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HR Communication 2.0.: Spotting talent through brand ambassadorship


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Recruitment in a digital world

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HR Communication 2.0.: Spotting talent through brand ambassadorship

  1. 1. HR Communication 2.0.: spotting talent through brand ambassadorship 25 August 2008
  2. 2. Table of content <ul><li>Online Channels: Characteristics </li></ul><ul><li>Shifted Relationship: Conversation </li></ul><ul><li>Activation: e-Recruitment </li></ul><ul><li>Linked In: formal recruitment </li></ul><ul><li>Facebook: brand ambassadors </li></ul><ul><li>Remarks </li></ul><ul><li>Summary </li></ul>
  3. 3. 1. Online Channels: Characteristics
  4. 4. Time & Space <ul><li>‘ Online’ & ‘digital’ allow you to overcome barriers in time and space. </li></ul><ul><ul><li>You don’t have to be at a specific place at a specific time to be part of something. </li></ul></ul><ul><ul><ul><li>When you host a seminar, you offer a live video ‘webcast’ of the presentation. After the event you publish the presentation online. </li></ul></ul></ul>
  5. 5. Channel vs Medium <ul><li>The internet is a channel, not a medium. </li></ul><ul><ul><li>Use this channel to: </li></ul></ul><ul><ul><ul><li>Spread the communication message yourself </li></ul></ul></ul><ul><ul><ul><li>Enable others to spread your message </li></ul></ul></ul>
  6. 6. Consumer vs User <ul><li>Social media: media use is no longer connected to media ownership </li></ul><ul><ul><li>People have access to media and share information </li></ul></ul><ul><ul><ul><li>Audience: as a reader, listener or viewer </li></ul></ul></ul><ul><ul><ul><li>Creator: as a publisher of articles, comments, photos, video, audio, podcasts, ... </li></ul></ul></ul>
  7. 7. Consumer vs User <ul><li>Consumers are both users & experts </li></ul><ul><ul><li>Word-of-mouth is key in the decision making process </li></ul></ul><ul><ul><ul><li>People review products, jobs & brands. </li></ul></ul></ul><ul><ul><ul><li>Peers are influencers by sharing recommendations, both positive and negative </li></ul></ul></ul>
  8. 8. Push vs Pull <ul><li>Push </li></ul><ul><ul><li>You force people to take notice of your communication message </li></ul></ul><ul><ul><ul><li>You pay for media space </li></ul></ul></ul><ul><ul><ul><li>You reach a large audience </li></ul></ul></ul><ul><ul><ul><li>You have a superficial contact with the mass audience </li></ul></ul></ul><ul><ul><ul><li>Advertising: tv commercials, radio commercials, print ads, billboard, banners, ... </li></ul></ul></ul>
  9. 9. Push vs Pull <ul><li>Pull </li></ul><ul><ul><li>You connect with people to share your communication message </li></ul></ul><ul><ul><ul><li>You still spend money, but not always on media </li></ul></ul></ul><ul><ul><ul><li>Content is the new currency </li></ul></ul></ul><ul><ul><ul><li>You reach a targeted or niche audience </li></ul></ul></ul><ul><ul><ul><li>Your communication has relevance for the receiver </li></ul></ul></ul><ul><ul><ul><li>You have a qualitative contact with limited audience </li></ul></ul></ul><ul><ul><ul><li>Utility: website, application, mobile service, widget, game, entertainment, ... </li></ul></ul></ul>
  10. 10. 2. Shifted Relationship: Conversation
  11. 11. Before <ul><li>Shouting </li></ul><ul><ul><li>Advertisers shout at their audience </li></ul></ul><ul><ul><li>People are not expected to interact in any way </li></ul></ul><ul><ul><li>The communication message is force upon the audience </li></ul></ul>
