1 00:00:00,040 --> 00:00:01,960 OK, hear me out. You know that feeling when you 2 00:00:01,960 --> 00:00:04,760 finally get home after a long day or if you work from home 3 00:00:04,760 --> 00:00:07,840 like me, you close your office door for the night and you just 4 00:00:08,520 --> 00:00:11,760 breathe and you exhale. Everyone breathe. 5 00:00:12,040 --> 00:00:15,840 That's what your space should feel like, like a sanctuary, a 6 00:00:15,840 --> 00:00:19,280 place where you can truly unwind, let go of the stress and 7 00:00:19,280 --> 00:00:21,800 just be. This is advice I'm giving to 8 00:00:21,800 --> 00:00:24,960 myself because I've been taking on a lot at work. 9 00:00:25,320 --> 00:00:29,640 And at the end of the day, if your bed is not the most 10 00:00:29,640 --> 00:00:33,080 inviting, relaxing, luxurious part of your home, we need to 11 00:00:33,080 --> 00:00:34,240 talk. Like, what are you doing? 12 00:00:34,600 --> 00:00:38,120 So here's the thing. Your 5 to 9 is just as important 13 00:00:38,120 --> 00:00:41,400 as your nine to five. You deserve rest that actually 14 00:00:41,400 --> 00:00:44,080 restores you. And that starts with Cozy Earth. 15 00:00:44,280 --> 00:00:48,120 And I'm so excited to be working with Cozy Earth because I have 16 00:00:48,120 --> 00:00:51,040 used their products before even working with them. 17 00:00:51,040 --> 00:00:54,280 Like I, this is a dream, OK? And you're going to have amazing 18 00:00:54,280 --> 00:00:55,680 dreams when you hear the rest of this. 19 00:00:56,680 --> 00:00:59,040 I have the Cozy Earth bamboo sheet set. 20 00:00:59,040 --> 00:01:02,080 And let me tell you, I even asked my husband for a review so 21 00:01:02,080 --> 00:01:04,879 I could talk to you about this. These sheets are so breathable. 22 00:01:04,879 --> 00:01:07,880 You literally sleep cooler. And by the way, I run very warm. 23 00:01:07,880 --> 00:01:12,720 Like I cannot have a bed or like sheets or anything, a comforter 24 00:01:12,960 --> 00:01:16,120 that are warm or make me sweat because it's inevitable. 25 00:01:16,200 --> 00:01:19,760 So having sheets like this bamboo sheet set that I have 26 00:01:19,760 --> 00:01:21,600 from Cozy Earth is a game changer. 27 00:01:21,600 --> 00:01:23,600 It's literally several degrees cooler. 28 00:01:23,600 --> 00:01:26,600 There's no more overheating, no more tossing and turning, and 29 00:01:26,680 --> 00:01:29,720 the fabric is next level in terms of softness. 30 00:01:29,920 --> 00:01:32,720 Cozy Earth only uses the best materials, so you feel like 31 00:01:32,720 --> 00:01:35,920 you're wrapped in pure comfort. Plus, their durable weave means 32 00:01:35,920 --> 00:01:38,640 no Pilling ever. And I hate Pilling. 33 00:01:38,640 --> 00:01:41,320 All of my sweaters are Pilling and I just can't stand it. 34 00:01:41,320 --> 00:01:43,920 And then you end up having to do all this extra work to de pill. 35 00:01:44,200 --> 00:01:47,480 But the good news, as I said, is that Cozy Earth's materials mean 36 00:01:47,640 --> 00:01:50,720 that there's no Pilling ever and it's guaranteed for 10 years. 37 00:01:50,920 --> 00:01:53,560 Let's also talk about their bamboo pajamas because if you're 38 00:01:53,560 --> 00:01:56,440 still sleeping in that old stretched out T-shirt, it is 39 00:01:56,440 --> 00:01:59,680 time, time for an upgrade. These are lightweight but cozy, 40 00:01:59,760 --> 00:02:02,720 designed to help you fall asleep faster and stay asleep longer 41 00:02:02,720 --> 00:02:05,080 types of pyjamas. It's the kind of comfort that 42 00:02:05,080 --> 00:02:06,640 makes you want to lounge all day. 43 00:02:07,040 --> 00:02:10,440 And by the way, I, I don't know if my mom is going to hear this, 44 00:02:10,440 --> 00:02:12,520 but this is what I'm going to get her for Mother's Day. 45 00:02:12,800 --> 00:02:15,480 Mother's Day is coming up and I always, this is terrible, but I 46 00:02:15,560 --> 00:02:17,920 always end up being like, Oh my gosh, that's Mother's Day. 47 00:02:18,320 --> 00:02:23,080 But now luckily I have a heads up and I'm reminding myself and 48 00:02:23,080 --> 00:02:24,240 you that Mother's Day is coming up. 49 00:02:24,240 --> 00:02:29,320 So by your mother, your spouse, your, I don't know, dog mom, 50 00:02:29,480 --> 00:02:32,920 something amazing like these bamboo pyjamas or the sheet set 51 00:02:33,680 --> 00:02:35,840 to really make their Mother's Day special. 52 00:02:35,960 --> 00:02:38,640 As a matter of fact, I'm going to ask my husband to get me the 53 00:02:38,640 --> 00:02:42,480 bamboo pyjamas because I I am sleeping in that old stretched 54 00:02:42,480 --> 00:02:44,800 out T-shirt and it is time for an upgrade. 55 00:02:45,120 --> 00:02:48,400 So here's the thing. What I really love about Cozy 56 00:02:48,400 --> 00:02:50,840 Earth is that they're committed to quality in every way. 57 00:02:50,840 --> 00:02:52,800 Their products aren't just luxurious, they're ethically 58 00:02:52,800 --> 00:02:55,480 made and responsibly produced. So when you invest in better 59 00:02:55,480 --> 00:02:57,520 sleep, you're also investing in something good. 60 00:02:58,040 --> 00:03:00,880 And if you're not sure if it's for you, totally fine, no 61 00:03:00,880 --> 00:03:03,360 worries. Cozy Earth gives you 100 nights 62 00:03:03,360 --> 00:03:05,800 to decide 100. And if you don't love it, you 63 00:03:05,800 --> 00:03:08,160 can send it back. And with that, there's a 10 year 64 00:03:08,160 --> 00:03:11,160 warranty so you know that they believe in their products. 65 00:03:11,400 --> 00:03:15,000 So if you're ready to turn your bedroom into a true retreat, one 66 00:03:15,000 --> 00:03:19,000 that feels like a luxury hotel but better, go to cozyearth.com 67 00:03:19,000 --> 00:03:24,040 and use my code human HR for 40% off their best selling sheets, 68 00:03:24,040 --> 00:03:26,400 pajamas, towels and more. That's 40% off. 69 00:03:26,720 --> 00:03:30,440 That is like the best deal ever. And if you get a post purchase 70 00:03:30,440 --> 00:03:33,240 survey, by the way, please let them know that you heard about 71 00:03:33,240 --> 00:03:35,640 Cozy Earth right here on the Bringing the human back to Human 72 00:03:35,640 --> 00:03:40,800 Resources podcast, because it is so helpful for them to know that 73 00:03:40,960 --> 00:03:46,280 my discussion with you about having this most fabulous 5 to 9 74 00:03:46,280 --> 00:03:49,160 after your nine to five impacted you in some way. 75 00:03:49,440 --> 00:03:52,280 And by the way, like I said, the first thing that I'm buying not 76 00:03:52,280 --> 00:03:57,000 only for my mother, but also for the other mothers in my life are 77 00:03:57,000 --> 00:03:59,720 those cozy, fabulous bamboo pyjamas. 78 00:03:59,720 --> 00:04:03,360 So let's prioritize sleep. Prioritize you sleep better with 79 00:04:03,360 --> 00:04:05,320 cozy earth. Welcome to the Bringing the 80 00:04:05,320 --> 00:04:07,320 human back to human Resources podcast. 81 00:04:07,680 --> 00:04:10,480 I'm Tracy Chernoff, and I've spent my entire professional 82 00:04:10,480 --> 00:04:13,440 career in HR. Each week, we'll explore the 83 00:04:13,440 --> 00:04:16,680 delicate balance between people and business with the aim to 84 00:04:16,680 --> 00:04:19,200 reconnect the two and create meaningful outcomes. 85 00:04:19,640 --> 00:04:22,680 Listen in as I share my own experiences, challenge the 86 00:04:22,680 --> 00:04:26,240 status quo, and chat with guests from various industries about 87 00:04:26,240 --> 00:04:29,280 our mission to bring the human back to human resources. 88 00:04:29,280 --> 00:04:31,000 Hi everyone, welcome back to the podcast. 