G A B R Y VA N B E E K | J a n . 1 9 th 2 0 1 2 |SINGAPOREWINNINGSOCIAL MEDIAAPPROACHES FORT H E WA R O NTA L E N T
The Power of Social MediaDecember31st, 2010
Dirk Dewulf
Changing Environment of Recuitment  From a small and static number of channelsto an indefinite number and dynamic channels
Power Division vs Control                     Source: Ordina, Innovation in Sourcing                     (2008)
Changing Role of Agencies         • What is the ADDED           VALUE of agencies?         • Speed? Quality? Large        ...
Through the rise of social media we could make the  STRATEGIC CHOICE to minimize usage of agencies.         How? By using ...
Statistics
Who’s driving traffic? LinkedIn is driving the most job-related traffic (47%) tocareer sites, followed by Facebook (30%) a...
58.1% had successfully hired a candidate found through asocial network.
On that, 80% of companies recruit through LinkedIn network.Now you know the value and importance of LinkedIn socialnetwork...
79 percent of recruiters and hiring managers in the UnitedStates have reviewed online information posted to socialnetworki...
Before Social Media      • We used agencies        for almost all        scarse/ hard to find        positions      • That...
Strategic Use of AgenciesStill use                          Managed byAgencies                           own(10%)         ...
Goal with Social Media        • We will be          recruiting 90% of          positions ourselves        • We will use   ...
O U R C O R P O R AT E R E C R U I T M E N T  D E PA R T M E N T A C T U A L LY H A S      BECOME AN AGENCY!!A N D SAV ES ...
How? Social Media Framework                                                        Recruitment KPIsMost Effective Social M...
Most effective social media sources                    Application that engages                    the social networks of ...
Social Referral, what is it?• Social Media takes Referral Recruitment to a new dimension• Harnesses the Social Network of ...
Social Referral Results• Works best for Bachelor/Master/PhD level jobs• Average employee user participation after 2  invit...
Twitter
• Recuiters use LinkedIn for hard to find candidates• 145 million users worldwide (every 14 days 1  million new users)• Co...
Talent PoolCandidate contacted, but not (directly)  interested? Enter into Talent Pool!
Build RelationshipsBy a combination of (online) CRM and (offline)                  Events!!!
Lessons Learnt• Most Effective Social Media Sources:   – Online Referral Systems   – Microblogging   – Professionals Socia...
All Employees are    RECRUITERS,Your Company is the      AGENCY
Communicate, link or    compliments?Let’s Connect on LinkedIn!
Recruitment and Social Media | Singapore
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Recruitment and Social Media | Singapore

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  • Manager Recruitment Rabobank, 50.000 FTE globally, 30.000 in NL30 FTE recruitment department combined with employer brandingAbout 1500 external vacanacies
  • FireWorks background
  • The change from “post and pray” (1 to many, sending) to “search, find, communicate and connect” (1 on 1 communication, ability to find millions of candidates) via Social Media
  • With the rise of social media the power division between organizatons and users is changing rapidly
  • Name Methods per quadrant
  • It is about sending, and reaching masses. Not about targeting Traffic from Twitter is interesting, convesion rate reatievly low, bu in total quite o lot of applies through Twitter
  • Transcript of "Recruitment and Social Media | Singapore"

