Matthew Jeffery. Social Media, Talent Acquisition Strategy and Global Employer Marketing. #SRConf Keynote

Transcription

1 #SRConf Keynote Social Media, Talent Acquisition Strategy and Global Employer Marketing Matthew Jeffery Head of EMEA Talent Acquisition & Global Talent Brand for Autodesk 1

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3 Recruitment S 3

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5 So..#SRConf..#SRConf.presentation what do people want from a presentation.hhhhhmmmm 5

6 No. No. 1 1 Not a 20 min quick intro into a company and its turnover stats and products 6

7 No. No. 2 2 Not a load of theory and high convoluting concepts that sound great but will never be implemented 7

8 No. No. 3 Not some speaker preaching how things must be done and how nothing else works but their way! 8

9 BUT.FOR THE RECORD NO ONE NO COMPANY has mastered the new recruiting.be it use of social media.be it E-Branding.be it mobile But it s kinda fun to try giant leaps 9

10 All of you are looking for Takeaways today What can you take back and implement in your business..what works.things to make you think & reflect and answering.. 10

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12 Social Recruiting is confusing.. What do I do? Why? How much? Am I falling behind? My company is too small/boring. 12

13 So many options. it can feel very daunting & scary 13

14 Let s understand the basics and why we are here discussing the new recruiting of Social Media, Employment Brand etc 14

15 So why a need for new recruiting? 15

16 The Global WAR for Talent We are competing to hire the best 16

17 We are fighting to hire the best 17

18 The experienced talent pool is shrinking 18

19 Industries converging Same/similar talent sought Public sector TV Media Film Banking FMCG Universities Mobile IT 19

20 Where art thou.loyalty? Employee Company Average time in role: Less than 2 years 20

21 External Providers losing ground/competitiveness Internal recruiters getting better at selling their own company with conviction & passion In-House: Referral schemes CRM Database Events Web 2.0 Networking YouTube, LinkedIn, Myspace, Facebook Graduate Pipeline 21

22 Changing Demographics Working Longer, retiring later Sea of Graduates seeking work 22

23 So many solutions!!! CRM Agencies Social media ATS s LinkedIn Talent Pipeline Job Boards Growing number of Consultants, Futurologists, Advisors, Experts, Experienced Social Media Experts, Self Proclaimed Guru s! Researchers 23

24 Your competitors are getting cleverer, studying you, mapping out yourtalent. and rest assured they are speaking to your staff.right NOW!!!!! 24

25 Lazy recruiters damaging the standing of our profession Job Spec Snap No square pegs Just tick the boxes 25

26 .and Recruitment Leaders happy to maintain the status quo and not challenge or be challenged 26

27 That s a lot affecting our everyday world But we all cant have the magical powers... of a Sorceress;) 27

28 Given all these variables, we need to To be sharper, more efficient and better at what we do than our competitors 28

29 And yet our goal has not changed. to hire the best with with 29

30 The ultimate goal is a Predictable talent pipeline. Achieved through Sourcing, mapping competitors, direct approach, relationship building, Employment Branding & Social Media 30

31 The New Recruiting..??? Recruitment

32 The Foundations / philosophical underpinning 32

33 Not everyone s s looking... Why are we spending so much time focused on the active market? 33

34 Everyone is a potential candidate or brand ambassador. Even your consumers. Our job to create the interest.... We create candidates 34

35 Employment Brand is pivotal to your success in Talent Acquisition, We are all marketers now What makes you stand out..? 35

36 The Psychology of People: Naturally social, conversational We love a good gossip!!

37 You are not in control of what people are saying 37

38 Building relationships and communities is key even even pivotal 38

39 Let s s dive a little deeper 39

40 The Core Philosophy of New Recruiting Employment Brand is pivotal to your success in Recruiting Solutions Talent Attraction 40

41 A Brand is a person s s gut feel towards a Product, Service or Organisation 41

42 Employment Branding: The basics.. It is not.about creating a logo It is not.about creating a mission statement It is not.about creating sexy advertising We cannot create create Employment brands. We can try and position, message and influence perceptions but an Employment brand is that very gut feel for working for your business 42

43 Description: Description: gptw_list_logo_europe_cmyk_2012 Employment Branding the basics.. Employment brand starts with your employees and what they say and feel about your business. E-Brands form inside-out..if they hate it, why should others join? Do you? -Employee Satisfaction surveys - Internal Focus Groups -Clear objectives set & manager review/access -Listen to external views Glassdoor -Enter Great Places to Work? -Internally communicate 43

44 Recruitment/staff retention is no different to dating - Building Relationships - Being Transparent - Being Honest - Listening - 2 Way Communication - Trust - Engagement - Seduction 44

45 If you go on a date you want to look your best and sell your brand 45

46 So why don t t we sell our companies or create compelling EVP s Where s s the uniqueness.why aren t t we seducing? 46

47 People want relationships with people not faceless companies. Humanising the brand key 47

48 Shows like American Idol and X Factor gets emotion and telling a story If people just sing it would fail 48

49 What s s people s gut feel for working for your company?... Google it / Glassdoor it 49

50 Communities / Talent Pools / Puddles 50

51 Active v Passive Talent Sourcing Snipers E-Branders/ Marketers/ Community DJ s Snipers Mass Communication Passive Pool (Non active) Recruiters Process Active 51

52 Pactive Candidates Most people are happy in their current jobs and not looking BUTif presented with the right opportunity will move. Hence whilst they are passive.they are pactive 52

