Do You Fish Hunt Or Farm

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Social media for recruiting and employment branding

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  • Who do we have here today?B2B?B2C?Non-profits?Not for profits?What sectors? Or Industries?
  • What methods are you currently using?Management and employee referrals? How?Job postings? Where?Social media as job posting sites? Where?Do you have time to hunt?Time (and money) to farm/grow your own?
  • Hand out questionnaireWho is really happy with the way they are currently finding candidates?Are your applicants the best people for the jobs you have open?Here are all the ways I could think of to find someone to do the job your organization needs to have done.
  • CareersXRoads surveyed companies across many industry to ask about these methodsReferralsJob BoardsCareer siteRecruiterinititatedCollegeRehiresSocial Media3rd partyPrintTemp or Contract to hireCareer fairsWalk-insOther
  • Bersin & Associates chose these to survey and did not limit it to external hires:Internal candidatesJob boardsEmployee referralsCompany websiteProfessional networking sitesAgencies/3rd party recruitersUniversity recruitingPrint/newspapers/billboardsOtherSocial mediaNote that they are not really the same categories. So let’s look at them a different wayCareersXRoads chose to ask about these methodsReferralsJob BoardsCareer siteRecruiter initiatedCollegeRehiresSocial Media3rd partyPrintTemp or Contract to hireCareer fairsWalk-insOther
  • I’m sure that you are already doing this or your hiring managers are.
  • So let’s look at this from a different angle
  • I grew up in farm country with relatives that hunt and fish and it strikes me that finding the right people with the right talents for your company can be divided into fishing, hunting and farming.
  • If you are fishing you will be using these tools. They fill about a third of all jobs.  Like fishing, they assume that most any catch will work.  They involve a lot of waiting or, if you are using a net, a lot of sorting to find the tasty fish and get rid of the not so tasty. You have no idea who will “hit” the hook, even if you have tied the fly and baited the hook for a particular kind of fish.
  • Sure, there may be a “referral fee” paid to the person who stepped up and referred the person you finally hire, but if they don’t know who you need, they won’t think about it at the next soccer game or barbeque, even if the money would be nice.
  • Employee referral programs that can be traced and are not hidden can provide up to a third of the external hires all by themselves. They deserve more than I can discuss here. What is interesting is this image is from ERE’s discussion of CareerXRoads study. Referrals are also active, although hidden, in all the other methods of finding the right people as well.
  • Crazy busy collection of resumes and/or business cardsYou don’t know who will show up or, even if they do, if they will talk with you.This is more marketing than it is recruiting, but if you can get the right people this way, you are really good.
  • Is this what yours looks like? There are many ways to make this much more attractive, interactive and useful. We will talk about these tools a bit later. But this one is a very good look at using your career site to “fish”. Single hook in a small pond.
  • Job boards have become the number one way that the unemployed or underemployed look for jobs, but these same postings result in hundreds, if not thousands, of resumes sent to your posting  for job opening.  Only one in one hundred is even a reasonable match.  Narrowing your reach by focusing on just the specialty job boards for your industry or function can really help these ratios.According to a study done by TweetMyJobs in 2011:50 percent of job seekers spend most their time searching on traditional job boards29 percent of job seekers use social media as their primary tool for job searching
  • There are hundreds of job boards, both free standing and those within associations or special groups.You can’t ignore them – they fill 20% of jobs! So what is new on job boards? There is always a new one.What are the ones we all know?Do you use them? MonsterCareer BuilderDice?More importantly,Do you use special ones for each of your types of jobs? You are unlikely to find procurement people for a hospital on Dice, for instance, but highly like to find them on ISM’s specialty career board. www.ism.org Do you post to diversity sites like LatinPro or www.diversityworking.com or nbmbaa.org?Ex military sites?Local sites beyond craigslist?How do you decide where to post?Do you have a strategy for job sites?Do you do it all yourself or do you use an outside team to post for you?
