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How Social Media Has Transformed Talent Acquisition

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  • I’m going to start off this talk with a high level overview of the transformation the recruiting industry has gone through over the last decade or so.
  • *We’ve gone from the automation of early web technologies making recruiting transactional to being able to gather insights to the business and show results
    *From tools for recruiters to utilizing tools that everyone uses. The consumerization of recruiting.
    *From job boards to social recruiting
    *From almost a purely active candidate approach to technology that allows us to find and interact with passive candidates
    *From silo’d recruiting to technology that allows collaboration and integration of TA with the rest of the business
    *From the purely application based approach of the job board era back to a focus on referrals and relying on your network
    *From an over reliance on external candidate hiring to a better focus on engaging with current employees for retention and internal mobility
  • Due to social and web technology advancements the way people look for a job and the technology they use to do so has fundamentally changed.

    Pre web: you could post a job through one advertising media (newspapers) and you were guaranteed to reach everyone looking for a job. I call this the dark ages of recruiting. No transparency. Neither side knew very much about the other before investing a large amount of time into the hiring process.

    Web 1.0: Job boards! Now more and more places to find jobs begin to pop up on the internet. Now candidates can get a little more information about the job, and a little bit more about the company and companies get full resumes to review before investing time to interview a candidate. There’s light at the end of that tunnel! However, we still don’t have much transparency.

    Web 2.0+: Today, transparency is expected. Information about working at your company is readily available whether you are putting it out there or not. People are talking. Living social profiles flood the web with zettabytes worth of information about people to potential hire. Employees leave anonymous reviews about working at your company. Candidates are more informed than ever before…and more fragmented as well. This makes finding talent easier yet also more complex than ever before in our industry.
  • While sometimes it may seem to be happening very slowly, recruiting technology is being influenced by web and social media more and more every day. We’ve come a long way from the file cabinets of the early 80’s and 90’s and even legacy ATS systems to using more socially infused technologies to source, engage and hire talent. We’ll talk more about this towards the end of our presentation.
  • Because of these advancements in new technologies like social, mobile and cloud….candidate expectations have changed drastically.
  • By 2025, over 75% will be of the “social media generation”….those who grew up with real time social communication as the norm.
  • Everything they want to do, anyone they want to talk to, anything they want to do or buy….is a few touch screen clicks away.
  • Because the time is now. Companies who understand this are rushing to utilize social media and mobile in their recruiting strategies to capture this generation of the workforce.
  • So, let’s break down some of the main aspects of talent acquisition that are being completely disrupted by social media. In each of these sections I’ll talk about way’s I’ve used social and web strategies to innovate recruiting at some of the top tech companies over the last 5 years or so.
  • What are some ways you sourced talent during the web 1.0 days? You know, before online profile data existed. Before Linkedin, Facebook, etc…
  • Keep the picture and just make the whole slide an image.
  • Do you remember paper resumes?
  • Finding people has never been easier than it is right now with social technology
  • For years now we’ve attended conferences and read blogs that tell us how technologies like social media make it easier to find talent…and they do. In a way they do.
     
    However, this boost from social media and other technology innovations are also making sourcing for talent more complex and candidates even more segmented across the web. So, rather than making the need for sourcers obsolete these new technologies make the role of the sourcer that much more important. The role of the sourcer has evolved to that of a marketer, technologist, detective, and the best salespeople at the company.
     
  • ·Graphic above should say 96% of online population is on at least one social network
    Having a multi-channel sourcing strategy has never been more important to cast the widest net
  • 71% of online adults are regularly active Facebook users
    72% of all internet users are now active on social media
    · 18-29 year olds have an 89% usage
    · The 30-49 bracket sits at 72%
    · 60 percent of 50 to 60 year olds are active on social media
    · In the 65 plus bracket, 43% are using social media
    · 71% of users access social media from a mobile device.

  • With Social Technology, the world has become smaller
  • 6 Degrees of Separation? Try 4.
  • Researchers using the data on Facebook found that there are only 4.75 degrees of separation between any other person in the world.
    It’s not only easier to find people, but to find the people that you know that know those people.

