Issue 132 May/June 2012 - Online Recruitment Magazine

Issue 132 May/June 2012 - Online Recruitment Magazine


The global online

recruitment magazine

ISSUE 132 |JUNE 2012


+ Latest news and launches

+ Online recruitment icons

+ Industry partnerships

Onrec Conference

4th October 12

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Welcome to

the may /

June edition

of the onrec


Apparently the biggest complaint

from candidates across Europe is that

when they apply for a job they don’t hear

anything back at all. They refer to it as the

black hole. In this months edition we look

at web design of the recruitment area of

the company website. Please keep the

candidate experience at the top of your list

in development and design of this area.

A suggestion to help in this process is to

place a role specific applicability test prior

to allowing a candidate to apply for a job by

filling in an application submitting a cV for a

vacancy can help to reduce inappropriate

applications and manage candidate


Automated rejections are helpful to the

employer but need to be tweaked so they

don’t show a lack of respect towards the



UK, US &

International news

updated daily



A collection of

thousands of news




Air your views

and see what your

colleagues have

to say

job seeker.

Applicant Tracking Systems

providers and web designers have a

wealth of experience in this area and

will have solutions to improve candidate

experience do please work with them

and spend time thinking about the

candidate, they could well also be your

customers and even if unsuccessful

its possible to leave them with a good

impression of your organisation.

Something to think about also

when you use social media, its great to

communicate with millions, but make

sure you are ready to answer them if

they respond.

david hurst, onrec

all this

and more...



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and past issues



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industry suppliers

and job boards

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of Tarsus Group plc. Online Recruitment

Magazine is published bi-monthly and is a

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DH Publishing Ltd. 2008

ISSN: 1473-5547

When you have finished reading

this magazine please recycle it onrec magazine JUNE 2012










09 Big Debate

What are the future trends for online technology?

10 Online recuitment Icons

James Kelly speaks to Onrec about the past,

present and future plans

12 GM Who?

Recruiting through facebook ads

20 corporate Websites

Don't forget your website!

22 Hr Software

Update your software to keep up


01 preface

04 News

08 partnerships

18 Launches onrec magazine JUNE 2012





04 neWs



Less than 1 in 5 graduates

considered the graduate job they

wanted before starting university

Just 19 percent of graduates thought about their career before starting their

university course.

The Milkround Student and Graduate

Career Confidence Report, a study

of 1,730 students by the graduate

recruitment website, found that although

the majority of students didn’t consider

future job roles before starting their

course, once they entered first year this

changed dramatically.

Four out of five (79 percent) first

year students had considered the job

they might want after university, having

developed a greater understanding of

the options available to them with their

prospective qualifications.

Milkround spokesperson Mike

Barnard said: “The Milkround Student

& Graduate Career Confidence Report

was produced to act as a barometer of

current thought for how university students

and graduates viewed their opportunities

in the job market. We’re committed to

giving students and graduates career

confidence, and this report is a fascinating

insight into their current confidence levels

and how they view their opportunities to

find work.”

The report found that 42 percent of

respondents thought that the media had

made them believe they wouldn’t be able

to find a job after graduating.

Yet the respondents were divided as

to how the media had influenced their

motivation to get a job: 18 percent stating

it had had a negative effect on motivation,

17 percent a positive one.

When asked about their biggest

concerns when looking for graduate job

roles, 69 percent said that too much

competition worried them most, with ‘not

enough jobs’ being the second most

popular response (55 percent).

However, a quarter of students and

graduates believe that the criteria for jobs

is too high, suggesting many feel they do

have all the skills and talent necessary to

succeed in graduate roles, but are finding

it difficult to get themselves noticed.

The current economic climate is

having a huge effect on student career

confidence, with just four percent of final

year students feeling optimistic about

the economy as a whole and 11 percent

predicting they will feel better about it in

six months’ time.

Graduates generally look negatively

on the current salaries available for those

fortunate enough to find jobs: 54 percent

are pessimistic about potential earnings

compared to 41 percent being optimistic.

Mike Barnard added: “Students

must be given the information they need

to make informed career decisions to

enable them to take their first strides

into employment after university. The

perception that there are too few jobs,

that other students have better experience

or recruiters will overlook them because

of their university choice can be tackled

by clear guidance on where the jobs in

their preferred industry are, how to get

relevant experience while studying and

encouragement to get career advice in

their first year of university.”


QinetiQ appoints

new Hr Director

QinetiQ announced the appointment of

David Bradley as new Group HR Director.

Dave joined QinetiQ in mid-May and

brings a wide range of experience in

the professional services sector, most

recently at Royal Bank of Scotland

QinetiQ today announced the

appointment of David Bradley as new

Group HR Director. Dave joined QinetiQ

in mid-May and brings a wide range of

experience in the professional services

sector, most recently at Royal Bank of

Scotland (RBS).

Leo Quinn, CEO QinetiQ said, “David

has extensive HR, international and

business transformation experience. Over

the last two years we have worked hard

to bring in a cultural change programme,

which is a long-term goal. It was important

for us that we found the right person and

in David we believe we have. As QinetiQ

continues on its journey to change to a

commercial company we believe David

has the skills and experience which

will enable QinetiQ to become a most

admired company.”

David will have responsibility for all

HR issues for 11,000 employees across

the QinetiQ group in the UK and North

America. One of the first opportunities

will be to work with the newly formed

Employee Engagement Group (EEG),

which represents all employees in the UK

through elected members. The EEG is an

independent body with real powers and

budget that the QinetiQ board will consult

with on all major issues.

QinetiQ already has in place an

established Graduate and Apprentice

scheme enabling the company to

continue to invest in future leaders. Other

programmes David will have responsibility

for are My Contribution, encouraging

employees to put forward ways to improve

the business, and Fit For Growth which

seeks to provide consistency in the way

QinetiQ works across the business.

onrec magazine JUNE 2012


cirrus Nova Seals


Cirrus Nova announced their partnership

with Silverline

Cirrus Nova Prism, which is a fully

customisable, cloud-based Microsoft

Dynamics 2011 based recruitment

solution, already has a vast array of

valuable features. Now with Silverline

integration, Prism brings real step change,

sales team performance analysis and

management metrics to recruitment


Silverline, a web-based bespoke

solution for the staffing industry,

allows managers to focus on the key

performance metrics that really make

a difference to recruiters and their

profitability. View at a glance how the

company, teams and specific individuals

are performing against target. By

utilising multiple data sources in order to

create interactive dashboards, Silverline

eliminates the need for time consuming

data manipulation and conflicting reports,

allowing managers to identify the key

metrics that truly affect success.