  • There are always new social media tools being developed.  LinkedIn is moving in on the job boards and since they have great data, they can show your job posting to people who are a better fit.  Monster has a new Facebook application called BeKnown on Facebook that may be a way to approach individual contributors who are on Facebook, but it is early days yet. And there are groups taking advantage of Twitter And probably Pinterest and G+ as well.There are also job boards on most professional association sites.
  • And there are the job aggregators – these sweep the web, including your company website to gather all the job postings in one place. Most allow you to pay to post in the “sponsored jobs” area.Free is always nice, but the $50-$500 fees for job board postings may well be worthwhile for getting your job in front of a larger group of people.But a raisin on a string, fly fishing or trawling, these methods take time and a great deal of sorting.
  • Fishing can also be likened to broadcasting your wants and needs in hope that someone, somewhere, will be interested in meeting them and have the skills to do so and be willing to contact you. This is how printed want-ads in newspapers or professional journals and billboards and radio can be used. This is a way to increase the number of applicants on your careers page or in your inbox or voice mail.
  • LinkedIn gets 8.8 times more candidates than Facebook and 3 times more than Twitter according to BullHorn.And these should be part of your recruiting strategy, but be careful not to spam or be perceived as spamming.All of this is really what external recruiters have called “post and pray”.I call it fishing, but there are some great fishermen and women out there and it still takes time.
  • When you are hunting, you are focused on a particular group with particular characteristics.  You are using professional networking sites for the data, old-school executive search services, or some newer tools. You are the one moving toward the object of your desire, but still standing far enough off that they don’t spook.  Together these fill about a third of the jobs as well.You can do it your self or have someone in house to do it for you or you can hire someone on a project basis to do the heavy lifting and get a small slate of qualified and interested people for you.
  • Start by being clear on your industry, your competitors and, perhaps, your vendors.  Where might the right people be working or have worked?  If this is for a recent graduate, which colleges and graduate programs offer degrees and post-docs in the skills needed for the job.  You will use this list over and over so it is good to keep it up-to-date as new companies are formed and old ones are acquired or go out of business.Next that job description – beat it out of the hiring manager if you have to – or talk with the person who will be working next to the new employee.  Get agreement from all the interested parties so that a decision really can be made.  Be sure that it really is only one job and doesn’t require three people and 120 man hours/week to accomplish.  Be sure to know what five things the successful hire will have accomplished in the first 6 months and why the manager likes working there.Make sure you know all the different ways to say the same thing – the way one person says it may not be the way other, perfectly qualified, people say it. 
  • Now you have keywords and phrases.  If you are skilled at Boolean Search or can use the advanced search features in the search engines, give that a bit of time and use those keywords.You can also use the keywords and phrases to search on the web in general (Google and other search engines) so that you know what you are looking for and can see other keywords that may not be used in your locale. 
  • Search in LinkedIn and other social media sites for those groups and people who have chosen to use those keywords in their profiles or postings. Remember to use #hashtags in Twitter, Google+ and Pinterest.com but nowhere else.Recruiters hunt more in LinkedIn and Twitter than any other social media site. These return more candidates than the others.
  • Additional sites for data,The places that you place ads and “fish” can also be mined for data
  • Begin to put together a spreadsheet of all the people you find with the right keywords, including their titles, companies, phone numbers and emails if possible.  I usually need at least 150 to 200 people on my spreadsheet to find 3 to 20 qualified and interested candidates depending on the position and if there are more than 5 people in the world doing it.
  • Start to contact each one directly.  Use all the methods of contact – phone and voice mail, email, texting, through the social media sites, introductions in LinkedIn, direct Tweets, etc.  Old fashion handwritten notes can get through the electronic clutter surprisingly well.On LinkedIn you can message anyone who is in a group that you are in, without using up your “InMails”.  So you need to be in the groups that attract your ideal candidate, or you need to have set up a group beforehand and kept it interesting enough that people join, keep coming and don’t leave the group.Don’t forget to directly reply to the people who have interacted with you and your posts on each of the Social Media sites you are active on.  Ask for referrals, always.  And put them on the spreadsheet.
