Social Media As A Recruitment Tool
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Social Media As A Recruitment Tool

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  • (Follow on from Tupperware slide) What has happened since then, is that the Internet has delivered is an environment that is actionable, scalable and measurable in a way that non-digital environments haven't been – and hence – we have digital social media and a new resource to attract talent and market our employment brands. Participation from anyone and everyone who is interested Candidness of content Two-way conversation versus a standard broadcast Community over shared interests Connectedness and further “domino” links Its how people engage , participate and share online…. Participation encourages feedback from anyone and everyone who is interested, blurring lines between the media and the audience. Most SM involves participation, voting, comments. There are rarely any barriers or locking of content. Content can also be conversational and biased versus a neutral monotone of traditional media Traditional media (newspaper, radio) broadcast or “tell” people. Social media is 2-way share common interests; food, technology, politics and SM speeds the process up of sharing vs using a phone etc a lot of SM mediums link to other sites, resource and constantly drive to keep educating you Participation encourages feedback from anyone and everyone who is interested, blurring lines between the media and the audience. Most SM involves participation, voting, comments. There are rarely any barriers or locking of content. Content can also be conversational and biased versus a neutral monotone of traditional media Traditional media (newspaper, radio) broadcast or “tell” people. Social media is 2-way share common interests; food, technology, politics and SM speeds the process up of sharing vs using a phone etc a lot of SM mediums link to other sites, resource and constantly drive to keep educating you
  • Defining Social Media What exactly is Social Media and it’s current purpose? Social Media as a Recruitment Tool How are companies using social media to attract talent and increase their employment brand? Social Media Tools & case studies There a hundreds of social media tools but what are we using currently at Sensis and we’ll show you some examples of how it has been advantageous in our recruitment practise. Challenges and Roadblocks What challenges do we face using social media and what sort of roadblocks you could expect utilising this practise? Future of Social Media What is the future of social media in Recruitment? Questions
  • No of people that read blogs – insert this too.
  • SM does not replace traditional methods that have proven effective for sourcing and recruiting- SM can be used in addition to the already tried and true methods. 1. Great tool for tapping into passive market - Can find candidates through search engines and people search tools 2. Build network relationships for your talent pools 3. Make sure that your online identity is an asset and not a liability ensuring accuracy of information, spelling, grammar etc. 4. Use Social media as a research tool to access evtra information on candidates Treading carefully, you can find out what your candidate’s contribution is through Twitter, blogs, linkedin groups 5. Social Media tools are an extension to an organisations corporate website – direct traffic from these online tools to the company careers site 6 . So much information is accessible online now – so you need to be transparent in the message you deliver 7. Engage in two way conversation between yourself and the public
  • Each month close to 2.3 million searches, with the keyword ‘jobs’, are performed on Google . What this means to us? Candidates can find out as much information as they require via the internet. There’s a wealth of information available to check on a company’s background, people who work there, salaries etc. For eg: Glass door/ Even it up etc. Gen Y Candidates specifically are more tech savvy and are looking for more than the static online corporate speak on a company website. They are demanding honest, open, transparent and interactivity. Through SM candidates can engage potential employers before submitting interest in that role and use their network to find new opportunities Growth of social media means everyone at some point is going to be connected to someone else be it 6 degrees of separation or less.