89 00:04:31,000 --> 00:04:33,000 Thank you so much for being here for another week. 90 00:04:33,160 --> 00:04:36,480 And you might notice I'm in an actual podcast studio here and 91 00:04:36,480 --> 00:04:38,600 it's not my own. It is a public libraries, which 92 00:04:38,600 --> 00:04:41,800 is kind of cool. And Renault and I and I actually 93 00:04:41,800 --> 00:04:43,960 spoke about that and you're probably like, wait, who's 94 00:04:43,960 --> 00:04:45,360 Renault? I'm going to tell you who 95 00:04:45,360 --> 00:04:47,840 Renault is. He is our guest this week and 96 00:04:48,480 --> 00:04:50,680 Renault Delacchi. He is the Head of Product 97 00:04:50,680 --> 00:04:53,480 Marketing at Coastline Academy, the nation's largest driving 98 00:04:53,480 --> 00:04:56,720 school with an ambition to become the most recognized brand 99 00:04:56,720 --> 00:04:59,520 and driving education. Specializing in developing and 100 00:04:59,680 --> 00:05:03,080 executing marketing plans across a variety of paid and organic 101 00:05:03,080 --> 00:05:06,160 channels, Renault has helped Coastline achieve rapid growth 102 00:05:06,160 --> 00:05:09,080 in a slow moving industry. He's collaborated closely with 103 00:05:09,080 --> 00:05:12,400 close Coastlines HR and recruiting departments, which we 104 00:05:12,400 --> 00:05:13,840 love. We all love that. 105 00:05:13,840 --> 00:05:17,320 We love a collaborative moment, leveraging marketing strategies 106 00:05:17,320 --> 00:05:20,680 to improve employer branding and to attract top talent by 107 00:05:20,680 --> 00:05:23,200 applying product marketing strategies to recruiting 108 00:05:23,200 --> 00:05:25,800 strategy. Renault has played a major role 109 00:05:25,800 --> 00:05:28,760 in helping the company attract high quality driving instructors 110 00:05:28,760 --> 00:05:34,120 and scale across 500 plus cities, which really is such a 111 00:05:34,120 --> 00:05:38,360 wonderful story because for us and HR, sometimes we have to 112 00:05:38,360 --> 00:05:40,080 really fight for that collaboration. 113 00:05:40,080 --> 00:05:43,120 And here we have Renault, who's like, hey, we're going to go for 114 00:05:43,120 --> 00:05:44,520 this, we're going to attract top talent. 115 00:05:44,760 --> 00:05:49,640 And I think the, the, the 1st place where we need to start is 116 00:05:49,760 --> 00:05:54,560 what, why there was this kind of like stepping in to start 117 00:05:54,560 --> 00:05:57,640 collaborating right on this is really ultimately asking like, 118 00:05:57,640 --> 00:06:00,720 what was the problem that you were looking to solve that got 119 00:06:00,720 --> 00:06:02,760 you to kind of start to get involved? 120 00:06:02,760 --> 00:06:04,840 Why was recruiting a marketing problem? 121 00:06:05,920 --> 00:06:07,200 Great, Paul, thanks for having me. 122 00:06:07,200 --> 00:06:10,120 It's great to be here. Yeah, but yeah, exactly. 123 00:06:10,120 --> 00:06:13,560 It took a problem for, for, for me to start paying attention. 124 00:06:14,360 --> 00:06:18,160 And maybe I think it's worth maybe taking a step back and 125 00:06:18,160 --> 00:06:22,480 explaining how things work at Coastline because we are, we are 126 00:06:22,480 --> 00:06:24,800 relatively young company. We started right before the 127 00:06:24,800 --> 00:06:27,680 pandemic and we've been growing very quickly. 128 00:06:27,800 --> 00:06:31,840 And so we've experienced what it's like to go from a company 129 00:06:31,840 --> 00:06:36,040 where you know, everyone at the company to suddenly there's 130 00:06:36,080 --> 00:06:38,800 different layers of administration. 131 00:06:39,080 --> 00:06:42,000 And now we're hiring people that I will, I will probably never 132 00:06:42,320 --> 00:06:45,840 talk to. And what this, what this means 133 00:06:45,840 --> 00:06:51,600 is there's we are hiring so many people that we need to have a 134 00:06:51,600 --> 00:06:54,680 system in place and we need to have some oversight over who we 135 00:06:54,680 --> 00:06:57,160 are hiring. And it needs to be very clear 136 00:06:57,800 --> 00:07:00,000 who we want teaching new drivers. 137 00:07:00,720 --> 00:07:07,240 And on my end for marketing, you know, I'm responsible for demand 138 00:07:07,240 --> 00:07:09,960 generation. So ultimately, I'm responsible 139 00:07:09,960 --> 00:07:12,200 for increasing the revenue of the company. 140 00:07:13,240 --> 00:07:17,000 And when we operate in so many different markets, what happens 141 00:07:17,000 --> 00:07:19,840 in some markets I can I can create excess demand. 142 00:07:20,240 --> 00:07:23,400 So I have too many people who want driving lessons, not enough 143 00:07:23,400 --> 00:07:26,400 people to fulfill those lessons, which is a great problem for any 144 00:07:26,400 --> 00:07:29,280 marketer, but it's also very frustrating because it creates 145 00:07:29,280 --> 00:07:33,680 this bottleneck that I'm like, oh, I could be doing more here, 146 00:07:33,680 --> 00:07:36,360 but like I just need more people. 147 00:07:37,000 --> 00:07:40,120 So suddenly it became my problem. 148 00:07:40,240 --> 00:07:45,400 Like not having enough people became my problem and, and there 149 00:07:45,400 --> 00:07:49,400 is no individual problem at Coastline, even though we're a 150 00:07:49,400 --> 00:07:52,160 larger company at this point, the the leadership team is still 151 00:07:52,160 --> 00:07:56,200 just 7 people and we collaborate heavily, you know, so that there 152 00:07:56,200 --> 00:08:00,160 is no problem that is uniquely mine because if I fail, we all 153 00:08:00,160 --> 00:08:03,600 fail type thing. So I started looking into it and 154 00:08:03,600 --> 00:08:06,320 so I went to our, our HR director at the time who also 155 00:08:06,320 --> 00:08:11,520 oversaw A recruiting and like, how can we increase recruiting 156 00:08:11,520 --> 00:08:16,080 in those areas? And at the same time, when I 157 00:08:16,080 --> 00:08:19,520 started looking into it, I, I realized that in those areas 158 00:08:19,520 --> 00:08:23,400 where we were recruiting correctly, the quality of the 159 00:08:23,520 --> 00:08:26,240 education was going slightly down. 160 00:08:26,880 --> 00:08:29,920 And so we pay attention to that because quality is the number 161 00:08:29,920 --> 00:08:32,240 one thing that we care about. And just to put this in 162 00:08:32,240 --> 00:08:34,799 perspective, our quality is still top notch. 163 00:08:34,799 --> 00:08:40,159 We're talking about going from a 98% five star rating in an area 164 00:08:40,159 --> 00:08:45,120 to like 97% five star rating. So that extra like that 1% were 165 00:08:45,120 --> 00:08:46,680 like, oh, OK, what's going on here? 166 00:08:46,680 --> 00:08:48,960 It might just be a few negative reviews, but we're like, we're 167 00:08:48,960 --> 00:08:50,640 paying attention, right? Yeah. 168 00:08:51,120 --> 00:08:56,960 And and what I found was a correlation between bad student 169 00:08:56,960 --> 00:09:00,960 experience and unhappy employees. 170 00:09:01,600 --> 00:09:04,320 And those employees are also more likely to also leave bad 171 00:09:04,320 --> 00:09:08,160 reviews when they leave. And I read those reviews and I'm 172 00:09:08,160 --> 00:09:10,960 like, these are all fair negative reviews like these are 173 00:09:10,960 --> 00:09:13,440 not bad people. These are not, these are just 174 00:09:13,440 --> 00:09:18,600 people who were hired but did not have the right expectations, 175 00:09:19,200 --> 00:09:23,040 right? And so I took a step back and 176 00:09:23,040 --> 00:09:27,280 I'm, and I realized this, this is all, this is all related. 