MRecruitingCamp sept2012


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How social and mobile helps in recruiting quality people

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  • It is hard to believe that just 5 years ago, mobile phone’s primary use for making phone calls with some limited SMS and WAP browsing. Smartphone penetration was only 6% in Q2 2007 and market share was led by RIM. Oh how things have changed!Even when the launch of the iPhone in mid-2007, there wasn’t an App Store until a year later. It launched with just 500 apps. In September 2008, Android 1.0 launched. 9 months after launch of apple’s app store, it eclipsed 1 billion downloads. Then we get to the iPad, revolutionizing the tablet market, launching in 2010.The amount of innovation in the past 5 years has been staggering and innovation still continues at a rapid pace
  • In October 2010, feature phones had a 71% share, Smartphones eclipsed feature phones a few months ago and are now the majority, with a 55% share as of June 2012. Two-thirds of U.S. consumers that purchased a new mobile phone during the second quarter of 2012 opted for a smartphone over a feature phone fueling further growth
  • So where is that growth coming from? Looking at demographics, smartphone penetration is highest among younger and more affluent population, but has become increasingly more mainstream. Smartphone penetration is about 30% among people ages 55+, but there has been an impressive 51% growth in that demographic in the past 12 months.
  • Now looking at our usage segmentation by age; 25-44 year olds make up the majority of the heavy app user segment. Comparing to the low usage segment on the left, it isn’t surprising that the 55+ demo make up the biggest share of the ‘light’ user segment. But 25-34 year olds and 35-44 year olds heavily over-index in that high usage segment compared to the average smartphone user.
  • So how does gender play a role in mobile usage? Looking at the charts on the left, in 2011, you can see that males tend to be earlier adopters compared to females. However, a year later, females are quickly catching up. So as an example, the gender distribution for Google Search skewed more heavily male in 2011 with 58% share and a year later the distribution was more evenly split at nearly 50/50.In addition to that and possibly more importantly - When we segmented iOS users by time spent into 3 segments: high (top 1/3 in terms of time spent duration), medium and low (bottom 1/3); females make up 58% of that heavy user segment. We’ve seen this in our data especially when it comes to social networking and certain gaming apps such as WWF, where females have a much higher time spent than males
  • MRecruitingCamp sept2012

    1. 1. How Mobile and Social have changedRecruiting and RetentionSept, 2012
    2. 2. Consider…JUST 5 years ago, its less than 10 yearsago since you could send SMS to other networks Phones were primarily used for phone calls Smartphone penetration was in single digits The first iPhone was just released – Android was still a vision for the future The first iPad was still ~ 3 years away How things have changed…even in the past year! 2 Source: Nielsen Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    3. 3. What are mobile consumers using today?They are now mostly smartphone owners Smartphone & Feature Phone Penetration, US Mobile Subscribers Ages 18+ 71% 69% 70% 65% 64% 62% 63% 62% 59% 58% 57% 56% 56% 54% 52% 52% 53% 55% 51% 52% 50%49% 48% 47% 45% 48% 48% 46% 43% 44% 44% 41% 42% 38% 37% 38% 35% 36% 29% 31% 30% Smartphone Feature phone Feb-11 Sep-11 Jan-12 Jun-12 Apr-12 Oct-10 Dec-10 Jan-11 Jun-11 Oct-11 Apr-11 Jul-11 Nov-11 Dec-11 Feb-12 Mar-12 Mar-11 Aug-11 May-12 May-11 Nov-10 3 Source: Nielsen Mobile Insights Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    4. 4. This is especially true for younger and higher incomedemographics Smartphone Penetration by Age and Income Mobile Insights Q1 2012 Ages 55+ is 30% 81% 76% with 51% 74% annual 72% 67% growth 60% 61% 59% 58% 51% 47% 46% 42% 34% 31% 25% 22% 16% Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+ <50k 50k-<100k 100k+ 4 Source: Nielsen Mobile Insights Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    5. 