Video Mobile Conf Sept10


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Mobile & Video in Recruitment London Conference Sept 2010

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Video Mobile Conf Sept10

  1. 1. Tel +27 21 818 8600 | Fax +27 21 818 8609 | Email The Forum B&C, North Bank Lane, Century City, 7441 PO Box 87, Century City, 7446 Mobile & video in recruitment conference – Sept 2010 Kris Jarzebowski, CEO, CareerJunction 5 October 2010 Last week I attended a conference in London that outlined the various developments in Mobile and Video technologies as applied to recruitment. It was the first of its kind ever to be held in the UK or Europe so it was an interesting and valuable knowledge gathering session coupled with great networking opportunities with like minded people. I have taken the liberty of editing an article found on the Internet from Ri5 who attended the conference and have aptly summarised the day. Each subject is outlined and I have summarised the subjects with my personal conclusions on their applications within the South African context. Summary The two fast-developing technologies of mobile and video and their increasing adoption within recruitment strategies were the twin topics of a new conference held at London's Hotel Russell on Wednesday 28th September. The event was organised by Mike Taylor, MD of Web-Based Recruitment. And while the morning agenda looked at the various applications of video, the afternoon session focused on at the rapid growth of mobile (as one speaker put it, if 2010 isn't the long-promised ‘year of mobile', we must be getting pretty close). Posting recruitment-related videos on YouTube With YouTube unable to attend, Google's Luke Mckend – who has now been appointed as Country Manager for Google South Africa, stepped in at short notice to review best practices for video brand-building - confessing that he'd been unable to find many good examples of recruitment-related videos from direct employers, in contrast to the consumer world which offered a whole variety of exciting executions. (Even the education sector seems to have embraced video in a way that recruitment has yet to match.) He did suggest, however, that recruitment's use of video had matured over the last two to three years from simply being "a window into the organisation" to a way of actively engaging with the target audience and developing a pool of candidates who really relate to the employer's brand. (Now the bigger risk for employers is probably not to feature video content, as it could suggest they have something to hide.) CareerJunction (Pty) Ltd | Co Reg No 1996/015192/07 | VAT Reg No 4860162264 Directors: K T Jarzebowski (CEO), A G C Gill, M W Robertson, E Lohmann, P R Byrne
  2. 2. Better jobs. More often. I Optimising the emotional connection Nick Price, founder of Working Films, took the evolution of the employer brand over the last twenty years as his starting-point. For Nick, the key thing that film can get across is the value of someone's work - it gets closer to the heart of why people get up in the morning, do the job they do, and indeed select that particular employer. An important aspect of the film medium is the way it makes people feel - and emotional connection is, of course, a vital component of employee engagement. In their different ways, video examples from Weston Area Health, GCHQ and Thomson Reuters all served to demonstrate how powerfully film can engage rather than merely inform. Staying on message On a more technical note, Nick stressed that the starting-point for producing films about organisations and their work should always be the employer brand and value proposition - and that proper planning is essential. Organisations need to be clear about their message, select the right people as brand ambassadors - and find a production team who can put these people at their ease. Production values don't need to be unduly slick, although sound ("70% of film", according to Danny Boyle) can play a big part in adding a professional gloss. Once produced, videos can be uploaded to sites like YouTube as well as incorporated into recruitment websites, while microvideos can also be posted on to job-boards. Video as an interviewing tool Kes Thygesen and Dimitar Stanimiroff of Inovaz then presented a session on the use of video within the recruitment process itself, primarily as an interviewing medium - either two-way (i.e. real-time) or one-way (time-shifted, with interviewees responding to pre-recorded questions). Inovaz's OVIA (online video interview application) product is already being used by a number of volume and graduate recruiters to this effect. Among the reasons for the video medium continuing to gain traction are the growth of faster internet and the incorporation of webcams as standard product features. Dimitar also rebutted a number of ‘myths' about video interviewing, including suggestions that it might be potentially discriminatory, was impersonal, and wouldn't be used by baby-boomers. Looking ahead, Kes and Dimitar felt that although video was still "at an early stage of the adoption curve", it had the potential to replace phone as a pre-screening medium. Consumers