  • Twitter is a social network/community, micro-blog, instant messenger, mobile communications tool all rolled into one site. Twitter is a free online conversational tool that allows users to send and read others users updates, which are text-based posts of up to 160 characters. Twitter has more than 11 million users attracted 7 million unique users in Feb – a 1382 % growth since last year. Twitter is often a misunderstood site , but can be quite valuable to recruiters allowing opportunities to network, engage and to recruit as we’re starting to see more often
  • Advertise details of a job through a status update - with a link to the full advert 2. By following other key industry players you gain insight into their recruitment practices 3. Having a recruitment presence and sharing good information relating to job search, job seekers begin to trust the message your sending, resulting in candidates sending their resumes which is what happened to me. 4. Build on branding by engaging followers by not only using your Twitter page to spam job ads but to provide relevant market information 5. Reach a wider and passive audience who may not be currently looking for work but know they can get in touch with you when they are. 6. Through status updates you can respond to comments, feedback and complaints in real-time and tackle negative feedback early 8. Follow discussions on various recruitment topics via e.g. Even though I was in Melbourne, I was following the ATC conference live on Twitter feed, receieivng regularly updates from people that were in attendance at that moment
  • Many of Sensis’s business areas have already created a Twitter presence - Yellow ,White Pages, Trading Post, City search to name a few. I’ve been tweeting for over a year now, most of the team also have their own pages however, we’re currently looking at our very own Sensis Recruitment twitter page which we’ll use to: Post jobs Gain expressions of interest Send market information Candidate interview/ application/ resume tips Some organisations currently using Twitter as a recruitment tool are: Eg of. (If asked) Best buy Sodexo Pac Brands Sales force Deloitte Microsoft Seek Jobs Australia
  • If Facebook was a country it would be the 8 th most populous in the world with over 200 million users Facebook has become the most popular social networking site in Australia as many users have started to desert MySpace for Facebook - More than 4.8 million Australians log onto Facebook daily Recruitment strategies consisting of: Alumni pages Graduate/ Co-op and Vacation work Recruitment pages enabling: Chats with recruitment consultants and career advisors Group discussion with current employees of the organisation to understand more clearly what its like to work there
  • We are all quite familiar with LinkedIn, but to what extent can we gain recruitment success from this tool? LinkedIn is an online community geared towards working professionals. With over 20 million users, LinkedIn has become the primary hub for networking with colleagues, finding potential clients, discovering new business opportunities, and finding jobs in your field. LinkedIn is occupied by: 41 million members globally 701,000 in Australia 6000 of these are recruiters
  • Researching through Groups Join discussion boards and forums Have access to up to date industry information Build your personal and company brand Network to gain information Gain access to relevant webinars Networking Pip has built a strong brand through her LinkedIn profile She connects with her candidates and hiring managers to track their career moves and stay in touch She has built such strong relationships with previous stakeholders that they send her market information that they feel she would be interested in
  • You can see the wealth of information that can be found through a simple information search. As you can see, there are 5000 search responses for presentations incorporating “Recruitment”. Obviously refine searches further to source exactly what you need. You may actually recognise Slideshare from Blogs that you have followed. Recruitment Directory regularly shares Slideshare presentations to accompany their detailed blog posts.
  • By using Slideshare to post presentations of interest and contributing professional comments on certain topics, you can increase both your personal and employee brand. In our team, we have started to share presentations of interest with team members.
  • Who has never been on youtube?
  • So… - Facebook asks “What’s on your mind? - Twitter asks “What are you doing right now”; and - Yammer asks “What are you working on?”
  • Ning is a global site with over 1 M social networks & more than 27 M registered members globally Ning allows you to create your own social network and invite people as you like How we’re using Ning in our team? Started a community whereby only registered members can log in and: Create discussion Share photos and videos Favourite recipes Share good news stories
  • A Wetpaint website was founded in 2005 and is built on the power of collaborative thinking Wetpaint is also a form of social communities based on a wiki which allows greater flexibility with the content/ layout and structure of the site. How we’re using Wetpaint in our team? -share information, experiences and build social communities around anything you want e.g. ATC conference presentations Share ideas Create discussion
  • Social media applications are being used to rate and compare employers – Two examples are Glassdoor – global site Evenit up – more localised/ Australian site) Candidates have the opportunity to providing feedback on: recruitment companies & experience with the company jobseeker selection the interview process. allows candidates an insight into organisations’ Candidates can now use SM to research organisations and whether they’re a good place to work, online and freely Sites allow the anonymous rating of employers, CEO’s and the publishing of salary data Provides job seeker experience from other job seekers See how your organisation stacks up Find out what candidates are saying about the recruitment processes and the organisation? Allows organisations to get recognised for what matters most!
