Social Media Fundamentals, Recruitment


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Even as the European market is still finding its feet in this field, there is increasing acknowledgment of the benefits social technologies offer in the key organisational function that is recruitment – cost efficiency, scalability, leveling field for organisations of smaller size, relationship building, social referrals – to name a few. With European consumers strongly embracing social media it makes perfect business sense for employer brands to be aware of the need to meet their potential hires in their channel of choice.

So where do you start in your organisation when you approach recruitment socially? How do you define your vision and organise internally for social? How do you measure success and if your approach is reaping results?

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Social Media Fundamentals, Recruitment

  1. 1. Social Media Fundamentals RecruitmentMonday, 3 September 12
  2. 2. ABOUT US 3Monday, 3 September 12
  3. 3. LONDON LINCOLN PORTLAND PHILADELPHIA ST. LOUIS NEW YORK AUSTIN SINGAPORE RIO DE JANEIRO SYDNEY THE WORLD’S LEADING SOCIAL CONSULTANCY FIRM We are the leading global, integrated, end-to-end social business consultancy. Working with 50% of the Fortune 500. Multi-year engagements. The largest group of Facebook Preferred Developers in the world. 500+ Facebook sites, mobile and gamification projects.Monday, 3 September 12
  4. 4. OUR SERVICES PERFORMANCE BRAND CONNECTED SOCIAL BUSINESS MARKETING COMPANY INTELLIGENCE + Social brand strategy + Enterprise social + Dashboards & benchmarks + Applications and experiences technology + Data services + Community management + Workforce collaboration + Reporting & analytics + Advocacy programs + Workforce learning + SaaS applications + Listening programs + Social CRM + Influencer outreach programs + Change programs + Social media buying 5Monday, 3 September 12
  5. 5. SOME OF OUR CLIENTS 6Monday, 3 September 12
  6. 6. WE WILL DISCUSS Social and Best Practices What Next? RecruitmentMonday, 3 September 12
  7. 7. Social and RecruitmentMonday, 3 September 12
  8. 8. THE WORLD IS SOCIAL 955M Facebook users 350M tweets per day 4B views per day 175M users 40% mobile annual growthMonday, 3 September 12
  9. 9. RECRUITMENT HAS GONE SOCIAL TOO Last year 14.4 MILLION people used social media for job seeking. That’s 16% of 86% of active and 45% of the workforce that used passive job seekers employed claim to social networks to have a social be open to new job find their most profile. opportunities. recent job. 10Monday, 3 September 12
  10. 10. For businesses, social has evolved past INTRIGUING to become MISSION CRITICAL: IT MUST DELIVER ROI. 11Monday, 3 September 12
  11. 11. SOCIAL MEDIA IS ABOUT THE ENTIRE ORGANISATION It’s open and anyone can participate. Most effective social WAY OF business activities are deeply integrated into the BUSINESS organisation’s workflows and make organisational boundaries porous. CROSS It promotes collaboration inside the organisation gradually DEPARTMENT eliminating department silos. BUSINESS While participation is self-organising, the focus is on DRIVEN business outcomes. 12Monday, 3 September 12
  12. 12. SOCIAL BENEFITS HR Efficiencies increased reach & creativity empowered search: active & passive time & costs size doesn’t matter Authenticity more information relationships & scale network effect referrals Inside/Outside employee satisfaction internal transfers Measurement big data 13Monday, 3 September 12
  13. 13. CHALLENGES Information overload. Different audiences require new tactics. Professional vs. private divide. New way of thinking and working: Brand promise Beyond HR 14Monday, 3 September 12
  14. 14. Best PracticesMonday, 3 September 12
  15. 15. THE NEW EMPLOYEE JOURNEY ENGAGE RESEARCH APPLY INTERVIEW REPRESENT “I love my new job.” “Sharing “Going through information and “Actively looking “Applying for the “Sharing initial the selection leveraging for the right job” right opportunity” experiences” process” contacts” 16Monday, 3 September 12
  17. 17. The British Army. People and stories. Diary of a recruit. Photo competition from the frontline. Links Blog. Live chat. 18Monday, 3 September 12
  18. 18. Ernst & Young UK. Online and offline. Insider experiences online. On campus presence linked to Links competitions on Facebook. Community manager on Facebook same as offline. 19Monday, 3 September 12
  19. 19. Diageo. Values amplification. “Celebrating life everyday, everywhere”. Amplification of company culture Links and values by infusing the brand tagline into and career channels and job descriptions. 20Monday, 3 September 12
  20. 20. Kixeye. Personality matching the company. Controversial online games and Links videos accentuating company’s unique culture. Being different is what they do. 21Monday, 3 September 12
  21. 21. Content. Salesforce as leader in its field. Showcasing awards, rankings and Links thought leadership. Unusual formats (e.g. infographics) and innovative videos. 22Monday, 3 September 12
  22. 22. Allen and Overy. Perception change. Challenging applicants through Links legal apps, quizzes and puzzles. v=xFCqSaeYczk&feature=plcp:// 23Monday, 3 September 12
  23. 23. Deloitte China. Unique experience. Virtual office tour, meeting real Links employees, sitting in on meetings, doing trainings. 24Monday, 3 September 12
  24. 24. What next?Monday, 3 September 12
  25. 25. ?HOW TO GET STARTED 26Monday, 3 September 12
  26. 26. First: Define your vision. Goal: know exactly what Approach: decide on 1 you want to achieve. 4 the overarching concept. Audience: define and Success definition: 2 learn about your 5 upfront be clear about audience. measurement. Values: reflect what you 3 stand for. 27Monday, 3 September 12
  27. 27. Second: Focus on curation. Channel ecosystem: Content strategy: before 1 define your architecture, 4 you start, know what connect and amplify. you want to say. Roles & responsibilities: 2 know who is doing what. Governance: put clear 3 rules in place to empower the entire organisation. 28Monday, 3 September 12
  28. 28. Third: Track your efforts. Web analytics: SBI: track social 1 “traditional” clicks, 3 performance (campaign visits, traffic flows monitor). (Google analytics). Social analytics: social 2 media monitoring,, #, (Radian6,, etc.). 29Monday, 3 September 12
  29. 29. Thank you! 31Monday, 3 September 12
  30. 30. CONTACTS Olga Kozanecka SOCIAL BUSINESS CONSULTANT Serena Alboni SOCIAL BUSINESS CONSULTANT 32Monday, 3 September 12