Recruiting With Social Media

Your Web 2.0 Budget

Today’s Host ‐ @jjbuss Jason Buss #recruit Ameriprise Financial VP, Talent Acquisition & Diversity

Agenda: ‐ Why Transform Your Recruiting Budget ‐ Web 2.0 Projects & Results To Date ‐ Estimated Web 2.0 Budgets & Transformation ‐ Measuring Effectiveness & Results Achieved

The Talent Shift Pre Web Web 1.0 Web 2.0 August 2009 August 2009 CareerBuilder.com Google.com 24 Million Visitors 226 Million “Job” Searches Source: comScore Media Metrix Source: Google Adwords

Old Recruiting Model $ $ $ $ $ Benefits College Marketing Career Culture About Us Paid Job Boards Niche Boards Site Diversity Search Jobs Job Distributors Campaigns Print & Offline Events Req Management Job Search Sourcing Tools Micro Sites ATS Reporting Applicants Email Marketing Resume Search Spending $$$ No Search Engine Traffic Not Capturing Passives With Each Job Or Brand / Future Interest No Web 2.0 Tools Not Driving Not Recycling Or Or RSS/XML Feeds Employee / Viral Referrals Remarketing To Candidates Minimal Reporting Minimal/Manual Social Network Recruiting

Why Web 2.0? 300,000,000 Million “Job” Searches Per Month

Why Web 2.0?

Why Web 2.0? 1.5 Million Ning Communities

Why Web 2.0? 4 Billion SMS Recruiters Everywhere Messages Sent Daily Hire Me Now!

Why Web 2.0? 1 Billion Videos Viewed Per Day

Why Web 2.0?

Why Web 2.0? Latest LinkedIn Facts • LinkedIn has over 48 million members in over 200 countries and territories around the world. • A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. • Executives from all Fortune 500 companies are LinkedIn members.

Expanding Your Reach & Engagement Passive Candidates Active Post Apply 65% to 75% Of Market Candidates (Employees & Alumni) • No Capture Tools • Apply • Recruiter Manually Driven Web 1.0 • Recruiter Contact Web 2.0 • Email Subscribe/Job Alerts • CRM Capture • Job Alerts/RSS/Tweets • Join Talent Community • Repeat Visitors/Applicants • RSS Subscribe • Apply • Referral Email Agents • Follow On Twitter • Social Sharing With Friends • Join Linked In Group • Social Profile Applications • Become A Fan/Facebook • Group/Fan Involvement • Join Private Community 90% Of 50% 30%to 50% Increase Career Site Visitors Fall Off In Referral & Repeat Visitors

Web 2.0 Projects / Areas To Consider Search Engine Marketing Building Talent Community (SEO & SEM) (Email Capture & Marketing) Social & Professional Networks Social Media (Facebook, Twitter, LinkedIn) (YouTube, Flicker, Skype, Blogs) Career Site Job Aggregators (RSS Feeds, Site Widgets) (Sponsored Feeds/PPC) Web 2.0 Metrics / Measurement Platform

Search Engine Optimization & Marketing

Search Engine Optimization & Marketing • Approximately Google 33,000 Searches Monthly For “Financial Advisor Jobs” • Current SEO Efforts Driving ~1,800 Targeted Candidates Per Month • Roughly 5% Conversion Rate Of Search To Visitor Ratio (Very Good)

Social & Professional Networks

Social Media Marketing

Social Network Marketing

Career Site Enhancements

Building Your Talent Community Capture Passive Candidates

Automates Job Marketing Your Career Site Finds Matching Members Cultivates Your Talent Community Bill Smith Jane Hanson bill@gmail.com jane@aol.com Business Analyst Web Developer Chicago, IL Minneapolis, MN Emails Job Job Title: Alert Stan Jones Leslie Neal Job Title: Business Analyst stan@hotmail.com lneal@yahoo.com Job Title: Business Analyst Project Manager QA Tester Business Analyst Boston, MA San Diego, CA Location: Location: Chicago, IL Location: Chicago, IL Chicago, IL Keywords: Jeff Berg Jodi Carlson Keywords: Drives Them jeff@gmail.com jcb@msn.com Project Manager Keywords: Project Manager To Site Sharepoint Admin Graphic Design Sharepoint Project Manager Portland, OR Austin, TX Sharepoint Sharepoint

Automates Job Marketing • Fully Automated • Candidate Controlled • Branded To Company • Full Bounce Handling • All Results Tracked