look to mobile Moving to the mobile half of the agenda, Jobsite digital marketing manager Gary Robinson offered an interesting insight into the future of mobile recruitment. He noted that while consumers tended to be running ahead of businesses in terms of adopting mobile technology, the latter were now moving fast to incorporate mobile into their digital strategies. Users are increasingly seeking mobile solutions for job-hunting, with the key drivers to even greater use seen as accessibility, convenience, privacy, and freedom (especially in terms of bypassing corporate restrictions, firewalls etc). And one thing that users will be looking for in the near future is the synchronisation of services across platforms (e.g. mobile and desktop). Keeping it simple Roundpoint CEO Trevor Shonfeld provided a concise overview of how to make mobile work for recruitment. Quoting a range of statistics to chart the exponential growth of mobile use, he suggested that all future "credible" organisations will work with their audiences over mobile, but exhorted recruiters to keep their mobile -2-
  3. 3. Better jobs. More often. I functions relatively simple, since users tend to have less patience with the medium than with their PCs. He added that early adopters would be the pathfinders that other organisations followed. The advantages of apps (applications on the mobile) Dave Martin of AllTheTopBananas introduced his session on the use of mobile apps for recruitment by predicting that all employers would be using mobile recruitment within three years. And although the recruitment industry was only just waking up to mobile recruiting, things were now moving fast. Just two years ago there were no UK job-search apps, whereas now at least 5% of UK job-boards have their own apps. And even where sites are fully optimised for mobile, having a dedicated app can still deliver big advantages in terms of the quality of user experience and sheer findability, thus boosting brand value and retention. Mobile as an integral campaign element A revealing study of the effective use of the mobile channel within a wider recruitment campaign context completed the formal presentations, co-presented by Andy Bamford, MD of ThirtyThree Bristol, and Stuart Affleck, head of resourcing and development at LV= (formerly Liverpool Victoria). Following a major corporate rebrand some three years ago, this "sleepy mutual" needed to introduce a new employer brand to help it recruit the people needed to drive continuing business growth, especially in its key locations of Bournemouth, Bristol and Croydon. After the launch of a new website and an extensive digital marketing campaign, the brand was "further brought to life" through an outdoor campaign (including ads on buses, trams, taxis and at bus-stops). The benefits of an innovative approach Using image recognition technology, potential applicants could take a photo of a poster on their mobile and then receive a (pre-recorded) phone-call from the featured employee, plus a subsequent text message including the relevant corporate web address. It's thought to be the first recruitment campaign to utilise image recognition software in this way. The benefits of the overall campaign have been huge, helping LV= to move from a situation where 75% of its hires came through third-party agencies to a point where over 80% now come direct. And apart from reducing the cost per hire from around to £2,000 to nearer £500, the initiative has provided a huge boost to employee engagement, not to mention generating valuable PR and media coverage of its successful transition to the direct sourcing model. Two lively panel discussions, featuring speakers on the respective technologies, completed the day's packed agenda. Summary and Applicability for the South African Market Clearly the UK and Europe are significantly ahead (probably about 2-3 years) in terms of general consumer adoption of high end technology i.e. smart phones and video in the workplace, which is supported by their easy availability of bandwidth which South Africans still struggle even with the improvements brought on by Seacom to Africa. South Africa needs to enjoy much higher bandwidth availability within the shores of Southern Africa before it can take full advantage of the new and exciting technologies. Having said that, it is clear that this is coming to South Africa and within 2-3 years we would have caught up with the UK in terms of bandwidth availability and associated cost benefits. It is therefore my opinion that we should start now to look at both Mobile and Video applications that practically relate to our consumer audience. There is no doubt that these new -3-
  4. 4. Better jobs. More often. I methods enabled through technology will be used here in South Africa within 2-3 years with much higher acceptance than one would expect thanks to Facebook, LinkedIn and other social media initiatives which are already coupled closely to Mobile for a start! Watch this space folks as we see some interesting applications being rolled out in South Africa that will revolutionise the Recruitment process and therefore the recruitment business will be changed – probably forever. -4-