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Q3 Social Media Recruiting Update

by Melissa Balsan

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Overview of the state of social media as it relates to recruitment. Completed in the third quarter of 2011.

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G.d. Sharma, Principal Advisor at Beeline HR Advisory, Chennai Hi, Melissa Balsan. By far this is the most exhaustive and comprehensive presentation that I have seen on the contemporary theme of 'Social Recruiting'. Congratulations to you for the conceptual clarity, and the enabling facts and figures that you have been able to put together to support your presentation. Cheers. - G.D.Sharma, Beeline HR Advisory, Chennai-India 7 months ago
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For Facebook, that is currently 42.3% of the US population.
As in the internet grows more diverse, fragmented, and barriers to entry virtually diminished; social media sites like Facebook and Twitter stand to be one of the most prominent, unifying forces in the world. For businesses, extending your consumer and recruitment message to sites where people connect with their friends and families is one of the best uses of resources – simply because of the sheer audience you can reach. Worldwide, people perform more searches on YouTube than every other site – second only to Google. In the UK, more than half of the total web traffic is to Facebook and 70% of Facebook’ and YouTube’s total user base is outside of the U.S. This new global culture broadens the pool of customers and talent companies can reach with the click of a mouse.Aside from social networks gaining global omnipresence, the users within these communities are active. More active, in fact, than on any other website in history. More than half of Facebook’s users log on at least once per day – and some stay logged in virtually all day long to respond to messages and see updates in real time. Twitter users log more than 1 million tweets per week, three times the number sent just one year ago. And more than 48 hours of video is uploaded to YouTube every minute (Mashable). It is undeniable that this is where the people are.Companies are racing to add Facebook, Twitter, and LinkedIn connect to their websites –a technology that allows site users to sign-in to ecommerce and media sites using their social media profile. This further simplifies connections between online behaviors like shopping and applying to jobs by giving people the ability to maintain one or a few profiles without registering natively on new websites. Most importantly, with more than 10,000 new websites integrating with Facebook daily, this represents an undeniable dominance of Facebook as a second home for more than 500 million people worldwide.The main thing to remember: six degrees of separation has evolved into 130 – which is the average number of friends each Facebook user has. Connecting with new customers and candidates could be just one person away – whether that be across the globe or across town.
Many HR groups believe that LinkedIn is all they need to reach candidates online and is a stand-alone social recruiting strategy. It’s not! Passive candidates are using mainstream social network sites at great frequency than professional networking sites. In fact, most social network users only visit LinkedIn when prompted by an email or to update their profile for a job search – i.e. when they are an active candidate. Those same users visit social networks one, two, and sometimes upwards of five times daily – meaning dozens more opportunities to reach them.Despite the buzz around LinkedIn’s recent IPO, Facebook still reaches more people worldwide. And, surveys indicate that entry-level employees are using LinkedIn more to search for jobs than middle and upper management. This means the site, although touted for providing access to highly qualified talent, is still imperfect as a social recruiting space. Many employers think that by posting jobs to LinkedIn they are participating in a social network, when in reality, LinkedIn is a place to host a professional profile – not a social site.
Sources:YouTube, Nielsen Company, 2011,Allfacebook.com, Compete.com
Social media provides the one of the best forums for your brand advocates – this can be your current customers and current employees. Through the nature of social networking sites, when these brand advocates engage in conversations with your company, their networks are notified.Social recruiting in and of itself, is not a strategy – it is a corporately managed two way dialogue using the successful recruitment practices that you currently use. Unlike traditional forms of advertising for open positions, social media is not necessarily a direct response platform. When fans engage with your pages, these messages become viral within their own networks, reaching the most passive of candidates that may have never heard of your organization. In order to fully leverage the power of social media, the page that these newcomers arrive at, should, in theory, be a lively display of your company culture filled with corporate stories that you tell but have engaged an audience to a point that they help you tell that story.
Job seekers opt-in to recruitment messages for an array of reasons – especially access to insider information and personalized answers they can’t get on a static website. Staying current on that company’s news and accessing exclusive content is essential to nurturing talent and keeping them connected to the brand. Content is what can retain that user beyond just submitting an application for a job opening. A true connection means they value you as an employer of choice and will apply to more jobs in the future if not hired immediately.
