LinkedIn線上會議：如何運用行銷的概念和思維進行人才招募

Editor's Notes

• #4: There are 3 parts to what I wanted to talk about. The why, the internet changed both talent behavior and recruitment The how, the mentality shift required and a 3 steps approach And finally the what, metrics to measure your success
• #6: Your talent are human beings after all, so let’s look at how we have behaved differently over the last decade. Physical maps and yellow pages are obsolete – thanks to Internet.
• #7: How to find and consume information have changed dramatically We are always connected on the Internet – relying strangers’ comments and feedback to make decision. Last time you look for a new restaurant to try – Openrice; hotel for your holiday – Trip Advisor, Agoda
• #8: 90% of decision making process is done before ANY INTERACTION WITH YOUR BUSINESS – minimal influence 10 pieces of content affecting the decision – content is very key
• #9: What’s the relevance to recruitment? Marketing a commodity is highly similar to filling a job vacancy Process of marketing a phone starts way before putting it into the store. Reach: make sure people know your brand exists Nurture: use ad, content to tell them about the company vision, great phone features Acquire: so that when they step into the shop, they choose your brand Process of filling a job vacancy also should start way before posting a job vacancy Assume you are hiring a IT manager and competing against competitors Reach: make sure IT manager know you are hiring Nurture: tell them about your employer brand, what it’s like to work at your company Acquire: When they are ready to move, they prefer choosing your company  
• #10: Before understanding the steps required, first of all, you need to help your org to adopt a completely different philosophy to recruitment Traditionally: you put your company at the center “Why you are suitable for my company” “Why should I hire you but not the other people” Then hope, the right people will see, and go through hours of application process Need to change to a ‘candidate first’ mentality, where you help people to understand you, and make an informed decision to apply and join  
• #11: There are certain key strategies of this philosophy 1. Be human 2. Be helpful 3. Be personalized
• #13: How do you go about putting this philosophy into action. 3 simply steps: Define your ideal talent – know who you are trying to get Tell them who you are – define your identity, then tell them your story Make it easy for them to get hired –easy to stay in touch and indicate interest  
• #14: Let’s start
• #15: You can’t get the right people without understanding who you are looking for: Define clearly who you are trying to lure – their professional identity, personal interest, and key messages you want to communicate to them Talk about example of Paul the Software Engineer
• #16: Use big data to know what they care about. HK professionals don’t only care about excellent C&B, but also good work/life balance and culture that fit their personality
• #17: Leverage big data to know what content they are interested in
• #18: Now you’ve sufficiently understand your prey and what they love, it’s time to tell them who you are
• #19: Define your key characteristics as an employer. What are your key selling points? Be authentic Survey with employees Exit interview EVP exercise
• #20: After having a few key selling points you want to communicate across, have a combined effort from HR, marketing, employees and senior executives to craft your unique stories as an employer Best to be combined effort because of diverse perspectives and capabilities from different people within the story, then can tell authentic and trustworthy stories
• #23: Your recruitment team vs. 7 million (7 billion globally) Focus your time on platforms where you know know who you are really talking to. Be targeted, know their most updated professional identity  
• #25: Build your talent community – on LinkedIn context – followers They are your prime talent pool – because they indicate interest to learn more about you and you and continue to nurture them about why you are right for them.
• #26: Talent community takes time to nurture! Engage with them constantly with interesting news, snippets of events that demonstrate your culture, senior execs’ sharing etc. Expand by targeted ad and content
• #27: Making the job application process simple is also key to the ‘candidate first’ philosophy You want to make it easy for them. Especially if you are on social media platform like LI where 80% of people are passive candidates
• #31: Ultimately, it boils down to how people think and feel about your company as a place to work…and what they say about you when you are not in the room. All feeds into brand equity.
• #35: Every candidate/potential client goes through the same stages Brand advocates.
• #36: You’ll want to measure your success to justify to your org and senior execs about your effort and investment. Talent community Content effectiveness Overall employer brand
• #37: Use big data to see if they are really who you want; match with your hiring priorities?? Country Industry Function Employers Seniority   Boost your effort with ad & sponsored content to build your talent community
• #38: You spend time on posting content, you want to maximize its impact Look at its exposure: how many people can see And engagement: how interesting your content are Adjust your strategy accordingly
• #39: It’s not rocket science; localization & relevancy is key. Simple change and make a big difference
• #43: Japan client’s Tsuneishi’s real life result from Sponsored Updates