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Talent Attraction and Employer Branding by Leveraging Online Talent Communities
Attracting Talent by Leveraging Talent Communities Gautam Ghosh Product Evangelist and India Marketing Lead, BraveNewTalent E: firstname.lastname@example.org Twitter: @GautamGhosh Ph: +91-97422-39954 Blog: http://www.gautamblogs.com FB: http://www.facebook.com/HR.Blogger
Society is undergoing dramatic change FROM TO Passive recipients of Active knowledge information sharers/drivers Constrained by natural Borderless (or psychological) boundaries Face to face ‘Invisible’ Living within our means Have It All Job for Life Continuous Learning
Tomorrow’s consumers are today’s digital natives
Therefore…• Your Culture is your Employment Brand and your employees are your brand ambassadors
How Talent Management Practices, The Nature of Work Itself and the Structure of the Workforce are Changing SOCIAL TECHNOLOGIESARE CHANGING THE GAME
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
What is an online community?An online community is a group of peoplewith similar goals or interests that connectand exchange information using web tools. ...An online talent community is a group ofpeople that share an affinity for anorganization, profession or skill that connect, share opinions, exchange information, andcollaborate using web tools.
Three distinguishing points Connects Organization/Profession/Skill with all Stakeholders Groups COMMUNITYConnects Members to Connects Members to Other Members Non-Members (Discovery)
What’s not a talent community Any centralized database of individuals (applicants, candidates, direct sourced targets, etc.)
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
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
Key Action Steps, Success and Failure FactorsGETTING STARTED
Key action steps – the basics1 Understand your target member(s)2 Define how and what you want members to do3 Design a community that delivers value to all4 Set realistic expectations Plan for the internal change management needed to5 support talent communities and community mgmt6 Be realistic about allocating resources
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!
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!
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
It’s Just Like Any Other RelationshipKEEPING YOUR AUDIENCE ENGAGED
Six keys to successful TC engagement1 Common Interest2 Dedicated Time Together3 Two-way Communication4 Tolerance for Honesty5 Authenticity / Empathy6 Opportunity to Grow Together**
Design for engagement Curious Applicant Pipelined Newly Hired Ambassador AlumniEmployeeContractor/Consultant This movement requires a planned experience.Outsourced Service This is the only segment that values job announcements. ProviderCompetitor Intern AspiringEmployee OtherStakeholder
Focusing on the Wrong Measure Will Drive the Wrong ActivitiesMEASURING YOUREFFORTS
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
Content, Conversations Develop People Company interested Employees Engage Attract People with Skills
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
Drive tagged audiences to your communityBraveNewTalent allows organisations to leverage their internalknowledge experts, aspiring leaders, alumni, customers,strategic partners, vendors, etc. to cultivate the next generationworkforce by engaging in dynamic multi-party, multi-modalconversations focused on professional topics. SEO/SEM News Twitter Print Advertising Advertising LinkedIn Facebook Advertising Advertising BraveNewTalent Email Community Platform Word of MouthCampaigns