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Attracting Talent by Leveraging     Talent Communities                    Gautam Ghosh     Product Evangelist and India Ma...
Society is undergoing dramatic change FROM                                           TO Passive recipients of             ...
Tomorrow’s consumers are today’s                    digital natives
Therefore…• Your Culture is your Employment  Brand and your employees are your  brand ambassadors
How Talent Management Practices, The Nature of Work Itself and         the Structure of the Workforce are Changing SOCIAL ...
Social technologies are not just other tools
Fundamental shifts - content• Authority      User Generated  – Influence (trust factor)     • Authenticity     • Tolerance...
Fundamental shifts – talent          management• Linear    Lattice Career Progression  – Flatter, Virtual, Collaborative, ...
THE ROLE OF ONLINECOMMUNITIES
What is an online community?An online community is a group of peoplewith similar goals or interests that connectand exchan...
Three distinguishing points         Connects Organization/Profession/Skill             with all Stakeholders Groups       ...
What’s not a talent community Any centralized database of individuals (applicants, candidates, direct sourced             ...
Role in the modern world• Online communities are the new “meeting  places” for digital citizens across the globe• They for...
What talent communities can              enable:• True Employer Branding  – Segment, share/listen, test alignment• Broader...
Key Action Steps, Success and Failure FactorsGETTING STARTED
Key action steps – the basics1   Understand your target member(s)2   Define how and what you want members to do3   Design ...
Healthy communities are like gardens                  • You have to seed them                    (content and interaction)...
Success factors – beyond the basics• Great Community Manager    –   Dedicated champion of transparency    –   Solicits/dri...
Failure factors• Assuming all professions are created  equal    – If existing CoP’s cannot be found, you face an      uphi...
It’s Just Like Any Other RelationshipKEEPING YOUR AUDIENCE      ENGAGED
Six keys to successful TC              engagement1   Common Interest2   Dedicated Time Together3   Two-way Communication4 ...
Design for engagement               Curious        Applicant    Pipelined   Newly Hired   Ambassador  AlumniEmployeeContra...
Focusing on the Wrong Measure Will Drive the Wrong ActivitiesMEASURING YOUREFFORTS
Common Community Measures•   # of Unique Visitors•   Conversion Rate of Members•   # of repeat Visitors•   Average time be...
Content, Conversations                 Develop      People                Company    interested             Employees     ...
Going forward- Integrate social into recruiting- Leverage technology for upgrading  skill- Address the larger talent ecosy...
ABOUTBRAVENEWTALENT
Drive tagged audiences to your communityBraveNewTalent allows organisations to leverage their internalknowledge experts, a...
Talent Attraction and Employer Branding by Leveraging Online  Talent Communities
Talent Attraction and Employer Branding by Leveraging Online  Talent Communities
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Talent Attraction and Employer Branding by Leveraging Online Talent Communities

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Transcript of "Talent Attraction and Employer Branding by Leveraging Online Talent Communities"

  1. 1. Attracting Talent by Leveraging Talent Communities Gautam Ghosh Product Evangelist and India Marketing Lead, BraveNewTalent E: gautam@bravenewtalent.com Twitter: @GautamGhosh Ph: +91-97422-39954 Blog: http://www.gautamblogs.com FB: http://www.facebook.com/HR.Blogger
  2. 2. Society is undergoing dramatic change FROM TO Passive recipients of Active knowledge information sharers/drivers Constrained by natural Borderless (or psychological) boundaries Face to face ‘Invisible’ Living within our means Have It All Job for Life Continuous Learning
  3. 3. Tomorrow’s consumers are today’s digital natives
  4. 4. Therefore…• Your Culture is your Employment Brand and your employees are your brand ambassadors
  5. 5. How Talent Management Practices, The Nature of Work Itself and the Structure of the Workforce are Changing SOCIAL TECHNOLOGIESARE CHANGING THE GAME
  6. 6. Social technologies are not just other tools
  7. 7. Fundamental shifts - content• Authority User Generated – Influence (trust factor) • Authenticity • Tolerance• Broad/Generic Niche Relevance – Numerous Channels, Fragmentation – Noise• Buying Visibility Earning Visibility – Social Trending/Discovery
  8. 8. Fundamental shifts – talent management• Linear Lattice Career Progression – Flatter, Virtual, Collaborative, Project Based• Accelerated Mobility – Time in Tenure, Development Cycle• Formal Informal Learning – Social Collaboration, Learning Networks• Silo’d Integrated Resourcing – Full Time Alternatives• Complexity
  9. 9. THE ROLE OF ONLINECOMMUNITIES
  10. 10. What is an online community?An online community is a group of peoplewith similar goals or interests that connectand exchange information using web tools. ...An online talent community is a group ofpeople that share an affinity for anorganization, profession or skill that connect, share opinions, exchange information, andcollaborate using web tools.
