Nakama2

April 2015

RECRUITMENT INTERNATIONAL

AUSTRALIARi

DIGITAL, TECH, MARKETING & CREATIVE RECRUITMENT AT YOUR FINGERTIP

RI AUSSIE - 5 - APR 15.indd 1 23/04/2015 16:11:04

14 RI Australia - April 2015 www.recruitment-international.com.au

By Rob Sheffield – CEO APAC, Nakama Global

NAKAMA - Thinking Digitally in a People Industry

When we first looked at getting involved with Recruitment International’s recent Technology Masterclass, it spurred us to dig deeper into our client’s window on the world of technology.

We’re very interested in what our clients have to say because we see ourselves as an ATD business (all things digital) and the definition of digital for us is agnostic. It covers technology, media, creative and is channel irrelevant. Technology underpins pretty much everything our clients are doing from a creative, media, ecommerce and communication stand point.

We have to understand how the environment we are hiring for is changing not just day to day but taking a future view on where the landscape will be over the next 12 to 24 + months. Secondly I have always been of the view that no matter what technology you use, recruitment is about relationships. It would be naive to not look at how technology can create efficiencies in our space, allowing people to do more with less time by having the right tools from a technology standpoint is and will continue to be extremely important. Speed to market in all areas is critical; utilization rates through data analysis allowing people to do more with the same amount of time are key in our market.

What we’ve seen/learnt in the past year

We have seen a huge shift from both the agency and client side organisations we have worked with. This has ranged from the build of digital platforms, automation of systems, focus on data and customer experience and how that is managed and consistent through the variety of channels its being delivered through and in particular mobile. Social media has continued to grow in line with programmatics as well as the use and analysis of big data. More than ever we are seeing the use of technology

erode the boundaries between the physical and digital worlds. Businesses now understand that a good digital experience is no longer a nice to have, it can make or break a business, and that includes recruitment businesses. We have seen the rise of digital engagement agencies. Wearable technology has continued to evolve from niche to mainstream. We have started to see clients rethink their mobile strategies, whereas they have previously been a part of the traditional business IT strategy, this is increasingly becoming obsolete as the need to recognize mobile as part of a omni-channel approach takes hold. That doesn’t take into account what we see from the disruptive technology standpoint. Key themes in this area would be social media 1.0 is dead and the view that the future of search and SEM could potentially lie outside of Google. The focus on generation Z, a mobile first and mobile only generation is now more than ever a key focus.

On the recruitment side it has been about 1 platform for some time and the battle amongst the technology providers for our industry here will heat up over the coming year. Our job across the regions we operate in is to be able to deliver for the now but more importantly make sure we are able to deliver for the what’s next. The recruitment businesses that will grow over the next 12 to 18 months will value the relationship between client and applicant and make full use of an omni channel approach that uses Social

Media, Mobile and Video whilst having a cloud based one platform approach.

Personal predictions for the next 12-18 monthsFrom a digital/technology perspective:1. Content marketing will remain a big focus2. Programmatic advertising will evolve and merge engaging creative elements with existing media buying algorithms3. Video content will continue to rise4. Marketing will experience a mind shift focus from “big” data to streamlined “intelligent” data5. There’ll be big momentum on employee advocacy and empowering employees to help spread brand messages online

From a recruitment use of technology standpoint:1. Social Sourcing2. Business build an end to end talent brand3. Modernised applicant tracking software4. A continued focus on a great digital candidate experience5. Big data

Our Clients Views

For this article we caught up with some of the businesses we work with to find out about shifts in technology and understand what they’re seeing in the industry, to compare what we’re seeing in relation to demand and just how technology is impacting on recruitment. In both cases, perhaps not surprisingly, the themes were very similar. Social, content, mobile, cloud computing, real time analytics, video and UX were some of the key themes discussed from RI presenters and from our clients who have kindly put finger to keyboard for us and contributed to this article.

