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Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
Attracting top tier talent, social recruiting, digital economy report
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Attracting top tier talent, social recruiting, digital economy report

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The Ahain Group’s ‘Social Business Report : Attracting Top Tier Talent’ is an evaluation of the recruiting techniques employed by high profile businesses and recruitment agencies within Ireland, the …

The Ahain Group’s ‘Social Business Report : Attracting Top Tier Talent’ is an evaluation of the recruiting techniques employed by high profile businesses and recruitment agencies within Ireland, the UK and globally.

50 businesses were surveyed to identify current recruitment trends in the global marketplace, across a mix of sectors including:

- Recruitment (agency)
- IT and Software
- Engineering and Manufacturing
- Retail and production
- Public Sector
- Public service
- Digital

The survey results set out to analyse the extent of recruiting changes and to uncover the use of online and offline channels for recruitment in 2012. While the survey’s lead question was ‘How can you attract top tier talent?’, specific questions encompassed the whole remit of recruitment as a general topic, with a view to understanding the techniques, platforms and choice of media that those in a recruitment role would select.

For more information, contact The Ahain Group:

Email: info@ahaingroup.com

Published in: Technology, Business
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  • 1. Social Business Attracting Top Tier Talent By Greg Fry & Christina Giliberti
  • 2. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 2 Table of Contents Executive Summary …………………………………………………………………………………………………………………..… 3 The Survey ………………………………………………………………………………………………………..………………………… 4 Key Findings ……………………………………………………………………………………..………………………………………… 4 Survey Analysis & Insights ………………………………..……………………………..…………………………………………. 7 CPL Interview ……………………………………..…………………………………………………..………………………………… 8 Saon Group Interview …………………………………………………………………..…………………………………………... 9 Innovative Case Studies ………………………….…………………………………………………………………………………. 13 The Future of Recruitment ………………………………………………………………………………………………………… 17 Recommendations ………………..………………………………………………………………………………………………….. 22 Conclusion ……………………………………………………………………………………………………………………………….… 23 Appendix 1 - Survey Responses ………………………………………………………………..…………………………….…. 26
  • 3. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 3 Executive Summary The recruitment sector is one that evolves continually. It is the most social role within a company as it centres solely on people. Online Social Business has become an important tool within the recruitment sector and recruiters are utilising Social platforms and concepts to undertake tasks that would traditionally have been undertaken offline or through indirect marketing tools. Globally, 92%1 of recruiters either use, or plan to use, Social methods for recruiting. With the advent and rise of Social Media and Digital platforms, the opportunity to develop communications within the recruitment space is unlimited. 1 The recent Jobsvite 2012 Survey discovered that 73% of recruiters had successfully placed candidates that had been identified via social platforms and over 49% had observed an increase in the quality of the experience of recruiting candidates via these methods. 71% of recruiters feel they are moderately proficient at the use of Social Media; 25% consider themselves as novices.1 LinkedIn is seen as the ultimate Social platform for recruitment with 93%2 claiming it to be the most popular in-house platform employed. This is not surprising, considering that LinkedIn’s 100 million members is one of the biggest candidate databases and the three largest LinkedIn groups are focused on jobs, recruitment and HR. Boolean search techniques can support the recruiting function by allowing recruiters to identify talent and speed up the qualified identification process - two notable recruitment needs. Boolean search is a way of, for example, utilising Google and LinkedIn combined, to filter best-fit candidates. The survey, the results of which are the subject of this Report, set out to analyse the extent of these changes and to uncover the use of online and offline channels for recruitment in 2012. While the survey’s lead question was ‘How can you attract top tier talent?’, specific questions encompassed the whole remit of recruitment as a general topic, with a view to understanding the techniques, platforms and choice of media that those in a recruitment role would select. 1 http://web.jobvite.com/rs/jobvite/images/Jobvite_2012_Social_Recruiting_Survey.pdf 2 http://www.guardian.co.uk/money/2011/aug/19/rules-social-recruiting-linkedin-twitter-facebook
  • 4. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 4 The Survey Survey Methodology/Overview 50 businesses were surveyed to identify current recruitment trends in the global marketplace, across a mix of sectors including:  Recruitment (agency)  IT and Software  Engineering and Manufacturing  Retail and production  Public Sector and public service  Digital Survey participants interviewed were from:  Ireland and UK  Europe  America All survey respondents hold senior HR/recruitment positions and represent large companies, including USA multinationals, together with a number of recruitment agencies who provide large, shared-service recruitment for multinationals.
