july 2011 - interactive

8/6/2019 July 2011 - Interactive

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recruitment business, but a flanking maneuver, focusing on younger workers just beginning to buildtheir business contacts.

While Monster is aiming at the 600 million-plus users worldwide who arent LinkedIn members, thosewho are can import their contacts from there as they build an independent network on BeKnown. Theapp also makes it possible to invite contacts from other sources, including Gmail, Yahoo, Twitter and,of course, Facebook.

Installing the app gives users a second Facebook profile, that can be imported from LinkedIn orMonster if they are registered there. Pictures and other, existing Facebook content can be managed tocreate a distinctly differently persona from the one social friends get to see. Otherwise, the visualappearance mimics the typical Facebook presence.

Borrowing liberally from other Internet social sites, Monster has added enough bells and whistles toappeal to younger users accustomed to interacting more intimately and frequently.

For instance, like LinkedIn, you can have your contacts endorse you. As they do, and as you achieve

certain milestones ----- - number of connections, length of time with an employer, for example ----- - youget badges, like on Foursquare. And, similar to Jobvite and Jobmagic, friends can recommend jobs,which will show up on your site. (Jobs from Monster.com are also tucked onto the jobs tab.)

Besides those general LinkedIn-style endorsements, BeKnown enables skills-specificacknowledgments.

Recruiters, who, obviously, can create their own BeKnown profiles, can also claim company pageswhere, once theyve built a network, can post jobs for free.

Whats not evident in this initial, beta release, is a method of conducting the kinds of professionalconversations that active LinkedIn members use to enhance their brand, gain notice, or for help withbusiness issues.

Josh Bersin, who got an advance look at BeKnown, says it has the potential to become one of themajor social recruiting networks in the marketplace.

In a very extensive blog post, Bersin details the specific features of this initial release, and notes someof the features expected in the future, in particular a bounty program to pay users who offer upqualified candidates.

He says the new service is likely to appeal mostly to young career-oriented users, with more limitedexperience than those found on LinkedIn.

Thats an observation Altimeter Groups Charlene Li shares. If Im looking for an entry-level researcheror intern I wont find them on LinkedIn, the Financial Times quotes her as saying. When yourecoming out of college, you dont have a professional network, you have Facebook.

Can Monster make a success of BeKnown?


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July 2011

Bersin says the company is planning an extensive promotional campaign, presumably a global one,since the app is available in 19 languages and some 35 countries.

The company is so sure it has developed a weapon in the recruiting war with LinkedIn and other socialnetworks ------ including, curiously, Facebook itself ----- - that the company demanded a signed non-disclosure agreement before journalists, bloggers, and others could preview the site last week. (EREwas invited to preview BeKnown, but declined to sign the NDA.)

Li, who previewed BeKnown, said Monster has a long row to hoe, adding I also find it very, veryinteresting.

july 2011 - interactive

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