How to build your online recruitment strategy James Purvis, Head of Talent Acquisition, CERN

About CERN World’s largest particle physics centre World’s largest scientific instrument 1954: Europe’s first joint ventures 2013: 23 member states 1bnCHF budget 2500 staff 200 - 1000 recruits pa 10,000 visiting scientists (half of world’s particle physicists) Recruitment challenge : Across 20 MS, and not physicists! Studying 13.7bn years of attraction & selection!

4th July - Discovery of Higgs Over 40 years of searching “Greatest scientific discovery of the millennium” Analysis of reaction on Social Media

The LHC: Large Hiring Challenge Achieving great science… requires great talent… …yet we recruit very few physicists!

CERN is a great place to work! Incumbent – who uses that? Encumber = burden, saddle with debt…. “The incumbent will take an active part in all questions related to scientific information” … but we can make it sound really boring!

Recruitment 1.0 Describing a task/need Results Delays Low quality No sourcing No advertising No brand One-step process Few quality candidates Low satisfaction levels typical candidate reaction CERN is …. Dept X does… Group Y implements…. We need…. Bulleted List Of Needs Both men & women can apply

There is a lot of hype… …and a lot of misconceptions… … and a lot of experts who want to tell you exactly what you should be doing! …I’ll simply share our journey at CERN

Social media How can you be heard? 500 million tweets a day! 16 years of content uploaded per day! 4.5 billion daily likes I’m recruiting… can you hear me? 288,000 conversations a day

The task can certainly seem daunting! Getting started

Sort out your EVP “Your EVP can be thought of as your Higgs field for attracting talent”

Design a Social Media Strategy Sourcing strategy Online Social Youtube Employer branding clips Interview process Job insights Misc Facebook Twitter Tumblr Professional Job boards Careers fairs Print Agencies Candidate DB “Social media changes the relationship between companies and customers from master and servant, to peer to peer.” “If you don't know where you are going, any road will get you there.” The Cheshire Cat

Make time Reduce the time consuming activities Reduce print adverts Reduce career fair organisation with low ROI Implement multiposting for adverts to job boards Replace telephone screening with asynchronous web

European Multiposting www.cern.ch/jobs Reaching 20 countries with one single click! Big Data - Evidence Based HR

Asynchronous Web interviewing Case study Reduces costs & Increases quality 300+ appl. Video interview 15 cand. 15 candidates 7 viewers 5 onsite 1 hire 5 interviewed 1 selected

The channels Twitter Quick & Easy to setup Shared account @cernjobs Twitter Quick & Easy to setup Shared account Increases Google Pagerank Its not about followers Youtube “If I can’t picture it, I cant understand it” Easier than you think Set up a ‘channel’ Video is most popular media on the net youtube.com/cernjobstv

Becoming more important than traditional websites! Facebook Facebook is a platform Becoming more important than traditional websites!

Poll Do you have a strategy to build engagement via facebook for recruitment? Not examined use of facebook Don’t consider facebook relevent for our needs Have a corporate facebook page Have a dedicated recruitment facebook page Have a stragegy in place for building engagement on facebook

Facebook Default page 1,374 likes Company Page 31,352 likes Engaged Page 220,955 likes Each time you get a “like,” your page is advertised in the Facebook news feed…for free

Facebook for recruitment 16,106 fans 220,955 fans In the past 3 months alone, the job of the week app has been seen by 3500 engaged fans, mostly via their mobile -       CERN Jobs Page has 8, 447 fans, with 1 in 10 regularly commenting and engaged with the brand -       CERN corporate page has 110,000 fans who now engage with the recruitment brand directly -       This is generating an opportunity for reach in friends of fans that is over 36 million Facebook users -       CERN’s one hour chat regularly engages over 1,000 fans -       Facebook is now one of the primary sources for relevant traffic into their recruitment brand -       Have joined their Twitter strategy, with each individual representing the brand and the major @cern_jobs promoting and engaging with 3803 followers, cross promoting their social media Friends of fans reach > 50 million Facebook users

Facebook testimonials Why is CERN such a great place to work?

Facebook Live Chat 6,350 people saw this post

“possibly the most important algorithm you have never heard of” Edgerank “possibly the most important algorithm you have never heard of” ∑ edge e uewede Ue (affinity) – how friendly you are with someone We (weight) – videos, photos, comments, likes De (decay) – recency You want to make a big announcement ? Plan ahead to increase affinity first. Courtesy of :

Engagement can’t be planned!

If you are successful… Number of applicants Number of posts Year

Recruitment 2.0 Selling an opportunity Are you looking for? EVP Automated Multiposting Sourcing & advertising Pro-active Multi-channel Social & Professional Media Multi-step process Are you looking for? Do you enjoy? Can you do? Do you have? Structured List of Technical & Behavioural Competencies Employing a diverse and international workforce is a CERN core value and central to our success. We welcome applications from all Member States irrespective of gender, age, disability, sexual orientation, race, religion or personal situation.

What’s next?

The 3 wishes of our hiring managers Excellence (Quality) Yesterday (Time) Low budget / no agency (Cost)

Our Recruitment 3.0 Strategy “fill a need” Recruitment 2.0 EVP + Social & Professional Media Recruitment 3.0 Develop Referral mechanism Implement more pro-active sourcing Investigate Mobile presence Responsive web-design Test the waters “going mobile” Search Engine Optimization Improve ATS Diversity “31% of Google searches that contain the word ‘jobs’ come from mobile devices” http://blog.imomentous.com/theres-no-need-fear-mobile-recruiting/

Social Referral Mechanism RolePoint, Careerify, Jobvite, SocialReferral… Reward? Gamification? Metrics 

Meet the team - & share the job!

Pro-active Sourcing e.g Norwegian Technicians, using facebook graph search & x-ray

2013: The future is mobile!

App – current: prototype “Mobile is an additional channel where presence will be as essential as having a website” “Four out of five Facebook users are from a mobile device” In addition to responsive website design

App – Possible Future Force us to rethink apply process Avoid the mistake of mapping existing processes

Closing Thoughts

Thinking outside of the box Don’t forget that no-tech can work too!

Thank you for watching james.purvis@cern.ch If you have any questions regarding Broadbean or Recruitment Technology and getting the most from your candidate attraction strategy, please contact Richard Essex, Corporate Sales Director 0207 536 1661 | richard@broadbean.com @broadbeanEMEA | www.broadbean.com