Web 2.0: Beyond the Hype
Case Studies
Salesforce.com|Recruit2Mobile
Microsoft|Jobs2Web
March 27th, 2009

Leveraging Mobile Recruiting
to increase Candidate Pipelines
Scott Morrison | salesforce.com
Mike Galyen | recruit2mobile

NWRA Agenda
 Introductions
 Salesforce.com Recruiting Goals/Challenges
 Leveraging the social media cloud and mobile
 Mobile trends and statistics
 The CMU Force.com challenge story

“A mile-wide and an inch deep”

Salesforce.com University Recruiting

Recruiting in the Cloud
Social Networks RSS Feeds, Tagging,
LinkedIn, Facebook, Opt-ins, Chat, SEO
Xing, Ning
Careers Site
CRM
Blogs, Microblogs—
Mobile
Twitter, YouTube etc.

Mobile Subscribers – Industry Trends
•Mobile Subscriber Market
• 3.3 billion mobile subscribers globally
• 260 million U.S. subscribers
• Mobile data applications surging
• sms/text messaging has surpassed voice
• 30+ billion sms/text message sent monthly
• 82% of 16-24 year old demographic texts
frequently
• Mobile advertising market is nascent

Mobile: New Rules of Marketing
• Consumers deserve:
•Immediate access to information
•Time & place relevancy
•Wisdom of crowds
• Mobile marketers provide relevant
information in exchange for consumer
and community opt-in
• Obama 2008 Presidential campaign
captured 2.9 million voters with
“Be the First to Know” mobile marketing
program

Major Brands are Starting to Follow
• FedEx offers mobile tracking for
customers
• BMW leverages mobile call-to-
action to drive sales
• SEARS leverages mobile WAP
site to provide shopping
information
Missed opportunity:
• Mobile recruiting
• Employment branding
• Talent community building
• Viral word-of-mouth and referrals
• Drive job applications

Text: Bauer
To: 88000

The Force.com
Challenge

Force.com Challenge Site
Mobile Opt-In

Salesforce Mobile Marketing Program Text: Force
 Goals: To: 88000
– Targeted Lead Generation
– Engage students on their mobile devices
– Cultivate and nurture talent
pipeline/community in a CRM tool
– Pilot mobile with college audience so
that we can integrate it in future
candidate lead gen events marketing

Metrics &
Learnings
Metrics Lessons/Learning
-25% opt-in with students -Students/candidates are interacting in new ways
-Pipeline of leads: engineering students -Mobile is their preferred mode of communication
and faculty at target campuses -Mobile is not a standalone initiative, it needs to
-Leveraged in CRM/Talentforce be integrated
-Event results: Generated a shock wave
at CMU; Attracted a packed house of
117 students and 31 teams
-Industry Thought Leadership with
Profs, TA’s and Internal clients/Hiring
Managers

Web 2.0 Beyond the Hype

Pre Web Web 1.0 Web 2.0
Google.com (12/2008)
Monster.com (12/2008)
151 Million “Job” Searches
3.7 Million Visitors
> 5 Million Searches Per Day
Source: comScore Media Metrix
Source: Google Adwords
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

What Is Web 2.0?
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

The Web 1.0 Site
No Social Media
No Search Engine No RSS Feeds Integration
Optimization
No Rich Media No Capture Of No Marketing
Integration Passive Candidates Engine
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

ATS
Employees
Alumni
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

Manual Marketing
Definition Promotion Sourcing Facilitation
Search/Send On
Get/Review Job Post To Monster Review Apps
LinkedIn
Post To Search/Send In Deal With
Post Into ATS
CareerBuilder ATS To Prev Apps Bounces & Spam
Interview Mgr For Search/Send To Forward Goods To
Post To Craigslist
Hot Points ZoomInfo Manager
Search/Send To Interview Coord
Email Internally
Personal Contacts & Prep
Search/Send Interview
Post To Twitter
To Search Engines Follow Up
Search/Send Declines,
Post on Facebook
To Facebook Rejections
Write Blog Article Search/Send References &
(or post on Blog) To Niche Boards Background
Post To Search/Send Offer Prep &
FriendFeed Tweeple Accept
Eats 80% Of Recruiter Time
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

