Web 2.0 Beyond the Social Recruiting Hype: Microsoft's Approach to Building Talent Pipelines and...

Web 2.0: Beyond the Social Recruiting Hype

Microsoft’s Approach to Building Talent Pipelines and Communities

Web 2.0: Beyond the Social Recrui8ng Hype

Microso>’s Approach to Building Talent Pipelines and Communi8es

ERE Presenta8on

Microso> Approach

Discussion|Q&A Agenda: Web 2.0

Agenda: Web 2.0 Microso> Approach

Discussion|Q&A

Agenda: Web 2.0

Digital Na8ves

Digital Immigrants

Digital Retards

Digital Refugee

My Perspec8ve

•  Digital Refugee turned Digital Immigrant (applied for Digital Ci0zenship)

•  20+ years of third party search, combined with 10+ years of corporate recrui8ng (3.5 years at Microso<)

•  Beginning our 3rd year of pipelining & talent community rollout ($8.5 Billion; 10,000 employee division)

•  “Digital Accent”

Web 2.0 Thinking‐the ‘Why’

Links Are the Glue We Are Not In Control

Networks Are Based On

Rela8onships

Resume DB

Search Engines

Social Networks

Social Media

Email/Referrals

Corporate Sites (Direct)

Off Line Media

Sourcing Ac8vity

Think: Links

“The Link changes the fundamental architecture of socie8es and industries the way steel girders and rails changed how ci8es and na8ons were built”….Jeff Jarvis

Think: You Are Not In Control

Groundswel

l

Tribes

Communi8es do not want to be managed, they want to be cared for…

Your customers decide what your brand is…you do not.

Your target audience has moved online

Think: People are seeking rela8onship

Virtual Third Places

Guanxi

Reasons for Joining Community*

Meet People‐78%

Entertain themselves‐47%

Learn Something New‐38% Influence Others‐23%

*Source: Complete Inc

 People join mul8ple communi8es  Than 100% = Mul8ple Reasons for joining community

(guan‐shee )

We Must Go Where They Are!

Web 2.0 Recrui8ng‐the ‘Why’

Evolu8on of Recrui8ng & Social Web

Evolu8on of Marke8ng

TalentStream Model

1990‐1995 1995‐2005 2005‐ ?

June 2009 Monster.com 14.5 million visitors *Source: comScore Media Metrix

June 2009‐ Google.com 301 Million “Job” Searches > 10 Million Searches Per Day *Source: Google Adwords

Timing Of The Five Overlapping Eras April 2009 “The Future Of The Social Web”

Individuals assemble and connect with each other in online groups.

Social networks become opera8ng systems.

Every Web site is now social, even if it doesn’t choose to be.

Web sites deliver personalized content to visitors.

Online groups supplant brands.

Prehistoric

Pre‐Web

Web 1.0

Web 2.0

Mass Marke8ng‐TV, Radio, & Print (used demographics)

Direct Mail, telemarke8ng, catalogs, etc

(demographics + lifestyle –medical &

diet)

Social web marke8ng: customers are more in control of what they read, hear & watch

Common Interests • Do (Behaviors) • Feel (Attudes) • Think (Interests)

• Reputa8on Aggregators • Blogs • E‐communi8es • Social Networks

Marke8ng Trends

It Pays To Adver8se

Find or Be Found

Engage & Converse

Bring Value

Build Trust &

Rela8onship

Review & Improve

Repeat the

Process

TalentStream Model

1.  ”no strings” 2.  Seed Community 3.  One of Us

1.  Transparent 2.  Care About

Brand 3.  Share

Experiences

1.  Guanxi 2.  Trust strangers 3.  Nurturing Rela8onships

(mul8ple touches) 1.  Do (Behaviors)

2.  Feel (ANtudes)

3.  Think (Interests)

1.  Listen to the audience

2.  Test “The New” 3.  Rapidly

changing landscape

Microsoft Approach

Microso> Approach

Talent Acquisi8on Strategy

Segments of Talent Supply

Microso> Talent Engagement

Model

ATS

Talent Com

mun

i8es

TalentStream

Strategy

Training (tech)

SEO (p

assive & ac8ve)

Talent Acquisi8on Strategy

Even

ts (live & online)

