Post on 18-Jan-2015
description
The Talented Community
Social Recruiting
Why it won’t work, unless….
IndiaSocial 2012Gautam Ghosh
India Marketing Lead and Product Evangelist
Topics for today
• The state of Social Recruitment today• Look at the role online communities
play• Discuss how to get started building
talent communities• Explore how to drive long term
engagement• How to measure your efforts
Fundamental shifts – nature of work
1960
2012
Complex Knowledge Work
Team BasedCollaborative
Technical
Time PressuredMobile / Virtual
Task Oriented
Individual Contributor
Generalist SkillsPredictable Workload
Geographically Dependent
Types of Social Recruiting
Driven by the “Rockstar Social Recruiter”
The Company Talent Community
On Employment Branding
Your Culture is your Employment Brand and your employees are your brand ambassadors
Your employees and Alumni are rating you• People sharing
information about your organization’s practices, culture, and it can be represented online.
• Websites like Glassdoor and Google places make it easy to people to analyse such feedback
Content, Conversations
People interested
People with Skills
CompanyEmployees Attract
Dev
elop
Engage
What do companies want?
• To know who follows them• Surprise: No new resumes• Filter talent by skills, location,
education, experience• To communicate with them• Integrate existing talent databases • Incorporate Applicant Tracking System• Attract people visiting the careers
website and not applying
Online Communities
What is an online community?
An online community is a group of people with similar goals or interests that connect and exchange information using web tools.
. . .An online talent community is a group of people that share an affinity for an organization, profession or skill that connect , share opinions, exchange information, and collaborate using web tools.
Three distinguishing points
Connects Organization/Profession/Skillwith all Stakeholders Groups
Connects Members toOther Members
Connects Members toNon-Members (Discovery)
COMMUNITY
Role in the modern world
• Online communities are the new “meeting places” for digital citizens across the globe
• They form the backbone of the modern support system
• They are where content gets discovered
• They are where discussions happen whether you participate or not
• They are where perceptions are formed, vetted and cemented
What talent communities can enable:• True Employer Branding– Segment, share/listen, test alignment
• Broader Talent Ecosystem Engagement– See talent across all labor types
• Discover Talent Otherwise Overlooked– Added insight, pre-applicant assessment
• Cultivate / Grow Future Talent–Mentor, influence, educate/develop
• Leverage Brand Army
Getting StartedKey Action Steps, Success and Failure Factors
Key action steps – the basics
Define how and what you want members to do2
Understand your target member(s)1
Design a community that delivers value to all3
Set realistic expectations4
Plan for the internal change management needed to support talent communities and community mgmt
5
Be realistic about allocating resources6
Warning: Crass lesson coming
Nothing grows in a sandbox … especially one littered with crap!
Healthy communities are like gardens
• You have to seed them (content and interaction)
• You can’t put some plants together
• You need to fertilize infant plants
• You have to manage pests
• You have to eliminate rotten matter
• You need to split them when they grow to large
• Your results grow as your skills grow
• It takes time!
Success factors – beyond the basics
• Great Community Manager – Dedicated champion of transparency– Solicits/drives interaction– Doesn’t judge– Capable of engaging with different audiences– Promotes diversity of thought and inclusion
• Build in rewards for desired member activity• Connect to offline events• Build on member commonalities• REMEMBER: It’s not about YOU!
Failure factors
• Assuming all professions are created equal– If existing CoP’s cannot be found, you face
an uphill challenge
• Focusing solely on the technology• Not dedicating time/resources• Delivering little/no value• Locking down the target member too
tight• Not designing for interaction
Keeping Your Audience Engaged
It’s Just Like Any Other Relationship
Six keys to successful engagement
Dedicated Time Together2
Common Interest1
Two-way Communication3
Tolerance for Honesty4
Authenticity / Empathy5
Opportunity to Grow Together**6
Design for engagement
Curious Applicant Pipelined Newly Hired Ambassador
Alumni
Employee
Contractor/ Consultant
Outsourced Service Provider
Competitor
Intern
Aspiring Employee
Other Stakeholder
This is the only segment that values job announcements.
This movement requires a planned experience.
Questions?
Keep the conversation going
Gautam GhoshE: gautam@bravenewtalent.comT: @GautamGhoshF: http://www.facebook.com/HR.BloggerS: http://www.slideshare.net/Gautam M: +91-97422-39954
@bravenewtalentwww.bravenewtalent.com