The evolution of recruitment processes

Vincent De Meerleer Co-founder & Partner

Xpertize.be – Xpertize.lu – Xpertize.ma Brussels, 25 January 2013

In the beginning…

In the beginning…

Then came the internet!

Then came the internet!

•  Version 1.0: ü  For companies: company websites with

job section, then later blogs ü  First generic/generalist job boards (such

as Monster): job posting for companies and CV registration for active candidates

ü  Mailings sent by agencies to candidates registered in a static database

•  Mono-directional communication and “transactional recruitment” (one-shot, short-term)

Later evolution

•  ATS: software developed to keep track of all applications

•  Specialized job boards (regions, industry, skills)

•  Job aggregators (such as Indeed.com): compilation of all job openings gathered at a single place

•  SEO optimization for Google search

Pitfalls

•  Employee loyalty declined: much easier to apply for jobs and more likely to be contacted for new opportunities

•  These tools are only good at targeting active candidates (about 10% of the population), not the passive ones (90% !) – All companies fishing in the same pond

•  Many companies have approximately the same needs and tend to contact the same profiles available on classic job boards, which tend to increase wage demands, expectations, and applicants’ demands in general

Targeting passive people

Emergence of web 2.0

•  Wikipedia definition:

“A Web 2.0 site may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where people are limited to the passive viewing of content. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies.”

Web 2.0 for recruitment

•  Social networks: private (Facebook), professional (LinkedIn, Viadeo) or mixed (Twitter): ü  Candidates are easy to contact ü  Companies can build their image –

employer branding •  Referral hirings: collaborative approach to get

in touch with less visible candidates – leverage on internal workforce or larger audience: everyone can become a headhunter!

1.0 vs. 2.0

Impact of social media

Impact of social media

Referral hiring

Referral benefits

Referral benefits

Time to move to 3.0!

•  Web 2.0 is definitely a big step forward, to the extent it is not used in 1.0 mode: what’s the use/interest to publish a list of jobs on Facebook or Twitter accounts with hyperlinks to job sections on company websites? à  This does not engage with your audience and

does not make any difference to web 1.0! •  If all companies use social media the same

way, how do I make a difference as an employer?

Engagement time!

3.0 assumptions

•  Everyone is a candidate – We create candidates! •  Recruitment is all about building relationships and

communities with people, and hence creating an emotional connection with them before they become a candidate

•  People are naturally social people: they like to engage, are hungry for information. They want two-way communication, with honesty, authenticity, integrity and transparency

•  Companies are not in control of what people are saying about them

Content is key!

3.0 sites core elements

•  Social media communication for HR must encompass and balance three core areas to be successful at creating brand engagement: ü  People: humanize the brand, show the culture, who

the people are, what they do, what their challenges are etc.

ü  Opportunities: the way to the jobs, but in a more straight way – how do I progress in my career, what training & development exists, what are career structures etc.

ü  Product: we cannot get away from products as we need people to get excited about it. But try to be sharp, simple and fun

3.0 recruiters

•  The recruiter 3.0 must combine a totally new range of skills: ü  PR and messaging ü  Marketing ü  Direct marketing ü  Market segmentation ü  Candidate relationship management ü  Sales ü  Presentation and communication skills

•  In short, the recruiter has become a marketeer!

What’s in it for me?

•  Job boards have definitely lost a substantial part of their interest

•  Candidates should mutually engage with companies they would be interested to join at a certain time:

ü  Follow companies, become groups member and connect with industry-related people on LinkedIn

ü  React/interact on discussions, topics on LinkedIn or specialized websites to show your expertize and get attention from companies

ü  Create pertinent content and build a community around it

ü  …