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Web 2.0 Recruiting


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Web 2.0 Recruiting webinar presented by Kevin Wheeler. 5/15/2008

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Web 2.0 Recruiting

  1. 1. Web 2.0 Recruiting - Making it Work Kevin Wheeler ERE Webinar April 2008
  2. 2. Three Major Impacts of the Internet <ul><li>Shifts power to YOU. </li></ul><ul><li>Opens up GLOBAL information. </li></ul><ul><li>Allows both organisational OUTSOURCING and personal outsourcing. </li></ul>
  3. 3. Web 2.0 <ul><li>Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis and folksonomies — which aim to facilitate collaboration and sharing between users. </li></ul><ul><ul><ul><ul><ul><li>-Wikipedia </li></ul></ul></ul></ul></ul>
  4. 4. Gartner Hype Cycle
  5. 5. Where are we? 40% ?? 10 % 50 %
  6. 6. ELEMENTS of Web 2.0 <ul><li>Blogs </li></ul><ul><li>Wikis </li></ul><ul><li>Videos </li></ul><ul><li>Polls/surveys </li></ul><ul><li>Chat rooms </li></ul><ul><li>Audio/podcasts </li></ul><ul><li>Social Networks </li></ul>
  7. 7. The Age of “Mass” is over
  8. 8. Today’s Candidate Multi-Tasking Iconic view Deals with complex themes Non-linear navigation Seeks a personal experience
  9. 9. Emerging Social Norms <ul><li>Personalization </li></ul><ul><ul><li>Internet = customization </li></ul></ul><ul><ul><li>Have input to outcomes </li></ul></ul><ul><ul><li>Feel somewhat in control </li></ul></ul>
  10. 10. Online Communities Dominate <ul><li>The Top 2 Social Networks </li></ul>
  11. 11. Why Use Social Networking Technology? <ul><li>It allows personalization and control. </li></ul><ul><li>It’s fun and engaging. </li></ul><ul><li>It’s got global, targeted reach </li></ul><ul><li>It on 24/7 </li></ul><ul><li>Everyone is there (or will be soon) </li></ul><ul><li>It provides in-depth, customized (i.e. personalized) information </li></ul>
  12. 12. What Social Networks Can Do? <ul><li>Be the “go to” people source. </li></ul><ul><li>Replace most traditional sourcing techniques. </li></ul><ul><li>Replace your “traditional” career site. </li></ul><ul><li>Form your succession planning pool. </li></ul><ul><li>Improves candidate supply & quality. </li></ul><ul><li>Create a talent community. </li></ul>
  13. 13. A Talent Community is successful to the extent you... <ul><li>. . .connect and engage your talent pool members in conversation, dialogue and discovery about each other, your employees, and your organization. </li></ul>
  14. 14. Success means understanding YOUR Talent Market <ul><li>WHAT is your talent philosophy? </li></ul><ul><li>WHO makes up your primary target market(s) </li></ul><ul><li>HOW have you segmented your market? </li></ul><ul><li>WHAT are your attraction strategies? </li></ul><ul><li>WHY do people come to/stay in your network? </li></ul>
  15. 15. It’s about understanding the progression of success Visitor Community Member <ul><li>Sees “splash” career site </li></ul><ul><li>Decides to move deeper </li></ul><ul><li>Expresses interest </li></ul><ul><li>Provides email </li></ul><ul><li>Sees targeted career site. </li></ul><ul><li>Gets targeted job information </li></ul><ul><li>Answers basic questions </li></ul><ul><li>Opts to get newsletter, read blog, etc. </li></ul><ul><li>Gets deep information about positions. </li></ul><ul><li>Can ask for specific information. </li></ul><ul><li>Has phone conversation. </li></ul><ul><li>Completes application </li></ul><ul><li>Takes a test </li></ul><ul><li>Agrees to conditions </li></ul><ul><li>Gets feedback on possibilities </li></ul><ul><li>Membership is special </li></ul><ul><li>Gets “inside” information </li></ul><ul><li>Can email/blog others </li></ul><ul><li>Gets rewards for referrals </li></ul><ul><li>Gets recruiter’s private phone number </li></ul>Prospect Candidate
