Christina Tierney » Strategy

Talent Tribes vs. Talent Communities

Christina Tierney — Tue, 30 Jun 2009 23:30:37 +0000

Talent Community or Data Base?

I was consulting with a client the other day and she asked me what my thoughts were on building out and promoting “Talent Communities.” This question made me sincerely pause. And the first question I asked in reply was…”what’s a Talent Community?’ Clearly I have no problem with seeming slow and dimwitted. I had no idea what she was referring to. Was she referring to:

The company’s Applicant Tracking System (ATS) Database?
The existing employee population and the strength of their current Employee Referral Program?
Potential candidate engagement opportunities on Soc Nets like Facebook, LinkedIn, Twitter, MySpace, Ning, etc.?
The employee alumnus…those who either retired or moved onto opportunities with other employers?
The Diverse Employee-and dare I say we’re all diverse?

Turns out the client was referring to “Relationship Marketing Databases.” She’d had a potential vendor-partner visit with her and explain the value of remaining engaged with those potential candidates, whether they be experienced, college, alumnus…all diverse of course. The concept was really novel, since the database would be embedded into a Careers Web solution with the goal of collecting email addresses with specified areas of interest. The potential candidate would be “prompted” to enter their information and become a member of this Talent Community. With this data captured the appropriate “marketing” communication could be directed to the new member of the Talent Community.

"We'll Take Over The World"

BRAIN SPASM – if I become a member of this community (which is a closed database by the way) how do I actually consider this a community? How do I interact and build relationships that are genuine and authentic…aren’t I actually just an email address and a name delivered to an automated e-mail distribution tool? This is the thought that has invaded my mind while listening patiently to my client’s enthusiastic narration.

I nodded my head when my client was done and then I stated….Ah…you’re referring to Relationship Marketing (RLM) and the building out of candidate databases, then remaining engaged through targeted communication whether analog (print) or digital means. Sure I think RLM is a very important part of your over-all strategy…but I personally would not call it a community.

I began to further uncover the big vision for this clients “Social Web Engagement Strategy” and a multi-faceted approach began to take shape…there was genuine excitement.

And then I shared a few thoughts around the idea that perhaps we could think of the recruitment of candidates as “Employee Tribe Management” as opposed to Employer Brand Management.

Yes…I’d be referring to Seth Godin’s book “Tribes…We Need You To Lead Us.” Seth’s Blog post January 30, 2008, offers a very profound observation.. about the need for people to connect to a tribe. Here let Seth explain…it’s much better coming from him.

Tribe management is a whole different way of looking at the world.

It starts with permission, the understanding that the real asset most organizations can build isn’t an amorphous brand but is in fact the privilege of delivering anticipated, personal and relevant messages to people who want to get them.

It adds to that the fact that what people really want is the ability to connect to each other, not to companies. So the permission is used to build a tribe, to build people who want to hear from the company because it helps them connect, it helps them find each other, it gives them a story to tell and something to talk about.

This is the good stuff…and I want more of my HR clients to think outside of the RLM database box. It’ll be a tough challenge to gain buy-in from corporate compliance around this concept for some…but whether they get it or not it won’t matter. The Tribes have already spoken. Look at how many corporate recruitment focused Facebook Fan pages Twitter accounts, (Tweeps) have cropped up in the last 6 months. Some of the best examples are of course Sodexo Careers, Past Present and Future Facebook Fan Page, Discover Careers Facebook Fan Page, @acareerathca HCA Twitter feed, and the list continues to grow.

Now the next challenge encountered is how do we begin to craft an over-all Social Web Engagement Strategy. I’ve said this many times…first… “LISTEN.” Before jumping into the social web stream…we’ve got to take a step back evaluate an over-all online presence (audit the noise) and determine if any IRL (In Real Life) reputation fragments have made their way to web conversations.

Once auditing the noise is complete…we can really build out robust, interesting, engaging villages, or colonies for tribe members to congregate.

I caution my clients and perhaps those who stumble upon my musings – don’t be seduced by those who offer “turn-key” Employee Tribe Management solutions. The social web is NOT a turn-key experience. Real people…real candidates want an authentic vision into your organization…to get to know more than just your location, last years 10K, the cool video testimonials. The potential members of your tribe want a chance to visit your talent tribe community…walk around, ask what’s the weather like over there from people who live with that weather.

I know the thought of this is really frightening from a compliance perspective…and HR is definitely kin to corporate legal. But no matter what…these tribes will be established whether you like it, support it, endorse it or ignore it.

Domino’s YouTube Response

Christina Tierney — Sat, 18 Apr 2009 15:40:37 +0000

Wow…Federal Charges for a YouTube Video! ?

Domino's Disgusting Employee Video

For myself and others who consult with clients daily on the Social Web Evolution this latest Social Media mishap was not a surprise and quite frankly expected. I’m referring, of course, to the Domino’s YouTube Video.

