And that’s a wrap 2020…
WOW Recruitment
2020 will go down in history as a challenging year we’ll never forget. We all found ourselves in a precarious position surrounded by uncertainty in one way or another. When the majority of the world came to a standstill and we were asked to stay home, we had to find new ways to feel fulfilled and productive… A lot of us were forced to slow down and relearn our values and our priorities and thus, shape new perceptions. So as 2020 comes to a close, I’d like to take a moment to reflect on the year as a leader in business. I think it’s incredibly important that we take everything we learned in 2020 into 2021. It’s definitely a time to turn the page and start a new chapter but let’s also remember to have awareness and gratitude for all the things that we learned.
Here are my key learnings and key take outs from 2020:
- The people you surround yourself with matters – They say that your network is your net worth and that resonated with me more so this year than any other. When times were especially tough, it was the people I was able to lean on for support that got me through. Whether it be the numerous phone calls with my business partner, the group chat with my friends sending encouraging messages throughout the day, venting with family over dinner, running ideas past my partner on yet another walk around the block or seeking professional advice from education and training communities like The Entourage, TMSG or Business Chicks. The sense of community and being surrounded by like-minded people certainly helped in keeping the enthusiasm and motivation levels high and reminded me that leadership doesn’t have to be lonely.
- The importance of gratitude – When you’re faced with a challenge or you go through hard times, it’s easy to see the negatives in the experience but this year, I truly understood the value of finding the learnings to be grateful for. I consciously made the decision to shift my thinking to being grateful for particular events as I gained a new found understanding, value or perception as a result.
- Resilience fatigue is real
– Typically when we talk about resilience, we talk about bouncing back. 2020 was a year that required leaders to lean into challenges time and time again. Leaders were required to be resilient, flexible and agile. As a result, as we entered into the last quarter of 2020, I started feeling burnt out and feeling like I was coming to the end of my resilience. It felt like I had kept the engine revving too high for too long. At the beginning of the year, I was making decisions from a place of resilience. I made decisions knowing we weren’t going to be one of the businesses that collapsed due to the impacts of the pandemic. However, as the challenges dragged on for months, the amount of resilience left in the tank felt like it was eroding. I got to the point of feeling a high level of fatigue in general. So, in October I took myself out of the game for a long weekend. I disconnected from all things business related for three days, read novels instead of business books and spent time in the sun with family. It gave me the rejuvenation I needed to get through the last quarter of the year with new found energy. Removing yourself from a situation and taking down time (even if it’s only 3 days) allows you to reset and gain a fresh perspective… And so I learnt not to quit but to rest.
- Never lose your sense of humour – Matthew McConaughey’s unconventional book ‘Greenlights’ highlighted this one for me. He talks about successes and failures in a way that made me laugh out loud. It made me realise that no matter the challenge, you can’t underestimate the importance of having fun along the way and to never take yourself too seriously.
- Teamwork makes the dream work
– In the midst of all of the obstacles, I knew that when all was said and done post COVID-19, I wanted to ensure I had shown my team the support and appreciation they deserve for all of the extraordinary work and effort that was put in throughout 2020. When other companies slowed down, our team doubled down. It definitely wasn’t easy but I saw the WOW team come together in solidarity, determination and persistence. The results we were able to achieve as a team in that time are both incredible and inspiring.
- Listen to your community and customer – As an extroverted leader, I am constantly making conscious decisions and creating habits to become a better listener. It’s no surprise that introverted leaders are more attuned to asking questions, rather than barging in with non-contextualised answers. There are benefits for every leader in adopting some of the traditional traits of an introverted leader during a crisis. Some of these traits include, asking more questions rather than developing answers, speaking more purposefully, remaining perceptive and embracing silences. In 2020, we listened and we learned (admittedly, sometimes in our pyjamas) and we were able to make improvements to our services and delivery to help make our clients and candidates more successful in their candidate/job search journey.
- Embrace vulnerability – Brené Brown informed a lot of my decisions this year with one of her core values: “have the courage to be vulnerable”. Through her books and podcasts, she explores the idea that we all struggle with things but sharing them is not a sign of weakness, it’s actually an incredibly powerful way to build trust. You have to be willing to be vulnerable to create trust in your workplace… especially during uncertain times. Let’s be real, we all struggled in one way or another in 2020. The chances were that if you were feeling one way, someone else was feeling the same. Sharing these feelings in a resourceful way strengthened our culture and pulled our team together.
