Presentation held at BMW's global recruiter conference

1. GET CONNECTED!
RECRUITING 2020:
TRENDS & CHALLENGES
TIM A. ACKERMANN
MUNICH, 8TH NOVEMBER 2012

2. What to expect…
A lot of data
A lot of different areas with relation to recruitment
Something known and something new

3. What NOT to expect…
Solutions

4. War for Talent
… is over:
Talent won!

5. Demography
Technology
Trends Society
Values

6. Demography
Population: Population:
2012
2020
7.000.000.000 7.700.000.000
Working age: Working age:
4.500.000.000 (64%) 5.300.000.000 (69%)
Median age: 28.4 years Median age: 31.5 years
Urban population: Urban population: 60%
50.5% Life expectancy: 77 years
Life expectancy: 67.59 Literacy: 100%
years
Unemployment: ?
Literacy: 83.7%
Unemployment: 6%

7. The World today

8. Implications
Talent
• widespread
• educated
• More like a deer
• … or a butterfly
• Asian, female
• ... and older
Talent
• Local minded and loyal
• WASP
• Patient
• Immaculate and “local” CVs

9. Demography
Technology
Trends Society
Values

10. Exercise
• Split-up into groups by growing up with
• Bonanza, Star Trek (the original)
• Beverly Hills 902010
• Casting shows
• Discuss and capture the following information:
• Movies
• Admired Leaders
• Fads
• Communication methods
• Family life
• World Events

11. Generations emerge
“It takes a village to raise a
child… Influencing
… but it takes a society to Factors Economic Conditions
raise a generation.”
Societal Norms
Political Events
Major Crises
Technology

12. Generations co-exist
Gen 2020, Gen Z, Gen
Re, Digital Natives
Gen Y
Gen X
Boomers
Builders,
Traditionalists

13. Generations in the workplace
Traditionalists (28-45) Baby Boomers (46-64) Gen X (65-79)
1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
US Census Bureau, Erickson, 2012

14. Builders, Traditionalists
Characteristics Values & Traits Values & Traits
*1922-1945 • Dedication & • Hard Work
• Oldest Generation Sacrifice • Law & Order
• Born after • Conformity • Duty Before
Worldwide • Respect for Pleasure
economic Authority • Honor
depression • Patience • Strong & Disciplined
• World War II • Work is a Privilege Work Ethic

15. Boomers
Characteristics Values & Traits Values & Traits
*1946-1964 • Optimism • Team Orientation
• Sandwich Generation • Personal Gratification • Health & Wellness
• Largest Generation in the • Personal Growth • Youth – forever!
West • Value Work • Involvement
• Born after World War II • Idealistic • Driven
• Great Impact on the World
• Travel
• Global approaches

16. Generation X
Characteristics Values & Traits Values & Traits
*1965-1980 • Diversity • Fun
• Smaller Generation than • Informality • Thinking Globally
Boomers • Balance • Self-Reliance
• Latch-Key Children – • Technoliteracy • Pragmatism
Working Parent(s) • Independent • Creative
• Children of High Divorce • Skeptical • Distrustful of Authority
Rates
• Parents Experienced
Layoffs in 1980s

17. Generation Y
Characteristics Values & Traits Values & Traits
*1981-2000 • Optimism • Social-minded
• Technology is always a • Civic Duty • Morality
part of their life • Confidence • Street Smarts
• Parent planned their • Achievement • Diversity
Activities: Structured lives • Patriotic • Confident
• Need time management • Team-oriented • Work for Cool Companies
• Long term job?
• Gamers

18. Gen Y - Perceptions
Too Self-Centered and
Individualistic Lacking in Social Skills
Little Respect for
Poor Work Ethic Authority
Lazy
Spoiled/Entitled Overinflated/Unrealistic
Expectations
Not Committed to Work No Loyalty to Employers
Needy

19. Recruit & Retain Gen Y
Nurturing corporate culture
Job flexibility
Challenging work
Professional and personal growth opportunities
Volunteering options
Competitive salaries
Advancement opportunities
Recognition programs
Business casual
Intrapreneurship programs

20. Generation Re
• Reality
• Realists
• Restraint & Responsibility
• Renewable
• Resentment
• Recession

21. Just Gen Y?

22. ASK YOURSELF
• Which generation are you a part of (Traditionalist, Baby
Boomer, Generation X, Generation Y)?
• Which generation is most dominant in your workplace? If
any…
• Which generation is most dominant in your target group? If
any…
• How can awareness of how your attitudes toward differences
impact talent attraction, recruitment, candidate experience
and onboarding?

