Passive Candidate Engagement: Building A Social Recruiting Talent Magnet Strategy
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Passive Candidate Engagement: Building A Social Recruiting Talent Magnet Strategy

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A Social Network is an engaging place where active and passive candidates go - not to be “sold”, but to gain insights and information and collaborate with others with similar interests. As opposed ...

A Social Network is an engaging place where active and passive candidates go - not to be “sold”, but to gain insights and information and collaborate with others with similar interests. As opposed to a talent community, social networks can be far more powerful “magnets” to create a pipeline of great talent, IF you create them using the guidelines we’ll share in this session.

In this webinar, two experts on tried and true social recruitment strategies will discuss success factors - as well as lessons learned - drawing from their from their experiences working with organizations of all sizes in multiple industries to implement social networking strategies that really work. The discussion will cover practical tools for using social platforms and tips on creating campaigns that make your messages stand out and truly engage the job seeker by providing a great candidate experience.
To illustrate their insights, the presenters will draw from a real-life example of a Oil and Gas company.

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    Passive Candidate Engagement: Building A Social Recruiting Talent Magnet Strategy Passive Candidate Engagement: Building A Social Recruiting Talent Magnet Strategy Presentation Transcript

    • www.talentrise.com Creating an Online Talent Magnet Passive Candidate Engagement Strategy Tips Using Social Media January 7th, 2014 @ 2PM EST / 1PM CST / 11AM PST
    • Presentation Overview • • • • • • • • Introductions Economic & Social Media Trends Your Social Media Toolbox Social Media Tips and Best Practices Talent Communities Examples Tracking ROI Recap and Q&A 1
    • Introductions 2 Vince Milne Recruiting Operations Director, talentRISE Carl Kutsmode Managing Partner • Talent Acquisition Management Consultant with over 20 years experience • Talent Acquisition Sourcing & Recruiting Consultant with over 21 years experience • Leads the firm’s Recruitment Optimization Management Consulting and On-Demand Recruiting Practices • Oversees all client recruiting project staff, sourcing strategy development, social and recruiting technology tools support • Works with companies to assess, optimize and re-align their recruiting capabilities to best support future talent needs • Designs and implements social campaigns designed to build quality talent communities that engage passive talent online • Services: Mgmt Consulting, Contract Recruiting & Retained Search
    • Good News!! Hiring & Layoff Trends 2008 - 2013 3 The data says the recession is officially over! • Hiring is steadily increasing upward within spikes • Layoffs and voluntary separations have stabilized • Competition for TOP talent is increasing • …How will you differentiate your organization through candidate engagement? In June 2013, there were 3.9 million job openings, 81% higher than the low in July 2009. The level was still below the 4.7 million openings at the peak in March 2007. Source Link: Labor Trends Summary
    • Evolution of Social Media Adoption for Recruiting Do you plan to increase investment in any of the following recruiting sources in 2013 compared to 2012? JobVite 2013 Social Recruiting Survey https://app.box.com/s/kt7ufe8rjx7ng1f86z2k 4
    • Evolution of Social Media Adoption By the Workforce 5 Focus your social engagement strategy and $$ on the 48% Semi-Passive “EMPLOYED but OPEN” and the 25% completely PASSIVE, “EMPLOYED and NOT OPEN” to considering a new job. Jobvite 2012 Social Job Seeker Survey https://app.box.com/s/cptzzlqig85ajc9jw4xs
    • Who Are the Active Job Seekers on Social Media? 52% use Facebook to help find work, up from 48% in 2011 38% use LinkedIn to help find work, up from 30% in 2011 34% use Twitter to help find work, up from 26% in 2011 Networking is the foundational strategy used to find new jobs when social users are actively (or casually) looking to make a job change. If you have established a relationship with someone within their network via social media, then you are likely to benefit with a referral Source: Jobvite 2012 Social Job Seeker Survey 6
