How to build your online recruitment strategy James Purvis, Head of Talent Acquisition, CERN.
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Transcript of How to build your online recruitment strategy James Purvis, Head of Talent Acquisition, CERN.
How to build your online recruitment strategy
James Purvis, Head of Talent Acquisition, CERN
About CERN• World’s largest particle physics centre • World’s largest scientific instrument• 1954: Europe’s first joint ventures• 2013: 23 member states
• 1bnCHF budget• 2500 staff• 200 - 1000 recruits pa• 10,000 visiting scientists
(half of world’s particle physicists)
Studying 13.7bn years of attraction & selection!
4th July - Discovery of HiggsOver 40 years of searching
“Greatest scientific discovery of the millennium”
Analysis of reaction on Social Media
The LHC:Large Hiring Challenge
Achieving great science…
requires great talent…
…yet we recruit very few physicists!
CERN is a great place to work!
… but we can make it sound really boring!
“The incumbent will take an active part in all questions related to scientific information”
typical candidate reaction
Recruitment 1.0
CERN is ….
Dept X does…
Group Y implements….
We need….• Bulleted• List• Of• Needs
Both men & women can apply
Describing a task/need Results• Delays• Low quality• No sourcing• No advertising• No brand• One-step process• Few quality candidates• Low satisfaction levels
Social media How can you be heard?
I’m recruiting…can you hear
me?
4.5 billion daily likes
500 million tweets a day!
16 years of content uploaded per day!
288,000 conversations a day
Getting started
Sort out your EVP
“Your EVP can be thought of as your
Higgs field for attracting talent”
Design a Social Media StrategySourcing strategy
Online
Social
Youtube
Employer branding clips
Interview process
Job insights
Misc
Tumblr
Professional
Job boards
Careers fairs
Agencies
Candidate DB
“If you don't know where you are going, any road
will get you there.” The Cheshire Cat
Make timeReduce the time consuming activities
Reduce print
adverts
Reduce career fair
organisation with low ROI
Implement multiposting for adverts to
job boards
Replace telephone screening
with asynchronous
web
European Multiposting
www.cern.ch/jobs
Reaching 20 countries with one single click!
Big Data - Evidence Based HR
Case study
300+ appl.
15 cand.
5 interviewed
1 selected
Video interview
- 15 candidates- 7 viewers- 5 onsite- 1 hire
Asynchronous Web interviewing
Reduces costs & Increases quality
The channels
Twitter- Quick & Easy to setup- Shared account- Increases Google Pagerank- Its not about followers
Youtube- “If I can’t picture it, I cant understand it”- Easier than you think- Set up a ‘channel’- Video is most popular media on the net
@cernjobs
youtube.com/cernjobstv
Facebook is a platformBecoming more important than traditional websites!
Poll
Do you have a strategy to build engagement via facebook for recruitment?
Not examined use of facebook Don’t consider facebook relevent for our needs Have a corporate facebook page Have a dedicated recruitment facebook page Have a stragegy in place for building
engagement on facebook
Default page1,374 likes
Company Page31,352 likes
Each time you get a “like,” your page is advertised in the Facebook news feed…for free
Engaged Page220,955 likes
Facebook for recruitment16,106 fans 220,955 fans
Friends of fans reach > 50 million Facebook users
Facebook testimonialsWhy is CERN such a great place to work?
Facebook Live Chat
6,350 people saw this post
Edgerank“possibly the most important algorithm you
have never heard of”
∑ edge e uewede
Ue (affinity) – how friendly you are with someone
We (weight) – videos, photos, comments, likes
De (decay) – recency
You want to make a big announcement ? Plan ahead to increase affinity first.
Courtesy of :
Engagement can’t be planned!
If you are successful…N
umb
er o
f po
sts
Number of applicants
Year
2007 2008 2009 2010 2011 20120
10
20
30
40
50
60
70
80
100 - 200201 - 300301 - 500> 500
Recruitment 2.0
Are you looking for?
Do you enjoy?
Can you do?
Do you have?- Structured- List of- Technical &
Behavioural- Competencies
Employing a diverse and international workforce is a CERN core value and central to our success. We welcome applications from all Member States irrespective of gender, age, disability, sexual orientation, race, religion or personal situation.
Selling an opportunity • EVP• Automated Multiposting• Sourcing & advertising• Pro-active• Multi-channel• Social & Professional Media• Multi-step process
What’s next?
The 3 wishes of our hiring managers
1. Excellence (Quality)
2. Yesterday (Time)
3. Low budget / no agency (Cost)
Our Recruitment 3.0 StrategyRecruitment 1.0• “fill a need”
Recruitment 2.0• EVP + Social & Professional Media
Recruitment 3.0
1. Develop Referral mechanism
2. Implement more pro-active sourcing
3. Investigate Mobile presence• Responsive web-design• Test the waters “going mobile”
4. Search Engine Optimization
5. Improve ATS
6. Diversity
“31% of Google searches that contain the word ‘jobs’
come from mobile devices”
Social Referral Mechanism
• RolePoint, Careerify, Jobvite, SocialReferral…
• Reward? Gamification? Metrics
Meet the team - & share the job!
Pro-active Sourcinge.g Norwegian Technicians, using facebook graph search & x-ray
2013: The future is mobile!
App – current: prototype“Mobile is an additional channel where presence
will be as essential as having a website”
In addition to responsive website design “Four out of five Facebook users are from a mobile device”
App – Possible FutureForce us to rethink apply process
Avoid the mistake of mapping existing processes
Closing Thoughts
Thinking outside of the box
Don’t forget that no-tech can work too!
Thank you for watching
If you have any questions regarding Broadbean or Recruitment Technology and getting the most from your candidate attraction strategy, please contact Richard Essex, Corporate Sales Director
0207 536 1661 | [email protected]
@broadbeanEMEA | www.broadbean.com
