Matthew jeffery

‘Back 2 Basics’
The Simplification of Recruitment
Matthew Jeffery
Reconverse 2014

© 2014 SAP AG or an SAP affiliate company. All rights reserved. 2Confidential
BS Bingo: First one to shout ‘House’ after I have used
10 of the following words / phrases = Prize
Recruitment is not
complicated.....the basics have
not changed in 50 years.....
Humanise
Futurology
Crowdsourcing
Talent Ninja
Gamification
Legend
Talent Community
Guru
Ken Wardism
Social is free
Pipelining
Back 2 basics

Keeping it simple..................
Recruitment is not
complicated.....the
basics have not
changed

#1
Hire the ‘best’

A reminder of THE BEST ........ Saturday 11pm v Italy.......

We all face the same problems

Many of us stand at a Recruitment Crossroads

Tough decisions need to be taken: So many
different solutions: what works? what doesn’t?
How Assess Candidates? Building an EVP?

‘Good’ Recruitment is not easy:
We have to chart difficult & choppy waters

The challenges we ALL face….
- Highly competitive to attract & retain the ‘Top Talent’ / Global War for Talent
- Experienced Talent pool is shrinking
- Talent has become more demanding: compensation, career paths, training
- Talent is more mobile: Relocate for the best job
- Talent more fluid: Average time in a job 2 years
- How to get a true ROI on Social Media
- The art of Employment Branding and positioning
- External providers losing ground

Everyone in this room is in a race to attract
the ‘top’ talent. We cannot all win!

The key is understanding what makes us ‘unique’
and ‘differentiates’ us from the herd

Some have all
the answers ...
Consultants,
‘Gurus’ ‘Ninjas’

Priortise......
what can you
solve/achieve

The baseline: Common problems every company faces
‘Too few Pipelines built’
‘Too little market mapping’
‘What does WGLL look like’?
‘Social media ‘Broadcasting’
not engaging’
‘Same old candidates applying’
‘Too many job boards’
‘Agencies too often a first
resource’
‘No communities
to source from’
‘Old style recruitment marketing’
‘Data not measuring
effectiveness/ROI’are

Recruitment Crazyisms #1
‘Recruitment has No
/ Little Budget’!!!
Yet the business spends on
Recruitment Agency Fees!!!!

Get control

Sourcing & E-Branding traditionally off doing their own thing
Sourcing
Employment Branding

A critical move was bringing them together into 1 team

Marketing =
selling

Building the Employment Brand ‘Inside-Out’
Unite employees into ‘one’ happy team

Our goal is to ‘Humanise’ our brand…by….

Showcasing our best asset. Our Employees: They are the
‘true’ SAP Employment Brand

Talk at someone
they get bored......
talk with them they
engage!!!

By ‘Engaging’ with our communities, we can showcase
employee stories & insights

Engagement fuelled by ‘Gamification’

Be honest.....
Recognise your
weaknesses

Being candid we have areas to improve……
Uninspiring Corporate Careers site Jargonised Job Specs
How we build relationships
with a large database

Candidates are not a
number....but real
people, with real
feelings, that can get
mightily pissed off!!!

Candidate Experience is key:
‘Back to Basics’….don’t just rely on a bounceback email

Candidate Experience: SAP Mapping the journey
‘Putting ourselves in the candidates shoes’....

Candidate Experience: and we ‘Listen’ by surveying

Don’t put all your
efforts into
Social..... The
careers site is still
key......

SAP’s careers shop window to the world
SAP Careers Site Redesign

 Humanized approach - employees
telling stories (Run with Purpose)
 Friendly, approachable tone.
 Mobile-enabled
 Responsive design - Scrolling &
Interactive
 Content Management System – fresh
content
 Capturing key metrics of visitors
(RMK)
 Embrace Social Media (‘Life at SAP’)
 Brand compliant
Our Goals

A ‘customised’ and unique experience
Different entry points and
experiences for :
Students
Graduates
Professionals

Visually Impactful, Bold, Tailored ‘Home Page’
Responsive design ie
screen scrolls down
Bold, visual approach with
more ‘approachable’
language
‘Tailored’ entry points for
High School, Graduates,
Professionals.
(This is a screen shot of the
Graduates home screen)

Responsive Design
Graduate home screen
scrolling down
Note: Employee Videos
Social Media Interaction
Bright Imagery
Insights into the culture of
SAP

Accessible For Those On The Move
Fully Mobile enabled
(This is how our
careers site will look
on a mobile phone)
Responsive design
(scrolls down)
‘Jobs on the go’

Our Employees. Our Greatest Asset Tells Their Stories
Our People are the
focus. Stories. Blogs.
Videos. Photographs.
Bringing SAP to life.

