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Casestudy Bersin Pfizer Red Hat[1] Casestudy Bersin Pfizer Red Hat[1] Document Transcript

  • Research Bulletin | 2011 BERSIN & ASSOCIATES September 30, 2011 Volume 6, Issue 49 Using Social Networks: How Global Recruiting Tools Help Attract Top Talent About the Author Introduction In recent years, the downturn in the global economy has forced companies to critically eye global performance. Not surprisingly, these dynamics are pushing talent acquisition teams to recruit and hire more efficiently and effectively. Among the critical tools to do so is social media, which has exploded in popularity and is revamping Katherine Jones, the recruiting landscape. Whereas third-party recruiting agencies Principal Analyst once played a dominant role, especially in some geographies, now social networking tools help internal recruiters gain more control over their employment branding and hiring efforts. Many talent acquisition teams, however, are still learning how best to use theseBersin & Associates provides objective vital tools. research and analysis performed inaccordance with our rigorous research This Bersin & Associates research bulletin is targeted to corporate methodology. This document is recruiters in global organizations, and explores how two companies underwritten in part by LinkedIn and – Pfizer Inc. and Red Hat – deployed LinkedIn Recruiting Solutions represents the unbiased view of the worldwide. LinkedIn Recruiting Solutions provides a platform analyst, based on conclusions from through which talent acquisition teams can more easily communicate that research. with targeted talent and collaborate with other recruiters on their teams, surpassing the value that LinkedIn by itself provides to users. Competing for Global Talent To be competitive in the talent market, global talent acquisitionBERSIN & ASSOCIATES, LLC teams should learn to execute a successful talent acquisition and 180 GRAND AVENUE SUITE 320 employment branding strategy using social media tools. Bersin & OAKLAND, CA 94612 Associates research shows that these tools can improve internal (510) 251-4400 team, organizational and brand performance markedly – and rapidly. INFO@BERSIN.COM Smart use of social marketing tools gives recruiters better control of WWW.BERSIN.COM channels used globally to communicate with target candidates and, THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES if deployed discerningly, can even help companies optimize internal performance. Both Pfizer Inc. and Red Hat selected LinkedIn Recruiting Solutions, including the flagship Recruiter product, to improve their employment brands and help their talent acquisition organizations become more cost-effective. The insights of recruiting executives from each company demonstrate best practices for companies planning a global rollout of LinkedIn’s Recruiter platform. Taking Control: From “Post and Pray” to Building a Recruitment Brand That Draws Top Talent Previously, recruiters posted a position on a job board and hoped that KEY POINT qualified candidates would respond to it (hence “post and pray”). Social networking has changed that. Today, it plays a crucial role in recruiting In the global war candidates, supplanting less efficient job boards and first-generation for talent, having applicant tracking systems by enabling companies to locate and attract a reputation as a top talent quickly and economically. Social networking solutions, like good employer LinkedIn Recruiter, focus on facilitating relationships between users – does not necessarily because building personal relationships with candidates often proves critical to recruitment success. mean the right candidates apply A solution such as LinkedIn Recruiting Solutions uses built-in processes for the jobs that and communication tools to allow companies to communicate in a single brand “voice” to their markets of targeted talent. Tools on are right for them. LinkedIn can quickly evaluate how effectively recruiting campaigns reach target talent while, at the same time, enabling top talent to more easily reach the recruiters. The result is shortening the time it takes to fill open positions. An Overview of LinkedIn Recruiter: Social Networking Expands and Filters the Prospect Pool A critical element for global talent acquisition teams is the ability to rapidly scale, a capability aided by LinkedIn’s communication platforms.BERSIN & ASSOCIATES, LLC Recruiters in global talent acquisition organizations have direct access 6114 LA SALLE AVENUE to 120 million professionals. From this talent pool (the largest of its SUITE 417 kind available online), companies can source applicants looking for new OAKLAND, CA 94611 roles, as well as “passive candidates” who are not in the job market, but (510) 654-8500 may be persuaded to change for the right opportunity. INFO@BERSIN.COM WWW.BERSIN.COM Using Social Networks Katherine Jones | Page 2 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES Case in Point: Red Hat Capitalizes on Its Ability to Attract Social-Savvy Employees Red Hat is