ATC Summary

Over the last few days I have published a number of posts summarising the sessions at ATC that I attended. However I wanted to pull together an overall summary of my thoughts from the event. This was my first ATC, mainly as I had now been in the position to attend before due to my previous corporate life which was a pity as I think attending in previous years would have been good. Well no point looking back let’s look forward.

First question was ATC worth the money? Yes. Even in the light of this GFC thing.

So what did I get out of the event to justify my expense?

  • Attending the sessions, while not all were good I took something from most of them. I could not say which was the best session, they were all different.
  • Meeting other Australian commentators such as Phillip Tusing, Jo Knox for the first time.
  • Catching up with Russell Kronenburg from Pacific Brands over lunch on the first learning in detail about some of their social media activities. They are doing awesome stuff!
  • Hallway time with the US speakers, most of whom I had never met in person, such as Master Burnett, Dr John Sullivan, Kevin Wheeler, Gerry Crispin, Charles Handler, and Sue Polo.
  • Having several business, dinner and social engagements organised with Master Burnett, Kevin Wheeler and Gerry Crispin for when I am in San Francisco for the Social Recruiting Summit next month. None of which would have been possible without ATC.
  • Catching up with locals like Riges Younan, Ross Clennett, Phillip Tusing, and the boys from Happener.
  • Meeting Belinda and Danielle from Buchan and chatting about marketing and PR, Daneille joined a number of us for dinner one night.
  • Meeting the Deloitte’s team (James Elliott and Tanyth Lloyd) and many other Australian organisations who are doing exciting things.
  • Chatting with Karen Cariss and Simon Cariss from PageUp People, Simon for the first time.

So as normal with these types of events, the sessions are good but it is the networking that makes it valuable.

If you are in any form of talent management, sourcing or a corporate recruiter and you did not attend shame. For transactional 3rd party recruiters I can see limited value, but if you are a 3rd party recruiter who wants to be ahead of the competition again shame you did not attend.

Another final comment there were several sponsor sessions most were traditional let’s try and sell you on our product. The PageUp session was different. PageUp approached their slot with an attitude of let’s inform the audience about something, virtually unrelated to their product but important to the audience, Twitter. The result was after the session their stand was the busiest of any of the stands over the two days, other than Hudson where we all went for good coffee.

Next Year: Yes.

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.