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The future of Recruiting‘New kool vs. old skool’ Greg Savage, Global CEO   Firebrand Talent Search
Our customers……. What are they thinking? How is it different? What are the doing? How are they changing their approach to recruitment and recruiters? | Enemy of Average
MEDIA / ADVERTISING BBC Worldwide – Global Resourcing Manager – London CHE (Clemenger Harvie Edge Pty Ltd) – Managing Director – Melbourne Fox – Director & Territory Head – Malaysia Grayling – Managing Director – Singapore Leo Burnett Group – Chief Executive Officer – Singapore / Malaysia  Leo Burnett – Head of Human Resources – Malaysia Media Brands – Chief Executive Officer – Malaysia MRM Worldwide Inc.  –  President – Tokyo Ogilvy Group – Chief Executive Officer – Melbourne Ogilvy Group – Chairman - Australia Ogilvy Group – Head of Talent Management  – Australia Saatchi & Saatchi – Managing Director  - China SCHAWK – Regional Human Resources Manager – Singapore  TAG Wordwide– Regional Business Director – Singapore Universal McCann – Director of Social Networking – Malaysia Vivaki – Talent & Transformation Director – France Wunderman International – Human Resource Director – Tokyo | Enemy of Average
CONSUMER / RETAIL Heineken – Marketing Manager  – Singapore Burberry – HR Director – Tokyo Burberry – President – Tokyo Burberry – VP, Human Resources APAC – Hong Kong Burberry – General Manager S.E.A – Singapore L’Oreal  - Marketing Manager – Melbourne L’Oreal – Vice President – Tokyo Nike Japan Corp – Japan Talent Acquisition Director– Tokyo Quiksilver  – North Asia President – Tokyo  TANGS – VP of HR– Singapore Alexander Mann – Global Talent Manager - London | Enemy of Average
Financial / IT/ Telcos / Government  Deloitte – Leadership Development Consultant – Melbourne DBS Bank – Vice President HR – Singapore Group M – Chief Executive Officer – Malaysia Pattersons – Head of Marketing – Australia Western Union – Director, Marketing Asia – Singapore Google – Chairman – Malaysia McCann Erickson –Director of Talent Management – Tokyo Telstra – Social Media Senior Advisor - Australia Telstra International – Marketing Director Asia – Singapore Singapore Tourism Board – Director, HR – Singapore Tourism Australia – General Manager Marketing – Sydney | Enemy of Average
What your customers are thinking and doing…. right now They want to cut you out! Trimming recruitments costs is a major driver They are cynical about our value They see Social Media as an alternative – to us! They know about the talent crunch CEOs are thinking about talent as a business priority They are hiring – or planning to Balancing hiring and cost control The emergence of a “skills churn” Hunt for talent is now really global Attitude of the candidate has changed too Candidates resent the ‘traditional’ recruitment process “Application apathy” and distrust Candidates want transparency and speed | Enemy of Average
| Enemy of Average
What your customers are thinking and doing…. right now They want to cut you out! Trimming recruitments costs is a major driver They are cynical about our value They see Social Media as an alternative – to us! They know about the talent crunch CEOs are thinking about talent as a business priority They are hiring – or planning to Balancing hiring and cost control The emergence of a “skills churn” Hunt for talent is now really global Attitude of the candidate has changed too Candidates resent the ‘traditional’ recruitment process “Application apathy” and distrust Candidates want transparency and speed | Enemy of Average
| Enemy of Average
What your customers are thinking and doing…. right now They want to cut you out! Trimming recruitments costs is a major driver They are cynical about our value They see Social Media as an alternative – to us! They know about the talent crunch CEOs are thinking about talent as a business priority They are hiring – or planning to Balancing hiring and cost control The emergence of a “skills churn” Hunt for talent is now really global Attitude of the candidate has changed too Candidates resent the ‘traditional’ recruitment process “Application apathy” and distrust Candidates want transparency and speed | Enemy of Average
