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Talent Attraction 2.0
          - or "Why Facebook?"-




 Christoph Fellinger, Beiersdorf - for ESCP Europe, Berlin 11.05.2012
Your task for the presentation:

            Change sides:
Take the perspective of a HR Manager
          looking for talent.
The starting point. Employer Branding.

        What is Employer Branding?

         Employer Branding is the
      company's answer to the question
        "Why should I work for you?"
The Employer Branding Funnel
               OVERRIDING OBJECTIVE: STRENGTHEN EMPLOYER
              BRAND PERFORMANCE ALONG THE BRAND FUNNEL




               Attraction                                         Retention




Awareness       Attraction        Recruitment      Retention     Commitment Engagement
‘Who is the       ‘They are        ‘I’m applying    ‘I’ll stay   ‘I give my best’   ‘I tell everybody,
company?’      relevant for me’        there’        there’’                        how great it is to
                                                                                        work here’
If Talent Attraction 1.0 is …
                 Internships
                Career Fairs
                 On Campus
             Inhouse Events
            Public Relations
                Advertising
          Guerilla Marketing
Then Talent Attraction 2.0 is …




                      ?
Talent Attraction 2.0 is …
                                    Internships
                                   Career Fairs
                                    On Campus
                                Inhouse Events
                               Public Relations
                                   Advertising
                             Guerilla Marketing


       ONLINE         +      OFFLINE
TR A TE G   Talent Attraction 2.0 is …
                                                 Internships
                                               Career Fairs
                                                 On Campus
                              INTEGRATION
                                             Inhouse Events
                                            Public Relations
                                                Advertising
                                         Guerilla Marketing


                   ONLINE          +     OFFLINE
Starting with examples?
Offline/Online Integration
Offline/Online Integration
So Talent Attraction 2.0 is…
OFFLINE+




                  1. Offline Marketing +
                  2. Career Website
trainee
Search Engine Marketing Effect


                           271%
                          Website
                           Visits !
Website.Mobile.




   http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
Website.Classic + Mobile.
Website.Controlling.
• How many Visits?        • Page Views?
• What referrers?         • Exit pages?

         PIMP YOUR WEBSITE !
Talent Attraction 2.0 is …
OFFLINE+

   +


             1. Offline Marketing +
             2. Karriere Website +
             3. Search Engines …



                           +          +
Talent Attraction 2.0 is …
OFFLINE+

   +




                + SOCIAL MEDIA
What's in Social Media for Employers?
• Monitoring            Google Alerts, Review Sites, Monitoring tools…

• Storytelling          Blogs, Facebook, YouTube…

• Dialogue              Facebook, Twitter, Boards, Review Sites…

• Talent Relationship Management LinkedIn, XING, Facebook …
• Recruiting            Referral Programs + Sharing functions…

• Active Sourcing       LinkedIn, XING, Expertsites, Blogs…

• Viral Marketing       YouTube, Facebook, twitter, Pinterest …

• Guerilla Marketing    JvM Neckar, Scholz&Friends…
More Examples?
Employer Review Sites
Recruiting.Sharing.
Leveraging your employees' network.
Facebook & Co:
more private than professional use
                                                                                           …staying in contact


                                                                                           …getting new contacts


                                                                                           … infos for my job or profession


                                                                                           … lifestyle infos

                                                                                           … economical or political
                                                                                             information
                                                                                           … infos on employers 

                                                                                           … other




"My priority use for private social networks is…"

(n = 1.078, Angaben bereinigt von Nicht-Usern von privaten sozialen Netzwerken. Angaben in Mittelwerten auf der Basis 0 („überhaupt
nicht“) bis 5 („sehr stark“)).
Quelle: Kienbaum Communications Studie Arbeitgeber-Präsenz in privaten sozialen Netzwerken aus der Zielgruppen-Perspektive, 8/2010
Authentic information and jobs rule.
           Authentic insights
            into the company

        Infos on entry options


         Current job openings


        Infos on Career Events


 Direct contact to the company

         Detailed information
              on Employment
         Infos on the profiles,
    the company is looking for
         Exchange with other
               users on Wall




