Personalising Recruitment - Jameel Amini - Personalisation in Recruitment
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Jameel Amini, Head of Digital Strategy at Havas People, presents personalisation in recruitment, providing successful personalisation examples in candidate attraction and onboarding.
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Personalising Recruitment - Jameel Amini - Personalisation in Recruitment
- 1. #talentbites
- 2. #talentbites Personalisation in Recruitment Jameel Amini Head of Digital Strategy, Havas People @jameelamini
- 3. #talentbites
- 4. #talentbites What is Personalisation? In the digital age, personalisation is the ability to deliver contextually relevant information, content or experiences to a targeted individual in real-time
- 5. #talentbites CONTENT needs to be EMOTIONAL EMPATHIC INTERACTIVE RELEVANT NON-INTRUSIVE ‘HUMAN’
- 7. #talentbites
- 8. #talentbites An individual is exposed to over 3000 pieces of information a day surveyed said the attraction was irrelevant and didn’t convert them59% Source: Inc.com – ‘The Future of Advertising’
- 9. #talentbites 62% shoppers claim they buy more and/or more often when met with personalised retail experiences 75% log in to e-commerce websites that cater for their personal preferences based on previous behaviour Source: ‘Connected Commerce’ survey, DigitasLBi
- 10. #talentbites 70% shoppers admitted they are more likely to embrace in-store GPS and WiFi tracking if they receive personalised benefits in return Source: ‘Connected Commerce’ survey, DigitasLBi
- 15. #talentbites
- 17. #talentbites
- 20. #talentbitesSource: ‘The Candidate Experience’, Resource Central The Current Candidate Journey
- 21. #talentbites The New Candidate Journey
- 22. #talentbites
- 23. #talentbites
- 24. #talentbites The New Candidate Journey
- 25. #talentbites
- 26. #talentbites
- 27. #talentbites
- 28. #talentbites
- 29. #talentbites Candidate Attraction Step 1: recognise the person. Step 2: target and hyper-target. Step 3: move from ‘push’ to ‘pull’. Step 1: consider the individual. Step 2: measure real-time responses. Step 3: recognise and reward. Talent Retention Actioning Personalisation
- 30. #talentbites The opportunity of personalisation is to eventually have a perfectly aligned workforce The investment of personalisation is to find a candidate who is looking for a career, and not just a job
- 31. #talentbites The Future of Personalisation Personalisation will become second nature Users will expect a single touch point and focus on experiences The candidate journey will change
- 32. #talentbites What excites us is not only what we do today, but understanding and being pushed by clients to make new discoveries, to create new conversations
Editor's Notes
- 20 second intro: Havas People are specialists in employer marketing, and my role is to constantly keep an eye on how the digital landscape is changing, and how we can be best positioned to respond to the needs of our clients. We’ve recognised the need for personalisation, and we believe there’s a significant role it can play in recruitment.
- London looks slightly different: imagine a not so far utopian future, where technology and life has advanced. In ten years, there wont be five days in the office, how has it changed? Our devices give us access from everywhere, so why are we tied to our desks? Astrid wakes up for work, but doesn’t leave the house – her desk knows when she’s near and turns on, and delivers communications it knows she needs to know first. Her coffee machine boils water to her preferred temperature and gives her a selection of vitamins knowing it’s a Tuesday. She only works for 2 hours in the morning, because her social life is important, her shopping gets delivered by drone, and then try out the lunch menu that was recommended to her by her watch. She then comes back, reads her favourite blogs, likes some Instagram photos and virtual conferences her office to let them know she’s been working an hour, and they’re totally happy with that. She’s also the most productive in her team, and up for promotion quicker than others before her.
- In the digital age, personalisation is the ability to deliver contextually relevant content and/or experiences to a targeted individual in real-time With the earlier example, the Holy Grail becomes to learn and interact with each individual separately – and as tools become available, this will become the new norm.
- EXPLAIN CONTENT which is: Non-Intrusive ‘Human’
- Before the digital age as we know it, people were saying….
- Cisco said by 2050 there will be over 50 billion connected devices,
- Does it work? Source: Inc.com – ‘The Future of Advertising’, 2005
- Source: ‘Connected Commerce’ survey, DigitasLBi
- Source: ‘Connected Commerce’ survey, DigitasLBi
- Consumer market is transactional Recruitment is conversational, considered as an investment
- Personalisation takes place from candidate attraction through to talent retention, all whilst delivering content and experiences along the way
- The Value of Personalisation For the client to find the best person who satisfies business’s needs, cultures and future, emotionally connected to the role For the candidate who is chosen beyond their skills, but also for their cultural fit and emotional embodiment of the client’s business needs
- Before personalisation can begin, we need to understand what needs the potential employer is looking to satisfy. We could look at who searches what – google ads for account director in london Instead, then, they should recognise the needs of who will deliver maximum impact on the role, and also initiate a change in their practices, and through personalisation, they can identify candidate segments for people searching for ‘London’, ‘account director’. ‘jobs’, and target these candidates with display ads, banners, or even data capture through the form of a newsletter sign up.
- Before personalisation can begin, we need to understand what needs the potential employer is looking to satisfy. We could look at who searches what – google ads for window cleaner in london
- Logically, a step deeper would be to use social media, creating filters for people who are educated in economics or accounting, and perhaps even show examples of extreme sports – said to give the same adrenaline rush as working in a high pressure environment – and displaying content and sponsored feeds to entice and lure active and even passive job seekers. FIND A NATURAL AUDIENCE, each time, every time.
- Havas Boondoggle / Airbnb
- The Havas People approach We’re continuously studying personalisation, understanding human behaviour and interaction, and how far we can integrate our services into creating conversation and conversion between employer and candidate We look to understand who natural audiences are, and are they getting the message
- USE BEHAVIOURAL DATA FOR BETTER TARGETING COLLECTING AND REPORTING PREDICTION AND ACTIONING CREATING A MORE MEANINGFUL CONVERSATION
- The old attitude would be to send out a job spec and ask it to be filled, the new version is to identify the candidate just as easily, and bring them into the role. Looking to employ a junior level person – and the level of personalisation needed – would be very different to searching and appointing a CEO. For the former, there could be a huge talent pool of candidates, through which we segment and filter, for the latter, the millennial mindset no longer exists and maybe the personalisation is about actions and not technology, face to face dialogue and knowing you understand their needs – technology still plays a role, but not in terms of bringing attention to the candidate. 2 - Understand who the target demographic, the target segment and the context in which you need to hire the candidate, and use the available tools to distinguish who filter content to them
- The investment of personalisation is to find a candidate who is looking for a career, and not just a job The opportunity of personalisation is to eventually have a perfectly aligned workforce – future, culture, skills and business needs People are people before candidates
- At some point, digital as we know it will cease to be based on screen, but identities and personalities available at a single touch point. Our work and approach will become streamlined, maybe automated, but our efforts will still make each response personal and human. Candidates will control the journey, and employers will have to speak to candidates on their terms, in their language, on their chosen platform, in their environment
- Our work and approach will become streamlined but we push to recognise that before people are people before they are candidates, and that engagement can happen in many forms What excites us is not only what we do today, but understanding and being pushed by clients to make new discoveries, to create new dialogues.