53 What is a Community? Community Definition A group of interacting people, that shares common values/interests and through these bond social cohesion / belongingness. Corporate Community A grouping of individuals which has been manufactured by a Corporate entity with specific goals in mind, be it Branding, Marketing, crowdsourcingor employment bums on seats. Generally smaller by nature and given competing needs, tough to engage people as so many choices of communities to join. Organic Community A grouping of individuals that share a common interest surrounding a shared interest/s eg Java Developers, sales professionals. (To share best practice, ideas and discussion). Organic growth, naturally evolving. Talent Community A mass grouping of individuals deemed as talented and employablefor specific tasks by business. Talent Puddle A smaller / concentrated / defined grouping of desirable / employable talent. 53

54 Corporate Manufactured Community Not everyone in a Corporate Community is hireable or desirable: The vast proportion are not hence the need to ensure they become Brand Champions who engage / join in discussions & show an interest Employment Brand Ambassadors Best Talent 54

55 How to Build a Corporate Community Targeted Sourcing Team: Mapping & Organagramming Recruitment ATS / Database (Already a Community of its own but Untapped) Targeted LinkedIn Communications Job Board Advertising Specific & Corporate Generic Brand Building Community Social Media : Facebook Fan Page ; Twitter Followers, LinkedIn Discussion Group Members, LinkedIn Corporate Page; YouTube Channel Subscribers, Blog Followers Less Targeted Targeted Advertising eg Facebook Targeted Job Board e_shots eg Monster Event lists & Event names Traditional Print Mass Market Advertising 55

56 Building a Community is not about a collection of random individuals from Social Networks imported into a manufactured community Targeting is Key 56

57 Recruitment is boring yes boring... 57

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59 Raise your Hand..if you are a parent Telling an engaging story.. 59

60 And we all love a good story.. 60

61 .don t we Alan..;) 61

62 Engaging a Corporate Community Mobile Apps Blog Site Facebook Fan Page Twitter Page LinkedIn discussion Groups Active Engagement Humanizing the Brand Corporate Seduction YouTube Channel Targeted Marketing Shots Events 62

63 Gamification Gamification is not about creating games but a Philosophy how we learn engagement from games.. But why not? Let s add games to our overall engagement philosophy!!!! 63

64 Is using game mechanics/methodology to inspire engagement in activities that otherwise would be considered boring or routine/chore. - Making activities Social - Contents simple, fun & interactive - People want to know what other people are doing - Personalisation/humanisation eg Avatars - Encourage sharing of content in the community - Getting friends involved to encourage virality - Gifting - Keeps em coming back for more? Reveals at certain times of the day - Competition against friends / leader boards - Easter Eggs, hidden features on your site - Enabling unique experiences / personalisation - Progress Bars - User Generated Content 64

65 Proactive Recruiting Wings Corporate v Overall Talent Community Sourcing: targeting & Organagramming LinkedIn Search Engine Reachable Employment Branding & Marketers building brand & e-brand presence Corporate Facebook, Twitter, YouTube / Social Media Offline 65

66 LinkedIn Talent Pool Sourcing Team: Pin pointing Talent C# Developers 36,139 CAD Community 7,875. Net People 76,324 iphone Developers 31,741 End to End Web Developers 24,170 Finance Club 167,296 Micro & Macro Talent Puddles Talent Branding: Massaging & Messaging Java Developers 94,876 Sales Association 25,921 LinkedIn HR 486,612 Innovating Marketing, PR, Sales Word of Mouth 144,973 HR Professionals 70,355 Procurement Professionals 107,088 66

67 The Power of the Crowd New Ideas. Recruitment crowdsourcing of candidates 67

68 LinkedIn Referrals Targeted Crowdsourcing Gamification Recruiting Solutions 68

69 Please Let me introduce you to the Autodesk communities Recruiting Solutions 69

70 Our Biggest Challenge? 70

71 Films, Games, Cars, Planes, Boats, Bridges, Buildings, Handbags, Rock Concert Stages to consumer products like Sketchbook pro 71

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73 Raise your Hand.. If you found your current job as a direct result of Facebook? 73

74 Raise your Hand.. If you were looking for a job today would you search for that new job via Facebook? 74

75 If someone tells you that Facebook is the solution to your immediate hiring needs they are telling Porkies It is part of THE MIX..but make sure you differentiate between 75

76 Bums on Seats Employment Brand messaging Facebook may be great for recruiting some roles today eg bar people, chefs, clerical.but will it help you build a pipeline of -Marketing Directors - AI Programmers -Sales Directors for Russia - Project Managers 76

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78 Raise your Hand.. If you would follow a company s Twitter feed, which is a list of jobs hyperlinked back to the careers site if you were not looking for a job? 78

79 So why are companies doing it? People are not that dull that they sit looking at job links on Twitter all day are they..?..who would be mad enough? 79

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83 Communities go mobile Recruiting Solutions 83

84 Explosion of mobile across the globe Recruiting Solutions 84

85 Simplistic, informative, social, fun exciting, captivating. 85

86 Not just recruitment on the go 86

87 Not Just.Promo/Spin/PR about Autodesk and our products 87

88 Humanising 88

89 A place to talk/engage.and learn. 89

90 A Place to have fun & be entertained & compete 90

91 Mobile: What else? Interviewing on the move.. 91

92 Webcasts 92

93 Recruiters need to keep positive. Challenging times = opportunity Build your communities! Innovate 93

94 We literally can make or break a company and find that missing piece. 94

95 These are challenging times to be a recruiter but let s celebrate what we do 95

96 Thankyooooooverymucha 96

97 Q&A don t be shy 97

98 Follow me Thank you! 98