Felix Wetzel

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COO at Jobrapido

The new recruitment

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June 19, 2014

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Several sessions at the iRecruit conference in Amsterdam focused on a new recruitment

model. This new model starts with the already existing individuals in a network and builds
from there on out.

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1. At the core stands a strong employment brand, clearly devised as a facet of the overall
brand and therefore able to draw on the strength, resources and support of it.

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2. It is communicated via a clear and authentic content marketing strategy, utilising video in
the process, to convey the attractiveness of the brand as a workplace.

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3. It is disseminated using social connections of all employees and suppliers, based on the
belief that most brands are already connected to most of the people it wants to hire in the first
place and therefore does not need to use job advertising anymore.

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4. It has built-in data captured at all different touch points, not only from the recruitment but the
entire consumer process to increase understanding, insights and drive personalisation.

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5. It uses e-commerce models for repeat interactions, recommendations, relevance and

reinforcements.
6. It chooses the channels of interactions the candidate wishes to be communicated with to
achieve highest conversion through increased convenience.

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7. It permanently trials new solutions and apps unrelated to recruitment to find talent and
connect before the talent moves from passive to active and before anybody else gets to
embrace it.
In short, the mainstream of HR is arriving at the point of Total Access as described by Regis
McKenna:
"A value of a brand can now be defined by the number of active participants in its network."
The underlying approach is not new. Its just a very good understanding of the three marketing
maxims of segmentation of the market, targeting the desired audience and positioning the
brand accordingly, combined with finally making the move from the 4Ps of marketing to the
4Cs in the execution of recruitment initiatives.
Product = Customer Solution

Usuarios similares a Felix

Price = Cost
Promotion = Communication
Place = Convenience

Mark Hammond 3er

COO at PetsPyjamas.com

The new part of the approach is to build a seamless process and platform that links all the
pieces outlined above together. Instead of talking about mobile, social and big data as
separate entities, these have finally been recognised as smaller yet essential building blocks
of an overall integrated solution. Instead of marvelling at GenY, they have now been accepted
and are communicated with in their desired fashion.

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The new model of recruiting also doesnt use innovation for pure cost cutting, but innovation to
enhance the performance of their recruiters and hiring managers and therefore understands
that at the moment human interaction is a key component in the hiring and retention
process.
But there are also challenges:
1.Several big companies seem to invest mainly into their company pages on LinkedIn. For
them, LinkedIn has clearly usurped the career pages on their own website. They see great
results. But: For the above approach to work, an open system is required, where new and
different solutions can be plugged in and integrated. LinkedIn is not known for being an open
system. Is it therefore wise to put all eggs in one basket and the basket being owned and
controlled by somebody else?
2. The new approach of recruitment clearly works for big, well-known brands. But what about
the small brands and companies? Could it be that some already use it successfully and we
just havent heard about it, as they dont get the same airtime as the big brands when sharing
case studies?
But doesnt that argument actually highlight the problem: big employment brands benefit from
the resources and attractiveness of its overall brands. The small employers, however, have to
work much harder for the same results and often dont have the resources to build a proactive
HR/recruiting/resourcing team. So is the job advertisement really dead? And how can small
companies thrive in a world where more and more power seems to go to bigger brands?
3.The new approach of recruitment is clearly very focused on utilising the assets of the
brands, be it the employees, the employees networks, the talent networks and talent pools,
the email databases, you name it. But is it always really positive or are some using it for cost
cutting? And who said that using employees networks on a mass scale is something
employees really want? Do we just reinforce an elite? Is this a NeoCon approach to
recruitment disguised in the cloak of the sharing economy? Laurie Ruettimann wrote a
thought provoking blog post about it: Is Zappos being fair to the American worker?
4. While it is great that mobile recruitment isnt treated anymore as a standalone branch, it is
still under represented in the solutions and approaches. Is this because it has become
second nature or because we havent yet completely understood how to do mobile?
There are some encouraging signs nevertheless: Jerome Ternynck, CEO of
SmartRecruiters, stated that they have a 20% visit to application rate on mobile and of those
60% are using LinkedIn profiles and 40% Facebook. This again highlights the needs to build
an open system and integrate what users like to use most the product becoming the
customer solution and not just a flight of fancy for internal looking product managers.
5. Understanding the need of an open system, several providers are now moving away from
building a one-stop shop towards building an ecosystem, a platform. This requires not only a
strategy shift but also a culture shift, which will be fascinating to observe.
Whilst there are many questions and challenges - and it is always easier to shoot holes into a
new approach and idea instead of building it - we see movement. Two years ago, everybody
talked about these new models and ways of recruitment, now they are slowly creeping into
the mainstream and changing ways of thinking, approaching and executing. It is fascinating
and exciting when thought becomes reality.

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Recruiting & Hiring

Felix Wetzel
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James Mayes 2
James Mayes - Social Recruiting, Talent, Start-ups, Product
Great post and insight as always. Love that your work often leaves me with more questions
than answers ;)
Only one question from me.... why did you choose to publish on LinkedIn over your already
open-access blog site? Contemplating this for a few draft posts I have currently!
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Felix Wetzel AUTOR

1er

COO at Jobrapido
James, interesting thought of splitting it. Let me know how that went. I certainly
think the next time, I'll add a link to my blog, which I didn't do this time.
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James Mayes 2
James Mayes - Social Recruiting, Talent, Start-ups, Product
Hi Felix (replying to my original, LinkedIn doesn't seem to allow fully nested
comments!). My gut feel says most of your content should remain on your own site
- but it's good to venture off-piste occasionally, exposing material to new
audiences. I've got access to the LI platform, but haven't published anything yet.
Current thinking is I'll try one post here that's new and unique with no "click to read
more" - and another that's the first couple of paragraphs here and the rest over on
the blog. See what happens, look at the numbers, etc. I guess there's also the
possibility to take older posts from the blog and recycle them into here for
additional reach, but I'm not sure I feel comfortable with that approach....
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Felix Wetzel

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Timothy Goble
Operations Manager
Thank you Felix Wetzel, for your insightful analysis and commentary. As a job seeker, having
insight such as your own, gives me clues as to where best apply my search and I'll be thinking
about direct inquiries with those companies I would be interested in working for, regardless of
whether or not I see positions posted on job hunting sites.
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Felix Wetzel AUTOR

1er

COO at Jobrapido
Thanks for your comment, Timothy. Several companies now have talent

communities where they interact with candidates even if they don't have jobs for
them right now. That allows the recruiter to assess the best jobs for the candidate.
Good luck!
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Timothy Goble

Laggi Diamandi FCIPD 2

Learning and Development Manager
Really good post Felix Wetzel.
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Felix Wetzel

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