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Key Sourcing & Social Media Initiatives for 2010: Distilled Wisdom from 1200 Staffing Leaders

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Shally Steckerl's presentation from Sourceon 2010.

Shally Steckerl's presentation from Sourceon 2010.

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    Key Sourcing & Social Media Initiatives for 2010: Distilled Wisdom from 1200 Staffing Leaders Key Sourcing & Social Media Initiatives for 2010: Distilled Wisdom from 1200 Staffing Leaders Presentation Transcript

    • Educational Conference Series SourceCon 2010 tweet your feedback with #shallysc Shally Steckerl EVP, Arbita, Inc. shally@arbita.net http://aces.arbita.net/shally
    • Educational Conference Series Even the greatest, most sophisticated and expensive tools do not a sourcer make! Remember to please tweet your feedback with #shallysc so your comments will appear in the slideshow!
    • Agenda - Strategic Educational Conference Series: SourceCon 2010 • Key learnings from Recruitment Genome Project survey • How sourcing can enhance or erode your employment brand • Creating a more candidate centric recruiting and sourcing process • What it will take to support and implement top talent identification efforts Copyright 2010 Arbita. All rights reserved.
    • Recruitment Genome Project Educational Conference Series: SourceCon 2010 • Single most wide-reaching and thorough market research project ever conducted in the sourcing community. – Focus group interviews – Multiple survey instruments – Exhaustive secondary research – Analysis from industry thought leaders like: Kevin Wheeler, Peter Weddle, etc. – Practical wisdom from over 4000 staffing leaders – Ranked list of key sourcing initiatives you should enlist in 2010 Copyright 2010 Arbita. All rights reserved.
    • The DNA of Social Recruiting Educational Conference Series: SourceCon 2010 • The third iteration of the Recruitment Genome Project investigates the use of social networks for recruiting and business development. One of the most significant trends uncovered in the project’s initial survey was the overwhelming expectation by recruiters that they would increase their use of online social networks for recruiting and business development in 2010. The project now drills deeper to answer pertinent questions including: – How are online social networks being used for recruiting and business development? – Which social networks are the most useful? – Do companies have effective strategies for using the major social networks, niche and regional networks and blogs? – How will recruiting investment in social media for recruiting change? • Over the next few years, The Recruitment Genome Project will continue to conduct surveys, interviews and other forms of primary research that draw upon Arbita’s rich knowledge base of recruitment marketing analytics. As with the first two trends report white papers, the research will be analyzed by the most accomplished industry experts. Analyst briefs, research reports and other materials will conform to the highest academic standards and will focus on providing companies with pragmatic information to improve recruiting initiatives. • Participate now and receive a complimentary copy of the final analysis http://www.arbita.net/Feature/The-Recruitment-Genome-Project.html Copyright 2010 Arbita. All rights reserved.
    • Genome Report: Social Recruiting highlights Educational Conference Series: SourceCon 2010 • Facebook: 88% of respondents have no strategy, yet 54% have a Facebook page and 76% update Facebook less than weekly; 65% of recruiters spend less than an hour a week on it (while the average user spends 55 min./day) • LinkedIn: 36% still do NOT have a planful strategy and only 58% manage their company page. What does your company page say about your social presence? • Twitter: 87% have no strategy for finding candidates on it. 60% tweet less than once per month and 71% spend less than 1 hour on Twitter yet there’s 75 million tweeple • MySpace:100% have no strategy for finding candidates there but this is still a source! • 71% have no strategy for sourcing from niche and regional networks and 83% have no strategy for sourcing on blogs: both massive, yet remain widely overlooked • Not all the tried-and-true methods have been supplanted: 86% say Employee Referral programs are much or somewhat better than social networks. The challenge going forward is how to make social networks and employee referral programs synergistic • 70% say sourcing is a major part of their recruiting, yet 67% feel their current sourcing capabilities are inadequate and only 42% feel they have adequate training • Search engines: Only half use Google, over 80% do not use Yahoo or Bing. They are shooting themselves in the foot, given ~20% resume overlap in query results between search engines (see Thumbshots) Copyright 2010 Arbita. All rights reserved.
