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    Social media recritment final project Social media recritment final project Document Transcript

    • A Winter Project Report On “Social Media Recruitment - A Study?” In the fulfilment of the Degree of Master of Management Studies under the University of Mumbai By Mr. Pagidimarri Gurunadham Ramulu [Roll No: B-45] Under the Guidance of (Prof. Shiji Lyndon) (Internal guide) Ghatkopar [W], Mumbai-86 2010-111|Page
    • ACKNOWLEDGEMENTI am fortunate enough to have got an opportunity to do my final project on“Social Media Recruitment – A Study on How It is an important tool forrecruitment?”The project has been very useful for me in understanding the various aspectsand trends and critically analysing the same.I would also like to express my gratitude to Prof. Shiji Lyndon (AMSIMR) forher assistance and constant motivation.I am very thankful to all of them who have guided me for my project. (Gurunadham R Pagidimarri)2|Page
    • TABLE OF CONTENT Sr. no. Particulars Page no. 1 Acknowledgment 2 2 Abstract 3 3 Objective & Scope 3 of Study 4 LITERATURE REVIEW 4-7 5 VIRTUAL STRATEGY 8-9 6 SOCIAL MEDIA: 10-11 CREATING RICHER RELATIONSHIPS IN THE WORKPLACE 7 FINDINGS 11 8 KEEPING YOUR TOOLS 11-12 IN CHECK 9 THE FUTURE IS 12 CONNECTED 10 PERSPECTIVE OF 12 SOCIAL MEDIA: 11 RECRUITER’S 12 PERSPECTIVE: 12 APPLICANTS’ 13 PERSPECTIVE: 13 COMMON MISTAKES 13-14 COMPANIES MAKE USING SOCIAL MEDIA TOOLS IN RECRUITING EFFORTS 14 SOCIAL MEDIA 15-16 RECRUITMENT TRENDS IN INDIA 15 Considering SMR as a 16-17 Replacement for Traditional Recruitment. 16 Conclusion 18 17 BIBLIOGRAPHY 193|Page
    • ABSTRACTThis study deals in understanding the more and more businesses are stepping into the socialmedia arena to recruit viable candidates for positions at their companies—and having greatsuccess, according to social media gurus.A CareerBuilder survey of more than 2,500 employers, released in August of this year,indicated 35 percent of respondents use social media to promote their companies. Of thoseemployers, 21 percent are using it to recruit and research potential employees, and 18 percentare using it to strengthen theiremployment brands.Companies that dont embrace social media as a recruitment tool might risk losing qualitycandidates to their competition that is focused on such outreach."Other companies are doing it, and if youre not, youre missing out on a large candidateaudience and top talent." In this new millennial cult of web browsing, socialization throughSocial Media Websites has become the new trend. Befriending someone who is sitting atother part of the world in front of computers with the help of internet, sharing ideas andthoughts, expressing views, supporting others views on issues of common interest, havebecome the new order among Internet users. As a recruiter needs the most talented, qualifiedand largest applicant pool, leveraging on the SMW to tap potential talent is called SocialMedia Recruitment.It is all about engaging with Internet users through social media blogging to source andrecruit talent. Websites like Twitter, Facebook, Myspace, StumbleUpon, Reddit, Digg,Delicious are some of the most popular SMW among the Internet users. Social media isinteractive media such as blogs; social networks like Facebook, Twitter, Yahoo! Groups andLinkedln; and video hosting Web sites like YouTube. It facilitates open and free discussionamong users, allowing them to connect personally, albeit through technology. With morethan 75 million users on Linkedln, 100 million registered userson Twitter, and a whopping 500 million users on Facebook, companies are beginning torealize the value and drawbacks of using such mediums—particularly for recruiting purposes.4|Page
    • "You start to engage a candidate in a way you never could with recruiter because of (socialmedias) scalability and the ability to have a two-way dialog"."You can showcase the company with pictures and videos and give candidates an idea ofwhat it feels like to work there."At the same time, companies have to surrender some highly regarded control to suchmediums, a research and advisory firm in Boston focused on enterprise learning, talentmanagement and talent acquisition.The Kind of traffic these websites experience is tremendous and statistics are mind-blowing:over two-thirds of Internet population visit SMW, It is 4th preferred online activity ahead ofpersonal email, average users spend around 55minutes per day on these sites. Facebook,Twitter and LinkedIn together account for 535 Million Users. Among the above, Facebook isin the forefront with 7,00,000 users per day and is the most popular in the students segment.Twitter and LinkedIn are mostly used for professional blogging.It is like finding, Introducing and collaborating with qualified professionals on the SMWwhom the organization is looking for, and who are needed to work with, achieving the goal ofrecruitment. Simply tweeting on the internet will give some viable results but making surethat it reaches the target audience is important to cultivate the personality of the employerearly on.The use of social media as a source is the ideal recruitment and retention tool in this era ofblogging, infact, most of the fortune 500 companies are already following it.5|Page
