Web 2.0 Beyond the Social Recruiting Hype: Microsoft's Approach to Building Talent Pipelines and...
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Web 2.0: Beyond the Social Recruiting Hype
Microsoft’s Approach to Building Talent Pipelines and Communities
Web 2.0: Beyond the Social Recrui8ng Hype
Microso>’s Approach to Building Talent Pipelines and Communi8es
ERE Presenta8on
Microso> Approach
Discussion|Q&A Agenda: Web 2.0
Agenda: Web 2.0 Microso> Approach
Discussion|Q&A
Agenda: Web 2.0
Digital Na8ves
Digital Immigrants
Digital Retards
Digital Refugee
My Perspec8ve
• Digital Refugee turned Digital Immigrant (applied for Digital Ci0zenship)
• 20+ years of third party search, combined with 10+ years of corporate recrui8ng (3.5 years at Microso<)
• Beginning our 3rd year of pipelining & talent community rollout ($8.5 Billion; 10,000 employee division)
• “Digital Accent”
Web 2.0 Thinking‐the ‘Why’
Links Are the Glue We Are Not In Control
Networks Are Based On
Rela8onships
Resume DB
Search Engines
Social Networks
Social Media
Email/Referrals
Corporate Sites (Direct)
Off Line Media
Sourcing Ac8vity
Think: Links
“The Link changes the fundamental architecture of socie8es and industries the way steel girders and rails changed how ci8es and na8ons were built”….Jeff Jarvis
Think: You Are Not In Control
Groundswel
l
Tribes
Communi8es do not want to be managed, they want to be cared for…
Your customers decide what your brand is…you do not.
Your target audience has moved online
Think: People are seeking rela8onship
Virtual Third Places
Guanxi
Reasons for Joining Community*
Meet People‐78%
Entertain themselves‐47%
Learn Something New‐38% Influence Others‐23%
*Source: Complete Inc
People join mul8ple communi8es Than 100% = Mul8ple Reasons for joining community
(guan‐shee )
We Must Go Where They Are!
Web 2.0 Recrui8ng‐the ‘Why’
Evolu8on of Recrui8ng & Social Web
Evolu8on of Marke8ng
TalentStream Model
1990‐1995 1995‐2005 2005‐ ?
June 2009 Monster.com 14.5 million visitors *Source: comScore Media Metrix
June 2009‐ Google.com 301 Million “Job” Searches > 10 Million Searches Per Day *Source: Google Adwords
Timing Of The Five Overlapping Eras April 2009 “The Future Of The Social Web”
Individuals assemble and connect with each other in online groups.
Social networks become opera8ng systems.
Every Web site is now social, even if it doesn’t choose to be.
Web sites deliver personalized content to visitors.
Online groups supplant brands.
Prehistoric
Pre‐Web
Web 1.0
Web 2.0
Mass Marke8ng‐TV, Radio, & Print (used demographics)
Direct Mail, telemarke8ng, catalogs, etc
(demographics + lifestyle –medical &
diet)
Social web marke8ng: customers are more in control of what they read, hear & watch
Common Interests • Do (Behaviors) • Feel (Attudes) • Think (Interests)
• Reputa8on Aggregators • Blogs • E‐communi8es • Social Networks
Marke8ng Trends
It Pays To Adver8se
Find or Be Found
Engage & Converse
Bring Value
Build Trust &
Rela8onship
Review & Improve
Repeat the
Process
TalentStream Model
1. ”no strings” 2. Seed Community 3. One of Us
1. Transparent 2. Care About
Brand 3. Share
Experiences
1. Guanxi 2. Trust strangers 3. Nurturing Rela8onships
(mul8ple touches) 1. Do (Behaviors)
2. Feel (ANtudes)
3. Think (Interests)
1. Listen to the audience
2. Test “The New” 3. Rapidly
changing landscape
Microsoft Approach
Microso> Approach
Talent Acquisi8on Strategy
Segments of Talent Supply
Microso> Talent Engagement
Model
ATS
Talent Com
mun
i8es
TalentStream
Strategy
Training (tech)
SEO (p
assive & ac8ve)
Talent Acquisi8on Strategy
Even
ts (live & online)
Talent
Iden
8fica8
on
Talent
Engagemen
t
Pillar = Tac8
cs
Not Looking 34%
Passively Looking 32%
Casual Looking 20%
Ac8vely Looking 14%
Source: Bureau of Labor Sta0s0cs
