HR Tech Europe

Who are you?

Matthew JefferyAutodesk Head of EMEA Talent Acquisition & Global Talent Brand

Formerly EA Global Director of Talent Brand

Emilie DixonSenior Recruiter Autodesk

These are challenging times to be a recruiter……buts lets celebrate what we do

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 theycan attract & retain high quality staff

Talent Acquisition is CRITICAL to modern business

‘’Some

reflections”

‘Talent for

the buck’

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 Recruitment

So everyone in this room is at battle with each other……... who wins ….. ‘Battle for talent’

The ultimate goal is a Predictable talent pipeline…….

Achieved through Sourcing, mapping competitors, direct approach, relationship building, Employment Branding & Social Media

Technology is evolving out of our control

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

What is our value?

Recruitment 1.0

‘Traditional’ everyone can recruit. Low skill. Anyone can do what we do…even HR Professionals ;)

- Fax machines- Print advertising (post & pray)- Rolodexes – Traditional ATS- Basic process / transactional recruiting

Recruitment 2.0

Sees the move online & utilising tech for recruitment gain. - Online Job Boards- Online cv Searches

Tech moved forward, methodology of 1.0 dominant, inc online post, spray & pray

Recruitment 1.0 & 2.0 heavily focused on Active Job Seekers

Recruitment 3.0

The Core Philosophical underpinnings of Recruitment 3.0:

• Not everyone is looking• Everyone is a potential candidate or brand ambassador. Even

your consumers. ‘We create candidates’• Employment Brand is pivotal to your success in Talent

Acquisition, ‘We are all marketers now’• The Psychology of People: Naturally social, conversation• You are not in control of what people are saying• Building relationships and communities is key…even pivotal• Recruitment is boring…yes…boring...

Not everyone’s looking.....

Active v Passive

Passive Pool (Non active)

Active

Sourcing

E-Branders/ Marketers/ Community DJ’s

Recruiters Process

Snipers

Snipers

‘Mass Communication’

Recruiting Solutions

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 Organisation

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

Recruitment without marketing: Many E-Brands are like this

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

If people just sing it would fail

What’s people’s ‘gut’ feel for working for your company?..... Google it / Glassdoor it

Retro views on Employment Brand

Recent 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’)

What is a ‘Community’?‘Community’ Definition‘A group of interacting people, that shares common values/interests and through these bond ‘social cohesion’ / ‘belongingness’.

‘Corporate’ CommunityA grouping of individuals which has been ‘manufactured’ by a Corporate entity with specific goals in mind, be it Branding, Marketing, crowdsourcing or employment ‘bums on seats’. Generally smaller by nature and given competing needs, tough to engage people as so many choices of communities to join.

‘Organic’ CommunityA grouping of individuals that share a common interest surrounding a shared interest/s eg Java Developers, sales professionals. (To share best practice, ideas and discussion). Organic growth, naturally evolving.

‘Talent’ CommunityA mass grouping of individuals deemed as talented and employable for specific tasks by business.

‘Talent Puddle’A smaller / concentrated / defined grouping of desirable / employable talent.

‘Corporate Community’

Best Talent

Employment Brand Ambassadors

Not everyone in a Corporate Community is hireable or desirable:

The vast proportion are not…hence the need to ensure they become Brand Champions who engage / join in discussions & show an interest

Building a Community is not about a collection of random

individuals from Social Networks imported into a

‘manufactured’ community

Targeting is ‘Key’

How to Build a ‘Corporate Community’

Community

‘Targeted’ ‘Less Targeted’

Sourcing Team:Mapping &

Organagramming

Targeted Advertising eg Facebook

Recruitment ATS / Database (Already a

Community of its own but Untapped)

Targeted LinkedIn Communications

Targeted Job Board e_shots eg Monster

Traditional Print Mass Market Advertising

Job Board Advertising Specific & Corporate Generic Brand

building

Social Media : Facebook ‘Fan Page’; Twitter ‘Followers’,

LinkedIn Discussion Group Members, LinkedIn Corporate

Page; YouTube Channel ‘Subscribers’, Blog Followers

Event lists & Event names

Recruitment is boring…..

