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Social media cipd pres Social media cipd pres Presentation Transcript

  • 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.
    • 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
      • 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….
    • “ 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:
  • sxs
  • 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:     Blog:            Facebook page: Twitter: @hinterland67 Hinterland helps organisations – large and small – to implement social recruitment strategy in the pursuit of smart talent acquisition…