  • 5. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 5 Key Survey findings Some of the key findings from the survey include: When asked what recruitment methods they were using to attract and recruit talent:  66.7% said that they use Online Job Boards  33.3% still used traditional newspaper advertising  100% still used email to correspond with possible hires  80% were advertising their vacancies on their own website  93% were using LinkedIn in some shape or form; however 62% of those respondents did not believe they were using LinkedIn to its full potential  40% were using Social Media applications such as Bullhorn, Reach, Jobvite and BranchOut, to find talent  66% were attending and hosting off line events to connect with potential hires.  47% were seeking to attract new hires through Company Branding and word of mouth  73% had an in house referral scheme to source new staff When asked how their recruiters are proactively recruiting:  73.3% were using online websites and LinkedIn as their main focus  41% were using the telephone to recruit  86.7% believed their Brand Name was one of the best ways to “sell” a role to a prospective candidate  46% believed that Career Fairs were a good place to find staff. However, many respondents stated they were starting to target smaller and more industry-specific events rather than large generic job fairs  40% were using some branded video content to showcase their company and staff to potential candidates
  • 6. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 6 When asked how the recruitment process will change over the next five years:  80% believed that all their recruitment would be done online.  66.7% referenced Skype and video calls; virtual career fairs were also mentioned as potential cost effective and efficient ways of communicating with candidates in the near future  33% believed that informal on and offline networking would become a vital part of their recruitment strategy  20% believed recruitment fairs will remain a big part in their recruitment efforts in 5 years’ time When asked about Blogging:  25% had an active blog  72% that were blogging believed they lacked consistency and did not blog often enough  20% used blogging to engage with staff internally  85% believed a blog would be a good way to connect and engage with the job-seeking community  45% intended to start a blog within the next 12 months When asked about how they were measuring the effectiveness of their recruitment campaigns:  53% looked at the number of applications a campaign received  47% looked at how many actual placements the campaign generated  47% looked at the type of interaction and quality of candidate the campaign achieved  45% used analytics to measure the number of clicks, impressions etc. an online job advert achieved
  • 7. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 7  6.7% looked at the viability of their web-based content (e.g. Blog posts and promotional videos) to gauge to the success and reach of their campaigns What are the best Recruitment Campaigns you have seen?:  Prosperity’s highly successful Blog – “Why I Love Mondays” - http://blog.prosperity.ie/  YouTube Videos targeting multilingual talent across Europe.  Use of QR Codes and Augmented Reality - http://www.4mat.com/blog/qr-codes-in-recruitment- blog-12131119419  Online events – where graduates can chat to hiring managers and gather information regardless of where they are in the world  CERN - http://www.siliconrepublic.com/innovation/item/24704-irish-cloud-firm-sonru-insp  IT Pub Quiz CPL - http://www.cpl.ie/blog/post/98227099/does-your-company-have-the-most- intelligent-it-crowd  IKEA – Australia (Build your own career)  Jameson - http://www.businessandleadership.com/marketing/item/23568-jameson-stands-out- with-gra  Tesco - http://businesscasestudies.co.uk/business-theory/people/recruitment-and- selection.html#axzz2DfBkhWKu Survey Analysis and Insights Every respondent saw value in Social Media sites such as LinkedIn and believed that a Blog would help promote their brand, showcase their workplace and attract top talent to their organisation. However, the reality seems to be that traditional recruitment methods (such as advertising on job boards and using a staff referral scheme) were still the actual methods of choice to fill many of their current roles.