  • As the fresh resumes start to come in, check them against the position description and also check the person’s LinkedIn profile, Facebook profile if you can find it and Twitter page if you can get it.  Check on YouTube as well.  Some people may send you additional information – a bio, a deal sheet, a sales plan, a video introduction, etc. Don't allow these extras to distract you from the skill set you need.It will be harder to sort these resumes than the ones from a posting because you will have more of the right people and fewer “LookyLous”.  You have pre-qualified these candidates by industry and interest before you even began to receive resumes. Won’t it be nice to present a full slate to the hiring manager of people you know fit.
  • Farming or husbandry methods include choosing an internal candidate, reinvigorating your current training programs, as well as having an interactive web presence including your website, blog, LinkedIn presence, Facebook presence, Twitter and even a YouTube presence and building talent communities. These fill the last third.
  • Training has been the hardest hit of company strategies in the last decade. Training budgets were sliced and sliced again, but if you really put pencil to paper and look at the costs, it may well be that a good training strategy plus bringing in recent graduates (even fresh out of high school) could be less costly and provide you with more loyal employees than any other method.When you have a long range talent management plan and a stable workforce, you can help each employee grow the talent you will need at each point in that plan. You can add mentoring, internal classes and job shadowing, external classes and professional association events. And you are not blind-sided by hiring managers who need an X yesterday.
  • Are ex-employees of value to the company? Would you hire back people who have worked for you in the past? Do you keep track of them? When you have need of their talent, do you contact them? Or do you only make a decision to hire them if they come to you? How often to you touch base with them?
  • There are more and more people who prefer consulting or contracting and do not want to be tied to just one company. There are others whom the EDD will tell you really are employees and not contractors, so be careful.
  • It is not necessary to use social media to get to this point. And this may be all that you need. However,
  • What has changed since the days of Help Wanted signs is that we have entered the age of marketing and branding, both employment and personal as well as the expectation by candidates of two-way communication.
  • There are a number of methods and tools to use. What are you currently using? What do you wish you could use? Social media is a set of tools and tactics, a distribution channel for information, including branding and marketing. You can’t really use it well unless you have a strategy in place firstYou can’t climb up on your horse and ride off in ALL directions – you have to pick a destination, you need a plan. What is your talent acquisition strategy?
  • We have truly entered the era of branding and marketing.  Candidates are as careful checking you out as you are in checking on them.  They will check your website of course, but then they will look for you on LinkedIn, Facebook, Twitter, YouTube,Glassdoor.com and Vault.com or other specialty sites for their industry.  They will tweet and message their friends looking for opinions, references and discussions of what it is like to work for you. If you have products on the market, they may even read reviews about your products.Social media gives you both more and less control of the process.  You can engage with the right people before you need them, establish a “community” and become better known as a company that values its employees. You can answer questions that people have before they apply, allowing them either to get excited about working for you or to realize that they are not the right fit for your company and culture.Starting with your company’s identity, vision and goals, you can craft a web presence that will attract the right people.  You need to have an articulate employee value proposition – that give and get between the company and the employees, preferably written and agreed upon by all parties
  • What does your website look like? Everyone who sees you online will check it.  Can the link to the Careers page be found on the home page?  Or is it buried under “About Us”?  Are the pages and links all useable.  You want your ideal candidate to be able to find your job posting easily.Begin to build your company’s social media presence using the tools you now have available: your website, your career page(s), your company’s Facebook page, LinkedIn company page, Twitter site and Tweets, the company YouTube channel or choose at least one or two.  You will begin to be noticed as a company.  Generously give useful content to your potential customers and potential employees.  This is the new baseline and best practice.
  • Best practices are always evolving. Currently these are the items that are appearing.
  • When your ideal candidate gets to the Career page, is it attractive?  Does it show your values?  Your culture? Why it would be fun to work here?  Can a mid-career person see if they would be a fit for the culture?  Can a recent graduate?  Is there a video from the departments you have openings in that talk about what they are doing and accomplishing?  Is there one that shows why it is fun to work there, or a quote or video about how that real person in that real job likes working for your company?When outside visitors click through to the job listings, can they recognize the title as a fit for them?  Is the department there?  When they click on a job posting, does it leap off the page and say "see what a great job this is"?  Is it written from the job seeker’s point of view?
