SlideShare a Scribd company logo
From Recruitement 1.0
to Recruitment 2.0
Olivier De Doncker
PR Manager
Emakina
Introduction
Welcome to the new digital ecosystem
• The media landscape is more fragmented than ever before
• Explosion of channels (web, blogs, RSS, instant messaging…)
• Boom of connected devices (iPhone, video games…)
• The consumer is now always-on, immersed in a digital pool
growing every day
• He’s now in control of communication and trusts more his
friends and relatives than traditional advertising when it comes
to decision purchase
Introduction
This new behaviour influences the recruitment sector
• Job portals still lead the way but they see the rise of new niche
actors (Xpertize, Moovement…)
• They also face the threat of B2B social networks like LinkedIn,
Viadeo, Xing… and many others
• User-generated content impacts the reputation of your
company and its attractiveness as work place
• Recruitment is getting more « social » to track talent and attract
the right profiles
• Just like in many other sectors, Internet generates
« disintermediation » effects: companies can bypass
professionals to find people they need
Job Portals
Case: Monster
user-
centered
Relevance of
navigation-tabs
Direct
access
Personalized
account
Value-added
services Poll
- insights
- content
- return-visits
Case: Monster
Focus on user experience
• Basic functionalities of the website
 Job Search: per country, region, type of job, sector, company, etc…
 Keywords search
 Featured job positions
• Advanced functionalities
 Creation of a user account (profile + 5 different CV’s and letters of motivation)
 Definition of several job-alerts:
e.g. “all offers in the insurances sector in Brussels”
 Consultation of profile statistics (how much employers looked at my CV?)
• Value-adding functionalities
 Career center: advice on how to optimize your CV and/or letter of motivation,
how to survive an application inter view, how to negotiate your salary, etc…
 Career talk: online chat with the recruiters
Corporate Websites
Case : Procter & Gamble
Quick-access for
new candidates Quick-access for
returning candidates
Appealing intro-
movie
Testimonials
Key-values of
the company
AND the brand
Brand portfolio
Repeating
Call-to-action
Transparency on
the process
Convincing
copy
Positioned as an
“advice center”
instead of a job-site
Case : Procter & Gamble
The applicant is considered as a consumer
• Assisting in the quest for a job through transparency
“How does recruiting work at P&G? We want you to know what to expect,
and when or how to expect it. This information is common throughout
P&G globally.”
• Putting forward the company values (mixed with the brand promise)
“P&G's purpose is to improve the everyday lives of the world's
consumers.”
• Offering employee video-testimonials
“Real people share stories about their careers at P&G”
Niche Players
Case : Les Jeudis
Specialized job board
in jobs for IT and
engineering
Case : Keljob (job aggregator)
Case : Moovement
E-Recruitment
Campaigns
L’Oréal : E-Recruitment Campaign
On the mini-site for
students, there’s a link to
participate in the
challenging business
game
L’Oréal : E-Recruitment Campaign
L’Oréal e-Strat Challenge lets students be the
CEO of a world class leader in cosmetics.
The reality simulation opposes the students to
life-like situations l’Oréal managers are in.
Castorama : Career Chat
During 1 hour, 600 people were
connected and 118 questions
were asked. In the end, 150 CV’s
were deposed on the site.
Revenue-sharing
Platforms
Concept
Build a network of (professional) relations
• For the candidates: a platform to find a job or internship
• For entrepreneurs: a platform to find clients and/orpartners
• For companies: a platform to find (information on) candidates
• For ALL: a platform to enhance visibility
Revenue Sharing : Jobmeeters.fr
Revenue-share for the person
who recommended the candidate
The model is based on the fact that
mostly friends and family are the first
to know when somebody is looking for
a(nother) job. This business model is
quite successful and offers good
quality CV’s
Revenue Sharing : Xpertize
Blog Careers
The Concept
Sell your talent with your blog
• Individuals make a website on their professional background, interests…
• CV is visible and downloadable
• There are recommendations, remarks… from former employers
• Links to own or preferred publications, magazines they read…
• Description of desired function and expectations
Blog Careers
Candidate presentation in
full sentences
CV
Profile,
references,
experience,
publications,
interests,
...
Recommend
my blog
Social Networks
The Concept
The new kids on the block
• Still a fragmented market with global and local players
• Quest for the largest database > very difficult to find reliable figures
• Publish your profile, connect with other professionals and get
recommendation
• New playground for HRs and head hunters to know the who-does-what
inside a company
• Benefit for users: find your next job, attract new colleagues and detect
opportunities through your network of trusted professionals
Conclusions
From Push To Pull
General Job Board
HR website
Specialised Job Board
Aggregator
E-Recruitment
Campaigns
Social
Networks
New Generation Of E-
Recruitment
Traditional Model
candidates approach
the HR service
providers
Emerging Trend
Companies start looking pro-
actively on platforms where
professionals are present
Initial Generation of Job-
Sites
Linkedln, Xpertize…
Reality Games:
Challenge Activation (L’Oréal E-
Strat), Career Chats (Castorama)
Les Jeudis,
Moovement, Keljob.com, …
Monster, Vacature,
jobads sections on
Corporate websites
Conclusions
Online Recruitment 1.0 Online Recruitment 2.0
Monopoly of a few big sites
Closed/Paid databases of CV’s
Value: page views
Micro sites/Communities
Semi-protected databases
Value: updated CV’s
Subscriptions & E-mail alerts
One search engine per site
Text based info
Scroll-down menus
Channel: website
RSS flow into the personalized page
One meta search engine
Text + audio + video + …
Tags & tag clouds
Multichannel: RSS, podcast,
Mobile, TV, …
Classical CV
Passive candidate
Passive recruiter
Career blogs
Active candidates & recruiters
(blogs, networks, career games…)
37
Thank you!
