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for:	  SourceCon	  2012	              v2.8.12	                      How	  Personalized	  Search	  and	  the	  Absence	  of...
I	  control	  the	  newspapers.	            So,	  I	  control	  what	  you	     learn,	  think	  and	  know.	  Bow	       ...
My	  name	  is	                   “internet”	  and	  now	                   Informa<on	  is	  free.	  	  Yesterday…	  
Today,	  its	  all	  about…	  me!	  
Social	  signals	  are	  becoming	  more	  and	  more	  relevant	  when	  ranking	  personalized	  search	  results.	  	  ...
Check	  out	  what	  I	  no<ced	  in	  October	  2011	  
•  Four	  Links	  were	  not	  featured	  on	  both	  If	  you	  look	  up	  the	  same	  keyword	  in	        pages	  diff...
Two	   links	   based	   on	   the	  recommenda<on	   of	   my	  connec<ons.	   Also,	   two	   less	  l i n k s	   f r o ...
The	   more	   my	   friends	   plus	   one	   a	  page	   that	   I	   have	   “+1’d,”	   the	  higher	   it	   seemed	  ...
Google	  has	  been	  experimen<ng	  with	  this	  since	  2009.	  Ini<ally	  you	  had	  to	  opt	  in.	  But	  now	  out...
Personalized	  search	  results	  at	  the	  top.	       Turn	  personalized	  search	  on	  /	  off	         Icon	  for	  ...
Search	  results	  liked	  by	  your	  friends	  get	  special	  treatment	  by	  Bing.	                                  ...
Is	  this	  popular	  news	  or	  what	       Yahoo	  wants	  me	  to	  see?	                                             ...
…boas<ng	  that	  click-­‐through	  rates	  have	  now	  risen	  more	  than	  270	  per	  cent	  on	  the	  "Today"	  new...
“With	  my	  browser	  logged	  out	  of	  Facebook,	  whenever	  I	  visit	  any	  page	  with	  a	  Facebook	  like	  bu...
By	   simply	   connec<ng	   with	   a	   passive	  candidate	  online	  I	  get	  exposed	  to	  their	  social	  cluster...
If	   your	   content	   is	   not	   compelling	   and	   no	  one	  wants	  to	  tweet	  it,	  like	  it	  or	  plus	  o...
Be	  strategic	  and	  do	  it	  now.*	  
Will	  you	  give	                                                                                                        ...
Use	  Twiger’s	  “Who	  To	  Follow”	  link	  to	  find	  influen<al	  people	  on	  Twiger.	  Retweets	  from	  authorita<v...
Links	  from	  Facebook	  Fan	  Pages	  helps	  your	  search	       ranking	  as	  well.	  	  
Use	   Google	   Plus	   to	   brand	   your	   content	  and	   agract	   passive	   candidates.	   	   Click	  company	 ...
Controversy	  over	  “Facebook	  firings”	  is	  at	  an	  all	  <me	  high.	  	                                         “T...
People	  are	  star<ng	  to	  get	  it	  about	  protec<ng	  what	  they	  post	  online.	  At	  least,	  when	  it	  come...
If	  candidates	  become	  more	  savvy	  about	  their	  online	  privacy,	  will	  it	  become	  harder	  to	  find	  the...
Resumes	  are	  s<ll	  being	  indexed	  and	  on	  a	  regular	  basis.	                          This	  search	  generat...
Social	   networks,	   blogs,	  forums,	   et	   cetera,	  typically	  have	  a	  sec<on	  for	   self-­‐iden<fica<on.	  Am...
There	   will	   always	   be	   some	   candidates	   who	  are	  savvy	  about	  marke<ng	  themselves	  online.	  	  	  
“So	   as	   long	   as	   I	   have	   a	   social	  strategy	   and	   a	   good	   grasp	   of	  boolean	   searching,	...
This	  is	  where	  it	  gets	  tricky.	  As	   long	   as	   it	   has	   taken	   for	  companies	   to	   realize	   th...
