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


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Shally Steckerl's presentation from Sourceon 2010.

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

  1. 1. EducationalConferenceSeries SourceCon 2010 tweet your feedback with #shallysc Shally Steckerl EVP, Arbita, Inc.
  2. 2. EducationalConferenceSeries 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!
  3. 3. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Agenda - Strategic • 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
  4. 4. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Recruitment Genome Project • 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
  5. 5. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. The DNA of Social Recruiting • 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
  6. 6. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Genome Report: Social Recruiting highlights • 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)
  7. 7. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. More Genome Social Recruiting highlights • 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,, Avature, Jobvite, and Peopleclick
  8. 8. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Social Recruiting Conclusions • 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
  9. 9. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Genome Report: Social Compliance issues • 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.
  10. 10. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Genome Report: More on Social Compliance • 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.
  11. 11. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Social Compliance Conclusions Companies may be taking unnecessary risks • You can source on social networks, but be smart about how you gather data, what you use from profiles, and how you store it. • EEOC- and OFCCP-related rulings can apply (e.g., “disparate treatment” and “disparate impact”) • If a Facebook profile contains comments that reveal disabilities, marital status, sexual orientation, etc., make sure not to take that into consideration. • Fair Credit Reporting Act violation if 3rd party (not the employer) uses social networks as part of background checking without giving candidate prior notice • Using leisure activities (e.g., compromising party photos on a social profile) in hiring decisions is banned in some states. • Profile comments revealing medical treatment for alcoholism, depression, etc., may be ADA- safeguarded private data. • OFCCP definition of an “Internet applicant” requires federal contractors to maintain records for 2 years of job-seekers located via social media who meet minimum job qualifications. Recommendations: – Save the req, search criteria and date found, and how you ultimately dispositioned the person for 2 years in a CRM or ATS. – Standardize and document process for evaluating social profiles (desired data, how evaluated, and apply the same selection criteria to all talent, as for live interviews) using uniform legal/professional guidelines. – If you reject someone over social data, store it and review to insure members of protected classes are not disproportionately screened out due to social recruiting practices. – Determine which sites are more reliable for job-related screening (e.g., LinkedIn may find better people for your reqs than MySpace). – It’s safest to remove all sensitive information (age, disability and other protected class data) at the sourcing stage before it’s turned over to a recruiter or hiring manager. – Notify job-seekers that you might examine their social profiles during the recruiting process.Partial source: “Social Networks and Employment Law” by Dr. Lisa Harte
  12. 12. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Eroding Your Employment Brand • Sourcing tactics and strategy can enhance but also erode your employment brand! • Automation and Productivity tools for recruiting and sourcing may bring about efficiencies but also create risk: – Distributing your jobs too widely causes a negative effect in brand perception. – Building lists and spamming • Not everyone should blog – The burden shouldn’t be just on or a few individuals, posting infrequently will hurt your brand. Distribute the work to a larger group. – Make it easy! Provide your organization with guidelines, education, content and tools so they remain engaged. – Benefit from already established blogs (and social networks) by having your teams participate in the conversation as commentators, critics, guest writers, retweeters, etc. • Job boards / online job posting - Boring job postings hurt your brand. It costs very little to improve your job postings! • Metrics are not just about number of hires and performance of sources! If you can’t measure what you are doing on social networks then you won’t know if you are helping or hurting your brand • Passive vs. active candidate methodologies – Engaging passive talent as you would active talent creates blowback • Search engine optimization, advertising and marketing (SEO / SEA / SEM) – Rank without relevance causes brand dilution • Inconsistent and incomplete profiles create brand confusion, look unprofessional and make you miss opportunities to attract passive talent.
  13. 13. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Social Networks as Source of Candidates • 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.
  14. 14. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Spending on Social Network Sourcing • 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
  15. 15. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Enhancing Your Employment Brand • 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.
  16. 16. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Being Candidate-centric • 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
  17. 17. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. What is all this going to take? • 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)
  18. 18. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Social Recruiting May Not be the Answer if… 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.
  19. 19. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Sourcing May Not be the Problem if… 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!).
  20. 20. What are people saying? (tweet #shallysc) (courtesy of Timo Elliott from SAP Business Objects) © SAP 2009 / Page 20
  21. 21. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Agenda - Tactical 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
  22. 22. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. New LinkedIn Hacks • Currently at COMPANY: – “current * COMPANY” but.. – Also try “COMPANY * past” • Find members of a group: – (inurl:in OR inurl:pub) "Hispanic Biopharmaceuticals Professionals Network“ • Find attendees of an event/meetup: – "networking/meetup" "pharmaceutical" GA -intitle:popular • Efficient international search with new TLDs – "software engineer" google
  23. 23. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Top 20 LinkedIn TLDs by # of profiles 1. UK 4,130,000 2. India 3,670,000 3. Canada 2,500,000 4. Netherlands 2,400,000 5. France 1,940,000 6. Australia 1,340,000 7. Italy 1,240,000 8. Brazil 1,180,000 9. Germany 1,050,000 10. Belgium 945,000 11. Denmark 875,000 12. Spain 856,000 13. Sweden 753,000 14. South Africa 641,000 15. Argentina 545,000 16. Switzerland 499,000 17. Poland 494,000 18. Norway 451,000 19. Mexico 440,000 20. Israel 427,000 For the complete list, see the LinkedIn Recruiter GuruGuide Note: above population estimates include only public profiles
  24. 24. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Natural Language • Natural Language Phrases (word targets) – "developed * applications", "business * analyst" • Patterns – "mailto: *” – "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
  25. 25. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Other Word Pattern Examples 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
  26. 26. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Reverse Image Search 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 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!
  27. 27. What are people saying? (tweet #shallysc) (courtesy of Timo Elliott from SAP Business Objects) © SAP 2009 / Page 27
  28. 28. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Realtime Searching • Twitter – Tweepz search for bio:company – From 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
  29. 29. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Deep Web with Google • 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.* OR “at company” OR “company dot com” OR * OR “Job Title” (City OR Areacode) ,.ST
  30. 30. EducationalConferenceSeries:SourceCon2010 Copyright 2010 Arbita. All rights reserved. Yahoo Search-jitsu • 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: – KEYWORDS – Hint: use pronouns, word patterns, etc.
  31. 31. Contact Us 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 • Get recordings of many of our best workshops on DVD • Tons more free learning at The Sourcer’s Desk We’re available for custom on-site and web-based training. Select topics from over 50 hours of material! Shally Steckerl EVP, Arbita Skype | LinkedIn | Twitter | FB Glenn Gutmacher VP, Arbita ACES Skype | LinkedIn | Twitter | FB