Unique Video Usage

If you have been following some of the other HR and Recruitment blogs in Australia there has been a bit of talk about using video, even I joined the discussions with a bit of a technology review.

Today I want to highlight a fairly unique use of YouTube Video. (If you are in marketing circles you might have seen this already.)

Ad agency BooneOakley moved their whole web site on to YouTube! Yes you heard it their whole web site onto YouTube.

Are careers website critical to success??

I was beaten to the punch by Kelly Magowan with her post yesterday as to why you need to upgrade your corporate careers site to be successful with social media. This was my flow on post from the Corporate Careers Website Report I released on Wednesday night.

However Kelly only scratched the surface of the issue.

Next, it is important to be mindful that the most likely outcome of using social media will be more traffic to your careers site. And herein lies the problem – when they get to your careers site, what happens? Hopefully they don’t take one look at it and bounce!

While right on the money social media will increase the visitors to your site the issue is a lot deeper than this. Deep integration of social media into your external HR and Recruitment practices in a manner that delivers strong ROI requires a hub.

Are your candidates lost?That hub is your careers website.

I have worked with several clients on developing a social recruiting strategy and the key to bringing all of the content together is your web site, in particular an easy to update site. One that allows you to easily add video, Twitter streams, blog content, profile recruiters/clients/candidates etc. Let’s face it, you are unlikely to have your recruitment video on YouTube go viral and by itself deliver ROI.

For employers the same is true you need a compelling careers website. One that respects, engages and informs the candidate about the employment deal you have on offer. For example only 27% of Australia’s BRW Top 200 organisations provide recruitment relevant company background information on their site. Only 32% provide detailed information on the recruitment process.

So before you run off and execute that fancy new social media strategy make sure you have the foundations in place for your hub.

Update: Direct link to the research report

ATC: James Elliott National Recruitment Director Deloitte

James Elliott took the stage after lunch to give us a run down on Deloitte’s (Update: to clarify this is only the Australian operation and does not reflect the US operations.) recruitment function, specifically their Sourcing function. James indicated he was a little concerned about presenting, mainly because of the real time feedback that would be on Twitter. Some of my notes from the presentation are below:

  • Globally 160,000 people with $27 billion in revenue!
  • They got into sourcing because while operational excellence had meant recruiter efficiencies were up 50%, vacancies where still going up, something had to change
  • In 2007 while 3rd party agencies as a source were low their costs were still very high
  • The Deloitte definition of sourcing is:
    1. Identifying and mapping passive talent for current and future roles
    2. Approaching passive talent
    3. Maintaining talent pipelines through a systemised CRM cycle
  • As part of the move to sourcing they had two key learnings:
    1. Wholesale changes to recruitment processes were needed as sourced candidates need to be treated differently
    2. They had to focus on planning & forecasting which was much harder than first through. Lots of change management, and recruiting team structure to make the transformation possible
  • In general Australian resume databases are extremely poor in quality
  • While they use Taleo as an ATS, it is not a CRM (they use SalesForce) which they needed to:
    • Map competitions
    • Track contacts
    • Segment contacts
    • Manage ongoing CRM through tasks, reminders and emarketing
  • Deloitte’s sends out 4,500 e Newsletter a quarter to people in the CRM
  • The sourcers at Deloitte’s get their prospects from:
    • People who withdraw from the rtecruitment process
    • People who did not get a job they applied for
    • Graduates
    • Phone lists
    • Conference & professional associations
    • Name generation workshops
    • New hire competitor intelligence
    • Web search
    • And dumpster diving
  • Social Recruiting is starting to be used to:
    • Enhance brand & position as an innovative professional services firm
    • Engage external talent by offering an authentic insight into working
    • Leverage employees networks
    • Search for talent directly
  • Deloitte YouTube channel has had 25,000 views
  • They use Twitter to connect applicants to other Deloitte Twitter users in similar areas
  • Built a custom Facebook application called Join Me @ Deloitte to facilitate referrals. The application had 90% of employees install, good number of hires have come through but less than 3 figures even with that James felt the ROI was very good as it was cheap to build
  • As a source 3rd party recruiters provide the worse quality of hire whereas referrals are the best
  •  

Recruiting or Branding failure?

I read a article (thanks Plugger) about how the Victorian Department of Sustainability and Environment need to recruit over 500 firefighters for the coming season. So I clicked on the link to read to full story and read a good story about their recruiting needs.

Mr Rash said the love of the bush and the opportunity to develop skills which people could take back to the community were key benefits for PFF recruits.

“PFFs gain valuable experience and development which they can use later, whether this be on farms, in helping their neighbours and community, or with the CFA,” he said.

Successful applicants must hold a current manual driver licence and pass a fitness and medical test to ensure they can cope with the physically demanding work.

“Successful applicants will be well trained and skilled to be able to work as part of a team, which is critical for working at fires,” Mr Rash said.

Most PFFs work from November and December until the end of March.

Close to the end of the article I got really excited:

DSE’s web-based, e-recruitment system, which helped to streamline the application process last year, will be used again this season.

Interested applicants can access information, find answers to the most commonly asked questions and submit their applications in one place by visiting http://www.dse.vic.gov.au/fires.

Access to the online recruitment system will be available when applications open this Saturday.

Applications close on Sunday 7 September.

So I went to www.dse.vic.gov.au/fires to check it out, I was disappointed very quickly.

Some ideas on what should they have done:

  • Revise the year old employment page to prepare for the mass recruitment drive to engage with a potential candidate.
  • DSE knows who they are targeting, David Rash the Gippsland Assistant Manager detailed it in the article, so make sure the page appeals to the right audience and states up front the type of person they are looking for.
  • There was no respect for the candidate’s time. If someone bothers to check your page out at least provide them with the necessary information so they can make an informed decision on if they want to work for you. While applications have not opened they could of at least told visitors when they open, on Saturday 16th, in 4 days, what about providing an email reminder facility so I know when to come back.
  • The video a good touch, if it worked. But why not put it on YouTube, then just embed in the page. Now before you scoff this the CFA has their own YouTube Channel! This also doesn’t forcing users to go download QuickTime, and probably never come back.
  • The page provides very little information on what is expected of applicants, how often will them have to work, the article tells us November to March, so why doesn’t the web page?
  • Given they need 500 firefighters in 2 months this is also a great opportunity to engage other methods, such as social networks and social media, for attraction. This is suitable as they are looking for young fit people to participate during the Christmas period so targeting university students is a perfect approach. By the way the CFA already has a FaceBook group with lots of members.

A case of a poorly executed recruiting campaign.