Digital StrategyIT Strategy

Social Media Strategy

BrandingStrategy

Online MarketingStrategy

Offline MarketingStrategy

HR / Training

James Whitelock Digital Strategy Manager, Empresaria Group plc

Digital strategy and the future of recruitment

Think Digital Strategy…

and and

Think Digital Strategy…

and and

Digital is here to stay!

Digital StrategyIT Strategy

Social Media Strategy

BrandingStrategy

Online MarketingStrategy

Offline MarketingStrategy

HR / Training

What is Digital Strategy?

Planning:Lead generationAttraction:SourcingSelection:QualifyingShort listingAgency InterviewScreening / reference checking / testing (psychometric)Client interview and feedbackOffer and placementChargeRetention:Induction, objective settingTraining / eLearningAppraisalRetention

• A strategy describes what you’re going to focus on and how you’re going to act• A strategy means choice. It means choosing to do certain things and choosing not to do others• Because strategy is a direction, there’s lots of room for learning and iterating along the way

What is Digital Strategy?Digital Strategy IS…

About focusing engagement (internal and external)About Interaction, personalisation and customisationNot just about social media!To include all parts of your business

Having a Digital Strategy WILL…

Be cheaper, greener and more cost effective than traditional ways of workingIncrease revenueIncrease the reach of your brandMake your business efficient

From Threat to Opportunity!

Innovation is attractive…• Think customisation• Information and content is power• Though most tools are free doesn’t mean they are valueless• You are expected to be innovative

I need better ways of promoting our services and our knowledge

“Innovation is the ability to see change as an opportunity - not a threat”

From Threat to Opportunity!

Candidates expect to be…• informed…• valued…• engaged…

I need to find/attract/engage

with candidates

From Threat to Opportunity!

Who said that?• Monitor everything…• Measure everything…• Listen to everything…

I need to keep my finger on the

pulse

From Threat to Opportunity!

Their Brand as much as yours!• Even ex-staff can be ambassadors for your brand…• Keep staff informed…• Make everyone part of the process…

I need to keep my best staff

and make them feel part of the

team

of digital recruitment

Future of digital recruitment• Mobile HR

• Mobile devices become more than just another media to push to vacancies too. Apps for candidates and clients will give them greater insight and engagement with the recruitment/HR processes

• Death of the CV?• Online profiles from sites like LinkedIn and Facebook in combination with touch points like Twitter, Youtube and

Digg will form a professional profile that will surpass the traditional CV• Products to look out for:

−Bullhorn Reach−SocialCV

• Erosion of online privacy and ownership• Online profiles will become harder and harder to privatise making all information about a business and person

accessible. • Ownership of information will no longer belong to a brand but to that brands communities and audiences

• Socialisation of business• Social engagement will become integral within a business allowing customer/client/candidate engagement at all

levels• Gamification

• Gamification principles create more engagement and sense of belonging and stickiness to sites, hence driving potential of more opportunities for engagement.

• Virtualisation• Disintegration of the traditional working environments, through cloud computing and mobile technologies• Virtual offices/workspaces, disintegrated offices

Indonesia social media stats

13Sources: salingsilang.com, appappeal.com, checkfacebook.com

• 80% of twitter users access twitter via mobile

• 20% of twitter activity happens in Jakarta

• Twitter busiest on Thursdays and weekend

• Over 9 million twitter accounts in Indonesia, tweeting nearly 50 million tweets per month, average user age between 18-24

• Over 5 million blogs in Indonesia

• 63% of Indonesian Internet users have adopted mobile Internet

• Indonesia second largest use base for Facebook, globally after US. Over 40 million users

• LinkedIn usage in Indonesia makes 0.5% of global LinkedIn traffic. 50th most popular site in Indonesia

Case Study: L’Oreal Indonesia

Aims of the study:Does the message match the strategy?

Does the execution match the idea?Is technology an enabler or a competitive advantage?Are you in the right places to attract the right people?

Recommendations

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ü July 12, 2011We post an Internal Control Assistant position and requirements in our Twitter & Facebookaccount. In the very same day, we have received 5 applications in our mail, and by the end of the week we have received 15 applicants for the position.