177 00:09:27,320 --> 00:09:30,480 This is all like a holistic, this is 1 holistic problem that 178 00:09:30,480 --> 00:09:32,800 we need to resolve. And I don't have the answer. 179 00:09:32,880 --> 00:09:36,080 I just I would approach. I would approach recruiting as a 180 00:09:36,080 --> 00:09:40,080 marketing problem or product growth problem, but there's a 181 00:09:40,080 --> 00:09:41,880 lot more to it. So then I'm like, I need to 182 00:09:41,880 --> 00:09:45,360 start working with recruiters here and we need to build an end 183 00:09:45,360 --> 00:09:50,560 to end funnel to make sure that we have the the best possible 184 00:09:50,840 --> 00:09:55,200 employees that are, that are really good at their job, that 185 00:09:55,200 --> 00:10:00,480 provided great service, that are happy to be here and at a high 186 00:10:00,480 --> 00:10:03,040 enough volume that we can still grow because we still need to 187 00:10:03,040 --> 00:10:06,960 hire hundreds of of new instructors per year. 188 00:10:07,840 --> 00:10:10,600 And so, yeah, that's what. So this, this is where this is. 189 00:10:10,600 --> 00:10:13,920 That's where it came from. That's really, really 190 00:10:13,920 --> 00:10:16,520 interesting. And like I already kind of said, 191 00:10:16,520 --> 00:10:20,080 you know, when we see people outside of HR start to 192 00:10:20,480 --> 00:10:23,760 understand like the impact because of, you know, you 193 00:10:23,760 --> 00:10:27,720 mentioned quality, for example, and the impact that you saw was 194 00:10:27,720 --> 00:10:34,000 even before sounds at least before there was potentially a 195 00:10:34,000 --> 00:10:36,160 too far gone recruiting challenge. 196 00:10:36,160 --> 00:10:40,400 Like you saw it quickly enough to your point, A 1% or A1 unit 197 00:10:40,400 --> 00:10:44,080 change, which is enough, enough to say, OK, what's going on 198 00:10:44,080 --> 00:10:46,200 here? But I think, you know, for those 199 00:10:46,200 --> 00:10:49,400 of us who are in HR, sometimes the biggest challenge that we 200 00:10:49,400 --> 00:10:53,840 have, whether it's with HR or recruiting, is to help other 201 00:10:53,840 --> 00:10:57,640 business leaders see the impact or the importance or the why. 202 00:10:58,520 --> 00:11:02,680 And in this case, for you, being outside of, you know, the HR 203 00:11:02,680 --> 00:11:07,520 department, seeing the impact makes the collaboration so much 204 00:11:07,520 --> 00:11:10,520 more effective and so much more efficient because it's like, OK, 205 00:11:10,720 --> 00:11:12,320 we know exactly what we're solving for. 206 00:11:12,320 --> 00:11:14,200 We're talking, we're speaking in the same language. 207 00:11:14,200 --> 00:11:15,680 We're working toward the same goals. 208 00:11:16,120 --> 00:11:19,960 And when I think about this, like on a broader scale, like 209 00:11:19,960 --> 00:11:25,520 how marketing and employer branding especially have an 210 00:11:25,520 --> 00:11:30,080 impact on the talent, the quality of talent, the volume of 211 00:11:30,080 --> 00:11:36,120 talent, the stay, the the length of stay from talent, like 212 00:11:36,160 --> 00:11:39,000 there's a huge impact. Because I mean, even if we think 213 00:11:39,000 --> 00:11:44,320 about some of these like most notable household brands, like 214 00:11:44,360 --> 00:11:47,800 we could think of the Googles, we could think of IKEA, we could 215 00:11:47,800 --> 00:11:50,880 think like whatever brand we could think of that is, you 216 00:11:50,880 --> 00:11:54,920 know, major target, major companies around not only around 217 00:11:54,920 --> 00:11:56,440 the country, but potentially around the world. 218 00:11:56,920 --> 00:12:00,920 You know, those companies attract a ton of talent just 219 00:12:00,920 --> 00:12:04,400 because of their name. And when we think about that in 220 00:12:04,400 --> 00:12:07,760 relation to what you've, you know, kind of adopted at 221 00:12:07,760 --> 00:12:11,600 Coastline that it does come back to marketing, it does come back 222 00:12:11,600 --> 00:12:13,960 to employer branding and brand awareness. 223 00:12:14,400 --> 00:12:18,600 And it also does emphasize the need for, you know, the quality 224 00:12:18,600 --> 00:12:22,360 of the interview process too. Because every person that we 225 00:12:22,360 --> 00:12:25,840 interact with at a company level, you know, when in terms 226 00:12:25,840 --> 00:12:28,600 of the company to candidate experience, that's a person 227 00:12:28,600 --> 00:12:31,800 that's either going to join the company or have more information 228 00:12:31,800 --> 00:12:34,960 on the company out in the world. And it's like, are they going 229 00:12:34,960 --> 00:12:37,920 back out in the world with a positive reflection or they 230 00:12:37,920 --> 00:12:40,680 going back out into the world with maybe something less than 231 00:12:40,680 --> 00:12:42,800 positive. So all of that is like really 232 00:12:42,800 --> 00:12:45,240 impactful I think. Oh, absolutely. 233 00:12:45,280 --> 00:12:49,560 And you know, we started noticing some, some real change, 234 00:12:49,560 --> 00:12:54,760 some some real effects of hiring of, of how we hire people in 235 00:12:54,760 --> 00:12:58,560 terms of like how much revenue and, and area will generate. 236 00:12:59,160 --> 00:13:02,800 Because there is such a big difference between the top, 237 00:13:03,160 --> 00:13:05,320 let's say we have a top 10% of our instructors. 238 00:13:06,120 --> 00:13:10,040 Well, they will, they, they also advocate the company, right? 239 00:13:10,040 --> 00:13:12,920 And so their schedules tend to be fuller. 240 00:13:13,680 --> 00:13:17,360 And so then they also become this marketing vehicle for the 241 00:13:17,360 --> 00:13:18,920 company because they just advocate. 242 00:13:18,920 --> 00:13:21,800 And so we're like, we want more of those. 243 00:13:22,240 --> 00:13:24,960 So we started studying, how do we get more people like these? 244 00:13:25,680 --> 00:13:29,440 And that's where all the, that's where HR kind of came in with a 245 00:13:29,440 --> 00:13:31,120 bunch of tools. Like we had some personality 246 00:13:31,120 --> 00:13:33,440 tests now that we do because they all have this common thread 247 00:13:34,040 --> 00:13:38,800 because, you know, our service is very, I mean, it's high 248 00:13:38,800 --> 00:13:40,360 stake. We're teaching new drivers, 249 00:13:40,360 --> 00:13:41,640 right? So if we don't do our job 250 00:13:41,640 --> 00:13:46,600 correctly, the consequences can be pretty severe, not just for 251 00:13:46,680 --> 00:13:48,800 the person that we teach, but for everyone else on the road, 252 00:13:48,840 --> 00:13:49,560 right. So we have. 253 00:13:50,920 --> 00:13:54,680 So yeah, we, we need to be very responsible in who we hire, how 254 00:13:54,680 --> 00:13:57,120 we train them, and making sure that we have the right person 255 00:13:57,120 --> 00:13:59,640 for the job. But then more than that, there's 256 00:13:59,640 --> 00:14:04,600 also a type of personality that takes a lot of fulfillment from 257 00:14:04,600 --> 00:14:08,200 this role and takes a lot of pride from from this role. 258 00:14:08,240 --> 00:14:12,440 And I think this is for me, the best type of, of employee that 259 00:14:12,440 --> 00:14:15,440 we can possibly have because these are people who just want 260 00:14:15,440 --> 00:14:19,080 to teach people how to. Very often they'll be semi 261 00:14:19,080 --> 00:14:24,160 retired or retired educators because, you know, everybody can 262 00:14:24,160 --> 00:14:26,200 teach someone how to drive. We kind of ask this, if you're a 263 00:14:26,200 --> 00:14:28,680 parent, you'll be taught, you'll be asked to teach your kids how 264 00:14:28,680 --> 00:14:30,280 to drive. Yeah. 265 00:14:31,120 --> 00:14:33,000 That scares me. Well, I and. 266 00:14:33,640 --> 00:14:35,880 For myself, I. Mean no, but I but I understand 267 00:14:35,880 --> 00:14:38,480 why, right? It's yeah, but to do I really. 