Old ‘skool’
networking is
todays community
building

Building Communities...a necessity not a ‘buzzword’
‘A group of interacting people, that shares common values/interests
and through these bond ‘social cohesion’ / ‘belongingness’

Our goal: A predictable Talent pipeline, built from self
sustaining talent communities

Communities: Crowdsourcing’s engine
New Ideas
External
Referrals
Employer
Brand
Engagement

45© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Why A Talent Community?
Career
Site
Apply
Process
Applicants
Applicant Tracking System
Hires
Passives =
Lost
Drop Offs
= 50%
Non-
Hired =
Dead
Moved To
HRIS
Talent Community
Passives
Captured
Drop Off’s
Captured
(Sourced &
Remarketed)
Non-Hired
Are Recycled
(Future Apply &
Viral)
Employee
Referral &
Mobility
 Passive Capture Rates
 Increased Viral Referrals
 Increase Re-Apply Rates

‘Data dependency’ is
like renting a house.
The landlord is in
control................
build your own
database.....

Sourcing Confusion & Lack of Integration
Candidates
ATS
System

SuccessFactors Globally Optimizes
Recruitment Marketing Operations

If you don’t
measure it....how
do you know what
works?

50© 2014 SAP AG or an SAP affiliate company. All rights reserved.
Measuring What’s Working: Big Data in Play

Recruiting Analytics – Full Line of Sight
Sourcing Mix
• Compare your
front end
sourcing mix
with
downstream
hiring results
• What sources
drive more
traffic to your
website and
yield greater
hires
• What sources
have the best
ROI

The best
candidates
aren’t looking

Why is Sourcing CRITICAL to SAP?
80% of Talent is Passive
i.e. not looking for a job
20% of Talent is Active
i.e. looking for a job e.g. registered on
job boards, registered with
recruitment agencies
Conclusion
The best talent is focused on their
current job, is not looking and
therefore needs to be approached
Question: Does SAP want to hire the BEST quality talent or continue to focus only
on those actively looking for a job?

Recruitment crazyisms......#2
80% of the Talent
Pool is Passive
and not looking
for a new job
So why do we all battle for the 20%
looking on job boards and registered
on Recruitment agencies?

Challenges to Hiring ‘the best’
‘Good’ Recruitment is NOT easy:
- ‘The Best’ candidates expect to be approached. They are waiting to be ‘tempted’
away from their current job. Sourcing is a high skill role that requires sales,
marketing & psychological profiling skills.
- Old recruitment methods, ie job boards, agencies, cater for minority. ‘Roulette Wheel’
recruiting, the ‘right person’, seeing the ‘right job’, at the ‘right time’, and deciding that
SAP is ‘right for them’.
- Like many companies we have a developing Employment Brand in the tech industry.
When we call candidates, we have to ‘work’ hard and get past ‘barriers of
misconception’ (SAP a large Corporate, slow, ‘heavily Works Council run’, un-
innovative, bureaucratic company). Means we need the Phone.
- Still a ‘war for talent’ in high tech sector between big brands like like Apple, Google,
Microsoft & smaller brands like Workday, Salesforce.
- Therefore: SAP has to work to attract TOP QUALITY, (as do our competitors).

BT were right....
‘It’s good to talk’!!!
.....The Phone really
is the Sourcers best
friend

Sourcing is an
entry level job......
A job en route to
becoming a fully
fledged recruiter!!
Yet we ask them to convert passives
into active candidate...the HARDEST
most skilled part of TA

Define ‘best’

We start ‘recruiting’
But often we don’t know what we are
looking for!!!!

Hiring the best: ID’ing the DNA of WGLL!

Pioneering New Assessments

Goal: Hire the best grads, open it to social media

What Great Looks Like (WGLL)...defined by SAP

What Great Looks Like (WGLL)

Into the tool......

Cultural test....takes 5-10 mins....Pass/Fail

Situational Test....takes 15/20 mins....Pass/Fail

Post assessment....engage....build relationships

Creating a bootcamp........

‘Wow’ Bootcamp..............

The more we
know....the better
decisions we can
take

Big Data drives WGLL. It allows a greater predictivity in
hiring. Assessments critical

Quality of hire

Know your
‘challenges’

Fear of change

‘Relax. Its always worked in the past’

Technology is an enabler but mindsets & capabilities are
what drives change & success

Moving ‘Recruitment’ to the Cloud and mobile

Closing advice
and reflections!

Do your own thing.
Experiment. Test. Conclude

Don’t make excuses make
business cases.............
No budget....no cry

Recruitment leaders need to
Lead
If Talent Acquisition is so
important why are so many not
at the top table?

Stop blaming HR
Blame yourself.........

Global companies need to tailor
communication. What works in
the West wont necessarily work
in Asia!!!

Just because a big brand has a
massive Facebook community
it does not mean they do
anything with them.
A stat is a stat...

Don’t get preoccupied with the
future.....the present is now.
Deliver now.........Or you may
be fired before you reach the
future

You don’t have to be the
biggest brand to be the most
attractive to candidates... work
on your messaging

Consultants/teachers are the
vogue. If you need one.
Research them well.

Just because someone stands
on a stage does not mean they
can walk the talk!!!
Question the spin. See through
the self promotion

Critisicm is EASY
Giving Solutions is HARD

Remember
Despite Recruitment being
easy
NO-ONE has mastered it.....
NO-ONE!!!!!!!!!

What is the point of a half?
Mines a pint!!!!

Matthew jeffery

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