  11. 11. Three distinguishing points Connects Organization/Profession/Skill with all Stakeholders Groups COMMUNITYConnects Members to Connects Members to Other Members Non-Members (Discovery)
  12. 12. What’s not a talent community Any centralized database of individuals (applicants, candidates, direct sourced targets, etc.)
  13. 13. Role in the modern world• Online communities are the new “meeting places” for digital citizens across the globe• They form the backbone of the modern support system• They are where content gets discovered• They are where discussions happen whether you participate or not• They are where perceptions are formed, vetted and cemented
  14. 14. What talent communities can enable:• True Employer Branding – Segment, share/listen, test alignment• Broader Talent Ecosystem Engagement – See talent across all labor types• Discover Talent Otherwise Overlooked – Added insight, pre-applicant assessment• Cultivate / Grow Future Talent – Mentor, influence, educate/develop• Leverage Brand Army
  15. 15. Key Action Steps, Success and Failure FactorsGETTING STARTED
  16. 16. Key action steps – the basics1 Understand your target member(s)2 Define how and what you want members to do3 Design a community that delivers value to all4 Set realistic expectations Plan for the internal change management needed to5 support talent communities and community mgmt6 Be realistic about allocating resources
  17. 17. Healthy communities are like gardens • You have to seed them (content and interaction) • You can’t put some plants together • You need to fertilize infant plants • You have to manage pests • You have to eliminate rotten matter • You need to split them when they grow to large • Your results grow as your skills grow • It takes time!
  18. 18. Success factors – beyond the basics• Great Community Manager – Dedicated champion of transparency – Solicits/drives interaction – Doesn’t judge – Capable of engaging with different audiences – Promotes diversity of thought and inclusion• Build in rewards for desired member activity• Connect to offline events• Build on member commonalities• REMEMBER: It’s not about YOU!
  19. 19. Failure factors• Assuming all professions are created equal – If existing CoP’s cannot be found, you face an uphill challenge• Focusing solely on the technology• Not dedicating time/resources• Delivering little/no value• Locking down the target member too tight• Not designing for interaction
  20. 20. It’s Just Like Any Other RelationshipKEEPING YOUR AUDIENCE ENGAGED
  21. 21. Six keys to successful TC engagement1 Common Interest2 Dedicated Time Together3 Two-way Communication4 Tolerance for Honesty5 Authenticity / Empathy6 Opportunity to Grow Together**
  22. 22. Design for engagement Curious Applicant Pipelined Newly Hired Ambassador AlumniEmployeeContractor/Consultant This movement requires a planned experience.Outsourced Service This is the only segment that values job announcements. ProviderCompetitor Intern AspiringEmployee OtherStakeholder
  23. 23. Focusing on the Wrong Measure Will Drive the Wrong ActivitiesMEASURING YOUREFFORTS
  24. 24. Common Community Measures• # of Unique Visitors• Conversion Rate of Members• # of repeat Visitors• Average time between repeat visits• # of minutes spent in community• # of referrals per time period• Conversion rate of referrals• # of interactions per member
  25. 25. Content, Conversations Develop People Company interested Employees Engage Attract People with Skills
  26. 26. Going forward- Integrate social into recruiting- Leverage technology for upgrading skill- Address the larger talent ecosystem – employees, candidates, partners, customers, suppliers- Focus on creating an open and transparent organizational culture
  27. 27. ABOUTBRAVENEWTALENT
  28. 28. Drive tagged audiences to your communityBraveNewTalent allows organisations to leverage their internalknowledge experts, aspiring leaders, alumni, customers,strategic partners, vendors, etc. to cultivate the next generationworkforce by engaging in dynamic multi-party, multi-modalconversations focused on professional topics. SEO/SEM News Twitter Print Advertising Advertising LinkedIn Facebook Advertising Advertising BraveNewTalent Email Community Platform Word of MouthCampaigns
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