    • OBJECTIVE:OBJECTIVE OF THE STUDY:To know how much one is familiar with Social Media Recruitment (SMR) concept and tocritically evaluate the same.To know how it can replace the job fairs and newspaper advertisements.SCOPE OF STUDY:To know the current trends in SMR and target the Management graduate, among workingprofessionals and online recruiter.To understand the various aspirations of job seekers in social media & how it is differentfrom other sectors.The current trends in SMR in India.Common mistakes companies make using social media tools in Recruiting efforts.6|Page
    • LITERATURE REVIEWWhat is Social Media Recruitment?As a recruiter needs the most talented, qualified and largest applicant pool, leveraging on theSMW to tap potential talent is called Social Media Recruitment. HR managers and recruitersthese days click on the web and open a page on Facebook or Twitter not to update theirfriends or chat with the know circle, but to search for a talent pool to match their company’srequirements.SMR is becoming a major source for recruitment and a buzzword in the corporate world.Increasingly, companies are taking to the social media arena to get the right and viablecandidates for positions at various levels. In just a few years, newspapers advertisementsshall almost be replaced by online job boards. Now, active recruiting at job fairs has met itscompetitions in the social media. This new system of finding, screening, and recruitingemployees has unbelievable power to advance goals at a value price. If people think thatyoungsters these days are surfing social networking sites for entertainment, they may bewrong. On the contrary, they may be genuinely exploring the new job opportunities on suchwebsites. Besides personal association with friends and relatives , websites such as Facebook,LinkedIn and Twitter are promising as effective job search tools for Indian job seekers. Theyuse these sites not just to check on job openings, but also to understand the prospectiveorganisation work culture, system, founder, objectives, policies and activities, so that theyknow the company when they attend interviews. Strategies and tactics, but instead shouldsupplement the solid recruiting practices companies already have in place."I do believe in integrating traditional recruiting strategies with social media strategies"."Its important to maintain the pieces that have resulted in successful hires to date. Socialmedia is meant to fuel your other strategies."LinkedlnOn Linkedlns most basic level, companies can search for talent and establish relationshipswith potential candidates for free. To get started, a firm must simply create a profile for itsbusiness on the Web site. Companies may go a step further, though, and purchase a businessaccount for bonus features like posting jobs;sending private messages directly to any Linkedln user regarding career opportunities; savingand managing profiles of prospects; and asking for introductions to people inside targetcompanies. It also offers an exclusive corporate recruiting package with additional customoptions and account management. Further, the company offers webinars on how to betterleverage Linkedln to acquire talent on its Web site. Linkedln discussion groupsspecific to real estate management or a position that needs to be filled is one effective way toscout potential candidates. Posting jobs on Linkedln necessitates clear and accurate jobdescriptions, said Darin Hartley, director of client management at Intrepid Learning Solutionsin Seattle, and author oí 10 Steps to Successful Social Networking for Business. He said hiringmanagers wanting successful results must truly understand the desired qualifications for aposition before posting a job. "The beauty of Linkedln is there are more than [75] millionusers; the detriment of Linkedln is there are more than [75] million users," Hartley said."Your net could be so broad; you could wind up with 5,000 candidates. Be very clear whatyoure looking for."7|Page
    • FacebookWhile Facebook might seemingly have a reputation as a site where long lost friends connect,businesses are using it for recruiting purposes, particularly to promote their employmentbrand and excite people about possibly working at their companies. Facebook offers a varietyof mediums for companies to communicate their message and corporate culture—fromsimple text and mini blogs, to photos, and video and audio clips, to polls and surveys.Facebook is optimal for engaging people. Aside from promoting corporate culture,companies are also posting jobs on their Facebook pages, or at least linking users back totheir corporate Web site for career opportunities and applications. A fairly high conversionrate exists from expressions of interest in a position posted on Facebook, to clicking on thejob, to filling out an application, to moving into an interview. To be effective, though. Hartleysaid companies need to actively attract "friends" by keeping their content fresh and engaging.Facebook offers advice on building a presence on the site on the "resources" section of its"about" page. "Facebook is tbe largest social media site in the world. If candidates arefriends, then we have access to the largest pool of candidates possible."TwitterTwitter might be overrun with celebrities and prominent individuals 140-cbaracter-longthoughts and musings, but businesses are using it in a variety of ways, including to recruittalent. Many companies simply post open jobs to their Twitter account with a compressedURL for the corporate Web site, which followers can link to for more information.Businesses may also search for talent on Twitter, just not to the level they can on Linkedin,Hartley said. Still, companies are able to identify candidates by querying for competencies,companies, activities or key words; as well as sending direct messages to