ERE Keynote Presentation

‘’Some

reflections”

Who are you?

Matthew

JefferyERE Conference Chair

Autodesk Head of EMEA Talent Acquisition & Global

Talent Brand

Formerly EA Global Director of Talent Brand

Amy McKee

First International Chair

51st

Britishness…!!!

What has the United Kingdom given the

USA?

What has the USA given the United Kingdom?

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There has never been a better time to be a recruiter……

Talent AcquisitionNever Forget that world class candidate

attraction/recruitment can make or break a Business

NASDAQ & FTSE Companies are really being scrutinised by investors about whether they

can attract & retain high quality staff

Talent Acquisition is CRITICAL to modern business

Any questions?

‘’Some

reflections”

Recruitment 3.0: Why

Traditional recruiters

will be replaced by

‘emotional marketers’

What’s the future of recruitment?

Some predict the end of the world for recruitment

Some say we are entering the Ice Age of recruitment

With the advent of new technology and the likes of ‘LinkedIn’….Do Hiring Managers need us

recruiters?

Kevin Wheeler questions

whether there is even a need

for in house recruiters

Kevin Wheeler’s devilish proposition…

- The hunger for internal recruiters v external providers (reward led)

- The frequency of turnover of recruiting leaders, hence challenge

in stability

He is bang on the money

Recruitment 1.0 has had its day

‘Keeping it easy’

But… Recruitment 1.0 is still alive and well……

‘Keeping it easy’

Step 1: Pick up the phone and call a recruitment agency.... BANG …. Job

done.. Just wait

Step 2: (Tiny bit more effort required)Post to an external job board...then

wait....

Step 3: ‘Fingers crossed people look at my web ad or jobs board’!!!

Step 4: ....pray that the right person, looks at the job board at the right time,

sees my job and then likes our brand and applies. ‘Recruitment lottery’!

BUT

Step 5: Phew as you wait for the job board... the agency are sending through candidates ...YAY...hiring manager will

now be happy ... He has a shortlist

Step 6: Trust the agency........

Exclusive candidate Just been sent to 5 of your closest competitors

Really want your company

I had a 30 sec chat 20 mins ago before I sent you their

resume

Exclusively sourced Came in on our job board 20 mins ago

Really sought after candidate

They have been interviewing for 3

monthsCompetitor's would love

to hire this personThey are interviewing with them as we speak

We have a great relationship with the

candidate

But not yet had a 1.1 personal interview and

they will pay for my holiday in Mexico

Step 6: ....finally, after interviewing and realising they don’t have any more

options, the hiring manager decides to go to offer.... REQ closed?

Step 6: ....Noooooooooo!!!The candidate is at offer stage with 5 other companies. The Agency says we need to improve our offer ..... or lose

out ... ‘offer poker’ starts

.... But surely the candidate wants to work with us?

They feel connected to our brand, to our vision, to our team? They feel the

love.......

It’s not down to the money?

.... But where’s the relationship?

A relationship drives desire.....

Step 7: .... Quick. Throw money at the candidate. Can’t move on Salary?..........

Sign on bonus?More stock?

Relocation support?

So who is happy?

Recruiter 1.0Another REQ off the list

So who is happy?

The Agency, 15/20% of a bigger fee

So who is happy?Hiring Manager ... Relieved at a

hireBUT

The best person......?Someone brought into the

brand?On a higher salary...retention

issues?Oh...and an Agency fee to boot

What happened next?

Candidate left after 6 months

....Not brought into company (no relationship)

.......Money a short term motivator

...and just outside the retention

period, so Hiring Manager lost the fee and needs to

start again

And so begins the great.... Recruitment ‘Circle of Life’

again!!!

Scary eh.....

But this is a reality today

Recruitment 1.0 still exists...even in this room ;)

How do you identify those

who are Recruiter 1.0?

Their catch phrase normally starts.....

‘Recruitment is not a rocket science’ ... said in a condescending, ‘I know it

all’ voice

Or .....

‘Recruitment is a function of HR’

…. and only a small part….

It’s time to wake up and see the light...

It’s bloody competitive out there if you want to hire the

best talent

Recruitment 1.0 has had its day……

Recruitment 3.0 is about engagement & creating emotion

Emotion as a feeling means ‘you care’This implies building a relationship

How much do you get to know your candidates and what makes them

truly tick?

The Talent Landscape…….. So what is happening?

The Global War for Talent is real!

The ‘experienced’ talent pool is shrinking

Industries convergingSame/similar talent sought

universities

FMCG

public sector

mobile

banking

IT

mediaTV

film

Where art thou….Loyalty?

People less loyal

Average time in role: Less than 2

years

Headhunting……at all levelsIf staff are unhappy they will leave anyway

Are your staff challenged?

Are they well remunerated?

Do they have a good work/life balance?

Are they working on world class products?

Do they have an opportunity for promotion?

Are they receiving training & Development?

