markets are conversations. their members communicate in language that is
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8/14/2019 Markets Are Conversations. Their Members Communicate in Language That Is
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Markets are conversations.Their members communicate inlanguage that is natural, open
and honest, sometimes evendirect.
Most corporations, on the other
hand, only know how to engagein a corporate monotone ofmission statements, product
strategies and marketingbrochures.
Everything is now changing.People are connecting and
working together. The Internet isenabling these conversations andthere is nothing corporations can
Michael Specht in 21st-Century Recruiting e(book
:// . . /http inspecht com au pro) citing heluetrain Manifesto
,by Chris Locke Doc,Searl David Weinberger
.and Rick Levine
http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/ -
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IBM Video
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The Future of:Recruitment and the
WebClayton Wehner
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Markets are conversations.Their members communicate inlanguage that is natural, open
and honest, sometimes evendirect.
Most corporations, on the other
hand, only know how to engagein a corporate monotone ofmission statements, product
strategies and marketingbrochures.
Everything is now changing.People are connecting and
working together. The Internet isenabling these conversations andthere is nothing corporations can
Michael Specht in 21st
-Century Recruiting e(book
:// . . /http inspecht com au pro) citing heluetrain Manifesto
,by Chris Locke Doc,Searl David Weinberger
.and Rick Levine
http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/ -
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The economiccontext
Canberra has been resilient so far, butevidence of change (ABS, Geoscience)
Small drop in job advertisements last month
in ACT, compared to Adelaide (the worst)which had 15% drop
Unlike interstate, no rise in unemploymentyet
First of the states/territories to go intorecession
Likely to slow down considerably in secondhalf of 2009 as cocoonin occurs
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Great time forchange
This economic uncertaintyprovides an opportunityfor you to try some new
things! Implementing a web
strategy now may give
you the edge over yourcompetitors when theeconomy turns
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Recruitment Today
A) Employer has a job opening
B) Employers post job ads on job boardsfor a fee wait and see
C) Job seekers visit job boards
D) Job seekers apply for job bysubmitting a CV
E) Employer reviews CV
F) Employer conduct interviews
G) Employer offers a job
Sterile, reactive, not based on a ROImodel, not career oriented, sourceactive seekers only, many applicants,
poor matching
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RecruitmentTomorrow
Jobs found almost exclusively online (not in print)
Networking much more referral-basedrecruitment via groups, alumni andcommunities of interest
Organisations focus on Employment Branding
Job seekers focus on Employee Branding individual brands showcased throughpersonal websites, video CVs, self-publishing
Syndication of information multiple channels tofind jobs
Rich media video, audio via hi-speedbroadband, wifi & mobile devices
Use of search to find jobs, to check job seekers,to check organisations
Reverse candidate driven recruitment advertising people, rather than advertisingjobs
Interactive, proactive, sources active and
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Its called Web 2.0
Web 2.0 is a term describingchanging trends in the use ofWorld Wide Web technologyand web design that aims to
enhance creativity, secureinformation sharing,collaboration and functionalityof the web. Web 2.0 concepts
have led to the developmentand evolution of web-basedcommunities and its hostedservices, such as socialnetworking sites, video
sharing sites, wikis, blogs, etc
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Topics for Today
Virtualcommunities
Mobile Web
Socialnetworking
Micro-blogging
Bookmarking /Tagging
Employer / Jobseeker
research Generalist job
boards
Niche job boards
Job aggregators
Other job boards
Websites
Search engines
Search engineoptimisation(SEO)
Search enginemarketing(SEM)
RSS
Blogs
Podcasting
Video
InstantMessaging /Chat
Wikis
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Websites
Does your business have awebsite?
Are you proud of your
website? Does it DO anything? Is it
just a brochure?
Fundamental part ofyour Web 2.0 strategy
Fix this first before doinganything else!