Recruitment, social media events Malaysian Digital Association: Keynote Speaker: ‘Changing Recruitment Landscape in a Digital Age’ – Kuala Lumpur Creating Online Sustainable recruitment Strategies: Keynote Speaker : ‘Designing and implementing an effective Social Media Recruitment Strategy for a niche market’- Sydney iStrategy – ‘Transform your Digital Strategy’ Conference: Keynote Speaker:  ‘Changing Recruitment Landscape in a Digital Age’; - Melbourne ITCRA Gala Dinner: Key Note Speaker: ‘20 ways the world of recruitment is changing’: Melbourne Sydney Bloggers Festival: CEO keynote address: ‘Online communications for the CEO’: Sydney RCSA Panel Breakfast Series: Lessons, tips and inspirations from industry leaders Sydney #Tru Unconference. Track Leader: ‘New Kool vs Old Skool’: London UK Recruiter: Recruitment Directors Networking. Keynote Speaker: ‘Leveraging Recruitment business growth’ | Enemy of Average
“the times they are a changing” Not everyone is looking for a job! Why do we invest our  search in < 10% of the talent pool? Recruiters failing to attract unique talent to their databases Our talent pool is becoming a talent puddle The “scary” part about recruitment is all about candidates We must change our definition of “a candidate” The future of recruitment is that everyone is a candidate Its up to US to convert them to “active” candidates “Just in time” recruitment is dead or dying “Old Skool” means you will have nothing to offer clients that they can’t get themselves | Enemy of Average
Talent pools and Talent Communities Build communities, don’t rely on pools A ‘Talent Pool” is little more than a static database Typically made up of active job seekers who have approached us.  One-dimensional store of data  Our “talent pools” are being smashed by Facebook and LinkedIn Talent communities are not static and one-dimensional  Often an on-going dialogue between talent and recruiter | Enemy of Average
Talent communities The talent may not even be looking for a job, may have not applied for a job, we have never discussed jobs but has these outcomes: Collaboration and sharing of ideas; Feeling of inclusiveness and belonging; Sharing of similar values; Knowledge and learning; Openness and trust; Engagement and responsiveness; Brand awareness Talent communities is about tapping into passive candidates Is that important then ? | Enemy of Average
| Enemy of Average
So, is social media part of the new kool for new age recruiters? | Enemy of Average
Talent: Do you Job Search on Social Media sites? Gen Y 23% Gen X 24% Baby Boomers 24% Source. Kelly Global Workforce Index: The evolving workforce | Enemy of Average
Talent: Do you feel it Essential to be active on Social media to advance your career? Gen Y 34% Gen X 26% Baby Boomers 20% Source. Kelly Global Workforce Index: The evolving workforce | Enemy of Average
| Enemy of Average
| Enemy of Average
| Enemy of Average
| Enemy of Average
Why Social media for Recruiters? Brand Influence Build community Passive candidates Credibility with clients and talent Referrals and recommendation Customer interaction Generate leads | Enemy of Average
Before you invest in Social media or twitter — The 7 questions What are your objectives? i.e. Raise your personal brand, engage with talent, build a community, increase your credibility What is the target audience? What time investment is needed? What tone of conversation will you use to engage your audience? What type of content is appropriate? Is it appropriate to sell? Is it an opportunity to show your expertise?	 | Enemy of Average
Choose your platforms | Enemy of Average
Facebook Facebook is like a pub -   An informal place to talk casually with people on a more personal basis, shoot the breeze, tell jokes, meet people they have never spoken to before But a Facebook Page is like a function room in a pub Benefits:  Great for SEO Building a community Creating advocates Not great for B2B, but good for B2C –i.e Candidates | Enemy of Average
Twitter Twitter is like a cocktail party -   Lots of conversations going on at once. If you like a conversation, you might share it with another group. High energy. Lots of talking, not much listening. More cordial and polite than the Facebook “pub”. Benefits:  Brand exposure /PR Great for blog content distribution Building relationships Creates advocates  Build a community Build your expert status Generates candidates Links you with clients Can showcase the best jobs | Enemy of Average
LinkedIn LinkedIn is like a Trade show or corporate conference -  More business like. More formal. People are there to connect, work and learn. Know they are on show. More buttoned down. Dress up a little, unlike the pub or even the cocktail party. People know (or should know!) they are being assessed Benefits:  Great for SEO Great for blog content distribution Business development Personal Branding Information      Candidates | Enemy of Average
