apac recruiter 2012: aki kakko on talent communities
TRANSCRIPT
FROM TALENT POOLS TO POOLS OF TALENTS 22.3.2012 Singapore
1. Who?2. Megatrends3. How they affect on Recruitment4. Talent pools / Talent communities5. Online Communities6. And few words about mobile…7. Q & A
Who am I? Serial entrepreneur focusing on businesses in the field of recruitment, talent attraction & employer branding
Key businesses:
JOBERATETalent Attraction. Passive Candidates. Global Reach. Local insights.
LAB OF APPS / The Next StepMobilizing Recruitment, redesigning the recruitment process
GLOBAL TALENT ATTRACTION GROUPEmployer Branding, Direct Recruitment
Keen to change the recruitment industry to be
way more effective and less boring!
FROM PRINT TO ONLINE
FROM WEB TO SOCIAL MEDIA
http://www.businessinsider.com/why-your-company-is-screwed-if-you-dont-go-social-2012-3?op=1
http://www.businessinsider.com/why-your-company-is-screwed-if-you-dont-go-social-2012-3?op=1
FROM WEB TO SOCIAL MEDIA
FROM WEB TO MOBILE
http://www.businessinsider.com/why-your-company-is-screwed-if-you-dont-go-social-2012-3?op=1
From Web to Mobile
From Web to Mobile
FROM EMAIL TO SOCIAL
http://www.businessinsider.com/why-your-company-is-screwed-if-you-dont-go-social-2012-3?op=1
SOCIAL MEDIA ERA
USA 114.55M
Canada 11.72M
Mexico 12.8M
Brasil 33.49M
Japan 13.66M
Russia 26.1M
Germany 18.8M
Malaysia 11.5M
Indonesia 18.9M
Active Social Networkers
*By Global Webinex
UK 19.27M
India 35.08M
Australia 7.1M
China 155.3M
Italy 12.7M
FROM ”HARD TO REACH” TO ”AVAILABLE EVERYWHERE” ON DIGITAL SPACE
VIRALFASTANDTRANSPARENT
CHANGING THE WORLD OF BUSINESS
ACTIVE SOCIAL NETWORKERS
SOCIAL RECRUITING IS REAL Social recruiting has become a mainstream channel for companies that are hiring, with 88% now using or planning to use social media for recruiting.
http://www.globalrecruitingroundtable.com/2011/09/12/80-of-all-companies-use-social-media-to-recruit/#.TwwoC28jF2A
64% say YES 36 % say NO
Have you successfully hired through social media?
13.7% 9.3%8.7%
2009 2010 2011
68% 73.3%
80.2%
COMPANIES USING SOCIAL MEDIA TO RECRUIT
Currently use
Planning to begin
AND IT IS REALLY FRAGMENTED
KEY FINDINGS FROM THE TALENT MARKET
1. You cannot reach the right people by using only traditional recruitment media channels (e.g. job boards) or building talent communities
Situation: What it means:
1. Most of the best candidates are not actively looking for a job
SO THE Q IS: HOW TO ACTIVATE PASSIVE TALENTS?
http://talent.linkedin.com/blog/index.php/2011/12/passive-candidates-accelerate/
WHAT IS A TALENT POOL OR TALENT POOL 2.0 AKA TALENT COMMUNITY?
