Social Recruiting from 30,000 Feet

Social Recruiting from 30,000 Feet © Master Burnett, Managing Director, Dr. John Sullivan & Associates Web: drjohnsullivan.com Twitter: @masterburnett E-mail: mburnett@drjohnsullivan.com

Who am I? •  Digital na)ve (BBS’s, CompuServe, DSL 1998) •  Self professed geek, early adopter of nearly all things digital •  Currently serving as the Managing Director of Dr. John Sullivan & Associates •  14 Years experience in high technology recrui)ng for early stage ventures •  A facebook junkie! 2 ©2009 Dr. John Sullivan & Associates

My plans for this session… •  Share observa)ons on social recrui)ng from a diﬀerent vantage point •  Discuss most common ques)ons/concerns voiced from senior HR/Business leaders •  Introduce a framework for strategic/feasible use of social media in recrui)ng •  Share some examples and answer LOTS of ques)ons 3 ©2009 Dr. John Sullivan & Associates

Some key observations… •  Virtually no strategy is guiding the majority of experiments by organiza)ons today (no targe)ng, no goals, no clarity around expecta)ons, no valuable measures) •  Very li]le understanding of social media by senior leaders (Economist Intelligence Unit: Less than 1:10 execu)ves is literate beyond Web 1.0; 87% wrong e‐mail) •  A power struggle over what func)ons can/ cannot do brings progress to a stands)ll (An Economist poll found that HR ranks 11th among internal func)ons most likely to make eﬀec)ve use of social media usage! (Only procurement, legal, and risk scored lower.) 4 ©2009 Dr. John Sullivan & Associates

Some key observations… •  Rapidly evolving technology and service landscape (web 2.0 services rendered irrelevant overnight, mash‐ups make powerful solu)ons cheap/easy to produce) •  Most leaders lack understanding of what’s possible and how to move forward feasibly (transac)onal background, requisi)on focused) •  Most organiza)ons are tackling the easy stuﬀ (extension of recruitment marke)ng and direct sourcing to social media) 5 ©2009 Dr. John Sullivan & Associates

Executive questions… •  Where as a leader should my knowledge be? (Overwhelmed, LinkedIn 45%, Time Management) •  How does social media give us access to talent we don’t already have? (The Nejlix Challenge, Crowdsource, 2006, $1M, $3.4M) •  How do we excite the right people about the company and the work? (Apple’s Genius Campaign, Microsom/Sun’s Blogs) •  How do we cut through the clu]er? (45% of content seen as inaccurate) 8 ©2009 Dr. John Sullivan & Associates

A plethora of opportunity Employment branding (Unit) Virtual team mee)ngs Social media enabled ERP Interac)ve offer Network no)fica)on Labor market profiling Peer Validated Profiling Network affilia)on Market compensa)on Engagement monitoring Online contest/challenge Planning Sourcing Screening Assessment Offer Onboard Compe)tor landscape/approach Gaming/simula)on 1:1 employment marke)ng Offer FAQ’s Direct sourcing Network reference Worksta)on design 360° Rate Offer landscape Micro‐opportunity Performance planning Mul)‐channel marke)ng 24/7 offer support 9 ©2009 Dr. John Sullivan & Associates

Four activity buckets… 1.  Recruitment Marke)ng –  Outbound, inbound, branding, market research 2.  Compe))ve intelligence –  Direct sourcing, compe)tor landscape 3.  Targeted talent servicing –  Q&A, educa)on, rela)onship support 4.  Recruitment opera)ons –  Transac)on automa)on, analy)cs 10 ©2009 Dr. John Sullivan & Associates

Social media tenets… 1.  The experience you provide is the message. 2.  Anything you claim can and will be validated. 3.  The majority of info sources are out of your control. 4.  Failure to engage cedes control of your brand to others. 11 ©2009 Dr. John Sullivan & Associates

Necessary strategy characteristics… 1.  Drives transparency –  Show the human side (candid, faulty, etc.) 2.  Enables a conversa)on –  Solicit feedback, interac)on, incremental conversion 3.  Leverages the crowd –  Understanding, inﬂuence, user‐generated content 4.  Highly targeted –  Fish where the ﬁsh are 5.  Experiment quickly! –  It won’t all work, what does will evolve/change 12 ©2009 Dr. John Sullivan & Associates

Seven types of social media Social Democra)zed Publishing Networks Networks Virtual Automa)c Edited Social Networks Aggregators News Content Distribu)on From “The 7 Categories of Social Media,” Communica3on Overtones, hEp://twurl.nl/7bvhzz

Exponential marketing (feasible) Reach Modular content Impression Extensible Engagement Create Easy to excerpt Measure Publish Propaga7on Cycle Repository Mul)media Manually post Mul)‐channel Auto‐syndicate Mul)‐stakeholder Share Reuse 16 ©2009 Dr. John Sullivan & Associates

Know your targets •  Where are they online? –  Rou)ne habits •  What do they do online? –  How are they leveraging various services •  When are they online? –  Days of the week, )me of day 17 ©2009 Dr. John Sullivan & Associates

Find where to experiment Free tools every company can use: 1.  Google Alerts (RSS Feeds) 2.  Technora).com (Blogs) 3.  Backtype.com (Blog Comments) 4.  Boardtracker.com (Blog Comments) 5.  Twi]er Search 21 ©2009 Dr. John Sullivan & Associates

Social Outsourcing •  Migra)on to project based “knowledge work” •  In line with social trends •  Easy to manage •  Great way to assess to talent •  Excellent way to drive workforce agility 22 ©2009 Dr. John Sullivan & Associates

Share this presentation h]p://slideshare.com/mburne] h]p://drjohnsullivan.com (Publica)ons/ Presenta)ons) mburne]@drjohnsullivan.com h]p://facebook.com/masterburne] h]p://twi]er.com/masterburne] 36 ©2009 Dr. John Sullivan & Associates

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Social Recruiting from 30,000 Feet

by beeshields on Nov 17, 2009

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Social Recruiting from 30,000 Feet — Presentation Transcript