YouTube YouTube is like the Sydney Gay and Lesbian Mardi Gras or Times Square on NYE - Anything goes! Benefits:  Great for SEO Branding Creating advocates Very viral Many dangers too! | Enemy of Average
Blogging A blog is like Hyde Park Corner in London -   Say whatever you like. Audience is fickle - will drift in and out. But ideas are shared and followers found. Benefits:  Great for SEO Great for keyword rich, relevant content Attracts engaged customers Attracts more decisions makers Creates advocates  | Enemy of Average
Twitter Strategy Target audience:  Clients, Candidates, what level, what category Time Investment: Build up from once a day to 2-4 tweets a day (approx. 20 – 30 mins a day) Tone: conversational, chit chat Content: define the chit chat i.e. Business events, company news, industry news.   From “broadcast” to “engagement”     Twitter drives other social media platforms       Link to all other platforms and website i.e. Blog posts, Facebook, press releases, company news, testimonials, YouTube, articles, promotions, events, advice Sell yourself: Yes intermittently – Don’t overly promote yourself, add value – only “hot” jobs Listening as important as talking Show expertise: Yes | Enemy of Average
Your  Twitter Account | Enemy of Average Include key words in your bio Good pic. Close. It’s your Brand! Start to follow targeted people Tweet consistently Brand your background  and use company colour palette Engage with followers
Your linkedin account | Enemy of Average Status updates: current, professional & relevant Professional photo Full profile incl. education & work history ,[object Object]
Answer questions in “Answers” sectionIncl. all URLs: website, blog, twitter User-friendly URL Summary is what is indexed for search. Include all keywords. Link blogfeed to LinkedIn
[object Object]
Link to website
Links to all SM platforms
All recruiters jobs
Maintain your Purl
Consultant SM links
Links to blog, twitter
Links to all SM platforms

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The future of recruiting: 'New Kool vs Old Skool

  • 1. The future of Recruiting‘New kool vs. old skool’ Greg Savage, Global CEO Firebrand Talent Search
  • 2. Our customers……. What are they thinking? How is it different? What are the doing? How are they changing their approach to recruitment and recruiters? | Enemy of Average
  • 3. MEDIA / ADVERTISING BBC Worldwide – Global Resourcing Manager – London CHE (Clemenger Harvie Edge Pty Ltd) – Managing Director – Melbourne Fox – Director & Territory Head – Malaysia Grayling – Managing Director – Singapore Leo Burnett Group – Chief Executive Officer – Singapore / Malaysia Leo Burnett – Head of Human Resources – Malaysia Media Brands – Chief Executive Officer – Malaysia MRM Worldwide Inc. – President – Tokyo Ogilvy Group – Chief Executive Officer – Melbourne Ogilvy Group – Chairman - Australia Ogilvy Group – Head of Talent Management – Australia Saatchi & Saatchi – Managing Director - China SCHAWK – Regional Human Resources Manager – Singapore TAG Wordwide– Regional Business Director – Singapore Universal McCann – Director of Social Networking – Malaysia Vivaki – Talent & Transformation Director – France Wunderman International – Human Resource Director – Tokyo | Enemy of Average
  • 4. CONSUMER / RETAIL Heineken – Marketing Manager – Singapore Burberry – HR Director – Tokyo Burberry – President – Tokyo Burberry – VP, Human Resources APAC – Hong Kong Burberry – General Manager S.E.A – Singapore L’Oreal - Marketing Manager – Melbourne L’Oreal – Vice President – Tokyo Nike Japan Corp – Japan Talent Acquisition Director– Tokyo Quiksilver – North Asia President – Tokyo TANGS – VP of HR– Singapore Alexander Mann – Global Talent Manager - London | Enemy of Average
  • 5. Financial / IT/ Telcos / Government Deloitte – Leadership Development Consultant – Melbourne DBS Bank – Vice President HR – Singapore Group M – Chief Executive Officer – Malaysia Pattersons – Head of Marketing – Australia Western Union – Director, Marketing Asia – Singapore Google – Chairman – Malaysia McCann Erickson –Director of Talent Management – Tokyo Telstra – Social Media Senior Advisor - Australia Telstra International – Marketing Director Asia – Singapore Singapore Tourism Board – Director, HR – Singapore Tourism Australia – General Manager Marketing – Sydney | Enemy of Average
