Christina Tierney » Recruitment Strategy

Online Reputation – 2009′s Recruiting Strategy

Christina Tierney — Tue, 14 Apr 2009 03:09:18 +0000

2008 Crossroad Decisions

It was a VERY busy 2008. I barely had a moment to catch my breath. This time last year, I was in one client meeting after another reviewing and analyzing what constitutes a Web 2.0 experience for candidates. We were challenging our clients to take a leap into Social Web experiences they could not imagine.

I shared the almost apocalyptic “Did You Know”, which is now in it’s 4th or 5th version…I can’t keep up with all the variations. This expansive overview of what corporate recruiters would soon be facing…was often enough to “shift” our conversations away from traditional planning.

We reviewed amazing cutting edge employer initiatives like YouTube Channels that enabled potential candidates to peek inside an organization. Our examples were pioneers like Cisco with their Career MakeOver and the Deloitte and Touche film festival.

We challenged corporations to embrace the notion of FaceBook fan pages, Corporate Recruiter Blogging, Corporate Social Networks, Virtual Career Fairs, Recruiter On-Line Chat, Enhancing the Job Search user experience and so much more. Last year was a whirlwind of excitement and radical change was most certainly coming…it was all very EXCITING!

This year of course is very different. There’s the obvious reality of severe layoffs within almost every major corporation. Smaller companies supporting these corporations are just plain closing their doors. I can no more utter the words, “war on talent.” My clients are holding back the tsunami of applicants hoping to be considered for a janitor’s position.

Don't Delete The Relationship

Okay…so what’s on the minds of most Talent Leaders who are tasked with planning for…maybe not today…but the future? I’m hoping they’re paying close attention to the Online Reputation. This is important simply because of the intense challenges facing our economy today. If you’re in the midst of that lay-off…as the employer are you thinking about that pink-slipped employee’s perception of the Employer Brand?

I’ve personally lived through mergers, “re-deployments”, downsizing, its hard! It’s especially hard when you’re one of those left standing. When asked to take up the extra burden of work still left to carry, regardless of how few are left to deliver it. MSNBC’s recent on-line article “Employers Putting The Squeeze On Workers” made note of some very interesting statistics:

Cost-cutting measures
In the last six months, 15 percent of employers implemented salary reductions, without a requisite reduction in hours, according to a recent poll by the Society for Human Resource Management. The survey also found that 24 percent were likely to do the same in the next half of the year.

That’s on top of other cuts already made in the last six months. The study found:

78 percent of surveyed employers reduced employee health care coverage and 22 percent froze employee health care coverage.

72 percent reduced, 24 percent froze and 3 percent completely eliminated health care coverage for spouses/dependents.

47 percent reduced, 32 percent froze and 21 percent completely eliminated an employer match in a defined contribution retirement savings plan.

44 percent reduced paid time off.

The fear of losing a job is making many workers more accepting of a host of cost-cutting measures in the workplace.

Major corporations are fully embracing the importance of monitoring and influencing the corporate online reputation from the consumer brand perspective. Companies like Dell, Best Buy, Carnival Cruise Lines, are participating in FaceBook, Twitter, on-line chat, and many other forms of social web behavior . The ideal here of course is to tap into the live stream of conscience thought around brand loyalty.

With the same approach top of mind…we see corporations connecting with potential candidate communities. Employers like AT&T, IBM, and HCA to name just a few are feeding jobs into Twitter utilizing it as a sourcing engine. I’ve still not seen…(I want someone to point out to me what I’m missing) a site dedicated to the realities of the lay-off. I want to see an employer who’s actively engaging employees who are struggling with the lay-off, the reduced work schedule, reduced pay – you name it – in candid conversations, courageous enough to put themselves out there. I’m confident that their are “Off-Boarding” sites that ease the transition for employees, my clients are deploying them.

Just like the challenges we threw out in 2008 to shift the recruitment planning thinking…I’m throwing out a challenge to corporations for 2009 and beyond. This challenge is to engage with the exiting employee due to lay-off…stay connected…remain in the relationship. I challenge “a” corporation to put themselves out there open to the feedback from employees left standing under the crushing weight of workloads and deadlines. Build communitity outside of your ATS, your Careers WebSite, the “sourcing engine” – change the relationship between Employer and Employee forever. Be that company that really leads the way in delivering on the promise of the Employer of First Choice Brand.

Salesforce Leverages 2.0 Talent Tools

Christina Tierney — Fri, 05 Sep 2008 08:00:17 +0000

Scott Morrison with Salesforce.com shares how he’s leveraging 2.0 tools in his Talent Acquisition strategies.