  • If you just click in the company search the biggest companies on LI will come up and you can see their pages.
  • There are many twitter tools that allow you to load a week’s worth of tweets in one fell swoop and which then doles them out one at a time. Don’t spam the list with all 21 tweets at once or with less than appropriate content. Do follow back – these are the people who are most likely to be interested in your company.
  • YouTube Channel and videos
  • Google+ Page, videos, hangouts
  • Let’s look at a couple of dos and don’ts: Pepsi does a good job of employment branding, but Sequenta does not.
  • Establish an outpost in each of the major (and perhaps some of the minor but specific-to-your-industry) social media sites. Be consistent across all of these platforms – have a tagline, a color scheme, a jingle even.Where are the particular, stellar people currently interacting, on- or off-line?  Ask your current stellar employees where they are interacting. Is the company already present in those places? How can you get your wonderful, exciting job posting in front of these potential candidates?  And when you do, can they respond to it and to you, ask questions, make suggestions, even tell you that the skills you need don’t exist all in the same person?You could just barge into already established sites and groups and start posting your job description, tweeting it, interrupting the current conversation to say “Me, me” or you can establish your company reputation first by giving the same great content you have developed for your website and make working for your company look even better.How do you do that?Fill out your profiles and company pages.Post information that will be interesting to the sort of people who work for you and who may want to work for you.Ask your employees to contribute to the conversation.If there is room for a video, use it.  For slides, use them.  Post other things that are public – talks given by the CEO, presentations by the sales people or the scientists, presentations by experts in the field.Start the party.  It will take some time to get off the ground.  But when it does, you will be attracting the right people and they will be glad to hear that you have an opening that fits their needs, wants and values.
  • Do You Fish Hunt Or Farm

    1. 1. Mastering the Latest in Recruiting: Social Media Do you fish, hunt or farm? Connie Hampton Hampton & Associates Scientific & Executive Search Consultants connie@hamptonexecutivesearch.com www.hamptonexecutivesearch.com (510) 601-1343
    2. 2. WHAT IS NEW IN RECRUITING?
    3. 3. Positions Have Not Changed• Staffing of multiple openings with the same description• Regular, on-going openings• Specialists• Managers and executives
    4. 4. Questions have not changed• What skills, experience, attitude, expectations do the company and the hiring manager need?• Where are the people who can meet that need?• Who are they and are they interested?• Do they qualify and fit?• What do they need to accept the offer?
    5. 5. IT IS THE METHODS THAT HAVECHANGED
    6. 6. How are you currently reaching job candidates?• Referrals• Job boards• Your careers page on the company website• Professional Networking Sites• Recruiter initiated• College recruiting• Rehires• Social Media• Agencies and 3rd Party Recruiters• Print advertisements/want ads/Billboards• Temp or contractor to hire• Career Fairs• Walk-ins• What else?
    7. 7. CareersXRoads 2011 Survey
    8. 8. Bersin & Associates, 2011
    9. 9. No organization hires unless you have a problem you can’t solve with the people you already employ• Take “from within” out of the mix.
    10. 10. Surveys say:• Referrals and Job boards are the top ways that companies find external hires• Company websites/careers pages come in next• All the rest together fill the final third
    11. 11. Do you fish, hunt or farm?
    12. 12. Where or How to Fish– Employee referrals and referral programs– Career fairs/virtual fairs– College/University recruiting– Company website/career pages– Job postings on job boards– Print/newspapers/billboards/radio– Walk-ins
    13. 13. Referrals• How do you let your employees and managers who are not “feeling the pain” of the open position know the kind of person you are looking for?