 About	   half	   of	   Facebook’s	   800	   million	   users	  access	  the	  site	  via	  their	  mobile	  phones.	   	 ...
People	  are	  consuming	  content	  on	  mobile	  apps	  moreso	  than	  on	  the	  web	  and	  no	  signs	  of	  slowing...
If	  your	  company	  does	  not	  have	  a	  mobile	  recrui<ng	  strategy,	  you	  are	  at	  a	  disadvantage.	  	  	  
One	  day,	  companies	  will	  say…	  “I	  get	  it!”	  	  When	  it	  comes	  to	  finding	  people	  its	  all	  social	...
Actually,	  it	  already	  has.	  	  
SEO	  is	  dying.	  (Google	  is	  killing	  it.)	  	                                                                     ...
People	   are	   lis<ng	   me	   under	                                                        Recruiter,	   Career	   and...
Another	  sign	  	  of	  a	  mass	  velng	  	  trend?	  R/GA	  experiments.	  	  Too	  much	  for	  some	  candidates?	   ...
I	  told	  you:	    [X]	  Social	  Strategies	  are	  crucial	    [X]	  Boolean	  Searches	  aren’t	  going	  away	  any<m...
Its	  easy	  to	  produce	  and	  distribute	                                                          content	  on	  tabl...
Job	  Lis<ngs	  become	  more	  	  flexible	  to	  include	  mul<-­‐media	  (pics	  and	  audio).	  
Video	  job	  descrip<ons	  become	  the	  norm.	                                           Op<mized	  for	  viewing	  on	...
Sourcing	  people	  by	  their	  check-­‐ins	  at	  events	      becomes	  easier	  and	  commonplace.	  	                ...
I	  think	  that	  there	  will	  be	  	     As	  a	  result,	  I	  expect	  to	  some	  challenges	  as	  well	          ...
More	  mobile	  social	  networks	  where	  communica<ons	  stays	  on	  your	  phone.	                                   ...
More	  secret	  sites	  like	  this	  are	  pending	  as	  people	  fight	  for	  privacy.	  	  
I	  think	  sourcers	  will	  uncover	  more	                           clever	  ways	  to	  find	  passive	  candidates.	 ...
Another	  way	  to	  source	  passive	  candidates?	   Find	  photos	  online	  and	  track	  candidates	      using	  fac...
Ready	  to	  take	  on	                                      any	  ques<ons!	  Hmm…	  I	  think	                          ...
 Contact	  me:	  	  Jim	  Stroud	  Director,	  Sourcing	  and	  Social	  Strategy	  	  Bernard	  Hodes	  Group	  	  Phone:...
At	  least,	  for	  now.	  	  
Naked Prospects:How Personalized Search and the absence of privacy will help and hinder online recruiting now and in the f...
Naked Prospects:How Personalized Search and the absence of privacy will help and hinder online recruiting now and in the f...
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Naked Prospects:How Personalized Search and the absence of privacy will help and hinder online recruiting now and in the future

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Presentation from Sourcecon 2012 in Atlanta, presented by Jim Stroud.

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Naked Prospects:How Personalized Search and the absence of privacy will help and hinder online recruiting now and in the future

  1. 1. for:  SourceCon  2012   v2.8.12   How  Personalized  Search  and  the  Absence  of  Privacy  will     Help  and  Hinder  Online  Recrui<ng  Now  and  in  the  Future     by:  Jim  Stroud   Director,  Sourcing  &  Social  Strategy   Bernard  Hodes  Group    
  2. 2. I  control  the  newspapers.   So,  I  control  what  you   learn,  think  and  know.  Bow   down  and  worship  me.    2  days  ago…  
  3. 3. My  name  is   “internet”  and  now   Informa<on  is  free.    Yesterday…  
  4. 4. Today,  its  all  about…  me!  
  5. 5. Social  signals  are  becoming  more  and  more  relevant  when  ranking  personalized  search  results.     Loca<on  is  a  key  factor  as  well.    
