Brand Background
Work as a Strategist for The Art Of Good
K&B is a talent acquisition & outplacement agency for careers in media, advertising, and PR. They offer recruitment, outplacement, coaching for employees, organization & talent strategy, and agency search.
Challenge
After COVID-19, there will be an overwhelming wave of talent applying and recruiters won’t know where to start. In the age of LinkedIn, thousands of people are applying to open jobs. Recruiters, swamped with candidates, end up missing the ideal ones.
LinkedIn is a deceptive enemy for recruiters.
Insight
1. LEGAL RISKS
74% of organizations are concerned with legal risks of discovering information about protected characteristics (e.g., age, race, gender, religious affiliation)
70% of the global workforce are passive candidates. They aren’t actively looking for new roles but are open to the idea of a better opportunity.
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2. ONLY ACTIVE CANDIDATES
3. BIAS ALGORITHMS
Algorithmic ad platforms and job boards predict who is most likely to click on that job ad. This leads job ads to be delivered in a way that reinforces gender and racial stereotypes. ​
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4. IMPERSONAL
Screening algorithms use “knockout questions” to establish if candidates are minimally qualified. This looks at employees as data points instead of using a holistic approach. ​
LinkedIn is the most commonly used site for recruitment and 95% of recruiters use LinkedIn regularly​.
5. NOISE
6. NEVER A PERFECT FIT
63% percent of organizations say the information from these sites may not be relevant to a candidate’s work-related potential or performance.
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Opportunity:
Escape recruiters from the black hole that is LinkedIn.
Let’s use LinkedIn against LinkedIn
The Big Idea:
Real people are better than any algorithm at placing the ideal candidate
Creative Work:
The inHumans
It’s hard to trust who’s actually out there in the job-finding world. In this crowded space deluged in data, boxes that everyone is looking to check, and upwardly lateral, cross-functional roles that may look somewhat impressive but not add-up to a great candidate. As for actual humans in the recruiting business, we look beyond buzzwords and manufactured personas to get to know and identify real persons.
Execution #1: Personae
Execution #2: Who are you missing?
Landing Page
Art Director: Chris Corum
Copywriters: David Smail & Elizabeth Burns
Designers: Chelsea Chrisman & Alex Lacerda