Social media in recruitmentPresentation Transcript
“Social media is hot. And for businesses it
represents opportunities to connect directly with
candidates on a totally different level. This is why
nearly every business on the planet- from giants
like Starbucks and IBM to the local engineering
firm - are exploring social media initiatives. A year
ago, businesses were uncertain about social
media. Now it's here to stay and companies are
rapidly adopting social media recruiting.”
Since the inception of the web there have been huge changes in how media is consumed and produced. At the forefront of this media evolution is social media a participatory phenomenon that is no longer being used by the few but by the many, and should be considered an integral part of any businesses' digital
The rapid adoption of social media is having a fundamental effect on
recruitment. People are looking for jobs in a different way and many
smart businesses are embracing new digital recruitment tools and
techniques to reduce costs and increase the quality of their recruiting
Lately there has been a lot of talk (and tweets) about the social media
bubble, starting with a blog post on Harvard Business Review. A
bubble suggests that something has greatly inflated value, e.g., the
housing bubble, or the dot-com bubble.
It’s not that the value of social media is overstated, it’s that the
investment required for getting value out of social media that is
understated. This is what’s relevant to recruiting: social media can be
a powerful tool for finding candidates, but a) it is just a tool, one of
many, not some silver bullet solution, and b) it takes substantial effort
to get results.
As recruiters, we need to connect with people, and social networks are
a great way to do just that.
So how should we utilizing this (relatively) new phenomenon? For starters, try getting clients employees to promote the jobs rather than using a company page
to do it. Research shows that Facebook users are twice as likely to read items on profile pages as on company home pages. Users pay more attention to page
updates in their News Feed Wall rather than ads. Building talent communities is another approach, but attracting the right candidates to a community is best
done by soliciting the help of others.
Research also shows that people are much more likely to join a
community if they have friends who are in the community who know
each other. So again success requires involving multiple people to
help source candidates. It’s all very doable, but it’s going to take effort.
Companies that have successful social media programs like Deluxe
and Sodexho have made big investments in these efforts, and it has
taken years for the programs to start paying off. Have no illusions that
this is easy. Social media is about engagement, which takes time and
effort and that costs money, not for advertising but in human effort.
If you haven’t got the time to do all that, then it’s best to just pay an
SEO provider to raise the visibility of your jobs and run ads on
Facebook. That’s an ad strategy, not a social media strategy, but you
can still claim that you’re using social media!
FINDING QUALITY CANDIDATES
Recent data from the Recruiting Leadership Council indicates that for a broad sample of the U.S. workforce, 15-20% are very active and around 20% passive,
with the remaining 60% showing a mix of passive and active behaviours. Further research would indicate that higher-quality and more senior-level prospects are
more passive than the population at large. Regardless, this means that a significantly larger percent of the workforce is passive rather than active. This is a
critical and overlooked point when developing new recruiting and sourcing processes.
For example, while most companies want to focus on hiring more passive candidates, they continue to use processes that are based on how active candidates
look for new jobs and how they decide to accept one over another. As technology improves (LinkedIn, ZoomInfo, Proactive Employee Referral Programs) it’s
becoming much easier to identify passive candidates, but identifying names is not the same as attracting them, and much, much different than hiring them.
Hiring high quality passive candidates makes great business sense. However, getting their names is the easy part. If you’re serious about hiring the best
passive candidates, you’ll need to change the measures of success from speed to hire to quality of hire.
SO WHAT SOCIAL MEDIA TOOLS ARE COMPANIES USING?
By a long shot, Twitter, LinkedIn Facebook (who we all know lots
about so don’t need a mention here) and blogs were the top four social
media tools used, with Twitter leading the pack by only a hair. All of
the other social media tools paled in comparison to these top four.
It should be noted that in 2009, Facebook was in fourth place at 77%
and blogs were in second place at 79%. It would appear that blogs,
while still popular, are used less and Facebook is clearly growing.
Owners of small businesses were more likely to use LinkedIn (70m
members) than employees working for a corporation. Another
interesting finding was that men were significantly more likely to use
YouTube or other video marketing than women (51.2% of all men
compared to only 42.6% of women).
Managing all of these channels can appear daunting, enter Jobs2Web.
Jobs2Web is an interactive recruitment marketing company who use
interactive marketing technology to help their clients efficiently find
better, engage better, and know better candidate activity from multiple
channels of recruiting.
In many ways, recruiting is marketing and more than ever these tools are
essential. This product helps develop and harvest all recruiting channels
to quickly build quality into the talent pipeline and lower operating costs.
Recruiting channels might include, but are not limited to, search engines,
social networks, employee referrals, past applicants or recruiter
Today, managing these different channels is only
accomplished with too many overlapping vendors and heavy lifting for
employers. This can be costly and hard to measure results. This single
solution called the Recruitment Marketing Platform enables these
capabilities and simplifies that complexity.
