Hey Google! Alexa! Hey Siri!
Voice assistants are all around us, and getting more and more popular by the day. You can even get pizzas delivered with their help. The trend, however, has yet to really breakthrough on the job search front. That's why the boys have invited voice proponent, headhunter, and founder of My Career Fit,
Gordon Collier to the podcast to discuss.
Another exclusive interviewed supported by Sovren, software for humans you'll want to take it to dinner.
PODCAST TRANSCRIPTION sponsored by:
Gordon: There is an opportunity in voice to really bring authenticity and literally a human voice to your employment brand. That can be really powerful.
Intro: Hide your kids, lock the doors, you're listening to HR's most dangerous podcast. Chad Sowash and Joel Cheesman are here to punch the recruiting industry right where it hurts. Complete with breaking news, brash opinion and loads of snark. Buckle up boys and girls, it's time for The Chad and Cheese Podcast.
Joel: Oh yeah. Alexa, we need a guest for today's podcast. Ooh, could she do that? Maybe one day, I don't know.
Joel: What's up everybody. This is The Chad and Cheese Podcast. I'm your co-host Joel Cheesman.
Chad: I'm Chad, I love to ask Google anything, Sowash.
Joel: I should've said Joel, still on the flu meds, Cheesman, so forgive me for any stupid statements that I will assuredly make. Anyway, we are honored to welcome Gordon Collier to the show. Gordon is founder of Pipeline Search Solutions, insert your own joke there. A headhunter and also My Career Fit voice assistant founder. Welcome to the show, Gordon. Did I get everything?
Gordon: You got it. You nailed it. Thanks so much. I appreciate it.
Chad: You forgot lover of Fat Albert. That's what you forgot.
SFX: Hey, hey, hey.
Joel: Oh yeah, it's Fat Albert.
Gordon: Love it. I love it.
Joel: I couldn't find the Voices Carry sound bite by 'Til Tuesday, which I wanted to play for you. So we went with Fat Albert. What did I miss about you that the audience should know?
Gordon: I've been in corporate talent acquisition, that's where I've spent the bulk of my career, probably going twenty ... I think I'm going on 25 years now. And about four years ago I started my own company. Basically just doing recruiting, headhunting for a variety of organizations and I've been doing that for a while now. And then last year, actually probably about two years, I started the My Career Fit Podcast, and then have slowly been kind of transitioning that into voice using Amazon Alexa and Google Assistant. And I launched that actual product back in June of last year.
Joel: And what is the podcast about? Just like job search help?
Gordon: It really actually is probably more like a job search tool. I'm essentially just using the podcast platform to interview hiring leaders. It's everybody from recruiters to HR people to TA directors upwards through VPs and executives and CEOs of variety of different organizations. And we talk about culture and mission and their vision and we kind of take a deep dive into some of the nuts and bolts of what's going on in their organization, what their culture is like and what it would take for anybody to be successful within their organization. I tried to, I think it's been said a million times, job descriptions that are posted on the web are terrible. And they don't really tell you much of anything about the company and what you as a candidate or an applicant is going to get out of working there.
Gordon: And so we really kind of get into that and they're short, they're highly informational. Somebody could listen to that probably eight to 10 minutes of it, which is basically, that's how long each podcast is. They can listen to that at work, you can listen to it in your car. I mean, that's the great thing about voice. You can listen to those things anywhere, you don't have to give up time.
Joel: Sounds suspiciously like a lead funnel for your other business, Gordon, I don't know.
Chad: Let's go ahead and jump into the actual topic, shall we? Today Joel and I love voice. It's funny because whenever my kids come to me and they ask me a question, I'm like, "Have you asked Google?" I mean, and then I'll sit there right in front of them, voice activate Google and I'll ask Google. There's so many things that we do today, whether it's set alarm or timers in the kitchen or whatever it is, it's all voice activated and we're excited to see that in the job search area. Today, we want to talk about some of the big, I think bait and switches, and then also the opportunity that is actually in front of us today. What can we actually do today versus what do you think we'll be able to do tomorrow? Right out of the gate, I want to get your opinion, Gordon, on the whole McDonald's drive thru apply debacle. What do you think?
