Social Referrals and Technology


Published on

Slides presented by Steve Boese on June 9, 2011 for an HCI Webcast on Social Referrals for Recruiting.

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • So where do we find people for our positions?
  • Some data from the Career xRoads 2010 Source of Hire Report65% of all openings filled by internal movement and referralsJob Boards are not deadSocial Media is growing – especially among sources labeled as Direct Sourcing
  • 27.5% of external hires are attributed to referrals24.9% - job boards18.8% - career site7.2% - college5% - direct sourcing
  • Full stats from CareerXroads report
  • Feeding the network = valueContent across the web littered with these sharing buttonsSyndication of content has never been easier
  • Section front page of Mashable – what is the ratio of content to ‘social sharing’ buttons
  • Social sharing comes to Corp Job Sites as well
  • But just ‘sharing’ on the social web is not enough. We know referrals can be enhanced by this kind of ease and widespread sharing capability
  • But I am not socialYES You ARE
  • Educate yourself (ask your kids)
  • 3. Find your voice you as a leader, or you company as an entity can really engage in the social space, you should take a little time to assess a few thingsWho am I? What am I comfortable sharing? How and in what forums do I think I may prefer to engageWhat is our company like? Are we kind of traditional and proper? If so, do our customers and employees expect and demand that?
  • 2. Engage
  • 5
  • Help us find the next VP of Product that will be the critical role in driving us from a $1M to a $100M company
  • Tell the stories of success – and not just what happened – but the business results as wellLet different constituents play – new hires, alumni, execs, customers, - all are sources todayTypical sourcing, assessing, interviewing process in terms of time, costs and outcomes compared to the same metrics on internal referral
  • Strategy based on the goal and the selected metric
  • Tracking toolsOnce you get past about, 20 of these, managing them in Excel will start to drive you insaneWhat do you want to track?Activity – promotion, sharing, clicks, forwards, applications, qualified applicants, hires – and time it takes to produceResults – source analysis, even the data cited in the start of this presentation, is notoriously shaky. But many of the modern tools provide full custom creation of links, tracking link sharing activity, and the corresponding actions taken. They take the guess work out of source tracking to a large extent.What should happen? More referral hires, better quality candidates, more activity on corporate recruiting outposts, more engaged staff.
  • To make ‘social’ referral programs more effective, in addition to the tools, you have to think about some behavioral, organizational, and cultural issues – you have to embrace ‘social’
  • Technology that enables social sharing across platformsHootSuite,Tweetdeck, Seesmic, Social Sprout
  • Tools that facilitate sharing need to be simple, intuitive, and not seeming to encroach on employee privacy concerns.
  • Having a dedicated social referral tool or platform goes a long way to mitigating these concerns. The social sharing and activity is always in context, i.e., sharing information about jobs, the company, or content etc.
  • Contact
  • Social Referrals and Technology