So we see that business practices are leaning heavily toward emerging media – but what about job seekers and people online? Do they care if companies play in the space and do they even want us there? We asked job seekers just those questions and more two years in a row and the answer is unwaveringly YES!Highlights of last year’s survey told us that job seekers do indeed research companies before they decide to apply – 64% in fact. Moreover, 69% of job seekers feel more favorably about companies who are participating in social media. But with one caveat – they have to respond and actively participate. People were incredibly sensitive to disingenuous expressions of social media adoption and that was echoed clearly this year as well. One-third of respondents say a company shouldn’t even bother with a page if they’re not going to respond to fan questions, complaints, or address company issues there. When we looked back on the Fortune 100 research, 43% of those companies who use social media do not regularly respond to fans. The main lesson: if you’re going to do it, do it right. As we discussed earlier – the conversation is now a dialogue and simply showing up is not enough.Not surprisingly, both in 2010 and this year, more than half of those surveyed confirmed that peer opinions about a company online does have a strong impact on their perception of the company’s goods/services and might make them reconsider applying to a job there. One new question we asked this year pertained to perceptions of companies who have not yet adopted social media. Job seekers told us they generally assume these companies are afraid of public opinion or unwilling to address negativity or unhappy fans. In short – many chalked it up to being behind the times.The bottom line is, that as more companies push the bar higher and use social media well, customers and candidates adopt that as the new expectation of all companies worthy of their time. We see now that communication has shifted, effective communication channels today didn’t even exist 10 years ago, and the public expects nothing less than for you to change adapt along with it all.
Social media strategies and the tactics that go along with those strategies are just an extension of the marketing, recruitment, HR and PR strategies that are offline. Small businesses are catching on, too — 68% will increase their social media marketing efforts in the next year.
Social media use has skyrocketed among US businesses over the past three years. Two years ago, slightly more than half of US businesses with 100 or more employees used social media. According to eMarketer, 80% of companies with 100 or more employees will use social media sites for marketing purposes in 2011. It’s likely that your clients are included in this number. While social networking sites started as a primarily as a destination for individuals to connect and share information with their friends, the majority of US businesses have included social media tools in their marketing and business plans.
4 out of 5 of the Fortune 100 companies have a social media presence – further support that the way brands communicate with the public is shifting from a monologue to a dialogue. Twitter appears to be slightly more appealing to the Fortune 100 – 73% have a brand Twitter account, while 68% have a brand Facebook page. More than half of the Fortune 100 use social networking sites to recruit. This should serve as a signal to smaller brands that, in order to compete for highly sought-after talent, they must find new ways of making an impression on potential candidates. Nearly 3/4, or 73% of the Fortune 100, post job opportunities on LinkedIn’s careers site. Fewer than half of these companies supplement jobs posted with additional recruitment-related content. Those that did add more career content typically fed in posts from Twitter, shared employee videos and testimonials, and listed the LinkedIn accounts of corporate recruiters.Social media adoption is not just for Fortune 100 businesses, though. Overall, 30% of U.S. businesses are using social networking in some capacity and that figure is 23% for small businesses. Globally, just about 80% of companies are using some form of new media in which to communicate on behalf of the brand. All in all – the new expectation is that companies will be participating in the online, emerging sites. Think back – websites used to be a novelty and the first sites were frankly…awful. Then things shifted. The dot com era brought a new standard to web design, standards for secure browsing, and made the website just as essential as a company name. Storefronts were no longer a requirement! The same thing is happening now in the way companies represent their brand on social networking sites. These platforms are a place to reach people where they already are and bring them back to the home base – the company website or careers site. In some cases, business forego the website and manage their entire web presence through social networking tools. The new standard has arrived.
A common objection for employers considering using social media to recruit is that they want to enact a policy to govern the activities. Today on average, more than 50% of companies have a policy. Companies with successful social recruiting strategies bring HR, marketing, PR and customer service together to outline employee social media guidelines. Effective guidelines are realistic, protect the brand, encourage employee participation and referrals; and most importantly, are compliant with the NLRA.
Recruiters say a focus on passive candidates is their first priority to compete for talent – a strategy accelerated by leveraging employee referrals on social networking sites. Referral messages will emphasize benefits, compensation, flexible work hours, telecommuting, and a faster hiring process.
