In a social world driven by LinkedIn and other channels, applying for a job is not the first and only way to connect with a prospective employer. EMC Corporation and TMP Worldwide have used data to create a new candidate experience.
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2. Welcome / Overview
! What is Big Data and why should you care
! In our world
! In our lives
! In our industry
! EMC – Our candidate experience transformation
! Meet Bob, Data Scientist Extraordinaire (aka EXTREME hard-to-fill)
! Bob’s “EMC Me” experience
! Engagement experience
!
What’s next in 2015
! How the candidate experience could evolve over the next two years
! How you can start NOW to prepare for it
11. Create a “game-changing”
Candidate Experience
• Build a “DATA VISUALIZATION PLAYGROUND” that
leverages EMC’s own technologies and data analytics and
allows candidates to fully self-assess EMC, its culture and their
potential fit as an employee.
• Build the ultimate fit–finder – “a social portal” that lives in the
clouds of information and delivers visually exciting content and
social activity accessed from anywhere and customized to each
candidate/user.
12. Most companies “talk at” and
“tell” prospective candidates
about their company.
EMC Me customizes the
EMC story around Bob.
16. Facebook
YouTube
EMC.com
Twitter
Search
Social environments
EMC Career Site
Rich
Media
Mobile
search
Existing
Social @
EMC
EMC Jobs
QR
Augmented
Reality
Events
Mobile environments
Campus
Transit
Airport
Siri - Voice
recognition
HR
metrics
tool
Internal EMC
Academic
Alliance
Programs
EMC Programs
Innovation
Conferences
20. Parker’s Mission
BEAT THE CURRENT
RECORD OF 22
DAYS TO GET TO
THE SOUTH POLE
GLOBAL CIO
AUDIENCE
BECOME THE
st
nd
YOUNGEST PERSON
TO TRAVEL TO BOTH
THE NORTH & SOUTH
POLES
21 -22
May 2012
COLLECT SCIENTIFIC
TRANSFORM
DATA TO BETTER
IT+BUSINESS+YOURSELF
UNDERSTAND
CLIMATE CHANGE
21. Program Elements
EMC.com
Big Data and Our
Changing Climate
EMC DataLab
w/ Tableau Visualizations &
Sysomos API
Paid
Media
Social
Academic
Alliance
Social Media
Activation Kits
EMC is the Platinum Sponsor of Willis
Resilience Expedition 2013. Watch Parker
Liautaud as he attempts to break the
current world record and trek to the South
Pole in the shortest amount of time, all while
conducting scientific fieldwork to better
understand the effects of climate change on
Antarctica.
Charity
Collaboration
Competition
& Gamification
Want to get involved?
•
•
•
•
•
Play the Game
Watch the Video
See the EMC DataLab
Read the Reflections Blog
EMC & Big Data – Learn More
Internal Communication
Engagement
Employee Engagement
Executive Speakers
27. Landscape today.
People spend
more than 50% of their time
online with content
and an additional 30% of their time on social
channels where content can be shared.
(AOL & Nielsen
2012)
35
37. How do you prepare now for 2015?
Who?
Start with a deeper understanding of who you are trying to target.
Persona Development
What?
Decide what messages and the story that will resonate with them.
• Message Segmentation
How?
Identify the content you’ll need to build the story and the people that need to tell it.
• Content Strategy
• Editorial Plan
• Employee Generated Content
When & Where?
Determine when and where it is relevant to tell the story.
45
38. Final thoughts...
Personalization begins with understanding your target.
• Characteristics beyond the hard skills can create a better connection.
Content is king. Context rules.
• Personalization/relevance is your mission to create an optimal Candidate Experience per
your targeted personas.
It’s not a project...it’s an evolution.
• You must evolve and continue to evolve because the way we communicate and where
will continue to change.
Insert infographics to describe what it is and the impact on business and personal lifeBig Data – organic, large swirling data coming from all angles – confirm with Joe 3 V’s of Big Data Volume: ton of informationVelocity; in real-timeVariety; traditionally only good at using data that was structured (Excel spreadsheet); social media is unstructured big data is about making sense of the unstructuredWhy does it matterEMC is managing these 3 V’s and has to agressively seek the right talent in order to sustain one of their core businessesWe’re going to share with you the story of how EMC needed to evolve their TA strategy in order to meet business demands
Nike Fuel BandDisney Coming SoonInsert others from EMC brand campaign
Mind-boggling facts about LinkedIn
Talent Management is not just about the number of apps to qual apps to hires. The candidate experience is influenced by social media conversations. You have to understand analytics from multiple social platforms and it’s difficult to determine what it all means and how it translates into a qualified hire.
Who We Are TargetingMeet Bob - Picture of a person that illustrates EMC’s Targeted CandidateDemographic/psychographic points highlightedAdventure junkieEnvironmentalist (projects worked on in LI, endorsements, etc,)Specialized skills that are hard to findPopulation of people in the world Key points:Top talent is not seeking a jobYou need to initiate the narrative with them in order to even get them to stop what they are doing to glance your way.If your story is compelling enough then maybe they will listen to what you have to say.Even the most active job seeker is only seeking a job online 5% of the timeIn order to get in front of them you need to understand what they are doing the other 95% of the timePredictive behaviorial modeling allows you to do that (i.e. Quantcast)LI doing great work in this space because of their ability to endorse, follow, content your sharing, your profileData scientists probably don’t consume information about data
Data Scientist Landscape should be described – bottom line highly competitive and not going to get better Skills ShortageWhy it is a Glimpse into Talent Acquisition’s FutureNeed to establish EMC’s situation as a glimpse into the future talent shortage that will be experienced across industries; not just high-tech as big data seeps into non-high-tech sectors(i.e. Nike as referenced earlier)According to McKinsey Global Institute, the US could be facing a shortage of 190,000 people with analytical skills by 2018. - See more at: http://spotfire.tibco.com/blog/?p=10429#sthash.e3hQf9ID.dpufIn a separate study of 500 data scientists and BI professionals, EMC discovered that 65% of the respondents expect demand for data scientists to outstrip availability over the next five years. Moreover, 83% of respondents believe that new tools and emerging technologies will exacerbate the demand for data scientists. - See more at: http://spotfire.tibco.com/blog/?p=10429#sthash.e3hQf9ID.dpuf
We use the visuals from the original EMC Me concept presentation to get across how we wanted to push the boundaries to intrigue this audience who are not seeking employment and pretty much know they can go anywhere to work
Explicit form of using EMC MeOpt-in with LI profileShow it implicitly learning – Big Data context to enable the personalizedJoe to talk over the recording with key highlights
We know Bob is the adventure bound type, this is where we will micro-target Bob to promote an exclusive opportunity to win a chance to join an expedition to the Arctic with EMC.
Distribution PlanSocial platformsResponsive Career siteMobile app – exclusive access for top candidates and soon to be future employeesWe know about Bob from our experience during recruitment cycle
We promote the opportunity to gain greater access through an exclusive connection to EMC by inviting participationWe generate content and conversations through social media specifically geared toward BobWe connect Bob with a candidate and/or brand ambassador who have common affiinities
TMP’s futuristic vision of how the candidate experience will look in 2015. This will include:Animated graphics/video presentation with audioEMC Me extended beyond candidate to employeeTrendsAttraction: Jobs find candidates (LI);Consideration: Candidates interview employersConversion: Employers micro-target talent communities with content marketing strategiesQualification: Application is not presented until candidate has been vetted and deemed engaged; remove the application as the first step to initiate contactOn-boarding: Exclusive access to content, internal resources, ambassadors before you start