ere keynote presentation
DESCRIPTION
This is the presentation from the Chairmans Opening Remarks leading into the keynote presentation on Recruitment 3.0 A Vision for the Future of RecruitingTRANSCRIPT
‘’Some
reflections”
Who are you?
Matthew
JefferyERE Conference Chair
Autodesk Head of EMEA Talent Acquisition & Global
Talent Brand
Formerly EA Global Director of Talent Brand
Amy McKee
First International Chair
51st
Britishness…!!!
What has the United Kingdom given the
USA?
What has the USA given the United Kingdom?
How YOU can make ERE Expo 2011 the best ever…..
Get Involved…….
Ask questions
Network
#ereexpo
Speaker Presentations will be available to download ….. www.ere.net
Our sponsors
There has never been a better time to be a recruiter……
Talent AcquisitionNever Forget that world class candidate
attraction/recruitment can make or break a Business
NASDAQ & FTSE Companies are really being scrutinised by investors about whether they
can attract & retain high quality staff
Talent Acquisition is CRITICAL to modern business
Any questions?
‘’Some
reflections”
Recruitment 3.0: Why
Traditional recruiters
will be replaced by
‘emotional marketers’
What’s the future of recruitment?
Some predict the end of the world for recruitment
Some say we are entering the Ice Age of recruitment
With the advent of new technology and the likes of ‘LinkedIn’….Do Hiring Managers need us
recruiters?
Kevin Wheeler questions
whether there is even a need
for in house recruiters
Kevin Wheeler’s devilish proposition…
- The hunger for internal recruiters v external providers (reward led)
- The frequency of turnover of recruiting leaders, hence challenge
in stability
He is bang on the money
Recruitment 1.0 has had its day
‘Keeping it easy’
But… Recruitment 1.0 is still alive and well……
‘Keeping it easy’
Step 1: Pick up the phone and call a recruitment agency.... BANG …. Job
done.. Just wait
Step 2: (Tiny bit more effort required)Post to an external job board...then
wait....
Step 3: ‘Fingers crossed people look at my web ad or jobs board’!!!
Step 4: ....pray that the right person, looks at the job board at the right time,
sees my job and then likes our brand and applies. ‘Recruitment lottery’!
BUT
Step 5: Phew as you wait for the job board... the agency are sending through candidates ...YAY...hiring manager will
now be happy ... He has a shortlist
Step 6: Trust the agency........
Exclusive candidate Just been sent to 5 of your closest competitors
Really want your company
I had a 30 sec chat 20 mins ago before I sent you their
resume
Exclusively sourced Came in on our job board 20 mins ago
Really sought after candidate
They have been interviewing for 3
monthsCompetitor's would love
to hire this personThey are interviewing with them as we speak
We have a great relationship with the
candidate
But not yet had a 1.1 personal interview and
they will pay for my holiday in Mexico
Step 6: ....finally, after interviewing and realising they don’t have any more
options, the hiring manager decides to go to offer.... REQ closed?
Step 6: ....Noooooooooo!!!The candidate is at offer stage with 5 other companies. The Agency says we need to improve our offer ..... or lose
out ... ‘offer poker’ starts
.... But surely the candidate wants to work with us?
They feel connected to our brand, to our vision, to our team? They feel the
love.......
It’s not down to the money?
.... But where’s the relationship?
A relationship drives desire.....
Step 7: .... Quick. Throw money at the candidate. Can’t move on Salary?..........
Sign on bonus?More stock?
Relocation support?
So who is happy?
Recruiter 1.0Another REQ off the list
So who is happy?
The Agency, 15/20% of a bigger fee
So who is happy?Hiring Manager ... Relieved at a
hireBUT
The best person......?Someone brought into the
brand?On a higher salary...retention
issues?Oh...and an Agency fee to boot
What happened next?
Candidate left after 6 months
....Not brought into company (no relationship)
.......Money a short term motivator
...and just outside the retention
period, so Hiring Manager lost the fee and needs to
start again
And so begins the great.... Recruitment ‘Circle of Life’
again!!!
Scary eh.....
But this is a reality today
Recruitment 1.0 still exists...even in this room ;)
How do you identify those
who are Recruiter 1.0?
Their catch phrase normally starts.....
‘Recruitment is not a rocket science’ ... said in a condescending, ‘I know it
all’ voice
Or .....
‘Recruitment is a function of HR’
…. and only a small part….
It’s time to wake up and see the light...
It’s bloody competitive out there if you want to hire the
best talent
Recruitment 1.0 has had its day……
Recruitment 3.0 is about engagement & creating emotion
Emotion as a feeling means ‘you care’This implies building a relationship
How much do you get to know your candidates and what makes them
truly tick?
The Talent Landscape…….. So what is happening?
The Global War for Talent is real!
The ‘experienced’ talent pool is shrinking
Industries convergingSame/similar talent sought
universities
FMCG
public sector
mobile
banking
IT
mediaTV
film
Where art thou….Loyalty?
