The Future of the Social Web for Recruiting

May 4, 2009 at 3:20 pm Leave a comment

Forrester Research published a new report this week on the future of the social web. This identifies the series of stages over the next several years that will transform the social web from disjointed communities to a shared social experience that will shift influence away from brands and replace current CRM systems.

Here are the 5 eras that will mark the steps along this transformation – see Forrester’s blog for more information on this report.

1) Era of Social Relationships: People connect to others and share
2) Era of Social Functionality: Social networks become like operating system
3) Era of Social Colonization: Every experience can now be social
4) Era of Social Context: Personalized and accurate content
5) Era of Social Commerce: Communities define future products and services

Forrester's Future of the Social Web

As a staffing firm, we want to look at their vision through our own lens to understand the implications for recruiters embracing social recruiting strategies. Here are some of the key ideas of the report that relate to us:

The social web will soon enable individuals to share their friend networks from a community like Facebook with sites all across the web. So when a candidate visits your corporate site or a job posting on a career site, their browser will show which of their friends have been there and how they felt about the content there.    The collective opinion of an individual’s network will immediately shape their opinion of your company.  The influence of the collective opinion is happening now across the web, but portable friend profiles like these will pull these influences into almost every web experience.

The new currency of tomorrow’s social web will be individual influence.   Those with large and passionate followers will shape your company’s employment brand.  Companies will shift their communications to focus on influence and social recommendations that boost positive word of mouth and referrals from brand advocates.

How content is delivered on the web will also change.  With a profile that travels with individuals from site to site, candidates can choose to reveal much more information about themselves to the sites they trust.  These sites will be able to present a much more customized experience with only the most relevant content delivered in the communities where visitors want to see it.  This creates a much more distributed web for brands that reduces the importance of the corporate site and even minimizes the amount of time people will need to search and surf to find what they are looking for.   The days of pushing candidates to a one-size-fits-all corporate careers page are over. Companies can take their rich content off their corporate site, make it shareable, and integrate in areas all across the web to join the conversation with exactly the type of people they want to reach.

We are entering an exciting era for corporate recruiting  and I couldn’t be more excited about the opportunities this is going to present to us.


Entry filed under: Social Media.

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