This document discusses social media recruitment strategies. It begins by outlining the potential of social media recruitment in Russia, noting that over half of Russians use the internet weekly and 90% use social networks. It then discusses developing a social recruitment strategy, including defining goals, targeting audiences, assigning roles, determining channels, and creating content. Practical advice is provided on setting up profiles, expanding networks, and posting jobs on social platforms. Examples are given of successful social media recruitment case studies at Deloitte, G4S, and Ernst & Young.

1. SOCIAL MEDIA RECRUITMENT
STRATEGY
Samuli Pesu
Social Media Strategist and Partner
Awara Direct Search / Awara Group
19.6.2013
Social Media Recruitment Seminar in Moscow

2. Today we will talk about
• The real potential of social media recruitment
in Russia
• Develop your social recruitment strategy
• Experience the practical side – social
recruitment case studies

3. Social Recruitment – What is it?

4. “Social recruiting refers to the use of
social networks to create and maintain
relationships with prospective
candidates”

5. The Real Potential of Social Media
Recruitment in Russia – Why to do it?

6. More than half of all Russians now
use the Internet at least once a week
Source: Forbes 18.5.2013. Available at http://www.forbes.com/sites/markadomanis/2013/05/18/russias-internet-use-is-exploding/

8. More than
90% of the
online
audience use
social
networks

9. Source: New Media Trend Watch 31.5.2013. Available at http://www.newmediatrendwatch.com/markets-by-country/10-europe/81-russia?start=1

10. Source: Alexa 15.6.2013. Available at http://www.alexa.com/topsites/countries/RU

11. Source: comScore Data Mine 7.6.2013. Available at http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/

12. Source: comScore Data Mine 7.6.2013. Available at http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/

13. In 2013, there are 60 million Russians
using social networks
Source: Statista 2013 Available at http://www.statista.com/statistics/219899/number-of-social-network-users-in-russia/

14. Source: Antal 13.3.2013 Available at http://www.antalrussia.com/blogs/every-third-russian-user-gets-a-job-via-professional-social-networks--37314844472

15. Source: Antal 13.3.2013 Available at http://www.antalrussia.com/blogs/every-third-russian-user-gets-a-job-via-professional-social-networks--37314844472

16. Social recruiting vs. job boards
• Two-way interaction
• Allow recruiters to have
up-to-date information on
candidates on a click
• Attract candidates
• Emphasizes on “social”
• Transparent
• Updated frequently
• Builds and maintains
company brand
• Social networks have
active and passive job
seekers
• In general higher quality
• Extremely large number of
candidates
• One-way interaction
• Limited information based
on resume
• Create barriers
• Excessive ads
• Anonymity
• Updated infrequently
• Lack of information about
the organization
• Job boards have only
active job seekers
• In general lower quality
• Limited number of
candidates

17. Why use social media as part of your
recruiting strategy
• Helps build your employment brand
• Allows you to engage applicants that would
otherwise be unavailable
• Potential cost savings vs. traditional
recruitment media
• Quality of hire vs. quantity of applicants
• Use of social media on the rise
• People are searching for new jobs in social
media networks

18. Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com

19. Social media uses in recruitment
• Promote your brand
• Publish jobs (free and paid)
• Advertise jobs (paid)
• Referrals
• Research candidates
• Direct sourcing
• Corporate reputation management

20. Develop Your Social Recruitment
Strategy – How to do it?

21. Part I – Creating Recruitment Brand
for Your Company

22. Define your goals and objectives
• Define your goals (what do you want to
achieve).
• Goals must be measurable.
• It is impossible to measure success if people
responsible do not know what their objectives
are before they start a social media
recruitment initiative.
• If you don’t know where you’re going, you’ll
probably end up somewhere else.

23. Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com

24. Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com

25. Social media recruitment strategy blueprint
Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com

26. Target audience insights
• Identify your target audience. Who are you
targeting with social media?
• Analyze where your target audience can be
reached / spends time online:
– Find out what social networking sites they prefer
to use
– Types of communities - Need to understand what
types of communities your users use
– Special Interests - Need to understand their
special interests
– Understand their attitudes about job search

27. Assign roles
• Build an organizational structure to manage
social media initiatives.
• Assign roles & responsibilities among all key
stakeholders on the social media recruitment
team.
• These people liaison between the community
& brand as well as respond to the community.

28. Determine social media channels to
engage
• Determine the social media channels based on
your audience and hiring needs.
• Use internal surveys & focus groups, industry
reports, quantitative and qualitative data,
social media tools, etc.

