Fifteen years ago, I worked for Qualcomm Incorporated in San Diego. It was 1994, we had about 1,800 employees and were expecting to hire an additional 2,000 employees that year. Basically, we were doubling in size in one year and subsequently kept that pace of recruiting at the organization for an additional 5 years, until 1999.
As I remember it, we had some interesting things going on back then including:
- An aggressive recruiting model - we had on average 100 resources centralized in staffing/recruiting all focused on talent acquisition.
- Less than a 2% regrettable turn over - in essence people we hired stuck like glue (stock was good back then).
- A fearless leader of staffing that drove recruiting like a business - we had goals and were measured on results. We as a team were empowered to ask forgiveness not permission.
- A centralized organizational model for recruiting - recruiters were dedicated to specific disciplines/and divisions, and shared work, candidates, assistants, interviews, whatever it took to manage the volume.
- A centralized recruiting operations team (which I lead) that focused on processing resumes, running reports and maintaining the online career site.
At this point you're wondering what does this have to do with an undefined economy...I'm getting there. With all of this amazing structure and resources we still had some serious challenges in recruiting 'back in the day'. Two great forces were against us:
- Our location - I know you’re thinking I'm crazy - who wouldn't want to move to San Diego
- The Bay Area (San Francisco) Boom. A large challenge to Qualcomm in 2004 was building the confidence of the applicants we were pursuing to the location.
San Diego was only considered a vacation community. High technology wasn't fast to build a presence in San Diego and General Dynamics was closing their locations. Between being a military town and resort destination, convincing seasoned engineers that there is a promise for them at Qualcomm, and particularly in San Diego, was difficult. Add into that mix the cost of living, compared to other places (not San Francisco) we had an uphill battle to convince applicants to relocate their families.
As we surveyed the applicants that turned us down, we quickly understood the risk applicants were not willing to take. It boiled down to the risk of if the position didn't work out at Qualcomm, there was no other company to fall back on apply too. We quickly set out to change that impression and a team established a consortium of high technology companies recruiting in San Diego. The San Diego Tech Force was established and a joint advertising, marketing and branding campaign was launched to demonstrate that San Diego could be and was a high technology hotbed of companies.
This effort took some brainstorming and some agreements with our competitors. Basically we had to partner with the competition to dispel the myth that San Diego didn't have high technology company roots. Those partnerships included a consolidated branding/marketing website, resume submissions that went to all companies, and some light agreements on not poaching in the relocation process. I don’t have to explain how effective this was because in 1998 Qualcomm grew to over 12,000 (1000% growth) in just 4 years. Granted all of this growth was not tied to the San Diego Tech Force strategy and plan but it sure helped get those first few years going…
Economic instability based on the 'buzz' of another location San Francisco Bay area was exploding back in those days. Companies were tripping over themselves to make the highest - craziest offer to applicants to join their organizations. New cars, six-figure sign-on bonuses, stock grants that would have NASDAQ rippled with delight…not to mention the promise of independence in work environment, autonomy in schedules, and plenty of other activities to do because it was California after all. The largest push was with the college recruiting models in those days. Students were given offers before they finished their Junior year, with very little restrictions. Poaching from one company to another was a fashion… and an art form. For the recruiting bench at Qualcomm, there was plenty of anxiety around the offer declines we had with our college programs. It was the sore spot of some of our recruiting efforts, and we became very aggressive at understanding what was going on. We quickly figured out through tracking 'true' decline reasons that the bulk of the college students were focused on the promised land of San Francisco.
We decided to try something unconventional and came up with the strategy to re-extend the same offers to many of those college applicants 11 months after their start date with the 'companies of their dreams' in SF. Our strategy/hope was that the fantasy factor had worn off, the freedom to working when you want was replaced with constant meetings, the commitment of independence in work environment was met with tripling up in a 8 X 8 cube because there was no office space.
Our strategy worked! We had over 70% of those re-recruited (now one year business smart) new grads accept the same offer. The one thing we did change was in many cases the relocation. We offered a flat amount to move from SF to SD - and their start date was contingent on them having been at their current employer a year (because then no one had to pay back their relocation the first time). We saved money moving them 10 hours south,, vs. cross country. And I can say back then we delivered on the promise. Plenty of time to hit the surf over lunch, sand volleyball courts 5 minutes from the office door, amazing health benefits, and a 10 x10 office or cube - not shared.
While neither of these stories have much to do with today’s economy, I would challenge anyone who is thinking only about today and how to 'deal with things' to start thinking about tomorrow and plan for better times. What goes up must come down and will go back up…we're smarter now. The automation we have today to apply the acceleration and deceleration of our recruiting processes is fantastic, compared to what I had to work with back then. And if you don’t believe me here is something to ponder; in 1995 Qualcomm processed over 1,000 resumes a day… process back then truly meant open the mail, sort the resumes, code the resumes, prep the resumes, scan the resumes, verify the resume extraction, print the response card label, apply the card label to the card, send to post office. On average I had a staff of 6 temps working full time just to do these tasks… and that was just the tactical aspect of things. We had a commitment to our applicants that they would receive a response card within 5 days of when we received the resume, so USPS got 3 days of that, so we had to process every resume in under 24 hours.
We have all come so far…. but we can go farther. We can respond to applicants in a consistent manner, we can be creative with how to partner with our competitors to ride out this economy storm, and we can always leverage the information we have to understand what the real issue is and try something new. 2009 - is a great year to try something new with your recruiting technology.