The presentation by Jeffrey Winter at the MN Ace Spring Conference 2012 discusses the evolution of recruitment in the digital age, emphasizing the critical shift towards online visibility and networking. Key points include the importance of understanding privacy, utilizing tools like LinkedIn effectively, and the necessity for companies to differentiate themselves in a crowded online advertising space. The document underscores the need for a strategic approach to recruiting that prioritizes content and personal relationships over merely using technology.

1. MN ACE Spring conference 2012
Visibility in the
Digital Age:
“It can make or
break your job
search ”
Jeffrey Winter
Director, Talent Acquisition
1
Atterro HCG

2. What do we want to
accomplish today?
• Increase awareness
• Recognize opportunity and risks
• Focus on strategy first
The tools to support it second
2

3. 3

4. Introductions:

6. Technology
evolution:
A quick recap

7. Who remembers this?
1997
256KB

8. Here is where we are today

9. Recruitment process before:
The Meeting
• Simple
understandable Conversation
process
• More touch points Resume
Transmission
Job Ad
Seeker

10. Recruitment process after:
The Meeting
• More pathways to
the hiring funnel
Conversation
• Less intuitive
processes Resume
Transmission
Online
Seeker

11. What’s changed?
Massive visibility:
•Online job marketing, Technology has greatly impacted
•Talent communities the way we interact with each other.
•Online apply

12. Let’s break it down
The recruitment
process, that is…

13. F.A.H…

14. Find
Attract
Hire

15. …The art of the hunt.
Find

16. Yesterday
• Worked for connection and contacts
• Less people were “known”
Today
• Everyone is known.
• Networking is now started online – but often still
finished in person.
• Relationships are more valuable than contacts
and connections.

17. There are many tools for sourcing and searching. The
key is to be an expert in the most productive ones. This
allows you to go deeper than your competition. You
don’t want to be a marginal performer in everything.

18. Ground rules:
Don’t be
surprised

19. Rule #1 Understand Privacy
Oh, and.. and and and…

20. Rule #2 There are NO secrets
Assume all
information
is public.
You are
visible!

21. Percent of companies
40 tracking prospective
hires on social media.CareerBuilder survey 2012
Percent of 2011 grad class
think employers should
view student profiles as
part of the process.
NACE 2011
34

22. Example:

23. Find people
Find people
• Know the tool. Even
the free version is
very powerful.
• Candidate or
candidate referral
lives on LinkedIn for
most of target jobs.
They just need to be
found.

24. Be found
Goal: Everyone should
have robust LinkedIn
profiles.
Benefit: Increase your
visibility in a positive
way by driving great
content.
Demographic:
Exempt level
employees and
specialty non-exempt.

25. Dear company:
You can not hide.
25

26. Don’t want an
online presence?
Surprise! You already have one!

27. Attract

28. The progression of recruitment advertising
Phase one Phase two
•Rush to get the •Focus on content
message out. and delivery.

29. “The greatest risk in online advertising is to be a
part of the crowd instead of standing out from it.”
Are you getting noticed?
…Positively?

30. Company:
Know thyself…
Are your
prospects as
excited to talk
about you as they
are about Dunkin’
Donuts?
Do you need
them to be?

31. Is what we are saying...
of interest to
anyone?

32. Online candidate communication:
Do we have this?

33. …or this?

34. Example:
Job
Advertisement

35. Content is still king:
Ask:
Why will a
candidate
choose to
click on my
job?

36. Job ad or Description?
Which is
this?

37. Beyond the job ad:
How do you tell the story
of you, the company?

38. Is it the product…

39. …or the emotion behind the product?

40. You’ve got one shot
Focus 41

41. Hire

42. What's
changed
the most is
the front
end of the
funnel
Source: Talent Function Group llc.
How do humans talk to robots?

43. Is this the
future? You. Are. Hired.
It’s closer
ATS
than we
think.
44

44. What’s missing
when we use
automation
to hire humans?

45. “Professional Success
comes when the head
and the heart are in
line.”
– Jeff Brody
Vice President, Business Operations, Textron Systems Inc.

46. How does automation
measure:
…passion?

47. Use This To get to this
Which of these is the relationship you want?
48

48. Is technology making us lazy?
49

49. Going
forward

50. Start with
the goal..
..Strategy to
support the goal
..Tools to support the strategy

51. Evaluation Execution

52. “
Even if you are
uncertain about
the direction, run
your business in
a forceful way.
You’ll come out
way ahead of
your competition.
Way ahead.
-Jon Roberts

53. Considerations
Tools have changed.
The importance of relationships has not.
Focus on content.
The message is critical. What do your candidates
want to hear? Ask them!
Know your goal then select the tool.
Goal…. Strategy…. Tools….
Keep playing (With purpose)
As soon as you got it down; it’s changed.

54. Discussion
Thank you!