People less loyal
Average time in role: Less than 2
years
Headhunting……at all levelsIf staff are unhappy they will leave anyway
Are your staff challenged?
Are they well remunerated?
Do they have a good work/life balance?
Are they working on world class products?
Do they have an opportunity for promotion?
Are they receiving training & Development?
Are their ideas listened to?
If the answer is NO……headhunters prey
‘I would be more worried if your staff weren’t being headhunted because that speaks volumes about the quality of your workforce’
External Providers losing ground?
Recruitment agencies need to adapt or die
In-House:
Referral schemes
CRM Database
Events
Web 2.0 Networking
YouTube, LinkedIn, Myspace, Facebook
Graduate Pipeline
Ability of recruiters to ‘sell’ their own company with
authenticity
Your competitors are getting
cleverer, studying you, mapping out
your talent….and rest assured
they are speaking to your staff….
Flood of graduates into the market studying poorly conceived degrees and less companies
investing in them
University RecruitmentThe salvation to a shrinking talent pool?
So everyone in this room is at
battle with each
other……... who wins …..
‘Recruiter 3.0’s’
Our ultimate goal is a Predictable talent pipeline
Achieved through Sourcing, mapping competitors, direct
approach, relationship building, Employment
Branding & Social Media
Our Audience
Candidates are not a species. We must create them
1. Not Everyone’s looking for a job
The Core Philosophy of ‘Recruiter 3.0’
Not everyone’s looking.....
The best candidate for your role......
is not necessarily
registered with a Recruitment Agency right
now!
The best candidate for your role......
..is not necessarily
registered on a job board right
now!
...may not search job boards.....
....maybe used to people
approaching them...
Your best candidate may not have even
considered working for your company.... or even heard of
you!
Our job is to find them, build
relationships and make them
care
Even befriend them…if they think we care…they care….that’s
emotion
2. Everyone is a potential candidate or brand ambassador ..... even your
consumers
The Core Philosophy of ‘Recruiter 3.0’
So by definition what is a candidate?
•Someone who has nominated themselves to be
part of an election process
•It is a voluntary act
At what point does someone volunteer to be a candidate?
•When they see your ad?
•When they apply to your advertisement?
•When you interview them?
‘I’m not recognised for my contribution’
What turns a regular person in to a
candidate?
Dissatisfaction with the way they are treated
What turns a regular person in to a
candidate?
Or they’re just over this job
What turns a regular person
in to a candidate?
This wasn’t in the Job
Description
•We either wait for the moment they become a candidate and jump on them
•Or we make them a proposition they find attractive any time
WE CREATE A CANDIDATE
So the problem is timing?
You are in a race
Leading businesses are realising great
recruitment is about building relationships & communicating
with people, (hence creating an
emotional connection with
them), before they become a candidate
Key is how do you identify & build ‘emotional’ relationships with that
talent?
3. Employment Brand is pivotal to your success in Talent Attraction
The Core Philosophy of ‘Recruiter 3.0’
A Brand is a person’s gut feel
towards a Product,
Service or Organisatio
n
Emotion creates
a connection which bonds
loyalty& trust
The goal of a brand is to create emotional attachment
A emotional relationship is anchored on honest 2 way communication
Each of these brands will create a connection with
you.
Question is what?
As product parity grows…
Brand becomes a determining factor in consumer purchase
decisions.
Recruitment without marketing: Many E-Brands are like this
Key in building trust and fostering emotion is transparency & authenticity…
warts n’all
People want relationships with people…not faceless companies. Humanising the brand
key
Shows like American Idol and X Factor gets ‘emotion’ and telling a
story
If people just sing it would fail
Who is the best
recruiter in the world?
Nope….not
yet…
Simon Cowell
What’s people’s ‘gut’ feel for working for your
company?..... Google it / Glassdoor it
Recruitment 1.0 views on
Employment BrandRecent quotes from
conferences:
‘A company creates an Employment Brand’
‘We have a great Employment Brand. Look
at our newly designed Brand logo’
‘E-Brand is about marketing and the way
we advertise. We control the messages’
Stage One:
Notice
Stage Two:
Consider
Stage Three: Apply
Stage Four: Join
Stage Five: Work
Stage Six: Leave
Stage Seven:
Remember
The Stages of the Employee
Experience(how we ‘humanise’ and open up a
company to allow candidates to build relationships and feel
‘feelings’)
4. You are not in control of what people are saying
The Core Philosophy of ‘Recruiter 3.0’
Everyone’s talking
Whether you like it or not they are talking about your
company!!!!!
People tell their friends & the snowball of ‘word of mouth’ starts
rolling
Pretty scary huh?
Particularly for business
because.....
Companies are no longer in control of what people say
about them
Time spent on social networks is growing at 3 * the overall internet rate , accounting for 10% of internet
time
Technology is shifting the power away
from the editors, the publishers,the establishment, the media elite.
Now it’s the people who are in control.”