potentialcandidates. Twitter offers a special guide called Twitter 101 for businesses on bow to use thesite to their advantage, along with best practices and case studies. Tbe information isavailable on the Twitter Web site. Determining Twitters effectiveness might be difficult,however. Despite todays more than 100 million registered users, a study released in Januaryfrom RJMetrics indicated about 10 to 15 million accounts are actually active. At the time ofthe study. Twitter had 75 million registered users—25 percent of which had no followers; andupward of 40 percent had one to five followers. Hartley said companies who use Twitter mustactively tweet to earn traction: Occasional random posts simply wont have an impact, besaid. "I recommend active communication, especially during the job posting process," hesaid. "You have to respond. Otherwise, it doesnt set the company up for success."8|Page
    • VIRTUAL STRATEGYSuccessful social media recruiting requires a strategy—not just knowledge of how the varioussites work, experts said. First, the sites a company chooses to utilize and the content it postsshould reflect the culture of the company. The companys brand should also be reflected on asocial media site—even if its just a picture of the brand or logo. "People want to know whatthe company is about and what its purpose is because its going to reflect upon them asindividuals. Companies must develop content for social media sites that is going to helpcandidates learn more about the company or inspire them to work there. To educate users,collaborate with them about their wish lists from an employer. Use a mix of mediums, suchas text, video and direct responses that create a back-and-forth dialog. "The best way to createcontent is to make sure youre providing people with information rather than just self-servingposts. “It’s more than just broadcasting jobs, its engaging people, starting conversations andmaking connections." To avoid becoming bogged down with going to each social media siteto check for inquiries or provide updates, companies should streamline their social mediastrategy. Social media aggregators, such as Flock, Friend Feed and Streamy, provide a singlepoint of reference whereby users can check all the sites from one place, as well as updateposts on all the sites at one time.Active Facebook profiles, frequent blogs and constant Twitter updates are quickly becomingthe norm among techsavvy youth. Indeed, statistics show that 42 per cent of teens and collegestudents use Twitter, and spend an average of 11.4 hours per week on Facebook. As numberssuch as these grow, social media will play an increasinglyBigger role in recruiting. If HR departments approach this new reality with a positive mind-set, social media could become an ever more powerful way to connect people in the businessworld. The success of SMR largely depends on how a company motivates the candidates tofollow the network and also spreads message about open requirements to others. Thesuggested strategies for SMR success are: 1. Build a Rich User Experience for Social Networkers: Set up a Facebook page or tab for recruiting. Establish a Twitter account for the company’s HR department. Include links to the corporate web page, featuring rich, inviting content geared towards, and potential employees. Make it easy for them to learn about your company. Ensure that the look and feel of the social media sites is consistent with branding efforts. 2. Make the social networking pages transparent: Use a Facebook page to show prospective applicants what it is like to work in the organization. 3. Open the conversation: These sites are used to converse with potential employees. Post opening in Twitter and respond to inquiries. Allow people to comment on the recruitment process and learn. 4. Build Your Network: Provide tips on the job market, good resumes or networking to enhance the chances that top talent will engage with the content and apply for a job with the company. 5. Leverage the web, but don’t rely on it exclusively: It should not the only source they should also look at others. 6. Move Fast: Top candidates move quickly delays cause to end up with second rate hires. One has to monitor daily. 7. Ask for help: One can tweet it post it on Facebook which will help followers to inform about an opening for the same.Recruiting quality employees in long-term care is an on-going challenge and administratorsand human resource (HR) personnel are just starting to tap social medias potential to find9|Page
    • good candidates, "Social recruiting," as its called, is a tool that complements more traditionalsearch methods, such as online job sites and print media classified advertising. Facebook,Linkedin, and Twitter have more than 535 million combined active users. Theres a wealth ofpotential hires out there for your business or facility. Still, a recent CareerBuilder surveyreports that while 26% of healthcare employers are using social media to promote theircompany, just 14% are using it currently to recruit potential employees, "More healthcareorganizations need to harness the reach of social media to not only promote theirorganizations, but to help recruit top, skilled talent," says Ben Jablow,managing director of MiracleWorkers,com, CareerBuilders healthcare jobs site. Lisa Nice-Graham of Companion Health Services LLC, Guthrie, Oklahoma, is director of HR forseveral nursing homes and assisted living facilities. She uses social media regularly in herrecruiting efforts, "Social media is one of the most effective means ot recruitment there is,"says