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Matthew Jeffery
Head of EMEA Talent Acquisition &
Global Talent Brand,
Autodesk
@MatthewJeffery
opening
statement
BIG
Bold
NO COMPANY has mastered the new
recruiting….be it use of social media….
e-branding….mobile
But it’s kinda fun taking giant...
Where to start? What’s first?
Why the need for a new
recruiting?
What is driving
the need for change?
Recruiting is
evolving……
Global WAR
for ‘top’ talent
We’re competing to hire the BEST!
The experienced
talent pool is
shrinking
Industries are converging
Consumer
FMCG
Biotech
Mobile
Banking
IT
Media Government
Film/Games
Clean Tech
Healthcare
Same/s...
Average time in role:
Less than 2 years
Company loyalty is
changing…..
In-House:  Direct Sourcing Employee Referrals
 Internal Database
 SEO/SEM/CRM
 Social Media
 Web 2.0 Networking
 Emp...
Internal recruiting = recruiting excellence
Internal recruiters know the business and are better
at selling their company ...
Changing Demographics
Working longer,
retiring later
Graduates
seeking work
So many solutions!!!
Competitors are
mapping out your
talent and are
speaking to your
staff.
RIGHT NOW!
Lazy recruiters damage the
credibility of our profession
Many recruiting leaders happy to
maintain the status quo and not
challenge or be challenged
Who said recruiting was easy!
Feels like we need six arms
Given all these variables, we need to
to be sharper, more efficient and
better than our competitors.
CHANGE
And yet our goal
…to hire the best… with…
HAS NOT CHANGED
PREDICTABLE TALENT PIPELINE
Achieved through direct sourcing, relationship building,
employment branding & social media
Th...
Added to all these challenges of
hiring the best…
We have our own extra challenges
Our Biggest Challenge?
**Image courtesy of LightStorm Entertainment
World leader in 3D
Design, Engineering
and Entertainment
Software
Shifting to a focus on cloud,
mobile and social we have
to change perceptions of
Autodesk in the market.
Attract new skill sets
while offering
something unique
Our goal:
The New Recruiting
The core
philosophies of 3.0
• Not everyone’s looking for a new job
• Everyone is a potential candidate or Brand Ambassado...
The core
ideas of 4.0
• The idea that recruiting can move from being a cost centre into a
profit centre
• The end of exter...
Let’s explore some
of the ideas…
What works for us?
Employment Brand is pivotal to our success.
Recruiters are Sales/Marketing professionals.
…a person’s gut feel / interaction
with a product, service or
organization.
A BRAND IS…
We can try and position, message and
influence perceptions but an Employment
Brand is based on the interactions with a
bra...
What differentiates a company to
make it unique?
So why don’t we create
compelling work
environments & candidate
experienc...
Employment Brands build
from the inside out
People need
to feel valued
Employment Brands are
nurtured by companies
providing the best
conditions to work
If our employees are
unhappy… they will share it
and any Employment Brand
marketing won’t be authentic
Candidates and employees are not afraid
to say what they think
Why Autodesk?
• Cool, innovative products with amazing reach
• Important company whose software is used to solve important...
Global corporate challenge:
A fit & healthy company
Kids at Autodesk days
Go karting with F1 drivers
Global football
competition in Italy
MyAutodesk Global photo competition
CEO celebrates Autodesk being one of
FORTUNE’s 100 Best Places to Work
Office curry nights!
Bring your dog to work
Fun use of office wall
space- A-Z games
Autodesk flash mobs
The Queen
even stopped
by to celebrate
her Jubilee
Interns:
Living the Dream
Student design competitions:
Design the next Ferrari supercar!!!
Constant global communication
Communicate
Communicate
Communicate
Letting the
people speak…
and listen Annual Employee
Engagement Survey
All this activity…what’s a
measurement of success?
Great Places to Work—
The Employees Speak!
58
Best Places to Work
Recognition
People want relationships with people…
not faceless companies
Humanizing the brand key
Hence our focus on revealing the people behind the brand
The New Recruiting
Recruitment 3.0
Why do recruiters spend so much
time focused on the active market?
Not everyone’s looking..
Loo
ki…
Not
L…
Like everyone we have
sourcers who target the
best talent …
Building relationships
and communities is key
Recruitment 3.0
Recruitment 3.0
Communities /
Talent Pools /
Puddles
Passive Pool
(Non-active)
Active
Sourcing
E-Branders/
Marketers/
Community DJ’s
Recruiters
Process
Mass CommunicationActiv...