    Help build rapport. This leads me to my next point of the power of social for sourcing talent.
  • You can use it to bypass gatekeepers:

    Give example of hiring fast on social. VMware cloud architect, Facebook groups, etc

    End with this: There are no barriers to entry anymore. I’ve used Twitter to recruit rock star cloud architects
  • ….. and an actual rock star to help me propose to my wife.

    Speaking of marriage…
  • Web search is now and forever will be married to social media.

  • Search is becoming less about keywords and Boolean strings and more about Social relevance, influence and context

    Facebook Social Graph: 1.3 billion person database, search how people are connected, by likes and interests (soft skills) or by professional data (hard skills)

    Google Social Graph: Google search results based on your social media activity and the activity of people in your network, connects web search results to social relevance

    Creating social media buzz around positions at your company has never been more important to your SEO
  • Use image and fit to page
  • Can anyone give me some examples of how you advertised what it was like to work at your company in the days before social media?
  • Notes: Employer branding is maturing into a profession of it’s own. Social has made it more complex and it really requires a multi-channel strategy to be successful.
    It takes a dynamic content marketing approach.

  • Employer branding today is all about content
  • Notes: Tell your story!
  • Video content is 60X more likely to show up in search results
  • VIDEO = GLOBAL RECRUITING
  • Keep images—delete header text.
  • VIDEO = MOBILE STRATEGY
  • Recruiting was transactional not personal
    Like in n out burger
    Order taking
  • Old apply style—job board


  • Notes: Now, social/mobile apply can be easy!
  • Notes: People are talking about your company. They always have.
    Social technology and online communities have transformed talent acquisition by now providing the ability to join the conversation to both engage with talent and gather insights that help us make our company culture something worth tweeting about!

  • In today’s connected and mobile world those candidate expectations we talked about earlier are pushing us to be able to make applying for jobs easier have to start focusing more on candidate experience.

    Let’s put my own career site to the test.

  • Notes: With social comes the need for transparency

    Real time communication
  • Engagement with audience through even the Comments section can lead to the promotion of other web properties, such as Career Site, blog, or Talent Community. Funneling them to more resources to learn more about your company.
  • It’s about building Talent Communities and shifting away from a reactive recruiting environment to a proactive: strategy that includes automated remarketing, engaging with candidates already warm to your brand
  • Social media sites like Facebook and Pinterest have transformed how we think of recruiting technology
  • Find image of social Applicant Tracking system like Jobvite. Delete text..

    Notes:
    ATS’s with social capabilities
    Jobvite

  • Employee referrals will never be the same

    Social algorithms
  • CRM technology is now completely fused with social technology from capturing social profile data to conversations and engagement. Sales organizations have been taking advantage of customer relationship management software for years now

    For TA, the time for candidate relationship management is now. Rich living profile data can now be captured, stored and utilized for strategic recruitment initiatives

    The ability to create internal databases of social profiles, competitor intelligence and past applicants is now at our fingertips
  • Recruitment marketing platforms have social built in and make a multi channel web marketing strategy for recruiting both automated and data-rich
  • Earlier we talked about the fragmentation of candidates throughout the web. To solve for this problem, a trend is rising in Talent Acquisition technology towards open web sourcing tools. Technology like this simplifies the vastness of web sources to a single search of aggregated information on talent making, sourcing more efficient and saving recruiters a ridiculous amount of time in identifying top talent.
  • The great thing about social media is that every bit of it is measurable. It’s no longer just about time to fill or cost per hire…we have to start thinking about engagement metrics, reputation, brand impressions and source analytics.
  • Executive buy-in for social recruiting is crucial
    Getting employees engaged and signed on as ambassadors is a must to succeed
    Communication from leaders to organization explaining the mission and what you are doing is extremely important
    Work with internal comms to help get social strategy for TA communicated internally
  • Transcript