Nice-Graham. "Ive found many CNAs and nurses through Facebook, MySpace,Linkedin, and Craigslist, as well as administrative and support staff," Nice-Graham says thatcompared to traditional recruiting methods, social recruiting is superior, "Usually I find abetter quality candidate because theyre more passive job seekers versus the newspaper,which usually has (responses from) people who are unemployed—and often are unemployedfor a reason." •Linkedin is considered the professionals social networking site and a key resource for bothrecruiters and job seekers, while you can post a job for 30 days for $195,lLinkedln offersplenty of free resources if budgetary constraints are an issue. For example, start buildingconnections to people and groups that can offer potential leads, like clients, former co-workers, and long-term care groups. You can also use your network activity box to announcehiring status updates. The Facebook directory allows you to search forusers, groups, pages,and applications, and you can post jobs free of charge in the Facebook Marketplace, Or, for atee, you can target a specific group of people with a Facebook ad. You can choose a pay-per-click option, pay per impression and budget how much you wish to pay. You can also postjob openings on your facilitys or companys page. Social media also serves recruiters as avetting tool. Before she responds to a candidate who has contacted her from Facebook,for example, Nice-Graham checks out their Facebook page, "If theres profanity all over theirpage or they badmouth past employers, Im not going to call them," she says. Nice-Graham isa big fan of oodle,com,, a large classifieds aggregator of national and local sources. Its easyto use and the results are plentiful, "The awesome thing about oodle," says Nice-Graham, "isI can go there and post in one place and then link it to my other pages. For example, I havemy Twitter, Craigslist, and MySpace all linked to oodle, so I dont have to post to three sites.Its free, too." Of course, social media cant replace traditional face-to-face networking or asimple phone call, maintains Bernie Reifkind, CEO,Premier Search, Los Angeles, a healthcare executive search firm and Long-Term Livingcontributor with his "Staffing Solutions" column, "I use social media but only as one of manytools. None of it matters if you dont pick up the phone and make human contact."10 | P a g e
    • SOCIAL MEDIA: CREATING RICHER RELATIONSHIPS IN THE WORKPLACEPerhaps social medias problem in the workplace is its name. Somehow social soundsfrivolous (a la Ill have a chardonnay to be social) or dangerous (e.g., be careful of socialdiseases!). Let me first rebrand and redefine social media for the workplace. Then, Ill comeback and defend why being social is key to developing an engaged workforce and why thatsall business. Lets think of social media differently. Call it Utility Media— digital workforceplatforms to drive engagement. Here are three ways you can make it useful:1. Recruitment Relationship Marketing — A common practice for some companies is toblast mass reaching approaches to fish in the ocean for talent when needs arise. UtilityMedia like Eacebook, Linkedin or Plaxo allow companies and recruiters to cultivaterelationships with potential hires over time. These deeper relationships before hiring logicallylead to more of the right people coming onboard. These platforms allow companies tomanage relationships with whole segments of your candidate pool (think of it as groupintimacy) as one might have had in the days of rolodexes and phone calls with individuals(kind of like the executive search world today). Remember, though, if you want to build arelationship it has to be two-way: Youll need to give to get. To earn these folks attentionyoull need (technology-led) listening skills and a content-creation machine to attract theirattention, encourage connectivity and build a vital relationship. More like dating and less likefishing!2. Enterprise Learning — Every company with which Ive worked since the 1980s hastalked about sharing best practices. Now we have sharing technologies, and yet we still arereluctant to use them. Ironically, one popular use of technology in learning is recreating aclassroom experience on the PC. I have very few fond memories of classroom learning. Sothe thought of trying to recreate an imperfectsetting seems crazy. Rich experiences like online gaming should be the success criteria forformal training, while mobile applications should be explored for quick fix Q&A. Leveragingsocial media isnot about cut-and-paste sharing, but rather dynamic and SOCIAL learning, people to- people,enabled and enhanced by technology.3. Employee Engagement — We like to say that in every company there is a string ofconnectedness between the CEO and every employee. And in strong companies that string isvery short. When employees know the business purpose, why the goals are important andtheir vital role in making them happen, employees are well on their way to higherengagement. Getting people to participate in the companys communications through onlinetechniques like story-telling, chat and video sharing allows them to both understand andOWN the companys aspirations. From there, engagement soars and businesses moreprofitably achieve outcomes. This shortens AND strengthens the string. Okay, so why issocial important. TNS Employee Insights, the global engagement study powerhouse insideresearch giant TNS, tells me that relationships with co-workers are an essential element to thekind of productivity- driving engagement smart companies aim toward. TNSs studies(numbering in the millions of employee surveys per year) have shown that in the hierarchy ofemployee needs, collaboration and other relationship measures rank just after the basicsaround job satisfaction and relationship with manager/boss. Employees connecting with co-workers using social media are a huge boon to richer relationships in the workplace. Bringinga new aspect to communications opens new possibilities for building trust, loyalty, sharing11 | P a g e
