The panel session at #ATCSM features Find.Ly’s Jason Kerr, Richard Cho of Facebook, Carrie Corbin of A.T.& T and Lance Brolin of Sears,.Jason talked about the breathtaking pace of change, and just how hard it is to keep up. Inside the tech it’s easy to forget that people should sit at the heart of process.
Carrie Corbin opened by talking about the most important thing in social is determening where the destination is you want to send people to. For A.T.& T it’s the career site. The whole objective of being in the social and mobile channels is to achieve this. The objective is to drive people to either apply or join the talent network. note talent network, not talent community. it is a very different beast.
A talent network is one way push of information. A database that enables them to push out relevent content to the right people. Carrie advises “Don’t do social to be cool, do social to achieve an objective.
The talent network is low maintainance and takes less time than a community approach. It’s opt in and out. Communication is via a monthly newsletter, e-mail blasts and text blasts. The key is making sure communication is relevent and occasional, to avoid being seen as spam. The invitation is to apply, the intention is not to source or select. The recruiting is done by the recruiters, not the technology. The database is seen as a marketing database rather than a recruitment database, hence the approach.
Lance tells the stoy of how Sears saved $20Million in a year by moving advertising from paper advertising to on-line. In November they hired 80,000 people. It’s hiring on a huge scale. The move started with building team to define their story and what they should be saying to attract people. The mesage they arrived a was built around opportunity. Before going external, he big brands, big opportunity message needed to be pushed internally.
Sears are now posting 7,000 – 15,000 jobsper week on twitter using tweet my job. The benefit Lance sees in this is that Tweet My Jobs also share jobs by text as well as relying on twitter. Whilst this may be considered broadcast, it’s hugely effective.
One initiative tht is really working for them is virtual careers fairs. each event is run by webcam and takes 3 recruiters. There are few other costs, and it results in 65 hires out of every candidate approached. Sears also use the talent network approach.
The question that goes through my mind is identifying the point at which you have enough candidates forever, Once you reach that number, that is the point to move from a network to a community approach. When the focus is maintanance and growth.
Richard talks about your most important audience for your branding activity is your employees. Looking internally rather than externally. When an employee says they had a great day at work, it is a far more powerful message than take a look at this job. Content needs an emotional connection and reaction. Richards view is that it is not about the data, it’s about the connection, and you can’t measure that. 40% of Facebook hires come from employee referrals, with the rest coming from direct sourcing. Employees are better job distribution channels than any toll or technology for Facebook. Richard talked about how they share storys around creativity, because they know that is the big pull.
Jason closed by describing the world as a flat place, and getting ever flatter. You will be able to find anyone anywhere. If you can find anyone, what is the need for a database? It’s an interesting question. Jason sees the big challenge is about establishing trust. It’speople relationships that build hires.
What are you doing to meet the challenge?