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As a company grows in size, it becomes
increasingly added to mutual funds and invested in by conservative institutions
looking for reliability. The very things that made it strong in the beginning
(risk taking, innovation, entrepreneurial leadership) become the enemy of
predictable quarterly performance. "Regression to the mean" is a way
of describing the fact that big companies tend to deliver mediocre performance
as a part of achieving reliability. Over the long haul, the stock market rewards
regression to the mean. Our correspondent was suggesting that objectives
like becoming "the employer of choice" for everyone or "a cool
place to work" without specific targets in mind leads to an analogous
"regression to the mean." CRM is worthless as a strategy unless you've
done the demographic homework. Much like exclusively advertising on large job
boards, trying to reach everyone all of the time produces one large mucky pile
of mediocrity. The answer is in the precision with which you target your
audience. Out on the Atlantic shelf, there are great
fishing platforms that throw huge nets out to catch lots of fish. These floating
machines are so intricate that the product of their work, while still on the
boat, is a can of tuna. From huge net to cases of Starkist, the process is
massive. It's a bad way to manage fisheries characterized
by shortage. It's a path to "regression to the mean." It's the essence
of the large monolithic job board. How incredibly silly it is to suggest that the
same web page that engages an Actor from New York will delight a techie from
Macon, GA. But, that's how big job boards treat the fish they package. And,
it's the model that corporate employment sites have adopted. How unimaginative and ineffective could you be? As you consider building a Recruiting
organization that uses a CRM strategy, understand that it is inherently
different. It focuses on the specifics of the audience it wants to reach. It
hopes for intimacy and engagement with each member of the audience. It is not
interested in being anything for everyone. It is trying to stave off
"regression to the mean."
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