The document provides an agenda for building talent communities at Microsoft. It discusses setting up talent communities on social networking sites and other online platforms to engage with different generations of workers. It outlines a three-phase rollout plan for the talent communities and describes various strategies for recruiting through the communities, including using social recruiting events and a continuous flow of prospects called a "TalentStream". Metrics are presented on the success of initial community efforts in reaching and hiring talent.

2. AGENDA
Building Talent Communities | Microsoft Confidential 2009 2

3. Welcome to the
Digital Age
Digital Natives
Digital Immigrates
Social Networking Sites (SNS)
Search Engine Marketing (SEM)
Multigenerational Workforce
Search Engine Optimization (SEO)
•Boomer
Really Simply Syndication (RSS)
•Gen X
Candidate Relationship
•Gen Y
Management (CRM)
•Millennial
Talent Community
Data Aggregation
TalentStream
Social Recruiting Event
Virtual Building Talent Communities | Microsoft Confidential 2009
Third Place 3

4. Welcome to the
Digital Age
People + Access + Bandwidth + Apps + People =
Formula for Web 2.0
Building Talent Communities | Microsoft Confidential 2009 4

5. Welcome to the
Digital Age
This, apparently, is what makes it possible for
a modern teenager, in the 30 seconds of a
normal television commercial, to take a
telephone call, send a text, receive a text,
play a game, download a music track, read a
magazine and watch commercials at x6 speed
Building Talent Communities | Microsoft Confidential 2009
5

6. Welcome to the
Digital Age
Building Talent Communities | Microsoft Confidential 2009
6

7. ‘Business Context’
Building Talent Communities | Microsoft Confidential 2009
7

8. Talent Community
Phases Of Rollout
PHASE 1 PHASE 2 PHASE 3
Year 1: (2007-2008) Year 2: (2008-2009) Year 3: (2009-2010)
Community Rollout Ownership Change Community “Lives”
“Tipping Point” •
• Brand Microsoft • Utilize Supply/Demand
Expanded “Micro
when the •
Entertainment & Devices To Drive Planning
Branding”
• Engage Talent| Launch • Cross Community
Multiple
community will
Community Synchronization
Communities|Add
• Recruiting Engagement • Viral Community Growth
(SEO/SEM)
have a life of its •
• Hiring Team Engagement • Recruiting Role Changes
Deepen Recruiter
• Vendor • Hiring Managers
Community Activity
own.
Engagement|Uber Active In Community
Greater Hiring Manager
•
Community • Optimize & Integrate
Involvement
Platforms (All Vendors)
• Broaden Platform Use
(Multiple Vendors)
Building Talent Communities | Microsoft Confidential 2009
8

9. The message
needs to be
consistent
because the
audience is
always
changing
Building Talent Communities | Microsoft Confidential 2009
9

10. Methods of Job Seekers
E&D TacticsSearch Cycle
Talent Job
•Major Search
Talent is not looking
Engines (Live, Everything
Timing is
Not •Search Engines, Blogs & Industry time
all the Sites
Google, & Yahoo) Social Recruiting
• Reading White Papers/Articles
Active
Events Affinity Group
• Searching For Project/Task Related Info
Looking Gatherings
Technical Briefings • Attending Learning & Non-Career Events
•Salary & Comp
Info
•Social Networks Virtual Education
(TalkingNetworking
Social With
Events
Communities
Friends)
•Business White Papers
Networks Jobs
SEM of
•Researching
Company’sto Blogs
Map What is like
Directly to Work at E&D
Passive Casual Together/Online
•Job Boards
•Researching
SEO of Jobs
Career Paths & • Resume
Talent changes jobs Drip Information
How to relate Actively Searching
• to talent at
Progressionsmonths Campaign
18-36 & Applying To Jobs
every phase of job search cycle

