Jessica Robles of DrFirst: 5 Ways To Attract & Retain Top Talent

By Kage Spatz  |   September 11, 2024   |   Article Link

“I can’t always control what happens, I can control my attitude and actions.”

Inflation is taking its toll on us and there is talk of a potential recession, while the tech industry is currently shedding tens of thousands of jobs. Is it possible to grow a business in these conditions? What steps should an entrepreneur take to grow their business during unpredictable times?

As part of our Strategy Series, Kage Spatz talks with fellow successful business owners and growth experts to help you discover new ways to grow your business during challenging economic times. Today, we had the pleasure of interviewing Jessica Robles.

Robles is Senior Director of Talent Management for DrFirst, a health technology leader. She spent 15 years leading HR teams in talent acquisition, performance management, quality improvement, training and development, and analytics.

Robles holds a doctorate in industrial and organizational psychology, master’s in business administration, and serves as a content expert on dissertation committees for numerous Ph.D. students.

Thank you so much for doing this with us! First, please tell us what brought you to this specific career path?

I started my career in employee training, focusing on orientation and development in the human services field. While pursuing my MBA, I discovered a passion for data analytics. This combination of interests led me to a career path with a focus on employee development and quality improvement through data-driven metrics. I went on to pursue my doctorate in Industrial and organizational psychology, where my research centered on employee engagement and satisfaction.

As my career progressed, a trusted mentor saw my potential and suggested that my skill set could be highly effective in leading human resource functions. With their encouragement and the opportunity to put this into practice, I transitioned into talent management.

Now, I use technology and data to drive a people-centered approach to managing our human capital. As the head of talent management here at DrFirst, I feel fortunate to work for a company that is fully committed to talent planning, development, and engagement, where the growth and success of every employee is genuinely prioritized.

Can you share the most interesting or funny story that happened to you since you started this career and what lesson you learned from that?

I once landed what I thought was my dream job — leading talent acquisition for a big, shiny national firm. I was practically floating on air, excited about all the data-driven wizardry I’d get to do and how I’d build a recruiting team that could practically hire an army. I loved everything about it: the team, the culture, and their commitment to promoting from within — it was like a recruiting nerd’s paradise.

But then reality hit me like a ton of bricks. My commute was an hour each way, which felt like traveling to the moon and back. And those long hours of leading my amazing team? They turned into even longer hours when you added the commute and the business trips. I started feeling like I was starring in my own reality show, “Exhausted Recruiter: The Saga of Sleepless Nights.”

Six months in, I had to face the music. I put my tail between my legs and admitted that while I was head-over-heels for the job, it wasn’t exactly head-over-heels for me — or my sanity. I had to make the tough call: give up my dream job to keep my family from staging an intervention. I prioritized my mental health and family needs over climbing the corporate ladder, and let me tell you, that ladder was tall and tempting!

The big lesson here? Sometimes you’ve got to weigh your personal needs a little heavier on the scale, even if it means pressing pause on your career ambitions. And truth be told, I haven’t regretted that decision one bit. The company I work for today is family-focused, offers the flexibility I need, and I love focusing on niche recruiting for a company with a nationwide reach. Plus, I get to oversee additional talent initiatives, like learning & development, performance, and engagement.

Are you working on any exciting new projects at your company? How is this helping people?

Yes, I’m currently working on an exciting project at DrFirst called “Remote First at DrFirst.” We’re being intentional about creating a digital culture that not only engages our employees but also tackles the unique challenges of working from home. We’ve developed a Remote Work Playbook that serves as our roadmap to ensure the experience is both rewarding and productive for everyone. Each month, we dive into key topics that shape work culture, such as communication, performance, connection, and well-being.

While many companies are asking employees to return to the office, at least part-time, we’re committed to a remote-first approach because we believe in the benefits it offers to both the company and our people. This project is significantly improving employee engagement, satisfaction, and productivity.

Our 2024 Employee Engagement Survey found that 87% of our staff said our approach to remote work significantly improves their overall well-being, and 82% reported it gives them the flexibility to balance the demands of their personal and professional lives. By being transparent about our expectations and commitments, we’re empowering our staff to bring their best selves to the digital hallways of DrFirst.

Wonderful. Now let’s jump over to the main focus of our series. Hiring can be very time-consuming and difficult. Can you share 5 techniques that you use to identify the talent that would be best suited for the job you want to fill?

Goodness, there is certainly no secret sauce to getting talent acquisition right. But there are some tried and true approaches that I find have the highest amount of success in every industry I’ve worked in. It all starts with preparation.