  12. 12. Online: The shift <ul><li>The brand - audience relationship has changed </li></ul><ul><ul><li>Interaction: you don’t talk at people. You talk with people. </li></ul></ul><ul><ul><li>Participation: your audience becomes part of your message </li></ul></ul><ul><ul><li>Activation: you enable your audience to spread your message </li></ul></ul>
  13. 13. What matters today? <ul><li>The reputation of your brand </li></ul><ul><ul><li>Build trust </li></ul></ul><ul><li>Your brand story </li></ul><ul><ul><li>Start a conversation </li></ul></ul><ul><li>Your brand lovers </li></ul><ul><ul><li>Engage brand ambassadors </li></ul></ul>
  14. 14. Who determines your reputation <ul><li>Marketing & advertising </li></ul><ul><ul><li>Brand campaigns </li></ul></ul><ul><ul><li>Corporate communication </li></ul></ul><ul><ul><li>Recruitment campaigns </li></ul></ul><ul><li>People </li></ul><ul><ul><li>The people working for you today </li></ul></ul><ul><ul><li>The people who used to worked for you in the past </li></ul></ul><ul><ul><li>High profile & management with PR value </li></ul></ul><ul><ul><ul><li>Ex.: Bruno Segers, Marc Coucke, Andre Duval </li></ul></ul></ul>
  15. 15. Online reputation <ul><li>Search </li></ul><ul><ul><li>What scores high in google </li></ul></ul><ul><ul><ul><li>News sites </li></ul></ul></ul><ul><ul><ul><li>User Generated Content: blogs, forums, ... </li></ul></ul></ul><ul><ul><ul><li>Social networks: LinkedIn, Facebook, ... </li></ul></ul></ul><ul><ul><ul><li>Social media: YouTube, Flickr, ... </li></ul></ul></ul>
  16. 16. Control <ul><li>Full control is a disillusional idea </li></ul><ul><ul><li>You can not control what people say about you </li></ul></ul><ul><ul><ul><li>You can enable people to talk about you and feed the conversation </li></ul></ul></ul><ul><ul><ul><li>Negative criticism handled well has a positive turnover </li></ul></ul></ul>
  17. 17. Authenticity vs fake <ul><li>Authenticity is key </li></ul><ul><ul><li>You communication message must be trustworthy </li></ul></ul><ul><ul><li>Your brand image must be transparent and correlate with reality </li></ul></ul><ul><ul><li>What you say about your brand must be in line with what people say about you </li></ul></ul>
  18. 18. 3. Activation: e-Recruitment
  19. 19. Carrier vs Message <ul><li>The internet is a carrier, not the message. </li></ul><ul><ul><li>You need a message to start a conversation </li></ul></ul><ul><ul><ul><li>You find the message in your company or people </li></ul></ul></ul><ul><ul><ul><li>You create a message and act upon it </li></ul></ul></ul><ul><ul><ul><li>Your message is in line with your identity & behaviour </li></ul></ul></ul>
  20. 20. Broadcasting vs Narrowcasting <ul><li>Don’t communicate with everyone. Only address the relevant ones. </li></ul><ul><ul><li>Relevance: find niche audiences for niche profiles </li></ul></ul><ul><ul><ul><li>Target profiles on sociale networks, commuities, shared interests, region, ... </li></ul></ul></ul><ul><ul><li>Enter their world, speak their language, know their interests and motivations. </li></ul></ul><ul><ul><ul><li>Example IT banner on blogs </li></ul></ul></ul>
  21. 21. Broadcasting vs Narrowcasting <ul><li>Recruit with Google AdWords. </li></ul><ul><ul><li>Targeted landing pages with Google Website Optimizer </li></ul></ul>
