CSN Conference 2009 - Keith Robinson

Using Social Networking Sites to Connect with Candidates Keith Robinson Founder & CEO. CareerSiteAdvisor and RCEuro.com

Why Me?
30 years in the recruiting, publishing and on-line space in UK, Europe, Asia Pac and US
Experience of working with the HR community as an information provider and advisor
Launched Personnel Today – Leading UK HR magazine
10 years board director at two of Europe’s largest recruitment advertising agencies
5.5 years as COO of Totaljobs and took it from a number 5 position to a profitable market leader
Founding partner of The Network - the world’s largest on-line recruitment alliance
Founder RCEuro.com and CareerSiteAdvisor.com
Non Exec of a number of European IT businesses.

Show of Hands: Network Usage Poll
Do you use social networks for recruitment today?
Yes
No
Planning to in the future

What is our purpose in life?
The ability to find and hire the right people can make or break your business. It is as plain as that. No matter where you are in the life cycle of your business, bringing in great talent should always be a top priority. It is also the hardest objective to meet.”
Michael Dell, Dell Inc.

So where is recruitment today and where is it going?
Tough times – but come 2010 Q3 we will see a pick up.
35m Europeans will leave the labour market by 2015.
Every media channel is down 35% + BUT CSN’s decline much slower.
CSN’s are the “new kids on the block”
BUT WHAT ARE THEY AND HOW SHOULD A RECRUITER USE THEM?

But what is recruitment?
It is not what you think?
It is rarely strategic - it’s tactical.
It is about placement - not relationships
It is about the CV - not “the you”
It is about a database - not a “talent pool
It is as an ex CEO of a staffing firm once said “ it’s about round pegs in square holes

It’s about luck often!! Recruitment is coincidental

Coincidence
“ Public” talent pool
We rely on redundancy
Disaffected workers looking at our ads
Scattergun approach, at best
“ Who flung dung” recruitment processes

Private Talent Community
Special private relationships
Source of happy, working skilled candidates
Less competitive pressure
All the elements of headhunting without the cost
Catch ‘your’ perfect candidates

BUT What do job seekers want? To be taken seriously Knowledgeable help Competent, efficient servic e Friendliness Anticipation of my needs To be kept informed Explanations in my terms Follow-through Basic courtesies To be listened to (and heard) Empathy Dedicated attention Respect Professional service Not to be passed around Feedback To be informed of the options Honesty

The evolution of the “talent pool”
70’s – 80’s - A filing cabinet.
90’s - The backend of an ATS.
2000+ - Still the backend of an ATS
But these were not talent pools
they were CV database.
So what should a talent pool look like?

The Talent pool of today.
The ATS was not truly dynamic.
Owning a talent pool was “never about capture” that is a CV database.
It was “classic” CRM – Candidate Relationship Management/Marketing.
A dynamic 2 – way relationship.
It was about the management of content
It was publishing.

Where Are My Contacts?

The Questions Really Are:
Do I use the CSN as a “media channel” or use their technology as a “media tool” to build and manage by talent community
Where do we keep information on candidates?
How are candidates selecting their next job channel?
How are we going to reach them?
Can we move from tactical to strategic.
Is it worth the effort.

So we want to change – How and why?
Emergence of social media as a dominant platform of communication online provides many opportunities to those looking for an edge
Recruiters are brilliant at searching and obtaining valuable sources of info offline
Learn to navigate the social web ASAP to become acquainted with the language, environment, and tools
Learn new skills to survive.

Upsides of Social Networks
Life caching – who needs a CV DB?
Busy communities become:
Self-organising: interest areas
Brand ambassadors: “I love this…”
Traffic drivers: “Check this out…”
Networked relationships - expanding your reach

Downsides of Social Networks
Life caching – trail of personal data
Busy communities become:
Self-organising: interest areas
Brand ambassadors: “I hate this…”
Traffic drivers: “I don’t believe it…”
Networked relationships - you can’t hide anywhere
Overkill – CSN become “job boards”

Why Use Social Networks to Recruit?
Global and Universal Reach
Demographics and geographic reach
Build network of contacts with industry specific professionals
Business leads and potential applicants
Build relationships with your networks for long term commitments
Alumni Networks
Company
University

