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Using Social Media Cpl RI

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Social Media presentation to Recruitment International at SME Conference June 1, 2011

Social Media presentation to Recruitment International at SME Conference June 1, 2011

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  • Also I hope you enjoyed the presentation at the start, while I will refer to a few of those stats that were on the slideshow, I wanted to ensure you had a chance to read them before hand.Here’s the agenda, I promise to keep it to an hour and for it to be engaging.Context - we will not be able to be all things to all people, some have no knowledge some here will have a lot, we cannot bridge that gap perfectly.All of the talk I have gone to seem to talk about it as the new revolution but people leave with more questions than actionsI expect some of this not to make perfect sense however you will take away some actionsI will promise is that everyone will learn something and that you will be able to take away actions from this.
  • Now before you query why I am using google as a search tool, just remember you can search facebook through google, linkedin through google. Secondly the way to search is broadly similar in all of the web, so u/s how google works and you have a fair head startFinally I know Google is only one search engine – there is bing, yahoo etc
  • Boolean – uninterestingly names after mathematician and philosopher George BooleAND + narrows to contain all words searchedOR | broadens to include any of the keywords it separatesNOT - Returns results that do not contain these keywords( ) Groups words that should be contained together“ ” Groups keywords for an exact match~ Finding Synonyms Intitle/Inurl: Returns documents with the keyword in the title or in the documentFiletype: Returns only that filetype (eg filetype:doc = MS Word)Related: Shows pages that are similar to that webpage
  • I could not choose a search that is relevant to everyone so apologies in advance for this – but this is much more about the process than the search itself.Now here is the answer – prepare to be scared by data!
  • Ok Peter – thanks for this, but as you may know I am not a geek, I just about get the basics and this is just too much.Ok – I agree but lets go through this piece by piece
  • You want a business analyst based in Dublin – so you put in business analyst and Dublin, which gives you over half a million results. Also you will see al the top listed results are jobsites and recruitment agencies as they work on getting their page to the top of the list
  • So now we know we want exactly the term Business Analyst so we put it in quotation marksSuddenly we are only at half a million searches
  • We definitely want someone from a telecoms background however we are not sure what will be on their cv – as it is all about what is written on the cv. So we try telecom or telecomunication or tele SPACE communication. As the search string starts to get larger you will see Ihave it at the top of the page as you cannot see the full seach string in the google search barNow we are at 29,500 resultsBut still all the results are jobsites and not candidates
  • So we add more to the search and put in cv or resume again not being sure what they will have written.Now we are at just over 15,000But now we would like to only find cvs where the word cv is in the url (that www piece) or it is in the title of the search
  • Now we are down to 604 results. Do not get hung up by the search at the top that now is starting to look a little but like hieroglyphicsBut again 600 is too many and we really want to get rid of all the jobsites and recruitment agencies.So when you think about it their websites will have terms like “jobs”, opening, free, apply etc so lets put a minus before all these words to take them out
  • Now we are down to 9 yes 9 results, and if you have done this 5/6 times that entire process can take about 45 seconds.Finally I would love if this business analyst with a telcos background based in Dublin had also worked at Aviva so I will just try by adding in the word Aviva
  • One record – the holy grail.Now I am not saying you will get the right person – I am just highlighting this as a method you can use.This was a very specific search but you can do more general ones that bring back 100s of results – why would I do this you sayBecause of google alerts
  • Lots of ways to search – not one anWe did not use filetype: .doc or .pdfWe did not use the ~ symbolswer
  • So now you know how Google can be used, we will look at the most favoured of search sites linkedin and I will give you a few ideas on how you can use this simply to find candidates
  • Here’s the point though – its another tool, nothing more and one that needs to be respectedOnly 10-30% of Professionals are Actively LookingWhat about the other 80% So linkedin’s sale is that jobsites are not the whole population. Don’t limit your reach in terms of size of quality. Go where the best are.But ensure you u/s how to approach themThe flipside is many people are not on jobsites because they are happy and don’t want to be contacted and you could argue there are many people on jobsites that are not on linkedin