    • More Genome Social Recruiting highlights Educational Conference Series: SourceCon 2010 • Clear social network preferences: Asked to manually type in “What are the top three social networks with which you have had the most success finding candidates”: – First Choice: overwhelmingly LinkedIn (about 3% wrote Twitter) – Second Choice: 37% picked Facebook and 20% Twitter (remainder were niche groups including Ning) – Third Choice: Few than half gave one, of those who did, 30% wrote Facebook and 14% Twitter; the rest were all over the place with negligible repetition • Automation: Only 30% automate their social recruiting efforts. When asked to type in the top 3 tools they would recommend for integrating and automating the use of social networks for recruiting: – 27% wrote they do not know of tools they could use – 27% wrote they do not choose to use any – 6% wrote Broadlook, which does not automate social networking – 6% entered Tweetdeck, a few added Digsby – Other suggestions included mentions of bit.ly, ping.fm, Avature, Jobvite, and Peopleclick Copyright 2010 Arbita. All rights reserved.
    • Social Recruiting Conclusions Educational Conference Series: SourceCon 2010 • Not all social networks are a good source of candidates – LinkedIn is not a social network, it’s behaving like a job board – Myspace is dead (or dying) – Twitter, Facebook and blogs are about engagement and conversation, thus good branding, but not a highly efficient source of hires • Social recruiting sources as compared to: – Job Boards – if LinkedIn is more of a job board now, who else will follow? – Employee Referral Programs – one of social networks’ “best and highest uses” – SEO – “social search” will drive SEO results; – SEM/PPC - very effectively done inside of TW, FB, LI – Direct Marketing – emails are being replaced by FB messages, @tweets, and InMail; must be used properly (approach as engagement, value added networking, not as “hey, I have a job opening for you - click here” – Print Advertising – a great branding device, and way to reach high volume, low complexity hires; could be replaced by direct ads on FB and maybe TW, LI Copyright 2010 Arbita. All rights reserved.
    • Genome Report: Social Compliance issues Educational Conference Series: SourceCon 2010 • Policy: 62% of respondents’ companies have no policy around social recruiting, and it’s unwritten/informal for another 21% • Influences hiring: 48% let candidate social network data influence hiring decisions; 52% don’t. Of those that do, most (84%) use it to verify or evaluate qualifications. • Mistaken identity?: 55% are not concerned or only slightly concerned that they may be using the wrong person’s social network profile; 33% are somewhat or very concerned. Most leave it to the recruiter (57%) to verify social profile data accuracy; 23% leave it to a screening service, 15% don’t try to verify, and 17% don’t know. • Storing sourced data: Sourcing-related data from recruiters’ social network activity is not stored at all by 38% of companies; 35% store some data, and 19% store all/most of it. 13% use a formal CRM as the social sourcing data repository, 26% use their ATS for it, 34% store informally (e.g., recruiters’ own spreadsheets), 27% don’t know. • Efficient compliance strategy: 38% feel they have an efficient strategy to ensure compliance across all their marketing initiatives, and 62% don’t. Copyright 2010 Arbita. All rights reserved.
    • Genome Report: More on Social Compliance Educational Conference Series: SourceCon 2010 • Recruitment marketing risk: 35% are concerned or very concerned their recruitment marketing activities may expose their company to legal compliance risk, 39% have little or no concern, and 26% are neutral. • Affirmative Action compliance risk: 34% are very or somewhat concerned about AA compliance concerns that may arise from social recruiting, 37% are neutral, and 39% have little or no concern. • OFCCP and social recruiting: 41% feel it’s important/very important to track social networking activities for OFCCP compliance, 40% are neutral, and 19% feel it’s little or not important. • Disenfranchising minorities on social networks? 22% are concerned or very concerned that their social networking activities may disenfranchise people who may be under-represented on the social networks they use, 45% are neutral, and 33% have little or no concern. Copyright 2010 Arbita. All rights reserved.
    • Social Compliance Conclusions Educational Conference Series: SourceCon 2010 Companies may be taking unnecessary risks Recommendations: • You can source on social networks, but be smart – Save the req, search criteria and date found, about how you gather data, what you use from and how you ultimately dispositioned the profiles, and how you store it. person for 2 years in a CRM or ATS. • EEOC- and OFCCP-related rulings can apply (e.g., – Standardize and document process for “disparate treatment” and “disparate impact”) evaluating social profiles (desired data, how • If a Facebook profile contains comments that reveal evaluated, and apply the same selection disabilities, marital status, sexual orientation, etc., criteria to all talent, as for live interviews) make sure not to take that into consideration. using uniform legal/professional guidelines. • Fair Credit Reporting Act violation if 3rd party (not the – If you reject someone over social data, store employer) uses social networks as part of background it and review to insure members of protected checking without giving candidate prior notice classes are not disproportionately screened • Using leisure activities (e.g., compromising party out due to social recruiting practices. photos on a social profile) in hiring decisions is – Determine which sites are more reliable for banned in some states. job-related screening (e.g., LinkedIn may find • Profile comments revealing medical treatment for better people for your reqs than MySpace). alcoholism, depression, etc., may be ADA- – It’s safest to remove all sensitive information safeguarded private data. (age, disability and other protected class • OFCCP definition of an “Internet applicant” requires data) at the sourcing stage before it’s turned federal contractors to maintain records for 2 years of over to a recruiter or hiring manager. job-seekers located via social media who meet – Notify job-seekers that you might examine minimum job qualifications. their social profiles during the recruiting Partial source: “Social Networks and process. Employment Law” by Dr. Lisa Harte Copyright 2010 Arbita. All rights reserved.