  6. 6. Check  out  what  I  no<ced  in  October  2011  
  7. 7. •  Four  Links  were  not  featured  on  both  If  you  look  up  the  same  keyword  in   pages  different  loca<ons,  you  get  different   •  Four  Related  searches  were  not  results.   featured.   •  Only  one  had  an  adver<sement   •  News,  images,  et  cetera  were   arranged  differently   Page  One  in  GA   Page  One  in  Ireland   October  2011  
  8. 8. Two   links   based   on   the  recommenda<on   of   my  connec<ons.   Also,   two   less  l i n k s   f r o m   p e o p l e  compe<ng   for   that   SEO  posi<on.   October  2011  
  9. 9. The   more   my   friends   plus   one   a  page   that   I   have   “+1’d,”   the  higher   it   seemed   to   rise   in   my  search  results.     October  2011  
  10. 10. Google  has  been  experimen<ng  with  this  since  2009.  Ini<ally  you  had  to  opt  in.  But  now  out  to  the  masses.    
  11. 11. Personalized  search  results  at  the  top.   Turn  personalized  search  on  /  off   Icon  for  personalized  results  
  12. 12. Search  results  liked  by  your  friends  get  special  treatment  by  Bing.   Since  February    2011  
  13. 13. Is  this  popular  news  or  what   Yahoo  wants  me  to  see?   Since  2008  
  14. 14. …boas<ng  that  click-­‐through  rates  have  now  risen  more  than  270  per  cent  on  the  "Today"  news  module  at  the  heart  of  the  Yahoo!  home  page.  Known  as  CORE  –  short  for  Content  Op<miza<on  and  Relevance  Engine  –  the  system  doesnt  replace  human  editors.  It  works  alongside  them,  making  many  but  not  all  the  decisions…    Source:  bit.ly/r5SEBL   The  system  knows  that  women  generally  favor  stories  about  Brad  Pig,   but  aher  some  real-­‐<me  analysis,  it  can  quickly  realize  that  men  are  far   more  like  to  click  on  a  Brad  Pig  story  that  involves  a  sports  movie.  
  15. 15. “With  my  browser  logged  out  of  Facebook,  whenever  I  visit  any  page  with  a  Facebook  like  bu=on,  or  share  bu=on,  or  any  other  widget,  the  informa>on,  including  my  account  ID,  is  s>ll  being  sent  to  Facebook.  The  only  solu>on  to  Facebook  not  knowing  who  you  are  is  to  delete  all  Facebook  cookies.”    Source:    bit.ly/pBK2oR    |  Also  check  out:  hgp://usat.ly/xvMlaK  
  16. 16. By   simply   connec<ng   with   a   passive  candidate  online  I  get  exposed  to  their  social  clusters   through   their   social   channels   and  search  channels.        •  Imagine   that   I   connect   with   Paul   via   Google   Plus   and   Paul   gives   a   job   descrip<on  or  some  other  content  about   my   company   a   “plus   one?”   Later   that   day,  Paul’s  friend  Ryan  does  a  search  for   a   job   and   sees   my   content   high   in   the   search   results   because   Paul   gave   it   a   plus   one.      •  Imagine   gelng   your   employees   to   tweet,   like   or   plus   one   content   about   how  great  it  is  to  work  at  your  company.   When   their   friends   look   for   a   new   job,   links   to   your   content   will   be   higher   in   the   search   results.   How   is   that   for   a   compe<<ve  edge?  
  17. 17. If   your   content   is   not   compelling   and   no  one  wants  to  tweet  it,  like  it  or  plus  one  it  then,  your  search  engine  results  may  fall  into  rela<ve  obscurity.      Are   you   trus<ng   too   much   in   SEO  strategies  to  get  you  no<ced?  What  good  is  SEO  when  the  default  selng  on  search  engines   is   to   rank   results   based   on   what  your  friends  like?      What  will  it  mean  in  the  future,  actually,  what   does   it   mean   now   if   you   are   afraid  of   Facebook   and   Twiger   or,   have   no   <me  to  devote  to  Google  Plus?  
