Recruitment 3.0: A Vision for the Future of Recruiting

12 Journal of Corporate Recruiting Leadership | crljournalcom | June 2011 copy2011 ERE Media Inc

RECRUITMENT 30

There has never been a better time to be a recruiter

What we do can literally make or break a company

And investors realize this and are asking tough questions

to company leadership as to how they will attract and re-

tain the top talent

But recruitment is changing

This is not a small evolution but a change that will see

the recruiting landscape change forever So fundamental is

the change that it will see traditional recruiters falling be-

hind and being replaced by new differently skilled recruiters

ready for the challenges of Recruitment 30

Indeed it is not only recruiters who will be found obso-

lete in Recruitment 30 but also many of the current recruit-

ing leaders in the top companies today criminally not

preparing their Fortune 500 companies for the new reali-

ties of a changing recruitment landscape

This paper seeks to provide a greater definition of what

Recruitment 30 is and why we all need to change adapt

and embrace the new recruiting landscape or see our com-

panies fall behind

Remember the Good Old days of Recruitment 10Remember the good old days when recruiting was as easy

as tying your shoelaces Candidates aplenty Anyone could

be a recruiter Even HR professionals

For some it was as easy as picking up the phone and call-

ing a recruitment agency and then rocking back feet on

desk waiting for the resumes to come piling through a few

days later

For the more adventurous prepared to put in a little more

effort they took time to post a job description to a job board

and again relaxed back in an executive leather chair and

wait

But relying on the recruitment agency or posting to a

A Guide to Recruitment 30A look at the need to change adapt and embrace the new recruiting landscapeor see our companies fall behind Itrsquos also a glimpse into the strategy of Autodesk

talent acquisition in the next 12 months

By Matthew Jeffery and Amy McKee

Figure 1

Recruitment Agency Terminology

ldquoExclusively sourced candidaterdquo

ldquoExclusive candidaterdquo

ldquoThey really want your companyrdquo

ldquoReally sought-after candidaterdquo

ldquoYour competitors would love to hire this personrdquo

ldquoWe have a great relationship with the candidaterdquo

The reality behind the lsquospinrsquo

They arrived on our job board 20 mins ago and I saw dollar signs and sent themstraight to you before other agencies could do so

They are exclusive to you for only the next five minutes before I press enter andsend their resume to five of your competitors

I spoke with them 10 minutes ago and reeled off a list of 10 companies that theycould work for and they said yes to all of them

They have been interviewed 15 times in the past three months but still have notbeen offered a job

They are interviewing them as we speak and I am hoping that three of them wantto offer and then I can play you all off against each other get the candidate a bet-ter salary and more importantly for me a bigger fee

We have not met the candidate but done a quick phone screen and to ensure weget them onto both your and other databases hence covering any potential feeswe are sending their details to you before other agencies And we will have a greatrelationship if they are placed as I will love the candidate as I will get a chunk ofcommission that will pay for my holiday to Hawaii

copy2011 ERE Media Inc Journal of Corporate Recruiting Leadership | crljournalcom | June 2011 13

RECRUITMENT 30

TIME TO CHANGE

perience who have worked with a company for years and

years will now be on less salary than the inexperienced new

hire Hence a new game starts Hold the basic salary and

start to ldquowoordquo and ldquoseducerdquo with sign-on bonuses reloca-

tion support restricted stock awards Last chance saloon

bribery

Deal sealed Recruiter 10 can again slip back into a slum-

ber and relax as another req has been closed off their hir-

ing list

But who wins here

The recruiterYes in the short term as they have one

fewer job to hire and can tick off their metrics like ldquotime per

fillrdquo

The agency Most definitely They have placed a can-

didate at an average 20 fee and their candidate has received

a bigger offer than expected A good dayrsquos work

The hiring manager Short term yes A bum on seat

Long term they have questions and insecurity in their mind

Have they selected ldquothe bestrdquo for their role Does this can-

didate buy into the brand Are they a long-term hire Are

they money motivated And they have spent more of their

budget to hire this person than they should have hence ques-

tioning ROI

The result More often than not after six months that

candidate has been seduced by another offer and resigned

They had not developed a relationship or passion for the

brand Hiring managers learn the painful lesson that increas-

ing an offer to land a candidate rarely buys long-term loy-

alty and demonstrates that money is a short-term motiva-

tor when recruiting staff Being outside the agency reten-

tion guarantee period the hiring manager loses all the time

and money invested in the original hire and starts again from

nothing

And so begins the great ldquorecruitment circle of liferdquo again

A cynical view But a reality among many recruiters and

recruiting leaders even in Fortune 500 companies How

scary that this is happening in modern business today Re-cruitment 10 is alive and well And is still very wide-spread and prevalent today How scary is that

This situation while suffices for many top compa-nies today and in the past is unsustainable for the fu-ture

Such is the poor reputation of Recruitment 10 that de-

bates are raging about whether there is a need for in-house

recruitment teams Why canrsquot hiring managers just speak

to agencies direct post on job boards directly or even reach

job board was found wanting It was all a gamble It depend-

ed on the spin of the recruitment roulette wheel that the

right person for a role with the right skill set who was the

best culture fit who would bring long term value to that

company would be looking for a job at that moment in time

Thatrsquos a lot of coincidences to rely on A recruitment agency

may not have registered the best candidatesThe best can-

didates may not be looking at job boards or registered for

job alerts Hence recruitment lottery was the gamble that

most recruiters were happy to play

A few days after briefing an agency or posting to a job

board candidate details start to arrive ldquoYesrdquo screams the

recruiter awaking from their slumber ldquoA shortlist can now

be generatedWe are close to getting the job donerdquo

Recruiters in Version 10 are easily seduced as they look

for the least effort solutions to close their reqs Recruitment

agencies sooth recruitersrsquo ears with ldquospinrdquo that points to

highly attractive solutions (see Figure 1)

Perhaps thatrsquos a little cynical (and with a British sense

of tongue in cheek) toward recruitment agencies but itrsquos

very reflective of the core methodologies at work in Recruit-

ment 10

Meanwhile back to our scenario Recruiter 10 has been

able to assemble a shortlist to their hiring managerThe hir-

ing manager faced with little choice has to select a can-

didate as they are worried that waiting too long to fill a req

may result in their headcount being canned

But unsurprisingly as the hiring manager authorizes the

recruiter to offer they learn that the candidate has four oth-

er offers Moving from the ldquorecruitment lotteryrdquo of gener-

ating candidates has ended in ldquooffer pokerrdquo with five com-

panies all holding different cardsWho will blink first Who

has the winning hand

A great hire has ldquobought into a companyrdquoThey respect

the brand feel inspired by the direction of the company

love the feel of the culture and can see themselves as part

of that company making the difference for a few years But

Recruiters 10 have not built relationshipsThey have not

created an emotional bond between candidate and compa-

ny Hence no loyalty exists between candidate and compa-

ny

Meanwhile ldquooffer pokerrdquo plays out with companies com-

peting with counteroffer against counteroffer (like two box-

ers wearily trading punch after punch) until someone sud-

denly slams on the brakes as they realize internal salary eq-

uity will be destabilized as those loyal staff with lots of ex-


RECRUITMENT 30

TIME TO CHANGE

out to candidates directly via LinkedIn themselves Thatrsquos

not the most taxing of skills is it

In some ways at the root of the friction between HR and

recruiting functions is the perception that recruiting has been

lazy and a low skill profession while HR has evolved into

key issues like performance management managing teams

training and development and clear career paths There

should be no debate that a great in-house team offers strate-

gic solutions unimaginable under outsourcing or leaving hir-

ing managers to their own devices A strong in-house team

can seek to maximize through their relationships internal

referral schemes target candidates through their CRM data-

base possess a greater ability and knowledge to ldquosellrdquo their

company can hold and target events use social networks

to build relationships target and build relationships with

the best universities and their ldquocream of the croprdquo talent

In-house teams should be continually building and retain-

ing an internal database of talent for the futureAn in-house

team with a dynamic recruiting leader is without any doubt

the optimal way forward for recruitment But only if they

are not anchored by Recruitment 10 methodology

The Talent LandscapeBefore looking at Recruitment 30 and the need for

change we need to appreciate the current global recruit-

ment landscape All companies are witnessing a tsunami of

changing dynamics in the talent attractionemployment mar-

ket encompassing

bull Global war for talent A cheesy term for many For

others itrsquos a mantraWhat is true is that companies are

getting more competitive in attracting and retaining the

ldquobest talentrdquo Hence the term should be ldquoglobal war

for the best talentrdquo Recruiting on the front line is re-

ally determining a businessrsquos future success (Note the

use of the term ldquobestrdquo Recruiting talent is not hard

it is the best talent that is the challenge)

bull Talent is geographically mobileTalent will move for

the best company and best roleThere are no border

limits to attracting talent hence leading to a more flu-

id talent pool

bull Talent is more demandingTalent demands career

development and upward mobility If not looked after

and able to grow within a business talent will leave to

find a company where they will be nurtured

bull Experienced talent pool is shrinking companies are

expanding and all are seeking experienced talent who

can hit the ground running

bull Convergence of talentmdashie different market sectors

mdashare all competing for the same talent but less in-

dustry-specific talentTalent can leapfrog between Fi-

nancial Services Consumer Goods Retail IT Pub-

lic Sector TV Film Entertainment Accounting

Mobile

bull Graduate pool less skilled and equipped for the work-

forceTherersquos more competition to attract cream-of-the-

crop graduates As education across the world adapts

and a greater range of courses are added to curriculums

graduates are receiving a range of quality of education

(sometimes exceptionally poor in preparing their stu-

dents for their future careers and leaving them in debt

by thousands of dollars) All companies can attract av-

erage under-skilled graduates aplentyThe best com-

panies want the best graduates

bull Talent is less loyal often in a role for less than two

years Companies see greater movement among top-

tier staff

bull Competitors getting smarter in mapping out talent

within companies and pushing seducing buttons ben-

efitted by technological advancements such as LinkedIn

Recruiter

bull Recruitment agencies failing to be creative in attract-

ing unique talent to their databases hence perpetrat-

ing ldquorecruitment chessrdquo of the same talent across com-

panies

All of these changing dynamics make it more challeng-

ing for recruitment to identify and attract the best

And this will affect the bottom-line profitability of com-

panies as they wake up to their workforce not delivering op-

timal business results as they fall back in the war for talent

Best talent equals best results Average talent equals aver-

age results

As companies lose ground in the ldquoWar for the best tal-

entrdquo they start to ldquointrovertrdquoThey start to ask themselves

how they can stop losing talent to competitors Can they

block headhunters from calling their employees They look

at blocking communication tools like Facebook LinkedIn

MSN Messenger and Hotmail accountsThe whole ldquoau-

tocratic regime of distrustrdquo descends like a scene from an

old black and white lsquoBrsquo movie based on the Cold War ldquoYou

shalt not speak to our employeesrdquo hellip very Business 10


RECRUITMENT 30

TIME TO CHANGE

Rather than seeking to block communications why arenrsquot

companies looking at things from a different perspective

Is it not more worrying for a company if their staff are not

being headhunted or seduced away If not what does that

say about the quality of their employees If your staff are

not being targeted by competitors and headhunted that

speaks volumes about the quality of your workforce and that

is a humiliating issue for your business Pivotal for compa-

nies is to focus on retention of key staff and answering these

following vital questions

bull Are employees challenged

bull Are they well remunerated (measured against market

norms)

bull Do employees have a good worklife balance and can

enjoy time with their family

bull Are managers close to their employees and is there feed-

back on performance and career development

bull Do employees feel part of a world-class company that

has a strong future

bull Can employees see a ladder of opportunity and strong

promotion prospectsrsquo

bull Are employees being developed What training and de-

velopment programs are in place

bull Are employee ideas listened to and they receive feed-

back on them

bull Is senior management approachable and they regular-

ly communicate or living in ivory towers

bull Is the culture fun and people feeling part of a family

If there are any negatives above especially if there are

many then those employees are rightfully subject to the prey

of a good headhunter and can be readily seduced by oth-

er opportunities

If someone is happy however good the headhunter and

the proposition is it is extremely hard to seduce them away

hence the need for companies to focus on retention than

the means of restricting communication channels into em-

ployees

So however cheesy the term is the Global War for the

Best Talent is real Itrsquos happening and many companies are

in danger of losing this battle of attrition

UtopiaQuestion What is recruitment utopia Willy Wonkarsquos

ldquoGolden Ticketrdquo to the chocolate factory

Answer A predictable talent pipeline where companies

can identify hold relationships with and cherry-pick the

best available talent A req is green-lit and the recruiter can

immediately identify and bring forth into interview the best

talentThe req is closed with a ldquoAAArdquo candidate Job done

Sounds fanciful

Not nearly as unachievable as it would seem

So question is how to travel the yellow brick road to the

end of the rainbow

Two key strategies in building a predictable talent

pipeline

bull Sourcing Identifying top talent and mapping out key

competitors (a competitor being defined by where tal-

ent resides as opposed to product competitor)

