Creating Social Recruiting Strategy

Creating a social recruiting strategy Connect, attract and recruit

Agenda • Change • Business Drivers • Social media and recruitment • The four C's of social media • Building Your Strategy • Metrics • Case Studies

Managing Change Is Key To Success

Lets Think About Big Change & What We Learnt

Let’s Brainstorm Some Business Drivers

Recruiting and Social Media Make Attract Source Engage Screen Offer/Onboard

Four C’s of Social Media Connection Collaboration Content Conversation

Four C’s and Recruiting • Attract • Source • Source • Select • Screen • Make offer • Make offer Connection Collaboration Content Conversation • Attract • Attract • Source • Source • Screen • Screen • Make offer • Engage • Make offer

Social Media Approaches High Branding, Awareness, Active Engagement, Sourcing, Social Media Presence Screening Screening Limited branding activities, Monitor and engage with bring social media to career’s candidates who are online web site Low Low High Value of Candidate

Social Media Approaches 75% 63% 63% 48% 46% 43% 41% 35% 32% 29% 27% 24% 22% 21% 21% 17% 14% 14% 11% 10% Creator Critics Collectors Joiners Spectators Gen Y Gen X Young Boomer Older Boomer & Senior

Social Media Approaches Call Centre/ Health Care IT Customer Service Gen Y 45% 17% 22% Gen X 31% 33% 41% Young Boomer 15% 32% 24% Older Boomer & Seniors 9% 18% 13% Source ABS 2006 Census

Becoming Proactive Community Engaging Business Impact Monitoring Participating Goal Setting Listening Unaware Reactive Proactive

Social Recruiting Strategy Resources Implementation •Audience assessment •Business Goals •Reputation •Business needs •Brand Goals •ROI •Brand assets •Execution •Current strategy •Recruiting Goals •Business Operations •Brand ambassadors •Training •Integrate with digital •Brand research •SEO •Social Recruiting strategy ambassadors •Digital media •Guidelines Goals & Assess Analytics Strategy

Benefits • Enhanced communication - inside & outside • Cost effective connections with candidates & clients • Engage with candidates • Reduced candidate and client turnover • Increase in knowledge retention • Higher levels of productivity

Benefits • 69% of businesses have gained measurable benefits from Web 2.0 technologies. Source: McKinsey Global Survey on Web 2.0, 2009 • Russell Herder and Ethos Business Law Survey in July 2009 on 438 Executives: – 81% believe social media can enhance relationships with customers/clients; – 81% agree it can build brand reputation; – 69% feel such networking can be valuable in recruitment; – 64% see it as a customer service tool; – 46% think it can be used to enhance employee morale.

Things to measure – Traditional Agency Metrics Employer Metrics • Number of new clients • Days to fill key jobs • Actual revenue billed • Pre-Hire Quality of Hire • Number of new job orders • Post-Hire Quality of Hire • Number of candidates • Manager satisfaction submitted • Candidate satisfaction • Number of interviews • Quality of Hire by Sources • Referral Rates • Conversion rate of resumes submitted to interviews • Cost of hire • Size of talent pool • Number of placements

Things to measure – Social Media • Unique Visitors • Linking • Page Views • Backlinks • Visits • Conversations • Return Visits • Referrers • Subscribers • Link Popularity • Stick-Rate • Relevant Actions • LinkedIn Group • Social News Tracking Members • Sentiment

Social Media for Recruiting Source: Forrester

Dow Chemical • 40% of Dow's global workforce will be eligible for retirement through 2013, with 40,000 retirees in the US alone • Dow implemented a social networking site to stay in touch with current employees, retirees and workers on leave, to help it cope with staff shortages and keep its workforce more engaged

Dow Chemical First 3 Months Results • The site had more than 4,500 network members • 95% of the users are returning • 25,000 referrals have been posted • 130,000 first- and second-degree connections have been made on the network • Users have applied to 24 Dow jobs and 40 Dow contracted jobs • Job centre receives the most visits from retirees • Feedback from users has been extremely positive

CedarCrestone Survey • Limited usage to date – 5% of organisations spending time on Web 2.0 – 6% of organisations spending budget on Web 2.0 • Organizations using social networking for recruiting and branding had double the sales growth of organizations without these tools Source: CedarCrestone 2008–2009 HR Systems Survey, 11th Annual Edition

Deloitte • @Green_Dot directed 2,500 visitors to Deloitte site’s • Over 1000 employees have added custom FaceBook application to their FaceBook page, 3 hires have been made through referral requests to date • YouTube videos were generated by graduates as part of a competition: 25,000 video views, 47 subscribers

V Energy Drink • Cluttered energy drink market provided a key challenge to drive sales growth and relevance • V-RAW brought the brand personality to life in a non-traditional way • 18-24’s are facing a big question: What am I doing with my life? – They want a job doing something they love, not get stuck in a mundane 9 to 5 • A career website and community to help young Aussies get their foot in the door with 60 ‘never- to-be-advertised’ positions

V-RAW Results • Program Metrics in 8 months: – 4,000+ applications (2,000 benchmark) – 35,000+ downloads – 150,000+ video views – 210,000+ profile views (160,000 benchmark) • Contributed to V’s strongest sales in 3 years • 22% of those aware heard of V-Raw through friends or via MySpace, Facebook, blogs or forums. • V-Raw received AUD$750,000+ in PR/Editorial exposure for V

Social Media Examples • Start an external blog on recruiting areas that interest you • Use social networks (Facebook, LinkedIn, MySpace, LinkMe, Twitter, World of Warcraft) to develop relationships with potential candidates • Run online career fairs • Join groups on LinkedIn and contribute to the conversation • Get a feed reader and subscribe to blogs about HR & recruiting

Social Media Examples • Setup content watchlists and alerts to track suspects & prospects and competitors key hires • Setup an internal tagging site to allow anyone in the company to "tag" external suspects who might be potential candidates • Live Chat feature on your careers page so if candidates have questions on jobs or your company they can contact recruiters directly • Conduct background research on candidates using search engines or LinkedIn

Social Media Examples • On YouTube add video's of mock interviews, job ads for key positions, remember to link to them in the job ads • Create podcasts on your interview process with sample questions & answers • Advertising jobs on social network sites such as Facebook or MySpace, of course the right type of job

In Summary • Social media is about transparency, relationships and community • There are lots of tools but the principles are the same • Social media is a great tool to support recruiting • Think first and remember Google

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Creating Social Recruiting Strategy

by Michael Specht on Dec 03, 2009

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