11. The more
things change
the more they
remain the
same
Building Talent Communities | Microsoft Confidential 2009
11

12. Social Networking Laws
Jake McKee
Jakob Nielsen
Heavy
Contributors 1% of users are “creators”,
driving large amounts of the
social group’s activity.
Intermittent
Contributors 9% of users are “editors”,
sometimes modifying content or
adding to an existing thread, but
rarely create content from scratch.
90% of users are
the “audience”.
The people tend
to read or
observe, but don’t
actively
contribute.
Law of There is a general “rule” that out of 100 people,
Participation 1 person will create content, 10 will interact
Inequality with it, and the rest will just read the content.
Charles Arthur , Guardian Unlimited 12

13. Forrester Research: ‘Groundswell’
48% across
Forrester builds
on that research
various
and suggests
communities:
that when you
•Critics
look across
•Collectors
multiple
Data from Forrester Research
communities
•Joinersthe Social
Technographics surveys, 2008.
®
For further details on
the participation
Technographics profile, see
•Spectators
groundswell.forrester.com. Data from Forrester Research
looks like this Technographics® surveys, 2008.
For further details on the Social
Technographics profile, see
groundswell.forrester.com.
Building Talent Communities | Microsoft Confidential 2009 13

14. Forrester Research: Groundswell
Age
matters
with
online
target
talent
Follows
Gen Y,
Gen X &
Boomer
Data from Forrester Research
Technographics® surveys, 2008.
For further details on the Social
Technographics profile, see
groundswell.forrester.com.
Building Talent Communities | Microsoft Confidential 2009
14

15. “The time to
dance is while
the music is
playing”
Building Talent Communities | Microsoft Confidential 2009
15

16. Creating Virtual
‘Third Places’
• Sociologist Ray
Oldenburg coined the
Jobster
phrase ‘Third Place. ‘
• Oldenburg calls one's
quot;first placequot; the home
and those that one Ning Jobs2Web
lives with.
• The quot;second placequot; is
ATS
the workplace —
where people may
actually spend most of
their time.
Twitter LinkedIn
• Third places, then, are
quot;anchorsquot; of
community life and
FaceBook
facilitate and foster
broader, more creative
interaction. Building Talent Communities | Microsoft Confidential 2009
16

17. “Do the right
thing because
it is the right
thing to do”
Building Talent Communities | Microsoft Confidential 2009
17

18. What Talent Demands
Adding
Guanxi
To The Mix
Guanxi is a Chinese term, generally translated
as quot;networksquot; or connections”
Building Talent Communities | Microsoft Confidential 2009
18

19. Key Elements of Guanxi
Find ways to begin and capture a relationship

with desired prospect even if they aren’t
currently looking for a job.
Develop a longer term relationship with

prospects during their entire career.
Find ways to bring value to your prospect

community even if they don’t take your job.
Become more transparent to target talent &

enhance prospect experience
Move away from transactional recruiting and

into relationship recruiting
Building Talent Communities | Microsoft Confidential 2009
19

20. Hardware
Engineering
Case Study
FAQ #1: I thought Microsoft was a Software Company.
FAQ #2: What is your commitment to Hardware?
Building Talent Communities | Microsoft Confidential 2009 20

21. “Micro Branding”
Our Brand
“Connected Entertainment”
Our Product Groups
Our Specific Products
Our Recruiters
Our Locations
Building Talent Communities | Microsoft 21

22. Who Do We Want In Our Community?
Redmond
MACH Shenzhen
Silicon Valley
Hardware Engineering Talent Profiles
UX Operations
Design Manufacturing
Industrial Design Factory Mgmt
Program Management New Product Intro
Ergonomics Supply chain
Architecture Mfg Eng
Usability Quality
VLSI Mfg Test
User Assistance Data Analytics
Firmware Product Engineering
Building Talent Communities | Microsoft 22

23. Hardware Engineers Target Audience
Mechanical Engineers
• Narrowed hardware (227,000)
engineer population
to match talent
Electrical Engineers (153,000)
profiles
• Aggregate data (17-20
Electronics Engineers
sources) from multiple (138,000)
engineering disciplines
• Out of the 620,000 Computer Hardware
Engineer (79,000)
engineers, we have
identified 18,900
Materials Engineer
Hardware Engineers (22,000)
Hardware
Engineers
• 2,500|18,900 were (18,900)
reliability engineers Reliability
Engineers
Source: Bureau
(2,500)
of Labor Statistics
23

