Microsoft Building Talent Communities

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This presentation shows how Microsoft is building talent communities and talent pipelines which help them recruit top talent into their organization.

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Microsoft Building Talent Communities

  1. 1. AGENDA Building Talent Communities | Microsoft Confidential 2009 2
  2. 2. Welcome to the Digital Age Digital Natives Digital Immigrates Social Networking Sites (SNS) Search Engine Marketing (SEM) Multigenerational Workforce Search Engine Optimization (SEO) •Boomer Really Simply Syndication (RSS) •Gen X Candidate Relationship •Gen Y Management (CRM) •Millennial Talent Community Data Aggregation TalentStream Social Recruiting Event Virtual Building Talent Communities | Microsoft Confidential 2009 Third Place 3
  3. 3. Welcome to the Digital Age People + Access + Bandwidth + Apps + People = Formula for Web 2.0 Building Talent Communities | Microsoft Confidential 2009 4
  4. 4. Welcome to the Digital Age This, apparently, is what makes it possible for a modern teenager, in the 30 seconds of a normal television commercial, to take a telephone call, send a text, receive a text, play a game, download a music track, read a magazine and watch commercials at x6 speed Building Talent Communities | Microsoft Confidential 2009 5
  5. 5. Welcome to the Digital Age Building Talent Communities | Microsoft Confidential 2009 6
  6. 6. ‘Business Context’ Building Talent Communities | Microsoft Confidential 2009 7
  7. 7. Talent Community Phases Of Rollout PHASE 1 PHASE 2 PHASE 3 Year 1: (2007-2008) Year 2: (2008-2009) Year 3: (2009-2010) Community Rollout Ownership Change Community “Lives” “Tipping Point” • • Brand Microsoft • Utilize Supply/Demand Expanded “Micro when the • Entertainment & Devices To Drive Planning Branding” • Engage Talent| Launch • Cross Community Multiple community will Community Synchronization Communities|Add • Recruiting Engagement • Viral Community Growth (SEO/SEM) have a life of its • • Hiring Team Engagement • Recruiting Role Changes Deepen Recruiter • Vendor • Hiring Managers Community Activity own. Engagement|Uber Active In Community Greater Hiring Manager • Community • Optimize & Integrate Involvement Platforms (All Vendors) • Broaden Platform Use (Multiple Vendors) Building Talent Communities | Microsoft Confidential 2009 8
  8. 8. The message needs to be consistent because the audience is always changing Building Talent Communities | Microsoft Confidential 2009 9
  9. 9. Methods of Job Seekers E&D TacticsSearch Cycle Talent Job •Major Search Talent is not looking Engines (Live, Everything Timing is Not •Search Engines, Blogs & Industry time all the Sites Google, & Yahoo) Social Recruiting • Reading White Papers/Articles Active Events Affinity Group • Searching For Project/Task Related Info Looking Gatherings Technical Briefings • Attending Learning & Non-Career Events •Salary & Comp Info •Social Networks Virtual Education (TalkingNetworking Social With Events Communities Friends) •Business White Papers Networks Jobs SEM of •Researching Company’sto Blogs Map What is like Directly to Work at E&D Passive Casual Together/Online •Job Boards •Researching SEO of Jobs Career Paths & • Resume Talent changes jobs Drip Information How to relate Actively Searching • to talent at Progressionsmonths Campaign 18-36 & Applying To Jobs every phase of job search cycle
  10. 10. The more things change the more they remain the same Building Talent Communities | Microsoft Confidential 2009 11
  11. 11. Social Networking Laws Jake McKee Jakob Nielsen Heavy Contributors 1% of users are “creators”, driving large amounts of the social group’s activity. Intermittent Contributors 9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch. 90% of users are the “audience”. The people tend to read or observe, but don’t actively contribute. Law of There is a general “rule” that out of 100 people, Participation 1 person will create content, 10 will interact Inequality with it, and the rest will just read the content. Charles Arthur , Guardian Unlimited 12
  12. 12. Forrester Research: ‘Groundswell’ 48% across Forrester builds on that research various and suggests communities: that when you •Critics look across •Collectors multiple Data from Forrester Research communities •Joinersthe Social Technographics surveys, 2008. ® For further details on the participation Technographics profile, see •Spectators groundswell.forrester.com. Data from Forrester Research looks like this Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Building Talent Communities | Microsoft Confidential 2009 13
  13. 13. Forrester Research: Groundswell Age matters with online target talent Follows Gen Y, Gen X & Boomer Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com. Building Talent Communities | Microsoft Confidential 2009 14
  14. 14. “The time to dance is while the music is playing” Building Talent Communities | Microsoft Confidential 2009 15
  15. 15. Creating Virtual ‘Third Places’ • Sociologist Ray Oldenburg coined the Jobster phrase ‘Third Place. ‘ • Oldenburg calls one's quot;first placequot; the home and those that one Ning Jobs2Web lives with. • The quot;second placequot; is ATS the workplace — where people may actually spend most of their time. Twitter LinkedIn • Third places, then, are quot;anchorsquot; of community life and FaceBook facilitate and foster broader, more creative interaction. Building Talent Communities | Microsoft Confidential 2009 16
  16. 16. “Do the right thing because it is the right thing to do” Building Talent Communities | Microsoft Confidential 2009 17
