Using Web 2.0 to attract job applicants Janet Berry Recruitment Strategy Manager Bracknell Forest Council January 2009

This is Bracknell Forest

And this is me!

Bracknell Forest

Key Features Main town of Bracknell plus small towns and villages. And forest! New town created by GLC overspill in the 50s and 60s Set up as a unitary in 1998 4000 staff Almost 800 vacancies a year 30 – 40 vacancies at any one time

Main town of Bracknell plus small towns

and villages. And forest!

New town created by GLC overspill in

the 50s and 60s

Set up as a unitary in 1998

4000 staff

Almost 800 vacancies a year

30 – 40 vacancies at any one time

Where we are at Online recruitment – only 30% of jobs press advertised Use jobsgopublic network and our own website Reduced press spend from £350K per year to £150K per year Use of microsites or website for further job-specific details “ Recruitment destination” for generic details http://powered.jobsgopublic.com/bracknell/ Selected jobs on DigiTV

Online recruitment – only 30% of jobs press advertised

Use jobsgopublic network and our own website

Reduced press spend from £350K per year to £150K per year

Use of microsites or website for further job-specific details

“ Recruitment destination” for generic details

http://powered.jobsgopublic.com/bracknell/

Selected jobs on DigiTV

Why we want to attract Generation Y Age diversity Specialist training programmes for skills shortages (but not just Generation Y) Workforce planning

Age diversity

Specialist training programmes for skills shortages (but not just Generation Y)

Workforce planning

The benefits of an age diverse workforce “Skills in digital technology, information management and entrepreneurialism are mixed with long­standing wisdom, change management and customer service ethos. The four generations in the workplace are bringing divergent skills, learning styles and expectations around reward.”

“Skills in digital technology, information

management and entrepreneurialism are mixed with

long­standing wisdom, change management and

customer service ethos. The four generations in the

workplace are bringing divergent skills, learning

styles and expectations around reward.”

Well – what attracts Generation Y? Specialist skills training (CIPD) Ample opportunities to grow on the job (CIPD) Want to express themselves (SOCITM) Use flexible working to achieve acceptable work-life balance (SOCITM) More control over their working environment Image – innovative, flexible, dynamic Other young people in the team

Specialist skills training (CIPD)

Ample opportunities to grow on the job (CIPD)

Want to express themselves (SOCITM)

Use flexible working to achieve acceptable work-life balance (SOCITM)

More control over their working environment

Image – innovative, flexible, dynamic

Other young people in the team

Barriers to attracting Generation Y Benefits of council jobs – don’t quite fit the profile

Benefits of council jobs – don’t quite fit the profile

     V      BB      X   Y Flexible working Personal development Buying/ selling holidays Child care vouchers Pension Job Security Pay

Barriers to attracting Generation Y Benefits of council jobs – don’t quite fit the profile Image of (Bracknell Forest) Council Hard-to-reach Requirements of recruiting managers Style of recruiting managers (Baby Boomers!) Job specific material more important than corporate material High % of reduced hours jobs

Benefits of council jobs – don’t quite fit the profile

Image of (Bracknell Forest) Council

Hard-to-reach

Requirements of recruiting managers

Style of recruiting managers (Baby Boomers!)

Job specific material more important than corporate material

High % of reduced hours jobs

Can we portray a more up-to-date image of the Council? Facebook/Twitter/Flickr You Tube Remote access to IT – flexible working Instant messenger Relaxed Culture - working hours, dress code (but variations) … .But corporate messages not at powerful as job specific messages

Facebook/Twitter/Flickr

You Tube

Remote access to IT – flexible working

Instant messenger

Relaxed Culture - working hours, dress code (but variations)

… .But corporate messages not at powerful as job specific messages

Reasons why the Council has a presence on Facebook, Twitter and Flickr To attract Generation Y who are not visiting our website

To attract Generation Y who are not visiting our website

Age profile of those visiting the Council’s website

Reasons why the Council has a presence on Facebook, Twitter and Flickr To attract Generation Y who are not visiting our website To demonstrate that we are an innovative Council and willing to take a risk SOCITM report encouraged councils to examine how Web 2.0 could be used

To attract Generation Y who are not visiting our website

To demonstrate that we are an innovative Council and willing to take a risk

SOCITM report encouraged councils to examine how Web 2.0 could be used

Advantages of using Web 2.0 for recruitment Free Easy to implement Information can be re-used - no extra work Extra channels to reach a potentially different audience We can use it in our employer branding Viral marketing?

Free

Easy to implement

Information can be re-used - no extra work

Extra channels to reach a potentially different audience

We can use it in our employer branding

Viral marketing?

Trainee Transport Engineer £17,100 - £20,400 pa This is an ideal position for someone seeking a first step in a career in Civil Engineering. Working as part of a team on a variety of transport projects, including the design of road improvements, measurements and costings, you’ll be out and about as well as spending time on routine office work and developing a skill in computer aided drawing. Developing better transport systems is quite a challenge – it is also quite a career. For further details and to view all our jobs, visit www.bracknell-forest.gov.uk/jobs Or find us on

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Should we promote our use of Web 2.0? Yes – but not yet

Yes – but not yet

Issues about promoting our use of Web 2.0 technology Facebook advertising – but pay per click and only for those already on Facebook Facebook search facility not designed to find “Bracknell Jobs” Newspaper advertising – but “nobody under 30 reads a newspaper” Via our own staff – but access to Facebook is denied Generation Y is a hard-to-reach group – “Own World Syndrome”

Facebook advertising – but pay per click and only for those already on Facebook

Facebook search facility not designed to find “Bracknell Jobs”

Newspaper advertising – but “nobody under 30 reads a newspaper”

Via our own staff – but access to Facebook is denied

Generation Y is a hard-to-reach group – “Own World Syndrome”

Informal networking Really important – 20 - 30% of new starters by WOM recommendation The younger the person, the more likely they are to listen to a friend’s recommendation (CIPD)

Really important – 20 - 30% of new starters by WOM recommendation

The younger the person, the more likely they are to listen to a friend’s recommendation (CIPD)

Using our own staff Message about jobs being on Facebook (via intranet/staff newsletter) and ask staff to add Bracknell Forest Council as a friend Own staff – acting as opinion leaders Generation Y

Message about jobs being on Facebook (via intranet/staff newsletter) and ask staff to add Bracknell Forest Council as a friend

Own staff – acting as opinion leaders

Generation Y

Tasks for 2009 More emphasis on the benefits that Generation Y appreciate More emphasis on team/section branding More emphasis on search engine marketing Influencing Baby Boomer managers Monitor any shifts in where applicants first saw the job advertised

More emphasis on the benefits that Generation Y appreciate

More emphasis on team/section branding

More emphasis on search engine marketing

Influencing Baby Boomer managers

Monitor any shifts in where applicants first saw the job advertised

Details for technical questions Colin Stenning, Web Services Manager [email_address] And visit the Bracknell Forest Council Web Development Blog http://bfcwebdev.wordpress.com

Colin Stenning, Web Services Manager

[email_address]

And visit the Bracknell Forest Council Web Development Blog http://bfcwebdev.wordpress.com