Rt webinar 022912

The Talented Community

Driving Long Term Engagement In Talent Communities

Recruiting Trends WebinarWednesday, February 29, 2012

featuringMaster Burnett – Director of StrategyLucian Tarnowski – Founder & CEO

Topics for today

• Explore how social technologies are evolving talent management practices and the workforce

• Look at the role online communities play

• Discuss how to get started building talent communities

• Explore how to drive long term engagement

• How to measure your efforts

Keep it as casual as a webinar can be

I like to take questions throughout, so by all means please submit using the Q&A

tool as thoughts arise.

Social Technologies Are Changing the Game

How Talent Management Practices, The Nature of Work Itself and the Structure of the Workforce are Changing

Social technologies are not just other tools

Fundamental shifts - content

• Authority User Generated– Influence (trust factor)• Authenticity• Tolerance

• Broad/Generic Niche Relevance–Numerous Channels, Fragmentation–Noise

• Buying Visibility Earning Visibility– Social Trending/Discovery

AGILEInnovate Contain CostExpand into New Markets Customer Centric

Fundamental shifts – talent management• Linear Lattice Career Progression– Flatter, Virtual, Collaborative, Project

Based

• Accelerated Mobility– Time in Tenure, Development Cycle

• Formal Informal Learning– Social Collaboration, Learning Networks

• Silo’d Integrated Resourcing– Full Time Alternatives

• Complexity

Fundamental shifts – nature of work

1960

2012

Complex Knowledge Work

Team BasedCollaborative

Technical

Time PressuredMobile / Virtual

Task Oriented

Individual Contributor

Generalist SkillsPredictable Workload

Geographically Dependent

Fundamental shifts - workforce

1960 1970 1980 1990 2000 2010 20200

20

40

60

80

100

EmployeesTemporaryConsultantContractorOSP

New talent community!

Alumni

CollegeIntern/Early

ExperiencedExternal

CurrentEmployees

Converting/NewContractors

ServiceProviders

StrategicPartners

Unless you terminate your entire workforce and start over from scratch, your future workforce will always contain:

The Role of Online Communities

What is an online community?

An online community is a group of people with similar goals or interests that connect and exchange information using web tools.

. . .An online talent community is a group of people that share an affinity for an organization, profession or skill that connect , share opinions, exchange information, and collaborate using web tools.

Three distinguishing points

Connects Organization/Profession/Skillwith all Stakeholders Groups

Connects Members toOther Members

Connects Members toNon-Members (Discovery)

COMMUNITY

What’s not a talent community

Any centralized database of individuals (applicants, candidates, direct sourced

targets, etc.)

Role in the modern world

• Online communities are the new “meeting places” for digital citizens across the globe

• They form the backbone of the modern support system

• They are where content gets discovered

• They are where discussions happen whether you participate or not

• They are where perceptions are formed, vetted and cemented

What talent communities can enable:• True Employer Branding– Segment, share/listen, test alignment

• Broader Talent Ecosystem Engagement– See talent across all labor types

• Discover Talent Otherwise Overlooked– Added insight, pre-applicant assessment

• Cultivate / Grow Future Talent–Mentor, influence, educate/develop

• Leverage Brand Army

Getting StartedKey Action Steps, Success and Failure Factors

Key action steps – the basics

Define how and what you want members to do2

Understand your target member(s)1

Design a community that delivers value to all3

Set realistic expectations4

Plan for the internal change management needed to support talent communities and community mgmt

5

Be realistic about allocating resources6

Warning: Crass lesson coming

Nothing grows in a sandbox … especially one littered with crap!

Healthy communities are like gardens

• You have to seed them (content and interaction)

• You can’t put some plants together

• You need to fertilize infant plants

• You have to manage pests

• You have to eliminate rotten matter

• You need to split them when they grow to large

• Your results grow as your skills grow

• It takes time!

Success factors – beyond the basics

• Great Community Manager – Dedicated champion of transparency– Solicits/drives interaction– Doesn’t judge– Capable of engaging with different audiences– Promotes diversity of thought and inclusion

• Build in rewards for desired member activity• Connect to offline events• Build on member commonalities• REMEMBER: It’s not about YOU!

Failure factors

• Assuming all professions are created equal– If existing CoP’s cannot be found, you face

an uphill challenge

• Focusing solely on the technology• Not dedicating time/resources• Delivering little/no value• Locking down the target member too

tight• Not designing for interaction

Keeping Your Audience Engaged

It’s Just Like Any Other Relationship

Six keys to successful TC engagement

Dedicated Time Together2

Common Interest1

Two-way Communication3

Tolerance for Honesty4

Authenticity / Empathy5

Opportunity to Grow Together**6

Design for engagement

Curious Applicant Pipelined Newly Hired Ambassador

Alumni

Employee

Contractor/ Consultant

Outsourced Service Provider

Competitor

Intern

Aspiring Employee

Other Stakeholder

This is the only segment that values job announcements.

This movement requires a planned experience.

Measuring Your EffortsFocusing on the Wrong Measure Will Drive the Wrong Activities

Common Community Measures

• # of Unique Visitors• Conversion Rate of Members• # of repeat Visitors• Average time between repeat visits• # of minutes spent in community• # of referrals per time period• Conversion rate of referrals• # of interactions per member

Questions?master@bravenewtalent.com

About BraveNewTalent

BraveNewTalent – The Talented Community

BraveNewTalent is a community platform that bridges the gap between:

• Education • Skills• Employers

Start by building a primary community

Use custom landing pages to invite

Drive tagged audiences to your community

BraveNewTalentCommunity

PlatformEmail

Campaigns

LinkedInAdvertising

TwitterAdvertising

SEO/SEM

PrintAdvertising

News

Word of Mouth

FacebookAdvertising

BraveNewTalent allows organisations to leverage their internal knowledge experts, aspiring leaders, alumni, customers, strategic partners, vendors, etc. to cultivate the next generation workforce by engaging in dynamic multi-party, multi-modal conversations focused on skills and the application of skills inside organizations.

Companies using BraveNewTalent

Contact us:

Master Burnett Lucian Tarnowskimaster@bravenewtalent.comlucian@bravenewtalent.com(408) 421-8255 +44 845 226-9049Twitter: @masterburnett @LucianT

@bravenewtalentwww.bravenewtalent.com