Talent

Iden

8fica8

on

Talent

Engagemen

t

Pillar = Tac8

cs

Not Looking 34%

Passively Looking 32%

Casual Looking 20%

Ac8vely Looking 14%

Source: Bureau of Labor Sta0s0cs

Segments of Talent Supply

Visitor / Passive Talent

Communi8es

Applicant

Candidate

Employee

Alumni

Not Hired

News Screened Out

Non‐Applicant

Agents

RSS

Referrals

SEO/ SEM

TalentStream Campaigns

Live & Virtual Events

Events

Microso> Talent Engagement Model “Apply or Goodbye”

Not Looking 34%


Casual Looking 20%

Ac8vely Looking 14%

Boomerang

Not Looking 34%


Casual Looking 20% Ac0vely

Looking 14%

*Desperately Ac8ve

*Ra8onally Ac8ve

*Occasionally Ac8ve

*Inquisi8ve Passive

*Axainable Passive

*Ungexables Passive

*Loyal Passive

*Source: Recrui0ng Roundtable

The Job Search Cycle

Crea8vely Ac8ve

“Numerous wonderful Microso2 employees reached out to help and I was pleased and fla:ered by their responses.” Eric Barker, Aug 11th, 2009

Not Looking 34%



Looking 14%

Very Difficult To Source

Difficult To Source

Very Easy To Source

Easy To Source

Difficulty To Source

Source: Bureau of Labor Sta8s8cs

*83% of Ac8ve Want to Hear About Jobs

*42% Want to Hear About

Jobs

One‐off |Requisi0on Based Talent

Engagement Ac0vi0es

Not Looking 34%



Looking 14%

Target Audience Will Listen

*Source: Recrui0ng Roundtable

Target Audience Will Listen

Less than once per year 14%

Once Per Week 11%

Several Times Per Month

15%

Once Per Month 12%

Once Every Two Months

9%

Once Every Three Months

14%

Once Every Six Months 16%

Once Per Year 9%

% Audience

Source: Recrui0ng Roundtable

> Best prac8ce is to allow prospects to choose frequency of interac8on

72% Hear from either Recruiter or Hiring Manager

Training (tech)

Events (live & online)

Easy to Source Casually Looking Business Networking

Very Difficult Source Passively Looking Career Development

Project related ac8

vi8es

Person

al

Networking

Comp & Salary

SEEKING:

“Jobs”

“Apply”

CHANNELS: Search Engines Job Boards Social Networks

SEEKING: “White Papers”

“Tools” “Webinars” “Training”

Q&A

CHANNELS: Search Engines ‐ Social Networks

Industry Sites & Events ‐ Employee Rela0onships

SEEKING: “Training” “Salary/Pay” “Resume” “Careers”

TOOLS: Email & Social

Referral Marke0ng

TOOLS: CRM, Email & Events

Not Looking 34%


Casual Looking 20%

Ac8vely Looking 14%

Methods Used to Reach Target Audience


Difficult To Source

Very Easy To Source

Easy To Source

Web Ac8vi8es & Online Interests

Seeking = content

Channels = How to Reach

Talent Engagement Techniques

Ac8ve

Very Easy to Source

Casual Passive

Difficult to Source

Not Looking

Very Difficult to Source

SEO SEO Requisi8on Based Sourcing Tac8cs

Pos8ngs TalentStream

Referrals Live Events Boolean Search Tac8cs

Sourcing Web Events Deep Web Tac8cs

SEO

TalentStream

Live Events

Web Events

Easy to Source

Talent Engagement Techniques

Ac8ve

Very Easy to Source

Passive

Difficult to Source

Not Looking

Very Difficult to Source

SEO SEO Requisi8on Based Sourcing Tac8cs

Pos8ngs TalentStream

Referrals Live Events Boolean Search Tac8cs

Sourcing Web Events Deep Web Tac8cs

Casual

SEO

TalentStream

Live Events

Web Events

Impacted Employee List

RD List Marvin – So>ware Target

List

Total

Iden0fied Prospect

184 358 2400 3865

SC Ini0ated Contact

135 196 83 414

Sent Event Invite

115 187 53 355

Coming to Event

21 119 44 184 Confirmed

RSVP

We Hiring In Seaxle Totals

Iden0fied Prospects 3865

Sent Invita0on 355

Confirmed RSVP 184

RSVP Aoended 129

Non invited aoendees /Referrals

21

Final Aoendance 150

Invited to next steps ‐ Interviews

76

Easy to Source

If you want 50 axendees to an event eMessage target list of 1000 • 3 eMessages will result in >8% response or 83 “RSVPs”

