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Social media and recruitment
 

Social media and recruitment

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How real and relevenent is social media as a recruitment channel for global recruiters. This presentation at Teneo's Future of Recruitment Seminar in Barcelona 2011 gives real insight into how it is ...

How real and relevenent is social media as a recruitment channel for global recruiters. This presentation at Teneo's Future of Recruitment Seminar in Barcelona 2011 gives real insight into how it is being used and outline strategies to help recruiters.

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  • Time Magazine http://bit.ly/gKArcx Iranians Protest Election, Tweeps Protest CNN Posted by  JAMES PONIEWOZIK  Monday, June 15, 2009 at 10:03 am 29 Comments  •  Trackback (15) Over the weekend, as protests over the alleged re-election win of Mahmoud Ahmadinejad swelled in Iran, reports on the unrest in the country  leaked out onto Twitter . (Even as the government of that country was evidently restricting access to opposition websites and text-messaging.) But in the Twitterverse,  a separate uprising took place , as tweets marked with the hashtag  #cnnfail  began tearing into the cable-news network for devoting too few resources to the controversy in Iran.  By yesterday, the hashtag revolt began to subside, as CNN—coincidentally or not—increased its on-air coverage of events in Iran. Whether or not Twitter had anything to do with it, the protest did show a few things:  * As much talk as there is about Twitter and other social media supplanting the likes of CNN in covering breaking news, they're really another source rather than a replacement—and Twitter users know that as well as anyone else. Thus, they want—and demand—big news organizations to step up, nimbly and responsively, to cover fast-changing events like this.  * If you follow the streams of tweets on the Iran election, they are unsurprisingly favorable to Mousavi, given that the conversation is dominated by Westerners and the sort of younger, urban Iranians who were Mousavi's base. One source of frustration seemed to be the reluctance of mainstream news organizations, CNN included, to quickly  question the legitimacy of the  vote—something hard to ascertain, however fishy things seemed, because Western news organizations don't have the kind of field polling and research in Iran that they do in, say, New Hampshire. (Outlets like the New York Times also came under fire on Twitter for coverage that readers thought were too credulous of the official results.)  * As Baynewser points out, another failing of CNN's was its  failure to use its own Twitter feed  better. Too busy worried about the competition from   @aplusk ?  * Even if Twitter is not an out-and-out replacement for breaking news coverage by TV, it is determinedly now a big voice in real-time media criticism. If you were following the election story over the weekend, let us know if you thought any outlets did an especially good (or bad) job. Read more:  http://tunedin.blogs.time.com/2009/06/15/iranians-protest-election-tweeps-protest-cnn/#ixzz1BU21YxC1 NY Times Protest in Moldova http://www.nytimes.com/2009/04/08/world/europe/08moldova.html
  • The largest and most comprehensive survey of the global digital consumer ever Forrester social technographs
  • TALKING POINTS: We manage our resources internally by discipline (business units) and skill sets (engagement units) in order to achieve excellence.
  • http://blog.hubspot.com/blog/tabid/6307/bid/8594/Social-Media-Marketing-By-The-Numbers-Infographic.aspx?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+HubSpot+(HubSpot)
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • Transparency in every social media engagement. The Company does not condone manipulating the social media flow by creating "fake" destinations and posts designed to mislead followers and control a conversation. Every Web site, "fan page", or other online destination that is ultimately controlled by the Company must make that fact known to users and must be authorized according to applicable internal protocols in order to track and monitor the Company's online presence. We also require bloggers and social media influencers to disclose to their readers when we're associating with them, whether by providing them with product samples or hosting them at Company events, and we need to monitor whether they are complying with this requirement. Protection of our consumers' privacy. This means that we should be conscientious regarding any Personally Identifiable Info (PII) that we collect, incl. how we collect, store, use, or share that PII, all of which should be done pursuant to applicable Privacy Policies, laws and IT policies. Respect of copyrights, trademarks, rights of publicity, and other third-party rights in the online social media space, including with regard to user-generated content (UGC). How exactly you do this may depend on your particular situation, so work with your cross-functional teams to make informed, appropriate decisions. Responsibility in our use of technology. We will not use or align the Company with any organizations or Web sites that deploy the use of excessive tracking software, adware, malware or spyware. Utilization of best practices, listening to the online community, and compliance with applicable regulations to ensure that these Online Social Media Principles remain current and reflect the most up-to-date and appropriate standards of behavior. http://www.thecoca-colacompany.com/socialmedia/
