5 Stages Of Social Media For Recruiting Feb 2010
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5 Stages Of Social Media For Recruiting Feb 2010






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  • Social networking is the term applied to sites like Facebook, MySpace, Twitter, Tumblr, etc which allow people to share information with other people, but tends to do this by organizing people in groups. Social media is a broader term which encompasses social networking sites, but also sites like Flickr, Twitpic, YouTube, etc. which allow people to share information with large audiences, but doesn’t rely so heavily on the ‘group’ component. Social media is more difficult to control, because there’s no vetting of the audience members (in Facebook, you have to accept someone as a friend before they can see your info; on YouTube, strangers can browse your videos unless you specifically set them to ‘private’).
  • The good news is that it does get better – we’re going to show you how to get to the smiling happy acceptance woman – notice how powerful she is?
  • While data is often only available for the US, a good rule of thumb is to figure that 10-15% of the US numbers will give you the numbers for Canada. It’s important to note that on a per-capita basis, more Canadians have access to high-speed and other internet services: roughly 25% for US but as high as 35% for Canada. Our kids are generally more web-savvy than US kids.

5 Stages Of Social Media For Recruiting Feb 2010 5 Stages Of Social Media For Recruiting Feb 2010 Presentation Transcript

  • THE 5 STAGES OF SOCIAL MEDIA FOR RECRUITING by Sarah Welstead, Director User Experience Head2Head November 2009
  • Agenda
    • What is ‘social media for recruiting’, anyway?
    • The talent crisis
    • The 5 Stages of Social Media for Recruiting – and how to overcome them
    • Marketing and recruiting need to work together
    • Best sites for social media for recruiting
    • Best practices (tips and tricks)
    • If you could do one thing…
    • Discussion
  • What do we mean by ‘social media for recruiting’, anyway?
    • Social media for recruiting is using social media tools to source and secure candidates and building recruitment and employment brands.
  • It’s a big topic
    • Today we’re going to focus on how to use social media for finding and attracting candidates
    • This presentation is designed for people who think of social media primarily as a marketing tool
  • Recruiting and the internet
    • 1G: More is better
    • 2G: Referrals and word of mouth
    • 3G: Long-term relationships
  • This is your talent pool.
  • This is your talent pool using social media for recruiting
  • The talent crisis in Canada
    • Statistics Canada predicts that by 2015, there will be more jobs than workers to fill them
    • The economy has mitigated the talent crisis so far
    • Many industries are already facing shortages
    • Companies who don’t use all available channels will lose the war for top talent
  • Social media can:
    • Help you find the right candidates, faster
    • Cut your recruiting costs in half
    • Help you attract better candidates
    • Help you make better hires
    • Make your recruiting proactive – not reactive
  • Remember the Kubler-Ross 5 Stages of Grief DENIAL BARGAINING ANGER ACCEPTANCE DEPRESSION
  • “ It’s just hype”
    • Only 10% of job-seekers expect to find their next job through a mainstream job board
    • 86% of Canadian recruiters say they’re using social media to find candidates
    • 79% say LinkedIn is their #1 source of A-list candidates
    • 44% say it’s improved quality of hire
    • 36% say it reduces time-to-hire significantly
  • OVERCOMING DENIAL: Social media delivers
    • Access to millions of candidates
    • They’re searchable
    • Instead of having to weed through 250 duds to get to the diamonds, you can connect to the good ones immediately
    • The data is starting to make the business case
    • Average age for LinkedIn is 39, Facebook 33
  • “ Great – another fad I have to learn”
    • This isn’t a fad
    • The mainstream job boards are dying
    • The ROI is shockingly great
    • It’s really just a part of the overall marketing lifecycle of a client/customer
  • OVERCOMING ANGER: Take baby steps
    • Don’t worry – it’s easier than you think (and may even be fun)
    • The results will be worth it
    • You’ll learn a lot
    • It’s really just an extension of what you’re already doing
  • “ If it still seems important 12 months from now, then...”
    • In the current talent market, 12 months is too long to wait
    • The tools may change, but social media is here to stay
    • There will never be a fool-proof guide to follow
    • You already know that referrals are the #1 source of A-list candidates
  • OVERCOMING BARGAINING: Use the scientific method
    • Articulate how social media will help your recruiting process
      • Building relationships with passive candidates
      • Candidate database
      • Improve candidate flow
      • Build employment/job brand
      • Improved candidate experience
    • Then conduct calculated experiments
  • “ I know we have to. But it’s just so huge .”
    • It’s amazing how quickly you can pick this stuff up