38% no show rate (so really 5% of invitees aoend) 51/83 will show up to the event

40% of aoendees move to interview process 41% invited for full loops

30% “No Shows”

51% Move to Tech Screen

38% = Less No Shows

40% = Higher Quality

Target Audience: So>ware Engineers (no relo)

Business Case: Event for Mobile Communica8ons Team

Benchm

ark Metrics

Tac8c: Live “Local” Event (Pre‐screened)

Project related ac8

vi8es

Person

al

Networking

Comp & Salary

SEEKING:

“Jobs”

“Apply”

CHANNELS: Search Engines Job Boards Social Networks

SEEKING: “White Papers”

“Tools” “Webinars” “Training”

Q&A

CHANNELS: Search Engines ‐ Social Networks

Industry Sites & Events ‐ Employee Rela0onships

SEEKING: “Training” “Salary/Pay” “Resume” “Careers”

TOOLS: Email & Social

Referral Marke0ng

TOOLS: CRM, Email & Events

Not Looking 34%


Casual Looking 20%

Ac8vely Looking 14%

Methods Used to Reach Target Audience


Difficult To Source

Very Easy To Source

Easy To Source

Channel Engagement Ac8vi8es

Ac8ve

Ads, Keyword searches

Casual

Personal & Business Networks

Passive

Career Development

Content

Not Looking

Project Related Content

Key Words‐jobs Resume‐How To Tech Briefing White Papers

Job Boards Salary Info Networking Events Tools

Personal Networks Personal Networking

Sponsorship at Conferences

Webinars

Salary Info Business Networks Inside Scope Training

Social Networking Social Networking Social Networking Social Networking

Channel Engagement Ac8vi8es

Ac8ve

Ads, Keyword searches

Casual

Personal & Business Networks

Passive Not Looking

Career Development

Content

Key Words‐jobs Resume‐How To White Papers

Job Boards Salary Info Networking Events Tools

Personal Networks Personal Networking

Sponsorship at Conferences

Webinars

Salary Info Business Networks Inside Scoop Training

Social Networking Social Networking Social Networking Social Networking

Addi8onal Training Desired in the next 5 years*

Gen Y 78%

Gen X 84%

Boomers 81% *Kelly Services April 2009

Tech Briefing

Career Development

Content

Business Case: Evangelize Breakthrough Technology in Games

Target Audience: Passive Audience of Gaming

Tac8c: Evangelize technology & update Game Audience

Sent email to “2847”

“1764” or >70% Visited

Interests of Passive Game Prospects

@talentcommunity hop://www.linkedin.com/in/marvsmith

marvin.smith@microso>.com

Discussion

Final Thoughts

InteracFvity has it limitaFons. Some people are simply wrong. Others are asses. Some need their meds. But don’t let them ruin the party—Jeff Jarvis

Community In Ac8on

How Prospect’s Search

Metrics Microso>’s Distributed System

How Candidates Search

“Developer Jobs in Sea:le”

Prospects Use these key

words‐”developer jobs in Sea:le” ‐about 440 8mes

per month

Dedicated Landing Pages

Capture Passive

Integrated Matching Jobs

Use these key words‐”developer jobs in Sea:le” ‐about 440 8mes

per month

How Candidates Search

Holy Grail “Above the Fold” on the first page of Google (70% of job searches)

Above the Fold‐upper half sec8on of web page that the visitors can read without touching the scroll bars of the browser.

Ads above the fold get maximum axen8on and hence a higher Click Through Rate (CTR)

SEO is Not Enough

“Apply or Goodbye”

Metrics & More

Promote Your Social Channels!

Think Distributed

Site Distribu8on Across Channels Think Distributed

Example: Streaming Jobs To Your Twixer Accounts

Twioer Account

Feed URL

Hash Tags

Think Distributed

Example: Streaming Jobs To Your LinkedIn Accounts Think Distributed

Web 2.0 Beyond the Social Recruiting Hype: Microsoft's Approach to Building Talent Pipelines and...

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Transcript of Web 2.0 Beyond the Social Recruiting Hype: Microsoft's Approach to Building Talent Pipelines and...