Active Candidates
Most people are happy in their current jobs
and not looking BUT if presented with the
right opportunity ...
Everyone is a potential candidate or brand ambassador. Our job is to create the interest… ‘we create candidates’
Best
Talent
Employment Brand
Ambassadors
Corporate Manufactured
Community
• Not everyone in a Corporate Community is
hirea...
Targeted Less Targeted
Community
Sourcing Team:
Mapping
Targeted Advertising eg Facebook
ATS / Database (Already a
Communi...
Crowdsourcing of candidates (4.0)
Power of the crowd
New Ideas….
Sales
Associa
tion
25,921
End to
End
Web
Develop
ers
24,170
. Net People
76,324
HR
Professionals
70,355
Java
Developers
94...
Building a Community is not about a collection
of random individuals from Social Networks
imported into a manufactured com...
Most recruitment communication
is boring…
yes…
boring...
Active
Engagement
Humanizing the
Brand
Mobile apps
Facebook fan page
Twitter page
LinkedIn discussion
groups
Blog site
You...
Recruitment 4.0
Gamification
• Gamification is not about creating
games but a philosophy…
how we learn engagement from
gam...
“Is using game
mechanics/methodology
to inspire engagement in
activities that otherwise
would be considered
boring or rout...
Fake or Foto:
One of our first Autodesk games
Fun content revealing behind the brand
Employees dressing up!
Let me introduce you to the
Autodesk communities
We love a good gossip!!
People are naturally social and
conversational (Recruitment 3.0)
Raise your hand…
If you found your
current job as a
direct result of
Facebook?
Raise your hand…
If you would search for a new job
today via Facebook?
Autodesk’s Facebook
strategy is around
Employment Branding
and taking candidates
on a journey…
Facebook may be great for r...
You are not in control of what people
are saying (Recruitment 3.0)
Raise your hand…
If you would follow a company’s Twitter feed,
which is a list of jobs hyperlinked back to the
careers sit...
So why are companies doing it?
Are people that dull that they
sit looking at job links on
Twitter all day?
SEO
Strategy
Communities go mobile
Explosion of mobile
across the globe
5B Mobile Phones and 6.9B People
Rank Country # of Mobile Phones Population % of Popu...
Honest.. no holds barred…
Mobile app has been a challenge
Why?
Only get one chance to
persuade people to download.
Not just recruiting
on the go
Not just PR
about Autodesk and
our products
Humanizing
A place to
engage and learn
A place to be entertained
and compete
Updating our
corporate careers
site has been
challenging
Honest...
no holds barred
Our corporate careers site Last year we decided it
had to go….
We hoped to reveal the
updated site to you
today
But no go…..
We’ve spent months meeting creative
agencies and reviewing
concepts to no avail.
They just did not get it….
We did not want a site focused on job
openings and corporate information….
we want people coming back for more.
Engaging c...
ROI and Metrics
• Our challenges: No centralized reporting
dashboard. Reporting in different areas
including ATS, Social M...
The Future of Recruiting - 5.0
Personal data in the cloud
Our DNA data footprints
in the cloud
Obsessively knowing your audience
We know what you like!
Facial recognition:
Linked to LinkedIn profile?
For candidates…jobs on a plate
For companies, profiled candidates, behaviourally
scanned, psychologically evaluated based on traits
Predictive profiling /
occupational psychology
Candidate cloning
‘Create’ your own candidate
Death of the ATS
Employment brands merging
Differentiation minimal
Augmented Reality
Disruptive marketingDISRUPTION
The Recruiter of the future?
London is the
party capital of
the world!!!
Talent Connect
London Key
Takeaways
Key takeaways
• ‘Nurture your Employment Brand’ from inside – out
• Social Media Matters- Build Communities
• Innovate, ch...
We can make or break a company
and find that missing piece
Let’s celebrate what we do
Lets head in ‘One direction’…… &
make Recruitment a Great Profession
Follow us @matthewjeffery
Thank you!
Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story
Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story
Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story
Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story
Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story
Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story
Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story
Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story
Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story
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Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story

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In the summer of 2011, Matthew Jeffery of Autodesk published two recruitment articles: "A Vision for the Future of Recruitment: Recruitment 3.0," and "Recruitment 4.0: Crowdsourcing; Gamification; Recruitment as a Profit Centre” and, “the Death of Recruitment Agencies." Their impact is still being felt throughout the industry today. A year later, what's the story? How much has been implemented by Autodesk? What has worked? What could not be implemented? And what is pure theory and will never see the light of day?

