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Driving Long Term Engagement In
       Talent Communities
        Recruiting Trends Webinar
      Wednesday, February 29, 2012
                 featuring
    Master Burnett – Director of Strategy
    Lucian Tarnowski – Founder & CEO




         The Talented Community
Topics for today

• Explore how social technologies are evolving
  talent management practices and the
  workforce
• Look at the role online communities play
• Discuss how to get started building talent
  communities
• Explore how to drive long term engagement
• How to measure your efforts
Keep it as casual as a webinar can be




 I like to take questions throughout, so by all
 means please submit using the Q&A tool as
                 thoughts arise.
Social Technologies Are
        Changing the Game
How Talent Management Practices, The Nature of Work Itself and the
            Structure of the Workforce are Changing
Social technologies are not just other tools
Fundamental shifts - content

• Authority  User Generated
  – Influence (trust factor)
     • Authenticity
     • Tolerance
• Broad/Generic  Niche Relevance
  – Numerous Channels, Fragmentation
  – Noise
• Buying Visibility  Earning Visibility
  – Social Trending/Discovery
Innovate Expand into New Markets Contain Cost Customer Centric
Fundamental shifts – talent management

• Linear  Lattice Career Progression
  – Flatter, Virtual, Collaborative, Project Based
• Accelerated Mobility
  – Time in Tenure, Development Cycle
• Formal  Informal Learning
  – Social Collaboration, Learning Networks
• Silo’d  Integrated Resourcing
  – Full Time Alternatives
• Complexity
Fundamental shifts – nature of work

1960
                   Generalist Skills
   Task Oriented                  Predictable Workload
Individual Contributor
                                Geographically Dependent

2012
  Complex Knowledge Work                   Technical
                           Collaborative
       Team Based
                                       Time Pressured
                Mobile / Virtual
Fundamental shifts - workforce
100


 80


 60                                                    Employees
                                                       Temporary
                                                       Consultant
 40                                                    Contractor
                                                       OSP

 20


 0
      1960   1970   1980   1990   2000   2010   2020
New talent community!

Unless you terminate your entire workforce and start over from
scratch, your future workforce will always contain:

Converting/New              College                     Service                Strategic
  Contractors             Intern/Early                 Providers               Partners
                                         Experienced                Current
                 Alumni
                                           External                Employees
The Role of Online Communities
What is an online community?

An online community is a group of people with
similar goals or interests that connect and
exchange information using web tools.
                       ...
An online talent community is a group of
people that share an affinity for an
organization, profession or skill that connect
, share opinions, exchange information, and
collaborate using web tools.
Three distinguishing points
                Connects Organization/Profession/Skill
                    with all Stakeholders Groups




                          COMMUNITY




    Connects Members to                      Connects Members to
      Other Members                         Non-Members (Discovery)
What’s not a talent community




   Any centralized database of individuals
   (applicants, candidates, direct sourced
                 targets, etc.)
Role in the modern world

• Online communities are the new “meeting
  places” for digital citizens across the globe
• They form the backbone of the modern
  support system
• They are where content gets discovered
• They are where discussions happen whether
  you participate or not
• They are where perceptions are
  formed, vetted and cemented
What talent communities can enable:

• True Employer Branding
  – Segment, share/listen, test alignment
• Broader Talent Ecosystem Engagement
  – See talent across all labor types
• Discover Talent Otherwise Overlooked
  – Added insight, pre-applicant assessment
• Cultivate / Grow Future Talent
  – Mentor, influence, educate/develop
• Leverage Brand Army
Getting Started
Key Action Steps, Success and Failure Factors
Key action steps – the basics

 1   Understand your target member(s)

 2   Define how and what you want members to do

 3   Design a community that delivers value to all

 4   Set realistic expectations
     Plan for the internal change management needed to
 5
     support talent communities and community mgmt
 6   Be realistic about allocating resources
Warning: Crass lesson coming




         Nothing grows in a sandbox …
        especially one littered with crap!
Healthy communities are like gardens
                    • You have to seed them
                      (content and interaction)
                    • You can’t put some plants
                      together
                    • You need to fertilize
                      infant plants
                    • You have to manage pests
                    • You have to eliminate
                      rotten matter
                    • You need to split them
                      when they grow to large
                    • Your results grow as your
                      skills grow
                    • It takes time!
Success factors – beyond the basics
• Great Community Manager
    –   Dedicated champion of transparency
    –   Solicits/drives interaction
    –   Doesn’t judge
    –   Capable of engaging with different audiences
    –   Promotes diversity of thought and inclusion
•   Build in rewards for desired member activity
•   Connect to offline events
•   Build on member commonalities
•   REMEMBER: It’s not about YOU!
Failure factors

