ERE Keynote Presentation


Published on

This is the presentation from the Chairmans Opening Remarks leading into the keynote presentation on Recruitment 3.0 A Vision for the Future of Recruiting

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

ERE Keynote Presentation

  1. 1. ‘’Some reflections”<br />
  2. 2. Who are you?<br />Matthew Jeffery<br />ERE Conference Chair<br />Autodesk Head of EMEA Talent Acquisition & Global Talent Brand<br />Formerly EA Global Director of Talent Brand<br />
  3. 3. Amy McKee<br />
  4. 4. First International Chair<br />51st<br />
  5. 5. Britishness…!!!<br />
  6. 6.
  7. 7. What has the United Kingdom given the USA?<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12. What has the USA given the United Kingdom?<br />
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17. How YOU can make ERE Expo 2011 the best ever…..<br />
  18. 18. Get Involved…….<br />Ask questions<br />Network<br />
  19. 19. #ereexpo<br />
  20. 20. Speaker Presentations will be available to download …..<br />
  21. 21. Our sponsors<br />
  22. 22. There has never been a better time to be a recruiter……<br />
  23. 23. Talent Acquisition<br />Never Forget that world class candidate <br />attraction/recruitment can make or break a <br />Business<br />NASDAQ & FTSE Companies are really being <br />scrutinised by investors about whether they<br />can attract & retain high quality staff<br />Talent Acquisition is CRITICAL to modern business<br />
  24. 24. Any questions?<br />
  25. 25. ‘’Some reflections”<br />Recruitment 3.0: Why Traditional recruiters will be replaced by ‘emotional marketers’<br />
  26. 26. What’s the future of recruitment?<br />
  27. 27. Some predict the end of the world for recruitment<br />
  28. 28. Some say we are entering the Ice Age of recruitment<br />
  29. 29. With the advent of new technology and the likes of ‘LinkedIn’….Do Hiring Managers need us recruiters?<br />
  30. 30. Kevin Wheeler questions whether there is even a need for in house recruiters<br />
  31. 31. Kevin Wheeler’s devilish proposition…<br /><ul><li>The hunger for internal recruiters v external providers (reward led)
  32. 32. The frequency of turnover of recruiting leaders, hence challenge in stability</li></li></ul><li>He is bang on the money<br />
  33. 33. Recruitment 1.0 has had its day<br />‘Keeping it easy’<br />
  34. 34. But… Recruitment 1.0 is still alive and well……<br />‘Keeping it easy’<br />
  35. 35. Step 1: Pick up the phone and call a recruitment agency.... BANG …. Job done.. Just wait<br />
  36. 36. Step 2: (Tiny bit more effort required)<br />Post to an external job board...then wait.... <br />
  37. 37. Step 3: ‘Fingers crossed people look at my web ad or jobs board’!!!<br />
  38. 38. Step 4: ....pray that the right person, looks at the job board at the right time, sees my job and then likes our brand and applies. ‘Recruitment lottery’!<br />
  39. 39. BUT<br />
  40. 40. Step 5: Phew as you wait for the job board... the agency are sending through candidates ...YAY...hiring manager will now be happy ... He has a shortlist<br />
  41. 41. Step 6: Trust the agency........<br />Exclusively sourced<br />Came in on our job board 20 mins ago<br />Just been sent to 5 of your closest competitors<br />Exclusive candidate<br />Really want your company<br />I had a 30 sec chat 20 mins ago before I sent you their resume <br />Really sought after candidate<br />They have been interviewing for 3 months<br />Competitor's would love to hire this person<br />They are interviewing with them as we speak<br />We have a great relationship with the candidate<br />But not yet had a 1.1 personal interview and they will pay for my holiday in Mexico<br />
  42. 42. Step 6: ....finally, after interviewing and realising they don’t have any more options, the hiring manager decides to go to offer.... REQ closed?<br />
  43. 43. Step 6: ....Noooooooooo!!!<br />The candidate is at offer stage with 5 other companies. The Agency says we need to improve our offer ..... or lose out ... ‘offer poker’ starts<br />