Rupert Murdoch
A shift in the balance of power
Those companies that get they have to
listen, be humble and seek the
opinions of their community will be
the winners of Recruitment 3.0
5. Building relationships and communities is key (hence importance of
Social media)
The Core Philosophy of ‘Recruiter 3.0’
The growth of the internet is unstoppable
• Second largest site on the web• 400 million active global users• 50% of active users log into the site each day. This equates to at
least 175m users every 24 hours.• More than 35m Facebook users update their status each day.
• Third largest Site on the Internet • Largest video site on the web • 1 billion views per day (that’s 11,574 per second, 694,444 per minute,
or 41,666,667 per hours) • 10 billion videos uploaded per month
• LinkedIn has over 64m members worldwide. • There are now 11m LinkedIn users across Europe. • India is currently the fastest-growing country to use LinkedIn, with
around 3m total users.
• Twitter now has 75m user accounts, but only around 15m are active users on a regular basis. It’s still a fair increase from the estimated 6-10m global users from a few months ago.
• Towards the end of last year, the average number of tweets per day was over 27.3 million. • The average number of tweets per hour was around 1.3m.
An explosion of communication channels
Social Network communication exceeds email
65% Twitter52% FaceBk
50% YouTube33% Blogs
Yes.....many companies are shouting and beating their chests with pride
‘We have a Facebook page and a Twitter Account’
But here we are again at Recruitment 1.0 & Lazy Recruiting again.....
Social Media Recruitment 1.0 ‘Style’
Create a Facebook Page and a Twitter Account
Post a ‘Sexy’ Logo and swish Graphic
Post a list of all current job vacancies with a convenient link back to the company job board
Wait for the job applications to come rolling in and......
Social Media Recruitment 1.0 ‘Style’
Then go and create a YouTube Channel and post up several
corporate videos about working at your company, (created at
much expense), with your CEO looking like he is caught in the
headlights.
Now you have a ‘killer Social media Strategy’ projecting your Employment Brand...it’s time
to....
Social Media Recruitment 1.0 ‘Style’........ Shout your innovative approach from the rooftops.
Call ERE, Recruiter Magazine, Recruitment Consultant, Personnel
Today
Enter Awards for Best use of Innovation in technology, Best employment Brand, Best use of
Social Media.........
And then.....return to
Social Media Recruitment 1.0 ‘Style’
Questions
Will this generate repeat visitors?
What’s the difference between this and your job board?
How does this build relationships?
What’s the word of mouth message?
What’s at the core of Social media...clue is....Social!!!!
Social Media Recruitment 1.0 ‘Style’
Questions
Why do multinational firms champion a Twitter or Facebook
site with < 200 followers?
Size matters when building communities......
Social Media
Building a Globally ‘emotionally
engaged’ Community
Social Media is not about ‘bums on seats’ hiring
Social Media is all about building communties of evangelists /
potential hires
Recruitment is
boring…..
Quick tip: How can I build a community?
How many names do you have on your recruitment database?
The ‘anchor’ of Social Media
- Full integration with Social Networks- RSS feeds from all key Company websites and networks
- Daily email newsletter- Free speech (No deletion of comments unless inflammatory)
- A true social network of friends
(not a professional / serious facts
driven community)
- Key to approach is to entertain,
engage in discussion and create content
that creates repeat visits
- Full integration with Blog site, all stories posted in full on Facebook
- Goal is engagement and discussion with
‘informed’ communities
- Discussions, rich, deep and
intellectual in nature
- Best hiring Channel (ROI)
- Professional Community 9,695
- Humanising videos into the people and
culture
- Avoid the mass budget Corporate ‘slick’ produced
videos
- Employee created content is more
authentic
- More fluid communication
channel
- Limited to 140 characters, (quick,
fast soundbite conversations)
- Create #Hashtags for discussions around a theme
- ROI longer term
Integrate all Social Media with your Careers jobs site
Critically, Social Media must be integrated
Communities go mobile
But I don’t want to build a community, build relationships, build a world class
employment brand or hire the very best talent....
Ready made excuses for Recruiters 1.0
People could say bad things about us
I don’t have any budget
My company blocks social media
We only have a small company
Our brand is boring. We have nothing to say.
No time to do this
No clear metrics
Wrong demographic...just youngsters
Social Media isn’t just for the hip & funky kids
Let’s be a little revolutionary……
Accepted norm in recruitment…..
We are a cost centre…..a money burner
But are we a cost in the
new Philosophy?
Can we move from a cost centre into a profit
centre?
TV Advertising in a tailspin…too many channels, audience
too diverse
Print in decline, people
want their news online…
Ask yourself….what is the value of my community?
Put your own database under the microscope
How many names do you have on
your database?
Are they part of your community?
If not…why not?
Isn’t this list highly targetable?
A marketer’s dream?
Why not make money from it?
Internally first then externally
The new ‘3.0 Recruiter’
Is about building & engaging communities
- This involves :PR
MarketingDirect Marketing
CRMSales
Communication & presentation skills
The ‘New Recruitment’A great recruiter will not be a Rocket
Scientist
They will be a highly skilled artist...
Q&A …don’t be
shy
Thanks for listening and
enjoy #EREExpo