global recruitment in a digital world
DESCRIPTION
TRANSCRIPT
PAULA GREEN, WAGGENER EDSTROMpaulajgreen
Global Recruitment in a Digital World
72% of internet population is active in a social network
31% jobseekers now use social media in job searches (UK)
PLUS…
WaggenerEdstrom.com
SEO
Facebook, Twitter, YouTube
LinkedIn Custom
CompanySEM
WE Careers Blog
Digital Strategy
WE CAREERS WEBPAGE STATS
800%
INCREASE IN UNIQUE VISITORS2009-2010
TOP REFERRAL SOURCES: 2nd location India UK UK
3rd location UK Belgium Singapore
4th location Singapore Germany Germany
5th location Canada Singapore Hong Kong
2009 TopUSAToday.com
2010
2011
ENGAGEMENT AND INFLUENCE
How do people interpret your story and can you control the message?
ARE WE ALL LOOKING FOR THE SAME PERSON ?
YOUR AUDIENCE
Present Employees
VisionReputation‘Experience’EnvironmentGlobal Mobility(grow your own)Employee content (employee influence)Opp & Dev
Post–Employment
Community Creation(Alumni's etc)ReputationGrowth & Good newsEmployee RelationshipsReferrals
Pre-Employment
Passive & ActiveBrandMessagingCommunity CreationContent/InformationReputationOpp & Dev
INFLUENCE ENGAGEMENT INFORMATION
Forums.
Future employers.
Facebook.
Bloggers.
My mum.
Colleagues.
My boss.
Social life.
Friends.
Twitterers.
Future employers?.
LinkedIn.
Online subscriptions.
My Partner.Colleagues.
Maybe Twitterers.
Breaking industry
news.
YOUR VEHICLE
AgenciesFishing from Similar PoolsThird Party SellersGlobal Reach LimitedCost
In-HouseCostGlobal Reach Direct Link to Selling PropositionUse of Media – (print etc. limited shelf life)Scale & Volume Challenges
OutsourcingAble to Flex to Scale & VolumeCostLoss of Personal TouchGeography
OnlineInexpensiveGlobal ReachPassive & Active CandidatesAutomated ProcessBack end administration
YOUR ONLINE STORY
Corporate Website and corporate digital tools
3rd party vendor messaging
Blogs
Social media communities
3rd party forum sites (glass door, etc.)
What you can control What you can’t control
Twitter, Facebook and job board messaging
CONTROL IN A VIRTUAL WORLD (i.e. what can you do?)
• Provide vehicles for interaction & connection• Positively influence & message that community with good stories• Use ‘fans’ as spokespeople (e.g., employees, managers, senior
execs)• Provide a highly interactive, highly individual approach for that
‘individual experience’ with your company• Reduce costs using a scatter net approach to aid your investment
in shaping and narrowing the type of people you are really interested in
• Self regulation – fear of the written word pushes us to want to regulate and eradicate
• Measure & monitor communication
MEASUREMENT• Provides the ability to monitor Twitter
activity around your brand and / or industry issues
• Understand the relevancy / reach of your brand in the twitter-sphere
• Monitor activity for positive / negative sentiment around your brand or industry
• Ability to drill down into individual tweets to read what is being said / passed around by the top influencers in your field
EMBRACING DIGITAL
• Information is critical (live, new, fresh, updated, evolving content of who you are & why you are great)
• Build your online content and interaction with your intended audience, it could be a key decision-point for someone pressing the ‘apply’ key
• Emerging markets will need different approaches
• Corporate & Social responsibility (how do you make that come alive rather than words on a website---we know it’s a decision pointer for gen y)