  • 8. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 8 85% believed a blog would be a good way to connect and engage with the job seeking community 85% of respondents believe in blogging, yet only 25% actively blog. That is 60% of respondents that realise the potential in blogging, but don’t partake. Naturally any task takes time, resource and knowledge to initiate and these are likely reasons for low blogging activity levels. Additionally, of the 25% that do blog, 72% believed they lacked consistency. Niall Murray, General Manager of Collins McNicholas, cautions against inconsistent blogging ‘We started blogging years ago but made the fatal mistake of blogging at the start and then not at all. …. Our plan is to blog at least weekly on recruitment matters and in particular focus on job searching tips for job seekers….. I do believe it will help to build our online brand.’ Peter Cosgrove of CPL is an advocate of blogging due to CPL’s success. ‘There has been a significant increase in the number of blogs and video on the CPL website in that last 12 months. Blogging helps our branding, attracts new candidates and also helps our SEO.’ 93% were using LinkedIn in some shape or form When asked about the tools used, LinkedIn was nominated by all participants as the number one Social Networking tool of choice for attracting talent. Seen as the ‘professional’ Social Networking platform, LinkedIn allows recruiters to easily search for and contact individuals. Web-based platforms were predominant. Search engines are also identified as ‘tools’, suggesting that SEO (search engine optimisation) is an important consideration. 100% still used email to correspond with possible hires One respondent mentioned ‘ezines’, suggesting that email marketing is still being used, but to a lesser extent than real-time communication platforms like LinkedIn. Use of email in general, however, is strong and was cited by 100% of respondents in the Jobsvite 2012 survey1 . 86.7% believed Brand Name was one of the best ways to “sell” a role to a prospective candidate
  • 9. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 9 Almost 87% identified ‘brand name’ as an important element, underlining the fact that the power players in the market place feel that their brand is a key strength and driver behind placements. To further understand recruitment in 2012, we interviewed two Irish-based recruitment agencies that recruit locally and globally – CPL Recruitment and Saon Group. These interviews are reported on the following pages. CPL Recruitment – Peter Cosgrove CPL provides a wide range of recruitment solutions to over 1,500 clients throughout Ireland, Spain, England, Poland, Bulgaria, Slovakia, Czech Republic and Hungary. CPL has made a big effort to develop a strong and positive brand both on and offline. It has become very active online and is involved in an increasing number of strategic offline events. It had a big presence at this year’s ‘Dublin Web Summit’. While LinkedIn and Boolean searching are considered to be great ways of finding talent, the CPL website is still CPL’s best source of finding candidates. “Boolean searching is now an important part in any recruiters search for talent.” Peter Cosgrove said. “However, finding talent is not enough, recruiters need to engage and where possible, pick up the phone and talk to the individual they are targeting. Blogging has become a very important part of CPL’s branding. It is however, very important to realise that not every member of staff wants to blog. So encourage those who want to get involved and encourage them to write about the topics that interest them. Don’t try to force the reluctant recruiter to do something they do not want to do. CPL is now fully committed to blogging and is aware that blogging requires time and commitment. It is not something that you can dip in and out
  • 10. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 10 of. The main focus is to create fresh valuable content. There has been a significant increase in the number of blogs and video on the CPL website in that last 12 months. Blogging helps our branding, attracts in new candidates and also helps our SEO.” One emerging trend in recruitment discussed was the rise of Video CVs. In his opinion they are a fad, as, with the average recruiter screening CVs in 15-30 seconds, it would not be possible to screen multiple applications if the recruiter had to view a 2-3 minute video of each application. “One thing companies must realise when recruiting is that the ideal candidate for the position may not be available at that time. So, companies should be actively looking for talent all the time. Companies should consider taking on top talent as they find them.” And Peter’s final note – “Be aware that technology is constantly changing and when recruiting we must ensure that we are choosing the right technology to recruit at the right time. One thing that seems likely in the future is that jobs are more likely to find candidates than candidates having to search for jobs.” Saon Group – Jane Lorigan Asked about changes she has observed in recruitment, Jane Lorigan said: “Ireland currently has a two-speed recruitment market. Indigenous companies servicing the B2C market are struggling in difficult economic conditions. Their hiring requirements are limited and, in many cases, there is an over-supply of the type of staff they are looking to hire. FDI and indigenous companies targeting export markets, particularly those