    • It’s amazing how quickly you can make it a routine part of your day
    • It’s amazing how much you’ll learn
    • Don’t worry – someone on your team will be passionate about this
  • OVERCOMING DEPRESSION: The results will be worth it
    • You’ll start to see improved candidate flow within 2-3 months
    • You’ll start to get useful feedback right away
    • You’ll find you’re spending more time on the right candidates – and less time on the duds
    • You’ll find you don’t have to spend as much money on recruiting fees
  • “ It’s definitely improved our recruiting function!”
    • Ultimately, it’s all about the results
  • ACCEPTANCE: WHAT’S NEXT? “Let’s leverage the organization!”
    • People in your organization are already using social media all over the place
    • Leverage their networks!
    • There’s a reason we talk about ‘stakeholders’ – that includes clients, customers, candidates and employees
  • Okay, you’re ready. Where do you start?
  • Canadian recruiters say: (you may be surprised at how social-media savvy recruiters are)
    • 81% of CDN recruiters use LinkedIn for recruiting
    • 44% use Facebook
    • 11% use Twitter
    • 8% use blogs
    • 3% use YouTube
    • 77% say it’s improved their ability to connect to candidates
    • 44% say it’s improved their quality of hire
    • 36% say it’s reduced their time to hire
  • The 3 sites you need to know about 76,000+ new users in Canada every month #3 most Facebooked country in the world #3 in in the world in number of registered Twitterers
    • Use LinkedIn as an instant talent pool
    • Your entire recruiting and HR team should have complete profiles on LinkedIn
    • Create and participate in discussion groups among the candidate sectors you need most
    • Build your corporate and personal brand
    • Supercharge referrals and expand outreach programs
    • Strengthen professional relationships
    • Manage and track relationships including alumni
    • Post and broadcast jobs instantly
    • Target groups and associations
    • Build talent pipelines and warm leads
  • 10 TOP TIPS
    • Improve your organization’s profile page
    • Build your personal brand (top-of-mind)
    • Create and administer corporate and alumni groups (referrals!)
    • Participate in industry groups
    • Broadcast job openings
    • Ask and answer questions
    • Create events
    • Smart searching/saved searches
    • Reference search
    • Applications and polls
    • Easy to create applications such as ‘HotJobs’ feeds
    • Easy to create groups and ‘fan pages’
    • Great way to build employment brands
    • Helps tap into immediate personal networks
    • Can tap into diversity networks
    • Community building (candidate communities)
    • Generating buzz about events
    • Engaging in stakeholder dialogue
    • Putting a ‘face’ on the organization
    • Demonstrating thought leadership
  • Blogs
    • More websites are going to an all-blog format
    • Don’t think the best and brightest aren’t checking
    • Transparency builds brands – including employment and recruitment brands
    • A blog with entries by various team members
    • Not just about how great it is to work there, but ‘neat stuff’ about what the company is doing
    • Blog RSS feeds can then update your LinkedIn profiles, Facebook groups, and Twitter account
    • Encourages a dialogue
  • Basic guidelines
    • Have a strategy
    • Be prepared for that strategy to be blown out of the water
    • Make someone responsible for social media
    • Know the privacy concerns
    • Recognize that it’s a long-term build
    • Talk to marketing!
  • Marketing + Recruiting = RESULTS
    • Create a Marketing/Recruiting team responsible for employment brand and social media for recruiting
    • Review the ‘candidate experience’ on your website and application process
    • Get a copy editor to rewrite 2 of your job postings – and then monitor how much better they perform
    • Brainstorm on filling 5 hardest-to-fill openings (marketing will have great ideas as to where to reach candidates)
    • Ask to participate in the next recruiting event
    • Make sure recruiting knows the key marketing messages (internal and external!)
    • Share databases
  • Privacy
    • Facebook’s PIPEDA contravention
    • Just because a candidate posts personal information doesn’t mean recruiters can use it
    • Facebook apps may no longer be legal
    • Increased due diligence
  • If you could do just one thing...
    • Make sure everyone responsible for recruiting in your organization has a complete, compelling profile on LinkedIn – including updating their status twice a week
  • About Head2Head Head2Head Canada Inc. is a privately-owned, incorporated Canadian company that specializes in providing innovative insourced and outsourced recruiting solutions to leading organizations. With more than 35 employees, 125 active consultants and 3 offices nationally, Head2Head is one of the fastest-growing talent management companies in Canada. Since 2000, Head2Head has helped more than 300 organizations save 50-75% on their hiring costs, cut time-to-hire in half while improving hire quality, and put 10-20% more revenue on their bottom lines. CONTACT: Paul Dodd, President 416.440.2030 [email_address]