Social Recruiting for HR Execs Made Simple | by Bullhorn Reach Evangelist Steven Duque

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FOR THE TALKING POINTS, WATCH THE RECORDED WEBINAR HERE: https://www1.gotomeeting.com/register/689626184 …

FOR THE TALKING POINTS, WATCH THE RECORDED WEBINAR HERE: https://www1.gotomeeting.com/register/689626184

Maybe you’re looking for better ways to leverage social media for your recruiting organization. Perhaps you want to turn up the volume on your unique workplace culture and employment brand. Or, like most HR executives, you’re probably concerned about EEOC compliance of your team’s social recruiting efforts.

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  • You may have already guessed that I’m describing referral programs, powered by social media. As most of you likely already know, referral programs are one of the best, most cost effective sources of hire for multiple reasons. Why? A strong employee referral program leads to:First of all, higher levels of employee retention and, conversely, less employee attrition. Because candidates have an inside perspective on the company culture, they are more likely to know the job will be a fit before accepting. And of course, no one wants to leave a workplace where s/he has friends;Secondly, higher quality candidates. Candidates sourced via employee referrals are typically of a different stock than those yielded from sources like job boards—that is, they’re more likely to be passive candidates who are happily and gainfully employed, but are open to hearing about new opportunities;Thirdly, referred employees are more productive, quicker. With a built-in support network at your company, referred employees are more likely to become engaged, efficient employees more quickly;And finally, employee referrals will cost you significantly less than any other source of hire, especially for hard-to-fill positions. Imagine how much you spend on agency fees, job boards and other channels.
  • And thirdly, you can use social media monitoring to help you decide what information is most important to you. Cutting through the clutter of your connections can be incredibly difficult, if you have even just a couple hundred individuals in an online network. Ask yourself what success looks like for you, what you want to accomplish, and what steps you need to take to get there. Monitoring both what others are doing and what your results are yielding can help you make more informed decisions about what matters most to you as a recruiting professional.

