Web 2.0 Recruiting

Web 2.0 RecruitingWeb 2.0 Recruiting - Making it Work - Making it Work

Kevin WheelerKevin Wheeler

ERE WebinarERE Webinar

April 2008April 2008

Three Major Impacts of the Three Major Impacts of the InternetInternet

Shifts power to YOU. Opens up GLOBAL information. Allows both organisational

OUTSOURCING and personal outsourcing.

Web 2.0Web 2.0

Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis and folksonomies — which aim to facilitate collaboration and sharing between users.

-Wikipedia

3

Gartner Hype CycleGartner Hype Cycle

4

Where are we?Where are we?

10%

50%

40% ??

5

ELEMENTS of Web 2.0ELEMENTS of Web 2.0

Blogs Wikis Videos Polls/surveys Chat rooms Audio/podcasts Social Networks

The Age of “Mass” is overThe Age of “Mass” is over

Today’s CandidateToday’s Candidate

Multi-Tasking

Iconicview

Deals with complex themes

Non-linearnavigation

Seeks a personal

experience

Emerging Social NormsEmerging Social Norms Personalization

Internet = customization Have input to outcomes Feel somewhat in control

Online Communities Online Communities DominateDominate

The Top 2 Social Networks

Why Use Social Why Use Social Networking Technology?Networking Technology? It allows personalization and control. It’s fun and engaging. It’s got global, targeted reach It on 24/7 Everyone is there (or will be soon) It provides in-depth, customized (i.e.

personalized) information

11

What Social Networks Can What Social Networks Can Do?Do?

Be the “go to” people source. Replace most traditional sourcing

techniques. Replace your “traditional” career site. Form your succession planning pool. Improves candidate supply & quality. Create a talent community.

12

A Talent Community is A Talent Community is successful to the extent successful to the extent you... you...

. . .connect and engage your talent pool members in conversation, dialogue and discovery about each other, your employees, and your organization.

13

Success means Success means understanding YOUR Talent understanding YOUR Talent MarketMarket

WHAT is your talent philosophy? WHO makes up your primary target

market(s) HOW have you segmented your

market? WHAT are your attraction strategies? WHY do people come to/stay in your

network?14

It’s about understanding It’s about understanding the progression of successthe progression of success

Visitor Community Member

Prospect Candidate

•Sees “splash” career site•Decides to move deeper•Expresses interest•Provides email

•Sees targeted career site.• Gets targeted job information•Answers basic questions•Opts to get newsletter, read blog, etc.

•Gets deep information about positions.•Can ask for specific information.•Has phone conversation.•Completes application•Takes a test•Agrees to conditions•Gets feedback on possibilities

•Membership is special•Gets “inside” information•Can email/blog others•Gets rewards for referrals•Gets recruiter’s private phone number

15

Sense of Community Sense of Community

Feelings of membership Feelings of influence Fulfillment of needs Shared emotional connection Rewards

McMillan and Chavis, 1986

16

Membership equals. . .Membership equals. . .

Personal space – Facebook / MySpace

Ability to interact with others and share content

17

Influence is expressed by. . Influence is expressed by. . ..

Personal content creation Responding to

Blogs Giving opinions

(chat)

18

Needs are fulfilled by. . .Needs are fulfilled by. . .

Information about open positions Sharing between recruiters and

candidates Timing

19

Emotional Connection Emotional Connection happens when. . .happens when. . .

There are stories Candidates are drawn into caring

about outcomes, results.

20

Candidates are rewarded Candidates are rewarded when. . .when. . .

They receive exclusive information They get referral income There is Insider knowledge about

the company/jobs

21

Summary - ISummary - I3 3 is Coreis Core Interactive

Candidate is user, critic and partner. Immediate

Results/decisions are NOW Intelligent

Personal, authentic and able to understand the user’s needs.

Client-server/Software Apps

SocialNetworks

Face-to-Face& Paper

Pri

mary

M

etho

ds

MechanismTraditional Emerging

Self-Sourcing

TraditionalSourcing

BusinessWebs/LinkedIn

Most are here

A very few are here

23

How Do You Implement a How Do You Implement a Social Networking Social Networking Experience?Experience?

24

Career SitesCareer Sites

Today Focused on telling Mass Communication

One message for all Limited interactivity One-way

communication Text heavy Form and Database-

oriented

Tomorrow Focused on selling Personalization

Customized/adaptive Highly interactive Multiple

communication channels

Picture/video heavy Community-oriented

Elements for SuccessElements for Success You need a “mashup” of:

Marketing/engagement building Community building tools Network building applications Social networking /communication tools Referral processes Content/idea sharing mechanisms Embedded assessment Administrative/database/reporting tools

26

http://standoutjobs.com/

28

Blogs & WikisBlogs & Wikis

-Authenticity

-Insid

e Voice

30

31

Email Email

32

http://www.myemma.com/

Social Network GroupsSocial Network Groups

33

Tamagotchi is a tiny pet from cyberspace who needs your love to survive and grow. If you take good care of your Tamagotchi pet, it will slowly grow bigger, healthier, and more beautiful every day. But if you neglect your little cyber creature, your Tamagotchi may grow up to be mean or ugly. How old will your Tamagotchi be when it returns to its home planet? What kind of virtual caretaker will you be?" - Bandai

34

Deg

ree

of

Co

nn

ecti

vity

personal

community

high

high(m-m)

small(1-1)

Most Productive Recruiters

Degree ofInteractivity

Degree ofSharing

low

(1-m)

Elements of SuccessElements of Success

Adapted from Peter Gloor, MIT

“The future is not about what older people think but what younger people do”

Nicholas Negroponte

Thanks!Thanks!

Kevin WheelerKevin WheelerKwheeler@glresources.com

510-659-0179510-659-0179