The document discusses the evolution of recruitment processes from traditional methods to modern social media approaches. It describes the transition from initial job boards and listings (1.0) to utilizing platforms like LinkedIn and social networks to find candidates and build employer brands (2.0). The document advocates moving to recruitment 3.0, which focuses on engaging audiences and communities through content to create and attract candidates rather than just listing jobs. Recruitment 3.0 treats everyone as a potential candidate and aims to build emotional connections before opportunities arise.

1. The evolution of recruitment
processes
Vincent De Meerleer
Co-founder & Partner
Xpertize.be – Xpertize.lu – Xpertize.ma
Brussels, 25 January 2013

2. In the beginning…

3. In the beginning…

4. Then came the internet!

5. Then came the internet!
• Version 1.0:
ü For companies: company websites with
job section, then later blogs
ü First generic/generalist job boards (such
as Monster): job posting for companies
and CV registration for active candidates
ü Mailings sent by agencies to candidates
registered in a static database
• Mono-directional communication and
“transactional recruitment” (one-shot, short-
term)

6. Later evolution
• ATS: software developed to keep track of all
applications
• Specialized job boards (regions, industry,
skills)
• Job aggregators (such as Indeed.com):
compilation of all job openings gathered at a
single place
• SEO optimization for Google search

7. Pitfalls
• Employee loyalty declined: much easier to apply for
jobs and more likely to be contacted for new
opportunities
• These tools are only good at targeting active
candidates (about 10% of the population), not the
passive ones (90% !) – All companies fishing in the
same pond
• Many companies have approximately the same needs
and tend to contact the same profiles available on
classic job boards, which tend to increase wage
demands, expectations, and applicants’ demands in
general

8. Targeting passive people

9. Emergence of web 2.0
• Wikipedia definition:
“A Web 2.0 site may allow users to interact and
collaborate with each other in a social media dialogue as
creators of user-generated content in a
virtual community, in contrast to websites where people
are limited to the passive viewing of content. Examples
of Web 2.0 include social networking sites, blogs, wikis,
video sharing sites, hosted services, web applications,
mashups and folksonomies.”

10. Web 2.0 for recruitment
• Social networks: private (Facebook),
professional (LinkedIn, Viadeo) or mixed
(Twitter):
ü Candidates are easy to contact
ü Companies can build their image –
employer branding
• Referral hirings: collaborative approach to get
in touch with less visible candidates – leverage
on internal workforce or larger audience:
everyone can become a headhunter!

11. 1.0 vs. 2.0

12. Impact of social media

13. Impact of social media

14. Referral hiring

15. Referral benefits

16. Referral benefits

17. Time to move to 3.0!
• Web 2.0 is definitely a big step forward, to
the extent it is not used in 1.0 mode: what’s
the use/interest to publish a list of jobs on
Facebook or Twitter accounts with hyperlinks
to job sections on company websites?
à This does not engage with your audience and
does not make any difference to web 1.0!
• If all companies use social media the same
way, how do I make a difference as an
employer?

18. Engagement time!

19. 3.0 assumptions
• Everyone is a candidate – We create candidates!
• Recruitment is all about building relationships and
communities with people, and hence creating an
emotional connection with them before they become a
candidate
• People are naturally social people: they like to engage,
are hungry for information. They want two-way
communication, with honesty, authenticity, integrity
and transparency
• Companies are not in control of what people are saying
about them

20. Content is key!

21. 3.0 sites core elements
• Social media communication for HR must
encompass and balance three core areas to
be successful at creating brand engagement:
ü People: humanize the brand, show the culture, who
the people are, what they do, what their challenges
are etc.
ü Opportunities: the way to the jobs, but in a more
straight way – how do I progress in my career, what
training & development exists, what are career
structures etc.
ü Product: we cannot get away from products as we
need people to get excited about it. But try to be
sharp, simple and fun

22. 3.0 recruiters
• The recruiter 3.0 must combine a totally new
range of skills:
ü PR and messaging
ü Marketing
ü Direct marketing
ü Market segmentation
ü Candidate relationship management
ü Sales
ü Presentation and communication skills
• In short, the recruiter has become a
marketeer!

23. What’s in it for me?
• Job boards have definitely lost a substantial
part of their interest
• Candidates should mutually engage with
companies they would be interested to join at
a certain time:
ü Follow companies, become groups member and
connect with industry-related people on LinkedIn
ü React/interact on discussions, topics on LinkedIn or
specialized websites to show your expertize and get
attention from companies
ü Create pertinent content and build a community
around it
ü …