ERE Keynote Presentation
- 2. Who are you?Matthew JefferyERE Conference ChairAutodesk Head of EMEA Talent Acquisition & Global Talent BrandFormerly EA Global Director of Talent Brand
- 3. Amy McKee
- 7. What has the United Kingdom given the USA?
- 12. What has the USA given the United Kingdom?
- 17. How YOU can make ERE Expo 2011 the best ever..
- 19. #ereexpo
- 20. Speaker Presentations will be available to download .. www.ere.net
- 21. Our sponsors
- 22. There has never been a better time to be a recruiter
- 23. Talent AcquisitionNever Forget that world class candidate attraction/recruitment can make or break a BusinessNASDAQ & FTSE Companies are really being scrutinised by investors about whether theycan attract & retain high quality staffTalent Acquisition is CRITICAL to modern business
- 24. Any questions?
- 25. Some reflectionsRecruitment 3.0: Why Traditional recruiters will be replaced by emotional marketers
- 26. Whats the future of recruitment?
- 27. Some predict the end of the world for recruitment
- 28. Some say we are entering the Ice Age of recruitment
- 29. With the advent of new technology and the likes of LinkedIn.Do Hiring Managers need us recruiters?
- 30. Kevin Wheeler questions whether there is even a need for in house recruiters
- 31. Kevin Wheelers devilish propositionThe hunger for internal recruiters v external providers (reward led)
- 32. The frequency of turnover of recruiting leaders, hence challenge in stabilityHe is bang on the money
- 33. Recruitment 1.0 has had its dayKeeping it easy
- 34. But Recruitment 1.0 is still alive and wellKeeping it easy
- 35. Step 1: Pick up the phone and call a recruitment agency.... BANG . Job done.. Just wait
- 36. Step 2: (Tiny bit more effort required)Post to an external job board...then wait....
- 37. Step 3: Fingers crossed people look at my web ad or jobs board!!!
- 38. 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!
- 39. BUT
- 40. 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
- 41. Step 6: Trust the agency........Exclusively sourcedCame in on our job board 20 mins agoJust been sent to 5 of your closest competitorsExclusive candidateReally want your companyI had a 30 sec chat 20 mins ago before I sent you their resume Really sought after candidateThey have been interviewing for 3 monthsCompetitor's would love to hire this personThey are interviewing with them as we speakWe have a great relationship with the candidateBut not yet had a 1.1 personal interview and they will pay for my holiday in Mexico
- 42. Step 6: ....finally, after interviewing and realising they dont have any more options, the hiring manager decides to go to offer.... REQ closed?
- 43. 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
- 44. .... 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.......Its not down to the money?
- 45. .... But wheres the relationship?A relationship drives desire.....
- 46. Step 7: .... Quick. Throw money at the candidate. Cant move on Salary?..........Sign on bonus?More stock?Relocation support?
- 47. So who is happy?Recruiter 1.0Another REQ off the list
- 48. So who is happy?The Agency, 15/20% of a bigger fee
- 49. So who is happy?Hiring Manager ... Relieved at a hireBUTThe best person......?Someone brought into the brand?On a higher salary...retention issues?Oh...and an Agency fee to boot
- 51. 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
- 52. And so begins the great....Recruitment Circle of Life again!!!
- 53. Scary eh.....
- 54. But this is a reality todayRecruitment 1.0 still exists...even in this room ;)
- 55. How do you identify those who are Recruiter 1.0?
- 56. Their catch phrase normally starts.....Recruitment is not a rocket science ... said in a condescending, I know it all voice
- 57. Or .....Recruitment is a function of HR. and only a small part.
- 58. Its time to wake up and see the light...
- 59. Its bloody competitive out there if you want to hire the best talentRecruitment 1.0 has had its day
- 60. Recruitment 3.0 is about engagement & creating emotion
- 61. Emotion as a feeling means you careThis implies building a relationship
- 62. How much do you get to know your candidates and what makes them truly tick?
- 63. The Talent Landscape.. So what is happening?
- 64. The Global War for Talent is real!
- 65. The experienced talent pool is shrinking
- 66. Industries convergingSame/similar talent soughtpublic sectorTVmediafilmbankingFMCGuniversitiesmobileIT
- 67. Where art thou.Loyalty?People less loyalAverage time in role: Less than 2 years
- 68. Headhuntingat all levelsIf staff are unhappy they will leave anywayI would be more worried if your staff werent being headhunted because that speaks volumes about the quality of your workforceAre 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 NOheadhunters prey
- 69. External Providers losing ground?Recruitment agencies need to adapt or dieIn-House:Referral schemesCRM DatabaseEventsWeb 2.0 NetworkingYouTube, LinkedIn, Myspace, FacebookGraduate PipelineAbility of recruiters to sell their own company with authenticity
- 70. Your competitors are getting cleverer, studying you, mapping out your talent.and rest assured they are speaking to your staff.