    • ideas and developing a stronger culture. Last, ask yourself, do you want social people in yourcompany? I walked by the employee entrance to the W Hotel on Lexington Avenue yesterdayand there was an awning over the entrance (I assure you it is not the norm in NYC to have anawning to protect employees from the elements.) Printed in bold white letters on the chicblack awning was: Stage Door. Being social is a prerequisite at the W and they wantemployees to turn it on the moment they walk in the door. Quashing social media within theiremployee base, rather than embracing it, would be like stopping politicians from kissingbabies its unnatural. Who knows, if you need social employees maybe your company shouldhave a prerequisite for the number of Facebook friends for new hires.Findings:Top three social media toolsFacebook LinkedIn TwitterFacebook.com Linkedin.com Twitter.comRegistered users – 800 Registered users – 100 M Registered Users - 175 MmillionsCharacteristics Characteristics CharacteristicsPersonal, Informal, & Business-like, Formal & Text Fast Moving, direct,Multimedia Base Minimalist.Some other Social sites for Plaxo with Simply hired Jobsterfinding a Job.Craigslist MyWorkster with indeed Visual CVJob Fox Ecademy“What we found with our social media recruitment piece is that our recruiters get to engagethemselves in the communities that they support,” says Josephine Quercia, manager of TalentSystems and Programs, Corporate HR at TD. “They are able to connect with groups that theymay not have connected with before.” In addition to promotional videos on its Careers webpage, TD puts its recruiters in the limelight by featuring them on a LinkedIn page which nowboasts more than 36,000 followers. “It’s a great way of putting a face on who our recruitersare, and a face to the bank,” says Quercia, “so that potential candidates can really feel thatconnection and get a good sense of what TD stands for.”KEEPING YOUR TOOLS IN CHECKCompanies need to use discretion, however, particularly when they gather information. Ifthey don’t have solid policies in place, a simple candidate background check can quicklybecome an invasion of privacy. Reading somebody’s Twitter posts, for example, isreasonable. But paging through Facebook photos of a candidate’s family vacation is probablygoing too far. The law offers few guidelines here.Since social media sites such as Facebook, LinkedIn and Twitter are all considered publicdomain, employers are free to search them for publicly displayed information, regardless ofhow embarrassing or misleading it may be. “The courts have been pretty clear. When you putinformation onto the Internet, that’s not private, that’s public,” says Constantine Karbaliotis,privacy lead with Toronto-based HR consultancy Mercer Canada. “This is an area where thelaw and people’s expectations aren’t lining up.” Accuracy is another concern. While socialmedia can provide valuable information about potential employees that would be hard to findelsewhere, social media can also convey misleading, or even false, information. Consider, forexample, a potential hire who has a lot of Facebook photos that show him holding a glass of12 | P a g e
    • beer or wine. Does he have a problem with alcohol? Perhaps, but it’s also possible that allthose photos were taken in a single night. Because social situations are more likely to bephotographed, an album might not accurately reflect the totality of the candidate’s life. “Whatwe found with our social Employers should keep in mind that recruitment is often thebeginning of a long-term relationship and that the rules for candidates should be the same asthe rules for employees. “You can’t turn employment into a sort of constant surveillancestate,” says Karbaliotis. “You’re not going to have positive relations with your employeesif they feel like they’re constantly being watched.” Transparency is also key, and Karbaliotispoints out that candidates and employees have the legal right to review and challenge theinformation that companies collect on them. “The overall approach I would recommend issay what you do, and do what you say,” says Karbaliotis.THE FUTURE IS CONNECTEDActive Facebook profiles, frequent blogs and constant Twitter updates are quickly becomingthe norm among techsavvy youth. Indeed, statistics show that 42 per cent of teens and collegestudents use Twitter, and spend an average of 11.4 hours per week on Facebook. As numberssuch as these grow, social media will play an increasingly bigger role in recruiting. If HRdepartments approach this new reality with a positive mind-set, social media could becomean ever more powerful way to connect people in the business world.PERSPECTIVE OF SOCIAL MEDIA:Though India has low penetration rate of only 6.9%, it is the 4th top country in the world ininternet usage with 81 million users. Facebook, Twitter and LinkedIn are some of the popularsocial and professional media websites used by Indians.According to David Fischer, VP, Advertising and Global operations, Facebook has over 25Million users every month in India. Indian users are