268 00:14:38,520 --> 00:14:40,040 Want to be the person doing? That, yeah. 269 00:14:40,040 --> 00:14:43,400 But to do a very good job at it, a very small percentage of 270 00:14:43,400 --> 00:14:44,680 people can actually pull this off. 271 00:14:45,040 --> 00:14:49,280 You need a very you need a specific personality type to do 272 00:14:49,280 --> 00:14:51,320 this right. And so we're looking for those 273 00:14:51,320 --> 00:14:55,400 people. And it's difficult to you can't 274 00:14:55,400 --> 00:14:59,160 just hope to get hundreds of these people to come to you 275 00:14:59,960 --> 00:15:03,600 unless you build an entire marketing and branding 276 00:15:03,600 --> 00:15:07,760 initiative explaining and just and broadcasting to the world. 277 00:15:08,120 --> 00:15:11,880 These are the type of people that thrive at Coastline and 278 00:15:11,880 --> 00:15:14,280 they have a real impact. And we need to speak their 279 00:15:14,280 --> 00:15:17,160 language and tell them why this matters to them. 280 00:15:17,160 --> 00:15:21,880 Like what will that be your impact in the kids life, in the 281 00:15:21,880 --> 00:15:25,560 100 kids lives? And so we can build this entire 282 00:15:25,560 --> 00:15:32,040 branding funnel where we start by this brand awareness and that 283 00:15:32,040 --> 00:15:35,040 takes a long time, but we know this is the way that we need to 284 00:15:35,040 --> 00:15:37,280 do it. Right. 285 00:15:39,320 --> 00:15:41,560 And I think and that's something that maybe your audience will 286 00:15:41,560 --> 00:15:45,800 will like too, because once marketing got involved with, 287 00:15:45,800 --> 00:15:49,040 with HR, my job is like I said to increase revenue. 288 00:15:49,040 --> 00:15:50,360 So I'm putting numbers on these things. 289 00:15:51,680 --> 00:15:54,680 And so the moment that you say, if we do this better job, if we 290 00:15:54,680 --> 00:15:59,560 invest so much in HR and recruiting and we have these 291 00:16:00,160 --> 00:16:04,360 employees that are just such a better fit for the company, then 292 00:16:04,400 --> 00:16:07,480 this is how much more revenue we expect to get out of it. 293 00:16:08,400 --> 00:16:11,760 And if we add revenue, then we just justified the expense for 294 00:16:11,760 --> 00:16:13,920 it. And so that's how you get more 295 00:16:13,920 --> 00:16:16,240 budget for your recruiting and for your HR, of course. 296 00:16:16,920 --> 00:16:20,400 And it's just a matter of how can we track this, how can we 297 00:16:20,400 --> 00:16:24,560 demonstrate the value. And I think the main thing for 298 00:16:24,560 --> 00:16:28,120 us, Cofine, is we decided that our most valuable product was 299 00:16:28,120 --> 00:16:31,320 essentially happy employees like our our employees. 300 00:16:32,520 --> 00:16:35,560 Oh man, that's music to my ears. That is the that's the sound 301 00:16:35,560 --> 00:16:38,160 bite everybody. That's if we're walking away 302 00:16:38,160 --> 00:16:41,760 with anything from this episode other than how you can get your 303 00:16:41,760 --> 00:16:43,960 budgets to be bigger. That's a very important piece of 304 00:16:43,960 --> 00:16:46,760 this. It's that the best product that 305 00:16:46,760 --> 00:16:50,520 you have our happy employees or is happy employees that I think 306 00:16:50,520 --> 00:16:53,120 that's amazing. And, and certainly I wish I 307 00:16:53,120 --> 00:16:56,960 could say that you weren't unique in that, but I think you 308 00:16:56,960 --> 00:16:59,920 are unique in that because there are a lot of companies that 309 00:16:59,920 --> 00:17:04,640 still do not necessarily understand the correlation there 310 00:17:04,640 --> 00:17:08,280 that when you invest in your best product, your employees, 311 00:17:08,680 --> 00:17:12,880 that all of your other products will totally start to rise to 312 00:17:12,880 --> 00:17:15,960 the occasion and, you know, prove their worth. 313 00:17:15,960 --> 00:17:18,640 I mean, there's a, there's a huge value proposition here in 314 00:17:18,640 --> 00:17:22,680 investing in people. And this is a perfect example 315 00:17:22,680 --> 00:17:26,280 because even thinking about what Coastline's ambition is to 316 00:17:26,280 --> 00:17:30,400 really be this, you know, powerhouse across the country 317 00:17:31,160 --> 00:17:34,640 for driving school, like even we can we can take that to with a 318 00:17:35,160 --> 00:17:38,680 similar example of like when a company expands globally, that 319 00:17:39,120 --> 00:17:42,080 if you don't have a footprint in a particular country, in this 320 00:17:42,080 --> 00:17:44,360 case with Coastline, if you don't yet have a footprint in a 321 00:17:44,360 --> 00:17:47,320 specific state, there's a whole lot of legwork that you have to 322 00:17:47,320 --> 00:17:52,640 do to market what that company is doing in this new state or 323 00:17:52,640 --> 00:17:55,080 country. And so whether it's at a 324 00:17:55,080 --> 00:17:58,600 country, you know, you know, global standpoint or a 325 00:17:58,600 --> 00:18:03,840 nationwide standpoint, there is so much that does rely on how 326 00:18:04,200 --> 00:18:08,320 you you develop brand awareness, which is not really something 327 00:18:08,320 --> 00:18:10,720 actually that we've talked about on this podcast before. 328 00:18:11,040 --> 00:18:13,240 And I think it is important that you know it. 329 00:18:13,280 --> 00:18:18,240 It's why the candidate experience matters all the time, 330 00:18:18,240 --> 00:18:21,200 but especially for companies that don't have so much brand 331 00:18:21,200 --> 00:18:23,680 awareness yet or don't have so much brand awareness in certain 332 00:18:23,680 --> 00:18:27,160 locations because one interaction can make or break 333 00:18:27,440 --> 00:18:32,760 the next 5 if they say hey, you know, parents and partners and 334 00:18:32,760 --> 00:18:34,080 friends. Like I interviewed with this 335 00:18:34,080 --> 00:18:37,000 company and they were amazing. And you would actually really 336 00:18:37,000 --> 00:18:39,120 like this based on the personalities that you're 337 00:18:39,120 --> 00:18:41,600 looking for and those personality assessments. 338 00:18:41,600 --> 00:18:46,360 I'm curious what what have you found in in doing those 339 00:18:46,360 --> 00:18:49,000 assessments? Like are are people when when 340 00:18:49,000 --> 00:18:52,200 they hear about how they assuming I actually, I don't 341 00:18:52,200 --> 00:18:53,400 know, maybe this is another question. 342 00:18:53,400 --> 00:18:56,840 Do they find out how they performed on the personality 343 00:18:56,840 --> 00:18:59,560 assessment in terms of like the matching, like if they match the 344 00:18:59,560 --> 00:19:04,200 ideal personality for the candidate or profile I should 345 00:19:04,200 --> 00:19:06,280 say? And then beyond that, are there, 346 00:19:06,600 --> 00:19:11,160 are there multiple personality components that you see as being 347 00:19:11,160 --> 00:19:14,640 successful for driving educators? 348 00:19:16,600 --> 00:19:20,680 As far as I'm aware, because I'm not we are we don't tell them if 349 00:19:21,160 --> 00:19:23,840 right off the bat, I sorry, this is not going to work out because 350 00:19:23,840 --> 00:19:24,840 the test you. Just. 351 00:19:26,160 --> 00:19:28,120 It's not, it's not a perfect system, right? 