23. Demography
Technology
Trends Society
Values

24. Values
Relationships Attention
2012
2020
Experience Social causes
Flexibility Flexibility
Family Balance
Mobility Fun
Security Friends
World travel
Diversity

25. Collaboration Gaps
The meaning of
“work”
Communication
The meaning of
and forming
“feedback”
relationships
Job
Synching up
assignments
Finding
information and
learning Erickson, 2012

26. Communication Gaps
Style
Culture Attitude
Frequency Content
Speed

27. What’s a job?
Traditional: “job”
A function A set of tasks and specialties
“Own” a function “Contribute” in teams
Responsibility Projects and jobs to do
Career Path Career Progression
Upward mobility Increase specialization & experience
By level, title, size of office,… - by By results delivered, demand of skills
your boss – by peers
Tomorrow: “role”
Direct and manage Build teams, empower, inspire, coach
Widen skills and build power Deepen skills, drive results
Job & competency models, org Capability models, knowledge
charts, top down sharing, shared values and mission
Source: Josh Bersin, blog

28. Shifting the old work-life paradigm...
0 10 20 30 40 50 60 70 80
Age
Education Work Leisure
Source: Demography is De$tiny, The Concours Group and Age Wave, 2003

29. … to a cyclic life paradigm…
0 10 20 30 40 50 60 70 80
Age
Education Work Leisure
Source: Demography is De$tiny, The Concours Group and Age Wave, 2003

30. … evolving to a „blended“ lifestyle.
0 10 20 30 40 50 60 70 80
Age
Education Work Leisure
Source: Demography is De$tiny, The Concours Group and Age Wave, 2003

31. Demography
Technology
Trends Society
Values

32. Technology
Mobile Ubiquitous
2012
2020
Apps Augmented
Localization Reality
On demand Personalized
Facebook, Virtual
Google Maps, concierges
Yelp, Monster

33. Gen Re figures
66% •4-7 years olds have used an
iPhone/iPad
•Of the 100 top-selling
72% education apps are aimed at
pre-schoolers and
elementary schools
25% •Of 2-5 years old use the
internet
40% •Of 6-8 years old use the
internet
90% •Of tweens (10-12) play
online games
Erickson, HBR, 2012

34. More mobiles than toothbrushes…

35. Mobile for fun?

36. Chicks rule!

37. The World in 2020
37

38. The “Candy” of global corporations
Jobs you’ve
Training of all A fresh People you you
never done but
types assignment can learn from
need to learn
Robust Benefits that
Travel Funding for
processes and cover your
opportunities investments
methodologies family
Support for
A chance to get
causes you
away
care about
Erickson, 2012

39. Context
Challenges
Concierge Content

40. Localization

41. Localization
Location
Pre-Screening
Based
Talent
Sourcing
Develop Social
Events Offices Competitors Traits
References History

42. Augmented Reality
… is a live, direct or indirect, view of a physical, real-world
environment whose elements are augmented by computer-generated
sensory input such as sound, video, graphics or GPS data.

43. Augmented Reality: Project Glass

44. Gamification
… is the use of game mechanics and game design techniques in non-
game contexts.
Game mechanics?
1. Challenge
2. Recognition
3. Tracking
4. Competition
5. Cooperation

45. Gamification: My Marriott Hotel

46. Gamification: REVEAL by L‘Oréal

47. Intergration: REVEAL by L‘Oréal

48. Social Gaming: fliplife

49. Social Gaming: fliplife

50. Search engine optimization (SEO)
How
search
engines
work
Process of
affecting the
Search visibility of a Preferred
terms or search
keywords website in a search engines
engine's organic
search results
What
people
search for

51. Search engine optimization (SEO)

52. Search engine optimization (SEO)

53. Search engine optimization (SEO)

54. Search engine optimization (SEO)

55. Context
Challenges
Concierge Content

56. Message
Recognizable Consistent
Continuous Authentic
Unique

58. Sean Connery George Lazenby Roger Moore
Timothy Dalton Pierce Brosnan Daniel Craig

59. Context
Challenges
Concierge Content

60. Recruiter Competencies
Utilization of
Branding and Sourcing Prioritization of
market research
image building expertise jobs
tools
Effective
Technology Competitive Continuous
candidate sorting
expertise intelligence improvement
and screening
Knowledge of
Great recruiter Encouragement of Retention
strategy and the
network referrals. expertise
industry
Providing advice
Global reach
to managers

61. Recruiter Competencies – my 2 cents
Technology Brand
Creative
Savvy Ambassador
Lead &
Business Relationship
Candidate
Acumen Builder
Advocate
Best Friends Recruit for
Number
with PR & Attitude (train
cruncher
Finance for skills)

62. Recruiting attitude past…

63. Recruiting attitude present…

64. Thank you & see you…