‘Engaging a ‘Corporate Community’

Active

‘Engagement’‘Humanizing the

Brand’‘Corporate Seduction’

Mobile Apps

Facebook Fan Page

Twitter Page

LinkedIn discussion Groups

Blog Site

YouTube Channel

Targeted email ‘Marketing Shots’

Events

‘Corporate’ v ‘Overall Talent Community’

LinkedIn

Facebook, Twitter, YouTube / Social Media

Offline

Corporate

Search Engine Reachable

Sourcing: targeting & Organagramming

Employment Branding & Marketers building

brand & e-brand presence

Proactive Recruiting Wings

‘LinkedIn Talent Pool’

Sales Association

25,921

End to End Web

Developers 24,170

. Net People 76,324

HR Professionals 70,355Java Developers

94,876

CAD Community

7,875

Procurement Professionals

107,088

Finance Club 167,296

C# Developers36,139

iPhone Developers

31,741

LinkedIn HR 486,612

Innovating Marketing, PR, Sales Word of

Mouth 144,973

Micro & Macro ‘Talent

Puddles’

Sourcing Team:

Pin pointing Talent

Talent Branding:

Massaging & Messaging

A new type of Recruiter for 3.0• The New Recruitment 3.0• Recruitment 3.0 is about building engaged communities, telling a story,

listening, discussing and fostering an emotional attachment with new talent.• Recruiter 1.0 and 2.0 will be a dying breed in the coming months and years,

replaced and thrown on the scrap heap by Recruiter 3.0 who can combine a range of skills including:

• PR & Messaging• Marketing• Direct Marketing• Market segmentation• Candidate Relationship Management• Sales• Presentation and Communication Skills

Recruiting Solutions

Recruitment the next level?

Take it there with Autodesk..

Our Aim- Building sustainable communities.

- Goal is engagement – current / future / potential candidates

- Key is discussion and keeping our communities informed

- Humanising our brand – real people behind our software

- Create communities that will gain repeat visits

- Freedom of speech

Autodesk are not just building a Community around a collection of random individuals

from Social Networks imported into a ‘manufactured’ community

We recognise

Targeting is ‘Key’

Recruiting Solutions

Please Let me introduce you to Our communities

Autodeskers

Recruiting Solutions

Communities go mobile

Recruiting Solutions

Communities go mobile

Autodeskers Mobile app.

Simplistic, informative, social, fun exciting, captivating…….

Not just recruitment on the go

About Autodesk and our products

Humanising

Social Networks

Easy links to our all our communities

OUR NEXT STEP

AUTODESK PARTNERS WITH

LINKEDIN

Recruiting Solutions

LinkedIn Referrals ‘Targeted Crowdsourcing’

Recruiting Solutions

Don’t forget current / Potential employees

Our New Interview Pack

INFORM

ENTICE

And ……

SELL

Key =All Pre interview!

A look inside - internal interaction

What lies ahead of 3.0……? Recruitment 4.0…some personal thoughts

• The New Recruitment version 4.0• Evolution of 3.0• Value lays in the Communities of 3.0• Recruitment becomes a profit centre• Crowdsourcing• Gamification• Exclusive Content / VIP Access• Death of Recruitment Agencies• Job Boards faltering

‘The Power of the Crowd’

New Ideas….

Recruitment ‘crowdsourcing of candidates’

Recruiting Solutions

LinkedIn Referrals ‘Targeted Crowdsourcing’

‘Gamification’

‘Gamification’

Gamification is not about creating games but a Philosophy… how we learn ‘engagement’ from games…

...But why not? Let’s add games to our overall engagement philosophy…!!!

‘Gamification’‘Is using game mechanics/methodology to inspire engagement in

activities that otherwise would be considered boring or routine/chore.

Making activities Social Contents simple, fun & interactive People want to know what other

people are doing Personalisation/humanisation eg

Avatars Encourage sharing of content in

the community Getting friends involved to

encourage ‘virality’ ‘Gifting’ ‘Keeps em coming back for more’?

Reveals at certain times of the day

Competition against friends / leaderboards

‘Easter Eggs’, hidden features on your site

Enabling unique experiences / personalisation

Progress Bars User Generated Content

Recruitment as a Profit CentreDepends on Costs Going Down

Zero / Minimal Agency Fees Less need for Job board fee

postings Combination of

Sourcing & targeting Building Talent Communities Crowdsourcing of Candidates = Predictable talent pipeline

Less need for in house recruiters Utilise value in Community, i.e.

Engaging Content Premium Content Exclusive Access Areas Games / repeat visit tools

Lets not think recession

Build your communities!

Think Social Media

Follow me at @matthewjeffery

Thank you!

Follow me @emiliedixon

Q&A …don’t be shy

Thanks for listening and enjoy HRTech11