H.R Congress Apr '08 in Warsaw

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A review of the impact of peopleism & the internet on the future of talent-sourcing strategies for HR teams in Poland.

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  • H.R Congress Apr '08 in Warsaw

    1. 2. <ul><li>New Strategies in the War for Talent </li></ul><ul><li>The impact of the internet and online networking on recruitment strategy </li></ul><ul><li>Richard Frodin </li></ul>
    2. 3. <ul><li>The wider context: Peoplism </li></ul><ul><li>Barriers to talent mobility </li></ul><ul><li>First things first: The internet and recruitment </li></ul><ul><li>Social networking - now </li></ul><ul><li>What does this mean for recruitment? </li></ul><ul><li>Social networking - in the future? </li></ul>Agenda
    3. 4. Capitalism is Dead: Peoplism Rules Peoplism
    4. 5. Brawn versus brains down the ages INDUSTRIAL AGE Demand for Manpower Demand for Brain Power
    5. 6. LEARNING ORGANISATION KNOWLEDGE ORGANISATION INTELLIGENT ORGANISATION THE ATTRACTIVE ORGANISATION
    6. 7. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. peoplism. . 3. Peoplism n. An economic state where individuals own and control the most important factor of production, human ability. In such an economy successful enterprises are not necessarily those with vast amounts of capital but those with creative and intelligent people. the third force
    7. 8. is fancy free is fast is loose peopl is m
    8. 9. <ul><li>However, the impact of these developments are not yet fully being felt </li></ul><ul><li>Information asymmetries have acted as a break on People Power </li></ul><ul><li>Organisations still have the lead in the war for talent </li></ul><ul><li>But this is changing fast </li></ul>
    9. 10. Jobseekers Employers with jobs
    10. 11. Looking for the right person
    11. 12. Great candidate, and would love a job like that
    12. 13. ? The Market This acts to reduce the frequency of perceived opportunity Whether new job opportunity for a person to consider Or new talent to think about hiring for your business Thus acting as a brake which slows the impact of the Peoplism model within our knowledge & creative economy
    13. 14. Labour mobility is increasing rapidly…
    14. 15. Look at international migration as an acid test, e.g. in London… Source: reed.co.uk audience survey, 1000 people, July 2007 Yes Source: reedjobs.com audience survey, 1000 people, 2008
    15. 16. It’s easier now… Source: reed.co.uk audience survey, 1000 people, July 2007 much easier easier Source: reedjobs.com audience survey, 1000 people, 2008
    16. 17. The trend is accelerating… Source: reed.co.uk audience survey, 1000 people, July 2007 much more more Source: reedjobs.com audience survey, 1000 people, 2008
    17. 18. The latent potential is even higher… 85% might even move country Source: reed.co.uk audience survey, 1000 people, July 2007 Yes Source: reedjobs.com audience survey, 1000 people, 2008
    18. 19. Why? Source: reed.co.uk audience survey, 1000 people, July 2007 add value to career communications technology Source: reedjobs.com audience survey, 1000 people, 2008
    19. 20. <ul><li>The 2 nd biggest driver of increased talent mobility is development of the internet and telecommunications </li></ul><ul><li>The internet is also the fastest growing method people use to find work </li></ul>What is underneath this?
    20. 22. The youngest age segment has it most embedded into their daily lives… Source: EIAA Mediascope Europe 2007
    21. 23. Graph If in the coming year you were to look for a new job, what search tools would you use? N=600 , Total number of respondents . Multi-answer question. Two in every three respondents (67%) looking for a new job would use an internet as a search tool i.e. jobsites, online recruitment forums, professional networking sites or companies’ websites. Almost every third respondent was willing to use a recruitment agency in a job search (37%). Mostly employees of large companies ( employing between 250 and 499 people ) as well as specialists and persons with a degree (71%) would be likely to look for a job via internet (83%). Poland’s use of the internet for job-seeking is relatively high…
    22. 24. 30% of the population in Poland 67% of the population in United Kingdom Relative internet penetration? Imagine the impact as this gap closes…
    23. 25. <ul><li>Two of Poland’s top job boards </li></ul><ul><li>pracuj.pl 27,000 jobs </li></ul><ul><li>jobpilot.pl 7,000 jobs (in Poland) </li></ul><ul><li>Two of UK’s top job boards… </li></ul><ul><li>reed.co.uk 250,000 jobs </li></ul><ul><li>monster.co.uk 70,000 jobs </li></ul>UK gives you some idea of the potential for growth from this point… So this could really only be the beginning in Poland’s media market…
    24. 26. But even in the more mature market it’s only just begun… Source: Key Note; Omnibus Survey; National Statistics website Number of UK jobseekers online, 2001-2011 (million) 2004 2005 2006 2007F 2008F 2009F 2010F 2011F +12% +20% Number of UK jobs online, 2001-2011 (million) 2004 2005 2006 2007F 2008F 2009F 2010F 2011F +4% +5% CAGR % 2.1
    25. 27. <ul><li>Talent is king, people are in charge of economic development </li></ul><ul><li>European countries are in a more competitive market for talent as labour mobility increases </li></ul><ul><li>The competition is not just local </li></ul><ul><li>This could make us worried… </li></ul><ul><li>But the reverse is also true – we can attract from a wider pool </li></ul><ul><li>So we need to start to develop some competitive advantage in this battle </li></ul>What does this all mean?