- 71. University RecruitmentThe salvation to a shrinking talent pool?Flood of graduates into the market studying poorly conceived degrees and less companies investing in them
- 72. So everyone in this room is at battle with each other... who wins .. Recruiter 3.0s
- 73. Our ultimate goal is a Predictable talent pipelineAchieved through Sourcing, mapping competitors, direct approach, relationship building, Employment Branding & Social Media
- 74. Our AudienceCandidates are not a species. We must create them
- 75. The Core Philosophy of Recruiter 3.01. Not Everyones looking for a job
- 77. The best candidate for your role......is not necessarily registered with a Recruitment Agency right now!
- 78. 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...
- 79. Your best candidate may not have even considered working for your company.... or even heard of you!
- 80. Our job is to find them, build relationships and make them care
- 81. Even befriend themif they think we carethey care.thats emotion
- 82. The Core Philosophy of Recruiter 3.02. Everyone is a potential candidate or brand ambassador ..... even your consumers
- 83. So by definition what is a candidate?Someone who has nominated themselves to be part of an election processIt is a voluntary actAt what point does someone volunteer to be a candidate?When they see your ad?When they apply to your advertisement?When you interview them?
- 87. What turns a regular person in to a candidate?Im not recognised for my contribution
- 89. What turns a regular person in to a candidate?Dissatisfaction with the way they are treated
- 91. What turns a regular person in to a candidate?Or theyre just over this job
- 92. This wasnt in the Job Description
- 93. So the problem is timing?We either wait for the moment they become a candidate and jump on themOr we make them a proposition they find attractive any timeWE CREATE A CANDIDATE
- 94. You are in a raceLeading businesses are realising great recruitment is about building relationships & communicating with people, (hence creating an emotional connection with them), before they become a candidate
- 95. Key is how do you identify & build emotional relationships with that talent?
- 96. The Core Philosophy of Recruiter 3.03. Employment Brand is pivotal to your success in Talent Attraction
- 97. A Brand is a persons gut feel towards a Product, Service or Organisation
- 98. The goal of a brand is to create emotional attachmentEmotion creates a connection which bonds loyalty& trustA emotional relationship is anchored on honest 2 way communication
- 99. Each of these brands will create a connection with you.Question is what?
- 100. As product parity growsBrand becomes a determining factor in consumer purchase decisions.
- 101. Recruitment without marketing: Many E-Brands are like this
- 102. Key in building trust and fostering emotion is transparency & authenticitywarts nall
- 103. People want relationships with peoplenot faceless companies. Humanising the brand key
- 104. Shows like American Idol and X Factor gets emotion and telling a storyIf people just sing it would fail
- 105. Who is the best recruiter in the world?
- 106. Nope.not yet
- 107. Simon Cowell
- 108. Whats peoples gut feel for working for your company?..... Google it / Glassdoor it
- 109. Recruitment 1.0 views on Employment BrandRecent quotes from conferences:A company creates an Employment BrandWe have a great Employment Brand. Look at our newly designed Brand logoE-Brand is about marketing and the way we advertise. We control the messages
- 110. The Stages of the Employee Experience(how we humanise and open up a company to allow candidates to build relationships and feel feelings)
- 111. The Core Philosophy of Recruiter 3.04. You are not in control of what people are saying
- 112. Everyones talking
- 113. Whether you like it or not they are talking about your company!!!!!
- 114. People tell their friends & the snowball of word of mouth starts rolling
- 116. Pretty scary huh?Particularly for business because.....
- 117. Companies are no longer in control of what people say about them
- 118. Technology is shifting the power awayfrom the editors, the publishers,the establishment, the media elite.Now its the people who are in control.Rupert MurdochTime spent on social networks is growing at 3 * the overall internet rate , accounting for 10% of internet timeA shift in the balance of power
- 119. 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
- 120. The Core Philosophy of Recruiter 3.05. Building relationships and communities is key (hence importance of Social media)
- 121. The growth of the internet is unstoppable
- 122. Anexplosionof communication channelsSecond largest site on the web
- 123. 400 million active global users
- 124. 50% of active users log into the site each day. This equates to at least 175m users every 24 hours.
- 125. More than 35m Facebook users update their status each day.
- 126. LinkedIn has over 64m members worldwide.