    • 1. Presenter Name June xx, 2014 Presenter Contact Info INSERT SESSION TITLE Will Staney Head Talent Warrior Glassdoor @willstaney How Social Media Has Transformed Talent Acquisition
    • 2. How Social Media Has Transformed Talent Acquisition THE EVOLUTION OF RECRUITING Automation Recruiter Tools Job Boards Job Hunters Silo’ed Recruiting Applications External Candidates Business Results Tools for Everyone Social Recruiting Passives Are Possible Integrated Recruiting Referrals Internal Candidates
    • 3. How Social Media Has Transformed Talent Acquisition + THE TALENT SHIFT WEB 1.0 WEB 2.0+PRE-WEB
    • 4. How Social Media Has Transformed Talent Acquisition 4 THE TECHNOLOGY SHIFT
    • 5. How Social Media Has Transformed Talent Acquisition KEEPING PACE WITH CANDIDATE EXPECTATIONS
    • 6. How Social Media Has Transformed Talent Acquisition THE MODERN WORKFORCE LOOKS LIKE THIS…
    • 7. How Social Media Has Transformed Talent Acquisition
    • 8. How Social Media Has Transformed Talent Acquisition Today, of workers were born after 1980.
    • 9. How Social Media Has Transformed Talent Acquisition EVERY DAY THEY USE SOCIAL MEDIA TOOLS LIKE THIS TO COMMUNICATE
    • 10. How Social Media Has Transformed Talent Acquisition
    • 11. How Social Media Has Transformed Talent Acquisition It’s these expectations and rapid advancements in social technology that have allowed social to influence the way we recruit.
    • 12. How Social Media Has Transformed Talent Acquisition LET’S BREAK IT DOWN!
    • 13. How Social Media Has Transformed Talent Acquisition Sourcing / Pipelining Talent Employer Branding / Talent Attraction Candidate Experience / Engagement Recruiting Technology Recruiting Analytics / Metrics
    • 14. How Social Media Has Transformed Talent Acquisition SOURCING / PIPELINING TALENT BEFORE SOCIAL
    • 15. How Social Media Has Transformed Talent Acquisition
    • 16. How Social Media Has Transformed Talent Acquisition
    • 17. How Social Media Has Transformed Talent Acquisition
    • 18. How Social Media Has Transformed Talent Acquisition
    • 19. How Social Media Has Transformed Talent Acquisition
    • 20. How Social Media Has Transformed Talent Acquisition SOURCING / PIPELINING TALENT WITH SOCIAL
    • 21. How Social Media Has Transformed Talent Acquisition It’s a Complex Ecosystem
    • 22. How Social Media Has Transformed Talent Acquisition SOURCING / PIPELINING TALENT WITH SOCIAL of the online population is on at least one social network
    • 23. How Social Media Has Transformed Talent Acquisition SOURCING / PIPELINING TALENT WITH SOCIAL of online adults say they use Facebook
    • 24. How Social Media Has Transformed Talent Acquisition
    • 25. How Social Media Has Transformed Talent Acquisition 6 DEGREES OF SEPARATION? TRY 4. You Your Friend Your Friend’s Friend Their Friend Their Second Cousin Kevin Bacon
    • 26. How Social Media Has Transformed Talent Acquisition
    • 27. How Social Media Has Transformed Talent Acquisition
    • 28. How Social Media Has Transformed Talent Acquisition THERE ARE NO BARRIERS TO ENTRY ANYMORE
    • 29. How Social Media Has Transformed Talent Acquisition
    • 30. How Social Media Has Transformed Talent Acquisition Social Graph VS. Graph Search
    • 31. How Social Media Has Transformed Talent Acquisition
    • 32. How Social Media Has Transformed Talent Acquisition Shared by a co-worker Shared by 3 friends on G+ I shared this
    • 33. How Social Media Has Transformed Talent Acquisition EMPLOYER BRANDING / TALENT ATTRACTION BEFORE SOCIAL
    • 34. How Social Media Has Transformed Talent Acquisition EMPLOYER BRANDING / TALENT ATTRACTION BEFORE SOCIAL
