How to build your
online recruitment strategy
James Purvis, Head of Talent Acquisition, CERN
About CERN
•
•
•
•
•
•
•
•
World’s largest particle physics centre
World’s largest scientific instrument
1954: Europe’s first joint ventures
2013: 23 member states
1bnCHF budget
2500 staff
200 - 1000 recruits pa
10,000 visiting scientists
(half of world’s particle physicists)
Studying 13.7bn years of attraction & selection!
4th July - Discovery of Higgs
Over 40 years of searching
“Greatest scientific discovery of the millennium”
Analysis of reaction on Social Media
The LHC:
Large Hiring Challenge
Achieving great science…
requires great talent…
…yet we recruit very few physicists!
CERN is a great place to work!
“The incumbent will take an active part in
all questions related to scientific information”
… but we can make it sound really boring!
Recruitment 1.0
Describing a task/need
CERN is ….
Dept X does…
Group Y implements….
We need….
•
•
•
•
Bulleted
List
Of
Needs
Both men & women can apply
Results
• Delays
• Low quality
• No sourcing
• No advertising
• No brand
• One-step process
typical candidate reaction
• Few quality candidates
• Low satisfaction levels
Social media
How can you be heard?
500 million tweets a day!
16 years of content uploaded per day!
4.5 billion daily likes
I’m recruiting…
can you hear
me?
288,000 conversations a day
Getting started
Sort out your EVP
“Your EVP can be thought of as your
Higgs field for attracting talent”
Design a Social Media Strategy
Employer
branding clips
Interview
process
Youtube
Job insights
Facebook
Social
Misc
Twitter
Online
Professional
Tumblr
Careers fairs
Sourcing
strategy
Job boards
Print
Agencies
Candidate DB
“If you don't know where
you are going, any road
will get you there.”
The Cheshire Cat
Make time
Reduce the time consuming activities
Reduce
print
adverts
Reduce career
fair
organisation
with low ROI
Implement
multiposting
for adverts to
job boards
Replace
telephone
screening
with
asynchronous
web
European Multiposting
www.cern.ch/jobs
Reaching 20 countries with
one single click!
Big Data - Evidence Based HR
Asynchronous Web interviewing
Case study
Reduces costs & Increases quality
300+ appl.
Video interview
-
15 candidates
7 viewers
5 onsite
1 hire
15 cand.
5 interviewed
1 selected
The channels
@cernjobs
Twitter
Quick & Easy to setup
Shared account
Increases Google Pagerank
Its not about followers
youtube.com/cernjobstv
Youtube
“If I can’t picture it, I cant understand it”
Easier than you think
Set up a ‘channel’
Video is most popular media on the net
Facebook
Facebook is a platform
Becoming more important than traditional websites!
Poll
Do you have a strategy to build engagement
via facebook for recruitment?


Not examined use of facebook
Don’t consider facebook relevent for our
needs
 Have a corporate facebook page
 Have a dedicated recruitment facebook
page
 Have a stragegy in place for building
engagement on facebook
Facebook
Default page
1,374 likes
Company Page
31,352 likes
Engaged Page
220,955 likes
Each time you get a “like,” your page is advertised in the Facebook news feed…for free
Facebook for recruitment
16,106 fans
220,955 fans
Friends of fans reach > 50 million Facebook users
Facebook testimonials
Why is CERN such a great place to work?
Facebook Live Chat
6,350 people saw this post
Edgerank
“possibly the most important algorithm you
have never heard of”
∑ edge e uewede
Ue (affinity) – how friendly you are with someone
We (weight) – videos, photos, comments, likes
De (decay) – recency
You want to make a big announcement ?
Plan ahead to increase affinity first.
Courtesy of :
Engagement can’t be planned!
If you are successful…
80
70
Number of posts
60
Number of applicants
50
100 - 200
201 - 300
40
301 - 500
> 500
30
20
10
0
2007
2008
2009
Year
2010
2011
2012
Recruitment 2.0
Selling an opportunity
Are you looking for?
Do you enjoy?
Can you do?
Do you have?
-
Structured
List of
Technical &
Behavioural
Competencies
Employing a diverse and international workforce is a CERN
core value and central to our success. We welcome
applications from all Member States irrespective of gender,
age, disability, sexual orientation, race, religion or personal
situation.
•
•
•
•
•
•
•
EVP
Automated Multiposting
Sourcing & advertising
Pro-active
Multi-channel
Social & Professional Media
Multi-step process
What’s next?
The 3 wishes of our hiring managers
1.
2.
3.
Excellence
Yesterday
Low budget / no agency
(Quality)
(Time)
(Cost)
Our Recruitment 3.0 Strategy
Recruitment 1.0
•
“fill a need”
Recruitment 2.0
•
EVP + Social & Professional Media
Recruitment 3.0
“31% of Google searches
that contain the word ‘jobs’
come from mobile
devices”
Develop Referral mechanism
Implement more pro-active
sourcing
Investigate Mobile presence
1.
2.
3.
•
•
4.
5.
6.
Responsive web-design
Test the waters “going mobile”
Search Engine Optimization
Improve ATS
Diversity
Social Referral Mechanism
•
•
RolePoint, Careerify, Jobvite,
SocialReferral…
Reward? Gamification? Metrics 
Meet the team - & share the job!
Pro-active Sourcing
e.g Norwegian Technicians, using facebook graph search & x-ray
2013: The future is mobile!
App – current: prototype
“Mobile is an additional channel where presence
will be as essential as having a website”
In addition to responsive website design
“Four out of five Facebook users are
from a mobile device”
App – Possible Future
Force us to rethink apply process
Avoid the mistake of mapping existing processes
Closing Thoughts
Thinking outside of the box
Don’t forget that no-tech can work too!
Thank you for watching
james.purvis@cern.ch
If you have any questions regarding Broadbean or Recruitment Technology
and getting the most from your candidate attraction strategy, please contact
Richard Essex, Corporate Sales Director
0207 536 1661 | richard@broadbean.com
@broadbeanEMEA | www.broadbean.com