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?

1. Social Media Fundamentals
Recruitment
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2. ABOUT US
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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.
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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
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5. SOME OF OUR CLIENTS
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6. WE WILL DISCUSS
Social and Best Practices What Next?
Recruitment
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7. Social and
Recruitment
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8. THE WORLD IS SOCIAL
955M Facebook users
350M tweets per day
4B views per day
175M users
40% mobile annual growth
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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.
http://recruiting.jobvite.com
www.mashable.com
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10. For businesses, social has
evolved past INTRIGUING to
become MISSION CRITICAL:
IT MUST DELIVER ROI.
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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.
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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
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13. CHALLENGES
Information overload.
Different audiences require new tactics.
Professional vs. private divide.
New way of thinking and working:
Brand promise
Beyond HR
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14. Best Practices
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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”
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16. LEVERAGE ON
YOUR ASSETS
PEOPLE - CULTURE
CONTENT - INNOVATION
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17. The British Army.
People and stories.
Diary of a recruit.
Photo competition from the frontline. Links
www.facebook.com/britisharmy
Blog. www.facebook.com/armyjobs
https://twitter.com/BritishArmy
www.youtube.com/britisharmy
Live chat.
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18. Ernst & Young UK.
Online and offline.
Insider experiences online.
On campus presence linked to Links
competitions on Facebook. https://www.facebook.com/EYUKcareers
Community manager on
Facebook same as offline.
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19. Diageo.
Values amplification.
“Celebrating life everyday, everywhere”.
Amplification of company culture Links
and values by infusing the brand http://www.linkedin.com/company/diageo
tagline into and career channels http://m.diageo-careers.com/
and job descriptions. http://www.diageo-careers.com/
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20. Kixeye.
Personality matching the company.
Controversial online games and Links
http://www.kixeye.com/#/en/jobs
videos accentuating company’s
http://www.youtube.com/watch?v=s5l-nnR4Bx0
unique culture.
Being different is what they do.
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21. Salesforce.com.
Content.
Salesforce as leader in its field.
Showcasing awards, rankings and Links
thought leadership. http://www.salesforce.com/careers/main/
https://twitter.com/salesforcejobs
http://www.youtube.com/watch?v=3pdTVHGHPBo
Unusual formats (e.g. infographics)
and innovative videos.
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22. Allen and Overy.
Perception change.
Challenging applicants through Links
https://www.facebook.com/AllenOveryGrads
legal apps, quizzes and puzzles.
http://www.youtube.com/watch?
v=xFCqSaeYczk&feature=plcp://
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23. Deloitte China.
Unique experience.
Virtual office tour, meeting real Links
http://workatdeloitte.cn/virtualtour/
employees, sitting in on meetings,
doing trainings.
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24. What next?
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25. ?HOW
TO GET STARTED
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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.
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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.
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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, bit.ly,
#, (Radian6,
socialmention.com, etc.).
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29. Thank you!
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30. CONTACTS Olga Kozanecka SOCIAL BUSINESS CONSULTANT
olga.kozanecka@dachisgroup.com
Serena Alboni SOCIAL BUSINESS CONSULTANT
serena.alboni@dachisgroup.com
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