  22. 22. Momentum & Continuum <ul><li>The brand momentum </li></ul><ul><ul><li>Campaign: creative concept, punchline, ... </li></ul></ul><ul><ul><li>Limited in time (Q1, Q2, Q3 & Q4) </li></ul></ul><ul><ul><li>Supported by media spending </li></ul></ul><ul><ul><li>Focused on reach </li></ul></ul><ul><li>The brand continuum </li></ul><ul><ul><li>Continuous dialogue </li></ul></ul><ul><ul><li>Consistent message </li></ul></ul><ul><ul><li>Relationship building </li></ul></ul><ul><ul><li>Focused on building mutual trust (reputation) </li></ul></ul>
  23. 23. Continuum: a good recruitment website <ul><li>Working Environment (a.o. company culture, testimonials) </li></ul><ul><li>Offer (a.o. possibilities for trainees and students) </li></ul><ul><li>Accessibility (o.a. search, navigation, language choice) </li></ul><ul><li>Application (o.a. apply online and procedure) </li></ul><ul><li>Contact possibilities (o.a. contact person, phone number, events) </li></ul><ul><li>General impression (o.a. house style, images) </li></ul><ul><li>Originality (unique elements) </li></ul><ul><li>Recruitment 2.0 (o.a. chat, RSS-feeds) </li></ul>
  24. 24. New media, old habits? <ul><li>Communication doesn’t change. Channels are added. </li></ul><ul><ul><li>Traditional media </li></ul></ul><ul><ul><ul><li>Print, phone, tv, radio, direct mail, ... </li></ul></ul></ul><ul><ul><li>New ‘traditional’ media </li></ul></ul><ul><ul><ul><li>Website, mobile, ... </li></ul></ul></ul><ul><ul><li>Experimental new media </li></ul></ul><ul><ul><ul><li>Chat, messenger, VOIP (Skype), Twitter, GPS, ... </li></ul></ul></ul>
  25. 25. On-site vs off-site <ul><li>Don’t think everyone will visit your website </li></ul><ul><ul><li>Have a good corporate website </li></ul></ul><ul><ul><li>A campaign or recruitment site is an option, not a necessity </li></ul></ul><ul><ul><li>Be present and approachable on popular online boulevards </li></ul></ul>
  26. 26. Six degrees of separation <ul><li>Be approachable for job seekers and potential recruits </li></ul><ul><ul><li>Every potential recruit should be able to connect with someone in your organization. </li></ul></ul>
  27. 27. Viral <ul><li>Viral = people spread a message to one another </li></ul><ul><ul><li>Viral is not the same as ‘free’ </li></ul></ul><ul><ul><li>You have no guarantee on a viral success </li></ul></ul><ul><ul><li>The interaction you provide can have a viral mechanism </li></ul></ul>
  28. 28. Crowd sourcing <ul><li>Power of the individual (and the mass) </li></ul><ul><ul><li> reward people for finding the right candidates </li></ul></ul>
  29. 29. 4. Linked In: formal recruitment
  30. 30. Characteristics <ul><li>LinkedIn is a social network </li></ul><ul><ul><li>Personal profile page & identity or resume </li></ul></ul><ul><ul><li>Network of contacts </li></ul></ul><ul><ul><li>Community of interest: professional </li></ul></ul><ul><ul><li>Allow search and filter </li></ul></ul><ul><ul><li>Frequent updates </li></ul></ul><ul><ul><li>Interact: questions, personal messages, ... </li></ul></ul>
  31. 31. Update company profile
  32. 32. Connect
  33. 33. Recommendations: pay it forward
  34. 34. Manage a group
  35. 35. Search & filter
  36. 36. Advertise: post jobs
  37. 37. Address your network
  38. 38. Enable the community
  39. 39. Enable your workers
  40. 40. LinkedIn guidelines <ul><li>Be relevant </li></ul><ul><ul><li>Select relevant profiles for your message </li></ul></ul><ul><ul><li>Always be personal in your direct communication </li></ul></ul><ul><ul><li>Use Q&A for relevant questions </li></ul></ul><ul><li>Don’t spam </li></ul><ul><ul><li>Don’t contact everybody for anything </li></ul></ul><ul><ul><li>Don’t connect with profiles you’ve never had contact with </li></ul></ul>