  • 11. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 11 in the knowledge economy, are struggling to fill vital roles, most notably in the areas of IT and languages. For the former group, there is an expectation that they can hire the ‘perfect’ candidate with a 100% match to the job spec and in some cases with additional skills or increased experience. For the latter, it may be leading to the restriction of the number of projects being undertaken and delivered, which has a knock on effect on the recruitment of support staff at a more junior level.” Asked why job boards are still so important for recruiters, she said: “Job boards are of huge value to the recruitment industry based on the historical relationship with not only the companies hiring, but also the job- seeking audience. It’s the ideal way to tap into the actively searching talent pool that has expressed a specific interest in your company. Large traffic numbers allow recruiters to speak to a wide audience. In the case of IrishJobs.ie and Jobs.ie, there are well in excess of 2.2m visits each month. Online marketing and analytic tools not only allow for the targeting of specifically talented jobseekers, but also allows for a detailed analysis of where interest and applications are coming from. Filter tools allow you to pre-assess applications and only review those most relevant.” When asked how job boards can be used to attract top talent, Jane suggested that: “Job Boards offer companies an opportunity to not only build their profile describing their day to day operations, but also their ways of working and what development opportunities they can offer job seekers. With large traffic numbers, recruiters have the opportunity to use targeting tools, such as Job Alerts, to ensure their message gets to an audience with the required qualifications and experience. It is important to partner with a job board that correctly uses search tools like Google Adwords, increasing the amount of organic traffic coming directly to the advertised position from a key word search. Registered CV databases also provide recruiters with direct access to candidates. Based on key word searches, they can then search directly for candidates with the applicable qualifications or past work experience and make initial contact.”
  • 12. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 12 Examples of success stories she offered included the Gowan Group and Yahoo. “The Gowan Group has advertised with IrishJobs.ie for a number of years and it has become our main method of recruitment advertising. It is fast, effective and a cost effective method of recruiting. Irishjobs.ie is an extremely user-friendly website. Today we source over 70% of our applicants through IrishJobs.ie and the quality of candidates is very high.” - Anne-Marie Jones, Group HR Manager, Gowan Group. “Great response as always, we get most of our direct hires through IrishJobs.ie”. - Barbara Smith, Talent Acquisition Manger –Ireland, Yahoo! Commenting on ‘Social Job Sites’ such as LinkedIn, Bullhorn Reach and Jobvite? She suggested that: “Social media is a definitely a part of the current recruitment mix and various sites are a great source of background information on candidates. With traffic to job board sites still increasing year on year, it seems Irish recruiters and job seekers still prefer to cast a wide net, including a number of different channels.” And finally, asked how she would see job boards evolving in the coming years, Jane suggested that: “Because job boards are by nature quite dynamic, we can follow or even pre-empt job seeker and recruiter needs. For example – change in technology. The growing use of mobile technology has challenged every website to adapt to offer the same, if not better, experiences on all mobile devices as on desktop sites. With the use of these devices offering a more personal and private experience, targeting needs to become even more refined. Ensuring that the development of the mobile functionality matches this need for a more personal experience is key to our continued development.”
