How to Attract Candidates

Summary

This script discusses the importance of job descriptions as a product, comparing them to items like bags that carry more than just their functional purpose. It emphasizes the impact of job descriptions on perception and identity, and how they should be tailored to appeal to various demographics. The script also touches on the need for companies to evolve their job offerings and marketing to attract a wider range of candidates, using examples like Facebook and Google's strategies to attract young male engineers.

Takeaways

• 📄 **Mashup of Two Documents**: A job description is often a combination of a job advert meant to sell the role and a detailed description of responsibilities.
• ⏱️ **Time Constraints**: Recruiters and candidates quickly judge resumes and job descriptions, respectively within seconds.
• 📈 **Impact of Word Choice**: Masculine-coded words in job adverts can bias the hiring process towards male candidates.
• 👜 **Job as a Product**: A job is like a product that carries more than just functional value; it also communicates status and identity.
• 💼 **Perception and Status**: The job's perceived value can affect how one is seen by others and how one sees oneself.
• 🏠 **Comprehensive Package**: A job encompasses not just the role but also includes salary, benefits, work-life balance, and community.
• 🎯 **Targeted Demographics**: Jobs, like products, are often targeted at specific demographics, which can unintentionally exclude others.
• 🚀 **Evolution of Job Appeal**: Successful companies like Facebook and Google have tailored their job offerings to appeal to certain groups.
• 🔄 **Shift in Mindset**: The focus should shift from finding more of one demographic to changing the job and its presentation to appeal to a broader audience.
• 🌟 **Inclusive Job Design**: The goal is to make jobs attractive to a wide range of people by considering various factors beyond the job description.

Q & A

What is the typical issue with job descriptions combining job adverts and detailed descriptions?

The typical issue is that job descriptions often combine selling the role (like an advert) with detailing responsibilities and duties, which can result in neither aspect being effectively communicated.

What is the average time a recruiter spends looking at a resume, and how does this relate to how long candidates look at job descriptions?

Recruiters spend an average of nine seconds looking at a resume, while candidates spend seven to eight seconds looking at job descriptions, indicating that first impressions are crucial and must be impactful within a very short time frame.

How can the use of masculine-coded words in job adverts affect the likelihood of hiring a male candidate?

Using masculine-coded words in job adverts can make the job seem more appealing to male candidates, increasing the likelihood of hiring a male by 1.3 times.

What is meant by the analogy of a job being a 'product'?

A job as a 'product' encompasses not just the role and company, but also the salary, benefits, identity, work-life balance, company culture, and other factors that contribute to the overall perception and experience of the job.

How does the perception of a job as a product impact the way it is marketed and targeted to potential candidates?

When a job is viewed as a product, it is targeted towards specific demographics, similar to how consumer goods are marketed. This approach helps in understanding how to change the job and its marketing to appeal to different groups.

Why is it important to think of a job as a product when trying to make it appealing to a wide range of people?

Thinking of a job as a product allows for a better understanding of how to tailor the job and its presentation to attract a diverse audience, considering factors beyond just the job description.

What is an example of how companies like Facebook and Google targeted a specific demographic in their job offerings?

Facebook and Google targeted young male engineers with perks like free breakfasts, bean bags, and ping pong tables, which inadvertently appealed more to one demographic than others.

How can companies change their approach to job offerings to appeal to a more diverse workforce?

Companies can change their approach by modifying the job role, company culture, and how they communicate these aspects to make them more appealing to a wider range of potential candidates.

What is the significance of understanding that a job is a combination of many factors beyond just the role and company?

Understanding that a job is a combination of factors like salary, benefits, identity, and culture helps in creating a more comprehensive and attractive job 'product' that can appeal to a broader audience.

How does the mindset shift from finding more of a certain demographic to changing the product to appeal to different demographics?

The mindset shift involves moving from a focus on attracting a specific demographic to a broader approach of adjusting the job and its presentation to be more inclusive and appealing to a variety of potential candidates.

What are some strategies that can be employed to make a job more appealing to female engineers, as discussed in the script?

Strategies include changing the job role to be more inclusive, adjusting company culture, and modifying how the job and company are presented to potential female engineers.