After mapping out the best talent it is about build-

ing relationships directly (face to facevideo conferenc-

ing) and indirectly through social communitiesThe

best hire may mean a relationship that is built over

weeks and months before that candidate is willing to

join a company Graduate recruitment also fits into this

bucket as it is about identifying the top courses in the

best universities and mapping out the top performers

through campus relationships All of this reduces the

random elements of recruiting

bull Employment Brand and Recruitment MarketingThe goal is building a wider reputation as a destina-

tion for top talent by humanizing the company brand

to reveal what happens within the four walls of your

company and behind the spin of corporate PRmarket-

ing By engaging in a transparent two-way communi-

cation with talent building an engaged set of commu-

nities hungry to participate in your created content

a greater appeal will be generated Employment brand

and marketing should be aimed at taking your com-

munity on a journey from familiarization of company

and product to knowledgeable insight into the com-

pany ending in consideration of working at your com-

panybeing one of your brand ambassadors who talk

favorably about you to their friends colleagues and

communities

So here we come to the gates of the core philosophical

differences between traditional recruiting and Recruitment

30hellip


RECRUITMENT 30

TIME TO CHANGE

The Core Philosophy of Recruitment 30 Not every-onersquos looking

This is the fundamental underlying core essence of Re-

cruitment 30

Not everyone is looking for a job

Different market research exists but citing the US Bu-

reau of Labor Statistics for any given role only 10 of rel-

evantexperienced talent is looking for a role at any given

moment of time

That means that 90 of candidates relevant for arole are not lookingThe best candidates are typical-ly among them

Hence in a candidate-short market with a host ofcompetition for particular skill-sets the Global Warfor the Best Talent is being fought outamongst 10 of active job seekers Nowonder the trend toward salary infla-tion and sign-on bonuses

Reinforcing this message the best can-

didate for your role is not likely to be cur-

rently registered on a recruitment agency

database or registered on a job boardThey

may never search job boards as they are

used to direct approachheadhunting

The best candidates may never have even

considered working for you even worse

they may have never even heard of you

Hence Recruitment 30 is about iden-

tifying the best candidates in that passive

90 of non-job seekers and building a re-

lationship making them care about your company even be-

friend them as this will ultimately then bond loyalty trust

and also start to engender emotion in a candidate

The Core Philosophy of Recruitment 30 Everyoneis a potential candidate or brand ambassador Evenyour consumers

Back to the core of Recruitment 30 is the definition of

a candidate

A candidate is someone who has nominated themselves

to be part of an election process It is a voluntary actThatrsquos

the traditional definition

But at what point does someone volunteer to be a can-

didate

bull When they see your advertisement

bull When they apply to your advertisement

bull When you interview them

So if they are not a candidate until they volunteer them-

selves what are they

They are your average person sitting and having a cof-

fee in Starbucks or leading a team at work speaking at a

conference running down the road watching TV or hav-

ing a pint at the pubThey are everyone around you

What turns a regular person into a candidate

A whole host of reasons ldquoI am not recognised at work

for what I dordquo ldquoMy boss is selfish and never develops merdquo

ldquoMy boss seeks all the praise and recognitionrdquo ldquoI am un-

derpaidrdquo

You name it any reason can transform someone into a

candidate

So the issue boils down to timing

A company either waits for the moment

someone becomes a candidate and then

jumps on them or makes a proposition

that is attractive and tempts them into

candidacy

At the core of Recruitment 30 is that

EVERYONE IS A CANDIDATE Wecreate candidates

Recruitment 30 companies are slow-

ly realizing great recruitment is about

building relationships and communicat-

ing with people (hence creating an emo-

tional connection with them) before

they become a candidate

Key is how you identify and build emotional relationships

with that talent

The Core Philosophy of Recruitment 30 Employmentbrand is pivotal to your success in talent acquisition

Before defining an employer value proposition or employ-

ment brand it is important to understand what a brand is

The classic definition comes from Interbrand Brand Glos-

sary ldquoA brand is a mixture of attributes tangible and in-

tangible symbolized in a trademark which if managed prop-

erly creates value and influence Brands simplify decision-

making represent an assurance of quality and offer a rel-

evant different and credible choice among competing of-

feringsrdquo

Put more simply a brand is a personrsquos gut feel about a

product service or organization

Indeed it is not onlyrecruiters who will be

found obsolete inrecruitment 30 but also

many of the currentrecruiting leaders in the

top companies todaycriminally not preparing

their Fortune 500company to the new

realities of recruiting

RECRUITMENT 30

TIME TO CHANGE


The goal of a brand is to create an emotional attachment

Emotion creates a connection that bonds loyalty and trust

An emotional relationship is one anchored by honest two-

way communication

Consider the following Brands McDonaldrsquos Disney Fer-

rari Starbucks Lego Coca-Cola NikeAdidasApple Pixar

Autodesk Google Instantly people have a reaction to all

these brands

Boiled down even more simply as product parity grows

subconscious brand selection becomes even more pivotal

eg when buying a cup of coffee do you go to Costa Cof-

fee or Starbucks The taste differential is minimal so sub-

conscious decisions on brand and lifestyle creep in I pre-

fer the ambiance and sofas in Starbucks

Product brand is pivotal to sales success A powerful con-

sumer brand can provide vision and inspiration to employ-

ees drive innovation and quality guide business decisions

become something consumers love and can multiply

sales by hundreds of millions and add billions to sharehold-

er value

Walk around a supermarket and on average there are

30000 different product brands screaming at you PICK

ME UP hellip NOW hellip LOOK AT ME hellip BUY ME

Now imagine that same supermarket and if every prod-

uct looked the same and were in pure white packaging with

no advertisingWhat would catch your eye Make you stop

and explore Now look at the Fortune 500 How many com-

panies have an employment brand For how many can you

define their employment brand proposition The answer is

minimal Less than 2 Irsquom guessing

So if employers recognize that recruitment is so impor-

tant and vital to the success of their businessesrsquo future why

are they happy that their company has no employment brand

proposition Why are they happy to sell their company in

a way that is equivalent to bland white packaging with no

advertising in a supermarket

Retro-traditionalists would of course say that product

brand is enough to sell a company and people will come

flocking to work on the best products Unfortunately as re-

cruiters from some of the sexiest brands in the world will

tell you that a product brand is not enough to attract peo-

pleWhen you Google ldquoworking atrdquo some of the best-known

companies due to organizational arrogance little has

been done to provide a great working atmosphere and ca-

reer prospects and their product brand is the reverse of their

employment reality

What Is an Employment BrandldquoHow a business builds and packages its identity

from its origins and values what it promises to deliver to

emotionally connect employees so that they in turn deliv-

er what the business promises to customers Building the

employment brand from inside the business with a con-

sistent substance voice and authenticity may be the most

powerful tool a business can use to emotionally engage em-

ployeesrdquo (Taken from the brilliant Libby Sartainrsquos Brand

from the Inside

Why is an employment brand needed over and above a

product brand What benefits does a product brand bring

A world-class employment brand brings many benefits

bull Higher-quality candidatesThe best want to work at the

best companies

bull Increase in unsolicited candidate applications to your

jobs site

bull Higher offeraccept ratios

bull Increased number of employee referrals

bull Improved employee retention rates

bull Increased employee motivation

bull Decreased corporate negativity

bull Stronger corporate culture

bull Increased shareholder value

bull Competitive advantage

bull Enhanced college recruiting

bull Stronger perception among high school students and

future recruits

bull Increased media exposure

bull Increased manager satisfaction

bull Happier workforce

bull Long-term development planning possible with stable

dynamic workforce

Recruitment 10 vs Recruitment 30 on EmploymentBrand

Many Fortune 500 company recruiting leaders donrsquot

understand employment brandingThat is evident from

looking at their corporate careers sites recruitment col-

lateral and what their recruiting leaders say at confer-

ences Common misconceptions are highlighted in Fig-

ure 2 on the next page

So if the employment brand touches everything in Re-

cruitment 30 how does it affect day-to-day recruitment and

how can perceptions be improved


RECRUITMENT 30

TIME TO CHANGE

Candidate Experience and Employment Brand AreOne

Critical to employment branding and Recruitment 30

is understanding the stages of the employeecandidate ex-perience lifecycle

There are seven distinct stages that all affect the employ-

ment brandThose stages are

bull Notice When someone first takes note of a company

bull Considers When someone actively starts to consid-

er whether they would

like to work for that com-

pany

bull Apply This is a critical

stage as the candidate

decides to apply A very

informative insight into a

company

bull OnboardingThe experience the can-

didate receives when they

first start at their new

company

bull Work The whole experi-

ence when someone works

and invests a period of

their life in a company

bull Leave The experience someone receives when exit-

ing a business good or bad

bull Remember After a period of time goes by after

leaving what sort of memories will someone be left

with

Much of the following employment brand suggestions are

common sense But few companies do the below which

would go a long way toward enhancing their EVP

Figure 2

Recruitment 101 Views

ldquoA company creates an employmentbrandrdquo

ldquoWe have a great employment brandlook at our news logos and advertisingrdquo

ldquoE-Brand is about marketing and how weadvertise We control messagesrdquo

ldquoHR owns the employment brandrdquo

Recruitment 30 Perspectives

A company cannot create an employment brand An employment brand derives fromthe opinions of both employees and external perceptions It is organic changes andis the perceived truth A company can try to guide and affect the employment brandbut it cannot create and control

Employment branding is not about creative changes to logos creating a vision state-ment or even advertising Its a collective perception of what it is like to work foryour company

An employer PR Team or HR leader is not in control of what people say it is like towork at your company All can try to affect it But messages have to be authenticand communities come to their own collective decisions Reality will always over-come company spin

