THOMAS FRIEDMAN: Dramatic changes in getting a job
May 30, 2013 10:30 AM

Underneath the huge drop in demand that drove unemployment up to 9 percent during the recession, there’s been an important shift in the education-to-work model in America. Anyone who’s been looking for a job knows what I mean. It is best summed up by the mantra from the Harvard education expert Tony Wagner that the world doesn’t care anymore what you know; all it cares “is what you can do with what you know.” And since jobs are evolving so quickly, with so many new tools, a bachelor’s degree is no longer considered an adequate proxy by employers for your ability to do a particular job — and, therefore, be hired. So, more employers are designing their own tests to measure applicants’ skills. And they increasingly don’t care how those skills were acquired: home schooling, an online university, a massive open online course, or Yale. They just want to know one thing: Can you add value?

One of the best ways to understand the changing labor market is to talk to the co-founders of HireArt (www.hireart.com): Eleonora Sharef, 27, a veteran of McKinsey; and Nick Sedlet, 28, a math whiz who left Goldman Sachs. Their startup was designed to bridge the divide between job-seekers and job-creators.

“The market is broken on both sides,” explained Sharef. “Many applicants don’t have the skills that employers are seeking, and don’t know how to get them. But employers also ... have unrealistic expectations.” They’re all “looking for purple unicorns: the perfect match. They don’t want to train you, and they expect you to be overqualified.” In the new economy, “you have to prove yourself, and we’re an avenue for candidates to do that,” said Sharef. “A degree document is no longer a proxy for the competency employers need.” Too many of the “skills you need in the workplace today are not being taught by colleges.”

The way HireArt works, explained Sharef (who was my daughter’s college roommate), is that clients — from big companies like Cisco, Safeway and Airbnb, to small family firms — come with a job description and then HireArt designs online written and video tests relevant for that job. Then they cull through the results and offer up the most promising applicants to the company, which chooses among them.

With 50,000 registered job-seekers on HireArt’s platform, the company receives about 500 applicants per job opening, said Sharef, adding: “While it’s great that the Internet allows people to apply to lots of jobs, it has led to some very unhealthy behavior. Job-seekers tell me that they apply to as many as 500 jobs in four to five months without doing almost any research. One candidate told me he had written a computer program that allowed him to auto-apply to every single job on Craigslist in a certain city. Given that candidates don’t self-select, recruiters think of r←sum←s as ‘mostly spam,’ and their approach is to ‘wade through the mess’ to find the treasures. Of these, only one person gets hired — one out of 500 — so the ‘success rate’ is very low for us and for our candidates.”

How do they test people? HireArt asks candidates to do tasks that mimic the work they would do on the job. If it is for a Web analytics job, HireArt might ask: “You are hired as the marketing manager at an e-commerce company and asked to set up a website analytics system. What are the key performance indicators you would measure? How would you measure them?”

Or, if you want to be a social media manager, said Sharef, “you will have to demonstrate familiarity with Twitter, Facebook, Pinterest, Google+, HTML, On-Page SEO and Key Word Analysis.” Sample question: “Kanye West just released a new fashion collection. You can see it here. Imagine you had to write a tweet promoting this collection. What would your tweet be?” Someone applying for a sales job would have to record a sales pitch over video.

Added Sharef: “What surprises me most about people’s skills is how poor their writing and grammar are, even for college graduates. If we can’t get the basics right, there is a real problem.” Still, she adds, HireArt sees many talented people who are just “confused about what jobs they are qualified for, what jobs are out there and where they fit in.”

So what does she advise? Sharef pointed to one applicant, a Detroit woman who had worked as a cashier at Borders. She realized that had no future, so she taught herself Excel. “We gave her a very rigorous test, and she outscored people who had gone to Stanford and Harvard. She ended up as a top applicant for a job that, on paper, she was completely unqualified for.”

People get rejected for jobs for two main reasons, said Sharef. One, “you’re not showing the employer how you will help them add value,” and, two, “you don’t know what you want, and it comes through because you have not learned the skills that are needed.” The most successful job candidates, she added, are “inventors and solution-finders,” who are relentlessly “entrepreneurial” because they understand that many employers today don’t care about your r←sum←, degree or how you got your knowledge, but only what you can do and what you can continuously reinvent yourself to do.

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