the leader in enterprise Linux and is the most KEY POINT recognized open source brand in the world. Founded in 1993, the company sits at the intersection of cloud computing1 and Social networking business computing, where both the business climate and the tools are labor market are highly competitive. The company currently transforming employs approximately 4,000 people, one-half of whom are the recruiting based in the U.S., and it hires about 400 new people per year landscape. from all around the world. So the company has recruiters everywhere – in North America, Latin America, Europe, the Middle East, Africa and Asia-Pacific markets. Three years ago, Red Hat had more than 2,500 employees and was scaling rapidly (the company was making more than $600 million in revenue). The problem was that the company did not have any meaningful way to scale its recruiting technology and process – nor a philosophy or approach to internal recruiting. The company’s talent acquisition team began using LinkedIn Recruiter after determining that the candidates being targeted were all early adopters of LinkedIn. In fact, 95 percent of the people Red Hat hired in the U.S. were already on LinkedIn and 75 percent of its new hires elsewhere around the globe also already were on the social networking site (other than those in China, the Czech Republic and Germany). Within 30 days of launching LinkedIn Recruiter, Red Hat had what it considered “quality wins” up and down its organization. The company’s internal recruiters credited the tool with driving candidates to them and the company has only seen this success 1 The term “cloud computing” originates from the common practice of using a cloudBERSIN & ASSOCIATES, LLC symbol to stand for the often nebulous networks (especially the public Internet) in between 6114 LA SALLE AVENUE an end-user computer and the various servers and services that user accesses. Originally a buzzword in the IT world, cloud computing is a natural extension of the concepts of SaaS SUITE 417 and services-oriented architectures. For instance, imagine that every one of the systems you OAKLAND, CA 94611 use in your company was delivered to you on a fully SaaS basis – and yet (because those (510) 654-8500 systems were designed to be open), each of those systems was fully integrated with each other. The IT department within your company would not need to worry about questions of INFO@BERSIN.COM hardware (other than the PC on your desktop), data centers, system integrations, et al. That WWW.BERSIN.COM is the vision of cloud computing. Using Social Networks Katherine Jones | Page 3 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES Case in Point: Red Hat Capitalizes on Its Ability to Attract Social-Savvy Employees (cont’d) intensify in the last few years. The Red Hat Career Page on LinkedIn is shown in Figure 1.2 eFigure 1: Red Hat’s Career Page Source: LinkedIn. 2011.BERSIN & ASSOCIATES, LLC 6114 LA SALLE AVENUE SUITE 417 OAKLAND, CA 94611 (510) 654-8500 INFO@BERSIN.COM WWW.BERSIN.COM 2 Source: http://www.linkedin.com/company/red-hat/careers. Using Social Networks Katherine Jones | Page 4 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES Social Networking in Recruiting Social networking supports hiring managers in several ways, by: • Enhancing communication between recruiters, and both job seekers and passive candidates; • Enabling applicant evaluation through the use of online profiles and references; and, • Helping to build a consistent employment brand. LinkedIn Recruiter resides on a social networking-based search KEY POINT and communications platform through which talent acquisition professionals can: Social networking tools help internal • Search deeper into the LinkedIn professional network; recruiters gain • Communicate directly with targeted talent; and, more control over their employment • Collaborate within the recruiting team. branding and Recruiters today often use LinkedIn as end-users to search for talent; hiring efforts. LinkedIn Recruiter allows them to expand those capabilities. LinkedIn Recruiter also enables recruiters to better source candidates and to more successfully collaborate in the search process. Recruiters can share searches, profiles, notes on candidates and “InMails3,” so that talent management teams can collaborate effectively, whether on recruitment, hiring strategies or employee branding initiatives. In addition, recruiters can conduct searches of all LinkedIn profiles and initiate conversations with target candidates anywhere in the world using the built-in templates at LinkedIn InMail. Talent acquisition teams can create personal profiles that attract targeted talent, post jobs directly from LinkedIn Recruiter to LinkedIn Jobs Network, monitor conversations across the web, set profile reminders to follow up with candidates in a timely fashion and collaborate across LinkedIn GroupsBERSIN & ASSOCIATES, LLC with peers while also communicating in Groups with job seekers (see 6114 LA SALLE AVENUE Figure 2). SUITE 417 OAKLAND, CA 94611 (510) 654-8500 INFO@BERSIN.COM WWW.BERSIN.COM 3 “InMail®” is LinkedIn’s messaging environment. Using Social Networks Katherine Jones | Page 5 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATESFigure 2: LinkedIn Recruiter Source: LinkedIn. 