• Assuming all professions are created equal
    – If existing CoP’s cannot be found, you face an
      uphill challenge
•   Focusing solely on the technology
•   Not dedicating time/resources
•   Delivering little/no value
•   Locking down the target member too tight
•   Not designing for interaction
Keeping Your Audience
      Engaged
   It’s Just Like Any Other Relationship
Six keys to successful TC engagement

 1   Common Interest

 2   Dedicated Time Together

 3   Two-way Communication

 4   Tolerance for Honesty

 5   Authenticity / Empathy

 6   Opportunity to Grow Together**
Design for engagement
                   Curious   Applicant      Pipelined     Newly Hired   Ambassador

    Alumni

   Employee

  Contractor/
  Consultant                    This movement requires a planned experience.
  Outsourced
Service Provider             This is the only segment that values job announcements.

  Competitor

    Intern

    Aspiring
   Employee

     Other
  Stakeholder
Measuring Your Efforts
Focusing on the Wrong Measure Will Drive the Wrong Activities
Common Community Measures

•   # of Unique Visitors
•   Conversion Rate of Members
•   # of repeat Visitors
•   Average time between repeat visits
•   # of minutes spent in community
•   # of referrals per time period
•   Conversion rate of referrals
•   # of interactions per member
Questions?
master@bravenewtalent.com
About BraveNewTalent
BraveNewTalent – The Talented Community

BraveNewTalent is a community platform
that bridges the gap between:

• Education
• Skills
• Employers
Start by building a primary community
Use custom landing pages to invite
Drive tagged audiences to your community
BraveNewTalent allows organisations to leverage their internal
knowledge experts, aspiring
leaders, alumni, customers, strategic partners, vendors, etc. to
cultivate the next generation workforce by engaging in dynamic
multi-party, multi-modal conversations focused on skills and
the application of skills inside organizations.
                           SEO/SEM    News


     Twitter                                           Print
    Advertising                                      Advertising


  LinkedIn                                                Facebook
 Advertising                                             Advertising

                         BraveNewTalent
  Email                    Community                   Word of Mouth
Campaigns
                            Platform
Companies using BraveNewTalent
Contact us:


Master Burnett              Lucian Tarnowski
master@bravenewtalent.com   lucian@bravenewtalent.com
(408) 421-8255              +44 845 226-9049
Twitter: @masterburnett     @LucianT