Marketing & Branding
Marketing Company/Clients
Post job opportunities
Employment section
Build the company profile
Post employee career site
Branding/Communication:
Invite members to connect with you
Direct marketing
LinkedIn Inmails & introductions
Events
Facebook Fridays

Getting Started - LinkedIn Example
Prepare your personal profile
Open LinkedIn account
Gather and upload contacts - Webmail and databases
Upload contacts from address book and Invite to connect
Search for additional contacts
Find and join groups
Use the extended applications such as Questions and Answers section
Search conferences and associations
Build your own group

Identify the Most Effective Social Networks for Your Recruiting Specialty
What social/professional sites do your clients use?
Search known social networks for groups
Identify a few that work for you and invest time in developing those netwo rks
Ask other industry professionals – Explore the known recruiting networks
Recruitment Matters.nl.
Recruitment Community Europe.
ERE
Recruitingblogs

Global Reach
These networks become increasingly global
This will make it easier to find people independent of geography
The best person for the next VP job might be living in London, Ontario or London England: Rome, New York or Rome, Italy
Corporate groups or ‘fan of’ communites on the social network extends the reach outside of traditional geography

Network Usage Poll
Which social networks do you use as your primary tool for recruitment today?
LinkedIn
MySpace
FaceBook
Viadeo
Spoke
Hyves
Xing
Other – Naymaz, Plaxo.

But can we change? BUT We need to be strategic

We need new alignments Constant feedback loop Direction, leadership Corporate/board buy in Build/execute Communicating/relationship building/educating line mgmt Agreed KPIs Funding Alignment - HR, Marketing, Corporate Affairs

Plan
CSN,s are channels.
Have an audience.
Decide how to approach – ad led. Content led.
How to execute.
How to manage .

The Ten Most Visited Social Networking Websites in the United States – March, 2009

Facebook and LinkedIn
Facebook is the largest global social networking site
Over 150 Million Global Users
LinkedIn is the largest business related social site
Over 30 Million global users

Search & Groups
Search
Members
Groups
Skill sets
Discussions
Advanced search
Groups: Professional & Social groups
Create
Join
Discussions

Linkedin Corporate Solutions
Special LinkedIn interface for recruiters
Track recruiting projects
Work your network with exclusive tools
Take control of your searches
Share information
Build brand awareness for your company
Manage and optimise user access and cost

Facebook
150 Million users globally
800 new registrations daily
25% of audience is over 35
65% of UK internet population visit Facebook
50% of members return daily
25 minutes per day on the site
Average 2 visits per day
55/45 split between male/female

Target by Age Location (postcode) Occupation Degree University Or Interests via Applications or groups Targeted Banners

Target using application such as “Where I’ve been” to target those likely to be interested in the TRAVEL INDUSTRY Targeted Banners - Travel Client

Sponsored Story Ads in News Feed and Left Side
Image Sponsored Story in News Feed Image Sponsored Story in Left Column Ad Space

Client/Company Branded Pages

Twitter
Twitter is a free service that helps you keep in touch with people through the exchange of quick, frequent answers to one simple question: What are you doing?
Search keywords
Follow members
Facebook interchange
Tweet

Lessons To Apply
Utilise large social sites to gain maximum reach
Target specific social and business networks/groups to narrow your search
Market your company and opportunities when and where you can by using site tools
Build relationships with your networks for long term commitment
Follow company guidelines and interviewing processes for in depth analysis of candidate
Follow business ethics when using social sites

Gen F
1. All ideas compete on an equal footing.
2. Contribution counts for more than credentials.
3. Hierarchies are natural, not prescribed.
4. Leaders serve rather than preside.
5. Tasks are chosen, not assigned.
6. Groups are self-defining and -organizing.

Gen F
7. Resources get attracted, not allocated.
8. Power comes from sharing information, not hoarding it.
9. Opinions compound and decisions are peer-reviewed.
10. Users can veto most policy decisions.
11. Intrinsic rewards matter most.
12. Hackers are heroes.

Wrapping Up
The value is not in the number of connections, but in the quality of the virtual address book
Manage your groups and connections with care and attention
Evaluate the classification and categories of the SN sites
Ensure your messaging is relevant and accurate
Always provide an easy feedback loop and contact information
Don’t forget to use the telephone

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CSN Conference 2009 - Keith Robinson

by KREM on May 14, 2009

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CSN Conference 2009 - Keith Robinson — Presentation Transcript