Each type in just the right position.
Why the “Apply” Button Prevents People from Getting Better Jobs
Lou Adler
The reason 70% of the U.S.
workforce is disengaged
is because the apply button is
too small and too easy to push.
I’m working on a number of loosely related projects regarding how
user experience (“UX”)
design concepts can be applied to the candidate experience (“CX”).
The common goal of all of these projects is to better match
more people with better jobs.
At one of these meetings someone asked me how to redesign the apply
button.
I suggested to add a time delay feature based on how good
people look for
and evaluate new job opportunities. Done properly this redesign
would open up the pool
to a broader group of highly qualified people who were never
seriously considered before.
I then sketched the following version of this type of
time-phased apply button on the whiteboard.
This CX-inspired apply button is designed from the perspective of a
fully competent person.
It doesn't matter if the person is actively looking or not. Instead
it's based on the multi-step
“get to know each other first” process I advocate.
Explore Ring: The person agrees to an informal
exploratory conversation about the career potential of the position. This is a
10-15 minute conversation with a real person.
(Note: Getting the person to find the button is an entirely
different process.)
Consider More Seriously Ring: The person is somewhat convinced that
a more detailed conversation is required with someone who fully
understands
the real job requirements. This second conversation is about 30 minutes in length
with a dual purpose. First, determine if the person is basically
competent to do the work
and second, it gives the person a chance to find out if the job
represents a career move.
Meet the Hiring Manager Ring: The person agrees to have a phone
conversation
with the hiring manager. This is an exploratory call only. The purpose is for the
person
to better understand the job and determine the manager’s style.
In parallel the manager needs to determine if the person is worth
recruiting and inviting onsite.
This step forces the hiring manager to engage early and take full
responsibility
for recruiting and hiring the best person possible.
The CX-redesigned Apply Button: The person agrees to become a serious
candidate for this job
and participate in the interviewing process. There is full
disclosure early in this process
including an in-depth discussion of the performance objectives of the job
and any potential challenges that could prevent a person from being
successful.
Getting to this inner button takes about 60-90
minutes spread over a few days.
This is how much time it takes for any person - whether looking or
not –
to recognize the potential career opportunity in a new role.
Rushing it precludes
this initial evaluation process from taking place. Here's why this
go slower process is so important:
A poorly designed, skills-laden apply button eliminates 90% of the
best possible candidates.
These are all of the people who could do the work
but are eliminated by ill-defined and uninteresting job
descriptions.
The center apply button as currently designed requires people to be
perfectly qualified,
be open to accept a lateral transfer and have a need to move fast.
Very few strong people are in this situation.
When you sell commodity jobs in a transactional “Apply Now” fashion,
you compete on price rather than opportunity.
The reason 70% of the U.S. workforce is disengaged is because the apply button
is too small and too easy to push.
The best people have a different mix of skills and experiences.
That’s why they’re the best people.
The current apply button is designed to clone the average of your
existing workforce,
not improve it.
During this CX-modified apply process these two big things need to
happen:
Define the size of the career
gap. The purpose
of the exploratory discussions
is for both parties to see if the candidate is motivated and
competent to do 80-85% of the job.
This also allows the candidate to determine if the other 15-20%
represents a potential career move.
Get the candidate to socialize
the idea with his or her support team. Candidates always seek
the advice and counsel of others before making any important
decision.
If this is done without some insight regarding the career
opportunity,
the advice is always to go for the most convenient job offering the
most pay.
In order to expand your candidate pool to include more diverse
candidates,
non-traditional candidates, military veterans, and high-potential
people,
you need to redesign your company’s apply button.
It starts by making it bigger and easier to find, but harder to
push.
https://www.linkedin.com/pulse/why-apply-button-prevents-people-from-getting-better-jobs-lou-adler
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