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Websites
Things you can do: Show all your vacant jobs on
your own website! Register candidates through
your website and link itwith your internaldatabase
Offer useful content on yourwebsite designed toattract candidates andclients CV templates,how to guides
Build an Employment Portalcontaining video, casestudies, FAQs, testimonials
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Search Engines
Websites that retrieveinformation based onspecific keyword search
terms What are the three big
ones in Australia??
GoogleYahoo!
Windows Live/MSN
(NineMSN)
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Effective SearchTechniques
Search all project manager SAP canberra
Remove job ads project manager SAP canberra
-site:seek.com.au
Limit your search to a particular site project manager SAP canberra
site:linkedin.com
Remove references to jobs in results project manager SAP canberra -jobs
-job Get results containing resume/CV
project manager SAP canberra -jobs-job ~resume OR cv
Use of quotes returns exact keyword
matches ro ect mana er SAP canberra
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O rg a n ic re su lts
Pa id re su lts
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Search EngineMarketing (SEM)
Pay-per-click advertising insearch engines
Google AdwordsYahoo! Search Submit Facebook advertising
Instant traffic Trackable for ROI
Relatively cost-effective $60 of free Adwords go to:
www.google.com.au/contactadwords
http://www.google.com.au/contactadwordshttp://www.google.com.au/contactadwords -
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RSS
RSS = really simple syndication
A push method of contentdistribution
Allows users to receiveautomatic updates
RSS feeds generally viewed inRSS readers inc. browsers,Outlook
Can also distribute to mobiledevices and social networkingsites
All recruitment companiesshould be using RSS!
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Blogs
Blog = web log
An online diary or journal
Anybody can be a content
generator and an expert intheir field bad fortraditional media
Can be setup within minutesonline:
Wordpress.com
Blogger.com
TypePad.com
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Blogs
Things you can do: Have your staff contribute to
a weekly blog about theirarea of expertise
Write a blog for job seekers CV, interview, career tips
For larger organisations,have the CEO write a blog
as an internalcommunication tool
Syndicate your blog content
DO NOT start a blog if you
are willing to make regular,
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Industry Blogs
Things you can do with Industry Blogs: Monitor industry blogs via RSS or email
subscription Make friends with an industry blogger and glean
information from them Sponsor or advertise on an industry blog Contribute to an industry blog as a guest poster Write comments on blog posts (ensure you
include your website URL for SEO effect) andset yourself up as an expert
Industry blogs: http://www.capitaljobs.com.au/blog http://www.recruitmentblogs.com.au http://www.destinationtalent.com.au/blog/ http://rossclennett.blogspot.com/ http://www.recruitmentdirectory.com.au/Blog http://geoffjennings.com/ http://specht.com.au/michael/ http://familyandworkflexiblity.blogspot.com/ http://blog.sixfigures.com.au/
http://www.capitaljobs.com.au/bloghttp://www.recruitmentblogs.com.au/http://www.destinationtalent.com.au/blog/http://rossclennett.blogspot.com/http://www.recruitmentdirectory.com.au/Bloghttp://geoffjennings.com/http://specht.com.au/michael/http://familyandworkflexiblity.blogspot.com/http://blog.sixfigures.com.au/http://blog.sixfigures.com.au/http://familyandworkflexiblity.blogspot.com/http://specht.com.au/michael/http://geoffjennings.com/http://www.recruitmentdirectory.com.au/Bloghttp://rossclennett.blogspot.com/http://www.destinationtalent.com.au/blog/http://www.recruitmentblogs.com.au/http://www.capitaljobs.com.au/blog -
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Podcasting
An audio file distributedover the internet
Can be downloaded for
playback on portablemedia devices
Takes some effort to
podcast effectively andvideo is often a bettersolution
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Online Video
YouTube, Google Video, etc.
Higher bandwidth = more video,better video
TV via internet protocol veryshortly
Organisations increasingly usingvideo for recruitment
Video services for candidates: HireVue
Candidates Alive
VisualCV.com
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Online Video
Things you can do: Release a clever viral video and
watch it spread!
