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Matchmaking Techniques Can Help Recruiters Hook Up with Amazing Talent

Without going too far into the weeds, I believe it’s fair to say that recruiting and matchmaking share much in common. Think about dating. We “date” all the time, and that reaches beyond romantic[...]

December 11, 2018

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Bursting the Filter Bubble in Hiring: Curating Talent, Not Biases

Full disclosure: I hate Smash Mouth. And I share this opinion freely online. But here’s where the irony of life seeps into the digital world. Google’s algorithms, astonishing as they are in countless respects, ostensibly deem me one of the band’s biggest fans -- merely as a result of posting critiques about them or searching for unflattering parodies of “All Star.” It’s a problem with content curation and the individualization of information. Searching for something shouldn’t presume adoration; but the Internet hasn’t quite mastered that lesson yet. And in the staffing industry, where “talent curation” has become one of the latest catch phrases, it’s critical that we understand the proper application and practice so that we’re curating talent, not biases.

Somebody Once Told Me the Net is Going to Troll Me

To emphasize my initial point, I actually use Smash Mouth as a grading criterion -- the lowest conceivable rank on a scale. For instance, if you received a satisfaction survey from Crowdstaffing, you became the lucky recipient of a sanitized version. Because, I assure you, my initial drafts always include this rubric: “For each category, please select a rating from the drop down menu on a scale of 5 to Smash Mouth, 5 being exceptional and Smash Mouth being Smash Mouth.”

The second I hear a radio DJ cueing up “All Star,” a wave of anxiety floods my senses, which immediately surge into the flight-or-fight instinct that protects us from danger or the spirit-crushing torments of dark, uneasy things whispered only in purgatory. The marrow aches in my bones. My chest tightens. Sweat flows down my forehead in cataracts of panic. I’m not saying Smash Mouth is a terrible, awful, stupefyingly dismal tribe of musicians. It just is to me. And I’m not saying “All Star” is a soulless, harrowing, agonizing assassin of joy. It just is to me. Beauty, they say, exists in the eye of the beholder -- and perhaps its tone-deaf ears. One person’s Bowie may well be another’s Smash Mouth.

But to Google, Smash Mouth is my jam. The more Smash Mouth appears in my search queries, albeit derisively, the more Google’s automated Assistant promotes the band in my “personalized” results. Here’s how surreal this gets. When I purchased Google Home this Christmas and began experimenting with its machine learning capabilities, I asked the device to play the sound of a whale’s mating call. The virtual concierge of the Internet replied: “OK, playing the mating call of the Beluga whale on YouTube.”

To my absolute shock and horror, Google dredged up “the mating call of the beluga whale,” manifested as a large man playing the Johnny Cash version of “Hurt” on guitar with the lyrics of -- wait for it -- “All Star.” It was a tragic moment that will haunt my family for many Christmases to come.

The concept of developing catered, curated content for a specific target audience is nothing new. Corporate-owned media have played in this space for decades, pushing stories that most appeal to a publication’s core demographic, based on data. During the early history of the Web, search engines like Google began aggregating news from a variety of sources. Then, as the process evolved, they started distinguishing more tailored articles for individual users.

For people who want to validate their deeply held beliefs or opinions already firmly entrenched, this practice is likely a welcome boon. However, for those who want a 360-degree view of events to formulate a more objective perspective, personalization becomes problematic.

Trapped Inside the Filter Bubble

Back in 2011, Eli Pariser, CEO of Upworthy and former executive director of MoveOn.org, published “The Filter Bubble: What the Internet is Hiding from You.” The book exposed how search engines feed users content suited to their preferences. Daniel Terdiman summed up the situation in his review of the work for CNET:

Pariser explains the dynamic we all face online today: that no two people’s Web searches, even on the same topics, return the same results. That’s because search engines and other sites are basing what they send back on our previous searches, the sites we visit, ads we click on, preferences we indicate, and much more. Not to mention the fact that we are more and more shielded from viewpoints counter to our own.

Another concern involves the so-called democratization of information: that trending search results automatically rank higher and appear more prominently. However, this algorithm opens the doors for fake news and bogus content when enough publishers produce it. Two years ago, Guardian journalist Carole Cadwalladr typed “are Jews” into Google’s search bar. Its predictive system returned disturbing recommendations.

