Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story

Matthew Jeffery
Head of EMEA Talent Acquisition &
Global Talent Brand,
Autodesk
@MatthewJeffery

NO COMPANY has mastered the new
recruiting….be it use of social media….
e-branding….mobile
But it’s kinda fun taking giant leaps……

Where to start? What’s first?
Why the need for a new
recruiting?

What is driving
the need for change?
Recruiting is
evolving……

Global WAR
for ‘top’ talent

We’re competing to hire the BEST!

The experienced
talent pool is
shrinking

Industries are converging
Consumer
FMCG
Biotech
Mobile
Banking
IT
Media Government
Film/Games
Clean Tech
Healthcare
Same/similar talent is
being sought

Average time in role:
Less than 2 years
Company loyalty is
changing…..

In-House:  Direct Sourcing Employee Referrals
 Internal Database
 SEO/SEM/CRM
 Social Media
 Web 2.0 Networking
 Employment Branding
 University Pipeline

Internal recruiting = recruiting excellence
Internal recruiters know the business and are better
at selling their company with passion

Changing Demographics
Working longer,
retiring later
Graduates
seeking work

Competitors are
mapping out your
talent and are
speaking to your
staff.
RIGHT NOW!

Lazy recruiters damage the
credibility of our profession

Many recruiting leaders happy to
maintain the status quo and not
challenge or be challenged

Who said recruiting was easy!
Feels like we need six arms

Given all these variables, we need to
to be sharper, more efficient and
better than our competitors.
CHANGE

And yet our goal
…to hire the best… with…
HAS NOT CHANGED

PREDICTABLE TALENT PIPELINE
Achieved through direct sourcing, relationship building,
employment branding & social media
The ultimate goal

Added to all these challenges of
hiring the best…
We have our own extra challenges

**Image courtesy of LightStorm Entertainment
World leader in 3D
Design, Engineering
and Entertainment
Software

Shifting to a focus on cloud,
mobile and social we have
to change perceptions of
Autodesk in the market.

Attract new skill sets
while offering
something unique
Our goal:

The core
philosophies of 3.0
• Not everyone’s looking for a new job
• Everyone is a potential candidate or Brand Ambassador
• Employment brand is pivotal to your success in attracting candidates
• Candidate experience is more than a bounce back email
• Understanding the psychology of people
• You are not in control of what people are saying
• Building relationships and communities is key (hence importance of Social
Media)
• Content is King: Don’t make recruiting boring
Recruitment 3.0

The core
ideas of 4.0
• The idea that recruiting can move from being a cost centre into a
profit centre
• The end of external recruiting agencies
• Job boards folding and repurposing
• Companies hiring through crowdsourcing and external referrals
• Gamification shapes sourcing strategies and underpins content stickiness
• Companies subjected to global reviews by crowdsourcing and the wisdom
of the crowd
Recruitment 4.0

Let’s explore some
of the ideas…
What works for us?

Employment Brand is pivotal to our success.
Recruiters are Sales/Marketing professionals.

…a person’s gut feel / interaction
with a product, service or
organization.
A BRAND IS…

We can try and position, message and
influence perceptions but an Employment
Brand is based on the interactions with a
brand be it employees, consumers,
products, services

What differentiates a company to
make it unique?
So why don’t we create
compelling work
environments & candidate
experiences?

Employment Brands build
from the inside out
People need
to feel valued

Employment Brands are
nurtured by companies
providing the best
conditions to work

If our employees are
unhappy… they will share it
and any Employment Brand
marketing won’t be authentic

Candidates and employees are not afraid
to say what they think

Why Autodesk?
• Cool, innovative products with amazing reach
• Important company whose software is used to solve important design
challenges and foster sustainable design
• Employees are treated with respect

Global corporate challenge:
A fit & healthy company

Global football
competition in Italy

MyAutodesk Global photo competition

CEO celebrates Autodesk being one of
FORTUNE’s 100 Best Places to Work

Fun use of office wall
space- A-Z games

The Queen
even stopped
by to celebrate
her Jubilee

Student design competitions:
Design the next Ferrari supercar!!!

Communicate
Communicate
Communicate

Letting the
people speak…
and listen Annual Employee
Engagement Survey

All this activity…what’s a
measurement of success?

Great Places to Work—
The Employees Speak!

58
Best Places to Work
Recognition

People want relationships with people…
not faceless companies
Humanizing the brand key

Hence our focus on revealing the people behind the brand

The New Recruiting
Recruitment 3.0

Why do recruiters spend so much
time focused on the active market?
Not everyone’s looking..
Loo
ki…
Not
L…

Like everyone we have
sourcers who target the
best talent …

Building relationships
and communities is key
Recruitment 3.0

Recruitment 3.0
Communities /
Talent Pools /
Puddles

Passive Pool
(Non-active)
Active
Sourcing
E-Branders/
Marketers/
Community DJ’s
Recruiters
Process
Mass CommunicationActive vs. Passive Talent

Active Candidates
Most people are happy in their current jobs
and not looking BUT if presented with the
right opportunity will move.
Hence while they are passive….
they are active.

