This is a great presentation on Web 2.0 from one of the Talent Acquisition Global Leaders, Marvin Smith. Its a new world.

1. Web 2.0: Beyond the Social
Recruiting Hype
Microsoft’s Approach to Building Talent
Pipelines and Communities

2. ERE Presenta8on
Web 2.0: Beyond the Social Recrui8ng Hype
Microso>’s Approach to Building Talent
Pipelines and Communi8es

5. Microso> Discussion|Q&A
Agenda: Web 2.0
Approach

6. Microso> Discussion|Q&A
Agenda: Web 2.0
Approach

7. Agenda: Web 2.0

10. Digital Na8ves
Digital Immigrants
Digital Retards
Digital Refugee

11. My Perspec8ve
• Digital Refugee turned Digital Immigrant
(applied for Digital Ci0zenship)
• 20+ years of third party search, combined
with 10+ years of corporate recrui8ng (3.5
years at Microso<)
• Beginning our 3rd year of pipelining & talent
community rollout ($8.5 Billion; 10,000
employee division)
• “Digital Accent”

13. Web 2.0 Thinking‐the ‘Why’
Networks Are
Links Are the Glue We Are Not Based On
In Control Rela8onships

14. Think: Links
Search Engines
Sourcing Ac8vity Email/Referrals
“The Link changes the fundamental
architecture of socie8es and
industries the way steel girders and
Resume DB Social Networks
rails changed how ci8es and na8ons
were built”….Jeff Jarvis
Off Line Media
Social Media
Corporate Sites
(Direct)

15. Think: You Are Not In Control
ll
n dswe
s Grou
Tribe
Communi8es do not want to be managed, they want to be cared for…
Your customers decide what your brand is…you do not.

16. Think: People are
seeking rela8onship Reasons for Joining
Community*
Meet
Your target audience People‐78%
has moved online
Entertain
We Must Go Where themselves‐47%
They Are! Learn
Something
Virtual Third Places
New‐38%
Guanxi Influence
Others‐23%
(guan‐shee )
 People join
mul8ple
communi8es
 Than 100% =
Mul8ple Reasons
for joining
community
*Source: Complete Inc

17. Web 2.0 Recrui8ng‐the ‘Why’
Evolu8on of Evolu8on of TalentStream
Recrui8ng & Marke8ng Model
Social Web

18. 1990‐1995 1995‐2005 2005‐ ?
June 2009 June 2009‐ Google.com
Monster.com 301 Million “Job” Searches
14.5 million visitors > 10 Million Searches Per Day
*Source: comScore Media *Source: Google Adwords
Metrix

19. April 2009 “The Future Of The Social Web”
Timing Of The Five Overlapping Eras
Individuals assemble and connect with each
other in online groups.
Social networks become
opera8ng systems.
Every Web site is now social,
even if it doesn’t choose to be.
Web sites deliver personalized content
to visitors.
Online groups supplant brands.

20. Marke8ng Trends • Reputa8on
Aggregators
It Pays To Adver8se • Blogs
Mass Marke8ng‐TV, • E‐communi8es
Radio, & Print (used • Social Networks
demographics)
Web 2.0
Web 1.0
Pre‐Web
Direct Mail, Social web
Prehistoric telemarke8ng,
marke8ng: Common Interests
customers are • Do (Behaviors)
catalogs, etc more in control of Feel (Attudes)
•
(demographics + what they read, • Think (Interests)
lifestyle –medical & hear & watch
diet)

21. TalentStream Model
1. Guanxi
2. Trust strangers
3. Nurturing Rela8onships
1. Do (mul8ple touches)
1. Listen to the
(Behaviors) audience
Build Trust Review &
2. Feel Find or Be & 2. Test “The New”
Improve
(ANtudes) Found Rela8onship
3. Rapidly
3. Think changing
(Interests) landscape
1. Transparent
2. Care About Engage & Bring Repeat
Brand Converse Value the
3. Share Process
Experiences
1. ”no strings”
2. Seed Community
3. One of Us

22. Microsoft Approach

23. Microso> Approach
Talent Acquisi8on Segments of Microso> Talent
Strategy Talent Supply Engagement
Model

24. = Tac8cs
Pillar
SEO (passive & ac8ve)
TalentStream Strategy
Talent Communi8es
Talent
ATS
Events (live & online)
Acquisi8on Strategy
Training (tech)
Talent Talent
Iden8fica8on Engagement

25. Segments of Talent Supply
Passively Not
Looking Looking
32% 34%
Casual
Looking Ac8vely
20% Looking
14%
Source: Bureau of Labor Sta0s0cs