Now that social media has become the new way of conducting business, it’s no surprise that companies would leverage these powerful communities to find their most important asset: people. While the use of social media to connect with candidates and distribute employment brand messaging is slow compared to the consumer applications, progressive companies are integrating it into their recruitment mix. Envision a marketing plan where traditional advertising, like direct mail or sponsorships, might be combined with guerilla tactics, like sidewalk decals, to reach a distinct group of consumers. Those same techniques apply to recruitment marketing – using traditional job fairs and online ads with social media and emerging methods like mobile accessibility.Overall, 80% of companies online use social media to recruit, 58% of which have hired an employee from a non-traditional channel. The number one advantage to using social media is the ability to reach passive candidates – those people who are happy or indifferent in their current job and those individuals who are dissatisfied enough to make a move if the right opportunity arose. Since connecting with the highly sought-after employed talent produces fewer returns than candidates actively in need of job – some companies make the mistake of thinking the methods are less effective for recruiting. But reaching specialized talent or a top performer who can hit the ground running at your organization may have immeasurable rewards.Now take the Fortune 100: Facebook is the top choice for social recruitment. Of the 55 Fortune 100 companies with a careers presence on social media, only 5% have chosen to maintain a Twitter account without a corresponding Facebook page. When choosing where to launch a social recruiting presence, top brands go with Facebook and Twitter; or Facebook only. We also see that companies are dedicating resources to social recruiting – 38% of the Fortune 100 companies maintain separate recruitment communities on either Facebook or Twitter rather than piggybacking off the consumer initiatives. Only five out of the fifty-five Fortune 100 companies using social media to recruit use this “hybrid” message practice or simply use a ‘Careers’ tab on their official brand Facebook page. In nearly all cases, the companies dedicated a separate page to their employment conversation.Interestingly, the number of Fortune 100 companies who use Twitter for their social recruiting presence was the same as those who use Facebook. While general Twitter site usage dwarfs in comparison to Facebook, these results may stem from how simple it is to launch and maintain a Twitter account or the still existent misconception that Facebook is still the more playful site of the two. Three-quarters of the Fortune 100 have inconsistent social media efforts where a recruitment presence exists without an official company presence; or vice versa. Of this number, 25% of companies with a Facebook careers page do not have an official Facebook brand page. These observations support the need for more collaboration between HR and marketing to establish a unified, consistent social media presence.Roughly ¾ of all companies – 73% of the Fortune 100 and 78% of U.S. companies – post job opportunities on LinkedIn. This site, which is more of a professional careers site than a typical social network, has 45 million members are in the U.S. and recently went public. On LinkedIn, companies who post jobs are able to add additional employment brand content to their company page, but we found that fewer than half of the Fortune 100 companies took advantage of this option. Those that did add more career content typically fed in posts from Twitter, shared employee videos and testimonials, and listed the LinkedIn accounts of corporate recruiters.
Social media gives companies access to more customers, candidates, business partners, and real-time experts than ever before. The competition for mindshare online is s fierce and social networks enable companies to reach people one-to-one.If Facebook were a country, it would have the 3rd largest population behind China and India. A whopping 93% of marketers are tapping this massive audience to market goods and services – targeting by age, location, and demographics supplied by users themselves. Earlier this year, it was announced that more than one-third of all online-display ads in the U.S. appeared on Facebook, more than three times Yahoo, Inc.. Many predict Facebook will grow as big as Google AdWords, and they’re well on their way representing 8% of the total online ad market (eMarketer). In 2010 alone, more than 1 trillion ad impressions were delivered by Facebook. And that’s not all large companies, either. 60% of Facebook ads are purchased through the self-serve tool by small- and mid-sized businesses. Large businesses like Proctor & Gamble, Coca-Cola, and Starbucks contribute roughly $750 million to the haul.Other sites like Twitter, which launched sponsored stories and tweets in Spring of 2010, are finding ways to turn social habits and content consumption into unobtrusive ways for companies to influence early adopters of emerging media. The same early adopters who tend to spend more on innovative products, technology, and media than any other consumer group (eMarketer). YouTube, who is owned by Google, developed a remarkable ad system called Content ID which scans user-generated content and compares it to copyrighted content submitted by television networks, record labels, and movie production studios. Historically, copyrighted content would’ve been removed from the site. But now, YouTube runs the video with text ads promoting companies like Lions Gate, Sony Music, and Warner Brothers and splits profits with them. The point here is that user-generated content and online sharing is virtually impossible to beat, so companies and advertisers are getting creative in how they leverage social media for business.The bottom-line is this: there is a niche audience and virtually every demographic segment can be reached online. From sites like YouTube whose broad audience spans 18-54 year olds, to the fastest growing audience on social media sites: women age 55-65; there is nothing stopping you from reaching your ideal candidate or customer.