In this keynote, Jeffery will reveal the inside story. Hear about Autodesk’s use of social media, the cutting edge mobile recruitment app, new corporate careers website and disruptive recruitment marketing practices...hear the highs and the lows...the mistakes and the glory. Expect key learning’s and takeaways in a very honest, no holds barred session.

In addition, Jeffery will share an exclusive look at the conclusion of their research: "What is Recruitment 5.0: The Final Chapter of Recruitment" and conference attendees will be the first to receive a copy of this ground-breaking report.

Publié dans : Business

Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story

  1. 1. Matthew Jeffery Head of EMEA Talent Acquisition & Global Talent Brand, Autodesk @MatthewJeffery
  2. 2. opening statement BIG Bold
  3. 3. NO COMPANY has mastered the new recruiting….be it use of social media…. e-branding….mobile But it’s kinda fun taking giant leaps……
  4. 4. Where to start? What’s first? Why the need for a new recruiting?
  5. 5. What is driving the need for change? Recruiting is evolving……
  6. 6. Global WAR for ‘top’ talent
  7. 7. We’re competing to hire the BEST!
  8. 8. The experienced talent pool is shrinking
  9. 9. Industries are converging Consumer FMCG Biotech Mobile Banking IT Media Government Film/Games Clean Tech Healthcare Same/similar talent is being sought
  10. 10. Average time in role: Less than 2 years Company loyalty is changing…..
  11. 11. In-House:  Direct Sourcing Employee Referrals  Internal Database  SEO/SEM/CRM  Social Media  Web 2.0 Networking  Employment Branding  University Pipeline
  12. 12. Internal recruiting = recruiting excellence Internal recruiters know the business and are better at selling their company with passion
  13. 13. Changing Demographics Working longer, retiring later Graduates seeking work
  14. 14. So many solutions!!!
  15. 15. Competitors are mapping out your talent and are speaking to your staff. RIGHT NOW!
  16. 16. Lazy recruiters damage the credibility of our profession
  17. 17. Many recruiting leaders happy to maintain the status quo and not challenge or be challenged
  18. 18. Who said recruiting was easy! Feels like we need six arms
  19. 19. Given all these variables, we need to to be sharper, more efficient and better than our competitors. CHANGE
  20. 20. And yet our goal …to hire the best… with… HAS NOT CHANGED
  21. 21. PREDICTABLE TALENT PIPELINE Achieved through direct sourcing, relationship building, employment branding & social media The ultimate goal
  22. 22. Added to all these challenges of hiring the best… We have our own extra challenges
  23. 23. Our Biggest Challenge?
  24. 24. **Image courtesy of LightStorm Entertainment World leader in 3D Design, Engineering and Entertainment Software
  25. 25. Shifting to a focus on cloud, mobile and social we have to change perceptions of Autodesk in the market.
  26. 26. Attract new skill sets while offering something unique Our goal:
  27. 27. The New Recruiting
  28. 28. The core philosophies of 3.0 • Not everyone’s looking for a new job • Everyone is a potential candidate or Brand Ambassador • Employment brand is pivotal to your success in attracting candidates • Candidate experience is more than a bounce back email • Understanding the psychology of people • You are not in control of what people are saying • Building relationships and communities is key (hence importance of Social Media) • Content is King: Don’t make recruiting boring Recruitment 3.0
  29. 29. The core ideas of 4.0 • The idea that recruiting can move from being a cost centre into a profit centre • The end of external recruiting agencies • Job boards folding and repurposing • Companies hiring through crowdsourcing and external referrals • Gamification shapes sourcing strategies and underpins content stickiness • Companies subjected to global reviews by crowdsourcing and the wisdom of the crowd Recruitment 4.0
  30. 30. Let’s explore some of the ideas… What works for us?
  31. 31. Employment Brand is pivotal to our success. Recruiters are Sales/Marketing professionals.
  32. 32. …a person’s gut feel / interaction with a product, service or organization. A BRAND IS…
  33. 33. We can try and position, message and influence perceptions but an Employment Brand is based on the interactions with a brand be it employees, consumers, products, services
  34. 34. What differentiates a company to make it unique? So why don’t we create compelling work environments & candidate experiences?
