The How-To's of Social Media for Recruiting


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Presentation by Lizz Pellet at Ad Strategies' seminar "The How-To's of Social Media for Recruiting" on 1/12/2010

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  • Major players we’ll focus on are Facebook, Twitter and LinkedIn
  • 30% of all U.S. Internet users visit Facebook 72% of all 18-24 year olds in the U.S. go to 35% of all 25-34 year olds in the U.S. go to
  • The latest numbers from Nielsen Online indicate that Twitter grew 1,382% year-over-year in February. The growth is coming from older adults. According to Forrester Research, use of social media among those 35 to 54 jumped 60 percent in the last year. When Twitter became popular, teenagers already had their favorite Web sites for communicating, so they were not interested in a new one. The people who discovered Twitter were adults who were new to social networking.
  • Ashton Kutcher has over 3.5 million followers. He is now a rival to most major TV shows in terms of the size of his audience.
  • Users WANT to have a relationship with brands, but this is being missed because marketers are not looking in the right places. There are users who are forming communities about their job searches and careers. As well as users who are talking about the same brands you are working with.
  • Users are also creating communities around professional’s a look at a few.
  • Change the traditional job description when appropriate and specific to opportunities • “ Crowdsourcing” is becoming the new job board! • Don’t be afraid to adjust course • Take calculated risks
  • “ She’s the kind of girl who climbed the ladder of success wrong by wrong.” - Mae West
  • MIHS micro-site example: Ad Strategies created the site to engage talent for MIHS Syndicate (verb): to publish simultaneously, or supply for simultaneous publication, in a number of newspapers or other periodicals in different places RSS = Real Simple Syndication
  • Evangelists vs. A Feasible Corporate IT Policy - Evangelize all you want. If your social media strategy doesn’t jibe with your internal corporate technical and legal policies, your efforts will be dead in the water.
  • Encourage & Promote Executive Sponsorship Why It Matters? • Exposes company culture • Showcases employer of choice status • Identifies company as “innovative” • Executive sponsorship is also a retention strategy
  • This slide answers the “Top 3” social media monitoring sites bullet in the promo.
  • Recent research data shows the difference in over 100,000 workers internet activity at 80 Mid size companies =
  • A recent study by a New Jersey-based Jump Start Media has revealed that increasingly, hiring managers are turning to -- and even depending on -- social media sites for identifying and researching job candidates for meeting their hiring needs. After polling 100 hiring managers at small, mid-sized and large companies -- on how social media is being used in the hiring process, Jump Start found that
  • Privacy Investing in unproven vendors Employees wasting the co. time Twitter shuts down! Solutions: Social recruiting oration should be viewed no differently than existing collaboration models (i.e. email, meetings, etc) • Identify top 5-10 “worst case scenarios” and build contingencies • Embrace and prepare for failure
  • Creating Rationale & Justification • Focus on proficiency instead of technology “tools” or “platforms” • Identify potential impact to all business units (marketing, service, HR, etc) • Look for synergy and unification vs. siloed build out
  • The How-To's of Social Media for Recruiting

    1. 1. The “How To’s” of Social Media Presented by Lizz Pellet With contributions from: Susan Leverentz, SPHR, Senior Partner, Ad Strategies Elaine Orler, President, Talent Function Group Jason Corsello, Vice President, Knowledge Infusion
    2. 2. Quick quiz to get started: <ul><li>Do you Google a potential candidate before making an offer? </li></ul><ul><li>Do you tweet on Twitter? </li></ul><ul><li>Have you created a Twellowhood? </li></ul><ul><li>Are you currently blocking access to Myspace at work or have Malware protection? </li></ul><ul><li>Do you agree that web 2.0 is just another fad? </li></ul><ul><li>Have you had an encounter with a “virtual world”? </li></ul><ul><li>Do you blog or feel bloated after a large meal? </li></ul>
    3. 3. Agenda and Points to Ponder <ul><li>Social Networking – what is it and what it was </li></ul><ul><li>Who are the major players </li></ul><ul><li>Implications for HR </li></ul><ul><li>How to utilize these platforms in your recruitment activities </li></ul>
    4. 4. What is Social Media? Social media has created a fundamental shift in the way people communicate via real-time conversations online. Key Social Platforms Blogging Micro Blogging RSS Social Networking Chat Rooms Message Boards Podcasts Video/Photo Sharing
    5. 5. What is Social Networking: <ul><li>Social Networking: any application or Web site that links communities of people together through the ability to upload and share media such as photos, videos and bookmarks, blogs, or to message or link with friends, or to make new ones. </li></ul>
    6. 6. LinkedIn is Most Popular Social Network for Recruiters
    7. 7. Facebook User Engagement <ul><li>3 rd most trafficked website in the world! </li></ul><ul><li>300 million active registered users </li></ul><ul><li>5 billion minutes are spent on Facebook each day (worldwide) </li></ul><ul><li>Over 500,000 new active users a day </li></ul><ul><li>Average user has 120 friends </li></ul><ul><li>More than 30 million users update their statuses at least once each day </li></ul><ul><li>62 billion page views per month </li></ul><ul><li>More than 8 million users become fans of pages each day </li></ul>
    8. 8. Twitter User Engagement
    9. 9. 2009 Twitter User Growth by Age
    10. 10. Twitter User Engagement
    11. 11. Companies are Becoming More Comfortable With Social Networks
    12. 12. How to Get Started: Become an Observer <ul><li>Watch and learn </li></ul><ul><li>Follow individuals </li></ul><ul><li>Follow companies </li></ul><ul><li>Leverage emerging technologies </li></ul>
    13. 13. How to get started: Become an observer
    14. 14. Start to engage: It’s all about the conversation!
