Recruitment challenge : Across 20 MS, and not physicists!
Incumbent – who uses that? Encumber = burden, saddle with debt….
The task can certainly seem daunting!
In the past 3 months alone, the job of the week app has been seen by 3500 engaged fans, mostly via their mobile- CERN Jobs Page has 8, 447 fans, with 1 in 10 regularly commenting and engaged with the brand- CERN corporate page has 110,000 fans who now engage with the recruitment brand directly- This is generating an opportunity for reach in friends of fans that is over 36 million Facebook users- CERN’s one hour chat regularly engages over 1,000 fans - Facebook is now one of the primary sources for relevant traffic into their recruitment brand- Have joined their Twitter strategy, with each individual representing the brand and the major @cern_jobs promoting and engaging with 3803 followers, cross promoting their social media
Hunting for the Higgs of Talent Acquisition (2013)
CERN’sHunting for the Higgs……of Talent AcquisitionJames Purvis, Head of Talent Acquisition, CERN
Challenges in Talent Acquisition~2000 years~500 years~200 years~50 years
And today…?“We are currently preparing students for jobs that don‟t yet exist,using technologies that haven‟t been invented,in order to solve problems we don‟t even know are problems yet”Top 10 jobs today……didn‟t exist 10 years ago
About CERN• World‟s largest particle physics centre• World‟s largest scientific instrument• 1954: Europe‟s first joint ventures• 2013: 23 member states• 1bnCHF budget• 2500 staff• 200 - 1000 recruits pa• 10,000 visiting scientists(half of world‟s particle physicists)Studying 13.7bn years of attraction & selection!
4th July - Discovery of HiggsOver 40 years of searching“Greatest scientific discovery of the millenium”Analysis of reaction on Social Media
CERN‟s Large Hiring ChallengeStaff members17%Fellows3%Students2%Associates2%Visiting scientists76%Researchphysicists3%Scientific andengineering work40%Technical work35%Manualwork, crafts andtrades6%Office and admin16%Achieving great science…requires great talent……yet we recruit very few physicists!
CERN is a great place to work!… but we can make it sound really boring!“The incumbent will take an active part inall questions related to scientific information”
typical candidate reactionOur beginningCERN is ….Dept X does…Group Y implements….We need….• Bulleted• List• Of• NeedsBoth men & women can applyDescribing a task/need Results• Delays• Low quality• No sourcing• No advertising• No brand• One-step process• Few quality candidates• Low satisfaction levels
2000 2001 2004 2005 2006“Every two days, we create asmuch information as we didfrom the dawn of civilization upuntil 2003”Eric Schmidt,CEO GoogleWorld‟s information is doubling every 2 years!100,000 tweets/minute & 40+ million facebook status updates per hour!UGC (User Generated Content)
Sort out your EVP“Your EVP can be thought of as yourHiggs field for attracting talent”
Design a Social Media StrategySourcingstrategyOnlineSocialYoutubeEmployerbranding clipsInterviewprocessJob insightsMiscFacebookTwitterTumblrProfessionalJob boardsCareers fairsPrintAgenciesCandidate DB“If you dont know whereyou are going, any roadwill get you there.”The Cheshire Cat
Make timeReduce the time consuming activitiesReduceprintadvertsReduce careerfairorganisationwith low ROIImplementmultipostingfor adverts tojob boardsReplacetelephonescreeningwithasynchronousweb
European Multipostingwww.cern.ch/jobsReaching 20 countries withone single click!Big Data - Evidence Based HR
The channelsTwitter- Quick & Easy to setup- Shared account- Increases Google Pagerank- Its not about followersYoutube- “If I can‟t picture it, I cant understand it”- Easier than you think- Set up a „channel‟- Video is most popular media on the firstname.lastname@example.org/cernjobstv
Facebook is a platformBecoming more important than traditional websites!Facebook accounts for 25% web page viewsFacebook beats Google in Web trafficFacebook
FacebookDefault page1,374 likesCompany Page19,422 likesEach time you get a “like,” your page is advertised in the Facebook newsfeed…for freeEngaged Page202,893 likes
Facebook for recruitment11,700 fans 153,000 fansFriends of fans reach > 50 million Facebook users
Facebook testimonialsWhy is CERN such a great place to work?
Edgerank“possibly the most important algorithm youhave never heard of”∑ edge e uewedeUe (affinity) – how friendly you are with someoneWe (weight) – videos, photos, comments, likesDe (decay) – recencyYou want to make a big announcement ?Plan ahead to increase affinity first.Courtesy of :
If you are successful…NumberofpostsNumber of applicantsYear010203040506070802007 2008 2009 2010 2011 2012100 - 200201 - 300301 - 500> 500
Case Study : Java s/w engineer4 invited10Sonru’d36SHL’d146Longlisted244 Applied1 hire• Youtube Video to promote the post• Pushed to Social Media & job boards• Over 1000 people showed „interest‟• Video screening• Testing (offsite)• Assessment (onsite)
Tactics - Where are we now?Are you looking for?Do you enjoy?Can you do?Do you have?- Structured- List of- Technical &Behavioural- CompetenciesEmploying a diverse and international workforce is a CERNcore value and central to our success. We welcomeapplications from all Member States irrespective ofgender, age, disability, sexual orientation, race, religion orpersonal situation.Selling an opportunity • Automated Multiposting• Sourcing & advertising• Pro-active• Multi-channel• Social & Professional Media• Multi-step process
Is this really a strategy?Whilst you can have a strategy for using Social Media……. using Social Media itself isn‟t a Talent Acquisition Strategy25 million unemployedin EU (Eurostat)4 million unfilled positions(Business Europe)
Talent Acquisition Strategyinternal replacement of „top population‟turnoverlowhighlow highTalentTraderTalentConsumerTalentIndependentTalentAcademySource: Heidrick and Struggles, 2011
From tactics to strategyChinese proverb“If you want 1 year of prosperity, grow grain.If you want 10 years of prosperity, grow trees.If you want 100 years of prosperity, grow people”
Driving InnovationInnovation is far more about mindset than technology“Innovation has nothing to do with howmany R&D dollars you have”“If I had asked people what theywanted, they would have said faster horses”
Thinking outside of the boxDon‟t forget that no-tech can work too!
Logic will get you from A to B.Imagination will take you everywhere.
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