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Using Social Media In HR & Recruiting - March 13 2012
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Social Media for HR Workshop - Winona Area SHRM Conference - March 13, 2012

Social Media for HR Workshop - Winona Area SHRM Conference - March 13, 2012

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Using Social Media In HR & Recruiting - March 13 2012 Presentation Transcript

  • 1. #winonashrm12  
  • 2. who  am  i?      2  years  –  president,  unbridled  talent  llc      5  years  –  execu;ve  recruiter      7  years  –  social  media  anthropologist  18  years  –  human  resources  leader  
  • 3. who  are  you?  
  • 4. what  we’ll  talk  about  today  1. why  we’re  afraid  of  social  media  2. why  you  should  get  involved  3. ‘social’  recrui;ng  4. employment  branding  5. career  sites  6. best  uses  for  the  ‘big  four’  
  • 5. 850  million  profiles     490  million  users    who’s  using       240  million  blogs  social  media?   200  million  accounts   120  million  members    
  • 6. recrui>ng  3.0   SOURCE:  TalentMinded  -­‐  hRp://youtu.be/17C6A-­‐J9jhc  
  • 7. what  are  we  afraid  of?  
  • 8. we  don’t  trust  our  employees  “if  you  cant  trust  your  employees,  you  have  one  of  two  problems:    you  are  hiring  the  wrong  people  or  you  are  not  properly  training  the  people  you  hire.”   b.l.  ochman  –  proof  integrated  communica;ons   SOURCE:    hRp://adage.com/digitalnext/ar;cle?ar;cle_id=142701  
  • 9. we’re concerns  about  produc>vity  “an  employee  was<ng  <me  on  social  media  is  a  performance  problem.  don’t  blame  it  on  social  media.  produc<ve  employees  are  too  busy  with  work  to  spend  lots  of  <me  in  social  media  having  personal  conversa<ons.  instead,  they  use  social  media  as  a  means  to  get  their  work  done.”   carol rozewell – VP & distinguished analyst at gartner, inc. SOURCE:    hRp://blogs.gartner.com/carol_rozwell/2009/10/25/resis;ng-­‐social-­‐media-­‐is-­‐fu;le/  
  • 10. we  want  to  control  it  how  can  companies  keep  employees  from  doing  stupid  things  online?    “the  same  way  it  can  keep  employees  from  doing  stupid  things  on  email  &  the  phone.  give  them  guidelines  and  resources.  have  an  online  communica<ons  policy  that  follows  standard  communica<ons  policies  and  trust  them  to  do  the  right  thing.”   scoR  monty,  head  of  social  media  at  ford  motor  company   SOURCE:    hRp://www.searchenginejournal.com/why-­‐employees-­‐need-­‐social-­‐media-­‐guidelines/12588/  
  • 11. why  should  you  get  involved?  
  • 12. professional  development   “using  my  social  networks  makes  my  job  easier.      i  dont  need  to  google  info,  i  just  ask  my  friends.”                                                                                  trish  mcfarlane  –  hr  business  partner,  st.  louis  children’s  hospital  
  • 13. blogs  as  news  &  current  updates  
  • 14. ‘social’  recrui>ng  
  • 15. recruiting has changed 1997  sources  of  hire   2011  sources  of  hire  newspaper  ads   28.7%   referrals   28.0%  employee  referrals   19.7%   job  boards   20.1%  agency  (con;ngent)   10.4%   career  site   9.8%  contract  recruiters   8.7%   recruiter  ini;ated   9.1%  job  fairs   8.3%   college   6.6%  other  adver;sing   5.0%   re-­‐hires   4.3%  image  adver;sing   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:  hRp://www.slideshare.net/gerrycrispin/2012-­‐careerxroads-­‐source-­‐of-­‐hire-­‐channels-­‐of-­‐influence  
  • 16. ‘social’  recrui>ng   SOURCE:    web.jobvite.com/rs/jobvite/images/Jobvite-­‐SRP-­‐2011.pdf  
  • 17. ‘social’  recrui>ng  which  social  media  tools  are  used  for  recrui;ng?   linkedin   86.6%   facebook   55.3%   twiRer   46.6%   64%   youtube   11.6%   blog   16.0%   use  2  or  more   social  networks  for  recrui<ng   none   9.4%   40%   use  3  or  more   social  networks  for  recrui<ng   SOURCE:    web.jobvite.com/rs/jobvite/images/Jobvite-­‐SRP-­‐2011.pdf  