Andy Brown, Managing Director

of Cirrus Nova commented ‘We are

excited about the enhanced business

analytics and sales performance that our

partnership with Silverline will provide to

our clients.

At Cirrus Nova we value our

reputation and only select those partners

that share our vision and professional

ethos. We are delighted to partner with

Silverline, as they have made tremendous

strides through their innovations and

commitment to customers’.

Commenting on the partnership, Paul

Flynn, Parasol’s Commercial Manager,

said: ‘One of the main reasons for

Silverline’s existence is the ease in which

we can adapt it to suit each recruiter’s

individual business and CRM integration is

a big part of this. There are a wide range

of CRM systems currently being used

by businesses throughout the staffing

industry and that list continues to grow as

more come to market.

We feel that Cirrus offers a unique

proposition to staffing businesses

and being a cloud based product like

ourselves, we share a lot of common




ManpowerGroup shows its support for

apSco’s rpO & MSp code of conduct

ManpowerGroup, the world leader in innovative workforce solutions, is the latest

professional staffing business to sign up to APSCo’s RPO and MSP Code of Conduct

ManpowerGroup, the world leader in

innovative workforce solutions, is the

latest professional staffing business to

sign up to APSCo’s RPO and MSP Code

of Conduct. The new Code represents

the interest of all parties involved in the

Recruitment Supply Chain and seeks

to address the uncertainty recruitment

industry stakeholders have experienced

regarding the contractual relationships

between RPO and recruitment firms. The

Code asks that any contract drawn up

between a recruitment firm and an RPO/

MSP should include a backstop date at

which payment to the recruitment firm

should be met, or for the staffing company

to have direct recourse to the end user

client for payment.

ManpowerGroup joins several other

high profile RPO and MSP providers

– including Adecco, Alexander Mann

Solutions, Allegis, Advanced Resource

Managers, Capita Managed Services, onrec magazine JUNE 2012


Elemense (Matchtech), Hudson, Hyphen,

Interquest Solutions, Project People, PRO

Unlimited, Randstad Managed Services,

Resource Solutions, Resource Solutions

Group, STR and Volt - who have pledged

their support to ensure best practice in the

recruitment supply chain.

Stephen Gilbert, UK RPO Practice

Lead says: “ManpowerGroup is pleased

to sign up to the APSCo RPO / MSP code

of conduct which supports our on-going

commitment to defining and shaping

best practice across the RPO and MSP


Ann Swain, CEO of APSCo says:

“We’re very pleased that ManpowerGroup,

one of the largest global recruitment firms,

has pledged to work to the Code - this is

testament to the strength and robustness

of the Code of Conduct – a code that will

benefit all parties in the recruitment supply






Jobseekers have six

seconds to succeed

New Eye-tracking Study Clarifies Recruiter

Decision-making Behavior in Candidate


According to a new study announced by

TheLadders, the most comprehensive

job-matching service for career-driven

professionals, recruiters spend just six

seconds reviewing a resume before

deciding if the candidate is a good fit.

Despite most recruiters self-reporting

that they spend at least four minutes

reviewing a resume, the results revealed

that they devote only a fraction of that time.

Assessing dozens of professional recruiters

during a 10-week period, the first formal,

quantitative study of recruiters’ on-thejob

behavior is available for download at

TheLadders Blog.

“We knew that the resume is obviously

the cornerstone of the job-search process,

but we wanted to really understand and

facilitate the most meaningful connections

between recruiters and job seekers,” said

Alex Douzet, Chief Operating Officer and

Co-founder of TheLadders.

Using “eye tracking,” a scientific

technique that implements technology

to analyze where and how-long a person

focuses when digesting information,

TheLadders recorded recruiter behavior

as they viewed online profiles, different

types of resumes, and other forms of

candidate information. One part of the

study -- “gaze tracking” technology --

showed that recruiters spent almost 80% of

their resume-review time on the following

data points, respectively: name, current

title/company, previous title/company,

previous position’s start and end dates,

current position’s start and end dates, and


On an ongoing basis, TheLadders

conducts primary user-experience research

and analyzes quantitative data provided by

its more-than 5 million members to educate

the company about current behavioral

trends in the job-search process.


Over half employers to allow

flexibility during the Olympics

CIPD launches new guidance on Sporting events and absence management

More than half of employers are

making changes to their working

practices during the Olympics to

enable staff to work more flexibly or

enable them to watch key events at

work, new data released today by the

Chartered Institute of Personnel and

Development (CIPD) shows.

Early data from the annual CIPD/

Hays Resourcing and Talent Planning

survey*, finds many employers are

planning to allow greater flexibility

for staff so they can avoid potential

transport disruption.

Almost three in ten employers

say they will try and accommodate

requests from employees to work from

home, 17% will extend flexible working

opportunities, while 13% will actively

encourage staff to work from home.

The survey findings are released

as the CIPD launches new guidance

on Sporting events and absence

management which highlights the

range of options employers can

consider to minimise disruption to the

business and help employees make

the most of the Olympics and other

sporting events such as the European

Football Championships.

Introducing the guidance

Rebecca Clake, Research Adviser at

CIPD, said:

“There are a range of options

available to employers to enable them

to balance the requirements of the

business with the interests and needs

of employees.

“Options such as flexi-time and

home working can enable employees

in parts of the country likely to face

travel disruption as a result of the

Olympics to spend their time working

rather than stuck in traffic jams or

adding to the pressure likely to be

faced by our public transport system.

“Of course some employers,

for example, those providing public

transport, will face additional demands

during the Olympics and will have

to manage their workforces carefully

to ensure there are sufficient staff to

deliver services. Our survey shows

35% of public sector employers are

planning to restrict leave during the

Olympics to cope with this challenge.