Are their ideas listened to?

If the answer is NO……headhunters prey

‘I would be more worried if your staff weren’t being headhunted because that speaks volumes about the quality of your workforce’

External Providers losing ground?

Recruitment agencies need to adapt or die

In-House:

Referral schemes

CRM Database

Events

Web 2.0 Networking

YouTube, LinkedIn, Myspace, Facebook

Graduate Pipeline

Ability of recruiters to ‘sell’ their own company with

authenticity

Your competitors are getting

cleverer, studying you, mapping out

your talent….and rest assured

they are speaking to your staff….

Flood of graduates into the market studying poorly conceived degrees and less companies

investing in them

University RecruitmentThe salvation to a shrinking talent pool?

So everyone in this room is at

battle with each

other……... who wins …..

‘Recruiter 3.0’s’

Our ultimate goal is a Predictable talent pipeline

Achieved through Sourcing, mapping competitors, direct

approach, relationship building, Employment

Branding & Social Media

Our Audience

Candidates are not a species. We must create them

1. Not Everyone’s looking for a job

The Core Philosophy of ‘Recruiter 3.0’

Not everyone’s looking.....

The best candidate for your role......

is not necessarily

registered with a Recruitment Agency right

now!

The best candidate for your role......

..is not necessarily

registered on a job board right

now!

...may not search job boards.....

....maybe used to people

approaching them...

Your best candidate may not have even

considered working for your company.... or even heard of

you!

Our job is to find them, build

relationships and make them

care

Even befriend them…if they think we care…they care….that’s

emotion

2. Everyone is a potential candidate or brand ambassador ..... even your

consumers

The Core Philosophy of ‘Recruiter 3.0’

So by definition what is a candidate?

•Someone who has nominated themselves to be

part of an election process

•It is a voluntary act

At what point does someone volunteer to be a candidate?

•When they see your ad?

•When they apply to your advertisement?

•When you interview them?

‘I’m not recognised for my contribution’

What turns a regular person in to a

candidate?

Dissatisfaction with the way they are treated

What turns a regular person in to a

candidate?

Or they’re just over this job

What turns a regular person

in to a candidate?

This wasn’t in the Job

Description

•We either wait for the moment they become a candidate and jump on them

•Or we make them a proposition they find attractive any time

WE CREATE A CANDIDATE

So the problem is timing?

You are in a race

Leading businesses are realising great

recruitment is about building relationships & communicating

with people, (hence creating an

emotional connection with

them), before they become a candidate

Key is how do you identify & build ‘emotional’ relationships with that

talent?

3. Employment Brand is pivotal to your success in Talent Attraction

The Core Philosophy of ‘Recruiter 3.0’

A Brand is a person’s gut feel

towards a Product,

Service or Organisatio

n

Emotion creates

a connection which bonds

loyalty& trust

The goal of a brand is to create emotional attachment

A emotional relationship is anchored on honest 2 way communication

Each of these brands will create a connection with

you.

Question is what?

As product parity grows…

Brand becomes a determining factor in consumer purchase

decisions.

Recruitment without marketing: Many E-Brands are like this

Key in building trust and fostering emotion is transparency & authenticity…

warts n’all

People want relationships with people…not faceless companies. Humanising the brand

key

Shows like American Idol and X Factor gets ‘emotion’ and telling a

story

If people just sing it would fail

Who is the best

recruiter in the world?

Nope….not

yet…

Simon Cowell

What’s people’s ‘gut’ feel for working for your

company?..... Google it / Glassdoor it

Recruitment 1.0 views on

Employment BrandRecent quotes from

conferences:

‘A company creates an Employment Brand’

‘We have a great Employment Brand. Look

at our newly designed Brand logo’

‘E-Brand is about marketing and the way

we advertise. We control the messages’

Stage One:

Notice

Stage Two:

Consider

Stage Three: Apply

Stage Four: Join

Stage Five: Work

Stage Six: Leave

Stage Seven:

Remember

The Stages of the Employee

Experience(how we ‘humanise’ and open up a

company to allow candidates to build relationships and feel

‘feelings’)

4. You are not in control of what people are saying

The Core Philosophy of ‘Recruiter 3.0’

Everyone’s talking

Whether you like it or not they are talking about your

company!!!!!

People tell their friends & the snowball of ‘word of mouth’ starts

rolling

Pretty scary huh?

Particularly for business

because.....

Companies are no longer in control of what people say

about them

Time spent on social networks is growing at 3 * the overall internet rate , accounting for 10% of internet

time

Technology is shifting the power away

from the editors, the publishers,the establishment, the media elite.

Now it’s the people who are in control.”

Rupert Murdoch

A shift in the balance of power

Those companies that get they have to

listen, be humble and seek the

opinions of their community will be

the winners of Recruitment 3.0

5. Building relationships and communities is key (hence importance of

Social media)

The Core Philosophy of ‘Recruiter 3.0’

The growth of the internet is unstoppable

• Second largest site on the web• 400 million active global users• 50% of active users log into the site each day. This equates to at

least 175m users every 24 hours.• More than 35m Facebook users update their status each day.