    26. 28. <ul><li>Need to develop new sourcing strategies to attract people from a wider audience </li></ul>How do we take advantage?
    27. 29. <ul><li>In a competitive market for talent, you need to make your organisation stand out from the crowd </li></ul><ul><li>What is unique about your organisation that will make people want to work there? </li></ul><ul><li>What are the values of your business, and how do you help people achieve their goals whilst with you? </li></ul><ul><li>What is your online employer brand? </li></ul>Firstly, need to stand out…
    28. 30. <ul><li>The internet is a rich medium </li></ul><ul><ul><li>colour, movement, choice, lateral links, depth, sound, interactive, video </li></ul></ul><ul><li>But most talent acquisition is done through “display” – just text advertising </li></ul><ul><li>Does this makes sense? </li></ul>But just looking at Marketing Communications, how hard do you really try online?
    29. 31. Time to get creative…
    30. 32. Quality audience…
    31. 33. Strong segment…
    32. 34. Early examples… First Direct Monster
    33. 35. Early examples… Job Beam U.S. site Can make your own videos and publish
    34. 38. <ul><li>The internet audience, and the channels to communicate with this audience, are getting more complex … </li></ul>But the big challenge isn’t just saying something relevant, it is actually getting heard…
    35. 39. <ul><li>Early commercial development of the internet used its strengths of mass one-way communication, whether… </li></ul><ul><li>1. Publish and read </li></ul><ul><li>- cnn.com </li></ul><ul><li>- AOL news channels </li></ul><ul><li>2. Advertise and buy </li></ul><ul><li>- Amazon </li></ul><ul><li>- Tesco.com </li></ul>More complex than ever…
    36. 40. <ul><li>Tim Berners-Lee originally saw the internet as a facilitator of… </li></ul><ul><li>direct one-to-one communication, through peer relationships </li></ul>
    37. 41. <ul><li>The last few years have seen this emerge as more normal, often described as Web 2.0 </li></ul><ul><li>Growth of personal publishing: Blogs </li></ul><ul><li>Also clear business models using this, e.g. </li></ul><ul><ul><li>Last FM; Tripadvisor </li></ul></ul><ul><li>And of course social & professional networking sites, e.g. </li></ul><ul><ul><li>Grono; Myspace; Epuls; Facebook </li></ul></ul><ul><ul><li>Linkedin; Goldenline </li></ul></ul>Community networks… Web 2.0
    38. 42. <ul><li>Reed’s Law </li></ul>No, not ours I’m afraid – this guy…
    39. 43. http://www.reed.com
    40. 44. http://www.reed.com
    41. 45. Exponential value driven by connectivity… David P Reed; Context Magazine; Spring 1999
    42. 46. Dominant value regions… David P Reed; Context Magazine; Spring 1999
    43. 47. Continued value growth… David P Reed; Context Magazine; Spring 1999
    44. 48. Anyway, back in the real world… Source: (1) Comscore, 5/7/7; (2) Techcrunch.com 6/7/7
    45. 49. Global market leader has been growing fast… Source: (1) Comscore, 5/7/7; (2) Techcrunch.com 6/7/7
    46. 50. We are past the early-adopters now… Source: (1) Comscore, 5/7/7; (2) Techcrunch.com 6/7/7 Source: (1) Comscore, 5/7/7; (2) Techcrunch.com 6/7/7
    47. 51. Popularity in Europe… Source: EIAA Mediascope Europe 2007
    48. 52. An even greater proportion of online job-seekers use internet networking… Source: reed.co.uk audience survey, 1000 people, July 2007 Yes Source: reedjobs.com audience survey, 1000 people, 2008
    49. 53. Most sites are social…
    50. 54. But it is used heavily for business, work & career development… Source: reed.co.uk audience survey, 1000 people, July 2007 21% Source: reedjobs.com audience survey, 1000 people, 2008
    51. 55. For example Linkedin… 68,000
    52. 56. Poland’s market leader… 336,000
    53. 57. But remember even that is just 3% of all Poland’s current 11m internet users… Imagine the impact on your recruitment strategy as that % grows Then imagine the impact as the 11m grows
    54. 58. Plus increasingly social sites are work-linked too…
    55. 59. Already many have heard about new jobs though these... Source: reed.co.uk audience survey, 1000 people, July 2007 Yes Source: reedjobs.com audience survey, 1000 people, 2008
    56. 60. But much more latent demand… Source: reed.co.uk audience survey, 1000 people, July 2007 68% Source: reedjobs.com audience survey, 1000 people, 2008
    57. 61. What does this mean for you…?