  • 18. integrate  social  recrui>ng  “social  media  allows  recruiters  to  network,  build  and  maintain  rela<onships  with  candidates  in  new  ways  and  provides  a  forum  to  engage  a  much  broader  audience.  it  doesn’t  replace  tradi1onal  rela1onal  recrui1ng  -­‐  it  enhances  it  -­‐  by  allowing  recruiters  to  extend  their  reach  in  a  cost  effec<ve  way.” lars  schmidt  –  director  of  talent  acquisi;on  -­‐  npr  
  • 19. employment  branding  
  • 20. employment  branding  “using  social  media  for  employment  branding  allows  you  to  meet  poten1al  candidates  on  their  territory  and  engage  in  richer,  more  meaningful  dialogue  with  them  –  and  because  social  media  is  a  conversa<on,  people  are  a  lot  more  likely  to  find  you.     why?  because  they’re  actually   looking  for  you.  they  want  to  talk   to  you  –  so  if  you  follow  the  rules  of   good  conversa<on,  your  labor   market  will  actually  seek  you  out.”     SOURCE:    hRp://www.brandfortalent.com/blog/  
  • 21. inspire  &  capture  pride  
  • 22. influence on candidates •  59%  of  job  seekers  agree  that  what  is  said  by   others  about  a  company  is  more  important  in   how  they  form  their  opinion  about  a  company   than  what  a  company  says  about  itself    •  70%  agree  that  posi>ve  posts  from  fans  or   followers  on  a  company’s  social  media  site   would  make  them  more  likely  to  apply  for  a   job  at  that  company   SOURCE Careerbuilder/Personified survey June 2010
  • 23. your  #1   careers   site  should   rock!  
  • 24. career  site...  keys  to  maximizing  •  compete  for  talent  at  the  moment  of  search  •  invest  in  seo/sem  to  drive  traffic  to  your  career  site  •  ensure  your  career  site  is  on  the  1st  page  of  results   for:     –  “your  company  name”  Jobs  -­‐  -­‐    medtronic  jobs   –  “your  city”  jobs  -­‐  -­‐  minneapolis  jobs   –  “your  industry”  jobs  -­‐  -­‐  insurance  jobs   –  “job  ;tle(s)  you  recruit  for”  jobs  -­‐  -­‐  brand  manager  jobs  •  30%  of  google  searches  are  job  related  ~300m/ month  
  • 25. career  sites  should  be  intui>ve  
  • 26. share  the  employment  brand  
  • 27. show  some  personality  
  • 28. get  ‘social’  
  • 29. this  stuff  works!  
  • 30. chooseyour‘tools’
  • 31. select  tools  that  meet  your  needs  
  • 32. fully  complete  your  profile   1. add  a  photo  1   4   2. list  current/2+  prior   posi;ons   2 3. add  educa;onal   background   3   4. select  industry  &   5   loca;on   5. connect  to  at  least   50  people  
  • 33. fully  complete  your  profile  1   1. write  a  key-­‐word   rich  summary   2. add  5  or  more  skills     2
  • 34. addi>onal  profile  sugges>ons  1   1. status  updates   2. recommenda;ons   3. customize  websites   4. personalized  url  2 3   4  
  • 35. differen>ate  through  headlines,  etc.    
  • 36. create/complete  a  company  profile   free!  
  • 37. create/complete  a  company  profile   free!  
  • 38. create/complete  a  company  profile   not  free     
  • 39. s...   building  your  network   aRersize  m sorta  
  • 40. engaging  with  your  network  •  message  1st  degree  connec;ons  for  free  •  message  individuals  in  shared  groups  for  free  •  ask/answer  ‘linkedin  answers’  •  buy  in-­‐mails  with  paid  accounts  
  • 41. professional  development  *for now
  • 42. search  for  people/candidates  1 2search  within  your  network  
  • 43. save  popular  searches  
  • 44. search  &  join  relevant  groups  
  • 45. search  compe>tors/within  an  industry  
  • 46. search  for  people/candidates    site:www.linkedin.com  in;tle:linkedin  -­‐in;tle:answers  -­‐in;tle:updated  -­‐in;tle:blog  -­‐in;tle:directory  -­‐inurl:megite.com  Sales  “Cincinna;  area"  -­‐"Company  Profile“  -­‐profiles  -­‐jobs  search  outside  your  network  
  • 47. post  jobs  
  • 48. ques>ons?  