  • Hacking linkedin.comYou can get better results using linkedin this way that thBut ple get frustrated with linkedin – time vs reward passive not active etcroughlinkedinAvg person goes on once every 28 days
  • Viewers of this profile also viewed….
  • Drayton bird “i am lazy that’s why I read a lot”Join groups – great way to find information eg looking for an updated employee contract, but as always the more you join the less likely you are to read anything
  • They say the best time to approach someone is 6 months after they have left your company alumni groups make this easySet it up and monitor and manageBe clear up front how much time you will give it
  • Story as I was coming back from a recruitment conferenceJohn Smith is now following you on Twitter2 minutes later – john Smith wants to connect on LinkedInNext message – Dear peter my name is john I would like to introduce you to our services….Some people have their LinkedIn connected to their work email – so be carefulDon’t send this message – I know we all have but you are much more likely to get connected if you at least give a reason for why you are connectingViews on people building up their profile – are they on the search for a new job?Don’t send this message – I know we all have but you are much more likely to get connected if you at least give a reason for why you are connectingViews on people building up their profile – are they on the search for a new job?
  • Lance Armstrong – its not about the bikeIts about how you use it…
  • Summary slide
  • So now we are into the realm of more social less business networkingFacebook is a way of staying in touch and companies love to stay in touch so its obvious that they are going to look at recruiting through itQuestion - Who is on facebook, who is not on facebookIts ok if you don’t get facebook, there are people out there who don’t get digital cameras, bus lanes, talk radio and lots of other things, You do not have to love it. But do you need to understand it – absolutelyIts not going away and the biggest growth demographic is ladies 35 – 45…so its not just for kids.The other point though is that if you do not get it you won’t really be able to use it to recruit as you can do more harm than good to your brand.Finally – it is an amazing thing, anything that grows this quickly at least needs to be understood if not loved, so get understanding!
  • Linkedin is for Business, facebook is a different pace, less pushy and more socialMetaphor: business suit in a meeting vs shorts and tshirt at a bbq I believe we have someone people here from facebook….I will be careful what I saySo when you think like this, then think of the message medium and what you would like to say in that
  • Be careful of setting it up and not using it Are you checking comments daily – what if someone says “this is an awful place to work” or worse something funny and viral You need time to respond to things...Again – it does not matter what you think of facebookDo they see themselves as competing in the recruitment spaceAre people putting up as much personal information as before and where are we going with privacy legislationIf you don’t have a facebook page its not the end of the world – its better than having one and not using itCompanies who use it well – McDonalds, Puma, E&Y
  • Linkedin is for Business, facebook is a different pace, less pushy and more socialMetaphor: business suit in a meeting vs shorts and tshirt at a bbq I believe we have someone people here from facebook….I will be careful what I saySo when you think like this, then think of the message medium and what you would like to say in that
  • 78% of people trust peer recommendationsDo you talk to an expert on bikes or do you speak to your community of friends about what bike they think you should get
  • 78% of people trust peer recommendationsDo you talk to an expert on bikes or do you speak to your community of friends about what bike they think you should getPeers create fun conversations as well as giving you tips and thoughts and recommendations
  • So how to use facebook – direct advertising…
  • Brings you to this screen…
  • Its ok not to use facebook
  • How many people have had success using it to recruit – hopefully not many, that’s why you are here
  • Who has a twitter accountFor those of you who don’t get 0t – just like facebook it is happeneing regardlessThwesuperinjunctions have given it more spolight but wessentailly it is the fastest mopving media eand whether you want to find out about a weather report or a new breaking story – trwitter is the way forward for this
  • First person with 10 million followers – think of the captive audience that you can sell to
  • Eg Vodafone monitor those who talk about phones online
  • Look to master one social media site first before moving to the latest new thingif you want help just ask Google or ask a Discussion forum – it is all onlineKnow when to stop – it can waste your timeROI – return on Ignoring… if you are in low paid temps – it is still there
  • We need to get better at finding this guyBut we also eed to be able to do this better than cliwentsMy belief is our databases will still be critically important – as we have already done uch self screening

