ERE Keynote Presentation

Who are you? Matthew Jeffery ERE Conference Chair Autodesk Head of EMEA Talent Acquisition & Global Talent Brand Formerly EA Global Director of Talent Brand

First International Chair 51st

What has the United Kingdom given the USA?

What has the USA given the United Kingdom?

How YOU can make ERE Expo 2011 the best ever…..

Get Involved……. Ask questions Network

Speaker Presentations will be available to download ….. www.ere.net

There has never been a better time to be a recruiter……

Talent Acquisition Never Forget that world class candidate attraction/recruitment can make or break a Business NASDAQ & FTSE Companies are really being scrutinised by investors about whether they can attract & retain high quality staff Talent Acquisition is CRITICAL to modern business

‘’Some reflections” Recruitment 3.0: Why Traditional recruiters will be replaced by ‘emotional marketers’

What’s the future of recruitment?

Some predict the end of the world for recruitment

Some say we are entering the Ice Age of recruitment

With the advent of new technology and the likes of ‘LinkedIn’….Do Hiring Managers need us recruiters?

Kevin Wheeler questions whether there is even a need for in house recruiters

Kevin Wheeler’s devilish proposition… ,[object Object]

The frequency of turnover of recruiting leaders, hence challenge in stability,[object Object]

Recruitment 1.0 has had its day ‘Keeping it easy’

But… Recruitment 1.0 is still alive and well…… ‘Keeping it easy’

Step 1: Pick up the phone and call a recruitment agency.... BANG …. Job done.. Just wait

Step 2: (Tiny bit more effort required) Post to an external job board...then wait....

Step 3: ‘Fingers crossed people look at my web ad or jobs board’!!!

Step 4: ....pray that the right person, looks at the job board at the right time, sees my job and then likes our brand and applies. ‘Recruitment lottery’!

Step 5: Phew as you wait for the job board... the agency are sending through candidates ...YAY...hiring manager will now be happy ... He has a shortlist

Step 6: Trust the agency........ Exclusively sourced Came in on our job board 20 mins ago Just been sent to 5 of your closest competitors Exclusive candidate Really want your company I had a 30 sec chat 20 mins ago before I sent you their resume Really sought after candidate They have been interviewing for 3 months Competitor's would love to hire this person They are interviewing with them as we speak We have a great relationship with the candidate But not yet had a 1.1 personal interview and they will pay for my holiday in Mexico

Step 6: ....finally, after interviewing and realising they don’t have any more options, the hiring manager decides to go to offer.... REQ closed?

Step 6: ....Noooooooooo!!! The candidate is at offer stage with 5 other companies. The Agency says we need to improve our offer ..... or lose out ... ‘offer poker’ starts

.... But surely the candidate wants to work with us? They feel connected to our brand, to our vision, to our team? They feel the love....... It’s not down to the money?

.... But where’s the relationship? A relationship drives desire.....

Step 7: .... Quick. Throw money at the candidate. Can’t move on Salary?.......... Sign on bonus? More stock? Relocation support?

So who is happy? Recruiter 1.0 Another REQ off the list

So who is happy? The Agency, 15/20% of a bigger fee

So who is happy? Hiring Manager ... Relieved at a hire BUT The best person......? Someone brought into the brand? On a higher salary...retention issues? Oh...and an Agency fee to boot

Candidate left after 6 months ....Not brought into company (no relationship) .......Money a short term motivator ...and just outside the retention period, so Hiring Manager lost the fee and needs to start again

And so begins the great.... Recruitment ‘Circle of Life’ again!!!

But this is a reality today Recruitment 1.0 still exists...even in this room ;)

How do you identify those who are Recruiter 1.0?

Their catch phrase normally starts..... ‘Recruitment is not a rocket science’ ... said in a condescending, ‘I know it all’ voice

Or ..... ‘Recruitment is a function of HR’ …. and only a small part….

It’s time to wake up and see the light...