  • 6. What your customers are thinking and doing…. right now They want to cut you out! Trimming recruitments costs is a major driver They are cynical about our value They see Social Media as an alternative – to us! They know about the talent crunch CEOs are thinking about talent as a business priority They are hiring – or planning to Balancing hiring and cost control The emergence of a “skills churn” Hunt for talent is now really global Attitude of the candidate has changed too Candidates resent the ‘traditional’ recruitment process “Application apathy” and distrust Candidates want transparency and speed | Enemy of Average
  • 7. | Enemy of Average
  • 8. What your customers are thinking and doing…. right now They want to cut you out! Trimming recruitments costs is a major driver They are cynical about our value They see Social Media as an alternative – to us! They know about the talent crunch CEOs are thinking about talent as a business priority They are hiring – or planning to Balancing hiring and cost control The emergence of a “skills churn” Hunt for talent is now really global Attitude of the candidate has changed too Candidates resent the ‘traditional’ recruitment process “Application apathy” and distrust Candidates want transparency and speed | Enemy of Average
  • 9. | Enemy of Average
  • 10. What your customers are thinking and doing…. right now They want to cut you out! Trimming recruitments costs is a major driver They are cynical about our value They see Social Media as an alternative – to us! They know about the talent crunch CEOs are thinking about talent as a business priority They are hiring – or planning to Balancing hiring and cost control The emergence of a “skills churn” Hunt for talent is now really global Attitude of the candidate has changed too Candidates resent the ‘traditional’ recruitment process “Application apathy” and distrust Candidates want transparency and speed | Enemy of Average
  • 11. Recruitment, social media events Malaysian Digital Association: Keynote Speaker: ‘Changing Recruitment Landscape in a Digital Age’ – Kuala Lumpur Creating Online Sustainable recruitment Strategies: Keynote Speaker : ‘Designing and implementing an effective Social Media Recruitment Strategy for a niche market’- Sydney iStrategy – ‘Transform your Digital Strategy’ Conference: Keynote Speaker:  ‘Changing Recruitment Landscape in a Digital Age’; - Melbourne ITCRA Gala Dinner: Key Note Speaker: ‘20 ways the world of recruitment is changing’: Melbourne Sydney Bloggers Festival: CEO keynote address: ‘Online communications for the CEO’: Sydney RCSA Panel Breakfast Series: Lessons, tips and inspirations from industry leaders Sydney #Tru Unconference. Track Leader: ‘New Kool vs Old Skool’: London UK Recruiter: Recruitment Directors Networking. Keynote Speaker: ‘Leveraging Recruitment business growth’ | Enemy of Average
  • 12. “the times they are a changing” Not everyone is looking for a job! Why do we invest our search in < 10% of the talent pool? Recruiters failing to attract unique talent to their databases Our talent pool is becoming a talent puddle The “scary” part about recruitment is all about candidates We must change our definition of “a candidate” The future of recruitment is that everyone is a candidate Its up to US to convert them to “active” candidates “Just in time” recruitment is dead or dying “Old Skool” means you will have nothing to offer clients that they can’t get themselves | Enemy of Average
  • 13. Talent pools and Talent Communities Build communities, don’t rely on pools A ‘Talent Pool” is little more than a static database Typically made up of active job seekers who have approached us. One-dimensional store of data Our “talent pools” are being smashed by Facebook and LinkedIn Talent communities are not static and one-dimensional Often an on-going dialogue between talent and recruiter | Enemy of Average
  • 14. Talent communities The talent may not even be looking for a job, may have not applied for a job, we have never discussed jobs but has these outcomes: Collaboration and sharing of ideas; Feeling of inclusiveness and belonging; Sharing of similar values; Knowledge and learning; Openness and trust; Engagement and responsiveness; Brand awareness Talent communities is about tapping into passive candidates Is that important then ? | Enemy of Average
  • 15. | Enemy of Average
  • 16. So, is social media part of the new kool for new age recruiters? | Enemy of Average
