Recruitment 2.0 versus Snake Oil 2.0
What is Recruitment 2.0 exactly? Is it worth the investment in time, money and resources? And can it really deliver on all the great things it promises, or is it just peddling snake oil? Mark Gray, head of cloud-recruiting company, graylink, believes that using the Internet an integral part of a recruitment strategy to source talent can ensure a steady flow of great candidates at a fraction of the cost of traditional recruitment practices.
The time has come for companies to take a closer look at Recruitment 2.0 and embrace this concept as the future reality of recruitment.
Over the next few years, recruitment will undergo significant change, beginning with a rapid acceptance of virtual sourcing as the norm. Companies will turn to Internet search, online job advertising, and candidate attraction via social media platforms and corporate career sites – and eventually even virtual job interviews – to engage talent who’re increasingly connected. Cheaper and quicker Internet access through smart phones and broadband connecttions will continue to grow rapidly making the Internet more accessible to all global citizens.
Up until a few years ago, the Web was characterised by ‘brochure-ware’ – companies communicating their side of their story through static websites where consumers could only receive information. This has now made way for a second generation of web development and design, called Web 2.0, which enables heightened levels of interactivity and engagement between companies and consumers, where web pages can potentially get changed and updated and commented and added to all the time, by almost anyone.
Companies (and their HR departments) must become more skilled in this new online world. However, very few local companies are actively practicing Recruitment 2.0. Most recruiters have no idea what Web 2.0 means, how the web has evolved to where it is today, or how this will impact recruitment practices into the future. The majority of recruiters still equate online recruitment with standard job boards and basic corporate recruitment websites that are little more than online brochures. Recruitment 2.0 goes far beyond this.
The advent and rapid growth of social media technologies such as blogs, wikis, social networks, YouTube videos, RSS and many more further supports information sharing and collaboration by making it easy to create and distribute content. This provides companies with opportunities to increase their visibility, extend their reach, engage with passive job seekers, foster relationships, and thoroughly research candidates (it also gives a whole new meaning to the concept of reference checking). Far beyond the capabilities of traditional job boards, Recruitment 2.0 enables referrals to go viral through a social media push, seeing one job alert reach hundreds of people in hours as it is passed on to the friends of friends of friends.
A recruitment 2.0 campaign may take the form of one or more of the following: rich media microsite, targeted PPC advertising on search engines, streaming video for staff testimonials, chat with candidates on Twitter, Linkedin and Facebook, application screening via SMS, multimedia CVs, or interviews via Instant Messaging.
If implemented properly, Recruitment 2.0 can deliver a significant reduction in recruitment spend. Companies with the relevant skills, currently relying on recruitment agencies, can save up to 80% in time, money and admin expenses. This is aside from the millions of Rands they can save on recruitment advertising over time by building their own pool of talent.
The starting point for Recruitment 2.0 is to understand what candidates you’re trying to recruit. Are you dealing with a short, medium, or longer-term talent pipeline? What digital channels do they have access? What is the most effective way is to recruit them?
Once you understand these variables, you can build your strategy accordingly – be the result a corporate careers websites, a social networking strategy, online Internet search or something completely different. This requires a team with a marketing capability, that has an understanding of the web and social media technologies, as well as an understanding of the accompanying recruitment challenges. As this can be a tricky undertaking, best practice advice is to go to a business that has experience in this space.
Recruitment 2.0 is not a fad and will continue to eclipse traditional recruitment practices as the HR space finds itself in an increasingly digital world. To stand the best chance of attracting the top talent, companies need to get in on the game now as the following adage will soon become very real: If you’re not online, you don’t exist.
graylink is a cloud recruiting company that provides companies with recruiting solutions for a digital world. It helps companies exploit web and mobile platforms to source the best talent and automate recruitment processes – reducing costs, improving time-to-hire and enhancing compliance.
Founded in 2002, graylink is privately owned and has operations in South Africa and the United Kingdom. graylink’s solutions are used by some of the most successful companies globally. Some of these include: Allan Gray, Bidvest Group, BAT, Coronation, Department of Trade and Industry, Truworths, Discovery, Engen, Mercedes, Medi-Clinic, Pfizer, and Vodacom.