“The key for employers is to

plan ahead, set out clearly what the

organisation’s approach is and the

rationale behind this and then apply it


The CIPD research found that

many employers are also making

preparations to allow staff to watch

key events in the workplace. Almost a

third (31%) of employers will make TVs

available in the workplace and 11%

will allow employees to view events

online on their work computer.

Barney Ely, Director at Hays

Human Resources, comments:

"The Olympics is a golden

opportunity for UK businesses to

review their flexible working policies to

ensure they are supporting their staff.

Communication is key to ensure both

parties clearly understand and adhere

to the guidelines around flexible

working. By embracing this exciting

time companies will benefit from more

engaged employees.”

Commenting on this aspect of the

findings, Rebecca Clake, Research

Adviser at CIPD, said:

“Many employers are making

provisions to enable employees to

watch key events in the workplace,

recognising that the Olympics is

an opportunity to build morale and

employee engagement.

onrec magazine JUNE 2012

08 PartnershiPs

NeWS & partNerSHIpS

cVSeeMe and theGraduate

join forces

CVSeeMe & TheGraduate join forces to develop graduate recruitment advertising

CVSeeMe has joined forces with

TheGraduate to create a new graduate

recruitment offering.

CVSeeMe is a graduate job site

which helps candidates create a video

profile as part of the selection process.

By collaborating with TheGraduate,

CVSeeMe joins forces with Trinity

Mirror Digital Recruitment, the UKs

largest portfolio of specialist job sites,

extending the reach of both sites across

a graduate audience.

The joint venture will allow

graduates to create a free 60 second

video, which effectively showcases their

skills and suitability and allows hiring

managers to make informed decisions

prior to interview.

Employers looking to recruit

graduates also have the opportunity to

create a video providing applicants with

an insight into their culture and working


Dan Richards, Sales Director

of Trinity Mirror Digital Recruitment

comments: “In a highly competitive job

market CVSeeMe provides our graduate

employers with the tools to reduce their

time to hire and streamline the selection


Keith Chaplin–Mabbutt, the founder

of CVSeeMe said: “Teaming up with

TheGraduate best compliments our

development plans, providing CVSeeMe

with incremental audience reach and

additional infrastructure and resources.

Our joint offering will provide the very

best graduate recruitment channel both

online and across video, mobile and

social media.”

Keyapps &

LogicMelon partner

KeyApps and LogicMelon are excited to

announce their new partnership; a venture

that is paving the way for seamless

integration within mobile recruitment apps

KeyApps and LogicMelon are excited

to announce their new partnership; a

venture that is paving the way for seamless

integration within mobile recruitment apps.

Over the last year, there has been an

explosion of interest in mobile solutions

from the recruitment industry and KeyApps

has been quick to respond to the growing

demand for effective and efficient mobile

applications. With a growing reputation for

being an innovation leader, KeyApps has

a rapidly expanding client base, including

market leaders such as Retail Human

Resources (RHR), European Recruitment Ltd

(ERL), Global Medics and New Frontiers.

LogicMelon is based on the most recent

improvements in technology for the multiposting

and applicant tracking market. Their

aim is to supply an easy-to-use solution

whilst making the recruitment process quick,

easy and cost effective. With some of the

most experienced multi posting developers

on board they strive to make every option

available, by supplying a flexible solution.

A recent study by Kelton Research

found that 86 percent of jobseekers have

or would like to search for jobs via their

smartphone. Additionally, 47 percent would

use their mobile device to apply for positions.

However; attempts by other developers

to create mobile recruitment applications

have fallen short of users’ expectations by

delivering a poor performance.

The partnership between KeyApps and

LogicMelon is a result of high demand from

both the recruitment industry and jobseekers

for seamless integration and an excellent

user experience. Both companies pride

themselves on offering cost effective and

flexible solutions, enabling them to provide

agencies and corporate recruiters with

sophisticated recruitment applications and

impressive return on investments.

onrec magazine JUNE 2012

BIG DeBate #

alan Bentley,


"Recruiters are certainly starting to

embrace the proactive use of social

media in their searches, but

candidates too are turning to

online technology to effectively market

themselves and increase their visibility.

Paper CVs are still relevant, but they

increasingly need to be supported by a

richer range of media to stand out and

compete in an overcrowded market.

Social networks might facilitate a new,

more efficient type of networking, but

other technologies, such as video

CVs and online jobseeker profiles, are

rapidly becoming the norm in terms of

candidate marketing."

richard nott,

"Data from our user profile survey,

carried out in July 2011, indicates

that 44% of jobseekers use mobile

devices to search and apply for

jobs. Gartner expects that in three

years time consumers will be using

mobile devices to search the web

more often than they use computers.

This proliferation of mobile usage

will transcend into the recruitment

market, we expect to see the number

of jobseekers using mobile internet

increase by at least 10% over the

next 12 months. Recruiters should

seriously consider having a presence

in this environment a priority, as an

increasing amount of jobseekers

operate within it."

Big deBate


daniel richardson,

Bond International Software

"Recruitment systems that are able to integrate with social

media networks will be essential for online recruiters to be

successful in an increasingly volatile market. The improved

visibility afforded by an increasing number of sources enables

the recruiter to gain a more detailed view of his candidate

and become of greater value to the client, allowing him to put

forward only the most pertinent candidates for each role. Such

a display of flexibility, visibility and responsiveness showcases

the recruiter in the brightest possible light and enables a vastly

improved service and perception."

[ BIG DeBate QueStION ]

“What are the future trends

for online technology?”

david henry,


"Using technology to manage talent

is increasingly vital. HR departments

are turning to software to manage their

internal and external talent pools, ensuring

they have a good flow of talent

into the business, as well as to maximize

existing talent within the business.

Semantic search is set to become a

more frequent feature online. Businesses

are starting to recognise its value,

as it helps to match the job seeker to

the most suitable roles using contextual

analysis of their search terms. Using

Cloud based technology platforms are

going to continue to feature heavily be

they ATS, TMS or social solutions." onrec magazine JUNE 2012



recruitment icon


onrec magazine JUNE 2012

ecruitment icon


recruItMeNt IcON

JaMes Kelly, lORieN ResOURCiNG

onrec: What were you doing before lorien resourcing?

James Kelly: I have been in the recruitment industry over 20

years. I joined Lorien as CEO in 2008 after 5 very enjoyable years

with Robert Walters.

onrec: do you have plans to expand globally?

James Kelly: Yes, we are currently investigating the best way

to launch Lorien internationally but we are still looking for the

right opportunity. Launching in another country is not something

we would be willing to rush, especially in the current economic

climate. But until the time is right I would say the UK is still a

great place to do business, many of our clients are looking to

change and develop the way they structure their recruitment

operations and are looking to us as a trusted supplier to support

these plans.

onrec: What do you think is on the horizon for 2012?

James Kelly: Lorien’s major focus is Technology Recruitment,

which is a market place that is thankfully holding up very well.

However, overall market confidence is low and although the

Olympics and Euro 2012 may give Retailers a boost I don’t see

the general UK economic stagnation improving till mid to late

2013 at the earliest. However, you have to make the best of

situations like this and for me that has been about creating a lean

and efficient organisation that is flexible enough to take on the

best opportunities as they arise.

onrec: how do you think the industry will recover from the


James Kelly: When the economic situation improves I think the

recruitment industry in the UK will recover relatively quickly, many

of the big UK corporates are holding high levels of cash and are

just waiting for an improved level of consumer confidence.

onrec: if you were not working in recruitment today, what

would you do?

James Kelly: If I wasn’t in Recruitment I would be in some other

form of sales. I just love it, the challenge of winning a new client

and the pleasure of seeing clients benefit from the service I am

selling – you just can’t beat it!

onrec: What do you enjoy outside of work

James Kelly: I am currently training for my first triathlon for Sport

Relief. I am part of The Leaderboard Challenge, a team of CEOs

led by Phil Smith, UK CEO of Cisco, which is aiming to raise

£250,000 by taking part in the Blenheim Triathlon on the 10th

June. Supported by various sports stars such as Roger Black

and Austin Healey The Leaderboard is working together with the

view that as leaders within our own organisations we can lead

and inspire our colleagues to support the excellent work done by

Sport Relief. It really is a fabulous cause and I leapt at the chance

to join The Leaderboard Triathlon Challenge. I have admired the

work of Comic Relief and Sport Relief for many years and the

money they raise to help fund worthwhile projects across the

world really makes a much bigger impact than we can really

comprehend. Whether it be a project in the UK to encourage

disadvantaged young people into work or one supporting the

education of children living with HIV in Africa the money they

raise really transforms people’s lives.

onrec: do you have other business interests?

James Kelly: My focus is with Lorien – what with two young

children and Triathlon to train for, I am not sure where I would find

the time for anything else!

onrec: What is your biggest achievement?

James Kelly: Ask me again in two weeks and I hope the answer

to this question will be completing the Blenheim Triathlon! onrec magazine JUNE 2012


12 gm Who?



recruItING tHrOuGH faceBOOK aDS

Facebook represents an unprecedented opportunity in the field of social recruitment. Never before

have 900 million people been linked by any single social network

onrec magazine JUNE 2012

Facebook represents an unprecedented

opportunity in the field of social

recruitment. Never before have 900 million

people been linked by any single social

network. More importantly, Facebook

has achieved an unparalleled level of

incorporation into the lives of its users,

with 398 million individuals logging in 6

out of 7 days a week, as of March 2012.

What’s more, Comscore has found that 1

out of every 7 minutes of on-line activity

is spent on Facebook. Indeed, many socalled

members of generation Y, now in

their teens and twenties, enter “Facebook.

com” into their web browsers as soon as

they sit down at a computer—out of pure

reflex. All indications are that Facebook

has obtained the critical mass of users

necessary to secure its position as the sole

proprietor of the online social-networking

natural monopoly. Indicators of this include

the steady marginalization of competitors

like Bebo and Friendster, as well as the

failure of Google + to threaten Facebook’s

market position. There is no precedent for

Facebook’s vast membership, integration

into individuals’ lives, or dominance in the

field of social media.

All this positions Facebook as the

ideal site for social recruitment. It is

where the greatest number of potential

candidates congregate, and it has the

unique ability target audiences based

on such criteria as location, age, gender,

education, work history, and interests.

Yet, while Facebook Pages are generally

considered de rigueur for branding in

today’s marketplace, recruiters have

largely overlooked the potential of

Facebook advertising to attract the best

talent. This is in part due to the newness

of the medium, but also, no doubt, to the

criticism Facebook advertising has caught

throughout its half-decade history.

Seeing the Forest Through the Trees

Since Facebook began hosting ads

in 2006, it has been the object of quite

a bit of skepticism from the marketing

community. Indeed, three high profile

snafus have caught public attention,

casting doubt on Facebook’s efficacy as

an advertising platform. In 2007, British

telephone provider Vodafone temporarily

ceased advertising on the site after its

campaign was featured alongside the

gm Who?


Page of a far-right wing British political

party. In 2009, in the face of a class-action

law suit, Facebook had to discontinue its

“Facebook Beacon” advertising program,

which automatically posted to users’

profiles when they visited third-party

partner sites. More recently, in 2012,

General Motors, the United States’ third

largest advertiser, pulled its advertising

from Facebook, after a disagreement

about advertising platforms.

Yet, those who get discouraged about

Facebook advertising by these events

aren’t seeing the forest through the trees.

Social recruiters don’t need worry about

GM’s click-through rates. Rather, recruiters

ought to be concerned with one thing: that

Facebook maintain its size and market

dominance by continuing to prioritize

user experience. It is the combination of

Facebook’s enormity and targeting ability

that makes it such a desirable advertising

platform for recruiters.

lessons learned

When Mark Zuckerberg was pulling allnighters

coding in his Harvard dorm room,

he wasn’t thinking about advertising.

Facebook’s focus and strength has

always been in attracting and maintaining

a colossal and dedicated user base. As

a result, they’ve had a lot to learn in the

way of developing advertising platforms.

If they’ve made some serious errors in the

past, they’ve also learned their lessons—

and they’re only getting better.