    58. 62. <ul><li>Given over 2/3 rd of this audience would listen to a new career approach within this community… </li></ul><ul><ul><li>What is your organisation doing to ask them? </li></ul></ul><ul><ul><li>When? </li></ul></ul><ul><ul><li>Are your line managers and HR teams building networks of talent? </li></ul></ul>What does this mean for you…?
    59. 63. <ul><li>Perception </li></ul><ul><li>Your employer brand is massively touched by it </li></ul><ul><ul><li>Because the Internet is a key channel </li></ul></ul><ul><li>This is an early stage media… the more you learn about it early, the greater your competitive advantage over others </li></ul><ul><ul><li>For example reed.co.uk in 1994 </li></ul></ul>Social networks matter
    60. 64. Monitor your perception…
    61. 67. So if I offered you a job at this Tesco store would you be interested?
    62. 68. Engage with your candidate community…
    63. 70. Position yourself and your organisation as experts in your field…
    64. 72. But be true to your brand…
    65. 73. Intuitive truth… <ul><li>Trust can be easily lost without truth </li></ul><ul><li>Be consistent with your brand, and your employer brand </li></ul><ul><li>Don’t try to be the “cool Dad”… </li></ul>
    66. 74. Truth… <ul><li>Choose your messenger carefully… </li></ul><ul><li>People believe what some people say more than others </li></ul><ul><li>They trust people like themselves the most </li></ul><ul><li>Use people in the same peer group as your target candidates </li></ul>
    67. 75. Most importantly, be proactive…
    68. 76. Go and find people
    69. 77. Looking again at the traditional recruitment paradigm…
    70. 78. Jobseekers Employers with jobs
    71. 79. Looking for the right person
    72. 80. Great candidate, and would love a job like that
    73. 81. ? The Market
    74. 82. Intermediary
    75. 83. Intermediary
    76. 84. Intermediary Recruitment consultants helped address the information asymmetry
    77. 85. But it’s a brave new world now…
    78. 86. Search and find model
    79. 87. Referral model
    80. 89. Does this all mean the death of the recruitment consultant…?
    81. 91. Far from it…
    82. 92. Difficulty of direct negotiation
    83. 93. Increased complexity of process
    84. 94. And the paradox of choice…
    85. 95. … reduces ability to choose
    86. 96. Multiplied by diminishing returns with volume of contact
    87. 97. What % of email did you read 10 years ago? And now?
    88. 98. Intermediary <ul><li>A sentinel – always scanning the horizon </li></ul><ul><li>Making the right connections happen </li></ul><ul><li>Managing the complexity of process for a win-win outcome </li></ul>
    89. 99. Finally: One possible future of social networks…?
    90. 100. One Interconnected Community
    91. 101. <ul><li>Tools have now emerged enabling anyone to create their own social network </li></ul>
    92. 102. <ul><li>Google is leading a drive to implement industry-wide standards to share applications across social networks </li></ul>
    93. 103. <ul><li>Significant development in the last 3 weeks </li></ul>
    94. 104. <ul><li>Equivalent to the Internet in mid 1990’s </li></ul><ul><li>CompuServe was a community </li></ul><ul><li>AOL was mainly a closed portal </li></ul><ul><li>Webmail programs only sent messages to people in who had the same webmail service </li></ul><ul><li>Even Instant Messaging began as a closed network </li></ul><ul><li>That all seems very strange now!! </li></ul>Walled Gardens will not last for long…
    95. 105. <ul><li>Whether through development of new common currency </li></ul><ul><ul><li>- OpenID </li></ul></ul><ul><li>Or technology that links different data together </li></ul>Single social network identity common to all platforms
    96. 106. Social Networks Professional Networks Special Interest Networks Job Referral Networks Job Boards Community of exponentially growing reach and value
    97. 107. <ul><li>The future of Social Networks will be as different to today’s version as the internet of 2008 is to that… </li></ul>Remember the Internet in 1994? Conclusion
    98. 108. <ul><li>Greater volumes of people online </li></ul><ul><li>Greater proportion actively online networking </li></ul><ul><li>More integration of relationships </li></ul><ul><li>More new applications and functionality </li></ul><ul><li>Seismic changes in recruitment practice </li></ul><ul><li>We are only watching the pre-school years at the moment – the future changes will be transformational </li></ul>
    99. 109. So what are you waiting for?

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