352 00:19:28,240 --> 00:19:32,040 And because the questions are not like, yeah, it's not, it's 353 00:19:32,040 --> 00:19:33,960 not a perfect system. It's, it's just something that 354 00:19:33,960 --> 00:19:37,800 helps us guide our our questions when it comes to the interview. 355 00:19:39,120 --> 00:19:42,480 And we're still capture, we're still capturing data because 356 00:19:42,480 --> 00:19:46,160 we're testing this theory, because we've noticed a trend or 357 00:19:46,160 --> 00:19:48,560 we've noticed a lot of similarities in the people that 358 00:19:49,280 --> 00:19:51,800 in the type of of employees that we have a coflight that we want 359 00:19:51,800 --> 00:19:56,920 more of and and do the best. So like, OK, can we, is this a 360 00:19:56,920 --> 00:19:59,200 good system? Is this a good proxy to know if 361 00:19:59,200 --> 00:20:01,240 someone will be a success? But it's not a guarantee. 362 00:20:02,320 --> 00:20:06,520 Because the reason why someone would be unhappy or would not be 363 00:20:06,520 --> 00:20:10,120 a great fit at the company is not always personality based. 364 00:20:10,120 --> 00:20:13,600 It could be, you know, we have some seasonality in our, in our 365 00:20:13,600 --> 00:20:14,880 business. So maybe they need something a 366 00:20:14,880 --> 00:20:16,800 bit more steady. Maybe it's not the right time. 367 00:20:17,080 --> 00:20:20,840 There are many factors that make that make it so someone is the 368 00:20:20,840 --> 00:20:25,000 perfect fit. But our bet is that if we invest 369 00:20:25,000 --> 00:20:30,440 more in finding those perfect fit, then they'll be more likely 370 00:20:30,440 --> 00:20:33,200 to be happy and to give good products and to give us good 371 00:20:33,200 --> 00:20:36,400 services and, and stay and everything. 372 00:20:36,600 --> 00:20:40,480 Cuz I mean you could also try to convert your try to force 373 00:20:40,480 --> 00:20:42,760 everybody to be happy by just throwing gifts at them and 374 00:20:42,760 --> 00:20:46,040 making sure like giving them like the Google experience 375 00:20:46,040 --> 00:20:47,280 where? You have like a rock. 376 00:20:47,280 --> 00:20:48,840 Climbing wall and everything. Yeah, right. 377 00:20:49,000 --> 00:20:51,560 You know, we're remote, so we can't have all these 378 00:20:51,560 --> 00:20:57,160 infrastructure. So we're we're betting on the 379 00:20:57,160 --> 00:20:58,600 top, on the upper part of the funnel. 380 00:21:00,320 --> 00:21:01,960 Right, right. No, that makes sense. 381 00:21:01,960 --> 00:21:06,840 And not everyone is looking for that Google type experience. 382 00:21:06,840 --> 00:21:08,240 Not everyone wants a rock climbing wall. 383 00:21:08,240 --> 00:21:12,360 Not everyone wants Diet Coke on tap in their offices. 384 00:21:12,360 --> 00:21:15,200 Some people really like, if you ask me, just want to work 385 00:21:15,200 --> 00:21:17,280 remotely with a flexible schedule and that's OK. 386 00:21:18,280 --> 00:21:20,880 And other people want to find fulfillment. 387 00:21:20,880 --> 00:21:23,440 And it's not mutually exclusive. You can have people who want all 388 00:21:23,440 --> 00:21:25,920 of it, but some people really are just focused on the 389 00:21:25,920 --> 00:21:28,760 fulfillment that they get. And you mentioned that, you 390 00:21:28,760 --> 00:21:31,240 know, the driving instructors. They're they're really, they 391 00:21:31,240 --> 00:21:36,080 play a massive role in the trajectory of these kids lives 392 00:21:36,080 --> 00:21:38,360 or adults if they haven't. I mean, in New York, not 393 00:21:38,360 --> 00:21:41,120 everyone drives because, you know, naturally you don't always 394 00:21:41,120 --> 00:21:42,680 have to drive. But you know, you know what? 395 00:21:42,680 --> 00:21:43,800 I'm. Saying yeah, we taught people up 396 00:21:43,800 --> 00:21:46,600 to I think their oldest was 90 in her in her 90s. 397 00:21:46,880 --> 00:21:49,120 Wow. So it's never too late to learn 398 00:21:49,120 --> 00:21:52,000 how to drive. No, it's never too late to learn 399 00:21:52,000 --> 00:21:54,120 how to drive or to learn anything, frankly. 400 00:21:55,320 --> 00:21:57,040 And I think that's, that's wonderful. 401 00:21:57,040 --> 00:22:01,680 And and to your point, when we think about even again, like 402 00:22:01,680 --> 00:22:05,280 generally when we think about candidate profiles, recruiters 403 00:22:05,280 --> 00:22:07,760 talk about this all the time, like who is the ideal profile? 404 00:22:07,760 --> 00:22:10,200 Who's the ideal candidate? What's, you know, what type of 405 00:22:10,200 --> 00:22:12,040 person is going to be successful in this role? 406 00:22:12,520 --> 00:22:15,000 And those are very important questions to be able to answer 407 00:22:15,000 --> 00:22:17,360 when you are hiring, especially for you when you're hiring 408 00:22:17,360 --> 00:22:19,280 across so many cities. OK, so let's talk about that 409 00:22:19,280 --> 00:22:21,320 because I mean, that's where I get it. 410 00:22:21,440 --> 00:22:23,960 Like that's where I, I get a real kick out of it because when 411 00:22:23,960 --> 00:22:26,760 we start talking with recruiters, as far as I'm 412 00:22:26,760 --> 00:22:28,880 concerned, their job does not end the moment they recruit 413 00:22:28,880 --> 00:22:33,320 someone there is because I need, I need them to know how that 414 00:22:33,320 --> 00:22:38,520 person is doing a year from now. And and then because now I have 415 00:22:38,520 --> 00:22:42,600 visibility over how long it took because keep in mind, we invest 416 00:22:42,600 --> 00:22:45,080 a ton in our instructors in terms of training because we 417 00:22:45,080 --> 00:22:46,960 need to train them. It's not of course, of course. 418 00:22:46,960 --> 00:22:48,880 And it's not just like an online course. 419 00:22:48,880 --> 00:22:52,400 Like we invest probably thousands of dollars for every 420 00:22:52,400 --> 00:22:55,240 instructor that we sign up. So like we need them to stay 421 00:22:55,240 --> 00:22:58,400 like if someone leaves on their first day of the job, we just 422 00:22:58,400 --> 00:23:01,840 lost a ton of time and money and we're like, this is not what we 423 00:23:01,840 --> 00:23:04,800 want, right? So there's, so we really need to 424 00:23:04,800 --> 00:23:11,240 look at this from end to end. And but then what is the value 425 00:23:11,240 --> 00:23:14,960 that someone can bring once they've been here for a year or 426 00:23:14,960 --> 00:23:17,800 two or three or we have people who have been here since the 427 00:23:17,800 --> 00:23:22,760 very beginning. How can we like, because then 428 00:23:22,760 --> 00:23:27,480 there's like, OK, someone can be a good instructor, but now I 429 00:23:27,480 --> 00:23:29,920 want to turn them into an advocate, right? 430 00:23:29,920 --> 00:23:32,160 And I want to equip them. And they will typically do this 431 00:23:32,160 --> 00:23:35,600 naturally, but they will promote coastline, they'll promote our 432 00:23:35,600 --> 00:23:38,640 services. Can I come in and just give them 433 00:23:38,640 --> 00:23:42,960 the tools to amplify this? You know, I, I, can I turn a 434 00:23:43,000 --> 00:23:48,040 pool of or a, a fleet of hundreds of instructors into a 435 00:23:49,360 --> 00:23:53,160 miniature sales force for the company too, without it becoming 436 00:23:53,240 --> 00:23:55,840 an actual sales force. Can it just be like an organic 437 00:23:55,840 --> 00:23:57,920 thing, right? I don't want them to start 438 00:23:57,920 --> 00:24:00,640 pitching and getting rejected. Like if you've ever been in 439 00:24:00,640 --> 00:24:03,880 sales, it sucks, but the best way to sell something is just to 440 00:24:03,880 --> 00:24:06,960 be really passionate about something, talking about it, and 441 00:24:06,960 --> 00:24:10,320 then having the actual tools to share. 