2011. Branding to Hire Recruitment brand-building is critical, and requires both building a consistent global brand and controlling the channels through which that brand’s message is conveyed. LinkedIn Recruiting Solutions allows enterprises to build a recruitment brand campaign through its ability to foster connections to and build closer connections with job seekers,BERSIN & ASSOCIATES, LLC and to enhance brand awareness among a global talent pool. LinkedIn 6114 LA SALLE AVENUE achieves this whereas traditional applicant tracking systems cannot (see SUITE 417 the following case in point). OAKLAND, CA 94611 (510) 654-8500 INFO@BERSIN.COM WWW.BERSIN.COM Using Social Networks Katherine Jones | Page 6 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES Case in Point: Pfizer Goes Social for Employment Branding Pfizer Inc., founded in 1849 and headquartered in New York, KEY POINT is a leading global biopharmaceutical company that offers prescription medicines for humans and animals worldwide. Recruitment brand- Historically, the company had a decentralized talent building is critical, organization, with recruiters reporting up through different and requires lines of business or regions. In 2009, recognizing the need to both building scale and coordinate recruiting efforts to build a recruitment a consistent brand and attract top talent, the company formed a global talent acquisition team. global brand and controlling the Today, Pfizer has a vice president of talent acquisition, under channels through whom are regional directors who manage recruitment within each geographic region. The company’s talent acquisition model which that enables its directors to create teams to meet the specific talent brand’s message is acquisition needs of each region. Currently, the company has 51 conveyed. recruiters across the globe using the LinkedIn Recruiter platform. The only area in which the company has not completely rolled out LinkedIn Recruiter is in the Asia-Pacific market. The company’s applicant tracking system does not enable it to accurately track the source of hires, so LinkedIn Recruiter has become the resource through which Pfizer’s talent acquisition team does this. The team can view the volume of activity generated by jobs placed on the LinkedIn Jobs Network, see who views each job and understand how well jobs are being seen to determine whether jobs posted are reaching the target audience. The manager of branding and operational excellence for Pfizer cites the level of reporting it receives from LinkedIn Recruiter and LinkedIn Reports as unparalleled. “[LinkedIn] is a significant connection partner that supports my team’s strategy and helps us reach around the globe with ease. It has truly made theBERSIN & ASSOCIATES, LLC world a lot smaller.” 6114 LA SALLE AVENUE SUITE 417 LinkedIn Recruiting Solutions have proven to be so powerful OAKLAND, CA 94611 within Pfizer that the company recently launched its new global (510) 654-8500 recruitment brand using LinkedIn as the primary vehicle. The INFO@BERSIN.COM WWW.BERSIN.COM Using Social Networks Katherine Jones | Page 7 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES Case in Point: Pfizer Goes Social for Employment Branding (cont’d) company derives recruitment insights from the solution to understand how people perceive the Pfizer brand and then launches targeted materials to give individuals information requiring feedback, which can be measured again to see how perceptions of the Pfizer employee brand are changing. Recruiters also use the question-and-answer section on LinkedIn, so that they can build credibility with their own personal brands on LinkedIn. e For industries whose target candidates tend to be technologically A N A LY S I S savvy, LinkedIn Recruiter may offer an ideal social networking recruitment solution. To be competitive in the talent Red Hat uses LinkedIn Recruiter to drive top talent who is already using market, global LinkedIn to the Red Hat brand. talent acquisition teams should learn to execute Case in Point: Red Hat’s Talent Pool a successful talent Red Hat realized that the vast majority of the company’s target acquisition and talent pool was already using LinkedIn, in part due to the employment “early adopter” mentality of the company’s technology-driven branding strategy industry. The talent acquisition team held internal discussions using social about the metrics on finding the right candidates for Red Hat, media tools. using LinkedIn Recruiter to help convince colleagues to invest time in learning the platform. The company decreased spending on, and use of, its other recruitment tools after internal research showed that people were getting results with LinkedIn Recruiter. e Best Practices in Social RecruitingBERSIN & ASSOCIATES, LLC From these LinkedIn deployments, best practices are beginning 6114 LA SALLE AVENUE to emerge: SUITE 417 