LEADERSHIP AND MANAGEMENT
Achieving Greatness Through Great Recruitment
E-Strategy Practice
Alan Whitford
+44 7971 864620
alan@e-strategypractice.com
Keith Robinson
+44 7796 523355
keith@e-strategypractice.com
Why Us?
Alan Whitford:
Over 20 years experience providing strategic and practical insights to the automation and
web-enablement of Human Resource and Recruitment Process activities throughout Europe.
Clients include Times 500 companies and software and services vendors in the Human
Resources and e-commerce arenas.
Founding board member of HR-XML Consortium European Chapter
Founder of Classified Solutions Holdings B.V. - developer of Web 2.0 solutions for recruitment
processes
Published in a number of on-line and off-line media covering technical and strategic HR and
Recruitment issues
Author: Personnel Today - Guide to Online Recruitment
Keith Robinson
25 years in the recruiting, publishing and on-line space in UK, Europe, AsiaPac and US
Experience of working with the HR community as an information provider and advisor
Launched Personnel Today
10 years board director at two of Europe’s largest recruitment advertising agencies
Last 5 years took totaljobs.com from a number 5 position to a profitable market leader
Founding partner and current chairman of The Network - the world’s largest on-line
recruitment alliance
Founder of Classified Solutions Holdings B.V. - developer of Web 2.0 solutions for recruitment
processes
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High Performance Organisation
A high performance organisation is an organisation that
achieves results that are better than those of its peer
group over a longer period of time, by being able to
adapt well to changes and react on these quickly, by
managing for the long term, by setting up an
integrated and aligned management structure, by
continuously improving its core capabilities, and by
truly treating the employees as its main asset.
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The Right People
“If we don’t get the people thing right, we lose; it’s the most
important thing in all our business”
Jack Welch, General Electric
“The ability to find and hire the right people can make or break
your business. It is as plain as that. No matter where you
are in the life cycle of your business, bringing in great talent
should always be a top priority. It is also the hardest
objective to meet.”
Michael Dell, Dell Computer
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Recruitment Greatness
Great Organisations
Great Candidates
Deliver Great
Results
Great Employees
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Business Survival Needs Great Recruitment
Europe’s working population forecast to decline by 35
million in the next 10 years
More than the amount of people who died in the Black Death in
the 13th century
Corporate Europe is going to face unparalleled challenges
Attracting top talent to its organisation
And finding people to fill positions at any level
Recruitment today in Europe is Continental
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Recruitment Is a Top Priority
Source: The Gap Between IT and Strategic HR in the UK, Taleo
Research, 2006. (Based on 100 respondents w/HR mgmt responsibilities
in UK orgs w/min. of 1,000 employees.)
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Competition for Talent is Increasing
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Candidates are Dissatisfied!
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Damage From a Negative Recruitment Experience
As a result of a bad experience in the recruitment process,
people are less likely to:
76%
Accept a job at
that company
Recommend the
company to a
friend
82%
Buy that
company's
products/services
64%
0%
20%
40%
Source: Totaljobs
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60%
80%
100%
Recruiting Is A Strategic Imperative
Enterprise Collaboration
Integration with business goals, timelines, measures
Assess existing employees
Understand skills needed, market, demographics
Knowledge of communications vehicles
Compelling sales story
Measure effectiveness of recruitment spend
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Leading the Way to High Performance
Direction, leadership
Constant feedback
loop
Corporate/board buy in
Build/execute
Communicating/relationship
building/educating line mgmt
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Funding
Alignment - HR, Marketing,
Corporate Affairs
Agreed KPIs
HR Value Pyramid
Business
Partnership
Consulting from
reactive to proactive
Transactions
Basic Administration (entry level)
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What Is Enterprise Collaboration?
The sharing of critical business intelligence within
and across the enterprise to improve a process
and/or achieve an end goal.
The purpose of HR is to act as a business unit whose
primary responsibility is to partner with and
proactively support senior management's business
objectives as they relate to human capital.
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Barriers to Collaboration
Separated At Birth - Hiring Managers and Recruiters
See jobs differently
Work on different schedules
Different evaluation and decision criteria
HR is not at the table
“…of the top FTSE 250 companies, only 20 have the people function on
the board.”
Source: Denise Kingsmill, Chair, DTI Accounting for People Taskforce, May 2003
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Enterprise Resourcing “MAP”
Strategic & Operating
Business Plan
Economic & Market Influences
Business Drivers
WORKFORCE PLAN
“the right people in the right place at the right time doing the right job”
Labour Supply Forecasting (Internal / External)
“MOVE AROUND”
“MOVE IN”
TALENT
MARKETING
Labour Demand Analysis (Internal / External)
“MOVE OUT”
INTERNAL MOBILITY & DEVELOPMENT
RECRUITING
“Media & P.R.
Strategy”
- Advertising
- Media Exposure
- Website
- Tradeshows
- University
Interaction
Repatriate
- Intern / Coop
- New Grad.