If you haven’t heard about it yet, I’ll be surprised, but just in case…I’ve shared the response from Domino’s President U.S.A., Patrick Doyle at the end of this post.

I’m not scooping a story here folks…and I’m not all that interested in waxing philosophical about Web 2.0 and Social Media’s “prosumer” revolution. I’ve taken this moment to ask some questions.

Will this be the one incident in internet history to finally push more traditional corporate enterprises off the dime? Will these organizations now accept that Social Web Policies are not only necessary, they’re coming too little too late to stem the damage to Brand?

What will a felony charge against these two hapless short-sighted employees mean for the Domino’s Employer Brand?

If companies are using YouTube and other Social Web mediums to promote their Product Offering/Brand couldn’t we argue that this sets precedent around acceptance of possible employee “prosumer” behavior?

With the proliferation of new conversation streams introduced every day it’s impossible to control every employee at every company at every minute of the day. It’s fool hearty for companies to presume employees will naturally govern themselves… not make foolish choices…”surely employees know better.”

Air Force Web Posting Response Assesesment

I’d like to say that most employees get it. Most employees are careful with their reputations IRL (In Real Life), and do everything they can to be good stewards of corporate identities…exemplary ambassadors. That commitment carries over to the “on-line” existence…again for most people. But not everyone gets it.

Most professionals are asked as part of Standard Operating Procedures to sign on the dotted line. They sign these documents demonstrating clear commitments to corporate employers’ expectations.

The expectations clearly spell out what would be considered unacceptable behavior and grounds for immediate dismissal. These are put in front of them so they can never come back and say…”but I didn’t know!”

In 2008 we saw companies like the ones outlined below implement formal “blogging” policies. These organizations which include our Armed Forces, accepted that Social Media provided uncontrollable outlets supporting Freedom of Speech and self expression. They also recognized that they would need to clearly outline and communicate acceptable, tolerable employee behavior.

SOCIAL WEB POLICIES 2008

• Blog Council – Disclosure Policy
• IBM Social Computing Guidelines
• CISCO Internet Postings Policy
• HP Code of Conduct
• Intel Social Media Guidelines
• US Navy – Web 2.0 Utilizing New Web Tools
• Civil Services Code of Online Participation
• US Air Force Social Media Policy

Domino’s has done a great job in handling the fall-out from the YouTube Video prank. They jumped right into the conversation commenting on blogs as the comments and conversation swelled. But I wonder if there’s a Social Web Policy for Domino’s in place. If there is…then these two were clearly openly in defiance of it.

But if there wasn’t one…would a clear policy have prevented this? Will Domino’s and other companies now accept the importance of one and follow the lead of the companies above?

I challenge those corporations still holding out till their compliance departments give the okay. I challenge companies to “Just Get It Done.” Embrace the realities of our Social Web Evolution and put policies in place “yesterday!”

I don’t think any organization needs any more proof of the importance of this issue than the video below.

Strong Sales Starts with A Strong Message

Christina Tierney — Sun, 01 Feb 2009 18:36:49 +0000

gapingvoid.com

I keep talking about a shift in the way we do business. How we connect with clients, especially new ones. Because as Sales Professionals (SPs) we all know that new biz is the lifeblood of any successful company.

Existing clients are extremely important and we have to do everything within reason to remain relevant to their business goals. We have to keep those relationships strong and viable. But WE MUST bring on new clients. Client bases have to expand and grow or the biz dies.

I’m witnessing every day this new reality pushing down on veteran SPs. They are literally scratching their heads wondering what needs to be done differently - why the message that landed the knockout punch doesn’t work anymore.

A great example for us all can be found at gapingvoid.com’s entry. So what’s all this new marketing stuff, anyway? I really enjoy Hugh McLoud’s blog and the insight I gain. But this post really makes sense. IMHO the basic idea here is…are marketing professionals really stretching themselves? Are traditional marketing departments, consultants, really ready for what the shift will bring?

Those of you who actually read my know I’ve been talking about this “shift.” I have been running around like Chicken Little saying the “the shift is coming, the shift is coming.” This shift is changing the way we do everything, and to survive we must adapt or disappear.

I see that our partners in crime the Marketing Department or Marketing Professionals (MPs) have to take some responsibility for changing as well. I see many of my fellow SPs taking the heat for not bringing on the new biz. However, if you don’t have a clear definition of what you’re selling can you be faulted for stalling out?

There has to be a new marketing message. These messages are interrelated to the “new” sales message. In most corporations the MPs develop and refine the product line/solution set, along with the message or spin around its awesome features, benefits, advantages, the sales message. The SPs will often make the marketing spin or message their own. But very few SPs are left to their own devices when defining this.

Don't Tell Anyone...It's All Shifting!