- 127. There are now 11m LinkedIn users across Europe.
- 128. India is currently the fastest-growing country to use LinkedIn, with around 3m total users.
- 129. Third largest Site on the Internet
- 130. Largest video site on the web
- 131. 1 billion views per day (thats 11,574 per second, 694,444 per minute, or 41,666,667 per hours)
- 132. 10 billion videos uploaded per month
- 133. Twitter油now has油75m user accounts, but only around 15m are active users on a regular basis. Its still a fair increase from the estimated 6-10m global users from a few months ago.
- 134. Towards the end of last year, the average number of tweets per day was over 27.3 million.
- 135. The average number of tweets per hour was around 1.3m.Social Network communication exceeds email
- 136. 65% Twitter52% FaceBk50% YouTube33% Blogs
- 137. Yes.....many companies are shouting and beating their chests with prideWe have a Facebook page and a Twitter Account
- 138. But here we are again at Recruitment 1.0 & Lazy Recruiting again.....
- 139. Social Media Recruitment 1.0 StyleCreate a Facebook Page and a Twitter AccountPost a Sexy Logo and swish GraphicPost a list of all current job vacancies with a convenient link back to the company job boardWait for the job applications to come rolling in and......
- 140. Social Media Recruitment 1.0 StyleThen 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...its time to....
- 141. Social Media Recruitment 1.0 Style........ Shout your innovative approach from the rooftops.Call ERE, Recruiter Magazine, Recruitment Consultant, Personnel TodayEnter Awards for Best use of Innovation in technology, Best employment Brand, Best use of Social Media.........And then.....return to
- 142. Social Media Recruitment 1.0 StyleQuestionsWill this generate repeat visitors?Whats the difference between this and your job board?How does this build relationships?Whats the word of mouth message?Whats at the core of Social media...clue is....Social!!!!
- 143. Social Media Recruitment 1.0 StyleQuestionsWhy do multinational firms champion a Twitter or Facebook site with < 200 followers?Size matters when building communities......
- 144. Social MediaBuilding a Globally emotionally engaged Community
- 145. Social Media is not about bums on seats hiring
- 146. Social Media is all about building communties of evangelists / potential hires
- 148. Quick tip: How can I build a community?How many names do you have on your recruitment database?
- 149. The anchor of Social MediaFull integration with Social Networks
- 150. RSS feeds from all key Company websites and networks
- 151. Daily email newsletter
- 152. Free speech (No deletion of comments unless inflammatory)
- 153. A true social network of friends (not a professional / serious facts driven community)
- 154. Key to approach is to entertain, engage in discussion and create content that creates repeat visits
- 155. Full integration with Blog site, all stories posted in full on Facebook
- 156. Goal is engagement and discussion with informed communities
- 157. Discussions, rich, deep and intellectual in nature
- 158. Best hiring Channel (ROI)
- 159. Professional Community 9,695
- 160. Humanising videos into the people and culture
- 161. Avoid the mass budget Corporate slick produced videos
- 162. Employee created content is more authentic
- 163. More fluid communication channel
- 164. Limited to 140 characters, (quick, fast soundbite conversations)
- 165. Create #Hashtags for discussions around a theme
- 166. ROI longer termCritically, Social Media must be integrated Integrate all Social Media with your Careers jobs site
- 168. But I dont want to build a community, build relationships, build a world class employment brand or hire the very best talent....
- 169. Ready made excuses for Recruiters 1.0People could say bad things about usI dont have any budgetMy company blocks social mediaWe only have a small companyOur brand is boring. We have nothing to say.No time to do thisNo clear metricsWrong demographic...just youngsters
- 170. Social Media isnt just for the hip & funky kids
- 171. Lets be a little revolutionary
- 172. Accepted norm in recruitment..We are a cost centre..a money burner
- 173. But are we a cost in the new Philosophy?Can we move from a cost centre into a profit centre?
- 174. TV Advertising in a tailspintoo many channels, audience too diversePrint in decline, people want their news online
- 175. Ask yourself.what is the value of my community?
- 176. Put your own database under the microscopeHow many names do you have on your database? Are they part of your community?If notwhy not?
- 177. Isnt this list highly targetable?A marketers dream?Why not make money from it?Internally first then externally
- 178. The new 3.0 RecruiterIs about building & engaging communities This involves :PRMarketingDirect MarketingCRMSalesCommunication & presentation skills
- 179. The New RecruitmentA great recruiter will not be a Rocket ScientistThey will be a highly skilled artist...
- 180. Q&Adont be shy
- 181. Thanks for listening and enjoy #EREExpo