Social media cipd pres

ad or ixture ? “ Social Recruitment” Presentation to CIPD North Yorkshire Branch Mon 19th April 2010

Introductions
- Mike Prenton
Owner / Director of Hinterland Consulting
Est. 2008
Based Wetherby
Part-time lecturer on CIPD Masters Degree at LMU
Hinterland enables organisations to better
attract, hire, retain and engage talent.

WHAT IS SOCIAL MEDIA?
Think of it as the 3 C’s:
community
content
conversation
It is the catch-all term for the variety of interactive online platforms which are transforming every aspect of modern life.
It’s about connecting, communicating, publishing, and personal branding – enabling passive readers to become active contributors.

Social media - Myths and misconceptions…
- you tube: Dogs on skateboards?
… bought by google for $1.65bn
- facebook: a teenage virtual pub?
… the 4 th biggest population on the planet
- Linked in it’s for americans?
… 10 million UK visits per month
- twitter Inane chatter with Stephen Fry?
… over 80% Fortune100 Co’s actively tweeting

What is Social Media ?
It’s real-time, viral and democratic – which means opinions and news travels faster than ever before.
It’s about your target audience access to online content that is interesting and relevant to their lives
It’s a great source of market intelligence and information
It’s happening all around us, whether we are joining in or not.
It is now transcending the ‘social’ to include the commercial – with businesses and organisations awakening to the potential benefits - and damage – that can be brought about thanks to Web2.0.
Above all, it’s a place for you to tell your story, in your words – to the people with whom you need to connect to secure the talent your business needs going forward.

Social Media in numbers :
The popularity of
Social Media
continues to rise rapidly
in the UK…
… now accounting for
almost 11% of UK Internet visits
… now bigger than email
… growing at 3 times the rate of overall web usage.

So what is Social Recruiting ?
The use of web 2.0 & Social Media channels to attract and recruit staff into an organisation .

Social Media is fast becoming an integral part of the Corporate Recruiters’ toolkit
It is a means to connect with target audiences of numerous types: most especially future talent, candidates (passive or active, employees and alumni
Social media has already become the key tool for managing corporate reputation.
It is a complementary media – and not a replacement for all that has gone before

A genuine game changer?

When it comes to Recruitment: Principles don’t change…
MESSAGE:
Robust Employer Brand
Compelling Candidate offer
MEANS:
Suitable channels to market
Effective strategies
Cost efficiency
MARKET INTELLIGENCE:
Relevant data
Understanding of target groups

When it comes to Recruitment: Technologies and Communications do…

What can Social Recruitment do?
Deliver content to help search results
Offer free job distribution across social networks
Target hard to hire future talent
Engage with passive candidates
Filter out unsuitable candidates
Reduce recruitment costs
Shorten hiring times
Manage candidate relationships
Reduce drop out rates
Increase brand awareness
Manage & Build Employer Reputation

So what are the key tools?

- The leading professional social networking site for across the globe
Launched 2003
55 million users
3 million UK users
Market Cap 2008: $1 billion
Now generating more traffic than the top 3 UK job boards

What can HR do with
- Make connections (not friends)
Display your career history and updates
Join and create professional networking groups
Establish a corporate profile
Search the site for candidates with the skills you seek
Contact those potential candidates by various means
Become your own headhunter…
Post jobs
Check references
Alumni

tips…
An up to date and complete profile is vital
Build your network
Group activity is a must
Dedicated Recruiter can operate as search consultant
Use as basis for deeper searches (e.g. Boolean)
Synch your updates with other social platforms
Develop a Corporate Profile with integrity
Invest the time to reap the benefits

The mother & father of all Social networking sites
400 million users
The 4 th largest population in the world
Ever expanding functionality
20 million users become fans of pages every day

Growth is still exponential…

Facebook is primarily seen as more social than business.
Increasingly blurred, and behaviours online are such that the distinction ceases to be relevant.
The hard truth is – if it’s where your audience is – you need to be there too.

applications for hirers…
Corporate Pages vs Groups
Updating ‘fan base’
Mass career marketing in one click (Next)
Free applications – job posting, video link
Paid for apps – jobs,
Links to other social media
Brand ambassadors
Internal Comms
Candidate Mgt (PWC)
Search capability
Coming next: Facebook Connect

CASE STUDY: Ernst & Young The best rationale is that of a user – Ernst & Young are seen as thought leaders in this respect – and on their Facebook careers page they openly answer the questions as to why they are there…. www.facebook.com/ernstandyoungcareers

“ We get 12,000 applications / year. My mobile number is on our website… I get about 6 calls a year. My email address is there too – I get about 20 emails. Last year, I fielded 60 relevant questions on facebook.”
Head of Recruiting, Leading industrial DAX company

A free micro-blogging service that enables users to post (140 characters max) and read each other's updates (‘tweets’).
Monthly growth of 2000% in 2010
55 million monthly visits
Unlike facebook, tweets are searchable, even content you are not following
Twitter job feeds now high traffic carriers of vacancies

Increasingly useful for:
Building your talent pool
Building your reputation through thought leadership
Searching content within e.g.technical communities
Tweeting jobs as they arise (eg tesco)
Twitterjobsearch – job search engine for candidates
Communicating with existing staff
Candidate Relationship management
Linking with other apps – facebook / linkedin
Early days but evolving quickly

Video used to mean high investment in money & time
Now can be immediate and highly cost effective
Not about slickness - but authenticity, innovation and interesting content
Easily linkable to own careers site / other socmed apps.

Electronic Arts a case in point:

Additional thoughts for another day…
The power of Google
Search Engine Optimisation
Ad words
RSS feeds
Blogs and their uses
Job Boards
Careers site enhancement
Deep Search methods

In summary….
Social media is here to stay
It’s business applications- including for HR – are becoming more apparent by the tweet.
It is not ‘free’ – it requires
discipline, dedication and determination
It’s as much about listening as talking
Being open and 2-way requires boldness and courage to take the brickbats with the bouquets
The dividends of an authentic employer brand presence could be business changing
If the US Army are at ease using FB & twitter to recruit - why not you?

An HR response?
Web 2.0 means you’re already being talked about – question is how to join and lead the conversation
Expectation that social media strategy is part of the mix of a serious recruiter
Establish objectives
Align to business / HR strategy
Plan the investment in time
Build a business case
Start small
Build momentum
Integrate SocMed into existing web presence
Keep listening

hank you Mike Prenton, Hinterland Consulting… Practicing what he preaches via: Linked in: wwww.linkedin.com/in/hinterland Blog: http://talesfromthehinterland.blogspot.com/ Facebook page: http://tiny.cc/hinterlandonFB Twitter: @hinterland67 Hinterland helps organisations – large and small – to implement social recruitment strategy in the pursuit of smart talent acquisition…

http://talesfromthehinterland.blogspot.com	38
http://www.lmodules.com	2
http://www.blogger.com	1
http://talesfromthehinterland.blogspot.co.uk	1

Social media cipd pres

by MIKEP67 on Apr 23, 2010

Accessibility

Tags

Upload Details

Usage Rights

4 Embeds 42

Statistics

Social media cipd pres — Presentation Transcript