    • Eroding Your Employment Brand Educational Conference Series: SourceCon 2010 • Sourcing tactics and strategy can enhance but • Job boards / online job posting also erode your employment brand! - Boring job postings hurt your brand. It costs • Automation and Productivity tools for recruiting very little to improve your job postings! and sourcing may bring about efficiencies but • Metrics are not just about number of hires and also create risk: performance of sources! If you can’t measure – Distributing your jobs too widely causes a what you are doing on social networks then negative effect in brand perception. you won’t know if you are helping or hurting – Building lists and spamming your brand • Not everyone should blog • Passive vs. active candidate methodologies – The burden shouldn’t be just on or a few – Engaging passive talent as you would individuals, posting infrequently will hurt your active talent creates blowback brand. Distribute the work to a larger group. • Search engine optimization, advertising and – Make it easy! Provide your organization with marketing (SEO / SEA / SEM) guidelines, education, content and tools so – Rank without relevance causes brand they remain engaged. dilution – Benefit from already established blogs (and • Inconsistent and incomplete profiles create social networks) by having your teams brand confusion, look unprofessional and participate in the conversation as make you miss opportunities to attract passive commentators, critics, guest writers, talent. retweeters, etc. Copyright 2010 Arbita. All rights reserved.
    • Social Networks as Source of Candidates Educational Conference Series: SourceCon 2010 • Are social networks a useful source of candidates? Maybe. The way we’re doing it there is little reward in comparison to amount of work • Most companies do not have an effective strategy for sourcing, they depend on web-savvy recruiters “figuring it out” as they go • Blogs, among the largest and most active social networking destinations, are almost completely ignored by recruiters • Most companies make the mistake of pushing nothing but jobs to social networks, and in such a high frequency that it becomes noise nobody listens to, with little to no value-add • Recruiters spend a disproportionate amount of time trying to “push up hill” compared to actual number of hires. The way this would work well is if you empower and deputize your entire organization to be recruiting evangelists. Copyright 2010 Arbita. All rights reserved.
    • Spending on Social Network Sourcing Educational Conference Series: SourceCon 2010 • Most companies will spend much more on social recruiting in 2010. But without proper organization, measurement, automation and systematization, they will not be able to prove ROI to their leadership • Most companies do not use web-based tools to integrate and automate their social networking recruitment efforts (e.g., Hootsuite). Thus they will be unable to replicate and as people leave org they will lose social recruiting momentum. • Most companies are not measuring (ROI) from social media recruiting Copyright 2010 Arbita. All rights reserved.
    • Enhancing Your Employment Brand Educational Conference Series: SourceCon 2010 • Recruiters have inconsistent and incomplete profiles on the social networks. Your profile and your company page are branding documents. State your value proposition clearly in all your profiles/pages and carry the same message across all platforms, showing a unified brand. • Individuals comprise the brand - skip the canned branding rhetoric and just express your passion for your industry, your job, your role, and the branding will come naturally. • Don’t sell, share. If you treat it as advertising you will turn people off. Share something useful, something about you or your company or your product, but you will gain more if you don’t sell. You don’t have to give the whole recipe but revealing a little taste of your secret sauce once in a while will get you better results. • Be real. People want to relate with other people, not with “constructs” so be yourself, be honest about who you are and what you care about, and what you are doing, even an occasional tip about your favorite burger joint. You have multiple interests, so express that. • Write well. Bad spelling, grammar or punctuation, and hasty abbreviations should be avoided. You can’t always get it right but confident prose and concise eloquence go a long way to establish your brand. • One you get it, stay committed. If you are going to do it then don’t just stick your feet in, jump all the way in and stick to it. This doesn’t mean you have to write constantly every day but stay involved at some level of frequently at least once every other week or even weekly. Copyright 2010 Arbita. All rights reserved.