  • Thomas Shaw – Recruitment directory offer training courses to recruiters on using many social media tools in recruitment Also comment about Geoff Jennings (social recruiting specialists), Laurel Papworth (social media strategist) ‘ Blogs are now used by 24% of the Internet users, up from 13% in 2006’ – Taleo 2009
  • social media does not replace offline tactics In Jobvite’s recent Social Recruitment Survey, results showed that nearly half (43%) of jobs are not listed on job boards and that a high majority of companies (72%) indicated they were increasing investment in recruiting via social networks.  Jobseekers need to embrace this new reality.  Use social media to differentiate yourself and send your signal of quality.  Be proactive, and use social media to identify more job opportunities and expand your networking contacts.
  • Legal - too much information on a candidate’s social page which has no relation to the business/professional character - Information that could cause harm during a potential Social Media terminology depicts connections as “friends” and “contacts” when this is not the fact. Importance of actual relationship building can potentially be left behind (????) Companies need to make sure that they are compliant with relevant regulations when using networking sites focused on people’s social lives that have a lot of pictures as policy may not cover SM as it was written before its emergence There is so much information/ views and opinions on many topics that the web can at times be overwhelming - Social Media learning curve is very steep as there is much information to digest on one topic Building contacts and networks can be received by passive candidates as spam if they can not identify the true value - It takes time to build rapport with your social media audiences – - need to build credibility (usually shown through writing your own blog) It’s a moving target Companies need to overcome their fears i.e. giving control back to the consumer - Information is readily available online so denying a consumers right for information will only cause greater problems This is a different form of communication – its much more than marketing Be real & honest to the audience 5. Lengthy process to implement - When implementing a new social media tool into your recruitment process, be prepared for Legal and Marketing functions to review how their brand will be distributed into the market. This can take time.

Social Media As A Recruitment Tool Presentation Transcript

  • 1. Social Media as a Recruitment tool Aylin Ahmet www.twitter.com/AylinAhmet
  • 2. “ Social media describes a new set of internet tools that enable shared community experiences, both online and in person. SM is a community of people with common interests who connect with one another to learn, play, work, organise and socialise. Communities can be large or small, local or global. They can be public or restricted to members.” Geoff Jennings, Online Recruitment Specialist
  • 3. Overview
    • Define Social Media
    • Social Media in Recruitment
    • Social Media Tools & case studies
    • Recruiting Strategy
    • Challenges and Roadblocks
    • Questions
    Overview
  • 4. Social Media by the numbers
    • 346,000,000 number of people globally read blogs
    • 700,000,000 number of photos added to Facebook monthly
    • 273.1 minutes on average spent watching online video each month
    • 55% Internet users who have uploaded and shared photos
    • 57% users who have joined a social network
    • 93% people expect companies to have a social media presence
    • Sourced from: SlideShare Presentation by Marta Strickland
  • 5.  
  • 6. Social Media as a Recruitment Tool
    • Source of candidates
    • Builds and leverages off networks
    • Employee/employer branding
    • Research tool
    • Complements a company’s careers site (not to be used instead of a corporate careers site)
    • Employer transparency
    • Engage in conversation with customers, suppliers and internal stakeholders
    “ [Social Media] is NOT a Recruitment Strategy on its own. The key is to understand where the talent hangs out online and then develop a strategy to engage with them on their terms” Michael Specht, industry blogger
  • 7. What does this mean to us? If candidates are using Social Media to find what they are looking for….. You need to get into the mind of candidates & how they search
  • 8. Let’s examine some really cool Social Media trends…
  • 9. What is Twitter?
    • Twitter is a social networking and micro-blogging service that enables its users to send and read other users' updates (known as tweets), which are text-based posts of up to 160 characters.
    • Who tweets?