Interview your staff on video for useas testimonials
Tour of your premises on video Interview your clients about their
vacancies and post on job boards
Offer a candidate video CVproduction service for a fee
Improve morale by creating a videolibrary of funny company events onyour intranet and elsewhere
Create a YouTube channel to houseall of your videos
Embed videos into your website andinto your job advertisements onCapitalJobs.com.au
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Videos
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Best Job in the World
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Instant Messaging(IM)
Real time communicationbetween two or morepeople
Services include: AIM
ICQ
MSN Messenger
Yahoo Messenger Google Talk
Facebook Chat
Skype (great for voice over
IP too)
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Virtual Communities
Anybody heard of SecondLife?
Initially well supported, but
no longer flavour of themonth
Think about how you could
influence communitiesthrough other virtualpursuits eg. video game
players
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The Mobile Web
Things that you can do:
Consider getting a mobile-enabled version of your
organisation website Check the mobile version of
your existing site here:http://ready.mobi
If you dont use SMS yet,
then consider it because itis useful for jobnotification, inteview
reminders etc.
http://ready.mobi/http://ready.mobi/ -
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Social Networking
Web based services that allow users tocreate online communities based onshared interests and activities thereare over 2,000 of them!
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Facebook
Rubbish were in the business ofpeopleand MOST people love Facebook!
Things you can do: Create a Facebook Group or Page for your
staff and encourage them to publishwork-related news, photos and video(and invite prospective applicants tojoin too) demonstrates that you arean Employer of Choice and boostsemployee loyalty/morale
Start an alumni group on Facebook tostay in contact with past employees
Create a group for a graduaterecruitment round
Join Facebook Groups that relate to yourindustry and join in the conversation
Trial pay-per-click advertising on
Facebook, limiting the ads to yourgeographic region
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E l f F b k PPC
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Examples of Facebook PPCAds
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LinkedIn
Who uses LinkedIn here?
Over 8 million users worldwide
Unlike Facebook, it is a professional
network that uses the six degrees ofseparation principle
Things you can do: Create a company profile (good for SEO)
Actively recruit people to link to youafter you deal with them send a
LinkedIn invite after a meeting, add alink button to your email signature
Respond to Q&A and set yourself up asan expert in your field
Let people know if you are after staff
Recommend others and getrecommended good for your own
individual brand
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Twitter
Fastest growing, hottestproperty right now anybodyusing it?
Micro-blogging; 140 character
limit basically SMS on theweb (but also can be done viamobile device)
You follow people, they follow
you; your tweets are seen byyour followers, you see thetweets of people you follow
But who would be interested in
this seemingly banal, nebulous
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Twitter
Trick is to tweet useful information, notthings like: I am eating a pie
Things you can do:
Sign up and experiment! Syndicate a feed of jobs through
Twitter
Notify followers about vacancies andask them to retweet to theirfollowers (viral effect)
Offer a referral fee for candidatesreferred via Twitter
Notify followers about new blogposts, articles or useful links
Connect to job seekers and industryspecialists approaching
somebody on Twitter is lessintrusive than other networks
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Bookmarking/Taggin
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Bookmarking/Tagging
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Emplo ers researching
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Employers researchingCandidates
Who has googled themselves? Who has googled a candidate?
Ethical? Legal? Why wouldntyou?
My recommendation makesure that your own internetfootprint is above board!
And educate candidates and
employees about this too(particularly Facebook!)
Be aware that it is sometimesimpossible to eraseinformation posted to the
internetthink twice before
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"Kyle Doyle is not going to work,
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Kyle Doyle is not going to work,f*** it I'm still trashed. SICKIE
WOO!"
Employers researching
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Employers researchingCandidates
Try these tools: Google
Yahoo!
Live Search
Facebook of course!
