Autodesk - Matthew Jeffery
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Transcript of Autodesk - Matthew Jeffery
Who are you?
Matthew JefferyAutodesk Head of EMEA Talent Acquisition & Global Talent Brand
Formerly EA Global Director of Talent Brand
Talent AcquisitionNever Forget that world class candidate attraction/recruitment can make or break a Business
NASDAQ & FTSE Companies are really being scrutinised by investors about whether theycan attract & retain high quality staff
Talent Acquisition is CRITICAL to modern business
Industries convergingSame/similar talent sought
universities
FMCG
public sector
mobile
banking
IT
mediaTV
film
Headhunting……at all levelsIf staff are unhappy they will leave anyway
Are your staff challenged?
Are they well remunerated?
Do they have a good work/life balance?
Are they working on world class products?
Do they have an opportunity for promotion?
Are they receiving training & Development?
Are their ideas listened to?
If the answer is NO……headhunters prey
‘I would be more worried if your staff weren’t being headhunted because that speaks volumes about the quality of your workforce’
External Providers losing ground?
Recruitment agencies need to adapt or die
In-House:
Referral schemes
CRM Database
Events
Web 2.0 Networking
YouTube, LinkedIn, Myspace, Facebook
Graduate Pipeline
Ability of recruiters to ‘sell’ their own company with authenticity
Your competitors are getting cleverer,
studying you, mapping out your talent….and rest assured they are speaking to your
staff….
Flood of graduates into the market studying poorly conceived degrees and less companies investing in them
University Recruitment
The ultimate goal is a Predictable talent pipeline…….
Achieved through Sourcing, mapping competitors, direct approach, relationship building, Employment Branding & Social Media
With the advent of new technology and the likes of ‘LinkedIn’….Do Hiring Managers need us recruiters?
What is our value?
Recruitment 1.0
‘Traditional’ everyone can recruit. Low skill. Anyone can do what we do…even HR Professionals ;)
- Fax machines- Print advertising (post & pray)- Rolodexes – Traditional ATS- Basic process / transactional recruiting
Recruitment 2.0
Sees the move online & utilising tech for recruitment gain. - Online Job Boards- Online cv Searches
Tech moved forward, methodology of 1.0 dominant, inc online post, spray & pray
Recruitment 1.0 & 2.0 heavily focused on Active Job Seekers
Recruitment 3.0
The Core Philosophical underpinnings of Recruitment 3.0:
• Not everyone is looking• Everyone is a potential candidate or brand ambassador. Even
your consumers. ‘We create candidates’• Employment Brand is pivotal to your success in Talent
Acquisition, ‘We are all marketers now’• The Psychology of People: Naturally social, conversation• You are not in control of what people are saying• Building relationships and communities is key…even pivotal• Recruitment is boring…yes…boring...
Active v Passive
Passive Pool (Non active)
Active
Sourcing
E-Branders/ Marketers/ Community DJ’s
Recruiters Process
Snipers
Snipers
‘Mass Communication’
Recruiting Solutions
Employment Brand is pivotal to your success in Talent Attraction
The Core Philosophy of ‘Recruiter 3.0’
Emotion creates a connection which bonds loyalty& trust
The goal of a brand is to create emotional attachment
A emotional relationship is anchored on honest 2 way communication
Shows like American Idol and X Factor gets ‘emotion’ and telling a story
If people just sing it would fail
Retro views on Employment Brand
Recent quotes from conferences:
‘A company creates an Employment Brand’
‘We have a great Employment Brand. Look at our newly designed Brand logo’
‘E-Brand is about marketing and the way we advertise. We control the messages’
Stage One:
Notice
Stage Two:
Consider
Stage Three: Apply
Stage Four: Join
Stage Five: Work
Stage Six:
Leave
Stage Seven: Remember
The Stages of the Employee Experience(how we ‘humanise’ and open up a company to allow candidates to build relationships and feel ‘feelings’)
What is a ‘Community’?‘Community’ Definition‘A group of interacting people, that shares common values/interests and through these bond ‘social cohesion’ / ‘belongingness’.
