4. hello hellas!
4
Client: Global Shared Service Centre provider
Location: Athens (Greece)
Job Profile: Helpdesk & Customer Service Agent
Languages: All-European/EMEA native languages (e.g. Swedish, Turkish, Egyptian Arabic,
Hebrew, Spanish, French, German etc.)
Other: EU work permit
Salary: € 1,000/month + some benefits
Contract: 6-12 months
5. Athens
Sunny
Fun
Old & New
Peaceful (now)
Gods & Godesses JOURNEY
The Sea! FREEDOM
International ADVENTURE
Diverse
Multilingual
Multicultural
Job
Easy
Why not?
Some career development
OKAY salary
5
engagement – the start
6. Athens
Sunny
Fun
Old & New
Peaceful (now)
Gods & Godesses JOURNEY
The Sea! FREEDOM
International ADVENTURE
Diverse
Multilingual
Multicultural
Job
Easy
Why not?
Some career development
OKAY salary
6
engagement – the start
7. results
7
Identified: 1,500+ candidates
Countries: Sourced candidates from 52 different countries
Submissions: 100+ qualified candidates
Channels: job boards, social media search, referrals
Conversion rate (identified submitted): 6,6%
Difficulties
Candidates never replied to our contact attempts/were not interested
Almost impossible to search for the ‚Greek love’ in CVs
Other disqualifications (EU work permit, languages etc.)
Candidates declined after receiving the offer
Why not? attitude
Salary negotiations (no chance...)
Extremely little ROI
DID NOT FIND THOSE CANDIDATES WHO
HAD THE LOVE ---> CHANGE NEEDED!!
8. the change
8
Change of strategy: attraction instead of searching
New target group definition and identification of
three probable candidate profiles
Key messages for each profile
Posting channel strategy:
Job boards for cross-border positions
Local job boards
Classified ads
International mobility or Greece-related forums in the desired
language
Facebook, LinkedIn and Google+ communities in the desired
language
Local unemployment agencies
EU unemployment agency (EURES)
Pre-designed ‚application received’ email template to
increase engagement, ease screening and boost
Facebook group membership
Continuously feed and update the Facebook
community with content, news etc.
LET THE FACEBOOK COMMUNITY LEAD
THE DISCUSSION!!
9. profile analysis I.
9
Check the client on all of their platforms
Youtube
Facebook
Instagram
Twitter
LinkedIn etc-etc.
Check what their employees say about them
What creates their engagement?
Who are they?
Glassdoor
See their former employees’ background (job boards, social networks etc.)
GOAL: IDENTIFY THE CORE, THE DESIRED
EMPLOYEE OF THE CLIENT!
13. profile analysis II.
13
CALL NO CALL
College Dropout Studies in progress
Low-level horizontal career movement
Uninterrupted vertical career movement until
recently/now
Gaps in CV (broken career for longer time),
even if former position was high
Job hopper (less than 6 months), or very
recently made redundant in high position
Fresh-grad, no working practice, or studies
and practice are not in line
Fresh-grad with high profile/high demand
degree, or strong experience
Stuck on low level in career; no vertical
career move; changed to similar jobs more
than twice
Linear career progression, e.g. strong CV
without gaps, unusual breaks (even if currently
unemployed)
Former call center agent
Progressive call center career (team leader,
supervisor)
Frequent change of career direction,
different fields of work
Unprepared for the world of work (disorganized
CV)
14. profile analysis II.
14
Money
Don’t waste your time if the candidate is inflexible.
Immediately unavailable
Double check this as the client will not wait for the candidate
Bad English
Look for strange, out of place phrases in CV (don’t mind spelling too much, you can
overlook even some grammar mistakes, but be on the lookout for expressions a
native speaker wouldn’t use)
Lacking tech skills
Some IT skills will be needed; clue: if she used technology to support more
advanced work, e.g. market research or psychological testing, she may not have had
any interest in (or incentive to study) the techie part, how systems, devices,
networks work
Career-starter in completely different industry, e.g. pharma
Inexperienced, she is looking at options, but generally wants something completely
different. Exception: degrees offering limited opportunities, e.g. MA in Tibetan
languages
General unpreparedness for the world of work
A certain amount of confusion about career / life direction is helpful, but a very
disorganized CV with irrelevant / out of place phrases is a red flag
15. profile creation
15
INFILTRATOR OPERATOR SEEKER
Description
Career-starter who wants to get into IT.
Probably comes from a STEM background
or humanities / languages. Open to new
experiences and people, rookie in the
world of work. Probably has been looking
for a job for at least 3 months. Possible
former Erasmus student; has travelled.
Average motivation: wants to work,
would like success, generally uninformed
how and where. Does not see many
options, no powerful social network. Likes
Europe. Politically inactive. Strong tech
brand preferences.
Experienced call center operator.
International / SSC exp, IT, telco, tech.
Low horizon, strong work ethic. Wants to
progress in this field at least mid-term.
He is good at what he does and is proud
of it. Likes gadgets and comp tech,
knows many products and technologies
well. Would want to work client-side
eventually at consumer tech
manufacturer / big software firm / telco
op. Compares things, computes benefits,
sees himself as rational but tough
negotiator. Down to earth with maybe
geeky / nerdy hobbies.
