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Using Social Media in
   HR & Recruiting
  Attract | Recruit | Retain
WHO am I?
 2.75 years – President of Unbridled Talent
 4 years – Executive Recruiter
 8 years – Social Media Anthropologist
18 years – Human Resources Leader
WHO are YOU?
WHO is using
SOCIAL MEDIA?
   955 million profiles            240 million blogs


   490 million users              500 million accounts


                   175 million members
WHY use
SOCIAL MEDIA?
COMMUNICATION evolution
recruiting
SOURCE: TalentMinded - http://youtu.be/17C6A-J9jhc
WHAT are we afraid of?
our FOCUS today
 1   WHO, WHAT & WHY
 2   DEVELOPING A STRATEGY
 3   CHOOSE YOUR TOOLS
 4   TIME, CONTENT & TRAINING
 5   ‘SOCIAL’ RECRUITING
DEVELOPING
     A STRATEGY
1
support the BUSINESS
         business strategy
          talent strategy
       social media strategy
            objectives
              metrics
              tactics
have a PLAN
MONITOR and LISTEN
GOOGLE ALERTS
SOCIAL MENTION
DASHBOARDS
DASHBOARDS
keyword/phrase SEARCH
‘GRIPE’ sites
provide GUIDELINES


	
  	
  free database of 217
 social media policies:
socialmediagovernance.com/policies.php
TRAIN employees
 •  Communicate social media guidelines

 •  Consider the benefits of allowing all employees access

 •  Provide training even if blocking social media sites

 •  Share examples of appropriate & inappropriate use
PREPARE your response*



  * Before you need it
SOURCE: http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html
expect GOOD things



63% of job seekers have a better impression of a company that responds to
negative posts /comments on their social media site than those who do not.	
  
CHOOSING
    YOUR TOOLS
2
understand DIFFERENCES
where to START?
                Which social media tools are used for recruiting?
 linkedin	
      86.6%	
  

 facebook	
      55.3%	
  

 twi/er	
       46.6%	
  


                                           64%
 youtube	
      11.6%	
  

 blog	
         16.0%	
  
                                                                            use 2 or more
                 9.4%	
  
                                           social networks for recruiting
 none	
  

                                           40%                               use 3 or more
                                           social networks for recruiting
                                            SOURCE: web.jobvite.com/rs/jobvite/images/Jobvite-SRP-2011.pdf
Using Social Media In HR & Recruiting - Jennifer McClure - Oct 2012
LINKEDIN essentials
 •  Ensure your Company Profile is accurate/complete

 •  Build a Personal Profile that:

    – represents your company well

    – makes candidates want to connect with you

 •  Build your network & search for candidates

 •  Join relevant & appropriate groups
COMPANY profile
100% COMPLETION
1)    Add a profile photo

2)    List current position + at least 2 prior jobs

3)    5 or more skills on your profile

4)    Write a summary about yourself

                 FRESHNESS counts
100% COMPLETION
5)    Fill out your industry and zip code

6)    Add where you went to school

7)    Have 50 or more connections
what’s YOUR STORY
LINKEDIN profile
stand OUT
BUILD your netwok


                  a2e rs...	
  
         size	
  m rta	
  
                 so

                                  http://inmaps.linkedinlabs.com
advanced SEARCH
   1                         2




search within your network
saved SEARCHES
message for FREE*


                    *For Now

*for now
site X-Ray
 	
  site:www.linkedin.com	
  in8tle:linkedin	
  -­‐in8tle:answers	
  -­‐in8tle:updated	
  -­‐
 in8tle:blog	
  -­‐in8tle:directory	
  -­‐inurl:megite.com	
  Sales	
  “Cincinna8	
  area"	
  
 -­‐"Company	
  Profile“	
  -­‐profiles	
  -­‐jobs	
  




          search outside
           your network
SEARCH companies
SEARCH groups
join TARGETED groups
post JOBS
Using Social Media In HR & Recruiting - Jennifer McClure - Oct 2012
FACEBOOK essentials
 •  Showcase your culture & employment brand!