Far from it No one owns it HR PR marketing all can help to shape messages butthe employment brand is shaped by employees and external communitiesTo help form an EVP companies need to embrace the whole business and involveHR PR Legal Marketing business leaders HRrecruiting does not own or lead em-ployment brands


RECRUITMENT 30

TIME TO CHANGE

Stage 1 NoticeThe Notice stage is self-explanatory Itrsquos when someone

first takes note of your company and starts to make sub-

jective judgementsWhat is the company like What do they

do Do people seem to be enjoying what they do Do peo-

ple seem to think it is a good business to work for Does

the business seem fair A level of interestintrigue is nur-

tured and builds in the subconscious

From a recruiting perspective there are many interaction

points that a company can have with potential candidates

to get them to notice them or elevate themselves onto peo-

ples agendas

The goal for a business is getting a message out to a wider

uneducated audience to start to stimulate their mindset into

your company and set them on the road to either applying

or being a brand ambassador

How can a company elevate itself on an agenda

External PRRecruiters traditionally shy away from PR or are held away

at armrsquos length as PR is the responsibility of the corporate

PR team or corporate marketing But corporate PR and mar-

keting are quite naturally focused on product PR and not

on humanizing a company or describing what happens be-

tween the four walls of your company and making it appeal

as a great place to work

Recruitment has a critical role in driving PR and mar-

keting in looking at the bigger holistic picture PR is a mass

communication tool reaching large audiencesThe question

is why arenrsquot more recruiters especially recruiting leaders

using PR to elevate their employment brand and their com-

pany as a thought leader

Why arenrsquot recruiters giving interviews on the current state

of the talent pool on what makes their company an excit-

ing place to work and exciting developments inside the com-

pany There are many publications both online and in tra-

ditional print where recruiters can write thought leadership

articles Mixing product PR company strategy and human-

izing a company are powerful messages that journalists love

for their copy Does your recruiting leader speak to the me-

dia Are they promoting your brand Google their name

and if they have little that comes up ask yourself if they are

a true champion and face of your company

Any articles and resultant PR not only provide access to

wider readerships and stimulates the Notice stage but cap-

turing them as a PDFdocument and posting to social me-

dia networks or emailing potential candidates adds extra val-

ue to recruiting collateral and impresses potential candidates

Presentations and EventsRecruitment events 10 style were traditionally labelled

ldquorecruitment eventsrdquo or ldquotoursrdquo or they were stalls at ex-

hibitions or tables at university fairs with recruiters focused

on mass-selling of current roles being recruited No pinpoint

targeting just mass-spraying of leaflets and accepting pa-

per CVs that were rarely put into a company database and

hence never replied to It was the ultimate in goodwill by

holding an event or having a booth at a fair but savagely

destroyed positive employment brand experience with can-

didates passing over their personal details or registering their

interest only to never hear from that company againTrag-

ic but oh so common

Recruitment events donrsquot work for mid-level to senior tal-

ent Experienced talent does not take the risk of being caught

attending such events or speaking to recruiters at fairs Most-

ly junior talent visits recruitment events or fairs And this

sporadic talent often gets a bad experienceThey leave a re-

sume and enthusiastically walk away and never hear again

as the company has a structured and targeted university re-

lations strategy partnering with the top 10 universities

Recruiter 30 sees events differently Events are a way to

spread messages to engage with people to enhance employ-

ment brand perception Whatrsquos the goal of attending

events or fairs Name generation Building a database

Reaching out to talent Why not hold an event at a major

conference or exhibition organize a keynote speaker from

your business on a topic of huge interest that will cause peo-

ple to want to attend Such a presentation is not labelled

as a recruitment event so competitors will be happy to at-

tend and allow their staff to attend as well Managers from

your competitors wonrsquot curtail their staff from attending

as they will see no threat

For those who want to attend set up a pre-registration

site on the web that captures all the details that recruiters

want to capture Name company job title contact details

Job done Before the event has even taken place recruiters

have a database At the event no recruiting activity takes

place but the whole event is a subconscious reinforcement

of what makes your company coolYour keynote speaker

gives an insightful presentation and then people socialize

meet key staff and drink After the event you have a data-

base and relationships to follow up on


RECRUITMENT 30

TIME TO CHANGE

As the event contains a keynote speaker it also presents

other opportunities As it is a presentation on a topic of in-

terest invite the media PR then follows which the recruit-

ment team can post to social media networks and also be

sent to aspiring new candidates Record the event Post to

YouTubeTake a Flip and interview people and post to your

social media sites Take photos Reinforce the ldquocoolrdquo and

that your company is a ldquothought leaderrdquo

For university fairs or jobs booths if you have to do them

the key is to remember that traffic is random and based on

appeal of your company Ensure that your swag and give-

aways are cool but even if you have minimal budget you

can make your booth stand out Maybe you have a karaoke

competition Raffle give-aways Play video games Maybe

have musical instruments and allow people to jam Booths

are about appeal and leaving that subconscious message that

you are a great company have a great strategy the culture

screams fun Fun FUNhellip

Stage 2 ConsidersRecruitment advertising can fit naturally in either box

ldquonoticerdquo or ldquoconsidersrdquo

Recruitment 10 advertising is plain simple and aesthet-

ically boring advertising in print a list of jobs with spuri-

ous job descriptions crammed together leaving a muddled

and confused message to job seekers Many companies trans-

late this online again listing jobs and descriptions hastily

thrown together that neither sell the role or the company

or catch the eye and hence sell the company

Recruiter 30 adapts and uses recruitment advertising in

a different way In print it cuts down on text and uses mar-

keting techniques to provide eye-catching imagery and sim-

ple message-led advertising For example pictures of

products interspersed with people pictures and the simple

headline ldquoA great place to work hellip and playrdquo with a link

to the job site Just as a tabloid newspaper catches the eye

with a big headline and huge picture why not recruitment

advertising Advertising is a vehicle for messaging

Also in the Consider stage is social mediaThis is criti-

cal to the whole Consider piece and a section is devoted

later in this article to social media and building an engaged

communityies

In the Consider stage a candidate will visit and start to

get a feel for your company via your corporate careers job

siteThis site is key in framing the whole perception of your

company as a great place to work But why do so few com-

panies not put any effort into their jobs site and leave it por-

traying boring scripted corporate spin messages that would

be better used by a parent reading their kid to sleep If you

are just lucky enough to have been chosen to go on a date

why mess it up by going out without taking a bath smelling

like a banshee having messy hair ripped jeans dirty sneak-

ers with holes in them and a T-shirt of a pop concert that

was cool 20 years ago

Hand in hand with the corporate careers site in the No-

tice stage is job descriptions Itrsquos perhaps the least appre-

ciated element of employment branding Job descriptions

are in effect marketing documents but hiring managers and

recruiters invest minimal amounts of time into them Of-

ten job descriptions are badly written and essentially bland

as a spec is split between listing job responsibilities and then

required experience which nearly every spec includes Must

demonstrate leadership skills be a team player be able to

use Microsoft Office have managed budgets etc A job de-

scription would better be used to sell the company and the

role even if that means less information on a role A job

description must capture the actual role (and inspire the

job seeker) many of which donrsquot leaving job seekers dis-

appointed when they come to realize this difference between

reality and rushed craftsmanship on the part of the job de-

scription authorA bad job description reflects badly on your

brand and promotes a lazy and canrsquot-be-bothered-to-invest-

in-you company appearance

Stage 3 AppliesThis is a critical stage as the candidate decides to apply

They will be making judgements including Is this compa-

ny interested in me as a person Is the application process

efficient and well-structured Does this company act like

a great place to work Does this companyrsquos collateral and

experience feel consistent with its external perception and

PR messaging Is the interview informative and challeng-

ing Does the candidate feel the interview is thorough Do

the company values feel aligned with mine Does the can-

didate feel the decision process is fair if the candidate is

rejected is it done so respectfully

The application process can be split into three distinct

phases

bull Pre-interview

bull Interview

bull Post-interview


RECRUITMENT 30

TIME TO CHANGE

Pre-InterviewHow candidates interact with your company in the pre-

interview stage is critical and leaves lasting embedded mem-

ories Whether contact is via email or phone the process

needs to be as personal and humanized as possible Person-

alized communication takes more time but the key bene-

fit is that candidates are made to feel more unique special

and desired

The goal of any company must be to leave candidates pos-

itively gushing at the thought of working with your compa-

ny They are hungry to join Inspired to tell their friends

Dating seduction and recruitment have much in common

The better the pre-interview process the easier the of-

fer decision process More goodwill is stored up especial-

ly if a candidate has multiple offers to consider

How many companies bother to create

and send out interview packets Many

rely on candidates doing their own research

or looking at information on the corporate

careers site Content is king The goal of

an interview packet is to not only provide

information but build the brand build ex-

citement It should also define the inter-

view process Candidates must demon-

strate they have taken time out to read the

packet if they are hungry to impressThis also raises the qual-

ity of any discussion at interview Their questions will be

more targeted and deeper If they have not taken the time

to read that speaks volumes for their level of passion and

desire for your company

How many companies look at their reception areas as re-

cruitment buttons Many visitors pass through a reception

Are they candidates in waiting Are they brand ambassa-

dors Why do reception areas rarely contain recruitment lit-

erature or reflect the brand of the company they represent

Interview ProcessThe interview process shapes opinions and perceptions

of a company in a candidatersquos eyes

bull Is the recruiter on time and picks them up from recep-

tion quickly

bull How does the recruiter break the ice

bull Are they engaging

bull Are they interested in the candidate

bull Do they provide the candidate with refreshments

bull Whatrsquos the interview room like Does it convey excite-

ment or is it a blank room

bull How competent is the interviewer

bull When interacting with the hiring team do they feel like

the sort of people who the candidate wants to work

with

bull Is the interview process laborious with too many peo-

ple in the process

bull Do interviews repeat the same old questions

bull How much time is left for questions Does the com-

pany come across as credible

bull Does the interview team give credible insight into the

rest of the process

bull Is there any takeaway recruitment collateral

Key for employment branding even if the

candidates arenrsquot very good is that they

must be made to feel special throughout the

interview process and remain desperate to

work for your companyThe goal is to en-

sure every candidate has an excellent expe-

rience so they may be brand ambassadors

for your companyThey will always speak

positively to their friends and when they

comment in their social communities

Post InterviewAfter the interview the candidate will be judging your com-

pany on the timeliness of your feedback its quality and how

caring you are if you are rejecting them

Both rejecting and offering provides solid bonding expe-

rience

If the candidate just misses out on a job offer keep that

candidate engaged Maybe they add valued experience and

join your company down the line Maybe another job comes

up that they are relevant for Keeping in touch bonds loy-

altyWhether personalized through regular phone calls or

keeping up to date with candidate news via email the can-

didate will feel part of an extended family

If the candidate is offered a job too few companies cel-

ebrate the job offer Whether sending celebratory swag

bringing the candidate in for a team lunchevening dinner

taking the husbandwifekids on a tour of the facility reg-

ular update calls and emails from the team all reinforce

the decision to accept Some candidates on three-month no-

tice periods are often left with zero contact in those three

Everyone is a candidateRecruiters create

candidates


RECRUITMENT 30

TIME TO CHANGE

months In that time a candidate can again become shaky

and prone to counteroffers Learning how to celebrate some-

one accepting a job offer goes a long way in cementing re-

lationships and long-term goodwill

Lastly reinforce the image that your company cares with

a candidate experience survey It shows to a candidate

you are hungry for their feedback pass feedback to hiring

managers and hence improve Itrsquos a simple but motivation-

al message to candidates and of course useful for individ-

ual recruiters to add into their metric assessments for the

year when it comes to appraisals The best recruiters will

relish feedback and come to the top of any experience sur-

veys There is no better way to inspire and provide on-going feedback to a recruiter than running in tandemregular hiring manager satisfaction surveys andcandidate experience surveys