Detailed Job Profiles: We start by crafting a job profile that clearly outlines the experience, skills, and traits an ideal candidate should have.

For example, when preparing to hire a customer support representative, we first interviewed our top performers to see what attributes they shared that contribute to their success. These may be things like a history of working in customer service, a specific certification in project management, or even experience in learning new technology.

We then used these insights to create an ideal candidate profile that helps us assess candidates more accurately, ensuring we select individuals who are most likely to thrive in the role.

Behavioral and Cognitive Assessments: We integrate these assessments into the application process to see how well candidates align with the job profile.

For instance, if someone scores low on a behavioral match for a particular role, they may not be as engaged or fulfilled, which could affect their long-term productivity. On the other hand, if someone scores high on a cognitive assessment but is being considered for a role with repetitive tasks, they may eventually feel bored.

These assessments help us quickly identify candidates who are a good fit, leading to better job satisfaction and retention.

Values Matching: At DrFirst, we place a strong emphasis on aligning personal values with our company culture. During interviews, we explore how candidates demonstrate their values at work.

For example, we ask them to share situations where they’ve been trusted, made smart decisions, or shown innovative thinking. When candidates can clearly explain how their values align with ours, we feel more confident that they’ll adapt well and thrive here.

Skill-Based Testing: For roles requiring specific technical skills, we use skill-based tests to evaluate candidates’ abilities.

For instance, when hiring a solutions architect or software engineer, we conduct live coding exercises using specialized software. Similarly, for a network operations engineer, we might have them solve common technical issues in real time.

These tests ensure that candidates can not only talk the talk but also walk the walk, giving us confidence in their technical skills.

Portfolio Review: Sometimes, candidates excel in interviews, but their work doesn’t match up. To address this, we ask for tangible examples of their work, such as creative design pieces, project descriptions and outcomes, or performance evaluations.

For example, in a creative design role, we review a candidate’s portfolio to assess the quality of their work. This helps us determine if they can deliver the results we need.

By using these techniques, we’ve refined our talent acquisition process at DrFirst, significantly reducing new hire turnover and helping us identify the right talent more quickly and effectively.

With so much noise and competition out there, what are your top 3 ways to attract and engage the best talent in an industry when they haven’t already reached out to you?

Proactive Networking and Personalized Messaging on LinkedIn and Other Social Media: One of the best ways to attract candidates who aren’t actively looking for work is by proactively networking on platforms like LinkedIn and other relevant social media channels.

It’s not just about sending generic connection requests — it’s about building genuine relationships. I start by identifying professionals whose experience and skills match the roles I’m looking to fill. Then, I’ll engage with their content, comment on their posts, and share insights that show I’m genuinely interested in their field.

Once we’ve established some rapport, I send a personalized message that highlights how their background fits the role and what our company can offer them in terms of career growth, culture, and impact. Sometimes I even encourage hiring managers or department heads to reach out directly, as candidates are often more receptive to hearing from leaders in their field rather than the recruiting team.

Personalized outreach shows candidates that I see them as individuals, not just another resume, making them more likely to engage with the opportunity.

Stop Cold-Calling: Use Personalized Emails and Text Messages Instead: In today’s digital age, cold-calling has lost its effectiveness — most people don’t pick up unknown numbers, and even if they do, they may not be open to unsolicited job offers.

Instead, I like to focus on personalized communication through emails and text messages. My team carefully crafts messages tailored to the candidate’s experience, career goals, and interests.

For example, when reaching out to a software engineer, we’ll mention specific projects or technologies they’ve worked with that align with our open role. We clearly outline the value proposition and explain how the opportunity aligns with their professional aspirations.

Text messages, in particular, can be powerful because they’re direct and often get quick responses. However, it’s crucial to keep the tone professional and respectful to avoid being intrusive.

Thoughtful communication shows that we respect the candidate’s time and consideration, making them more likely to respond positively.

Know Your Industry and Competitors: Create a Unique Employer Value Proposition and Market the Company’s Culture and Benefits Publicly: To stand out in a competitive job market, you need to have a deep understanding of your industry and what your competitors are offering.

This knowledge helps you craft a unique Employer Value Proposition (EVP) that clearly communicates why top talent should choose your company over others.

At DrFirst, our EVP highlights what makes our company a great place to work, including our commitment to innovation, career growth opportunities, work-life harmony, and unique benefits like remote work flexibility and wellness programs.

We market our EVP through various channels, including our website, social media, job boards, and industry events. We bring it to life with stories and testimonials from current employees that showcase our company culture in action.