    15. 15. Engagement is a Two-Way Street <ul><li>Communication is key </li></ul><ul><li>Be timely </li></ul><ul><li>Be responsive </li></ul><ul><li>Be honest </li></ul><ul><li>Be transparent </li></ul><ul><li>Be personal </li></ul>
    16. 16. <ul><ul><li>There are over 60k user-created groups about careers and networking with over 2 million members. </li></ul></ul>Facebook users are passionate
    17. 17. A little more about Facebook 140,834 members of a Nurse Group 16,194 members
    18. 18. Keys to A Successful Facebook Recruiting Page <ul><li>Goals: </li></ul><ul><ul><li>Build relationships with talent </li></ul></ul><ul><ul><li>Strengthen your employment brand </li></ul></ul>
    19. 19. Elements Your Facebook Page Should Have to Engage <ul><li>“ FANS” </li></ul><ul><li>Company Info </li></ul><ul><li>Candid Photos </li></ul><ul><li>Polls </li></ul><ul><li>“ Day in the Life” </li></ul><ul><li>Videos </li></ul><ul><li>RSS </li></ul><ul><li>Corp. Responsibility/ Sustainability </li></ul><ul><li>Recruiter Photos </li></ul>
    20. 20. To Best Engage, Be Available Sodexo offers 16 ways for candidates to network with them. Very engaging!
    21. 21. Be Unique “ We’d like you, (yes all of you), to help us write the job description for our Sr Manager of Emerging Media Marketing job.” - Barry Judge, Best Buy CMO
    22. 22. Be Unique
    23. 23. Syndicate Your Opportunities
    24. 24. Be Consistent <ul><li>Make sure the Social Experience matches the Candidate Experience </li></ul>≠
    25. 25. Create Social Media Guidelines <ul><li>Focus on the “do’s” versus the “do not’s” </li></ul><ul><li>Guidelines rather than policies </li></ul><ul><li>Must align with corporate codes of conduct </li></ul><ul><li>Check your privacy policy </li></ul><ul><li>Keep your guidelines up to date </li></ul>
    26. 26. HR Policies and Practices:
    27. 27. HR Policies and Practices:
    28. 28. HR Policies and Practices: <ul><li>ESPN Social media guidelines </li></ul>ESPN Blog Policy
    29. 29. HR Policies and Practices: <ul><li>This is NO Fairy Tale: Once upon a Twitter time at Yahoo! </li></ul><ul><li>Yahoo (YHOO) employee Emily West is one of the 1,500 who lost her job today. Just like Ryan Kuder did during Yahoo!'s February layoffs, Emily updated her Twitter account throughout the whole ordeal: </li></ul><ul><li>Managers are in early and tv crews are outside. Commence bloodbath. about 3 hours ago from txt </li></ul>
    30. 30. Twitter and Yahoo! <ul><li>I checked the employee directory and a couple of people are gone from the East coast that I know. about 2 hours ago from web </li></ul><ul><li>They have pretty pre-printed signs on doors of the rooms where they are telling people unlike the red sharpie signs from the last round. about 2 hours ago from web </li></ul><ul><li>Five people I trained were cut in NY, none from Boston. One girl in NY that started at the same time as me also got the axe. about 2 hours ago from web </li></ul><ul><li>Four months of severance is the rumor. Plus they’re herding people to an employment service after they’re told the news. about 2 hours ago from web </li></ul><ul><li>FUUUUCK, just saw my new hire trainee from October go into The Room with her manager. They are laying off an amazing employee 10 yards away. about 1 hour ago from web </li></ul>
    31. 31. Twitter and Yahoo! <ul><li>My work BFF Michelle who helped me get my training job and taught me so much is out. The tears are coming. I hate crying at work. about 1 hour ago from web </li></ul><ul><li>I’m kicking myself for not bringing some Bailey’s for my coffee. about 1 hour ago from txt </li></ul><ul><li>The campus gym just sent an email offering 20 min. $20 massages starting at 11. Doubt that’s a coincidence. HAW! about 1 hour ago from txt </li></ul><ul><li>Some haters say that bloggers are turning the layoffs into a sport. I think that’s bullshit. about 1 hour ago from txt </li></ul><ul><li>I’m out. 14 minutes ago from txt </li></ul>
    32. 32. Get Your Executives Invested & Involved <ul><li>Remember the Best Buy example </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    33. 33. Encourage & Promote Executive Sponsorship
