Hosted by Chris Dyer, the CEO of PeopleG2 – TalentTalk Radio features engaging conversation with CEOs, thought leaders and HR executives. TalentTalk connects professionals who care about talent-related issues and having the cultural mindset to embrace the needed diversity of the workplace.
On the show today, Lindsay Stanton, Chief Client Officer at Digi-Me talks about how strategic employers can stand out among a cluttered sea of job postings. To listen to the entire show, click here.
Digi-Me helps companies differentiate themselves by creating digital job postings and culturally targeted videos to showcase job opportunities in a more creative way. Their technology-infused videos are completely social and shareable in a way that fits with the way job seekers are looking to absorb and learn content. Lindsay Stanton, who joined Digi-Me six months after it launched in 2008 oversees strategic relations with larger partners. She is also a featured speaker at major events such as SHRM National and SHRM Talent Management.
The 60 second videos created by Digi-Me are designed to cater to an audience with a limited amount of time, and attention span, to look at a job posting. The videos begin by discussing the company culture and what sets the company apart from others, reviewing the critical requirements for the position and ending with the company’s message. The videos are more effective than a written job posting because people tend to retain 60% more information when they watch a video versus reading something. With these videos talent can better understand exactly what the company is looking for and the required strengths needed for a particular position.
Power of Videos
While there is a general perception that videos are expensive to make, Digi-Me is trying to change that opinion. Large companies are turning to videos because they can hire in volumes across multiple locations more affordably. Digi-Me finds it very affordable because they’ve built the technology behind it eliminating some of the spending on tools they may be using because of the tracking metrics they get with a video. Video can also be a more effective way to reach a larger pool of applicants. “One thing about video is that everybody shares it. Thus, it’s different from a textbook job posting. You can tap into the niche talent pools and reach people in different ways through videos than you traditionally would. It makes a huge difference when it comes to candidate engagement,” explains Stanton.
Role of Chief Client Officer
Stanton works closely with a lot of Digi-Me’s strategic partners which include RPOs, staffing firms, applicant tracking systems, as well as tech-based job boards. Her role is to be able to have an oversight and insight into helping her partners with the volume scale and develop more efficiency and effectiveness from a technology perspective. For instance, the RPOs are always hiring in volumes. Stanton helps them be more effective in their hiring strategy and that has a direct trickledown effect on her company’s clients because Digi-Me can take the technology metrics and apply them to its other direct customers. Her favorite part of her job is to see how their technology and future strategic rollout affects their partners and how they can help them transition to the future. “We are in a pretty rapidly changing space and in the last two years we have seen what traditionally you’d call a couple decades of movement. I think it’s going to continue to go that way and it’s going to be moving very fast. We’ll have to keep up with candidate expectations and make sure that the systems we have in place are matching the needs of hiring in volume that most organizations have right now,” she elaborates.
The primary challenge for Stanton’s company is that they don’t have any direct competitors. Therefore education is critical to helping a client understand what Digi-Me does in terms of digitizing employers and how it can affect candidate engagement. The other challenge Stanton mentions is that when people hear video they think of the over-saturated video interviewing market. Digi-Me is completely opposite of that as it helps companies serve candidates. Stanton says it’s interesting how everyone talks about digitization outside of the HR space. To highlight the importance of digitization she mentions the recent articles and videos put out by John Chambers, Chairman of Cisco, where he talks about the need for companies to digitize in order to keep up and move rapidly.
Potential for live video
On being asked about the potential of using live video in her field, Stanton says that companies are generally very guarded about their brand and messaging and how and where their employees speak. With legal, communications, and marketing thrown into the mix, Stanton doesn’t see live streaming as a feasible option.
Being able to work with large global RPOs and relating those struggles on a smaller scale with Digi-Me’s direct clients is a huge accomplishment for Stanton. She feels her biggest accomplishment is the recently launched full scale partnership and integration with Oracle. Stanton was very closely involved with that partnership and is very proud of it because it was a validation of their work coming from an innovative global company. This recent success reaffirms, to her, the fact that this is the direction where the industry is heading.
Stanton’s talk at SHRM was titled “The Convergence of Video, Mobile, and Social for Talent Acquisition and Branding.” She co-presented the talk with one of her clients Gina Max from USG Corporation, a company that has done a great job of adopting technology and Digi-Me’s solutions to become more effective in their recruitment strategy. Digi-Me helped USG recruit through video and provide understanding of candidate behavior. USG has grown pretty significantly with Digi-Me. The session at SHRM focused on leveraging different data points to find talent. Research says that 80% of candidates start their job search by typing keywords on Google and that is how they come across job openings. Thus, it is important to show up front and center on Google and to take rankings seriously. Videos help you rank 53 times higher on a Google search. Digi-Me builds proprietary video players that search engines instantly recognize as a valid content provider which allows clients to rank multiple times on the first page of Google. Also, candidates actively share the video content and that helps the client’s index as well. Digi-Me’s solutions are very handy, especially for clients that are doing a lot of location-based hiring. Digi-Me can customize the tracking behind the video for each hiring market so that they are seeing specific candidate behavior market-wise which may fluctuate pretty dramatically while they’re leveraging SEO. “Look at a company like USG who is hiring drivers in a ton of different markets across the US. They want to reach the candidates where they are searching. Through Digi-Me’s solution they can search them based on the IP address coming in so that the candidates instantly see the job actually relevant to them,” Stanton explains.
One may conclude that Digi-Me’s platform is more suited for big companies that hire in huge volumes. But Stanton disagrees saying that every company, big or small, is fighting for the same talent pool. In order to stand out to a potential candidate it is even more important for smaller mid-sized companies to make videos for better visibility, she says.
Focus on Individual Experience
Stanton believes that the hiring process needs to put more attention on candidates and their individual experience with the brands and companies. In order to do that, Digi-Me helps clients make a candidate expectation video that walks candidates through the entire process of recruiting. Often candidates complain about not knowing what the next steps are in the hiring process. A video of this kind educates the candidate and manages expectations. “Considering most companies are consumer facing brands, they would want the candidates to walk away feeling positive about their experience with the organization, whether hired or not,” highlights Stanton.
Stanton feels that companies need to take a step back and think about their hiring process. The industry is rapidly seeing more and more candidates using mobile and expect the hiring process to be mobile-friendly. They don’t care about the challenges companies have with the applicant tracking side when using mobile. Helping bridge those gaps and making the process simple are going to be critical factors moving forward she predicts.
Stanton has recently participated in “Top Recruiter” which is an online show that brings reality TV into the HR space. The premise of the show is corporate versus agency recruitment and having them compete against each other. Stanton judged the last season as well as the upcoming season.
What Are You Reading?
Stanton is currently not reading any particular book but she is quite heavily involved in reading and researching industry-specific knowledge to make sure she is updated on the latest trends in speaking, blogs, and so on. One of the things she is currently focusing on is diversity and compliance and how they’ve changed, and are going to continue to change, and how they’re going to affect the HR industry. Digital compliance, in particular, interests her a lot as she feels like that is going to affect everyone sooner than later.
How Can People Connect With You?
Connect with Lindsay via LinkedIn or visit www.digi-me.com.