  17. 17. What Talent Demands Adding Guanxi To The Mix Guanxi is a Chinese term, generally translated as quot;networksquot; or connections” Building Talent Communities | Microsoft Confidential 2009 18
  18. 18. Key Elements of Guanxi Find ways to begin and capture a relationship  with desired prospect even if they aren’t currently looking for a job. Develop a longer term relationship with  prospects during their entire career. Find ways to bring value to your prospect  community even if they don’t take your job. Become more transparent to target talent &  enhance prospect experience Move away from transactional recruiting and  into relationship recruiting Building Talent Communities | Microsoft Confidential 2009 19
  19. 19. Hardware Engineering Case Study FAQ #1: I thought Microsoft was a Software Company. FAQ #2: What is your commitment to Hardware? Building Talent Communities | Microsoft Confidential 2009 20
  20. 20. “Micro Branding” Our Brand “Connected Entertainment” Our Product Groups Our Specific Products Our Recruiters Our Locations Building Talent Communities | Microsoft 21
  21. 21. Who Do We Want In Our Community? Redmond MACH Shenzhen Silicon Valley Hardware Engineering Talent Profiles UX Operations Design Manufacturing Industrial Design Factory Mgmt Program Management New Product Intro Ergonomics Supply chain Architecture Mfg Eng Usability Quality VLSI Mfg Test User Assistance Data Analytics Firmware Product Engineering Building Talent Communities | Microsoft 22
  22. 22. Hardware Engineers Target Audience Mechanical Engineers • Narrowed hardware (227,000) engineer population to match talent Electrical Engineers (153,000) profiles • Aggregate data (17-20 Electronics Engineers sources) from multiple (138,000) engineering disciplines • Out of the 620,000 Computer Hardware Engineer (79,000) engineers, we have identified 18,900 Materials Engineer Hardware Engineers (22,000) Hardware Engineers • 2,500|18,900 were (18,900) reliability engineers Reliability Engineers Source: Bureau (2,500) of Labor Statistics 23
  23. 23. Reliability Engineering TalentStream* Target (2523) Visitors (983) Applied (211) Joined (83) Referrals (32) Hires *TalentStream: Continuous flow of prospects (8) from community
  24. 24. TalentStream* • TalentStream metrics to make 8 hires: • 2500 names (aggregated 17 different sources) • Harvest time: 20 hours per 1000 prospects (50 hours) • TalentStream metrics: (4) emails to same target audience results in: • 39% audience click through rate • 53% respondents act within 24 hours of contact • > 2.5 times more visitors • > 3.5 times more prospects • 32 interviews (9% from referrals) resulting in: • 8 hires (8 different sources of hire) • Viral most effective: 38% of hires came from referral (source of hire) * A continuous flow of prospects from the community Building Talent Communities | Microsoft Confidential 2009 25
  25. 25. Social Recruiting Events • If you want 50 attendees to an event • eMessage target list of 1000 • 3 eMessages will result in >8% response or 83 “RSVPs” • eMail 1 3.5% (2 weeks prior to event) • eMail 2 2.85% (1 week prior to event) • eMail 3 2.0% (4 days prior to event) • 38% no show rate (so really 5% of invitees attend) • 51/83 will show up to the event • 40% of attendees invited to a tech screen • 41% of tech screens move to full interview process Building Talent Communities | Microsoft Confidential 2009 27
  26. 26. Social Recruiting Events (cont) • 20 prospects in 2 weeks • >50% of responders act within 24 hours • Add telephone call: 3X (VM); 10X (Conversation) more effective • 8 Candidates will result • Surveys of Attendees: changed perceptions: 3X factor- moved people from “somewhat interested” to “very high” degree of interest • 97% of attendees wanted to know about future events Building Talent Communities | Microsoft Confidential 2009 28
  27. 27. Phases Of Rollout: Year One Success|Wins Speed Bumps • Transparency Branding Space for Community • Enhance Navigation • Reached Large Numbers Crowd Mentality Talent • Events & TalentStreams • Events Transaction Focused Recruiters • TalentStreams Unrealistic • Events Hiring Teams • Partners in recruiting Metrics & CRM • One Vendor Vendors • Scalable Building Talent Communities | Microsoft Confidential 2009 29
  28. 28. Speed Bumps|Course Corrections If you find a turtle on a fencepost, you know it had help getting there! Building Talent Communities | Microsoft Confidential 2009 30
  29. 29. Community Focused Jobs2Web LinkedIn Ning Jobster CCN|Blogsphere Facebook Building Talent Communities | Microsoft Confidential 2009 31
  30. 30. Community Focused Building Talent Communities | Microsoft Confidential 2009 32
  31. 31. Community Focused Building Talent Communities | Microsoft Confidential 2009 33
  32. 32. Community Focused Community of Communities Building Talent Communities | Microsoft Confidential 2009 34
  33. 33. Community Focused Microsoft Join Hardware Groups Add Link Work With Me To Jobs Allows Hiring Managers to market key jobs to the target audience on respective social communities
  34. 34. Managing The Moving Parts Future (Paid Boards) Job Feeds Talent Landing Pages (SEO) craigslist Social Communities Pay-Per-Click (SEM) Corporate ATS Talent Communities Mobile Marketing Time Visitors Behaviors Keywords Source of Day Jobs By Talent Type of Business Location Recruiter Community Search Building Talent Communities | Microsoft Confidential 2009 36
  35. 35. Thank You Marvin Smith Talent Community Development 425-704-8822 work marvin.smith@microsoft.com Connections Building Talent Communities | Microsoft Confidential 2009 37

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