‘Corporate’ CommunityA grouping of individuals which has been ‘manufactured’ by a Corporate entity with specific goals in mind, be it Branding, Marketing, crowdsourcing or 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’ CommunityA 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’ CommunityA mass grouping of individuals deemed as talented and employable for specific tasks by business.
‘Talent Puddle’A smaller / concentrated / defined grouping of desirable / employable talent.
‘Corporate Community’
Best Talent
Employment Brand Ambassadors
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
Building a Community is not about a collection of random
individuals from Social Networks imported into a
‘manufactured’ community
Targeting is ‘Key’
How to Build a ‘Corporate Community’
Community
‘Targeted’ ‘Less Targeted’
Sourcing Team:Mapping &
Organagramming
Targeted Advertising eg Facebook
Recruitment ATS / Database (Already a
Community of its own but Untapped)
Targeted LinkedIn Communications
Targeted Job Board e_shots eg Monster
Traditional Print Mass Market Advertising
Job Board Advertising Specific & Corporate Generic Brand
building
Social Media : Facebook ‘Fan Page’; Twitter ‘Followers’,
LinkedIn Discussion Group Members, LinkedIn Corporate
Page; YouTube Channel ‘Subscribers’, Blog Followers
Event lists & Event names
‘Engaging a ‘Corporate Community’
Active
‘Engagement’‘Humanizing the
Brand’‘Corporate Seduction’
Mobile Apps
Facebook Fan Page
Twitter Page
LinkedIn discussion Groups
Blog Site
YouTube Channel
Targeted email ‘Marketing Shots’
Events
‘Corporate’ v ‘Overall Talent Community’
Facebook, Twitter, YouTube / Social Media
Offline
Corporate
Search Engine Reachable
Sourcing: targeting & Organagramming
Employment Branding & Marketers building
brand & e-brand presence
Proactive Recruiting Wings
‘LinkedIn Talent Pool’
Sales Association
25,921
End to End Web
Developers 24,170
. Net People 76,324
HR Professionals 70,355Java Developers
94,876
CAD Community
7,875
Procurement Professionals
107,088
Finance Club 167,296
C# Developers36,139
iPhone Developers
31,741
LinkedIn HR 486,612
Innovating Marketing, PR, Sales Word of
Mouth 144,973
Micro & Macro ‘Talent
Puddles’
Sourcing Team:
Pin pointing Talent
Talent Branding:
Massaging & Messaging
A new type of Recruiter for 3.0• The New Recruitment 3.0• Recruitment 3.0 is about building engaged communities, telling a story,
listening, discussing and fostering an emotional attachment with new talent.• Recruiter 1.0 and 2.0 will be a dying breed in the coming months and years,
replaced and thrown on the scrap heap by Recruiter 3.0 who can combine a range of skills including:
• PR & Messaging• Marketing• Direct Marketing• Market segmentation• Candidate Relationship Management• Sales• Presentation and Communication Skills
Our Aim- Building sustainable communities.
- Goal is engagement – current / future / potential candidates
- Key is discussion and keeping our communities informed
- Humanising our brand – real people behind our software
- Create communities that will gain repeat visits
- Freedom of speech
Autodesk are not just building a Community around a collection of random individuals
from Social Networks imported into a ‘manufactured’ community
We recognise
Targeting is ‘Key’
What lies ahead of 3.0……? Recruitment 4.0…some personal thoughts
• The New Recruitment version 4.0• Evolution of 3.0• Value lays in the Communities of 3.0• Recruitment becomes a profit centre• Crowdsourcing• Gamification• Exclusive Content / VIP Access• Death of Recruitment Agencies• Job Boards faltering
‘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…!!!
‘Gamification’‘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 / leaderboards
‘Easter Eggs’, hidden features on your site
Enabling unique experiences / personalisation
Progress Bars User Generated Content
Recruitment as a Profit CentreDepends on Costs Going Down
Zero / Minimal Agency Fees Less need for Job board fee
postings Combination of
Sourcing & targeting Building Talent Communities Crowdsourcing of Candidates = Predictable talent pipeline
Less need for in house recruiters Utilise value in Community, i.e.
Engaging Content Premium Content Exclusive Access Areas Games / repeat visit tools