Social Media ROI withinDigital RecruitmentMaayan Zusman INTEL CONFIDENTIAL
Who Am I?2   INTEL CONFIDENTIAL
Agenda Social Media – our journey The ROI of Social Media - Approaching ROI  Measurement Our ROI 3   INTEL CONFIDENTIAL
Our Journey  INTEL CONFIDENTIAL
Our Journey Included…• A constant strive toward:                 Innovation                 Being where our audience is…& ...
Once Upon A Time…When we didn’t all know what Facebook is…Exploration & utilization of digital channels began as partof an...
The Signs Were                         Already There…                         We were looking for/to:                     ...
The PossibilitiesSocial Media presented the opportunity to dojust that!         Influence employer branding & close percep...
The RisksTo name a few: A new & unknown world Shift in our outlook (we are not in control of what is being said, where an...
Our Social Journey –Intel EMEAA blend between socialnetworks that are popularworldwide & country-focused,local social netw...
Facebook11   INTEL CONFIDENTIAL
First Staffing Facebook page                            •                                  Our ‘jobs/career…’ -not        ...
Job Search &                          Application                          directly from                          Facebook...
Jobs Tabs on Intel Country Pages (UK, Russia,Poland, Germany, Israel…)  14   INTEL CONFIDENTIAL
Sponsored Ads15   INTEL CONFIDENTIAL
Twitter16   INTEL CONFIDENTIAL
17   INTEL CONFIDENTIAL
LinkedIn18   INTEL CONFIDENTIAL
Intel        EMEA    Career    GroupsTargeted Candidate Search    Job Postings   19   INTEL CONFIDENTIAL
Recruitment/                Employer Branding                     Videos20   INTEL CONFIDENTIAL
21   INTEL CONFIDENTIAL
Blogs22   INTEL CONFIDENTIAL
23   INTEL CONFIDENTIAL
Country Focused                    Social Channels24   INTEL CONFIDENTIAL
Russia – Vkontakte               Poland – Goldenline 25   INTEL CONFIDENTIAL
The ROI of Social Media -Approaching ROI Measurement  INTEL CONFIDENTIAL
Social Media ROI Measurement–What Is It?Can we define our investment?        It’s not only the money!Can we define the ret...
Social Media ROI MeasurementWhy Bother? Recruiter anecdotes only go so far Why act uninformed when you can make data based...
A Blend Between Two Factors1. Quantitative2. QualitativeHow many??Have We…?        Lead to meaningfulClicks      Fans   Fo...
By addressing these two                          factors, and with the help                          of a vast range of to...
Measurement (Quantitative)Measurement in social media comes in manyshapes, forms and sizes, among them:      Your group’s/...
Our ROI INTEL CONFIDENTIAL
Fan/Participant BaseExamples:           Intel-Students’ Spot Staffing Facebook Page: ~8500 fans           Twitter follower...
Applicants & New Hires34   INTEL CONFIDENTIAL
Facebook   35%                          LinkedIn   41%                          Twi4er      5%                          Ot...
Qualitative                          Significant information                          brought to our attention            ...
Final Thoughts                           If you don’t engage online…                           people notice              ...
38   INTEL CONFIDENTIAL
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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

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Transcript of "SRCONF 2011 (Maayan Zusman)"

  1. 1. Social Media ROI withinDigital RecruitmentMaayan Zusman INTEL CONFIDENTIAL
  2. 2. Who Am I?2 INTEL CONFIDENTIAL
  3. 3. Agenda Social Media – our journey The ROI of Social Media - Approaching ROI Measurement Our ROI 3 INTEL CONFIDENTIAL
  4. 4. Our Journey INTEL CONFIDENTIAL
  5. 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. 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. 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. 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. 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. 10. Our Social Journey –Intel EMEAA blend between socialnetworks that are popularworldwide & country-focused,local social networks 10 INTEL CONFIDENTIAL
  11. 11. Facebook11 INTEL CONFIDENTIAL
  12. 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. 13. Job Search & Application directly from Facebook pages13 INTEL CONFIDENTIAL
  14. 14. Jobs Tabs on Intel Country Pages (UK, Russia,Poland, Germany, Israel…) 14 INTEL CONFIDENTIAL
  15. 15. Sponsored Ads15 INTEL CONFIDENTIAL
  16. 16. Twitter16 INTEL CONFIDENTIAL
  17. 17. 17 INTEL CONFIDENTIAL
  18. 18. LinkedIn18 INTEL CONFIDENTIAL
  19. 19. Intel EMEA Career GroupsTargeted Candidate Search Job Postings 19 INTEL CONFIDENTIAL
  20. 20. Recruitment/ Employer Branding Videos20 INTEL CONFIDENTIAL
  21. 21. 21 INTEL CONFIDENTIAL
  22. 22. Blogs22 INTEL CONFIDENTIAL
  23. 23. 23 INTEL CONFIDENTIAL
  24. 24. Country Focused Social Channels24 INTEL CONFIDENTIAL
  25. 25. Russia – Vkontakte Poland – Goldenline 25 INTEL CONFIDENTIAL
  26. 26. The ROI of Social Media -Approaching ROI Measurement INTEL CONFIDENTIAL
  27. 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. 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. 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. 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. 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. 32. Our ROI INTEL CONFIDENTIAL
  33. 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. 34. Applicants & New Hires34 INTEL CONFIDENTIAL
  35. 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. 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. 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. 38 INTEL CONFIDENTIAL
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