Transcript

  • 1. Social Recruiting forHR Execs Made Simple Presented by Steven Duque Recruiting Innovation & Optimization Evangelist powered by your friends at
  • 2. #socialreach @StevenDuque @BullhornReachQuestions? Just ask, or email me at sduque@bullhorn.com.
  • 3. Agenda1. Background Information - Social Media Adoption - Employment Branding2. Social Recruiting for Employment Branding - Social Recruiting, Social Referrals & Their ROI - Social Recruiting Tactics & Approaches - EEOC Compliance
  • 4. social media adoption
  • 5. Social Media Users by Age 62% of people on social networks are of the “professional” age
  • 6. Social Media Users by Age % of 35+ # of 35+ NETWORK USERS USERS 64% 512m 61% 122m 78% 78m Source: Google Ad Planner 2011, US Demographics Data
  • 7. Social Media Users by Age NETWORK AVG. AGE 38 39 44 Source: Google Ad Planner 2011, US Demographics Data
  • 8. Social Media Usage by Time
  • 9. Time Spent Online 8.4 hrs. Amount of time “professional”-aged Americans spend per month on social channels.
  • 10. Facebook’s Ascent
  • 11. A Changing Workplace: SocialInboxes Checked Regularly All Responses Source: People—On the Go 2010 Report, Pierre Khawand
  • 12. A Changing Workplace: SocialInboxes Checked Regularly Top Management Source: People—On the Go 2010 Report, Pierre Khawand
  • 13. EMPLOYMENTBRANDING
  • 14. ROI of strong employment brand 2x how much lower the cost per hire is for a company with a strong employment brand Source: LinkedIn, “What’s the Value of Your Employment Brand?”, Eda Guitekin, 2011
  • 15. Employment Branding Checklist  Define your strategy • Research • Conduct internal research • Conduct market research • Planning • Retaining talent • Recruiting talent  Build internal support • CEO engagement • Senior management engagement • Cross-departmental collaboration  Plan communications • Employer value proposition • Produce communications Source: Employer Brand Institute Study, 2010
  • 16. Honest Reflection: Look Inside Among 2,250 corporate recruiters, almost none claimed their company would score less than a 7 on a scale of 1 to 10 for employment brand. Source: LinkedIn, “What’s the Value of Your Employment Brand?”, Eda Guitekin, 2011
  • 17. Build Bridges: Collaborate withOther Departments Engage key internal stakeholders to achieve consensus and unified support for objectives
  • 18. Create Content: Start with a Blog Creating employment brand content can support both internal morale and attract new candidates
  • 19. Agenda1. Background - Social Media Adoption - Employment Branding2. Social Recruiting for Employment Branding - Social Recruiting, Social Referrals & Their ROI - Social Recruiting Tactics & Approaches - EEOC Compliance
  • 20. SOCIAL RECRUITING,SOCIAL REFERRALS,& THEIR ROI
  • 21. The Difference: RecruitmentAdvertising VS Social Media Controlled Recruitment Advertising Monologue Dialogue Social Media for Recruiting Uncontrolled
  • 22. Set the Tone Start the conversation with the content that you publish
  • 23. Foster Trust put a face to the copy
  • 24. Leverage Real Relationships tap peer- to-peer networks
  • 25. Employee Referrals are the 77% BEST source of hire, say of CEOs surveyed Increase in employee retention Higher quality candidates Referred employees are more productive, quicker Comparatively lower cost per hire Source: Who by Geoff Smart and Randy Street, ghSMART
  • 26. Social Media Referrals empower employees to share culture
  • 27. Referrals Dramatically OutperformOther Sources in Hiring Efficiency Hiring Efficiency 100% 87% 80% 61% 60% All Other Sources 40% 40% Referrals Average 20% 2% 0% % of Job Applicants That Offer Acceptance Rate Meet Job Requirements Source: Dr. John Sullivan on ERE.net
  • 28. First-Year Turnover for Referrals is63% Less than for Other Sources First Year Turnover 12% 11% 10% Involuntary 4% Turnover within 8% First Year 6% Voluntary Turnover 4% within First Year 4% 7% 1% 2% 3% 0% All Other Sources Referrals Average Source: Dr. John Sullivan on ERE.net
  • 29. Average Cost of a Bad Hire is1x to 5x that Employee’s Salary Cost of Replacing a Bad Hire 5x employees salary 11% 3x employees salary 26% 2x employees salary 42% 1x employees salary 15% 0% 10% 20% 30% 40% 50% Source: Right Management Survey of 444 companies
  • 30. SOCIAL RECRUITINGFOR EMPLOYMENTBRANDING: TACTICS
  • 31. MARKETOPEN JOBS
  • 32. Don’t be this guy Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job!
  • 33. It all depends on your variables 32k recruiters
  • 34. Expectations vary across channels
  • 35. “Social” isn’t a single category
  • 36. BUILDCOMMUNITY
  • 37. Discussion Groups Hashtags (#) Page
  • 38. Education & Self-Improvement
  • 39. Relevance Checklist Being “relevant” is being:  Helpful  Educational  Informational  Conversational  … Add value to connections’ professional lives online.
  • 40. Multimedia
  • 41. MONITORING
  • 42. Monitoring follow the leader
  • 43. Monitoring uncover best practices through metrics
  • 44. Monitoring info triage
  • 45. COMPLIANCE
  • 46. Compliance top of the sourcing funnel
  • 47. Compliance just like a job fair
  • 48. Compliance nothing you wouldn’t discover anyway
  • 49. TEAM • Identify social recruiting stars and spread best practices across your entire team • Measure results, monitor and improve recruiter effectiveness • Strengthen employment brand to boost quality of hiresREFERRALS • Save time and energy managing your referral program(s) with built-in updates, reporting and measurement • Improve employee participation with a tool that is easy to learn and trustworthy to use • Improve candidate engagement with employee social endorsements
  • 50. Steven DuqueRecruiting Innovation & Optimization Evangelistsduque@bullhorn.com