Best of 2021... Joel's Picks


The year that was 2021 didn't turn out exactly as expected. Business travel didn't come back, the Delta variant threw a big monkey wrench in the party that should've been and we'll have to push pause on another Roaring '20s. The industry, however, kept us talking. We were busier than ever, and these are five episodes that really stood out in a year of standouts. This Best of has it all: Indeed, CareerBuilder, feisty recruiters, dumb employers and, of course, the ZipRecruiter IPO. Here's to a great year with an eye toward 2022. Enjoy!


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INTRO (21m 28s):

`Yes sir! Hide your kids! Lock the doors! You're listening to HR’s most dangerous podcast. Chad Sowash and Joel Cheeseman 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. irls.


Chad (32s):

Welcome to the Chad and Cheese, top five picks of 2021. Joel's picks. That's right. Joel, cut his nap short today to curate this show just for you. Take it away Cheeseman.


Joel (45s):

One of the things I look forward to every year is the Superbowl. Yeah, I enjoy the game and I'm sure this is the Brown's year, but I also enjoy the commercials and I really enjoy the commercials when they include companies in our industry. While the days of CareerBuilder and Monster dropping major coin on ads is over Indeed and Fiverr took the plunge in 2021. And this was our hot take on the move. Enjoy. I don't know what that means. Let's get to the news shall we?


Chad (1m 20s):

Topics!


Joel (1m 21s):

Chad, you remember 1999, don't you and the first Superbowl ad?


Chad (1m 25s):

Yeah!


Joel (1m 26s):

You remember it very well and you've, I think you've told the history lesson pretty, pretty well in the past, but Indeed has decided they're going to get into the arms race. So they've announced the first half of the big game, they're doing a 30 second ad, reportedly at a cost of roughly $5.6 million. There'll be utilizing the hashtag #nowhiring in coordination with the ad, which means every job board in staffing agency in the world is going to be trolling the hashtag #nowhiring up until the game, going for the warm and fuzzy. Actually it's a 60 second spot. Forgive me so they're going to drop roughly 10 plus million on this thing.


Chad (2m 6s):

Have you seen it?


Joel (2m 7s):

I have not seen it. It's warm and fuzzy, right?


Chad (2m 10s):

Yeah. I've seen it. And it depicts everyday people overall. The big theme behind it is, it's called "The Rising," but the song Rise Up is behind it, it's playing in the music bed. It's very well done. It tugs at the heart strings and the product is woven into the story itself. This is really a super flex against the rest of the industry. Hindsight being 2020. Why do this?


Joel (2m 36s):

So I wrote a post on this over at Poach and historically speaking, and you and I are old enough to have sort of this context to the issue. You know, there was a day in '99 when all this happened, you know, before YouTube, before social media, before really Google was a thing, where the mindset was really, you have to be Coke or Pepsi, or you're just going to be feeding on the crumbs of whatever industry that you're in and a way to become number one or two was well drop a bunch of money on the Superbowl and Monster had this vision of being sort of this monolithic brand that was every job was posted there, right? And they could increase prices accordingly and you know, be the 800 pound gorilla.


Joel (3m 16s):

Hot jobs advertised sort of for a different reason. Now they definitely shot themselves up into the top echelon of job sites, but then they sold off to Yahoo a couple of years later. So I think they sort of achieve what they wanted to do. Whereas Monster had a little bit of a longer horizon. And for the, you know, next up until about 2008 or nine, I'd say we talked about CareerBuilder and Monster ads on the Super Bowl almost every year. And it was part of that same sort of mentality. Well, the 2008 happened 2009, there've been very few Super Bowl ads since the great recession, probably for good reason, the world has changed.


Joel (3m 57s):

There's a lot more fragmentation. There's Google, there's Facebook, there's LinkedIn. So it's really hard to sort of justify an investment like that because it's not just the ad itself. It's the making of the ad. It's the followup stuff. It's the branding and things you do after that. So I, I feel like whereas 1999 was more of a, Hey, we want to make a big splash to be number one today. It's more like we want to make a big splash to keep hold of number one for as long as we possibly can, because we kind of feel like the ice is melting under our feet. And we want to get a life raft if we can possibly do it. So to me, it's much more of like a desperation or a clinging to power than it is a new kid on the block.


Joel (4m 39s):

And we want to be the big swinging dick. Your thoughts?


Chad (4m 44s):

One thing this does is it provides, it's a job seeker specific commercial, right? The call to action, everything that's happening around it is for job seekers. Indeed has bigger problems than traffic. So this commercial in itself is very well done and on point, but unfortunately we're when hearing from employers using Indeed, they are already providing enough traffic. It's just overwhelmingly the wrong candidate. So Indeed needs to bolster its matching tech and much less ZipRecruiter deliver better match candidates. I mean, companies don't need more, they need more targeted.


Chad (5m 27s):

So much like Monster, Hot Jobs and CareerBuilder. It looks like Indeed doesn't really understand what the real problem is for customers. And it could be their downfall. I remember when we looked at CareerBuilder and we looked at Monster and we thought, God, these guys are going to stay on top forever. They didn't. Is this predicting the demise of Indeed in 2021? No, it's not. But the crumbling starts when you can't understand what the real problem is. When you spend money on something like this, which really defeats the whole purpose of why an employer's using you in the first place. It's not for quantity. It's for quality. It's for matching, it's for the right types of individuals.


Chad (6m 9s):

And what we've seen with Indeed is they have no discipline. The Indeed of old had discipline. They had focus, they had strategy. They were the Trojan horse strategy and they've lost all of it.


Joel (6m 21s):

Yeah, to me, it smells a little bit like jumping the shark. It fits smells a little bit like a peak. I feel similarly about Indeed today, as I did about Monster in 2006 or 2007. Obviously it took 10 plus years for sort of that demise to happen or that downfall to happen. But to me, this sort of reeks of desperation and also a good level of hubris. They have a new CEO, I think, with the organization, so maybe a little bit of him making his mark, could be part of this, but yeah, I, I can't find many good things about this move.


Joel (7m 1s):

Good stuff. By the way, the Superbowl isn't that far away and a hot economy means there should be more ads from companies in the employment space. The big question is, will we see some of the unicorns from the past year on the big game? Or how about ZipRecruiter who's now a public company? Hell maybe even a background check solution will show up to the party, stay tuned. It's commercial time.


Chad (7m 33s):

It's show time.


Joel (7m 36s):

TikTok was super hot last year and made it into our show more times than I can count. However, one story and interview really stood out. Meet Tony Piloseno, know a then senior at Ohio University who was working part-time at a local Sherwin-Williams paint store and mixing paint for his TikTok followers, which then numbered 1.2 million Did Sherwin-Williams, fast track Tony to their executive farm system as a result. No, they fired him.


Joel (8m 14s):

Crazy Right? This is Tony's story. Enjoy.


Chad (8m 25s):

Oh yeah, we got paint boy on the show today.


Chad (9m 36s):

What's up everybody. This is Joel Cheesman of the Chad and Cheese podcast always joined by my Tonto, Chad Sowash.


Joel (11m 56s):

Proudly. Chad, how are you, man?


Joel (12m 38s):

We got a follow up to one of our weekly stories.


Joel (13m 56s):

I can't wait to get into this one now.


Chad (14m 59s):

He's he's paint, dude. He's not paint boy, because he's in college.


Chad (16m 23s):

He's a senior.


Joel (16m 44s):

He's a content creator.


Chad (17m 12s):