We want to shift the focus slightly to speak about the opportunity to...Leverage the Power of Social Media for Recruiting.
David SlideWe know that Social media affects consumer behaviour. Organizations have caught on and are learning to adapt social and mobile technologies to tap into that behaviour to position their brand in a more positive light.One area that has been greatly affected by social media is the recruiting and hiring of talent.Your next hire is undoubtedly already using social media to pursue opportunities.
David SlideHere are some of companies that we are currently working with who face this challenge on a daily basis.
David SlideRecruiting is a naturally social activity. - Employers network to find talentEmployees network to find opportunitiesAllows employers to tell their story over time Build brand credibility- Highlight employer value Position employee benefits in new waysFacilitates earlier engagement = lower cost of acquisition on new talent
David SlideWe all remember the old version of seeking jobs – you would search the classified ads of newspapers,industry magazines and publications. In the early 2000’s we saw the arrival of job boards and websites designed to connect employers with prospective employees. The challenge with that model is that users were restricted to searching within a single network and communication was limited to a one-way dialogue.
David SlideThe job board model has come under threat from the new social networks. As services like LinkedIn, Twitter and Facebook become the norm, users are using these social networks to not only find out about employment opportunities but to better understand what the culture of the organization is like before they make a decision to pursue any employment opportunities.There has been a demographic shift – a younger generation is moving into the workforce; employers know that they will have to compete for employees as the baby boomers retire (Jan 1,2011 is when the oldest boomers started retiring)The job boards have reacted and Monster recently launched a new social network for Facebookcalled BeKnownCareerConnect has launched BranchOut social network for job hunters.Let’s look at how one company is already using Facebook in a new and innovative way to attract top talent globally.
David SlideMarriott Hotels Facebook game: The game enlists players in running the kitchen at a Marriott Hotel. Players must manage operations (placing orders, ordering product, maintaining equipment) customer service (dealing with staff) and finance (sales and profitability) Future modules will be rolled out to cover other operational aspects of Marriott hotels later on. Examples could be Front Desk, Concierge, or Housekeeping.
David SlideSmart brands are already using Social Media to advertise job opportunities and allow their followers to know about careers within their organizations.To illustrate this, here are a few Facebook Examples: Large companies are using Facebook to allow the broad audience to explore careers.
David SlideWe can also see that recruiters are using social media to broadcast job opportunities and access a much broader audience.
David SlideLinkedIn, the original B2B networking platform has also expanded its functionality to allow corporations to advertise career and job opportunities alongside their corporate profiles.
David SlideThese are the latest industry numbers from a recent survey conducted by Jobvite, a social recruiting software company from California.90% of responders indicated that they already use social media in their recruiting programs in some way87% of Employers using LinkedIn55% report using Facebook47% using TwitterThe interesting thing is that these tactics are being done in an ad-hoc fashion.
David SlideThe reality of how social media is being used today is this:Employers are using social media to look at individual profiles online to get a better sense of a candidate before they bring that person in for a meeting or interview.Job candidates are also using social media to research a company and get a better sense of what it might be like as a workplace.In many cases, organizations are missing the bigger opportunity that social media presents. Our belief is that a solid social media recruiting plan has to be integrated. Separate silos that are not well thought out will not succeed in the long term. I’ll turn it over to Kevin to speak about that.
Coming back to the clients that we have worked with that David mentioned earlier, we have developed a framework to support the creation of effective social recruiting programs.Strategic FrameworkBrand experienceOperationsROIMeasurementCost efficiencyCross departmental facilitationStakeholder involvementGuidelines & UsageObjective BasedBetter quality candidatesFaster to market
Kevin Slide:KPMG recognized the need to integrate social channels into their campus and professional recruiting effortsCompetitive advantage & differentiationBuild brand awareness early and in unique waysEngage with users at an early stageSolution: MF was engaged to complete review of competitive programs, audience expectations, existing communications channels and operational requirements to develop a cross-departmental approach to engaging prospects through social mediaDeliverables included: Competitive Review and AnalysisSocial Brand Persona CreationUser Guidelines & Escalation Policy Content Calender Development (full year)Social Media Design and ImplementationResults:WHAT SHOULD WE SAY?http://www.kpmg.com/Ca/en/JoinUs/CampusRecruiting/AboutUs/Pages/Social-Media-set-to-transform-talent-attraction-for-KPMG.aspx
Kevin Slide:We developed the relevant materials to support the program – contained in the binder and research book.KPMG today is in market with Facebook, Twitter (2 accounts), YouTube and LinkedIn.
Kevin Slide: Solution: to reach youth where they “hang out” Facebook, Twitter, LinkedIn and YouTubeProgram included:design and implementation of new social media propertiescreation of user guidelines for distribution to all Ontario business centresImplementing monitoring and analytics toolsCoaching of the Summer Company team and ongoing review sessionsResults:
Kevin SlideSupport your brand voiceBrand personaBrand valueConsistent User experienceIntegrated to existing online presenceExisting audience behaviours and expectationsOperational SupportSocial media orientation for your brand/companyContent calendar and syndication strategyGuidelines and engagement criteriaMonitoring and management toolsCoaching and support Technical expertiseApplication developmentExperience working with all major Social Media platforms
Social Recruiting Activity Today 9 out of 10 Employers are already using Social Media to recruit87% 55% 47%
How Do We Use Social Media45% of recruitersacknowledge alwaysresearchingprospect’s socialnetwork presencebefore an interview Slide 12
Our Approach to Social Recruiting• Strategic Framework• Return on Investment• Cross departmental engagement• Objective-based
Building a Social Recruiting Strategy 1 Information Collection Client Competitors Audience 2 Research & Analysis 3 Gap & Opportunity Identification 4 Social Media Strategy Communications Brand Operations Channels Slide 14
Finding Your Social Brand• Strategy sets the direction• Position the brand where your audience can find you• Be ready for challenges: – usage policies – risk management – escalation procedures• Adapt and learn from your audience• Keep the conversation going Slide 15