Where does social media fit into diversity recruiting? Evolution in the social media space

1. DIVERSITY RECRUITING AND THE SOCIAL
GRAPH
Ananda Chakravarty
March 2012
HR/Benefits Sector Meeting
Dallas, TX

2. • Social Networking (Soh-shuhl Net-wur-king) n.
Engagement with a community of shared
interest
• This really isn‟t new…

3. NO OFFENSE TO AUSSIES…
VIDEO – Foster Miller Beer Commercial –
Social Networking

4. Social Recruiting (Soh-shuhl ri-kroot-ing) n. To
engage in finding and attracting employees, new
members, students, athletes, etc. specifically through
social media or social networking sites online.
Also not new…

5. SOCIAL RECRUITING – FRIENDS?
VIDEO – 2008 IBM 826 Friends Commercial –
Social Recruiting

6. So what IS new? What’s changed?
Offline to Online
Recruitment and Sourcing
Information
Job Seekers and Diversity
Experiences

7. Offline to Online?
Medium
Adoption
Distribution

8. Recruitment and Sourcing Information
Accessible
Searchable
Messy - Incomplete, inconsistent, and
multisourced

9. Job Seekers & Diversity Experiences
Previously unknown connections are known
Establishing connectivity is instant
Connections are typically weaker

10. THE ONLINE EXPERIENCE…IS DIFFERENT
VIDEO – Daily Beast, Parody of Online-Offline
experience on social media networks

11. SOCIAL NETWORKING
The Strength of Weak Ties - Mark Granovetter (Stanford Sociology Prof., 1974)
Weak ties are more effective than strong ones in finding a job
Strong ties already saturate and overlap individual‟s other strong ties
Weak ties expand the network to new networks through key nodes
Groups usually tie together based on a small set of interests (even a single interest)
Social capital is key, and the driver is Trust
Minorities have their own groups and „shared interest‟ is their culture
You’re only as strong as your weakest link!

12. THE SOCIAL GRAPH

13. COMPLEXITY – VISUALIZATION…

14. THE DIVERSITY DEMOGRAPHIC
ONLINE STATISTICS ON THE DIVERSE WORKFORCE AND COMMUNITY
US Population US Labor Force
4.71% 14.18% 4.71% 14.78%
12.07% 11.61%
White White
Black Black
80.76% 81.28%
Asian Asian
Hispanic Hispanic
% Online - United States by % Wireless Usage - United States by
Race/Ethnicity Race/Ethnicity
85% 83%
76% 62%
70%
64% 59%
52%
White Black Hispanic Hispanic Native Asian
Born White Black Hispanic
1. 2012 Bureau of Labor Statistics, US Department of Labor, CPS and Pew Hispanic Internet Data 2011

15. CHALLENGES FOR DIVERSITY ONLINE
• Identification
Self defined (non-obvious)
Candidates don‟t associate with their classification
Multi-racial, Multi-ethnic, challenging for accurate segmentation
Limited data collection
Photos common and automatically discriminates, style over substance
Yes, that‟s a PhD, do
you people just not
get it?!

16. CHALLENGES FOR DIVERSITY ONLINE
• Qualification
Self-identified (as in a resume)
Social media groups are easy to join/unjoin, small number of members participate regularly
ALL online recommendations at a personal level are positive (different for corporate), does
not qualify candidates (except maybe for Biz Dev/Sales)
Education and work experience details collected may be across long periods of time or not
collected (e.g. FB, Google+, etc.)
Inherent discrimination through data collection of:
Older people
Less active users of social media, again style over substance
Privacy constraints are recent, impacts qualification
Metrics are not easily available across the key hiring factors:
Quality of Hire
Time to Fill
Cost of Hire

17. THE DYNAMIC SOCIAL GRAPH & TIMELINE
A long time ago…, well…less than 20 years...an internet eternity
The World Wide Web is
2.3B Users launched, W3C Consortium
formed for the internet
1. March 2012 compilation: Sources: Wikipedia, Facebook.com, YouTube.com, Twitter.com, Quantcast, Alexa