  • unofficial online activities Adhere to the Code of Business Conduct and other applicable policies. All Company associates, from the Chairman to every intern, are subject to the Company's Code of Business Conduct in every public setting. You are responsible for your actions. Anything you post that can potentially tarnish the Company's image will ultimately be your responsibility. We do encourage you to participate in the online social media space, but urge you to do so properly, exercising sound judgment and common sense. Be a "scout" for compliments and criticism. Even if you are not an official online spokesperson for the Company, you are one of our most vital assets for monitoring the social media landscape. If you come across positive or negative remarks about the Company or its brands online that you believe are important, consider sharing them Let the subject matter experts respond to negative posts. You may come across negative or disparaging posts about the Company or its brands, or see third parties trying to spark negative conversations. Unless you are a certified online spokesperson, avoid the temptation to react yourself. Pass the post(s) along to our official in-market spokespersons Be conscious when mixing your business and personal lives. Online, your personal and business personas are likely to intersect. The Company respects the free speech rights of all of its associates, but you must remember that customers, colleagues and supervisors often have access to the online content you post. Keep this in mind when publishing information online that can be seen by more than friends and family,. Remember NEVER to disclose non-public information of the Company (including confidential information), and be aware that taking public positions online that are counter to the Company's interests might cause conflict. http://www.thecoca-colacompany.com/socialmedia/
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • Some work arising from recommendations 1 and 5 of the Power of Information review identified 7 levels of engagement. As you go down the list, the level of engagement gets deeper.
  • Very important to elaborate on that, and maybe point to some tools which allow to measure. I think you could also mention there is no established way to measure audience in one simple number (how do you integrate likes + views + comments into one simple number?) It's a big industry question right now.
  • Very important to elaborate on that, and maybe point to some tools which allow to measure. I think you could also mention there is no established way to measure audience in one simple number (how do you integrate likes + views + comments into one simple number?) It's a big industry question right now. Define the indicators for success (KPIs): Outputs, Out-takes and Outcomes Define the metrics/ideal data to collect associated with the success indicators Include (if you haven't already) the digital core data set Define the metrics that would feed into relevant cross channel evaluation Outputs: Exposure, marketing activity, relevance How many visits, referrals, subscribers, loyalty, web analytics, bounce rates Outtakes message and experience for user Satisfaction, measuring change of attitude (not nec KPIs) Outcomes – action, What do you want the user to do? Other external signs of success may include Sense of ownership Shared history ? Rituals – think Gaming. Virtual funerals Community redirection / application of product
  • Inspired by US Air Force
  • http://www.quora.com/How-do-I-get-started-using-Quora Quora founders (ex facebook) Real ids Topics or people Live time Quora  is a continually improving collection of questions and answers created, edited, and organized by everyone who uses it.
  • Facebook Videos photos Keyword search in all links Launches new page within browser
  • Curated.by Enabling us to tell stories with mixed social content Welcome to curated.by - a growing collection of topics & interests  edited, organized and curated by everyone.  urated.by let's you collect & organize topic based content (media, links, tweets) into bundles. Bundles are collections of content around a specific topic, like "The Beatles" or "Technology". Our homepage is designed to give you a quick overview about your friends activity on curated.by
  • OneTrueFan  shows you who reads the content you do, and articles they have  OneTrueFan  highlights your contributions to the web sites you care about most
  • Badgeville Delivering Real-Time Social Rewards Across One Billion Monthly Page Views “ Badgeville, a white label Social Rewards & Analytics Platform, is proud to announce that it now delivers social rewards & engagement analytics across 25 world-class customers, with more than one billion page views of traffic under contract...”
  • Filtering of social data Real time Egypt but remove Klout scores And geo locations
  • Event services Tell people where you are going Find out events in your area by subject you are interested in Who is going Use it for sxsw

Social media and recruitment Social media and recruitment Presentation Transcript

  • Resourcing 2.0 Social media and recruitment Tiffany St James Future of Recruitment, Barcelona 09 February 2011 Tiffany St James: on Linked In, Facebook, Slideshare, Skype, Quora, Twitter: @tiffanystjames [email_address]
  • Challenges of the post-digital decade
  • Employee expectations
    • Lack of trust and evidence in social tools
    • The world of work is changing
    • With it our employee expectations
    • How do we turn the deficit model around?