The 2007 Vodafone incident, for

example, was largely the result of a

design oversight. It tied advertising

to pages rather than users, and then

allowed companies’ advertisements to be

placed alongside extremist or otherwise

repugnant content. Since that time,

Facebook has switched to targeting users

based on the content of their profile,

meaning that they see the same ads

regardless of the particular page they are

visiting at any given moment. This shift

is important for social recruiters for the

simple reason that profile-based targeting

heightens an ad campaign’s precision,

making a larger impression on the desired


Another trial-by-fire in Facebook’s

advertising history, the brief and onrec magazine JUNE 2012


sensational life of Facebook Beacon,

taught Facebook the consequence

of allowing advertising to interfere

with user experience. Beacon posted

stories to users’ walls when they visited

certain external websites, drawing

the ire of enough privacy-concerned

users to precipitate a class-action

lawsuit. Facebook settled the suit and

discontinued Beacon, chastened by the

strong backlash against the perceived

incursion into user privacy. Since then,

the network has shifted to a decidedly

un-intrusive advertising strategy designed

to leave user experience basically

unaltered. What’s more, Facebook has

found methods of protecting individuals’

privacy, even while using the information

from their profiles for ad-targeting. The

social networking giant has even garnered

the praise of certain legal scholars for its

skillful prevention of user reidentification.

The most high-profile incident in

Facebook’s advertising history was

General Motor’s May 2012 decision to

cease advertising on Facebook. It was

widely reported, and seemed to lend

credence to investors who had been

scared off by a shaky (to put it generously)

IPO. However, it has since been reported

that GM took off because Facebook

refused to permit them to run more

intrusive ads than their current formats

allow. This presents a comforting narrative

to users of the social network, even if it

doesn’t seem to benefit Facebook’s their

bottom line. As Alexis Madrigal recently

told Facebook users in The Atlantic, “Hey,

Zuck’s looking out for you!” Decisions like

this only serve to build trust among their

users, and encourage remaining hold-outs

to sign up.

So, a recruiter might ask, if

Zuckerberg et al. continue to sideline

marketers in favor of user experience, how

is that good for recruiters? The answer lies

in the unique nature of social recruitment.

Effective social recruitment campaigns

depend on a) having the largest pool of

potential candidates and b) being able

to find the best candidates within that

pool. Whereas GM would be indifferent to

advertising on a network of half the size of

Facebook for half the cost, the same does

not hold for recruiters. Since the size of a

14 gm Who?


social network determines the likelihood

of finding the right potential candidates,

advertising on a social network of 900

million is substantially more valuable than

advertising on a hypothetical network of

450 million for half the price. As it stands,

Facebook is growing rapidly—especially

in emerging markets like India and Brazil.

The Facebook team is not prepared to

sacrifice the trust of their customers—your

talent pool.

Why Facebook ads works

for recruiters

Facebook Ads’ efficacy for recruiters

owes itself to the confluence of three

features: profile-based targeting, the size

of the user base, and the pay-per-click

pricing system.


One of Facebook’s top assets to the

recruiter is its incomprehensibly vast well

of personal information, allowing for highly

specific targeting through advertisement.

Recruiters know the candidate they want,

and targeting through Facebook Ads lets

them to find her. Campaigns can be as

precise as to only target graduates of,

say, Harvard, MIT, and Stanford with a

B.S. in computer science and experience

at top consulting firms, or they can be

as broad as to target anyone 18 and

older with an interest under the category

of Arts & Entertainment. At the moment,

Facebook targeting tends toward either

the very broad or the highly specific, but

this can be moderated with Work4 Labs

Adverthiring service available through

the Work for Us application. This feature

allows users advertise with a set of

non-exclusive criteria. In other words, in

addition to targeting people with from

Harvard, MIT, and Stanford with a B.S.

in computer science, it will target people

who just went to MIT, but did not get a

B.S. in computer science, or people with

a B.S. in computer science who did not

go to Harvard, MIT, or Stanford. This way,

you increase your reach and find qualified

applicants who may otherwise have been


large user Base

It goes almost without saying that a large

pool of talent yields the best candidates.

This occurs for the same reason that large

high schools field the best sports teams,

and large countries generally perform

When Mark Zuckerberg was

pulling all-nighters coding in his

harvard dorm room, he wasn’t

thinking about advertising

better in the Olympics—the more people there are, the more likely it is that there will be

superstars among them. Everybody is on Facebook. And the number is only growing.

Price system: Pay Per click

Facebook’s pay per click pricing option—while standard for online advertising—is

especially advantageous for recruiters advertising jobs on Facebook. In short, it means

that you won’t be throwing money out the window showing job listings to an ambivalent

crowd. You only pay when a candidate is motivated to investigate further. This has the

potential to engender abnormally low costs-per-applicant and costs-per-hire.

the confluence: effective recruiting

If a user base of 900 million means that qualified candidates are almost guaranteed to

exist on Facebook, it is the targeted advertising that allows recruiters to find them. Let’s

take a quick example to see how this works in practice.

case study: hard rock café in Florence, italy

In 2011, Work4 Labs, the global leader in Facebook recruiting software, worked with

Hard Rock Café to staff a new location with 120 employees in Florence, Italy. The

restaurant franchise launched a multi-faceted Facebook social recruiting campaign,

consisting largely of Facebook Ads enhanced by Work4 Labs’ Adverthiring service to

promote their fan page and attract the attention of potential candidates. The ads were

targeted at people in the Florence Area who “liked” Rock and Roll as well as a handful

of specific bands. Within 24 hours the advertising campaign drew 1,000 fans. Within

four days, that number was up to 6,100. This targeting meant that much of that traffic

was from people who already fit company culture and were fitting applicants. Ultimately,

Hard Rock Café paid a mere $0.50 per applicant and $16 per hire. Even more

astounding, ninety-five percent of those given job offers accepted them. Advertising on

Facebook through Work4 Labs cost Hard Rock Café a mere $2,000—or 8 percent of

their typical new-location staffing budget of $25,000.

At Work4k Labs, we’ve conducted other case studies that show that Facebook

advertising can work as well to fill mid- and senior-level positions at top management

consulting firms as at the Hard Rock Café. There is simply no overstating the potential

of social recruiting with such a wealth of talent connected by one network. Facebook

advertising may take its share of criticism, but at the end of the day, they stand

uncontested in the field of social networking. Facebook is where the talent is, and

Facebook Ads lets you find it.

By stéphane le Viet, co-founder and ceo of Work4 labs

onrec magazine JUNE 2012





Sponsored by

1> Jobg8 Releases

job posting and

management platform today announced the addition

of a new job posting and campaign

management tool, Manage Jobs Online,

for their job board clients.