Don’t need to say much more…he’s getting it right…take it away Scott!

When Cutting Edge Companies GET IT!

Christina Tierney — Tue, 02 Sep 2008 01:00:08 +0000

What is this you say? Well I’m proud to announce that my company Bernard Hodes Group – consulting with Client Lockheed Martin™, just recently delivered a very COOL widget solution for their HR Recruitment Strategy.

FEATURES:

Integrated News Feed: Widget pulls news from the departments blog site.

Video Tab: Video tabs provides access to recent video footage.

RSS Feed Support: Provides access to news via an RSS feed.

“Get this Widget” HTML Code: Allows users to embed widget on their own sites.

Flexibility: Works standalone or embedded in their Career site.

This is the future of connecting and conversing with candidates across the globe. Lockheed Martin is always finding ways to stay ahead of their recruiting competition.

Imagine Lockheed employees who are blogging are able to share on theirs as well. Or even better…sitting on a LinkedIn profile or other affinity networks where a current employee may “hang-out.” Even better…if college students, planning to join the org are excited about their future employer…they may be spreading the word by sharing on their Facebook profile.

This is way too cool for School! Just a little something to think about…recruiting is selling…this is how you continue to build the relationship with the client (the candidate)…can’t help but say it again…too cool for School!

Web Strategy Is A Full Time Job

Christina Tierney — Mon, 01 Sep 2008 01:50:46 +0000

Here Comes WWW - Ready Or Not!

Those of you who know me…know that I’ve been conversing with many clients who’ve chosen to move their web content onto Content Management Systems (CMS) platforms. I have been researching for months the pros and cons of this trend. And honestly…this isn’t something that’s really new…it’s been around for awhile. Only with blogging and other social media tools, the ideal of constantly updated content (real-time) has infiltrated corporate America.

Corporate America IT’s solution is to hand the controls of website management over to the average HR Generalist. Because, really since anyone can blog…I mean go to blogger, set up a blog today. You are now a “web producer.” And now you’re saying…”okay Chris…so what…you’re clearly ranting.” “Why should I care?”

Well, if your are one of my clients, the average Corporate Recruiting VP, you should be concerned. You’re about to hear from your Communications department about this great “new” tool. You as the recruiting professional will now be able to manage your content online. You’ll be able to update all those important pieces of information real time. This will surely optimize your site in search rankings, blah…blah…blah.

Now don’t get me wrong…your communications guy, or your webmaster, their right. You can do these things…but what they don’t tell you is …YOU will now have a new part time job…if not another full time job.

Had a meeting with a client today that confirmed this. The client was begging for a proposal. This proposal they must have in 2 days…to take back the management of their careers site content. Why would they want us to do this? They were just sure that having a “super-user” trained by the ATS vendor would surely empower them to build outstanding experiences, that engage candidates and clearly communicate “What’s In It For the Candidate.” They were told this DIY careers site was just the way to see a clear ROI on a huge solution investment.

What they got was a real headache.

When really bright HR professionals take on the job of communicating their “employer brand” most do a great job. But that’s in the one to one conversation usually during the recruiting exercise. We all need a little help now and then to communicate our strengths and shining attributes. I have the hardest time, putting a resume together, even my professional bio…I reach out to really talented people to help me refine my message. My message surrounding the “brand” that is me. And I’m in marketing.

I was a bit worried a couple months back thinking…well if everyone begins to manage their own content…where will I fit in. Is there still a place for me as the web strategist? Will I be able to ensure that the Employer Brand of First Choice can be communicated on the web? Will all my clients see 0 value in what I bring to the partnership?

After today’s call and clear admission by the client…that it’s way more than they have the time and expertise to tackle I’m convinced…there’ll still be a need for strong partnerships. My clients still need trusted advisers when inspiring candidates with the real and authentic “employer brand identity.”

Who's in charge of the strategy?

Companies might hire strong brand specialists internally with a digital background. Employees who can get these CMS solutions really humming. But most of the time…the solution proposed is just “so much noise.”

As the new media takes hold, and the traditional channels or funnels for reaching targeted demographics morph into unrecognizable mediums for communication, the need for “smart” advertising partners increases. And the Web Site whether commerce focused or careers focused is still a medium for communicating brand authenticity.

Be careful when considering taking on Careers Site content management. Their’s a great deal that goes into the experience. Be sure to identify strong partners that will provide a combination of content admin portals and strong brand messaging. Next time I post, we can talk about how important it is to get the Job search experience right…but for now…I think…enough said.