  44. 44. .... But surely the candidate wants to work with us?<br />They feel connected to our brand, to our vision, to our team? They feel the love.......<br />It’s not down to the money?<br />
  45. 45. .... But where’s the relationship?<br />A relationship drives desire.....<br />
  46. 46. Step 7: .... Quick. Throw money at the candidate. Can’t move on Salary?..........<br />Sign on bonus?<br />More stock?<br />Relocation support?<br />
  47. 47. So who is happy?<br />Recruiter 1.0<br />Another REQ off the list<br />
  48. 48. So who is happy?<br />The Agency, 15/20% of a bigger fee<br />
  49. 49. So who is happy?<br />Hiring Manager ... Relieved at a hire<br />BUT<br />The best person......?<br />Someone brought into the brand?<br />On a higher salary...retention issues?<br />Oh...and an Agency fee to boot<br />
  50. 50. What happened next?<br />
  51. 51. Candidate left after 6 months<br />....Not brought into company (no relationship)<br />.......Money a short term motivator<br />...and just outside the retention period, so Hiring Manager lost the fee and needs to start again<br />
  52. 52. And so begins the great....<br />Recruitment ‘Circle of Life’ again!!!<br />
  53. 53. Scary eh.....<br />
  54. 54. But this is a reality today<br />Recruitment 1.0 still exists...even in this room ;)<br />
  55. 55. How do you identify those who are Recruiter 1.0?<br />
  56. 56. Their catch phrase normally starts.....<br />‘Recruitment is not a rocket science’ <br />... said in a condescending, ‘I know it all’ voice<br />
  57. 57. Or .....<br />‘Recruitment is a function of HR’<br />…. and only a small part….<br />
  58. 58. It’s time to wake up and see the light...<br />
  59. 59. It’s bloody competitive out there if you want to hire the best talent<br />Recruitment 1.0 has had its day……<br />
  60. 60. Recruitment 3.0 is about engagement & creating emotion<br />
  61. 61. Emotion as a feeling means ‘you care’<br />This implies building a relationship<br />
  62. 62. How much do you get to know your candidates and what makes them truly tick?<br />
  63. 63. The Talent Landscape…….. So what is happening?<br />
  64. 64. The Global War for Talent is real!<br />
  65. 65. The ‘experienced’ talent pool is shrinking<br />
  66. 66. Industries converging<br />Same/similar talent sought<br />public sector<br />TV<br />media<br />film<br />banking<br />FMCG<br />universities<br />mobile<br />IT<br />
  67. 67. Where art thou….Loyalty?<br />People less loyal<br />Average time in role: Less than 2 years<br />
  68. 68. Headhunting……at all levels<br />If staff are unhappy they will leave anyway<br />‘I would be more worried if your staff weren’t being headhunted because that speaks volumes about the quality of your workforce’<br />Are your staff challenged?<br />Are they well remunerated?<br />Do they have a good work/life balance?<br />Are they working on world class products?<br />Do they have an opportunity for promotion?<br />Are they receiving training & Development?<br />Are their ideas listened to?<br /> If the answer is NO……headhunters prey<br />
  69. 69. External Providers losing ground?<br />Recruitment agencies need to adapt or die<br />In-House:<br />Referral schemes<br />CRM Database<br />Events<br />Web 2.0 Networking<br />YouTube, LinkedIn, Myspace, Facebook<br />Graduate Pipeline<br />Ability of recruiters to ‘sell’ their own company with authenticity<br />
  70. 70. Your competitors are getting cleverer, studying you, mapping out your talent….and rest assured they are speaking to your staff….<br />
  71. 71. University Recruitment<br />The salvation to a shrinking talent pool?<br />Flood of graduates into the market studying poorly conceived degrees and less companies investing in them<br />
  72. 72. So everyone in this room is at battle with each other……... <br />who wins ….. ‘Recruiter 3.0’s’<br />
  73. 73. Our ultimate goal is a Predictable talent pipeline<br />Achieved through Sourcing, mapping competitors, direct approach, relationship building, Employment Branding & Social Media<br />
  74. 74. Our Audience<br />Candidates are not a species. We must create them<br />
  75. 75. The Core Philosophy of ‘Recruiter 3.0’<br />1. Not Everyone’s looking for a job<br />
