From Recruitment 1.0 to Recruitment 2.0

From Recruitment 1.0 to Recruitment 2.0 Olivier De Doncker PR Manager Emakina

Introduction
Welcome to the new digital ecosystem
The media landscape is more fragmented than ever before
Explosion of channels (web, blogs, RSS, instant messaging … )
Boom of connected devices (iPhone, video games…)
The consumer is now always-on, immersed in a digital pool growing every day
He’s now in control of communication and trusts more his friends and relatives than traditional advertising when it comes to decision purchase

Introduction
This new behaviour influences the recruitment sector
Job portals still lead the way but they see the rise of new niche actors (Xpertize, Moovement…)
They also face the threat of B2B social networks like LinkedIn, Viadeo, Xing… and many others
User-generated content impacts the reputation of your company and its attractiveness as work place
Recruitment is getting more « social » to track talent and attract the right profiles
Just like in many other sectors, Internet generates « disintermediation » effects: companies can bypass professionals to find people they need

Job Portals

Case: Monster user-centered Relevance of navigation-tabs Direct access Personalized account Value-added services
Poll
insights
content
return-visits

Case: Monster
Focus on user experience
Basic functionalities of the website
Job Search: per country, region, type of job, sector, company, etc…
Keywords search
Featured job positions
Advanced functionalities
Creation of a user account (profile + 5 different CV’s and letters of motivation)
Definition of several job-alerts:
e.g. “all offers in the insurances sector in Brussels”
Consultation of profile statistics (how much employers looked at my CV?)
Value-adding functionalities
Career center: advice on how to optimize your CV and/or letter of motivation, how to survive an application inter view, how to negotiate your salary, etc…
Career talk: online chat with the recruiters

Corporate Websites

Case : Procter & Gamble Quick-access for new candidates Quick-access for returning candidates Appealing intro-movie Testimonials Key-values of the company AND the brand Brand portfolio Repeating Call-to-action Transparency on the process Convincing copy Positioned as an “advice center” instead of a job-site

Case : Procter & Gamble
The applicant is considered as a consumer
Assisting in the quest for a job through transparency
“ How does recruiting work at P&G? We want you to know what to expect, and when or how to expect it. This information is common throughout P&G globally.”
Putting forward the company values (mixed with the brand promise)
“ P&G's purpose is to improve the everyday lives of the world's consumers.”
Offering employee video-testimonials
“ Real people share stories about their careers at P&G”

Niche Players

Case : Les Jeudis Specialized job board in jobs for IT and engineering

Case : Keljob (job aggregator)

Case : Moovement

E-Recruitment
Campaigns

L’Oréal : E-Recruitment Campaign On the mini-site for students, there’s a link to participate in the challenging business game

L’Oréal : E-Recruitment Campaign L’Oréal e-Strat Challenge lets students be the CEO of a world class leader in cosmetics. The reality simulation opposes the students to life-like situations l’Oréal managers are in.

Castorama : Career Chat During 1 hour, 600 people were connected and 118 questions were asked. In the end, 150 CV’s were deposed on the site.

Revenue-sharing
Platforms

Concept
Build a network of (professional) relations
For the candidates: a platform to find a job or internship
For entrepreneurs: a platform to find clients and/orpartners
For companies: a platform to find (information on) candidates
For ALL: a platform to enhance visibility

Revenue Sharing : Jobmeeters.fr Revenue-share for the person who recommended the candidate The model is based on the fact that mostly friends and family are the first to know when somebody is looking for a(nother) job. This business model is quite successful and offers good quality CV’s

Revenue Sharing : Xpertize

Career Blogs

The Concept
Sell your talent with your blog
Individuals make a website on their professional background, interests…
CV is visible and downloadable
There are recommendations, remarks… from former employers
Links to own or preferred publications, magazines they read…
Description of desired function and expectations

Carrer Blogs Candidate presentation in full sentences CV Profile, references, experience, publications, interests, ... Recommend my blog

Social Networks

The Concept
The new kids on the block
Still a fragmented market with global and local players
Quest for the largest database > very difficult to find reliable figures
Publish your profile, connect with other professionals and get recommendation
New playground for HRs and head hunters to know the who-does-what inside a company
Benefit for users: find your next job, attract new colleagues and detect opportunities through your network of trusted professionals

Conclusions

From Push To Pull General Job Board HR website Specialised Job Board Aggregator E-Recruitment Campaigns Social Networks New Generation Of E-Recruitment Traditional Model candidates approach the HR service providers Emerging Trend Companies start looking pro-actively on platforms where professionals are present Initial Generation of Job-Sites Linkedln, Xpertize… Reality Games: Challenge Activation (L’Oréal E-Strat), Career Chats (Castorama) Les Jeudis, Moovement, Keljob.com, … Monster, Vacature, jobads sections on Corporate websites

Conclusions Online Recruitment 1.0 Online Recruitment 2.0 Monopoly of a few big sites Closed/Paid databases of CV’s Value: page views Micro sites/Communities Semi-protected databases Value: updated CV’s Subscriptions & E-mail alerts One search engine per site Text based info Scroll-down menus Channel: website RSS flow into the personalized page One meta search engine Text + audio + video + … Tags & tag clouds Multichannel: RSS, podcast, Mobile, TV, … Classical CV Passive candidate Passive recruiter Career blogs Active candidates & recruiters (blogs, networks, career games…)

Thank you! Any question?

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From Recruitment 1.0 to Recruitment 2.0

by Emakina on Dec 22, 2008

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From Recruitment 1.0 to Recruitment 2.0 — Presentation Transcript