How candidates and companies use technology to find and interact with
each other is quickly changing. The economy has only accelerated that
change and there are tremendous opportunities for employers.
By using the Recruitment Marketing Platform you can unleash the power of your career site and job content to attract new talent from multiple online channels,
including the major search engines, job aggregation sites, free job posting sites and social networks. This candidate traffic is driven directly to your career site
and ATS system to apply.
More often than not, the best qualified candidates are already employed and not necessarily looking for new jobs. Certainly not on job boards like Monster.com
or HotJobs. So if the best candidates won’t seek out job openings on employment sites, the jobs need to seek them out.
That is the idea behind TalentSeekr, which is essentially an ad network for jobs. Companies fill out what jobs they are trying to fill in what locations, then
TalentSeekr creates and tests multiple ads across the Web—social networks, blogs, forums, search engines, you name it. Based on the response rate and
quality of the applicants that come through the ads, TalentSeekr optimizes the mix of ad types (banner, text, video, creative elements) and placement. (Watch
the video below to see how it works). If more qualified applicants are
coming in through LinkedIn than Facebook, it readjusts the mix. (In
fact, LinkedIn makes a lot of money through recruitment ads on its own
site in much the same manner. TalentSeeker is attempting to apply the
same principles in a more distributed manner across the Web).
The company was founded in August 2007 and already counts among
its customers Dell, GE, IBM, Adidas, Reebock, Google, and Microsoft.
TalentSeekr’s approach takes longer than filling a job on Monster, but
if you are looking for 3,000 SAP consultants, it could be a better
approach. If you are looking to just fill a single position quickly, you
are probably still better off with Monster or some other job board.
Hiring managers get a dashboard (see screenshot), which shows the
number of ad impressions, clicks, and ultimate applications resulting
from the ads, as well as the geographic distribution.
HOW ARE SMART COMPANIES USING THE POWER OF
If you want to know smart things to do you should watch what the smart
companies are doing! Trust GOOGLE to use the viral power of social
media to attract and hire engineers for their R&D Labs. They hired space
on a billboard on Highway 101 and posed a pretty tough question (see
This flew in the face of billboard marketing, which usually mandates
extreme simplicity due to the short exposure time and distraction of
piloting a vehicle in traffic. Then again, it was more like one of those
"buzz" campaigns - few people will attempt to solve it, they'll just get to
work and say, "What the heck was that billboard for?" (and someone will
tell them). They hired some very clever engineers for an ad budget of
less than $10,000!
Those clever folk over at INTEL also know a thing or two about viral marketing. They also
know how to make great advertisements. A winning combination.
They have their own channel on YouTube (free, anyone can set one up). They have a
great following for their creative ads and post them on to Youtube prior to general release
and let the power of Social Media do the work and let ‘viewers’ send link to our networks,
linkedin, facebook etc with a simple push of an icon. Now that is clever in itself, but what
they also do (and this is the genius), is manage their Youtube channel so that every time
anybody looks at an advert they see all of their job ads, which are also videos right next to
the ad they are watching.
TRACKED.COM is the only site in the world where business data,
communications and connections come together to enhance your
business life. This outfit are actively organizing and analyzing as much
information as possible about the companies, industries and business
people you want to know about and enabling you to share it with your
This site offers a unique mix of features and tools that combine
massive data sets and streaming news with the ability to connect with
other businesspeople and share your thoughts, interests and ideas.
This is a totally new community where you can connect with high
profile, high earners in a business forum, watch it grow!
STACKOVERFLOW.COM is a collaboratively edited question and answer site for
programmers, regardless of platform or language. It’s 100% free and doesn’t require
registration. Stack Overflow is a programming Q & A site that's free. Free to ask
questions, free to answer questions, free to read, free to index, built with plain old HTML,.
You can register if you want to collect karma and win valuable flair that will appear next to
your name, but otherwise, it's just free. And fast, very, very fast. Check out how many
programmers have their profiles on there!
GITHUB.COM is the best way to participate in that collaboration: fork projects, send pull requests,
create issues, and monitor development with all of your public and private code. It is an extremely
fast, efficient, distributed version control system ideal for the collaborative development of software.
This is site is full of those programmers who love to get involved and join in. There are lots of them!
NEW FACEBOOK APPS
Two relatively new apps on Facebook that address employment from opposite sides, and in that
sense, they are sides of the same coin. ‘Hire My Friend’ helps your Facebook friends spread the
word about their job hunt. ‘Work For Us’ lets employers post their jobs to their Facebook pages.
Now if only there was an app that matched
the ‘Work For Us’ jobs to the friends who
want to be hired. Oh wait. There is. Jobvite Source does that for jobs, matching the opportunity to
employees and friends and tracking these posts (Jobvites) as they get passed along.