OAKLAND, CA 94611 • Start with small pilots; (510) 654-8500 INFO@BERSIN.COM • Measure initial success before global rollouts; WWW.BERSIN.COM Using Social Networks Katherine Jones | Page 8 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES • Provide training to the recruiters who will use the tool and then ensure that it is actually being used. For the global organization, LinkedIn Recruiter provides key flexibility – it can be scaled as needed and used as required in various markets to meet different recruiting needs. Starting small gives talent organizations the option to “tweak” strategies that work best in different markets as they increase their use of LinkedIn Recruiter. Case in Point: Piloting at Pfizer Pfizer’s talent acquisition team initially started small – purchasing three LinkedIn Recruiter user licenses and five Job Slots4 in the U.S. in 2008. The three user licenses were purchased for use by junior-level recruiters who supported the company’s three major divisions (sales, business, and research and development), each of whom is responsible for posting jobs and assessing the efficacy of the solution. When Pfizer recruiters realized that they could find the majority of candidates without using agencies, they invested further in LinkedIn Recruiter. e Successful Deployment of LinkedIn Recruiter When deploying a new solution to a team of recruiters who work in different time zones and geographies, the following three issues are essential to success. 1. Training – Continually reinforcing correct behaviors and training on new processes help users to extract the greatest value from a social networking investment. It also clarifies what works best in which locations. Teams may have different needs depending upon cultural norms, talent pools targeted, et al.BERSIN & ASSOCIATES, LLC 2. Utilization – Making sure that staff members use the 6114 LA SALLE AVENUE solution deployed. SUITE 417 OAKLAND, CA 94611 3. Measurement – Effectively assessing the results. Metrics matter. (510) 654-8500 INFO@BERSIN.COM 4 “Job Slots” are the job postings on the LinkedIn Jobs Network that automatically target WWW.BERSIN.COM relevant candidates. Using Social Networks Katherine Jones | Page 9 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES LinkedIn Recruiter gives users the ability to customize their usage reports, enabling talent acquisition leaders to track how successfully their recruiting teams operate around the globe. This software also offers metrics by which to assess the company’s own communication and team performance. Case in Point: Pfizer Measures Recruiter Use Customized reports allow Pfizer’s talent acquisition team to monitor adoption rates and understand where in the organization training is most needed. The company acknowledged spending an “inordinate” amount of time on change management and holding repeat training sessions for its talent acquisition staff. LinkedIn representatives went to regional team meetings and attended a lengthy all-hands meeting in New York at which every recruiter in Pfizer was present. Pfizer’s global talent acquisition leaders also worked with its sourcing teams and hiring managers as they collaborated on the skills sets sought, while using LinkedIn to post jobs and post their own profiles. What made this possible was the company’s ability to measure recruiter usage rates on LinkedIn Recruiter, and to monitor region-by-region usage rates and InMail response rates for each recruiter. • For a company dealing with teams in European and Asian markets that routinely use external recruiting agencies, LinkedIn Recruiter has had a transformational effect on Pfizer’s recruiting organization. • Pfizer’s talent acquisition leadership initially had early successes with LinkedIn Recruiter to foster broader global adoption within the team by having each of its regions nominate a person from their team who would serve in aBERSIN & ASSOCIATES, LLC “super user” role. In recognizing and rewarding these users, 6114 LA SALLE AVENUE the company encouraged other team members to follow SUITE 417 their leads. The effort has proved successful. Pfizer overcame OAKLAND, CA 94611 a dependence on external recruiting agencies in some of its (510) 654-8500 international markets by demonstrating how it could deliver INFO@BERSIN.COM WWW.BERSIN.COM Using Social Networks Katherine Jones | Page 10 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES Case in Point: Pfizer Measures Recruiter Use (cont’d) the same, if not better, results with LinkedIn Recruiter. Talent acquisition leadership members leveraged the advantage of their inside view; they inherently had a better “picture” of the organization and culturally understood the organization better than any outside agency ever could. e Monitor Usage Patterns for Faster Global Deployment Monitoring usage and response enables talent acquisition organizations to pinpoint where recruiter training is needed most, thereby streamlining deployment of social networking solutions like LinkedIn Recruiter while enhancing team performance. For example, Red KEY POINT Hat’s senior