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:
- Labour Force Marketing
- Labour Fore Acquisition
- Labour Force Support
- 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.
I started this post yesterday but was interrupted by meetings and personal life, so now back to my discussion with Oracle on their Social CRM offerings.
I said the tools were limited in functionality, but let me explain in more detail. They are NOT limited in functionality within the firewall, but external user generated content is not something that seems to be in the current products. Yes you can use your favourite social network to background check potential customers. I can understand some of the reasons behind this but the options should still have been incorporated.
The products have a nifty looking UI, some of which is modelled on what looks like Apple’s iTunes. For example the Sales Library product allows user to flick through presentations by tag or to search traditionally. If you like a slide drag it to your area, then continue browsing. Once you have all of the slides you want, download and Sales Library creates a brand new powerpoint chart pack based on your selected slides. You now make your own changes and then upload the revised product for others to use. A great tool for building those sales presentations. What is missing is linkages to tools like SlideShare to bring in user generated content.
The linkage with social networking tools of your choice allow you to complete detailed research on your existing and potential customers. for example if you are selling a new eLearning system, go find out which sports team the learning manager supports, what their favourite hobbies are, where they went to school.
The tools have a fantastic integration with the iPhone allowing seamless integration with the CRM products. Which for example if you make a phone call to a CRM contact, automatically updates the CRM from the iPhone handset over the air that the call was made. The CRM tool provides a nice interface showing appointments, tasks and contact all over the air from your CRM on Demand product. Just wait, get lost on your way to see a client, a single click on the CRM contact on your iPhone and you have the Google map appearing showing the location.
A final thought I know more a more companies who are using traditional CRM tools as part of the recruitment process to manage the relationship with candidates. The additions into the Oracle product line make this application even more compelling.