TALENT COMMUNITY BASED ON WIKIPEDIA
The benefits have been similarly stated as:
1. Qualified candidates at a recruiter's fingertips
The benefits have been similarly stated as:
1. Qualified candidates at a recruiter's fingertips2. Less dependence on ineffective job boards
TALENT COMMUNITY BASED ON WIKIPEDIA
The benefits have been similarly stated as:
1. Qualified candidates at a recruiter's fingertips2. Less dependence on ineffective job boards3. Less money spent on job advertisements
TALENT COMMUNITY BASED ON WIKIPEDIA
The benefits have been similarly stated as:
1. Qualified candidates at a recruiter's fingertips2. Less dependence on ineffective job boards3. Less money spent on job advertisements4. Increased interaction with potential candidates
TALENT COMMUNITY BASED ON WIKIPEDIA
The benefits have been similarly stated as:
1. Qualified candidates at a recruiter's fingertips2. Less dependence on ineffective job boards3. Less money spent on job advertisements4. Increased interaction with potential candidates5. Better quality of applicants to job openings
TALENT COMMUNITY BASED ON WIKIPEDIA
TALENT COMMUNITIES ARE MADE UP OF THE NORMAL DISTRIBUTION OF PEOPLE
The benefits have been similarly stated as:
1. Qualified candidates at a recruiter's fingertips2. Less dependence on ineffective job boards3. Less money spent on job advertisements4. Increased interaction with potential candidates5. Better quality of applicants to job openings6. Creation of a talent pipeline for future job openings
TALENT COMMUNITY BASED ON WIKIPEDIA
“JOB SEEKING IS AN EVENT, NOT AN INTEREST”
Gareth Jones
The benefits have been similarly stated as:
1. Qualified candidates at a recruiter's fingertips2. Less dependence on ineffective job boards3. Less money spent on job advertisements4. Increased interaction with potential candidates5. Better quality of applicants to job openings6. Creation of a talent pipeline for future job openings7. Attraction of passive candidates
TALENT COMMUNITY BASED ON WIKIPEDIA
TALENT COMMUNITIES ATTRACT ACTIVE CANDIDATES
PEOPLE INTERESTED
IN YOUR FIRM
PEOPLE WHO HAVE
THESKILLS
SO YOU REALLY SHOULDN’T BUILD NEITHER TALENT POOLS NOR TALENT COMMUNITIES.
KEY FINDINGS FROM THE TALENT MARKET
1. You cannot reach the right people by using only traditional recruitment media channels (e.g. job boards) or building talent communities
2. You have to find which channels they are in
3. Targeted to the right audience to avoid CV spam and build a knowledge amongst relevant ones
Situation: What it means:
1. Most of the best candidates are not actively looking for a job
2. Most of the potential candidates are active in online channels (social media)
3. Receiving a huge amount of unqualified applications from the generic channels
Focus on (Authentic) Communities
TO FIND THE TALENTS!
LEVERAGE SOCIAL SHARE AND REFERRALS – PEOPLE ARE MORE CONNECTED THAN EVER!
KEY FINDINGS FROM THE TALENT MARKET
1. You cannot reach the right people by using only traditional recruitment media channels (e.g. job boards) or building talent communities
2. You have to find which channels they are in
3. Targeted to the right audience to avoid CV spam and build a knowledge amongst relevant
4. Social media created “fast and cheap” alternatives to expensive headhunters and recruitment agencies
5. You have to be constantly active, build easy ways to engage and learn more about your company, resulting into a created “talent pool” in each relevant channel
Situation: What it means:
1. Most of the best candidates are not actively looking for a job
2. Most of the potential candidates are active in online channels (social media)
3. Receiving a huge amount of unqualified applications from the generic channels
4. Long and expensive process of filling the role
5. Passive candidates don’t apply from the first time they hear about the company or posItion
If You Wait Until You Need to Hire, It’s Already TOO LATE.---------Map your talents and start building your TALENT PIPELINE today!
FROM REACTIVE TO PROACTIVE
1. Know where your talents are2. Know how to engage with them3. Focus on your Employer Brand: How to
attract effectively?4. Content is still the king – they will need to
know why and you better deliver outstanding answer…
5. Build easy ways to engage - different ways and levels of engagement!
EASY STEPS TO FOLLOW:
BE CREATIVE !
1. Personal / Targeted = Relevant2. Engaging – Different Level of Engagement3. 24/7 and multichannel4. Accelerate REFFERALS4. Easy and Mobile Friendly Recruitment Process6. Transparency7. Gamification elements – Recruitment doesn’t need to be boring!
CONTENT STRATEGY
BUT REMEMBER THAT IN THE END OF THE DAY RECRUITMENT IS SIMPLY A SALES PROCESS THAT CAN ONLY BE SUPPORTED BY MARKETING!
SO YOU BETTER CALL UP WHEN THE
TIME IS RIGH!
P.S. BUILD YOUR MOBILE
RECRUITMENT STRATEGY NOW IF YOU DON’T HAVE ONE
YET!
AND DON’T JUST COPY PASTE WHAT YOU HAVE IN YOUR WEB PAGE!
It’s not how it works...
RECRUITMENT WAS BORING!
Thanks for your attention!
@AkiKakkowww.linkedin.com/in/akikakko