  35. 35. Employment Brands build from the inside out People need to feel valued
  36. 36. Employment Brands are nurtured by companies providing the best conditions to work
  37. 37. If our employees are unhappy… they will share it and any Employment Brand marketing won’t be authentic
  38. 38. Candidates and employees are not afraid to say what they think
  39. 39. Why Autodesk? • Cool, innovative products with amazing reach • Important company whose software is used to solve important design challenges and foster sustainable design • Employees are treated with respect
  40. 40. Global corporate challenge: A fit & healthy company
  41. 41. Kids at Autodesk days
  42. 42. Go karting with F1 drivers
  43. 43. Global football competition in Italy
  44. 44. MyAutodesk Global photo competition
  45. 45. CEO celebrates Autodesk being one of FORTUNE’s 100 Best Places to Work
  46. 46. Office curry nights!
  47. 47. Bring your dog to work
  48. 48. Fun use of office wall space- A-Z games
  49. 49. Autodesk flash mobs
  50. 50. The Queen even stopped by to celebrate her Jubilee
  51. 51. Interns: Living the Dream
  52. 52. Student design competitions: Design the next Ferrari supercar!!!
  53. 53. Constant global communication
  54. 54. Communicate Communicate Communicate
  55. 55. Letting the people speak… and listen Annual Employee Engagement Survey
  56. 56. All this activity…what’s a measurement of success?
  57. 57. Great Places to Work— The Employees Speak!
  58. 58. 58 Best Places to Work Recognition
  59. 59. People want relationships with people… not faceless companies Humanizing the brand key
  60. 60. Hence our focus on revealing the people behind the brand
  61. 61. The New Recruiting Recruitment 3.0
  62. 62. Why do recruiters spend so much time focused on the active market? Not everyone’s looking.. Loo ki… Not L…
  63. 63. Like everyone we have sourcers who target the best talent …
  64. 64. Building relationships and communities is key Recruitment 3.0
  65. 65. Recruitment 3.0 Communities / Talent Pools / Puddles
  66. 66. Passive Pool (Non-active) Active Sourcing E-Branders/ Marketers/ Community DJ’s Recruiters Process Mass CommunicationActive vs. Passive Talent
  67. 67. Active Candidates Most people are happy in their current jobs and not looking BUT if presented with the right opportunity will move. Hence while they are passive…. they are active.
  68. 68. Everyone is a potential candidate or brand ambassador. Our job is to create the interest… ‘we create candidates’
  69. 69. Best Talent Employment Brand Ambassadors Corporate Manufactured Community • Not everyone in a Corporate Community is hireable or desirable: • The vast proportion are not…hence the need to ensure they become Brand Champions who engage / join in discussions and show an interest
  70. 70. Targeted Less Targeted Community Sourcing Team: Mapping Targeted Advertising eg Facebook ATS / Database (Already a Community of its own but Untapped) Targeted LinkedIn Communications Job Board Advertising Specific & Corporate Generic Brand Building Social Media: Facebook Fan Page; Twitter Followers, LinkedIn Discussion Group Members, LinkedIn Corporate Page; YouTube Channel Subscribers, Blog Followers Event lists & Event names SEO / SEM How to build a Corporate Community Traditional Print Mass Market Advertising Targeted Job Board e-shots eg Monster
  71. 71. Crowdsourcing of candidates (4.0) Power of the crowd New Ideas….
  72. 72. Sales Associa tion 25,921 End to End Web Develop ers 24,170 . Net People 76,324 HR Professionals 70,355 Java Developers 94,876 CAD Commun ity 7,875 Procuremen t Professional s 107,088 Finance Club 167,296 C# Developers 36,139 iPhone Developers 31,741 LinkedIn HR 486,612 Innovating Marketing, PR, Sales Word of Mouth 144,973 Micro & Macro ‘Talent Puddles’ Sourcing Team: Pin pointing Talent Talent Branding: Massaging & Messaging LinkedIn Targeted Crowdsourcing
  73. 73. Building a Community is not about a collection of random individuals from Social Networks imported into a manufactured community. Targeting is key.
  74. 74. Most recruitment communication is boring… yes… boring...
