Radoslaw Knap guest presentation from the Employer Brand Global Masterclass in Warsaw 15.10.2009.Emphasizing the role of career websites in employer branding and war for talent in EMEA and Poland. Hints for best career website and Internet strategies for sourcing talent.

1. Careerwebsites as thetoolinthe war for talent Radosław Knap KNAPRO Consulting Employer Brand Global Masterclass, Warsaw, 15.10.2009

2. The Agenda War for talent? Internet and sourcingstrategies for talent Role of careerwebsite Careerwebsite 4 generations and characteristics Hints for bestcareerwebsite Effectivecereersiteintrodution and promotion Measuringyourcareersite

3. Global war for talent 30% of employershaveproblemsfillingjobs Insufficient local talent to meet client requirements Lack of certain skill sets in local market Only limited amount of people globally who wish to expatriate or repatriate Competition between “Older developed economies” and „new developed” economies for talent Lack of talent is an inhibitor to growth for clients 2009 Talent ShortageSurvey, Manpower, 33 countries,33 900 employers Do youstillhaveproblemswithrecruitment ?

4. Problemswithsourcingin EMEA / Poland ? 2009 Talent ShortageSurvey, Manpower, 17 countries, 15 000 employers 52% employershadproblemsin 2007, by KPMG report for Poland

5. HRM trendsin Poland – 4 mainchallanges* Retention (demographicalchanges, competing for talents) Employerbranding (employer marketing) Generation Y (new individyalapproachneeded) Clientorientation (HR towardsinternalclients) Aims for retention and recruitment: 80% - Indentifyingkeyemployees 76% - Employerbranding program intruduction but only 36% – introducing „EmployerValueProposition”! *Trendy HRM w Polsce, Delliote & PSZK, 2009

6. Whoare we looking for? Most wantedprofessionsin EMEA 1. SkilledTrades 2. SalesRepresentatives 3. Technicians (primarily production/operations, engineering or maintenance) 4. Engineers 5. Drivers 6. Management/Executives 7. Laborers 8. Accounting & Finance Staff 9. IT Staff 10. Mechanics 2009 Talent ShortageSurvey, Manpower, 33 countries,33 900 employers

7. Is Internet applicabe for yourcandidates? Overhalf of Polishcitizensintheagebetween 15-75 years old use Internet, thisgives: 20 mln people Over 80% of themusethe netfewtimes a weekoreveryday 7/10 peopleuses Internet to lookfor job-relatedinformation GFK Polonia, January 2009

8. Poland in Top 10 Internet country in Europe 8thpositionin Europe (no of users) 615% user growth inthelast 8 years (2000-2008) 57% of Polishpopulationuse Internet

9. Evolution of sourcing 2010 Web 2.0 2000 TheInternet Networking/ERP Aggregators Targeted & SEM Compellingjobs CRM/Pipelining 1990 TheOldenDays Job boards Boringjobs Employerbranding Job mobility More corporaterecruiters Classifiedads Hiddenjob market BoringJobs 3rd Party Recruiters Display ads Mike Beeley, CEO Re.Agent Employer Marketing

10. Most commonmethods to attractcandidates Why do we need a careersite? UK (CIPD Research: Recruitment, retention and turnover, 2008) Recruitment agencies (78%) Company’s own corporate website (75%) and local newspaper advertisements (74%) 96% of studentsand graduates who plan theirnext career move go online to look forinformationaboutemployers 89% of them will use the career websites of companies. In economic downturn, applicants gostraight to thesource

11. 4 Generation of websites* Mike Beeley, CEO Re.Agent Employer Marketing

12. 1st Generation – Information No segmentation Onlinebrochure E-mail application

13. 1st Generation No segmentation Onlinebrochure E-mail application

14. 2nd Generation – Interaction General information Viewjobs Apply for jobs Submit resume

15. 3rd Generation – Transaction Video Careerpath Testimonials Targeted Benefits Brand exposure

16. 4th Generation – Relationship Games Socialnetworking Video Feedbackblogs Competitions

17. How to make an effectivecareersite? How to Create a Good Career Website* Segmentation - Know your target group Use your website for Employer Branding – Clarify your EVP Inform but KeepitShort and Simple Make your information easily accessible- Navigate Respect the future applicants’ time - Give time estimates Offerinteractivity Be trustworthy Source: PotentialparkCommunication, 2005

18. Segmentation

19. Promoteyour EVP EVP described

21. Stores applications

23. Stores applications

25. How to promotethecareersite? Online + offlinepromotion – LINK IT ! SUCCESSFULL RECRUITMENTS Success In recruitment Screening Searching Database Assessment Thepool of talent

26. SourceValueIndex Howeffectiveiscareerwebsite as a tool ? 55% of NEW HIRES was sourcedfromthe Internet Over 20% fromtheOrganizationWebsite OrganizationWebsiteranked no 1 in ROI amounganyothersource of candidates 2007 RecruitingTrendsSurvey, by DirectEmployersAssociation, 50 companiesin USA

27. Careerwebsitewithbest ROI inrecruitment Howeffectiveisthecareerwebsite? 2007 RecruitingTrendsSurvey, by DirectEmployersAssociation, 50 companiesin USA

28. Measureyourcareersiteeffectivness! The number and quality of candidates who are submitting online applications Statistics on conversion rates Maintrafficsources –external Key traffic paths on thesite– where are potential candidates coming from and where arethey going, do they go to job search first or do they read about the benefits Funnel analysis (measure candidate drop of at different points along a process e.g.lineapplication) The effectiveness of the application process. There are a number of ways you cantrack the visitors to each part of your site. Your internet service provider will be ableto assist you in establishing a dashboard of metrics for your site.

29. ThankYou for yourattention!! Any questions ? Radosław Knap http://employer-branding.blogspot.pl