CRM in Recruiting

The first session I attended at ATC Sydney 2009 was Master Burnett’s workshop (with the occasional interjection from Dr John Sullivan) on how organisations can benefit from using CRM for talent management.

He started by introducing the audience to social media and the changes this is having to the relationships that organisation need to develop with candidates. The basic summary being communicate through methods that the candidates’ trust. In doing so make sure your messages are open, transparent, candid with no more trade secrets. The session took several sideways looks at social media, Twitter, Facebook, blogs and even a quick review on social media policies in the workplace, I might have had something to say on these topics ;-).

Master covered discussed the concept that line managers are really not in the position to be able to provide a talent management approach and that talent management needs to be viewed holistically across the corporation. Further given the current business cycles if you are not updating your workforce plan and talent management approach every 6 months you are falling behind. He introduced a nice four step process for CRM in talent management being:

  1. Labour Force Marketing
  2. Labour Fore Acquisition
  3. Labour Force Support
  4. Labour Force Analysis

We had a very good discussion on how organisations should be conducting a buy vs build analysis on all critical hires along with internal project “job” boards, wikis, and market segmentation.

An interesting note he saw CRM at only two levels transactional and analytical. This differs greatly from my recent discussion with Anthony Lye SVP of CRM from Oracle who is seeing a third layer of social interactions. Much of what Master was discussing was around the social CRM gestures but he did not call it out as such.

Master also helped formulate several ideas in my mind around how CRM should be applied to talent management.

All in all a good afternoon.