  • 49. >me  to...  take  a    
  • 50. this  ain’t  tradi>onal  recrui>ng   recruiter   poten;al  candidate  
  • 51. your  personal  profile  
  • 52. company  profiles  
  • 53. engaging  with  your  network  
  • 54. engaging/sharing  informa>on  
  • 55. engaging/sharing  informa>on  
  • 56. engaging/sharing  informa>on  
  • 57. share  your  culture/‘behind  the  scenes’  
  • 58. ‘x-ray’ facebook search  for  people/candidates  
  • 59. pos>ng  jobs   hRp://apps.facebook.com/marketplace  
  • 60. pos>ng  jobs   •  10,222  fans  in  4  weeks   •  4000  applica;ons   •  600  interviews   •  120  Hires  http://recruitingunblog.wordpress.com/2011/04/01/hard-rock-firenze-part-3-120-hires-in-4-weeks-socialrecruiting/
  • 61. ques>ons?  
  • 62. create  a  branded  youtube  channel  
  • 63. engaging  with  your  network  
  • 64. what’s  it  like  to  work  here?    
  • 65. encourage  employee  involvement   SOURCE:  hRp://vimeo.com/16003797  
  • 66. Pos>ng  jobs  
  • 67. ques>ons?  
  • 68. corporate  blog  
  • 69. personal  blogs  
  • 70. engaging/sharing  informa>on  
  • 71. engaging/sharing  informa>on  “blogging  is  the  new  newsleRer  at  mayo  clinic.”      linda  donlin  –  mayo  clinic  
  • 72. pos>ng  jobs  
  • 73. ques>ons?  
  • 74. your  personal  profile  
  • 75. company  profiles  
  • 76. professional  development   “twiRer  has  helped  me  to  know   my  customers,  solve  customer   problems  and  to  create   rela;onships  to  do  that.     there  is  a  fabulous  community   of  HR  professionals  engaging   with  each  other  via  social   media.   my  professional  visibility   because  of  my  interac;ons  on   social  media  is  much  greater   than  it  was  a  year  ago  and  it  is   helping  me  to  make  new   contacts  and  explore   opportuni;es.”    
  • 77. engaging/sharing  informa>on   be ‘social’
  • 78. engaging/sharing  informa>on  
  • 79. ‘x-ray’ twitter searching  for  people  
  • 80. ‘x-ray’ twitter searching  for  people  
  • 81. ‘x-ray’ twitter searching  for  people  
  • 82. engaging/sharing  informa>on  
  • 83. pos>ng  jobs  hRp://www.tweetmyjobs.com   hRp://tweetajob.com  
  • 84. pos>ng  jobs  
  • 85. ques>ons?  
  • 86. group  exercise  
  • 87. group  exercise  1.  discuss the tools you’re most excited about using in the workplace – and why 2.  generate some content ideas for your companies social site(s). how many cool things can your group come up with? 3.  how do you/would you manage your time using social media? does it cause more work or save time? 4.  Is the anyone in the organization that you are/or should be partnering with in regards to using social media in your area?
  • 88. wrapping  up  
  • 89. define  your  goals  sample  ini1al  goals  branding/marke;ng  •  improve  brand  presence  to  build  awareness  •  increase  posi;ve  men;ons/sen;ment  about  our  brand  website  •  increase  traffic  to  careers  site  recrui;ng  •  aRract  qualified  candidates  to  our  career  opportuni;es  •  develop  a  source  for  ac;ve  &  passive  candidates  
  • 90. prepare  a  response  strategy*   *  before  you  need  it   hRp://www.webinknow.com/2008/12/the-­‐us-­‐air-­‐force-­‐armed-­‐with-­‐social-­‐media.html  
  • 91. expect  more  good  than  bad   63%  of  job  seekers  have  a   beRer  impression  of  a   company  that  responds  to   nega;ve  posts  /   comments  on  their  social   media  site  than  those   who  do  not  
  • 92. provide  guidelines  &  training      free  database  of  176        social  media  policies: socialmediagovernance.com/policies.php  
  • 93. leverage  the  social  graph    “we  have  found  that  current  employees  are  the  most  widely  used  and  are  by  far  the  most  trusted  source  of  informa;on  about  organiza;ons  for  candidates.”     corporate  leadership  council  
  • 94. plan  your  ac>vi>es  •  create a 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”   Ques;on   Company   Recruiter   Career   Ques;on   Employee   photo(s)   news   informa;on   • Schedule   • Ask  a   an  Event   • Post  a   Ques;on   Video  •  schedule time •  use scheduling tools for some content
  • 95. be  human  *  *  people  want  to  interact  with  humans…  not  brands  or  logos  
  • 96. what’s  your  plan?  
  • 97. ques>ons?  
  • 98. Thank you!hRp://unbridledtalent.com  jennifer@unbridledtalent.com  hRp://www.facebook.com/UnbridledTalent  hRp://www.linkedin.com/in/jennifermcclure  hRp://twiRer.com/JenniferMcClure