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With everything being digitally connected, how many clicks away are you from your dream employee? Adam Cooke, regional digital recruiter at GroupM APAC, fills you in.
GroupM is a media investment management holding company with a primary goal to support each of our operating companies – Maxus, MEC, MediaCom, Mindshare and Xaxis – as both a parent company and a collaborator in activities that benefit our clients.
We have a global headcount of close to 20,000 and are responsible for advertising spend of USD$91 billion per annum, with Asia Pacific being our fastest growing region and most in need of relevant talent.
The main challenge for digital recruitment in 2014 will be dealing with an ‘information overload’. As sourcing, selection and screening are the three pillars of any solid end-to-end recruitment strategy, it is important allot sufficient focus on each.
Today, in an increasingly connected digital world, talent is now easier to find and contact at scale, which has in turn made sourcing easier. You can now find this reflected in the online presence of individuals, as well as that of companies, and GroupM believe both of these should be combined to deliver the best results.
When I started my job as a digital recruiter in GroupM last year, I had 300 LinkedIn connections and now I have close to 4,500 as an individual, which is probably one of the main reasons I was listed in the top seven most viewed human resources profiles in Singapore during 2012.
This is usual in my line of work, as I understand my colleagues and industry peers have experienced something similar as ‘individuals’. LinkedIn, now an established source of talent, announced in May 2013 that they reached 1 million users in Singapore, which makes up 70% of the country’s professional labour force and student population.
With LinkedIn boasting a global average of two new members per second and similar platforms sure to emerge, the number of individual digital connections we have as individuals is set continue.
What’s more impressive from a company perspective is that while GroupM’s Facebook presence as a company was non-existent last year, now our GroupM Asia Pacific Talent Hub Facebook page now boasts 116,000 engaged fans. This page is intended to play both a content led employer brand building role, as well as a functional one with a Facebook application that allows people to view and easily apply to any of our jobs.
Similar to the trend of a growing number of individual connections on platforms like LinkedIn, finding an audience to engage with will no longer be an issue for companies either. The challenge will be continuing to be relevant and interesting to these fans.
Therefore, I believe the best digital recruitment strategies in 2014 will be based on pre-selection and pre-screening through better combination of companies’ online presence with their employees’ digital connections.
At GroupM, we have seized the opportunity to leverage our own individual digital connections, as well as that of our employees, of which there are around 7,000 across Asia Pacific.
A real-life example of how this has worked for us recently is a Malaysia based candidate who recently accepted a job with one of our operating companies in China, which he applied through a job link that one of our Singapore based regional CEOs’ tweeted.
This is a trend I expect to continue and increase in 2014. It increases employee involvement in recruitment and therefore, ensures relevant applications, addressing the ‘information overload’ caused by an increasingly connected digital world.