AHRI - Social Media for Recruitment
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@eddiegramm presents at the #AHRITECH conference October 2011

@eddiegramm presents at the #AHRITECH conference October 2011

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AHRI - Social Media for Recruitment Presentation Transcript

  • 1. Social Media for Recruitment
    @eddiegramm
    #AHRITECH
  • 2. Interactive, Hands on, Collaborative
    Get curious – Ask questions
    If you don’t ask, I will 
    Smiles
    Expectations
  • 3. Social media agency – 4 years old
    Team of 16 and growing
    Designers, Strong web / facebook development team, Strategists, Planners, Analyists and Account managers.
    Who are we?
  • 4. Senior Social Media Consultant
    Recruiter – Digital Design & Advertising
    BDM
    Sales
    …And more 
    About me
  • 5. Which company are you from?
    1 thing that you want to take away from today?
    1 Question?
    Who Are you?
  • 6. What is Social Media?
    Benefits of Social Media for HR / Recruiters
    Defining measurable objectives
    Monitoring
    Social Media Policy
    Style guide
    Crisis management
    Channel Integration
    Resourcing
    Twitter, facebook, Youtube, LinkedIn
    Questions!
    What we will cover today!
  • 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
    Social media is life online Michelle Digital
    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
    It’s sharing and collaboration via SN tools.
    What is Social Media?
  • 8. Biggest cultural shift we’ve ever lived through…it’s not social media…it’s the internet…and it’s still a baby!
    You need to keep up!
  • 9. Almost 40% of Australians are now interacting with companies via social networking sites – Source Nielson
    State Of Our Nation
  • 10. Number of Australian’s utilising Social Media is estimated at 9.9 million – March 2011.
  • 11. Per Capita
    7 hours, 19 min, 13 secs per month
    Australians are The Biggest Users Of Social Media
  • 12. 86% of Australians online are looking to fellow users for opinions and information about products, services and brands.
  • 13. More content is created every 48 hours, than what was created from the beginning of time until 2003!
    Content
  • 14. Humanise the logo
  • 15.
  • 16. Same rules as before
  • 17. 1 on 1 – Immediate connection
  • 18. Social media can shape the way that we make our decisions on a day-to-day basis
    Job seekers’ rubbish radar is so much higher than what it was 5 years ago.
    They know what’s going on!
  • 19. Tap into conversation that’s already happening & have a voice
    Build a network of Job seekers
    Add value / care!
    Change perceptions / sentiment
    Give relevant facts
    Build the brand / brand values further
    Engage on a larger scale
    Low cost - bigger bang for buck
    Find & attract top talent!!!
    Opportunities for HR / Recruiters
  • 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.
    Risks
  • 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.
    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.
    What is a Social Media Policy?
  • 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.
  • 23. It is beneficial for employees to have their input into the policy.
    To share insight and opinions from the experience they have had working at the company or their department.
    Employees are a fantastic resource
  • 24. Two approaches to creating a social media policy. 
    1) Complete social media policy that addresses all currently available social mediums. 
    2) Write polices as you need them.
  • 25. Get Legal's Involved!
  • 26. State the policy
    Follow with a bulleted breakout of the key points.
    Let employees know there has been a change to the employee agreement that each employee signed when they were hired.
    E-mail sent to all employees including a copy of the new policy or a link to where they can reference the policy. 
    Make the policy visual via video/Youtube
    Host on website – Facebook page in app?
    Have a social media module for every employee - Frequently
    Webinars?
    Implementation
  • 27. Policy
    Dept of Justice Policy - http://www.youtube.com/watch?v=8iQLkt5CG8I
  • 28. Create social media steering group
    Foresee what could go wrong
    Have strategies in place to address a crisis
    Tackle head on most of times – be authentic
    Who? On what platform? In what timeframe? E.g. – Domino’s Pizza incident
    Use monitoring tools for Crisis Management
    Crisis Management
  • 29. Workers fired for Domino's prank video
  • 30. Dominos CEO video
  • 31.
  • 32. Your Social Media program - Half Hearted Approach doesn’t cut it!
  • 33. Social Media Strategy
  • 34. Goals – e.g. connect with top talent, increase database, increase brand awareness
