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How can companies use rich social & behavioral data to improve activities like recruiting, retention, and business development?

• The data will include his work history, topics of interest, your mutual connections with him, recent media engagements (if any). Some of potential use cases I heard of: 1. Use the behavioral data for lead bucketing -> email marketing 2. BG check and understanding the candidate better for an HR. 3. Integrate with CRMs and use it for relationship management. Any other use cases you can think of? What would add value to your business?

• Answer:

  Full disclosure: the company I work for is actively engaged in helping consumer brands obtain this kind of information about their customers. One of the obvious things they want to do with it is of course, improved marketing segmentation. In previous companies I helped B2B companies do the same thing. Once you know more about what your customers are doing and how they are using your product, you can market your product more specifically to targeted groups of customers. Merged with some social data, you can start to merge that with things like a technographic profile and uncover biases and affiliations with other brands and products to start to build a deeper, and much longer tail profile. For HR, I am of two minds about this. On the one hand, I believe there's value in understanding the aggregate social graph of a company and of potential employees to determine cultural identity. It might be cool to understand, for example, that many of my employees spend their free time in San Francisco, so that i know to plan more after work events in that area. But i believe this could be dangerous in the hands of most hiring managers and HR professionals. What study after study I've read seems to indicate is that too much information exposes biases on the part of the interviewing team and makes for poorer decisions. In other words, the further you get from the resume, the more likely you are to let a personal bias disqualify a perfectly good candidate. I think overall the introduction of any new information has the potential to be valuable. One of the things we're learning in sports and politics is that data, without learned analysis, can be counter-productive. I believe this kind of data has the potential to be incrementally valuable in most situations and tragically misused without some guidance and adult supervision.