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LESSONS FROMA RECRUITING HONEYPOT
Elaine Wherry
Thursday, August 23, 12
OVERVIEW1. The recruiting crisis2. Tips & tricks3. The future
Thursday, August 23, 12
INTRODUCTIONElaine Wherry, Co-founder & CXO, Meebo
Thursday, August 23, 12
2009 CRISIS
goal !2010 PLAN
hirebuild
Thursday, August 23, 12
GUERILLA
Thursday, August 23, 12
GUERILLA
Thursday, August 23, 12
GUERILLA
Thursday, August 23, 12
GUERILLA
Thursday, August 23, 12
GUERILLA
surprise!surprise!surprise!
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HONEYPOT
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HONEYPOT
Thursday, August 23, 12
HONEYPOT
Thursday, August 23, 12
HONEYPOT
Thursday, August 23, 12
HONEYPOT
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HONEYPOT
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HONEYPOT
1. Pete is based upon a real person2. Pete is a static presence3. I’d own it fully4. Not make anyone look bad5. Share the results
HONEYPOT RULES
Thursday, August 23, 12
HONEYPOT
Thursday, August 23, 12
HONEYPOT
Thursday, August 23, 12
SINCE THEN...
Thursday, August 23, 12
SINCE THEN...• 514 emails
• 382 recruiters
• 172 organizations
• 7 iPad incentives
• 1 Xbox incentive
• 1 MacBook Air incentive
• 5 $1k referral cash incentives
• 2 $10k referral cash incentive
• 8 coffees
• 7 phone calls
• 6 lunches
Thursday, August 23, 12
15 TIPS & TRICKS
• Tips 1-6: Hiring manager tips
• Tips 7-15: How to help your recruiting team
Thursday, August 23, 12
TIP #1. GO GUERILLA
Thursday, August 23, 12
TIP #1. STARTUPS
13%PersonalEmail
53%Linked-In
Only34%Both
64%Linked-In
Total Emails
Thursday, August 23, 12
2%Both
79%Linked-In
Only
19%PersonalEmail
TIP #1. ESTABLISHED COMPANIES
79%Linked-In
Total Emails
Thursday, August 23, 12
How Meebo Found
JavaScript Engineers
8 Guerilla Techniques
6 Networking & Referrals
4 External Recruiters
1 LinkedIn
2 Campus recruiting
TIP #1. GO GUERILLA
Thursday, August 23, 12
secretjobs@meebo+inc.com/
Google/AdWords/
Stanford/finals/tee+shirts/
JavaScript/blog/puzzlers/
JavaScript/community/map/
JavaScript/meetups/
Resume/spider/engine/
JavaScript/bingo/
Speaking/events/
Stanford/CS/parDcipaDon/
Boolean/searches/
AcquisiDon/calendars/
Student/newspapers/
Jobs/page/chat/widget/
TwiIer/keywords/
University/classifieds/
Open/source/repositories/
Meetups/
Blog%comments%
Conference%speakers%
Referral%program%
Professor%recommenda5ons%
Google%Summer%of%Code%
Alumni%groups%
Widget%referrer%
Front%door%signs%
TIP #1. GO GUERILLA
Thursday, August 23, 12
• LinkedIn is incredibly competitive
• LinkedIn is easy to filter
• Most engineers have greater activities in other forums, engineering groups, or other networks
TIP #1. GO GUERILLA
Thursday, August 23, 12
TIP #2. HELLO EVIL TWIN!
Thursday, August 23, 12
15%Top
companies
85%Start-upsand othercompanies
TIP #2. HELLO EVIL TWIN!
Thursday, August 23, 12
“We’ve assembled a world class team. Our monthly uniques have already exceeded [###] million and continue to
trend higher at a rapid pace. We’ve reached an inflection point where we’re looking to scale, and with your background I wanted to speak with you about our engineering hiring.” - Startup in Mountain View
“There are a variety of interesting technical challenges in front of us including scaling for millions of users, developing applications, building a sophisticated data platform, securing user data and, most importantly, ensuring
an incredible experience for our users. Aside from our plethora of awesome technical projects, this is also a great place to work. Everyone on the team benefits from free meals and tremendous organizational transparency
(weekly all hands, daily stand ups, etc.)” - Startup in San Francisco
“... I am part of Engineering Staffing currently supporting the North America Engineering at <Company>. I saw
your profile on LinkedIn and I wanted to reach out to you to find out if you would be interested in exploring various engineering positions at <Company>. <Company> has some of the best brains working on leading technologies to
design the world’s largest computer infrastructure and design/build the next creative software application. We are looking to hire additional software engineers to help us accomplish this mission...” - Major company in Bay Area
TIP #2. HELLO EVIL TWIN!