- Take the time to reflect
– Reflection is an essential step in developing ones skills as a leader and reviewing organisational effectiveness rather than carrying on doing things the way we have always done them. There was plenty of time in 2020 to think and question, in a positive way, what I do and why I do it and then decide whether there is a better, or more efficient, way of doing it in the future. Take the time to ask yourself the hard questions before turning the lights out at the end of a long day, closing out the quarter or moving into the new year.
- Raise the standards – A few months ago, I heard the quote “In life, you don’t get what you want, you get what you can tolerate”. This triggered something inside me that transpired into immediate action. We turned “shoulds” into “musts” and we had a big shift within the team as we consciously made decisions to raise our standards, allowing us to close gaps in our service delivery. The whole team was on board and ‘raising the standards’ became the theme of our last quarter of the year.
- In times of adversity, lean in to change – We all went through so much change in 2020… Between the bush fires, the pandemic, fear of a second wave and then a third wave, quarantine, new school years and changes to the way we run businesses or show up for work. Our nervous systems crave predictability and consistent responses from our environments so it’s only natural that the amount of change experienced caused fear, stress and anxiety. However, resistance to change is the cause of that stress. I found the best way to deal with the change was to lean into it, rather than resisting or fighting it. We were able to lead the team through this by communicating clearly and consistently, setting out our goals, remaining agile and adaptable in our approach, being ready to shift as things change, setting micro action steps in the right direction, rewarding our success and constantly reaffirming our commitment to the change along with positive reinforcements.
So here’s to 2021 – A new year with new possibilities and opportunities. Don’t forget that you have the power to re-write the future at any time. So be courageous, be brave, do the work and learn from 2020. Take the positive experiences and the lessons and let’s move into 2021 with an open mind… I’ve got a good feeling about this year!
Here’s to survival and dreams fuelling our energy for tomorrow.
Happy New Year all!
Supporting your success,
Emily McLeod
In today's rapidly evolving business landscape, customer experience has become more critical than ever. As digital platforms continue to transform the way we interact with brands, businesses must adapt to meet the evolving expectations of their customers. We recently hosted a panel event with industry leaders sharing lessons from their lived experience. We were joined by: Mareile Osthus – Co-Founder & CEO, Humii Blair Redfern – Head of Customer Support, Spaceship Heather Robinson – Customer Care Director, Lyka The Rise of Digital Platforms Traditional customer satisfaction metrics, like Net Promoter Score (NPS), often fall short in providing a comprehensive understanding of the customer journey. Digital platforms, however, offer a wealth of data that can be harnessed to gain deeper insights. This data and feedback on the customer journey should be shared during stakeholder meetings to illuminate pain points and identifying solutions. Companies like Humii are at the forefront of this revolution, using cutting-edge technology to analyse online customer behaviour and identify areas for improvement across the customer’s journey. By combining human analysis with data-driven insights, these platforms provide retailers with actionable recommendations to enhance their customer experience. “You can’t fix what you don’t know or measure.” – Mariele Osthus The Importance of Human-Centricity While technology plays a crucial role in understanding customer behaviour, it's equally important to maintain a human-centric approach. Empathy, personalisation, and a genuine understanding of customer needs are essential for building strong relationships and maintaining brand loyalty. Lyka, a dog food company founded by Anna Podolsky, exemplifies human centricity. By offering customisable plans and using high-quality, human-grade ingredients, Lyka demonstrates a deep commitment to the wellbeing of its customers and their furry friends. Navigating Economic Challenges It’s no surprise the current economic climate presents unique challenges for businesses and their customers. As consumers tighten their belts, it's more important than ever to provide exceptional value and support. Spaceship, a financial services company, is actively addressing these challenges by reducing fees and offering transparent pricing. By prioritising customer needs, providing clear communication and meeting them we’re they’re at financially, Spaceship is building trust and loyalty in a difficult economic environment. “It’s important to get your wider team on the tools to help evolve the CX experience. ” – Blair Redfern The Balancing Act of Technology with Human Touch The successful integration of technology and human touch is essential for delivering an exceptional customer experience. Automation can streamline processes and improve efficiency, but it will never replace human connection. Heather from Lyka emphasises the importance of strategic thinking when it comes to automation. By identifying areas where human touch is most valuable and empathy is needed, businesses can ensure that technology enhances rather than replaces the customer experience. “Define where human touch is needed and automate the other parts.” – Heather Robinson Talent and Culture Attracting and retaining top talent is crucial for