Your SlideShare is downloading. ×
Recruitment in a digital world
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Recruitment in a digital world

2,155

Published on

Short overview of some trends in recruitment in a digital world.

Short overview of some trends in recruitment in a digital world.

Published in: Business, Technology
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,155
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
117
Comments
1
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. HR Communication 2.0.: spotting talent through brand ambassadorship 25 August 2008
  • 2. Table of content
    • Online Channels: Characteristics
    • Shifted Relationship: Conversation
    • Activation: e-Recruitment
    • Linked In: formal recruitment
    • Facebook: brand ambassadors
    • Remarks
    • Summary
  • 3. 1. Online Channels: Characteristics
  • 4. Time & Space
    • ‘ Online’ & ‘digital’ allow you to overcome barriers in time and space.
      • You don’t have to be at a specific place at a specific time to be part of something.
        • When you host a seminar, you offer a live video ‘webcast’ of the presentation. After the event you publish the presentation online.
  • 5. Channel vs Medium
    • The internet is a channel, not a medium.
      • Use this channel to:
        • Spread the communication message yourself
        • Enable others to spread your message
  • 6. Consumer vs User
    • Social media: media use is no longer connected to media ownership
      • People have access to media and share information
        • Audience: as a reader, listener or viewer
        • Creator: as a publisher of articles, comments, photos, video, audio, podcasts, ...
  • 7. Consumer vs User
    • Consumers are both users & experts
      • Word-of-mouth is key in the decision making process
        • People review products, jobs & brands.
        • Peers are influencers by sharing recommendations, both positive and negative
  • 8. Push vs Pull
    • Push
      • You force people to take notice of your communication message
        • You pay for media space
        • You reach a large audience
        • You have a superficial contact with the mass audience
        • Advertising: tv commercials, radio commercials, print ads, billboard, banners, ...
  • 9. Push vs Pull
    • Pull
      • You connect with people to share your communication message
        • You still spend money, but not always on media
        • Content is the new currency
        • You reach a targeted or niche audience
        • Your communication has relevance for the receiver
        • You have a qualitative contact with limited audience
        • Utility: website, application, mobile service, widget, game, entertainment, ...
  • 10. 2. Shifted Relationship: Conversation
  • 11. Before
    • Shouting
      • Advertisers shout at their audience
      • People are not expected to interact in any way
      • The communication message is force upon the audience
  • 12. Online: The shift
    • The brand - audience relationship has changed
      • Interaction: you don’t talk at people. You talk with people.
      • Participation: your audience becomes part of your message
      • Activation: you enable your audience to spread your message
  • 13. What matters today?
    • The reputation of your brand
      • Build trust
    • Your brand story
      • Start a conversation
    • Your brand lovers
      • Engage brand ambassadors
  • 14. Who determines your reputation
    • Marketing & advertising
      • Brand campaigns
      • Corporate communication
      • Recruitment campaigns
    • People
      • The people working for you today
      • The people who used to worked for you in the past
      • High profile & management with PR value
        • Ex.: Bruno Segers, Marc Coucke, Andre Duval
  • 15. Online reputation
    • Search
      • What scores high in google
        • News sites
        • User Generated Content: blogs, forums, ...
        • Social networks: LinkedIn, Facebook, ...
        • Social media: YouTube, Flickr, ...
  • 16. Control
    • Full control is a disillusional idea
      • You can not control what people say about you
        • You can enable people to talk about you and feed the conversation
        • Negative criticism handled well has a positive turnover
  • 17. Authenticity vs fake
    • Authenticity is key
      • You communication message must be trustworthy
      • Your brand image must be transparent and correlate with reality
      • What you say about your brand must be in line with what people say about you
  • 18. 3. Activation: e-Recruitment
  • 19. Carrier vs Message
    • The internet is a carrier, not the message.
      • You need a message to start a conversation
        • You find the message in your company or people
        • You create a message and act upon it
        • Your message is in line with your identity & behaviour
  • 20. Broadcasting vs Narrowcasting
    • Don’t communicate with everyone. Only address the relevant ones.
      • Relevance: find niche audiences for niche profiles
        • Target profiles on sociale networks, commuities, shared interests, region, ...
      • Enter their world, speak their language, know their interests and motivations.
        • Example IT banner on blogs
  • 21. Broadcasting vs Narrowcasting
    • Recruit with Google AdWords.
      • Targeted landing pages with Google Website Optimizer
  • 22. Momentum & Continuum
    • The brand momentum
