1. Attracting Talent by Leveraging
Talent Communities
Gautam Ghosh
Product Evangelist and India Marketing Lead,
BraveNewTalent
E: gautam@bravenewtalent.com
Twitter: @GautamGhosh
Ph: +91-97422-39954
Blog: http://www.gautamblogs.com
FB: http://www.facebook.com/HR.Blogger

2. Society is undergoing dramatic change
FROM TO
Passive recipients of Active knowledge
information sharers/drivers
Constrained by natural
Borderless
(or psychological) boundaries
Face to face ‘Invisible’
Living within our means Have It All
Job for Life Continuous Learning

3. Tomorrow’s consumers are today’s
digital natives

6. Therefore…
• Your Culture is your Employment
Brand and your employees are your
brand ambassadors

7. How Talent Management Practices, The Nature of Work Itself and
the Structure of the Workforce are Changing
SOCIAL TECHNOLOGIES
ARE CHANGING THE GAME

8. Social technologies are not just other tools

9. Fundamental shifts - content
• Authority User Generated
– Influence (trust factor)
• Authenticity
• Tolerance
• Broad/Generic Niche Relevance
– Numerous Channels, Fragmentation
– Noise
• Buying Visibility Earning Visibility
– Social Trending/Discovery

10. Fundamental shifts – talent
management
• Linear Lattice Career Progression
– Flatter, Virtual, Collaborative, Project Based
• Accelerated Mobility
– Time in Tenure, Development Cycle
• Formal Informal Learning
– Social Collaboration, Learning Networks
• Silo’d Integrated Resourcing
– Full Time Alternatives
• Complexity

11. THE ROLE OF ONLINE
COMMUNITIES

12. What is an online community?
An online community is a group of people
with similar goals or interests that connect
and exchange information using web tools.
...
An online talent community is a group of
people that share an affinity for an
organization, profession or skill that connect
, share opinions, exchange information, and
collaborate using web tools.

13. Three distinguishing points
Connects Organization/Profession/Skill
with all Stakeholders Groups
COMMUNITY
Connects Members to Connects Members to
Other Members Non-Members (Discovery)

14. What’s not a talent community
Any centralized database of individuals
(applicants, candidates, direct sourced
targets, etc.)

15. Role in the modern world
• Online communities are the new “meeting
places” for digital citizens across the globe
• They form the backbone of the modern
support system
• They are where content gets discovered
• They are where discussions happen
whether you participate or not
• They are where perceptions are formed,
vetted and cemented

16. What talent communities can
enable:
• True Employer Branding
– Segment, share/listen, test alignment
• Broader Talent Ecosystem Engagement
– See talent across all labor types
• Discover Talent Otherwise Overlooked
– Added insight, pre-applicant assessment
• Cultivate / Grow Future Talent
– Mentor, influence, educate/develop
• Leverage Brand Army

17. Key Action Steps, Success and Failure Factors
GETTING STARTED

18. Key action steps – the basics
1 Understand your target member(s)
2 Define how and what you want members to do
3 Design a community that delivers value to all
4 Set realistic expectations
Plan for the internal change management needed to
5
support talent communities and community mgmt
6 Be realistic about allocating resources

19. Healthy communities are like gardens
• You have to seed them
(content and interaction)
• You can’t put some plants
together
• You need to fertilize infant
plants
• You have to manage pests
• You have to eliminate rotten
matter
• You need to split them when
they grow to large
• Your results grow as your
skills grow
• It takes time!

20. Success factors – beyond the basics
• Great Community Manager
– Dedicated champion of transparency
– Solicits/drives interaction
– Doesn’t judge
– Capable of engaging with different audiences
– Promotes diversity of thought and inclusion
• Build in rewards for desired member activity
• Connect to offline events
• Build on member commonalities
• REMEMBER: It’s not about YOU!

21. Failure factors
• Assuming all professions are created
equal
– If existing CoP’s cannot be found, you face an
uphill challenge
• Focusing solely on the technology
• Not dedicating time/resources
• Delivering little/no value
• Locking down the target member too tight
• Not designing for interaction

22. It’s Just Like Any Other Relationship
KEEPING YOUR AUDIENCE
ENGAGED

23. Six keys to successful TC
engagement
1 Common Interest
2 Dedicated Time Together
3 Two-way Communication
4 Tolerance for Honesty
5 Authenticity / Empathy
6 Opportunity to Grow Together**

24. Design for engagement
Curious Applicant Pipelined Newly Hired Ambassador
Alumni
Employee
Contractor/
Consultant This movement requires a planned experience.
Outsourced
Service This is the only segment that values job announcements.
Provider
Competitor
Intern
Aspiring
Employee
Other
Stakeholder

25. Focusing on the Wrong Measure Will Drive the Wrong Activities
MEASURING YOUR
EFFORTS

26. Common Community Measures
• # of Unique Visitors
• Conversion Rate of Members
• # of repeat Visitors
• Average time between repeat visits
• # of minutes spent in community
• # of referrals per time period
• Conversion rate of referrals
• # of interactions per member

27. Content, Conversations
Develop
People Company
interested Employees
Engage Attract
People
with Skills

28. Going forward
- Integrate social into recruiting
- Leverage technology for upgrading
skill
- Address the larger talent ecosystem –
employees, candidates, partners,
customers, suppliers
- Focus on creating an open and
transparent organizational culture

29. ABOUT
BRAVENEWTALENT

30. Drive tagged audiences to your community
BraveNewTalent allows organisations to leverage their internal
knowledge experts, aspiring leaders, alumni, customers,
strategic partners, vendors, etc. to cultivate the next generation
workforce by engaging in dynamic multi-party, multi-modal
conversations focused on professional topics.
SEO/SEM News
Twitter Print
Advertising Advertising
LinkedIn Facebook
Advertising Advertising
BraveNewTalent
Email Community
Platform Word of Mouth
Campaigns