442 00:24:10,320 --> 00:24:13,680 Like you can give discount codes, give referral cards, give 443 00:24:13,760 --> 00:24:16,000 like all these things. If you're going to talk about 444 00:24:16,000 --> 00:24:18,640 it, I will give you all the tools so you can talk about it 445 00:24:18,640 --> 00:24:20,600 in the most efficient way that might lead to sale. 446 00:24:21,480 --> 00:24:24,680 Because if I can demonstrate that too, then that becomes 447 00:24:24,680 --> 00:24:26,240 another revenue channel for the company. 448 00:24:26,280 --> 00:24:29,200 And that's more revenue and more revenue means we can invest more 449 00:24:29,200 --> 00:24:31,320 into it. And so now we just increase the 450 00:24:31,320 --> 00:24:34,200 budget for recruiting even more. So then we have a better, a 451 00:24:34,200 --> 00:24:37,240 better budget, a bigger budget for, for brand awareness for 452 00:24:37,240 --> 00:24:39,160 this campaign. So like I'm just chasing 453 00:24:39,200 --> 00:24:43,400 everywhere I can track revenue to really demonstrate because 454 00:24:43,400 --> 00:24:47,640 I'm, I'm doubling down on this. I want that the I want the best 455 00:24:47,640 --> 00:24:54,160 people to justify investing and getting more of those best 456 00:24:54,160 --> 00:24:57,040 people. Absolutely, absolutely. 457 00:24:57,040 --> 00:25:02,400 You, you have identified the, the golden ticket to success for 458 00:25:02,400 --> 00:25:05,240 a company, not only, you know, in investing in your greatest 459 00:25:05,240 --> 00:25:08,760 asset or product, which is people and happy people, but 460 00:25:08,760 --> 00:25:13,720 also how do you take those happy people to then convert other 461 00:25:13,720 --> 00:25:18,360 folks to be equally happy people at your company and successful 462 00:25:18,480 --> 00:25:22,720 in the same, you know, the same vein that really it, it's kind 463 00:25:22,720 --> 00:25:25,720 of as simple as that. You know, sometimes people 464 00:25:25,720 --> 00:25:28,920 really overcomplicate how do we, how do we drive profits? 465 00:25:28,920 --> 00:25:32,760 How do we drive productivity? How do we find more talent? 466 00:25:32,960 --> 00:25:36,920 And really when you focus on those two things, happy people 467 00:25:36,960 --> 00:25:39,760 and having ensuring that those happy people talk about happy, 468 00:25:39,760 --> 00:25:41,760 how happy they are to find more people. 469 00:25:42,000 --> 00:25:44,000 But that's really, really all it takes. 470 00:25:44,000 --> 00:25:47,880 And what you mentioned around really quality of hire, how 471 00:25:47,880 --> 00:25:51,000 those recruiters have to be invested in the longevity of the 472 00:25:51,000 --> 00:25:54,560 people they bring on, that creates a lot of ownership at 473 00:25:54,560 --> 00:25:56,440 the recruiting level for a recruiter. 474 00:25:56,800 --> 00:25:59,600 And it also shows the value of that recruiter. 475 00:25:59,600 --> 00:26:03,640 So there are a lot of people who listen who are in recruiting and 476 00:26:03,840 --> 00:26:07,320 it's often a place where HR people kind of start their 477 00:26:07,320 --> 00:26:10,840 careers because it's one of those things that, you know, if 478 00:26:10,840 --> 00:26:14,560 you can kind of sell, if you can talk to people, if you like 479 00:26:14,560 --> 00:26:18,400 interacting with people, it's a it's a very not easy entry 480 00:26:18,400 --> 00:26:21,640 point, but it is an entry point into this career in this 481 00:26:21,640 --> 00:26:26,720 industry. And you know there is there is a 482 00:26:26,720 --> 00:26:31,160 lot that rides on the recruiters ability to find quality hires 483 00:26:31,320 --> 00:26:34,320 and to see again that longevity of the person's, you know, the 484 00:26:34,320 --> 00:26:36,320 staying power of each person they bring. 485 00:26:36,840 --> 00:26:38,760 Yeah. And you know, and the, I think 486 00:26:38,760 --> 00:26:41,400 the conflict, well, not the conflict, but the challenge that 487 00:26:41,400 --> 00:26:45,200 happens very quickly is they can find those people because 488 00:26:45,200 --> 00:26:47,280 recruiters, everybody I talked to like they're, they're all 489 00:26:47,280 --> 00:26:50,320 good recruiters. And we sure, I like everybody we 490 00:26:50,320 --> 00:26:54,640 work with, obviously. But the challenge is how can you 491 00:26:54,640 --> 00:26:58,720 do this at scale within the constraints that we've given 492 00:26:58,720 --> 00:27:02,120 you, like you need to hire X amount of people before May 493 00:27:02,400 --> 00:27:04,320 because summer is a peak season for us. 494 00:27:05,440 --> 00:27:09,120 OK, Well, you're not going to do a full funnel brand awareness 495 00:27:09,120 --> 00:27:10,280 campaign like you're not going to. 496 00:27:11,240 --> 00:27:14,520 That's not going to happen in four months if you start in, I 497 00:27:14,520 --> 00:27:17,200 don't know, like in early or sometime in the winter. 498 00:27:20,240 --> 00:27:22,960 So you need to also equip them for success. 499 00:27:23,520 --> 00:27:25,520 Like that's not because they're not going to be the ones 500 00:27:25,680 --> 00:27:28,200 marketing this, they need to be involved in it. 501 00:27:29,720 --> 00:27:34,560 So I think that's another area like I need to equip recruiters 502 00:27:34,680 --> 00:27:37,440 for success so that they can hire all these people. 503 00:27:37,440 --> 00:27:42,600 Like if, if we have a conversion rate of like 3% of all the 504 00:27:42,600 --> 00:27:44,360 applicants that come, I don't know what the I don't know what 505 00:27:44,360 --> 00:27:48,480 the rates actually are, but I'm assuming that if we're very, if 506 00:27:48,480 --> 00:27:50,840 we're if we're very not difficult, but. 507 00:27:53,720 --> 00:27:55,400 What's challenging? No, not challenging. 508 00:27:55,400 --> 00:27:57,680 Like we really want. Like we're specific about who we 509 00:27:57,680 --> 00:27:59,400 want. Oh, like with high standards? 510 00:27:59,400 --> 00:28:02,920 Yeah, If our standards are high enough, then we'll probably only 511 00:28:02,920 --> 00:28:05,120 accept a small percentage of all the applicants. 512 00:28:05,120 --> 00:28:07,440 And then we need to like, of course, drastically improve like 513 00:28:07,440 --> 00:28:10,400 or or get a lot more applicants in the funnel. 514 00:28:11,720 --> 00:28:15,000 And you know, timing is not always on your side. 515 00:28:15,000 --> 00:28:17,760 Let's say you want educators. Well, they're still working and 516 00:28:17,760 --> 00:28:20,920 maybe some of them will start their retirement during the 517 00:28:20,920 --> 00:28:24,400 summer time, so they're not going to apply in April. 518 00:28:25,280 --> 00:28:29,040 So yeah, it really takes a lot of research and it's building 519 00:28:29,040 --> 00:28:31,640 this persona, understanding where they are at in their life, 520 00:28:31,800 --> 00:28:34,560 how to market to them. And then I think it's also being 521 00:28:34,560 --> 00:28:39,440 patient because if you want super high standard at a large 522 00:28:39,440 --> 00:28:44,480 scale, then you need to give, you need to be a bit more 523 00:28:44,480 --> 00:28:46,880 flexible on the on the timing. Right, you can't. 524 00:28:46,960 --> 00:28:48,880 Have it all, you know. No. 525 00:28:49,000 --> 00:28:50,880 Oh my gosh. Imagine that would be amazing if 526 00:28:50,880 --> 00:28:51,840 we could. I mean you could also. 527 00:28:51,880 --> 00:28:54,240 Spend millions of dollars and probably figure it out, but 528 00:28:54,240 --> 00:28:55,560 like. Right. 529 00:28:55,760 --> 00:28:57,480 But also then you have to spend millions of dollars. 530 00:28:57,920 --> 00:29:00,600 Yeah, No, I think everything that you said makes total sense. 531 00:29:00,600 --> 00:29:05,440 And you know, from a, like an HR standpoint, this is where I, I 532 00:29:05,440 --> 00:29:09,240 put a lot of emphasis with the recruiting team that I, that 533 00:29:09,240 --> 00:29:12,120 works for me and, and that I've worked with even just in my past 534 00:29:12,680 --> 00:29:16,120 on sourcing and, and for recruiters to actually go out 535 00:29:16,400 --> 00:29:20,280 and find that talent, because you know, your talent pool 536 00:29:20,280 --> 00:29:24,360 that's applying to these jobs, you're strong. 537 00:29:24,360 --> 00:29:26,440 You don't know what your strongest is. 538 00:29:26,560 --> 00:29:29,240 Your strongest is based on whomever is the, whatever the 539 00:29:29,240 --> 00:29:32,000 volume is and whomever the strongest is within that 540 00:29:32,360 --> 00:29:34,120 grouping. So if you have 100 people who 541 00:29:34,120 --> 00:29:37,200 apply, as I like to say, off the street, quote, UN quote off the 542 00:29:37,200 --> 00:29:39,920 street, they see it on LinkedIn, they see it on Indeed, wherever 543 00:29:39,920 --> 00:29:42,280 you tend to market your jobs, they they apply. 544 00:29:42,320 --> 00:29:45,520 And of that 100, maybe you have two strong, really strong 545 00:29:45,520 --> 00:29:48,400 candidates, but you don't know the strength of those candidates 546 00:29:48,400 --> 00:29:52,520 until you actually go out and find more strong candidates. 547 00:29:52,800 --> 00:29:57,400 And so this is where, you know, from my perspective, a recruiter 548 00:29:57,400 --> 00:30:00,600 is only as strong as their ability to find that talent 549 00:30:00,880 --> 00:30:03,400 because it's, it's easy for us to say, OK, here's the 550 00:30:03,400 --> 00:30:06,240 application, the job's posted. It's great. 551 00:30:06,240 --> 00:30:08,160 We're asking questions, we're going to be able to go through 552 00:30:08,160 --> 00:30:11,160 the resumes and screen. But that's just simply not 553 00:30:11,160 --> 00:30:14,080 enough because you haven't, you know, there are people out there 554 00:30:14,080 --> 00:30:17,600 potentially who fit this profile, this ideal profile, who 555 00:30:17,600 --> 00:30:18,960 have not even thought about applying. 556 00:30:19,240 --> 00:30:22,360 And so unless you go out and find them, they're not applying. 557 00:30:22,920 --> 00:30:25,000 I would argue most people. I mean, becoming a driving 558 00:30:25,000 --> 00:30:27,200 instructor is not something that people think think. 559 00:30:28,360 --> 00:30:29,040 About. Right. 560 00:30:29,040 --> 00:30:30,480 Actually, no one thinks about driving school. 561 00:30:30,480 --> 00:30:32,640 They think about it once. Right. 562 00:30:32,640 --> 00:30:34,680 And then they get their license and they never think about it 563 00:30:34,720 --> 00:30:36,800 again until they have. Kids exactly. 564 00:30:36,840 --> 00:30:41,280 And so it's not a job that people think about, which I will 565 00:30:41,280 --> 00:30:45,520 say if ever like if anyone listening wants a really 566 00:30:45,520 --> 00:30:49,720 fulfilling career and something part time that's like highly 567 00:30:49,720 --> 00:30:52,520 fulfilling has a big impact on someone's life. 568 00:30:53,120 --> 00:30:56,280 Driving instructors like that's that's it like you're gonna 569 00:30:56,280 --> 00:30:59,520 transform someone's life at a really at a key moment in their 570 00:30:59,520 --> 00:31:04,040 life, especially if they're if they're teens yeah, it's it's 571 00:31:04,040 --> 00:31:06,040 not it. It took it takes everybody by 572 00:31:06,040 --> 00:31:07,880 surprise when we first do it but like the. 573 00:31:08,560 --> 00:31:10,520 But you're changing the entire family you're changing their 574 00:31:10,520 --> 00:31:12,240 parents because now parents don't have to bring them 575 00:31:12,240 --> 00:31:13,600 anywhere right. Right. 576 00:31:13,720 --> 00:31:14,520 That's like, so that's what they. 577 00:31:14,560 --> 00:31:18,440 Have all the time back, right? And this is, you know, I, I 578 00:31:18,440 --> 00:31:21,040 reference Schitt's Creek a lot on my podcast. 579 00:31:21,040 --> 00:31:24,240 I don't know if you've watched or if you know the scene. 580 00:31:24,280 --> 00:31:27,200 I'm Canadian so they're like, so of course I've watched. 581 00:31:27,440 --> 00:31:29,440 That OK, so it's like Seinfeld. Yeah. 582 00:31:29,440 --> 00:31:34,120 So the the episode where David goes to get his license and he's 583 00:31:34,120 --> 00:31:37,160 like, so worried about what the driving instructor is going to 584 00:31:37,160 --> 00:31:39,080 think and then he just like, doesn't care. 585 00:31:39,320 --> 00:31:41,520 This is not the experience. That's real. 586 00:31:41,520 --> 00:31:44,480 Like the the reality for a coastline instructor is that 587 00:31:44,480 --> 00:31:48,520 they do care. But yeah, I just love any moment 588 00:31:48,520 --> 00:31:49,760 that I can reference Schitt's Creek. 589 00:31:49,760 --> 00:31:52,320 I will. I've watched it like 4 times 590 00:31:52,320 --> 00:31:55,480 over. I'm due for 1/5 time watch. 591 00:31:55,680 --> 00:32:02,120 I do have a small sister, so I mean we do quote that a lot. 592 00:32:02,680 --> 00:32:04,720 I think that means you have a good taste. 593 00:32:05,600 --> 00:32:08,120 No, but I mean, this is a great call to action actually for all 594 00:32:08,120 --> 00:32:10,960 the listeners who maybe want, you know, additional fulfillment 595 00:32:10,960 --> 00:32:12,840 in their lives, because sometimes like our full time 596 00:32:12,840 --> 00:32:15,800 jobs are not enough. I mean, look, I have my podcast 597 00:32:15,800 --> 00:32:18,440 like this is this is something that's fulfilling to me just as 598 00:32:18,440 --> 00:32:21,360 much as my full time job. But this is where it like we 599 00:32:21,360 --> 00:32:25,280 don't have to always be so, you know, fully invested or you 600 00:32:25,280 --> 00:32:27,320 could be fully invested in your full time job, but you can also 601 00:32:27,320 --> 00:32:29,240 find other areas for fulfillment. 602 00:32:29,440 --> 00:32:32,840 And I love that call to action for for listeners who maybe are 603 00:32:32,840 --> 00:32:35,440 looking for something or maybe they know someone who really is 604 00:32:35,440 --> 00:32:40,440 a very good communicator and can really like help to educate or 605 00:32:40,440 --> 00:32:44,120 put the pieces together for someone who's very calm and, you 606 00:32:44,120 --> 00:32:47,000 know, easy to be around. Because I even remember my 607 00:32:47,320 --> 00:32:49,120 driving instructor, which seems silly. 608 00:32:49,120 --> 00:32:52,760 I mean, I'm 33. I learned how to drive over over 609 00:32:52,760 --> 00:32:54,640 10 years ago. Yeah, definitely over 10 years 610 00:32:54,640 --> 00:32:57,080 ago. I think I was probably 16. 611 00:32:57,080 --> 00:33:01,080 I'm from New Jersey. So I think it's 16 and the 612 00:33:01,080 --> 00:33:03,560 driving instructor was so relaxed, so relaxed. 