Talent Attraction and Employer Branding by Leveraging Online Talent Communities
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Transcript of Talent Attraction and Employer Branding by Leveraging Online Talent Communities
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Attracting Talent by Leveraging Talent Communities
Gautam GhoshProduct Evangelist and India Marketing Lead,
BraveNewTalentE: [email protected]
Twitter: @GautamGhoshPh: +91-97422-39954
Blog: http://www.gautamblogs.comFB: http://www.facebook.com/HR.Blogger
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Passive recipients of
information
Active knowledge
sharers/drivers
Constrained by natural
(or psychological) boundariesBorderless
Face to face ‘Invisible’
Living within our means Have It All
Job for Life Continuous Learning
FROM TO
Society is undergoing dramatic change
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Tomorrow’s consumers are today’s
digital natives
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Therefore…
• Your Culture is your Employment
Brand and your employees are your
brand ambassadors
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SOCIAL TECHNOLOGIES ARE CHANGING THE GAME
How Talent Management Practices, The Nature of Work Itself and the Structure of the Workforce are Changing
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Social technologies are not just other tools
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Fundamental shifts - content
• Authority � User Generated– Influence (trust factor)
• Authenticity• Tolerance
• Broad/Generic � Niche Relevance– Numerous Channels, Fragmentation– Noise
• Buying Visibility � Earning Visibility– Social Trending/Discovery
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Fundamental shifts – talent management
• Linear � Lattice Career Progression– Flatter, Virtual, Collaborative, Project Based
• Accelerated Mobility– Time in Tenure, Development Cycle
• Formal � Informal Learning– Social Collaboration, Learning Networks
• Silo’d � Integrated Resourcing– Full Time Alternatives
• Complexity
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THE ROLE OF ONLINE COMMUNITIES
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What is an online community?
An online community is a group of people with similar goals or interests that connect and exchange information using web tools.
. . .An online talent community is a group of people that share an affinity for an organization, profession or skill that connect , share opinions, exchange information, and collaborate using web tools.
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Three distinguishing pointsConnects Organization/Profession/Skill
with all Stakeholders Groups
Connects Members toOther Members
Connects Members toNon-Members (Discovery)
COMMUNITY
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What’s not a talent community
Any centralized database of individuals (applicants, candidates, direct sourced
targets, etc.)
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Role in the modern world
• Online communities are the new “meeting places” for digital citizens across the globe
• They form the backbone of the modern support system
• They are where content gets discovered• They are where discussions happen
whether you participate or not• They are where perceptions are formed,
vetted and cemented
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What talent communities can enable:
• True Employer Branding– Segment, share/listen, test alignment
• Broader Talent Ecosystem Engagement– See talent across all labor types
• Discover Talent Otherwise Overlooked– Added insight, pre-applicant assessment
• Cultivate / Grow Future Talent– Mentor, influence, educate/develop
• Leverage Brand Army
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GETTING STARTED
Key Action Steps, Success and Failure Factors
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Key action steps – the basics
Define how and what you want members to do2
Understand your target member(s)1
Design a community that delivers value to all3
Set realistic expectations4
Plan for the internal change management needed to support talent communities and community mgmt
5
Be realistic about allocating resources6
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Healthy communities are like gardens• You have to seed them
(content and interaction)• You can’t put some plants
together• You need to fertilize infant
plants• You have to manage pests• You have to eliminate rotten
matter• You need to split them when
they grow to large• Your results grow as your
skills grow• It takes time!
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Success factors – beyond the basics
• Great Community Manager – Dedicated champion of transparency– Solicits/drives interaction– Doesn’t judge– Capable of engaging with different audiences– Promotes diversity of thought and inclusion
• Build in rewards for desired member activity• Connect to offline events• Build on member commonalities• REMEMBER: It’s not about YOU!
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Failure factors
• Assuming all professions are created equal– If existing CoP’s cannot be found, you face an
uphill challenge
• Focusing solely on the technology• Not dedicating time/resources• Delivering little/no value• Locking down the target member too tight• Not designing for interaction
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KEEPING YOUR AUDIENCE ENGAGED
It’s Just Like Any Other Relationship
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Six keys to successful TC engagement
Dedicated Time Together2
Common Interest1
Two-way Communication3
Tolerance for Honesty4
Authenticity / Empathy5
Opportunity to Grow Together**6
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Design for engagementCurious Applicant Pipelined Newly Hired Ambassador
Alumni
Employee
Contractor/ Consultant
Outsourced Service Provider
Competitor
Intern
Aspiring Employee
Other Stakeholder
This is the only segment that values job announcements.
This movement requires a planned experience.
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MEASURING YOUR EFFORTS
Focusing on the Wrong Measure Will Drive the Wrong Activities
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Common Community Measures
• # of Unique Visitors• Conversion Rate of Members• # of repeat Visitors• Average time between repeat visits• # of minutes spent in community• # of referrals per time period• Conversion rate of referrals• # of interactions per member
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Content, Conversations
People interested
People with Skills
CompanyEmployees
Attract
Dev
elop
Engage
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Going forward
- Integrate social into recruiting
- Leverage technology for upgrading
skill
- Address the larger talent ecosystem –
employees, candidates, partners,
customers, suppliers
- Focus on creating an open and
transparent organizational culture
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ABOUT BRAVENEWTALENT
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Drive tagged audiences to your community
BraveNewTalentCommunity
PlatformEmail
Campaigns
LinkedInAdvertising
TwitterAdvertising
SEO/SEM
PrintAdvertising
News
Word of Mouth
FacebookAdvertising
BraveNewTalent allows organisations to leverage their internal knowledge experts, aspiring leaders, alumni, customers, strategic partners, vendors, etc. to cultivate the next generation workforce by engaging in dynamic multi-party, multi-modal conversations focused on professional topics.