It offered me a choice of potential questions it thought I might want to ask: “are jews a race?”, “are jews white?”, “are jews christians?”, and finally, “are jews evil?”
Are Jews evil? It’s not a question I’ve ever thought of asking. I hadn’t gone looking for it. But there it was. I press enter. A page of results appears. This was Google’s question. And this was Google’s answer: Jews are evil. Because there, on my screen, was the proof: an entire page of results, nine out of 10 of which “confirm” this. The top result, from a site called Listovative, has the headline: “Top 10 Major Reasons Why People Hate Jews.” I click on it: “Jews today have taken over marketing, militia, medicinal, technological, media, industrial, cinema challenges etc and continue to face the worlds [sic] envy through unexplained success stories given their inglorious past and vermin like repression all over Europe.”

Of course, we can’t ignore the human element. Facebook’s Trending Topics platform and a few web content filtering solutions have used people to bolster the capabilities of digital algorithms. In the latter case, the ACLU discovered that personal bias negatively impacted the way content was parsed. The campaign achieved public visibility in a movement called “Don’t Filter Me.” The civil rights group found that all references to the LGBTQ community were being blocked as offensive content by certain software providers, even when the sites provided positive and educational information.

Facebook confronted backlash for similar reasons, as the New York Times reported in 2016:

The Silicon Valley company faces allegations of intentionally suppressing conservative news from appearing on Trending Topics. In a rough-and-tumble presidential election year in which social media is playing an increasingly large role, some Republican leaders say they have lost trust in Facebook’s ability to maintain impartiality as a communication and news platform.

This type of curation is, to Eli Pariser’s point, excluding content that may run contrary to our preferred worldview. But in the absence of a well-rounded and comprehensive library of information, we can’t genuinely develop a robust worldview.

Curation Requires a Variety of Inputs

Diversity is the solution to these issues. We need differing perspectives to make sound decisions. Too often in this industry, we see that talent curation is little more than attempting to play into a hiring manager’s particular preferences. Recruiters may be delivering the candidates that a client wants, but not necessarily the people they need. Here are some ways to better curate the resumes you’re receiving.

Blind Resumes

Why not follow in the footsteps of industry leaders such as Deloitte, Household Bank, KPMG and many government agencies. How does it work? All contact and personal information is removed. These details -- especially when they hint at age, gender, culture, hobbies and other attributes -- can form unconscious biases in the minds of reviewers. A blind resume includes only skills, objectives, work experience and education. Truly blind resumes even edit details of education to display only academic data, such as degrees achieved and honors awarded. Removing the name of the university or institution can go far in preventing bias.

Open Marketplace Model

An open marketplace encourages anyone to apply and helps remove intrinsic bias. Rather than scrutinizing a worker’s background, this model gets to the heart of what matters most: finding talent who perform and produce results at the highest levels. Often times, we discover that what a worker may lack in terms of established skills or longevity, he or she makes up for through motivation, a willingness to learn, a desire to succeed and a drive to overachieve.

Redefine Cultural Fit

Placing workers in environments that complement their values, support needs, work-life goals and ongoing development leads to success. When focusing on fit, emphasize characteristics that demonstrate alignment -- how a worker’s aspirations and potential contributions mesh with the prevailing mission and values of the company.

Interviewer Community

Consult with clients to work out a series of questions that various hiring managers would ask candidates. This gives you the opportunity to identify and weed out biases within the group, standardize the questions and create relevant evaluation criteria. This process ensures that interviewers are on the same page in determining what an ideal candidate looks like. More importantly, this strategy helps you formalize a set of checks and balances against bias.

Curation Requires Open Minds

We naturally gravitate toward like-minded individuals. We love the feeling of having our viewpoints validated. But that should never come at the cost of objectivity, truth, and diverse opinions. Otherwise, we’re only having our biases validated. Matching candidates to business cultures is an essential technique in modern hiring models. And it requires thoughtful introspection, examination, and formulating questions that will enlighten candidates, hiring managers, and recruiters in the process. Yet there exists a dark side to curation -- feeding into desires that could lead to ethnically, ideologically, racially, and sexually similar cultures. An environment that propels a status quo ultimately stagnates within these limitations. Fortunately, we have the know-how and resources to curate an equitable hiring process that will expose us to new ideas and new innovations.

 

 

 

 

 

 

 

 

 

 

Bret Bass
Bret Bass
Vice President of Special Operations
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