Now don’t get me wrong I’m not blaming marketing for leaving SPs in the lurch but if SPs have to rely on the Marketing Team to identify the target market, and the solution set what happens when the MPs don’t know? Does the SP have to come up the product solution message. Is this a good idea? How come all this feels like some sort of “top secret” covert op?

If our new target prospects are now immune to traditional messaging around products and services, then they are immune to traditional sales practices. It used to be that the services and products any sales professional had to offer would be introduced by a human voice, a real connection. Consulting services had real value.

But as I keep saying over and over again…the internet is the ultimate change agent expanding the reach of the instant answer without intervention. What do I mean by intervention? When a trusted adviser sits in front of a decision maker we can intervene on the thought process. We can be the influence and/or assist the decision maker with their task.

I see the challenge for SPs; especially those trying to survive in the traditional business environment as they embrace the NEW sales message. The message has to be about honest influence over the process. As I have shared in the past… most potential clients/customers have already done their research. You as the sales professional are becoming more and more the “implementor” not the “facilitator” of the sale.

Will the MPs take some responsibility here? Will we have the courage to sit in the conference room and ask the tough questions? Do we even know what those tough questions are in our respective sales organizations?

I really want to hear what your challenges have been if any, around possible disconnect with messaging and client/prospect. Do you feel you have the right “sales message?”

Simplicity of the Sale

Christina Tierney — Sun, 07 Sep 2008 19:13:36 +0000

Had a really great presentation on Friday. I have to tell you that my absolutely favorite part of selling is presenting. There is nothing like the opportunity to connect with the buyer!

During the moments that you educate and convert the decision makers, you are hopefully keeping it simple.

I was inspired to post this video from TED Talks given by, John Maeda: Simplicity Patterns. I just love this site for so many reasons…mostly because as I shared it inspires me.

Lets all remember to keep our selling practice simple…don’t complicate this folks, sales is not Rocket Science…Enjoy!

Don’t Make ME Think…Develop MY Strategy

Christina Tierney — Wed, 03 Sep 2008 01:00:17 +0000

Crunch The Numbers For Them!

The biggest mistake I see with any solutions proposal is…we make our clients think too hard.

And now you’re saying…”What the hell?”

Well…yeah…we make them think too hard. If we want a client, especially one we’ve had a long term partnership with…to really respect us and take our consultation seriously, we are the ones that have to do the work.

The work has to be wrapped around empirical data, and tons of research. If we are sitting in a clients office with an anecdotal list of “let’s just give it a try” suggestions, we are in big trouble. Clients are constantly hearing from one representative or another. Each one has “the answer” to all their problems. Not many have done their homework…their just spewing a bunch of noise at someone.

What our clients need is a real answer, a real partner, a real strategy.

The difference between the trusted adviser, the business partner and a vendor manager contact is the research and data. Their should be a real ROI plan wrapped around the consultation, something that can be clearly measurable. Producing any kind of strategy that shows where we as consultants will lay a piece of ourselves on the line is rare.

This is why the strategy with the clear ROI path laid out is so refreshing. If you are being presented with another “media strategy” stop and ask yourself a couple questions:

Did I call the Account Manager from my Recruitment Marketing Firm and ask for a Media Strategy? If you did, you’ve not challenged your firm to produce the right solution. You’ve told them to build a media buying plan…not a strategy.
If you asked for a recruitment marketing strategy and all you were presented with was a media buying plan…you really need to be looking for a new partner. This usually means that your current contact is the “vendor manager” not a consultant…and you need to be at the right level.
If you’re not the decision maker…but you’ve been tasked with pulling all the “right” data together to build the strategy for an internal deliverable…be honest with your current account partner. They will be more than happy to help sell the strategy up the line. They will understand that you are under pressure to deliver, but don’t make it sound like you can pull the trigger.
Has your consultant/partner asked to pull all the key stakeholders into the conversation? If you’ve more then one specific recruitment need, ie., sales, operations, college, diversity, alumni, employee referral, etc., and you’ve only presented just one side of the story come on! How could anyone really present a true recruitment communications strategy only taking into account one voice. This is recruitment by fire stomping…not strategy development.
Has the consultant/partner put some “skin” in the game. Has this partner shown you where they will reduce spend, increase applicant flow, etc. If they can’t provide you with something in writing showing where the ROI will be measured, that their willing to measure, beware…you might be getting the cookie cutter, one site fits all “sell.”

Crank Up The ROI

It’s even better when your consultant/partner is “pro-active” and comes to you with the suggestion for a strategy session. It should be at no charge, allow you to make decisions regardless of the partner you choose.

I have found that most of my clients will partner with me after the exercise. Primarily becauase I brought some skin and I’m willing to measure my proposed efforts. This is how we’re all able to get above the noise and truly collaborate.