    34. 34. The Game Changes Every Day – MONITOR IT! <ul><li>New ranking reports are posted monthly. </li></ul><ul><li>New players pop up monthly. </li></ul><ul><li>Networks must be tracked and “owned” by someone in your organization. </li></ul><ul><li>Use “ Company Buzz ” on LinkedIn (FREE), or sites like Radian6 ($$) & ScoutLabs ($$) </li></ul>
    35. 35. How Are Your Employees Communicating? Fourth quarter, 2008 FaceTime data collection IT Manager estimate usage vs actual usage % of IT that thought the app was being used % of locations that showed app usage Social networking 60% 100% Instant Messaging (IM) 66% 100% Web based IM 35% 97% Streaming Audio/Video 80% 94% IPTV (internet protocol television) 10% 100% P2P file share 54% 96% Web conferencing 82% 83%
    36. 36. Candidate Selection (Jump Start Media Poll) <ul><li>Increasingly, hiring managers are turning to -- and even depending on -- social media sites for identifying and researching job candidates. </li></ul><ul><li>Hiring managers have started checking social media sites to research candidates before making a job offer. </li></ul><ul><li>Ranking: </li></ul><ul><li>66% used LinkedIn-the only professional social networking site to research the credentials of job candidates </li></ul><ul><li>48% used Facebook </li></ul><ul><li>26% used Twitter </li></ul>
    37. 37. Identifying the Risks with Social Media
    38. 38. Debunking Risk <ul><li>Social recruiting oration should be viewed no differently than existing collaboration models (i.e. email, meetings, etc) </li></ul><ul><li>Identify top 5-10 “worst case scenarios” and build contingencies </li></ul><ul><li>Embrace and prepare for failure </li></ul>It’s too risky and uncontrollable!
    39. 39. Creating Rationale & Justification It’s a fad…a waste of time… <ul><li>Focus on proficiency instead of technology “tools” or “platforms” </li></ul><ul><li>Identify potential impact to all business units (marketing, service, HR, etc) </li></ul><ul><li>Look for synergy and unification vs. siloed build out </li></ul>
    40. 40. Addressing “ROI” <ul><li>Tie social recruiting to the strategy and goals </li></ul><ul><li>Keeping the “I” low will reduce the dependence on “R” </li></ul><ul><li>Incremental vs. “Big bang” </li></ul><ul><li>An executive sponsor with clout and interest </li></ul>What’s the ROI?
    41. 41. Addressing the ROI of Social Media <ul><li>Tie social recruiting to the strategy and goals </li></ul><ul><li>Keeping the “I” low will reduce the dependence on “R” </li></ul><ul><li>Incremental vs. “Big bang” </li></ul><ul><li>An executive sponsor with clout and interest </li></ul>
    42. 42. ROI: The $$ of Using Social Media vs Other Methods <ul><li>Facebook Free </li></ul><ul><li>My Space Free </li></ul><ul><li>Youtube Free </li></ul><ul><li>LinkedIn Free </li></ul><ul><li>Blogs (word press) Free </li></ul><ul><li>Twitter (application) Free </li></ul><ul><li>Ning Free </li></ul><ul><li>Monster $$$ </li></ul><ul><li>Career Builder $$$ </li></ul><ul><li>LinkedIn Corporate $$ </li></ul><ul><li>Niche boards $$ </li></ul><ul><li>Micro sites $$ </li></ul><ul><li>Assoc. website ad $$ </li></ul>
    43. 43. Can Social Networks Help To: Attract, Retain, and Repel Talent? <ul><li>Attract – how can you get the best of the best from the current and future talent pool – both active and passive candidates? </li></ul><ul><li>Retain – how will you keep the good ones you have that really are a good fit? </li></ul><ul><li>Repel – how can you keep the ones that just don’t fit from applying in the first place? </li></ul>
    44. 44. Building your Social Networks: How to Get Started <ul><li>Decide on your corporate voice – who will it be and how will it be maintained? </li></ul><ul><li>Transparency and authenticity is paramount. </li></ul><ul><li>Approach your social media guidelines with care </li></ul><ul><li>Get executive sponsorship </li></ul><ul><li>Monitor your “Social Footprint” </li></ul>
    45. 45. Questions? <ul><li>Lizz Pellet’s Contact information: </li></ul><ul><li>[email_address] </li></ul><ul><li>480-221-9649 </li></ul><ul><li>Follow me on Twitter: </li></ul><ul><li> </li></ul><ul><li>Invite me on LinkedIn: </li></ul><ul><li> </li></ul>