Beyond the Hype_Marvin Smith

8/14/2019 Beyond the Hype_Marvin Smith

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Web 2.0: Beyond the Social Recruiting Hype

Microsofts Approach to Building Talent

Pipelines and Communities

Web 2.0 Talent Acquisition Summit


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Agenda: Web 2.0Microsoft

ApproachDiscussion|Q&A


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Agenda: Web 2.0


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Target Audience Is Online

Target Audience Is DoingWhat TheyWant

Provide Elegant Organization

How Can You Do It Better?

Mark Zuckerberg, founder Facebook


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Digital Natives

Digital Immigrants

Digital Retards

Digital Refugee


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Digital Accent


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My Perspective

Digital Refugee turned Digital Immigrant(applied for Digital Citizenship)

20+ years of third party search, combinedwith 10+ years of corporate recruiting (3.5

years at Microsoft) Beginning our 3rd year of pipelining & talent

community rollout ($8.5 Billion; 9,000employee division)

Microsoft Rollout

Digital Accent


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Web 2.0 Truths-the Why

Links Are the Glue We Are Not

In Control

Networks Are

Based OnRelationships


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Resume DB

Search Engines

Social Networks

Social Media

Email/Referrals

Corporate Sites

(Direct)

Off Line Media

Sourcing Activity

Think: Links

The Link changes the fundamentalarchitecture of societies and

industries the way steel girders and

rails changed how cities and nations

were built.Jeff Jarvis
http://blogs.msdn.com/blogfiles/klevereblog/WindowsLiveWriter/Bingishere_A002/bing-logo_2.jpghttp://www.xbox.com/en-US/default.htmhttp://blogs.msdn.com/blogfiles/klevereblog/WindowsLiveWriter/Bingishere_A002/bing-logo_2.jpg


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Think: You Are Not In Control

Craigslist

Communities do not want to be managed, they want to be cared for

Your customers decide what your brand isyou do not.

l k


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Your target audience

has moved online

People are seeking

relationship

Virtual Third Places

Guanxi

Reasons for Joining

Community*

Meet

People-78%

Entertainthemselves-47%

Learn

Something

New-38%

InfluenceOthers-23%

*Source: Complete Inc

People join

multiple

communities

Than 100% =

Multiple Reasons

for joining

community

(guan-shee )

We Must Go Where

They Are!


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Web 2.0 Recruiting-the Why

Evolution of

Social Web &Recruiting

Evolution of

Marketing

TalentStream

Model


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1990-1995 1995-2005 2005- ?

June 2009

Monster.com

14.5 million visitors

*Source: comScore Media

Metrix

June 2009- Google.com

301 Million Job Searches

> 10 Million Searches Per Day

*Source: Google Adwords
http://upload.wikimedia.org/wikipedia/en/7/75/Netscape_classic_logo.pnghttp://en.wikipedia.org/wiki/File:InternetInABox.jpg


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Timing Of The Five Overlapping Eras

April 2009 The Future Of The Social Web

Individuals assemble and connect with each

other in online groups.

Social networks become

operating systems.

Every Web site is now social,

even if it doesnt choose to be.

Web sites deliver personalized content

to visitors.

Online groups supplant brands.

R t ti

M k i T d


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Prehistoric

Pre-Web

Web 1.0

Web 2.0

Mass Marketing-TV,

Radio, & Print (used

demographics)

Direct Mail,telemarketing,

catalogs, etc

(demographics +

lifestyle medical &

diet)

Social webmarketing:

customers are

more in control of

what they read,

hear & watch

Common Interests

Do (Behaviors)

Feel (Attitudes)

Think (Interests)

Reputation

Aggregators

Blogs

E-communities

Social Networks

Marketing Trends

It Pays To Advertise


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Find or BeFound

Engage &Converse

BringValue

Build Trust

&

Relationship

Review &Improve

Repeatthe

Process

TalentStream Model

1. no strings

2. SeedCommunity

3. One of Us

1. Transparent

2. Care About Brand

3. Share Experiences

1. Guanxi

2. Trust strangers

3. NurturingRelationships

(multiple touches)

1. Do (Behaviors)

2. Feel(Attitudes)

3. Think

(Interests)