  • 17. Talent: Do you Job Search on Social Media sites? Gen Y 23% Gen X 24% Baby Boomers 24% Source. Kelly Global Workforce Index: The evolving workforce | Enemy of Average
  • 18. Talent: Do you feel it Essential to be active on Social media to advance your career? Gen Y 34% Gen X 26% Baby Boomers 20% Source. Kelly Global Workforce Index: The evolving workforce | Enemy of Average
  • 19. | Enemy of Average
  • 20. | Enemy of Average
  • 21. | Enemy of Average
  • 22. | Enemy of Average
  • 23. Why Social media for Recruiters? Brand Influence Build community Passive candidates Credibility with clients and talent Referrals and recommendation Customer interaction Generate leads | Enemy of Average
  • 24. Before you invest in Social media or twitter — The 7 questions What are your objectives? i.e. Raise your personal brand, engage with talent, build a community, increase your credibility What is the target audience? What time investment is needed? What tone of conversation will you use to engage your audience? What type of content is appropriate? Is it appropriate to sell? Is it an opportunity to show your expertise? | Enemy of Average
  • 25. Choose your platforms | Enemy of Average
  • 26. Facebook Facebook is like a pub - An informal place to talk casually with people on a more personal basis, shoot the breeze, tell jokes, meet people they have never spoken to before But a Facebook Page is like a function room in a pub Benefits: Great for SEO Building a community Creating advocates Not great for B2B, but good for B2C –i.e Candidates | Enemy of Average
  • 27. Twitter Twitter is like a cocktail party - Lots of conversations going on at once. If you like a conversation, you might share it with another group. High energy. Lots of talking, not much listening. More cordial and polite than the Facebook “pub”. Benefits: Brand exposure /PR Great for blog content distribution Building relationships Creates advocates Build a community Build your expert status Generates candidates Links you with clients Can showcase the best jobs | Enemy of Average
  • 28. LinkedIn LinkedIn is like a Trade show or corporate conference - More business like. More formal. People are there to connect, work and learn. Know they are on show. More buttoned down. Dress up a little, unlike the pub or even the cocktail party. People know (or should know!) they are being assessed Benefits: Great for SEO Great for blog content distribution Business development Personal Branding Information Candidates | Enemy of Average
  • 29. YouTube YouTube is like the Sydney Gay and Lesbian Mardi Gras or Times Square on NYE - Anything goes! Benefits: Great for SEO Branding Creating advocates Very viral Many dangers too! | Enemy of Average
  • 30. Blogging A blog is like Hyde Park Corner in London - Say whatever you like. Audience is fickle - will drift in and out. But ideas are shared and followers found. Benefits: Great for SEO Great for keyword rich, relevant content Attracts engaged customers Attracts more decisions makers Creates advocates | Enemy of Average
  • 31. Twitter Strategy Target audience: Clients, Candidates, what level, what category Time Investment: Build up from once a day to 2-4 tweets a day (approx. 20 – 30 mins a day) Tone: conversational, chit chat Content: define the chit chat i.e. Business events, company news, industry news. From “broadcast” to “engagement” Twitter drives other social media platforms Link to all other platforms and website i.e. Blog posts, Facebook, press releases, company news, testimonials, YouTube, articles, promotions, events, advice Sell yourself: Yes intermittently – Don’t overly promote yourself, add value – only “hot” jobs Listening as important as talking Show expertise: Yes | Enemy of Average
  • 32. Your Twitter Account | Enemy of Average Include key words in your bio Good pic. Close. It’s your Brand! Start to follow targeted people Tweet consistently Brand your background and use company colour palette Engage with followers
  • 33.
  • 34. Answer questions in “Answers” sectionIncl. all URLs: website, blog, twitter User-friendly URL Summary is what is indexed for search. Include all keywords. Link blogfeed to LinkedIn
  • 35.
  • 37. Links to all SM platforms
  • 41. Links to blog, twitter
  • 42. Links to all SM platforms
  • 44.
  • 45. FB branding on Twitter page
  • 47. Twitter feed – GS/FB/Own
  • 51. Links to other SM platforms
  • 52. Consistent pic (same as other platforms)
  • 54. Links to Twitter and website
  • 57. Contribute to “Q and A” section
  • 59. Links to all SM platforms
  • 60.