Segments of Talent Supply
Visitor / Passive Talent
Communi8es
Applicant
Candidate
Employee
Alumni
Not Hired
News Screened Out
Non‐Applicant
Agents
RSS
Referrals
SEO/ SEM
TalentStream Campaigns
Live & Virtual Events
Events
Microso> Talent Engagement Model “Apply or Goodbye”
Not Looking 34%
Passively Looking 32%
Casual Looking 20%
Ac8vely Looking 14%
Boomerang
Not Looking 34%
Passively Looking 32%
Casual Looking 20% Ac0vely
Looking 14%
*Desperately Ac8ve
*Ra8onally Ac8ve
*Occasionally Ac8ve
*Inquisi8ve Passive
*Axainable Passive
*Ungexables Passive
*Loyal Passive
*Source: Recrui0ng Roundtable
The Job Search Cycle
Crea8vely Ac8ve
“Numerous wonderful Microso2 employees reached out to help and I was pleased and fla:ered by their responses.” Eric Barker, Aug 11th, 2009
Not Looking 34%
Passively Looking 32%
Casual Looking 20% Ac0vely
Looking 14%
Very Difficult To Source
Difficult To Source
Very Easy To Source
Easy To Source
Difficulty To Source
Source: Bureau of Labor Sta8s8cs
*83% of Ac8ve Want to Hear About Jobs
*42% Want to Hear About
Jobs
One‐off |Requisi0on Based Talent
Engagement Ac0vi0es
Not Looking 34%
Passively Looking 32%
Casual Looking 20% Ac0vely
Looking 14%
Target Audience Will Listen
*Source: Recrui0ng Roundtable
Target Audience Will Listen
Less than once per year 14%
Once Per Week 11%
Several Times Per Month
15%
Once Per Month 12%
Once Every Two Months
9%
Once Every Three Months
14%
Once Every Six Months 16%
Once Per Year 9%
% Audience
Source: Recrui0ng Roundtable
> Best prac8ce is to allow prospects to choose frequency of interac8on
72% Hear from either Recruiter or Hiring Manager
Training (tech)
Events (live & online)
Easy to Source Casually Looking Business Networking
Very Difficult Source Passively Looking Career Development
Project related ac8
vi8es
Person
al
Networking
Comp & Salary
SEEKING:
“Jobs”
“Apply”
CHANNELS: Search Engines Job Boards Social Networks
SEEKING: “White Papers”
“Tools” “Webinars” “Training”
Q&A
CHANNELS: Search Engines ‐ Social Networks
Industry Sites & Events ‐ Employee Rela0onships
SEEKING: “Training” “Salary/Pay” “Resume” “Careers”
TOOLS: Email & Social
Referral Marke0ng
TOOLS: CRM, Email & Events
Not Looking 34%
Passively Looking 32%
Casual Looking 20%
Ac8vely Looking 14%
Methods Used to Reach Target Audience
Very Difficult To Source
Difficult To Source
Very Easy To Source
Easy To Source
Web Ac8vi8es & Online Interests
Seeking = content
Channels = How to Reach
Talent Engagement Techniques
Ac8ve
Very Easy to Source
Casual Passive
Difficult to Source
Not Looking
Very Difficult to Source
SEO SEO Requisi8on Based Sourcing Tac8cs
Pos8ngs TalentStream
Referrals Live Events Boolean Search Tac8cs
Sourcing Web Events Deep Web Tac8cs
SEO
TalentStream
Live Events
Web Events
Easy to Source
Talent Engagement Techniques
Ac8ve
Very Easy to Source
Passive
Difficult to Source
Not Looking
Very Difficult to Source
SEO SEO Requisi8on Based Sourcing Tac8cs
Pos8ngs TalentStream
Referrals Live Events Boolean Search Tac8cs
Sourcing Web Events Deep Web Tac8cs
Casual
SEO
TalentStream
Live Events
Web Events
Impacted Employee List
RD List Marvin – So>ware Target
List
Total
Iden0fied Prospect
184 358 2400 3865
SC Ini0ated Contact
135 196 83 414
Sent Event Invite
115 187 53 355
Coming to Event
21 119 44 184 Confirmed
RSVP
We Hiring In Seaxle Totals
Iden0fied Prospects 3865
Sent Invita0on 355
Confirmed RSVP 184
RSVP Aoended 129
Non invited aoendees /Referrals
21
Final Aoendance 150
Invited to next steps ‐ Interviews
76
Easy to Source
If you want 50 axendees to an event eMessage target list of 1000 • 3 eMessages will result in >8% response or 83 “RSVPs”
38% no show rate (so really 5% of invitees aoend) 51/83 will show up to the event
40% of aoendees move to interview process 41% invited for full loops
