Careerwebsites as thetoolinthe war for talentRadosław KnapKNAPRO ConsultingEmployer Brand Global Masterclass, Warsaw, 15.10.2009

The AgendaWar for talent?Internet and sourcingstrategies for talentRole of careerwebsiteCareerwebsite 4 generations and characteristicsHints for bestcareerwebsiteEffectivecereersiteintrodution and promotionMeasuringyourcareersite

Global war for talent30% of employershaveproblemsfillingjobsInsufficient local talent to meet client requirementsLack of certain skill sets in local marketOnly limited amount of people globally who wish to expatriate or repatriateCompetition between “Older developed economies” and „new developed” economies for talentLack of talent is an inhibitor to growth for clients2009 Talent ShortageSurvey, Manpower, 33 countries,33 900 employersDo youstillhaveproblemswithrecruitment ?

Problemswithsourcingin EMEA / Poland ?2009 Talent ShortageSurvey, Manpower, 17 countries, 15 000 employers52% employershadproblemsin 2007, by KPMG report for Poland

HRM trendsin Poland – 4 mainchallanges*Retention (demographicalchanges, competing for talents)Employerbranding (employer marketing)Generation Y (new individyalapproachneeded) Clientorientation (HR towardsinternalclients)Aims for retention and recruitment:80% - Indentifyingkeyemployees76% - Employerbranding program intruductionbut only 36% – introducing „EmployerValueProposition”!*Trendy HRM w Polsce, Delliote & PSZK, 2009

Whoare we looking for?Most wantedprofessionsin EMEA1. SkilledTrades2. SalesRepresentatives3. Technicians (primarily production/operations, engineering or maintenance)4. Engineers5. Drivers6. Management/Executives7. Laborers8. Accounting & Finance Staff9. IT Staff10. Mechanics2009 Talent ShortageSurvey, Manpower, 33 countries,33 900 employers

Is Internet applicabe for yourcandidates?Overhalf of Polishcitizensintheagebetween 15-75 years old use Internet, thisgives: 20 mln peopleOver 80% of themusethe netfewtimes a weekoreveryday7/10 peopleuses Internet to lookfor job-relatedinformationGFK Polonia, January 2009

Poland in Top 10 Internet country in Europe8thpositionin Europe (no of users)615% user growth inthelast 8 years (2000-2008)57% of Polishpopulationuse Internet

Evolution of sourcing2010Web 2.02000TheInternetNetworking/ERPAggregatorsTargeted & SEMCompellingjobsCRM/Pipelining1990TheOldenDaysJob boardsBoringjobsEmployerbrandingJob mobilityMore corporaterecruitersClassifiedadsHiddenjob marketBoringJobs3rd Party RecruitersDisplay adsMike Beeley, CEO Re.Agent Employer Marketing

Most commonmethods to attractcandidatesWhy do we need a careersite?UK (CIPD Research: Recruitment, retention and turnover, 2008)Recruitment agencies (78%) Company’s own corporate website (75%) and local newspaper advertisements (74%)96% of studentsand graduates who plan theirnext career move go online to look forinformationaboutemployers89% of them will use the career websites of companies.In economic downturn, applicants gostraight to thesource

4 Generation of websites*Mike Beeley, CEO Re.Agent Employer Marketing

1st Generation – InformationNo segmentationOnlinebrochureE-mail application

1st GenerationNo segmentationOnlinebrochureE-mail application

2nd Generation – InteractionGeneral informationViewjobsApply for jobsSubmit resume

3rd Generation – TransactionVideoCareerpathTestimonialsTargetedBenefitsBrand exposure

4th Generation – RelationshipGamesSocialnetworkingVideoFeedbackblogsCompetitions

How to make an effectivecareersite?How to Create a Good Career Website*Segmentation - Know your target groupUse your website for Employer Branding – Clarify your EVPInform but KeepitShort and SimpleMake your information easily accessible- NavigateRespect the future applicants’ time - Give time estimatesOfferinteractivityBe trustworthySource: PotentialparkCommunication, 2005

Segmentation

Promoteyour EVPEVP described

Inform and savecandidates timeLogin platform:Applicant profile Stores applications E-mail notifications

Applicant profile

Stores applications

E-mail notifications

NavigateLogin platform:Applicant profile Stores applications E-mail notifications

Applicant profile

Stores applications

E-mail notifications

Be trustworthy – blogs and social media

How to promotethecareersite?Online + offlinepromotion – LINK IT !SUCCESSFULL RECRUITMENTSSuccessIn recruitmentScreeningSearchingDatabaseAssessmentThepool of talent

SourceValueIndexHoweffectiveiscareerwebsite as a tool ?55% of NEW HIRES was sourcedfromthe InternetOver 20% fromtheOrganizationWebsiteOrganizationWebsiteranked no 1 in ROI amounganyothersource of candidates2007 RecruitingTrendsSurvey, by DirectEmployersAssociation, 50 companiesin USA

Careerwebsitewithbest ROI inrecruitmentHoweffectiveisthecareerwebsite?2007 RecruitingTrendsSurvey, by DirectEmployersAssociation, 50 companiesin USA

Measureyourcareersiteeffectivness!The number and quality of candidates who are submitting online applicationsStatistics on conversion ratesMaintrafficsources –externalKey traffic paths on thesite– where are potential candidates coming from and where arethey going, do they go to job search first or do they read about the benefitsFunnel analysis (measure candidate drop of at different points along a process e.g.lineapplication)The effectiveness of the application process. There are a number of ways you cantrack the visitors to each part of your site. Your internet service provider will be ableto assist you in establishing a dashboard of metrics for your site.

ThankYou for yourattention!!Any questions ?Radosław Knaphttp://employer-branding.blogspot.pl