It’s bloody competitive out there if you want to hire the best talent Recruitment 1.0 has had its day……

Recruitment 3.0 is about engagement & creating emotion

Emotion as a feeling means ‘you care’ This implies building a relationship

How much do you get to know your candidates and what makes them truly tick?

The Talent Landscape…….. So what is happening?

The Global War for Talent is real!

The ‘experienced’ talent pool is shrinking

Industries converging Same/similar talent sought public sector TV media film banking FMCG universities mobile IT

Where art thou….Loyalty? People less loyal Average time in role: Less than 2 years

Headhunting……at all levels If staff are unhappy they will leave anyway ‘I would be more worried if your staff weren’t being headhunted because that speaks volumes about the quality of your workforce’ Are your staff challenged? Are they well remunerated? Do they have a good work/life balance? Are they working on world class products? Do they have an opportunity for promotion? Are they receiving training & Development? Are their ideas listened to? If the answer is NO……headhunters prey

External Providers losing ground? Recruitment agencies need to adapt or die In-House: Referral schemes CRM Database Events Web 2.0 Networking YouTube, LinkedIn, Myspace, Facebook Graduate Pipeline Ability of recruiters to ‘sell’ their own company with authenticity

Your competitors are getting cleverer, studying you, mapping out your talent….and rest assured they are speaking to your staff….

University Recruitment The salvation to a shrinking talent pool? Flood of graduates into the market studying poorly conceived degrees and less companies investing in them

So everyone in this room is at battle with each other……... who wins ….. ‘Recruiter 3.0’s’

Our ultimate goal is a Predictable talent pipeline Achieved through Sourcing, mapping competitors, direct approach, relationship building, Employment Branding & Social Media

Our Audience Candidates are not a species. We must create them

The Core Philosophy of ‘Recruiter 3.0’ 1. Not Everyone’s looking for a job

The best candidate for your role...... is not necessarily registered with a Recruitment Agency right now!

The best candidate for your role...... ..is not necessarily registered on a job board right now! ...may not search job boards..... ....maybe used to people approaching them...

Your best candidate may not have even considered working for your company.... or even heard of you!

Our job is to find them, build relationships and make them care

Even befriend them…if they think we care…they care….that’s emotion

The Core Philosophy of ‘Recruiter 3.0’ 2. Everyone is a potential candidate or brand ambassador ..... even your consumers

So by definition what is a candidate? Someone who has nominated themselves to be part of an election process It is a voluntary act At what point does someone volunteer to be a candidate? When they see your ad? When they apply to your advertisement? When you interview them?

What turns a regular person in to a candidate? ‘I’m not recognised for my contribution’

What turns a regular person in to a candidate? Dissatisfaction with the way they are treated

What turns a regular person in to a candidate? Or they’re just over this job

This wasn’t in the Job Description

So the problem is timing? We either wait for the moment they become a candidate and jump on them Or we make them a proposition they find attractive any time WE CREATE A CANDIDATE

You are in a race Leading businesses are realising great recruitment is about building relationships & communicating with people, (hence creating an emotional connection with them), before they become a candidate

Key is how do you identify & build ‘emotional’ relationships with that talent?

The Core Philosophy of ‘Recruiter 3.0’ 3. Employment Brand is pivotal to your success in Talent Attraction

A Brand is a person’s gut feel towards a Product, Service or Organisation

The goal of a brand is to create emotional attachment Emotion creates a connection which bonds loyalty & trust A emotional relationship is anchored on honest 2 way communication

Each of these brands will create a connection with you. Question is what?

As product parity grows… Brand becomes a determining factor in consumer purchase decisions.

Recruitment without marketing: Many E-Brands are like this

Key in building trust and fostering emotion is transparency & authenticity…warts n’all

People want relationships with people…not faceless companies. Humanising the brand key

Shows like American Idol and X Factor gets ‘emotion’ and telling a story If people just sing it would fail

Who is the best recruiter in the world?