  • 13. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 13 Innovative Case Studies Innovation is key to progression and success in the highly-competitive recruitment industry. It is clear that some of the most successful businesses are innovating online to attract top tier talent. Examples of some of the best innovative case studies from around the globe are: Prosperity Blog The Prosperity blog has been quoted as one of the best innovative campaigns by recruiters and HR Managers. One of the most notable aspects of Prosperity’s digital activity is that it is CONSISTENT. Not only that, but each campaign is made up of mixed media to fully promote and share it. Blog posts for example are features in weekly emails. Another noteworthy point is that Prosperity uses interesting content and recurring themes like ‘Why X loves Monday’. Themes are highly engaging and provide a level of comfort for readers as they can link themes – either week-to-week or via other digital marketing streams. German Craftsmen Advertising Campaign (http://www.globalrecruitingroundtable.com/2012/07/06/craftsmen-more-attractive-then-you-think-recruitment- campaign/) While this example may be contravening a number of advertising policies, it does highlight how innovation can transform something ‘unattractive’ into something extremely ‘attractive’. Campaign developers used their knowledge of workmen to create this idea. The campaign involved having manual workers wear T-shirts with attractive women’s faces (on the back) while working. In
  • 14. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 14 typical workman fashion (and exactly what the creators hoped for), the workmen exposed their derrières. The ‘unexpected illusion’ was then revealed. Reed ‘Love Mondays’ Reed Recruitment’s ‘I love Mondays’ is a themed sequence of marketing messages under one succinct heading. The idea is based on the notion that those who dislike their jobs hate Mondays, being the first day of the working week. The Reed campaigns are smart, witty and informal. The radical approach is less professional and much more human. The core message is one that is easily understood and the adverts and pages use the distinct post-it note and ‘hand-drawn’ heart Mondays. The power behind Reed’s campaign is a consistent message through all media forms and the employment of a ‘fun’ side of recruitment, bucking the general consensus that recruitment should be overly formal.
  • 15. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 15 CPL Pub Quiz (http://www.cpl.ie/blog/post/98227099/does-your-company-have-the-most-intelligent-it-crowd) Top marks for ‘out of the box’ thinking were given to CPL for its pub quiz event in June 2012. Combining a charity donation, generous monetary prize and a direct invite to competitive IT industry players, CPL used online marketing to promote an offline event. A ‘quiz’ isn’t a new idea, but the way it was used here to target IT professionals, was. Jameson – The Vital Ingredient Campaign (http://www.thevitalingredient.ie/) (http://www.businessandleadership.com/marketing/item/23568-jameson-stands-out-with-gra) When recruiting graduate staff members, Jameson sought to devise a campaign that was challenging and engaging. The company designed a micro site called ‘The Vital Ingredient’ and asked graduates to use a Google maps application to ‘map’ out their education, experience and skills. Stage two required creation of a two-minute video in which applicants had to present themselves with a view to securing a graduate role.
  • 16. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 16 IKEA The IKEA brand has established itself as fresh, engaging and lifestyle-orientated. The company’s recruitment drives reflect this ethos. This ‘Give Us Your Face’ campaign has a strong visual feel and invites potential candidates to consider if their ‘face’ matches the Ikea brand. The text is concise and quite light-hearted.
  • 17. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 17 The Future of Recruitment As recruitment tools and techniques evolve what can we expect in the future? Antonio Giliberti of Elster Metering (Water Division) UK speaks of how targeted recruitment is becoming when using online methods “We see more online/web methods and online search and software that will give us only the candidates that have most of the skill we need.” Peter Cosgrove of CPL Recruitment predicts that “The candidate will search less and less, they will be so well networked that the job will find them. A bigger shift on-line and through social media with a change in the permanent of job opportunity. Career choice will be about flexibility rather than permanence.” “There is going to be an increase in people accessing job info via mobile devices and all campaigns are going to have to take this into account” says Niall Murray of Collins McNicholas Recruitment & HR Services Group. “More Skype/Google+ interviews, also more video and interactive applications” - suggesting in general, greater use and deployment of online tools and virtual recruitment techniques.
  • 18. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 18 Considering the survey responses it certainly appears that recruitment will, in future, focus on:  Web-based platforms and tools  Job boards that inspire social engagement  Mini eco-system networking sites and blogs  Online job fairs Social recruiting tools will become more vital when marketing a company vacancy. Tools like Bullhorn Reach will continue to evolve, however the recruiter will need to become more Social aware when recruiting. Blasting (or as some people would consider, ‘spamming’) prospective candidates with ‘I’m Hiring’ updates on their LinkedIn newsfeed is not likely to gain much positive attention. Job Boards will continue to become more Social, encouraging sharing via Social Media and selling the company as well as the job, plus linking to company branding videos. Industry-specific blogs and other online platforms where a relevant “Business Community” hangs out, will become a vital networking arena in which to be seen for recruiters. When recruiting internationally online, job fairs will become more cost effective and relevant to reach as many qualified candidates as possible. More and more services will emerge, helping the less IT-aware recruiter to run specific and target candidate searches online, e.g. http://recruitin.net/, though Boolean searching will continue to be a vital part of a recruiter’s day in the attempt to that top candidate first. It appears that there is likely to be a big shift in how companies, and even countries, proactively try to attract top talent. Great jobs will continue to find people rather than people finding great jobs. So recruiters will need to be proactive all the time.