  41. 41. LinkedIn: pros and cons <ul><li>Pro: </li></ul><ul><ul><li>Large population & dominant player </li></ul></ul><ul><ul><li>Public profile is visible for everyone </li></ul></ul><ul><ul><li>Professional network </li></ul></ul><ul><ul><li>People keep their profile up to date </li></ul></ul><ul><ul><li>Posting and forwarding of jobs possible </li></ul></ul><ul><ul><li>Good search and filter options </li></ul></ul><ul><li>Contra: </li></ul><ul><ul><li>Limited daily activity </li></ul></ul><ul><ul><li>Posting jobs costs money </li></ul></ul><ul><ul><li>Fatigue: too many requests too all & spam </li></ul></ul>
  42. 42. 5. Facebook: brand ambassadors
  43. 43. Characteristics <ul><li>Facebook is a social network </li></ul><ul><ul><li>Overview of daily activity </li></ul></ul><ul><ul><li>Friends network </li></ul></ul><ul><ul><li>Focused on entertainment & keeping in touch </li></ul></ul><ul><ul><li>Easy to find people </li></ul></ul><ul><ul><li>Third party ‘apps’ </li></ul></ul><ul><ul><li>All kinds of invites and interaction </li></ul></ul>
  44. 44. Share experiences
  45. 45. Connect
  46. 46. Start a group
  47. 47. Event invitation
  48. 48. Build a Facebook application
  49. 49. Integrate
  50. 50. Facebook guidelines <ul><li>It’s a friends network </li></ul><ul><ul><li>Informal or personal tone of voice </li></ul></ul><ul><ul><li>Communication by ambassadors, not by a company or brand </li></ul></ul><ul><ul><li>Be careful with ‘advertising’ </li></ul></ul><ul><li>Respect privacy </li></ul><ul><ul><li>Don’t push </li></ul></ul><ul><ul><li>Pull. Attract. Tease. Play. </li></ul></ul><ul><li>Gatekeeper </li></ul><ul><ul><li>Your brand ambassadors guide people from a personal to a professional environment </li></ul></ul>
  51. 51. Facebook: pros and cons <ul><li>Pro: </li></ul><ul><ul><li>High daily activity </li></ul></ul><ul><ul><li>Background Belgian users: education, job & age </li></ul></ul><ul><ul><li>API: allows third party applications </li></ul></ul><ul><ul><li>Audience open for fun, entertainment, games, ... </li></ul></ul><ul><li>Contra: </li></ul><ul><ul><li>Personal network, not professional </li></ul></ul><ul><ul><li>No search & filtering in professional data </li></ul></ul><ul><ul><li>Most profiles are protected </li></ul></ul><ul><ul><li>High risk for perception of invasion of privacy </li></ul></ul>
  52. 52. 6. Remarks
  53. 53. Don’t believe the hype <ul><li>The hype circle. What goes up, must go down. </li></ul><ul><ul><li>Second life: the media attention and PR value given to these recruitment campaigns were effective. Not recruiting in Second Life itself. </li></ul></ul><ul><ul><li>It’s fun the first time. “Been there, done that” is next. </li></ul></ul>
  54. 54. Social media fatigue <ul><li>You enter the personal sphere, don’t push it. </li></ul><ul><ul><li>Recruitment and marketing efforts on social media platforms can become pushy </li></ul></ul><ul><ul><li>Always be authentic and honest </li></ul></ul><ul><ul><li>Don’t force people into sharing personal data </li></ul></ul>
  55. 55. 7. Summary
  56. 56. Overview <ul><li>Get your story right. As a job seeker: what’s in it for me ? </li></ul><ul><li>Involve your people </li></ul><ul><li>Make it easy to access and follow you </li></ul><ul><li>Recruit in niche groups, interest groups, … </li></ul><ul><li>Use new concepts and platforms like LinkedIn </li></ul>
  57. 57. Contact details <ul><li>Wim Walraevens </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Pieter Baert </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Stay tuned </li></ul><ul><ul><li> </li></ul></ul>