277% Percentage increase for time spent social networking in 2009
80% of internet sessions start at search - ‘Buying’ decisions made through online research: read reviews, get opinions. 120 mil Job-related Google searches/mo Content posted on social media is indexed and discoverable by candidates highly influential
50% of active users log on daily for 55 mins 80% of users have tweeted less than 10 times 55 million ppl ~50% outside U.S.
Mobile More people have a mobile phone than an Internet-connected PC
SOCIAL MEDIA Won’t Make Your Company Remarkable
What Will: Prop up your employees as your brand ambassadors, make them their POV the center of attention, let them tell the story through their lens.
The Promise of One-to-One: Labor intensive and hardly scalable
How employees can help: Help them support your social recruiting efforts. Give people access to their stories and expertise, provide information, answer questions.
Who’s Doing it?
Getting Beyond Fear and To ROI: Get from Blue-sky to approval. Social recruiting Strategy needs a plan. Period.
Provide the Tools: Encouragement Brand attributes & values Internal social and collaboration tools Social Media Guidelines Engagement Protocols Build engagement skills
"One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create . When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content ." -Brian Solis
Provide Sharable Content: Tool training Sharable company updates, news, info Process to contribute content & ideas Content calendar Referral Widgets and Social Apps Communicate, Communicate, Communicate
Engage New Partners: HR, Marketing, Internal Comms, IT, L&D, Web Teams, external vendors & tool providers all working in concert.
ROE: Return on Engagement: What you measure depends on your goals.
HCA West Florida
16 Hospital Division Needed to integrate and increase awareness of brand & opportunities. Looking to tell their story and improve SEO Resources & Assets: Jobs RSS Feed, Video Content, RLM Database. 3 bloggers; 4 Talent Engagement Admins. Supportive Leadership; Social Recruiting Guidelines; Ambassador Training
Social Integration: Careers Web Site Passive Candidate Engagement: Relationship Marketing Opt-In RSS Feed of Career Opps Link to Company Careers Page on Facebook Link to Recruiting Blog Enhanced Job Search Module
Recruiting Blog Built on Wordpress & authored by career ambassadors Links to Jobs, Events & RSS Email Subscription Embedded Employee Videos Dynamic Recruiting Events Calendar
“ Encouraging the entire staff to recruit turns everyone into brand ambassadors. As employees spread the word in social networks about our job opportunities, they create positive buzz about the company.
When you give people tools to be transparent about the company, they can contribute to the conversation about your brand. It’s great when your employees think highly enough of the company that they want to talk about it and want to invite people to work here.”
Ed Scanlan CEO, Total Attorneys
Career site that’s plugged into social media
Career site with multiple videos about the company
CEO’s Twitter Profile – he’s tweeting jobs
Employees – and their friends – share in social networks
Results The results: Dramatic growth in qualified resumes. 67% of hires now made by referral.
How Total Attorneys Does It
Find evangelists within your company.
Demonstrate what you want people to do.
Keep everyone informed about hiring priorities.
Encourage contests – and reward referring even if the candidate isn’t hired.
Engage hiring managers – they’re motivated to fill their jobs.
Support employees to engage referrals in their own networks – LinkedIn, Facebook, Twitter, blogs.
Executives are committed to and contribute to the referral culture.