    • Invest in Building RELATIONSHIPS That Yield Referrals A social engagement strategy focused on building strong relationships with influencers and targeted talent you hope to recruit someday will yield increased quality referrals to people you want to hire today! 7
    • Bottom Line: Social Recruiting is... Marketing! When marketing their product or service, companies rely on more than one medium to engage targets. Similarly, recruiters operate in a world where they must communicate with candidates via multiple channels to effectively engage them on topics beyond just a hot job opportunity. To understand the TRUE POWER of social media as a recruitment marketing tool, Check out this Video on the Social Media Marketing Revolution! 8
    • Typical Use of Popular Social Media Tools Employers & Recruiters LinkedIn Facebook Twitter Blogs, Discussion Groups / Forums Video Mobile / text Talent sourcing, professional network building, relationship management, referral networking, problem solving and knowledge sharing College recruiting; Employee and job candidate relationship building; share culture, product, service or employment related content; Job postings Employment brand building, event and content promotion, hot job promotion, engage specific groups of talent to build relationships 9 Active & Passive Job Candidates Professional development and network building, career management, networking to solve problems; knowledge sharing Mainly social relationship building and management; share personal experiences, opinions and content Follow influencers and interest relevant people or entities; create a direct personal connection with those they follow to learn more about them and build a relationship. Recruiter blogs about career and interview process; Monitor blog and forum posts to identify referral sources or top performers to recruit / engage Stay current on information related to hobbies, technology use, career and personal or professional interests; research information to solve problems or learn something new Brand building, build company culture awareness, educational / informational tutorials, interview process insights & interviewing tips; product and service promotion / advertisement Entertainment - movies, funny or informational videos appealing to personal or professional interests; problem solving - “how to” educational / informational tutorials; research info about employers culture, interview process or jobs Text job and event notifications & registration, meeting request scheduling Text job and event notifications & registration, meeting request scheduling
    • Social Media Use in the Recruitment Process Recruiters use social networks DIFFERENTLY at each stage of the recruiting funnel process to manage or drive candidate engagement LinkedIn dominates all stages of the funnel. Facebook and Twitter show strength mainly in employment brand building and in candidate vetting - pre and post interview. 10
    • Social Network Engagement Communications Tips Recruiting Team / Business Unit Team - Follow and connect with each other on all major social networking sites - Share candidates with each other - Design and agree upon a communications standard for all messages or posts Individual / Recruiters & Hiring Managers - Use branded emails like the one shown above - Drive traffic to your talent community portal or specific job landing page Be sure landing page has rich content, video and social sharing capabilities Share updates on your jobs on your social profile status updates weekly Network your emails through friends and family social networks Post engaging messages that sell, tell and compel the person to action Respond in a timely manner to ALL inquiries and replies Research where your top talent spend their time online and be visible there Always remember that Candidate Experience is King ! 11
    • Strategic Considerations Before You Start ● ● ● ● ● ● ● ● 12 Offer something to the community...Not just a job! Don't just solicit information - share it, give away info of value Availability of candidates...Need opt in / opt out function - engage via job related offers events, white papers, webinars, training, certifications, contests and rewards, insider information & tips Know your audience...Active, passive, information interests, personal interests, collaboration interests, referral sources Invest in Technology...Consider a social recruitment marketing platform solution capable of hosting large amount of interactive content, video, chat, IM, downloads, uploads and general use; mobile optimized and able to track detailed metrics Structure your CRM database... Minimize duplication and enable speed to work in real-time situation Portal / landing page design consideration...Front end intuitive navigation and clean presence / brand appropriate Integrate with Marketing/PR/Corporate branding guidelines...Leverage current initiatives and budgets Security of personal data