  18. 18. Be  strategic  and  do  it  now.*  
  19. 19. Will  you  give   my  content  a   +1,  a  like  or  a   tweet?   Aww…  How   sweet.   Make  it  easy  for  people  to  share  your  content  with  their  social  network.    Tweet  your  more  popular  blog  content  more  than  once  and  at  different  <mes  of  the  day  to  increase  retweets.    
  20. 20. Use  Twiger’s  “Who  To  Follow”  link  to  find  influen<al  people  on  Twiger.  Retweets  from  authorita<ve  people  can  help  your  pagerank.    *  This  is  the  new  linkbuilding.      
  21. 21. Links  from  Facebook  Fan  Pages  helps  your  search   ranking  as  well.    
  22. 22. Use   Google   Plus   to   brand   your   content  and   agract   passive   candidates.     Click  company   logo   to   view   their   Google   Plus  company  page.  Look  for  this  to  become  a  common  prac<ce.      
  23. 23. Controversy  over  “Facebook  firings”  is  at  an  all  <me  high.     “The   federal   agency   tasked   with   enforcing   labor   law   has   been   fielding   complaints   from   workers   across   the   country   who   have   been   fired   or   disciplined   for   their   work-­‐related   indiscre<ons   on   Facebook.   Although   the   feds   have   taken   up   the   cases   of   a   number   of   jaded   workers,   others   have   essen<ally  been  told  they  have  no  one   to   blame   for   their   workplace   troubles   but  themselves.”       Source:  hgp://huff.to/pH5qv3  
  24. 24. People  are  star<ng  to  get  it  about  protec<ng  what  they  post  online.  At  least,  when  it  comes  to  upda<ng  their  Facebook  statuses.    
  25. 25. If  candidates  become  more  savvy  about  their  online  privacy,  will  it  become  harder  to  find  them?  
  26. 26. Resumes  are  s<ll  being  indexed  and  on  a  regular  basis.   This  search  generated:   •  28  results  in  the  past  24  hours   •  9  results  in  the  past  week   •  179  results  in  the  past  month   •  14,800  results  in  the  past  year    
  27. 27. Social   networks,   blogs,  forums,   et   cetera,  typically  have  a  sec<on  for   self-­‐iden<fica<on.  Among   the   criteria  u s e r s   fi l l   o u t   i s  occupa<onal   data   such  as  job  ?tles.    
  28. 28. There   will   always   be   some   candidates   who  are  savvy  about  marke<ng  themselves  online.      
  29. 29. “So   as   long   as   I   have   a   social  strategy   and   a   good   grasp   of  boolean   searching,   I   should   be  golden   now   and   in   the   future.  Right?”      
  30. 30. This  is  where  it  gets  tricky.  As   long   as   it   has   taken   for  companies   to   realize   the   need   for  a   social   recrui<ng   strategy,   its  been   an   even   slower   learning  curve   to   acknowledge   the   need  for  a  mobile  recrui<ng  strategy.       Which  is  a  pity  because…  
  31. 31.  About   half   of   Facebook’s   800   million   users  access  the  site  via  their  mobile  phones.    Their  head   of   mobile   products   says   that   Facebook  may   more   of   a   mobile   company   than   one  which  develops  for  the  web.        
  32. 32. People  are  consuming  content  on  mobile  apps  moreso  than  on  the  web  and  no  signs  of  slowing  down.       Source:  hgp://bit.ly/yzLPkV  
  33. 33. If  your  company  does  not  have  a  mobile  recrui<ng  strategy,  you  are  at  a  disadvantage.      
  34. 34. One  day,  companies  will  say…  “I  get  it!”    When  it  comes  to  finding  people  its  all  social  strategy,  boolean  searches  and  mobile.  Gotcha’!    
  35. 35. Actually,  it  already  has.    
  36. 36. SEO  is  dying.  (Google  is  killing  it.)       The   more   quality   content   you   create   and   the   more   people   that   engage   with   you,   the   more   prominent   your   profile   will   become.   Hmm…   How   many   people   TREND:  Being  veged  by  the  masses.   have   these   gurus   in   circles   named  Who  you  say  you  are  is  not  enough  anymore.   “marke<ng?”  It  also  magers  how  people  see  you  online.    