  • 19. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 19 Hitherto companies focused on recruiting for an individual job; now, however, companies have realised that good candidates can find similar posts in many different companies and just advertising the job itself is no longer good enough. Companies are therefore now promoting the benefits of working in their organisation, as well as the job itself. This is taken a step further, where initiatives like IT’s Happening Here are not only showcasing the job vacancies and the initiative companies, but also the advantages and lifestyle their country or area can offer a new employee. After all an IT wizard with a wife and children living in Southeast Asia has more to consider when thinking of moving to another country, than just the job offer and the pay. It may be schools, food, community groups and a multicultural environment that lead him to make his final decision to take the job offered, or not. Companies are very aware that not only do they need a location that offers them good value and a good talent bank of staff, but that it is a location to which they can entice new talent. There are many examples of Government organisations and companies coming together to market the social offerings and advantages of a particular country or region. IT’s happening Here as mentioned above, is an initiative of the Irish indigenous software sector, supported by Enterprise Ireland, and that promotes career opportunities in Irish-owned software companies. With over 600 companies, this dynamic sector offers exciting positions from graduate to director level, and a unique working experience of world class knowledge, creativity, diversity, and responsibility. Connect Ireland – is another interesting idea which looks at power networking to attract companies to invest and set up in Ireland.
  • 20. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 20 It works by inviting people, who know, or learn of, a connection within a company that is planning to expand internationally, to notify Connect Ireland. It will then work with that company to help it locate to Ireland and, if the company does locate here and jobs are created, the originator of the contact will receive a financial reward. This idea encourages everyone to be an ambassador for Ireland and to promote Ireland as the perfect venue for any company contemplating setting up a European location. View the video here - http://bit.ly/connectireland. Connect Ireland is currently talking to over 100 companies about a potential move to Ireland. American company, Intergeo Services was Connect Ireland’s first success story. It is establishing a European headquarters in Carlow, creating 30 jobs. The company was persuaded to choose Ireland over Scotland, by Mayo native Eddie Horkan who contacted a friend working at Intergeo. Read more: http://bit.ly/carlowjobs. Just as with IT’s happening Here, Connect Ireland could benefit significantly from improved Social promotion to reach out to, for example, ex-pats in Singapore, Boston Sao Paulo or even Kerry who have never heard about Connect Ireland’. Start-Up Chile This is a program established by the Chilean Government to attract world-class early-stage entrepreneurs to start their businesses in Chile. The Chilean government has showcased their country as the best venue in Latin and South America in which to set up a Technology business, due to its advanced infrastructure and rich “human capital”. Their promotional video can be seen here - http://bit.ly/chilestartup.
  • 21. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 21 Over the past two years they have successfully enticed some of brightest talent from around the world to Santiago. It has proved to be a great way to up-skill the Chilean workforce by gaining invaluable experience working with new technologies. And when/if a business takes off, it takes off in Chile. Could Santiago become the Digital or IT Capital of South America? Start-Up Chile has gained impressive international recognition, having been published in Forbes, The Economist, BusinessWeek, and TechCrunch (among many others) and has inspired spinoffs around the world such as Startup America, Britain, Greece, and Italy. [http://startupchile.org/] Australian Government The Australian Government has run many good campaigns to attract talent, blending online activity with offline trade missions and international recruitment expos. Western Australia, for example, is pitched as a “Great Place to live, work and play”. They not only promote their jobs, but also, for example, inexpensive housing, quality of life, natural beauty and an excellent school and transport system. The site shows Irish and English expats talking about the benefits of living and working in Australia. This is much more appealing than an Australian business man trying to sell a location to a potential applicant. [http://bit.ly/WAustralia] Another positive trend in the recruitment industry is much more social collaboration between recruiters in house and within agencies.  Bill Boorman’s #Tru Events which are offline events that take place in cities around the world. He hosts the event as an ‘un-conference’. The events are a gathering of minds, a place to share experiences and opinions where the attendees lead the conversation.  Recruitingblogs.com (a social network for recruiters and HR professionals with over 32,000 members) These are two great examples of ways recruiters are starting to collaborate and work together.