director of global talent acquisition and infrastructure With its global commented that the firm could have sped up the adoption and effectiveness of LinkedIn Recruiter with a more regional rather than rollout of LinkedIn global approach. The company’s recruiting leaders found that they had Recruiter, Red Hat to spend time working with each regional market’s team members to reduced its agency help them gain familiarity with the tool. fees by 80 percent and total cost of Reduce Total Recruiting Costs recruiting by Monitoring recruitment successes also helps teams better understand 20 percent. how targeted talent perceived the company’s brand. It also demonstrated the savings derived through the use of LinkedIn Recruiter. Case in Point: Red Hat Lowers Cost of Recruiting With its global rollout of LinkedIn Recruiter, Red Hat reduced its agency fees by 80 percent and total cost of recruiting by 20 percent. The company dramatically reduced its job board budget once LinkedIn Recruiter was put in place. It then redirected 60 percent of the money saved into building the team, and fundingBERSIN & ASSOCIATES, LLC the company’s relationship with LinkedIn and others. Red Hat 6114 LA SALLE AVENUE also has reduced the time it takes to source candidates. At the SUITE 417 same time, the company has increased hiring by 20 percent. Red OAKLAND, CA 94611 (510) 654-8500 Hat reports a dramatic change in time to present and time to fill INFO@BERSIN.COM WWW.BERSIN.COM Using Social Networks Katherine Jones | Page 11 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES Case in Point: Red Hat Lowers Cost of Recruiting (cont’d) KEY POINT since it began using LinkedIn Recruiter. According to the senior Consider director of talent acquisition and infrastructure for Red Hat, incomplete “Three years ago, we largely outsourced looking profiles. Red Hat for many of our critical hires; now today we largely recruiters found in-source and use the LinkedIn Recruiter platform for that top candidates our critical hires. We did not have a good database were so busy at frankly, so it instantly gave us a database that far exceeded any of the vendors we were using. Then it work, they had was just incumbent on us to get the not taken time maximum benefit.” e to update their profiles. As the company’s senior Bersin & Associates ongoing research demonstrates that tracking metrics director of talent is important to evaluating recruiting performance. Recruiting managers who measure their cost-savings (e.g., in vendor fees or time required to acquisition and source a candidate) not only lower their total cost of recruiting, but also infrastructure can better explain the quantitative value of their efforts to the company noted, “Those as a whole. are probably the Not incidentally, the companies we spoke with believe that they are people we want hiring a higher caliber of candidate today than they were before they to target.” began using LinkedIn Recruiter. Whether this is due to greater ease of targeting candidates or to the significant investment these companies have made in training staff on how to use LinkedIn Recruiter is not clear. To these companies, however, the benefits are clearly tangible. Using LinkedIn Recruiter, Red Hat and Pfizer, Inc. report that they were able to: • Address strategic global talent acquisition and performance management needs; • Use a social networking strategy and solution for recruiter training and recruitment brand building needs;BERSIN & ASSOCIATES, LLC 6114 LA SALLE AVENUE • Monitor and measure talent acquisition performance internally; SUITE 417 OAKLAND, CA 94611 • Build relationships with target talent on a scale heretofore (510) 654-8500 unmatched; and, INFO@BERSIN.COM WWW.BERSIN.COM • Reduce overall hiring budgets. Using Social Networks Katherine Jones | Page 12 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES Social Media in Recruiting: First Steps For organizations actively recruiting, this research offers some guidance on how to enhance and elevate those efforts, including the following. • If the majority of candidates who the company has hired or is targeting to hire is on LinkedIn, then LinkedIn Recruiter may prove to be a useful tool. Both Red Hat and Pfizer executives told us that this knowledge convinced them to invest in LinkedIn Recruiter. • Evaluate your talent acquisition goals before committing to a social recruiting strategy. Start with a pilot program and evaluate its results before going global. • Deploy a customized region-by-region rollout. What works in KEY POINT Europe, for example, does not necessarily work in Latin America. Encourage Companies interviewed here had the flexibility to use a variety of recruiters to different products, depending upon the regional team’s needs. build robust • Roll out enhanced corporate profile pages and career pages and meaningful targeted to specific regions and functions. personal profiles. • Encourage recruiters to build robust and meaningful personal profiles. Recruiters with good personal profiles have the highest response rates and the most conversions. Recruiters