Stage 4 OnboardingOne of the scariest things for a new employee is the on-

boarding experience Naturally they get the jitters in their

first few days and question whether their decision to join

is wiseThe starting experience never fades away through-

out the lifetime of that employee in your company

The new employee is passing judgement from the first

minute they walk into your offices on

bull Are people ready for me

bull Do I have a desk

bull Is my computer set up

bull Is my mobile phone activated

bull Is my paperwork handled efficiently

bull Are my essential questions answered effectively

bull Do I feel part of the culture or an outsider

bull Is my experience consistent with the brand of the busi-

ness

bull Can I see myself here for a period of time

bull Do I have clear objectives for the next 30 60 and 90

days

Again that new employee will be telling friends and for-

mer colleagues and will reinforce or destroy the decision to

join and either add or detract from employment brand rep-

utations

Stage 5WorkMuch of the work experience relies on the skills of the

business leaders and HR to provide the tools and frame-

work for success

Again key employment brand influencers are at work

bull What performance management systems are in

place and how successful are they in motivating and in-

spiring the workforce

bull Does the company invest and reward those who are risktakers and innovators

bull Does the company focus on pay for performancebull Can the company identify top performers and re-

ward them

bull Conversely does the company know its poor perform-ers and can it either improve their output or remove

them from the business

bull How organized is the company in providing learningand developmenttraining

bull How open is the leadership in communicating

company strategy

bull Is communication two-way and is feedback encour-

aged

bull Does the company grow and grow new leaders

bull How detailed is succession planning

Once onboard a recruiter still has a part to play with the

new employeeThat bond that was developed through the

hiring process is not easily broken A bond of trust exists

In many ways the open relationship almost should mean

the recruiter is an early warning radar system if a new hire

is having doubts or deciding to move onThis is a bond or

relationship that often HR does not have or can nurture that

only a recruiter has developed

While much of the work experience is outside of the hands

of recruiters there are other key interaction points If there

has been a positive experience to this point the new em-

ployee will want to encourage their friends and their for-

mer colleagues to join your company

The importance of referrals is well documented If a com-

pany has a strong employment brand and is effective at mar-

keting and selling internal referrals then an effective

benchmark rate of 40 of new hires should come through

quality referrals from employees

Referrals rates are a key indication of the strength of an

employment brand If people love your company they will

enthuse and inspire ex-colleagues and friends and attract

them to your company If your company is a pig of an em-


RECRUITMENT 30

TIME TO CHANGE

ployer it would be no surprise that the employee is

ashamed to refer people and a rate of 10 and less could

be the norm

Recruitment marketing is a key driver in employee re-

ferrals programs be it posters email or creation of in-

ternal intranet sitesWhen creating campaigns many com-

panies focus on monetary rewards as the key driver of an

employee wanting to refer people in Interestingly as re-

ferral monetary reward rates increase the number of can-

didates being referred does not increase proportionally

Money is not the key driver Creating a sense of fun or

competition or adding a degree of status is what creates

that additional driving force Publishing company-wide

league tables of either individuals making hires or

grouping into geographical regions creates fun and a sense

of ldquobeating othersrdquo

The last notable point in this part of the candidate ex-

perience is internal marketing and internal communications

While internal communications is an article topic in its own

right recruiters have to also be at the forefront of

marketingselling themselves internallyThis is not only no-

tifying fellow employees about open headcount but extra

activities the recruiting team are initiating be it universi-

ty relations PR events or social media How many com-

panies see their recruitment teams regularly communicat-

ing via company-wide emails or intranet sites apart from

advertising referrals programs If the recruiting profession

wants to demonstrate its skills and competence it has to

prove its merits and demonstrate to internal employees it

is not all about ldquobums on seatsrdquo

Stage 6 LeavesHow a candidate departs a business is equally key whether

it is a resignation termination or a retirement

If someone resigns a positive experience reinforces the com-

pany brand Even for those terminated keeping matters civ-

il dilutes the potential ldquohatredrdquo from the dismissed employ-

ee Remember that the terminated employee has the poten-

tial to be that fierce anonymous blog critic constantly acting

as a sniper from the sidelines hence civil terminations help

dissipate any sense of misplaced anger or revenge

The goal is for anyone leaving is to feel positive about the

company or at the very least neutral

Stage 7 RemembersThe final stage of the candidate experience is remember-

ing At one point those who left were employed by your

company Over time they will remember the good times and

this could transform into nostalgic fondness

Hence employment brands can wrap itself round alumni

programskeeping in touch with past employees It can be done

through a LinkedIn alumni group Or through regular emails

Or special recognitionseating at future events Or targeted

catch-up calls by friends Even special alumni events

Keeping in touch may lead to a re-hire Alumni commu-

nities are often a hidden gem in recruiting

All of these seven stages are critical in forging employ-

ment brand perceptions But moving back to the core philis-

ophy of Recruitment 30 understanding people is key

The Core Philosophy of Recruitment 30The Psychol-ogy of People

People are naturally social people

They like to engage

They are hungry for information They are passionate

about learning and developing

When forming a relationship they want honesty authen-

ticity integrity transparency and communication Two-waycommunication

Any good salesperson knows this People buy from peo-

ple A relationship however superficial drives sales results

When looking at employment branding people want re-

lationships with people not faceless companiesThis is the

key mistake among many in the Fortune 500

The key is allowing people to have transparent trustwor-

thy two-way communication with your company

People love a good story Shows like X Factor and Amer-

ican Idol get this If these shows were pure singing compe-

titions they would not be so successful Instead these shows

tell a story and draw us into the world of the competitor

We learn they had a difficult lifeThey have lost their par-

ents tragically just recovered from life-threatening cancer

their children are bullied at school they lost their job and

had to sweep the roads to pay for their mortgage As com-

passionate viewers we immerse ourselves into their world

and even if they canrsquot sing we feel we know that person and

more importantly for the show we pick up the phone to vote

for a complete stranger (perhaps multiple times)

Simon Cowell gets it And is in many ways the best re-

cruiter in the world today He has a clear application process

a detailed and through interview process open assessments

allows for clear feedback and final selection is understood


RECRUITMENT 30

TIME TO CHANGE

by all and brings highly qualified top candidates bought into

by a large part of the business (viewers)

The Core Philosophy of Recruitment 30You are notin control of what people are saying

Everyonersquos talking

Whether you like it or not they are talking about your com-

pany

Google ldquoWorking for rdquo (Insert company name)

Already you will see a host of top stories on Googlersquos

search engines On the left-hand side margin click on

ldquomorerdquo and you can see what people are saying real time

as well as comments on blogs and on social media No one

can escape Log into Glassdoorcom and absorb further

views on your company as a place to work

People love to talk and gossip People tell friendsThe dif-

ference is that in 2011 they tell their friends via larger com-

munication channels and word of mouth spreads like wild-

fire

This is pretty scary especially for modern business Busi-

ness can no longer control what is said Before all this cor-

porate PR put out highly crafted press releases which were

then reproduced into print media Corporate marketing de-

signing great ads or 30-

second TV spots that the

world could digest But

due to limited word of

mouth and public scruti-

ny companies were in

total control

Today there is a shift

in the balance of power

Technology is shifting

the balance of power

away from the editors

the publishers the es-

tablishment and the

media elite Itrsquos the peo-

ple who are in control

Rupert Murdoch mul-

timedia guru insight-

fully suggests

Those companies

that listen are humble

and seek to solicit the

opinions of their com-

munity will be the winners of Recruitment 30 But how do

companies listen and seek opinions

The Core Philosophy of Recruitment 30 Building re-lationships and communities is key

The growth of the Internet is unstoppable

We are all aware of the explosion of the number of com-

munication channels be it

Facebook (source)

bull 500 million+ active global users

bull Search engines refer 7 of traffic to Facebook

bull 20 million Facebook users become fans of Facebook

pages every day

bull More than 35 million Facebook users update their sta-

tus each day

LinkedIn (source)

bull LinkedIn has more than 101 million members world-

wide (411 female 589 male)

bull 18ndash24 year olds 209 25-34 358 35-54 363

55+ 69 (source)

bull There are now 231 million LinkedIn users across Eu-


RECRUITMENT 30

TIME TO CHANGE

rope (North America represents 472 of member-

ship Europe 228 Asia 136

bull In terms of worldwide distribution by industry the

biggest are High-tech 16 Finance 133 Manufac-

turing 95 Medical 85 Corporate 83 Recre-

ational 54 Construction 44

bull Worldwide distribution by job functionThe biggest are

Sales 12 Admin 104 Academic 103 Opera-

tions 97 Engineering 86 Information Technol-

ogy 83 Consultant 54 Finance 53 Support 5

Marketing 43 PR 43

bull India is currently the fastest-growing country to use

LinkedIn with around 91 million total users

YouTubebull People watch 2 billion videos on the Internet daily

bull Every minute 24 hours of video is uploaded to

YouTube

Twitterbull Twitter now has 280000000+ users

bull The current rate of Tweeting is 1200 tweets per

second but those increase during important events

such as the Superbowl with 4064 tweets per second

bull About 110 million

Tweets per day

bull 460000 new users

signing up every

day

bull 29 of Twitter

users 18-24 use

Twitter to follow

their favorite com-

panies

bull 53 of people on

Twitter recom-

mend companies

andproducts in

their Tweets

Blogsbull 77 of Internet

users read blogs

bull Blogs are among

the top four social

media tools used

by marketers

bull 56 say their blog has helped their company establish

a positioning as a thought leader within their industry

bull More than 133000000 blogs have been indexed by

Technorati since 2002

We also know that social media communication is pre-

dicted to exceed email usage by 2014 (see chart below)

Those companies that choose to ignore or under-use so-

cial media are playing a dangerous game with the future suc-

cess of their hiring teams and their employment brands

Social Media Recruitment 10 StyleThe drive toward having a social media recruiting pres-

ence is unstoppable But only a handful of companiesare doing it right

Most companies beating their chests like Tarzan and pro-

claiming how proud they are to have a social media pres-

ence rush to market proclaiming their mastery of social me-

dia and the fact they have their own TwitterFacebook page

But here we are back to Recruitment 10 as companies

create a Facebook and Twitter pageThey add a sexy logo

with background graphicsThen they post a list of all cur-

rent job vacancies with a hyperlink back to their corporate


RECRUITMENT 30

TIME TO CHANGE

careers pageAnd then again rock back in the chair and wait

for the resumes to flood in

Feeling confident that Twitter and Facebook mastery is

in place a YouTube Channel is created with the first video

being a slickly produced corporate video of the CEO talk-

ing straight to camera (looking like a petrified bunny caught

between the headlights of a rapidly approaching juggernaut)

With the killer employment brand strategy in place the

company now rushes out to speak at conferences and ap-

ply for awards (Stop laughing itrsquos happening)