30% “No Shows”
51% Move to Tech Screen
38% = Less No Shows
40% = Higher Quality
Target Audience: So>ware Engineers (no relo)
Business Case: Event for Mobile Communica8ons Team
Benchm
ark Metrics
Tac8c: Live “Local” Event (Pre‐screened)
Visitor | 760 Non –Visitor|3105
Contacted |414
RSVP |184
Axended| 129
Interviews
No Show | 55
No RSVP |187
No Contacted|346
SEO/ SEM
TalentStream Campaign
Lists, Campaigns & Events
“Apply or Goodbye”
Screen| 76 No Screen| 74
Events
We Hiring In Seaxle Totals
Iden8fied Prospects 3865
Sent Invita8on 355
Confirmed RSVP 184
RSVP Axended 129
Non invited axendees /Referrals 21
Final Axendance 150
Invited to next steps ‐ Interviews 76
Project related ac8
vi8es
Person
al
Networking
Comp & Salary
SEEKING:
“Jobs”
“Apply”
CHANNELS: Search Engines Job Boards Social Networks
SEEKING: “White Papers”
“Tools” “Webinars” “Training”
Q&A
CHANNELS: Search Engines ‐ Social Networks
Industry Sites & Events ‐ Employee Rela0onships
SEEKING: “Training” “Salary/Pay” “Resume” “Careers”
TOOLS: Email & Social
Referral Marke0ng
TOOLS: CRM, Email & Events
Not Looking 34%
Passively Looking 32%
Casual Looking 20%
Ac8vely Looking 14%
Methods Used to Reach Target Audience
Very Difficult To Source
Difficult To Source
Very Easy To Source
Easy To Source
Channel Engagement Ac8vi8es
Ac8ve
Ads, Keyword searches
Casual
Personal & Business Networks
Passive
Career Development
Content
Not Looking
Project Related Content
Key Words‐jobs Resume‐How To Tech Briefing White Papers
Job Boards Salary Info Networking Events Tools
Personal Networks Personal Networking
Sponsorship at Conferences
Webinars
Salary Info Business Networks Inside Scope Training
Social Networking Social Networking Social Networking Social Networking
Channel Engagement Ac8vi8es
Ac8ve
Ads, Keyword searches
Casual
Personal & Business Networks
Passive Not Looking
Career Development
Content
Key Words‐jobs Resume‐How To White Papers
Job Boards Salary Info Networking Events Tools
Personal Networks Personal Networking
Sponsorship at Conferences
Webinars
Salary Info Business Networks Inside Scoop Training
Social Networking Social Networking Social Networking Social Networking
Addi8onal Training Desired in the next 5 years*
Gen Y 78%
Gen X 84%
Boomers 81% *Kelly Services April 2009
Tech Briefing
Career Development
Content
Business Case: Evangelize Breakthrough Technology in Games
Target Audience: Passive Audience of Gaming
Tac8c: Evangelize technology & update Game Audience
Sent email to “2847”
“1764” or >70% Visited
Interests of Passive Game Prospects
@talentcommunity hop://www.linkedin.com/in/marvsmith
marvin.smith@microso>.com
Discussion
Final Thoughts
InteracFvity has it limitaFons. Some people are simply wrong. Others are asses. Some need their meds. But don’t let them ruin the party—Jeff Jarvis
Community In Ac8on
How Prospect’s Search
Metrics Microso>’s Distributed System
How Candidates Search
“Developer Jobs in Sea:le”
Prospects Use these key
words‐”developer jobs in Sea:le” ‐about 440 8mes
per month
Dedicated Landing Pages
Capture Passive
Integrated Matching Jobs
Use these key words‐”developer jobs in Sea:le” ‐about 440 8mes
per month
How Candidates Search
Holy Grail “Above the Fold” on the first page of Google (70% of job searches)
Above the Fold‐upper half sec8on of web page that the visitors can read without touching the scroll bars of the browser.
Ads above the fold get maximum axen8on and hence a higher Click Through Rate (CTR)
SEO is Not Enough
“Apply or Goodbye”
Metrics & More
Promote Your Social Channels!
Think Distributed
Site Distribu8on Across Channels Think Distributed
Example: Streaming Jobs To Your Twixer Accounts
Twioer Account
Feed URL
Hash Tags
Think Distributed
Example: Streaming Jobs To Your LinkedIn Accounts Think Distributed