29. Create content strategy
• It is key to create & deliver content in all the right
formats and place mapped to your target
audience’s information needs
• Important to interact with the community
• Keep pages up-to-date and fresh
• Provide interesting, “real” updated and posts in
different formats (video, text, pictures etc.)
• Share open jobs / positions
• Fill your community with 80% thoughtful
conversation and 20% company focused content
• Encourage user engagement

30. Social media channel execution
• Launch the social media channels that best fit
your goals
• Create a branded company pages
• Build your community
– Start by inviting employees to your network
– Invite applicants from database
– Encourage new visitors to your site to join

31. Establish metrics & measure results
• Number of “friends”, “followers” etc.
• Number of applicants per source
• Number of hires per source
• Number of comments, sharing, downloads
• Google Analytics (www.google.com/analytics)
– Free service
– Easy to embed to your site
– Allows you to monitor traffic to and in the website

32. Driving traffic via social networks to
your career page
Source: Samuli Pesu 15.6.2013

33. Or collect applications directly in
social networks
Possible to collect and manage applications:
• Linkedin
• Facebook
• Professionali.ru
Not possible in (to be used to drive traffic to the career page
and engagement):
• Twitter
• Vkontakte
• Odnoklassniki
• Moij Mir
• E-xecutive

34. Awara Direct Search
61% of the referral traffic came
via social networks
41% of the total traffic came
via social networks
Source: Samuli Pesu 15.6.2013

35. Critical success factors
• Provide unique value to target audiences
• Put audiences (not brands) first in all
communications and programs
• Differentiate from competitors’ program
• Focus on programs of depth – not breadth across
too many platforms and tools
• Don’t expect immediate results!
– A few hours to set up
– Seconds to make a post
– Longer to build relationships – be patient!

36. Part II – Direct Search

37. Set up effective profile
• Highlights the best qualities of you as a
recruiter and your business brand that will
help you to attract and retain top talent
• Each social network uses different elements of
information that you supply in your social
profile
• General profile versus using personal profiles

38. Set up effective profile
• Build a complete profile by filling out all of the
information on your professional account.
• Optimize every field, providing links that direct
candidates back to your blogs and corporate
site in social networks.
• Be sure to use good keywords in your job titles
for current and previous positions. This will
help strengthen your brand’s visibility in
search engines.

39. Expand your network
• Start by finding your friends, colleagues and
contacts on various social networks
• Connect when meeting new contacts
• Be active in contributing (creating, sharing and
taking part in discussions) relevant and
interesting content to grow your network

40. Post your open jobs on social
networks
• Post your open jobs on social networks. Your
connections will see your job postings in their
newsfeeds. Add a personalized message to the
listing like “Great opportunity! Know anyone
that might be a good fit?”
• Groups / communities

41. Search candidates using search
feature
• Search for candidates using people search
feature. You can filter your results by using
various criteria depending on social network.
• Identify influencers in various topics / groups
and ask for recommendations.

42. Professional Social Networks

43. Linkedin
Source: Samuli Pesu 15.6.2013

44. Linkedin
Source: Samuli Pesu 15.6.2013

45. Professionali.ru
Source: Samuli Pesu 15.6.2013

46. Professionali.ru
Source: Samuli Pesu 15.6.2013

47. E-xecutive
Source: Samuli Pesu 15.6.2013

48. Moij Krug
Source: Samuli Pesu 15.6.2013

49. General Social Networks

50. Vkontakte
Source: Samuli Pesu 15.6.2013

51. Odnoklassniki
Source: Samuli Pesu 15.6.2013

52. MoiMir@ Mail.ru
Source: Samuli Pesu 15.6.2013

53. Facebook
Source: Samuli Pesu 15.6.2013

54. Twitter
Source: Samuli Pesu 15.6.2013

55. Experience the Practical Side – Social
Recruitment Case Studies

56. Deloitte, Netherlands
• Deloitte in the Netherlands
± 4,600 employees
• Hiring Target: 1,000 (2010/2011)
• Traffic to career site Nov 09 to Nov 10
• From Job Sites = 9971
• From Social Media and Blogs = 33266
• Traffic via Social Media than Job Boards =
+234%

57. G4S
• Second largest private employer in the world
• Over 620,000 employees
• Annual voluntary turnover rate of 27%
requiring large resourcing capability
• Activated external Social Media channels;
Twitter, YouTube and LinkedIn
• The first 36 hours saw over 22,000 candidates
register with 400 applications being made

58. Ernst & Young
• Worldwide over 144,000 staff
• 2007 launched Facebook initiative allowing
candidates to contact them directly and ask
public questions to the recruiting team and
meet experienced and young interns
• Ernst & Young Facebook page has 34,000+
candidates (this was back in 2009)
• Business week named them one of the best
places to launch a career in 2009

59. Awara Direct Search
• We source 90% of our candidates from social
media networks
• Awara Direct Search has the second most
followed Linkedin page in Eastern Europe
considering recruitment and HR industry
• We have nearly doubled the traffic to our website
since adopting social media networks as the key
part of sourcing candidates
• We have shorten our process for placing
candidates to our customers to average of 3
weeks

60. Thank You! Feel Free to Contact Me!
Samuli Pesu
Social Media Strategist and Partner
Awara Direct Search / Awara Group
E-mail: samuli.pesu@awaragroup.com
Mobile: +7 926 710 4361
Office: +7 495 225 3038
www.awaragroup.com
www.awara-search.com
www.awaraeduhouse.com
You can also find me in:
Linkedin: ru.linkedin.com/pub/samuli-pesu/12/629/3b2/
Vkontakte: http://vk.com/id7252288
Facebook: https://www.facebook.com/samuli.pesu
Twitter: https://twitter.com/search?q=samuli+pesu
Professionali.ru: http://professionali.ru/~4258963/