    1. 1. G A B R Y VA N B E E K | J a n . 1 9 th 2 0 1 2 |SINGAPOREWINNINGSOCIAL MEDIAAPPROACHES FORT H E WA R O NTA L E N T
    2. 2. The Power of Social MediaDecember31st, 2010
    3. 3. Dirk Dewulf
    4. 4. Changing Environment of Recuitment From a small and static number of channelsto an indefinite number and dynamic channels
    5. 5. Power Division vs Control Source: Ordina, Innovation in Sourcing (2008)
    6. 6. Changing Role of Agencies • What is the ADDED VALUE of agencies? • Speed? Quality? Large number of candidates? • Main value of agencies is their CV database • Well wake up, there is an even bigger database, and it is way more complete and accurate…..
    7. 7. Through the rise of social media we could make the STRATEGIC CHOICE to minimize usage of agencies. How? By using Social Media we can: SEARCH, FIND, COMMUNICATE AND CONNECT to candidates DIRECTLY Build LONG TERM RELATIONSHIPS with potential candidatesBuild, Nurture and Protect our (EMPLOYER) BRAND AND CORPORATE VALUES
    8. 8. Statistics
    9. 9. Who’s driving traffic? LinkedIn is driving the most job-related traffic (47%) tocareer sites, followed by Facebook (30%) and Twitter (16%) (Jobs2Web)
    10. 10. 58.1% had successfully hired a candidate found through asocial network.
    11. 11. On that, 80% of companies recruit through LinkedIn network.Now you know the value and importance of LinkedIn socialnetwork. Adding to it, 55% and 45% of companies recruitthrough Facebook and Twitter.
    12. 12. 79 percent of recruiters and hiring managers in the UnitedStates have reviewed online information posted to socialnetworking sites and blogs to screen job candidates, and 70percent have rejected an applicant based on information theyfound.
    13. 13. Before Social Media • We used agencies for almost all scarse/ hard to find positions • That was about 35% of all vacancies
    14. 14. Strategic Use of AgenciesStill use Managed byAgencies own(10%) Recruitment department/ 10% 25% Social Media (90%) 40% 25%
    15. 15. Goal with Social Media • We will be recruiting 90% of positions ourselves • We will use agencies only for ‘Specialists Functions’ • That will be about 10% of all positions
    16. 16. O U R C O R P O R AT E R E C R U I T M E N T D E PA R T M E N T A C T U A L LY H A S BECOME AN AGENCY!!A N D SAV ES M I L L I O N S O F $ $ $ $ EACH YEAR
    17. 17. How? Social Media Framework Recruitment KPIsMost Effective Social Media Sources:• Online Referral Systems s cr uit t en t es Re cr en tm men te of ant roc Re it m• Microblogging (Twitter) t P u To a l c of s tit pl nt l s ts ecr nt s e• Professional Social Networking Sites ca Qu y of uitm R ui In al c pli ic co of ap rn osts r ali Rec an ap t a os re of y rn d t ee te Social Media Source Qu Sp Ex Personal Social Networking Sites 1 0 1 0 -1 1 Professional Social Networking Sites 1 2 2 0 -1 4 Corporate Blogs 0 1 0 0 -2 -1 Podcasts 0 0 0 0 -1 -1 Content Communities 0 0 0 0 0 0 Corporate forums 0 1 0 0 -1 0 Micro Blogging 2 1 2 1 -1 5 Gaming -1 1 0 -2 0 -2 Online referral systems 1 2 2 1 0 6 Source: Thesis “The impact of social media on Recruitment and Employer branding”, Gabry van Beek (2010)
    18. 18. Most effective social media sources Application that engages the social networks of employees in recruiting new colleagues Spreading jobs on Twitter via corporate twitter channels, recruiters, managers and employees Search, Find, Communicate and Connect to candidates directly + Build talent pools
    19. 19. Social Referral, what is it?• Social Media takes Referral Recruitment to a new dimension• Harnesses the Social Network of Employees• In general people have between 100 and 200 connections in their network• The combined network of your company is larger than you think (E.g. Rabobank has a 7,5 mio strong Employee Social Network)• The potential of these connections is massive: “Are you realizing it’s potential?”
    20. 20. Social Referral Results• Works best for Bachelor/Master/PhD level jobs• Average employee user participation after 2 invite mails: 35/60%• On average 10 referral mails are needed for 1 application (10:1 ratio)• Referral candidates have a conversion rate of 25/30% of getting hired (highest conversion rate of all recruitment channels)• Cost per hire is very low
    21. 21. Twitter
    22. 22. • Recuiters use LinkedIn for hard to find candidates• 145 million users worldwide (every 14 days 1 million new users)• Conversion rate from approach to apply is approx. 20/30%• Conversion rate from approach to hire is approx. 10/15%• Use LinkedIn wisely, DO NOT SPAM, getting Personal in approach is the way to go!
    23. 23. Talent PoolCandidate contacted, but not (directly) interested? Enter into Talent Pool!
    24. 24. Build RelationshipsBy a combination of (online) CRM and (offline) Events!!!
    25. 25. Lessons Learnt• Most Effective Social Media Sources: – Online Referral Systems – Microblogging – Professionals Social Networking Sites• Became less dependant of Agencies• By using Social Media to build your own Corporate Recruitment Department and save $$$• Encourage (hiring) managers, recuiters and employees to build relevant social networks online• Actively use the social networks of recruiters, managers and employees for recruitment
    26. 26. All Employees are RECRUITERS,Your Company is the AGENCY
    27. 27. Communicate, link or compliments?Let’s Connect on LinkedIn!

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