Web 2.0 Recruiting - Making it Work Kevin Wheeler ERE Webinar April 2008

Three Major Impacts of the Internet Shifts power to YOU. Opens up GLOBAL information. Allows both organisational OUTSOURCING and personal outsourcing.

Shifts power to YOU.

Opens up GLOBAL information.

Allows both organisational OUTSOURCING and personal outsourcing.

Web 2.0 Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis and folksonomies — which aim to facilitate collaboration and sharing between users. -Wikipedia

Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis and folksonomies — which aim to facilitate collaboration and sharing between users.

-Wikipedia

Gartner Hype Cycle

Where are we? 40% ?? 10 % 50 %

ELEMENTS of Web 2.0 Blogs Wikis Videos Polls/surveys Chat rooms Audio/podcasts Social Networks

Blogs

Wikis

Videos

Polls/surveys

Chat rooms

Audio/podcasts

Social Networks

The Age of “Mass” is over

Today’s Candidate Multi-Tasking Iconic view Deals with complex themes Non-linear navigation Seeks a personal experience

Emerging Social Norms Personalization Internet = customization Have input to outcomes Feel somewhat in control

Personalization

Internet = customization

Have input to outcomes

Feel somewhat in control

Online Communities Dominate The Top 2 Social Networks

The Top 2 Social Networks

Why Use Social Networking Technology? It allows personalization and control. It’s fun and engaging. It’s got global, targeted reach It on 24/7 Everyone is there (or will be soon) It provides in-depth, customized (i.e. personalized) information

It allows personalization and control.

It’s fun and engaging.

It’s got global, targeted reach

It on 24/7

Everyone is there (or will be soon)

It provides in-depth, customized (i.e. personalized) information

What Social Networks Can Do? Be the “go to” people source. Replace most traditional sourcing techniques. Replace your “traditional” career site. Form your succession planning pool. Improves candidate supply & quality. Create a talent community.

Be the “go to” people source.

Replace most traditional sourcing techniques.

Replace your “traditional” career site.

Form your succession planning pool.

Improves candidate supply & quality.

Create a talent community.

A Talent Community is successful to the extent you... . . .connect and engage your talent pool members in conversation, dialogue and discovery about each other, your employees, and your organization.

. . .connect and engage your talent pool members in conversation, dialogue and discovery about each other, your employees, and your organization.

Success means understanding YOUR Talent Market WHAT is your talent philosophy? WHO makes up your primary target market(s) HOW have you segmented your market? WHAT are your attraction strategies? WHY do people come to/stay in your network?

WHAT is your talent philosophy?

WHO makes up your primary target market(s)

HOW have you segmented your market?

WHAT are your attraction strategies?

WHY do people come to/stay in your network?

It’s about understanding the progression of success Visitor Community Member Sees “splash” career site Decides to move deeper Expresses interest Provides email Sees targeted career site. Gets targeted job information Answers basic questions Opts to get newsletter, read blog, etc. Gets deep information about positions. Can ask for specific information. Has phone conversation. Completes application Takes a test Agrees to conditions Gets feedback on possibilities Membership is special Gets “inside” information Can email/blog others Gets rewards for referrals Gets recruiter’s private phone number Prospect Candidate

Sees “splash” career site

Decides to move deeper

Expresses interest

Provides email

Sees targeted career site.

Gets targeted job information

Answers basic questions

Opts to get newsletter, read blog, etc.

Gets deep information about positions.

Can ask for specific information.

Has phone conversation.

Completes application

Takes a test

Agrees to conditions

Gets feedback on possibilities

Membership is special

Gets “inside” information

Can email/blog others

Gets rewards for referrals

Gets recruiter’s private phone number

Sense of Community Feelings of membership Feelings of influence Fulfillment of needs Shared emotional connection Rewards McMillan and Chavis, 1986

Feelings of membership

Feelings of influence

Fulfillment of needs

Shared emotional connection

Rewards

McMillan and Chavis, 1986

Membership equals. . . Personal space – Facebook / MySpace Ability to interact with others and share content

Personal space – Facebook / MySpace

Ability to interact with others and share content

Influence is expressed by. . . Personal content creation Responding to Blogs Giving opinions (chat)

Personal content creation

Responding to Blogs

Giving opinions (chat)

Needs are fulfilled by. . . Information about open positions Sharing between recruiters and candidates Timing

Information about open positions

Sharing between recruiters and candidates

Timing

Emotional Connection happens when. . . There are stories Candidates are drawn into caring about outcomes, results.

There are stories

Candidates are drawn into caring about outcomes, results.

Candidates are rewarded when. . . They receive exclusive information They get referral income There is Insider knowledge about the company/jobs

They receive exclusive information

They get referral income

There is Insider knowledge about the company/jobs

Summary - I 3 is Core Interactive Candidate is user, critic and partner. Immediate Results/decisions are NOW Intelligent Personal, authentic and able to understand the user’s needs.

Interactive

Candidate is user, critic and partner.

Immediate

Results/decisions are NOW

Intelligent

Personal, authentic and able to understand the user’s needs.

Client-server/ Software Apps Social Networks Face-to-Face & Paper Primary Methods Mechanism Traditional Emerging Self- Sourcing Traditional Sourcing Business Webs/LinkedIn Most are here A very few are here

How Do You Implement a Social Networking Experience?

Career Sites Today Focused on telling Mass Communication One message for all Limited interactivity One-way communication Text heavy Form and Database-oriented Tomorrow Focused on selling Personalization Customized/adaptive Highly interactive Multiple communication channels Picture/video heavy Community-oriented

Today

Focused on telling

Mass Communication

One message for all

Limited interactivity

One-way communication

Text heavy

Form and Database-oriented

Tomorrow

Focused on selling

Personalization

Customized/adaptive

Highly interactive

Multiple communication channels

Picture/video heavy

Community-oriented

Elements for Success You need a “mashup” of: Marketing/engagement building Community building tools Network building applications Social networking /communication tools Referral processes Content/idea sharing mechanisms Embedded assessment Administrative/database/reporting tools

You need a “mashup” of:

Marketing/engagement building

Community building tools

Network building applications

Social networking /communication tools

Referral processes

Content/idea sharing mechanisms

Embedded assessment

Administrative/database/reporting tools

http://standoutjobs.com/

Blogs & Wikis -Authenticity -Inside Voice

Email http://www.myemma.com/

Social Network Groups

Tamagotchi is a tiny pet from cyberspace who needs your love to survive and grow. If you take good care of your Tamagotchi pet, it will slowly grow bigger, healthier, and more beautiful every day. But if you neglect your little cyber creature, your Tamagotchi may grow up to be mean or ugly. How old will your Tamagotchi be when it returns to its home planet? What kind of virtual caretaker will you be?" - Bandai

Elements of Success Degree of Connectivity Adapted from Peter Gloor, MIT personal community high high (m-m) small (1-1) Most Productive Recruiters Degree of Interactivity Degree of Sharing low (1-m)

“ The future is not about what older people think but what younger people do” Nicholas Negroponte

“ The future is not about what older people think but what younger people do”

Nicholas Negroponte

Thanks! Kevin Wheeler [email_address] 510-659-0179