also spending more time (3 hours permonth) on Facebook when compared to other sites like Google, Yahoo, YouTube and MSN.The site gets traffic of over 250 million users every day. Facebook has over 500 millionactive profiles which surprisingly exceeds the number of active websites (90 million) in theworld. Though India has less than 1% of the world’s Twitter users, it was still among the top10 countries in the world in terms of its usage. According to LinkedIn.com, on an average,there are 2, 26,000 visits from India in 2011.RECRUITER’S PERSPECTIVE:There are many reasons to choose social media as a recruitment tool. Firstly, Social Media islargely helps to get an overall view about a candidate who is on the lookout for a job. It mayalso reveal some of the personal qualities and traits of a candidate in addition to the traitsascertained from their resumes.Secondly, SMR expands the options to search for talent pool and it accelerates the process ofrecruitment. Also, the recruiters get to contact a broad range of job seeker from varioustopographic areas, it also make the process more efficient by raising the accuracy of profilesearches. This function is of great advantage, especially given the fact that a vast majority ofSM users are the youth who would be the prime working force in companies.Thirdly, it is an effective means which saves both time and cost involves in the recruitmentprocess.13 | P a g e
    • APPLICANTS’ PERSPECTIVE:SM facilitates job seekers increased understanding about policies of the company onimportant information which may not be readily accessible on the company manual orwebsite. It also makes it easy for job seekers to identify job opportunities or openings invarious companies and at different levels. Therefore, SMR is redefining conventionalrecruitment process of companies. It can go a long way.COMMON MISTAKES COMPANIES MAKE USING SOCIAL MEDIA TOOLS INRECRUITING EFFORTSWhile simply jumping into the social media space is relatively easy, it is not the panaceamany hiring managers may think. The most successful hiring strategies depend on acombination of resources that include both high-tech and high-touch approaches.Even in a job market with a large pool of available accounting and finance professionals,finding individuals with the right set of skills can still be difficult. As companies that cut toodeeply in the early months of the recession recognize they can no longer hold off on refillingkey positions, some hiring managers are moving ahead, but they are also looking for ways tomake their recruiting efforts as efficient as possible. For some, this includes considering howengaging in online networking communities might fit into their overall strategy for attractingskilled candidates. As more people use social media, some businesses are interested inincorporating tools such as Facebook and LinkedIn into their recruiting strategy. Althoughthese tools can help hiring managers expand their reach, there are pitfalls to avoid.1. Thinking it’s risk-free to navigate “open” territory :Job candidates are inviting employers to view their profiles on both mainstream socialnetworking sites (such as Facebook and MySpace) and more professionally-oriented socialnetworks (such as LinkedIn and Xing), hoping the information will help hiring managers seea more complete view of the “real person” beyond the cover letter and resumé. However, thislevel of openness can be dicey territory for employers. Candidates have sued companiesbecause they believe they were rejected for a job based on content posted on their personalprofile on a social networking site or elsewhere online. Still, many employers use theseprofiles to screen candidates, and the information they find can influence their decisionmaking. In a recent survey of 2,600 hiring managers in the United States by online jobsiteCareerBuilder, 45 per cent of respondents said they had searched for applicants on socialnetworking sites. Of that group, 35 per cent said they decided not to hire a candidate based oninformation found with those searches. Your human resources group and your legaldepartment can provide insight on navigating potential quagmires while using social mediatools and applications during the hiring process. They can also establish clear guidelines tohelp interact with candidates online.2. Thinking online recruiting can replace traditional interpersonal interaction:This is one of the biggest mistakes of all. Too many companies that decide to use socialmedia profiles mistakenly see it as a “cure all” for their recruitment process. Social mediaefforts should augment, not replace, traditional one-on-one contact, which includes outreachto potential candidates through in-person networking events, as well as relationships builtwith reputable recruiters. And there is ample reason why. The quality of a candidate’sinterpersonal skills are increasingly important to businesses – even in noncustomer- facingpositions such as many accounting and finance jobs, since teamwork and the need to offeradvice within the company has risen in importance. As a result, hiring managers need to14 | P a g e