  76. 76. Not everyone’s looking.....<br />
  77. 77. The best candidate for your role......<br />is not necessarily registered with a Recruitment Agency right now!<br />
  78. 78. The best candidate for your role......<br /> not necessarily registered on a job board right now!<br />...may not search job boards.....<br />....maybe used to people approaching them...<br />
  79. 79. Your best candidate may not have even considered working for your company.... or even heard of you!<br />
  80. 80. Our job is to find them, build relationships and make them care<br />
  81. 81. Even befriend them…if they think we care…they care….that’s emotion<br />
  82. 82. The Core Philosophy of ‘Recruiter 3.0’<br />2. Everyone is a potential candidate or brand ambassador ..... even your consumers<br />
  83. 83. So by definition what is a candidate?<br />Someone who has nominated themselves to be part of an election process<br />It is a voluntary act<br />At what point does someone volunteer to be a candidate?<br />When they see your ad?<br />When they apply to your advertisement?<br />When you interview them?<br />
  84. 84.
  85. 85.
  86. 86.
  87. 87. What turns a regular person in to a candidate?<br />‘I’m not recognised for my contribution’<br />
  88. 88.
  89. 89. What turns a regular person in to a candidate?<br />Dissatisfaction with the way they are treated<br />
  90. 90.
  91. 91. What turns a regular person in to a candidate?<br />Or they’re just over this job<br />
  92. 92. This wasn’t in the Job Description<br />
  93. 93. So the problem is timing?<br />We either wait for the moment they become a candidate and jump on them<br />Or we make them a proposition they find attractive any time<br />WE CREATE A CANDIDATE<br />
  94. 94. You are in a race<br />Leading businesses are realising great recruitment is about building relationships & communicating with people, (hence creating an emotional connection with them), before they become a candidate<br />
  95. 95. Key is how do you identify & build ‘emotional’ relationships with that talent?<br />
  96. 96. The Core Philosophy of ‘Recruiter 3.0’<br />3. Employment Brand is pivotal to your success in Talent Attraction<br />
  97. 97. A Brand is a person’s gut feel towards a Product, Service or Organisation<br />
  98. 98. The goal of a brand is to create emotional attachment<br />Emotion creates <br />a connection<br /> which bonds loyalty<br />& trust<br />A emotional relationship is anchored on honest 2 way communication<br />
  99. 99. Each of these brands will create a connection with you.<br />Question is what?<br />
  100. 100. As product parity grows…<br />Brand becomes a determining factor in consumer purchase decisions.<br />
  101. 101. Recruitment without marketing: Many E-Brands are like this<br />
  102. 102. Key in building trust and fostering emotion is transparency & authenticity…warts n’all<br />
  103. 103. People want relationships with people…not faceless companies. Humanising the brand key<br />
  104. 104. Shows like American Idol and X Factor gets ‘emotion’ and telling a story<br />If people just sing it would fail<br />
  105. 105. Who is the best recruiter in the world?<br />
  106. 106. Nope….not yet…<br />
  107. 107. Simon Cowell<br />
  108. 108. What’s people’s ‘gut’ feel for working for your company?..... Google it / Glassdoor it<br />
  109. 109. Recruitment 1.0 views on Employment Brand<br />Recent quotes from conferences:<br />‘A company creates an Employment Brand’<br />‘We have a great Employment Brand. Look at our newly designed Brand logo’<br />‘E-Brand is about marketing and the way we advertise. We control the messages’<br />
  110. 110. The Stages of the Employee Experience<br />(how we ‘humanise’ and open up a company to allow candidates to build relationships and feel ‘feelings’)<br />
  111. 111. The Core Philosophy of ‘Recruiter 3.0’<br />4. You are not in control of what people are saying<br />
  112. 112. Everyone’s talking<br />
  113. 113. Whether you like it or not they are talking about your company!!!!!<br />
  114. 114. People tell their friends & the snowball of ‘word of mouth’ starts rolling<br />
  115. 115.
