Achieving Greatness Through Great Recruitment
description
Transcript of Achieving Greatness Through Great Recruitment
LEADERSHIP AND MANAGEMENTLEADERSHIP AND MANAGEMENT
E-Strategy Practice
Alan Whitford+44 7971 864620
Keith Robinson+44 7796 523355
Achieving Greatness Through Great Recruitment
E-Strategy Practice
Why Us?
Alan Whitford:Over 20 years experience providing strategic and practical insights to the automation and web-enablement of Human Resource and Recruitment Process activities throughout Europe. Clients include Times 500 companies and software and services vendors in the Human Resources and e-commerce arenas.Founding board member of HR-XML Consortium European ChapterFounder of Classified Solutions Holdings B.V. - developer of Web 2.0 solutions for recruitment processesPublished in a number of on-line and off-line media covering technical and strategic HR and Recruitment issues Author: Personnel Today - Guide to Online Recruitment
Keith Robinson25 years in the recruiting, publishing and on-line space in UK, Europe, AsiaPac and USExperience of working with the HR community as an information provider and advisorLaunched Personnel Today10 years board director at two of Europe’s largest recruitment advertising agenciesLast 5 years took totaljobs.com from a number 5 position to a profitable market leader Founding partner and current chairman of The Network - the world’s largest on-line recruitment allianceFounder of Classified Solutions Holdings B.V. - developer of Web 2.0 solutions for recruitment processes
E-Strategy Practice
High Performance Organisation
A high performance organisation is an organisation that achieves results that are better than those of its peer group over a longer period of time, by being able to adapt well to changes and react on these quickly, by
managing for the long term, by setting up an integrated and aligned management structure, by
continuously improving its core capabilities, and by truly treating the employees as its main asset.
E-Strategy Practice
The Right People
“If we don’t get the people thing right, we lose; it’s the most important thing in all our business”
Jack Welch, General Electric
“The ability to find and hire the right people can make or break your business. It is as plain as that. No matter where you are in the life cycle of your business, bringing in great talent should always be a top priority. It is also the hardest objective to meet.”
Michael Dell, Dell Computer
E-Strategy Practice
Recruitment Greatness
Great Organisations Great Candidates
Great Employees
Deliver GreatResults
E-Strategy Practice
Business Survival Needs Great Recruitment
Europe’s working population forecast to decline by 35 million in the next 10 years
More than the amount of people who died in the Black Death in the 13th century
Corporate Europe is going to face unparalleled challengesAttracting top talent to its organisation
And finding people to fill positions at any level
Recruitment today in Europe is Continental
E-Strategy Practice
Recruitment Is a Top Priority
Source: The Gap Between IT and Strategic HR in the UK, Taleo Research, 2006. (Based on 100 respondents w/HR mgmt responsibilities in UK orgs w/min. of 1,000 employees.)
E-Strategy Practice
Competition for Talent is Increasing
E-Strategy Practice
Candidates are Dissatisfied!
E-Strategy Practice
Damage From a Negative Recruitment Experience
As a result of a bad experience in the recruitment process, people are less likely to:
Source: Totaljobs
64%
82%
76%
0% 20% 40% 60% 80% 100%
Accept a job atthat company
Recommend thecompany to a
friend
Buy thatcompany's
products/services
E-Strategy Practice
Recruiting Is A Strategic Imperative
Enterprise Collaboration
Integration with business goals, timelines, measures
Assess existing employees
Understand skills needed, market, demographics
Knowledge of communications vehicles
Compelling sales story
Measure effectiveness of recruitment spend
E-Strategy Practice
Leading the Way to High Performance
Constant feedbackloop
Direction, leadership
Corporate/board buy in
Build/execute
Communicating/relationshipbuilding/educating line mgmt Agreed KPIs
Funding
Alignment - HR, Marketing,Corporate Affairs
E-Strategy Practice
HR Value Pyramid
Basic Administration (entry level)
Business
Partnership
Consulting from reactive to proactive
Transactions
E-Strategy Practice
What Is Enterprise Collaboration?
The sharing of critical business intelligence within and across the enterprise to improve a process and/or achieve an end goal.
The purpose of HR is to act as a business unit whose primary responsibility is to partner with and proactively support senior management's business objectives as they relate to human capital.
E-Strategy Practice
Barriers to Collaboration
Separated At Birth - Hiring Managers and RecruitersSee jobs differently
Work on different schedules
Different evaluation and decision criteria
HR is not at the table“…of the top FTSE 250 companies, only 20 have the people function on
the board.”
Source: Denise Kingsmill, Chair, DTI Accounting for People Taskforce, May 2003
Strategic & Operating Business Plan
WORKFORCE PLAN“the right people in the right place at the right time doing the right job”
Labour Supply Forecasting (Internal / External) Labour Demand Analysis (Internal / External)
“Media & P.R.Strategy”
- Advertising- Media Exposure- Website- Tradeshows- University Interaction
- Intern / Coop- New Grad.- Experienced- Contract- Newspaper Ads- Web Ads- Referral- Career Fairs
Economic & Market Influences
“MOVE IN” “MOVE AROUND” “MOVE OUT”
Succession Planning
INTERNAL MOBILITY & DEVELOPMENT
RESOURCING INFRASTRUCTURESystems Tools Metrics Tracking & Reporting Processes Policies
Other Development
Initiatives
Business Drivers
LocalizationCareerNet
LeadershipEdge
InternshipProgram
RECRUITING
TALENT MARKETING
Repatriate
Redeploy
Retrain
Reskill
Move Out
A/P Career Transfer Policy
Outsource
Enterprise Resourcing “MAP”Enterprise Resourcing “MAP”
E-Strategy Practice
Source: Peter Drucker
Recruitment Is Marketing
“There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous.The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.All that should be needed is to make the product or service available.”