  • 61. NEW ERA RECRUITERS ARE GREAT e-SOURCERS Talent acquisition is dependent upon talent identification More and more talent data online every day Always been taught to focus on pre-existing relationships Database is not enough, jobs boards are not enough Identify candidates with whom you have no pre-existing relationship The candidate side equivalent of a finding a prospect and turning them into a client via cold call | Enemy of Average
  • 62. You gotta specialise! Future will be owned by highly focused specialists generalist mid-tier recruitment companies will be wiped out Clients will pay for highly specialised niche talent only Talent communities are by definition niche Mile deep and an inch wide Know your niche and then work that niche Create the impression of a recognisedindustry expert Specialisation appeals to passive talent Expert status appeals to clients and talent Don’t dabble — go deep | Enemy of Average
  • 63. Sales — Uncovering and understanding Selling is based on an ability to uncover and understand Listening, probing, questioning Understanding the client mindset in the recovery Most recruiters ‘talk at’ the client We need to listen more! Truly understanding client needs Stringent matching | Enemy of Average
  • 64. Getting paid more often for what you do! Order qualification is crucial The most successful recruiters are brutal order qualifiers Securing exclusivity becomes a core skill Low job fill ratios will mean failure Talent selection an art and a science Great recruiters are “talent-pickers” We have to be nimble enough to adjust our candidate activities to meet the need | Enemy of Average
  • 65. Influencing, negotiating, creating outcomes Closing the deal is the ultimate skill Next 5 years recruiters are going to need the ability to architect the deal We need to orchestrate, not just introduce Take the time required Devil is in the details Listen better than ever before Question everything | Enemy of Average
  • 66. Connect with Greg savage and firebrand Email: gsavage@firebrandtalent.com My LinkedIn profile: www.linkedin.com/in/gregpsavage My Twitter: twitter.com/greg_savage My YouTube: youtube.com/thesavagetruthvideo My Facebook: www.facebook.com/TheSavageTruth1 The Savage Truth Blog: www.gregsavage.com.au Firebrand website: www.firebrandtalent.com/ Firebrand Facebook: www.facebook.com/FirebrandTalent Firebrand Twitter: www.twitter.com/FirebrandTalent Firebrand YouTube: www.youtube.com/FirebrandTalent Firebrand blog: blog.firebrandtalent.com | Enemy of Average
  • 67. DUNCAN CUNNINGHAM | Enemy of Average

Editor's Notes

  1. BUT, they may not be getting jobs there now but they are already looking for them there nowAnd that can only increase
  2. Again its clear that the talent market will drive the talent sourcing function to SM, even if employers are slow to respond!Its clear there is a HUGE opportunity for far sighted employers to get ahead of the pack when sourcing hard to find skillsSM is a channel which can pay off right now and will pay off far more in the futureBut you need a plan!
  3. When putting together a strategy I always ask the following 6 questions to enable me to define how it will be used.Target audience – Knowing you audience is key to using the platform correctly. E.g. A white paper would be better placed on a blog or your LinkedIn profile due to it’s audience and etiquette rather than Facebook which is more casual.Time: It’s sensible to set flexible time frames on how long you want people to spend on each platform, this just set parameters to the user but I would recommend you re-asses on a monthly basis how well each platform is doing to how much or less you invest in it Tone: so chit chat is more appropriate on Facebook and more formal tone on LinkedInContent: It is a good idea to brainstorm ideas of content that would be appropriate for that platform. I would also have a look at your website and see what on their could be used i.e. PR, videos, news, articles etc..Sell: This question will be key to a good strategy. Selling on certain platforms will devalue your content and affect your brandExpertise: It is always great to show your expertise but some platforms are more about the social aspect rather than posting volumes of informationI would recommend you go through each platform a create a profile using the following questions but also make sure you decide who will be responsible for the each platform and who can contribute. It defines to the company who manages it so they know who to go to provide content and gives clear objectives to those involved. Starting a strategy without deciding who will run it and who will contribute to it will become unorganised which is essential to gaining momentum.
  4. There are a lot of options out there and more and more occurring everyday. I wouldn’t recommend getting caught up in trying to do everything, you will find much more benefit in concentrating on a handful that compliment your companies brand and your marketing strategy.
  5. We then established what each one meant to us to make sure we were using them in the correct way Here is how we see the some of the platforms we use:
  6. Twitter drives your audience around your platforms, use it to create noise. Put parameters around your chit chatEngage your audience let them get to know you and your company
  7. Setting up your pageContentWho to followGenerating followersBuilding community