    • How do you engage the 99% unsuccessful applicants?
    • How do we solve the intergenerational challenge that is ahead of us?
  • Smart Mobs: Democracy in action? bit.ly/gKArcx nyti.ms/e5P1Ul gawker.com/5733816/
  • Power to the lobby
  • Individuals vs Businesses
  • What can we learn from WikiLeaks?
  • Why social channels can no longer be ignored
  • Online universe size Total est. global active internet audience = 625m (1.7bn online) (1 in 13 of all humans) Mobile internet usage nearly 1/5 th of users 17% now access internet on the move
  • Why people use the internet Source: Global Web Index Oct 2010
  • Trust in communications
  • Advertising has changed
  • How we are now targeted
  • How are people using SoMe Source: UM SoMe Wave 5
  • 6 pervasive trends on Google Source: James Cashmore 24/08/10 Head of Entertainment Google
  • UK social media stats Source: http://www.clickymedia.co.uk
  • Facebook
    • 500million+ active users
    • 50% logging on a day
    • Total of 700 billion minutes a month
    • 900 million objects interacted with
    • Av user: 80 community pages.
    • Av user: 90 pieces of content
  • The growth of mobile
    • 5 million mobile subscribers 70% of the w pop
    • 85% of kids own a phone, 73% a book
    • Apple has sold almost 60 million iPhones
    • Google’s Android OS is growing at 886% y on y:
    • Activating over 160,000 devices a day
    • 60 devices in over 40 countries
    • ... and at that rate, Android will over take Apple as the leading smart phone OS in 2011
    Source: http://www.digitalbuzzblog.com
  • The rise of Generation Y
  • Social media and recruitment
  • Social media marketing spend Source http://blog.hubspot.com Jan 2011
  • Social media uses in recruitment
    • Promote your brand
    • Publish jobs (free)
    • Advertise jobs (paid)
    • Referrals
    • Research candidates
    • Direct sourcing
    • Corporate reputation management
  • Active hirers
    • 92% of active hirers now using (or planning) SoMe for recruiting
    • 2010:
    • Linked In 86%
    • Facebook 60%
    • Twitter 50%
    Source: Jobvite, Inc 2010
  • Which SoMe do you use?
    • Use to recruit Successfully hired
    • 78.3% Linked In 89.4%
    • 54.6% Facebook 27.5%
    • 44.8% Twitter 14.2%
    • 18.7% Blog 6.3%
    • 13.7% You Tube 2.1%
    • 05.4% My Space 1.9%
    • 14.4% None 13% (other)
    Source: Jobvite, Inc 2010
  • Cases in good practice: Interactive media recruitment Interactive media for recruitment
  • Deloitte, Netherlands
    • Deloitte in the Netherlands ± 4,600 employees
    • Hiring Target: 1,000 (2010/2011)
    • Traffic to career site Nov 09 to Nov 10
    • From Job Sites = 9971
    • From Social Media and Blogs = 33266
    • Traffic via Social Media than Job Boards = +234%
  • G4S
    • Second largest private employer in the world
    • Over 620,000 employees
    • Annual voluntary turnover rate of 27% requiring large resourcing capability
    • Activated external Social Media channels; Twitter, YouTube and LinkedIn
    • The first 36 hours saw over 22,000 candidates register with 400 applications being made
  • Ernst & Young
    • Worldwide over 144,000 staff
    • 2007 launched Facebook initiative allowing candidates to contact them directly and ask public questions to the recruiting team and meet experienced and young interns
    • Ernst & Young Facebook page has 34,000+ candidates
    • Business week named them one of the best places to launch a career in 2009
  • Learning from Nokia
    • Social recruitment solutions for local markets
    • Start small, test different initiatives, innovate
    • Socially recruited employees understand us
    • Social recruiting can be just promotional reach not 360 social
    • Build a community for the 99%: talent radar
    • Be the digital cheerleader in your organisation
  • Social media toolkit for talent engagement
  • Principles: Successful online engagement Source: Mark Schmulen GM of Social Media for Constant Contact, Nov 2010 at Monitoring Social Media 2010
  • Talent Life Cycle Attract Recruit Onboard Develop Identify Recruitment Management Technology Talent Pool Technology Skills Management Technology Digital Attraction /Sourcing Strategy
  • Have a social code of conduct
    • Be credible
    • Be consistent
    • Be transparent
    • Be relevant
    • Be an ambassador for
    • your organisation
  • Have a social media policy
    • Purpose
    • Principles
    • Statement of ethics
    • Context for organisation
    • Tools and services
    • Professional and personal use
  • Coca-Cola policy
    • Core values in the social media community
    • Transparency in every engagement
    • Protection of consumers’ privacy
    • Respect of copyrights, trademarks and other rights
    • Responsibility in use of technology
    • Utilisation of best practices
  • Coca-Cola policy
    • Expectations of personal behaviour in social media
    • Adhere to the Code of Business Conduct
    • You are responsible for your actions
    • Be a “scout” for compliments and criticism
    • Let the subject matter experts respond to negative posts
    • Be conscious when mixing your business and personal lives
  • Have social media staff guidance
    • Before you engage
    • Mitigation
    • Professional use
    • Research
    • Outreach
    • Ensure...