• Third largest Site on the Internet • Largest video site on the web • 1 billion views per day (that’s 11,574 per second, 694,444 per minute,

or 41,666,667 per hours) • 10 billion videos uploaded per month

• LinkedIn has over 64m members worldwide. • There are now 11m LinkedIn users across Europe. • India is currently the fastest-growing country to use LinkedIn, with

around 3m total users.

• Twitter now has 75m user accounts, but only around 15m are active users on a regular basis. It’s still a fair increase from the estimated 6-10m global users from a few months ago.

• Towards the end of last year, the average number of tweets per day was over 27.3 million. • The average number of tweets per hour was around 1.3m.

An explosion of communication channels

Social Network communication exceeds email

65% Twitter52% FaceBk

50% YouTube33% Blogs

Yes.....many companies are shouting and beating their chests with pride

‘We have a Facebook page and a Twitter Account’

But here we are again at Recruitment 1.0 & Lazy Recruiting again.....

Social Media Recruitment 1.0 ‘Style’

Create a Facebook Page and a Twitter Account

Post a ‘Sexy’ Logo and swish Graphic

Post a list of all current job vacancies with a convenient link back to the company job board

Wait for the job applications to come rolling in and......

Social Media Recruitment 1.0 ‘Style’

Then go and create a YouTube Channel and post up several

corporate videos about working at your company, (created at

much expense), with your CEO looking like he is caught in the

headlights.

Now you have a ‘killer Social media Strategy’ projecting your Employment Brand...it’s time

to....

Social Media Recruitment 1.0 ‘Style’........ Shout your innovative approach from the rooftops.

Call ERE, Recruiter Magazine, Recruitment Consultant, Personnel

Today

Enter Awards for Best use of Innovation in technology, Best employment Brand, Best use of

Social Media.........

And then.....return to

Social Media Recruitment 1.0 ‘Style’

Questions

Will this generate repeat visitors?

What’s the difference between this and your job board?

How does this build relationships?

What’s the word of mouth message?

What’s at the core of Social media...clue is....Social!!!!

Social Media Recruitment 1.0 ‘Style’

Questions

Why do multinational firms champion a Twitter or Facebook

site with < 200 followers?

Size matters when building communities......

Social Media

Building a Globally ‘emotionally

engaged’ Community

Social Media is not about ‘bums on seats’ hiring

Social Media is all about building communties of evangelists /

potential hires

Recruitment is

boring…..

Quick tip: How can I build a community?

How many names do you have on your recruitment database?

The ‘anchor’ of Social Media

- Full integration with Social Networks- RSS feeds from all key Company websites and networks

- Daily email newsletter- Free speech (No deletion of comments unless inflammatory)

- A true social network of friends

(not a professional / serious facts

driven community)

- Key to approach is to entertain,

engage in discussion and create content

that creates repeat visits

- Full integration with Blog site, all stories posted in full on Facebook

- Goal is engagement and discussion with

‘informed’ communities

- Discussions, rich, deep and

intellectual in nature

- Best hiring Channel (ROI)

- Professional Community 9,695

- Humanising videos into the people and

culture

- Avoid the mass budget Corporate ‘slick’ produced

videos

- Employee created content is more

authentic

- More fluid communication

channel

- Limited to 140 characters, (quick,

fast soundbite conversations)

- Create #Hashtags for discussions around a theme

- ROI longer term

Integrate all Social Media with your Careers jobs site

Critically, Social Media must be integrated

Communities go mobile

But I don’t want to build a community, build relationships, build a world class

employment brand or hire the very best talent....

Ready made excuses for Recruiters 1.0

People could say bad things about us

I don’t have any budget

My company blocks social media

We only have a small company

Our brand is boring. We have nothing to say.

No time to do this

No clear metrics

Wrong demographic...just youngsters

Social Media isn’t just for the hip & funky kids

Let’s be a little revolutionary……

Accepted norm in recruitment…..

We are a cost centre…..a money burner

But are we a cost in the

new Philosophy?

Can we move from a cost centre into a profit

centre?

TV Advertising in a tailspin…too many channels, audience

too diverse

Print in decline, people

want their news online…

Ask yourself….what is the value of my community?

Put your own database under the microscope

How many names do you have on

your database?

Are they part of your community?

If not…why not?

Isn’t this list highly targetable?

A marketer’s dream?

Why not make money from it?

Internally first then externally

The new ‘3.0 Recruiter’

Is about building & engaging communities

- This involves :PR

MarketingDirect Marketing

CRMSales

Communication & presentation skills

The ‘New Recruitment’A great recruiter will not be a Rocket

Scientist

They will be a highly skilled artist...

Q&A …don’t be

shy

Thanks for listening and

enjoy #EREExpo