 •  Fans = database of interested users

 •  Engage with fans & create a community

 •  Link back to your corporate website/company page
FACEBOOK recruiting?
    recruiter
                 possible
                candidate
PERSONAL profile
COMPANY profile
meet EXPECTATIONS
ask QUESTIONS
go behind the SCENES
share PICTURES & VIDEO
Using Social Media In HR & Recruiting - Jennifer McClure - Oct 2012
YOUTUBE essentials
•  Make your employees the stars

•  Keep videos to 3 minutes or less

•  Share your videos on other social sites

•  Use video for learning & development activities
YOUTUBE channel
SHARE job previews
tell your STORY
EMPLOYEES as STARS
SOURCE: http://vimeo.com/16003797
Using Social Media In HR & Recruiting - Jennifer McClure - Oct 2012
BLOGGING essentials
 •  establish expertise and credibility

 •  foster relationships with candidates (& employees)

 •  post information about cool job opportunities

 •  share industry news/link to media coverage

 •  link to your other social media efforts

 •  address concerns or common questions
CORPORATE blog
PROVIDE information
          “a survey of new hires at sodexo revealed
          that internal hires utilized one or more
          sodexo careers properties to help find a job
          or prepare for an interview with us at
          virtually the same rate (46-47%) as external
          hires. the careers blog was the most
          frequently cited property, read by 32% of
          internal hires and 17% of external hires.”
                  arie ball – vp of talent acquisition, sodexo
BLOGGING benefits
Using Social Media In HR & Recruiting - Jennifer McClure - Oct 2012
TWITTER essentials
•  balance promotional, personal & conversational tweets

•  be a “real person” – use your real voice/be authentic

•  be interesting, informative and entertaining

•  share links to interesting & informative stuff

•  post photos from “a day in your life” (twitpics, etc.)
TWITTER profile
TWITTER profile
SEARCH bios




              SOURCE: https://followerwonk.com/
SEARCH tweets
SEARCH lists   ‘x-ray’ twitter
site X-Ray   ‘x-ray’ twitter
get CREATIVE
EMPLOYMENT
      BRANDING
3
what’s your BRAND?
employer brand
how a business builds and packages its identity, origins and values,
and what it promises to deliver to emotionally connect employees.

talent brand
to brand for talent is to market an organization as a place to work to
create demand – as a magnet – to recruit, retain and engage the right
people to do the right work at the right time for the right results.
                                               libby sartain – author, brand for talent	
  
ASK employees
 “list 3 words to describe why you enjoy working here”




                                       www.wordle.net	
  
CONSISTENT messaging
share your CULTURE
   People who visited Racker Talent before applying for a job were 65% more likely to
        be successful than those whose 1st port of call was the career site or ATS

“We should always keep in mind that the
    most engaged and longest lasting
contributors to our organizations are the
ones who fit within our cultures. Our goal
 should be to accurately depict ourselves
knowing good and well that for the right
 person, we will absolutely be their best
             place to work.”
Michael Long – Head of Culture Branding, Rackspace
ENABLE employees
 “We have found that current employees are the most
 widely used and are by far the most trusted source of
 information about organizations for candidates.” 	
  
                                   Corporate Leadership Council
RECOGNIZE employees
employee AMBASSADORS
‘SOCIAL’
    RECRUITING
4
GO where THEY are

        ‘one of the reasons we’re active in social media
        channels is that our candidates expect us to be
        in those channels.’
                   stephanie lilak – chief staffing officer, general mills
recruiting EVOLUTION
              1997 Sources of Hire                                           2011 Sources of Hire
newspaper ads                        28.7%             referrals                                                         28.0%
employee referrals                   19.7%             job boards                                                         20.1%
agency (contingent)                  10.4%             career site                                                         9.8%
contract recruiters                   8.7%             recruiter initiated                                                  9.1%
job fairs                             8.3%             college                                                             6.6%
other advertising                     5.0%             re-hires                                                            4.3%
image advertising                     4.6%             social media                                                        3.5%
trade journals                        4.2%             3rd party                                                           2.8%
college                               2.9%             print                                                               2.2%
resume services                       2.9%             temp/contract-to-hire                                                2.1%
agency (retained)                     2.1%             career fairs                                                         1.9%
internet                              2.1%             walk-ins                                                            0.8%
radio                                 1.5%             other                                                               8.8%
                                       SOURCE: http://www.slideshare.net/gerrycrispin/2012-careerxroads-source-of-hire-channels-of-influence
TIME, CONTENT
   & TRAINING
5
PLAN & SCHEDULE
Content Calendar
    Monday	
                 Tuesday	
               Wednesday	
               Thursday	
                      Friday	
              Saturday	
           Sunday	
  