613 00:33:03,560 --> 00:33:06,240 And it made me feel really relaxed because it's nerve 614 00:33:06,240 --> 00:33:08,280 racking. You're behind a car probably for 615 00:33:08,280 --> 00:33:12,560 the first time and you know, you're on the road and you're 616 00:33:12,560 --> 00:33:15,600 around other drivers and being from New Jersey, you're around 617 00:33:15,600 --> 00:33:18,600 drivers who have no patience. So it's like, how do you, how do 618 00:33:18,600 --> 00:33:20,960 you learn in that environment? It's very high pressure. 619 00:33:21,280 --> 00:33:23,600 But having someone next to you who's just like it's cool, 620 00:33:23,880 --> 00:33:25,120 relax. All good. 621 00:33:25,480 --> 00:33:27,960 Like, yeah, OK, all good. I'm all good. 622 00:33:28,240 --> 00:33:29,560 I. I think that's like the number 623 00:33:29,560 --> 00:33:32,120 one personality trait. It's just don't freak out 624 00:33:32,120 --> 00:33:35,400 because you'll be next to someone who is living like peak 625 00:33:35,400 --> 00:33:38,040 anxiety at this time because you're just suddenly aware of 626 00:33:38,040 --> 00:33:40,400 like, the possible dangers of being in a car. 627 00:33:40,680 --> 00:33:42,280 It goes fast. It can hurt someone. 628 00:33:43,360 --> 00:33:48,400 And yeah, people were not always that great in traffic. 629 00:33:49,080 --> 00:33:52,480 I would not be a good driving instructor because I first of 630 00:33:52,480 --> 00:33:56,200 all, I just could not I, I'm, I, I don't think that I could be 631 00:33:56,200 --> 00:33:58,720 that good at relinquishing almost total control. 632 00:33:58,720 --> 00:34:01,200 I know that they have a little break on their side, right? 633 00:34:01,280 --> 00:34:02,120 Is that still? True, yes. 634 00:34:03,320 --> 00:34:06,120 Yes, they have a break. Thank God for that. 635 00:34:06,440 --> 00:34:09,040 But I, I would be like this. I would be like closing my eyes 636 00:34:09,040 --> 00:34:11,800 and yeah, I don't. So I know I'm not the right 637 00:34:11,800 --> 00:34:14,280 person, but there are so many people that I can think of who 638 00:34:14,280 --> 00:34:16,000 are the right people. OK. 639 00:34:16,040 --> 00:34:19,800 And just to just to address let's say that that fear 640 00:34:19,800 --> 00:34:23,880 element, because we do manage a large fleet and so we are 641 00:34:24,080 --> 00:34:27,120 looking at comparable stats in fleet management. 642 00:34:27,920 --> 00:34:35,400 Our accident rate is so much better than just any other fleet 643 00:34:35,400 --> 00:34:37,719 out there. Like we are almost in order of 644 00:34:37,719 --> 00:34:39,560 magnitude better than anyone else. 645 00:34:40,000 --> 00:34:43,719 Wow, that's that. And that's with new drivers who 646 00:34:43,719 --> 00:34:45,560 like don't really know how to drive. 647 00:34:45,920 --> 00:34:48,320 We are. We still manage to be a 648 00:34:48,320 --> 00:34:53,480 significantly safer fleet than just name the company. 649 00:34:53,560 --> 00:34:55,440 Except UPS. They're legendary. 650 00:34:55,719 --> 00:34:57,360 They're legendary. But aside from them, yeah, 651 00:34:57,360 --> 00:34:59,320 anyone. Yeah, I don't think I've ever 652 00:34:59,320 --> 00:35:01,640 seen a UPS truck ever get into an accident, I think. 653 00:35:01,840 --> 00:35:04,200 They, they're, I think they have like 10 accidents a year or 654 00:35:04,200 --> 00:35:05,320 something like that. Unbelievable. 655 00:35:05,480 --> 00:35:07,040 Like some ridiculously low number. 656 00:35:07,640 --> 00:35:10,400 Unbelievable. Love that drive behind the UPS 657 00:35:10,400 --> 00:35:11,480 truck. Everybody that's. 658 00:35:11,480 --> 00:35:13,440 I could be wrong here, maybe it's the wrong company, but I'm 659 00:35:13,440 --> 00:35:16,280 pretty sure it's them, yeah. No, I think you're right. 660 00:35:16,320 --> 00:35:18,800 I think you're right based on some of the things I've seen. 661 00:35:18,800 --> 00:35:23,120 I won't name any names. No, this is really, it's really 662 00:35:23,120 --> 00:35:25,240 fascinating. I've learned a lot about driving 663 00:35:25,240 --> 00:35:28,080 education and actually, I think, you know, having kids myself, 664 00:35:28,080 --> 00:35:31,960 I'm like, OK, so when the time comes, Coastline will be the 665 00:35:31,960 --> 00:35:35,520 place, assuming you are or will be in New York at that time 666 00:35:35,520 --> 00:35:37,480 because of your ambitions as a company. 667 00:35:38,560 --> 00:35:41,560 And, you know, I think it's, it's a really good, it's just a 668 00:35:41,560 --> 00:35:44,760 really good lesson for all of us in terms of like how we identify 669 00:35:44,760 --> 00:35:49,280 the right profile, how we market these jobs, how we like look at 670 00:35:49,280 --> 00:35:51,800 brand awareness and see the impact and the importance. 671 00:35:51,800 --> 00:35:54,840 And so I really appreciate that you brought all of this new 672 00:35:54,840 --> 00:35:56,480 information to the podcast for us. 673 00:35:56,480 --> 00:35:59,640 And so I would love to pass to you to tell the listeners where 674 00:35:59,640 --> 00:36:02,920 they can learn more about Coastline and, and, and maybe to 675 00:36:02,920 --> 00:36:05,080 your point, maybe even become instructors themselves. 676 00:36:05,080 --> 00:36:07,600 Yeah, absolutely. coastlineacademy.com. 677 00:36:08,280 --> 00:36:11,040 All the information is there. There's a career place, but also 678 00:36:11,440 --> 00:36:13,760 if you have kids or if you want to refresh a course. 679 00:36:13,760 --> 00:36:17,080 We don't talk about this enough, but if you learn to drive in the 680 00:36:17,120 --> 00:36:20,200 80s or 90s, please take a course, take a refresher, 681 00:36:20,200 --> 00:36:22,320 because I mean, there's a, the world is different. 682 00:36:22,320 --> 00:36:24,480 You have new technology, phones are a new thing. 683 00:36:24,920 --> 00:36:28,200 We've had people who learn to drive before seatbelts were even 684 00:36:28,200 --> 00:36:29,680 mandatory. So like, you know, it's a 685 00:36:29,680 --> 00:36:33,960 completely different world. And we see a lot more problems 686 00:36:33,960 --> 00:36:36,760 with just adult drivers in general. 687 00:36:37,800 --> 00:36:42,680 You know, our goal is to make this a safer place to drive, so 688 00:36:42,680 --> 00:36:44,680 I would highly recommend that you check it out. 689 00:36:44,720 --> 00:36:48,480 If not to become an instructor, well, then just maybe take a 690 00:36:48,480 --> 00:36:53,520 refresher lesson. But yeah, Cofan, academy.com and 691 00:36:54,200 --> 00:36:56,200 we're on every other platforms with the same name. 692 00:36:56,880 --> 00:36:59,680 Fabulous, amazing. Well, Renault, thank you so much 693 00:36:59,960 --> 00:37:03,000 for joining the podcast again. And it was a really fun 694 00:37:03,000 --> 00:37:05,960 discussion. I'm sure everyone learned just 695 00:37:05,960 --> 00:37:09,040 as much as I did. And maybe it'll just trigger in 696 00:37:09,040 --> 00:37:12,400 their mind and a new opportunity for themselves, their kids, or 697 00:37:13,000 --> 00:37:14,000 you know, someone they might know. 698 00:37:14,000 --> 00:37:15,960 So thank you so much again. It's been a pleasure. 699 00:37:15,960 --> 00:37:18,240 Thank you. Hey, just before you go, don't 700 00:37:18,240 --> 00:37:21,040 forget to subscribe to the show so that you are the first to 701 00:37:21,040 --> 00:37:24,800 hear when an episode drops each week and maybe leave a five star 702 00:37:24,800 --> 00:37:27,400 review and a comment about how much you love this episode. 703 00:37:27,560 --> 00:37:30,200 Plus, if you have someone in mind who would really enjoy this 704 00:37:30,200 --> 00:37:31,800 episode, make sure you share it with them. 705 00:37:31,880 --> 00:37:34,760 Thank you so much for tuning in and I'll see you next week.