What’s people’s ‘gut’ feel for working for your company?..... Google it / Glassdoor it

Recruitment 1.0 views on Employment Brand Recent quotes from conferences: ‘A company creates an Employment Brand’ ‘We have a great Employment Brand. Look at our newly designed Brand logo’ ‘E-Brand is about marketing and the way we advertise. We control the messages’

The Stages of the Employee Experience (how we ‘humanise’ and open up a company to allow candidates to build relationships and feel ‘feelings’)

The Core Philosophy of ‘Recruiter 3.0’ 4. You are not in control of what people are saying

Whether you like it or not they are talking about your company!!!!!

People tell their friends & the snowball of ‘word of mouth’ starts rolling

Pretty scary huh? Particularly for business because.....

Companies are no longer in control of what people say about them

Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” Rupert Murdoch Time spent on social networks is growing at 3 * the overall internet rate , accounting for 10% of internet time A shift in the balance of power

Those companies that get they have to listen, be humble and seek the opinions of their community will be the winners of Recruitment 3.0

The Core Philosophy of ‘Recruiter 3.0’ 5. Building relationships and communities is key (hence importance of Social media)

The growth of the internet is unstoppable

Anexplosionof communication channels ,[object Object]

400 million active global users

50% of active users log into the site each day. This equates to at least 175m users every 24 hours.

More than 35m Facebook users update their status each day.

LinkedIn has over 64m members worldwide.

There are now 11m LinkedIn users across Europe.

India is currently the fastest-growing country to use LinkedIn, with around 3m total users.

Third largest Site on the Internet

1 billion views per day (that’s 11,574 per second, 694,444 per minute, or 41,666,667 per hours)

10 billion videos uploaded per month

Twitter now has 75m user accounts, but only around 15m are active users on a regular basis. It’s still a fair increase from the estimated 6-10m global users from a few months ago.

Towards the end of last year, the average number of tweets per day was over 27.3 million.

The average number of tweets per hour was around 1.3m.,[object Object]

65% Twitter 52% FaceBk 50% YouTube 33% Blogs

Yes.....many companies are shouting and beating their chests with pride ‘We have a Facebook page and a Twitter Account’

But here we are again at Recruitment 1.0 & Lazy Recruiting again.....

Social Media Recruitment 1.0 ‘Style’ Create a Facebook Page and a Twitter Account Post a ‘Sexy’ Logo and swish Graphic Post a list of all current job vacancies with a convenient link back to the company job board Wait for the job applications to come rolling in and......

Social Media Recruitment 1.0 ‘Style’ Then go and create a YouTube Channel and post up several corporate videos about working at your company, (created at much expense), with your CEO looking like he is caught in the headlights. Now you have a ‘killer Social media Strategy’ projecting your Employment Brand...it’s time to....

Social Media Recruitment 1.0 ‘Style’ ........ Shout your innovative approach from the rooftops. Call ERE, Recruiter Magazine, Recruitment Consultant, Personnel Today Enter Awards for Best use of Innovation in technology, Best employment Brand, Best use of Social Media......... And then.....return to

Social Media Recruitment 1.0 ‘Style’ Questions Will this generate repeat visitors? What’s the difference between this and your job board? How does this build relationships? What’s the word of mouth message? What’s at the core of Social media...clue is....Social!!!!

Social Media Recruitment 1.0 ‘Style’ Questions Why do multinational firms champion a Twitter or Facebook site with < 200 followers? Size matters when building communities......

Social Media Building a Globally ‘emotionally engaged’ Community

Social Media is not about ‘bums on seats’ hiring

Social Media is all about building communties of evangelists / potential hires

Quick tip: How can I build a community? How many names do you have on your recruitment database?

The ‘anchor’ of Social Media ,[object Object]

RSS feeds from all key Company websites and networks

Free speech (No deletion of comments unless inflammatory),[object Object]

Key to approach is to entertain, engage in discussion and create content that creates repeat visits

Full integration with Blog site, all stories posted in full on Facebook,[object Object]

Discussions, rich, deep and intellectual in nature

Professional Community 9,695,[object Object]

Avoid the mass budget Corporate ‘slick’ produced videos

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