2> launch

new learning zone

The new platform will offer jobseekers

access to training and development

courses designed to help further their


3> Monster Brings

Networking into Core

site with the integration

of BeKnown(TM), its

Professional Networking

app on Facebook

Job seekers across 34 countries now have

access to millions of jobs, unparalleled

search technology and professional

networking, all within Monster.


4> unveils

feature-packed mobile


Leading UK job site,, has

launched a feature-packed new mobile

website, created to give jobseekers a fully

optimised experience across a broad

range of devices and browsers.

5> deskTopRecruitment,

a new way to recruit

and find work, has been


The online search directory is the

quickest way for those seeking work to

find a recruitment agency, headhunter

or recruitment consultant. Likewise

recruitment agencies, headhunters and

recruitment consultants can access

prospective employees with a few simple


6> Unrabble launches

Free Version of

innovative Profile-Based

Recruiting solution

Hiring software company Unrabble has

launched a free version of its innovative

recruiting solution that eliminates CVs from

the hiring process, allowing candidates to

use on-line profiles instead.

7> OVia announces

Major strategic

investment from Recruit

and Company Name

Rebrand to Wowzer

OVIA, a leader in video screening and

interviewing technology, today announced

a major investment from strategic partner,

Recruit, one of the largest players in the

recruitment industry globally.

Online exclusive

Visit for the

latest information on online


onrec magazine JUNE 2012





8> launches jobs

confidential blog

Today, is launching a new blog aimed at both

recruiters and jobseekers called Jobs Confidential. It will offer

authoritative, insightful and opinionated analysis on the issues

that matter most in the job market.

9> Recruitment just got easier,

faster and cheaper

enRecruit, from serial entrepreneur Martin Warner, uses

online video to deliver next generation cost and time savings.

Recruiters can now select candidates faster and more

efficiently - eliminating 60% of the recruitment cost, 90% of

the interview selection process; and the need for telephone

screening and early in-person interviews.

10> Fish4jobs and daily Mirror jobs

bus hits the road again

For the second year running, Fish4jobs and The Daily Mirror

will be touring the UK in a bright orange double decker bus

bringing local jobs and practical career advice to jobseekers

Launched a new

e-recruitment site

or product?

please let us know by

emailing onrec magazine JUNE 2012


11> New Frontiers Flying high with a

New Travel Recruitment Mobile app

New Frontiers Recruitment Agency offers a variety of positions

within all sectors of the travel industry. Their recruitment services

cover permanent, temporary and contract travel jobs as well as

key skills for training in travel. Some of the largest companies in

the travel industry utilise New Frontiers’ services, including many

leading airlines




corPorate WeBsites


cOrpOrate WeBSIteS

Don't forget your website! Corporate websites still essential

In the rush to jump on the social media bandwagon, the company website can be easily forgotten. Our contributors say it is just

as integral to a recruitment campaign as ever.

In the rush to jump on the social media

bandwagon, the company website can be

easily forgotten. Our contributors say it is

just as integral to a recruitment campaign

as ever.

David Johnston, corporate

web consultant at 4MAT, believes a

successful career website can still

generate significant return on investment

by attracting candidates directly to a

business and providing better conversion

rates than job boards. An example is

the RWE npower career website, claims

Johnston: "In the first quarter of 2012,

candidates hired through the site resulted

in savings of £250,000."

So what makes a good career

website? Johnston says as with any

successful marketing campaign,

it’s about setting objectives and

understanding your target market or


• What types of people do we want to


• Who are our potential candidates and

what do they want?

• Where do they hang out?

Putting yourself in the shoes of a job

seeker is an important step in creating

a website design around the visitor

advises Johnston. "Your employees are

a great source of information, especially

those who have been recruited within

the last 6-12 months. At a recent event

4MAT hosted a career website lab taking

the Cool Wall idea from the BBC’s 'Top

Gear' TV programme, we crowd sourced

the most important aspects of a career

website. It quickly became apparent that

jobs were the most important aspect of

a career website. A common complaint

however was “but don’t make me have to

search for them”. Alongside jobs, people

wanted to find out what it was actually

like to work for the company, what were

onrec magazine JUNE 2012

intuitive navigation (the 3 clicks

rule) and easy-to-use tools will

ensure an enjoyable recruitment


chris Bogh, eploy

the people like and could they fit into

the environment. This wasn’t just seen

as something beneficial to a candidate,

but also as a self filtering process. ‘Make

videos and content real’ was heard over

and over again."

The top 5 key ingredients for a

successful career website:

(According to the public in a 4MAT

'Top Gear' style survey)

• Jobs and an easy to use job search –

NO FORMS, let me browse

• Information on what it’s like to work for

you – Tell me your stories

• Employee profiles & career case studies

• The recruitment process – what should I

expect? Set my expectations, so that I’m

not left frustrated, guessing and waiting

• Keep in touch - give me a choice of

engaging/following the company in

whatever channels and at activity levels I


engaging with your visitors

Controlling where your visitors land, what

they see and where they are directed is

critical in increasing engagement levels

and conversions declares Johnston. "By

taking a leaf out of ecommerce, sites such

as Amazon recruiters can create a totally

personalised experience without requiring

any technical knowledge. Landing pages

can be used to group relevant content

together, typically by job families, job

types and locations, which creates a hub

of interest for visitors. By understanding

what job seekers are searching for,

these pages can be optimised to include

relevant page titles, urls and specific

keywords in the content."

corPorate WeBsites


mobile career Websites

Mobile career sites require extra design

consideration, and are now essential. In

Johnston's view, the question is no-longer

if a company should have an integrated

mobile career website, it’s when do you

implement it. He reports that in March

2011, 4.5% of visitors were using a mobile

to view, which has grown

in 12 months to 15% in March 2012.

Apparently mobile had been an essential

part of that company's website design

project, especially with their employee


candidate services

According to Chris Bogh, Eploy’s

technical director, any good website

should be designed to maximise

accessibility, usability and be optimised

for the major search engines. He

comments that over the last few years,

there has been a tendency for websites

to have great content but offer little in

the way of candidate services. Bogh

recommends that sites are balanced with

actual recruitment features that you would

often associate with job boards or agency

sites. "Companies must also ensure their

corporate brand is protected, by making

sure any ATS (Applicant Tracking System)

powered career pages perfectly match

brand guidelines and the existing website.