While many recruiters say social media is a central part of their talent acquisition strategy, few HR departments have a dedicated recruitment marketing manager to care for the brand. Recruiters can also stand to learn social recruiting best practices and better measure the ROI of their efforts.
While 4 out of 5 US businesses use social media for marketing, few businesses outside of the staffing industry use social media to recruit. More than half of US businesses have integrated social media into their Marketing and PR functions, but very few are using it HR. In fact, 74% of companies are not using social media in their HR functions, for purposes like employee relations and recruiting.
In the upcoming 36 months, Morgan Stanley projects that Mobile internet users will surpass desktop usersMobile internet usage is ramping up substantially faster than desktop internet did when Netscape launched in December 1994
What does the future look like for social media? Without a doubt: mobile. 22% of consumers have a smart phone, an even higher figure at 31% in the 24-35 year old age group. Currently, 27% of all U.S. mobile phone users are on a smart phone platforms like Apple or Android; an increase of 10% in the last year alone. The increasing popularity of smart phones will be a key driver in the expected growth of the Web 2.0 market to almost $19 billion by 2014, according to Juniper Research. Astoundingly, there was an 182% increase in mobile phone use over the last year. Which is why mobile phone will serve as the central catalyst for Web 2.0 growth – encompassing the social web, geo location and SMS.Mobile phones will someday serve as our personal hub of information – from a GPS to credit card. Starbucks has apps that let you pay for your coffee with your phone without even opening your wallet. And major airline carriers are rolling out mobile boarding passes that use QR code technology for paperless air travel. But why are mobile phones becoming an all-in-one tool for people? Two main reasons: it is carried with the user at most times and camera and web connectivity allow users to capture information at its source and distribute instantly, thus making it a key mechanism for user-generated content and social web interaction. Smart phone features allow people to leave their eReader, GPS, camera, video camera, DVD player, iPod, Gameboy and wallet at home. It’s all there, on one device; enabled by standard features, apps and internet connectivity.Many companies are developing optimized versions of their careers and company website for easy mobile browsing. Other companies are exploring apps – including Pepsi for job opportunities and Groupon for daily deals. Mobile gaming apps like Foursquare allow people to use their GPS to check-in at local restaurants and shops in order to earn a discount or offer. 30% of smartphone users accessed social networks via mobile browsers. Facebook has over 250 million users accessing the site from a mobile device and those users prove to be twice as active as PC-based users. Twitter has seen a 347% increase in mobile usage in the last year, reaching 4.7 million users via mobile in March 2011 (Mashable).Most recently, tablets have shifted the way users consume content on the go. These portable computing devices offer all the streamlined functions and web connectivity of a mobile phone with the robust computing and faster boot-up of a laptop. According to Nielsen, 32% of tablet owners use PCs less or not at all.The main takeaway from forward looking predictions about tablets and mobile devices is that technology is constantly changing and social media is the easiest way to keep pace as customers and candidates remain ever-connected on the go.