    • Build & Leverage TARGETED Talent Communities Best Practice Example Critical Talent Hires Talent With Ongoing Needs Competitor Key Execs Critical Success Factor: Build and manage talent communities and cultivate relationships in advance using recruiting technology with CRM capabilities 13
    • Finding and Participating in Talent Communities 1. 2. 3. 4. 14 LinkedIn, Facebook & Twitter Discussion Groups Topic or Industry focused informational Blogs Micro-sites linked to your Corporate Careers pages for college recruiting, sales recruiting, engineer recruiting etc. Professional associations and regional user group sites How Do You Select The Ones to Join? • Identify the groups current employees belong to. Join them or ask employees to invite people to join your own community • Survey current employees within a specific group to learn about their interests and which networks they belong to • Ask job candidates
    • Examples of Talent Communities: LinkedIn, Facebook & G+ 15
    • Example: An Employer Branded Talent Community Page 16 Some ATS and CRM technology vendors provide social and SEO optimized careers portals. This is an example of a CRM Talent Community portal powered by talentREEF which integrates with ANY ATS backend vendor Build career microsites, optimized for search terms by functional area and/or geography Add rich media to provide insight into company culture & unique value proposition Jobs that map to career microsites are automatically added here Add keywordrich content, social network plugins, etc. to optimize the candidate experience Grow your talent community Make it easy to share via email and social networks
    • Example: Talent Community Portal Linked to a CRM 17 Basic information is captured so recruiters can begin to develop relationships with candidates in advance of future need. When position opens, recruiter has a ready pool of Passive, Employed candidates to contact for potential interest and / or referrals Talent Community Portal Page Talent Community Backend CRM
    • Using Content as a Talent Magnet: Corporate Pages Setup Interactive, Corporate Careers Pages on Facebook, LinkedIn and Twitter 38,600 Fans 86,206 Followers 18
    • Engaging Active and Passive Talent Using Twitter ● Recruiters Tweet jobs and company event info to their followers ● Employees Tweet unpublished jobs to their friends and social networks to get referral fees ● Sourcing Recruiters search and follow member profiles and event pages for “Passive Talent”, companies and influencers with large # of followers they seek to engage ● Companies Tweet jobs, service employee and customer needs and share event, product and branding announcement information ● Easily Search Twitter using www. Twellow.com - Twitter yellow pages! 19
    • Engagement & Pre-Screening Through Gamification http://news.marriott.com/2011/06/my-marriott-hotel-opens-its-doors-on-facebook.html http://www.forbes.com/sites/jeannemeister/2012/05/21/gamification-three-ways-touse-gaming-for-recruiting-training-and-health-amp-wellness/ Demo of Marriott Hotel Game https://www.youtube.com/watch?v=EIeeg-XndeU#t=10 20
    • Using Blogs to Engage & Grow Targeted Talent Networks 1. 2. 3. 4. 5. 21 Provide value, add / share insider tips / info Regular, relevant and informative content Author experience Online presence Interactive capability Goal = Be Memorable & Go VIRAL! - Good content is shared by members to like minded talent / peers Popular Blog hosting Sites www.recruitingblogs.com www.Blogger.com www.tumblr.com www.blog.com www.RecruitingBlogs.com http://microsoftjobsblog.com/category/our-stories/
    • Tip: Promoting your Blog 22 Submit your blog to blog directories to increase targeted SEO traffic to your content and grow your talent community of like minded followers ● www.bloggeries.com Top 23 Blog Directories
    • Case Study: Using Targeted PPC Ads to Drive Engagement 23 1. Start with a Plan and Set Goals 2. Set a Budget 3. Know Your Audience 4. Use Facebook Connections and Social Reach campaign tools 5. Monitor and Review Ad Performance Regularly Each “Like” shows your ad in the newsfeed of that person's entire peer network Facebook newsfeed!