5. Mobile consumers ages 25-44 make up a majorityof the high usage segment Age Distribution Low App Users iOS Age Distribution High App Users iOS Smartphone Analytics May 2012 Smartphone Analytics May 2012 Ages 18-24 Ages 55+ 10% 9% Ages 18-24 19% Ages 55+ Ages 45-54 32% 12% Ages 25-34 21% Ages 35-44 25% Ages 25-34 Ages 35-44 34% Ages 44-54 17% 19% 5 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    6. 6. Gender can impact how consumers interact with apps Male Share of Top Apps 58% 58% 56% 58% 53% 55% 52% 55% Gender Share by Usage Segment 50% 51% 56% 58% Facebook YouTube Google Pandora Twitter 44% Search Radio 42% Mar-11 Mar-12 Female Share of Top Apps 50% 49% 48% 47% 45% 45% 42% 42% 44% 42% Low High (bottom third of app (Top third of app users) users) Female Male Facebook YouTube Google Pandora Twitter Search Radio Mar-11 Mar-12 Males tend to be first adopters, but females are quick 6 to catch up Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    7. 7. WHAT HAS CHANGED IN THE PAST YEAR AVERAGE NUMBER OFSMARTPHONEPENETRATION APPS ON 32 42% 56% DEVICE* 41NUMBER OF 55M 102MANDROID & iOS USERS May 2011 May 2012 PERCENTAGE OF APP DOWNLOADERS WITH ANDROID AND iOS PHONES July 2011 83% APP 92% APP July 2012 July 2011 V. July 2012 7 Source: Nielsen July 2012 vs. July 2011 * Data source is from Q1 2012 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    8. 8. WHAT HAS CHANGED IN THE PAST YEAR TIME SPENT ON PROPORTION OF TIME SPENT APPS VS. WEB TOP 50 APPS72% 82% 70% 56% July 2011 July 2011 July 2012 July 2012 8 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    9. 9. WHAT HAS STAYED THE SAMEJuly 2012 THE July 2011 THE TOP 5 APPS TOP 5 APPS 1. Google Maps 1. Facebook 2. Facebook 2. YouTube 3. YouTube 3. Google Play 4. Google Play 4. Google Search 5. Google Search 5. Google Maps Q1 2011 VS. Q1 2012 70% 73% 55% 55% Privacy is Still a Concern Personal data collection Is a Location-based apps are a privacy privacy concern concern 9 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    10. 10. The average smartphone user, spends over an hour aday consuming mobile contentAverage Daily Time Spent on Media Activity (h:mm)Total Population, July 2012 0:41 0:01 0:10 6:01 0:08 0:14 0:04 0:10 0:19 0:57 0:11 0:23 Mobile Mobile Web 0:40 Video Online Video Mobile App 4:38 4:39 Browsing Streaming Time Shifted TV Viewing Usage TV Online Web TV Browsing In Q2 2012, 86% of tablet and 84% of smartphone owners use their device while watching TV Daily time spent among the total population Daily time spent among users of the media type 10 Source: Nielsen Note: Mobile Users A:13+; TV and PC A:2+ Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    11. 11. Rapid growth in use of tablets, eReaders andsmartphones, but flattening of computer presence Trended Household Penetration of Connected Devices General Population (Q3 2011 n=7,692) (Q4 2011 n=9,290) (Q1 2012 n=9,308) (Q2 2012 n=9,352) 69%68%70% 67% 48% 45% 43% 37% 25%26% 21%22% 19%20% 17% 15% 15% 15%15% 12%13% 11% 10%10%11%12% Tablets eReaders Portable media Smartphones* Netbooks Laptops Internet players Connected TV Q3 2011 Q4 2011 Q1 2012 Q2 2012 11 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    12. 12. The iPad‟s larger screen drives different usagepatterns Web vs. App Reach on iPad 92% iPad‟s bigger screen 78% drives more… 67% 64% Video Evening Browsing viewing Usage 20% 11% versus iPhone Facebook Twitter Amazon Web App Consumers browse on the iPad 12 Source: Nielsen Smartphone Analytics Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    13. 13. Smartphones are for snacking, while tablets are formeals Media Content Accessed Through Device Mobile Connected Device Report, Q2 2012 Reach of Netflix is 25% on iPad 60%60% and 12% on 51%52% iPhone 44% 4.3x 28% 27% 27% 27%26% 26%24% 22%23% 3.3x 3.0x 4.4x 10% 9% 9% 6% Books Movies Magazines TV shows News Social Downloaded Sports Streaming Networking music radio Tablet Smartphone Mobile consumers frequently turn to tablets to consume 13 long-form content Source: Nielsen Mobile Connected Device Report Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    14. 