18. White Black Asian Latino Other Age >44 Male Female
75%
43%
53% 47%
18.5MM UV Trend of Print to Digital
10% 6% 8% 1% 2.2MM Users becomes pronounced
0.01MM UV
78%
57% First Professional
37% 43%
12% 3% 5% 1%
0.5MM Users Networking Site
0.1MM UV Reached user base of
8.2MM Users 115MM users globally
79%
37%
51% 49% 121MM UV 27% of users earn six
6% 5% 8% 1% 150MM Users figure salaries
62% 56%
44%
13MM UV Valued at $12B, sold
19%
14%
4% 1%
13%
for $35MM
73%
46% 54%
139MM UV
13% 18% 850MM Users 6.3MM sites link to FB
5% 7% 1%
57% 49% 51%
16MM UV Largest socnet site
30%
9%
26%
100MM Users reaching African
2% 2%
Americans
59%
45%
55%
17.5MM UV Rejected Google buyout
28%
10% 15% 15%
1% for $900MM

19. White Black Asian Latino Other Age >44 Male Female
4B Videos streamed
63% 50% 50%
160MM UV
14% 7% 16%
22% daily
1%
68% Accessed regularly in
47% 53%
25% 22MM UV 12 languages
12% 6% 14%
1%
74%
55%
45%
27% 59MM UV in US Largest Q&A Site
10% 5% 10% 2%
100MM UV Total today - crowdsourcing
67% 55%
45%
22%
90.1MM UV 30MM tweets daily
17%
3%
12%
1% 300MM Users
67% 55%
31%
45%
Breaks out FB’s social
17%
4% 11% 1% into professional and
social
3.2MM UV Fastest site to break
12MM Users 10MM Uvs < 5 months
4.9MM UV
72%
50% 50%
High Growth rate,
27% 100MM Users
10% 5% 11% 1% 100MM in 6 months
185MM UV on
Google

20. THE SOCIAL GRAPH – DIVERSITY NICHE
NOTE: THIS IS NOT ALL INCLUSIVE, BUT CONTAINS KEY RECRUITING FO CUSED SOCIAL NETWORKING PLAYERS
1MM+ Hispanic/Latino Professional Users
105 Historically Black Colleges & Universities Linked
Over 22MM Registered Users (primarily African
American)
Deep connections to the US Wounded Warrior
Programs and Hire a Hero programs
16MM+ Uvs, largest US Based exclusively
Hispanic/Latino Ad Network
Recently launched African American professionals
site

21. SOCIAL MEDIA EXPERTS
< 6 years Social Media expertise really starts around 2006
< 4 years Solid business models for Social media have been around
since 2008
< 2 years Effective social recruiting has been around since 2010
1. Dilbert.com Cartoon - courtesy use only.

22. RECRUITING EXPERTISE IN SOCIAL MEDIA
• Some concerns to keep in mind:
Almost 70% of members in a social media group are Inactive
FB Usage is typically strongest across personal networks –
friends and relatives – not professional
Recruiting, Social presence, Branding online has enormous
costs in Time & $$
Certain jobs are not suitable for social media
High volatility of sites - fast up, fast down – e.g. Myspace
Mobile technology is coming and may overwhelm online social
networking – esp. in diversity
Certain sites are more in tune with specific groups, targeting
is critical
Exclusivity on sites (or positions) can be characterized as
discriminatory and non-compliant
Over 23,000 currently open job positions with “Social Media”
in the title – low-balling this at $50k , these jobs are valued at
$1.1B annually 1.
1. March 2012 statistical snapshot Indeed.com, Monster.com

23. EMPLOYMENT BRANDING IS THE BUSINESS
SOCIAL MEDIA FOR DIVERSITY
Employment branding is the key asset opportunity for Social Media
Diverse communities have just begun the process on the social networks
Focus on where the diverse community works and plays, don‟t drive them to you (but
let them if they want)
Broadcasting will be hit or miss
Agencies rely on Comscore/Quantcast ratings, which have poor correlation with high
diverse traffic sites – Non-diversity sites are relative, and diversity site data are
wrong.
Diversity Branding must be FACT to successfully build brand presence
Functional, Authentic, Collaborative, Targeted

24. THANK YOU!
@achakravarty
http://www.linkedin.com/in/anandachakravarty
Views presented are those of the author only and do not reflect the position or
views of any organization . This document‟s sole purpose is educational.