  116. 116. Pretty scary huh?<br />Particularly for business because.....<br />
  117. 117. Companies are no longer in control of what people say about them<br />
  118. 118. Technology is shifting the power away<br />from the editors, the publishers,<br />the establishment, the media elite.<br />Now it’s the people who are in control.”<br />Rupert Murdoch<br />Time spent on social networks is growing at 3 * the overall internet rate , accounting for 10% of internet time<br />A shift in the balance of power<br />
  119. 119. Those companies that get they have to listen, be humble and seek the opinions of their community will be the winners of Recruitment 3.0<br />
  120. 120. The Core Philosophy of ‘Recruiter 3.0’<br />5. Building relationships and communities is key (hence importance of Social media)<br />
  121. 121. The growth of the internet is unstoppable<br />
  122. 122. Anexplosionof communication channels<br /><ul><li>Second largest site on the web
  123. 123. 400 million active global users
  124. 124. 50% of active users log into the site each day. This equates to at least 175m users every 24 hours.
  125. 125. More than 35m Facebook users update their status each day.
  126. 126. LinkedIn has over 64m members worldwide.
  127. 127. There are now 11m LinkedIn users across Europe.
  128. 128. India is currently the fastest-growing country to use LinkedIn, with around 3m total users.
  129. 129. Third largest Site on the Internet
  130. 130. Largest video site on the web
  131. 131. 1 billion views per day (that’s 11,574 per second, 694,444 per minute, or 41,666,667 per hours)
  132. 132. 10 billion videos uploaded per month
  133. 133. Twitter now has 75m user accounts, but only around 15m are active users on a regular basis. It’s still a fair increase from the estimated 6-10m global users from a few months ago.
  134. 134. Towards the end of last year, the average number of tweets per day was over 27.3 million.
  135. 135. The average number of tweets per hour was around 1.3m.</li></li></ul><li>Social Network communication exceeds email<br />
  136. 136. 65% Twitter<br />52% FaceBk<br />50% YouTube<br />33% Blogs<br />
  137. 137. Yes.....many companies are shouting and beating their chests with pride<br />‘We have a Facebook page and a Twitter Account’<br />
  138. 138. But here we are again at Recruitment 1.0 & Lazy Recruiting again.....<br />
  139. 139. Social Media Recruitment 1.0 ‘Style’<br />Create a Facebook Page and a Twitter Account<br />Post a ‘Sexy’ Logo and swish Graphic<br />Post a list of all current job vacancies with a convenient link back to the company job board<br />Wait for the job applications to come rolling in and......<br />
  140. 140. Social Media Recruitment 1.0 ‘Style’<br />Then go and create a YouTube Channel and post up several corporate videos about working at your company, (created at much expense), with your CEO looking like he is caught in the headlights.<br />Now you have a ‘killer Social media Strategy’ projecting your Employment’s time to....<br />
  141. 141. Social Media Recruitment 1.0 ‘Style’<br />........ Shout your innovative approach from the rooftops.<br />Call ERE, Recruiter Magazine, Recruitment Consultant, Personnel Today<br />Enter Awards for Best use of Innovation in technology, Best employment Brand, Best use of Social Media.........<br />And then.....return to <br />
  142. 142. Social Media Recruitment 1.0 ‘Style’<br />Questions<br />Will this generate repeat visitors?<br />What’s the difference between this and your job board?<br />How does this build relationships?<br />What’s the word of mouth message?<br />What’s at the core of Social media...clue is....Social!!!!<br />
