Southwest Airlines - Summer 2008 Social Networking for Recruitment Recruiting 2.0 | Chic Geek and Open Discussion Christopher Hoyt, Associate Director Talent Attraction, AT&T aka: RecruiterGuy (www.RecruiterGuy.net)

Recruiting Today – Leveraging the Internet Niche Job Boards Niche Job Boards Major Job Boards Pros: Efficient Low CPA Brand (active seekers) Cons: Only active seekers Losing share Internet Overall vs. Top Job Boards Source: ComScore 30% Missing 70% of total US Internet audience But some companies spend over 70% of budget to reach 30% of audience 70%

Major Job Boards

Pros:

Efficient

Low CPA

Brand (active seekers)

Cons:

Only active seekers

Losing share

Leveraging the Internet – 100% Niche Job Boards Niche Job Boards Major Job Boards Pros: Efficient Low CPA Brand (active seekers) Cons: Only active seekers Losing share Internet Overall vs. Top Job Boards Source: ComScore 30% 70%

Major Job Boards

Pros:

Efficient

Low CPA

Brand (active seekers)

Cons:

Only active seekers

Losing share

Keys to an Integrated Strategy Web Strategy Having a solid website is the foundation. It should be the baseline where customers get their news about the company and products. Internet Marketing Strategy Outreach with traditional affiliate networks, advertising, PPC, search, press and media online. Social Media Strategy Leveraging relationships and networks. The power of networks, raw and open feedback, existing social network tools that people use.

The communication eras WEB1.0 > WEB2.0 > ?

Web 1.0 Connecting people to information.

Web 2.0 Connecting people to each other. Self Publishing.

Web 3.0 SOCIAL NETWORKING SITES MOBILE VIRTUAL WORLDS TELEVISION VIDEO

Web 2.0 | 3.0 Options for Recruitment Web 2.0/3.0 features enable candidates to engage with your company and interact at a deeper level with the hiring process taking your presence from career site to career portal. Social Networking features Online Games Interactive talent networks Virtual site hosts Interactive timelines Video testimonials Choose your path site design Where do I fit? modules Online polls RSS—Really Simply Syndication Dynamic content Interactive career pathing Mobile job agents Online scheduling Recruiter chat Company blogs Podcasts Free downloads (music, screensavers, job roll, etc.)

Web 2.0/3.0 features enable candidates to engage with your company and interact at a deeper level with the hiring process taking your presence from career site to career portal.

Social Networking Defined Source: Wikipedia “ A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software.” “ Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups, and so on.”

Geek vs. Nerd Nerd … refers to a person who passionately pursues intellectual activities, esoteric knowledge or other obscure interests that are age inappropriate rather than engaging in more social or popular activities. The stereotypical nerd is intelligent but socially and physically awkward. Source: Wikipedia (of course!)

Nerd … refers to a person who passionately pursues intellectual activities, esoteric knowledge or other obscure interests that are age inappropriate rather than engaging in more social or popular activities.

The stereotypical nerd is intelligent but socially and physically awkward.

Source: Wikipedia (of course!)

Geek vs. Nerd Geek … The term "geek" originally referred to the carnival performers whose act consisted of biting the heads off chickens and eating glass. [fortunately] Over time it came to be applied to anyone who got paid to do work considered odd or bizarre by mainstream society. Source: UrbanDictionary.com

Geek … The term "geek" originally referred to the carnival performers whose act consisted of biting the heads off chickens and eating glass.

[fortunately] Over time it came to be applied to anyone who got paid to do work considered odd or bizarre by mainstream society.

Source: UrbanDictionary.com

Web 2.doh! HR’s Current Attitude 64% of US companies deny their employees access to social networking sites such as Facebook, MySpace, and Ning 54% of HR decision makers have encountered or have had to discipline employees for time-wasting on the Internet 23% of HR decision makers are unfamiliar with Web 2.0 42% are familiar with the sites, but do not use them 34% actively use Web2.0 technologies Source: Clearswift, October 2007

64% of US companies deny their employees access to social networking sites such as Facebook, MySpace, and Ning

54% of HR decision makers have encountered or have had to discipline employees for time-wasting on the Internet

23% of HR decision makers are unfamiliar with Web 2.0

42% are familiar with the sites, but do not use them

34% actively use Web2.0 technologies

Why Social Networks are Important to Recruiting Sourcing Contact Management Hiring On-boarding Engagement Collaboration Training Rehiring

Sourcing

Contact Management

Hiring

On-boarding

Engagement

Collaboration

Training

Rehiring

Where Talent is Going Source: Alexa

Source: Alexa

Where Talent is Going Source: Alexa

Source: Alexa

How Social Networks are used—for now.

MySpace for Recruiters Create a Career Page Source by Profile Data

Advertising on MySpace Targeted Advertising MySpace, MySpaceTV, Groups, Blogs, Channels, Career Pages Interactive presence Alumni, College, Job-Specific, Company Overview MySpace Widget Advertising Job Postings

Targeted Advertising

MySpace, MySpaceTV, Groups, Blogs, Channels,

Career Pages

Interactive presence

Alumni, College, Job-Specific, Company Overview

MySpace Widget Advertising

Job Postings

FaceBook for Recruiters Career Page Alumni Groups Intern Groups

Advertising on Facebook Facebook Pages Interactive business presence Alumni, college, job-specific, company overview Facebook Social Ads Targeted ads by age, gender, location, interests, etc. Content integration Work with Me (application) MSN banners on Facebook Targeted by location, gender, etc.

Facebook Pages

Interactive business presence

Alumni, college, job-specific, company overview

Facebook Social Ads

Targeted ads by age, gender, location, interests, etc.

Content integration

Work with Me (application)

MSN banners on Facebook

Targeted by location, gender, etc.

“Work With Me”

“Work With Me”

LinkedIn for Recruiters LinkedIn Recruiter Dashboard with enhanced user capabilities: search, InMail and candidate management functionality InMail Candidate emails in and out of personal network. Targeted Advertising Profiles Increased visibility Job Postings

LinkedIn Recruiter

Dashboard with enhanced user capabilities: search, InMail and candidate management functionality

InMail

Candidate emails in and out of personal network.

Targeted Advertising Profiles

Increased visibility

Job Postings

Career Portal: Interactivity

Podcasting… (can you hear me now?)

Twittering? What’s the point? Who’s watching? This is networking?

What’s the point?

Who’s watching?

This is networking?

Hiring Twits? First Telecom Shot of adrenaline Short attention span Effective ROI?

First Telecom

Shot of adrenaline

Short attention span

Effective ROI?

Best Practices of Active Social Media Avoid “marketing” at all costs Not about the corporate marketing message – it’s about sharing information and access Show honesty and transparency Be upfront and truthful when working with bloggers, podcasters and other social media outreach Forget what you know about PR Social Media is about relationships and friendships and being human Be prepared for the negative Be knowledgeable, timely and succinct Become an influencer (dedicate time) Zero in on the other influencers – reach out, befriend, provide value, drive leads

Avoid “marketing” at all costs

Not about the corporate marketing message – it’s about sharing information and access

Show honesty and transparency

Be upfront and truthful when working with bloggers, podcasters and other social media outreach

Forget what you know about PR

Social Media is about relationships and friendships and being human

Be prepared for the negative

Be knowledgeable, timely and succinct

Become an influencer (dedicate time)

Zero in on the other influencers – reach out, befriend, provide value, drive leads

Social Network Do’s & Don’ts 3 rules of social computing: Contact is king; the response is the message, and consumers call the shots. 2006 Consumer Marketing Forum EMEA Do warmly, sincerely greet. Do “bring something” to the table, an idea, new information, an introduction. Do keep your lists tight. Do guard your privacy. Do measure success. Don’t spam; follow up in person, email or on the phone. Don’t treat it like a database. Don’t expect immediate responses. Don’t BE spammed, protect your privacy

Do warmly, sincerely greet.

Do “bring something” to the table, an idea, new information, an introduction.

Do keep your lists tight.

Do guard your privacy.

Do measure success.

Don’t spam; follow up in person, email or on the phone.

Don’t treat it like a database.

Don’t expect immediate responses.

Don’t BE spammed, protect your privacy

Social Networking for Recruitment Recruiting 2.0 | Chic Geek and Open Discussion Christopher Hoyt, Associate Director Talent Attraction, AT&T aka: RecruiterGuy (www.RecruiterGuy.net) Dialogue…