Driving Long Term Engagement In
Talent Communities
Recruiting Trends Webinar
Wednesday, February 29, 2012
featuring
Master Burnett – Director of Strategy
Lucian Tarnowski – Founder & CEO
The Talented Community

Topics for today
• Explore how social technologies are evolving
talent management practices and the
workforce
• 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

Keep it as casual as a webinar can be
I like to take questions throughout, so by all
means please submit using the Q&A tool as
thoughts arise.

Social Technologies Are
Changing the Game
How Talent Management Practices, The Nature of Work Itself and the
Structure of the Workforce are Changing

Social technologies are not just other tools

Fundamental shifts - content
• Authority  User Generated
– Influence (trust factor)
• Authenticity
• Tolerance
• Broad/Generic  Niche Relevance
– Numerous Channels, Fragmentation
– Noise
• Buying Visibility  Earning Visibility
– Social Trending/Discovery

Innovate Expand into New Markets Contain Cost Customer Centric

Fundamental shifts – talent management
• Linear  Lattice Career Progression
– Flatter, Virtual, Collaborative, Project Based
• Accelerated Mobility
– Time in Tenure, Development Cycle
• Formal  Informal Learning
– Social Collaboration, Learning Networks
• Silo’d  Integrated Resourcing
– Full Time Alternatives
• Complexity

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

Fundamental shifts - workforce
100
80
60 Employees
Temporary
Consultant
40 Contractor
OSP
20
0
1960 1970 1980 1990 2000 2010 2020

New talent community!
Unless you terminate your entire workforce and start over from
scratch, your future workforce will always contain:
Converting/New College Service Strategic
Contractors Intern/Early Providers Partners
Experienced Current
Alumni
External Employees

The Role of Online Communities

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.

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

What’s not a talent community
Any centralized database of individuals
(applicants, candidates, direct sourced
targets, etc.)

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

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

Getting Started
Key Action Steps, Success and Failure Factors

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

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

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!

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!

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

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

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

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

Measuring Your Efforts
Focusing on the Wrong Measure Will Drive the Wrong Activities

Common Community Measures
• # of Unique Visitors
• Conversion Rate of Members
• # of repeat Visitors
• Average time between repeat visits
• # of minutes spent in community
• # of referrals per time period
• Conversion rate of referrals
• # of interactions per member

Questions?
master@bravenewtalent.com

About BraveNewTalent

BraveNewTalent – The Talented Community
BraveNewTalent is a community platform
that bridges the gap between:
• Education
• Skills
• Employers

Start by building a primary community

Use custom landing pages to invite

Drive tagged audiences to your community
BraveNewTalent allows organisations to leverage their internal
knowledge experts, aspiring
leaders, alumni, customers, strategic partners, vendors, etc. to
cultivate the next generation workforce by engaging in dynamic
multi-party, multi-modal conversations focused on skills and
the application of skills inside organizations.
SEO/SEM News
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BraveNewTalent
Email Community Word of Mouth
Campaigns
Platform

Companies using BraveNewTalent

Contact us:
Master Burnett Lucian Tarnowski
master@bravenewtalent.com lucian@bravenewtalent.com
(408) 421-8255 +44 845 226-9049
Twitter: @masterburnett @LucianT
@bravenewtalent
www.bravenewtalent.com