  • 22. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 22 Recommendations To address the gap between perception and reality, some recommendations arising out of the findings of the survey, would include: Internal  Make changes from the bottom-up. Researchers and consultants should take the initiative. Being on the front-line gives them a chance to assess, first-hand, the impact of Social platforms and digital media. Their findings and feedback can support management in arriving at decisions on investing time and money in digital activities.  Watch what the leading online recruiters are doing and compare against their methods and processes.  Use platforms such as Skype and WebEx to make regular calls. Not only are these platforms popular, but they drive down internal call costs for the business.  Educate staff – particularly the marketing group - on Digital and Social disciplines; Boolean searches, SEO and Social Media management all require a level of competency to exploit successfully. Digital and Social  Use multimedia strengths to support campaign objectives and educate those involved in proper management of these channels.  Allow the company’s web presence to expand in an organic and viral sense, an approach which will have the dual impact of lowering advertising costs and increasing scope. Innovate  Think beyond the job role and consider the role in terms of ‘lifestyle’. When relocating to a new country (or even a new location of the same country), the candidate’s process of consideration is about more than just the job itself – it’s about the culture, the climate, the activities on offer, the cost of living, etc.
  • 23. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 23  Creativity is evident at every turn; take note of indirect competition and approaches in other sectors. Use ideas observed as catalysts for creating new approaches internally. Conclusion The Digital Age has been with us for some time. The Social Business Model (SBM) has been developing over the past few years and the rate of change in all sectors of business, is startling. The recruitment sector is an example of one in which online activity is dictating the speed of that change. On the evidence of this survey, it appears that whilst change is being recognised, the new tools are not yet leveraged by recruiters; for example - 85% said that blogging is important and yet only 25% actually blog, and, of the 25% who did blog, 72% said they did not do so frequently enough. Equally, while it is accepted fact that the Social Business Model improves innovation and efficiency, a commitment to change is still not evident. The biggest challenge faced by recruiters is that of filling their quotas - particularly in the Top Tier Talent sector. And where are such Top Tier (‘Digital Natives’) people most likely to be found? Online, of course. So one wonders why the apparent lack of eagerness to embrace the online space? The jobs boards are major players in the recruitment market, but they should be supplemented with a well-thought-out and researched strategy, based around unique/dynamic content creation and delivery value. More and more recruitment innovations will emerge in the online space. The CPL Pub Quiz is an example of thinking outside the box, a traditional idea which works really well in the online space.
  • 24. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 24 The growth in mobile devices will mean that people will have access to information 24/7; the recruitment industry and in-house recruiters will have to accept and embrace this change or be left behind.
  • 25. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 25 Contact The Ahain Group: info@ahaingroup.com Unit B1 | Fota Point Enterprise Park | Carrigtwohill | Cork http://www.facebook.com/AhainGroup https://twitter.com/AhainGroup http://www.linkedin.com/company/Ahain-Group Contact the Digital Marketing Institute www.digitalmarketinginstitute.ie/contact-us 93 Upper Georges St | Dun Laoghaire| Dublin http://www.facebook.com/DigitalMarketingInstitute https://twitter.com/dmigroup http://www.linkedin.com/company/digital-marketing-institute If you would like to talk further about this report or if you would like The Ahain Group to help you along this path please feel free to contact us.
  • 26. Social Business – Attracting Top Tier Talent www.digitalmarketinginstitute. www.ahaingroup.com Page | 26 Survey Response Charts – Key Items Appendix 1
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