Every detail should be looked at including

the URL used for the career portal. You do

not want to put candidates off registering

and shake their confidence by making it

obvious they are registering on an external

system / site."

This candidate experience is key

to ensuring candidates return to a

website, says Bogh. Even candidates

that may not be suitable should come

away with a positive experience as any

negative feedback can be damaging.

He encourages intuitive navigation (the

3 clicks rule-i.e. 3 clicks to find what you

want) and easy-to-use tools to ensure an

enjoyable recruitment experience. Bogh

also prescribes automated processes

such as allowing job seekers to sign

up for intelligent job alerts matched to

their profile, or SMS alerts of upcoming

interviews / events. He continues: "Online

scheduling for interviews and assessment

centres can also be made available

through the career portal as well as useful

information, downloads and candidate

testimonials, blogs, galleries and video."

Eploy’s automated tools then

allow recruiters to contact candidates,

update suitability and status and import

information with CV details automatically

extracted. Candidates can also use

modern features such as registering

from LinkedIn or quickly update CV’s

as they are stored in the cloud. Portals

can also be integrated with third party

psychometric test providers such as

SHL and Thomas International, with

the results instantly fed back. The next

step, says Eploy, is building portals that

incorporate personality tests into the

initial registration process, which serve

to automatically screen candidates at the

initial recruitment stage.

Referral schemes are an excellent

way of targeting passive candidates

suggests Chris Bogh. "Allowing

candidates to recommend vacancies

to their friends should form a seamless

part of your career portal. Technology

allows potential applicants to easily

share job information via multiple social

networks . This is a very smart way of

communicating, but even better is that

once a referred candidate registers on

your site; your ATS can track and report

back the details of the original referrer,

providing the means to offer rewards. The

same approach works for your existing

employees. If your ATS provides an

internal jobs board or links directly to your

corporate intranet, then it is very simple

to broadcast jobs to employees and track

their referrals." Even a reference can be

given by an employee online in this way,

ends Bogh.

Neglecting the recruitment part

of a company's website is to miss out

on a cost effective way to attract both

active and passive candidates. Use the

checklists provided here to see if yours

really is pulling its weight! onrec magazine JUNE 2012



hr soFtWare


Hr SOftWare

Update your software to keep up

Is your HR software becoming obsolete? Maybe there are new directions like social media or employees using apps to maintain

their absences that you'd like to explore but are unable to with your present system? Simply updating your software could

facilitate this and more with the latest features now available.

onrec magazine JUNE 2012

Is your HR software becoming obsolete?

Maybe there are new directions like

social media or employees using apps

to maintain their absences that you'd like

to explore but are unable to with your

present system? Simply updating your

software could facilitate this and more

with the latest features now available.

Dee Caporali, director of human

capital management at Access perceives

Human Resource (HR) technology as

crucial in order to maintain a company’s

legal obligations and help increase

efficiencies. "With effective use of HR

software, the HR function can improve

employee retention and enable general

business processes to run smoothly."

Caporali further explains that such

software solutions are now packed with

features that bring increased efficiency

and money-saving capabilities. She

believes that companies are looking for

a single solution that manages all people

information, rather than separate systems

that often lead to rekeying of information

and a duplication of data.

HR software has come on in leaps

and bounds, comments Roger Moore,

general manager at Bond Teamspirit,

saying that in keeping with the

developments in technology, HR software

has evolved accordingly: "The emergence

of apps for self service allows employees

to access information about themselves

via smartphones and tablets and perform

tasks such as requests for training,

holiday and the submission of timesheets

and expenses. This area of development

will be further embraced due to the rise in

flexible working and increasingly disparate


This 'self -service' approach

increases visibility says Moore, and

also enables the improved analysis of

employee information. Moore comments:

"This leads to improvements in areas

such as absence management, allowing

companies to identify potential problems

amongst the workforce or employees

persistently taking time off. Both of these

may indicate wider business issues such

as work related stress or using time off to

extend their weekends - problems which

once identified by HR systems can be

addressed and resolved. The Bradford

Factor Calculation provided by many HR

software systems also allows companies

to calculate offenders of persistent short

term absence – seen as the mostly costly

hr soFtWare


The emergence of apps for

self service allows employees

to access information about

themselves via smartphones and


roger Moore, Bond Teamspirit

and disruptive type of absence for business."

Video interviewing is a relatively new feature that may flourish in these difficult

economic times. Stuart Hobbs, managing director of Interview Coordinator, suggests

that if a company has not got the option to conduct video screening, it would be worth

evaluating an upgrade or switch to another system to exploit the increased benefits,

including the reduced carbon footprint through no travelling and the reduction in travel


Other 'new and improved' software packages are available that embrace the latest

trends. For example, iCIMS recently rolled out the latest version of their talent acquisition

software. They say this upgrade aims to improve upon the core product by making the

interface easier, whilst allowing recruiters and hiring managers to integrate professional

social networking tools with their e-recruitment platform. Candidates can apply for jobs

using their social media profiles, while also allowing recruiters to access real-time data

on a prospective candidate.

Software as a Service (SaaS) software is increasingly popular. Cornerstone

OnDemand has recently announced the launch of its Recruitment Cloud product, says

their regional VP of Client Success for Northern Europe, Michael Baker. He announces

that this new SaaS offering features the ability to search both internal and external

talent communities, including social networks such as LinkedIn, to source the best new

recruits for roles. Baker expects there will be many more of these integrated approaches

to HR software and social networks. " By linking up social media to the sourcing

process, employers can find out much more about a candidates authenticity and

background. International markets can also be reached easier, providing recruiters with

valuable efficiency gains, both in cost and resources – therefore for HR software, going

social seems the next logical step."

When choosing, what should be your criteria?

