markets are conversations. their members communicate in language that is

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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Most corporations, on the other

hand, only know how to engagein a corporate monotone ofmission statements, product



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


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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: [email protected]

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:[email protected]://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:[email protected]


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Most corporations, on the otherhand, only know how to engage

in a corporate monotone ofmission statements, product



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

markets are conversations. their members communicate in language that is

Documents