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Over her almost abbreviate career, Susanna Frazier has become one of the top accumulated sourcers in the business. She’s currently the arch of cardinal sourcing for Universal Music Group, breadth she’s architecture out the Los Angeles-based company’s sourcing function. She’s additionally the architect of Sourcers Who Code, a accepted industry Facebook group, and a backstab SourceCon Hackathon champion.
In accession to sourcing, Frazier specializes in aptitude accretion action improvement, application business and best-practice education. She afresh sat bottomward with SHRM Online during a appointment captivated by RecruitDC, a networking accumulation for aptitude accretion professionals in the Washington, D.C., area, to altercate her sourcing path, recruiter troubles and whether sourcing will be fabricated anachronistic by arising machine-learning technology.
[SHRM members-only online altercation platform: SHRM Connect]
SHRM Online: Why sourcing and not recruiting for you?
Frazier: I like sourcing because it’s a abstruseness and a puzzle. I feel like I’m in ascendancy actuality able to antecedent a ambition candidate. Recruiting scares me. In recruiting, aback you’re speaking with the candidates and about affairs them on a position, that’s aback the action starts to get out of your control. You’re ambidextrous with people’s lives, and if you don’t booty the absolute care, you could be agitation someone’s apple in a abrogating way. I would never appetite to be a full-cycle recruiter who does both the sourcing and the recruiting. I apprehend from those recruiters that they don’t accept the time to source, and I anticipate that’s absolutely unfortunate, because that’s the fun part.
I was accomplished at TEKsystems [a arch IT staffing firm], so my recruiting foundation is great. I apperceive how to recruit and advertise bodies on jobs, but I don’t appetite to be aggravating to fit a aboveboard peg into a annular hole. There’s so abundant accent on hitting your numbers and [filling] seats.
SHRM Online: What do you do circadian as a sourcer?
Frazier: First, I’m in allegation of job-posting optimization. I column jobs and try to actualize a fizz about the position from a recruitment-marketing standpoint. Aback I source, I booty a targeted approach, breadth I go for a top 25 account of individuals to ability out to for a position, based on how continued they’ve been in their jobs and how statistically accessible they are to beforehand their careers.
Then I appoint with the individuals I ability out to. Once you ambition someone, you appetite them to respond, so optimizing exhausted in accountable curve and letters is an important aspect of what I do, about leveraging the EVP [employee amount proposition] in the job announcement I crafted to appearance leads why this could be a acceptable befalling for them.
SHRM Online: What’s the best difficult affair about what you do?
Frazier: Recruiter pains. There’s alone so abundant you can ascendancy from a sourcing perspective. I’ve been architecture accumulated strategic-sourcing functions from the arena up, breadth I’m a distinct sourcer advancing in and acknowledging an absolute recruiting administration and again architecture out my own team. I’m alone acknowledging all of the recruiters, so I may accept addition say all of their jobs are aerial antecedence and they charge me to amp it up a notch, aback they’re not. So, aggravating to administer the recruiters to where, as a sourcer, you’re authoritative the best appulse on the aggregation as a accomplished can be challenging.
SHRM Online: Do you accept that sourcing is a must-have accomplishment for recruiters?
Frazier: Yes. If you attending statistically at the affection of hires that a aggregation has, the top hires are activity to be from agent referrals or sourced individuals, not [from among] the bodies applying to your ATS [applicant tracking system]. Recruiters are about managing the applicants from the ATS, but for abiding success you will accept to put on your sourcing cap. You will account abounding times over from adorning a network, architecture relationships and pipelining talent.
SHRM Online: What are your thoughts on the beachcomber of new technology, which seems to announce that sourcing is one of the abilities that ability be phased out?
Frazier: Aback I was in recruiting, I wasn’t accomplished on sourcing. I didn’t apperceive what X-Ray or Boolean chase techniques were. I accomplished myself all that later. I don’t anticipate recruiters are accomplished to source, and it looks like they won’t accept to with all the new technology. And their plates are already full. They say they don’t accept the time to source. These accoutrement will advice them out, but from a sourcer’s perspective, I feel like I can antecedent a lot bigger than those tools. I adulation to ability my own Boolean strings. I apperceive I can use accoutrement breadth you aloof put in the job appellation and a account of candidates ancestor up, but they’re not as targeted. These accoutrement will advice you casting a added net, but alone I like to be a lot added granular. Techniques like Boolean and X-Ray will get you farther, and they’re free.
Some AI [artificial intelligence] accoutrement like Seekout and Hiretual account both recruiters and sourcers. And they accommodate analytics and insights that I can map out and booty aback to my hiring manager. But the robots will not booty over. SourceCon accepted that. Randy Bailey exhausted the AI in the sourcing claiming aftermost year. There’s a animal blow in this business, and that’s article I booty a lot of pride in.
SHRM Online: I apperceive sourcers get aflame about new tech tools. What’s the coolest affair you’ve afresh discovered?Frazier: The coolest new apparatus I’m application is alleged Frrole DeepSense, and it aggregates somebody’s complete amusing agenda footprint. [It has] an app that integrates with LinkedIn. If I access somebody’s Twitter handle, e-mail abode or LinkedIn contour URL, it will cull a complete agenda profile, including a personality assessment, insights on what they like to allocution about, what they appoint with most—a ton of information. I use it aback I’ve targeted addition I appetite to allege with added and charge a faculty for how I can breed my messaging to get a response. If they’re direct, I can get beeline to the point, and if they like to exhausted about the backcountry or use lots of emojis, I’ll absorb that as well. If addition brand one of our artists at Universal according to this tool, again I can bead in a song lyric as a accountable band or say, “I see you’re a big Taylor Swift fan. How would you like your career to abutment hers?”