Potential career-changer, looking for new
directions. Hasn’t found yet what he was
looking for although having no clarity
what it could be. Looking for fulfillment in
his life, in his work. Possibly dropped
studies, quit job, made redundant,
changed jobs frequently in search of
better opportunities – he thinks that the
previous path leads nowhere. Having
been out of work for a while now.
Potentially lower self-esteem due to
continuous job seeking. Varied
experiences, possible extensive travels,
changing habits and attitudes.
Insights /
Beliefs
Dreams of a start-up job.
A job in Athens may seem like a paid
vacation to her.
Will research culture and entertainment
options more thoroughly than the job and
the company.
Sees himself as important part of the
organization.
Knowledgeable teacher and orator.
The Problem Solver.
Read the manual and noted the typos.
Has to convince himself to take the job.
Too good for the world.
Benevolent benefactor.
Experienced world-traveler / professional
/ expert.
Has got a lot to give.
Goals
To convince her it’s the break she is
looking for.
To sell Athens, the Mediterranean cultural
hub.
To offer a smooth student-to-worker
transition.
To sell the brand he’s going to support.
To emphasize the importance of the job.
To position the client as the best in class
(without mentioning them by name).
To offer a chance to start over.
To show a desirable new direction that
leads to happiness and success.
To show that his experience is needed /
valuable.
To boost the position’s perceived
prestige.
16. profile creation
16
INFILTRATOR OPERATOR SEEKER
Key
messages
By joining the leading provider of
outstanding customer, you can make
your first steps toward a successful
career in IT.
Working in Athens, where the sun is
always shining and you are surrounded
by the best that ancient and
contemporary culture have to offer, will
be a memorable and unique experience
that will enrich your life both personally
and professionally.
A fun multicultural environment is waiting
for you where you get to meet talented,
young people from all over the world;
you can easily make friends and may
even find love in the vibrant Greek
capital.
Big Name Brand is looking for people
with your customer support experience.
The best-known brand in consumer
electronics, revered for its commitment to
top notch customer experience, is
counting on your expertise to delight
customers and assist them in technical
and other queries.
You will be a part of an industry-leading
professional team and drive excellence
every day.
Your product-specific knowledge is of
great value, and your proven experience
in clearly communicating your expertise
will be key factors of your success.
You will thrive in this dynamic
international environment; it is a great
platform for you to reach new career
heights.
Start over in Athens: the Greek capital is
on the path of economic and spiritual
rehabilitation and rebuilding, and so can
you be. In this responsible position you
can leverage your language skills and
empathy; it gives you an excellent
opportunity to add that oft-forgotten
human touch to business
communications.
Working for the global leader in customer
experience excellence, on behalf of the
largest and best known consumer
electronics brands, you will be ideally
positioned to get on the right track once
again.
The climate, the culture, the cuisine, and
the truly international environment are
natural benefits of this position. Take this
opportunity to rediscover your talents in
the friendly Mediterranean metropolis.
Headline 1
The first chapter of your career in the
land of ancient history.
Do you excel in customer support? It’s time for a fresh start in Athens!
Headline 2
Sunshine, happiness, and a career-
making break in Athens
Best in Class Customer Support
opportunity in Athens
Destination: Your Dreams. Next Stop:
Athens
Headline 3
Athens? Check. IT? Check. Great
communication skills? Check. Your Move!
Smart about smartphones? The smart
move is Athens.
This is not a myth: new life in Athens!
17. Membership: 200+ candidates
Activity: Posts usually seen by 140-150 members
Type of posts:
Pics by us
Lot of text posts by others (‚I want to move! – help me!)
‚My story’ discussions
Q&A led by our Recruiters
Application received: 100+ applications through various boards, communities etc.
Conversion rate (application submission): 11,25% (double than the direct
sourcing)
GOAL COMPLETED: FIND THE TONE OF YOUR
CANDIDATES AND TALK TO THEM AND LET THEM
CREATE AND LEAD THE COMMUNITY!
reload the facebook community
17
18. Membership: 200+ candidates
Activity: Posts usually seen by 140-150 members
Type of posts:
Pics by us but!
Lot of text posts by others (‚I want to move! – help me!)
‚My story’ discussions
Q&A led by our Recruiters
Application received: through various boards, communities etc.
Conversion rate (application submission): 11,25% (double than the direct
sourcing)
GOAL COMPLETED: FIND THE TONE OF YOUR
CANDIDATES AND TALK TO THEM AND LET THEM
CREATE AND LEAD THE COMMUNITY!
reload the facebook community
18
19. blueprint – understand the audience
19
Basic patterns What kind of candidates are you looking for?
Demographics
Create a basic demographic profile (or profiles; you can have
several based on the requirements)
Psychographics
Create a persona: give your profile a personality, a history,
bring her to life, make her move, make her make choices
Needs, Goals, Desires
What makes her move? Where is she headed? Are there
obstacles? Can you help her? Now think about your
positioning: is it relevant for her? How about your brand
statement: does it speak to her? And your story: would she
find it compelling?
Online behavior
Imagine her in front of a computer or with a smartphone /
tablet in her hand: what is she doing? Why, when, how often?
Motivations for Social
Media Use
Connect with People, Control Applications, Consume Content,
Create Content
20. The Total Misconcept of
Social Recruitment
This is not what you think
This is not what you want to say
This is not you leading the community
so the lesson learnt
