Innovation from iteration, pt 1

Lessons from e-commerce

I prefer to use the least effort in finding the most efficient solution.

More energy and focus for other things!

So if I want to solve a problem, the first step I’ll take is to see how others have solved it in similar spheres.

Such as we talked about the other day in applying 5Y to recruitment.

Or looking at adopting other tools and processes from industries, like e-commerce, in whose best interest it is to optimise what they do.

Often this comes down to approaches that are developed to make more money.

After all, why invest in new approaches if there is no ROI?

These next few newsletters look at lessons we can take from outside of the recruitment industry to improve how we recruit.

Growing up in business over the past twenty-odd years, I’ve seen many successful and failed evolutions in the internet and how to buy online.

From the boom and bust of the first version of e-commerce in 2001, which in part led to my Dad’s technical search firm tanking (TNG associates).

Through to how it was the only way to buy stuff during the first lockdown.

And everything in between.

Recruitment has evolved in much the same way, from automation and transactionalisation, creating an efficient if wonky ecosystem that works for most.

Where it hasn’t caught up though, systemically, is in optimising how visitors are converted into buyers.

All that money and time spent helping potential employees find you.

Sourcing, headhunting, advertising, branding, social media, so on and so forth – recruitment channels and touchpoints.

Yet little thought on how to make the best use of each touchpoint.

Little thought on how to influence the desired response from anything you do.

It’s a good thing E-commerce already does this, and we can learn a lot by adopting the results of their many £billions in research.

If SEO gets people to you from their searches, then CRO (conversion rate optimisation) influences those who are already in your e-commerce process to do what you want them to.

A conversion rate is the percentage of visitors who complete an action you desire. This could be anything from clicking a link (applying for a job advert), to completing a form (such as on an ATS), to arranging an appointment or buying.

I’m sure you can see the parallels between visitors & buyers and potential candidates, actual candidates and new employees.

CRO is a set of tools and processes that gets optimal results.

It’s based on technology, experimentation, psychology and behaviours, looking at your users and how they interact with every touchpoint in their journey.

From coming across an online advert, to landing on your website to the decision to buy and everything in between.

And if you’re already a copywriting convert, it may come as no surprise that conversion copywriting is a key tool in the CRO toolbox.

Now, I should point out that cynical CRO is manipulative (Pop-up: Did you forget to check out? There’s only 3 left in stock!), so the question here will be does the disbenefit outweigh the benefit?

Do you really want to manipulate your users into doing what you want?

That’s an ethical question, for sure.

However, adopt the ideas of CRO constructively and (I hope) virtuously within recruitment, and you will undoubtedly see improvement throughout.

If this seems too conceptual, let me tell you the practical application for me.

From how I write content on LinkedIn, to how I write my adverts, to writing this newsletter, to how I manage their recruitment process, to supporting their onboarding journey as they join their new employer -

I look at every touchpoint as an opportunity to inform, build trust and influence for the right reasons.

This works to support both positive and negative outcomes.

On the one hand, I have a 100% fill rate for retained vacancies.

On the other hand,  the last candidate that accepted a counteroffer in one of my processes was in 2008. Now that may be well before I’d even heard of CRO, but by that time I was already aware of the benefits of good process, and CRO maps well with those touchpoints.

Make of that what you will.

Before you go, let me leave you with one practical example to take away.

Without fail, when I see you post “I’m hiring” on LinkedIn, you’ll say ‘exciting opportunity’ #hiring #NewYearNewMove, and a link to an advert that’s probably a dressed-up job description.

It looks very much like every other post in the world.

Why would your ideal candidate bother clicking the link?

What if you also provided one example of why yours is a great place to work, with a one-liner on why your ideal candidate could be interested? Followed by a brief CTA such as “click below” or better yet “call me if you’d like more info”?

Little effort and a good habit to get into. And what might happen if your ideal candidate reads that?

All from the thought of better converting a reader into action at every opportunity.

Monday’s email covers more practical applications of CRO philosophy, to improve how you recruit.

Thanks for reading.

Regards,

Greg

p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services:

- recruitment of commercial, operational and technical leadership vacancies (available for no more than two vacancies)

- manage part or all of your recruitment on an individually designed basis for one client

- recruitment coaching and mentoring (one place available at £200/hr + VAT)

- recruitment strategy setting

- outplacement support

Just hit reply to check if my approach is right for you.