Thursday, August 23, 12
• Avoid generalities: “awesome team,” “world-class,” “good culture”
• Paint specifics: your teammate is a leader in
SproutCore, first to launch real-time API, demo days each Friday
TIP #2. HELLO EVIL TWIN!
Thursday, August 23, 12
TIP #2. HELLO SAND HILL!
Thursday, August 23, 12
Recruiter Activity2010-2012
ewherry.com
0
20
40
60
80
100
120
Q12010
Q22010
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q2*2012
Top Companies
Anonymous
Start-ups
VCs
75%
100%
50%
25%
15%
26%
56%
3%
TIP #2. HELLO SAND HILL!
Thursday, August 23, 12
Peter,
I’m with the VC Firm <name> and my charter is to build out their talent services capabilities. What that means is we are looking for high caliber individuals that would be interested in potentially exploring opportunities with our portfolio companies.
Your experience is exceptional and you have the type of background that should be apart of the network. If you are interested in learning more I would love the opportunity to speak with you in more detail. What we are looking to establish is a “go to” network of top notch individuals that would be a value add to our portfolio of companies. I hope to hear from you soon.
Thanks,
<name & contact info>
Talent Services<vc firm>#### Sand Hill RoadMenlo Park, CA 94025
TIP #2. HELLO SAND HILL!
Thursday, August 23, 12
TIP #3. DOES IT WORK?
?
RECRUITINGKIT
Thursday, August 23, 12
Top companies
Start-ups
Internal vs. ExternalRecruiting Team Composition
0 20 40 60 80 100
64% 36%Internal External
ewherry.com
89% 11%Internal External
TIP #3. DOES IT WORK?
Thursday, August 23, 12
TIP #3. DOES IT WORK?
= Top Companies
= Start-ups
ewherry.com
0
10
20
30
40
50
60
70
80
90
100
49% 42%
20% 37%
44% 67%
RoleDescription
Personalized CompanyDescription
Big vs. Small Teams
Thursday, August 23, 12
= Top Companies
= Start-ups
+3.4
-.02 -.14 +.14
+1.4+.88
RoleDescription
Personalized CompanyDescription
ewherry.com
+2
+3
+1
External Recruiting Comparison
TIP #3. DOES IT WORK?
Thursday, August 23, 12
TIP #4. BE CAREFUL...
Thursday, August 23, 12
May$13th,$2:20$pm$
Thursday, August 23, 12
May$13th,$2:35$pm$
Thursday, August 23, 12
Hi Peter,
My name is <Lee> and I am the recruiter for site.com, the world’s !rst <description>. With close to 100 million worldwide users, revenues of $2 million per month and increasing by 50% monthly, in just 2.5 years site.com is establishing itself as a cutting-edge technology company with a strong business model.
We are looking for a JavaScript Developer to join our growing team. Your pro!le is very impressive and I was wondering if you might have an interest in joining a fun, creative team who are revolutionizing this space. If so, I’d love to share details with you.
All the best, <Lee>
Thursday, August 23, 12
NOT REALLY A TIP
Thursday, August 23, 12
Big$company:$“…I$was$referred$to$you$as$a$possible$source$for$a$posi:on$I$am$working$on$
here…”$
One$internal$start?up:$“…I$previously$worked$with$Tod$Sacerdo:$&$Dru$Nelson$and$have$heard$
great$things$about$you$and$feel$you'd$be$a$great$fit$for$<company>…”$
One$internal$start?up:$“I$understand$that$you$may$not$be$ac:vely$looking$at$this$point,$but$we$
have$heard$that$you$are$very$good$and$wanted$to$see$if$you$might$consider$looking$into$a$
posi:on$with$<company>…”$
One$internal$start?up:$“…<Company>$is$growing$like$gangbusters!$My$name$is$<name>$and$
I'm$the$Recruiter.$You$were$referred$to$me…”$
I HEARD....
Thursday, August 23, 12
TIP #5. TIME FOR HOODIES
Thursday, August 23, 12
TIP #5. TIME FOR HOODIES
ewherry.com
0
10
20
30
40
50
60
Q1*2010
Q22010
Q32010
Q42010
Q12011
Q22011
Q32011
Q42011
Q12012
Q2*2012
San Francisco
San Mateo
Redwood City
Menlo Park
Palo Alto
Mountain View
Sunnyvale
Cupertino
San Jose
Los Gatos
16 16 26 2627 50 42 50 4552
Silicon Valley Recruiting Geography2010-2012 50
10
30
Thursday, August 23, 12
TIP #6. DON’T DO WHAT I DID...
Thursday, August 23, 12
• Go after inactive candidates
• Hire managers with networks
• Know your funnel
• Look for 12-20% response rate
• Hire a wider skill range
TIP #6. DON’T DO WHAT I DID...