    • Campaign Results 24 Oil & Gas Online Registration / Event @ 5 Physical Locations Goals 250 - 300 Attendees 100-140 Offers RESULTS Location Location 1 Location 2 Location 3 Lead Time 28 Days 11 Days 7 Days Number of Sign Ups 107 59 21 SOCIAL METRICS # attended 125 90 24 Total Offers Location Total Views Total Views from State % ‘Local Views’ 1308 517 39.5% 41 Location 1 788 110 13.9% 47 Location 2 413 26 6.2% 7 Location 3 Location 4 446 100 22.4% Location 5 1287 266 20.66% Location 4 21 Days 69 120 71 Location 5 7 Days 55 436 32 311 759 198 Total Over 9000 emails sent for EACH event!
    • Engaging Targeted Talent Groups through Video Google+ Hangout: Engaging PR Students / New Grads http://www.youtube.com/watch?v=QBYbCkiB9n8 Video: Meet our Hiring Manager - Engaging Experienced PR Professionals http://www.youtube.com/watch?v=i1r483OhOVo Video increases the probability of appearing on the 1st page of Google by 53X over text alone! 25
    • Video Used to Attract Talent That Fits the Culture 26
    • Mobile Used As An Engagement Tool Why use Mobile? •77% of the worlds population have a cell phone; BUT ONLY 20% of corporations have mobile-optimized websites! • Email is answered within 72 hours; Mobile texts are answered within 3 minutes! Use mobile to build “text msg opt in” talent communities via: - Event registration - Q&A Polling / surveys - Info requests / downloads Source: http://visual.ly/why-mobile-recruiting 27
    • Brand Building & Referral Network Building Tip Reconnect with, and engage Alumni (and Retirees) • Former employees become ambassadors for your organization • Maintain a mutually beneficial relationship that may someday provide significant value again • Private, secure network vs. open consumer networks • Ability to brand the network to your corporate specifications • Can connect via corporate alumni groups on LinkedIn and Facebook • Strengthens your employment brand and talent community referral network 28
    • Measuring Success / ROI Invest in a social recruitment marketing platform / tools to track results and refine your campaign strategies ongoing 29
    • Technology for Managing Social Content & Metrics Promotional Platforms ● ● ● ● ● ● Social Networks (Linkedin, Facebook, Twitter and niche networks) Online events & campaigns Discussion forums / user groups Real-time & recorded meetings via Google Hangouts and Skype Video posts on YouTube & Vimeo SEO optimized Blog posts Content Mgmt, Distribution & Tracking Tools ● ● ● ● ● ● ● TalentREEF, ZipRecruiter & Jobvite - Social Marketing Platforms BufferApp - Social content sharing tool Tweetdeck - Twitter Content Mgmt Dashboard Sproutsocial & HootSuite - Social Media Tracking Tools Klout - Online Social Media Influence Tracking / Ranking Bottlenose - Tracks social content discussion & sharing trends Backtweets & Twellow to search twitter 30
    • Examples of Social Media ROI Tracking Tools 31 www.Klout.com - Monitor your online social influence, share content, track and reward engagement www.HootSuite.com - Manage all social content communications, conversations, brand mentions, engagement and metrics in one dashboard
    • Examples of Social Metrics Tracking 32
    • The Future State Goal Create “Targeted Talent Communities” and candidate pipelines in Critical Need Skills, Difficult to Recruit Roles and in Ongoing Need / Roles to Support Current and Future Hiring Needs Proactively Build Talent Communities Use CRM Tool to Build Relationships and talent Pipelines In Advance Of Need Quality Candidates In ATS 33
    • Recap: Keys To Effective Passive Candidate Engagement 34 ● Think like the job candidate you seek to recruit and understand how they use the different forms of social media in order to engage their interest and build relationships long term ● Don’t stalk community members; let them come to you. ● Make sure you have fresh content posted regularly so you don’t lose the interest of community members ● Information should have a unique perspective, be new and exciting - not just content for the sake of content ● Use multiple content distribution channels: Video, interactive chat and collaboration tools are key to engagement. Ensure your platform supports these and makes it easy for people to initiate a dialogue ● Know what’s important to your target audience and current employees in specific roles and highlight info beyond the standard job requirements when communicating an opportunity to a talent community. Showcase the total rewards package, work/life balance, and culture of the company in your messaging