26. Passively
Microso> Talent Engagement Model “Apply or
Looking Not
32% Looking
34%
Goodbye”
Casual Ac8vely
Looking Looking
20% 14%
Live &
SEO/ TalentStream
Virtual
SEM Campaigns
Events
Talent
Agents Visitor / Passive Communi8es
RSS Applicant Non‐Applicant
News Candidate Screened Out
Referrals Employee Not Hired
Events Alumni Boomerang

27. The Job Search Cycle
*Axainable *Loyal
Passive Passive
*Inquisi8ve *Ungexables
Passive Passive
Passively
Looking Not
32% Looking “Numerous
34%
wonderful
Casual
Microso2
Looking Ac0vely employees
20% Looking reached out to
14%
*Occasionally help and I was
Ac8ve
pleased and
Crea8vely *Desperately fla:ered by their
Ac8ve responses.”
Ac8ve Eric Barker, Aug 11th,
2009
*Ra8onally
Ac8ve *Source: Recrui0ng Roundtable

28. Difficulty To Source
Difficult
To Source
Very Difficult
To Source
Passively
Looking Not
32% Looking
34%
Casual
Looking Ac0vely
20% Looking
14%
Easy Very Easy
To Source To Source
Source: Bureau of Labor Sta8s8cs

29. Target Audience Will Listen
One‐off |Requisi0on
Based Talent
*42% Want to Engagement Ac0vi0es
Hear About
Jobs
Passively
Looking Not
32% Looking
34%
Casual
Looking Ac0vely
20% Looking
14%
*83% of Ac8ve Want
to Hear About Jobs *Source: Recrui0ng Roundtable

30. Target Audience Will Listen
% Audience > Best prac8ce is to
allow prospects to
Once Per Year
9%
choose frequency of
Less than once
per year
14%
interac8on
Once Every Six
Months Once Per Week
16% 11%
Once Every Several Times
Three Months Per Month
14% 15%
Once Per Month
12%
72% Hear from
Once Every either Recruiter or
Two Months Hiring Manager
9%
Source: Recrui0ng Roundtable

31. Training (tech)
Events (live & online)
Easy to Source
Casually Looking
Business Networking
Very Difficult Source
Passively Looking
Career Development

32. Methods Used to Reach Target Audience
Web Ac8vi8es & Online Interests
Difficult CHANNELS:
Search Engines ‐ Social Networks
Very Difficult
To Source Industry Sites & Events ‐ Employee Rela0onships To Source
TOOLS: Seeking =
CRM, Email
TOOLS:
Email & Social
& Events content
Referral
Marke0ng
Project related
Passively SEEKING:
Looking Not
ac8vi8es
SEEKING: “White Papers”
Looking
Networking
“Training” 32% “Tools”
Personal
“Salary/Pay” 34% “Webinars”
“Resume” “Training”
“Careers” Q&A
Casual
Looking Ac8vely
Looking
Easy 20%
14%
To Source Com
p
Salar & Channels =
y
CHA How to Reach
SearchNNELS: NG:
Job B o ngines
E SEEKI s”
Social ar
Netwds
“Job ly”
“App Very Easy
orks
To Source

33. Talent Engagement Techniques
Ac8ve Casual Passive Not Looking
Very Easy to Source Easy to Source Difficult to Source Very Difficult to
Source
SEO SEO Requisi8on Based
SEO
Sourcing Tac8cs
Pos8ngs TalentStream TalentStream
Referrals Live Events Boolean Search
Live Events
Tac8cs
Sourcing Web Events Web Events Deep Web Tac8cs

34. Talent Engagement Techniques
Business Case: Event for Mobile Communica8ons Team
Impacted Employee
If you want 50 axendees to an
Ac8ve Casual We Hiring In Seaxle
RD List Totals Total
Passive Marvin – Not Looking
event List So>ware Target 3865
eMessage target list of 1000
Iden0fied Prospects
Very Easy to Source
• 3 eMessages will result in Easy to Source List Very Difficult to
Difficult to Source
Sent Invita0on 355
>8% response or 83 “RSVPs” Source
Benchmark Metrics
Iden0fied 184 Confirmed RSVP 2400
358 184 3865
Prospect
38% no show rate (so really 5% RSVP Aoended 129
SC Ini0ated SEO
of invitees aoend) 135 196 SEO 83 Requisi8on Based
414
SEO Non invited aoendees / Sourcing Tac8cs
21
51/83 will show up to the
Contact
event
Pos8ngs Referrals
TalentStream
Sent Event TalentStream
115 187 53 355
Referrals Final Aoendance
Live Events 150
Boolean Search
Invite
40% of aoendees move to Live Events
interview process Invited to next steps ‐ Tac8cs
76
Coming to
41% invited for full loops
21 119 44 184
Sourcing Web Events Web Events
Interviews Deep Web Tac8cs
Event Confirmed
RSVP
30% “No Shows” 38% = Less No Shows Target Audience: So>ware Engineers (no relo)
51% Move to Tech Screen 40% = Higher Quality Tac8c: Live “Local” Event (Pre‐screened)