    • Being Candidate-centric Educational Conference Series: SourceCon 2010 • Micro- sites and landing pages reduce “abandoned shopping carts” • Successful career micro- sites geared to your most challenging candidate pipelines, brands and/or geographies, provide value to your target population and build your brand • Micro- sites enhance, not detract from or replace any part of, your current career site • Have a clear “apply now” entry point and process from the micro- site that integrates with your ATS. This will reduce candidate confusion • Detailed ad-hoc analytics provided by micro- sites and/or landing pages tell you what destinations, search keywords, and online activity led to each visitor and applicant • Data should roll up into reports grouped by activity so it can be analyzed for continuous improvement and remove the guesswork out of which sourcing channels are effective at engaging with your audience and which are not Copyright 2010 Arbita. All rights reserved.
    • What is all this going to take? Educational Conference Series: SourceCon 2010 • Support of an executive champion or sponsor • Go where your audience already is, monitor what is said and apply it to your recruiting efforts – Leverage conversations already happening in networks, turning them into recruitment opportunities – Have a dedicated, strategic “social communities manager” role – Your recruiters can’t do it alone; deputize your workforce to be recruitment evangelists – Create social guidelines that provide structure without inhibiting – Provide them training, ongoing flow of content and a platform – Break up and repurpose content for multiple channels • Automate your reputation management and message distribution (ping, hellotxt, hootsuite, twitterfeed) Copyright 2010 Arbita. All rights reserved.
    • Social Recruiting May Not be the Answer if… Educational Conference Series: SourceCon 2010 1. There’s an expectation that the sourcing team will deliver a short-term solution to what is a long-term problem. 2. Lack of buy-in from upper management after a leadership change, restructuring, re-org, etc. 3. “Oops, we have to cut the budget! Oh, I know, let's start by cutting this social recruiting team because we don't really understand what value they add.” 4. Recruiters are afraid to pick up the phone and follow through with leads that have been sourced from social networks. Copyright 2010 Arbita. All rights reserved.
    • Sourcing May Not be the Problem if… Educational Conference Series: SourceCon 2010 5. Hiring managers have no clue how to treat passive candidates from social networks who still need more romancing. 6. Inadequate “social contact management” technology, both in the CRM and/or ATS 7. Over-reliance on email as the initial outreach, underutilizing social networks’ built-in message tools. 8. Failure to invest in the development and training of the sourcing team (yes, even sourcers can learn a few things!). Copyright 2010 Arbita. All rights reserved.
    • What are people saying? (tweet #shallysc) (courtesy of Timo Elliott from SAP Business Objects) © SAP 2009 / Page 20
    • Agenda - Tactical Educational Conference Series: SourceCon 2010 1. New LinkedIn Hacks 2. Natural Language Phrases & Word Patterns 3. Image Search 4. Realtime Search 5. Deep Web Google 6. Yahoo Search-Jitsu 7. Deep Web Exalead 8. Peer Regression 9. RegEx 10.CI Copyright 2010 Arbita. All rights reserved.
    • New LinkedIn Hacks Educational Conference Series: SourceCon 2010 • Currently at COMPANY: – “current * COMPANY” but.. – Also try “COMPANY * past” • Find members of a group: – site:linkedin.com (inurl:in OR inurl:pub) "Hispanic Biopharmaceuticals Professionals Network“ • Find attendees of an event/meetup: – site:events.linkedin.com "networking/meetup" "pharmaceutical" GA -intitle:popular • Efficient international search with new TLDs – site:cn.linkedin.com "software engineer" google Copyright 2010 Arbita. All rights reserved.
    • Top 20 LinkedIn TLDs by # of profiles Educational Conference Series: SourceCon 2010 1. UK 4,130,000 11. Denmark 875,000 2. India 3,670,000 12. Spain 856,000 3. Canada 2,500,000 13. Sweden 753,000 4. Netherlands 2,400,000 14. South Africa 641,000 5. France 1,940,000 15. Argentina 545,000 6. Australia 1,340,000 16. Switzerland 499,000 7. Italy 1,240,000 17. Poland 494,000 8. Brazil 1,180,000 18. Norway 451,000 9. Germany 1,050,000 19. Mexico 440,000 10. Belgium 945,000 20. Israel 427,000 For the complete list, see the LinkedIn Recruiter GuruGuide Note: above population estimates include only public profiles Copyright 2010 Arbita. All rights reserved.
    • Natural Language Educational Conference Series: SourceCon 2010 • Natural Language Phrases (word targets) – "developed * applications", "business * analyst" • Patterns – "mailto: * @ibm.com” – site:ibm.com "about the author" • CI keyword searches – ("not for distribution" OR “internal use”) CompanyName KEYWORDS • Finds documents like this – Also try words like confidential OR private OR classified OR proprietary OR embargoed – “secret” often leads to noise results Copyright 2010 Arbita. All rights reserved.
