. http://blog.recruitifi.com/company-culture-as-recruiting-brand-3-ways-culture-impacts-recruiting
xv. http://www.hrworks-inc.com/topics-in-hr/articles/3-benefits-administration-articles/350-taking-a-closer-look-at-benefits-the-wegmans-way
xvi. https://squareup.com/careers
xvii. Huselid, M.A. (1995). Academy of Management Journal, 38 (3) 635-672