who do not seem to be authentic or well-informed about the jobs they are seeking to fill are less successful. Pfizer has done significant training with its recruiting teams to teach them how to build their own personal recruitment “brands,” including training them to write effective InMails. • The companies participating in this research shared the activities which their recruiting leadership cited as most critical to the success of these programs: o Provide ongoing training;BERSIN & ASSOCIATES, LLC 6114 LA SALLE AVENUE o Build annual training and host monthly drop-in webinars for all SUITE 417 recruiters using the application; OAKLAND, CA 94611 (510) 654-8500 o Develop tools to educate hiring managers and colleague groups INFO@BERSIN.COM on effective usage of LinkedIn; WWW.BERSIN.COM Using Social Networks Katherine Jones | Page 13 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES o Monitor quarterly recruiter usage rates and InMail response rates region by region to best determine how to improve training; and, o Add LinkedIn usage rates and “Who’s Viewed This Job” analytics to the recruiters’ dashboards. • Encourage recruiting teams to give equal credence to incomplete (or “skeleton”) profiles on LinkedIn. Red Hat recruiters found that many top candidates have incomplete profiles. A likely explanation is that they are so busy at work they have not had time to update their profiles, but were likely the very candidates the company most wanted to attract. • Share best practices; partner with corporate communications to make sure that the company speaks with one brand “voice.” • Leverage scale to save costs and develop a social media policy. • Employees are the best brand ambassadors. Engage them in promoting the company’s image as a good place to work and feature them in the company’s social media. Their personalized KEY POINT presence often establishes the emotional connection that top candidates seek. In today’s talent wars, companies Conclusion which exploit Bersin & Associates sees social marketing tools transforming global the cutting-edge recruiting practices. In today’s talent wars, companies which exploit the potential of social cutting-edge potential of social networking have discovered that they can hire faster and smarter. They have successfully and economically networking have targeted an expansive pool of top talent through collaborative hiring discovered that processes that are enabled by social networking. The exploding they can hire faster popularity of sites, such as LinkedIn, is revolutionizing recruiting – and smarter. allowing companies to expand their searches for top talent around the globe in minutes.BERSIN & ASSOCIATES, LLC 6114 LA SALLE AVENUE SUITE 417 OAKLAND, CA 94611 (510) 654-8500 INFO@BERSIN.COM WWW.BERSIN.COM Using Social Networks Katherine Jones | Page 14 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011
  • Research Bulletin | 2011 Research Bulletin | 2011 BERSIN & ASSOCIATES BERSIN & ASSOCIATES The Bersin & Associates Membership Program This document is part of the Bersin & Associates Research Library. Our research is provided exclusively to organizational members of the Bersin & Associates Research Program. Member organizations have access to the largest library of learning and talent management related research available. In addition, members also receive a variety of products and services to enable talent-related transformation within their organizations, including: • Research – Access to an extensive selection of research reports, such as methodologies, process models and frameworks, and comprehensive industry studies and case studies; • Benchmarking – These services cover a wide spectrum of HR and L&D metrics, customized by industry and company size; • Tools – Comprehensive tools for HR and L&D professionals, including tools for benchmarking, vendor and system selection, program design, program implementation, change management and measurement; • Analyst Support – Via telephone or email, our advisory services are supported by expert industry analysts who conduct our research; • Strategic Advisory Services – Expert support for custom-tailored projects; • Member Roundtables® – A place where you can connect with other peers and industry leaders to discuss and learn about the latest industry trends and best practices; and, • IMPACT® Conference: The Business Of Talent – Attendance atBERSIN & ASSOCIATES, LLC special sessions of our annual, best-practices IMPACT® conference. 6114 LA SALLE AVENUE • Workshops – Bersin & Associates analysts and advisors conduct SUITE 417 onsite workshops on a wide range of topics to educate, inform and OAKLAND, CA 94611 (510) 654-8500 inspire HR and L&D professionals and leaders. INFO@BERSIN.COM For more information about our membership program, please visit us WWW.BERSIN.COM at www.bersin.com/membership. Using Social Networks Katherine Jones | Page 15 THIS MATERIAL IS LICENSED TO EXPERTUS FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011 THIS MATERIAL IS LICENSED TO LINKEDIN FOR DISTRIBUTION ONLY. BERSIN & ASSOCIATES © 2011