Picking up on the reports from the Milch & Zucker conference , A Journey from Attraction to Selection. Still have a few to do, and will bring them out over the next few days. Pictures and video are starting to appear on the M&Z site as well.
Opening up the afternoon sessions, with Miodrag Perin of Bertelsmann, New York office. Met him at dinner and found out he did his graduate degree at my alma mater, SUNY at Binghamton. More evidence of how small the world really is.
This was fun, as Bertelsman has done a lot of interesting things, including setting up a specific Recruitment brand and website. Mio is a dynamic and engaging speaker.
A couple of key concepts if you are going to reach out with Social Media as a recruitment media:
- What works for marketing also works for us
- We want to be where the people already are
Tested the idea of video applications, by filming his own team - proving internally how it can work and what actually has to be done. See the video of Mio on the RCEuro Video section.
Points out that individuals are spending lots of time on the networks (compared to amount of time on a company website), where content and information is relevant.
Create Your Own Career
Inside our thoughts, inside our heads - everyday there are tons of ideas, phrases, concepts that should be shared and used in candidate attraction.
Social Media is no longer a 'nice to have'. It is a necessity.
What was the Bertelsmann journey?
18 months ago, on Flickr and the business networks like Xing, LinkedIn as individuals, not as company.
Resistance from internal colleagues 18 months ago:
- Nobody Twitters
- What does this have to do with recruiting?
- What a waste of time
- We should have our own video player
We want to be where the candidates are
Decided to integrate sharing tools such as "tell a friend" into website and
integrate various analytics into the website to deploy and track activities
Developed the tag line and the complete recruitment website:
Create Your Own Career 2.0 by getting inspired.
What has been the result?
- New career web sites in Germany and internationally
- 38,000 unique visitors per month
- Top results of ranking, No. 1 in US, Europe, CEE
- (Potential Power Ranking 2009)
What does his social landscape look like today?
Blogs, maps, chat, self assessment, videos of real employees on YouTube, Flickr
Created presence on the major Social Media sites:
Milch & Zucker conference, A Journey from Attraction to Selection
The first of the case studies on employer branding. Sabine Josch of the Otto Group, assisted by Milch & Zucker on the brand slides
Again in German, so my apologies for interpretation in advance.
Goal for 2012 to be top three trade employer.
Developing new HR campaigns, with Employer Value Proposition, as basis for external communication
This is good structured presentation, on the steps they have taken from Marketing to creative concepts, based on real stories and real experiences and using 'uncommon images', such as the wrinkles around eyes and belly button to hold the text messages.
Getting a good laugh - I like these two as presenters, very audience centric.
Next images showing the traveller sitting on suitcases - these are good marketing driven approach, not the common recruitment style images. Will be interested to get the presentation later.
So, after testing campaigns against the EVP, how do you make that concrete approach to advertising? Style, colours, Tag lines, and establish set campaign elements for implementation.
Key points to underpin the approach
Personalise: employee as ambassador
Be seen as authentic: use real stories which are believable
Consistency of brand and image across media and campaigns
Tangible Results are emerging
2007, first improvements in brand ranking in Trendence
Make the list of Tope Employers
Relaunched their own career site
Fall 2007, Reflect the new branding and add more Web 2.0 features
Moved up from 52nd in 2007 to 15th in 2009 in the Potential Park rankings
Similar improvements in other rankings
Other initiatives include co-operations with various university and business associations
Now showing video applications - for candidate interviews, need to talk with her about this later
Twitter page is up:
Receiving positive feedback from the pages. 895 followers today
Mobile recruiting, sees as necessary to embrace new technologies
Have a profile page
Video campaigns on YouTube for the company, neat as shows a fun and different approach to overall company branding.
Has had over 18,000 views leading to 40,000 his on the corporate site
I am in Bad Nauheim (Frankfurt) today for the Milch & Zucker HR/Recruitment conference, A Journey From Attraction to Selection .
Great lineup of speakers from around the world.
Leading off by Prof. Dr. Wolfgang Jager,HR-Marketing und recruiting in einer verntetzten Welt (HR and Recruiting in a Networked World)
Apolgies in advance, I will only pick out one or two highlights, as my German is not up to scratch for full translation. We will have links to the main presentations after the event.