SRCONF 2011 (Maayan Zusman)
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SRCONF 2011 (Maayan Zusman)

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Social Recruiting Conference 2011 - Presentation by Maayan Zusman, Recruitment Marketing and Branding Lead, Intel EMEA

Social Recruiting Conference 2011 - Presentation by Maayan Zusman, Recruitment Marketing and Branding Lead, Intel EMEA

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  • 1. Social Media ROI withinDigital RecruitmentMaayan Zusman INTEL CONFIDENTIAL
  • 2. Who Am I?2 INTEL CONFIDENTIAL
  • 3. Agenda Social Media – our journey The ROI of Social Media - Approaching ROI Measurement Our ROI 3 INTEL CONFIDENTIAL
  • 4. Our Journey INTEL CONFIDENTIAL
  • 5. Our Journey Included…• A constant strive toward: Innovation Being where our audience is…& in time!• Ongoing research of: Marketing trends Recruitment trends Target audience trends• Strategic Planning5 INTEL CONFIDENTIAL
  • 6. Once Upon A Time…When we didn’t all know what Facebook is…Exploration & utilization of digital channels began as partof an ‘internet sourcing strategy’: Informative niche audience jobs websites Virtual Job Fairs LinkedIn searches Online Jobs Forum Online broad/targeted campaigns Jobs website SEO 6 INTEL CONFIDENTIAL
  • 7. The Signs Were Already There… We were looking for/to: A targeted (niche) approach Put a “face” to Intel Customer orientation (candidate as customer) Share and listen (learning) – building relationships (they work!) Close perception gaps Giving our audiences the information that they know they need OR don’t know that they need7 INTEL CONFIDENTIAL
  • 8. The PossibilitiesSocial Media presented the opportunity to dojust that! Influence employer branding & close perception gaps about Intel culture Raise awareness around career opportunities available Source and hire candidates by building a two-way relationship, humanizing Intel as a great place to a work. 8 INTEL CONFIDENTIAL
  • 9. The RisksTo name a few: A new & unknown world Shift in our outlook (we are not in control of what is being said, where and how…Intel likes control) Resources Training for social media practitioners and recruiters Speaking a new language (speaking non-Intel) 9 INTEL CONFIDENTIAL
  • 10. Our Social Journey –Intel EMEAA blend between socialnetworks that are popularworldwide & country-focused,local social networks 10 INTEL CONFIDENTIAL
  • 11. Facebook11 INTEL CONFIDENTIAL
  • 12. First Staffing Facebook page • Our ‘jobs/career…’ -not Not named Policy: everyone is job hunting, but Provide(student/intern an everyone is a potential candidate • Targeted approach answer GER) any population from to • Humanizing our brand question within • Personal interaction • Listening & hours! 24 learning • Addressing perception gaps • Promoting open positions12 INTEL CONFIDENTIAL • Promoting news/events etc
  • 13. Job Search & Application directly from Facebook pages13 INTEL CONFIDENTIAL
  • 14. Jobs Tabs on Intel Country Pages (UK, Russia,Poland, Germany, Israel…) 14 INTEL CONFIDENTIAL
  • 15. Sponsored Ads15 INTEL CONFIDENTIAL
  • 16. Twitter16 INTEL CONFIDENTIAL
  • 17. 17 INTEL CONFIDENTIAL
  • 18. LinkedIn18 INTEL CONFIDENTIAL
  • 19. Intel EMEA Career GroupsTargeted Candidate Search Job Postings 19 INTEL CONFIDENTIAL
  • 20. Recruitment/ Employer Branding Videos20 INTEL CONFIDENTIAL
  • 21. 21 INTEL CONFIDENTIAL
  • 22. Blogs22 INTEL CONFIDENTIAL
  • 23. 23 INTEL CONFIDENTIAL
  • 24. Country Focused Social Channels24 INTEL CONFIDENTIAL
  • 25. Russia – Vkontakte Poland – Goldenline 25 INTEL CONFIDENTIAL
  • 26. The ROI of Social Media -Approaching ROI Measurement INTEL CONFIDENTIAL
  • 27. Social Media ROI Measurement–What Is It?Can we define our investment? It’s not only the money!Can we define the return? It’s not only new hires! 27 INTEL CONFIDENTIAL
  • 28. Social Media ROI MeasurementWhy Bother? Recruiter anecdotes only go so far Why act uninformed when you can make data based decisions? Conveying the importance of tracking the source is in our best interest. Proving effectiveness = easier to obtain budget It often seems to be free or easy…it’s not! Very effective in gaining credibility with hiring managers Recruiters utilize dashboard to develop based sourcing plans Usage varies by region/country 28 INTEL CONFIDENTIAL
  • 29. A Blend Between Two Factors1. Quantitative2. QualitativeHow many??Have We…? Lead to meaningfulClicks Fans Followers conversations Entries Influenced our employer brand Questions Likes Comments CVs Increased linkage to the company Provided info that lead to action Hires Applicants Candidates New Closed perceptions gaps29 INTEL CONFIDENTIAL
  • 30. By addressing these two factors, and with the help of a vast range of tools, we can try to understand if… Social media is really worth our time & efforts From our experience IT IS!30 INTEL CONFIDENTIAL
  • 31. Measurement (Quantitative)Measurement in social media comes in manyshapes, forms and sizes, among them: Your group’s/page’s/accounts fan base Facebook insights (tab entries, interactions etc…) Campaign success measures (CTR…) Analytics URLs for AutoTracking Other: Different Solutions’/Vendors’ indicators 31 INTEL CONFIDENTIAL
  • 32. Our ROI INTEL CONFIDENTIAL
  • 33. Fan/Participant BaseExamples: Intel-Students’ Spot Staffing Facebook Page: ~8500 fans Twitter followers: ~1200 on Jobs@intel Israel on Twitter LinkedIn: ~1500 members on Intel EMEA Career Group Vkonatake: thousands of members Goldenline: 2000 new visitors a month Thousands of entries to videos Hundreds of participants in each webcast33 INTEL CONFIDENTIAL
  • 34. Applicants & New Hires34 INTEL CONFIDENTIAL
  • 35. Facebook 35% LinkedIn 41% Twi4er 5% Other 18%Romania: 40% of experienced new hires hired throughpersonal LinkedIn approach!Kenya & Morocco: in tight timelines close to 100% ofapplicants were sourced through LinkedInPoland: 30% of Intel Poland’s new hires sourced throughGoldenline!50% of candidates (of sample), after asking a Q andreceiving an answer, entered their applicant profile andupdated their details with info (often leading torelevancy!)35 INTEL CONFIDENTIAL
  • 36. Qualitative Significant information brought to our attention that lead us to action! • Application process (technical & user- experience feedback) • Personal details that are usually not captured in CVs • Unknown perceptions36 INTEL CONFIDENTIAL
  • 37. Final Thoughts If you don’t engage online… people notice Commit to a 2 way dialog! Don’t take on more than you can effectively handle. Think quality & think quantity It’s not just about recruiting!37 INTEL CONFIDENTIAL
  • 38. 38 INTEL CONFIDENTIAL