Zappos, an online retailer, has been one of the most talked about companies in the HR and recruiting space mainly because of their unique practice in offering employees bonuses to quit the company. Now, Zappos is changing their hiring process beginning with the very first step: the job posting.
The job description is one of the first interactions a potential candidate has with the company, and while most companies rely on job descriptions to explain to candidates what the position entails, Zappos has a different opinion. “Job postings are a conversation killer,” stated Zappos’ candidate experience and engagement strategist, Stacy Zapar, “Gone. Poof. Done.” And done they are.
“A job posting is that bright shiny object in the room that distracts from the real conversation and networking to be had. It’s a dead-end road, a recruiting black hole where applicants go to die or leave with a negative experience and impression of your company. They’re one-way conversations where your candidates don’t really have a voice. They’re that sore thumb sticking out as we make this evolution back to old-school, relationship-based recruiting.” – Stacy Zapar.
Zappos has a new program called Zappos Insider, which can be found on their careers page. The Zappos Insider was created as a place for candidates to reference so they can learn more about the company and its culture. To do so, the candidates will need to become members of Zappos Insider.
By becoming a member, candidates have the opportunity to chat with Zappos Ambassadors. This interaction places them in a position of higher consideration when openings become available. The candidates who invest the time to enroll and learn more about the company are given preference. This process eliminates candidates who apply anywhere and everywhere. The Zappos Insider program encourages a more engaged relationship between the employer and prospective employees.
Take A Look
I had to see this for myself, so I traveled to the Zappos Career page here. At first glance, it seems to target the millennial generation. The images are bright, enticing, and less corporatey. I actually want to click around and learn more about the careers at Zappos. At the bottom of the page, Zappos Insider encourages you to join in on the Twitter conversation. Just one month ago, @InsideZappos only had around 1,200 followers, according to Twitter Counter. As of the time of this writing, that number has more than doubled. This is a great way for a company to build their brand through social recruiting.
Is This The Future?
Companies may be apprehensive about doing away with job postings completely but even Zappos is hedging their bets for now (the company is keeping job postings for their technology jobs as a control group to measure success). From a user perspective, I spent more time on their career page than I have on the retail site!
If your company’s culture is fresh, fun and appealing to Millennials, then represent it on your career page. This year, 36% of the U.S. workforce will include Millennials, and in 6 years, Millennials are expected to grow to nearly half the workforce. Now that a new generation is entering America’s workforce, it’s time to revamp our recruiting and hiring processes, and what better place to start than the first step candidates take?
(About the Author: Maren Hogan is the CEO of Red Branch Media, a full-service B2B marketing agency that primarily serves HR and global workforce clients in the U.K., Africa, China, Israel, Europe and North America.
With over 14 years of marketing experience and as a community builder in the HR and recruiting industry, Hogan has built successful online communities, deployed brand strategies in both the B2B and B2C sectors, and been a prolific contributor of thought leadership in the global recruitment and talent space. Her clients include Fortune 500 companies and SMBs around the globe, and she has served as chief marketing officer, advisor, and board member for over ten companies in the last seven years.