Human Resources: HR.com's Thought Leaders for June 7, 2007

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Changing the way you think about recruiting makes all the difference to Sean Rehder, of Rehder Talent Logistics. A lot of principles and practices in third party recruiting is the sales-type model, but you rarely see it in the corporate environment. David Creelman met with Rehder to learn about his 'Supercharged Recruiting' style.

Thought Leader Interview with Sean Rehder: "Supercharged Recruiting"

Sean Rehder is a founder of Rehder Talent Logistics (RTL), an independent consultancy based in southern California that implements internal workforce applications and processes. RTL focuses primarily on recruiting and managing workforce business solutions. Sean's work is currently being used by companies like Oracle, Adobe, Yahoo, Seagate, Microsoft, and Electronic Arts.

DC: Sean, can you explain to us what you are doing and why this is so significant for the world of recruiting?

SR: The whole premise of the work is the belief that if you think recruiting is selling then you should be on a CRM (contact relationship management) system rather than an ATS (applicant tracking system). You can still have the functionality of an ATS, but when it comes to actually going out and recruiting that passive talent-passive being the people who are not coming to your job boards-you really have to go out, find them, market to them, and really recruit them.

About a year or so ago, Jeff Hunter from Electronic Arts (EA) approached me, and we started talking about what EA needed. EA is like the 800-pound gorilla in the gaming industry, a $15 billion company. They found that being the big gorilla in a creative industry, like computer gaming, isn't always the best thing to be when it comes to recruiting talent. Their numbers were down in terms of people coming to their job board and they really had to go out and market their company to people and recruit them. They wanted to build a tool that did just that.

They had their ATS system in place, but they needed the selling tool. Jeff wanted to use Salesforce.com, which is probably the biggest CRM application out there. Salesforce.com is what is called Software as a Service (SaaS) software. They are a web-based application and he wanted to build it on that, using CRM principles, and then customize it for mass recruiting in the company. So that's what we did.

DC: It's interesting to have that change of mindset where suddenly you say, "Wait a minute, I am not in the business of placing ads, sifting through resumes, and then selecting the best candidate. I am in the business of selling." That is a substantial mindset change. And then to take that to the conclusion that an ATS is the wrong tool is also a big step. Were you surprised when Jeff Hunter suggested you use a sales
platform?

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David Creelman is CEO of Creelman Research and a well-known writer, research and speaker on critical issues in human capital management. David’s previous work includes Chief of Content and Research for HR.com, in addition to working as a management consultant in Canada and Malaysia, most notably with the Hay Group.

David holds an MBA from the University of Western Ontario and has also taught Rewards and Performance Measures at the University of Malaya executive MBA program. David’s clients include think tanks, consultants, academics and organizations from around the globe. His current focus, in collaboration with Dave Ulrich, is on what organizations should report about human capital intangibles to the financial markets (see www.rbl.net "What the Fortune 50 Tells Wall Street").

David Creelman can be reached by email at creelmanresearch[at]gmail.com

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