Digital strategy and the future of recruitment
IT Strategy
Digital Strategy
HR / Training
Social Media
Strategy
Online
Marketing
Strategy
Branding
Strategy
Offline
Marketing
Strategy
James Whitelock Digital Strategy Manager, Empresaria Group plc
Think Digital Strategy…
and
and
Think Digital Strategy…
and
and
Digital is here to stay!
What is Digital Strategy?
• A strategy describes what you’re going to focus on and how you’re going to act
• A strategy means choice. It means choosing to do certain things and choosing not to do others
• Because strategy is a direction, there’s lots of room for learning and iterating along the way
Planning:
Lead generation
Attraction:
Sourcing
Selection:
Qualifying
Short listing
Agency Interview
Screening /
reference checking /
testing (psychometric)
Client interview and feedback
Offer and placement
Charge
Retention:
Induction, objective setting
Training / eLearning
Appraisal
Retention
IT Strategy
HR / Training
Social Media
Strategy
Online
Marketing
Strategy
Offline
Marketing
Strategy
Branding
Strategy
Digital Strategy
What is Digital Strategy?
Digital Strategy IS…
About focusing engagement (internal and external)
About Interaction, personalisation and customisation
Not just about social media!
To include all parts of your business
Having a Digital Strategy WILL…
Be cheaper, greener and more cost effective than traditional ways
of working
Increase revenue
Increase the reach of your brand
Make your business efficient
From Threat to Opportunity!
I need better
ways of promoting
our services and
our knowledge
“Innovation is the ability to see change as an
opportunity - not a threat”
Innovation is attractive…
• Think customisation
• Information and content is power
• Though most tools are free doesn’t mean they are valueless
• You are expected to be innovative
From Threat to Opportunity!
I need to
find/attract/engage
with candidates
Candidates expect to be…
• informed…
• valued…
• engaged…
From Threat to Opportunity!
I need to keep
my finger on the
pulse
Who said that?
• Monitor everything…
• Measure everything…
• Listen to everything…
From Threat to Opportunity!
I need to keep
my best staff
and make them
feel part of the
team
Their Brand as much as yours!
• Even ex-staff can be ambassadors for your brand…
• Keep staff informed…
• Make everyone part of the process…
of digital recruitment
Future of digital recruitment
•
Mobile HR
• Mobile devices become more than just another media to push to vacancies too. Apps for candidates and clients
will give them greater insight and engagement with the recruitment/HR processes
• Death of the CV?
• Online profiles from sites like LinkedIn and Facebook in combination with touch points like Twitter, Youtube and
Digg will form a professional profile that will surpass the traditional CV
• Products to look out for:
−Bullhorn Reach
−SocialCV
• Erosion of online privacy and ownership
• Online profiles will become harder and harder to privatise making all information about a business and person
accessible.
• Ownership of information will no longer belong to a brand but to that brands communities and audiences
•
Socialisation of business
• Social engagement will become integral within a business allowing customer/client/candidate engagement at all
levels
• Gamification
• Gamification principles create more engagement and sense of belonging and stickiness to sites, hence driving
potential of more opportunities for engagement.
• Virtualisation
• Disintegration of the traditional working environments, through cloud computing and mobile technologies
• Virtual offices/workspaces, disintegrated offices
Indonesia social media stats
• 80% of twitter users access twitter via mobile
• 20% of twitter activity happens in Jakarta
• Twitter busiest on Thursdays and weekend
• Over 9 million twitter accounts in Indonesia, tweeting nearly
50 million tweets per month, average user age between 18-24
• Over 5 million blogs in Indonesia
• 63% of Indonesian Internet users have adopted mobile Internet
• Indonesia second largest use base for Facebook, globally after US.
Over 40 million users
• LinkedIn usage in Indonesia makes 0.5% of global LinkedIn traffic.
50th most popular site in Indonesia
Sources: salingsilang.com, appappeal.com, checkfacebook.com
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Case Study: L’Oreal Indonesia
Aims of the study:
Does the message match the strategy?
Does the execution match the idea?
Is technology an enabler or a competitive advantage?
Are you in the right places to attract the right people?
Recommendations
14
Social Media Success Story
INTERNAL CONTROL (Temporary)
Sahat Situmorang
23 years old
ü July 12, 2011
We post an Internal Control Assistant position
and requirements in our Twitter & Facebook
account. In the very same day, we have
received 5 applications in our mail, and by the
end of the week we have received 15
applicants for the position.