35. We Hiring In Seaxle Totals
Iden8fied Prospects “Apply or
SEO/
TalentStream
Campaign
Lists,
Campaigns
3865
SEM
Sent Invita8on Goodbye” & Events
355
Confirmed RSVP 184
Visitor | 760
RSVP Axended Non –Visitor|3105
129
Non invited axendees /Referrals
Contacted |414 No Contacted|346 21
RSVP |184 No RSVP |187
Axended| 129 No Show | 55
Final Axendance 150
Screen| 76 No Screen| 74
Invited to next steps ‐ Interviews 76
Interviews
Events

36. Methods Used to Reach Target Audience
Difficult CHANNELS:
Search Engines ‐ Social Networks Very Difficult
To Source
Industry Sites & Events ‐ Employee Rela0onships
To Source
TOOLS:
TOOLS: CRM, Email
Email & Social & Events
Referral
Marke0ng
Passively
Project related
SEEKING:
Looking Not
ac8vi8es
SEEKING: “White Papers”
32% Looking
Networking
“Training” “Tools”
Personal
“Salary/Pay” 34% “Webinars”
“Resume” “Training”
“Careers” Q&A
Casual
Looking Ac8vely
Looking
Easy 20%
14%
To Source Com
p
Salar &
y
CHA
SearchNNELS: NG:
Job B o ngines
E SEEKI s”
Social ar
Netwds
orks
“Job ly”
“App Very Easy
To Source

37. Channel Engagement Ac8vi8es
Ac8ve Casual Passive Not Looking
Ads, Keyword Personal & Career Project Related
searches Business Networks Development Content
Content
Key Words‐jobs Resume‐How To Tech Briefing White Papers
Job Boards Salary Info Networking Events Tools
Personal Networks Personal Sponsorship at Webinars
Networking Conferences
Salary Info Business Networks Inside Scope Training
Social Networking Social Networking Social Networking Social Networking

38. Channel Engagement Ac8vi8es
Business Case: Evangelize Breakthrough Technology in Games
Ac8ve Casual Passive Not Looking
Addi8onal
Gen Y
Ads, Keyword 78%
Personal & Career
Development
Career
Training
searches Business Networks Development
Content
Desired in
Content
Gen X
Key Words‐jobs 84%
Resume‐How To Tech Briefing
the next 5
White Papers
Job Boards Salary Info Networking Events Tools
Personal Networks Personal Sponsorship at
years*
Webinars
Boomers 81%
Salary Info
Networking
Business Networks
Conferences
Inside Scoop Training
*Kelly Services April
Social Networking Social Networking Social Networking 2009
Social Networking
Target Audience: Passive Audience of Gaming
Tac8c: Evangelize technology & update Game Audience

39. Interests of Passive
Game Prospects
Sent email to “2847”
“1764” or >70% Visited

40. hop://www.linkedin.com/in/marvsmith
@talentcommunity marvin.smith@microso>.com

41. Discussion

42. Final Thoughts
InteracFvity has it limitaFons.
Some people are simply wrong.
Others are asses. Some need their
meds. But don’t let them ruin the
party—Jeff Jarvis

43. Community In Ac8on
How Prospect’s Microso>’s
Metrics Distributed
Search
System

44. Prospects Use
How Candidates Search these key
words‐”developer
jobs in Sea:le” ‐
about 440 8mes
“Developer Jobs in Sea:le” per month

45. Use these key
How Candidates Search words‐”developer
jobs in Sea:le” ‐
about 440 8mes
per month
Dedicated Landing
Pages
Capture Passive
Integrated
Matching Jobs

46. Metrics & More
SEO is Not Enough
“Apply or
Goodbye”
Above the Fold‐upper
Holy Grail “Above the Ads above the fold
half sec8on of web
Fold” on the first get maximum page that the visitors
page of Google (70% axen8on and hence a
can read without
of job searches) higher Click Through
touching the scroll
Rate (CTR)
bars of the browser.

47. Think Distributed
Promote Your Social Channels!

48. Think Distributed
Site Distribu8on Across Channels

49. Think Distributed
Example: Streaming Jobs To Your Twixer Accounts
Twioer
Account
Feed URL
Hash Tags

50. Think Distributed
Example: Streaming Jobs To Your LinkedIn Accounts