Digital strategy and the future of recruitment HR / Training IT Strategy Social Media Strategy Digital Strategy Online Marketing Strategy Branding Strategy Offline Marketing Strategy James Whitelock Digital Strategy Manager, Empresaria Group plc
Think Digital Strategy and and
Think Digital Strategy and and
Digital is here to stay!
What is Digital Strategy? A strategy describes what youre going to focus on and how youre going to act A strategy means choice. It means choosing to do certain things and choosing not to do others Because strategy is a direction, theres lots of room for learning and iterating along the way Planning: Lead generation Attraction: Sourcing Selection: Qualifying Short listing Agency Interview Screening / reference checking / testing (psychometric) Client interview and feedback Offer and placement Charge Retention: Induction, objective setting Training / elearning Appraisal Retention HR / Training Online Marketing Strategy Offline Marketing Strategy IT Strategy Social Media Strategy Branding Strategy Digital Strategy
What is Digital Strategy? Digital Strategy IS About focusing engagement (internal and external) About Interaction, personalisation and customisation Not just about social media! To include all parts of your business Having a Digital Strategy WILL Be cheaper, greener and more cost effective than traditional ways of working Increase revenue Increase the reach of your brand Make your business efficient
From Threat to Opportunity! I need better ways of promoting our services and our knowledge Innovation is the ability to see change as an opportunity - not a threat Innovation is attractive Think customisation Information and content is power Though most tools are free doesnt mean they are valueless You are expected to be innovative
From Threat to Opportunity! I need to find/attract/engage with candidates Candidates expect to be informed valued engaged
From Threat to Opportunity! I need to keep my finger on the pulse Who said that? Monitor everything Measure everything Listen to everything
From Threat to Opportunity! I need to keep my best staff and make them feel part of the team Their Brand as much as yours! Even ex-staff can be ambassadors for your brand Keep staff informed Make everyone part of the process
of digital recruitment
Future of digital recruitment Mobile HR Mobile devices become more than just another media to push to vacancies too. Apps for candidates and clients will give them greater insight and engagement with the recruitment/hr processes Death of the CV? Online profiles from sites like LinkedIn and Facebook in combination with touch points like Twitter, Youtube and Digg will form a professional profile that will surpass the traditional CV Products to look out for: Bullhorn Reach SocialCV Erosion of online privacy and ownership Online profiles will become harder and harder to privatise making all information about a business and person accessible. Ownership of information will no longer belong to a brand but to that brands communities and audiences Socialisation of business Social engagement will become integral within a business allowing customer/client/candidate engagement at all levels Gamification Gamification principles create more engagement and sense of belonging and stickiness to sites, hence driving potential of more opportunities for engagement. Virtualisation Disintegration of the traditional working environments, through cloud computing and mobile technologies Virtual offices/workspaces, disintegrated offices
Indonesia social media stats 80% of twitter users access twitter via mobile 20% of twitter activity happens in Jakarta Twitter busiest on Thursdays and weekend Over 9 million twitter accounts in Indonesia, tweeting nearly 50 million tweets per month, average user age between 18-24 Over 5 million blogs in Indonesia 63% of Indonesian Internet users have adopted mobile Internet Indonesia second largest use base for Facebook, globally after US. Over 40 million users LinkedIn usage in Indonesia makes 0.5% of global LinkedIn traffic. 50 th most popular site in Indonesia Sources: salingsilang.com, appappeal.com, checkfacebook.com 13
Case Study: L Oreal Indonesia Aims of the study: Does the message match the strategy? Does the execution match the idea? Is technology an enabler or a competitive advantage? Are you in the right places to attract the right people? Recommendations 14
Social Media Success Story INTERNAL CONTROL (Temporary) Sahat Situmorang 23 years old July 12, 2011 We post an Internal Control Assistant position and requirements in our Twitter & Facebook account. In the very same day, we have received 5 applications in our mail, and by the end of the week we have received 15 applicants for the position. Four applicants were interviewed within a week, and by the 2 nd of August, the selected intern, Sahat Situmorang, already start his first day in LOreal Indonesia for the next 6 months. The whole process only took exactly 3 weeks from the first promotion (with the interviewers busy schedule and decision process)
Social Media Success Story INTERN FOR GARNIER Natalia Ayu Putri 21 years old July 18, 2011 Being such a big brand in Indonesia, its actually quite easy to find many interested applicants for Garnier. Once we received the Requirement Request, we post an update in our Twitter account and Facebook Page, and applicants are starting to apply immediately. Almost 50 people (mostly students and fresh graduates) applied to this great opportunity within a month. The suitable applicant, Natalia Ayu Putri, were already selected by August 9. Internship with LOreal is an entry level to see the possibility of being recruited as our future leader, starting in Management Trainee Program. She started working on September 7, 2011.