    • Words of Caution - Lessons Learned ● ● ● ● ● ● ● ● Invest for the long term; NOT in a short term pilot to see if it works or not Remember, it is about building a relationship NOT filling today’s hottest job Check / proofread your messages carefully before posting Don’t try to be everywhere - target your approach strategically Network with, and engage, online influencers Use Google Alerts or 3rd party applications to monitor who is talking about your community, culture, jobs or brand and engage them proactively Change passwords to your social media account when the person managing those accounts changes Measure, Refine, Listen, Learn and Improve 35
    • If You Want Different Results, Do Something Different! 36 What distinguishes Best-in-Class organizations from Industry Average and Laggards is their ability to break from traditional recruitment models and redefine the future of talent acquisition to support organizational growth 78% of organizations are currently investing or planning to invest in strategies that focus on strengthening proactive and targeted sourcing capabilities & planning
    • Q&A / Contact 37 Contact Carl Kutsmode Vince Milne Managing Partner Director of Recruiting Operations Ph Email LinkedIn Twitter Facebook Blog Ph 773.916.6801 Email carlkutsmode@talentrise.com LinkedIn www.linkedin.com/in/carlkutsmode Twitter twitter.com/talentrise1 http://tinyurl.com/facebook-talentRISE1 http://www.carlkutsmode.com/ 414.292.9194 vincemilne@talentrise.com www.linkedin.com/in/vincemilne twitter.com/VinceMilne1 www.talentRISE.com
    • 38 Appendix
    • Resources Referenced 39 Studies and online content referenced in this presentation are available via the links below: • • • • • • • • • • • • • • • Social Media Revolution 2013 - Video on the marketing power of social media Aberdeen Recruitment Talent Acquisition Best Practices Study 2013 Social Media Usage Stats 2013 Jobvite Jobseeker Survey - 2012 Jobvite –Social Recruiting Survey - 2013 Blogging Tips for people who don’t have time to blog Top 20 tips to recruiting Passive Candidates Top 10 tips on Social Recruitment Messaging Top 10 Blog hosting sites 23 Blog Directories to submit your blog - Increase SEO Fast Facts about Using Online Video to drive SEO Traffic to your content Gamification Solutions - Creative Design Agency Gamification for Recruiting Blog Post Gamification & Crowdsourcing - ERE Blog Post How to Recruit on Twitter - Blog post
    • Technology for Managing Social Content & Metrics Promotional Platforms ● ● ● ● ● ● Social Networks (Linkedin, Facebook, Twitter and niche networks) Online events & campaigns Discussion forums / user groups Real-time & recorded meetings via Google Hangouts and Skype Video posts on YouTube & Vimeo SEO optimized Blog posts Content Mgmt, Distribution & Tracking Tools ● ● ● ● ● ● ● TalentREEF, ZipRecruiter & Jobvite - Social Marketing Platforms BufferApp - Social content sharing tool Tweetdeck - Twitter Content Mgmt Dashboard Sproutsocial & HootSuite - Social Media Tracking Tools Klout - Online Social Media Influence Tracking / Ranking Bottlenose - Tracks social content discussion & sharing trends Backtweets & Twellow to search twitter 40
    • Typical Use of Popular Social Media Tools Employers & Recruiters LinkedIN Facebook Twitter Blogs, Discussion Groups / Forums Video Mobile Talent sourcing, professional network building, relationship management, referral networking, problem solving and knowledge sharing College recruiting; Employee and job candidate relationship building; Share culture, product, service or employment related content; Job posting Employment brand building, event and content promotion, hot job promotion, engage specific groups of talent to build relationships 41 Active & Passive Job Candidates Professional development and network building, career management, networking to solve problems; knowledge sharing Mainly social relationship building and management; share personal experiences, opinions and content Follow influencers and interest relevant people or entities; Create a direct personal connection with those they follow to earn more about them and build a relationship. Recruiter blogs about career and interview process; Monitor blog and forum posts to identify referral sources or top performers to recruit / engage Stay current on information related to hobbies, technology use, career and personal or professional interests; Research information to solve problems or learn something new Brand building, build company culture awareness, educational / informational tutorials, interview process insights & interviewing tips; Product and service promotion / advertisement Entertainment - movies, funny or informational videos appealing to personal or professional interests; Problem solving - “how to” educational / informational tutorials; Research info about employers culture, interview process or jobs Text Job notifications, event notification & registration, meeting request scheduling Text job notifications, job search & apply, event notification & registration, meeting scheduling