    1. 1. The Social Referral<br />Referrals Powered by Social Media<br />Steve Boese<br />June 9, 2011<br />
    2. 2.
    3. 3. 1: Hello<br />2: Sourcing<br />3: Context<br />4: Problems<br />5: Possibilities<br />6: Social<br />7: Goodbye<br />
    4. 4. Steve Boese<br />HR Technology Guy<br />Host of the HR Happy Hour Show<br />Writer on Fistful of Talent<br />Barbecue Enthusiast<br />
    5. 5.
    6. 6.
    7. 7. Just over half of<br />all hires are<br />filled by internal<br />movement<br />Source – CareerXroads 2011 Source of Hire Report<br />
    8. 8. 27.5<br />Percent of external hires attributed to referrals<br />
    9. 9.
    10. 10.
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19. We know employee and other referral programs work. We strive to increase the percentage of external hires filled via referral and the numbers of individuals participating. <br />But… <br />(there is always a but…)<br /> <br />
    20. 20.
    21. 21. Problem 1:<br />Communication<br />What jobs are open (especially the critical ones)<br />What are the profiles<br />(not your lazy brother-in-law)<br />What is the progress/status<br />(chances are your referrers don’t know)<br />
    22. 22. Problem 2:<br />Alignment<br />Link to areas of business need<br />(targeted areas of pain with comms, incentives)<br />Not allowing everyone to play<br />(and not penalizing the party poopers)<br />Understanding the impact<br />(can’t I just use<br />
    23. 23. Problem 3:<br />Participation<br />People are busy<br />(especially the ‘important’ ones)<br />What’s In It for Me?<br />(I am tired of it too, but get over it)<br />Do I believe this IS a good place to work?<br />(this is kind of important)<br />
    24. 24. Problem 4:<br />Measurement<br />Statistics first<br />(numbers, qualified leads, interviews, offers)<br />What is the impact?<br />(cost reduction, time to fill, quality of hire)<br />How can we improve?<br />(without data, hard to refine)<br />
    25. 25.
    26. 26. Approach1:<br />Communication<br />Targeted communications<br />(connect critical job to business objectives, hot jobs, key markets)<br />Not all, but who<br />(make it clear who we are looking for, use algorithms to help)<br />Report and feedback<br />(central admin, referral portal, ease of use, priority interviews)<br />
    27. 27. Approach 2:<br />Alignment<br />Tell stories<br />(Joe, VP of Marketing, referred by Mary, Director of Sales)<br />Embrace the ecosystem<br />(you still try and sell to old customers, right?)<br />Give the stats<br />(chances are your referrers don’t know, tools will make this possible)<br />
    28. 28. Approach 3:<br />Participation<br />Make it simple to play<br />(email alerts, one-click referrals, easy tracking)<br />Clear value play<br />(cash, more effective team, recognition, ease of tracking – blend and serve)<br />Why do you love working here?<br />(at the core – making us all more successful)<br />
    29. 29. Approach 4:<br />Measurement<br />Tools for tracking activity<br />(can’t manage what you don’t measure, <br />sorry it’s true in this case)<br />Assess the impact<br />(baseline first, then measure and interpret)<br />Improve and Refine<br />(Data on activity and impact analysis are the guides)<br />
    30. 30.
    31. 31. What about social?<br />
    32. 32. Encouragement<br />You can’t really have an effective social referral program if your employees are not allowed, empowered, and encouraged to participate professionally with social technology.<br />‘Friend us on Facebook when you get home’ is not really a winning strategy<br />The most effective social referral programs will be a reflection and a hallmark of the most successful ‘social’ organizations.<br />
    33. 33. What’s worth sharing?<br />Beyond job listings, make sure you offer referral program participants other opportunities to share and create<br />Evolved social referral programs are like evolved social recruiting efforts – engagement, value, interaction<br />Use sharing tools, syndication, tutorials etc. to make it really easy to get employees to act as ambassadors.<br />
    34. 34. Manage the Networks<br />There are lots of options, opportunities, and considerations to assess with social referrals. Have at least one person to manage, coordinate, coach, and monitor.<br />Consider creating and providing training and coaching to help critical employees develop their networks that can be leveraged for referrals<br />Stay on top of what is working and what isn’t. Barriers are low, so be willing to experiment and adapt.<br />
    35. 35. Accept the inevitable<br />In social referral programs, and with social in general, there will be mistakes, slip-ups, embarrassments. (#weinergate, #kennethcole, #whateverhappenedtoday)<br />But using these as an excuse or barrier to participation is the easy way out, and a poor use of a valuable resource<br />Have a policy, create a central ‘go-to’ person, coach ‘em up, but don’t let fear or uncertainty lead to inaction<br />
    36. 36.
    37. 37. Let’s Review:<br />Sourcing is changing <br />(but slowly)<br />Referrals are critical<br />(and getting more complex to manage)<br />Tools can help manage, optimize, measure, and scale social referral programs<br />
    38. 38. &<br />
    39. 39.
    40. 40. Don’t be a stranger….<br />Steve Boese - @SteveBoese<br /><br /><br /><br /><br />