LEADERSHIP AND MANAGEMENTLEADERSHIP AND MANAGEMENT

E-Strategy Practice

Alan Whitford+44 7971 864620

alan@e-strategypractice.com

Keith Robinson+44 7796 523355

keith@e-strategypractice.com

Achieving Greatness Through Great Recruitment

E-Strategy Practice

Why Us?

Alan Whitford:Over 20 years experience providing strategic and practical insights to the automation and web-enablement of Human Resource and Recruitment Process activities throughout Europe. Clients include Times 500 companies and software and services vendors in the Human Resources and e-commerce arenas.Founding board member of HR-XML Consortium European ChapterFounder of Classified Solutions Holdings B.V. - developer of Web 2.0 solutions for recruitment processesPublished in a number of on-line and off-line media covering technical and strategic HR and Recruitment issues Author: Personnel Today - Guide to Online Recruitment

Keith Robinson25 years in the recruiting, publishing and on-line space in UK, Europe, AsiaPac and USExperience of working with the HR community as an information provider and advisorLaunched Personnel Today10 years board director at two of Europe’s largest recruitment advertising agenciesLast 5 years took totaljobs.com from a number 5 position to a profitable market leader Founding partner and current chairman of The Network - the world’s largest on-line recruitment allianceFounder of Classified Solutions Holdings B.V. - developer of Web 2.0 solutions for recruitment processes

E-Strategy Practice

High Performance Organisation

A high performance organisation is an organisation that achieves results that are better than those of its peer group over a longer period of time, by being able to adapt well to changes and react on these quickly, by

managing for the long term, by setting up an integrated and aligned management structure, by

continuously improving its core capabilities, and by truly treating the employees as its main asset.

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The Right People

“If we don’t get the people thing right, we lose; it’s the most important thing in all our business”

Jack Welch, General Electric

“The ability to find and hire the right people can make or break your business. It is as plain as that. No matter where you are in the life cycle of your business, bringing in great talent should always be a top priority. It is also the hardest objective to meet.”

Michael Dell, Dell Computer

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Recruitment Greatness

Great Organisations Great Candidates

Great Employees

Deliver GreatResults

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Business Survival Needs Great Recruitment

Europe’s working population forecast to decline by 35 million in the next 10 years

More than the amount of people who died in the Black Death in the 13th century

Corporate Europe is going to face unparalleled challengesAttracting top talent to its organisation

And finding people to fill positions at any level

Recruitment today in Europe is Continental

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Recruitment Is a Top Priority

Source: The Gap Between IT and Strategic HR in the UK, Taleo Research, 2006. (Based on 100 respondents w/HR mgmt responsibilities in UK orgs w/min. of 1,000 employees.)

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Competition for Talent is Increasing

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Candidates are Dissatisfied!

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Damage From a Negative Recruitment Experience

As a result of a bad experience in the recruitment process, people are less likely to:

Source: Totaljobs

64%

82%

76%

0% 20% 40% 60% 80% 100%

Accept a job atthat company

Recommend thecompany to a

friend

Buy thatcompany's

products/services

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Recruiting Is A Strategic Imperative

Enterprise Collaboration

Integration with business goals, timelines, measures

Assess existing employees

Understand skills needed, market, demographics

Knowledge of communications vehicles

Compelling sales story

Measure effectiveness of recruitment spend

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Leading the Way to High Performance

Constant feedbackloop

Direction, leadership

Corporate/board buy in

Build/execute

Communicating/relationshipbuilding/educating line mgmt Agreed KPIs

Funding

Alignment - HR, Marketing,Corporate Affairs

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HR Value Pyramid

Basic Administration (entry level)

Business

Partnership

Consulting from reactive to proactive

Transactions

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What Is Enterprise Collaboration?

The sharing of critical business intelligence within and across the enterprise to improve a process and/or achieve an end goal.

The purpose of HR is to act as a business unit whose primary responsibility is to partner with and proactively support senior management's business objectives as they relate to human capital.

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Barriers to Collaboration

Separated At Birth - Hiring Managers and RecruitersSee jobs differently

Work on different schedules

Different evaluation and decision criteria

HR is not at the table“…of the top FTSE 250 companies, only 20 have the people function on

the board.”

Source: Denise Kingsmill, Chair, DTI Accounting for People Taskforce, May 2003

Strategic & Operating Business Plan

WORKFORCE PLAN“the right people in the right place at the right time doing the right job”

Labour Supply Forecasting (Internal / External) Labour Demand Analysis (Internal / External)

“Media & P.R.Strategy”

- Advertising- Media Exposure- Website- Tradeshows- University Interaction

- Intern / Coop- New Grad.- Experienced- Contract- Newspaper Ads- Web Ads- Referral- Career Fairs

Economic & Market Influences

“MOVE IN” “MOVE AROUND” “MOVE OUT”

Succession Planning

INTERNAL MOBILITY & DEVELOPMENT

RESOURCING INFRASTRUCTURESystems Tools Metrics Tracking & Reporting Processes Policies

Other Development

Initiatives

Business Drivers

LocalizationCareerNet

LeadershipEdge

InternshipProgram

RECRUITING

TALENT MARKETING

Repatriate

Redeploy

Retrain

Reskill

Move Out

A/P Career Transfer Policy

Outsource

Enterprise Resourcing “MAP”Enterprise Resourcing “MAP”

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Source: Peter Drucker

Recruitment Is Marketing

“There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous.The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.All that should be needed is to make the product or service available.”