14. There are few times during the day in which iPhone and iPad media usage overlaps iOS User’s Time per Week Spent Interacting with Media US, iOS, July 18-24, 2012 180 160 140 120Minutes 100 80 60 40 20 0 5AM 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM Pandora (iPhone) iPhone Other iPad 14 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    15. 15. The Audience for Social is high and keeps growing. Total Audience, Reach, US, Aiig 2012Site Unique Audience (000) Active Reach (%) Sessions per Person Total Minutes (000)Facebook 88.22 58.38 31,243, 52,373 48.99 17.74 4,052,652LinkedIn 11,644 10.89 3.09 77,100Monster 3,481 3.26 1.66 10,376CareerBuilder Network 2,926 2.74 2.34 19,400Indeed 2,809 2.63 2.95 27, 2,510 2.35 2.26 16, Jobs & 1,067 1.00 1.24 5,963CareersSimply Hired 1,020 0.95 1.66 4,133 15 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    16. 16. Social media can drive more effective hiringThe talent wheel ▪ Build brand with hiring pool – “Listening” brand Reward – Innovative Plan – Cutting edge ▪ Reach wider, deeper pool – Cost effective – “Information-rich” – Identify and address issues Develop ▪ Screen more effectively Acquire – Online resumes and references (e.g., LinkedIn) – Digital breadcrumbs Deploy • Everyone leaves a trail! 16 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    17. 17. Social Media and HR HR Roles Social Media Opportunity • Hiring Strategy / Resource Planning • Utilize social-recruiting tools to identify new hires and • Company Branding / Positioning promote available opportunities (e.g.,Talent Acquisition • Talent Identification / Outreach, • Reference Checks • Validate / reference-check applicants (e.g. • New Hire Touch Points / On, Klout score, LinkedIn reviews) Boarding • Develop media-rich Facebook, Twitter & and LinkedIn presence to promote organization • Training / Career Development • Implement enterprise social software (e.g. Yammer,Organizational • Rewards / Recognition / Retention Jive, Moxie) to empower employees to shareDevelopment Programs / Community Building knowledge, discover / interact with peers, learn from • Knowledge Management / others‟ experiences, and collaborate on projects Collaboration • Track and promote internal change management • Change Management Initiatives initiatives via enterprise network (e.g. • HR Information Systems (personnel, • Link information systems with enterprise social performance, payroll, compliance, network functionality to allow employees to easilyHR Operations etc.) update personal data, access payroll / performance • Exit Management records, and complete 360º reviews, etc. • Provide interactive training, videos, FAQs identified “peer experts” via enterprise social network 17 17 Copyright © 2012 The Nielsen Company. Confidential and proprietary. 17
    18. 18. Ernst & Young Social Media Recruiting Solution: To connect with students, the firm launched a Facebook application that includes an interactive events calendar and a roundtable discussion board. This new application provided enhanced opportunities for students to connect with EY recruiters, learn about recruiting events and gain peer- to-peer insights on career-related topics. Students can also find EY on Pandora, the internet radio site, via a customized channel created by interns. Result: Reaching out to students through interactive platforms such as Facebook and Pandora has been highly successful and fun for students and recruiters. The Ernst & Young Careers page now has 62,000 fans and E&Y was named one of Business Weeks "Best Places to Launch a Career." E&Y was also ranked among the top 10 in Working Mother Magazine‟s Best Companies for Working Moms. 18Source: 18 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    19. 