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Some stats…• +400 million using Facebook• +65 million using LinkedIn• +75 million using Twitter• In Australia , one in two use social networking sites• 34.96% of Australian organisations have participated in some form of social networking as a source of talent• 34.47% of Australian organisations thought it was important while 13.20% thought it was very important as a future recruitment tool*Stats are based on global figures in 2010 and results from DestinationTalent and Inspecht, The Source of Talent 2009 Survey
Do Gen Y use social media? They do...what does this mean for our target...? Let’s break it downEach dot on the graph represents 1% http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/
Do Gen Y use social media? Relatively even spread between TheStudents use social media...highest proportion college males and females target age bracket is users of social media and bachelor degreeEach dot on the graph represents 1%http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/
The World of Social media• Generation Y spends over 3 hours per day online• Early Careerists use social media as an authentic extension of their personal relationships. They aren’t likely to befriend strangers online, or brands they aren’t fans of• “Quarter-life crises” has hit this generation especially hard. Early Careerists have been reared on meeting and often exceeding expectations, but due to the down economy, their post-graduation experience has generally been clouded with concern and pessimism• Females tend to drive more conversations across the social web, as they like to share their finds and deals with their online networks
The World of Social media• The type of friends, fans and followers a brand accumulates matters more than the number• On average, approximately 1% of a site’s audience generates 20% of all its traffic by sharing the brand’s content or site links• These “influencers” drive a high share of conversion. These important Internet users can directly influence 30% or more of overall end actions on brand websites by recommending the brand’s site, products or promotions to friendsSuccessful social media marketing isn’t simply about accruing thousands of followers, but insteadprecisely identifying the most influential members of your audience and recognising them fortheir value. By directly engaging one influencer with exclusive opportunities and unique content,you are indirectly engaging thousands of other people who are part of this influencer’s socialsphere.http://mashable.com/2010/04/15/social-media-influencers/
Social media in recruitmentThe question of moderation• Do you want to lead the conversation or let someone else to do it for you – the impact can be even greater• Take the risk of negative feedback – might be able to solve the problem• Unexpected brand ambassadors• Two options for tackling user generated content – Defend – Attack
Social media in recruitment• Engage with clients, candidates – relationship & network building• Provides two-way communication with potential candidates• Find leads• Employer branding• Post hot jobs, or latest job links on twitter back to the employers or agency’s website• Recruitment news updates. i.e. “Looking for a PHP developer in Melb, top rates apply”• Speaking/networking functions. I.e. “Speaking at XXX on how to find a job”, “Meet us at the Careers Expo”• Links to career content - employee profiles, videos, articles, etc.• Follow discussions on various topics or trends• Connecting with job seekers via twitter• Research candidates• Market intelligence
Who is doing it? Accenture: @Accenture_Jobs ∙ Farmers Insurance: @Farmers_Jobs ∙ Microsoft @JobsBlog ∙ Follett: @FSCCareers ∙ MTV Networks @MTVnetworksjobs∙ ACULIS, Inc.: @aculis ∙ Forrester Research: @forresterjobs ∙ MTV Games @MTVGamesJobs∙ ADP: @ADPCareers ∙ Fullhouse Interactive: @fullhousecareer ∙ MySpace @MySpaceJobs∙ Agilent: @JobsatAgilent ∙ Google: @googlejobs ∙ New York Times: @NYTimesRecruit∙ Allstate Insurance: @AllstateCareers ∙ Hallmark: @hallmarkcareers ∙ Newell Rubbermaid: @CoolJobsatNWL∙ American Express: @brandonpatton ∙ HCA: @acareerathca ∙ Next (UK): @NextCareers∙ AOL: @theregoesdave ∙ Hershey Company: @HersheyCareers ∙ nGenera: @nGeneraCareers∙ APCO Worldwide: @Jessica_lee ∙ Hewitt: @HewittCareers ∙ Odyssey Financial Technologies: @OdysseyCareers∙ Apple: @timesse and @1984jobs ∙ HMV (UK): @HMVCareers ∙ Pearson Education: @JobsAtPearson∙ Assurant Solutions: @AssurantCareers ∙ PepsiCo UK: @Pepsico_UKJobs∙ Atos Origin North America: @aona_recruiting ∙ HomEq Servicing: @dcastrodale ∙ Hitachi Consulting: @havrilla ∙ Raytheon: @Raytheon_Jobs∙ AT&T: @ATTjobs and @therecruiterguy ∙ Hyatt: @hyattcareers ∙ Region 10: @LisaatRegionTen∙ BAE Systems: @kellyviglione ∙ IBM Belgium: @IBMbejobs ∙ Royal Bank of Scotland: @JobsatRBSGroup∙ Best Buy: @bestbuy ∙ IBM UK: @IBMUKCareers ∙ RWRoundarch:@RWRoundarch∙ Blackbaud: @stephmcdonald ∙ IBM South Africa: @IBM_CEEMEA_Jobs ∙ Sodexo: @sodexocareers∙ Burger King: @BKCareers ∙ Intel: @Jobsatintel ∙ Southwest Airlines: @SWALesa∙ CitiGroup: @CitiGroupJobs ∙ Intercontinental Hotel Group: @IHGeCareers ∙ Spotsylvania Medical Center: @CareersAtSRMC∙ City of Kingston: @kingstoncareers ∙ ITA Software: @ITACareers ∙ St. George Bank (Australia): @StGeorgeCareers∙ Clearspring: @ihireu4cs ∙ J.B. Hunt: @JBDriverJobs ∙ Starbucks: @Starbuckscareer∙ Compuware: @scottboren ∙ Kaiser Permanente: @JennStockton ∙ Take Care Health Systems: @TakeCareJobs∙ comScore: @comScoreCareers ∙ Kaplan Test Prep Services: @KTPA_Careers ∙ Thomson Reuters: @steffenson and @TRCareers∙ Crispin Porter + Bogusky: @CPB_Jobs ∙ Twitter: @jobs∙ Davita: @DavitaJobs∙ Deloitte Touche Tohmatsu: Keller Williams Realty: @KWCareers ∙ ∙ Kentucky Fried Chicken (KFC): @CyndiPHX ∙ UK Civil Service: @UKCSJobs@JoinDeloitteUS ∙ Kissito: @kissitocareers ∙ United Parcel Service: @UPSjobs∙ Deloitte Australia: @Green_Dot ∙ KPMG: @KPMGRecruitment (in the UK) and ∙ University of Pittsburgh Med Center:∙ Disney/ABC: @DisneyABC @recruitingtruth @UPMCCareers∙ Ecolab: @Ecolab_Jobs ∙ Kroger: @KrogerWorks ∙ United States Department of State: @DOScareers∙ EDS: @tinahuckabay ∙ LexisNexis: @LN_Recruiting ∙ Verizon: @VerizonCareers∙ EMC Careers: @EMCCareers and ∙ Mattel: @MattelRecruiter and @mattelmba ∙ Verizon Wireless: @CareersatVZW@EMCCollege ∙ Mayo Clinic: @MayoClinicJobs ∙ Warner Brothers Entertainment: @WBCareers∙ Ernst and Young: @Ernst_and_young ∙ McCormick & Schmick @Careers_At_MSSR ∙ Washington Post: @washpostjobs∙ Excellaco: @excellaco ∙ McGladrey: @lifeatmcgladrey ∙ Wipro: @WiproCareers∙ Expedia: @expedia_jobs ∙ Yellowbook: @ybrecruiting ∙ Zappos: @electra ∙ Twitter Job Aggregator: @tweetmyjobs
Who is doing it well….
Who is doing it well….
Who is doing it well….
Social media and engagement• Internal – Bridge the communication gap for global organisations – Communication sharing portal (purely internal network – like Yammer) – Reconnect with old employees – alumni – Improve communication from top down and bottom up
Social media and engagement• External – Traffic source to ATS or website – Comments and reviews from potential candidates – RSS subscriptions – Job applications and expressions of interest
Conclusions and implications for brands• Embrace the trend, ride the fads• Aim to participate, not dominate• Can only take the relationship so far – more is needed for conversion
Social Media: Tips for Marketing to the iGeneration
What is social media?
Tip #1: Listen to the iGeneration
How can you listen?3 free tools to listen to the iGeneration online:Google Alerts - sign up to real-time alerts using keywords related to your brand,product, senior staff or competitorsTechnorati – specifically searches blog postsTwitter Search – keyword search for all public Twitter postsAnd 1 paid for tool:Radian6- Monitors all social media platforms such as blogs, Twitter, comments on mainstream news sites and forums- Real time and historical (last 30 days) data searches
Southwest Airlines: Real-time social media monitoring & issues management
Tip #2: Develop a social media strategy Develop a strategy.
Develop a strategy. What to consider when setting up a social strategy? • Who is your target audience: who do you want to reach? Which platforms are they already using? How are they using them? • What is your social media objective? Does this align with your wider business objectives? Applications? Brand awareness? Employee feedback? • What makes your company different? What is your brand story? • What are the measurements of success? Size of community? Level of engagement? Number of sales leads?
Boost Juice:Starting social media activity without a plan or exit strategy
Reckitt Benckiser:Using a Facebook Game to recruit graduates
Tip #3: Don’t Be boring, instead try to engage your audience
Ernst & Young:Creating a conversation between graduates & candidates
Old Spice:Using multimedia to reach the iGeneration
Thank yo uLiz Weeks, General Manager, The Face Euro RSCG Hannah Law, Head of Social Media, Switched On MediaE: email@example.com E: firstname.lastname@example.orgFollow The Faces commentary on the employer Follow Hannah’s stream of consciousness onMarketing space on Twitter @TheFaceAUS Twitter @hannahlaw.