Thursday, August 23, 12
15 TIPS & TRICKS
• Tips 1-6: Hiring manager tips
• Tips 7-15: How to help your recruiting team
Thursday, August 23, 12
TIP #7. BEAT THE MANAGER
Thursday, August 23, 12
0
20
40
60
80
100
You
TIP #7. BEAT THE MANAGER
Thursday, August 23, 12
TIP #7. BEAT THE MANAGER
= Top Company Recruiters
= Start-up Recruiters
= Managers
49% 42% 67%
20% 37% 37%
44% 67% 79%
RoleDescription
Personalized CompanyDescription
Recruiters vs. Managers
Thursday, August 23, 12
TIP #7. EMAILS - BOTTOM 40%
Thursday, August 23, 12
TIP #7. MANAGERS - TOP 40%
Thursday, August 23, 12
TIP #7. THE BEST - TOP 1%
Thursday, August 23, 12
SCORING SYSTEM1. Company Information
• Mission, growth, funding
2. Role Details
• Teams, libraries, technologies
3. Personalized
• Detail from resume or blog
Thursday, August 23, 12
SCORING SYSTEM
0
Thursday, August 23, 12
SCORING SYSTEM
1
Thursday, August 23, 12
SCORING SYSTEM
2
Thursday, August 23, 12
SCORING SYSTEM
3
Thursday, August 23, 12
SCORING SYSTEM
?
Thursday, August 23, 12
SCORING SYSTEM
?
Thursday, August 23, 12
TIP #8. PARAGRAPH BOMBS
Thursday, August 23, 12
TIP #8. PARAGRAPH BOMBS
Thursday, August 23, 12
• People skim, not read
• Drawn to the left
• One sentence per paragraph
TIP #8. PARAGRAPH BOMBS
Thursday, August 23, 12
TIP #8. PARAGRAPH BOMBS
Thursday, August 23, 12
TIP #8. READABILITY
Thursday, August 23, 12
TIP #9. START ON THE RIGHT FOOT
Hello my name is ...
and I am a recruiter...Hello my name is ...
and I am a recruiter...Hello my name is ...
and I am a recruiter...
Hello my name is ...
and I am a recruiter...Hello my name is ...
and I am a recruiter...
Hello my name is ...
and I am a recruiter...Hello my name is ...
and I am a recruiter...
Hello my name is ...
and I am a recruiter...Hello my name is ...
and I am a recruiter...
Thursday, August 23, 12
35%“Hi, my
name is...”
36%Other
22%“I was impressed
with your profile...”
7%“Sorry for
the email...”
TIP #9. START ON THE RIGHT FOOT
Thursday, August 23, 12
TIP #9. 35% - HI MY NAME IS...
Thursday, August 23, 12
TIP #9. 22% - FOUND YOUR PROFILE
Thursday, August 23, 12
TIP #9. 7% - SORRY...
Thursday, August 23, 12
“I’m reaching out to you given your strong front-‐end development experience, particularly with Javascript.”
“Your unique mix of front-‐end and back-‐end knowledge and experience really caught the attention of our current Web Developer manager.”
“I see that you have experience with large scale software development involving distributed systems that lines up nicely with the work being done in our Cloud Technology Team”
TIP #9. PRO INTRO
Thursday, August 23, 12
TIP #10. INTRO CHEAT
Thursday, August 23, 12
TIP #10. INTRO CHEAT
Thursday, August 23, 12
TIP #10. INTRO CHEAT
Thursday, August 23, 12
TIP #11. PERSONALIZATION CHEAT
= Top Company Recruiters
= Start-up Recruiters
= Managers
49% 42% 67%
20% 37% 37%
44% 67% 79%
RoleDescription
Personalized CompanyDescription
Recruiters vs. Managers
Thursday, August 23, 12
TIP #11. PERSONALIZATION CHEAT
Thursday, August 23, 12
TIP #12. CHATTY FIRMS
let me explain why you should like me and want totalk to me .. blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blahblah blah blah blah blah blah blah blah blah blah blah
Thursday, August 23, 12
TIP #12. CHATTY FIRMS
Thursday, August 23, 12
TIP #13. FOLLOW-UP, DON’T SPAM
Thursday, August 23, 12
44%First-timeoutreach
44%Missed
follow-upopportunities
12%Follow-up
rate
TIP #13. FOLLOW-UP, DON’T SPAM
Thursday, August 23, 12
TIP #13. FOLLOW-UP, DON’T SPAM
Thursday, August 23, 12
TIP #13. FOLLOW-UP, DON’T SPAM
Thursday, August 23, 12
• Maintain conversation & history
• Longer history = stronger relationship
• Ignored history implies that candidate isn’t worth remembering
• Outreach reads less sincere - becomes spam
TIP #13. FOLLOW-UP, DON’T SPAM
Thursday, August 23, 12
TIP #14. YOU, YOUR, YOURS
Thursday, August 23, 12
TIP #14. YOU, YOUR, YOURS
I me we
Thursday, August 23, 12
TIP #14. YOU, YOUR, YOURS
“From what I gather, you’re a JavaScript and front-end expert, having worked on web applications that scale to millions. I also noted, however, that your skills go beyond front-end work, demonstrated by your experience at Plaxo in C/C++ (and even violin!). What I take from this is that you are really an engineering generalist, although maybe having some obvious strengths and likes, with a clear understanding of the web. I thought I would get in touch with you in hopes of learning about your situation and sharing some info from my end.”