Rob Sheffieldwww.nakamaglobal.comTel: 61 (2) 9221 0060Email: [email protected]


15 www.recruitment-international.com.au RI Australia - April 2015

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Our Clients Views

Adrian Farouk – Managing Director, DigitasLBi Australia

What are the top three things you learned last year?- The top Australian businesses are ready to invest in their long-term digital transformation- eCommerce is ready to boom- Campaign-based thinking is now firmly a thing of the past for top Australian businesses What do you consider to be your biggest tech/social/data/digital challenge in the year ahead?- Taking clients to the next stage of their digital transformation by delivering the right platforms, technologies, partnerships, processes and skillsets If you had to identify the five technologies with the maximal economic impact in the next two decades - what would they be?- 3D printing- Conductive polymers / Organic circuits- Wireless energy transfer- Wearable computing- Driverless cars

In your opinion, what tech trends are driving 2015?- Cloud computing- The internet of me (personalization)- Real time analytics (emerging as the leader)- Video content on demand services such as Netflix What’s the first thing that comes to mind when you hear?Digital:An antiquated way of defining the intersection of marketing and technology that is becoming less and less relevant.

Social:A means to an end - but not the end itself - often used by people obsessed with ‘channel strategy’ instead of thinking of content agnostic of channel. Big Data:Where the power of Cloud Computing

collides with Real Time Analytics to deliver the holy grail of ‘marketing to a segment of one’. Video:How on demand services, such as Netflix, are going to change the face of broadcast providers like Foxtel forever. Cloud:White fluffy pillows in the sky that I want to walk across. How do you forsee these technologies emerging in the year(s) ahead?All of these emerging technologies are converging around marketing automation. The key to success will revolve around your ability to deliver data analytics at scale to power the creation of content, and distribution in real time, to the right audiences Do you forsee any restraining factors in attracting the right talent for these and other emerging technologies?Leading markets, specifically the US and the UK, tend to be ahead of Australia in the adoption of emerging technologies. At DigitasLBi we pride ourselves on being able to bring the best global thought-leadership to Australia. Having the best talent with the right experience is the key to delivering this. For this reason it is easier to find talent with relevant experience overseas rather than locally. How do you envision the field five years from now?Exactly the same. As sophistication continues to develop first overseas, global agencies will continue to utilize their talent pool across their network to deliver the right experience. Is there anything you wish people would stop talking about?The apple iWatch

How do you forsee these technologies emerging in

the year(s) ahead?

All of these emerging technologies are

converging around marketing automation. The key to success will revolve around your

ability to deliver data analytics at scale to

power the creation of content, and distribution in real time, to the right

audiences



Christopher Roosen – Co-Founder, Cognitive Ink

What are the top three things you learned last year?- Despite the rapid increase, there is continued value of a great human connection. - User experience (UX) is still in search of the right definition and purpose. - It’s not about the tools, methods, technology or individuals anymore. It’s about the outcomes and teams.

What do you consider to be your biggest tech/social/data/digital challenge in the year ahead?- Creating the right value- Changes in technology have lowered the barrier to entry, which means there are so many people doing so many things. Customers are becoming more choice oriented. Products rise and fall faster. In the meantime, I think it is becoming ever more important to do the right things for the right reasons.

If you had to identify the five technologies with the maximal economic impact in the next two decades - what would they be?- Robotics and Artificial Intelligence- Virtual and Augmented reality- Wearables and Sensors- Localised production (e.g 3D printing)- Renewable Energy

In your opinion, what tech trends are driving 2015?In terms of tech trends, I think the interface to technology is changing. Perhaps in 2015, or perhaps later, I think we are going to see quite a shift in what we interact with when we interact with technology. I think people are slowly getting tired of staring at ever more and ever smaller screens. I think technology

is going to enter a new era, not by being more visible, but by being less visible and more capable. Things like Human Robotic Interaction, Augmented Reality and other forces will reshape the User Interface as we know it.

Is there anything emerging here as a leader?I think automation, robotics and forms of artificial intelligence are going to reshape what we understand as work, communication and so many other common human activities.