For example, we post videos of employees talking about how the company supports their professional development or how they’ve achieved work-life balance. By consistently promoting our culture and benefits, we not only attract candidates but also create a sense of FOMO (fear of missing out) among potential hires who see what they could be a part of.

By combining these strategies — proactive networking, personalized communication, and a strong EVP — you can effectively attract and engage top candidates, even if they haven’t yet applied for a job with your company.

What are the 3 most effective strategies you use to retain employees?

We focus on three key strategies to create a thriving work environment:

Total Rewards: We offer competitive compensation packages with performance-based pay, relevant benefits, and retirement options that meet our employees’ needs and expectations.

This approach not only rewards individual contributions but also shows our commitment to their financial well-being and future security.

Career and Professional Growth Opportunities: We provide clear and diverse career paths for both individual contributors and those interested in management roles. Employees are encouraged to grow their skill sets without feeling pressured to take on additional responsibilities unless they choose to.

By supporting their professional development — both in terms of time and financial investment — we empower them to pursue their career aspirations and achieve their full potential.

Company Culture: We believe that a strong culture is crucial for employee retention. At DrFirst, we intentionally foster a values-based culture that emphasizes trust, recognizes individuality, and promotes meaningful partnerships.

By prioritizing work-life harmony and creating opportunities for connection, we cultivate an environment where employees feel appreciated and motivated to stay with the company.

These strategies not only attract top talent but also encourage long-term commitment and satisfaction.

In your experience, is it important for HR to keep up with the latest trends? If so, please share an example of what this might look like.

Yes, it’s essential for HR professionals to stay updated on the latest trends to be effective in their roles and to help the organization attract, retain, and develop top talent. Staying current allows us to proactively address new challenges, use the latest tools, and implement best practices that boost employee satisfaction and organizational performance.

For example, a significant trend HR professionals should be aware of is the rise of remote and hybrid work models, even as some companies are shifting away from them. As more organizations embrace flexible work arrangements, HR needs to adapt policies, tools, and management practices to support a geographically distributed workforce.

This could involve implementing strategies to maintain employee engagement and collaboration in a remote environment, such as investing in virtual collaboration tools, creating guidelines for effective remote communication, and providing training for managers on leading remote teams. Additionally, HR might need to revise performance management processes to focus more on outcomes, ensuring that remote employees are evaluated fairly.

By staying ahead of trends like this, HR can help the organization successfully navigate the shift toward remote and hybrid work, ensuring that employees stay productive, connected, and satisfied, no matter where they work. Keeping informed about such trends enables HR professionals to anticipate changes in employee needs and expectations, making the organization a competitive and attractive place to work.

What are some creative ways to increase the value provided to employees without breaking the bank?

In a world where high salaries and expensive benefits have historically been king, it can be daunting for small businesses and startups to compete for top talent. The current job market is one of the most competitive markets I’ve seen, and finding and retaining talent is critical to success.

Luckily, the modern workforce generally values work-life balance, personal growth, and a sense of purpose over traditional monetary rewards. I’ve been able to compete with much larger businesses offering significantly more money simply by showcasing our family-focused culture and flexibility. I’ve even witnessed people leave jobs with large pay cuts just for the ability to work from home.

With this shift of focus to less tangible benefits, increasing the value provided to employees doesn’t always require a significant financial investment. I’ve had good success with some creative and cost-effective ways to enhance the employee experience, even in virtual work environments:

• Flexible Work Arrangements: Instead of mandating working hours that require employees to be tied to a desk during certain times of the day, offering flexible work hours can greatly improve work-life harmony, leading to higher job satisfaction. Flexibility shows that you trust your employees, which can boost morale and productivity.
• Wellness Initiatives: Another great way to bolster employer value is by showing employees that you care about them through programs and initiatives that benefit them personally. We’ve introduced wellness programs focusing on mental and physical health, such as mindfulness sessions and fitness challenges. We also host lunch-and-learn sessions on topics like nutrition, stress management, and financial planning. Having employees who are passionate about these topics lead the sessions can make them even more impactful.
• Social Events and Team Building: Lastly, I have found that creating a culture of connectivity has had one of the largest impacts on overall employee engagement and satisfaction. We’ve organized low-cost social events like virtual social hours, game nights, spirit week, and team-building activities. It’s even better when you involve the whole family. These events help strengthen bonds among employees, creating a more supportive and enjoyable work environment.

If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be?

As a mom of four, active cheer coach, and teen travel club leader, I spend a lot of time with today’s youth. I often hear about how they don’t feel any direction in their lives. They have no idea what they want to be, even heading into college. Moreover, they often lack necessary life skills that would help them succeed, like critical thinking and financial management.