    Measurable objectives – e.g. 20 new candidates per week
    Identify metrics – e.g. no. of twitter followers
    Look at current strategies – possible integration
    Measure success – e.g. conversion rates
    ROE and ROI (if necessary) – e.g. number of conversations or Klout Score
    Small wins using social media VS full social media program
    Strategy
  • 35. Objectives - SMART.
    Specific = we want to increase candidates of X through X platform
    Measurable = we want to increase candidates by 20% or X units
    Achievable = we want to improve on last time by a x amount
    Realistic = we have set aside X resources which should mean X success
    Timely = we have allowed X time to meet these objectives which is feasible
    Be clear what success looks like
  • 36. Listen – monitor / measure
    Strategy
    Policy, Style Guide, Crisis Management
    Resourcing
    Platform set up – profile management
    Integration / Campaigns
    Monitoring / Reporting
    Social Media Excellence
  • 37. Elements
  • 38. Integrate Marketing / Communications /Recruitment activations
    Ensure all social media platforms are ‘talking to each other’ in some manner.
    Website
    Mobile devices
    TVC’s / Radio / Print
    Integration
  • 39. What is it?
    Listening, defining the social landscape – find out where relevant conversation is happening eg. Twitter/forums
    Why listen?
    Gain understanding of conversation, sentiment& platforms.
    To assist in writing a social media strategy/policy
    Connect with your industry – different platforms for different industries
    Monitoring
  • 40. Platforms
  • 41. Snap Shot Report
  • 42. SocialMention.com
    Search.Twitter.com
    Research.ly
    Klout.com
    Google alerts
    Twellow
    Bit.ly
    Free Monitoring Tools
  • 43. Active Candidates
    Passive Candidates
    Permanent
    Freelance / Contract
    Identify Categories
  • 44. Define valuable / shareable content & relevance e.g. job postings on twitter
    Define platforms to be used
    Consistency – Style Guide
    Encourage colleagues to identify opportunities
    Find & follow Influencers
    Engagement Strategy
  • 45. Use Radian 6 – or other monitoring platform
    Klout, twitter.com/search etc
    Outline an outreach list
    Find, follow & engage these people
    Continue to build your network
    Identify influencers & build your network
  • 46. Analyse Adapt Improve
  • 47. Twitter
    Facebook
    LinkedIn
    YouTube
    Tweetdeck / Hootsuite
    Bitly.com
    Platforms & tools
  • 48. @ - what does an @ mean? when would you @ message?
    What does an RT mean? How can we use RT
    DM – when would you use a DM?
    Lists – Creating great lists?
    Favourite – when would you favourite a post?
    Hashtags & #FF – follow Friday 
    Twitter – What? How?
  • 49. Twitter Example
  • 50. Twitter Example - Optus
  • 51. Followers / Following
    Number of retweets
    Number of mentions
    Number of favourites
    URL Click thoughs
    Referral of traffic to Facebook page / Website
    Amount of Jobs placed
    Twitter Metrics
  • 52. A recruitment tool??
    How can we use it?
    Provides insight into company culture
    A forum for discussions
    Work for us Tab
    Highly measurable via Facebook insights
    Facebook
  • 53. Facebook Example – Deloitte iPhone app
  • 54.
  • 55. Highly targeted
    PPC model – can pre-define spend
    Can be used as a job ad
    Can bring awareness to Facebook page
    Measurable results via Facebook insights
    Facebook Ads
  • 56. Facebook Ads
  • 57. Page Likes
    Comments
    Engagement
    In app usage
    Demographic
    Placements via ‘Work For Us’
    Facebook Metrics
  • 58. A Professional Network as opposed to a social network
    Can post jobs
    Great search functionality
    Easy to source the best talent but difficult to engage
    Limited connectivity
    Need to upgrade to send ‘Inmail’
    Using the ‘groups’ functionality
    LinkedIn
  • 59. Number of Connections
    Number of Groups joined
    Comments in discussions
    Not a lot of easily accessible metrics
    LinkedIn Metrics
  • 60. Number of Connections
    Number of Groups joined
    Comments in discussions
    Not a lot of easily accessible metrics
    LinkedIn Metrics
  • 61. Advertised through EDM’s & Website
    Fish where the fish are
    Gain an insight into skills, personality & passion
    Less candidates to filter through
    YouTube – St George Dragons
  • 62. Wendall Promotes - http://www.youtube.com/watch?feature=player_embedded&v=s4pUhWbMQRA
    Dragon 1 - http://www.youtube.com/watch?feature=player_embedded&v=1990WWMPlBI
    Dragon 2 - http://www.youtube.com/watch?feature=player_embedded&v=cYUiEd_IRsQ
    Dragon 3 - http://www.youtube.com/watch?feature=player_embedded&v=u3qh207etVo
  • 63. contact usthinktankmedia.com.au 03 90231487(03) 90231487