1. Listen to the

audience

2. Test The New3. Rapidly changing

landscape


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Microsoft Approach


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Microsoft Approach

Talent Acquisition

Strategy

Segments of

Talent Supply

Microsoft Talent

EngagementModel


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ATS

Ta

lentCommunities

TalentStreamS

trategy

Training(tech)

SEO

(passive&act

ive)

A Diverse Global Target Audience

Web 2.0 Talent Supply Foundation of Talent Acquisition Strategy

Talent

Acquisition Strategy

Events(live&online)

Talent

Id

entification

Talent

Engagemen

tPillar

=Tactics


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Not

Looking34%

Passively

Looking32%

Casual

Looking20% ActivelyLooking14%

Source: Bureau of Labor Statistics

Segments of Talent Supply


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Visitor / PassiveTalent

Communities

Applicant

Candidate

Employee

Alumni

Not Hired

News Screened Out

Non-Applicant

Agents

RSS

Referrals

SEO/

SEM

TalentStream

Campaigns

Live &

Virtual

Events

Events

Microsoft Talent Engagement Model Apply or

Goodbye

NotLooking

34%

PassivelyLooking

32%

CasualLooking

20%

ActivelyLooking

14%

Boomerang


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NotLooking

34%

PassivelyLooking

32%

CasualLooking

20%ActivelyLooking

14%

*DesperatelyActive

*RationallyActive

*OccasionallyActive

*Inquisitive

Passive

*AttainablePassive

*Ungettables

Passive

*LoyalPassive

*Source: Recruiting Roundtable

The Job Search Cycle

CreativelyActive

Numerous

wonderful

Microsoft

employees

reached out to

help and I was

pleased and

flattered by their

responses.Eric Barker, Aug 11th,

2009


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NotLooking

34%

PassivelyLooking

32%

CasualLooking

20%ActivelyLooking

14%

Very DifficultTo Source

DifficultTo Source

Very EasyTo Source

EasyTo Source

Difficulty To Source

Source: Bureau of Labor Statistics


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*83% of Active Wantto Hear About Jobs

*42% Want toHear About

Jobs

One-off | RequisitionBased TalentEngagement

Activities

NotLooking

34%

PassivelyLooking32%

CasualLooking

20%ActivelyLooking

14%

Target Audience Will Listen

*Source: Recruiting Roundtable


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Target Audience Will Listen

Less than onceper year

14%

Once Per Week

11%

Several Times

Per Month

15%

Once Per Month12%

Once Every

Two Months

9%

Once Every

Three Months

14%

Once Every Six

Months

16%

Once Per Year9%

% Audience

Source: Recruiting Roundtable

> 50 % Electronic

Outreach Preferred

72% Hear from

either Recruiter or

Hiring Manager

M th d U d t R h T t A di


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Pro

jectrelated

SEEKING:White PapersTools

WebinarsTraining

Q&A

CHANNELS:Search Engines - Social Networks

Industry Sites & Events - Employee Relationships

SEEKING:Training

Salary/PayResumeCareers

TOOLS:Email & Social

ReferralMarketing

TOOLS:CRM, Email

& Events

NotLooking

34%

PassivelyLooking

32%

CasualLooking

20%ActivelyLooking

14%

Methods Used to Reach Target Audience

Very Difficult

To Source

Difficult

To Source

Very EasyTo Source

EasyTo Source

Web Activities & Online Interests

Seeking =

content

Channels =

How to Reach


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Case Study

Business Case

Mobile

Communications Team

Needprescreenedprospects

Seattle area only

Target Audience

Active to Casually

looking

Tactic: live event

Easy to source


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Talent Engagement Techniques

Active

Very Easy to Source

Passive

Difficult to Source

Not Looking

Very Difficult to

Source

SEO SEO Requisition Based

Sourcing Tactics

Postings TalentStream

Referrals Live Events Boolean Search

Tactics

Sourcing Web Events Deep Web Tactics

Casual

SEO

TalentStream

Live Events

Web Events

Impacted Employee

List

RD List Marvin

Software Target

List

Total

Identified

Prospect

184 358 2400 3865

SC Initiated

Contact

135 196 83 414

Sent Event

Invite

115 187 53 355

Coming to

Event

21 119 44 184

Confirmed

RSVP

We Hiring In Seattle Totals

Identified Prospects 3865

Sent Invitation 355

Confirmed RSVP 184

RSVP Attended 129

Non invited attendees

/Referrals

21

Final Attendance 150

Invited to next steps -

Interviews

76

Easy to Source

If you want 50 attendees to an

event

eMessage target list of 1000

3 eMessages will result in

>8% response or 83 RSVPs

38% no show rate (so really 5%

of invitees attend)

