Can a CEO recruit you with a YouTube video job posting?


In the October 9, 2018 Ask The Headhunter Newsletter a CEO recruits with a personal video job posting. Is this going to work?

The “question” I received for this week’s edition was actually a solicitation that a CEO sent to a lot of people. Normally, I’d treat something like this as spam and just delete it. But I didn’t because it was very brief, to the point, and wasn’t selling anything. John Bracamontes, the CEO of digital marketing firm Acumen Studio, was asking for help finding a new employee.

Question

Hey Nick — We are looking for a Digital Strategist to join the team. I am asking if you know someone who may be a good fit for the role.

Ideally they live here in the St. Louis area, because this is a key role for us and [we] need someone who will be connected to our leadership team and help grow the agency. Linked here is the job posting. [On Indeed.com]

I also made a quick video on what we are looking for in the role as well.

You can send me a message, an intro or thoughts. Thanks for your help!

John Bracamontes
Acumen Studio

Nick’s Reply

This is an interesting twist on the video-interview model, whereby employers want you to make a video to apply for a job. (That’s a practice I’m vehemently opposed to. See HR Pornography: Interview videos.) More important to me, John was doing what I advocate to employers all the time: When you need to fill a job, don’t look for candidates. Look for sources of candidates.

In other words, take a step back and try to develop some new relationships with movers and shakers who might know the kinds of people you’re trying to find. One good source can be worth many good candidate referrals for years to come.

Video job posting

So I read the job description on Indeed, which is no longer active, but what I was really interested in was John’s video. This wasn’t HR hawking a job. This was a CEO taking the time to do it himself. I figured, no matter how good or bad this video is, I’m curious to see what a CEO has to say.

I didn’t expect anything fancy, or even very good — but I expected candor and information that would be more useful than a posted job description.

John didn’t disappoint me. His video is very casual, off the cuff and personal. The production quality is low — home made! — and his presentation needs work. (John: Lose the eyeglasses glare.) But this is the CEO of a small business who’s trying to make recruiting more personal. That by itself makes him stand out. The information he offers is more useful than the job description, and he’s candid if not polished. I don’t care about polished.

What I want to know is what Ask The Headhunter readers think – job seekers and employers alike. But we’ll get to that in a minute.

My advice to this CEO

First, here’s what I wrote back to John, since he asked for thoughts:

I got a kick out of your video – beats a posting on Indeed! A few things I’d suggest:

  1. You just invested in getting personal by doing a video. Follow through on that. Keep it personal! People are sick of recruiting automation. Link them to your own firm’s website to apply, or provide your e-mail address. Why are you making money for Indeed? Show people you’re following through on your direct, personal connection. If they go to Indeed, they feel like sheep!  (Pardon the mixed metaphor, but see Why cattle-call recruiting doesn’t work.)
  2. Most important, don’t just talk about job specs and skills. Explain how the job is important to your company’s success.
  3. Give details about how this job fits into the work flow, who the hire will work with and report to, and who is upstream and downstream from the new hire’s job.
  4. Talk about how the job fits into profitability. This is key. It gives motivated people the context they need to respond with their best ideas about what you really need to know: How they can help Acumen Studio be more successful.
  5. Explain the process if they apply. Who decides to bring them in for an interview? Who will they meet and talk with? Who decides whether they get an offer?
  6. More important, what do you want them to demonstrate in the interview?
  7. What’s the critical path and timeline for the hiring process? (Then commit to sticking to it!)
  8. Ask for personal referrals in the video. If a viewer isn’t a candidate, they might be a good source of referrals, just like the person you sent the e-mail solicitation to. Promise to personally follow up on all referrals, then do it.

I like that a CEO put himself out there personally. Now leverage that for all it’s worth, rather than fall back on the automation of Indeed! (See The Do-It-Yourself Interview (for managers).)

Finally, the readers’ comments on this article might give you more good ideas about how to find good candidates for this position: Job Interviews Are Illegal. What now?

I’ve got loads more comments, but I think it’s more important for John to hear from you — the Ask The Headhunter community.

Can a CEO recruit you with video?

John Bracamontes gave me permission to publish his e-mail and his video, and he told me that he’d incorporate our suggestions in future videos, then report on the results.

We don’t often hear from a CEO — even at a small business — about a job the company is trying to fill. (Imagine if Bill Gates or Jeff Bezos or Jamie Dimon were to talk to their professional communities like this, when Microsoft or Amazon or JPMorgan Chase needed to fill a key position.) John Bracamontes’ video job posting is far from perfect — but it’s a start.

What else should it be?

What needs improvement in the video? Be blunt, but please remember that John stuck his neck out to recruit personally. I didn’t publish his video to criticize him. (Ripping him for a backyard video isn’t the point here.) I’m sharing it because I think what he did was gutsy. I’m sharing it to start to a helpful discussion about how it might be done well — if at all. So, please offer your advice and comments.

Why this CEO’s video is important

Above any other reason, I think this CEO’s video — for all its flaws — is important because he has put his name and his face where an HR department normally appears. John Bracamontes has made himself personally accountable. Any candidate who shows up for a job interview or accepts an offer from Acumen Studio knows who he is. John is not hiding behind an HR department.

We all know the feeling of dealing with a cold, impersonal, aloof, isolated personnel jockey who can hide behind an HR bureaucracy. This CEO’s video is important because his mere involvement changes the entire recruiting experience. He says in the video:

“Reach out to me directly.”

Can the CEO of a big company do this, too? Absolutely — if they’ve got the guts and want their company to stand out to the top people in their industry that they really want to hire. (See Talent Crisis: Managers who don’t recruit.)

For the record, John did not ask me to advertise this or any other position on Ask The Headhunter. I’m not charging him any kind of fee for this. (Though I have to admit, this has given me an idea or two!)

What should be in this video?

What could make a recruiting video like this work?

If you’re a job seeker (especially if you’re a Digital Marketing Strategist), how should this CEO appeal to you in this video? What should he tell you? What should he ask you?

If you’re a hiring manager or a CEO (maybe both), what kind of video would you produce to recruit for a key position your company is trying to fill? Is it even smart for a CEO or hiring manager to do this?

Thanks to John Bracamontes for his permission to publish his video here, and thanks for your comments and suggestions!

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