Hardware
Engineering
Case Study
FAQ #1: I thought Microsoft was a Software Company.
FAQ #2: What is your commitment to Hardware?
Web 2.0 Beyond the Hype| Microsoft &

About Microsoft Entertainment & Devices
• Consumer products, manufacturing, & supply
chain
• Non-traditional businesses
• 10,000 employees
• $8.5 Billion Sales
• Generates $500 million profit
• 3000 New Jobs (1500+ external) with 30
recruiters (3+ placements/month per recruiter)
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

Redmond
MACH Shenzhen
Silicon Valley
Hardware Engineering Talent Profiles
UX Operations
Design Manufacturing
Industrial Design Factory Mgmt
Program Management Reliability Engineering
Ergonomics Supply chain
Architecture Mfg Eng
Usability Quality
VLSI Mfg Test
User Assistance Data Analytics
Firmware Product Engineering
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

Sent 4 email aggregated 17
Target (2523)
invitations over 6
different sources
months
39% audience click
> 2.5 times more Visitors (983) through rate
visitors
53% respondents act > 3.5 times more
Applied (211)
within 24 hours prospects
9% interviews from Quality of Candidates
referrals exceptionally high
Interviews (32)
Hires
Viral: 38% of hires 8 different
came from referrals Sources of Hire
(8)
*TalentStream: Continuous flow of prospects from community

Social Recruiting Event Metrics
Invite 1000; 53 will show up
40% of attendees invited to tech screen
41% of tech screens invited to interview
20 prospects; 8 candidates in 2 weeks
Surveys: changed perceptions 3X factor + 97%
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

How to relate & engage talent in
Talent changes jobs is like
What
every phase of job search cycle
to Work at E&D
18-36 months
Not
Social Networking
Researching Search Engines, Blogs
Communities
Passive Searching For Project
Career Paths & Industry Sites
& Task Related Info
Passively & Progressions
Looking Not Looking
SEO of Jobs Looking
Reading
34%
32%
If Something White
Social Networks Heads Down
Finds Me Papers
(Talking With & Working
& Articles
Friends)
Business Attending
Networks Actively Looking Learning
A Few Hours
& Applying & Non-Career
Now & Then
Events
Researching
Company’s White Papers
Job Boards
Actively
Directly Casually &
Looking
Looking
Social Recruiting Major Search Engines Search
14% Map to Blogs
20%
Events (Live, Google, & Yahoo)
Casual Active Engines
Salary & Comp Info Actively Searching Technical Briefings
Get Resume Together
& Applying To Jobs
& Get Online
Affinity Group Virtual Education
Gatherings The Job Search Cycle Events

How Microsoft is Leveraging Jobs2Web
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

SEO > Search Engine Optimization
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

Measure All Interactive Recruiting Programs
Future (Paid Boards) Job Feeds
Talent Landing Pages
(SEO)
craigslist
Social Communities
Pay-Per-Click (SEM)
NGS|XpTEN
Talent Communities
Mobile Marketing
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

Marvin Smith
Talent Community Development
marvin.smith@microsoft.com
Doug Berg
Founder: Jobs2Web
dberg@jobs2web.com
Web 2.0 Beyond the Hype| Microsoft & Jobs2Web

Corporate Members in Attendance

Thank you to our Sponsors
Jobs2Web is a leading provider of interactive recruiting solutions. The company develops and implements the
innovative technologies and services that enable employers to leverage their investments in their own career sites to
attract, capture and communicate with the exploding base of interactive job seekers. Through Jobs2Web's
solutions, employers can improve recruiter effectiveness and provide measurable results, translating into increased
quality of hires, reduced time to fill and a ready pipeline of passive candidates.
Founded in 2003, Jobs2Web is headquartered in Minneapolis, Minn. Jobs2Web's executive team includes several of
the world's foremost sourcing and recruiting experts.
More information can be accessed at www.jobs2web.com.
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