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Recruitment in a digital world

Recruitment in a digital world



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

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



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    Recruitment in a digital world Recruitment in a digital world Presentation Transcript

    • HR Communication 2.0.: spotting talent through brand ambassadorship 25 August 2008
    • Table of content
      • Online Channels: Characteristics
      • Shifted Relationship: Conversation
      • Activation: e-Recruitment
      • Linked In: formal recruitment
      • Facebook: brand ambassadors
      • Remarks
      • Summary
    • 1. Online Channels: Characteristics
    • 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.
    • 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
    • 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, ...
    • 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
    • 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, ...
    • 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, ...
    • 2. Shifted Relationship: Conversation
    • Before
      • Shouting
        • Advertisers shout at their audience
        • People are not expected to interact in any way
        • The communication message is force upon the audience
    • 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
    • What matters today?
      • The reputation of your brand
        • Build trust
      • Your brand story
        • Start a conversation
      • Your brand lovers
        • Engage brand ambassadors
    • 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
    • Online reputation
      • Search
        • What scores high in google
          • News sites
          • User Generated Content: blogs, forums, ...
          • Social networks: LinkedIn, Facebook, ...
          • Social media: YouTube, Flickr, ...
    • 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
    • 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
    • 3. Activation: e-Recruitment
    • 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
    • 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
    • Broadcasting vs Narrowcasting
      • Recruit with Google AdWords.
        • Targeted landing pages with Google Website Optimizer
    • 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)
    • 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)
    • 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, ...
    • 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
    • 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.
    • 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
    • Crowd sourcing
      • Power of the individual (and the mass)
        • Xpertize.be: reward people for finding the right candidates
    • 4. Linked In: formal recruitment
    • 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, ...
    • Update company profile
    • Connect
    • Recommendations: pay it forward
    • Manage a group
    • Search & filter
    • Advertise: post jobs
    • Address your network
    • Enable the community
    • Enable your workers
    • 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
    • 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
    • 5. Facebook: brand ambassadors
    • 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
    • Share experiences
    • Connect
    • Start a group
    • Event invitation
    • Build a Facebook application
    • Integrate
    • 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
    • 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
    • 6. Remarks
    • 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.
    • 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
    • 7. Summary
    • 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
    • Contact details
      • Wim Walraevens
        • [email_address]
      • Pieter Baert
        • [email_address]
      • Stay tuned
        • www.duvalguillaume.com/news