Social Media Marketing Financial Advisor Careers @ Ameriprise

Job Aggregators (Sponsored Feeds) • Budget $20 per job per month for sponsored / hard to fill jobs • Drive direct to branded / measurable version of your jobs – versus ATS view • Watch for job‐jacking, and competitor keyword targeting Sponsored Area Of Sites Direct Feeds To Career Site

Agenda: Web 2.0 Budget Estimates & Transition Planning

Beware Of Sacred Cows Print Ads Job Boards Headhunters

Setting Up Pilot Programs • Identify Early Adopter Hiring Managers/Groups • Benchmark Pilots Against Traditional Programs • Avoid Anecdotal Data If Possible • Set Reasonable Expectations • Get Internal Champions To Share Excitement

Budget Suggestions Project/Pilot Suggested Budget Possible Budget Areas Search Engine Optimization $50K ‐ $100K • Job Board/Resume Subscriptions (SEO) (Annually) • Headhunter/Agency Fees • Career Site Makeover/Marketing SEM/Pay‐Per‐Click $5K ‐ $20K • Job Board Subscriptions (Per Campaign) • Offline Media Costs • Diversity Budgets • Job Fairs & Events Social Networks Facebook: ‐ Fan Pages: $10K ‐ $20K • Career Site / Employer Branding ‐Ads: $5K ‐ $10K • Job Board / Resume Search (Per Campaign) • Headhunter/Agency Fees ‐ Job Search Tools: $5K‐$10K • Business Unit Hiring Budgets • Campus Recruiting LinkedIn Groups: Recruiter/Time • Job Board Subscriptions Twitter: $3K ‐ $5K • Campaigns / Business Unit $$ Social Monitoring: $5K ‐ $10K • PR / Marketing /Employer Brand

Budget Suggestions Project/Pilot Suggested Budget Possible Budget Areas Job Aggregators • $10K ‐ $20K Per Site • Job Board Fees (Sponsored Feeds) • $20 Per Job Per Mo • Job Distribution Fees Social Media • Video/Picture Production • Job Boards & Resume Search • Skype Video Interviews • Sourcing Subscriptions Tools • Candidate Travel Fees Talent Community • $10K‐$20K • Job Board Fees / Resume Search • Employee Communications • Recruiter Headcount • Internal Mobility / Retention • Employee Referral Fees • CRM / Email Marketing Career Site Tools & Upgrades • $10K ‐ $25K • Career Web Site Marketing (Job Search & Social Sharing) • ATS Upgrade Costs • Recruiter & Manager Training Measurement Platform & Tools • Free to $10K • Job Distribution Costs • % Of Each Campaign • ATS Reporting Costs

Agenda: Measuring Effectiveness & Results Achieved

Drive Efficiency And Cost Savings Web Analytics: ATS System: • Shows Visitors: • Completed Applicants ‐ Person Level • Apply Sources ‐ By Referrer/Talent Type ‐ Dynamically Set By Jobs2Web • Keywords (By Referrer) ‐ All Online Sources • Campaigns (Person Level) • Apply Starts (CRM/Referring Sources) • Geographical (By Type) • Time/Date (By Type) • Search/Social Footprint

SEO Pilot Results • Started in 2007, for 6 months • Search engine traffic went from 2.2% to 11.3% • Visitor to candidate conversion doubled • Career Site ROI tripled • Time on site went from average of 3 minutes to 8 • Site traffic and leads increased by 300%

Drive Efficiency And Cost Savings Year 1: 100% Spend Year 2: Referrals 15% 80% Needed Year 3: Headhunters 10% Social Networks 5% 60% Needed Direct Hires 20% Sourcing 10% Social Networks 10% (SEO & SEM) Direct Hires 30% Talent Community 10% (Search Engines, Career Site) Referrals 20% Talent Community 10% Job Boards & Print Headhunters 5% 65% Referrals 30% Sourcing 10% Job Boards & Print Headhunting/Sourcing 10% 30% Job Boards & Print 10%

Closing Thoughts • Connect with Jason • Continue the Conversation @jjbuss – twitter • #hci • @jjbuss facebook.com/jasonbuss – TheTalentBuzz.com linkedin.com/in/jbuss bussjj@gmail.com TheTalentBuzz.com

Q&A Jason Buss Ameriprise Financial VP, Talent Acquisition & Diversity

http://thetalentbuzz.com	245
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http://blog.hirestrategies.co.uk	103
http://hrstandard.pl	66
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http://www.slideshare.net	13
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Recruiting With Social Media

by Jason Buss on Nov 03, 2009

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