51/83 will show up to the

event

40% of attendees move to

interview process41% invited for full loops

30% No Shows

51% Move to Tech Screen

38% = Less No Shows

40% = Higher Quality

Target Audience: Software Engineers (no relo)

Business Case: Event for Mobile Communications Team

Bench

markM

etrics

Tactic: Live Local Event


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Talent Engagement Techniques

Active

Very Easy to Source

Passive

Difficult to Source

Not Looking

Very Difficult to

Source

SEO SEO Requisition Based

Sourcing Tactics

Postings TalentStream

Referrals Live Events Boolean Search

Tactics

Sourcing Web Events Deep Web Tactics

Casual

SEO

TalentStream

Live Events

Web Events

Impacted Employee

List

RD List Marvin

Software Target

List

Total

Identified

Prospect

184 358 2400 3865

SC Initiated

Contact

135 196 83 414

Sent Event

Invite

115 187 53 355

Coming to

Event

21 119 44 184

Confirmed

RSVP



Sent Invitation 355

Confirmed RSVP 184

RSVP Attended 129

Non invited attendees

/Referrals

21


Invited to next steps -

Interviews

76

Easy to Source

If you want 50 attendees to an

event

eMessage target list of 1000

3 eMessages will result in

>8% response or 83 RSVPs

38% no show rate (so really 5%

of invitees attend)

51/83 will show up to the

event

40% of attendees move to

interview process41% invited for full loops

30% No Shows

51% Move to Tech Screen

38% = Less No Shows

40% = Higher Quality

Bench

markM

etrics


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Pro

jectrelated

activities

SEEKING:White Papers

ToolsWebinarsTraining

Q&A

CHANNELS:Search Engines - Social Networks

Industry Sites & Events - Employee Relationships

SEEKING:Training

Salary/PayResumeCareers

TOOLS:Email & Social

ReferralMarketing

TOOLS:CRM, Email

& Events

NotLooking

34%

Passively

Looking32%

CasualLooking

20%ActivelyLooking

14%


Very Difficult

To Source

Difficult

To Source

Very EasyTo Source

EasyTo Source


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Case Study

Business case

New technology that

changes face of gaming

Begin to educate thepotential audience for

products

Science: people want to

continue their training

Target Audience

New Technology Offering

Drive to a created page for

information on new tech Passive to Ungettable type

of audience

1st step in building

relationship


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Channel Engagement Activities

Active

Ads, Keyword

searches

Casual

Personal &

Business Networks

Passive

Career

Development

Content

Not Looking

Project Related

Content

Key Words-jobs Resume-How To Tech Briefing White Papers

Job Boards Salary Info Networking Events Tools

Personal Networks Personal

Networking

Sponsorship at

Conferences

Webinars

Salary Info Business Networks Inside Scope Training

Social Networking Social Networking Social Networking Social Networking


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Channel Engagement Activities

Active

Ads, Keyword

searches

Casual

Personal &

Business Networks

Passive Not Looking

Career

Development

Content

Key Words-jobs Resume-How To White Papers

Job Boards Salary Info Networking Events Tools

Personal Networks Personal

Networking

Sponsorship at

Conferences

Webinars

Salary Info Business Networks Inside Scoop Training

Social Networking Social Networking Social Networking Social Networking

Additional

Training

Desired inthe next 5

years*

Gen Y 78%

Gen X 84%

Boomers 81% *Kelly Services April2009

Tech Briefing

Career

Development

Content


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Sent email to 2847

1764 or >70% Visited

Interests of PassiveGame Prospects


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Final Thoughts

Interactivity has it limitations.

Some people are simply wrong.

Others are asses. Some need their

meds. But dont let them ruin the

partyJeff Jarvis


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Discussion


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@talentcommunityhttp://www.linkedin.com/in/marvsmith

[email protected]
http://www.linkedin.com/in/marvsmithhttp://www.linkedin.com/in/marvsmith

Documents

Beyond the Hype_Marvin Smith