What’s the first thing that comes to mind when you hear?Digital: So many things have or will have a digital element, so the word looses meaning. What about biological computing? Computations using DNA? It can run a calculation, but it doesn’t use bits or bytes to do it. I prefer thinking about whether something includes data, processing capability, networking capability.

Social: Social is becoming noisy. Of course, the more social noise there is, the harder it is to find signal. I’m interested in things that help filter and prune the social tree, increasing the value of individual social connections and shared knowledge.

Big Data: Big data is interesting, though large scale statistics using large data sets have been around for a long time. Are we re-inventing the wheel with the data stored in databases instead of paper tables?

Video: Video is one of the winners of the content arms race. It packs more emotive punch then any other content as it is a fusion of audio and visual. You rarely see a website change a nation, but a single video of an injustice can spark a revolution. It will be interesting to see what video looks like in virtual or augmented reality.

Cloud: Cloud, like Digital, it is a word that is losing meaning as everything moves towards having a network connection and cloud data or services.

How do you foresee these technologies emerging in the year(s) ahead?I think we are in a learning phase with

Our Clients Views


Is there anything you wish people would stop talking

about?I wish people would stop talking in circles about

small problems. There are so many interesting, scary and transformative things happening in our world. I want people to get out there and use crazy new capabilities in new and

interesting ways to both create value and to solve

wicked problems.



some of the ideas. As they settle, I think we are going to see a great fusion of technologies until they become a far more integrated set of capabilities. I think this will occur up to the point that it becomes odd to talk about ‘Cloud’, ‘Digital’ or ‘Social’ by itself.

Do you foresee any restraining factors in attracting the right talent for these and other emerging technologies?I’m worried that too many people working in technology consider themselves technologists or technology fetishists. I’m happy to be labeled as many things, but I would have ideally liked to be labeled a humanist. I see too many people focusing on keeping up the latest technological trend, at the expense of gaining a deeper understanding of people, society and nature. Granted, with a background in psychology, I guess it makes sense I’d say that.

How do you envision the field five years from now?I think UX will continue to evolve. On the way, I’m hoping it rediscovers some of the rich knowledge from Human Factors that we seem to have bypassed. Five years ago, apart from a few that pushed to get into the field, few saw the opportunities that human centered design could create on a commercial and social scale. I think those impacts will only grow.

Is there anything you wish people would stop talking about?I wish people would stop talking in circles about small problems. There are so many interesting, scary and transformative things happening in our world. I want people to get out there and use crazy new capabilities in new and interesting ways to both create value and to solve wicked problems.

Glen Trestrail – Sr General Manager, Service & Support, Canon Australia

Canon Australia offers office, accounting, and HR workflow automation solutions and recently bought a majority stake in Harbour IT a leading provider of cloud solutions.

What are the top three things you learned last year?

- Consolidated my thinking about outsourcing, what works, what doesn’t and the challenges around it

- Better and more positive ways to engage people in change

- New ways to personalize service, meeting unique needs of different customers

What do you consider to be your biggest tech/social/data/digital challenge in the year ahead?

The move from traditional to new businesses and the pace of business change that is ever increasing! In an industry that’s extremely competitive, getting that next efficiency quickly and in a way that’s not too costly. Technologies like the Cloud are invaluable because of their scalability, speed to market, low upfront capex and low project overheads.

If you had to identify the five technologies with the maximal economic impact in the next two decades – what would they be?

1) Cloud2) Mobile computing – at device level3) Internet – the improved version! Fast bandwidth and availability of data4) For Canon: offset to digital printing5) Personalization of data

In your opinion, what tech trends are driving 2015?

- Software As A Service (SAAS) – allowing new, better and faster ways to service customers who have increasing

Our Clients Views

cover story


Do you foresee any restraining factors in

attracting the right talent for theses and other

emerging technologies?The challenge here is

sorting through increasing volume of candidates and attracting and retaining

top quality talent. Consideration needs to be given to the expectations

of new generations of employees.



expectations- Wearable technology – will be an interesting one to watch

- Ongoing adoption of Cloud

- Big Data – the collection of personal information, the personalization of service offerings and the security around this

What’s the first thing that comes to mind when you hear?