    • Jobseeker Social Job Search Insights 42
    • Recap: Keys To Effective Passive Candidate Engagement 43 ● Think like the job candidate you seek to recruit and understand how they use the different forms of social media in order to engage their interest and build relationships long term ● Don’t stalk community members, let them come to you. ● Make sure you have fresh content coming in regularly so you don’t lose the interest of community members ● Information should have a unique perspective, be new and exciting - not just content for the sake of content ● Use multiple content distribution channels: Video, interactive chat and collaboration tools are key to engagement. Ensure your platform supports these and be sure they are easy for people to initiate a dialogue ● Know what’s important to your target audience and current employees in specific roles and highlight things beyond the standard job requirements when communicating an opportunity to a talent community. Showcase the total rewards package, work/life balance, and culture of the company in your messaging
    • Critical Success Factors Social Media Recruiting • • • • • • • • • • Establish realistic goals & timelines Identify critical talent needs & target them ongoing Have a baseline measure for sourcing improvement Secure long term financial & resource commitment from leadership Strong partnership with marketing, PR and Finance Clearly establish and communicate roles, responsibilities and accountabilities Integrate tools & technologies with strategies Invest in tools to track metrics & performance Review and revise often Establish communications compliance guidelines 44
    • Words of Caution - Lessons Learned ● ● ● ● ● ● ● ● Invest for the long term NOT in a short term pilot to see if it works or not Remember, it is about building a relationship NOT filling today’s hottest job Check / proofread your messages carefully before posting Don’t try to be everywhere - be targeted and strategic in your approach Network with, and engage online influencers Use Google Alerts or a 3rd party applications to monitor who is talking about your community, culture, jobs or brand and engage them proactively Change passwords to your social media account when you have a change in the person managing those accounts Measure, Refine, Listen, Learn and Improve 45
    • Growing Your Talent Community Referrals - Go VIRAL 46 Free e-Book Giveaway example used to attract social marketing professionals ● Meaningful and current content ● Engaging and informative video; consider adding humor ● Giveaways, discount codes & contests or rewards ● White paper downloads & certification credits ● Two-way communication ● Easy access to community members ● Professional Profile Page ● Assign a Talent Community Manager http://offers.hubspot.com/how-to-avoid-marketingtechnology-paralysis
    • Talent Community ROI • Engaging candidates through an integrated social recruiting strategy creates a stronger employer brand and delivers results that distinguishes Best-in-Class recruiting organizations from industry average and laggards 47
    • Best in Class Recruiting Drives Customer Satisfaction 48 • Organizations that invest in recruiting and execute on activities designed to reduce time to fill and recruiting costs achieve improved business results such as customer retention and customer satisfaction. Best-in-Class organizations improved these metrics at twice the rate of Industry Average and Laggard organizations
    • If You Want Different Results, Do Something Different! 49 What distinguishes Best-in-Class organizations from Industry Average and Laggards is their ability to break from traditional recruitment models and redefine the future of talent acquisition to support organizational growth 78% of organizations are currently investing or planning to invest in strategies that focus on strengthening proactive and targeted sourcing capabilities & planning