In the simplest of terms, mobile recruiting is the ability to market to prospective talent with or on a mobile device.The rate by which people use mobile devices to connect, conduct business and build relationships is growing exponentially. Businesses have long been using mobile marketing technologies to build their consumer brands and generate customer loyalty. Now, they are starting to use these same efforts to build their employment brands. With job seekers increasingly using this technology to search for employment opportunities, research companies and receive job alerts, employers have not just the opportunity, but the need, to embrace this medium and make it part of their overall recruitment strategy. Otherwise, the simple fact is…if you don’t go mobile, you’re going to get left behind.The benefits of mobile recruiting are vast, but we’re focused on five. First, better branding. When you’re mobile, you’re already ahead of those employers who aren’t. The ‘mobile movement’ also enables you to broaden your social media recruitment efforts, as more job seekers use their mobile devices to check and update their Facebook or Twitter accounts while on the go.Next, better targeting. Thanks to geolocation technology, employers and recruiters can target job seekers according to their exact location. No matter where job seekers are, employers and recruiters can locate job seekers anytime and anywhere, automatically connecting with them about real time job opportunities and career events in their area. Low cost is the next benefit. Sending messages is far more cost-effective than advertising via traditional media, like newspapers, magazines or the television. Constant engagement with job seekers is also a major gain. Gone are the days when people had to wait until they were at their home or office computer in order to check e-mail, search for information or log in to their social media accounts. Today, the first thing people do when they wake up is grab their phone and check their messages. With a phone always at their side, they’ll use it again even after work, up until put the phone down to go to sleep. Mobile users are constantly connected.Last, you can see higher response rates to your recruiting efforts. Mobile phone messages appear more personalized, so they enjoy a higher response rate than traditional media advertisements. Not only that, but because job seekers enjoy more privacy on their personal mobile devices, they feel more freedom to respond without fear that colleagues will find out.Adding mobile marketing efforts only enhances existing social media recruitment efforts. With faster access to the Internet, mobile users are increasingly updating their social media accounts via this medium. Mobile is not the be-all-end-all of recruiting; however, much like social media, mobile communication has proven itself as a force to be reckoned with in its ability to reach, resonate with and incite action from mobile users – an exponentially increasing percentage of the population. Thus, mobile is a powerful, enriching – and increasingly essential – supplement to the recruitment process.There are four common tactics to mobile recruitment:1. QR (quick response) codes are barcode-like squares that, when scanned with the camera found on most mobile devices, will reveal a coupon or special offer on a brand’s mobile website. Employers and recruiters can create QR codes to drive candidates to their careers website, and include them on anywhere their careers website URL might appear, such as brochures, business cards, presentations, handouts and job postings. (A word of caution: because not everyone has a smart phone that responds to QR codes, employers and recruiters who use QR codes should always provide multiple avenues for the dissemination of information, as well.) 2. Recruitment text alerts (sometimes called Short Message Service, or SMS, alerts) enable employers to alert job seekers to new job vacancies in real time or communicate other recruitment messages, such as information about career events. 3. With over 300 million Americans using mobile phones – and mobile search up 130 percent over the past year – it’s not only recommended that employers optimize their careers site for easier mobile viewing: it’s crucial. Companies that don’t optimize their sites miss out on the opportunities to get in front of the millions of job seekers who are conducting job searches and researching companies on the go. Creating an optimized version of your web site should be simple and relatively inexpensive. Keep the content simple and focus on the most important content. For further inspirations, take a cue from Hyatt. The hotels giant has optimized its mobile site to enable potential candidates to search for jobs, view mobile videos from YouTube, link to the company’s various social media sites and read up on company information. 4. Companies like AT&T, Raytheon and Deloitte have successfully implemented smartphone apps into their recruitment strategy. Apps are ideal for bigger companies with a steady opening of jobs and enough brand recognition to compel users to download their recruitment apps. Companies of all size, however, can take advantage of apps’ convenience by partnering with recruitment websites such as CareerBuilder, which offers an app that enables job seekers to get fast, easy access to job postings.

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Tenfold Social Training / Stacy Donovan Zapar at Tenfold Social Training / Stacy Donovan Zapar 1 year ago
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Jennifer McClure, President & Chief Talent Strategist at Unbridled Talent LLC Tags social recruiting 1 year ago
CareerBuilder for Employers at CareerBuilder for Employers 1 year ago

Q3 Social Media Recruiting Update Presentation Transcript

Q3 Trends Update:Social RecruitingCompiled by Melissa Balsan
social media SIGNIFICANCE
State of Social Media
Social Adoption is Undeniable:
As of June 2011, 47% of all websites worldwide had a link to Facebookon the homepage
42% link to Twitter
17% to YouTube
4% to LinkedIn
Source: BrightEdge, July ‘11
< Click to watch video >To view a shorter version, visit: http://youtu.be/3SuNx0UrnEo
Social Media Quick Facts
71%
Of U.S. population on Facebook
72%
Of worldwide Internet users on social nets
37%
1/3 of all adults
Of the 20.6 M Twitter users access the site from their phones
Post on at least one social site per week
56%
Of U.S. internet users are on social networks
Q4 2010
Mobile internet exceeded desktop internet usage
55% of U.S. adults
21%
Have more 1+social networking profile, average is 3 per user
Of U.S. Mobile phone users access social media
Sources: ITU, June 2010, Pingdom, CareerBuilder/eMarketer, 2011, Nielsen Company, 2011
Why Social Recruiting?
