The document summarizes recruiting trends for 2013, including: 1. Fundamental changes in the nature of work and how organizations allocate work that require new talent strategies focused on agility, collaboration, virtual/contingent work, and shorter product life cycles. 2. Emerging best practices for talent engagement include understanding your full talent ecosystem, implementing talent lifecycle analytics, and leveraging content marketing and social networks to engage both known and unknown talent. 3. Key trends for engaging unknown talent include segmented messaging, content marketing, targeted referrals, social media/SEO, and reputation management, while trends for known talent include employee referrals, talent relationship management, talent networks, and lead nurturing.

1. Recruiting Trends 2013
NWRA | March 20, 2013
Master Burnett
Director of Strategy
master@bravenewtalent.com | @masterburnett

2. My Paradigm
©2013 Master Burnett | @masterburnett | @BraveNewTalent

3. Agenda
• My Paradigm
• Context for future thinking
• Fundamental Changes
• Enabling Future Success
• Questions
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4. CONTEXT FOR FUTURE THINKING
Forces Driving Change in Greater Business Environment

5. Five Forces Define Context
Transparency Demographics
Internet Access
69% Mobile Access
94% Stationary
Blurring Roles Economic Shift
©2013 Master Burnett | @masterburnett | @BraveNewTalent

6. FUNDAMENTAL CHANGES
Long Term Trends Your Talent Strategy Must Adapt To

7. Four Fundamental Changes
1 Agility is key success factor
Innovative, Emerging Market, Customer Centric, Cost Contained
2 Nature of work has changed
Collaborative, Project Oriented, Virtual, Time Pressured (Flatter Org, Shorter PLC)
3 Consumer Internet trends influence expectations
Monologue>Dialogue, Authentic, Transparent, Responsive
4 How organizations allocate work has changed
Massive growth in alternate labor types (contingent, OSP), (MIT, 1984)
©2013 Master Burnett | @masterburnett | @BraveNewTalent

8. ENABLING FUTURE SUCCESS
New Thinking & Best Practices to Thrive in the New Reality

9. Understand Your Talent Ecosystem
Unless you terminate your entire workforce and start over from
scratch, your future workforce will always contain:
Converting/New College Service Strategic
Contractors Intern/Early Providers Partners
Experienced Current
Alumni
External Employees
©2013 Master Burnett | @masterburnett | @BraveNewTalent

10. Understand Your Talent Ecosystem
©2013 Master Burnett | @masterburnett | @BraveNewTalent

11. Talent Engagement Lifecycle
Unknown Known Talent Qualified New Hire /
Candidate Alumni
Talent Talent Lead Lead Employee
Recycle Recycle Redeploy Rehire
High Value Engagement Loop
80/20 or more likely 90/10 rule applies. Talent has no
knowledge of your identity, relevance to them, or an
informed perspective.
53% of the talent that makes it through the apply process
indicates having a prior relationship with the organization.
Source: Talent Board - Candidate Experience 2012
©2013 Master Burnett | @masterburnett | @BraveNewTalent

12. Analytics Evolution
1 Transaction Counting Declines
Historical focus has been on enumerating reach i.e. number of applicants, number of fans/followers, with
the end goal being conversion.
2 Touch Point Aggregation
Modern tools enabling evolution to understanding flow of talent across numerous touch points to the
organization. [Social Reporting, Flow Analysis]
3 Conversion Expands in Scope
As the models by which organizations leverage talent expand, so too does the scope of conversion.
Applicant:Hire path expands to Known Talent Engagement Rate.
4 Recruiting ROI Easier to Calculate
With the aggregation of data points identifying and valuing how talent engagement impacts the
capability/capacity of an organization becomes significantly more clear.
©2013 Master Burnett | @masterburnett | @BraveNewTalent

13. Key Trends: Unknown Talent
1 Segmented Messaging / Positioning (Context)
Dividing target audience into subsets of talent with professional needs and applications for their
knowledge, skills and abilities.
2 Content Marketing (Content)
Marketing technique of creating and distributing relevant and valuable content to attract, acquire, and
engage a clearly defined and understood target audience – with the objective of influencing conversion.
3 Targeted Referral Outreach (Connection)
Proactive referral marketing designed to support and augment the network reach of the existing talent
ecosystem.
4 SEO/SEM/SMM/MM (Omnipresent)
Cross platform integrated campaign management will enable organizations access to and insights from
talent their digital footprint.
5 Reputation Management / Social Proof (Trusted)
The science of monitoring and influencing your perception among people that influence your target
audience and mitigating the impact that influence may have on your desired outcome.
©2013 Master Burnett | @masterburnett | @BraveNewTalent

14. Key Trends: Known Talent
1 Employee Referral
Proactive targeted referrals designed to filter and grow early stage relationships with known but non-
affiliated talent.
2 Content Marketing (Content)
Marketing technique of creating and distributing relevant and valuable content to attract, acquire, and
engage a clearly defined and understood target audience – with the objective of influencing conversion.
3 Talent Relationship Management (ATS Repl)
Holistic management of the interactions and data produced by interactions that helps you better
understand and articulate your ability to meet the needs of known talent.
4 Talent Network
Opt-in communication channel(s) that provide news about the organization. Should be highly segmented
to retain relevance.
5 Lead Nurturing
A method of consistent and evolving communication designed to deeper the conversation with known
talent and strengthen influence so that when conversion is possible it is more likely.
©2013 Master Burnett | @masterburnett | @BraveNewTalent

15. Key Trends: Engagement Loop
1 Talent Community
An online community that allows like minded professionals affiliated with an organization to engage with
one another in professional discussions relevant to the organization.
2 True Employer Brand Management
Brand management isn’t about communications or messaging/advertising, it is about influencing
perception, something largely impacted by interaction experience.
3 Crowdsourced Ideation/Projects
Leveraged a highly targeted body of affiliated talent to engage in discussion around innovation and solution
discovery. (Opportunity Board)
4 Online Mentoring
Connecting highly targeted internal and external talent with internal mentors and subject matter experts
for joint development.
5 Distributed Website Tracking
Code snippets placed across aspects of your digital footprint provide insight into online interaction and
information seeking behavior.
©2013 Master Burnett | @masterburnett | @BraveNewTalent

16. THE END (STILL AWAKE?)
Master Burnett
master@bravenewtalent.com
@masterburnett
(415) 738-8000 x301
©2013 Master Burnett | @masterburnett | @BraveNewTalent