MARKETING
How to Run an Effective Vetting Process for Candidates in 2022
![How to Run an Effective Vetting Process for Candidates in 2022 How to Run an Effective Vetting Process for Candidates in 2022](https://articles.entireweb.com/wp-content/uploads/2022/02/How-to-Run-an-Effective-Vetting-Process-for-Candidates-in.jpgkeepProtocol.jpeg)
Imagine you’re a hiring manager and put up an ad for a role. After a lengthy process, you hire someone you think is a great fit.
Except, reality sets in a few weeks later when you realize they were a bad hire and you have the start all over again. A robust vetting process would help you avoid this costly mistake.
However, it’s not enough to come up with a process, you have to make sure it’s inclusive, fair, and efficient. Let’s show you how.
What is a vetting process?
Companies use a vetting process to evaluate a candidate’s background and qualifications, and eliminate unqualified candidates from the pool of applicants. It can include conducting background checks, phone screens, and technical assessments.
Hiring the wrong employee can cost companies hundreds of thousands of dollars. Back in 2016, The U.S. Department of Labor estimated this cost was close to 30% of the former employee’s first-year earnings.
Today, that figure could be even higher.
Undoubtedly, recruiting and hiring candidates is an expensive and time-consuming process. This is on top of figuring out which candidates are most qualified to succeed at your company for the long haul.
A vetting process should include a few critical elements. Let’s cover how to run an effective vetting process that’s efficient and free of bias as possible.
How long does the vetting process take?
The vetting process can take anywhere from a few days to a few weeks depending on what your process looks like, the seniority level for the role, and the industry.
For instance, a role at the Federal Bureau of Investigation likely has a much longer vetting process than one at a SaaS company. The FBI likely conducts in-depth background checks beyond a candidate’s criminal background whereas a SaaS company may focus the bulk of its vetting process on technical proficiency.
Over time, your company will start compiling data on how long the process takes based on the factors mentioned above and build its strategy based on that.
How to Run a Candidate Vetting Process
- Write an accurate job description.
- Leverage software to review candidates’ application materials.
- Use video interviews prior to phone calls.
- Evaluate candidates’ qualifications using additional assessment tools.
- Trust the process.
1. Write an accurate job description.
Your vetting process will be easier start-to-finish if you take the time to write an accurate and compelling job description.
I spoke to Claire McCarthy, team lead in sales recruiting, who told me the job description can help both you and the candidate ensure a mutually beneficial fit from the start.
“We have pretty comprehensive job descriptions and we want candidates to take the time to read them and ensure the role is a good match for their background and skillset, as well as their long-term goals,” she said.
McCarthy adds that it’s valuable to focus on attributes when creating your job description.
“For instance, for a sales role, we might list ‘customer-first mentality’ as a requirement,” she said.
In addition, craft your description to attract a wide pool of diverse applicants, since diverse teams perform better, and come up with more innovative ideas.
This is important because a Hewlett Packard internal report found that women historically won’t apply for a job unless they meet all the qualifications, while most men will apply if they meet only 60% of them.
However, it doesn’t only affect candidates from a gender perspective. Racism, ableism, and ageism can also impact the hiring process – and it all starts with your job description.
To do so, you can rely on tools like Textio, which help you identify and remove implicit and explicit biased language from your job description.
The goal is to use inclusive language that welcomes and attracts a diverse range of talent.
Take a look at the marketing job descriptions you should recruit and hire to have an all-star team.
2. Leverage software to review candidates’ application materials.
A vetting process should allow you to filter out candidates who don’t have the skills necessary to succeed in the role. To do this, start by vetting the applicant’s resume, cover letter, and other application materials they’ve submitted for review.
Additionally, a vetting process can support your diversity and inclusion initiative by ensuring your HR team remains fair and unbiased when evaluating potential candidates.
For instance, you might implement a blind search system in which resumes are scanned by software, such as Greenhouse.
By ensuring your resumes are automatically sorted based on skill, you’re circumventing some of the unintentional biases that might lead your HR employees to make unfair judgments.
3. Use video interviews prior to phone calls.
There are certain questions you can ask to decipher whether or not a candidate has the correct skills for the role.
You don’t want your recruiters spending valuable time on phone calls when you can just as easily collect that information another way.
At HubSpot, our hiring process includes video interviews, in which candidates must answer a series of questions and submit their recorded responses. The caveat here is that they must answer each question within a minute and they won’t know what the questions are ahead of time.
“We do this for high volume roles, and use the video interview as a qualifier for whether or not the candidate moves forward with a phone interview,” said McCarthy.
Consider using video interviews to limit the amount of phone calls your HR team needs to make each day.
4. Evaluate candidates’ qualifications using additional assessment tools.
To evaluate whether your candidate will succeed in the role, consider offering initial assessments.
As a HubSpot writer, I was asked to write a blog post from scratch using one of HubSpot’s prompt topics before being invited for an interview. This makes sense – why waste your time, and your candidate’s time, if they don’t have the skills you’re looking for?
From the candidate’s perspective, it allows them to get a taste of what the role requires and show off why they’re right for it.
You might consider offering role plays for customer-facing positions, case studies for functional roles, or coding assessments for engineering positions.
5. Trust the process.
The point of having a process is to ensure consistency and promote fairness.
This means across all tools and software you utilize just as much as the steps you follow.
Ultimately, a vetting process is only effective if it’s consistent and replicable.
“A vetting process is about establishing a process at the beginning and sticking to it,” said McCarthy. “Additionally, it’s important to use a vetting process to operationalize how we review candidates and decide which ones are most qualified to move forward to next steps.”
Using these five tactics will mitigate the time and money your HR team spends on recruitment in 2022 while ensuring you hire the best applicants – a win all around.
Editor’s Note: This post was originally published in January 2019 and has been updated for comprehensiveness.
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MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
![YouTube Ad Specs, Sizes, and Examples [2024 Update] YouTube Ad Specs, Sizes, and Examples](https://articles.entireweb.com/wp-content/uploads/2024/06/YouTube-Ad-Specs-Sizes-and-Examples.jpg)
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
![Why We Are Always 'Clicking to Buy', According to Psychologists Why We Are Always 'Clicking to Buy', According to Psychologists](https://articles.entireweb.com/wp-content/uploads/2024/05/Why-We-Are-Always-Clicking-to-Buy-According-to-Psychologists.pngkeepProtocol.png)
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
![A deeper dive into data, personalization and Copilots A deeper dive into data, personalization and Copilots](https://articles.entireweb.com/wp-content/uploads/2024/05/A-deeper-dive-into-data-personalization-and-Copilots.jpg)
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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