•  Recognize	
  a	
     •  Post	
  “day-­‐         •  Ask	
  a	
           •  Share	
                  •  Chat	
  with	
  a	
     •  Link	
  to	
     •  Poll	
  
   Fan	
  or	
             in-­‐the	
  life”	
        Ques8on	
               Company	
                   Recruiter	
                Career	
            Ques8on	
  
   Employee	
              photo(s)	
                                         news	
                                                 informa8on	
  
                                                   •  Schedule	
  an	
  
•  Ask	
  a	
                                         Event	
              •  Post	
  a	
  Video	
  
   Ques8on	
  


Time Blocks




Use Tools
wrapping UP
CAREERS SITE the ‘hub’
•  compete for talent at the moment of search (seo/sem)

•  link to information about careers prominently on website

•  showcase actual employees (not stock photos)
why it’s IMPORTANT
“’Build it, and they will come’ only works in the
movies. social media is a ‘build it, nurture it,
engage them - and they may come and stay.’”
          seth godin – author & marketer
thank you!
http://unbridledtalent.com
jennifer@unbridledtalent.com
http://www.facebook.com/UnbridledTalent

http://www.linkedin.com/in/jennifermcclure

http://twitter.com/JenniferMcClure

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Using Social Media In HR & Recruiting - Jennifer McClure - Oct 2012

