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

4. 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
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!

5. 4th July - Discovery of Higgs
Over 40 years of searching “Greatest scientific discovery of the millennium” Analysis of reaction on Social Media

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

7. 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!

8. 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

9. 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

10. 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

11. The task can certainly seem daunting!
Getting started

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

13. 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

14. 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

15. European Multiposting
Reaching 20 countries with
one single click!
Big Data - Evidence Based HR

16. 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

17. 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

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

19. 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

20. 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

21. 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 promoting and engaging with 3803 followers, cross promoting their social media
Friends of fans reach > 50 million Facebook users

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

23. Facebook Live Chat
6,350 people saw this post

24. “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 :

25. Engagement can’t be planned!

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

28. 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.

29. What’s next?

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

31. 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”

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

33. Meet the team - & share the job!

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

35. 2013: The future is mobile!

36. 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

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

38. Closing Thoughts

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

40. Thank you for watching james.purvis@cern.ch
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