  143. 143. Social Media Recruitment 1.0 ‘Style’<br />Questions<br />Why do multinational firms champion a Twitter or Facebook site with < 200 followers?<br />Size matters when building communities......<br />
  144. 144. Social Media<br />Building a Globally ‘emotionally engaged’ Community<br />
  145. 145. Social Media is not about ‘bums on seats’ hiring<br />
  146. 146. Social Media is all about building communties of evangelists / potential hires<br />
  147. 147. Recruitment is boring…..<br />
  148. 148. Quick tip: How can I build a community?<br />How many names do you have on your recruitment database?<br />
  149. 149. The ‘anchor’ of Social Media<br /><ul><li>Full integration with Social Networks
  150. 150. RSS feeds from all key Company websites and networks
  151. 151. Daily email newsletter
  152. 152. Free speech (No deletion of comments unless inflammatory)</li></li></ul><li>
  153. 153. <ul><li> A true social network of friends (not a professional / serious facts driven community)
  154. 154. Key to approach is to entertain, engage in discussion and create content that creates repeat visits
  155. 155. Full integration with Blog site, all stories posted in full on Facebook</li></li></ul><li>
  156. 156. <ul><li> Goal is engagement and discussion with ‘informed’ communities
  157. 157. Discussions, rich, deep and intellectual in nature
  158. 158. Best hiring Channel (ROI)
  159. 159. Professional Community 9,695</li></li></ul><li>
  160. 160. <ul><li> Humanising videos into the people and culture
  161. 161. Avoid the mass budget Corporate ‘slick’ produced videos
  162. 162. Employee created content is more authentic</li></li></ul><li>
  163. 163. <ul><li> More fluid communication channel
  164. 164. Limited to 140 characters, (quick, fast soundbite conversations)
  165. 165. Create #Hashtags for discussions around a theme
  166. 166. ROI longer term</li></li></ul><li>Critically, Social Media must be integrated<br /> Integrate all Social Media with your Careers jobs site<br />
  167. 167. Communities go mobile<br />
  168. 168. But I don’t want to build a community, build relationships, build a world class employment brand or hire the very best talent....<br />
  169. 169. Ready made excuses for Recruiters 1.0<br />People could say bad things about us<br />I don’t have any budget<br />My company blocks social media<br />We only have a small company<br />Our brand is boring. We have nothing to say.<br />No time to do this<br />No clear metrics<br />Wrong demographic...just youngsters<br />
  170. 170. Social Media isn’t just for the hip & funky kids<br />
  171. 171. Let’s be a little revolutionary……<br />
  172. 172. Accepted norm in recruitment…..<br />We are a cost centre…..a money burner<br />
  173. 173. But are we a cost in the new Philosophy?<br />Can we move from a cost centre into a profit centre?<br />
  174. 174. TV Advertising in a tailspin…too many channels, audience too diverse<br />Print in decline, people want their news online…<br />
  175. 175. Ask yourself….what is the value of my community?<br />
  176. 176. Put your own database under the microscope<br />How many names do you have on your database? <br />Are they part of your community?<br />If not…why not?<br />
  177. 177. Isn’t this list highly targetable?<br />A marketer’s dream?<br />Why not make money from it?<br />Internally first then externally<br />
  178. 178. The new ‘3.0 Recruiter’<br />Is about building & engaging communities<br /><ul><li> This involves :</li></ul>PR<br />Marketing<br />Direct Marketing<br />CRM<br />Sales<br />Communication & presentation skills<br />
  179. 179. The ‘New Recruitment’<br />A great recruiter will not be a Rocket Scientist<br />They will be a highly skilled artist...<br />
  180. 180. Q&A<br />…don’t be shy<br />
  181. 181. Thanks for listening and enjoy #EREExpo<br />