Digital: MediaSocial: NetworksBig Data: PersonalizationVideo: DigitalCloud: Scalability

Do you foresee any restraining factors in attracting the right talent for theses and other emerging technologies?

The challenge here is sorting through increasing volume of candidates and attracting and retaining top quality talent. Consideration needs to be given to the expectations of new generations of employees.

How do you envision the field five years from now?

Our industry will be radically different. Although office print is in decline, there is a long tail, and in some areas digital print is in growth (e.g. shift from offset to ‘personalized’ digital print).

Is there anything you wish people would stop talking about?

The death of print! It might be in decline in some areas, but it is definitely not dead. Not yet anyway!

Antonia Jennings – Talent Acquisition Manager, ANZ, ASEAN & Korea, VMware

What are the top three things you learned last year?- From my point of view, it is IT that is transforming everything at a radical pace. This means more agility and profitability for customers, simplifying IT and having IT prove its value to the business

- Move to the cloud - this is a game changer in IT and companies are adopting it rapidly

- From a VMware perspective, our shift from VSphere to a multi-solution enterprise What do you consider to be your biggest tech/social/data/digital challenge in the year ahead?For VMware to help its customers to understand what the software defined date center really means to them, remove the image and give them the reality. It’s going to be a fantastic journey for our customers, helping them succeed in their IT goals and initiatives. We have much value to add and it’s about changing the mindset of what IT looks like for them now and for the future.

If you had to identify the (five) technologies with the maximal economic impact in the next two decades – what would they be? - From a recruitment perspective - social. How do companies make themselves available 24x7, no longer just 9-5 for a defined role- Everything goes global and needs a personalized response and instantaneous feedback. This is now the expectation of our candidates, as VMware is an industry leading virtualization software company- Mobile – candidates can now view us, rate us, respond to us and connect with us 24x7. This improves our brand, their experience, our image and our focus but requires constant input and dedication to succeed.

In your opinion, what tech trends are driving 2015? Is there anything emerging here as a leader? All VMware technologies! Especially with a focus on Cloud, as it makes things scalable and means that IT can be run

Our Clients Views


What are the top three things you learned last year?

- From my point of view, it is IT that is transforming everything at a radical pace. This means

more agility and profitability for customers, simplifying IT and

having IT prove its value to the business

- Move to the cloud - this is a game changer in IT and companies are adopting it

rapidly- From a VMware perspective,

our shift from VSphere to a multi-solution enterprise



more efficiently for both SMB and Enterprise. VMware is industry leading and has such passion for its customers. What’s the first thing that comes to mind when you hear?Digital: MarketingSocial: MediaBig Data: VMWareVideo: ChatCloud: Computing

Do you forsee any restraining factors in attracting the right talent for these and other emerging technologies?Diversity. VMware is passionate about workplace diversity and particularly gender equality. We want girls in high school to have a clear understanding about what a career in IT looks like; we are a huge champion of female participation and leadership as this in turn will create a more engaged workforce and a better deal for our shareholders. How do you envision the field five years from now?From a recruitment perspective, it’s about changing the mindset that IT has a certain skillset. We need to move away from the traditional ideas of IT and understand we need to draw from a broader talent pool and from other industries. It’s about educating leadership and changing people’s way of thinking, so we are able to bring across transferrable skills. Is there anything you wish people would stop talking about?Don’t stop talking! Innovation and creativity from debate and discussion is what drives our industry. Keep talking about diversity in IT and its ability to drive change across businesses, staff cultures and society.

Jason Armstrong – Head of Digital, Ward6

What is the top thing you learned last year?

LMS (learning Management Systems) are the way forward within digital for healthcare B2B comms agencies.

What do you consider to be your biggest tech/social/data/digital challenge in the year ahead?

The cost of digital and justifying this to the clients they work with. Healthcare clients are not as understanding of the digital era

In your opinion, what tech trends are driving 2015?