    • understand how individuals will mesh with the organization and its corporate culture. Thesearen’t attributes an employer can accurately evaluate on a Facebook or LinkedIn page.3. Not targeting the right online communities:Some firms take a general approach, failing to acquaint themselves with many of the onlineindustry-specific networking communities designed for business professionals. These sitesmay serve as more direct channels to qualified candidates than some of the more heavilypopulated, general social networking sites. Not all communities are open for anyone to join;however, you may need an invitation or meet certain requirements for acceptance. Be sure toresearch how your competitors are using social media and what communities they engage into connect with candidates.4. Stepping on toes:Some employers who decide to represent their organization on a social networking site fail tounderstand and heed the community’s etiquette, even though most sites have written policiesfor user behaviour. You can easily “turn off” other members by being overt with yourrecruiting efforts or overselling the merits of your company. You risk damaging yourcompany’s reputation by pressing your agenda and not respecting the community’s rules.5. Being quick to judge:Managers who judge potential hires too harshly based on what they find about them onlinerun the risk of unintentionally eliminating superb candidates. They forget that socialnetworking profiles are not resumés. You wouldn’t hire someone based solely on the fineprose of a well-written cover letter, so don’t reject a candidate just because you raised aneyebrow at the content posted on his or her profile. Some professionals invest time separatingand maintaining both “personal” and “professional” online profiles, but many more do not.Gen-Y candidates, for example, who are particularly active in the social media space, aretypically comfortable with having their personal and professional lives overlap on theInternet. Hiring managers need to be aware that Gen-Yers may share personal informationabout themselves online more freely than other professionals.6. Not recognizing the time commitment:Social networking sites are communities, which means it can take months to buildrelationships with users – especially if you are a business. Managers who go in withoutconsidering the potential time commitment involved in forming useful relationships usingFacebook and other social media will meet with an unpleasant reality. While simply jumpinginto the social media space is relatively easy, it is not the panacea many hiring managers maythink. The most successful hiring strategies depend on a combination of resources thatinclude both high-tech and high-touch approaches.15 | P a g e
    • SOCIAL MEDIA RECRUITMENT TRENDS IN INDIAInterestingly, Social Media as a channel for recruitment is still in its nascent stage. There isno limit to how we can use it. Unquestionable, Social Media has a good potential inrecruitment the right candidates for companies, however, they must be on guard and takeappropriate measures in case of adverse situations. HR firm, Kelly Services says, more than one-in-five job aspirants in India accesssocial networking sites to hunt for the right job. Another hiring major Ma Foi Randstad statesthat about 87% if Indian Employees use social media to find information about anorganization’s work culture.According to global workforce solutions leader, Kelly services latest survey with socialnetworking having caught on in a big way, going through classifieds, meeting prospectiveemployers over lunch, calling companies and getting connected to the HR department are allroutines that seem passé. Using bump on your smartphone to exchange professional details,tweeting or posting on your Facebook walls are the new ways to hire or get hired. More thanone in five job aspirants surveyed in India accesses social networking sites to hunt for theright job.And interestingly, employees in the income brackets of Rs. 2 to 5 lakh p.a. and Rs. 5 to 10lakh p.a. are seen the top users of these sites. Social Media has become a potential tool forboth employer and employees and as low cost high return options. Social networking hascompletely revolutionized the way people look out for work and scout for information aboutthe work culture of an organization. However, there is also anxiety among many of thesefolks about their potential career fallout from personal content on these sites. While socialmedia is active as an employment tool, the rampant postings on these sites can equally bedisastrous for careers.“ Up to 2% of hiring takes place using social networking platforms but this figure will jumpto 10-20% in few years, MBA driven industries such as marketing and finance have latchedon to social networking for recruitment but the picture is set to change as more industries joinin.The opportunities are there for you to explore and it goes both ways for the employer andemployee. Mr. Harsh Natekar, who got his big break in an IT firm through Facebook says, “ Iprefer using social networking to posting my CV on a zillion of job sites and getting jobalerts, I didn’t even apply for” a leading IT company messaged him on Facebook to forwardhis CV and there was no looking back. Previously he gave first preference to traditionalhiring methods, like applying through job sites and newspaper classifieds, but after securing ajob via Facebook he does recommend it to others. Likewise you just have to be tactful howyou proceed after you have got a response. Despite the fact that most of the companieschoose social media for searching talent pool, industries such as Manufacturing, Oil and Gasprefer traditional Recruitment methods because they need people with customized skill sets.For jobs in the realm of media, technology, writing, producing and the like, the talent pool isonline. Though traditional ways of hiring will exits for a long time to come, third partyrecruiter are hoping onto the social networking bandwagon to get the best of talent theirexists.Social networking soon will be an indispensable part of hiring process. It is cheap, does notrequire setting up of an office, saves on finances and is prompt and efficient. Many startup’sare using social networking tools to hire. For them, money is dear and going viral online with16 | P a g e