But social media strategy requires some more direct ques-

tions being answered

bull Whatrsquos the purpose of our social media sites

bull Who is the core target audience

bull What experience and takeaways do we want our com-

munity to have

bull Will these sites generate repeat visi-

tors

bull How are our sites sticky so that peo-

ple want to stay on them

bull Whatrsquos the difference between social

media and our jobs board

bull How does our social media strategy

build relationships with talentpeople

bull Whatrsquos the word of mouth likely to be

on our social media

Many current companies are making ba-

sic yet fundamental mistakes in social me-

dia

Companies publishing a list of jobs on their TwitterFace-

book account with a hyperlink back to their jobs commu-

nity why Whatrsquos the point How does that engage people

Why would people repeat visit that site Whatrsquos the differ-

ence between their jobs site and a list of jobs on a

TwitterFacebook page

The key to social media lays in the title social

Social media is not about immediate bums-on-seats hiring

Social media is about building a communityies of evan-

gelists and potential hires

The Core Philosophy of Recruitment 30 recruitmentis boring

That may seem like a scurrilous statement for a recruiter

to make about their profession But it is true

But ask yourself how many recruitment job sites or re-

cruitment social media pages you visit when you are not

looking for a jobWhen people are looking for a job they

will engage and look at job boards and corporate careers

sites but once happy in their job they have no reason to

come back

Why would someone who is not looking for a job

bull Visit on a daily basis a list of jobs on Twitter

bull Visit a list of jobs and employment statement on Face-

book

bull Visit a corporate careers site

bull Visit the Monster job board or the Total job board or

any job boards

Not many people unless they lead totally dull lives So

why are so many companies acting in a

Recruitment 10 fashion They need to

build an engaged community

What Is a CommunityA community encompasses a range of

individuals united by one common pur-

pose They participate in reviewing and

engaging in discussion in like-minded

groups Many in the community will not

have considered working for a company

or even wish to in the future But key is

that they will start on a journey of famil-

iarization with a company and a compa-

nyrsquos goal is that they either become a brand ambassador (be

positive about the brand join in discussions and share with

friends) or physically consider and apply for a role (or en-

courage their friends to)These communities benefit both

the company employment brand and the wider corporate

brand and product familiarization It should not be lost that

these communities want to be ldquoentertainedrdquo whether that

be through information discussion debate or seeing

what their friends are up to

Engaged CommunitiesAn engaged community is one that demonstrates a high

degree of participation That could be through reading a

companyrsquos community information (page impressions) par-

ticipating in discussions (writing comments on blogsFace-

book) or sharing links with friends and colleagues Word

If your staff are not beingtargeted by competitors

and headhunted thatspeaks volumes about

the quality of yourworkforce and that is a

humiliating issue for yourbusiness


RECRUITMENT 30

TIME TO CHANGE

of mouth spreads like wildfire across social communi-

ties

Building a community implies developing a relationship

with peopleThat means people care they decide to devote

time to look at latest posts and see what their ldquofriendsrdquo are

doingWhen people care they invest an emotional commit-

ment to something

That is the goal of any community should it either wish

to create brand ambassadors or physical job applicants

Recruitment 30rsquos goal must be to nurture an emotion

ensure people take an interest and want to sharehave an

opinion

How Can Recruiting Create Engaged CommunitiesAgain recruitment is fundamentally boring People

tend to only visit jobs sites when they are looking for a job

Generally there is no hookrsquo or engagement tool in place to

encourage any repeat visitors

Recruitment-focused content will not create an engaged

community not generate repeat visits or seek to human-

ize the brand

A different angle is needed in order to hook people in

Why the Need to Humanize the BrandCorporate PR and marketing is naturally focused on pro-

motion of the product to increase salesmarket penetration

There is generally less attention directly focused on com-

pany and people promotion or revealing behind the corpo-

rate iron curtain But it is not the prime driver for corpo-

rate PR and marketing to humanizeTheir driver must right-

ly be raising product and company awareness to increase

sales and market penetrationThis means a focus on con-trolling the message to ensure strict adherence to a

brandcore messageAnything that encourages feedback can

distort the message and move away from the core propo-

sition and is tougher to control

But controlling a message or perception is tough in an

interconnected world as everyone is discussing brands prod-

ucts on Twitter blogs community forums Controlledmessaging is almost impossibleThe question is whether

modern corporations are happier to have people comment-

ing on their company and products on their official sites or

elsewhere where they have zero control or influence

While corporate PR and marketing focus on product mes-

saging there is a potential gap in understanding a compa-

ny People cannot take a decision on working at a compa-

ny based on product informationThey need to answer in

their own minds

bull Is this a company that I could work for

bull What is the culture like

bull Would I feel at home with the people Would I like

them

bull Who are the key leaders Are they leaders in their field

and will they drive a company forward

bull What is the experience of the leaders How they get to

their position

bull What are the key challenges facing the company and

how is it overcoming them

bull What are the different locations How do they differ

bull What facilities does the company have

bull What college courses does the company recommend

bull Are there any special opportunities for training and de-

velopment

bull What promotion possibilities are there

bull How do teams gel What do people do to have fun

bull Is the company involved in community relations and

what sort of activities

bull Insights into people and culture

bull Compensation and benefits whatrsquos included

These insights can take many forms but are clearly dif-

ferent than the goals of product prmarketing

Revealing the true side of a business greatly enhances the

offering to candidates and new candidate pools as they get

to see a more human company

Legitimately internal discussion will focus on what the

benefits of humanizing the brand are

The key is that whoever attracts the best talent getsthe best business results

If a company does not as yet possess a killer employment

brand the goal must be to map out key talent pools and

proactively attract the best talent Sourcing can help iden-

tify top talent but cannot spread the positive subconscious

messaging throughout talent pools Recruiters need to have

every weapon at their disposal to tempt and seduce talent

Three Core Elements on 30 Social Media SitesRecognizing that pure recruitment messaging is boring

and our goal is engagement any elements of social media

communication must encompass and balance three core ar-

eas


RECRUITMENT 30

TIME TO CHANGE

1 People The aim is to humanize the brand show the

culture remove the corporate iron curtains show who

the people are what they do what experience they

have what they do in their spare time what challenges

they face what they studied at the university and so

on

2 Opportunities This is the subconscious push toward

jobs but in an interesting way It answers all those great

questions how do I progress in my career what pro-

motion prospects are like whether a company has ca-

reer structures have they mapped job families what

training and development they offer

and more

3 Product We cannot get away from

products as we need to get people ex-

cited about what we do But we have

to be short sharp simple and fun in

our communications

Product is the most controversial ele-

ment here as there is crossover amongst

the PR and corporate marketing teams

The goal is any product material used

across social media must be taken from of-

ficial press releases At Autodesk for ex-

ample we also have to ensure that we en-

gage peoplersquos subconscious into what

our software can create

ndash On Facebook a link to a cool trailer that Autodesk Soft-

ware created the visual effects for with a caption like

Have you seen Inception Love what the guys at Double Neg-

ative have achieved with Autodesk Maya Whatrsquos your favorite

scene in the film

This can be posted on D-Negrsquos site for cross-communi-

ty building

A photo of someone standing by the Bay Bridge with a

caption

Gotta love this photo of John by the Bay bridge We were so

happy that Autodeskrsquos software was used to create the new bridge

Would you guys have designed the bridge differently

Note the use of open questions to stimulate debate

Whatrsquos cool as well is that this differentiates us from pure

product PR and corporate marketing plus it allows people

to feedback

ldquoIt Is Too Dangerous for People to Have OpinionsrdquoThe biggest fear of social media is that people have opin-

ions and could disagree and slam a company Bad feedback

is not what anyone wants to see

But if people feel passionate to post bad feedback on a

site they will do it anywhere It could be it on a news site

or a blog and they will still tell their friends No company

can control that

Itrsquos better that any negative feedback is

posted on official sites

The pressure for any company is to

want to delete negative feedback or have

a member of HRmarketingPR reply in

a professional way But if a company is

misleading through messaging and infor-

mation this will be recognized by the com-

munity and whatever degree of messag-

ing wonrsquot work If someone says something

critical in the community and it is with-

out basis or untrue then the community

will spring to the defense of a company

(much to the proud delight of HRmar-

ketingPR) If something being done by

the company is wrong it gains consider-

able kudos amongst communities to

demonstrate that a company listens and proposes correc-

tive action as in ldquoWe were wrong we have been listening

to your views and will be doing xyz to improve this situ-

ationrdquo People respect companies that listen and apologize

Key Channels to TalentSocial media is rapidly becoming the communication

channel of choice for millions of people By 2014 social me-dia messaging will exceed email

Social media is also bridging generational divides It is no

longer the preserve of Generation Y and younger genera-

tion Social media is proving a cross-generational commu-

nication vehicle

The key is not to dilute strategy and to only focus on

building communities where it makes senseThere are so

many social networks and media outlets that it is impossi-

ble to cover a large number without diluting effort

Is there a need for in-house recruitment

teams Why cant ahiring manager speak to

recruitment agenciesdirect or post to a job

board or even reach outto candidates direct viaLinkedIn themselves


RECRUITMENT 30

TIME TO CHANGE

Therefore focusing on a key strategic number will reap

rewards for an employment brand

bull A company blog site

bull LinkedIn community

bull Facebook page

bull YouTube Channel

bull Twitter community

The key to all social media is content CONTENT ISKING

Examples of ContentContent is so diverse But it must be short and sharp

A general rule is one short paragraph and 1-2-3 pictures

That is what grabs It also means multiple people across the

world can generate and post content without an impact on

their day jobs

For example a member of the staff takes a picture of the

food from the cafeteria that day BANGTherersquos a story that

reveals a little of the brand It says they have great food at

a company A member of the staff takes a picture of the out-

side view of the offices in India BANG itrsquos a story It em-

phasizes the global nature of the company

What else we will focus on at Autodesk

bull Photos from inside officeslocations across the world

with intro into the offices

bull Employee profiles (Photo plus answers to 4-5 questions)

bull Photos and write-ups of a cool eventparties at locations

Summer Party Xmas Halloween office party bring

kids to work etc

bull Products mdash taken from product press releases

bull Sharing of relevant ldquoWowrdquo articles in the media with

a hyperlink to content (We note all the great stories on

sites that cover Autodesk designs such as a link to a re-

view of the latest film like Inception and a reminder of

the fact Autodesk designed software used A discussion

takes place about what people think of the effects and

the story of the film itself

bull University presentationsmdasha great area for content Both

video from the presentation interviews with grads on

Flip video and photos from the presentation

bull Photos from the launch of ldquoMy Autodeskrdquo Global Au-

todesk competition for employees to take a photo to

capture what Autodesk means to them Given the

6000-plus employees we will get enough content for

one photo per day for 365 days

bull Community relations and charity work People do this

for Autodesk and in their own time Great subtle PR

coverage for a company that cares

bull Videos about products training recruitment the

whole mix

bull Staff profiles and exclusive interviews with the CEO

chief of creative marketing managers receptionists

cleaners etc (PR lets key media know and points them

to the site)This drives PR and traffic particularly to

the exclusive interview with the CEO

bull Competitions among the development community

This only scratches the surface

Who Writes ContentA company does not need to hire full-time employees fo-

cused on keeping social media up to date Instead what is

needed is a network of contacts across the world (Numer-

ous people responsible for content on Facebook such as

someone in Asia Europe and North America who occa-

sionally go on and review postings and post comments and

they assume the one identity be it a single Avatar or the com-

pany name)

