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

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 • 200 - 1000 recruits pa • 10,000 visiting scientists(half of world’s particle 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! … but we can make it sound really boring! “The incumbentwill take an active part in all questions related to scientific information”

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

9. 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

10. Getting started

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

12. Design a Social Media Strategy “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

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

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

15. 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

16. The channels @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

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

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

19. 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

20. Facebook for recruitment 16,106 fans 220,955 fans Friends of fans reach > 50 million Facebook users

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

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

23. 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 :

24. Engagement can’t be planned!

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

27. Selling an opportunity Recruitment 2.0 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. • EVP • Automated Multiposting • Sourcing & advertising • Pro-active • Multi-channel • Social & Professional Media • Multi-step process

28. What’s next?

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

30. Our Recruitment 3.0 Strategy Recruitment 1.0 • “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”

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

32. Meet the team - & share the job!

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

34. 2013: The future is mobile!

35. 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

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

37. Closing Thoughts

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

39. 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