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Why It Works (November 03, 2000) As pragmatists, we have little time for questions like "Why". The academic arena concerns itself with "Why" while those of us charged with running businesses are better served with questions like "How", "When", "Where", "Who", "What", "If" and "Whether". "Why" is usually better left in the hands of a company's founder. It tends to disrupt the workflow. If it has to be addressed, "Why" belongs to strategic planning and budget processes. It's not really a democratic question. The "How of it" is simple. As we mentioned in our last article, all tools degrade in effectiveness in a shortage driven marketplace. A prudent manager (or recruiter) must constantly search for new weapons while polishing skills on the current set. As more customers discover a given tool, its ability to generate results declines. To reiterate, it's an arms race. The underlying reasons are simple and combine basic mathematics with first mover advantage. When a new service or form of service opens its doors for business, it introduces novelty into a niche. In the early days of job boards, it was not unusual for a customer to receive 125 valid responses to a job opening. The ratio of jobs available to online candidates was skewed in favor of jobs. As word of the successes of very early adopters spreads (that's what marketing and sales forces do), more customers join the fray. This increases the number of jobs in the mix and effectively reduces the likelihood that a given job will get a match. Three years into the job board business, the problem was too many non-qualified candidates. Quantity was declining, but quality declined at a faster rate. Ultimately, the effectiveness of a given tool settles at a market rate. With 70,000,000 job 'postings', it's little surprise that current results are so low. A company that posts a single job to the internet risks receiving no valid responses. Targeted carpet bombing services (like those offered by RecruitUSA) offset the risk but are vulnerable to the same dynamics. As each niche opens up, the same trend seems to take place. So, early users of the 'left handed astrophysicists career board' should expect better results than later users. Even the tiny niches will settle into a predictable delivery of a results stream, however. This basic trend extends to every new addition of the arsenal. Today is a very good time to be using free agent sites. It's a great time for referral networks and placing computers in the homes of every employee. On the other hand, you can tell from the AIRS moves into diversification that the desktop based candidate acquisition programs (like our Seminar in a Box) are beginning to show the same declining effectiveness. It doesn't mean that the tools don't work. It just means that there are very real limits to the ultimate utility of a given tool. Knowing that tools are subject to decreasing relative effectiveness should be the source of strategic inspiration. Having a function dedicated to the discovery of new tools as they emerge is critical to maintaining a competitive edge in the marketplace for candidates. Not getting this simple principle is the reason that so many CDI employees are watching their stock holdings erode. It's at the root of the massive decline in staffing company valuations. It's the barrier that new entrants have to figure out. It's also a platform for real marketing success. Imagine the success of the player who figures out how to reverse this trend for its customers.
- John Sumser © TwoColorHat. All Rights Reserved. Win a 17-Day Safari to Africa for Two! Learn how you can win a trip to Africa simply by becoming a Vault member and referring your
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November is the time of year when budgets are drawn in all but the smallest and youngest companies. This year's budget discussions will feature some new possibilities. Alumni Networks, hybrid systems, referral programs, job board in a box, recruiting gateways, exchanges and other new categories are hitting the limelight this year.
Meanwhile, the number of candidate aggregators (job boards) continues to explode.
Pity the Recruiting manager who is stuck with a 10% increase over last year's budget. From a relatively fixed pie perspective, choice overwhelms the purchasing power of a lowly manager.
Here's the problem: Recruiting costs are rising rapidly. A budget doubling may well not be adequate to solve the problem of reaching out to scarce talent in a noisy market driven by shortage.
Retailers are giving away automobiles as signing bonuses for holiday help.
Recruiting budgets are heading towards 100% of the first year's salary.
And still, it may not be enough. After all, you simply can't buy what's not on the shelf. Shortages produce weird purchasing behavior and difficult customer expectations. Used to easy availability, customers are surprised and frustrated by rising prices. Vendors, trying to build market share, experience this as cheapness. Really, the market just hasn't been adequately educated about the way things work in a shortage.
Here's how it works.
