Using Social Media in HR & Recruiting Jennifer McClure Vice President – Centennial, Inc.

Who Am I? Jennifer

Who Are You?

What’s All The Fuss About?

Social Media in Recruiting = The New Black “ Success in social networking is the defining element of the best-practice recruitment marketing portfolio in 2010.” Arbita | 6 Must-Fund Recruitment Marketing Initiatives for 2010

“ Success in social networking is the defining element of the best-practice recruitment marketing portfolio in 2010.”

HR = The New Marketers “ In 2009, brand management isn't about what you say you are, it's about who you are, and this is what makes HR the new Marketing.” Augie Ray Social Media & Interactive Marketing Leader Old New

“ In 2009, brand management isn't about what you say you are, it's about who you are, and this is what makes HR the new Marketing.”

Employees = Brand Ambassadors “ 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

“ 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.”

Today’s Reality “ Companies resist social media engagement for the same reason people resist authentic, loving relationships – a fear of intimacy.” Shannon Paul, Blogger & New Media PR Consultant

“ Companies resist social media engagement for the same reason people resist authentic, loving relationships – a fear of intimacy.”

Some Excuses Fears The Unknown Time consuming Security risks Can’t control the message Negative comments/feedback Legal risks Candidates Expect Interaction

The Unknown

Time consuming

Security risks

Can’t control the message

Negative comments/feedback

Legal risks

Candidates Expect Interaction

Your View of Social Networking?

More Comfortable With This?

Engage Your Brand Ambassadors Current Employees 3 out of 4 Americans use social technology Social Networking is the 4 th most popular online activity 2/3 of the Internet population visits social networks Potential Employees 5 hrs/week = average time Job seekers use social media

Current Employees

3 out of 4 Americans use social technology

Social Networking is the 4 th most popular online activity

2/3 of the Internet population visits social networks

Potential Employees

5 hrs/week = average time Job seekers use social media

Equip Yourself Create Guidelines Provide Training Identify & Encourage Early Adopters

Create Guidelines

Provide Training

Identify & Encourage Early Adopters

Guidelines: Keep It Simple Twitter Policy: Be professional, kind, discreet, authentic. Represent us well. Remember you can’t control it once you hit “update”. GruntledEmployees.com Blogging Policy: Be professional. GruntledEmployees.com Social Media Policy: DAXKO encourages team members to be active in social media as a representative of our company. Only three rules – be real, add value and don’t say anything that would embarrass your mom. If your mom has low standards, then don’t say anything you wouldn’t want to see on the front page of USA Today. Simple enough. www.hrcapitalist.com

Twitter Policy:

Be professional, kind, discreet, authentic. Represent us well. Remember you can’t control it once you hit “update”.

GruntledEmployees.com

Blogging Policy:

Be professional.

GruntledEmployees.com

Social Media Policy:

DAXKO encourages team members to be active in social media as a representative of our company. Only three rules – be real, add value and don’t say anything that would embarrass your mom. If your mom has low standards, then don’t say anything you wouldn’t want to see on the front page of USA Today. Simple enough.

www.hrcapitalist.com

Choose Your Tools

Find Your Targets http://www.quantcast.com

LinkedIn 50 million+ users Average age 40+ 68% of members make more than $60k 80% College or Grad School educated 54% Male / 46% Female 84% Caucasian / 8% Asian

50 million+ users

Average age 40+

68% of members make more than $60k

80% College or Grad School educated

54% Male / 46% Female

84% Caucasian / 8% Asian

LinkedIn: Keys to Maximizing Use LinkedIn Applications for branding & sharing Slideshare or Google Presentations Wordpress or Typepad Blog Applications My Travel Polls Events Links back to your Corporate Website/Careers Page Groups – recruiting benefits, engagement, community Ensure your Company Profile is compelling & complete

Use LinkedIn Applications for branding & sharing

Slideshare or Google Presentations

Wordpress or Typepad Blog Applications

My Travel

Polls

Events

Links back to your Corporate Website/Careers Page

Groups – recruiting benefits, engagement, community

Ensure your Company Profile is compelling & complete

Facebook 300 million+ users Average age 27 58% of members make more than $60k 43% College or Grad School educated 46% Male / 54% Female 78% Caucasian / 11% African American

300 million+ users

Average age 27

58% of members make more than $60k

43% College or Grad School educated

46% Male / 54% Female

78% Caucasian / 11% African American

Facebook: Keys to Maximizing Fan Pages: Engage with Fans, create Community Send “updates” to Fans - database of interested users Link back to your Corporate Website/Careers Page Fan Pages index well in search engines Fan interaction is shared in their News Feed Promote Events

Fan Pages:

Engage with Fans, create Community

Send “updates” to Fans - database of interested users

Link back to your Corporate Website/Careers Page

Fan Pages index well in search engines

Fan interaction is shared in their News Feed

Promote Events

Twitter 40 million+ users Average age 31 51% of members make more than $60k 55% College or Grad School educated 47% Male / 53% Female 76% Caucasian / 13% African American / 7% Hispanic

40 million+ users

Average age 31

51% of members make more than $60k

55% College or Grad School educated

47% Male / 53% Female

76% Caucasian / 13% African American / 7% Hispanic

Twitter: Keys to Maximizing Balance promotional, personal and conversational tweets Be a “real person” reflecting a real voice and authenticity Be interesting, informative and entertaining Regularly promote/highlight others (they’ll likely reciprocate) Share links of interest to candidates & potential candidates Tailor conversations to your targeted recruits Link to videos & photos on Career Website or Facebook Fan page Post photos from “a day in your life” (Twitpics, etc.) Last and least - link to your job postings

Balance promotional, personal and conversational tweets

Be a “real person” reflecting a real voice and authenticity

Be interesting, informative and entertaining

Regularly promote/highlight others (they’ll likely reciprocate)

Share links of interest to candidates & potential candidates

Tailor conversations to your targeted recruits

Link to videos & photos on Career Website or Facebook Fan page

Post photos from “a day in your life” (Twitpics, etc.)