The key is a photo plus one paragraph of short text Itrsquos

easy and not time-consuming

As communities grow content can be posted by commu-

nity members and becomes a self-evolving beast

Recruitment 30 Corporate Careers SiteKey to the whole humanized approach is the corporate

careers site Many sites are pure job boards and have zero

engagement and repeat visit sites A corporate careers site

is a marketing page and is there to sell your company and

promote your EVP

As the area you drive most traffic to you need to be hon-

est and ask if this site captures your EVP Does it excite

Does it inspire Is it sticky for people to spend some time

to exploring

A modern corporate careers site is your shop window to

your world Just as you walk past a shop in the local town

do you stop look and want to explore content

At minimum a corporate careers site should host your blog

site and contain links and feeds from all your social media

communitiesThe blog site creates that re-visit factor as it


RECRUITMENT 30

TIME TO CHANGE

is an engagement tool On your careers site it also provides

that extra insight for new candidates wanting to gain greater

insight into your companyWhat better advertisement than

a job seeker coming to the corporate careers site and see-

ing such an open company listening and speaking with its

own community

The Channels hellip

Recruitment 30 Company BlogA blog (ideally hosted within the corporate careers site

with its own direct unique URL) should act as the anchor

piece of social media the mother ship but directs people

out and back from the other social media channels

By having the blog situated in the same area as the careers

site repeat visit content drives continual trafficThe separate

naming convention allows us to drive traffic without being over-

ly obvious that it is for recruiting purposes

A company blog should contain

bull Regular short insightful contentbull Community can comment on content But they will

have to register their identity and email address

(hence allowing data capture)

bull Ratings Community can rate articles on a scale of 1-5

bull Links to all social communities bull RSS feeds from corporate

bull RSS feeds from corporate Twitter site

bull Contact form allowing people to contact directly

bull Newsletter (powered by Feedburner) mdash a daily

email newsletter for those who subscribeThis is gen-

erated by automation and sent at a specific time each

day with no input needed by the host (Again captur-

ing data including email address)

bull Categories Such as by product or locations It

should be easy for community members to search top-

icsstories

bull Tags a section where community members can see the

most discussed subjects

bull Tabs Separate sections inside the blog on company

culture and why work at your company

bull Company video content Derived from the YouTube

Channel

The blog is linked to all social media and ideally on pub-

lishing of a story pushes out

bull A full story to Facebook (includes images and full text)

where the whole Facebook community can comment

bull Short tweet of the headline plus short URL to the blog

article

The great thing about modern blogging is that a great blog

site can be created on minimalzero budgets Blogging

technology through packages like Wordpress and Blogger

is free to use and a community of software developers helps

create content

From experienceWordpress is the stronger blogging soft-

wareThe Wordpress is the developer community contin-

ually writing plugins and updating software AT NO COST

TO THE END USER

Recruitment 30 Facebook CommunityFacebook is a social network and is most successfully used

in a light-hearted way Posting a list of jobs will not engage

a community or derive brand loyalty Discussions need to

be light and hence encourage participation A balance be-

tween content and ldquoslipping inrdquo job postings is key

The key to Facebook is subconscious brand recognition

When building the InsideEA community open-ended

questions and feedback helped grow the community to over

150000 in just over a year

People are social beasts and love to talk

Even more interesting is what discussions people engage

in In EArsquos example this was bizarrely not games but the fol-

lowing Facebook updates drew response rates of over 300

comments deep

bull What are you doing this weekend

bull Whatrsquos the weather like where you are

bull Where in the world are you

bull What are you doing right now

bull Whatrsquos on the TV tonight

bull Whatrsquos your favorite music

bull Any good films at the cinema right now

Rightfully the question will be asked internally how does

this benefit our company But PR and marketing should

quickly be encouraged that people are on the company site

talking their friends joining them and engaging and it is

all great brand recognition

Content can be mixed with careers messaging and

posts like


RECRUITMENT 30

TIME TO CHANGE

bull Have you ever considered working for Autodesk

bull What sort of jobs could you do at Autodesk

bull We are looking for a great salesman in AustriaAny rec-

ommendations

bull Register for a job alert to ensure you never miss out on

a dream job

The key is a balance

Building a vibrant community is not random but is tar-

geted to key names and groups of people and encouraging

them to join

How to Build the 30 Blog and Face-book Community

Building a community of strong num-

bers is key How can this be achieved

Relatively easily

bull Mass email your recruitment database

of most likely many thousands of can-

didates (These are people who al-

ready like your company as they ap-

plied to work for itThe natural pre-

sumption is since they applied to work

for you they like you and it should

be easy to convert them into your so-

cial media communities)

bull Push your PR team to encourage their

media partners and key journalists to

review and publish your stories and thus drive traffic

Key websites hopefully will publish a story on the launch

of your new strategy and sites (Remember this all has

the potential to revolutionize PR once the domain of

the single well-crafted press release Now itrsquos driven by

social media where instant feedback and new postings

can be watched and picked up by the media)

bull Advertise in Facebook and LinkedIn communities

Through a combination of the above traction canbe quickly gained again at zero cost

Creative companies will also be using Facebook adver-

tising to hit sites of potential targets Maybe advertising

to competitor communitiesThe potential is huge whether

it is traffic generation building communities or even

cheeky disruptive marketing against your closestcompetitor

Recruitment 30 Twitter CommunityTwitter does not offer short-term candidate pipelinebums

on seats However it is the fastest-growing of the social me-

dia communication and is an engagement tool beyondcompare

Communication is crisp and short and frequentDue to frequency playing a part that means that a range

of people across the globe would assume the avatar iden-

tity of your companyrsquos tweeter This ensures that it is not

a full-time job for someone They take a look every 2-3

hours reply and rest assured someone else takes over in a

few hours

Put crudely Twitter can be moni-tored by someone as they make a cupof tea and the kettle boils It doesnrsquotimpacting too much on their dayjob but gives them appraisal filler atthe end of the year

Successful use of Twitter as an engage-

ment tool is ensuring that one-way ldquopush

messagingrdquo is not the norm Do not list

jobs and hyperlink to your careers site

That is dull Engagement means partic-

ipating and replying to the community

This does not mean that someone

replies to every tweet but a healthy num-

ber of tweets to the following communi-

ty help demonstrate two-way communi-

cation and feedback

Companies again can be very clever in building their street

cred and also building their community via close monitor-

ing and participating in latest trending Hashtag discus-

sions or even creating their own Hashtag debates Remem-

ber solid discussions will appear on Google search engines

Recruitment 30 LinkedIn CommunityLinkedIn is the resumeCV shop window to the world

It provides recruiters and sourcers the chance to map and

locate top talent

But that top talent may not be aware of the company

brand or ever considered working for it

The goal with LinkedIn is to develop an active commu-

nity of professional followers Membership can be controlled

to let in only relevant professionals who can engage in more

intellectual discussions Unlike Facebook and Twitter

communities discussions on LinkedIn are deeper more in-

90 of candidatesrelevant for a role are

not looking So why arecompanies restricting

themselves to fighting toattract the small talent

pool of the active 10 ofjob seekers


RECRUITMENT 30

TIME TO CHANGE

Recruitment 10 Ready-made Excuses Regarding Social Media

Recruitment 10 excuse

People would say bad things about us

I dont have any budget for it

My company blocks social media

We only have a small company so it isnot worth the effort

Our brandproduct line is boring so wehave nothing to say

No time to do this

No clear metrics Nothing is measurableIts all fluffy

Social media is all about the young

Answers

People are already saying bad things about you if there are bad things to write Is it betterfor people to say them on your own site in one place than push underground and allowwider coverage on a brace of different sites

It is free to set up a Facebook page It is free to set up a Twitter page It is free to set up aYouTube Channel It is free to set up a LinkedIn community It is free to set up a blog (ifhosted on your domain) Site design is free when using software like Wordpress and Blog-ger Key is content Budget is not a blocker Lack of ambition is

Do they not trust their employees If employees are delivering on their objectives and loveworking for your company why not let their collective enthusiasm run free and the employmentbrand benefit from their word of mouth through social media If a country proclaims the bene-fits of free speech why curtail it in the workplace as long as people are delivering

You dont want to develop relationships with talent You dont want to build an engagedopen transparent employment brand and show potential candidates the benefits of work-ing at your company Its all to scale Bigger companies will have bigger communities thatdoes not mean they are better or more qualitative focused

Why work for your company if it is so boring One persons boring is anothers fascinatingKey is content Companies are made up of people People have stories People have livesDoes not matter if you are accountants or pack fish at the local market There are storiesof peoples lives to be told And people love that

Engaging with social media communities should be a minimal activity We all have dayjobs Create a number of people who can blogadd Facebook comments or Tweet A blogstory is only a photo plus a paragraph of text This is all about developing your appeal and attractiveness to entice the best talent If youdont devote time rest assured your competitors will

Social media is a very metrics-focused area but sometimes it is tough to track key metrics tofocus on Obviously trackable stats like volume of traffic to sites and click-throughs demonstratespopularitysuccess but it goes deeper than this Volume of CVsresumes received demonstratesthe success of engagement on talent attraction But the branding elements can be quite fluffyand immeasurable as is much of PR and marketing But other stats also demonstrate success- Number of Facebook fans- Number of average comments per thread- Facebook fan group age spread- Facebook fans per geography- Blog Google rankings- Blog site traffic- Blog site commentary- Blogmdashnumber of people registering for a candidate newsletter- Blogmdashnumber of article mentions on other influential sites- Twitter followers- Twitter re-tweets- Twitter trending topics- LinkedIn size of community- LinkedIn user-generated discussions- YouTube friends- YouTube subscribers- YouTube views per video- YouTube user ratings per video

Social media is cross-generational and older generations are the fastest growing groupson the social media networks


RECRUITMENT 30

TIME TO CHANGE

tellectual and more profound

Discussions are the key to

engagement Again joining

the most popularlargest

LinkedIn communities join-

ing in discussions and then di-

recting people to your com-

munity helps As long as it is

not too obvious that a hijack-

ing of membership is under-

way

Recruitment 30 YouTubeCommunity

The company YouTube

channel should reflect culture

products and opportunities It

is not a tool to post corporate

overly manufactured corpo-

rate spin video Raw footage

from employees representing

the culture works best

A good example again

based on experience was the

InsideEA YouTube channel (linked to the main EA Chan-

nel) which was broken down into five categories of content

bull Favorites Mix of EA product video

bull Career paths at EA Video taken from training ses-

sions

bull EA having fun Fun staff-made videos and culture

insights

bull Hey EA thatrsquos soooo cool Videos that showed EA

on the cutting edge use of technology

bull EA Graduates University presentations graduate in-

terviews

PwC is the perfect example of YouTube successThe exec

team spent many thousands Pounds on a slick corporate PR

video which attracted less than a thousand hitsA few mem-

bers of staff created a video with a Flip camera based on

Tony Christiersquos lsquoRoad to Amarillordquo which was raw fun and

portrayed a fun side to working in auditing (a deathly dull

profession)The video achieved 102000 hits

Videos on YouTube donrsquot need to be slick or corpo-rate One person one Flip video can make a greatvideo and give great insight

Mobile Recruitment the next big thingThe average job seeker is now searching for jobs via their

mobile and staying in touch with their FacebookTwitter

and LinkedIn buddies while on the move

Recruitment 30rsquos goal must be to integrate all social me-

dia channels and job search functionality into an app that

is viewable on iPad iPhone Android and Blackberry tech-

nology to capture the mobile job seeker market

This allows a candidate or fan to monitor all tweets Face-

book updates LinkedIn discussions and blog stories in one

place on the move

Primary to this approach is employment branding and

engagement with communities with the secondary goal of

job search (People will search for jobs but will want to re-

ply when they are back at their desk)

