Microsoft Building Talent Communities

AGENDA

2Building Talent Communities | Microsoft Confidential 2009

Building Talent Communities | Microsoft Confidential 2009 3

Digital NativesDigital Immigrates

Welcome to the Digital Age

Social Networking Sites (SNS)Search Engine Marketing (SEM)Search Engine Optimization (SEO)Really Simply Syndication (RSS)Candidate Relationship Management (CRM)

Multigenerational Workforce•Boomer•Gen X•Gen Y•Millennial

Talent CommunityData AggregationTalentStreamSocial Recruiting EventVirtual Third Place



People + Access + Bandwidth + Apps + People =

Formula for Web 2.0

This, apparently, is what makes it possible for a modern teenager, in the 30 seconds of a normal television commercial, to take a telephone call, send a text, receive a text, play a game, download a music track, read a magazine and watch commercials at x6 speed

Building Talent Communities | Microsoft Confidential 20095


‘Business Context’


Talent Community Phases Of Rollout

PHASE 1Year 1: (2007-2008)Community Rollout

• Brand Microsoft Entertainment & Devices

• Engage Talent| LaunchCommunity

• Recruiting Engagement• Hiring Team Engagement• Vendor

Engagement|Uber Community

PHASE 2Year 2: (2008-2009)

Ownership Change

• Expanded “Micro Branding”

• Multiple Communities|Add (SEO/SEM)

• Deepen Recruiter Community Activity

• Greater Hiring Manager Involvement

• Broaden Platform Use (Multiple Vendors)

PHASE 3Year 3: (2009-2010)

Community “Lives”

• Utilize Supply/Demand To Drive Planning

• Cross Community Synchronization

• Viral Community Growth• Recruiting Role Changes• Hiring Managers

Active In Community• Optimize & Integrate

Platforms (All Vendors)

“Tipping Point” when the

community will have a life of its

own.


The message needs to be consistent because the audience is always changing


Talent Job Search Cycle

•Job Boards• Resume Together/Online• Actively Searching

& Applying To Jobs

•Major Search Engines (Live, Google, & Yahoo)

•Salary & Comp Info

•Social Networks(Talking With Friends)

•Business Networks

•Researching Company’sDirectly

•Researching Career Paths & Progressions

•Search Engines, Blogs & Industry Sites• Reading White Papers/Articles• Searching For Project/Task Related Info• Attending Learning & Non-Career Events

Active

CasualPassive

Not Looking

SEO of Jobs

SEM of Jobs

Affinity GroupGatherings

Social Networking Communities

Social Recruiting Events

Virtual Education Events

Drip Information Campaign

White Papers

Map to Blogs

Technical Briefings

What is like to Work at E&D

Methods of Job SeekersE&D Tactics

Timing is EverythingTalent is not looking

all the time

Talent changes jobs 18-36 months

How to relate to talent at every phase of job search cycle

The more things change the more they remain the same


Jake McKee

12

Jakob Nielsen

Social Networking Laws

Law of Participation

Inequality

1% of users are “creators”, driving large amounts of the social group’s activity.

90% of users are the “audience”. The people tend

to read or observe, but don’t

actively contribute.

9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch.

IntermittentContributors

Heavy Contributors

There is a general “rule” that out of 100 people, 1 person will create content, 10 will interact with it, and the rest will just read the content.

Charles Arthur , Guardian Unlimited

Forrester Research: ‘Groundswell’

Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.

Forrester builds on that research and suggests that when you look across multiple communities the participation looks like this

48% across various communities: •Critics•Collectors•Joiners•Spectators




Forrester Research: Groundswell


Age matters with online target talent

Follows Gen Y, Gen X & Boomer

“The time to dance is while the music is playing”


ATS

Jobster

Jobs2Web

LinkedIn

FaceBook

Twitter

Ning

• Sociologist Ray Oldenburg coined the phrase ‘Third Place. ‘

• Oldenburg calls one's "first place" the home and those that one lives with.

• The "second place" is the workplace —where people may actually spend most of their time.

• Third places, then, are "anchors" of community life and facilitate and foster broader, more creative interaction.


Creating Virtual ‘Third Places’

“Do the right thing because it is the right thing to do”


What Talent Demands

Adding Guanxi

To The Mix

Guanxi is a Chinese term, generally translated as "networks" or connections”


Find ways to begin and capture a relationship with desired prospect even if they aren’t currently looking for a job.

Develop a longer term relationship with prospects during their entire career.

Find ways to bring value to your prospect community even if they don’t take your job.

Become more transparent to target talent & enhance prospect experience

Move away from transactional recruiting and into relationship recruiting

Key Elements of Guanxi


Hardware EngineeringCase Study


FAQ #1: I thought Microsoft was a Software Company.

