NEHRA Social Staffing Presentation

September 29, 2009
The Future of Recruiting is Social - How Social Media is
Changing Recruiting
Presented By:
Brian Cavoli
Director of Marketing and Social Media Strategies, JCSI
Jim Sullivan
CEO, JCSI

Why We Are Here
Understand social media trends/ how they impact recruiting
Learn best practices, risks and company investments required
Learn how to evaluate success and measure business impact
Learn how to identify, connect and build relationships with passive candidates in these environments
Learn how this can be applied to enhance your employment brand
What Else?
2

Twittering Today?
Use #NEHRA hashtag today to follow the conversation
search.twitter.com
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Agenda
Who is Using This?
Introduction to Social Media
Making the Case for Social Staffing
Evaluating the Tools
Measurement
Discussion
4

Social Media StaffingSurvey Results
2009 Jobvite Social Recruitment Survey
Conducted online between April 30 and May 15, 2009
438 individuals completed the 23 question survey
Respondents answered questions on an online survey tool
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Recruiter Survey Results – Discussion
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7

8

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Agenda
Who is Using This?
Measurement
Discussion
10

What is Social Media
Content created by people using highly accessible and scalable publishing technologies
Democratization of knowledge and information
Transforming people from content consumers into content producers
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Social Media is About Relationships
“Web 2.0” technologies turn websites from one-way communication to a “market conversation”
Bypassing traditional communications methods to reach audiences directly
Individuals sharing ideas, experiences and opinions with millions of others
Companies can reach many candidates directly
Your
Company
Job
Ads
Agencies
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Social Media Universe
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Source: fredcavazza.net

http://www.youtube.com/watch?v=MpIOClX1jPE
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Agenda
Who is Using This?
Measurement
Discussion
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The Future Staffing is Social
Social media has revolutionized marketing –
now, it is changing the future of recruiting
Never before has the talent deep in a competitor’s organization been so accessible
Ads and agencies are losing effectiveness social media can attract higher quality hires at a lower cost
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How Social Media is Used
These are passive candidates not actively on job boards
Requires a proactive approach to reach them and the quality content to appeal to them
Emphasizes the importance of your first impression
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Importance of Social Media
Social networking has become more popular than email
Time spent growing 3 times faster than overall rate of Internet growth
Audience is becoming older and globally diverse
In 2009, the number of Facebook members age 35+ has doubled
Users are 3 times more likely to trust a peer over advertising when making a purchase decision
Social Profile of US Online Adults
Forrester Research
Source: Nielsen
Source: Jupiter Research
Source: Forrester Research
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Who is Doing What
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Impact on HR & Staffing
Talented people are demonstrating expertise on blogs, forums and review sites all across the web
Influencers are connecting with other influential people
Openly discussing company cultures, salaries, interviews and working conditions
Candidates are finding others online to discuss career decisions, stresses the importance of your employment brand
People expect to be able to engage with companies in social communities
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Influence Throughout the Process
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“A” Level Candidates Currently Working for Competitors
CULTIVATION
Influence Throughout the Process
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PR for Your HR
Social media has dramatically changed PR and marketing
We are applying these proven practices specifically for staffing and recruitment conversations
Communications
Firm
Brands
Consumer
Forrester Research
Future of Communications Firms
“Deep understanding of consumer communities, helping brands create and nurture connections, deliver targeted, on-demand messages, and network for talent and insights.”
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The Next Generation of Recruiting
Proactive outreach to participate in communities to build relationships as part of a long-term employment strategy
Develop strong understanding of the audience and where they live online
Join communities where relevant conversations are occurring
Identify talent based on demonstrated expertise
Connect with them by following/friending, etc
Build credibility by contributing to the discussion
Offer value by sharing relevant content/resources
Gain referrals through personal networks
Help shape your employment brand
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Future of Communications
Influence of “traditional content sources” wanes in favor of digital consumer-generated information available on-demand
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Source: http://www.baekdal.com/articles/Management/market-of-information/

