Naked Prospects:How Personalized Search and the absence of privacy will help and hinder online recruiting now and in the future
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
I control the newspapers. So, I control what you learn, think and know. Bow down and worship me. 2 days ago…
My name is “internet” and now Informa<on is free. Yesterday…
• 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
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
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
Google has been experimen<ng with this since 2009. Ini<ally you had to opt in. But now out to the masses.
Personalized search results at the top. Turn personalized search on / oﬀ Icon for personalized results
Search results liked by your friends get special treatment by Bing. Since February 2011
Is this popular news or what Yahoo wants me to see? Since 2008
…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.
“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
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?
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?
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.
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.
Links from Facebook Fan Pages helps your search ranking as well.
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.
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
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.
If candidates become more savvy about their online privacy, will it become harder to ﬁnd them?
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
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.
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, I should be golden now and in the future. Right?”
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…
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.
People are consuming content on mobile apps moreso than on the web and no signs of slowing down. Source: hgp://bit.ly/yzLPkV
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 strategy, boolean searches and mobile. Gotcha’!
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.
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.
Another sign of a mass velng trend? R/GA experiments. Too much for some candidates? Source: hgp://bit.ly/xdayg7
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?
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
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 mobile phones.
Sourcing people by their check-‐ins at events becomes easier and commonplace. This will help you ﬁnd people that choose to check in.
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.
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.
More secret sites like this are pending as people ﬁght for privacy.
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
Another way to source passive candidates? Find photos online and track candidates using facial recogni<on sohware.
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.
Contact me: Jim Stroud Director, Sourcing and Social Strategy Bernard Hodes Group Phone: 404-‐939-‐5752 Email: firstname.lastname@example.org Linkedin: hgp://www.linkedin.com/in/jimstroud Twiger: @jimstroud