Talent become more and more important for corporate competitiveness at the same time as they are becoming less loyal to their employer

1. THE DIGITAL WAR FOR
TALENT IS A REALITY
TALENT BECOME MORE AND MORE IMPORTANT FOR CORPORATE COMPETITIVE -
NESS AT THE SAME TIME AS THEY ARE BECOMING LESS LOYAL TO THEIR
EMPLOYER
Let’s start with why we have to rethink the concept of Now let’s turn to the digital perspective. Our user
talent. behavior has changed dramatically during the last
couple of years. We are moving from desktop web
First of all, talent is one of the main drivers to surfing to mobile apps. We are moving from regular
companies’ competitiveness today. Apple would never websites to social networks. Since digital have been the
have been able to do what they have done during the driving force for productivity during the last 50 years,
last decade without the best designers, the best companies that have not yet adapted to the new web
engineers and the best store managers. LEGO would are facing a major gap and their relative efficiency is
never have been able to take the leap to the digital decreasing in comparison to peers that have already
sphere without people that see what is on the horizon. adapted. The current economic times doesn’t make the
It is not a question of putting just any person by the need for more efficient digital solutions less important.
production line anymore. The challenge today is about The digital solutions that are available let you reach the
finding Talent that see what is going on in the industry right candidates at the right time at large scale, and your
and take on the leadership to help the corporation solution will be automatically getting your message
adapt to the new circumstances. across 24 hours a day, 7 days a week.
At the same time Talent has become less loyal. Think As talent becomes more important at the same time
about it, you are more loyal to yourself and your career becoming less loyal to companies we need to develop
than your company. This is a major paradigm shift our recruitment strategy in order to stay healthy as
comparing to earlier generations. If you would get an organizations.
opportunity to take on a new challenge that would fit
your career you would probably take that opportunity THREE RULE OF THUMB
independent of how it would affect your current
employer. We as professionals are now shifting from
opportunity to opportunity independent of company # Build the brand – talent are not looking for the next
rather than going from position to position along the job they are looking for an opportunity to excel their
corporate ladder. career. In order to attract the best, you need a brand
that stands out and a value proposition that matters
Some companies have for a long time seen their
# Proactivity – instead of going after active job
employees in the same way as universities always have.
seekers when you need them, build long term
Former employees also have a value both as brand
relationships with talent pools and harvest over time.
ambassadors, as connections to clients and partners and
Think large scale
as potential home comers.
# Every employee – your recruiters will not be able to
complete the demanding task of attracting the best
people alone, consider turning every employee into a
recruiter
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2. THOUGHTS ON
RECRUITMENT STRATEGY
AS RECRUITMENT BECOMES A STRATEGIC PROCESS, WE NEED TO UNDERSTAND
THE CONSEQUENCES OF OUR DIFFERENT CHOICES
FOUR OPPOSING FORCES
FOUR PERSPECTIVES ON RECRUITMENT
In defining recruitment strategy we have some forces
that we need to consider. First we have the opposing INTERNAL Lower cost
forces of choosing a strategy that is either using Higher quality
Positive brand effects
internal resources or external resources. External
resources could be jobboards or recruitment agencies.
Internal resources could be internal referral programs
or the own webpage as channels for attracting talent.
REACTIVE PROACTIVE
Secondly, we have the opposing forces of choosing a
strategy that is reactive or proactive. Reactive
activities are for example contacting a recruitment
agency trying to find a position needed to be filled
Higher cost
“yesterday”. Proactive activities could be to work long Lower quality
term towards a specific group of specialists in order Neutral brand effects
EXTERNAL
for them to understand the brand proposition of your
company and turning them into candidates over time. CONNECTING OBJECTIVES
EFFECTS BUSINESS OBJECTIVES
Depending on where you are today in your activities
you can expect different outcomes. With an
internal/proactive set of activities you can expect costs RECRUITMENT OBJECTIVES
to be lower and quality of candidates to be higher
comparing to the reactive/external strategy that will NUMBER OF HIRES
bare higher cost and expected lower quality in the WHICH OF
QUALITY OF HIRES
recruitments. Further, having someone else (mainly a THESE KPIs ARE
MOST
recruitment agency) carry the brand name in the IMPORTANT FOR
YOUR BUSINESS TIME-TO-HIRE
recruitment process will have consequences for your OBJECTIVES?
brand. COST-PER-HIRE
DEFINING KPIs
Next step in defining a recruitment strategy is to develop a set of KPIs. Depending on individual business objectives,
recruitment objectives will vary from case to case. A good exercise to get priorities set correctly can be to rank the KPIs
in the example to the right. In that way you will have better guidance for making the right decisions. If you are in an
expansion phase, maybe the number and quality of hires is more prioritized than if your company is in a mature phase
with more focus on cost savings. As a consequence of your prioritizations your business case will also look different.
Cost-per-Hire is in most cases only a hygiene factor making it possible to benchmark different alternatives against each
other.
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3. TURNING LINKEDIN INTO A
RECRUITMENT ENGINE
YOUR STRATEGY ON LINKEDIN WILL HAVE TO BE TAILORED WITH THE USER
BEHAVIOR IN MIND. START WITH PERSONAL PROFILES
The recruitment solution takes its starting point in the build a base of followers that you will be able to
user behavior on the platform. The top three activities communicate with and turn into candidates and
on Linkedin are (1) to look at other peoples’ profiles, employees over time. On the company page you have
(2) check the inbox and (3) look at the homepage and the possibility to let your jobs be listed with a rich
the newsfeed. The recruitment strategy needs to be description of why it is a good opportunity to start
adapted to these activities to be successful. How this is working at your company. The employees’ profiles
done will be explained in detail during the next couple together with your company page and your jobs
of pages. constitute the three pillars of the recruitment engine.
