The shared community

To set-up a social network is very low cost, quick and easy.  To do this Ning is a great place to start which is where we went for the Talent Management Network.

But it is (as we know) more than just the technology!  So what should you do if you want to offer your customers some kind of community platform but are concerned about the workload and more importantly, giving your customers the right content?  Well, we have a thought (and a plan) on this.

We have created our own network for Talent Management professionals.  A big part of TM is recruitment, and a big part of recruitment is the use of an Applicant Tracking System (ATS).  For example, around 50% of the Top 100 UK retailers have an ATS.

So, imagine if my friends Taleo/Vurv wanted to bring both sets of customers into a joined up community.  First it would be a bold step (considering the early days) but secondly, a fantastic idea to get the customers to give them both ideas and issues that needed addressing in order to make the most of the acquisition.  But, do Taleo/Vurv have enough content beyond their own products to keep their customers engaged and support them with other aspects of TM?  For example, how would they offer their customers best advice on career site optimisation, or the impact of recent changes by Google, or the best use of Facebook, or which job boards work best etc.  Bottom line; they probably don't have the resources or knowledge to provide this and why should they.  Again, specialist skills require specialists, so make the most of them where you can.

So, what options do they have?  We see the use of private customer groups within a bigger niche network being a good option. 

1. They could set-up their own private group on the TM Network
2. Only their own customers/prospects would get access i.e. NO competitors
3. Non ATS information would be provided by others e.g. SEM Group, SEO Group etc.
4. Customers would engage more often as the site would do its own work to keep the members engaged
5. They would be able to communicate more easily with their target group
6. They would not need to employ a dedicated community manager
7. They could focus their time on their own specific messages thereby maintaining quality and consistency
8. Customers would be able to learn how to get more value from their ATS/TM strategy by tapping into other sources

I'm sure I can find a few more good reasons but feel free to add any more via the comments.  Of course this same option applies to other vendors so we could end up with circa 10 ATS vendors alone having private groups (which is part of our plan).  So what are the downsides?

1. Taleo customers could talk to Jobpartners customers and moan about both vendors
2. Competitors may try and 'friend' competitor customers
3. Competitors may take a larger site presence and distract your customers
4. It may just feel too scary
5. They won't have complete control over, well anything really

I'm sure any ATS vendors (or others) will be able to add a lot more to the 'downside' list.  But in reality, as the network grows the members we have will be the same customers of the ATS vendors anyway.  And none of us will want to control the conversations anyway; that is the whole idea.  Let them talk, listen and learn, improve, grow.  Competitors are already all over your customers so the better your engagement, the stronger your relationship.  Customers are not stupid; they will be fully aware of any 'sales people' hassling them.  As will we.  But to be fair to the current members who provide services to the TM community, they have all been ultra professional.  And the rules have been stated; hassle the members and you'll be banned.  Simple as that.

Now for this post, I really would be interested in comments.  I think it is a sensible concept but ultimately the vendors have to agree.  The soft launch is now complete and we are about to enter into the full launch; with or without the vendors!!