- Experienced
- Contract
- Newspaper Ads
- Web Ads
- Referral
- Career Fairs
Career
Net
A/P Career
Transfer
Policy
Succession
Planning
Redeploy
Localization
Retrain
Reskill
Internship
Program
Leadership
Edge
Other
Development
Initiatives
Move Out
Outsource
RESOURCING INFRASTRUCTURE
Systems
Tools
Metrics
Tracking & Reporting
Processes
Policies
Recruitment Is Marketing
“There will always, one can assume, be need for
some selling.
But the aim of marketing is to make selling
superfluous.
The aim of marketing is to know and understand the
customer so well that the product or service fits him
and sells itself.
Ideally, marketing should result in a customer who is
ready to buy.
All that should be needed is to make the product or
service available.”
Source: Peter Drucker
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Candidate Marketing
Recruiting is simply a sales function
Find prospects (candidates)
Via marketing and advertising (recruiting websites, ads, job
fairs)
Qualify prospect (screening and assessing)
Sell (recruit) the product (a job)
Close the deal (accepts the job)
Personalised service - the more you know the
customer (candidate), the more specialised
marketing can be
Targeted candidate marketing provides more
qualified leads and results in more sales (successful
recruitment)
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Recruitment as a Lead Generation Process
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Hiring Experience, Not Hiring Process
Recruiting is personal, unique
and all about relationships
Build relationships with website visitors on their terms
Allow them to quickly profile what they want to do
Immediate response to candidate - qualified or not
Manage expectations and follow through!
Prepare for visit (interview)
Make the candidate feel welcome
Follow up immediately after interview
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What Defines Today’s Jobseeker?
A jobseeker is a consumer
A consumer is a potential employee
They are both more brand aware than ever before
They are both more internet competent than ever
before
They are both more critical of a web based negative
experience than ever before
They share this experience with more people than
ever before
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We’re in a Consumer Centric World
Employment consumer
“An individual that experiences employment
activity with an organisation – from recruitment to
retention to exit”
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What Do Today’s Jobseekers Expect?
To be informed of the options
Not to be passed around
Explanations in my terms
Friendliness
Respect
Basic courtesies
Dedicated attention
To be kept informed
Anticipation of my needs
Follow-through
To be taken seriously
Professional service
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Feedback
Knowledgeable help
Honesty
Empathy
Competent, efficient service
To be listened to (and heard)
Consumer Behaviour
Strange but true data points from purchases
behaviors of online browsers in the US this year
People who browse Miami travel content buy plasma TV’s at
a higher than normal rate
People who browse school-aged parenting content purchase
motorcycles at a disproportionate level
People who browse certain types of movie reviews make
leisure travel purchases disproportionate to their numbers
Nothing predicts behaviour like behaviour
Source Reaching Low Handraisers by Dave Morgan
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Employment Branding
Branding is “the new black”
Branding is a more pronounced effort by the employer to
declare themselves exactly who they are or are trying to be
Branding can not overcome the reality
What do we do well? Badly?
Impressions left on candidate
What was the first disappointment for an employee?
Do employees reflect the employer self image and branding
efforts?
Branding is an investment in the long term
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Experience = Brand
The experience is the Brand- it is no longer about just
image alone.
It is, today, the appreciation of the experience
No matter how “nice” the logo is - if the user can’t find what
they need, the brand is damaged
You can’t control the experience…
The user is now in control and will surprise you at every turn
They will ignore your headlines, not go to the home page
BUT the experience they get is still based on the
experience they have chosen
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What Next?
How are the candidates going to select
their next job channel?
And
How are we going to reach them?
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The Reality of Job Search Today
Rupert Murdoch; 6 March, 2006:
“I don’t know anybody under 30 who has ever
looked at a classified advertisement in a
newspaper. With broadband they do more and
more transactions and job seeking online.”
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International “Power Networking
Organisations” and Referral Networks
Ecademy
100,000+ registered and active users,
200,000 unique visitors per month
LinkedIn
13.0 million users
2.735 million connections in ‘my’ network
Spoke
35 Million relationships
900,000 companies
Viadeo, Zubka, Xing, Ziggs……
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Personal Relationship Websites
Myspace.com
175 million users
12 million EU users
‘Owns’ the 18-30 age bracket
Has a free job posting model
48,951 videos uploaded today
Craigslist
15 million users per month
12 million classified ads per month
50 million postings in 100+ forums
750,000 job postings per month
Job postings free in most cities
Facebook, Club Penguin,…….
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Career Site As a Consumer Portal
We’ve seen that a consumer site delivers exactly what the
consumer wants - goods, services and ability to buy
Job Boards do the same for the job seeker
The corporate Career site could do the same…..
Graduates want information and we deliver brochureware
Experienced jobseekers want to find job, title, salary and apply
now
And sometimes we still deliver brochureware
Or put up registration barriers - too much information too early in
the process
An email address and job title can be enough information to
begin building the media centric relationship to build the media
pool
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Recruitment Greatness
Great Organisations
Great Candidates
Deliver Great
Results
Great Employees
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“Great recruiters aren’t born,
they are trained and
motivated.”
Source: Frank Roders, Compagnon
THANK YOU!!
Any Questions?
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