  • 7 levels of engagement
      • Disseminating information
      • Monitoring
      • Gaining insight
      • Responding
      • Discussing
      • Consulting
      • Collaborating
    • Deeper engagement
  • How do I go about actively engaging?
    • Why are you engaging?
    • How, what, where, when, why?
    • Set objectives
    • Tools and frequency
    • Interaction plan
    • Reporting, analysis, optimisation
  • Set objectives Listening and research Insight, candidate research, network identification Promotion and outreach Stimulating interest, encouraging referrals, applications Direct sourcing Driving direct response, social engagement Corporate Reputation Employee footprints, digital reputation
  • Continual optimisation Source: UK Government GCN/COI Interactive Services
  • Measures of success - KPIs
    • Outputs
    • How many visits, referrals, subscribers, loyalty, web analytics, bounce rates, applications
    • Outtakes
    • Message and experience for user satisfaction, measuring change of attitude
    • Outcomes
    • Action - what do you want the user to do?
    Source: UK Govt COI Interactive services
  • The case for online rebuttal
  • 10 steps for successful social media use
    • 1) Listen
    • 2) Create a ‘social object’
    • 3) Segment your audiences
    • 4) via their preferred platform
    • 5) a better shared experience
    • 6) Optimise your content for sharing
    • 7) Initially use paid for media
    • 8) Optimise the extreme targeting of social media
    • 9) Resources, resources, resources
    • 10) Track, optimise and amend
  • Are you ready for social engagement?
    • 1 Are you listening?
    • 2 Do ALL employees understand the risks?
    • 3 Rapid response?
    • 4 Strategy in place?
    • 5 Had crisis training?
    • 6 Clear on the roles and responsibilities
    • 7 Top down and bottom up strategies
  • The Future of social media in recruitment
  • Monitoring and outreach labs Gatorade in the US Dell in the US Costa cruises in Italy Barclays in the UK
  • Command centres
      • Listening
      • Gaining insight
      • Fan page management
      • Building a digital footprint
      • Outreach promotional
      • Seeding content
      • Candidate research
    • Specialist services
      • Crisis management
      • Branded content
      • Tools and apps
      • Campaign specific
      • Corporate reputation
  • The result of listening
  •  
  • Are we likely to increase or decrease market share compared to our competition? What is going to be the more important issue - ‘cost’, ‘customer service’ or ‘ environmental impact’? What is the sentiment on XYZ? Is it likely to negatively affect future adoption of our products and services? Which key themes will receive increasingly positive or negative attention?
  • The future of social recruitment
    • Your reputation will be the sum of employee conversations
    • Reputation will flow out of organisations through open data
    • To create a good brand: treat your people well
    • Turn employeed into uber authentic reputation carriers
  • How can we move towards this?
    • Open data stream from companies
    • Open data plus tools
    • Onboarding software
    • Day 1 access and learn from internal peers
    • Semantic search
    • Objectives, digital capability audit, strategy, training, implementation
  • Further Resoures
  • http://www.quora.com/
  • http://www.postpost.com/
  • http://www.curated.by/
  • http://onetruefan.com/
  • http://www.badgeville.com/
  • http://datasift.net/
  • http://plancast.com/
  • Thank you Tiffany St James [email_address] www.twitter.com/tiffanystjames www.stimulationltd.co.uk