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Candidate MarketingCandidate Marketing

Recruiting is simply a sales functionFind prospects (candidates)Via marketing and advertising (recruiting websites, ads, job fairs)Qualify prospect (screening and assessing)Sell (recruit) the product (a job)Close the deal (accepts the job)

Personalised service - the more you know the customer (candidate), the more specialised marketing can beTargeted candidate marketing provides more qualified leads and results in more sales (successful recruitment)

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Recruitment as a Lead Generation Process

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Hiring Experience, Not Hiring Process

Recruiting is personal, unique

and all about relationships

Build relationships with website visitors on their terms

Allow them to quickly profile what they want to do

Immediate response to candidate - qualified or not

Manage expectations and follow through!

Prepare for visit (interview)

Make the candidate feel welcome

Follow up immediately after interview

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What Defines Today’s Jobseeker?

A jobseeker is a consumerA consumer is a potential employeeThey are both more brand aware than ever beforeThey are both more internet competent than ever beforeThey are both more critical of a web based negative experience than ever beforeThey share this experience with more people than ever before

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We’re in a Consumer Centric World

Employment consumer

“An individual that experiences employment activity with an organisation – from recruitment to retention to exit”

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To be taken seriously

Knowledgeable help

Competent, efficient service

Friendliness

Anticipation of my needs

To be kept informed

Explanations in my terms

Follow-through

Basic courtesies

To be listened to (and heard)

Empathy

Dedicated attention

Respect

Professional service

Not to be passed around

FeedbackTo be informed of the options

Honesty

What Do Today’s Jobseekers Expect?

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Source Reaching Low Handraisers by Dave Morgan

Consumer Behaviour

Strange but true data points from purchases behaviors of online browsers in the US this year

People who browse Miami travel content buy plasma TV’s at a higher than normal ratePeople who browse school-aged parenting content purchase motorcycles at a disproportionate levelPeople who browse certain types of movie reviews make leisure travel purchases disproportionate to their numbers

Nothing predicts behaviour like behaviour

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Employment Branding

Branding is “the new black”

Branding is a more pronounced effort by the employer to declare themselves exactly who they are or are trying to be

Branding can not overcome the reality

What do we do well? Badly?

Impressions left on candidate

What was the first disappointment for an employee?

Do employees reflect the employer self image and branding efforts?

Branding is an investment in the long term

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Experience = Brand

The experience is the Brand- it is no longer about just image alone.

It is, today, the appreciation of the experience No matter how “nice” the logo is - if the user can’t find what they need, the brand is damaged

You can’t control the experience…The user is now in control and will surprise you at every turn They will ignore your headlines, not go to the home page

BUT the experience they get is still based on the experience they have chosen

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What Next?

How are the candidates going to select their next job channel?

And

How are we going to reach them?

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Rupert Murdoch; 6 March, 2006:

“I don’t know anybody under 30 who has ever looked at a classified advertisement in a

newspaper. With broadband they do more and more transactions and job seeking online.”

The Reality of Job Search Today

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International “Power Networking Organisations” and Referral Networks

Ecademy100,000+ registered and active users,

200,000 unique visitors per month

LinkedIn 13.0 million users

2.735 million connections in ‘my’ network

Spoke35 Million relationships

900,000 companies

Viadeo, Zubka, Xing, Ziggs……

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Personal Relationship Websites

Myspace.com175 million users12 million EU users‘Owns’ the 18-30 age bracketHas a free job posting model48,951 videos uploaded today

Craigslist15 million users per month12 million classified ads per month50 million postings in 100+ forums750,000 job postings per monthJob postings free in most cities

Facebook, Club Penguin,…….

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Career Site As a Consumer Portal

We’ve seen that a consumer site delivers exactly what the consumer wants - goods, services and ability to buy

Job Boards do the same for the job seeker

The corporate Career site could do the same…..Graduates want information and we deliver brochureware

Experienced jobseekers want to find job, title, salary and apply now

And sometimes we still deliver brochurewareOr put up registration barriers - too much information too early in the process

An email address and job title can be enough information to begin building the media centric relationship to build the media pool

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Recruitment Greatness

Great Organisations Great Candidates

Great Employees

Deliver GreatResults

“Great recruiters aren’t born,

they are trained and motivated.”

Source: Frank Roders, Compagnon

E-Strategy Practice

THANK YOU!! THANK YOU!!

Any Questions?Any Questions?