Any question?

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Recruitment2.0 Emakina

  • 1. From Recruitement 1.0 to Recruitment 2.0 Olivier De Doncker PR Manager Emakina
  • 2. Introduction Welcome to the new digital ecosystem • The media landscape is more fragmented than ever before • Explosion of channels (web, blogs, RSS, instant messaging…) • Boom of connected devices (iPhone, video games…) • The consumer is now always-on, immersed in a digital pool growing every day • He’s now in control of communication and trusts more his friends and relatives than traditional advertising when it comes to decision purchase
  • 3. Introduction This new behaviour influences the recruitment sector • Job portals still lead the way but they see the rise of new niche actors (Xpertize, Moovement…) • They also face the threat of B2B social networks like LinkedIn, Viadeo, Xing… and many others • User-generated content impacts the reputation of your company and its attractiveness as work place • Recruitment is getting more « social » to track talent and attract the right profiles • Just like in many other sectors, Internet generates « disintermediation » effects: companies can bypass professionals to find people they need
  • 6. Case: Monster Focus on user experience • Basic functionalities of the website  Job Search: per country, region, type of job, sector, company, etc…  Keywords search  Featured job positions • Advanced functionalities  Creation of a user account (profile + 5 different CV’s and letters of motivation)  Definition of several job-alerts: e.g. “all offers in the insurances sector in Brussels”  Consultation of profile statistics (how much employers looked at my CV?) • Value-adding functionalities  Career center: advice on how to optimize your CV and/or letter of motivation, how to survive an application inter view, how to negotiate your salary, etc…  Career talk: online chat with the recruiters
  • 8. Case : Procter & Gamble Quick-access for new candidates Quick-access for returning candidates Appealing intro- movie Testimonials Key-values of the company AND the brand Brand portfolio Repeating Call-to-action Transparency on the process Convincing copy Positioned as an “advice center” instead of a job-site
  • 9. Case : Procter & Gamble The applicant is considered as a consumer • Assisting in the quest for a job through transparency “How does recruiting work at P&G? We want you to know what to expect, and when or how to expect it. This information is common throughout P&G globally.” • Putting forward the company values (mixed with the brand promise) “P&G's purpose is to improve the everyday lives of the world's consumers.” • Offering employee video-testimonials “Real people share stories about their careers at P&G”
  • 11. Case : Les Jeudis Specialized job board in jobs for IT and engineering
  • 12.
  • 13. Case : Keljob (job aggregator)
  • 15.
  • 17. L’Oréal : E-Recruitment Campaign On the mini-site for students, there’s a link to participate in the challenging business game
  • 18. L’Oréal : E-Recruitment Campaign L’Oréal e-Strat Challenge lets students be the CEO of a world class leader in cosmetics. The reality simulation opposes the students to life-like situations l’Oréal managers are in.
  • 19. Castorama : Career Chat During 1 hour, 600 people were connected and 118 questions were asked. In the end, 150 CV’s were deposed on the site.
  • 21. Concept Build a network of (professional) relations • For the candidates: a platform to find a job or internship • For entrepreneurs: a platform to find clients and/orpartners • For companies: a platform to find (information on) candidates • For ALL: a platform to enhance visibility
  • 22. Revenue Sharing : Jobmeeters.fr Revenue-share for the person who recommended the candidate The model is based on the fact that mostly friends and family are the first to know when somebody is looking for a(nother) job. This business model is quite successful and offers good quality CV’s
  • 23. Revenue Sharing : Xpertize
  • 25. The Concept Sell your talent with your blog • Individuals make a website on their professional background, interests… • CV is visible and downloadable • There are recommendations, remarks… from former employers • Links to own or preferred publications, magazines they read… • Description of desired function and expectations
  • 26. Blog Careers Candidate presentation in full sentences CV Profile, references, experience, publications, interests, ... Recommend my blog
  • 28. The Concept The new kids on the block • Still a fragmented market with global and local players • Quest for the largest database > very difficult to find reliable figures • Publish your profile, connect with other professionals and get recommendation • New playground for HRs and head hunters to know the who-does-what inside a company • Benefit for users: find your next job, attract new colleagues and detect opportunities through your network of trusted professionals
  • 29.
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  • 35. From Push To Pull General Job Board HR website Specialised Job Board Aggregator E-Recruitment Campaigns Social Networks New Generation Of E- Recruitment Traditional Model candidates approach the HR service providers Emerging Trend Companies start looking pro- actively on platforms where professionals are present Initial Generation of Job- Sites Linkedln, Xpertize… Reality Games: Challenge Activation (L’Oréal E- Strat), Career Chats (Castorama) Les Jeudis, Moovement, Keljob.com, … Monster, Vacature, jobads sections on Corporate websites
  • 36. Conclusions Online Recruitment 1.0 Online Recruitment 2.0 Monopoly of a few big sites Closed/Paid databases of CV’s Value: page views Micro sites/Communities Semi-protected databases Value: updated CV’s Subscriptions & E-mail alerts One search engine per site Text based info Scroll-down menus Channel: website RSS flow into the personalized page One meta search engine Text + audio + video + … Tags & tag clouds Multichannel: RSS, podcast, Mobile, TV, … Classical CV Passive candidate Passive recruiter Career blogs Active candidates & recruiters (blogs, networks, career games…)