If you have been following this blog for a while you would know that I am always looking for the next thing. I have been doing the same thing with using social media in business.
Social Recruiting has a lot of buzz at the moment. How do I know there is a buzz, well 200+ people attended the Social Recruiting Summit in New York City last week, we have almost a full house at the ATC Social Media event, RecruitTech 2009 had social media as a primary theme.
But let us take a step back, for most social recruiting is just about using social media as another marketing channel. A terrible waste in my eyes.
- Using social media tools as part of the recruiting process
- Building a community of potential candidates
- Engaging with candidates as people not numbers
From an employer’s perspective recruitment is about fueling organisational growth, renewal, building the most efficient and sustainable business. This can only be done through personal relationships and cultural fit. (Yes there is a bit of sales and marketing in the mix but that is just attraction, the rest of the process is all personal.)
This brings me to Doc Searls’s recent blog post “Beyond Social Media“. If you do not know Doc Searls you should, also you should read the book he co-authors 10 years ago, Cluetrain. In the post Doc raises several very good points.
- Twitter is now as necessary to tweeting as Google is to search. It’s a public activity under private control.
- Most other popular activities online are not owned by anyone, they are public.
- Personal and social go hand-in-hand, but the latter builds on the former.
- Today in the digital world we still have very few personal tools that work only for us, are under personal control
- Individually-empowered customers are the ultimate greenfield for business and culture.
- What we’re not doing because “social” everything is such a bubble of buzz right now
Are we really finally about to enter the age of Brand You or is it another 10 years away? If the individual is now the key to business and culture what does that mean for:
- The recruitment process?
- The HR Management practices in your average corporation?
I hear recruiters complaining they do not have time to develop relationships with candidates or use Twitter etc. But what happens when the candidates are developing that relationship with a potential hiring manager or potential peer? Where do recruiters add value in this transaction?
For HR the issue is just as difficult. When employees view themselves as individuals who own the ideas, conversation and intentions to create the “business”. How do structured learning and development programs remain valid in an era of so much open information? How do you keep employees engaged? How does that traditional compensation plan survive?
I could go on, but I hope you get the picture. So if what Doc Searls is saying, “individually-empowered customers are the ultimate greenfield for business and culture”, is true then the companies who first leverage these concepts will be the ones we are talking about in 5 years time. Just as recruiters now marvel at Microsoft and the like who all started on their paths in around 2005.