Setting the Scene for the  Career Selector  Brand, public relations and technology; a consumer centric approach to winning...
Why me? <ul><li>25 years in the recruiting, publishing and on-line space in UK, Europe, AsiaPac and US </li></ul><ul><li>E...
What Is Our Purpose In Life? <ul><li>“ The ability to find and hire the right people can make or break your business.  It ...
And the damage from a negative experience… As a result of a bad experience in the recruitment process, people are less lik...
What defines today’s jobseeker? <ul><li>A jobseeker is a consumer </li></ul><ul><li>A consumer is a potential employee </l...
The Future of the Employment Consumer Today <ul><li>Strange but true data points from purchases behaviours of online brows...
Recruitment really is marketing <ul><li>“There will always, one can assume, be need for some selling.  </li></ul><ul><li>B...
Remember the following <ul><li>The experience is the Brand- it is no longer about just image alone. </li></ul><ul><ul><li>...
What does the candidate want?
What do today’s jobseekers expect? To be taken seriously Knowledgeable help Competent, efficient service Friendliness Anti...
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Do’s, Don’ts and ideas for a consumer centric approach to recruitment <ul><li>Look at all online marketing collateral and ...
Career site as a Consumer portal <ul><li>We’ve seen that a consumer site delivers exactly what the consumer wants - goods,...
Pulling it together Constant feedback loop Direction, leadership Corporate/board buy in Build/execute Communicating/relati...
Thank You Any Questions?
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Setting the scene for the Career Selector

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Keith Robinson, Media Plaza Utrecht, 11 maart 2008, Digitaal werven

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  • Setting the scene for the Career Selector

    1. 1. Setting the Scene for the Career Selector Brand, public relations and technology; a consumer centric approach to winning the war for Talent Keith Robinson Tel: +44 7796 523355 Email: keith@e-strategypractice.com
    2. 2. Why me? <ul><li>25 years in the recruiting, publishing and on-line space in UK, Europe, AsiaPac and US </li></ul><ul><li>Experience of working with the HR community as an information provider and advisor </li></ul><ul><li>Launched Personnel Today </li></ul><ul><li>10 years board director at two of Europe’s largest recruitment advertising agencies </li></ul><ul><li>Last 5 years took totaljobs.com from a number 5 position to a profitable market leader </li></ul><ul><li>Founding partner and current CEO of Kangarooster.com </li></ul>
    3. 3. What Is Our Purpose In Life? <ul><li>“ The ability to find and hire the right people can make or break your business. It is as plain as that. No matter where you are in the life cycle of your business, bringing in great talent should always be a top priority. It is also the hardest objective to meet.” </li></ul><ul><li>Michael Dell, Dell Computer </li></ul>
    4. 4. And the damage from a negative experience… As a result of a bad experience in the recruitment process, people are less likely to: Source: Totaljobs
    5. 5. What defines today’s jobseeker? <ul><li>A jobseeker is a consumer </li></ul><ul><li>A consumer is a potential employee </li></ul><ul><li>They are both more brand aware than ever before </li></ul><ul><li>They are both more internet competent than ever before </li></ul><ul><li>They are both more critical of a web based negative experience than ever before </li></ul><ul><li>They share this experience with more people than ever before </li></ul>
    6. 6. The Future of the Employment Consumer Today <ul><li>Strange but true data points from purchases behaviours of online browsers in the US this year. </li></ul><ul><ul><li>People who browse Miami travel content buy plasma TV’s at a higher than normal rate. </li></ul></ul><ul><ul><li>People who browse school-aged parenting content purchase motorcycles at a disproportionate level. </li></ul></ul><ul><ul><li>People who browse certain types of movie reviews make leisure travel purchases disproportionate to their numbers. </li></ul></ul><ul><li>Nothing predicts behavior like behavior. </li></ul>Source Reaching Low Handraisers by Dave Morgan
    7. 7. Recruitment really is marketing <ul><li>“There will always, one can assume, be need for some selling. </li></ul><ul><li>But the aim of marketing is to make selling superfluous. </li></ul><ul><li>The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. </li></ul><ul><li>Ideally, marketing should result in a customer who is ready to buy. </li></ul><ul><li>All that should be needed is to make the product or service available.” </li></ul>Source: Peter Drucker
    8. 8. Remember the following <ul><li>The experience is the Brand- it is no longer about just image alone. </li></ul><ul><ul><li>It is, today, the appreciation of the experience </li></ul></ul><ul><ul><li>No matter how “nice” the logo is - if the user can’t find what they need, the brand is damaged </li></ul></ul><ul><li>You can’t control the experience… </li></ul><ul><ul><li>The user is now in control and will surprise you at every turn </li></ul></ul><ul><ul><li>They will ignore your headlines, not go to the home page </li></ul></ul><ul><li>BUT the experience they get is still based on the experience they have chosen </li></ul>
    9. 9. What does the candidate want?
    10. 10. What do today’s jobseekers expect? To be taken seriously Knowledgeable help Competent, efficient service Friendliness Anticipation of my needs To be kept informed Explanations in my terms Follow-through Basic courtesies To be listened to (and heard)‏ Empathy Dedicated attention Respect Professional service Not to be passed around Feedback To be informed of the options Honesty
    11. 30. Do’s, Don’ts and ideas for a consumer centric approach to recruitment <ul><li>Look at all online marketing collateral and ask the ? </li></ul><ul><ul><li>Where can I ask the consumer the ? - would you be interested in a career with…… </li></ul></ul><ul><li>Build a MEDIA POOL, not a TALENT POOL </li></ul><ul><ul><li>Convert by e-marketing your media pool into a pre-screened talent pool </li></ul></ul><ul><li>Don’t allow marketing, IT or a 3rd party design firm to build your career site </li></ul><ul><ul><li>They don’t know how to </li></ul></ul>
    12. 31. Career site as a Consumer portal <ul><li>We’ve seen that a consumer site delivers exactly what the consumer wants - goods, services and ability to buy </li></ul><ul><ul><li>Job Boards do the same for the job seeker </li></ul></ul><ul><li>The corporate Career site could do the same….. </li></ul><ul><ul><li>Graduates want information and we deliver brochureware </li></ul></ul><ul><li>Experienced jobseekers want to find job, title, salary and apply now </li></ul><ul><ul><li>And sometimes we still deliver brochureware </li></ul></ul><ul><ul><li>Or put up registration barriers - too much information too early in the process </li></ul></ul><ul><li>An email address and job title can be enough information to begin building the media centric relationship to build the media pool </li></ul>
    13. 32. Pulling it together Constant feedback loop Direction, leadership Corporate/board buy in Build/execute Communicating/relationship building/educating line mgmt Agreed KPIs Funding Alignment - HR, Marketing, Corporate Affairs
    14. 33. Thank You Any Questions?

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