GlobalHRU blog

What happens at #HRUCopenhagen 2017...

Posted by Veranika Slavuta on Oct 2, 2017 4:01:26 PM

GlobalHRU´s latest HR Unconference united HR practitioners, recruiters and sourcers, talent acquisition executives and HR technology developers on the 28th of September in Copenhagen, Denmark. #HRUCopenhagen raised the topic of Data-Driven HR and Proactive Hiring. The event was sponsored by Hello Talent and Candarine and during the day there were 7 tracks focused on different discussion topics and 2 interesting product demos from Hello Talent presented by Dustin Robinson and Peakon Julian Tesche.

All pictures from the event can be found from here.

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The Unconference was opened by Dustin Robinson - Product Marketing and Community Manager for the innovative recruitment tool Hello Talent. Dustin shared his knowledge about Building and Managing Talent Pipelines. During the track, there were discussions around the 2 levels of proactive recruitment. The first one, sourcing passive candidates, that allows companies reduce time to hire and ensures hiring qualified people when expanding your talent pool to passive candidates. Apart from some standard tools for sourcing, like LinkedIn, there was mentioned the effectiveness of newer channels like Snapchat and even Tinder in proactive recruitment via sourcing. Second level, Talent Pipelining, that is the really key competitive differentiator for companies that work to hire the best talent. Most sources and recruiters find themselves scrambling to fill vacancies as they appear, rather than managing them ahead of time. This is largely because time and resource constraints prevent them from being able to think and act too far ahead. Dustin outlined the following time creation tips:
  • Life Rule #76, which is applicable to professional as well as personal life: You don’t have time. You make it.
  • Create set amounts of time during the week by adding notifications to calendar and scheduling meetings
  • Never wait too long in developing perfect job descriptions, because it will never happen and you will never get started. Good is good enough.
  • Apply vacancy ranking and prioritizing

However, before building and managing pipelines, it's important to prepare them based on forecasting and prioritizing. Forecasting might be completed by analyzing turnover rates in the company, time to fill times for different position and growth projections. Another component of effective pipelining which was mentioned is engagement with potential candidates, as well as past applicants, using email marketing. People should always be updated with status updates and personal follow ups from the company. Moreover, Dustin stressed the importance of teamwork for setting up talent pipelines and building talent pools. Better collaboration with recruiters and hiring managers will make the overall process more efficient and effective.

A passionate discussion led by Jon Maaløv Holm took place around the topic how to best support data-driven recruitment by activating the information we have on existing employees. Jon is an HR Analytics Specialist at Master International A/S, who is helping organizations use people data to effectively design, evaluate and visualize the value of HR projects to support the organization strategy. Jon outlined the types of people data which can be relevant to collect from the beginning of the application process continuing until termination. It was stressed that the main struggle for companies, which are trying to use internal data for a proactive recruitment, is related to how to effectively manage their data. It is very common to see valuable people data and different types of information being not in the same place, which prevents from making people data actionable. That’s why Jon highlighted the importance and the variety of ways for connecting all data to each other so it becomes usable. During the track participants discussed how to make the most of their people data and how to make these insights valuable within the organization. In addition, it was noticed that it is all about using what you already know about your employees to predict the outcomes that are relevant for having happy, productive and healthy employees and achieving company’s strategic goals.

Manjuri Sinha - Talent Excellence Lead – People & Organization at Zalando – was leading the second track and the discussion regarding the topic how to move from reactive to proactive employer branding & sourcing efforts, and yet maintain the high quality of candidates and deliver shorter time to hire. During the track there were outlined the main points of Employer Branding that were successfully used by Zalando. It was noticed that an important trick for entering a new market is to hire recruiter locally instantly. It will deliver shorter time to hire by understanding better the mentality and needs of local people. It was highlighted that “People want to relate to people”, that’s why developing Zalando career website, pictures of real employees were used for providing a stronger connection with the company. Manjuri advised to develop candidate personas for at least for all hard-to-find jobs and to those with as much as possible details. It is important to think about all the points starting from professional background, skills and knowledge to personal demographics, interest and motivations. In order to develop an effective employer branding strategy and build effective messaging, it is necessary to understand what people want, what matters to them the most and which benefits can be provided. In addition, analysis of talent competitors is vital as it is often different from business competitors. Furthermore, there was a discussion about whether to choose a person who fits according to technical skills, or fits to the culture of the company. Manjury noted that desired personality factors should win over certain hard skills, because teamwork and the atmosphere within the company are the most important factors for achieving truly great result.

Benjamin Borchorst - Management Consultant at Implement Consulting Group – shared his thoughts about how HR technology can drive people analytics. The main point of discussion during the track was how to help HR department become more digitalized through different types of HR technology. The session was focused on problem-solving with the question: How will technology and analytics affect the understanding of people management? Benjamin outlined the major tech tools of HR which people are using, including HRIS, different freemium tools and customized applications. Moreover, he presented a three-dimensional view of HR strategy, shared reflections on big data, cognitive agents and Natural Language Processing that is used in modern AI based applications like chat bots.

Mirela Menzies - group head of recruitment at Falck – was leading the topic about proactive Recruitment and Diversity. The main points of discussion were how to use proactive recruitment to achieve a higher level of diversity within an organization, how to ensure the right balance between skills and diversity when recruiting. In addition, how to develop and nurture a diverse pipeline of talents, both internally and externally and what are the best recruitment channels for such initiatives. Participants shared their real experiences and provided practical ideas how to achieve the higher level of diversity within the organization in terms of age, gender, nationality, religion etc. Furthermore, it was discussed how the move away from standard quota based approaches, like certain gender split in management team. And also how break away from biased selection by hiding certain information from hiring managers like finished university, name or picture, has helped some companies. It was also noted that often companies are doing their diversity initiative for diversity sake instead of truly valuing the benefits diverse workforce can bring that is the diversity of ideas that can help the companies to perform and innovate better.

Finn Bech Andersen - an international HR executive- and Dana Minbaeva - Professor of Strategic and Global HRM at Copenhagen Business School – developed a practical approach on how to elevate data-driven HR to the next level. Finn and Dana outlined that currently still in many cases HR data is used only for operational reporting, although it is already known that the analytics and evidence-based decision making is the future. People were asked at which stage of Human Capital Analytics they currently are from 0 to 3 and where they would like to be in the future, starting with reporting people data, moving to advanced reporting with deep dive analysis on certain topics and at the latest stage adding actual analytics on top of those two first stages. With group exercises during the session Finn and Dana were helping participants to understand why they aren’t currently where they would like to be and what are the practical steps to take to achieve it.

 

The last session of Unconference was held by Nicolas Blier-Silvestri - Head of Recruitment EMEA at Unity featured by the unconference host and CEO of Candarine Aki Kakko. The topic was how to move from reactive to proactive recruitment and how to maintain/increase/ensure the level of quality on both the technical and soft skills. Given it was the last session of the day the discussion around these topics and also some topics already discussed earlier in the day were happening in a fast phase. Nicolas shared the way they at Unity are using for example events and other content marketing approaches to build relationships with passive and niche talent groups, e.g. machine learning experts and Aki shared insights related inbound marketing process and tools that could help to build that to become scalable recruitment process that can provide practical recruitment leads via automated lead scoring by using marketing automation tools like Hubspot. Also, one of the topics that was passionately debated during the track was if recruitment should still be part of HR and what are the alternative options and benefits related to them.

 

Overall the day was really intense with high energy with plenty of insights and discussions shared. Below you can find some feedback from the track leaders and participants after the event:

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PS. To keep updated related to the upcoming events and to connect #HRU community join our Facebook group.

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