Stages of Social Media Recruiting
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Listening
Seek First to Understand, Then to Be Understood
Find the communities, blogs and discussion forums that attract your targeted candidates
Apply monitoring tools to pick-up relevant brand mentions
Participate in the conversation to understand the discussions, topics, personalities and tone
Identify the individuals that demonstrate expertise and influence
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Engaging
Advocate Don’t Advertise
Comment on their contributions so the pitch isn’t the first time they’ve heard of you
Read several posts to understand the individual’s personality and areas of expertise
Make every communication personalized and relevant
Post links to jobs and content in a way that is relevant to the discussion and adds value to the community
Invite feedback, comments and referrals and make it easy for them to contact you privately
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Engagement = Business Success
“ companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference. In fact, these Mavens have sustained strong revenue and margin growth in spite of the current economy “
http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
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The Right Message for the Right Person at the Right Time
There are many ways to develop tools and content that will attract and engage candidates
Sharing
Social network pages
Twitter
Company videos
Job posting videos
Podcasts
Widgets
Topic communities
Blogs
Web events / Webinars
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Agenda
Who is Using This?
Measurement
Discussion
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Social Media Universe
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Facebook-Centric Strategy
A presence that looks and behaves like user profiles to connect and engage with your customers and amplify your voice to their friends
Facebook Page is your social media hub
Navigation to all the tools across the web
Don’t need to be a member to view
Designed for conversation and networking
Enables you to shape a brand experience
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Corporate Facebook Pages
Corporate pages have a different audience / goals
Great for company news
Product promotion
Customer service
Sales, special offers
Limited to 6 tabs
… and one wall
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Facebook Careers Page
Conversation focused on job opportunities and careers
Reasons people follow are very different than on your marketing site
Complement any page created by your marketing group
Features:
Recruiting events
Company / employee videos
Links to other communities – Twitter, YouTube, Podcasts
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Customizing the Experience
Landing page for any visitor who is not a “fan” of the site
Provide quality content for specific audiences
Welcome statement
Locations
Community Involvement
RSS
YouTube Videos
Downloads – Annual Reports
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Facebook Users Getting Older
Networks have become more mainstream - audience becomes older
Almost one third of its global audience is aged 35-49 years of age
One quarter is over 50 years old
25-34 year population is doubling every 6 months
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Top Reach - Locally and Globally
Topped 300 million users in Sept ’09
70% of its user base is now outside the US
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Source: Checkfacebook.com

The Hype of 2009
Twitter Generates $48 Million of Media Coverage in a Month
According to news-monitoring service VMS, a cool $48 million over the past 30 days. (That's half of what Microsoft plans to spend marketing its biggest product launch of the year, Bing.)
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Twitter for Recruiters
Promote and discuss jobs
Research candidates
Network
Build employment brand
Follow influential people
Build viral momentum
Link to important information
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Social media is used to increase collaboration, communication and innovation
Twitter can level the playing field so that smaller firms can find those people as effectively as the Fortune 500 do
Efficient way to identify passive job candidates who might not be scanning job boards.
HarvardBusiness.org

Microblogging
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Twitter DemographicseMarketer & ComScore
“What is interesting is that it is not the 18-to-24-year-olds, the traditional social media early adopters, that are driving Twitter growth”
“More specifically, 45-54 year olds are 36% more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30% more likely.” (Reuters)
Age Distribution of Twitter Users
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Recruiter Blogging
Show a human side of your corporation to prospective employees
Conversational version of press releases, marketing materials and job postings
Discuss community service events
Recruiting events
Typical interview questions
Explanation of company benefits
Interviews with hiring managers
Requires a commitment - weekly updating
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Blogging
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Online Videos
Company Movies
Video Job Posting
Employee Point of Views
www.youtube.com/OpenPagesCareers
Video
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Online Videos
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Online Video
76.8% of the total U.S. Internet audience viewed online video
Average online video viewer watched 356 minutes of video (approx. 6 hours) a month
100.9 million viewers watched 6.3 billion videos on YouTube.com (62.6 videos per viewer)
YouTube accounts for 90% of online video consumption
(Comscore)
68% of people who watch online videos pass links for these videos onto their friends
(OPA and Adweek)
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Hiring Manager Podcasts
Hiring Manager Podcasts
iTunes Channel
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Podcasts
Podcast downloaders tend to be male, young and educated
35-54 year olds represent about half of the podcasting audience.
iTunes accounts for 75% of all podcast downloads, (Podtrac)
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Live Online Events
Online Open House
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Live Event Streaming

Industry-FocusedCommunities & Forums
Ning Communities
LinkedIn Answers
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Company-Focused Forums
Glassdoor Reviews
Indeed Forums
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Agenda
Who is Using This?
Measurement
Discussion
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This is a relationship-building strategy utilizing unpaid media and direct to consumer communications
There are many key performance indicators we can track
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Measurement

There’s No Lack of Data
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Measuring Reach
Manage them With Google Reader
Google alerts
Tweetbeep
Twitter Search
Technorati
BoardReader
Social Mention
Backtype
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Measure Engagement
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Measure Candidates
Connecting social interactions to candidate databases
Inquiries from Social Sites
Candidate Screening
Self Identified on Applications
Applicant Tracking Systems
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What’s Your Strategy?
The world of social media recruiting is an exciting place
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What’s Your Strategy?
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Social Media Strategy for Your Business
Brian Cavoli
bcavoli@jcsi.net
Kevin Jones
kjones@jcsi.net
Jim Sullivan
sullj@jcsi.net
888-JCSI- INC
Blog: www.JCSI.net
www.twitter.com/JCSInet
www.facebook.com/JCSInet
www.youtube.com/JCSInet
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NEHRA Social Staffing Presentation

by Brian Cavoli on Nov 17, 2009

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NEHRA Social Staffing Presentation — Presentation Transcript