    • Other Word Pattern Examples Educational Conference Series: SourceCon 2010 Ideal results for following “passive” leads string include a job title plus keywords • (intitle:alumni OR intitle:people OR intitle:staff OR intitle:about OR intitle:bio OR intitle:profile OR intitle:team OR intitle:our OR inurl:about OR inurl:bio OR inurl:profile OR inurl:our OR inurl:team OR inurl:alumni OR inurl:people OR inurl:staff) pharmacology clinical trial "medical director” Want diversity? Look for specific, popular female names in the title • ~cv ("Quality Control" OR QC) lab (intitle:Jessica OR intitle:Jennifer OR intitle:Amanda OR intitle:Ashley OR intitle:Sarah OR intitle:Stephanie OR intitle:Melissa OR intitle:Nicole OR intitle:Elizabeth OR intitle:Heather OR intitle:Tiffany OR intitle:Amber OR intitle:Michelle OR intitle:Megan OR intitle:Amy) The first person employer language pattern: • "I|I'm work|worked|working for|at|on|with" KPMG Copyright 2010 Arbita. All rights reserved.
    • Reverse Image Search Educational Conference Series: SourceCon 2010 Zuula Advanced Image search • use a job title or any method above • click tabs for Google, Bing and Exalead in particular, which allow face search only • the text used to classify the images are: – a snippet of text before or after the image – the anchor text on any link pointing to the image – the alt text of the image – the image's url TinEye • find people based on certifications, product logos, company logos, application logos and icons, people's photos, building or location photos, etc. (hint: use images found above) • Firefox plug-in available here Google Images • Let images.google.com clean out SEO spam for you! Search using the terms you would use on regular Google. Results are only web pages containing images with names or tags that match your search, thus eliminating much of the garbage. Try this example! Copyright 2010 Arbita. All rights reserved.
    • What are people saying? (tweet #shallysc) (courtesy of Timo Elliott from SAP Business Objects) © SAP 2009 / Page 27
    • Realtime Searching Educational Conference Series: SourceCon 2010 • Twitter – Tweepz search for bio:company – From search.twitter.com look for “at company” near:location -source:twitterfeed – And from Google choose “Latest” option and you’ll see tweets among search results • Twingly – Go beyond Twitter: also searches Jaiku, Identica, Bleeper, Bloggy, Cirip, Koornk, Lareta, Linux Outlaws, Suffice to say, TWiT Army and YouAre Copyright 2010 Arbita. All rights reserved.
    • Deep Web with Google Educational Conference Series: SourceCon 2010 • Numrange finds years on profiles/resumes – "ETL developer" (1990..1999 OR 2001..2007) intext:present ", GA" • Member Directories – "search|find * name" +licensed therapist (intitle:member OR intitle:directory) • Substitute your desired company in all the places where company appears in this template: – (mailto.*.company.com OR “at company” OR “company dot com” OR *at.company.com OR @company.com) “Job Title” (City OR Areacode) ,.ST Copyright 2010 Arbita. All rights reserved.
    • Yahoo Search-jitsu Educational Conference Series: SourceCon 2010 • Finding Blogs (hint: they have feeds!): – (linkextension:rss OR linkextension:xml OR linkextension:rdf OR linkextension:atom) KEYWORDS • Like Bing’s “contains:” command? Try it on Yahoo: – linkextension:doc websphere IBM (me OR my) • Remember “home pages”? – feature:homepage "Financial Analyst" "Bank of America“ – Narrow down using skills or location keywords • External backlink search for social networks: – linkdomain:socnet.com -site:socnet.com KEYWORDS – Hint: use pronouns, word patterns, etc. Copyright 2010 Arbita. All rights reserved.
    • We’re available for Contact Us custom on-site and web-based training. Select topics from over 50 hours of material! What now? • Follow Shally and Glenn on Twitter, and connect on LinkedIn and Facebook! • Join our (nospam) mailing list for tips and news, or just email us questions! • Find almost anyone in 10 minutes or less... or your money back with our Advanced Recruiter & Job-Hunter GuruGuides at aces.arbita.net/products • Get recordings of many of our best workshops on DVD • Tons more free learning at The Sourcer’s Desk Shally Steckerl Glenn Gutmacher EVP, Arbita VP, Arbita ACES shally@arbita.net glenn@arbita.net http://aces.arbita.net/shally http://aces.arbita.net/glenn Skype | LinkedIn | Twitter | FB Skype | LinkedIn | Twitter | FB