    • Sourced fromPew Internet and American Life Project - http://www.pewinternet.org/~/media//Files/Reports/2009/PIP_Twitter_Fall_2009_web.pdf
  • 10. Twitter as a Recruitment tool
    • Advertise job opportunities
    • Network with industry leaders
    • Source of candidates
    • Employer branding tool
    • Reach a wider and passive audience
    • • Respond to comments, requests, feedback, complaints in real time
    • Follow discussion on various recruitment topics
    • Engage in conversation and headhunt talent
  • 11. Company presence on Twitter
  • 12. Facebook
    • Ernst & Young, Deloitte, Hallmark, Apple and the CIA all have dedicated Facebook recruitment strategies
    • Facebook is being used as a strategy to connect with passive candidates and to build long term talent pools
    • Aussie iconic brand Bushells have successfully created a group with a following of 8500 people who make comments and share ideas
    • The median age for Facebook is now 33, up from 26 in May 2008
    • Source: Pew Internet & American Life Project
    “ Facebook is more than social networking, it’s a force for social action ” Mark Zuckerberg, founder
  • 13. LinkedIn
    • Seen by users as a credible extension of their resume and a way to research relevant industry information:
    • Search employees and target organisations
    • Join Groups to join in discussions and have access to industry information
    • Network with other industry professional
    • Reference check
  • 14. LinkedIn
    • Researching through
    • Groups
    • Contributing in discussion
    • Advertising job opportunities
    Networking with prospective candidates/ clients/ colleagues
  • 15. Slideshare
    • An online forum to share or browse PowerPoint Presentations or Word Documents either publicly or privately.
    • Information source:
      • Search for webinar presentations or topics of interest
      • Reports/ stats
  • 16. Slideshare
    • … But what makes Slideshare Social Media?
    • It is a highly measurable online tool
    • It allows you to become part of an online community to share information
    • You can comment and create discussions on topics of interest
    • Allows you to network with industry professionals
  • 17. YouTube
    • YouTube is the leader in online video, allowing people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email.
    • Founded in February 2005
    • Channels created as a portal for
    • recruitment videos, resumes
    • Available measurable data
    • to calculate ROI
  • 18. Yammer Yammer is a social media tool to assist organisations in being more productive through the exchange of short frequent answers to one simple question: 'What are you working on?'
  • 19. Online social communities – Ning
    • Ning provides a platform for people to join and create social communities and meet new people with similar interests.
    • Benefits of social communities:
    • Build network connections
    • Easy way to communicate
    • Forum to share knowledge and ideas
    • Share photos & videos
    • Enable discussion
    • Free
  • 20. Online social communities - Wetpaint
    • Share information, experiences and ideas
    • Social community around anything you want
        • Conferences/ Webinars/ Social Recruiting Summit
    • Creates discussion and open communication
  • 21. Online social community for Candidates – Glassdoor & Even it up
    • Candidates have the opportunity to provide feedback on:
        • Recruitment organisations
        • Jobseeker selection
        • The interview process
    • Tool that gives job seekers an insight into working for a organisation
    • Anonymous rating of employers, CEO’s and the publishing of salary data
    • See how your organisation stacks up
    • Get recognised for what matters most
  • 22. Blogs to follow Phillip Tusing writes about “talent” and observes the Global Recruitment space endeavouring to join Talent Providers with Employers Thomas Shaw was the first person to create social networking applications for FB and My Space Michael Specht has over 5000 followers on his blog. He has a great knowledge on HR Technology and the value add of Social Media Mashable is the online bible to source information on everything that is Social Media. Read comments, blogs and updates Mumbrella is more dedicated to Marketing and Media industry but has just unveiled a free job board
  • 23. Having a Recruiting Strategy
      • Strategy
      • What will social media do to your customer relationships?
      • Will the customers become more engaged with your organisation?
      • Who within your organisation needs to be involved in your strategy?
      • People
      • Who are your customers of the strategy?
      • What are they able to use?
      • How are they likely to engage with your organisation?
      • Objective
      • What do you want to achieve?
      • Is this an internal or external activity?
      • Do you want to listen to or support
      • your customers?
      • Technology
      • What tools should you use?
      • What applications should you build?
      • How do they work with your existing technology environment?
    Sourced from: Inspect – Networks of expertise, 21st Century Recruiting 2009
  • 24. Challenges and Roadblocks
    • Legal & privacy implications
    • Be prepared to be overwhelmed
    • Spam
    • It’s a moving target
    • Companies need to overcome their fears i.e. giving control back to the consumer
    • This is a different form of communication – its much more than marketing
    • Be real & honest to the audience
    • Can be a lengthy process to implement
    • Being aware of your Social Media policy
  • 25. Questions? l