                  @bravenewtalent
               www.bravenewtalent.com

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Rt webinar 022912

  • 1. Driving Long Term Engagement In Talent Communities Recruiting Trends Webinar Wednesday, February 29, 2012 featuring Master Burnett – Director of Strategy Lucian Tarnowski – Founder & CEO The Talented Community
  • 2. Topics for today • Explore how social technologies are evolving talent management practices and the workforce • Look at the role online communities play • Discuss how to get started building talent communities • Explore how to drive long term engagement • How to measure your efforts
  • 3. Keep it as casual as a webinar can be I like to take questions throughout, so by all means please submit using the Q&A tool as thoughts arise.
  • 4. Social Technologies Are Changing the Game How Talent Management Practices, The Nature of Work Itself and the Structure of the Workforce are Changing
  • 5. Social technologies are not just other tools
  • 6. Fundamental shifts - content • Authority  User Generated – Influence (trust factor) • Authenticity • Tolerance • Broad/Generic  Niche Relevance – Numerous Channels, Fragmentation – Noise • Buying Visibility  Earning Visibility – Social Trending/Discovery
  • 7. Innovate Expand into New Markets Contain Cost Customer Centric
  • 8. Fundamental shifts – talent management • Linear  Lattice Career Progression – Flatter, Virtual, Collaborative, Project Based • Accelerated Mobility – Time in Tenure, Development Cycle • Formal  Informal Learning – Social Collaboration, Learning Networks • Silo’d  Integrated Resourcing – Full Time Alternatives • Complexity
  • 9. Fundamental shifts – nature of work 1960 Generalist Skills Task Oriented Predictable Workload Individual Contributor Geographically Dependent 2012 Complex Knowledge Work Technical Collaborative Team Based Time Pressured Mobile / Virtual
  • 10. Fundamental shifts - workforce 100 80 60 Employees Temporary Consultant 40 Contractor OSP 20 0 1960 1970 1980 1990 2000 2010 2020
  • 11. New talent community! Unless you terminate your entire workforce and start over from scratch, your future workforce will always contain: Converting/New College Service Strategic Contractors Intern/Early Providers Partners Experienced Current Alumni External Employees
  • 12.
  • 13. The Role of Online Communities
  • 14. What is an online community? An online community is a group of people with similar goals or interests that connect and exchange information using web tools. ... An online talent community is a group of people that share an affinity for an organization, profession or skill that connect , share opinions, exchange information, and collaborate using web tools.
  • 15. Three distinguishing points Connects Organization/Profession/Skill with all Stakeholders Groups COMMUNITY Connects Members to Connects Members to Other Members Non-Members (Discovery)
  • 16. What’s not a talent community Any centralized database of individuals (applicants, candidates, direct sourced targets, etc.)
  • 17. Role in the modern world • Online communities are the new “meeting places” for digital citizens across the globe • They form the backbone of the modern support system • They are where content gets discovered • They are where discussions happen whether you participate or not • They are where perceptions are formed, vetted and cemented
  • 18. What talent communities can enable: • True Employer Branding – Segment, share/listen, test alignment • Broader Talent Ecosystem Engagement – See talent across all labor types • Discover Talent Otherwise Overlooked – Added insight, pre-applicant assessment • Cultivate / Grow Future Talent – Mentor, influence, educate/develop • Leverage Brand Army
  • 19. Getting Started Key Action Steps, Success and Failure Factors
  • 20. Key action steps – the basics 1 Understand your target member(s) 2 Define how and what you want members to do 3 Design a community that delivers value to all 4 Set realistic expectations Plan for the internal change management needed to 5 support talent communities and community mgmt 6 Be realistic about allocating resources
  • 21. Warning: Crass lesson coming Nothing grows in a sandbox … especially one littered with crap!
  • 22. Healthy communities are like gardens • You have to seed them (content and interaction) • You can’t put some plants together • You need to fertilize infant plants • You have to manage pests • You have to eliminate rotten matter • You need to split them when they grow to large • Your results grow as your skills grow • It takes time!
  • 23. Success factors – beyond the basics • Great Community Manager – Dedicated champion of transparency – Solicits/drives interaction – Doesn’t judge – Capable of engaging with different audiences – Promotes diversity of thought and inclusion • Build in rewards for desired member activity • Connect to offline events • Build on member commonalities • REMEMBER: It’s not about YOU!
  • 24. Failure factors • Assuming all professions are created equal – If existing CoP’s cannot be found, you face an uphill challenge • Focusing solely on the technology • Not dedicating time/resources • Delivering little/no value • Locking down the target member too tight • Not designing for interaction
  • 25. Keeping Your Audience Engaged It’s Just Like Any Other Relationship
  • 26. Six keys to successful TC engagement 1 Common Interest 2 Dedicated Time Together 3 Two-way Communication 4 Tolerance for Honesty 5 Authenticity / Empathy 6 Opportunity to Grow Together**
  • 27. Design for engagement Curious Applicant Pipelined Newly Hired Ambassador Alumni Employee Contractor/ Consultant This movement requires a planned experience. Outsourced Service Provider This is the only segment that values job announcements. Competitor Intern Aspiring Employee Other Stakeholder
  • 28. Measuring Your Efforts Focusing on the Wrong Measure Will Drive the Wrong Activities
  • 29. Common Community Measures • # of Unique Visitors • Conversion Rate of Members • # of repeat Visitors • Average time between repeat visits • # of minutes spent in community • # of referrals per time period • Conversion rate of referrals • # of interactions per member
  • 32. BraveNewTalent – The Talented Community BraveNewTalent is a community platform that bridges the gap between: • Education • Skills • Employers
  • 33. Start by building a primary community
  • 34. Use custom landing pages to invite
  • 35. Drive tagged audiences to your community BraveNewTalent allows organisations to leverage their internal knowledge experts, aspiring leaders, alumni, customers, strategic partners, vendors, etc. to cultivate the next generation workforce by engaging in dynamic multi-party, multi-modal conversations focused on skills and the application of skills inside organizations. SEO/SEM News Twitter Print Advertising Advertising LinkedIn Facebook Advertising Advertising BraveNewTalent Email Community Word of Mouth Campaigns Platform
  • 37. Contact us: Master Burnett Lucian Tarnowski master@bravenewtalent.com lucian@bravenewtalent.com (408) 421-8255 +44 845 226-9049 Twitter: @masterburnett @LucianT @bravenewtalent www.bravenewtalent.com

Editor's Notes

  1. Use ERE Article story
  2. Referral growing as #1 source