Social Media in Recruitment
July 15: The web-based Pépinière Application is announced via social media (Twitter & Facebook) We open the application for a month until August 14, 2011, with only social media usage for promotion. The result: more than 500 applicants applied. Current status: still in the assessment process
L Oreal s recruitment philosophy not a Process, a People commitment It is about making long term commitments with chosen individuals that will develop their talent and build our company for the greater future. It is not about staffing but about detecting qualities and skills that will reveal into the future; reinforcing our competitiveness, our international expansion and our innovation capacity; It is not about cloning, reproducing the existing but about proactively seeking Diversity to enrich our teams; It is not about finding a fit for a specified box but about generosity, about helping individuals define and fulfill a professional project; about helping them integrate successfully in our company; It is not about who can do the job but about detecting the individual that will want the challenge, reinvent the job and go beyond all expectations; It is not only about skills but about individuals that will demonstrate and develop the right fit, the right values and the right management competencies for L Oréal Aims Attraction & information more experienced candidates Increase employer brand 19
L Oreal Indonesia online recruitment LOreal recruitment website Staffing Agencies Job boards Social Media ATS and internal recruitments systems Approximately 4,000 follows across all SM platforms 20
L Oreal Indonesia Online content Product advertising Vacancies Customer engagement Working for /at LOreal News about LOreal Fun content 21
Recommendations Strategy and content A digital strategy covers the entire business, with a consistent message from the top down Social Media Though the out put from LOreal HR is consistent, is it part of the LOreal Digital Strategy? Is the HR/recruitment conversation being lost in the other LOreal messages? Different platform, different audience, different message Facebook Simply posting the same message across all SM platforms wont encourage new followers or engagement Bad etiquette to use a profile for a brand, thats what Groups and Pages are for Facebook messages are re-posted across other brand outposts Twitter No Twitter account devoted to jobs/recruitment at LOreal Indonesia The most of the HR content on the LOreal Indonesia Twitter feed are vacancies LinkedIn If looking to attract/engage senior and experienced candidates LinkedIn is the best place 22
Recommendations Blogs/forums A blog gives you a place to explore and discuss specific topics, it also always for continued engagementday in the lifeissues that could effect candidates Agency usagenot just a body farm! Talk to your staffing agency/s. Any good agency should be consultative and have expertise on the entire candidate life cycle not just source and hire Mobile With high growth in the usage of mobile internet in Indonesia, consider mobile Apps.Think; games, apply through mobile, access to content Search Engines Pay Per Click (PPC) advertising is great at generating traffic for specific roles Resources: http://socialmention.com/search?t=all&q=+%22loreal+indonesia%22&btng=search http://klout.com/#/lorealindonesia/ 23
Digital Strategy How I can help your business Digital potential assessment Digital Strategy Consultancy Training Project management Supplier management Research projects Complete digital strategy management HR / Training Online Marketing Strategy IT Strategy Social Media Strategy Offline Marketing Strategy Branding Strategy Digital Strategy
Credentials Senior ebusiness manager for Randstad Project manager for the largest global recruitment agency jobboard Creation of global network of recruitment websites Digital recruitment connoisseur
Still interested? Or content to be... and and email: Skype: LinkedIn: Twitter: whitelockj@empresaria.com ThinkinCircles www.linkedin.com/in/jameswhitelock www.twitter.com/thinkincircles