 Untersuchung der deutschen Karriere-Fanpages auf Facebook, Henner Knabenreich, 4/2010
Storytelling.facebook.
Storytelling.Blogs.
Storytelling.Video.
Professional vs. SemiProf vs. Home
The worst Employer Branding video ever.
Integration.Video.
Integration.Video.
Offline/Online Integration.
Interaction.
Leveraging
the network
Dialogue.
Real Dialogue.
Real Dialogue.
Real Dialogue.
Real Dialogue.
Staying in contact.
Talent Relationship Management.
Staying in contact.
Talent Relationship Management.
Direct Search.Recruiting.




                    http://recruitermembership.xing.com/en/start.html
Be aware.Issue Management.
The next big thing?
• Location Based Services
• Social Gaming
• Augmented Reality
location based services.foursquare.
Social Gaming.fliplife.
Social Gaming.fliplife.
Social Gaming.fliplife.
Social Gaming.Individual FB App.




               http://www.youtube.com/watch?v=1cGGk0eaxUg
Far ahead.Augmented Reality.
Guerilla Marketing.




            JvMNecker 'Trojan Recruiting' http://www.youtube.com/watch?v=vhnDunv-Ww4
Guerilla Marketing – or Viral?




                  Scholz & Friends 'Pizza Digitale: http://www.youtube.com/watch?v=SzqTDRThbiE
Wrap up:

1. Employer Branding provides identity and storyline.
2. Talent Attraction channels infos to target groups.
3. On- and Offline complement one another.
4. Social Media is not the sole solution – go 360°!




                     Thank you.
                     Questions?
Read on
Employer Branding today : "Optimise your communication budget":
www.employerbrandingtoday.com/blog/2012/03/19/optimise-your-
communication-budget/

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Talent Attraction 2.0

Editor's Notes

  1. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  2. facebook.Geschichten. Geht sowohl Wall (LH Bsp.) als auch als Fotoalbum (STIHL)
  3. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  4. KRONES: http://www.youtube.com/watch?v=pwJ0va6ol64 SNT: http://www.facebook.com/video/video.php?v=155042844521985 BDF: http://www.youtube.com/watch?v=XEWsgIUiHyo Novo Nordisk: http://blogs.novonordisk.com/graduates/2011/01/24/video-interviews-seen-through-affiliate-eyes-%E2%80%9Dhow-is-it-to-have-a-graduate-at-the-office%E2%80%9D/?utm_source=twitterfeed&utm_medium=twitter
  5. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  6. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  7. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  8. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  9. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  10. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  11. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  12. Bertelsmann: - Alle Social Kanäle auf Karriere Website - Weiterempfehlung auf Stellenangeboten
  13. http://klauseck.typepad.com/prblogger/2010/03/greenpeace-vs-nestle.html
  14. Spreadshirt: http://www.youtube.com/user/spreadshirt#p/u/21/pj1eNN-i42M dfs: http://www.youtube.com/watch?v=9PtwPJOwmKs
  15. Spreadshirt: http://www.youtube.com/user/spreadshirt#p/u/21/pj1eNN-i42M dfs: http://www.youtube.com/watch?v=9PtwPJOwmKs
  16. Spreadshirt: http://www.youtube.com/user/spreadshirt#p/u/21/pj1eNN-i42M dfs: http://www.youtube.com/watch?v=9PtwPJOwmKs
  17. Spreadshirt: http://www.youtube.com/user/spreadshirt#p/u/21/pj1eNN-i42M dfs: http://www.youtube.com/watch?v=9PtwPJOwmKs
  18. Spreadshirt: http://www.youtube.com/user/spreadshirt#p/u/21/pj1eNN-i42M dfs: http://www.youtube.com/watch?v=9PtwPJOwmKs
  19. Spreadshirt: http://www.youtube.com/user/spreadshirt#p/u/21/pj1eNN-i42M dfs: http://www.youtube.com/watch?v=9PtwPJOwmKs
  20. Spreadshirt: http://www.youtube.com/user/spreadshirt#p/u/21/pj1eNN-i42M dfs: http://www.youtube.com/watch?v=9PtwPJOwmKs