¶ … Web 2.0 Technologies for Recruitment and Retention of Management-Level Employees
Web 2.0 technologies have permeated every aspect of online communication and collaboration, from public social networks to enterprise-based Customer Relationship Management (CRM) applications includes Salesforce's Chatter. What unifies all of these applications and platforms are the series of Web 2.0 design goals originally defined by Tim O'Reilly and John Battelle (O'Reilly, 2006). These design goals and objectives include using the Web as a platform to communicate, collaboration and create opportunities for connectedness between groups, both personal and professional (Bernoff, Li, 2008). All applications and platforms designed with Web 2.0 design goals in mind give the network user control over their own data, autonomy of how their data is used, provide features and functions that allow for greater communication and collaboration. The highly successful social networks including Facebook, Twitter, LinkedIn and the emerging class of CRM applications including Salesforce Chatter all make use of Web 2.0 design goals. What's particularly relevant about Web 2.0 both from design and application standpoint is the opportunities it provides for potential new employees at the managerial and professional level to learn about our company through communication channels they trust and value. The majority of today's working professionals rely more on social media channels to learn about new job opportunities and get an honest assessment of what potential new employers are really like (Mistry, 2009).
Why Web 2.0 Matters At Dunder Mifflin Paper Company
Empirical studies indicate that prospective managerial and professional candidates evaluate potential new employers using a 360-degree view of companies of interest. As a result, the most valuable prospective employees want to see beyond the Dunder Mifflin website and see what daily life is like in our headquarters and branch office locations. Web 2.0 technologies have brought an entirely new depth of transparency and authenticity to the recruiting process, making it possible for candidates to envision them being involved and contributing daily to company objectives while furthering their own careers (Mistry, 2009). Social networks that rely on Web 2.0 design objectives often attain higher levels of authenticity, transparency and trust over the long-term as well (Bernoff, Li, 2008). Web 2.0 has become synonymous with having an open honest, collaborative approach to sharing information online. The Web 2.0 design objectives originally defined by Tom O'Reilly, founder and CEO of publishing firm O'Reilly Media, are shown in Figure 1, Web 2.0 Design Objectives.
Figure 1: Web 2.0 Design Objectives
Source: (O'Reilly, 2006)
All social networks are designed to meet the objectives shown in Figure 1 and Tim O'Reilly, its creator has been retained by Facebook, Twitter, LinkedIn and many other social networks to assist in translating these objectives into product features and workflows (Bernoff, Li, 2008). An analysis of the most popular social media platforms that were built using Web 2.0 design objectives are shown in Appendix A, Description of Web Applications.
Using Web 2.0 Technologies To Recruit Management-Level Employees
The pervasive nature of Web 2.0 technologies has already completely changed the expectations of managerial and professional employees in terms of what they expect prospective employers to offer (Robinson, 2010). Today at a minimum prospective managerial and professional employees expect to see a well-orchestrated company on social media, where Facebook, Flickr, LinkedIn, Twitter, the corporate blog and in some cases even Pinterest, a social network based on sharing images, are all aligned to show them what the company cluster is like and what they can expect when applying and working for Dunder Mifflin. What all of these Web 2.0-based social media applications and networks must do is clearly communicate expectations, report back experiences of comparable professionals working here and above all, strive to be honest and clear on all claims about the company to gain trust.
Web 2.0-based social networks are highly effective in giving young professionals a sense...
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