  16. 16. Sense of Community <ul><li>Feelings of membership </li></ul><ul><li>Feelings of influence </li></ul><ul><li>Fulfillment of needs </li></ul><ul><li>Shared emotional connection </li></ul><ul><li>Rewards </li></ul><ul><li>McMillan and Chavis, 1986 </li></ul>
  17. 17. Membership equals. . . <ul><li>Personal space – Facebook / MySpace </li></ul><ul><li>Ability to interact with others and share content </li></ul>
  18. 18. Influence is expressed by. . . <ul><li>Personal content creation </li></ul><ul><li>Responding to Blogs </li></ul><ul><li>Giving opinions (chat) </li></ul>
  19. 19. Needs are fulfilled by. . . <ul><li>Information about open positions </li></ul><ul><li>Sharing between recruiters and candidates </li></ul><ul><li>Timing </li></ul>
  20. 20. Emotional Connection happens when. . . <ul><li>There are stories </li></ul><ul><li>Candidates are drawn into caring about outcomes, results. </li></ul>
  21. 21. Candidates are rewarded when. . . <ul><li>They receive exclusive information </li></ul><ul><li>They get referral income </li></ul><ul><li>There is Insider knowledge about the company/jobs </li></ul>
  22. 22. Summary - I 3 is Core <ul><li>Interactive </li></ul><ul><ul><li>Candidate is user, critic and partner. </li></ul></ul><ul><li>Immediate </li></ul><ul><ul><li>Results/decisions are NOW </li></ul></ul><ul><li>Intelligent </li></ul><ul><ul><li>Personal, authentic and able to understand the user’s needs. </li></ul></ul>
  23. 23. Client-server/ Software Apps Social Networks Face-to-Face & Paper Primary Methods Mechanism Traditional Emerging Self- Sourcing Traditional Sourcing Business Webs/LinkedIn Most are here A very few are here
  24. 24. How Do You Implement a Social Networking Experience?
  25. 25. Career Sites <ul><li>Today </li></ul><ul><ul><li>Focused on telling </li></ul></ul><ul><ul><li>Mass Communication </li></ul></ul><ul><ul><ul><li>One message for all </li></ul></ul></ul><ul><ul><li>Limited interactivity </li></ul></ul><ul><ul><li>One-way communication </li></ul></ul><ul><ul><li>Text heavy </li></ul></ul><ul><ul><li>Form and Database-oriented </li></ul></ul><ul><li>Tomorrow </li></ul><ul><ul><li>Focused on selling </li></ul></ul><ul><ul><li>Personalization </li></ul></ul><ul><ul><ul><li>Customized/adaptive </li></ul></ul></ul><ul><ul><li>Highly interactive </li></ul></ul><ul><ul><li>Multiple communication channels </li></ul></ul><ul><ul><li>Picture/video heavy </li></ul></ul><ul><ul><li>Community-oriented </li></ul></ul>
  26. 26. Elements for Success <ul><li>You need a “mashup” of: </li></ul><ul><ul><li>Marketing/engagement building </li></ul></ul><ul><ul><li>Community building tools </li></ul></ul><ul><ul><li>Network building applications </li></ul></ul><ul><ul><li>Social networking /communication tools </li></ul></ul><ul><ul><li>Referral processes </li></ul></ul><ul><ul><li>Content/idea sharing mechanisms </li></ul></ul><ul><ul><li>Embedded assessment </li></ul></ul><ul><ul><li>Administrative/database/reporting tools </li></ul></ul>
  27. 27.
  28. 28.
  29. 29. Blogs & Wikis -Authenticity -Inside Voice
  30. 30.
  31. 31.
  32. 32. Email
  33. 33. Social Network Groups
  34. 34. Tamagotchi is a tiny pet from cyberspace who needs your love to survive and grow. If you take good care of your Tamagotchi pet, it will slowly grow bigger, healthier, and more beautiful every day. But if you neglect your little cyber creature, your Tamagotchi may grow up to be mean or ugly. How old will your Tamagotchi be when it returns to its home planet? What kind of virtual caretaker will you be?&quot; - Bandai
  35. 35. Elements of Success Degree of Connectivity Adapted from Peter Gloor, MIT personal community high high (m-m) small (1-1) Most Productive Recruiters Degree of Interactivity Degree of Sharing low (1-m)
  36. 36. <ul><li>“ The future is not about what older people think but what younger people do” </li></ul><ul><ul><ul><ul><ul><li>Nicholas Negroponte </li></ul></ul></ul></ul></ul>
  37. 37. Thanks! Kevin Wheeler [email_address] 510-659-0179