Moreover some companies have also started to turn
MAIN ACTIVITIES ON LINKEDIN their recruitment department into a direct sourcing
unit. Instead of screening CVs of active candidates that
might not be qualified, they can actually go out and
Profile Views 73%
pinpoint the best passive candidates and contact them
Inbox 70% directly. In order to be successful with the direct
sourcing it is important to have the basic setup created
Home Page 60%
first. Remember we are talking about passive candidates
People Search 34% (top talent) that already have a job. These people are
looking for the next opportunity.
Address Book 32%
Groups 22%
CORE MODULES
Company Pages 18%
In the next couple of pages the following modules will
Jobs 12%
be explained:
 Work With Us – Activating employees
As an attempt to explain the recruitment solution in  Career Page – Your main destination page
only a couple of sentences: The recruitment engine  Job Slots – Explaining current opportunities
starts with your employees. If you have great people on  Recruiter – Direct Sourcing
board it is likely that your ideal candidates can be found
in your employees’ networks. Therefore the first step is
that you activate your employees as ambassadors and
drive the traffic they have to their personal profiles to
your company page and your jobs. The purpose is to
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4. ACTIVATING EMPLOYEES AS AMBASSADORS
“WORK WITH US”
The starting point of the recruitment engine is to
tap in to the massive traffic you already have to
your employees’ profiles. People from other
companies are networking with your employees
every day. In the allocated advertisement space that
other companies are using you can get your
message across. In the example to the right,
Coloplast are saying that the curious visitors have
the opportunity to follow them as a company to
receive company updates and relevant jobs.
WHAT YOU CAN EXPECT
 REFERRALS - your internal referral program
to get a boost
 FOLLOWERS - your follower base
(subscribers of news and jobs) to increase
 BRAND RECOGNITION – external and
internal recognition of our employer brand
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5. CREATING A MAIN DESTINATION
“CAREER PAGE”
The module Career Page has the purpose of describing
how it is to work in your organization. If the Work
With Us module creates awareness, the Career page is
where you position your company in comparison to
other companies within your industry. This will create a
strong positioning – both internally and externally.
FEATURES
 BRAND – Express your graphical brand
identity
 PEOPLE – Display people within the
company that the individual visitor is
connected to
 JOBS – Explain current job opportunities
here, sorted by relevance for each visitor
 TESTIMONIALS – Let employees tell the
story of why they have chosen to work at
your company
 VIDEOS – Use the Career page as a channel
for corporate videos
+ more…
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6. EXPLAINING CURRENT OPPORTUNITIES
“JOB SLOTS”
So if you have created a strong and well positioned
brand, it is also appropriate to explain current job
opportunities. There a couple of things worth
mentioning concerning the jobs. Most importantly,
they are matched automatically with active and passive
candidates. The function that does this is called “Jobs
You May Be Interested In” and you might have seen it
on the first page displaying the three most relevant jobs
for you that we can find right now for you. We also
market this through a weekly e-mail and on the
jobboard for the active candidates.
THINGS TO CONSIDER
 THE VIRAL EFFECT – On average a job is
shared 7 times
 SEARCH OPTIMIZATION – We provide
training and tips about how to search
optimize ads
 AUTOMATIC MATCHING – Our system
make sure that the job reach the right
candidate
 MOBILE – Jobs are also targeted through
mobile. Expect all your candidates to be
mobile
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7. DIRECT SOURCING
“RECRUITER”
START DOING THE HEADHUNTING YOURSELF. CUT OUT COSTLY MIDDLEMEN
AND UNLEASH THE RETURN ON YOUR EMPLOYER BRAND INVESTMENT
SEARCH CONTACT
With the recruiter search account you are given access With templates that you create and share with your
to all of the 200 million members on LinkedIn. With 22 team you can easily contact candidates that are
search fields you can easily find the right candidates interested in new career opportunities in a 1-to-Many e-
that match the role you are mail. Your message is received as
trying to find. There are also an an InMail and candidates can easily
integration towards the jobs find the job ad you are contacting
which give you a suggestion of them about on the platform if you
candidates to each job you post attach a link in your InMail.
so that you don’t have to
search manually. The feature COLLABORATE
“Similar profiles” make you If you are a team working with
copy one of your ideal “Recruiter” you will easily be able
employees and find others on to share profiles internally and with
the platform that looks like a the feature showing if a person has
close match. When you have already been contacted, you never
built your perfect search, save it have to contact the same person
and get notified when new twice.
profiles match your criteria.
DATA
ORGANIZE When you invest time in building
The feature “Talent Pipeline” your talent pipeline through the
help you organize the profiles recruiter tool, you will always know
of ideal candidates and turn that the data stay with the
your recruitment function into a relationship company and not the user.
department. When top talent is becoming more
RESULTS
important as competitive advantage, HR departments
The results you can expect from this can of course be
start treating talent almost like the sales department
calculated in the number of hires you do as a
treats their key prospects. Organizing candidates by
consequence of the activity. But consider also that this
Tag or Status make you keep track of your Talent
is a branding activity. When you outsource
Pipeline over time.
headhunting, the branding investment stays with the
recruitment agency.
RECRUITER PREMIUM
ACCOUNT ACCOUNT
Search - contact
Yes No
anyone on LinkedIn
Search – use advanced
Yes No
seach fields
Ownership - owned by
Yes No
the company
Collaboration – share
Yes No
projects and profiles
Organize - create a
Yes No
dynamic database
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