  37. 37. People   are   lis<ng   me   under   Recruiter,   Career   and   HR.   How   does   that   affect   Twiger’s   search   algorithm?  I  come  up  #9  on  a  user   search   of   “Recruiter.”   (At   this   wri<ng.)       See:  hgp://bit.ly/wHvPbG  The  masses  are  determining  how  I  am  being  classified.    
  38. 38. Another  sign    of  a  mass  velng    trend?  R/GA  experiments.    Too  much  for  some  candidates?   Source:  hgp://bit.ly/xdayg7    
  39. 39. I  told  you:   [X]  Social  Strategies  are  crucial   [X]  Boolean  Searches  aren’t  going  away  any<me  soon.     [X]  Mobile  is  being  overlooked  by  too  many  companies   [X]  Mass  recommenda<ons  are  an  increasing  factor   in  search  engine  ranking    What  else  can  you  expect  from  the  future?  
  40. 40. Its  easy  to  produce  and  distribute   content  on  tablet  devices.     Job  descrip<ons  become  more  flexible.   Jobseekers  will  have  more   op<ons  on  how  they  consume   content  about  prospec<ve   employers.     "For   the   third   week   in   a   row,   customers  are  purchasing  well  over   1  million  Kindle  devices  per  week…"   Source:  hgp://cnnmon.ie/tWoKI8   1  in  3  Online  Consumers  to  Smartphones  and  Tablets   Use  a  Tablet  by  2014    Drive  Nearly  7  Percent  of  Total  U.S.  Digital  Traffic   Source:  hgp://rww.to/tN0Kjy     Source:  hgp://bit.ly/p3xoNA  
  41. 41. Job  Lis<ngs  become  more    flexible  to  include  mul<-­‐media  (pics  and  audio).  
  42. 42. Video  job  descrip<ons  become  the  norm.   Op<mized  for  viewing  on  mobile  phones.  
  43. 43. Sourcing  people  by  their  check-­‐ins  at  events   becomes  easier  and  commonplace.     This  will  help  you  find  people  that  choose  to  check  in.      
  44. 44. I  think  that  there  will  be     As  a  result,  I  expect  to  some  challenges  as  well   see  a  few  things  start  to   due  to  people  being   happen  among  techies   protec<ve  over  their   first,  then  everyone   informa<on.     else.    
  45. 45. More  mobile  social  networks  where  communica<ons  stays  on  your  phone.   As  such,  referrals  become  even  more  important.     Less  likely  chance  of  the  wrong  person  discovering  your  content.    
  46. 46. More  secret  sites  like  this  are  pending  as  people  fight  for  privacy.    
  47. 47. I  think  sourcers  will  uncover  more   clever  ways  to  find  passive  candidates.   Using   store   bought   sohware   and   public   data   from   social   networking   sites,   a   college   professor   was   able   to   iden<fy   individuals   on   a   popular   online   da<ng   site   where   members   protect   their   privacy   through   p s e u d o n y m s .   I n   a   s e c o n d   e x p e r i m e n t ,   t h e y   i d e n < fi e d   students   walking   on   campus— based   on   their   profile   photos   on   Facebook.    Source:  hgp://bit.ly/qrRO7U    
  48. 48. Another  way  to  source  passive  candidates?   Find  photos  online  and  track  candidates   using  facial  recogni<on  sohware.    
  49. 49. Ready  to  take  on   any  ques<ons!  Hmm…  I  think   (  Um…  assuming  that’s  all  I  planned   you  are  s<ll  awake   Operators  are  standing  to  say.   and  we  have  <me.  )       by.  
  50. 50.  Contact  me:    Jim  Stroud  Director,  Sourcing  and  Social  Strategy    Bernard  Hodes  Group    Phone:  404-­‐939-­‐5752    Email:  jstroud@hodes.com  Linkedin:  hgp://www.linkedin.com/in/jimstroud  Twiger:  @jimstroud      
  51. 51. At  least,  for  now.    

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