    • 35. How Social Media Has Transformed Talent Acquisition EMPLOYER BRANDING / TALENT ATTRACTION WITH SOCIAL
    • 36. How Social Media Has Transformed Talent Acquisition EMPLOYER BRANDING / TALENT ATTRACTION WITH SOCIAL
    • 37. How Social Media Has Transformed Talent Acquisition
    • 38. How Social Media Has Transformed Talent Acquisition
    • 39. How Social Media Has Transformed Talent Acquisition •Video brings job descriptions to life •Allows candidates to learn about hiring managers and team earlier in process •Video Job Description + Employer Branding = Winning Strategy •Candidates interview company before applying
    • 40. How Social Media Has Transformed Talent Acquisition VIDEO=SEO
    • 41. How Social Media Has Transformed Talent Acquisition VIDEO = GLOBAL PRESENCE
    • 42. How Social Media Has Transformed Talent Acquisition VIDEO = BRAND IMPRESSIONS
    • 43. How Social Media Has Transformed Talent Acquisition VIDEO=MOBILE STRATEGY
    • 44. How Social Media Has Transformed Talent Acquisition BRINGING IT ALL TOGETHER: WHERE CANDIDATES RESEARCH Consistent Branding Showcase Employee Videos Social Promotion Live Social Feeds
    • 45. How Social Media Has Transformed Talent Acquisition CANDIDATE EXPERIENCE BEFORE SOCIAL
    • 46. How Social Media Has Transformed Talent Acquisition
    • 47. How Social Media Has Transformed Talent Acquisition CANDIDATE EXPERIENCE WITH SOCIAL
    • 48. How Social Media Has Transformed Talent Acquisition
    • 49. How Social Media Has Transformed Talent Acquisition
    • 50. How Social Media Has Transformed Talent Acquisition CANDIDATE ENGAGEMENT BEFORE SOCIAL
    • 51. How Social Media Has Transformed Talent Acquisition
    • 52. How Social Media Has Transformed Talent Acquisition
    • 53. How Social Media Has Transformed Talent Acquisition CANDIDATE ENGAGEMENT WITH SOCIAL
    • 54. How Social Media Has Transformed Talent Acquisition Engagement Wins -6,140 people reached (100% organically) -34 “Likes” -14 Shares
    • 55. How Social Media Has Transformed Talent Acquisition Engagement Wins -6,012 people reached (100% organically) -72 “Likes” -28 Shares
    • 56. How Social Media Has Transformed Talent Acquisition Engagement Wins
    • 57. How Social Media Has Transformed Talent Acquisition
    • 58. How Social Media Has Transformed Talent Acquisition RECRUITING TECHNOLOGY BEFORE SOCIAL
    • 59. How Social Media Has Transformed Talent Acquisition Recruiting Technology Before Social
    • 60. How Social Media Has Transformed Talent Acquisition RECRUITING TECHNOLOGY WITH SOCIAL
    • 61. How Social Media Has Transformed Talent Acquisition
    • 62. How Social Media Has Transformed Talent Acquisition
    • 63. How Social Media Has Transformed Talent Acquisition
    • 64. How Social Media Has Transformed Talent Acquisition RECRUITMENT MARKETING SOFTWARE
    • 65. How Social Media Has Transformed Talent Acquisition OPEN WEB SOURCING AGGREGATORS
    • 66. How Social Media Has Transformed Talent Acquisition • Image of recruitment Excel spreadsheet RECRUITING ANALYTICS / METRICS BEFORE SOCIAL RECRUITING ANALYTICS / METRICS BEFORE SOCIAL
    • 67. How Social Media Has Transformed Talent Acquisition
    • 68. How Social Media Has Transformed Talent Acquisition RECRUITING ANALYTICS / METRICS AFTER SOCIAL Company ReputationEngagement Brand Awareness vs. Talent Competitors
    • 69. How Social Media Has Transformed Talent Acquisition You Need Help from Employees and Leadership to Make Your Social Strategy Successful
    • 70. How Social Media Has Transformed Talent Acquisition Questions? @WillStaney on Twitter Come see me right after this in the expo at the Glassdoor booth #1680!