CRM’s for the salesforce within the pharma industry. Using tablets and tracking analytics and dataIs there anything emerging here as a leader?

Social media behaviors, online tracking of a persons activity linking to data

What’s the first thing that comes to mind when you hear?

Digital: Interaction/engagement

Big Data: Overwhelming – lack privacy

Video: Important

Cloud: Overused word

Do you forsee any restraining factors in attracting the right talent for these and other emerging technologies?

There has and always will be a struggle of sourcing quality

How do you envision the field five years from now?

Not much change, there has been such a huge drive in digital over the last 5 years and I feel it has now plateaued. There will be add-ons such as the Amazon Echo and the apple watch but nothing major will evolve for a while

Our Clients Views

cover story


What is the top thing you learned

last year?

LMS (learning Management

Systems) are the way forward

within digital for healthcare B2B

comms agencies.



Gen George – Founder & MD, OneShift

What are the top three things you learned last year?Test, Fail & Learn.Track everythingDon’t just hold onto data. Use it!

What do you consider to be your biggest tech/social/data/digital challenge in the year ahead?Having the designs keep up with the changing device sizes, for example, the new blackberry phone is square.Continuing to engage customers and connect on a person-to-person level, rather than just as a brand.Keeping that test and learn culture so as to remain at the forefront of all digital marketing solutions.

If you had to identify the five technologies with the maximal economic impact in the next two decades - what would they be?3D printing: no stock, no delay, no packaging, money goes straight to the creator/designerMobile: mobile devices are changing the way Australians perform everyday activitiesDomotic: A house working around you, rather than you “running” the house.Bio Technology: replacing/fixing bodyparts with brain-controlled technologySolar Energy: the cost per watts is decreasing significantly

In your opinion, what tech trends are driving 2015?Video On Demand (VOD): the media landscape has changed since the launch of Netflix and allows people to be more flexible with their schedules.

Cookie-less tracking: the possibility for digital marketers to attribute sales

across all devices, virtually growing the digital market by 60% to 80%.

Mobile recruitment: there are 23m Australians and 30m mobile devices in Australia – mobile is where our audience is and we need to meet them there. This is why we have released both an Android and iOS app over the last week.

Passive Recruitment – Rise in online profiles that allow job seekers to sit back and relax and wait to be contacted. Putting control in both the job seeker and the business.

Is there anything emerging here as a leader?Mobile! We are using mobile devices more and more not just to browse but to buy, book and apply.

Our Clients Views

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What’s the first thing that comes to mind when you hear?Digital: Target drivenSocial: Brands are realizing they have to connect via people to people instead of brand to people.Big Data: Don’t just read it. Use it.Video: Facebook surpassed Youtube as the top video sharing platform in 2014. Video is becoming more of an integral part of our everyday digital experience, rather than being something that is restricted to a media specific channel. The recruitment industry is also beginning to understand the important role video can play and some brands are now asking candidates to introduce themselves and to answer some basic questions on video as a more time-efficient ‘first interview’. We are seeing a lot of movement in this space.Cloud: Everywhere, anytime.

How do you forsee these technologies emerging in the year(s) ahead?A mobile strategy is becoming more and more important for companies as Australians increasingly use smartphones and tablets not just to browse, but to purchase, online. The same applies for recruitment, where people aren’t just browsing for jobs online — they are actually looking for opportunities to secure those jobs from these devices. Businesses need to provide a great user experience that makes the process simple and time-efficient or they risk becoming disconnected and disengaged from their customers.

How do you envision the field five years from now?Lots of new players, and traditional models will have to adapt significantly if they want to compete.

Is there anything you wish people would stop talking about?“It can’t work in Australia”

Do you forsee any restraining factors in attracting the right talent for these

and other emerging technologies?

Yes, the traditional work structure. Most companies are structured

according to the industrial revolution structure: 9 to 5, same place everyday. By doing that we alienate some great talents who don’t fit the mould! We should be encouraging flexibility in the workplace to attract the best of

the best, especially when it comes to employing Gen Y.


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