Social Recruiting Why it won’t work, unless…. IndiaSocial 2012 Gautam GhoshIndia Marketing Lead and Product Evangelist The Talented Community
Topics for today• The state of Social Recruitment today• Look at the role online communities play• Discuss how to get started building talent communities• Explore how to drive long term engagement• How to measure your efforts
Fundamental shifts – nature of work1960 Generalist Skills Task Oriented Predictable WorkloadIndividual Contributor Geographically Dependent2012 Complex Knowledge Work Technical Collaborative Team Based Time Pressured Mobile / Virtual
Types of Social RecruitingDriven by the “Rockstar Social Recruiter”
On Employment Branding Your Culture is your Employment Brand and your employees are your brand ambassadors
Your employees and Alumni are rating you• People sharing information about your organization’s practices, culture, and it can be represented online.• Websites like Glassdoor and Google places make it easy to people to analyse such feedback
Content, Conversations People Company Develop interested Employees Attract People with Skills
What do companies want?• To know who follows them• Surprise: No new resumes• Filter talent by skills, location, education, experience• To communicate with them• Integrate existing talent databases• Incorporate Applicant Tracking System• Attract people visiting the careers website and not applying
What is an online community?An online community is a group of people withsimilar goals or interests that connect andexchange information using web tools. ...An online talent community is a group ofpeople that share an affinity for anorganization, profession or skill that connect ,share opinions, exchange information, andcollaborate using web tools.
Three distinguishing points Connects Organization/Profession/Skill with all Stakeholders Groups COMMUNITY Connects Members to Connects Members to Other Members Non-Members (Discovery)
Role in the modern world• Online communities are the new “meeting places” for digital citizens across the globe• They form the backbone of the modern support system• They are where content gets discovered• They are where discussions happen whether you participate or not• They are where perceptions are formed, vetted and cemented
What talent communities can enable:• True Employer Branding – Segment, share/listen, test alignment• Broader Talent Ecosystem Engagement – See talent across all labor types• Discover Talent Otherwise Overlooked – Added insight, pre-applicant assessment• Cultivate / Grow Future Talent – Mentor, influence, educate/develop• Leverage Brand Army
Getting StartedKey Action Steps, Success and Failure Factors
Key action steps – the basics 1 Understand your target member(s) 2 Define how and what you want members to do 3 Design a community that delivers value to all 4 Set realistic expectations Plan for the internal change management needed to 5 support talent communities and community mgmt 6 Be realistic about allocating resources
Warning: Crass lesson coming Nothing grows in a sandbox … especially one littered with crap!
Healthy communities are like gardens • You have to seed them (content and interaction) • You can’t put some plants together • You need to fertilize infant plants • You have to manage pests • You have to eliminate rotten matter • You need to split them when they grow to large • Your results grow as your skills grow • It takes time!
Success factors – beyond the basics• Great Community Manager – Dedicated champion of transparency – Solicits/drives interaction – Doesn’t judge – Capable of engaging with different audiences – Promotes diversity of thought and inclusion• Build in rewards for desired member activity• Connect to offline events• Build on member commonalities• REMEMBER: It’s not about YOU!
Failure factors• Assuming all professions are created equal – If existing CoP’s cannot be found, you face an uphill challenge• Focusing solely on the technology• Not dedicating time/resources• Delivering little/no value• Locking down the target member too tight• Not designing for interaction
Keeping Your Audience Engaged It’s Just Like Any Other Relationship
Six keys to successful engagement 1 Common Interest 2 Dedicated Time Together 3 Two-way Communication 4 Tolerance for Honesty 5 Authenticity / Empathy 6 Opportunity to Grow Together**
Design for engagement Curious Applicant Pipelined Newly Hired Ambassador Alumni Employee Contractor/ Consultant This movement requires a planned experience. OutsourcedService Provider This is the only segment that values job announcements. Competitor Intern Aspiring Employee Other Stakeholder