Creating a Social Networking Recruitment Strategy

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Social networking sites are an important tool in a recruiter’s toolbox. However rather than dipping your toe in the water and experimenting tactically, it’s important to take a step back and think …

Social networking sites are an important tool in a recruiter’s toolbox. However rather than dipping your toe in the water and experimenting tactically, it’s important to take a step back and think about your overall strategic approach to using social media for recruiting.

A well thought-out, coordinated strategy will ensure that your company’s recruitment message is clear, that the various online channels are integrated, and that everything you do in the web environment helps attract top-level talent and enhances your employment brand.

During this webinar sponsored by ADP, you’ll learn the best practices for creating a social networking recruiting strategy. Michelle Krier, Marketing Services Manager for Pinstripe, will explain:

* What social media is and why it’s important to have a social media strategy specifically for your recruiting function
* How to build a social networking strategy for recruitment (and how it integrates with your company’s overall social media strategy)
* What an integrated strategy looks like via a case study
* The organizational benefits of a social networking recruitment strategy, and
* How to measure success

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  • 1. Creating a Social Networking Recruitment Strategy Presenter: Michelle Krier Sponsored by 
  • 2. Agenda • Why Create a Social Networking Recruitment Strategy? • Building Your Strategy • Benefits • ROI Measurement • Case Study: Sodexo • Summary and Questions Confidential 2
  • 3. 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
  • 4. Why Create a Social Networking  Recruitment Strategy?
  • 5. “Social media is a  fundamental shift in  the way people  communicate via  real‐time  conversations  online.” Confidential 5
  • 6. Who Uses Social Media? Confidential 6 6
  • 7. Dramatic Recruiting Shifts Confidential 7
  • 8. 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
  • 9. Creating Your Strategy
  • 10. Polling Question Does your organization currently have a  social media strategy? • Yes – 28% • No – 58% • Not sure – 14% Confidential 10
  • 11. 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
  • 12. 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
  • 13. Objectives • Engage with potential employees • Build brand awareness • COMMUNICATE!! • Make them measurable – how? – # of impressions – # of followers, fans, etc. Confidential 13
  • 14. 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
  • 15. Technology • The tools are determined after the people, objectives and strategy.   Confidential 15
  • 16. 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
  • 17. Blogs 75% found blogs useful,  important or critical and  75% blog at least weekly HubSpot Confidential 17
  • 18. Social Media Sites • The “big three” ‐ • Don’t just create an account – be active! • Establish relationships and engage with people Confidential 18
  • 19. Social Media Sites Confidential 19
  • 20. Video Confidential 20
  • 21. Corporate Career Site Confidential 21
  • 22. Corporate Career Site Confidential 22
  • 23. Corporate Career Site Confidential 23
  • 24. Facebook Careers Page Confidential 24
  • 25. Facebook Careers Page Confidential 25
  • 26. So Now What?! Confidential 26
  • 27. 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
  • 28. 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
  • 29. Benefits Branding Recruiting Public Relations
  • 30. 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
  • 31. 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
  • 32. Companies don’t control the message Confidential 32
  • 33. How do you Measure ROI?
  • 34. 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
  • 35. 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
  • 36. Case Study:  Sodexo's Integrated Recruitment Strategy
  • 37. Career Site Connection Confidential 37
  • 38. Communication Tools • Magazine • Podcast • Newsletter Confidential 38
  • 39. Facebook Confidential 39
  • 40. Facebook Confidential 40
  • 41. YouTube Confidential 41
  • 42. Blog Confidential 42
  • 43. Twitter Confidential 43
  • 44. LinkedIn Confidential 44
  • 45. 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
  • 46. 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
  • 47. 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 Analyze Ensure Processes Regulatory ### Compliance Confidential 47
  • 48. Join us for Future Webinars  TCO and ROI in RPO 06/24/09 Top Recruitment Strategies for Uncertain Times 08/13/09 Visit for more information Connect with Pinstripe! and‐WI/Pinstripe/24643581222 Confidential 48
  • 49. Thank You!  Questions? Michelle Krier, Marketing Services Manager, Pinstripe Connect with me! E‐mail: @michellekrier‐Weber‐Krier/1533336251 Blog: Confidential 49