“…I am extremely impressed with the experience you’ve gained from Meebo, Plaxo and Disney … but primarily your passion of “scaling applications to millions, and pushing the bounds of what’s possible on the Web” … Well, I’d love to learn some more about you and your interests and am curious if you’d be open to having a chat with us here at <company? either tomorrow or Wednesday…”
Thursday, August 23, 12
• Storyteller instead of salesman
• Show, don’t tell
• Personal approach
TIP #14. YOU, YOUR, YOURS
Thursday, August 23, 12
TIP #15. PERSONAL REFERENCE
Thursday, August 23, 12
TIP #15. PERSONAL REFERENCE
Thursday, August 23, 12
FINAL INSIGHT
Thursday, August 23, 12
IT’S ALL MESSED UP
Thursday, August 23, 12
3 REASONS EMPLOYEES LEAVE
1. Manager2. Role3. Company
Thursday, August 23, 12
IT’S ALL ABOUT THE MANAGER
1. Manager2. Role 3. Company
described bythe manager
Thursday, August 23, 12
IT’S ALL ABOUT THE MANAGER
Thursday, August 23, 12
MGR TRUMPS ORG
Thursday, August 23, 12
BENEFITS
• Stop looking for warm bodies
• Developing personal network
• Invest in longterm skills of employee
• Stop selling a particular role and company
• Have greater empathy
Thursday, August 23, 12
APPENDIX
Thursday, August 23, 12
SUMMARY• Aim for top 40%
• Don’t paragraph bomb
• Go guerilla
• Don’t say sorry
• Follow-up, don’t spam
• Watch out for your evil twin
• You, your, yours
• Keep the spotlight on the candidate - not your firm
• Network to candidates
• Triage - not all candidates are equal
Thursday, August 23, 12
TODAY1. Organizations control the purse strings2. Allow low barrier-to-entry in the field3. In-house recruiters are at a networking
disadvantage4. Current recruiting websites either
disguise themselves as a social network or face disadvantage with candidates who don’t want to say they are active
Thursday, August 23, 12
IN THE FUTURE1. VCs are poised to disrupt the space2. Startup could too - think OKCupid for
recruiting3. More emphasis on tools for manager and
finding longer-term fits
Thursday, August 23, 12
#1. GUERILLA
Thursday, August 23, 12
LINKEDIN WORDCOUNT
= Personal Emails= LinkedIn
128
256
Thursday, August 23, 12
LINKEDIN METRICS
= Personal Emails= LinkedIn
59%
43%
31%
68%
46%
37%
RoleDescription
PersonalizedCompanyDescription
Thursday, August 23, 12
GUERILLA TECHNIQUES
secretjobs@meebo+inc.com/
Google/AdWords/
Stanford/finals/tee+shirts/
JavaScript/blog/puzzlers/
JavaScript/community/map/
JavaScript/meetups/
Resume/spider/engine/
JavaScript/bingo/
Speaking/events/
Stanford/CS/parDcipaDon/
Boolean/searches/
AcquisiDon/calendars/
Student/newspapers/
Jobs/page/chat/widget/
TwiIer/keywords/
University/classifieds/
Open/source/repositories/
Meetups/
Blog%comments%
Conference%speakers%
Referral%program%
Professor%recommenda5ons%
Google%Summer%of%Code%
Alumni%groups%
Widget%referrer%
Front%door%signs%
Thursday, August 23, 12
#1. GUERILLALinkedIn is highly competitive and easy to filter
Thursday, August 23, 12
LESSONS• Highest scores
• Better than Manager
• Better than Top Five
• Outliers
Thursday, August 23, 12
FINAL INSIGHT
Thursday, August 23, 12
Relationship with Manager >
Relationship with Company
Thursday, August 23, 12
MANAGERS
= Top Company Recruiters
= Start-up Recruiters
= Managers
64%
79%
68%
Thursday, August 23, 12
HONEYPOT
Thursday, August 23, 12