The Most Underused Aspect of RecruitingOne of the most underused and oft-forgotten assets of a

recruiter is the database

The recruitment database is not just a tool to search and

review candidate details It is a marketing tool If the data-

base is easily segmented recruiters can send precise appeal-


RECRUITMENT 30

TIME TO CHANGE

ing targeted emails hence the move by many companies

from pure ATS to more CRM-focused systems

A Last Revolutionary ThoughtRevolutionary Thought Is recruitment always destined

to be a cost center

Consider the media world Itrsquos in a tail spinTV adver-

tising is in decline as the number of channels proliferates

and the goal of capturing and messaging to core markets

becomes harder and more fragmented

Print media is also in decline Again so many news chan-

nels on the web and ways of getting news means that print

media advertising is in decline as advertisers struggle to mes-

sage to their core audiences

Recruiters are in a core position

As they build mass communities on social media and build

their recruiting databases they are creating their own mes-

saging vehicles

As recruiting departments struggle for budgets to invest

in employment brand activity who not cross-charge your

in-house marketing department to advertise on your Face-

bookTwitter page Why not cross charge your internal mar-

keting team to advertise to your recruitment database via

targeted emails Indeed you may even get to a point where

there is such traffic to your corporate blog site that exter-

nal companies want to pay to advertise on your blog

Imagine that recruiting moves from being a cost center to

a profit center Not as far-fetched as you would imagine

The New Recruitment 30Recruitment 30 is about building engaged communities

telling a story listening discussing and fostering an emo-

tional attachment with new talent

Recruiter 10 and 20 will be a dying breed in the com-

ing months and years replaced and thrown on the scrap

heap by Recruiter 30 who can combine a range of skills

including

bull PR and messaging

bull Marketing

bull Direct Marketing

bull Market segmentation

bull Candidate relationship management

bull Sales

bull Presentation and communication skills

Are your recruiters ready

Is your recruitment leader ready

All will unravel in the coming months and years and we

will see which companies can be transparent and build and

engage communitiesWill yours

This paper is an insight into the strategy of Autodesk Talent

Acquisition in the next 12 months in which much will change

and be updated to reflect this philosophy Please feel free to judge

us against our own criteria in the coming months

Matthew Jeffery is the head of EMEA talent acquisition and global talent brand for Autodesk He is the former global director of talentbrand for Electronic Arts He was the highly rated spring 2010 ERE Spring Expo chairman and keynote speaker and was the UKRecruitment Personality of the Year 2010 matthewjefferyautodeskcom

Amy McKee is the global director of talent acquisition for Autodesk


RECRUITMENT 30

TIME TO CHANGE

perience who have worked with a company for years and

years will now be on less salary than the inexperienced new

hire Hence a new game starts Hold the basic salary and

start to ldquowoordquo and ldquoseducerdquo with sign-on bonuses reloca-

tion support restricted stock awards Last chance saloon

bribery

Deal sealed Recruiter 10 can again slip back into a slum-

ber and relax as another req has been closed off their hir-

ing list

But who wins here

The recruiterYes in the short term as they have one

fewer job to hire and can tick off their metrics like ldquotime per

fillrdquo

The agency Most definitely They have placed a can-

didate at an average 20 fee and their candidate has received

a bigger offer than expected A good dayrsquos work

The hiring manager Short term yes A bum on seat

Long term they have questions and insecurity in their mind

Have they selected ldquothe bestrdquo for their role Does this can-

didate buy into the brand Are they a long-term hire Are

they money motivated And they have spent more of their

budget to hire this person than they should have hence ques-

tioning ROI

The result More often than not after six months that

candidate has been seduced by another offer and resigned

They had not developed a relationship or passion for the

brand Hiring managers learn the painful lesson that increas-

ing an offer to land a candidate rarely buys long-term loy-

alty and demonstrates that money is a short-term motiva-

tor when recruiting staff Being outside the agency reten-

tion guarantee period the hiring manager loses all the time

and money invested in the original hire and starts again from

nothing

And so begins the great ldquorecruitment circle of liferdquo again

A cynical view But a reality among many recruiters and

recruiting leaders even in Fortune 500 companies How

scary that this is happening in modern business today Re-cruitment 10 is alive and well And is still very wide-spread and prevalent today How scary is that

This situation while suffices for many top compa-nies today and in the past is unsustainable for the fu-ture

Such is the poor reputation of Recruitment 10 that de-

bates are raging about whether there is a need for in-house

recruitment teams Why canrsquot hiring managers just speak

to agencies direct post on job boards directly or even reach

job board was found wanting It was all a gamble It depend-

ed on the spin of the recruitment roulette wheel that the

right person for a role with the right skill set who was the

best culture fit who would bring long term value to that

company would be looking for a job at that moment in time

Thatrsquos a lot of coincidences to rely on A recruitment agency

may not have registered the best candidatesThe best can-

didates may not be looking at job boards or registered for

job alerts Hence recruitment lottery was the gamble that

most recruiters were happy to play

A few days after briefing an agency or posting to a job

board candidate details start to arrive ldquoYesrdquo screams the

recruiter awaking from their slumber ldquoA shortlist can now

be generatedWe are close to getting the job donerdquo

Recruiters in Version 10 are easily seduced as they look

for the least effort solutions to close their reqs Recruitment

agencies sooth recruitersrsquo ears with ldquospinrdquo that points to

highly attractive solutions (see Figure 1)

Perhaps thatrsquos a little cynical (and with a British sense

of tongue in cheek) toward recruitment agencies but itrsquos

very reflective of the core methodologies at work in Recruit-

ment 10

Meanwhile back to our scenario Recruiter 10 has been

able to assemble a shortlist to their hiring managerThe hir-

ing manager faced with little choice has to select a can-

didate as they are worried that waiting too long to fill a req

may result in their headcount being canned

But unsurprisingly as the hiring manager authorizes the

recruiter to offer they learn that the candidate has four oth-

er offers Moving from the ldquorecruitment lotteryrdquo of gener-

ating candidates has ended in ldquooffer pokerrdquo with five com-

panies all holding different cardsWho will blink first Who

has the winning hand

A great hire has ldquobought into a companyrdquoThey respect

the brand feel inspired by the direction of the company

love the feel of the culture and can see themselves as part

of that company making the difference for a few years But

Recruiters 10 have not built relationshipsThey have not

created an emotional bond between candidate and compa-

ny Hence no loyalty exists between candidate and compa-

ny

Meanwhile ldquooffer pokerrdquo plays out with companies com-

peting with counteroffer against counteroffer (like two box-

ers wearily trading punch after punch) until someone sud-

denly slams on the brakes as they realize internal salary eq-

uity will be destabilized as those loyal staff with lots of ex-


RECRUITMENT 30

TIME TO CHANGE


























ket encompassing












id talent pool













Mobile













tier staff




Recruiter




panies







age results











RECRUITMENT 30

TIME TO CHANGE













norms)






has a strong future






back on them







er opportunities





ployees











Sounds fanciful



end of the rainbow


pipeline




























communities



30hellip


RECRUITMENT 30

TIME TO CHANGE



cruitment 30





moment of time




















a candidate





didate














derpaidrdquo


candidate






candidacy










with that talent










feringsrdquo









RECRUITMENT 30

TIME TO CHANGE





way communication




these brands












er value


























employment reality









from the Inside





best companies


jobs site











future recruits





dynamic workforce












RECRUITMENT 30

TIME TO CHANGE










pany





company




company









with




Figure 2












RECRUITMENT 30

TIME TO CHANGE











ples agendas














































ic but oh so common
































RECRUITMENT 30

TIME TO CHANGE








































communityies












































phases

bull Pre-interview

bull Interview

bull Post-interview


RECRUITMENT 30

TIME TO CHANGE







and desired































tion quickly










with


ple in the process





rest of the process
















rience
















candidates


RECRUITMENT 30

TIME TO CHANGE





























ness



days




utations



work for success







ward them





company strategy


aged


























RECRUITMENT 30

TIME TO CHANGE



be the norm























































They like to engage





























RECRUITMENT 30

TIME TO CHANGE






pany











fire











total control







tablishment and the



Rupert Murdoch mul-


fully suggests

Those companies










Facebook (source)




pages every day


tus each day

LinkedIn (source)




55+ 69 (source)



RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

Twitter to follow

their favorite com-

panies


Twitter recom-

mend companies

andproducts in

their Tweets


users read blogs


the top four social

media tools used

by marketers





















RECRUITMENT 30

TIME TO CHANGE
















munity to have


tors








on our social media



dia



















come back




book



any job boards

































RECRUITMENT 30

TIME TO CHANGE


ties





ment to something





opinion







ize the brand























their own minds




them




their position







velopment
























eas


RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


ty building


caption







to feedback







can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








their day jobs













kids to work etc





















whole mix















pany name)









promote your EVP




to exploring








RECRUITMENT 30

TIME TO CHANGE






own community

The Channels hellip
























icsstories






Channel






article





create content




TO THE END USER














comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales














RECRUITMENT 30

TIME TO CHANGE


























ket encompassing












id talent pool













Mobile













tier staff




Recruiter




panies







age results











RECRUITMENT 30

TIME TO CHANGE













norms)






has a strong future






back on them







er opportunities





ployees











Sounds fanciful



end of the rainbow


pipeline




























communities



30hellip


RECRUITMENT 30

TIME TO CHANGE



cruitment 30





moment of time




















a candidate





didate














derpaidrdquo


candidate






candidacy










with that talent










feringsrdquo









RECRUITMENT 30

TIME TO CHANGE





way communication




these brands












er value


























employment reality









from the Inside





best companies


jobs site











future recruits





dynamic workforce












RECRUITMENT 30

TIME TO CHANGE










pany





company




company









with




Figure 2












RECRUITMENT 30

TIME TO CHANGE











ples agendas














































ic but oh so common
































RECRUITMENT 30

TIME TO CHANGE








































communityies












































phases

bull Pre-interview

bull Interview

bull Post-interview


RECRUITMENT 30

TIME TO CHANGE







and desired































tion quickly










with


ple in the process





rest of the process
















rience
















candidates


RECRUITMENT 30

TIME TO CHANGE





























ness



days




utations



work for success







ward them





company strategy


aged


























RECRUITMENT 30

TIME TO CHANGE



be the norm























































They like to engage





























RECRUITMENT 30

TIME TO CHANGE






pany











fire











total control







tablishment and the



Rupert Murdoch mul-


fully suggests

Those companies










Facebook (source)




pages every day


tus each day

LinkedIn (source)




55+ 69 (source)



RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

Twitter to follow

their favorite com-

panies


Twitter recom-

mend companies

andproducts in

their Tweets


users read blogs


the top four social

media tools used

by marketers





















RECRUITMENT 30

TIME TO CHANGE
















munity to have


tors








on our social media



dia



















come back




book



any job boards

































RECRUITMENT 30

TIME TO CHANGE


ties





ment to something





opinion







ize the brand























their own minds




them




their position







velopment
























eas


RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


ty building


caption







to feedback







can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








their day jobs













kids to work etc





















whole mix















pany name)









promote your EVP




to exploring








RECRUITMENT 30

TIME TO CHANGE






own community

The Channels hellip
























icsstories






Channel






article





create content




TO THE END USER














comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




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TIME TO CHANGE




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RECRUITMENT 30

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RECRUITMENT 30

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RECRUITMENT 30

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phases

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RECRUITMENT 30

TIME TO CHANGE







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RECRUITMENT 30

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Marketing 43 PR 43





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panies


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RECRUITMENT 30

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RECRUITMENT 30

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phases

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RECRUITMENT 30

TIME TO CHANGE







and desired































tion quickly










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ple in the process





rest of the process
















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RECRUITMENT 30

TIME TO CHANGE





























ness



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RECRUITMENT 30

TIME TO CHANGE



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total control







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fully suggests

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Marketing 43 PR 43





YouTube






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panies


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RECRUITMENT 30

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RECRUITMENT 30

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RECRUITMENT 30

TIME TO CHANGE







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RECRUITMENT 30

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RECRUITMENT 30

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pany











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total control







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fully suggests

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Facebook (source)




pages every day


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RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

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their favorite com-

panies


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RECRUITMENT 30

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RECRUITMENT 30

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RECRUITMENT 30

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phases

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RECRUITMENT 30

TIME TO CHANGE







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RECRUITMENT 30

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total control







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fully suggests

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Facebook (source)




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RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


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day

bull 29 of Twitter

users 18-24 use

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their favorite com-

panies


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media tools used

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RECRUITMENT 30

TIME TO CHANGE
















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tors








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RECRUITMENT 30

TIME TO CHANGE


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RECRUITMENT 30

TIME TO CHANGE






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RECRUITMENT 30

TIME TO CHANGE





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RECRUITMENT 30

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RECRUITMENT 30

TIME TO CHANGE








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RECRUITMENT 30

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RECRUITMENT 30

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RECRUITMENT 30

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RECRUITMENT 30

TIME TO CHANGE








































communityies












































phases

bull Pre-interview

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RECRUITMENT 30

TIME TO CHANGE







and desired































tion quickly










with


ple in the process





rest of the process
















rience
















candidates


RECRUITMENT 30

TIME TO CHANGE





























ness



days




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work for success







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company strategy


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RECRUITMENT 30

TIME TO CHANGE



be the norm























































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RECRUITMENT 30

TIME TO CHANGE






pany











fire











total control







tablishment and the



Rupert Murdoch mul-


fully suggests

Those companies










Facebook (source)




pages every day


tus each day

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RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

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their favorite com-

panies


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RECRUITMENT 30

TIME TO CHANGE
















munity to have


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RECRUITMENT 30

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RECRUITMENT 30

TIME TO CHANGE






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RECRUITMENT 30

TIME TO CHANGE





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RECRUITMENT 30

TIME TO CHANGE






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RECRUITMENT 30

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few hours












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locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



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RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




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place on the move











RECRUITMENT 30

TIME TO CHANGE




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saging vehicles

















including


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RECRUITMENT 30

TIME TO CHANGE








































communityies












































phases

bull Pre-interview

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RECRUITMENT 30

TIME TO CHANGE







and desired































tion quickly










with


ple in the process





rest of the process
















rience
















candidates


RECRUITMENT 30

TIME TO CHANGE





























ness



days




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work for success







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company strategy


aged


























RECRUITMENT 30

TIME TO CHANGE



be the norm























































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RECRUITMENT 30

TIME TO CHANGE






pany











fire











total control







tablishment and the



Rupert Murdoch mul-


fully suggests

Those companies










Facebook (source)




pages every day


tus each day

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55+ 69 (source)



RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

Twitter to follow

their favorite com-

panies


Twitter recom-

mend companies

andproducts in

their Tweets


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the top four social

media tools used

by marketers





















RECRUITMENT 30

TIME TO CHANGE
















munity to have


tors








on our social media



dia



















come back




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any job boards

































RECRUITMENT 30

TIME TO CHANGE


ties





ment to something





opinion







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their own minds




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velopment
























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RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


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can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





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TIME TO CHANGE






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RECRUITMENT 30

TIME TO CHANGE




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Relatively easily


































few hours












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locate top talent













RECRUITMENT 30

TIME TO CHANGE








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RECRUITMENT 30

TIME TO CHANGE











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RECRUITMENT 30

TIME TO CHANGE




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saging vehicles

















including


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RECRUITMENT 30

TIME TO CHANGE







and desired































tion quickly










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rest of the process
















rience
















candidates


RECRUITMENT 30

TIME TO CHANGE





























ness



days




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work for success







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company strategy


aged


























RECRUITMENT 30

TIME TO CHANGE



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RECRUITMENT 30

TIME TO CHANGE






pany











fire











total control







tablishment and the



Rupert Murdoch mul-


fully suggests

Those companies










Facebook (source)




pages every day


tus each day

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55+ 69 (source)



RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

Twitter to follow

their favorite com-

panies


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mend companies

andproducts in

their Tweets


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the top four social

media tools used

by marketers





















RECRUITMENT 30

TIME TO CHANGE
















munity to have


tors








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dia



















come back




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any job boards

































RECRUITMENT 30

TIME TO CHANGE


ties





ment to something





opinion







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velopment
























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RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


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nication vehicle










RECRUITMENT 30

TIME TO CHANGE





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RECRUITMENT 30

TIME TO CHANGE






own community

The Channels hellip
























icsstories






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RECRUITMENT 30

TIME TO CHANGE




ommendations


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Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



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RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


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RECRUITMENT 30

TIME TO CHANGE





























ness



days




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work for success







ward them





company strategy


aged


























RECRUITMENT 30

TIME TO CHANGE



be the norm























































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RECRUITMENT 30

TIME TO CHANGE






pany











fire











total control







tablishment and the



Rupert Murdoch mul-


fully suggests

Those companies










Facebook (source)




pages every day


tus each day

LinkedIn (source)




55+ 69 (source)



RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

Twitter to follow

their favorite com-

panies


Twitter recom-

mend companies

andproducts in

their Tweets


users read blogs


the top four social

media tools used

by marketers





















RECRUITMENT 30

TIME TO CHANGE
















munity to have


tors








on our social media



dia



















come back




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any job boards

































RECRUITMENT 30

TIME TO CHANGE


ties





ment to something





opinion







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their own minds




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velopment
























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RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


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caption







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can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








their day jobs













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pany name)









promote your EVP




to exploring








RECRUITMENT 30

TIME TO CHANGE






own community

The Channels hellip
























icsstories






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create content




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comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




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RECRUITMENT 30

TIME TO CHANGE



be the norm























































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RECRUITMENT 30

TIME TO CHANGE






pany











fire











total control







tablishment and the



Rupert Murdoch mul-


fully suggests

Those companies










Facebook (source)




pages every day


tus each day

LinkedIn (source)




55+ 69 (source)



RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

Twitter to follow

their favorite com-

panies


Twitter recom-

mend companies

andproducts in

their Tweets


users read blogs


the top four social

media tools used

by marketers





















RECRUITMENT 30

TIME TO CHANGE
















munity to have


tors








on our social media



dia



















come back




book



any job boards

































RECRUITMENT 30

TIME TO CHANGE


ties





ment to something





opinion







ize the brand























their own minds




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velopment
























eas


RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


ty building


caption







to feedback







can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








their day jobs













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whole mix















pany name)









promote your EVP




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RECRUITMENT 30

TIME TO CHANGE






own community

The Channels hellip
























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article





create content




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comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


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RECRUITMENT 30

TIME TO CHANGE






pany











fire











total control







tablishment and the



Rupert Murdoch mul-


fully suggests

Those companies










Facebook (source)




pages every day


tus each day

LinkedIn (source)




55+ 69 (source)



RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

Twitter to follow

their favorite com-

panies


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mend companies

andproducts in

their Tweets


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the top four social

media tools used

by marketers





















RECRUITMENT 30

TIME TO CHANGE
















munity to have


tors








on our social media



dia



















come back




book



any job boards

































RECRUITMENT 30

TIME TO CHANGE


ties





ment to something





opinion







ize the brand























their own minds




them




their position







velopment
























eas


RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


ty building


caption







to feedback







can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








their day jobs













kids to work etc





















whole mix















pany name)









promote your EVP




to exploring








RECRUITMENT 30

TIME TO CHANGE






own community

The Channels hellip
























icsstories






Channel






article





create content




TO THE END USER














comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales














RECRUITMENT 30

TIME TO CHANGE











Marketing 43 PR 43





YouTube






Tweets per day


signing up every

day

bull 29 of Twitter

users 18-24 use

Twitter to follow

their favorite com-

panies


Twitter recom-

mend companies

andproducts in

their Tweets


users read blogs


the top four social

media tools used

by marketers





















RECRUITMENT 30

TIME TO CHANGE
















munity to have


tors








on our social media



dia



















come back




book



any job boards

































RECRUITMENT 30

TIME TO CHANGE


ties





ment to something





opinion







ize the brand























their own minds




them




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velopment
























eas


RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


ty building


caption







to feedback







can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








their day jobs













kids to work etc





















whole mix















pany name)









promote your EVP




to exploring








RECRUITMENT 30

TIME TO CHANGE






own community

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icsstories






Channel






article





create content




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comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


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terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




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saging vehicles

















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RECRUITMENT 30

TIME TO CHANGE
















munity to have


tors








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RECRUITMENT 30

TIME TO CHANGE


ties





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ize the brand























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velopment
























eas


RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


ty building


caption







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can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








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kids to work etc





















whole mix















pany name)









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RECRUITMENT 30

TIME TO CHANGE






own community

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icsstories






Channel






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create content




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comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


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place on the move











RECRUITMENT 30

TIME TO CHANGE




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RECRUITMENT 30

TIME TO CHANGE


ties





ment to something





opinion







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velopment
























eas


RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


ty building


caption







to feedback







can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








their day jobs













kids to work etc





















whole mix















pany name)









promote your EVP




to exploring








RECRUITMENT 30

TIME TO CHANGE






own community

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icsstories






Channel






article





create content




TO THE END USER














comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales














RECRUITMENT 30

TIME TO CHANGE






on







and more





our communications














scene in the film


ty building


caption







to feedback







can control that



























nication vehicle










RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








their day jobs













kids to work etc





















whole mix















pany name)









promote your EVP




to exploring








RECRUITMENT 30

TIME TO CHANGE






own community

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icsstories






Channel






article





create content




TO THE END USER














comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales














RECRUITMENT 30

TIME TO CHANGE





bull Facebook page








their day jobs













kids to work etc





















whole mix















pany name)









promote your EVP




to exploring








RECRUITMENT 30

TIME TO CHANGE






own community

The Channels hellip
























icsstories






Channel






article





create content




TO THE END USER














comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales














RECRUITMENT 30

TIME TO CHANGE






own community

The Channels hellip
























icsstories






Channel






article





create content




TO THE END USER














comments deep














posts like


RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales














RECRUITMENT 30

TIME TO CHANGE




ommendations


a dream job




them to join




Relatively easily


































few hours












cation and feedback








locate top talent













RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales














RECRUITMENT 30

TIME TO CHANGE








No time to do this



Answers










RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales














RECRUITMENT 30

TIME TO CHANGE











way


The company YouTube














sions


insights




terviews


















place on the move











RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales














RECRUITMENT 30

TIME TO CHANGE




to be a cost center












saging vehicles

















including


bull Marketing




bull Sales













Recruitment 3.0: A Vision for the Future of Recruiting

Technology

Transcript of Recruitment 3.0: A Vision for the Future of Recruiting