delivering exceptional customer experiences. Creating a positive and inclusive work culture is essential for employee engagement and satisfaction. Spaceship has achieved a remarkably low staff turnover by investing in employee wellbeing, offering competitive benefits, and providing opportunities for growth and development. Mariele from Humii emphasises the importance of trust, autonomy, and flexibility in creating a supportive work environment. Emerging Trends and Predictions As the customer experience landscape continues to evolve, businesses must stay ahead of emerging trends. Automation, personalisation, and data-driven insights will play an increasingly important role in shaping the future of customer service. However, it's essential to remember that the human element remains indispensable. By combining technology with empathy and understanding, businesses can build lasting relationships and thrive in the competitive marketplace. Prioritising customer experience and service must be a company-wide mindset. Work-life balance is now the primary driver for employees, closely followed by salary and compensation concerns. Career Development and Job Security remain important factors, while the current unemployment rate stands at 4.2%, reflecting a still-tight job market. Although salaries have seen a slight 4% increase over the past year, growth appears to be slowing. Meet the Speakers Mareile Osthus – Co-Founder & CEO, Humii Humii is a startup that makes retailers’ online customer experience tangible, measurable, and trackable. Mareile, with over 20 years of retail experience and 15 years in e-commerce, has successfully scaled giants like Zalando and THE ICONIC. Her insights on optimising the customer journey were invaluable. Blair Redfern – Head of Customer Support, Spaceship Spaceship is an Australian financial services company dedicated to empowering people to invest in their futures. Prior to joining Spaceship, he gained valuable experience in operations and strategy roles at Plenti and Uber. Heather Robinson – Customer Care Director, Lyka Heather Robinson is the Customer Care Director at Lyka, where she champions the importance of personalised service and human connection in an increasingly tech-driven world. With experience from Menulog and ANZ, she brought a unique blend of expertise in customer care, making her insights particularly impactful. If you're looking to recruit top talent in CX or are a candidate seeking a role in this field, reach out to us! WOW Recruitment specialises in customer experience roles across call centres, operations, business support, and more.
The best talent in your industry might not be actively searching for a job, but that doesn’t mean they wouldn’t be interested in an opening at your organisation. After all, an opportunity’s an opportunity. This type of candidate search is called ‘passive recruitment’, and it differs pretty heavily from the more well-known ‘active recruitment’. Let’s talk about how they differ, and strategies to attract the best passive talent. Recruiting active vs. passive job candidates Who are active candidates? Active candidates are your classic job seekers. They already know they’re interested in another role, and are actively searching for a new employer. An active recruitment strategy is the common approach: writing job ads, posting them online and vetting candidates who apply. Who are passive candidates? Passive job seekers are candidates who don’t know that they’re candidates. They aren’t actively searching for a new role, and could be quite happy at their current employer. Still, for the right offer they might consider hopping over to your team. A passive recruitment strategy is proactive and slightly more challenging. It’s more of a head-hunting approach, identifying right-fit candidates from across the industry and building relationships with them over time. Many recruiters nurture these relationships even when there are no active job openings, just to stay in people's minds. Then, when a role eventually opens up, half the work is already done. The benefits of recruiting passive candidates Pitching your open role to a passive candidate might seem like a tricky sell, but there are a lot of benefits to finding these talented professionals – often outweighing the extra effort. Gain access to the best talent. Sticking to active recruitment can mean recruiting with blinders on, seeing only the people who are on the hunt. Broadening your search allows you to more accurately target right-fit professionals who you know are highly employable – after all, they are already employed! Reduce time-to-hire. When passive recruitment is done proactively, it may be quicker to fill openings with this strategy; by the time you need someone, you already have a number of prospective candidates sourced and nurtured. Less worker misrepresentation. Taking time to source ideal people ensures you already know a lot about them by the time they come to apply. This can lead to less worker misrepresentation, where people aren’t what their CV says they are. Lower competition. Active job seekers usually apply for multiple jobs at once. Meanwhile, passive job seekers aren’t on the market at all, so you may be the only one talking to them – reducing competition for their skills. Simple strategies to win passive talent 1. Brainstorm your perfect candidate Before starting the passive recruitment process, brainstorm who you actually want to find. This is a goal-setting exercise, giving you a ‘persona’ to target and an objective to measure success against. Some steps to consider: Identify current and future needs within the organisation, to better understand what skills gaps you'll be filling. Ensure you have a complete understanding of the job description, and all the necessary skills and qualifications. Build a persona which outlines the likely demographics, qualifications and other key features of the most likely candidates for any applicable roles. Who they are, where they work, what they know, their preferred salary, industry pain points... all of this may be relevant later. Gain buy-in (and sign-off) from relevant stakeholders within your business, especially whichever team leader is likely to manage this new hire. This will help ensure you’ve got all your details correct. 