Top Social Media Sites
Facebook dominates! By far the best site for employers’ brand to reach most global talent at once
Twitter is next, but Facebook’s lead is exponentially higher
MySpace’s position from music consumption, not true networking
LinkedIn still trails in terms of regular visitors
Tumblr position marks trend of users leaving mainstream social networks to create content
Top Social Media Used By Companies
Facebook Connects the World

By 2013, 62% of web users and 48% of US populationwill use Facebook
Facebook reaches 9 in 10 social network users
If Facebook were a country, it would be the 3rdlargest with 750 million+ active users
35+ age group = more than 30% of Facebook database
- Under 18: 13.1M
- Age 18-24: 45.4M
- Age 25-34: 33.1M
- Age 35-54: 39.68M (fastest growing)
- Age 55+: 15.5M
Source: Facebook.com and eMarketer, Feb. ‘11
Twitter Still Growing
- 180M unique visitorsper month
- 47% eventually become inactive
- 37% active users tweet from their phone
- 20.6 million U.S. adult internet users will use Twitter at least once a month in 2011
- Average user
Follows 170 profiles
300 followers
420 updates
Source: Twitter, May 2011
Major HR misconception:
LinkedIn alone is social recruiting.
Untrue!
LinkedIn is a professional networking site – not a social network.
It’s part of the recruitment mix, not the only site.
LinkedIn Use By Professionals
Social Media Spending
86% of companies planned to increase social media 2011 spend
10.8% of all 2011 U.S. online ad spend going to social networks
Expected to rise 12.1% next year
58% of marketers use social media for 6 hours or more each week, and 34%invest 11 or more hours weekly
#1 advantage of social media marketing:
- 88% of marketers say generating more business exposure
- 72% say increased traffic
- 62% say improved search rankings
Top barrier: 54% of companies say they have lack of resources
Fortune 100 presence on social media
54% on Twitter
32% have corporate blog
29% on Facebook
Source: MarketingSherpavia eMarketer.com, January 2011
Other Popular Sites
YouTube:
- 2nd largest search engine in the world
- Estimated to have 130.4M visitors per month
170 million internet users in the US watched video online in Feb. 2011
Digg: 6M registered users; 20M unique monthly visitors
Delicious: 500,000 unique monthly visitors
Flickr: 19M unique visitors hosts more than 4B images
Job Seeker View
How Social Media Fits Into Recruitment
90%use social media at least once per week1
80%use social media at least once per week2
Active Job Seekers
Passive Job Seekers
Shouldn’t everyone be considered a passive jobseeker?
Source: 2011 CareerBuilder Social Media Survey 1 18-24 year olds 2 18-35 year olds
Why People Join Careers Pages
What Do Social Job Seekers Want?
An insideview of what it’s like to work at a company is most important to talent
Expect to see jobs, staff experiences, and answers to fan questions
Essential: justification for why a company is a desirable workplace
The Social Job Seeker
55% said interacting with a company in social media gives them a stronger connection to the brand
71% expect companieswith a social media presence to be responsive
42% are more likely to apply to a job at a company with a social media presence
Source: CareerBuilder Internal Study, June 2011
Job Seekers Expect It
55% of candidates say peer comments in social media impact their opinion of a company more than brand messaging
20% of job seekers say employers with no social media presence are behind the times, afraid of public opinions
Source: CareerBuilder Internal Study, June 2011
employer View
Importance of Social Media
78% of executives think a social business strategy is somewhat or very important to the future success of their business.
Social media has proven to be more than a fleeting fad.
4 of 5 Companies Use Social Media
While marketing, customer service, and PR have adopted social media, talent acquisition still lags in adoption.
The key is helping HR understand they have to sell jobs to talent just like products and services are sold to customers.
