1. Social Recruiting
Why it won’t work, unless….
IndiaSocial 2012
Gautam Ghosh
India Marketing Lead and Product Evangelist
The Talented Community

2. Topics for today
• The state of Social Recruitment today
• Look at the role online communities play
• Discuss how to get started building talent
communities
• Explore how to drive long term engagement
• How to measure your efforts

3. Fundamental shifts – nature of work
1960
Generalist Skills
Task Oriented Predictable Workload
Individual Contributor
Geographically Dependent
2012
Complex Knowledge Work Technical
Collaborative
Team Based
Time Pressured
Mobile / Virtual

5. Types of Social Recruiting
Driven by the “Rockstar Social Recruiter”

6. The Company Talent Community

7. On Employment Branding
Your Culture is your Employment Brand
and your employees are your brand
ambassadors

8. Your employees and Alumni are rating you
• People sharing
information about
your organization’s
practices, culture,
and it can be
represented online.
• Websites like
Glassdoor and
Google places make
it easy to people to
analyse such
feedback

9. Content, Conversations
People Company
Develop
interested Employees
Attract
People
with Skills

10. What do companies want?
• To know who follows them
• Surprise: No new resumes
• Filter talent by skills, location, education,
experience
• To communicate with them
• Integrate existing talent databases
• Incorporate Applicant Tracking System
• Attract people visiting the careers website
and not applying

11. Online Communities

12. What is an online community?
An online community is a group of people with
similar goals or interests that connect and
exchange information using web tools.
...
An online talent community is a group of
people that share an affinity for an
organization, profession or skill that connect ,
share opinions, exchange information, and
collaborate using web tools.

13. Three distinguishing points
Connects Organization/Profession/Skill
with all Stakeholders Groups
COMMUNITY
Connects Members to Connects Members to
Other Members Non-Members (Discovery)

14. Role in the modern world
• 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

15. 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

16. Getting Started
Key Action Steps, Success and Failure Factors

17. Key action steps – the basics
1 Understand your target member(s)
2 Define how and what you want members to do
3 Design a community that delivers value to all
4 Set realistic expectations
Plan for the internal change management needed to
5
support talent communities and community mgmt
6 Be realistic about allocating resources

18. Warning: Crass lesson coming
Nothing grows in a sandbox …
especially one littered with crap!

19. Healthy communities are like gardens
• You have to seed them
(content and interaction)
• You can’t put some plants
together
• You need to fertilize
infant plants
• You have to manage pests
• You have to eliminate
rotten matter
• You need to split them
when they grow to large
• Your results grow as your
skills grow
• It takes time!

20. Success factors – beyond the basics
• Great Community Manager
– Dedicated champion of transparency
– Solicits/drives interaction
– Doesn’t 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: It’s not about YOU!

21. Failure factors
• Assuming all professions are created equal
– If existing CoP’s 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

22. Keeping Your Audience
Engaged
It’s Just Like Any Other Relationship

23. Six keys to successful engagement
1 Common Interest
2 Dedicated Time Together
3 Two-way Communication
4 Tolerance for Honesty
5 Authenticity / Empathy
6 Opportunity to Grow Together**

24. Design for engagement
Curious Applicant Pipelined Newly Hired Ambassador
Alumni
Employee
Contractor/
Consultant This movement requires a planned experience.
Outsourced
Service Provider This is the only segment that values job announcements.
Competitor
Intern
Aspiring
Employee
Other
Stakeholder

25. Questions?

26. Keep the conversation going
Gautam Ghosh
E: gautam@bravenewtalent.com
T: @GautamGhosh
F: http://www.facebook.com/HR.Blogger
S: http://www.slideshare.net/Gautam
M: +91-97422-39954
@bravenewtalent
www.bravenewtalent.com