AHRI - Social Media for Recruitment


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@eddiegramm presents at the #AHRITECH conference October 2011

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AHRI - Social Media for Recruitment

  1. 1. Social Media for Recruitment<br />@eddiegramm<br />#AHRITECH<br />
  2. 2. Interactive, Hands on, Collaborative<br />Get curious – Ask questions<br />If you don’t ask, I will <br />Smiles<br />Expectations<br />
  3. 3. Social media agency – 4 years old<br />Team of 16 and growing<br />Designers, Strong web / facebook development team, Strategists, Planners, Analyists and Account managers. <br />Who are we?<br />
  4. 4. Senior Social Media Consultant<br />Recruiter – Digital Design & Advertising<br />BDM<br />Sales<br />…And more <br />About me<br />
  5. 5. Which company are you from?<br />1 thing that you want to take away from today?<br />1 Question?<br />Who Are you? <br />
  6. 6. What is Social Media?<br />Benefits of Social Media for HR / Recruiters<br />Defining measurable objectives<br />Monitoring<br />Social Media Policy<br />Style guide<br />Crisis management<br />Channel Integration<br />Resourcing<br />Twitter, facebook, Youtube, LinkedIn<br />Questions!<br />What we will cover today!<br />
  7. 7. Media is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication About.com<br />Social media is life online Michelle Digital<br />Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests ProPR<br />It’s sharing and collaboration via SN tools.<br />What is Social Media?<br />
  8. 8. Biggest cultural shift we’ve ever lived through…it’s not social media…it’s the internet…and it’s still a baby!<br />You need to keep up!<br />
  9. 9. Almost 40% of Australians are now interacting with companies via social networking sites – Source Nielson<br />State Of Our Nation<br />
  10. 10. Number of Australian’s utilising Social Media is estimated at 9.9 million – March 2011.<br />
  11. 11. Per Capita<br />7 hours, 19 min, 13 secs per month<br />Australians are The Biggest Users Of Social Media<br />
  12. 12. 86% of Australians online are looking to fellow users for opinions and information about products, services and brands. <br />
  13. 13. More content is created every 48 hours, than what was created from the beginning of time until 2003!<br />Content<br />
  14. 14. Humanise the logo<br />
  15. 15.
  16. 16. Same rules as before<br />
  17. 17. 1 on 1 – Immediate connection<br />
  18. 18. Social media can shape the way that we make our decisions on a day-to-day basis <br />Job seekers’ rubbish radar is so much higher than what it was 5 years ago.<br />They know what’s going on!<br />
  19. 19. Tap into conversation that’s already happening & have a voice<br />Build a network of Job seekers<br />Add value / care!<br />Change perceptions / sentiment<br />Give relevant facts<br />Build the brand / brand values further<br />Engage on a larger scale<br />Low cost - bigger bang for buck<br />Find & attract top talent!!!<br />Opportunities for HR / Recruiters<br />
  20. 20. "Social media may be a huge opportunity for your employees to help build your company's brand, but let's not forget that there also exists a tremendous risk for individual employees to inadvertently damage the company's brand and by defining a set of guidelines you help mitigate that risk.” Quote: Mario Sundar, community evangelist at LinkedIn.<br />Risks<br />
  21. 21. Social Media Policy is a legally binding document, communicated to an organisation’s employees, setting out the way in which employees are to participate on Social Networking Sites and the rules that the Organisation wants to apply. <br />Social media policy lets employees know what they need to know in order to communicate the company message effectively, and what they should and should not do.<br />What is a Social Media Policy?<br />
  22. 22. The policy should be more about what employees can do and best practices for social media use rather than all the things employees can't or shouldn't do on social media.<br />
  23. 23. It is beneficial for employees to have their input into the policy.<br />To share insight and opinions from the experience they have had working at the company or their department.<br />Employees are a fantastic resource<br />
  24. 24. Two approaches to creating a social media policy.  <br />1) Complete social media policy that addresses all currently available social mediums.  <br />2) Write polices as you need them.<br />
  25. 25. Get Legal's Involved!<br />
  26. 26. State the policy <br />Follow with a bulleted breakout of the key points.<br />Let employees know there has been a change to the employee agreement that each employee signed when they were hired.<br />E-mail sent to all employees including a copy of the new policy or a link to where they can reference the policy. <br />Make the policy visual via video/Youtube<br />Host on website – Facebook page in app?<br />Have a social media module for every employee - Frequently<br />Webinars?<br />Implementation<br />
  27. 27. Policy<br />Dept of Justice Policy - http://www.youtube.com/watch?v=8iQLkt5CG8I<br />
  28. 28. Create social media steering group<br />Foresee what could go wrong<br />Have strategies in place to address a crisis<br />Tackle head on most of times – be authentic<br />Who? On what platform? In what timeframe? E.g. – Domino’s Pizza incident<br />Use monitoring tools for Crisis Management <br />Crisis Management<br />