Spock
ZoomInfo
Pipl
Spokeo
ZabaSearch
Checkster
123People
PeekYou
KnowX
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Candidates researching
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Candidates researchingEmployers
Beware! It works in reverse Candidates are connected
and informed
Somebody is watching you Take a look at:
http://www.jobvent.com http://www.glassdoor.com
http://forums.whirlpool.net.au Blogs like
http://geoffjennings.com
http://www.jobvent.com/http://www.glassdoor.com/http://forums.whirlpool.net.au/http://forums.whirlpool.net.au/http://geoffjennings.com/http://geoffjennings.com/http://forums.whirlpool.net.au/http://forums.whirlpool.net.au/http://www.glassdoor.com/http://www.jobvent.com/ -
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Monitoring the
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Monitoring theChatter
People are going to blog,comment, tweet about yourorganisation
People are going to learn about
your organisation throughGoogle and other online tools
Things that you can do: Monitor chatter about your
brand by using Google Alerts,
Twitter Search, Hitwise,Buzznumbers or othermonitoring services
Actively respond to criticismwhere you believe it is
warranted
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Job Boards
200 in Australia
40,000 worldwide
88% of Australians usethem
86% say that they will usethem for their next job
Will continue to takemarket share from print why pay $1,000+ when
you can pay less than
Generalist/National Job
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Generalist/National JobBoards
Majors SEEK clear market leader
MyCareer.com.au - Fairfax
CareerOne.com.au News Corp
Minors JobsJobsJobs
JobX merging??
Trends: Likely to be consolidation
market too small to sustainmore than 3
Upheavel in print media will flowthrough to online media atFairfax and News Corp (joblosses, internal consolidation)
Niche/Regional Job
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Niche/Regional JobBoards
Proliferation of these in recent times 90% of boards fighting for 20% of advertising
revenue
But niche boards are also uncovering newmarkets that havent used a generalist boardor newspaper for advertising
Major positive more qualified traffic = betterquality applicants
Niche boards Hippo for teens
Six Figures - $100K+ jobs OlderWorkers middle aged
CareerMums for mums
RagTradeJobs for the fashion industry
Geographic boards CapitalJobs.com.au!
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Job Posting Services
Services that post jobs tomultiple job boards at once
Useful if you advertise onmultiple sites because it
saves time and effort Two major services in
Australia: AdLogic / PostJobsOnceJobAdder
More innovation likely; effortswill be made to integratein-house recruitment
systems and posting
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Job Boards
Things you can do: Write good job ads!! Keep your eye on the job board
industry
Understand the benefits ofeach type of job board andvalue is more importantthan cost
Use the full benefits of jobboards eg. CV repositories
Understand where your trafficcomes from and measureyour ROI
If you have an RSS feed ofjobs, contact job aggregatorsand they will generally add
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Thank You
Email me: info@capitaljobs.com.au
Read my blogs: http://www.capitaljobs.com.au/blog
http://www.netpreneur.com.au
Follow me on Twitter: http://www.twitter.com/bluetrain
http://www.twitter.com/canberrajobs
Youll also find me on Facebook,
YouTube, LinkedIn, Skype
Thank you to Thomas, &Shaw Michael Specht
Philip Tusing for
elements of thispresentation
Markets are conversations
mailto:info@capitaljobs.com.auhttp://www.capitaljobs.com.au/bloghttp://www.netpreneur.com.au/http://www.twitter.com/bluetrainhttp://www.twitter.com/canberrajobshttp://www.twitter.com/canberrajobshttp://www.twitter.com/canberrajobshttp://www.twitter.com/bluetrainhttp://www.netpreneur.com.au/http://www.capitaljobs.com.au/blogmailto:info@capitaljobs.com.au -
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Markets are conversations.Their members communicate inlanguage that is natural, open
and honest, sometimes evendirect.
Most corporations, on the otherhand, only know how to engage
in a corporate monotone ofmission statements, product
strategies and marketingbrochures.
Everything is now changing.People are connecting and
working together. The Internet isenabling these conversations and
Michael Specht in 21st-Century Recruiting e
(book:// . . /http inspecht com au pro) citing heluetrain Manifesto
,by Chris Locke DocSearl David Weinberger
http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/http://inspecht.com.au/products-page/
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