LHH HR Network 040411 - Social Media in Recruiting


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Presentation given to Lee Hecht Harrison HR Network on April 4, 2011. It shares information on how social media can be used by job seekers based on how corporate recruiters are using the tools.

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  • Thank Paul When Paul approached me about presenting today, he talked about wanted to address this whole area of Talent Community and in particular, having me cover the questions: Why Deluxe saw a need for a Talent Community Manager What was the process to make this happen How we went about finding the right person How is it going
  • “Checks.” Of course. How many of you have written personal or business checks on a “Deluxe” branded check? [Nearly 100%.] How many of you are carrying a checkbook? How many of you will write a check today? How many of you never write checks? (millennial/college students in the room) Did you notice how many hands were in the air when I asked if you’ve ever written a Deluxe check? Now look around … That drop in hands tells you almost everything you need to know about the need to transform our business We’re very proud of our checks heritage and all our check innovation, but while checks continues to be the perception of Deluxe, the reality is … 04/05/11
  • What can I tell you? Deluxe is a new normal pioneer! Look at the recent clippings on our company… NOTE: Alternative format can be found in Option B file, slides 1-2
  • 04/05/11
  • 04/05/11
  • LHH HR Network 040411 - Social Media in Recruiting

    1. 1. Job Search Landscape using social media Twitter - @Deluxejobs / @oceansprayed
    2. 2. <ul><li>Learn </li></ul>What Are You Looking to Learn?
    3. 3. <ul><li>A New Recruiting Role within Corporations: Community Manager & Why it’s Important to you </li></ul><ul><li>Deluxe Corp and Social Media Recruiting </li></ul><ul><li>Your Personal Brand </li></ul><ul><li>Three Logical Places to Start </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
    4. 5. http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
    5. 6. Perception Why Deluxe?
    6. 7. A New Normal Pioneer Last 2 years were truly the Great Depression for us Deluxe’s recession began more than a decade ago CHANGE OR DIE… Pioneer a new normal or cease to exist A New Normal Pioneer Why Deluxe? In 2010, Deluxe will go from Rodney Dangerfield to Bob Hope – Beth Lilly, 12/31/09 Few businesses have as much of a dank buggy-whip aroma… 9/21/09 Do you think they understand no one writes checks anymore? 12/30/09
    7. 8. The New Deluxe
    8. 9. And the new recruiting role is… Celebrity Manager Turning Job Seekers Into Crazed Fans -Paul Jacobs- Market our Jobs and Brand as Aggressively as we do our Products and Services
    9. 10. Employer Branding & Marketing are #1
    10. 11. Crazed job seekers (fans) running toward us
    11. 12. Win over the hearts & minds of job seekers (fans)
    12. 13. Feed the addiction of current fans
    13. 15. <ul><li>Change in the type of talent needed at Deluxe </li></ul><ul><li>Shift to market driven economy </li></ul><ul><li>Generational shift (Millennial and Gen C) </li></ul><ul><li>Rapid pace of innovation </li></ul><ul><li>Employer brand management in the digital age </li></ul><ul><li>Gain Credibility with the talent we are trying to attract </li></ul>Why are we doing it?
    14. 16. <ul><li>Become a Recruiting Organization </li></ul><ul><li>Source and hire the Best Candidates (high quality) </li></ul><ul><li>Enhance the candidate experience </li></ul><ul><li>Promote the culture change at Deluxe </li></ul><ul><li>Lower time to fill and cut job board spend </li></ul><ul><li>Increase employee Retention/Engagement </li></ul><ul><li>Help drive Brand Awareness </li></ul>What are the expected goals?
    15. 17. Recruiting Transformation
    16. 18. Deluxe Talent Community