All that a vendor can offer is a recruiting tool. There are no "solutions" available. (A 'solution' might include a cloning laboratory that produced trained adults at a rate that met recruiting requirements.) In this market, tools all share some interesting characteristics:
- John Sumser © TwoColorHat. All Rights Reserved.
It's easy to forget that trench level recruiters get assigned to shows like the Talent Lab with no hope for reprieve. While the independent actors from small startups were pulling their booths down by lunch (hunters require huntable game), the young recruiters from big companies were stuck in the booths watching the empty aisles and preying for a target.
"How's it going?", we asked. "Miserable. We've seen no one today and two candidates yesterday", came the reply. "Why don't you pack up and see Boston, visit the colleges or just blow the day off?" "Lord knows when the boss will call. She's a real terror and is sure that this show isn't working because we aren't trying hard enough."
It would have been a good environment for recruiting recruiters.
We'd come to the Fast Company Talent Labs to see if our harsh assessments about success likelihood were on target. Originally, the event was positioned as a two day 'experience' in which recruiters, executives and careerists could get to know each other. By the time all was said and done, it was an ill attended job fair.
Our concerns were legit.
By turning the event into a free for all (just like Woodstock without the bands), the project managed to lose its identity without gaining an audience. There are a number of lessons to be learned from this particular failure:
- John Sumser © TwoColorHat. All Rights Reserved. At its most basic, the opportunity cost associated with a particular hire is the productive revenue lost because the hire wasn't made. Ask an IT manager with 20% of her desks unfilled whether she cares about the administrative costs in the Recruiting department. Of course she doesn't. She's working weekends and late evenings while continuing to miss deadlines. She is experiencing the real cost per hire: revenue lost from employees who weren't hired.
Here's an easy way to get your arms around the real cost per hire in your organization:
- John Sumser © TwoColorHat. All Rights Reserved.
Still, failure (both as a word and as a reality) seems hard to pin down in our industry, our organizations and the customers we serve. It's too bad, really. All that failure and so little learned.
Before the domain name was purchased by Virtual Job Fair (now owned by Brass Ring), JobCenter was an interesting participant in our industry in the 1994 - 1995 time frame. The concept was unbelievable at the time: build a network of sites using a central database with revenue sharing as the core business model. The venture failed because it was ahead of its time, had no sales force and flunked the accounting test. Mostly, it was ahead of its time.
In those days (as it remains today), the underlying theory of candidate aggregation business development is that it is somehow a technical business. We can't begin to tell you how many of the small entrepreneurial operations in our space waste millions on the reinvention of the technology that Job Center used five years ago.
Why?
Because, for some strange reason, exclusively owned technology is the largest driver in company valuation. A staffing firm, whether or not it has lots of candidates, is worth $1 for each $1 of revenue. In spite of the market crash, dot com companies (usually without candidates) are worth huge multiples (20 to 50 times sales). The market, in other words, seems to be telling companies to invest in technology because the investors will benefit handsomely.
It's a WOFM (Waste Of F'ing Money)
There is little in the way of meaningful technology being developed in our industry. Seriously, how clever can you make a search engine as it matches badly written job descriptions with inflated self assessments? From our vantage point, we see no one who is able to really step up to the challenge of solving the industry problem: the guaranteed on-time delivery of labor supply.
How long will we have to endure the inflated claim that Company X provides 'solutions' when all they really provide are barely working specialty tools? The next time you hear a vendor calling itself a 'solutions provider', ask them if they'll guarantee the delivery of the right bodies when you need them. When they say "No", ask them "whose problem are you solving?".
To be fair, customers don't often appear to want solutions. Much of the industry's emphasis on efficiency and cost reduction is a dodge for the fact that customers don't want to pay the real freight. Vendors rightly perceive most customers as cheapskates.
It creates a fascinating environment in which no one learns from failure, money gets wasted on redundant technology and doublespeak rules the day.
- John Sumser © TwoColorHat. All Rights Reserved. All material on this site is © 1995 - 2010
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