Creating a Social Networking Recruitment Strategy

Creating a Social Networking Recruitment Strategy Presenter: Michelle Krier Sponsored by

Agenda • Why Create a Social Networking Recruitment Strategy? • Building Your Strategy • Benefits • ROI Measurement • Case Study: Sodexo • Summary and Questions Confidential 2

Polling Question Please describe your current role… Recruiter or Recruiting Leader - 57% HR Manager / Director or above – 13% HR Generalist / HR Specialist (non recruiting) - 7% Hiring Manager / Executive - 2% Other - 22% Confidential 3

Why Create a Social Networking Recruitment Strategy?

“Social media is a fundamental shift in the way people communicate via real‐time conversations online.” Confidential 5

Who Uses Social Media? Confidential 6 6

Dramatic Recruiting Shifts Confidential 7

Social Networking Usage Trends • We have found that current employees are the most widely used and are by far the most trusted source of information about organizations for candidates. Unfortunately, only 24% of employees actively promote their organization in the labor market. Corporate Leadership Council • Trust in “a person like me” has more than tripled, from 20% in 2000 to 68% in 2006. Edelman Trust Barometer Confidential 8

Creating Your Strategy

Polling Question Does your organization currently have a social media strategy? • Yes – 28% • No – 58% • Not sure – 14% Confidential 10

How to Start • Follow the POST Method • People (who are you trying to reach?) • Objectives (what are you trying to accomplish?) • Strategy (how do you want your relationships with the people you are targeting to change?) • Technology (what tools will you use to accomplish the above?) Confidential 11

People • Segment into groups – Clients/customers – Prospective clients/customers – Potential employees • Where do they have an online presence? • What is their profile (i.e., are they heavy technology users or not? Do they lead the pack or are they followers?) Confidential 12

Objectives • Engage with potential employees • Build brand awareness • COMMUNICATE!! • Make them measurable – how? – # of impressions – # of followers, fans, etc. Confidential 13

Strategy • How do you want your interactions with candidates and potential candidates to change and grow over time? • Do you have a dedicated resource(s) to manage these efforts on an ongoing basis? • Start small but have room to grow • Must be integrated!! Confidential 14

Technology • The tools are determined after the people, objectives and strategy. Confidential 15

Polling Question Which social media tools does your company currently use? (check all that apply) • Blogs – 11% • Social networking sites – Twitter, Facebook, LinkedIn, etc. – 64% • Video, podcasts – 17% • E‐newsletters – 26% • None of the above – 30% Confidential 16

Blogs 75% found blogs useful, important or critical and 75% blog at least weekly HubSpot Confidential 17

Social Media Sites • The “big three” ‐ • Don’t just create an account – be active! • Establish relationships and engage with people Confidential 18

Social Media Sites Confidential 19

Video Confidential 20

Corporate Career Site Confidential 21

Facebook Careers Page Confidential 24

Facebook Careers Page Confidential 25

So Now What?! Confidential 26

Implementing the Strategy • Should complement your traditional recruiting strategy • Who will manage it? – Dedicated resources – Team approach – various team members manage different pieces • Integrate social media activities into daily activities • Be authentic Confidential 27

Social Media Policy • Provides guidance to employees about how to interact on behalf of the company online; clearly defines what’s acceptable and what’s not as well as what’s grounds for termination • Protects the company • Can be brief or lengthy depending on size of company and nature of business • Good examples you can find online: – IBM – Intel Confidential 28

Benefits Branding Recruiting Public Relations

Employment Branding • Branding ‐ A way to differentiate the employment experience – An emotional connection with internal/external audiences – Highlighting ‘points of difference’ – Branding should be consistent with the consumer brand/culture • Guiding Principles of branding – COGNITIVE: Understand ‐ Believe ‐ Engaged – BEHAVIORAL: Deliver ‐ Tell the story ‐ Link to HR Systems Confidential 30

Recruiting Internal Candidates Create robust communication to current employee database and insure employees in (or out) of the career path are recruited Active Candidates Qualify job search criteria and ensure robust recruitment marketing to candidates looking for a job now ‐ online and off on web and in your current ATS & CRM Selective Candidates Research and mine resume/ candidate database for candidates actively…daily Passive Candidates Find and maintain relationships with currently employed talent that might not be looking to change jobs today Confidential 31

Companies don’t control the message Confidential 32

How do you Measure ROI?

Success/ROI Determination • Types of results for social media: 1. Traffic (# of followers, # of fans, etc.) 2. Outcomes (how quickly you can fill an open req) 3. Business results – tie back to overall goals – Participate in the conversation – Enhance relationships with candidates and potential candidates “The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.” ‐ Jason Falls, Social Media Explorer Confidential 34

Polling Question If you currently use social media tools for recruiting, how successful have you been? • Very successful – 2% • Moderately successful – 30% • Not successful – 13% • Not sure/haven’t tried using social media for recruiting – 55% Confidential 35

Case Study: Sodexo's Integrated Recruitment Strategy

Career Site Connection Confidential 37

Communication Tools • Magazine • Podcast • Newsletter Confidential 38

Facebook Confidential 39

Facebook Confidential 40

YouTube Confidential 41

Blog Confidential 42

Twitter Confidential 43

LinkedIn Confidential 44

Summary Social Networks Company Business Pages Directory Company Ranking Sites Web Videos & Podcasts 2.0 Employee Voice RSS feeds Blogs Have a strategy to reach your audience! Confidential 45

Take‐Aways • Creating a Social Networking Recruitment Strategy PPT • Social Networking Sample Policy • The New Recruitment Tool: Social Networking Sites • 10 Demandments Self‐Assessment Tool Confidential 46 46

The Power of a Partnership Run Branded Talent/Contact Assessments Campaigns Create/Mine Interview Talent Pools Management 2. 3. Source Recruit Forecast Background Headcount Checks 4. 1. Screen Plan Tax Credit Set Budgets Evaluation 6. 5. Refine Board Brian Tomasic Reports/Metrics Onboarding & eI-9 ADP Brian_tomasic@adp.com Analyze Ensure Processes Regulatory ### Compliance Confidential 47

Join us for Future Webinars TCO and ROI in RPO 06/24/09 Top Recruitment Strategies for Uncertain Times 08/13/09 Visit www.pinstripetalent.com for more information Connect with Pinstripe! www.pinstripetalent.com www.youtube.com/PinstripeTalent www.twitter.com/PinstripeTalent and www.twitter.com/PinstripeJobs www.facebook.com/pages/Brookfield‐WI/Pinstripe/24643581222 www.linkedin.com/groups?gid=1774239 www.pinstripetalent.com/HRpreneuring www.pinstripetalent.com/RPOlosophy www.pinstripetalent.com/recruitalicious Confidential 48

Thank You! Questions? Michelle Krier, Marketing Services Manager, Pinstripe Connect with me! E‐mail: mkrier@pinstripetalent.com @michellekrier www.linkedin.com/michellekrier www.facebook.com/people/Michelle‐Weber‐Krier/1533336251 Blog: www.dailykrier.com Confidential 49

Creating a Social Networking Recruitment Strategy

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