Using Social Media Cpl RI Using Social Media Cpl RI Presentation Transcript

  • Using Social Media in Recruitment
    Recruitment International – SME Conference, London
    Peter Cosgrove
    June 1st 2011
  • Agenda
    • Trends Overview
    • How are Google, Linkedin, Facebook, Twitter being used
    • Summary and thoughts
  • The War for Talent is still there especially in the scarce skill-sets
  • Changingworkplace
    China will soon be the number one English speaking country in the world
    Globalisation is a trend that is more relevant year on year
  • Changingworkplace – more data
    Those who learn to use the data will be best equipped to use social media effectively
    The top 10 in demand jobs in 2010 did not exist in 2004
    31 billion searches every month
    150,000 new videos per day
    200,000,000 blogs and counting.
  • “I HATE SOCIAL MEDIA!”
    It is ok not to use social media. But it is NOT ok to be ignorant about it uses – get informed and then make an informed decision for your business
  • Think of social-media tools as today's version of the telephone. Yes, they are used for frivolity and all sorts of noneconomic activity (chatting with friends, passing the time), but they also help communication happen more efficiently
    Imagine when the phone was developed, many people were afraid that it would be the end to face to face communication – its just a tool
  • Using for Recruiting
    Using for Recruiting
    Using for Recruiting
    Using for Recruiting
  • Using for Recruiting
  • Boolean operators…
    AND + Cinema AND Southampton
    NOT - “Cheap laptops” NOT Dell
    “ ” “John Lewis” as opposed to John Lewis
    Intitle/Inurl: Returns documents with the keyword in the title or in the document
    Filetype: filetype.ppt
    The better you know how to use booleans – the more effective you will be in all your searching – regardless if its google, Linkedin, twitter etc
  • There are more…
    subject:
    author:
    intext:
    location:
    source:
    allintext:
    inanchor:
    phonebook:
    define:
    related
    Check them out....
  • An example of a search that you can do
    I am looking for a Business Analyst based in Dublin with a Telecommunications background and ideally who once worked for Aviva
  • "Business Analyst" (Telecom | Telecommunication | "Tele communication") (intitle:resume | inurl:resume | intitle:cv | inurl:cv | intitle:Curriculum vitae | inurl:Curriculum vitae) -opening -submit -apply -free -sample -samples -eoe -job -jobs -”resume service” Dublin Aviva
  • 546,000 results
  • 248,000 results
  • "Business Analyst" (Telecom OR Telecommunication OR "Tele communication") AND Dublin
    29,500 results
  • "Business Analyst" (Telecom OR Telecommunication OR "Tele communication") CV OR Resume AND Dublin
    15,100 results
  • "Business Analyst" (Telecom | Telecommunication | "Tele communication") (intitle:resume | inurl:resume | intitle:cv | inurl:cv | intitle:Curriculum vitae | inurl:Curriculum vitae)  Dublin
    604 results
  • "Business Analyst" (Telecom | Telecommunication | "Tele communication") (intitle:resume | inurl:resume | intitle:cv | inurl:cv | intitle:Curriculum vitae | inurl:Curriculum vitae) -opening -submit -apply -free -sample -samples -eoe -job -jobs -”resume service” Dublin
    9 results
  • "Business Analyst" (Telecom | Telecommunication | "Tele communication") (intitle:resume | inurl:resume | intitle:cv | inurl:cv | intitle:Curriculum vitae | inurl:Curriculum vitae) -opening -submit -apply -free -sample -samples -eoe -job -jobs -”resume service” Dublin Aviva
    1 (One) result
  • Six Search Steps
    Its just another way to search – like all searches – finding the results is only one stage of the process
    546,000 results down to 1
    …this is only one search permutation
  • Using for Recruiting
  • Only 10-30% of Professionals are Actively Looking
    Positive – you get to speak to passive candidates
    Negative – many passive candidates do not want to be spoken to.
    The average person goes into Linkedin once every 28 days…not a lot!
    23
    Source: Wade Burgess, LinkedIn
  • X-raying Linkedin using Google – it can save you money
  • Viewers of this Profile also viewed – try it with any excellent candidates you have placed
  • Using “geek-words” will really help your searches – don’t just search job title
  • Using Discussion groups
    You need to give information to get information on social media platforms
  • Alumni groups
  • Ways NOT to improve your network
    Personalise your message please….
  • Its not about the software….
    Everyone can connect on Linkedin – how are you using it better than everyone else?
  • Actions
    Don’t pay for it until you know how to use the “free” version
    Know how to search Linkedin
    Understand time vs reward
  • Using for Recruiting
  • Linkedin vs Facebook......
    VS
  • Setting up a Facebook page
    Ask yourself – what is a facebook page going to do for us and put down some measurables against this
    Anyone There?
  • Understand….
    Why people will come to your page
    How your page looks if you have 100 employees and your page has 9 “likes”
    How facebook uses photos on your page
    That posting jobs at the outset will not drive people to your site
  • How do you buy a bike?
    20% of people believe in advertising
  • How do you buy a bike…the new way
    78% trust peer recommendations – you need others to recommend your site - this takes time and effort and more time
    Peer recommendations….
  • - scroll to the bottom
    Facebook © 2010 · English (US)About · Advertising · Developers · Careers · Privacy · Terms · Help
  • c
  • Incredibly targeted at a very small cost outlay
  • Social media …also for lower skilled jobs
    An example of getting the audience first and then being able to advertise to the audience. Also the example facebook site “Accountants are cool”
  • Using for Recruiting
  • Uses:
  • 10 million followers – think of the sales capacity of being able to communicate to 10 million people
  • How to use it for recruitment
    Vodafone – checking twitter for people asking about iphonevs HTC and then tweeting than asking if they would like a competitive quote on a new tariff
    Understand that it is a sales tool
    2. Give it to those who “get” the technology
    3. Don’t just post jobs?
  • Jobs on twitter now being picked up by scraper sites – eg Simply hired
  • Summary on “Social Recruiting”
    Webinars are the most cost and time effective way to upskill yourself
    Have an objective of what you want to achieve
    Mastery
    Attend webinars
    Measure the time investment and ROI
    What is the ROI “Return on ignoring”
    Future Trends
  • Ask yourself – what is a facebook page going to do for us and put down some measurables against this
  • Peter Cosgrove
    Director – Cpl
    Email: Peter.cosgrove@cpl.ie
    Twitter: @petercosgrove
    +353 87 6200836