    14. 14. Employee Referral Programs
    15. 15. Career Fairs and College Recruiting
    16. 16. Company websites• Opportunities at XYZ• Listed below you will find all of the open positions for which we are currently recruiting. To apply, please select the job position you are interested in and on the subsequent page select “Apply”. Here you will have the opportunity to submit your resume, CV, and cover letter electronically. Thank you for your interest in XYZ• Clinical Development and Operations• Clinical Scientist• Medical Director• Research and Preclinical Development• No jobs available at this time.• Process Development and Manufacturing• No jobs available at this time.• R&D Compliance• No jobs available at this time.• Corporate Development• No jobs available at this time.• Strategic Portfolio Management• No jobs available at this time.• General and Administration• Executive Assistant• Internship• No jobs available at this time.
    17. 17. Posting the Job• Job boards are the #1 way that the unemployed look for a job.
    18. 18. Job Boards
    19. 19. Social networks
    20. 20. Job Search Engine Sites• Simplyhired.com• Indeed.com• Careerjet.com• Ebay Classifieds• TopUSAJobs.com• Trovit• Juju• Oodle• Jobs2careers• Job.com
    21. 21. Trawling for help • Posting on Twitter, Facebook and LinkedIn on the company’s pages is another form of broadcasting.
    22. 22. HuntingIn-house• Initiated by FTE recruiter• Initiated by in-house but contract recruiterOutside help• Agencies• 3rd party recruiters (contingency, retained, or modular/unbundled)
    23. 23. Tools for hunting• Preparation• Online search – Boolean search – Social media for the data – Directories and Databases• Phone search• Keeping track• Contacting each
    24. 24. Preparation• Prepare: – Which industry niche – What are you hunting • Get that job description with all the details Use Dictionary.com Thesaurus.com Wikipedia.comYou do not need a generic candidate
    25. 25. The Online Hunt• Old School: Boolean search – www.bullhornreach.com/ – www.scavado.com – www.booleanblackbelt.com/ – www.booleanbar.ourtoolbar.com – www.therecruiterslounge.com Beware the outdated resume with no working contacts
    26. 26. Using the Social Media Sites for hunting• LinkedIn groups – Keywords in the members tab• LinkedIn Profiles – Advanced Search – Save your common searches• LinkedIn.com/signal – Keywords, location, industry,• Twitter #(keyword)• Google+ and Pinterest also use #hashtags
    27. 27. Directories and databases• Facebook/Branchout/BeKnown/Talent.me/Cachinko• Jigsaw• Netprospex• BusinessWeek• Hoovers• Forbes• Specialty directories online
    28. 28. Keep trackName Title Dept Com- City State Phone Email memo pany
    29. 29. Contacting each one• Phone and voice mail• Email• Texting• Through social media sites when you are already connected (1st degree or in groups)• Introductions through LinkedIn (2nd, or 3rd degree)• Direct Tweets• Handwritten notes
    30. 30. Success!• Review the resumes that look good, do your due diligence and check the person’s LinkedIn profile as well as Facebook, YouTube and Twitter if you can.• Present the best for your hiring manager to do the first screening and then go back and verify education, past employment, etc.
    31. 31. Farming: Grow your own• Internal candidates – excellent training – mentoring – retention programs• Alumni or Rehires• Temp/Contractor/Consultant to FTE Hire• Social media connections, friends and visitors – Interactive website and career pages – Talent pools – Talent communities
    32. 32. Put the pieces together for your current employees
    33. 33. Alumni or Rehires: Where Are They?• Alumni groups• Gist.com• LinkedIn.com• Spoke.com• Twitter.com• Facebook.com• YouTube.com
    34. 34. Try before you buy• Bringing a temp or contractor or consultant in as a full time employee is another way to “grow your own”. This assumes that you will need their talent for the long run and have a good idea of how long that is.
    35. 35. Social media and Talent• A talent pool is a group of known individuals who have the talent you may need. You know who they are, what they can do and how to reach them.• You maintain this list or you might hire a consultant to assemble one for you
    36. 36. Talent pipeline• These are those people from the talent pool who you are moving toward and through the hiring process.• They have been pre-identified, pre-screened and approached to see if they really are interested.• They are now in the process of evaluating the company and the hiring team is evaluating them.