Everyone is a potential candidate or brand ambassador. Our job is to create the interest… ‘we create candidates’

Best
Talent
Employment Brand
Ambassadors
Corporate Manufactured
Community
• Not everyone in a Corporate Community is
hireable or desirable:
• The vast proportion are not…hence the need to
ensure they become Brand Champions who
engage / join in discussions and show an interest

Targeted Less Targeted
Community
Sourcing Team:
Mapping
Targeted Advertising eg Facebook
ATS / Database (Already a
Community of its own but
Untapped)
Targeted LinkedIn
Communications
Job Board Advertising Specific & Corporate
Generic Brand Building
Social Media:
Facebook Fan Page; Twitter
Followers, LinkedIn Discussion
Group Members, LinkedIn
Corporate Page; YouTube
Channel Subscribers, Blog
Followers
Event lists & Event names
SEO / SEM
How to build a
Corporate Community
Traditional Print Mass Market
Advertising
Targeted Job Board e-shots eg
Monster

Crowdsourcing of candidates (4.0)
Power of the crowd
New Ideas….

Sales
Associa
tion
25,921
End to
End
Web
Develop
ers
24,170
. Net People
76,324
HR
Professionals
70,355
Java
Developers
94,876
CAD
Commun
ity 7,875
Procuremen
t
Professional
s
107,088
Finance
Club
167,296
C#
Developers
36,139
iPhone
Developers
31,741
LinkedIn HR
486,612
Innovating
Marketing, PR,
Sales Word of
Mouth 144,973
Micro &
Macro
‘Talent
Puddles’
Sourcing
Team:
Pin
pointing
Talent
Talent
Branding:
Massaging
&
Messaging
LinkedIn Targeted
Crowdsourcing

Building a Community is not about a collection
of random individuals from Social Networks
imported into a manufactured community.
Targeting is key.

Most recruitment communication
is boring…
yes…
boring...

Active
Engagement
Humanizing the
Brand
Mobile apps
Facebook fan page
Twitter page
LinkedIn discussion
groups
Blog site
YouTube channel
Targeted email
marketing shots
Events
SEO/SEM
Engaging a Corporate
Community

Recruitment 4.0
Gamification
• Gamification is not about creating
games but a philosophy…
how we learn engagement from
games.

“Is using game
mechanics/methodology
to inspire engagement in
activities that otherwise
would be considered
boring or routine/chore.”
 Making activities Social
 Contents simple, fun & interactive
 People want to know what other people
are doing
 Personalisation/humanisation e.g. Avatars
 Encourage sharing of content in the
community
 Getting friends involved to encourage
‘virality’
 ‘Gifting’
 Reveals at certain times of the day
 Competition against friends / leader boards
 ‘Easter Eggs’, hidden features on your site
 Enabling unique experiences / personalisation
 Progress Bars
 User Generated Content

Fake or Foto:
One of our first Autodesk games

Fun content revealing behind the brand

Let me introduce you to the
Autodesk communities

We love a good gossip!!
People are naturally social and
conversational (Recruitment 3.0)

Raise your hand…
If you found your
current job as a
direct result of
Facebook?

Raise your hand…
If you would search for a new job
today via Facebook?

Autodesk’s Facebook
strategy is around
Employment Branding
and taking candidates
on a journey…
Facebook may be great for recruiting some high volume
roles today but will it help you build a pipeline of…
• UX Mobile Designers
• Sales Directors for Russia
• Java Developers

You are not in control of what people
are saying (Recruitment 3.0)

Raise your hand…
If you would follow a company’s Twitter feed,
which is a list of jobs hyperlinked back to the
careers site if you were not looking for a job?

So why are companies doing it?
Are people that dull that they
sit looking at job links on
Twitter all day?

Explosion of mobile
across the globe
5B Mobile Phones and 6.9B People
Rank Country # of Mobile Phones Population % of Population
- World Over 5 Billion 6,909,500,000
1 China 896,200,000 1,341,000,000 67.10
2 India 826,930,916 1,210,193,422 69.19

Honest.. no holds barred…
Mobile app has been a challenge

Why?
Only get one chance to
persuade people to download.

Not just PR
about Autodesk and
our products

A place to be entertained
and compete

Updating our
corporate careers
site has been
challenging
Honest...
no holds barred

Our corporate careers site Last year we decided it
had to go….

We hoped to reveal the
updated site to you
today

But no go…..
We’ve spent months meeting creative
agencies and reviewing
concepts to no avail.
They just did not get it….

We did not want a site focused on job
openings and corporate information….
we want people coming back for more.
Engaging content and real employees.
Dare we say fun?

ROI and Metrics
• Our challenges: No centralized reporting
dashboard. Reporting in different areas
including ATS, Social Media Communities,
SEO, Job Distributors.

The Future of Recruiting - 5.0

Our DNA data footprints
in the cloud

Obsessively knowing your audience

Facial recognition:
Linked to LinkedIn profile?

For candidates…jobs on a plate

For companies, profiled candidates, behaviourally
scanned, psychologically evaluated based on traits

Predictive profiling /
occupational psychology

Candidate cloning
‘Create’ your own candidate

Employment brands merging
Differentiation minimal

Disruptive marketingDISRUPTION

London is the
party capital of
the world!!!
Talent Connect
London Key
Takeaways

Key takeaways
• ‘Nurture your Employment Brand’ from inside – out
• Social Media Matters- Build Communities
• Innovate, challenge the status quo and take risks

We can make or break a company
and find that missing piece

Lets head in ‘One direction’…… &
make Recruitment a Great Profession

Follow us @matthewjeffery
Thank you!

Dream or Reality? The Implementation of Recruitment 3.0 & 4.0: Inside the Autodesk Story

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