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Attracting Talent by LeveragingTalent Communities
Gautam GhoshProduct Evangelist and India Marketing Lead,
BraveNewTalentE: gautam@ravenewtalent!com
Twitter: @GautamGhoshPh: "#$%#&'((%)##*'
Blog: htt+:www!gautamlogs!com-B: htt+:www!.aceook!com/0!Blogger
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Passive recipients of
information
Active knowledge
sharers/drivers
Constrained by natural
(or psychological) boundaries
Borderless
Face to face !nvisible"
#iving within our means $ave !t All
%ob for #ife Continuous #earning
F&' '
Society is undergoing dramatic change
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omorrow"s consumers are today"s
digital natives
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Therefore *our Culture is your +mployment
Brand and your employees are yourbrand ambassadors
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Social technologies are not just other tools
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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
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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
Silod Integrated Resourcing Full Time Alternatives
Complexity
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T/E 02LE 2- 2NLINE32MM5NITIE1
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What is an online communityAn online community is a group of people
with similar goals or interests that connectand exchange information using web tools.
. . .
An online talent community is a group ofpeople that share an affinity for anorganization, profession or skill that connect, share opinions, exchange information, andcollaborate using web tools.
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Three distinguishing !ointsConnects Organization/Profession/Skillwith all Stakeholders Groups
Connects Members toOther Members
Connects Members toNon-Members (Discovery)
COMMUNITY
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What"s not a talent community
Any centralized database of individuals(applicants, candidates, direct sourced
targets, etc.)
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#ole in the modern $orld Online communities are the new meeting
places for digital citizens across the globe They form the backbone of the modern
support system
They are where content gets discovered
They are where discussions happen
whether you participate or not They are where perceptions are formed,vetted and cemented
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What talent communities can
enable% True Employer Branding
Segment, share/listen, test alignment Broader Talent Ecosystem Engagement
See talent across all labor types
Discover Talent Otherwise Overlooked Added insight, pre-applicant assessment
Cultivate / Grow Future Talent
Mentor, influence, educate/develop
Leverage Brand Army
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&ey action ste!s the basics
'efine ho$ and $hat you $ant members to do(
(nderstand your target member)s*$
'esign a community that delivers value to all)
Set realistic e+!ectations'
,lan for the internal change management needed to
su!!ort talent communities and community mgmt*
e realistic about allocating resources7
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.ealthy communities are li/e gardens You have to seed them(content and interaction)
You cant put some plants
together You need to fertilize infant
plants
You have to manage pests
You have to eliminate rottenmatter
You need to split them when
they grow to large Your results grow as your
skills grow
It takes time!
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Success factors beyond the basics Great Community Manager
Dedicated champion of transparency Solicits/drives interaction Doesnt 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: Its not about YOU!
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Failure factors Assuming all professions are created
equal If existing CoPs 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
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8EEPING 9250 456IEN3EENG4GE6
Its Just Like Any Other Relationship
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Si+ /eys to successful TC
engagement
'edicated Time Together(
Common 0nterest$
T$o-$ay Communication)
Tolerance for .onesty'
Authenticity 1 2m!athy*
3!!ortunity to 4ro$ Together557
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'esign for engagementCurious Applicant Pipelined Newly Hired AmbassadorAlumni
Employee
Contractor/Consultant
OutsourcedServiceProvider
Competitor
Intern
AspiringEmployee
OtherStakeholder
This is the only segment that values job announcements.
This movement requires a planned experience.
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ME4150ING 9250E--20T1
Focusing on the Wrong Measure Will Drive the Wrong Activities
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Common Community 6easures # 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
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Content7 Conversations
Peopleinterested
Peoplewith Skills
CompanyEmployees
Attract
Develop
Engage
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4oing for$ard, !ntegrate social into recruiting
, #everage technology for upgradingskill
, Address the larger talent ecosystem -employees. candidates. partners.
customers. suppliers
, Focus on creating an open andtransparent organiational culture
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4B25TB04ENE;T4LENT
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'rive tagged audiences to your community
BraveNewTalentCommunity
PlatformEmail
Campaigns
LinkedInAdvertising
TwitterAdvertising
SEO/SEM
PrintAdvertising
News
Word of Mouth
FacebookAdvertising
rave8e$Talent allo$s organisations to leverage their internal/no$ledge e+!erts7 as!iring leaders7 alumni7 customers7strategic !artners7 vendors7 etc9 to cultivate the ne+t generation
$or/force by engaging in dynamic multi-!arty7 multi-modalconversations focused on !rofessional to!ics9