      • Campaign: creative concept, punchline, ...
      • Limited in time (Q1, Q2, Q3 & Q4)
      • Supported by media spending
      • Focused on reach
    • The brand continuum
      • Continuous dialogue
      • Consistent message
      • Relationship building
      • Focused on building mutual trust (reputation)
  • 23. Continuum: a good recruitment website
    • Working Environment (a.o. company culture, testimonials)
    • Offer (a.o. possibilities for trainees and students)
    • Accessibility (o.a. search, navigation, language choice)
    • Application (o.a. apply online and procedure)
    • Contact possibilities (o.a. contact person, phone number, events)
    • General impression (o.a. house style, images)
    • Originality (unique elements)
    • Recruitment 2.0 (o.a. chat, RSS-feeds)
  • 24. New media, old habits?
    • Communication doesn’t change. Channels are added.
      • Traditional media
        • Print, phone, tv, radio, direct mail, ...
      • New ‘traditional’ media
        • Website, mobile, ...
      • Experimental new media
        • Chat, messenger, VOIP (Skype), Twitter, GPS, ...
  • 25. On-site vs off-site
    • Don’t think everyone will visit your website
      • Have a good corporate website
      • A campaign or recruitment site is an option, not a necessity
      • Be present and approachable on popular online boulevards
  • 26. Six degrees of separation
    • Be approachable for job seekers and potential recruits
      • Every potential recruit should be able to connect with someone in your organization.
  • 27. Viral
    • Viral = people spread a message to one another
      • Viral is not the same as ‘free’
      • You have no guarantee on a viral success
      • The interaction you provide can have a viral mechanism
  • 28. Crowd sourcing
    • Power of the individual (and the mass)
      • Xpertize.be: reward people for finding the right candidates
  • 29. 4. Linked In: formal recruitment
  • 30. Characteristics
    • LinkedIn is a social network
      • Personal profile page & identity or resume
      • Network of contacts
      • Community of interest: professional
      • Allow search and filter
      • Frequent updates
      • Interact: questions, personal messages, ...
  • 31. Update company profile
  • 32. Connect
  • 33. Recommendations: pay it forward
  • 34. Manage a group
  • 35. Search & filter
  • 36. Advertise: post jobs
  • 37. Address your network
  • 38. Enable the community
  • 39. Enable your workers
  • 40. LinkedIn guidelines
    • Be relevant
      • Select relevant profiles for your message
      • Always be personal in your direct communication
      • Use Q&A for relevant questions
    • Don’t spam
      • Don’t contact everybody for anything
      • Don’t connect with profiles you’ve never had contact with
  • 41. LinkedIn: pros and cons
    • Pro:
      • Large population & dominant player
      • Public profile is visible for everyone
      • Professional network
      • People keep their profile up to date
      • Posting and forwarding of jobs possible
      • Good search and filter options
    • Contra:
      • Limited daily activity
      • Posting jobs costs money
      • Fatigue: too many requests too all & spam
  • 42. 5. Facebook: brand ambassadors
  • 43. Characteristics
    • Facebook is a social network
      • Overview of daily activity
      • Friends network
      • Focused on entertainment & keeping in touch
      • Easy to find people
      • Third party ‘apps’
      • All kinds of invites and interaction
  • 44. Share experiences
  • 45. Connect
  • 46. Start a group
  • 47. Event invitation
  • 48. Build a Facebook application
  • 49. Integrate
  • 50. Facebook guidelines
    • It’s a friends network
      • Informal or personal tone of voice
      • Communication by ambassadors, not by a company or brand
      • Be careful with ‘advertising’
    • Respect privacy
      • Don’t push
      • Pull. Attract. Tease. Play.
    • Gatekeeper
      • Your brand ambassadors guide people from a personal to a professional environment
  • 51. Facebook: pros and cons
    • Pro:
      • High daily activity
      • Background Belgian users: education, job & age
      • API: allows third party applications
      • Audience open for fun, entertainment, games, ...
    • Contra:
      • Personal network, not professional
      • No search & filtering in professional data
      • Most profiles are protected
      • High risk for perception of invasion of privacy
  • 52. 6. Remarks
  • 53. Don’t believe the hype
    • The hype circle. What goes up, must go down.
      • Second life: the media attention and PR value given to these recruitment campaigns were effective. Not recruiting in Second Life itself.
      • It’s fun the first time. “Been there, done that” is next.
  • 54. Social media fatigue
    • You enter the personal sphere, don’t push it.
      • Recruitment and marketing efforts on social media platforms can become pushy
      • Always be authentic and honest
      • Don’t force people into sharing personal data
  • 55. 7. Summary
  • 56. Overview
    • Get your story right. As a job seeker: what’s in it for me ?
    • Involve your people
    • Make it easy to access and follow you
    • Recruit in niche groups, interest groups, …
    • Use new concepts and platforms like LinkedIn
  • 57. Contact details
    • Wim Walraevens
      • [email_address]
    • Pieter Baert
      • [email_address]
    • Stay tuned
      • www.duvalguillaume.com/news

×