  • 1. Using Social Media in HR & Recruiting Attract | Recruit | Retain
  • 2. WHO am I? 2.75 years – President of Unbridled Talent 4 years – Executive Recruiter 8 years – Social Media Anthropologist 18 years – Human Resources Leader
  • 4. WHO is using SOCIAL MEDIA? 955 million profiles 240 million blogs 490 million users 500 million accounts 175 million members
  • 8. SOURCE: TalentMinded - http://youtu.be/17C6A-J9jhc
  • 9. WHAT are we afraid of?
  • 10. our FOCUS today 1 WHO, WHAT & WHY 2 DEVELOPING A STRATEGY 3 CHOOSE YOUR TOOLS 4 TIME, CONTENT & TRAINING 5 ‘SOCIAL’ RECRUITING
  • 11. DEVELOPING A STRATEGY 1
  • 12. support the BUSINESS business strategy talent strategy social media strategy objectives metrics tactics
  • 21. provide GUIDELINES    free database of 217 social media policies: socialmediagovernance.com/policies.php
  • 22. TRAIN employees •  Communicate social media guidelines •  Consider the benefits of allowing all employees access •  Provide training even if blocking social media sites •  Share examples of appropriate & inappropriate use
  • 23. PREPARE your response* * Before you need it SOURCE: http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html
  • 24. expect GOOD things 63% of job seekers have a better impression of a company that responds to negative posts /comments on their social media site than those who do not.  
  • 25. CHOOSING YOUR TOOLS 2
  • 27. where to START? Which social media tools are used for recruiting? linkedin   86.6%   facebook   55.3%   twi/er   46.6%   64% youtube   11.6%   blog   16.0%   use 2 or more 9.4%   social networks for recruiting none   40% use 3 or more social networks for recruiting SOURCE: web.jobvite.com/rs/jobvite/images/Jobvite-SRP-2011.pdf
  • 29. LINKEDIN essentials •  Ensure your Company Profile is accurate/complete •  Build a Personal Profile that: – represents your company well – makes candidates want to connect with you •  Build your network & search for candidates •  Join relevant & appropriate groups
  • 31. 100% COMPLETION 1)    Add a profile photo 2)    List current position + at least 2 prior jobs 3)    5 or more skills on your profile 4)    Write a summary about yourself FRESHNESS counts
  • 32. 100% COMPLETION 5)    Fill out your industry and zip code 6)    Add where you went to school 7)    Have 50 or more connections
  • 36. BUILD your netwok a2e rs...   size  m rta   so http://inmaps.linkedinlabs.com
  • 37. advanced SEARCH 1 2 search within your network
  • 39. message for FREE* *For Now *for now
  • 40. site X-Ray  site:www.linkedin.com  in8tle:linkedin  -­‐in8tle:answers  -­‐in8tle:updated  -­‐ in8tle:blog  -­‐in8tle:directory  -­‐inurl:megite.com  Sales  “Cincinna8  area"   -­‐"Company  Profile“  -­‐profiles  -­‐jobs   search outside your network
  • 46. FACEBOOK essentials •  Showcase your culture & employment brand! •  Fans = database of interested users •  Engage with fans & create a community •  Link back to your corporate website/company page
  • 47. FACEBOOK recruiting? recruiter possible candidate
  • 52. go behind the SCENES
  • 55. YOUTUBE essentials •  Make your employees the stars •  Keep videos to 3 minutes or less •  Share your videos on other social sites •  Use video for learning & development activities
  • 62. BLOGGING essentials •  establish expertise and credibility •  foster relationships with candidates (& employees) •  post information about cool job opportunities •  share industry news/link to media coverage •  link to your other social media efforts •  address concerns or common questions
  • 64. PROVIDE information “a survey of new hires at sodexo revealed that internal hires utilized one or more sodexo careers properties to help find a job or prepare for an interview with us at virtually the same rate (46-47%) as external hires. the careers blog was the most frequently cited property, read by 32% of internal hires and 17% of external hires.” arie ball – vp of talent acquisition, sodexo
  • 67. TWITTER essentials •  balance promotional, personal & conversational tweets •  be a “real person” – use your real voice/be authentic •  be interesting, informative and entertaining •  share links to interesting & informative stuff •  post photos from “a day in your life” (twitpics, etc.)
  • 70. SEARCH bios SOURCE: https://followerwonk.com/
  • 72. SEARCH lists ‘x-ray’ twitter
  • 73. site X-Ray ‘x-ray’ twitter
  • 75. EMPLOYMENT BRANDING 3
  • 76. what’s your BRAND? employer brand how a business builds and packages its identity, origins and values, and what it promises to deliver to emotionally connect employees. talent brand to brand for talent is to market an organization as a place to work to create demand – as a magnet – to recruit, retain and engage the right people to do the right work at the right time for the right results. libby sartain – author, brand for talent  
  • 77. ASK employees “list 3 words to describe why you enjoy working here” www.wordle.net  
  • 79. share your CULTURE People who visited Racker Talent before applying for a job were 65% more likely to be successful than those whose 1st port of call was the career site or ATS “We should always keep in mind that the most engaged and longest lasting contributors to our organizations are the ones who fit within our cultures. Our goal should be to accurately depict ourselves knowing good and well that for the right person, we will absolutely be their best place to work.” Michael Long – Head of Culture Branding, Rackspace
  • 80. ENABLE employees “We have found that current employees are the most widely used and are by far the most trusted source of information about organizations for candidates.”   Corporate Leadership Council
  • 83. ‘SOCIAL’ RECRUITING 4
  • 84. GO where THEY are ‘one of the reasons we’re active in social media channels is that our candidates expect us to be in those channels.’ stephanie lilak – chief staffing officer, general mills
  • 85. recruiting EVOLUTION 1997 Sources of Hire 2011 Sources of Hire newspaper ads 28.7% referrals 28.0% employee referrals 19.7% job boards 20.1% agency (contingent) 10.4% career site 9.8% contract recruiters 8.7% recruiter initiated 9.1% job fairs 8.3% college 6.6% other advertising 5.0% re-hires 4.3% image advertising 4.6% social media 3.5% trade journals 4.2% 3rd party 2.8% college 2.9% print 2.2% resume services 2.9% temp/contract-to-hire 2.1% agency (retained) 2.1% career fairs 1.9% internet 2.1% walk-ins 0.8% radio 1.5% other 8.8% SOURCE: http://www.slideshare.net/gerrycrispin/2012-careerxroads-source-of-hire-channels-of-influence
  • 86. TIME, CONTENT & TRAINING 5
  • 87. PLAN & SCHEDULE Content Calendar Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   Sunday   •  Recognize  a   •  Post  “day-­‐ •  Ask  a   •  Share   •  Chat  with  a   •  Link  to   •  Poll   Fan  or   in-­‐the  life”   Ques8on   Company   Recruiter   Career   Ques8on   Employee   photo(s)   news   informa8on   •  Schedule  an   •  Ask  a   Event   •  Post  a  Video   Ques8on   Time Blocks Use Tools
  • 89. CAREERS SITE the ‘hub’ •  compete for talent at the moment of search (seo/sem) •  link to information about careers prominently on website •  showcase actual employees (not stock photos)
  • 91. “’Build it, and they will come’ only works in the movies. social media is a ‘build it, nurture it, engage them - and they may come and stay.’” seth godin – author & marketer