ü Four applicants were interviewed within a week, and by the 2nd of August, the selected intern, Sahat Situmorang, already start his first day in L’Oreal Indonesia for the next 6 months. The whole process only took exactly 3 weeks from the first promotion (with the interviewers busy schedule and decision process)

Social Media Success StoryINTERNAL CONTROL (Temporary)

Sahat Situmorang23 years old

Social Media Success Story

ü July 18, 2011Being such a big brand in Indonesia, it’s actually quiteeasy to find many interested applicants for Garnier.Once we received the Requirement Request, we postan update in our Twitter account and Facebook Page,and applicants are starting to apply immediately.

ü Almost 50 people (mostly students and freshgraduates) applied to this great opportunity within amonth. The suitable applicant, Natalia Ayu Putri, werealready selected by August 9. Internship with L’Orealis an entry level to see the possibility of being recruitedas our future leader, starting in Management TraineeProgram.

ü She started working on September 7, 2011.

INTERN FOR GARNIER Natalia Ayu Putri

21 years old

Social Media in Recruitment

July 15: The web-based Pépinière Application is announced via social media (Twitter & Facebook)

We open the application for a month until August 14, 2011, with only social media usage for promotion.

The result: more than 500 applicants applied.Current status: still in the assessment process

L’Oreal’s recruitment philosophy“not a Process, a People commitment”It is about making long term commitments with chosen individuals that will develop their talent and build our company for the greater future.

• It is not about “staffing”… but about detecting qualities and skills that will reveal into the future;• reinforcing our competitiveness, our international expansion and our innovation capacity;• It is not about “cloning”, reproducing the existing… but about proactively seeking Diversity to enrich

our teams;• It is not about finding a fit for a specified box… but about generosity, about helping individuals

define and fulfill a professional project; about helping them integrate successfully in our company;

• It is not about who “can” do the job… but about detecting the individual that will “want” the challenge, reinvent the job and go beyond all expectations;

• It is not only about skills… but about individuals that will demonstrate and develop the right fit, the right values and the right management competencies for L’Oréal

Aims• Attraction & information more experienced candidates• Increase employer brand

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L’Oreal Indonesia online recruitment

L’Oreal recruitment websiteStaffing Agencies

Job boardsSocial Media

ATS and internal recruitments systems…

Approximately 4,000 follows across all SM platforms

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Fun content

Working for/at L’Oreal

News about L’Oreal

VacanciesCustomer engagement

Product advertising

L’Oreal Indonesia Online content

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RecommendationsStrategy and content• A digital strategy covers the entire business, with a consistent message from the top down…

• Though the out put from L’Oreal HR is consistent, is it part of the L’Oreal Digital Strategy?• Is the HR/recruitment conversation being lost in the other L’Oreal messages?

Social Media• Different platform, different audience, different message…

• Simply posting the same message across all SM platforms wont encourage new followers or engagement

Facebook• Bad etiquette to use a profile for a brand, that’s what Groups and Pages are for…• Facebook messages are re-posted across other brand outpostsTwitter• No Twitter account devoted to jobs/recruitment at L’Oreal Indonesia• The most of the HR content on the L’Oreal Indonesia Twitter feed are vacanciesLinkedIn• If looking to attract/engage senior and experienced candidates LinkedIn is the best place

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RecommendationsBlogs/forums• A blog gives you a place to explore and discuss specific topics, it also always for continued

engagement…Day in the life…issues that could effect candidates…Agency usage…not just a body farm!• Talk to your staffing agency/s. Any good agency should be consultative and have expertise on the

entire candidate life cycle not just source and hire…Mobile• With high growth in the usage of mobile internet in Indonesia, consider mobile Apps….Think; games,

apply through mobile, access to content…Search Engines• Pay Per Click (PPC) advertising is great at generating traffic for specific roles

Resources:http://socialmention.com/search?t=all&q=+%22LOREAL+indonesia%22&btnG=Searchhttp://klout.com/#/LOREALindonesia/

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Digital Strategy

How I can help your business…• Digital potential assessment• Digital Strategy Consultancy • Training• Project management • Supplier management • Research projects• Complete digital strategy management

Digital StrategyIT Strategy

Social Media Strategy

BrandingStrategy

Online MarketingStrategy

Offline MarketingStrategy

HR / Training

Credentials

• Senior eBusiness manager for Randstad• Project manager for the largest global recruitment agency jobboard• Creation of global network of recruitment websites• Digital recruitment connoisseur

eMail: whitelockj@empresaria.com Skype: ThinkinCirclesLinkedIn: www.linkedin.com/in/jameswhitelockTwitter: www.twitter.com/ThinkinCircles

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