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NEHRA Social Staffing Presentation

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My presentation for the New England Human Resources Association (NEHRA) event on the impact of social media on recruiting in September 2009.

My presentation for the New England Human Resources Association (NEHRA) event on the impact of social media on recruiting in September 2009.

Published in: Business, Technology

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    • 1. 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
    • 2. Why We Are Here
      • Understand social media trends/ how they impact recruiting
      • 3. Learn best practices, risks and company investments required
      • 4. Learn how to evaluate success and measure business impact
      • 5. Learn how to identify, connect and build relationships with passive candidates in these environments
      • 6. Learn how this can be applied to enhance your employment brand
      What Else?
      2
    • 7. Twittering Today?
      Use #NEHRA hashtag today to follow the conversation
      search.twitter.com
      3
    • 8. Agenda
      Who is Using This?
      Introduction to Social Media
      Making the Case for Social Staffing
      Evaluating the Tools
      Measurement
      Discussion
      4
    • 9. Social Media StaffingSurvey Results
      • 2009 Jobvite Social Recruitment Survey
      • 10. Conducted online between April 30 and May 15, 2009
      • 11. 438 individuals completed the 23 question survey
      • 12. Respondents answered questions on an online survey tool
      5
    • 13. Recruiter Survey Results – Discussion
      6
    • 14. Recruiter Survey Results – Discussion
      7
    • 15. Recruiter Survey Results – Discussion
      8
    • 16. Recruiter Survey Results – Discussion
      9
    • 17. Agenda
      Who is Using This?
      Introduction to Social Media
      Making the Case for Social Staffing
      Evaluating the Tools
      Measurement
      Discussion
      10
    • 18. 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
      11
    • 19. 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
      12
    • 20. Social Media Universe
      13
      Source: fredcavazza.net
    • 21. http://www.youtube.com/watch?v=MpIOClX1jPE
      14
    • 22. Agenda
      Who is Using This?
      Introduction to Social Media
      Making the Case for Social Staffing
      Evaluating the Tools
      Measurement
      Discussion
      15
    • 23. 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
      16
    • 24. How Social Media is Used
      • These are passive candidates not actively on job boards
      • 25. Requires a proactive approach to reach them and the quality content to appeal to them
      • 26. Emphasizes the importance of your first impression
      17
    • 27. 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
      18
    • 28. Who is Doing What
      Source: Forrester Research
      19
    • 29. Impact on HR & Staffing
      • Talented people are demonstrating expertise on blogs, forums and review sites all across the web
      • 30. Influencers are connecting with other influential people
      • 31. Openly discussing company cultures, salaries, interviews and working conditions
      • 32. Candidates are finding others online to discuss career decisions, stresses the importance of your employment brand
      • 33. People expect to be able to engage with companies in social communities
      20
    • 34. Influence Throughout the Process
      21
    • 35. “A” Level Candidates Currently Working for Competitors
      CULTIVATION
      Influence Throughout the Process
      22
    • 36. 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.”
      Source: Forrester Research
      23
    • 37. 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
      24
    • 38. Future of Communications
      Influence of “traditional content sources” wanes in favor of digital consumer-generated information available on-demand
      25
      Source: http://www.baekdal.com/articles/Management/market-of-information/
    • 39. Stages of Social Media Recruiting
      26
    • 40. 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
      27
    • 41. 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
      28
    • 42. 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
      29
    • 43. 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
      30
    • 44. Agenda
      Who is Using This?
      Introduction to Social Media
      Making the Case for Social Staffing
      Evaluating the Tools
      Measurement
      Discussion
      31
    • 45. Social Media Universe
      32
    • 46. 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
      33
    • 47. 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
      34
    • 48. 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
      35
    • 49. Customizing the Experience
      Landing page for any visitor who is not a “fan” of the site
      Provide quality content for specific audiences
      36
    • 55. 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
      37
    • 56. Top Reach - Locally and Globally
      Topped 300 million users in Sept ’09
      70% of its user base is now outside the US
      38
      Source: Checkfacebook.com
    • 57. 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.)
      39
    • 58. Twitter for Recruiters
      Promote and discuss jobs
      Research candidates
      Network
      Build employment brand
      Follow influential people
      Build viral momentum
      Link to important information
      40
      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
    • 59. Microblogging
      41
    • 60. 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
      42
    • 61. 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
      43
    • 62. Blogging
      44
    • 63. Online Videos
      Company Movies
      Video Job Posting
      Employee Point of Views
      www.youtube.com/OpenPagesCareers
      Video
      45
    • 64. Online Videos
      46
    • 65. 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)
      47
    • 66. Hiring Manager Podcasts
      Hiring Manager Podcasts
      iTunes Channel
      48
    • 67. 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)
      49
    • 68. Live Online Events
      Online Open House
      50
      Live Event Streaming
    • 69. Industry-FocusedCommunities & Forums
      Ning Communities
      LinkedIn Answers
      51
    • 70. Company-Focused Forums
      Glassdoor Reviews
      Indeed Forums
      52
    • 71. Agenda
      Who is Using This?
      Introduction to Social Media
      Making the Case for Social Staffing
      Evaluating the Tools
      Measurement
      Discussion
      53
    • 72. This is a relationship-building strategy utilizing unpaid media and direct to consumer communications
      There are many key performance indicators we can track
      54
      Measurement
    • 73. There’s No Lack of Data
      55
    • 74. Measuring Reach
      Manage them With Google Reader
      Google alerts
      Tweetbeep
      Twitter Search
      Technorati
      BoardReader
      Social Mention
      Backtype
      56
    • 75. Measure Engagement
      57
    • 76. Measure Candidates
      Connecting social interactions to candidate databases
      Inquiries from Social Sites
      Candidate Screening
      Self Identified on Applications
      Applicant Tracking Systems
      58
    • 77. What’s Your Strategy?
      The world of social media recruiting is an exciting place
      59
    • 78. What’s Your Strategy?
      Leave Your Card
      Receive Our eBook
      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
      60

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