  29. 29. Workers fired for Domino's prank video<br />
  30. 30. Dominos CEO video<br />
  31. 31.
  32. 32. Your Social Media program - Half Hearted Approach doesn’t cut it!<br />
  33. 33. Social Media Strategy<br />
  34. 34. Goals – e.g. connect with top talent, increase database, increase brand awareness<br />Measurable objectives – e.g. 20 new candidates per week<br />Identify metrics – e.g. no. of twitter followers <br />Look at current strategies – possible integration<br />Measure success – e.g. conversion rates<br />ROE and ROI (if necessary) – e.g. number of conversations or Klout Score<br />Small wins using social media VS full social media program<br />Strategy<br />
  35. 35. Objectives - SMART.<br />Specific = we want to increase candidates of X through X platform<br />Measurable = we want to increase candidates by 20% or X units<br />Achievable = we want to improve on last time by a x amount<br />Realistic = we have set aside X resources which should mean X success<br />Timely = we have allowed X time to meet these objectives which is feasible<br />Be clear what success looks like<br />
  36. 36. Listen – monitor / measure<br />Strategy<br />Policy, Style Guide, Crisis Management<br />Resourcing<br />Platform set up – profile management<br />Integration / Campaigns<br />Monitoring / Reporting<br />Social Media Excellence<br />
  37. 37. Elements<br />
  38. 38. Integrate Marketing / Communications /Recruitment activations<br />Ensure all social media platforms are ‘talking to each other’ in some manner.<br />Website<br />Mobile devices<br />TVC’s / Radio / Print<br />Integration<br />
  39. 39. What is it? <br />Listening, defining the social landscape – find out where relevant conversation is happening eg. Twitter/forums<br />Why listen? <br />Gain understanding of conversation, sentiment& platforms. <br />To assist in writing a social media strategy/policy<br />Connect with your industry – different platforms for different industries<br />Monitoring<br />
  40. 40. Platforms<br />
  41. 41. Snap Shot Report<br />
  42. 42. SocialMention.com<br />Search.Twitter.com<br />Research.ly<br />Klout.com<br />Google alerts<br />Twellow<br />Bit.ly<br />Free Monitoring Tools<br />
  43. 43. Active Candidates<br /> Passive Candidates<br /> Permanent <br /> Freelance / Contract <br />Identify Categories<br />
  44. 44. Define valuable / shareable content & relevance e.g. job postings on twitter<br />Define platforms to be used<br />Consistency – Style Guide<br />Encourage colleagues to identify opportunities<br />Find & follow Influencers<br />Engagement Strategy<br />
  45. 45. Use Radian 6 – or other monitoring platform<br />Klout, twitter.com/search etc<br />Outline an outreach list<br />Find, follow & engage these people<br />Continue to build your network<br />Identify influencers & build your network<br />
  46. 46. Analyse Adapt Improve<br />
  47. 47. Twitter<br />Facebook<br />LinkedIn<br />YouTube<br />Tweetdeck / Hootsuite<br />Bitly.com<br />Platforms & tools<br />
  48. 48. @ - what does an @ mean? when would you @ message?<br />What does an RT mean? How can we use RT<br />DM – when would you use a DM?<br />Lists – Creating great lists?<br />Favourite – when would you favourite a post?<br />Hashtags & #FF – follow Friday  <br />Twitter – What? How?<br />
  49. 49. Twitter Example <br />
  50. 50. Twitter Example - Optus<br />
  51. 51. Followers / Following<br />Number of retweets<br />Number of mentions<br />Number of favourites<br />URL Click thoughs<br />Referral of traffic to Facebook page / Website<br />Amount of Jobs placed<br />Twitter Metrics <br />
  52. 52. A recruitment tool??<br />How can we use it?<br />Provides insight into company culture<br />A forum for discussions<br />Work for us Tab<br />Highly measurable via Facebook insights<br />Facebook<br />
  53. 53. Facebook Example – Deloitte iPhone app<br />
  54. 54.
  55. 55. Highly targeted<br />PPC model – can pre-define spend<br />Can be used as a job ad<br />Can bring awareness to Facebook page<br />Measurable results via Facebook insights<br />Facebook Ads<br />
  56. 56. Facebook Ads<br />
  57. 57. Page Likes<br />Comments<br />Engagement<br />In app usage<br />Demographic<br />Placements via ‘Work For Us’<br />Facebook Metrics<br />
  58. 58. A Professional Network as opposed to a social network<br />Can post jobs<br />Great search functionality<br />Easy to source the best talent but difficult to engage<br />Limited connectivity <br />Need to upgrade to send ‘Inmail’<br />Using the ‘groups’ functionality<br />LinkedIn<br />
  59. 59. Number of Connections<br />Number of Groups joined<br />Comments in discussions<br />Not a lot of easily accessible metrics<br />LinkedIn Metrics<br />
  60. 60. Number of Connections<br />Number of Groups joined<br />Comments in discussions<br />Not a lot of easily accessible metrics<br />LinkedIn Metrics<br />
  61. 61. Advertised through EDM’s & Website<br />Fish where the fish are<br />Gain an insight into skills, personality & passion<br />Less candidates to filter through<br />YouTube – St George Dragons<br />
  62. 62. Wendall Promotes - http://www.youtube.com/watch?feature=player_embedded&v=s4pUhWbMQRA<br />Dragon 1 - http://www.youtube.com/watch?feature=player_embedded&v=1990WWMPlBI<br />Dragon 2 - http://www.youtube.com/watch?feature=player_embedded&v=cYUiEd_IRsQ<br />Dragon 3 - http://www.youtube.com/watch?feature=player_embedded&v=u3qh207etVo<br />
  63. 63. contact usthinktankmedia.com.au 03 90231487(03) 90231487<br />