From Recruitment 1.0to Recruitment 2.0

Olivier De DonckerPR ManagerEmakina

Introduction

Welcome to the new digital ecosystem

• The media landscape is more fragmented than ever before

• Explosion of channels (web, blogs, RSS, instant messaging…)

• Boom of connected devices (iPhone, video games…)

• The consumer is now always-on, immersed in a digital pool growing every day

• He’s now in control of communication and trusts more his friends and relatives than traditional advertising when it comes to decision purchase

Introduction

This new behaviour influences the recruitment sector

• Job portals still lead the way but they see the rise of new niche actors (Xpertize, Moovement…)

• They also face the threat of B2B social networks like LinkedIn, Viadeo, Xing… and many others

• User-generated content impacts the reputation of your company and its attractiveness as work place

• Recruitment is getting more « social » to track talent and attract the right profiles

• Just like in many other sectors, Internet generates « disintermediation » effects: companies can bypass professionals to find people they need

Job Portals

Case: Monster

user-centereduser-centered

Relevance ofnavigation-tabsRelevance ofnavigation-tabs

DirectaccessDirectaccess

Personalized accountPersonalized account

Value-addedservices Value-addedservices Poll

- insights- content- return-visits

Poll

- insights- content- return-visits

Case: Monster

Focus on user experience

• Basic functionalities of the website Job Search: per country, region, type of job, sector, company, etc… Keywords search Featured job positions

• Advanced functionalities Creation of a user account (profile + 5 different CV’s and letters of motivation) Definition of several job-alerts:

e.g. “all offers in the insurances sector in Brussels” Consultation of profile statistics (how much employers looked at my CV?)

• Value-adding functionalities Career center: advice on how to optimize your CV and/or letter of motivation, how to survive an application inter view, how to negotiate your salary, etc… Career talk: online chat with the recruiters

Corporate Websites

Case : Procter & Gamble

Quick-access for new candidatesQuick-access for new candidates Quick-access for

returning candidatesQuick-access for returning candidates

Appealing intro-movieAppealing intro-movie

TestimonialsTestimonials

Key-values of the company AND the brand

Key-values of the company AND the brand

Brand portfolioBrand portfolio

Repeating Call-to-actionRepeating Call-to-action

Transparency on the processTransparency on the process

ConvincingcopyConvincingcopy

Positioned as an “advice center” instead of a job-site

Positioned as an “advice center” instead of a job-site

Case : Procter & Gamble

The applicant is considered as a consumer • Assisting in the quest for a job through transparency

“How does recruiting work at P&G? We want you to know what to expect, and when or how to expect it. This information is common throughout P&G globally.”

• Putting forward the company values (mixed with the brand promise)

“P&G's purpose is to improve the everyday lives of the world's consumers.”

• Offering employee video-testimonials

“Real people share stories about their careers at P&G”

Niche Players

Case : Les Jeudis

Specialized job board in jobs for IT and engineering

Specialized job board in jobs for IT and engineering

Case : Keljob (job aggregator)

Case : Moovement

E-RecruitmentCampaigns

L’Oréal : E-Recruitment Campaign

On the mini-site for students, there’s a link to participate in the challenging business game

On the mini-site for students, there’s a link to participate in the challenging business game

L’Oréal : E-Recruitment Campaign

L’Oréal e-Strat Challenge lets students be the CEO of a world class leader in cosmetics.

The reality simulation opposes the students to life-like situations l’Oréal managers are in.

L’Oréal e-Strat Challenge lets students be the CEO of a world class leader in cosmetics.

The reality simulation opposes the students to life-like situations l’Oréal managers are in.

Castorama : Career Chat

During 1 hour, 600 people were connected and 118 questions were asked. In the end, 150 CV’s were deposed on the site.

During 1 hour, 600 people were connected and 118 questions were asked. In the end, 150 CV’s were deposed on the site.

Revenue-sharingPlatforms

Concept

Build a network of (professional) relations

• For the candidates: a platform to find a job or internship

• For entrepreneurs: a platform to find clients and/orpartners

• For companies: a platform to find (information on) candidates

• For ALL: a platform to enhance visibility

Revenue Sharing : Jobmeeters.fr

Revenue-share for the person who recommended the candidateRevenue-share for the person who recommended the candidate

The model is based on the fact that mostly friends and family are the first to know when somebody is looking for a(nother) job. This business model is quite successful and offers good quality CV’s

The model is based on the fact that mostly friends and family are the first to know when somebody is looking for a(nother) job. This business model is quite successful and offers good quality CV’s

Revenue Sharing : Xpertize

Career Blogs

The Concept

Sell your talent with your blog

• Individuals make a website on their professional background, interests…

• CV is visible and downloadable

• There are recommendations, remarks… from former employers

• Links to own or preferred publications, magazines they read…

• Description of desired function and expectations

Carrer Blogs

Candidate presentation in full sentencesCandidate presentation in full sentences

CVCV

Profile,references,experience,publications,interests,...

Profile,references,experience,publications,interests,...

Recommend my blogRecommend my blog

Social Networks

The Concept

The new kids on the block

• Still a fragmented market with global and local players

• Quest for the largest database > very difficult to find reliable figures

• Publish your profile, connect with other professionals and get recommendation

• New playground for HRs and head hunters to know the who-does-what inside a company

• Benefit for users: find your next job, attract new colleagues and detect opportunities through your network of trusted professionals

Conclusions

From Push To Pull

General Job BoardHR website

Specialised Job BoardAggregator

E-RecruitmentCampaigns

SocialNetworks

New Generation Of E-RecruitmentNew Generation Of E-Recruitment

Traditional Modelcandidates approach the HR service providers

Traditional Modelcandidates approach the HR service providers

Emerging TrendCompanies start looking pro-actively on platforms where professionals are present

Emerging TrendCompanies start looking pro-actively on platforms where professionals are present

Initial Generation of Job-SitesInitial Generation of Job-Sites

Linkedln, Xpertize…

Reality Games:Challenge Activation (L’Oréal E-Strat), Career Chats (Castorama)

Les Jeudis, Moovement, Keljob.com, …

Monster, Vacature, jobads sections onCorporate websites

Conclusions

Online Recruitment 1.0 Online Recruitment 2.0

Monopoly of a few big sitesClosed/Paid databases of CV’s

Value: page views

Micro sites/CommunitiesSemi-protected databases

Value: updated CV’s

Subscriptions & E-mail alertsOne search engine per site

Text based infoScroll-down menusChannel: website

RSS flow into the personalized pageOne meta search engineText + audio + video + …

Tags & tag cloudsMultichannel: RSS, podcast,

Mobile, TV, …

Classical CVPassive candidatePassive recruiter

Career blogsActive candidates & recruiters

(blogs, networks, career games…)

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Thank you!

Any question?