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NEHRA Social Staffing Presentation
 

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.

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NEHRA Social Staffing Presentation NEHRA Social Staffing Presentation Presentation Transcript

  • 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
    3
  • 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
    5
  • Recruiter Survey Results – Discussion
    6
  • Recruiter Survey Results – Discussion
    7
  • Recruiter Survey Results – Discussion
    8
  • Recruiter Survey Results – Discussion
    9
  • Agenda
    Who is Using This?
    Introduction to Social Media
    Making the Case for Social Staffing
    Evaluating the Tools
    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
    11
  • 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
  • Social Media Universe
    13
    Source: fredcavazza.net
  • http://www.youtube.com/watch?v=MpIOClX1jPE
    14
  • Agenda
    Who is Using This?
    Introduction to Social Media
    Making the Case for Social Staffing
    Evaluating the Tools
    Measurement
    Discussion
    15
  • 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
  • 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
    17
  • 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
  • Who is Doing What
    Source: Forrester Research
    19
  • 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
    20
  • Influence Throughout the Process
    21
  • “A” Level Candidates Currently Working for Competitors
    CULTIVATION
    Influence Throughout the Process
    22
  • 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
  • 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
  • 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/
  • Stages of Social Media Recruiting
    26
  • 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
  • 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
  • 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
  • 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
  • Agenda
    Who is Using This?
    Introduction to Social Media
    Making the Case for Social Staffing
    Evaluating the Tools
    Measurement
    Discussion
    31
  • Social Media Universe
    32
  • 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
  • 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
  • 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
  • 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
    36
  • 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
  • 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
  • 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
  • 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
  • Microblogging
    41
  • 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
  • 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
  • Blogging
    44
  • Online Videos
    Company Movies
    Video Job Posting
    Employee Point of Views
    www.youtube.com/OpenPagesCareers
    Video
    45
  • Online Videos
    46
  • 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
  • Hiring Manager Podcasts
    Hiring Manager Podcasts
    iTunes Channel
    48
  • 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
  • Live Online Events
    Online Open House
    50
    Live Event Streaming
  • Industry-FocusedCommunities & Forums
    Ning Communities
    LinkedIn Answers
    51
  • Company-Focused Forums
    Glassdoor Reviews
    Indeed Forums
    52
  • Agenda
    Who is Using This?
    Introduction to Social Media
    Making the Case for Social Staffing
    Evaluating the Tools
    Measurement
    Discussion
    53
  • 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
  • There’s No Lack of Data
    55
  • Measuring Reach
    Manage them With Google Reader
    Google alerts
    Tweetbeep
    Twitter Search
    Technorati
    BoardReader
    Social Mention
    Backtype
    56
  • Measure Engagement
    57
  • Measure Candidates
    Connecting social interactions to candidate databases
    Inquiries from Social Sites
    Candidate Screening
    Self Identified on Applications
    Applicant Tracking Systems
    58
  • What’s Your Strategy?
    The world of social media recruiting is an exciting place
    59
  • 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