2. Strengthen your employer brand Your employer brand is your culture, values and mission, value proposition, and reputation. A strong employer brand is instantly recognisable, where professionals in your sector know your business to be a great place to work. The stronger the brand, the wider this reputation spreads. Having a strong employer brand is essential in passive recruitment, as right-fit candidates may engage with your brand long before you ever reach out to them – through your content, social media presence, events presence or word of mouth. If this contact has been positive, they may already have a high opinion of your organisation when you engage them for the first time. Learn more: How to Build an Authentic and Appealing Employer Image 3. Conduct a thorough candidate discovery process Finding right-fit passive candidates goes well beyond job boards. You’re looking for the perfect match, someone to engage and build a relationship with over time, and they might be hanging out in one of a few different places. These are some examples of common sources successful passive recruiters have used in the past to find and engage with the best passive talent. How many are already on your mind? Social media platforms (LinkedIn especially) Industry networking events Relevant online communities (i.e. forums, chat groups and other relevant websites) Industry magazines, blogs and publications, looking for interesting guest writers Company alumni (who can you win back?) Referrals from current employees, industry peers or company alumni Talent from previous hiring initiatives who are still in your database Universities and other relevant colleges, if appropriate for the role The persona(s) you created in step one should help you narrow down your search, and give you a benchmark to measure potential talent against. 4. Reach out and make contact It's most common to reach out to passive candidates via email or social media DM. Of course, if you’re on a mutual online community you might spark up conversation there or introduce yourself at an industry event. Tips to consider when reaching out to passive candidates: Always get to the point. Long-winded introductions are often ignored by busy professionals. Offer a clear value proposition. Focus on value during your pitch. You need to offer something that they don’t have in their current employment, otherwise they won’t see a benefit in jumping ship. We’ll come back to this in point five below. Try to build a rapport. This isn’t a job ad, it’s a blind date. Spark up conversation, keep things moving. This is an ideal opportunity to learn more about the candidate – we'll talk about that below too. Tailor every message. Always tailor your outreach to the platform and person. Mass emails might look like spam. Ask them for a response, even if they aren’t interested. We know they aren’t actively looking for a job, but we can still get a conversation flowing to learn more about them. Alternatively, they might be able to refer you to a trusted colleague who is ready, and who may make a similarly great candidate. 5. Build a relationship with each candidate A good relationship with passive candidates is crucial to earning their trust and, in future, winning their application. This isn't a transactional thing, it’s two people dating, vibing each other out, seeing what the other person is about. Is your opportunity as good as their current one? Is it better? Can they trust you? These are the questions going through their mind. Keep things simple at first, and work your way up You might not pitch an opportunity straight away, instead focusing on dialogue and building the relationship for the relationship’s sake – that’s the proactive part of this we mentioned earlier. Act fast if they show interest Passive candidates can get second thoughts, or waiver and lose interest. Ensure you get them an interview with the right stakeholders as promptly as possible if they show interest, putting some faces to names and offering more of your value proposition to the candidate. Remember, the more you can learn about them the better If you get more information, you might learn more about what they dislike in their current role, or what they’re looking for in a possible new one. This will help you position your company as having the thing that they don’t have, but want. Finally, always respect their time People are busy, and their time is precious. We can empathise with that by keeping things concise, being clear and never pushing someone beyond their comfort level. Even if a candidate is interested, they might not be available yet, and we have to recognise that in order to win them over time. Empathy is never a bad strategy in recruitment! Need help? Call us Passive recruitment can yield excellent results, but it isn’t as simple as active recruitment. That's where you need a dedicated recruitment professional in your corner, helping you with the tricky stuff so you can focus on interviews and choosing the best from the best. To learn more about how we might be able to help with your hiring needs, contact us today .
To attract the best people and culture talent to your business, you’ll need to focus on aspects of the role like purpose and value, not just daily tasks.