  75. 75. Active Engagement Humanizing the Brand Mobile apps Facebook fan page Twitter page LinkedIn discussion groups Blog site YouTube channel Targeted email marketing shots Events SEO/SEM Engaging a Corporate Community
  76. 76. Recruitment 4.0 Gamification • Gamification is not about creating games but a philosophy… how we learn engagement from games.
  77. 77. “Is using game mechanics/methodology to inspire engagement in activities that otherwise would be considered boring or routine/chore.”  Making activities Social  Contents simple, fun & interactive  People want to know what other people are doing  Personalisation/humanisation e.g. Avatars  Encourage sharing of content in the community  Getting friends involved to encourage ‘virality’  ‘Gifting’  Reveals at certain times of the day  Competition against friends / leader boards  ‘Easter Eggs’, hidden features on your site  Enabling unique experiences / personalisation  Progress Bars  User Generated Content
  78. 78. Fake or Foto: One of our first Autodesk games
  79. 79. Fun content revealing behind the brand
  80. 80. Employees dressing up!
  81. 81. Let me introduce you to the Autodesk communities
  82. 82. We love a good gossip!! People are naturally social and conversational (Recruitment 3.0)
  83. 83. Raise your hand… If you found your current job as a direct result of Facebook?
  84. 84. Raise your hand… If you would search for a new job today via Facebook?
  85. 85. Autodesk’s Facebook strategy is around Employment Branding and taking candidates on a journey… Facebook may be great for recruiting some high volume roles today but will it help you build a pipeline of… • UX Mobile Designers • Sales Directors for Russia • Java Developers
  86. 86. You are not in control of what people are saying (Recruitment 3.0)
  87. 87. Raise your hand… If you would follow a company’s Twitter feed, which is a list of jobs hyperlinked back to the careers site if you were not looking for a job?
  88. 88. So why are companies doing it? Are people that dull that they sit looking at job links on Twitter all day?
  89. 89. SEO Strategy
  90. 90. Communities go mobile
  91. 91. Explosion of mobile across the globe 5B Mobile Phones and 6.9B People Rank Country # of Mobile Phones Population % of Population - World Over 5 Billion 6,909,500,000 1 China 896,200,000 1,341,000,000 67.10 2 India 826,930,916 1,210,193,422 69.19
  92. 92. Honest.. no holds barred… Mobile app has been a challenge
  93. 93. Why? Only get one chance to persuade people to download.
  94. 94. Not just recruiting on the go
  95. 95. Not just PR about Autodesk and our products
  96. 96. Humanizing
  97. 97. A place to engage and learn
  98. 98. A place to be entertained and compete
  99. 99. Updating our corporate careers site has been challenging Honest... no holds barred
  100. 100. Our corporate careers site Last year we decided it had to go….
  101. 101. We hoped to reveal the updated site to you today
  102. 102. But no go….. We’ve spent months meeting creative agencies and reviewing concepts to no avail. They just did not get it….
  103. 103. We did not want a site focused on job openings and corporate information…. we want people coming back for more. Engaging content and real employees. Dare we say fun?
  104. 104. ROI and Metrics • Our challenges: No centralized reporting dashboard. Reporting in different areas including ATS, Social Media Communities, SEO, Job Distributors.
  105. 105. The Future of Recruiting - 5.0
  106. 106. Personal data in the cloud
  107. 107. Our DNA data footprints in the cloud
  108. 108. Obsessively knowing your audience
  109. 109. We know what you like!
  110. 110. Facial recognition: Linked to LinkedIn profile?
  111. 111. For candidates…jobs on a plate
  112. 112. For companies, profiled candidates, behaviourally scanned, psychologically evaluated based on traits
  113. 113. Predictive profiling / occupational psychology
  114. 114. Candidate cloning ‘Create’ your own candidate
  115. 115. Death of the ATS
  116. 116. Employment brands merging Differentiation minimal
  117. 117. Augmented Reality
  118. 118. Disruptive marketingDISRUPTION
  119. 119. The Recruiter of the future?
  120. 120. London is the party capital of the world!!! Talent Connect London Key Takeaways
  121. 121. Key takeaways • ‘Nurture your Employment Brand’ from inside – out • Social Media Matters- Build Communities • Innovate, challenge the status quo and take risks
  122. 122. We can make or break a company and find that missing piece
  123. 123. Let’s celebrate what we do
  124. 124. Lets head in ‘One direction’…… & make Recruitment a Great Profession
  125. 125. Follow us @matthewjeffery Thank you!

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