ü Four applicants were interviewed within a week,
and by the 2nd of August, the selected intern,
Sahat Situmorang, already start his first day in
L’Oreal Indonesia for the next 6 months. The
whole process only took exactly 3 weeks from
the first promotion (with the interviewers busy
schedule and decision process)
Social Media Success Story
INTERN FOR GARNIER
Natalia Ayu Putri
21 years old
ü July 18, 2011
Being such a big brand in Indonesia, it’s actually quite
easy to find many interested applicants for Garnier.
Once we received the Requirement Request, we post
an update in our Twitter account and Facebook Page,
and applicants are starting to apply immediately.
ü Almost 50 people (mostly students and fresh
graduates) applied to this great opportunity within a
month. The suitable applicant, Natalia Ayu Putri, were
already selected by August 9. Internship with L’Oreal
is an entry level to see the possibility of being recruited
as our future leader, starting in Management Trainee
Program.
ü She started working on September 7, 2011.
Social Media in Recruitment
July 15:
The web-based Pépinière Application is announced via
social media (Twitter & Facebook)
We open the application for a month until August 14, 2011,
with only social media usage for promotion.
The result: more than 500 applicants applied.
Current status: still in the assessment process
L’Oreal’s recruitment philosophy
“not a Process, a People commitment”
It is about making long term commitments with chosen individuals that
will develop their talent and build our company for the greater future.
• It is not about “staffing”… but about detecting qualities and skills that will reveal into the future;
• reinforcing our competitiveness, our international expansion and our innovation capacity;
• It is not about “cloning”, reproducing the existing… but about proactively seeking Diversity to enrich
our teams;
• It is not about finding a fit for a specified box… but about generosity, about helping individuals
define and fulfill a professional project; about helping them integrate successfully in our
company;
• It is not about who “can” do the job… but about detecting the individual that will “want” the
challenge, reinvent the job and go beyond all expectations;
• It is not only about skills… but about individuals that will demonstrate and develop the right fit, the
right values and the right management competencies for L’Oréal
Aims
• Attraction & information more experienced candidates
• Increase employer brand
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L’Oreal Indonesia online recruitment
L’Oreal recruitment website
Staffing Agencies
Job boards
Social Media
ATS and internal recruitments systems…
Approximately 4,000 follows across all SM platforms
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L’Oreal Indonesia Online content
Product advertising
Customer engagement
Vacancies
News about L’Oreal
Working for
/at L’Oreal
Fun content
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Recommendations
Strategy and content
• A digital strategy covers the entire business, with a consistent message from the top down…
• Though the out put from L’Oreal HR is consistent, is it part of the L’Oreal Digital Strategy?
• Is the HR/recruitment conversation being lost in the other L’Oreal messages?
Social Media
• Different platform, different audience, different message…
• Simply posting the same message across all SM platforms wont encourage new followers or
engagement
Facebook
• Bad etiquette to use a profile for a brand, that’s what Groups and Pages are for…
• Facebook messages are re-posted across other brand outposts
Twitter
• No Twitter account devoted to jobs/recruitment at L’Oreal Indonesia
• The most of the HR content on the L’Oreal Indonesia Twitter feed are vacancies
LinkedIn
• If looking to attract/engage senior and experienced candidates LinkedIn is the best place
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Recommendations
Blogs/forums
• A blog gives you a place to explore and discuss specific topics, it also always for continued
engagement…Day in the life…issues that could effect candidates…
Agency usage…not just a body farm!
• Talk to your staffing agency/s. Any good agency should be consultative and have expertise on the
entire candidate life cycle not just source and hire…
Mobile
• With high growth in the usage of mobile internet in Indonesia, consider mobile Apps….Think; games,
apply through mobile, access to content…
Search Engines
• Pay Per Click (PPC) advertising is great at generating traffic for specific roles
Resources:
http://socialmention.com/search?t=all&q=+%22LOREAL+indonesia%22&btnG=Search
http://klout.com/#/LOREALindonesia/
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Digital Strategy
How I can help your business…
• Digital potential assessment
• Digital Strategy Consultancy
• Training
• Project management
• Supplier management
• Research projects
• Complete digital strategy management
IT Strategy
HR / Training
Social Media
Strategy
Online
Marketing
Strategy
Branding
Strategy
Offline
Marketing
Strategy
Digital Strategy
Credentials
• Senior eBusiness manager for Randstad
• Project manager for the largest global recruitment agency jobboard
• Creation of global network of recruitment websites
• Digital recruitment connoisseur
Still interested?…
Or content to be...
and
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[email protected]
ThinkinCircles
www.linkedin.com/in/jameswhitelock
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