‘Work For Us’ is different only in that it doesn’t do any matching or tracking. What it does, and does
very well, is to post job openings to a company Facebook page, producing a job list that bears a striking
resemblance to a bland job board post.
TechCrunch, which recently wrote about this, says the Work4Labs, the start-up that built the app, has
already got 2,000 companies to download the app.
It works this way: You sign-up either as the friend in need or the friend who helps out. Answer a few
questions about the job seeker to create a mini-profile, provide a LinkedIn address, and connect it up to
your Facebook page (or ask your friend to do so). It creates a status post that notifies your network.
Despite many successes, it’s time to admit that a major employer branding principle is no longer true that corporations can own or control their employer brand
The premise was that corporations could proactively put together a plan to win awards as excellent places to work, secure mention in news pieces and
editorials, participate in case studies, and be talked about at industry events. Because corporations were coordinating nearly all of the information that made
them visible, it was possible to heavily influence how they were perceived. While it is still possible to heavily influence perception with well-managed efforts,
significant growth in social media, peer-to-peer content publishing, and online rating services have shifted a majority of the power away from the corporate
employer brand manager to the masses. The shift in power renders all but the most strategic and well-executed efforts virtually ineffective.
To those who actively engage and publish their story, their perception is reality, even if the experiences that led them to their perception are not common. Their
points of view are often emotionally charged, personal, and therefore, significantly more trusted as fact by those you need to influence than corporate, generic
dribble. Odds are, the people most influencing your employer brand are people
you have never met.
OTHER PEOPLE NOW OWN YOUR EMPLOYER BRAND IMAGE*
While many product brand marketers learned long ago that if the experience
with the product didn’t match the brand positioning, consumers would revolt,
few in the world of recruitment were paying attention. Many may ignore or
discount the facts, but the truth is that a fundamental shift has occurred, and
like it or not, the years of putting forward a brand identity not tied to reality are
THE NEW OWNERS OF EMPLOYER BRANDS
The new owners are a complicated mix of individuals who use a variety of
communication channels to influence your brand without your knowledge,
consent, or guidance. The array of contributors grows more complex daily, and
the most prominent groups of brand influencers include: Bloggers, Tweeters, Texters, industry specific forume, Reputation Management sites, where there are
numerous “what your employees are saying” sites like Vault, the forums at Indeed, or glassdooor.com and vanno.com that specialize in sharing messages about
what it’s like to work at a firm with individuals considering employment.
While most make some attempt to validate that the comment contributors have worked or currently work for the organizations in questions, not all do. Prominent
firms like Coca Cola, Best Buy, and Starbucks have been targeted by unfriendly “anti-firm” websites that exist merely to spread a combination of real, half-truths,
and untruths about the firms.
If you were to fact-check most blogs, Tweets, or YouTube videos, most would be considered fallacious. Yet survey after survey shows that most individuals in
general (and generation Y individuals in particular) believe peer-produced content over traditional news or print media content. You can bemoan this fact all you
want, but statements on your corporate website, in your employment ads, or in press releases will almost always be viewed as less credible than a comment
from a blogger who is passing along an innuendo that might have no basis in fact
*Dr. John Sullivan
USING SOCIAL MEDIA TOOLS INTERNALLY
Chatter is best described as a real-time Collaboration Cloud. It is a brand-new way to
collaborate with people at work. Where the status of important projects and deals are
automatically pushed to you — so you're always in the loop. It gives you everything you
need to collaborate at work
With Chatter, it’s easy to work together and know everything that's happening in your
company. Updates on people, groups, documents, and your application data come straight
to you in your real-time feeds. You can; share securely and collaborate instantly, stay on top
of what matters most, gain insight and make smarter decisions and, most importantly, join
And finally the giant of them all, TWITTER With over 100 million members, collectively writing more than 50million tweets pr day Twitter overshadows all other
social media sites. Therefore as you’d expect, a multitude of companies have sprung up on the back of twitter and most companies now have their open
vacancies displayed on twitter. They will have either posted direct, or more likely, the positions have been posted there by aggregators such as mentioned
above or indeed.com.
Amongst the better twitter search sites are TweetMyJobs.com. These sites allow you to receive
notification of jobs, typically via your mobile. TweetMyJobs has around 10,000 targeted job
channels with open positions from over 7,500 companies worldwide. The advantage they give job
seekers is you only have to sign up once for multiple company Twitter channels. TweetMyJOBS is
the only Twitter job board that provides instant notification of open positions and has more Twitter
Job Channels than any other job board in the world.
SO, WHAT ARE THE BIG IDEAS?
CONTENT IS EVERYTHING
STOP TREATING CANDIDATES LIKE CANDIDATES
AND TREAT THEM LIKE CONSUMERS
THINK OUTSIDE THE BOX