Last and least - link to your job postings

Blogging 77% of active Internet Users read blogs Average age 37 69% of members make less than $60k 63% College or Grad School educated 45% Male / 55% Female 84% Caucasian / 11% African American

77% of active Internet Users read blogs

Average age 37

69% of members make less than $60k

63% College or Grad School educated

45% Male / 55% Female

84% Caucasian / 11% African American

Blogging: Keys to Maximizing Boost Search Engine rankings Establish expertise Foster relationships with Employees, Candidates and Customers Recruit – post about cool job opportunities Share industry news Link to media coverage Address concerns or common questions Link to other social media efforts

Boost Search Engine rankings

Establish expertise

Foster relationships with Employees, Candidates and Customers

Recruit – post about cool job opportunities

Share industry news

Link to media coverage

Address concerns or common questions

Link to other social media efforts

Your Career Site Should Rock

Career Site: Keys to Maximizing Invest in SEO and SEM to drive traffic to your Career Website Compete for Talent at the moment of search Ensure your Careers Website is on the 1 st page of results for: “ Your Company Name” Jobs - - General Electric Jobs “ Your City” Jobs - - Dayton Jobs “ Your Industry” Jobs - - Manufacturing Jobs “ Job Title(s) You Recruit For” Jobs - - Marketing Jobs If you’re not on the 1 st Page – you might as well not exist…

Invest in SEO and SEM to drive traffic to your Career Website

Compete for Talent at the moment of search

Ensure your Careers Website is on the 1 st page of results for:

“ Your Company Name” Jobs - - General Electric Jobs

“ Your City” Jobs - - Dayton Jobs

“ Your Industry” Jobs - - Manufacturing Jobs

“ Job Title(s) You Recruit For” Jobs - - Marketing Jobs

If you’re not on the 1 st Page – you might as well not exist…

Follow The Leaders Watch Listen Learn

Sodexo: Career Site

Sodexo: LinkedIn

Sodexo: Facebook Fan Page Promotional/Branding Content Engaging with Candidates Jobs Feed

Sodexo: Twitter

Sodexo: Blog

Sodexo: YouTube

Respond & Communicate You MUST Do This!

Most Important: Be Human In Social Media, people want to interact with Humans Not Buildings or a Logos

The Future? Talent Communities

Are You Ready?

Questions? Connect with me: Email: [email_address] LinkedIn: http://www.linkedin.com/in/jennifermcclure Twitter: http://twitter.com/CincyRecruiter Facebook: http://profile.to/jennifermcclure/ Blogs: www.cincyrecruiter.com & www.fistfuloftalent.com

Questions?

Connect with me:

Email: [email_address]

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

Twitter: http://twitter.com/CincyRecruiter

Facebook: http://profile.to/jennifermcclure/

Blogs: www.cincyrecruiter.com & www.fistfuloftalent.com

Using Social Media in HR & Recruiting Additional Resources Companies using Social Media well to watch & learn from: Sodexo Zappos Ernst & Young AT&T Who Should Recruiters Follow on Twitter? 100+ Suggestions http://www.cincyrecruiter.com/cincy_recruiter/2009/10/who-should-recruiters-follow-on-twitter-100-suggestions.html Getting Your HR Friends on Twitter? Start Here http://steveboese.squarespace.com/journal/2009/9/19/getting-your-hr-friends-on-twitter-start-here.html Companies Recruiting on Twitter: http://susanstrayer.com/2009/05/companies-recruiting-on-twitter-updated.html Jennifer McClure’s Social Media Policy tags on Delicious: http://delicious.com/CincyRecruiter/socialmediapolicy Online Database of Social Media Policies: http://socialmediagovernance.com/policies.php Air Force Blog Assessment Policy (Good Communication/Response Guide): http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html

Companies using Social Media well to watch & learn from:

Sodexo

Zappos

Ernst & Young

AT&T

Who Should Recruiters Follow on Twitter? 100+ Suggestions

http://www.cincyrecruiter.com/cincy_recruiter/2009/10/who-should-recruiters-follow-on-twitter-100-suggestions.html

Getting Your HR Friends on Twitter? Start Here

http://steveboese.squarespace.com/journal/2009/9/19/getting-your-hr-friends-on-twitter-start-here.html

Companies Recruiting on Twitter:

http://susanstrayer.com/2009/05/companies-recruiting-on-twitter-updated.html

Jennifer McClure’s Social Media Policy tags on Delicious:

http://delicious.com/CincyRecruiter/socialmediapolicy

Online Database of Social Media Policies:

http://socialmediagovernance.com/policies.php

Air Force Blog Assessment Policy (Good Communication/Response Guide):

http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html