24. Reliability Engineering TalentStream*
Target (2523)
Visitors (983)
Applied (211)
Joined (83)
Referrals (32)
Hires *TalentStream:
Continuous flow of prospects
(8) from community

25. TalentStream*
• TalentStream metrics to make 8 hires:
• 2500 names (aggregated 17 different sources)
• Harvest time: 20 hours per 1000 prospects (50 hours)
• TalentStream metrics: (4) emails to same target audience
results in:
• 39% audience click through rate
• 53% respondents act within 24 hours of contact
• > 2.5 times more visitors
• > 3.5 times more prospects
• 32 interviews (9% from referrals) resulting in:
• 8 hires (8 different sources of hire)
• Viral most effective: 38% of hires came from referral (source of hire)
* A continuous flow of prospects from the community
Building Talent Communities | Microsoft Confidential 2009 25

27. Social Recruiting Events
• If you want 50 attendees to an event
• eMessage target list of 1000
• 3 eMessages will result in >8% response or 83 “RSVPs”
• eMail 1 3.5% (2 weeks prior to event)
• eMail 2 2.85% (1 week prior to event)
• eMail 3 2.0% (4 days prior to event)
• 38% no show rate (so really 5% of invitees attend)
• 51/83 will show up to the event
• 40% of attendees invited to a tech screen
• 41% of tech screens move to full interview process
Building Talent Communities | Microsoft Confidential 2009
27

28. Social Recruiting Events (cont)
• 20 prospects in 2 weeks
• >50% of responders act within 24 hours
• Add telephone call: 3X (VM); 10X (Conversation) more
effective
• 8 Candidates will result
• Surveys of Attendees: changed perceptions: 3X factor-
moved people from “somewhat interested” to “very high”
degree of interest
• 97% of attendees wanted to know about future events
Building Talent Communities | Microsoft Confidential 2009
28

29. Phases Of Rollout: Year One
Success|Wins Speed Bumps
• Transparency
Branding Space for Community
• Enhance Navigation
• Reached Large Numbers
Crowd Mentality
Talent • Events & TalentStreams
• Events Transaction Focused
Recruiters • TalentStreams
Unrealistic
• Events
Hiring Teams • Partners in recruiting
Metrics & CRM
• One Vendor
Vendors • Scalable
Building Talent Communities | Microsoft Confidential 2009 29

30. Speed
Bumps|Course
Corrections
If you find a turtle on a fencepost,
you know it had help getting there!
Building Talent Communities | Microsoft Confidential 2009
30

31. Community Focused
Jobs2Web
LinkedIn
Ning
Jobster
CCN|Blogsphere
Facebook
Building Talent Communities | Microsoft Confidential 2009 31

32. Community Focused
Building Talent Communities | Microsoft Confidential 2009
32

33. Community Focused
Building Talent Communities | Microsoft Confidential 2009
33

34. Community Focused
Community
of
Communities
Building Talent Communities | Microsoft Confidential 2009
34

35. Community Focused
Microsoft
Join
Hardware
Groups
Add Link
Work With Me
To Jobs
Allows Hiring Managers
to market key jobs to the
target audience on
respective social
communities

36. Managing The Moving Parts
Future (Paid Boards) Job Feeds
Talent Landing Pages
(SEO)
craigslist
Social Communities
Pay-Per-Click (SEM)
Corporate ATS
Talent Communities
Mobile Marketing
Time
Visitors Behaviors Keywords Source of Day
Jobs By Talent
Type of
Business Location Recruiter Community
Search
Building Talent Communities | Microsoft Confidential 2009
36

37. Thank You
Marvin Smith
Talent Community Development
425-704-8822 work
marvin.smith@microsoft.com
Connections
Building Talent Communities | Microsoft Confidential 2009
37