Sham WOW! Overselling an Employment Opportunity - Part 2

Last week, one of our clients sent me some solicitation information his company had received from an employment assessment company.  The information was a sample report that candidates receive from the assessment vendor upon applying to a given company.

The report is intended to give the candidate some feedback concerning their personality, and some insight regarding their potential for success at the said company.  The report is well done from a graphical perspective.  The assessment results are presented in a box on the upper right hand side in each of four pages, thus the candidate can easily access the information.
 
The problem is that the assessment results boxes are surrounded by a series of testimonials from existing employees.  Most of the testimonial boxes contain pictures of attractive women, and the general theme of each testimonial is that the person found fulfillment in life by working for this company.

I think testimonials are helpful, and one or two might complement this report nicely.  But, this report contains seven testimonials in just four pages!  The testimonials take up as much space on each page as the assessment results, and surround the box that contains the information the candidate is trying to read.

It’s like we’re back at the fair and the “gadget sales guy” is desperately trying to get my attention for a few minutes to make a sale.  The neon lights are flashing as the candidate approaches this employment opportunity.  Naturally, defenses rise under such circumstances, and people become protective.  What is effective in separating a person from the $10 that is in their wallet at the state fair, typically has the opposite effect in an employment dialog.

I know the majority of you are probably not involved in candidate advertising and marketing, but many of you are involved in various other aspects of the hiring process, including prospecting for candidates and conducting interviews.  The same principles apply to these pieces of the hiring process.

Overselling your company and your team will have a very negative effect on your recruiting results.  While most of us can look at an advertisement and tell if something looks gimmicky, it is difficult for many people to realize how their conversations may contain many of the same traits.

Here are some quick questions that you can ask yourself:

1. What percentage of your conversations involve you talking versus the candidate talking?

2. What percentage of your conversation is spent talking about the candidate’s existing organization (or past experiences) versus your organization?

3. What percentage of your conversation do you spend talking about the challenges on your team?  Do you ever talk about how a candidate’s contribution could enhance your team?

I'm sure you can figure out the correct answers to these questions by reflecting back on past interviews, but can you determine if you're doing these things during a live conversation?  The first step is to make an effort to become more aware of what you're saying during a recruiting conversation, and then make adjustments if you find you are overselling.  To follow up, you may want to invite a trusted friend or collegue to attend one of your interviews and then provide you some honest feedback on this topic.  

Believe me, if your recruiting conversations sound like they belong in the gadget barn, better to find out so that you can make some changes.  First impressions can become last impressions if you don't "fix" your approach.