As the Aligned Communcations Police Chief, I was moved to do something totally out of character when I saw a recruitment ad from a high end mall-based jewelry retailer. In fact, I sincerely thought that I was doing both the CEO and the VP of Human Resources a favor when I sent the email with the new concepts. They know that employees are customers too, and make the best brand evangelists for the bling. They're looking to spread the word. But boy... was I wrong about that!

Let me start at the beginning- we were all sitting around the cafeteria: me, the Copywriters, the Creative Director and the Account Execs reading the paper when we saw an ad that pulled us into a vortex from the last century --
REALLY. LOOK--
Are they kidding? Come join our winning team? How generic, unless of course you're recruiting for the superbowl. Surrounded by all that beautiful ice, can they think of something better? Look at their product advertising--Great colors, edgy copy.
So why did they miss an incredible opportunity to make everyone drool at the jewels? Well, we dashed out an email on the benefits of recruiting for retention-- finding candidates pre-disposed to your products who can stay, perform and sell - we even showed them how we'd do it! But when we followed up with the VPHR, he said he was happy with his agency. Then he hung up. At least he read the email. The CEO never read our email but told us if it was recruitment, to talk to the VPHR. Then he hung up! We think that the employees at the jewelry store should quit their job and find a better winning team. We're not buying any jewelry this holiday season.

A recent article on campus recruiting quotes a Professor from a very prestigious University as saying that College Students carry preconceptions about Employers.

Gee, you think?

In a random, 1 on 1 focus group, I asked my 14 year old who she'd rather work for-- Dell or Apple. She chose Apple because she loves her Ipod. Supermarket or Sephora? Guess. At 14 she already has ideas on where she'll be working so how can it be such a surprise to know that college kids are not little lumps of unformed clay?

Early on in my career, I was asked to develop a campus strategy for a Fortune 500 company best known for their postage meters. After conducting the focus groups, we discovered that the company was virtually unknown--our target audience had never used their products or seen it used in an office.

So what to do if you're not Apple, Electronic Arts, or Lancome?

The most effective campaigns are viral, spread by word of mouth, and PR.
If you advertise, show people having fun, keep the copy to a minimum and be honest.

Even if you're not a superstar, you can still shine!

Congratulations to Gerry Crispin and Mark Mehler for their white paper on the Top 25 Corporate Job Sites of the Fortune 500. Its based on the Job Seekers experience because the best candidates pick you, you don't pick them. Looking at your corporate communications from the Job Seeker's point of view is an awesome way to evaluate them. And smart for business.

I read somewhere that 95% of interviewees check out your corporate website and, if they're not duly impressed, will cancel or become a no show. This might not matter if you're looking for advertising pro's (a dime a dozen) but what about Nurses, Tax Accountants or Loan Originators?

In addition to listing the best, they've included the bottom 25% of companies who have websites that Target no one, Engage no one, Inform no one and Respect no one.

That does sound harsh and I will protect the guilty by not naming names but you can email me for the article or the list.

Generally speaking, Candidate care is a pet peeve of mine and I have the utmost respect for anyone who gets it right. It means putting your best presence forward all the time.

When it comes to POV there are always considerations: certainly the CEO, certainly the hiring manager, naturally HR but oft times forgotten are the lowly candidates-- candidates who turn into employees, customers, clients, vendors and investors.

Beyond a good website, simple things that make a difference are return phone calls, providing one point of contact, giving them your undivided attention and providing them with written company information to take home.

More? Be on time for your interview, offer coffee, food, free company products and how about a list of the best business books you've read this year.

After all, candidates are people too.

I recognized the voice long before they showed the face of Michele Miller, BRANDEMiX Manager of Client Services. From the pit of where once stood the Twin Towers, as she read M names including her brother's, I stopped doing the week's bookkeeping out of respect for someone I know and someone I never will.

We were attacked. Lives were lost unneccessarily. The economy plunged. And four years later, we watch in disbelief as another attack, this time from nature, takes perhaps an even greater number of American victims.

Will those names be read as well?

With the threat of a recession closer as rising oil prices and unemployment loom, we must do everything we can to give help and hope to those who need it.

Because, even if we don't work with someone who lost someone,
we are all brothers and sisters.

http://www.charitynavigator.org/

Start spreading the news, we're reading today.

For the benefit of our out-of-town friends, the NY Times is a blessing and a curse. With its award-winning journalism, supersized sections that are impossible to read on a train or subway unless you're "in-the-know" about origami folding, and its greater than great crossword puzzles that get increasingly more difficult as the week goes on (don't even think about doing it on Saturdays) it is read by everyone who's anyone that you would want to hire. However, with 1x Sunday ad costs comparable to buying a new car (that is without the gas though) you best be sure about your message. And speaking of messages, can't we just cut some of that copy? No one reads copy anyway.

Here's why I love the Times.
Meet Steve Joffee. (left)
Steve is Numero Uno when it comes to technical support and customer service. He's the one who will make sure that your car, um... I mean ad appears where its supposed to go when its supposed to go there. He's also my best friend now that he got me complementary tickets to the US Open last Friday night where I saw Roger Federer win another match on his road to the finals. Eat first if you're lucky enough to get there next week. The pizza was disgusting. But Steve, it was amazing. You are the best!!!
And so's your paper!

MORE ABOUT THE NY TIMES

Reader Profile:
Affluent U.S. readers of the New York Times are 39% more likely than the average affluent adult to hold a college or postgraduate degree, 90% more likely to have a household income exceeding $150,000 and 46% more likely to be a top manager.*

From my seat at the
US Open

Circulation:
With a circulation of more than 1.1 million on weekdays and 1.7 million on Sundays, The Times has the highest circulation of any seven-day newspaper in America. It's also the publication with the strongest metropolitan base: the New York City area. The Times offers a unique circulation unmatched by any other publication.*