Download - Rt webinar 022912
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The Talented Community
Driving Long Term Engagement In Talent Communities
Recruiting Trends WebinarWednesday, February 29, 2012
featuringMaster Burnett – Director of StrategyLucian Tarnowski – Founder & CEO
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Topics for today
• Explore how social technologies are evolving talent management practices and the workforce
• Look at the role online communities play
• Discuss how to get started building talent communities
• Explore how to drive long term engagement
• How to measure your efforts
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Keep it as casual as a webinar can be
I like to take questions throughout, so by all means please submit using the Q&A
tool as thoughts arise.
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Social Technologies Are Changing the Game
How Talent Management Practices, The Nature of Work Itself and the Structure of the Workforce are Changing
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Social technologies are not just other tools
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Fundamental shifts - content
• Authority User Generated– Influence (trust factor)• Authenticity• Tolerance
• Broad/Generic Niche Relevance–Numerous Channels, Fragmentation–Noise
• Buying Visibility Earning Visibility– Social Trending/Discovery
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AGILEInnovate Contain CostExpand into New Markets Customer Centric
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Fundamental shifts – talent management• Linear Lattice Career Progression– Flatter, Virtual, Collaborative, Project
Based
• Accelerated Mobility– Time in Tenure, Development Cycle
• Formal Informal Learning– Social Collaboration, Learning Networks
• Silo’d Integrated Resourcing– Full Time Alternatives
• Complexity
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Fundamental shifts – nature of work
1960
2012
Complex Knowledge Work
Team BasedCollaborative
Technical
Time PressuredMobile / Virtual
Task Oriented
Individual Contributor
Generalist SkillsPredictable Workload
Geographically Dependent
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Fundamental shifts - workforce
1960 1970 1980 1990 2000 2010 20200
20
40
60
80
100
EmployeesTemporaryConsultantContractorOSP
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New talent community!
Alumni
CollegeIntern/Early
ExperiencedExternal
CurrentEmployees
Converting/NewContractors
ServiceProviders
StrategicPartners
Unless you terminate your entire workforce and start over from scratch, your future workforce will always contain:
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The Role of Online Communities
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What is an online community?
An online community is a group of people with similar goals or interests that connect and exchange information using web tools.
. . .An online talent community is a group of people that share an affinity for an organization, profession or skill that connect , share opinions, exchange information, and collaborate using web tools.
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Three distinguishing points
Connects Organization/Profession/Skillwith all Stakeholders Groups
Connects Members toOther Members
Connects Members toNon-Members (Discovery)
COMMUNITY
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What’s not a talent community
Any centralized database of individuals (applicants, candidates, direct sourced
targets, etc.)
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Role in the modern world
• Online communities are the new “meeting places” for digital citizens across the globe
• They form the backbone of the modern support system
• They are where content gets discovered
• They are where discussions happen whether you participate or not
• They are where perceptions are formed, vetted and cemented
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What talent communities can enable:• True Employer Branding– Segment, share/listen, test alignment
• Broader Talent Ecosystem Engagement– See talent across all labor types
• Discover Talent Otherwise Overlooked– Added insight, pre-applicant assessment
• Cultivate / Grow Future Talent–Mentor, influence, educate/develop
• Leverage Brand Army
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Getting StartedKey Action Steps, Success and Failure Factors
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Key action steps – the basics
Define how and what you want members to do2
Understand your target member(s)1
Design a community that delivers value to all3
Set realistic expectations4
Plan for the internal change management needed to support talent communities and community mgmt
5
Be realistic about allocating resources6
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Warning: Crass lesson coming
Nothing grows in a sandbox … especially one littered with crap!
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Healthy communities are like gardens
• You have to seed them (content and interaction)
• You can’t put some plants together
• You need to fertilize infant plants
• You have to manage pests
• You have to eliminate rotten matter
• You need to split them when they grow to large
• Your results grow as your skills grow
• It takes time!
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Success factors – beyond the basics
• Great Community Manager – Dedicated champion of transparency– Solicits/drives interaction– Doesn’t judge– Capable of engaging with different audiences– Promotes diversity of thought and inclusion
• Build in rewards for desired member activity• Connect to offline events• Build on member commonalities• REMEMBER: It’s not about YOU!
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Failure factors
• Assuming all professions are created equal– If existing CoP’s cannot be found, you face
an uphill challenge
• Focusing solely on the technology• Not dedicating time/resources• Delivering little/no value• Locking down the target member too
tight• Not designing for interaction
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Keeping Your Audience Engaged
It’s Just Like Any Other Relationship
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Six keys to successful TC engagement
Dedicated Time Together2
Common Interest1
Two-way Communication3
Tolerance for Honesty4
Authenticity / Empathy5
Opportunity to Grow Together**6
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Design for engagement
Curious Applicant Pipelined Newly Hired Ambassador
Alumni
Employee
Contractor/ Consultant
Outsourced Service Provider
Competitor
Intern
Aspiring Employee
Other Stakeholder
This is the only segment that values job announcements.
This movement requires a planned experience.
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Measuring Your EffortsFocusing on the Wrong Measure Will Drive the Wrong Activities
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Common Community Measures
• # of Unique Visitors• Conversion Rate of Members• # of repeat Visitors• Average time between repeat visits• # of minutes spent in community• # of referrals per time period• Conversion rate of referrals• # of interactions per member
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About BraveNewTalent
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BraveNewTalent – The Talented Community
BraveNewTalent is a community platform that bridges the gap between:
• Education • Skills• Employers
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Start by building a primary community
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Use custom landing pages to invite
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Drive tagged audiences to your community
BraveNewTalentCommunity
PlatformEmail
Campaigns
LinkedInAdvertising
TwitterAdvertising
SEO/SEM
PrintAdvertising
News
Word of Mouth
FacebookAdvertising
BraveNewTalent allows organisations to leverage their internal knowledge experts, aspiring leaders, alumni, customers, strategic partners, vendors, etc. to cultivate the next generation workforce by engaging in dynamic multi-party, multi-modal conversations focused on skills and the application of skills inside organizations.
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Companies using BraveNewTalent
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Contact us:
Master Burnett Lucian [email protected]@bravenewtalent.com(408) 421-8255 +44 845 226-9049Twitter: @masterburnett @LucianT
@bravenewtalentwww.bravenewtalent.com