Slides for the 2008 CIPD

1. Society is undergoing dramatic
change (but you already know this)
FROM TO
Passive recipients of information Active knowledge sharers/drivers
Constrained by natural
Borderless
(or psychological) boundaries
Face to face ‘Invisible’
Living within our means Have It All
Job for Life Continuous Learning

2. Proprietary research indicates that candidates see
the web as an extension of the employer brand
“[A company’s site] gives me an idea of
what they think is important. [It is a] good
way to judge the integrity and character of
management, who approve the sites…”

3. There has been much focus on
standardising the web experience

4. (and trying to resolve
problem points)

5. But in the war for talent, the recruitment process
also needs to be reversed and enhanced
Organisations must take their messages
out to the marketplace and engage in
conversations with candidates

6. Engaging with candidates outside the
usual channels can be highly effective
© Bernard Hodes Group 2008

7. (and organisations don’t even necessarily
need a website)
© Bernard Hodes Group 2008

8. Recruitment isn’t just about a
salary or location

9. And advertising isn’t restricted to
using a job board

10. The information balance is shifting
toward the candidate

11. Freeware tools create a “live
window” into organisations

12. Peer to peer referencing is
increasing in use and importance

13. and Peer to Peer referral is being
monetised

14. So what happens when candidate
CVs are entirely online?

15. To prepare for what is needed, we
suggest focusing on three streams
Understanding users and Restructuring and Finding and driving
the user journey optimising the site quality traffic
Who are they? (TGI, psycho‐, Ensuring that content does not SEM
socio‐demographics) inhibit the user journey
Digital media planning &
What touchpoints do they use? Being clear in signposting optimisation
(mobile, web, gaming, social
Language and TOV Job Boards vs. Lifestyle sites
media sites)
CPM vs. CPL vs. CPA
How and when?

16. A parting thought: its not all about
Gen Y and digital natives…