If there's one thing I learned in the last recession that's going to help me this time around, it's this:

All things being equal, when we are deep in a recession, reasonable people in stable employment situations are less likely to jump to a new job.

I know what you're saying - you've got multiple examples where that's not the case. I hear you, but note the start of the statement above - "all things being equal."

When we're in a recession, which we are as I write this in 2020 (pandemic, even!), it's harder to get stable people to move. Good boss, decent job, seems stable - why would they take a chance on you, especially when the pandemic flavor of the recession we're in makes them even less confident your company is going to survive?

Candidates ALWAYS have imperfect information on the companies they're moving to.  Will the company make it? Is my new boss secretly a crazy person?  The unemployed are relatively easy to recruit in recessions - they need a job, and they need it quick - the employed are harder to move when times are tough.

Your best chance is really good, incredibly transparent marketing related to your open job. Think job postings and everything around it.

That's why I recently chatted with Katrina Kibben, CEO and Founder of Three Ears Media, on my podcast BEST HIRE EVER. We talked at length on the value of great job postings and marketing materials, and I had Katrina break down the elements of a job posting that generates results and talk about influencing candidates through great copy writing across all job marketing materials.  

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SHOW HIGHLIGHTS:

1:05 - "What up, KD?"

1:30 - KD is a ray of sunshine as he delivers the Q2 GDP numbers and connects it to great job postings.

2:52 - A bit about the artist known as Katrina and Three Ears Media.

5:15 - KD wants to know about the the decision for Katrina to specialize and go DEEEEEEEEEEP in the job posting/job attraction space – why?

9:30 - What are 3 things people can improve on related to their job postings?  Katrina breaks down the problems with 1) content being way too long, 2) bad intakes lead to bad content (buzzwords), and 3) Guessing and winging it.  Katrina goes deep in each area and drops incredible knowledge.

16:10 - KD asks Katrina for the most challenging personas across hiring managers. A story about Missouri is part of the magic!

19:30 - KD focuses on what he views as the the pandemic/recession dilemma. You’re a hiring manager and need great talent. How do you convince people that your company will make it through and they can jump from where they are and be OK at the company you’re a part of?  Katrina acknowledges the challenge but talks about people who have great jobs who are looking for more.

22:25 - Katrina and KD talk about the isolation via the Pandemic creating time to complement career paths with talented people.

24:00 - Katrina gets technical and breaks down the "Human About Us" portion of a job posting as being the place to create confidence in your company. Don't cut and paste a press release. Talk about where you're at right now. Acknowledge the past, talk honestly about the bounce back, etc. #transparency

29:00 - KD asks Katrina how hiring managers can make candidates believe in them as a candidate. 

35:10 - Katrina and KD wrap it up with WNBA talk.

RESOURCES AND SHOW NOTES:

------------Katrina Kibben

Katrina Kibben on Linkedin

Three Ears Media

------------Kris Dunn

Kris Dunn on LinkedIn

Kinetix

The HR Capitalist

Fistful of Talent

Boss Leadership Training Series

Kris Dunn on Twitter

Kris Dunn on Instagram