    • job vacancies helps them utilize the finance in building the company. More than anythingelse, this “ Quick and easy” method of recruitment as its own dedicated following. Thetraditional way of hiring alarmingly boring and slow. Many a time, you apply for a job onlineonly to discover that the position is no longer available. On social networks things work inreal time, you know what you have applied for and are also aware that you will get a responsewithin a couple of days, in some cases in a few hours.Considering SMR as a Replacement for Traditional Recruitment.Many companies think rather perceive that SMR is a total solution to recruit the candidates,to be precise they feel it will help to replace the traditional recruitment process. However,SMR efforts should supplement, not replace the traditional interpersonal interaction becausethe candidate’s interpersonal skills are increasingly important for businesses, even inpositions such as Accounting & Finance. So, HR managers should understand the role ofinterpersonal interaction in the traditional recruitment to assess how individuals will fit withthe organisation and its corporate culture. These are not attributes a recruiter can exactlyestimate on Facebook or LinkedIn page.Questionnaire Analysis:Q1. Do you access internet daily? A. Yes B. NoAnalysis: As people started using 3G technology and they have PC or Laptop withintroduction of Wi-Fi 100% people surf internet on daily basis.Q2. Do you have your account in any of the following? A. Facebook B. Twitter C. LinkedIn D. Naukri.com E. Monster.com F. Any other please specify.Analysis: 65% of the population have their account on Facebook which means Facebook isone of the major social sites for individuals. And many of them access this site for updatingthemselves chatting and updating their technology background.Likewise 35% of working professionals as asked use LinkedIn and Twitter for networkingand also as it helps in updating themselves for any new opening in other organisations. Rest10% uses are online job portal.17 | P a g e
    • Q3. For what purpose you use Facebook, Twitter or LinkedIn? A. Chatting B. Updating oneself with what is happening in and around the world C. For Job openings D. Searching for old friends on these sites. E. Networking purpose with others for job F. Any other Please SpecifyAnalysis: 60% of population who’s Age between 15-25years access Facebook just forchatting and updating purpose and also for searching old friends. Remaining 40% workingprofessional use these sites for networking and job openings.Q4. How useful are these social sites for searching jobs or for recruitment? A. Very Useful B. Less Useful Analysis: 70% of the populations say that up to 2% of hiring takes place using social networking platforms but this figure will jump to 10-20% in few years, MBA driven industries such as marketing and finance have latched on to social networking for recruitment but the picture is set to change as more industries join in. And remaining 30% of population looks for print media.Q5. Do you think these social sites will soon replace print media or job fairs? A. Yes B. NoAnalysis: 66% of working populations says as per the usage of internet and these social sitesit will definitely replace the print media in context of jobs. People will find easy to search forprospective candidates. And rest 34% will be of opinion that it won’t replace as it is in theform of written records and still many of them don’t access online.Q6. How frequently you use these sites? A. Everyday B. Once in a week C. Once in a month D. Once in a every six monthsAnalysis: 74% of the population visit daily to these websites for updating their profile. Andremaining 26% does visit due to busy schedule.Q7. Do you about Social Media Recruitment? A. Yes B. NoAnalysis: Only 40% of working population is aware about the social Media recruitment andrest crowd has no idea about the same so it is good opportunity to make the awarenessamong the masses.18 | P a g e
    • Conclusion:Social Media sites carries with it the distinct advantage of enabling companies to reinventthemselves- Internally to employees, as well as externally as a means of sourcing the besttalent. The most successful use of social media lies not only in researching the integration.While social media encompasses a host of corporate departments from marketing to customerservice, to public relations, human resources departments that are able to take corporateapplications of social media will enable their company to realize the greatest benefits in termsof recruitment, research and impact. Gen-Y or Gen-Next job seekers, who are active throughsocial media sites, are typically happy with having their personal, and professional profilesoverlap on the websites. Recruiters, who try to make a decision on potential candidatesruthlessly based on what they get about them online run the risk of rejecting outstandingcandidates, managers overlook that SM profiles are not well structured resumes. So, it isessential for HR professionals to invest time separating and maintaining both personal andprofessional online profiles of candidates.19 | P a g e
    • Bibliography & Webligraphy: 1. www.ebscohost.com 2. www.iupindia.com 3. HRM Review Journal20 | P a g e