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Web 2.0 Recruiting webinar presented by Kevin Wheeler. 5/15/2008
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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
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Gartner Hype CycleGartner Hype Cycle
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Where are we?Where are we?
10%
50%
40% ??
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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
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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.
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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.
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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
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Sense of Community Sense of Community
Feelings of membership Feelings of influence Fulfillment of needs Shared emotional connection Rewards
McMillan and Chavis, 1986
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Membership equals. . .Membership equals. . .
Personal space – Facebook / MySpace
Ability to interact with others and share content
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Influence is expressed by. . Influence is expressed by. . ..
Personal content creation Responding to
Blogs Giving opinions
(chat)
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Needs are fulfilled by. . .Needs are fulfilled by. . .
Information about open positions Sharing between recruiters and
candidates Timing
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Emotional Connection Emotional Connection happens when. . .happens when. . .
There are stories Candidates are drawn into caring
about outcomes, results.
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Candidates are rewarded Candidates are rewarded when. . .when. . .
They receive exclusive information They get referral income There is Insider knowledge about
the company/jobs
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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
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How Do You Implement a How Do You Implement a Social Networking Social Networking Experience?Experience?
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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
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http://standoutjobs.com/
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Blogs & WikisBlogs & Wikis
-Authenticity
-Insid
e Voice
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Email Email
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http://www.myemma.com/
Social Network GroupsSocial Network Groups
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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
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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