FAQ #2: What is your commitment to Hardware?

“Micro Branding”

Our Brand“Connected Entertainment”

Our Product Groups

Our Specific Products

Our Recruiters

Our Locations

21Building Talent Communities | Microsoft fid i l

Who Do We Want In Our Community?

Redmond

Silicon ValleyMACH Shenzhen

22

UXIndustrial DesignErgonomicsUsabilityUser Assistance

DesignProgram ManagementArchitectureVLSIFirmware

ManufacturingNew Product IntroMfg EngMfg TestProduct Engineering

OperationsFactory MgmtSupply chainQualityData Analytics

Hardware Engineering Talent Profiles

Building Talent Communities | Microsoft fid i l

Mechanical Engineers (227,000)

Electrical Engineers (153,000)

Electronics Engineers (138,000)

Computer Hardware Engineer (79,000)

Materials Engineer (22,000)

Hardware Engineers (18,900)

Reliability Engineers

(2,500)

Hardware Engineers Target Audience

• Narrowed hardware

engineer population

to match talent

profiles

• Aggregate data (17-20

sources) from multiple

engineering disciplines

• Out of the 620,000

engineers, we have

identified 18,900

Hardware Engineers

• 2,500|18,900 were

reliability engineersSource: Bureauof Labor Statistics23

Target (2523)

Visitors (983)

Applied (211)

Joined (83)

Referrals (32)

Hires (8)

*TalentStream: Continuous flow of prospects

from community

Reliability Engineering TalentStream*

• TalentStream metrics to make 8 hires:• 2500 names (aggregated 17 different sources)

• Harvest time: 20 hours per 1000 prospects (50 hours)

• TalentStream metrics: (4) emails to same target audience results in:• 39% audience click through rate

• 53% respondents act within 24 hours of contact

• > 2.5 times more visitors

• > 3.5 times more prospects

• 32 interviews (9% from referrals) resulting in:

• 8 hires (8 different sources of hire)

• Viral most effective: 38% of hires came from referral (source of hire)

TalentStream*

* A continuous flow of prospects from the community 25Building Talent Communities | Microsoft Confidential 2009

• If you want 50 attendees to an event

• eMessage target list of 1000

• 3 eMessages will result in >8% response or 83 “RSVPs”

• eMail 1 3.5% (2 weeks prior to event)

• eMail 2 2.85% (1 week prior to event)

• eMail 3 2.0% (4 days prior to event)

• 38% no show rate (so really 5% of invitees attend)

• 51/83 will show up to the event

• 40% of attendees invited to a tech screen

• 41% of tech screens move to full interview process

Social Recruiting Events


• 20 prospects in 2 weeks

• >50% of responders act within 24 hours

• Add telephone call: 3X (VM); 10X (Conversation) more effective

• 8 Candidates will result

• Surveys of Attendees: changed perceptions: 3X factor-moved people from “somewhat interested” to “very high” degree of interest

• 97% of attendees wanted to know about future events

Social Recruiting Events (cont)


Phases Of Rollout: Year One

• Transparency• Enhance Navigation

Branding

• Reached Large Numbers• Events & TalentStreamsTalent

• Events• TalentStreams

Recruiters

• Events• Partners in recruitingHiring Teams

• One Vendor• ScalableVendors

Space for Community

Crowd Mentality

Transaction Focused

Unrealistic

Metrics & CRM

Success|Wins Speed Bumps


Speed Bumps|Course Corrections


If you find a turtle on a fencepost, you know it had help getting there!

Facebook

LinkedIn

Ning

Jobster

CCN|Blogsphere

Community Focused

Jobs2Web



Community Focused


Community Focused

Community of

Communities

Community Focused

Join Groups

Microsoft Hardware

Work With MeAdd Link To Jobs

Allows Hiring Managers to market key jobs to the target audience on respective social communities

Managing The Moving Parts

Job Feeds

craigslist

Talent Landing Pages (SEO)

Future (Paid Boards)

Talent CommunitiesMobile Marketing

Social CommunitiesPay-Per-Click (SEM)

Corporate ATS


Timeof DayBehaviors Keywords

Business

Source

LocationType of Search

Jobs By Recruiter

Talent Community

Visitors

http://www.bestbuy-retail-jobs.com/clients�

http://www.simplyhired.com/�

Thank You

Marvin SmithTalent Community Development

425-704-8822 [email protected]


Connections

http://www.linkedin.com/in/marvsmith�

http://twitter.com/marvinesmith

http://www.facebook.com/home.php?

Microsoft Building Talent Communities

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