Gordon: I would agree and call it a debacle as well. I will say, I'll give McDonald's props because I think they're one of the first organizations who are out there who kind of pointed at the tool and said, "This could be useful."
Joel: Can we get some context on this? Because I think Chad actually made it sound like you drive through McDonald's and talk to someone to get a job. That's not what's happening, right Gordon?
Gordon: No. No burgers, no shakes, no fries.
Chad: It was a voice initiated job search that rolled out globally, although it did not work in some areas. It was ridiculous at best. That's my opinion. And it did nothing more than drive more candidates into a black hole just in a different kind of a way. It was using the allure of voice with the same horrible application process. It was putting a new shade of lipstick on the pig. From my standpoint, any company who comes out literally with a piece of shit and throws it out there and says, "We're the first to do this." I'm in the whole camp of, that's fucking stupid. Right? That's my opinion. Yes. Gordon, you weren't a fan of it, but obviously you're not as harsh as I am.
Joel: He might be.
Gordon: Yeah. I think you're exactly right in what you're saying, but I think at least there was a massive organization, a massive brand that hires people, millions and millions of people all the time. And they pointed at this and said, "This actually could be useful." Now, hopefully that is the case back at corporate somewhere at McDonald's, but the execution of what they were doing I thought was just terrible.
Chad: And the expectation.
Gordon: Yeah. And they basically just, I felt like at the end of the day they just took what you could do on the web and they just bolted it on to Alexa.
Joel: Is it still the same product that it was when it launched? Have they improved that at all, do you know?
Gordon: I don't think so.
Joel: No. Okay.
Gordon: In fact, I haven't ... It's funny, they went gangbusters in advertising for that thing and then all of a sudden it just sort of fell off the map. I haven't seen any more ads. I haven't seen anything run for it.
Joel: McDonald's heard our show, I think.
Gordon: Possibly. I'm sure somebody there is paying attention to The Chad and Cheese.
Chad: I know Paradox is, so that's pretty good.
Joel: Yeah, we do know that for sure.
Gordon: Yeah. I mean, I felt like they just took what you could do on the web and they tried to bolt it onto voice. And that is, my opinion is that that's a misunderstanding of how voice works and what you can do with voice and the problems that voice can solve for people. And that's really where you start I think, when you go to do something with voice, you're going to start with what kind of problem can I solve and how can I do it in the best way possible with voice? I just felt they just missed the mark on that completely.
Joel: What should they have done differently?
Gordon: Number one is some of the research that's come out has said that basically people are more responsive to the human voice versus the Alexa synthetic voice or the Google Assistant synthetic robot voice. It would have been a lot better if you could have had somebody actually, a representative from the company or somebody, an actual voice sort of actually doing that audio. The other piece to it was they just read, I mean they just basically sort of cut and pasted some lines from what sounded like something off of their website or their career page and had Alexa read it. And there's an opportunity in voice to really bring authenticity and literally a human voice to your employment brand, and that can be really powerful. In the same way that people love podcasts, people love podcasts because it's an authentic show. People love The Chad and Cheese Podcast because it's authentic. You guys are real when you have your back and forth and it's fun to
SFX: Hell yeah.
Gordon: Right. Exactly. It's engaging and you can do the same thing with voice and get that same level of authenticity and realness and just cutting and pasting some lines, a couple of sentences and having Alexa read it is just not going to do that.
Chad: It didn't seem like it was well thought out at all. I mean, again, it was almost like a push to be first to market and saying, "Yes, we were first to the market." When you bring something to the market that is sketchy at best. I'm not sure that I would be proud of that.
Gordon: Yeah, you can really do things poorly if all you're focused on is just being first, you're probably going to miss it. I think it's why so many companies fail, start-ups fail because they only either have is that dollar bill at the end when they sell the company, because they're building the company to sell and it's sort of like, when they did this with Alexa, they just built it to be first and that was it. The text me piece. I think that was valuable. That's a good piece to do because it can continue the relationship outside of voice and it kind of mixes and blends the different channels of communication. But the other pieces to it, I feel like they just completely missed the mark. There was so much of an opportunity to really bring the McDonald's brand to people in their living rooms, in their kitchens, in their car, wherever they are on their phone, and they just missed the opportunity.
Chad: It's an experience, right?