emakina recruitment 2 0 techno
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TRANSCRIPT
From Recruitment 1.0to Recruitment 2.0
Olivier De DonckerPR ManagerEmakina
Introduction
Welcome to the new digital ecosystem
• The media landscape is more fragmented than ever before
• Explosion of channels (web, blogs, RSS, instant messaging…)
• Boom of connected devices (iPhone, video games…)
• The consumer is now always-on, immersed in a digital pool growing every day
• He’s now in control of communication and trusts more his friends and relatives than traditional advertising when it comes to decision purchase
Introduction
This new behaviour influences the recruitment sector
• Job portals still lead the way but they see the rise of new niche actors (Xpertize, Moovement…)
• They also face the threat of B2B social networks like LinkedIn, Viadeo, Xing… and many others
• User-generated content impacts the reputation of your company and its attractiveness as work place
• Recruitment is getting more « social » to track talent and attract the right profiles
• Just like in many other sectors, Internet generates « disintermediation » effects: companies can bypass professionals to find people they need
Job Portals
Case: Monster
user-centereduser-centered
Relevance ofnavigation-tabsRelevance ofnavigation-tabs
DirectaccessDirectaccess
Personalized accountPersonalized account
Value-addedservices Value-addedservices Poll
- insights- content- return-visits
Poll
- insights- content- return-visits
Case: Monster
Focus on user experience
• Basic functionalities of the website Job Search: per country, region, type of job, sector, company, etc… Keywords search Featured job positions
• Advanced functionalities Creation of a user account (profile + 5 different CV’s and letters of motivation) Definition of several job-alerts:
e.g. “all offers in the insurances sector in Brussels” Consultation of profile statistics (how much employers looked at my CV?)
• Value-adding functionalities Career center: advice on how to optimize your CV and/or letter of motivation, how to survive an application inter view, how to negotiate your salary, etc… Career talk: online chat with the recruiters
Corporate Websites
Case : Procter & Gamble
Quick-access for new candidatesQuick-access for new candidates Quick-access for
returning candidatesQuick-access for returning candidates
Appealing intro-movieAppealing intro-movie
TestimonialsTestimonials
Key-values of the company AND the brand
Key-values of the company AND the brand
Brand portfolioBrand portfolio
Repeating Call-to-actionRepeating Call-to-action
Transparency on the processTransparency on the process
ConvincingcopyConvincingcopy
Positioned as an “advice center” instead of a job-site
Positioned as an “advice center” instead of a job-site
Case : Procter & Gamble
The applicant is considered as a consumer • Assisting in the quest for a job through transparency
“How does recruiting work at P&G? We want you to know what to expect, and when or how to expect it. This information is common throughout P&G globally.”
• Putting forward the company values (mixed with the brand promise)
“P&G's purpose is to improve the everyday lives of the world's consumers.”
• Offering employee video-testimonials
“Real people share stories about their careers at P&G”
Niche Players
Case : Les Jeudis
Specialized job board in jobs for IT and engineering
Specialized job board in jobs for IT and engineering
Case : Keljob (job aggregator)
Case : Moovement
E-RecruitmentCampaigns
L’Oréal : E-Recruitment Campaign
On the mini-site for students, there’s a link to participate in the challenging business game
On the mini-site for students, there’s a link to participate in the challenging business game
L’Oréal : E-Recruitment Campaign
L’Oréal e-Strat Challenge lets students be the CEO of a world class leader in cosmetics.
The reality simulation opposes the students to life-like situations l’Oréal managers are in.
L’Oréal e-Strat Challenge lets students be the CEO of a world class leader in cosmetics.
The reality simulation opposes the students to life-like situations l’Oréal managers are in.
Castorama : Career Chat
During 1 hour, 600 people were connected and 118 questions were asked. In the end, 150 CV’s were deposed on the site.
During 1 hour, 600 people were connected and 118 questions were asked. In the end, 150 CV’s were deposed on the site.
Revenue-sharingPlatforms
Concept
Build a network of (professional) relations
• For the candidates: a platform to find a job or internship
• For entrepreneurs: a platform to find clients and/orpartners
• For companies: a platform to find (information on) candidates
• For ALL: a platform to enhance visibility
Revenue Sharing : Jobmeeters.fr
Revenue-share for the person who recommended the candidateRevenue-share for the person who recommended the candidate
The model is based on the fact that mostly friends and family are the first to know when somebody is looking for a(nother) job. This business model is quite successful and offers good quality CV’s
The model is based on the fact that mostly friends and family are the first to know when somebody is looking for a(nother) job. This business model is quite successful and offers good quality CV’s
Revenue Sharing : Xpertize
Career Blogs
The Concept
Sell your talent with your blog
• Individuals make a website on their professional background, interests…
• CV is visible and downloadable
• There are recommendations, remarks… from former employers
• Links to own or preferred publications, magazines they read…
• Description of desired function and expectations
Carrer Blogs
Candidate presentation in full sentencesCandidate presentation in full sentences
CVCV
Profile,references,experience,publications,interests,...
Profile,references,experience,publications,interests,...
Recommend my blogRecommend my blog
Social Networks
The Concept
The new kids on the block
• Still a fragmented market with global and local players
• Quest for the largest database > very difficult to find reliable figures
• Publish your profile, connect with other professionals and get recommendation
• New playground for HRs and head hunters to know the who-does-what inside a company
• Benefit for users: find your next job, attract new colleagues and detect opportunities through your network of trusted professionals
Conclusions
From Push To Pull
General Job BoardHR website
Specialised Job BoardAggregator
E-RecruitmentCampaigns
SocialNetworks
New Generation Of E-RecruitmentNew Generation Of E-Recruitment
Traditional Modelcandidates approach the HR service providers
Traditional Modelcandidates approach the HR service providers
Emerging TrendCompanies start looking pro-actively on platforms where professionals are present
Emerging TrendCompanies start looking pro-actively on platforms where professionals are present
Initial Generation of Job-SitesInitial Generation of Job-Sites
Linkedln, Xpertize…
Reality Games:Challenge Activation (L’Oréal E-Strat), Career Chats (Castorama)
Les Jeudis, Moovement, Keljob.com, …
Monster, Vacature, jobads sections onCorporate websites
Conclusions
Online Recruitment 1.0 Online Recruitment 2.0
Monopoly of a few big sitesClosed/Paid databases of CV’s
Value: page views
Micro sites/CommunitiesSemi-protected databases
Value: updated CV’s
Subscriptions & E-mail alertsOne search engine per site
Text based infoScroll-down menusChannel: website
RSS flow into the personalized pageOne meta search engineText + audio + video + …
Tags & tag cloudsMultichannel: RSS, podcast,
Mobile, TV, …
Classical CVPassive candidatePassive recruiter
Career blogsActive candidates & recruiters
(blogs, networks, career games…)
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Thank you!
Any question?