    37. 37. Talent has changed• Candidates have changed – They review the company and really dig to see if they want to work for you • http://www.glassdoor.com • http://vault.com• Even though unemployment is high – Only about 1 in 100 resumes sent to job postings are on target – The right people may well be employed and not looking – Or they may not be able to find you in the “noise”
    38. 38. Social Media is a form of communication• 2-way communications• What do you want to say?• What responses do you want and will you get?• Engage!• Be sure that your brand is accurate because if you say one thing and your audience and employees say another, your potential candidates will see the discrepancies.
    39. 39. Employment Branding• Company’s identity, values and goals• Employee value proposition• Strategy and plan – What do you hope to accomplish? – How much time can you dedicate to it? – Can you get your marketing team involved?
    40. 40. Examples of Employment Brands• Vmware• http://www.vmware.com/jobs/ – Tagline – Message fits tagline and is not bland or boring – Fits with total social presence (logo, colors, letterhead) on LinkedIn, Facebook, Twitter, YouTube, Blog, Wikipe dia, Google+, etc.
    41. 41. Another• Children’s Hospital Atlanta• http://www.choa.org/pediatric-hospital-jobs – Tagline/motto – Videos by employees • Illustrate tagline • What it is like to work there • Why work there
    42. 42. What does your web presence look like now?Company website & Career pagesLinkedIn Company PageFacebook Page and posts, tabs and eventsTwitter Page and tweetsYouTube Channel and videosGoogle+ Page, videos, hangouts
    43. 43. Company WebsiteEasy to useConsistent designConsistent message/taglineEasily found career pagesQuotes from various employeesVideo from various employees
    44. 44. Career Pages• Attractive• Shows, in quotes, pictures and video, the company values and culture• Job descriptions are clear and written to attract the ideal candidate• Job descriptions could even be videos of the hiring manager discussing what the department is doing and needs to do
    45. 45. Company Blog• This is the place for marketing to show the world what is happening and to discuss it.• Not just the PR content• Add personal accounts, pictures and videos from the people who achieved those goals, the CEO’s letter, the latest fun charity event the company sponsored, etc.
    46. 46. LinkedIn Company Page• Do you have one?• Do you use the careers tab?• The products and services tab?• Note the ability to post a banner and tagline.
    47. 47. Facebook Page• Do you have one?• Do you have a banner?• Have you filled out all of the possible data?• What apps are attached?• What resources do you post?• Do you have events?• How can you give to the community?
    48. 48. Twitter PageBe consistent with your sign and message/taglineTweet no more than 3 times a day, for example: 1. Promotional tweet (job posting or PRannouncement) 2. ReTweet that would be of interest to thepeople following you 3. Content of interest to the people following you
    49. 49. YouTube ChannelPost the videos of your employees talking abouthow great it is to work for you, your CEO’s“letter”, your scientists posters andpresentations, anything public that givespotential employees a glimpse into yourcompany.Monitor who views them and get them in yourtalent pool.
    50. 50. Google+• Is much like all of the above, although there are some concerns with what Google is doing with privacy.• Make circles of people, whether they are on G+ or not, talent pools you can send regular messages to like your tweets, or even better with content and questions.
    51. 51. Pinterest• “Pinning” sites and content that would be of interest to your team will draw in more people with the same interests.
    52. 52. Do’s and Don’tsPepsihttp://www.pepsico.com/Careers/People-of-PepsiCo.htmlhttp://www.linkedin.com/company/pepsico/careerswww.facebook.com/PepsiCo?ref=tshttp://twitter.com/#!/pepsicohttp://www.youtube.com/results?search_query=PepsicoSequentahttp://sequentainc.com/careers/https://twitter.com/#!/SequentaIncHas no LinkedIn page, no Facebook page, no YouTube page.
    53. 53. Where to distribute your employment brandingCompany website, career pages and blogLinkedIn company PageFacebook PageTwitter PageYouTube ChannelGoogle+ PagePinterest Page

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