At Taleo, Chris Phillips, VP of Marketing says it is important to understand your needs

when deciding to switch or adopt software. "One of the most common reasons for

organisations to look for a new talent management system is because they have

outgrown the capabilities of their old system. A highly configurable solution with different

levels of adoption will give you more business impact and help avoid expensive vendor onrec magazine JUNE 2012


24 hr soFtWare


The emergence of apps for

self service allows employees

to access information about

themselves via smartphones and


roger Moore, Bond Teamspirit

consulting fees every time you want to

change." Phillips advises that it must

be simple to use – in order for an HR

system to be most beneficial, it needs

to be able to be used by line managers

and employees easily. "Implementing an

HR software system which is hard to use

will ultimately mean that the relevant data

will not be captured because individuals

will be reluctant to log their information

regularly." Phillips also recommends

considering what resources the vendor

can provide after the software has gone

live. For example, what ecosystems of

partners, customers and subject matter

experts can the vendor provide? Phillips

says leading providers are likely to have

a strong user community, which will allow

you to share best practices and advice

with more seasoned customers.

global trends in hr software

Very few HR software vendors supply

all four of the major world markets, i.e.

North America, South America, APAC,

and EMEA claims Nicholas Roi, Managing

Director of SilkRoad technology. He

comments: "Those that do, recognise that

to be successful they need to understand

that while global HR processes remain

similar, each geography has its own

unique demands." Roi explains that

though language is the obvious example,

software must also adapt to variations

in configuration and functionality. But

he says process is where the greatest

variations can be seen, with varying

laws between countries: "Privacy laws,

for example, have a huge impact on the

information that can be accessed and

held about employees and candidates.

Legislation with the UK and Australia is

particularly stringent on this point and the

software they use reflects this."

At SilkRoad they have noted that

the sales cycle for talent management

software is particularly fast-moving in the

USA as well as in some parts of EMEA,

saying that most companies in these

regions have progressed through two

or three different providers in the last

decade and are continually adapting to

keep up with trends within HR, amending

their requirements as a result. Silk

Road also reports a stronger focus on

performance software in those regions,

as well as onboarding and of course,

social media, both of which are relatively

‘new’ technologies from a software

perspective. This contrasts with Asia

and South America, where Silk Road say

many companies are just taking their first

foray into the world of HR software. As

such companies are purchasing systems

for the first time there is a greater call for

basic programmes and a clear focus on

simple recruitment.

What next?

So, the big story about HR software this

year has been overwhelmingly about

the integration of social media and the

apps for mobile phones and tablets.

Who knows what the future will bring?

Chris Phillips at Taleo concludes: "The

truth of the matter is a great provider is

a company that can grow and work with

unpredictable trends. HR vendors should

be able to discover the next best thing

and anticipate how functionality should be

translated so that recruiters may leverage

it in their everyday HR processes."

Whatever happens, companies will always

need to attract and retain the best talent

they can. The latest in HR software will

certainly make that job a lot easier.

onrec magazine JUNE 2012

Software-as-a-Service (SaaS)-A software

solution designed specifically for web

delivery that is deployed on demand and

supported by the software vendor as a

service. This delivery model eliminates the

need for the customer to perform software

maintenance, have internal IT resources

dedicated to the system and allows

clients to receive seamless upgrades to

the software without downtime or ongoing


Applicant Tracking System (ATS)-

A type of HR software that allows

an organisation to collect and store

hr soFtWare


JarGON BuSterS

Common terms explained

By Dee Caporali – Director (Human Capital Management) at Access

candidate and vacancy-related data

to organise and manage jobs and

candidates through all stages of the

recruitment process.

Talent Acquisition System/e-

Recruitment System –A type of HR

software that manages the cycle of

acquiring talent in with recruiting, hiring,

and induction.

Induction/ Onboarding-The process

of moving a new hire from applicant to

personnel status; ensuring that paperwork

is done, notifications take place, and

orientation is completed.

iForms-A digitalized version of both

government and company documentation

that is required of a candidate during the

induction process.

Social Recruitment-Leveraging social

media outlets to attract more top talent.

Employee Referral Programme-A

company programme allowing current

employees to tap into their own social

network and find the right person to

recommend for an open position. If the

referral is hired, then the current employee

who recommended the candidate is

compensated with money, days off, etc. onrec magazine JUNE 2012


26 hr soFtWare



The hR market is evolving and the use of hR software has never been more paramount and now lies at

the heart of making the hR process run more smoothly and efficiently

The HR market is evolving and the use

of HR software has never been more

paramount and now lies at the heart

of making the HR process run more

smoothly and efficiently. Organisations

are looking for software which can adapt

to suit the new modern times and trends,

whilst working alongside their current

processes and procedures.

It has been apparent for some

time that software needed to engage

with users and have the flexibility to suit

contemporary trends. With audiences

being more reliant on social media,

businesses need their software to be

fresh to cater for this audience in order to

deliver results and keep ahead of the ever

changing market.

Rav Cheema, Managing Director

and founder of Zeel Solutions has been

in the market for over five years and

from the outset identified the need for

specific market focused solutions which

are closely tailored to suit the demands

and changing ways of the Recruitment

Processing Outsourcing (RPO) and

Corporate Recruitment, by encompassing

the new era of modern technology.

“HR vendors need solutions

which are adaptable, flexible and client

focused. Clients should be the driver

when it comes to how their HR solutions

should work and not the reverse. They

fundamentally require access to real time

information at an instance, along with

power of integration to tie in with the new

generation and modern trends of social

media and job boards. Solutions need

to be people engaging, user friendly and

generally make the whole process simple

but effective.

From my research into this market

I identified the need for Zrecruiter which

provides a true end-to-end recruitment

process management solution specifically

custom to the RPO and corporate market,

encompassing talent management

and applicant tracking in one system.

Solutions such as this deliver instant

visibility, control, improves communication

and streamlines the process in an easy

simple manner.

What has also become a key

requirement from new HR solutions is the

significance of a flexible and adaptable

solution which can be used across

multiple business streams in many

different ways with multiple clients. This

means more importantly, one solution that

handles it all.” Cheema added.

HR software is no doubt a

fundamental factor and at the forefront

of driving businesses to success. The

advantages technological systems can

bring not only makes their everyday

HR processes much easier, but the

communication between systems and

users should ensure that they can gain

access to information instantly, gain

immediate core benefits to ultimately find

and retain the best talent.

If you chose the right robust HR

software solution which delivers your

requirements, the features and benefits

are endless.

onrec magazine JUNE 2012

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