A review of the morning sessions at #smart2013

The morning sessions at today’s Social, Mobile and Recruitment Technology Summit took delegates from the macro trends affecting the global workforce to how Unilever is using Linkedin and Facebook to the mobile aspirations of Linkedin.

Jason Corsello, VP of marketing and corporate strategy at Cornerstone OnDemand, told delegates that the bigger picture of global resourcing is shaping recruitment trends.

Forty years ago the brightest students were graduating out of the US. Now they are graduating from Korea and Finland and a whole range of other countries, but no longer just the US and the UK.

Corsello shared this slide on where Google is hiring its talent.

Add this global talent pool to the fact that the growth of working age people around the world will be flattening in the coming 50 years and you see a picture of resourcing becoming a global discipline rather than a local one.

You can see Carsello’s presentation here:

This global local point was picked up by Charu Malhotra, global resourcing projects manager (employer branding) at Unilever. Charu said the FMCG giant had focused its efforts on Facebook and Linkedin to drive its number one channel for recruiting – referrals.

Hers was a story of content, marketing and data. For both Facebook and Linkedin she worked closely with the networks to understand how to deliver content to local communities through global pages. For Facebook this involved delivering targeted content via the IP (i.e. Russian IP delivers Russian content).

On Linkedin, Unilever developed one global page and four global functional pages. By talking with Linkedin and understanding the data, Unilever started to target content based on user preferences. It uses updates to help build longer-term relationships with users.

Linkedin also scrapes jobs twice a day from Unilever’s careers site to ensure all jobs are displaying on the network.

Despite the complexity and scale of networks, Charu advised delegates to choose a network based on where the audience lives (fish where the fish are is the term Charu used).

She also advised using marketing teams from the outset, using internal experts to help provide relevant content to candidates, asking candidates what they would actually like to see content-wise and to also be agile.

Richard Ward, enterprise sales manager at Linkedin, ended the morning session by talking through the mobile app, which receives 16 million monthly page views a month. Ward said Linkedin focuses on three core areas: identity (personal profile), insights (news updates, groups etc) and everywhere (mobile).

Mobile is now the big focus for Linkedin, he said, sharing a slide on the impact of mobile on Likedin usage (see below).

The three areas of thinking driving app development at Linkedin are simplify, grow, everyday. He likened the role of there LI iPad app to that of a personal assistant, providing you with meetings, news, who has been trying to contact you (via viewing your profile).

Conference moderator Alan Whitford shared his highlights from the morning sessions: