Diversity Recruiting - The Impact From Social Media

Diversity Recruiting: The Impact from Social Media v

Objectives
Overview of social media
Strategies to impact diversity recruiting
The digital divide
Best practices
Setting up a pilot program

A Social Media View

Remember When?

What is it?
Social media
is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques
Web 2.0
The term "Web 2.0" is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered
Social Networking
A social network service focuses on building online communities of people who share common interests and/or activities

Why Does It Matter?

Why Does It Matter? SlideShare.
SlideShare Stats:
45 Million Visitors every month
Top 250 web sites visited in the world
Used for presentations, documents, PDF’s, webinars, and videos.
57,000 documents related to social media
5,000 documents related to diversity

Why Does It Matter? YouTube.
YouTube Stats:
2 billion videos viewed, every day
24 hours of video uploaded, every minute
More video is uploaded in 60 days than all 3 major US networks created in 60 years
46 years of videos watched a day, on facebook via YouTube
YouTube’s auto speech recognition tech translates video and captions into 51 languages

Why Does It Matter? Mobile.
5.3 Billion subscribers
6.1 Trillion SMS messages sent in 2010
10.9 Billion apps downloaded
By 2013 mobile will overtake PC’s as the most common web access device
Are you looking for a new opportunity? Apply now! Job Seekers

Why Does It Matter? Twitter
Twitter Stats
200+ Million users
40+ Billion tweets
140 Million tweets a day
300,000+ apps
1,000+% growth
400 employees
500,000 accounts added, daily

Why Does It Matter? Ning. 2 Million Ning Communities

Why Does It Matter? Google.
Google stats:
1+ Billion searches daily
20% of searches are for local information
Google maps guided users 12 billion miles in 2010
300 Million+ “Job” related searches every month

Why Does It Matter? Facebook.
Facebook Stats:
#1 Most visited web site
500+ Million active members
700+ Billion minutes are spent on facebook, every month
20+ Million apps installed daily
900+ Million objects people interact with
200+ Million access via a mobile device
Average user generates 90 pieces of content every month
250+ Million people engage with facebook on external sites

Why Does It Matter? LinkedIn.
LinkedIn Stats:
100 Million+ members
1 Million new members every week
17.8 Million belong to groups
1.2 million comments and posts to groups each week
2 billion people searches annually
1 million companies have a company page

Diversity Groups & Pages on…
LinkedIn
Women: 8,500+
African American: 350+
Latino / Latina: 600+
Seniors: 50+
Disability: 35+
LGBT: 500+
Asian: 500+
Facebook
Women: 500+
African American: 500+
Latino / Latina: 500+
Seniors: 500+
Disability: 500+
LGBT: 500+
Asian: 500+

Diversity Groups on LinkedIn
1,000,000 Total Groups
1,250 Diversity
294 Inclusion
11,288 Women
2,987 Young Professional vs.
24 Millennials
1,064 Veterans
588 Latino vs 53 Hispanic
468 African America
269 People with Disabilities
259 Asian American
236 LGBT
105 Native American vs
99 American Indian
78 Baby Boomers
27 Gen X
10,444 644 602 577 997 29 4,113 22,627 1,879 8,115 2,937 5,656 4,098 23,357

Social Media Studies
Last year CareerBuilder.com conducted a of organizations social media strategy.
92% of the Jobvite Social Recruiting survey reported that they are actively hiring and currently use or plan to use social networks in order to seek out new employees
Webroot survey of 803 IT professional report that 80% predict social media tools like Facebook will cause problems for their companies.
Inc Magazine reported that about 75% of small business owners “fear use of Facebook and Twitter will come back to haunt them.”
1 Information obtained from: Tennessee Communicator’ Social Media Attitudes and Utilization: A 2010 Snapshot

Social Media Studies (cont)
Social Media Examiner.com nationwide study showed that 65% have been involved with social media for a few months and 56% are using social media six hours or more each week

Social Media Engagement

Social Visits
Hispanics who prefer English visit social networking websites 50% more than Non-Hispanic Whites and 10% more than African-Americans.
As ethnic demographics continue to shift in the US fewer Non-Hispanic Whites are born leading to younger populations for ethnic minorities. Research shows that younger populations have a higher tendency to utilize social media.

Visits by Ethnicity & Age
58% of English preferring Hispanics & Asians frequent social media websites. This is closely followed by Non-Hispanic Whites where 57% of those surveyed also frequent social media websites.
Those surveyed who are over 36 show that the top three ethnic groups are English preferring Hispanics (24%), Asians (24) & Spanish Preferring Hispanics (23%), an average of 11% more than Non-Hispanic Whites

What does this all mean?
Ethnic Minorities, Women, People with Disabilities, & Veterans utilize social media
Research shows higher percentages of Hispanic-Americans utilizing social media

Diversity & Social Network Marketing

Diversity & Professional Network Marketing

Diversity ‘Jobs for You’ Ads Reach targeted passive talent on diversity websites
Reach only targeted candidates
Distribute your jobs to thousands of diversity websites
Get more desired applicants faster
Jobs at xyzCo See more xyzCo jobs Product Marketing Manager xyzCo Apply now >> Sr. Product Marketing Manager xyzCo Apply now >> Product Marketing Manager xyzCo Apply now >>

Diversity Ads Reach targeted passive talent on diversity websites

Target YouTube Channel

Deluxe Career Site

LinkedIn Company Page

A Holistic Approach to Recruiting Market Research Competitive Intelligence Job Boards Career Sites Networking Events Job Fairs Referral Programs Alumni Programs Cold Calling Resume Mining Professional Networks Social Networks Diversity Recruiting Campus Recruiting Talent Community

Breakout Exercise
Question 1: If you were to implement a social media strategy, what are the top 3 actions most critical to begin the dialogue? How can you build a business case?
Question 2: What are the barriers / risks associated with launching a social media program related to diversity recruiting?
Question 3: Identify the best practices you have seen associated with social media, and diversity recruiting.

Setting Up Pilot Programs
Identify early adopters
Benchmark against traditional programs
Avoid anecdotal data
Set reasonable expectations
Share excitement – internal champions

Competitive Analysis Our Company Competitor A Competitor B Competitor C Competitor D Competitor E Competitor F

Measuring Results
Visitors
Increased, views, applies
Time
Applicants Captured
Quality (Interviews)
Quality (Hires)
Cost / Investment / Return
Stats
Followers, fans, groups

Your Presenters Roycie Earvin leads the diversity and inclusion initiatives at Ameriprise Financial, helping to foster acceptance and understanding among employees, clients and within the community. Roycie joined Ameriprise Financial and moved to Minneapolis in 2008. Previously, she held roles in Information Technology, Operations, Research, and Training and Development across the country. Recognized as one of the top African-American executives in St. Louis, Roycie received the Minority Supplier Development Advocate of the Year award. Jason Buss leads the talent acquisition and diversity organization at Ameriprise Financial. In addition to attracting and hiring talent, his team is responsible for leading the firms’ diversity and inclusion strategy. Jason joined Ameriprise Financial and moved to Minneapolis in 2008. Previously, he held senior level roles in Human Resources, Talent Management, and Recruiting, with global responsibilities. Jason is the founder and author of of Talent HQ (formerly The Talent Buzz), an online news forum for Recruiting and Talent Management Professionals. Talent HQ now provides content for an online community that has grown to 75,000+ in the past 3 years.

www.TalentHQ.com v

http://www.talenthq.com	104150
http://translate.googleusercontent.com	93
http://webcache.googleusercontent.com	41
http://meltwaternews.com	39
http://open-diversity.com	24
http://wwwtalenthq.zippykid.it	23
http://feeds.feedburner.com	22
http://www.google.com	14
http://www.linkedin.com	4
http://www.google.co.in	3
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https://www.google.com	1
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Diversity Recruiting - The Impact From Social Media

by Jason Buss on Mar 24, 2011

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Diversity Recruiting - The Impact From Social Media — Presentation Transcript