    17. 19. Grow and gain a competitive advantage through talent communities by promoting the “New Deluxe” and our company culture. Expand our reach by interacting with candidates where they ‘live’ online. Digital campaigns to target hard-to-fill and high priority openings Build an ongoing pipeline of potential talent by providing value, improving the candidate experience, and nurturing ongoing relationships. Engage Pipeline Build Relationships Survey, track and measure the results of our online efforts to better understand candidate behavior and target spend. Transform Deluxe into a “Recruiting Organization” through Social_ERP; Video; Ambassador Program; and Training. Culture Talent Deluxe Talent Community Strategy Source Measure Online  initiatives that help us identify, engage, and convert highly desirable candidates Majority of the Talent Pool is Passive at any given time (build relationships with this group) Attract Brand Every Employee Views Themselves as a Recruiter Our Employment Brand is not what we say it is … it’s what people tell us it is
    18. 20. Awareness Consideration Conversion New Hire Training Referrals Social Ambassadors Culture Keepers Turn Employees into Evangelists Turn Candidates into Customers Net Promoters
    19. 21. Twitter Accounts Hashtag Groups LinkedIn Groups Facebook Groups / Ads Associations Blogs Companies Conferences ATS/Talent Community Digital Campaign
    20. 23. Rapidly putting Deluxe in the lead! Google Chrome Reader TweetDeck Wordle Flavors me Slacker/Pandora Mashable / Seths Blog Post-it notes Flip Klout Bump
    21. 24. The Customer <ul><li>now interacts with brands where they live online </li></ul><ul><li>• Facebook </li></ul><ul><li>• Twitter </li></ul><ul><li>• LinkedIn </li></ul><ul><li>• YouTube </li></ul><ul><li>• Blogs </li></ul>
    22. 25. The Brand <ul><li>Must become proactive and socially present online to provide value for the customer </li></ul>
    23. 26. The Customer <ul><li>Will find great value utilizing social media during the job search </li></ul>• Learn • Connect • Be Heard • Find Assistance • Land a Job
    24. 27. The Brand <ul><li>Will discover the extraordinary value of social media in customer relationships </li></ul>• Brand Awareness • Attraction and Retention • Talent Engagement • Recruiting
    25. 28. Facebook <ul><li>Content and Engagement Hub </li></ul>• Company News • Department Features • Job Openings • Customer Interaction • Work Advice • Contest
    26. 29. Company News
    27. 30. Department Features
    28. 31. Job Openings
    29. 32. Customer Interaction
    30. 33. Work Advice
    31. 34. LinkedIn <ul><li>Recruiting & Advertising Tool </li></ul>• Customer Interaction • Job Promotions • Source Candidates • Group Discussions
    32. 35. Customer Interaction
    33. 36. Job Promotions
    34. 37. Group Discussions
    35. 38. Twitter <ul><li>Content Buzz </li></ul>• Company News • Job Openings • Industry Chats • Increase Site Traffic • Customer Interaction
    36. 39. Organizing Tweets
    37. 40. YouTube <ul><li>Online Video Catalogue </li></ul>• Job Descriptions • Company Events • Department Snapshots • How-To’s
    38. 41. Blog <ul><li>Talent Community Media Database </li></ul>• Company Articles • Audio Podcasts • Culture Videos • Employee Snapshots
    39. 42. Audio Podcasts
    40. 43. Workplace Articles
    41. 44. Culture Videos
    42. 45. Take time to figure out why an employer should hire you – what sets you apart Write a simple paragraph that defines you/ROI Differentiate yourself with Social Media
    43. 46. The power to define and control a brand is shifting from corporations and institutions to individuals and communities
    44. 47. VisualCV.com
    45. 48. Flavors.me
    46. 49. I got my Job Through Social Media <ul><li>http://www.youtube.com/watch?v=fJtHKpoCWPM </li></ul><ul><li>http://www.youtube.com/watch?v=xKIINjZHrDE </li></ul>David Cohen  took a risk and used Facebook IM to ping a contact — merely a friend of a friend — when he learned that the man in question had recently started his own Internet marketing agency. Prior to that small act of bravery, Cohen, a recent college graduate, had spent months looking for a job with no success. The social media maneuver, however, ended up making all the difference.
    47. 50. I LOST my Job Through Social Media
    48. 52. > Q&A
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