Career websites as the tool in the war for talent


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Radoslaw Knap guest presentation from the Employer Brand Global Masterclass in Warsaw 15.10.2009.Emphasizing the role of career websites in employer branding and war for talent in EMEA and Poland. Hints for best career website and Internet strategies for sourcing talent.

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Career websites as the tool in the war for talent

  1. 1. Careerwebsites as thetoolinthe war for talent<br />Radosław Knap<br />KNAPRO Consulting<br />Employer Brand Global Masterclass, Warsaw, 15.10.2009<br />
  2. 2. The Agenda<br />War for talent?<br />Internet and sourcingstrategies for talent<br />Role of careerwebsite<br />Careerwebsite 4 generations and characteristics<br />Hints for bestcareerwebsite<br />Effectivecereersiteintrodution and promotion<br />Measuringyourcareersite<br />
  3. 3. Global war for talent<br />30% of employershaveproblemsfillingjobs<br />Insufficient local talent to meet client requirements<br />Lack of certain skill sets in local market<br />Only limited amount of people globally who wish to expatriate or repatriate<br />Competition between “Older developed economies” and „new developed” economies for talent<br />Lack of talent is an inhibitor to growth for clients<br />2009 Talent ShortageSurvey, Manpower, 33 countries,33 900 employers<br />Do youstillhaveproblemswithrecruitment ?<br />
  4. 4. Problemswithsourcingin EMEA / Poland ?<br />2009 Talent ShortageSurvey, Manpower, 17 countries, 15 000 employers<br />52% employershadproblemsin 2007, by KPMG report for Poland<br />
  5. 5. HRM trendsin Poland – 4 mainchallanges*<br />Retention (demographicalchanges, competing for talents)<br />Employerbranding (employer marketing)<br />Generation Y (new individyalapproachneeded) <br />Clientorientation (HR towardsinternalclients)<br />Aims for retention and recruitment:<br />80% - Indentifyingkeyemployees<br />76% - Employerbranding program intruduction<br />but only 36% – introducing „EmployerValueProposition”!<br />*Trendy HRM w Polsce, Delliote & PSZK, 2009<br />
  6. 6. Whoare we looking for?<br />Most wantedprofessionsin EMEA<br />1. SkilledTrades<br />2. SalesRepresentatives<br />3. Technicians (primarily production/operations, engineering or maintenance)<br />4. Engineers<br />5. Drivers<br />6. Management/Executives<br />7. Laborers<br />8. Accounting & Finance Staff<br />9. IT Staff<br />10. Mechanics<br />2009 Talent ShortageSurvey, Manpower, 33 countries,33 900 employers<br />
  7. 7. Is Internet applicabe for yourcandidates?<br />Overhalf of Polishcitizensintheagebetween 15-75 years old use Internet, thisgives: 20 mln people<br />Over 80% of themusethe netfewtimes a weekoreveryday<br />7/10 peopleuses Internet to lookfor job-relatedinformation<br />GFK Polonia, January 2009<br />
  8. 8. Poland in Top 10 Internet country in Europe<br />8thpositionin Europe (no of users)<br />615% user growth inthelast 8 years<br /> (2000-2008)<br />57% of Polishpopulationuse Internet<br />
  9. 9. Evolution of sourcing<br />2010<br />Web 2.0<br />2000<br />TheInternet<br />Networking/ERP<br />Aggregators<br />Targeted & SEM<br />Compellingjobs<br />CRM/Pipelining<br />1990<br />TheOldenDays<br />Job boards<br />Boringjobs<br />Employerbranding<br />Job mobility<br />More corporaterecruiters<br />Classifiedads<br />Hiddenjob market<br />BoringJobs<br />3rd Party Recruiters<br />Display ads<br />Mike Beeley, CEO Re.Agent Employer Marketing<br />
  10. 10. Most commonmethods to attractcandidates<br />Why do we need a careersite?<br />UK (CIPD Research: Recruitment, retention and turnover, 2008)<br />Recruitment agencies (78%) <br />Company’s own corporate website (75%) <br />and local newspaper advertisements (74%)<br />96% of studentsand graduates who plan theirnext career move go online to look forinformationaboutemployers<br />89% of them will use the career websites of companies.<br />In economic downturn, applicants gostraight to thesource<br />
  11. 11. 4 Generation of websites*<br />Mike Beeley, CEO Re.Agent Employer Marketing<br />
  12. 12. 1st Generation – Information<br />No segmentation<br />Onlinebrochure<br />E-mail application<br />
  13. 13. 1st Generation<br />No segmentation<br />Onlinebrochure<br />E-mail application<br />
  14. 14. 2nd Generation – Interaction<br />General information<br />Viewjobs<br />Apply for jobs<br />Submit resume<br />
  15. 15. 3rd Generation – Transaction<br />Video<br />Careerpath<br />Testimonials<br />Targeted<br />Benefits<br />Brand exposure<br />
  16. 16. 4th Generation – Relationship<br />Games<br />Socialnetworking<br />Video<br />Feedbackblogs<br />Competitions<br />
  17. 17. How to make an effectivecareersite?<br />How to Create a Good Career Website*<br />Segmentation - Know your target group<br />Use your website for Employer Branding – Clarify your EVP<br />Inform but KeepitShort and Simple<br />Make your information easily accessible- Navigate<br />Respect the future applicants’ time - Give time estimates<br />Offerinteractivity<br />Be trustworthy<br />Source: PotentialparkCommunication, 2005<br />
  18. 18. Segmentation<br />
  19. 19. Promoteyour EVP<br />EVP described<br />
  20. 20. Inform and savecandidates time<br />Login platform:<br /><ul><li>Applicant profile
  21. 21. Stores applications
  22. 22. E-mail notifications</li></li></ul><li>Navigate<br />Login platform:<br /><ul><li>Applicant profile
  23. 23. Stores applications
  24. 24. E-mail notifications</li></li></ul><li>Be trustworthy – blogs and social media<br />
  25. 25. How to promotethecareersite?<br />Online + offlinepromotion – LINK IT !<br />SUCCESSFULL RECRUITMENTS<br />Success<br />In <br />recruitment<br />Screening<br />Searching<br />Database<br />Assessment<br />Thepool of talent<br />
  26. 26. SourceValueIndex<br />Howeffectiveiscareerwebsite as a tool ?<br />55% of NEW HIRES was sourcedfromthe Internet<br />Over 20% fromtheOrganizationWebsite<br />OrganizationWebsiteranked no 1 in ROI amounganyothersource of candidates<br />2007 RecruitingTrendsSurvey, by DirectEmployersAssociation, 50 companiesin USA<br />
  27. 27. Careerwebsitewithbest ROI inrecruitment<br />Howeffectiveisthecareerwebsite?<br />2007 RecruitingTrendsSurvey, by DirectEmployersAssociation, 50 companiesin USA<br />
  28. 28. Measureyourcareersiteeffectivness!<br />The number and quality of candidates who are submitting online applications<br />Statistics on conversion rates<br />Maintrafficsources –external<br />Key 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 benefits<br />Funnel analysis (measure candidate drop of at different points along a process e.g.lineapplication)<br />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.<br />
  29. 29. ThankYou for yourattention!!<br />Any questions ?<br />Radosław Knap<br /><br />