E-Strategy Practice
Candidate MarketingCandidate Marketing
Recruiting is simply a sales functionFind prospects (candidates)Via marketing and advertising (recruiting websites, ads, job fairs)Qualify prospect (screening and assessing)Sell (recruit) the product (a job)Close the deal (accepts the job)
Personalised service - the more you know the customer (candidate), the more specialised marketing can beTargeted candidate marketing provides more qualified leads and results in more sales (successful recruitment)
E-Strategy Practice
Recruitment as a Lead Generation Process
E-Strategy Practice
Hiring Experience, Not Hiring Process
Recruiting is personal, unique
and all about relationships
Build relationships with website visitors on their terms
Allow them to quickly profile what they want to do
Immediate response to candidate - qualified or not
Manage expectations and follow through!
Prepare for visit (interview)
Make the candidate feel welcome
Follow up immediately after interview
E-Strategy Practice
What Defines Today’s Jobseeker?
A jobseeker is a consumerA consumer is a potential employeeThey are both more brand aware than ever beforeThey are both more internet competent than ever beforeThey are both more critical of a web based negative experience than ever beforeThey share this experience with more people than ever before
E-Strategy Practice
We’re in a Consumer Centric World
Employment consumer
“An individual that experiences employment activity with an organisation – from recruitment to retention to exit”
E-Strategy Practice
To be taken seriously
Knowledgeable help
Competent, efficient service
Friendliness
Anticipation of my needs
To be kept informed
Explanations in my terms
Follow-through
Basic courtesies
To be listened to (and heard)
Empathy
Dedicated attention
Respect
Professional service
Not to be passed around
FeedbackTo be informed of the options
Honesty
What Do Today’s Jobseekers Expect?
E-Strategy Practice
Source Reaching Low Handraisers by Dave Morgan
Consumer Behaviour
Strange but true data points from purchases behaviors of online browsers in the US this year
People who browse Miami travel content buy plasma TV’s at a higher than normal ratePeople who browse school-aged parenting content purchase motorcycles at a disproportionate levelPeople who browse certain types of movie reviews make leisure travel purchases disproportionate to their numbers
Nothing predicts behaviour like behaviour
E-Strategy Practice
Employment Branding
Branding is “the new black”
Branding is a more pronounced effort by the employer to declare themselves exactly who they are or are trying to be
Branding can not overcome the reality
What do we do well? Badly?
Impressions left on candidate
What was the first disappointment for an employee?
Do employees reflect the employer self image and branding efforts?
Branding is an investment in the long term
E-Strategy Practice
Experience = Brand
The experience is the Brand- it is no longer about just image alone.
It is, today, the appreciation of the experience No matter how “nice” the logo is - if the user can’t find what they need, the brand is damaged
You can’t control the experience…The user is now in control and will surprise you at every turn They will ignore your headlines, not go to the home page
BUT the experience they get is still based on the experience they have chosen
E-Strategy Practice
What Next?
How are the candidates going to select their next job channel?
And
How are we going to reach them?
E-Strategy Practice
Rupert Murdoch; 6 March, 2006:
“I don’t know anybody under 30 who has ever looked at a classified advertisement in a
newspaper. With broadband they do more and more transactions and job seeking online.”
The Reality of Job Search Today
E-Strategy Practice
International “Power Networking Organisations” and Referral Networks
Ecademy100,000+ registered and active users,
200,000 unique visitors per month
LinkedIn 13.0 million users
2.735 million connections in ‘my’ network
Spoke35 Million relationships
900,000 companies
Viadeo, Zubka, Xing, Ziggs……
E-Strategy Practice
Personal Relationship Websites
Myspace.com175 million users12 million EU users‘Owns’ the 18-30 age bracketHas a free job posting model48,951 videos uploaded today
Craigslist15 million users per month12 million classified ads per month50 million postings in 100+ forums750,000 job postings per monthJob postings free in most cities
Facebook, Club Penguin,…….
E-Strategy Practice
E-Strategy Practice
E-Strategy Practice
Career Site As a Consumer Portal
We’ve seen that a consumer site delivers exactly what the consumer wants - goods, services and ability to buy
Job Boards do the same for the job seeker
The corporate Career site could do the same…..Graduates want information and we deliver brochureware
Experienced jobseekers want to find job, title, salary and apply now
And sometimes we still deliver brochurewareOr put up registration barriers - too much information too early in the process
An email address and job title can be enough information to begin building the media centric relationship to build the media pool
E-Strategy Practice
E-Strategy Practice
E-Strategy Practice
E-Strategy Practice
E-Strategy Practice
E-Strategy Practice
E-Strategy Practice
E-Strategy Practice
E-Strategy Practice
Recruitment Greatness
Great Organisations Great Candidates
Great Employees
Deliver GreatResults
“Great recruiters aren’t born,
they are trained and motivated.”
Source: Frank Roders, Compagnon
E-Strategy Practice
THANK YOU!! THANK YOU!!
Any Questions?Any Questions?