Social Is The New Standard
4 out of 5 Fortune 100 companies have a social media presence, 38% use it to recruit
Top 3 sites used by the Fortune 100: LinkedIn (73%), Twitter (73%), Facebook (68%).
30% of U.S. businesses use social networking as part of their operational strategy.
Source: CareerBuilder Internal Study, June 2011
BurstonMarsteller Social Check-Up, May 2010
Four platforms: Facebook, Twitter, corporate blogs, and YouTube.
Changing Recruitment Mix
Shift from traditional, broad-appeal tactics to personal, 1:1 efforts
Employers investing in:
- interactive upgrades to their careers site
- adding video
- connecting social sites
- making jobs easier toapply to from mobile devices
- social referral programs
- SEO for employer brand
- enhancing social networking profiles
Policy Allows for More Involvement
Companies must follow the National Labor Relations Act protecting employees who post employer criticism online. Opinions expressed cannot be punished unless info is proprietary.
Social Media Helps Reach Passives
Recruiters say a focus on passive candidates is their first priority. Messages will emphasize benefits, compensation, flexible work hours, telecommuting, and a faster hiring process.
Tap New Talent Streams
80% of companies online use social media to recruit
58% of companies have hired employees from a social media site
Among the Fortune 100, 50% use social media to recruit, 38% of which have a separate corporate and recruitment presence
Source: CareerBuilder Internal Study, June 2011
Deloitte Workplace Survey, June 2010.
New Ways to Reach Talent
Social ad spend projected to reach $8.3B by 2015 – 93% on display
More than1/3 of all U.S. online display ads appear on Facebook
Facebook ad click-through rates rose 22% in Q2 2011 alone
1 trillion impressionsThe number of ads delivered by Facebook in 2010,
a new-all-time record.
Source: Internet Advertising Bureau, May 2011, AllFacebook, May 2011
Recruitment Marketers are Scarce
While recruiters say social media is a central part of their talent acquisition strategy, few HR departments have a dedicated recruitment marketing manager caring for the brand.
Enormous Opportunity in Social for HR
Companies are listening to buzz about their brand, competitors, and products online
HR has access to the same intel – from candidates, past and current employees
Now they just need to act on it!
Social Referrals Unlock Talent Streams
Referral Awareness Low
- 77.5% of employers say that they expect the same or better quality of candidates from friends in employees’ social networks
- 34% said that social networks are an effective source of candidates
- Typical U.S. social media user has 200 connections. An employer with 1,000 employees can unlock a new talent stream of more than 95,000 active and passive candidates with a social referral app!
60%said that they would use a tool that allowed them to refer friends from their social networks.
30
Source: 2010 CareerBuilder Employee Referral Program Survey
Social Recruiting Meets Mobile
Morgan Stanley predicts mobile data traffic will grow by more than 4,000% by 2014 with an annual growth rate of 100%
Mobile Usage Exploding
In Q4 2010, Internet use on mobile phones surpassed that of PCs
At the end of 2010, there were 60.2 million smart phone users
Source: Nielsen, May. ’11; For small biz
mobile stats, visit: http://bit.ly/jTcZxI
Social Media Even Better With Mobile
Social and mobile media are they dynamic duo of social recruiting. Employers should post updates on social media careers pages several times daily to reach the most job seekers.
Mobile Job Seekers
Employers should invest in a mobile-optimized website – talent browse on mobile daily!
Social networking is another key daily activity, followed by viewing videos weekly and monthly
Employers need to be present for these three common mobile activities
Mobile Recruitment Benefits
Reaching target talent on mobile devices.
Benefits:
Better branding
Better targeting
Low cost
Constant engagement
Higher response rates
Tactics:Mobile Sites QR Codes
Apps Text Alerts
Source: CareerBuilder, May. ‘11
Social Recruiting Resources
Social Recruiting
- TalentMinded.com
- TLNT.com
- fistfuloftalent.com
Social Media
- mashable.com
- allfacebook.com
- socialmediaexaminer.com
- socialfresh.com
Tech
- techcrunch.com
- boingboing.com
- mobileburn.com

Q3 Social Media Recruiting Update

by Melissa Balsan

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Q3 Social Media Recruiting Update Presentation Transcript