19. Deloitte Australia Social Media Recruiting Solution: This management consulting firm created internal buzz for a re-branded employee referral program by utilizing YouTube videos and employing an interactive Facebook page (with complementary mobile app) to enable prospective employees and graduate recruits to post questions about careers at Deloitte (questions posted via Facebook feed directly into Deloitte‟s intranet social platform, and anyone in the company can respond). Result: Reported savings of nearly A$6m annually in recruitment costs, largely due to social-media-boosted initiatives (e.g. referrals now account for 40% of new hires per year). 19Source: Recruiter Daily; Deloitte Australia; Press Search 19 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    20. 20. Deluxe Corp Social Media Recruiting Solution: This 100-year-old business check printer used social media recruiting to aid in its re-branding and new focus on personal and business marketing services (e.g. web design, search engine optimization). They launched a full social media platform (Facebook, Twitter, YouTube, Blog, LinkedIn, Flickr, Jobs2Web and internal Yammer network) to attract and engage new recruits. Result: Deluxe grew their „talent community‟ (those opting in to hear about Deluxe careers) from 3,500 to 143,000 members in just one year, with around 70% of total hires coming from within this designated 20Source: Press Search; 20 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    21. 21. Sodexo Social Media Recruiting Solution: Sodexo, an integrated food and facilities management provider, used social media (Second Life, blog, Facebook, Twitter, etc.) to recover from poor recruiting outcomes due to outsourcing. Result: The company reduced its reliance on job boards (saving an estimated $300,000 in advertising costs annually), with visitors to its own site growing from 55,000/month to 260,000/month from 2007 to present, and nearly 50% of all external hires utilizing the company‟s social media presence. Time to fill positions decreased while the quality of hires increased (as demonstrated by an increase in hiring manager satisfaction from 3.3 to 4.6, on a scale of 1-5). 21Source: Recruiter Magazine; 21 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    22. 22. Reckitt Benckiser Social Media Recruiting Solution: Reckitt Benckiser (RB) developed a Facebook game (poweRBrands) designed to show future talent how RB thinks and inform them about available sales and marketing roles in a fun and interactive way. Result: The company‟s Facebook game made the list of Facebook‟s most played games. RB has also been recently named a top FTSE company when it comes to using new media. 22Source: Press Search; 22 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    23. 23. Social Media Recruiting Solution: This online shoe and apparel retailer utilized multiple social media channels including a dedicated platform which feeds public mentions and employee tweets to attract and identify potential candidates. Any Twitter user who mentions things such as “wow, I‟d love to work at Zappos” or “I just read this article about Zappos and it seem like a cool place to work” is followed by Zappos with follow-up including @replying with information about openings and the application process. Result: Zappos‟ creative approach to social media recruiting has contributed positively to the organization‟s customer-centric culture. While social media currently serves chiefly as a means to build brand awareness (the majority of new hires apply through traditional channels), the social media channel directly contributed 19 new hires in 2010 (out of a total of 1,689 total new 23 hires)1Note: 1) Additional information about hires by specific social media platform can be found in the AppendixSource: Press Search; 23 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
    24. 24. Zappos experience highlights how working the rightsocial channel can generate quality candidatesSocial Media Driven Hiring at Zappos Source # Candidates # Hired % Hired Non Social Media 23,551 1,670 7% Facebook 318 17 5% Facebook Application 6 2 33% LinkedIn 11 0 0% Twitter 1 0 0% Total 23,887 1,689 7% 24Source: Zappos Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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