I see this issue compounded in the workforce, with people entering a career only to realize the career area they’ve studied for years is really of no interest to them. It brings them no joy or fulfillment. People hop from industry to industry, job to job, and never really find their true passion.

This creates a workforce of individuals who aren’t dedicated to their trade, simply show up for the paycheck, and don’t bring the grit and rigor needed to grow or drive their chosen field further. Maybe this is because we as parents have failed our children, but I can’t help to imagine our education system has also set us up for failure. Public education curricula have become so focused on testing and rote memorization that there is no room for critical thought or self-led discovery.

I would inspire a movement to revolutionize how schools approach education — a necessary step toward preparing future generations for real-world success and fulfillment. The traditional education system, with its focus on standardized testing and a one-size-fits-all curriculum, often falls short in equipping students with the practical life skills and personalized learning experiences they need to thrive in today’s complex world.

Imagine a school system where students graduate not only with academic knowledge but also with essential life skills that prepare them for adulthood. Courses on doing taxes, sewing, cooking, budgeting, and goal setting would be core parts of the curriculum — skills that are valuable no matter what career path students choose. By integrating practical life skills into education, we empower students to navigate the complexities of adult life with confidence and competence.

From an early age, schools should assess students’ aptitudes and interests, using that information to tailor their educational journeys. By providing students with career-preparatory classes that align with their natural talents and passions, we can keep them engaged and interested in what they’re learning. This approach not only boosts motivation and enthusiasm but also provides a clearer path to future success, allowing students to explore potential careers long before they enter the workforce.

Education should be more than just memorization and test-taking. Schools should ignite creativity and nurture the arts, giving students the freedom to express themselves and think outside the box. Alongside creative pursuits, students should also learn to be critical thinkers — individuals who can analyze, question, and solve problems effectively. These skills are essential in a rapidly changing world where innovation and adaptability are key.

The current standardized approach to education often stifles both students and teachers. Moving away from standardized coursework would allow for a more flexible, personalized curriculum that meets the diverse needs of students. Teachers, in turn, would be empowered to teach in ways that resonate with their students, using their unique skills and creativity to present material in engaging and effective ways. This shift would transform classrooms into dynamic learning environments where both students and teachers thrive.

This movement would be about more than just improving education — it would be about creating a future where students are not only knowledgeable but also prepared to navigate life’s complexities with creativity, confidence, and critical thinking skills.

By reimagining education in this way, we can foster a generation of individuals who are not only successful in their careers but also well-rounded, capable, and fulfilled members of society.

What is your favorite “Life Lesson Quote” and how has it been relevant to you in your life?

One of my favorite quotes is from Charles R. Swindoll: “Life is 10% what happens to us and 90% how we react to it.”

This quote resonates deeply with me because it emphasizes the power of perspective and personal responsibility in shaping our experiences. Throughout my life, I’ve faced various challenges and unexpected situations, many of which were beyond my control. However, I’ve learned that how I respond to these circumstances plays a crucial role in determining the outcome and my overall well-being.

This quote reminds me that while I can’t always control what happens, I can control my attitude and actions. For example, when I’ve encountered setbacks or disappointments in my career, choosing to stay positive, resilient, and focused on solutions has helped me navigate difficulties more effectively. Instead of dwelling on what went wrong, I focus on what I can learn from the experience and how I can move forward.

By embracing this mindset, I’ve been able to turn obstacles into opportunities for growth and maintain a sense of inner peace, even in challenging times. It has taught me that my reactions hold the key to my happiness and success and that I have the power to shape my life through the choices I make in response to whatever comes my way.

We are blessed to have some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world whom you would love to have a private lunch with, and why?

If I could have lunch with anyone in the world, it would be Brené Brown. Her work on vulnerability, courage, and empathy has been a guiding force in my life. As she says: “Vulnerability is not winning or losing; it’s having the courage to show up and be seen when we have no control over the outcome.”

This perfectly captures why I admire her so much — her ability to blend profound insights with academic rigor and real-world applicability and make complex psychological concepts accessible and relatable is truly unmatched.

Having lunch with Brené Brown would be an incredible opportunity to dive deeper into her thoughts on living authentically and embracing imperfection. I would love to hear more about her journey in researching and practicing vulnerability, and how she stays true to her values in both her personal life and public career.

Her wisdom on leading with empathy and fostering meaningful connections would be invaluable, and I believe our conversation would inspire me to continue striving for a life rooted in courage and compassion.

Thank you for sharing your valuable insights with our audience today.