Recruitment & social media - Dr. Ralf Caers

Social Media in recruitmentLikes, shares and … academic research Vlerick HR Day, June 13, 2012 Prof. dr. Ralf Caers

There are numerous social ones But 3 large media

Using social media… Private Professional Public

Highlights the big things in life… and the small things too

Using social media… PrivatePublic Professional

Using social media…

Using social media… PrivatePublic Professional

Using social media…

Using social media… Private 900 million 150 million 140 millionPublic Professional

Research on recruitment & selection

Active recruitmentPassive recruitment Selection

Research in Flanders 50,0% 44,3% 45,0% 40,0% 35,0% 30,0% 25,0% 20,0% 14,3% 15,0% 10,0% 5,9% 5,0% 3,3% 0,0% Internal use External use

Passive external recruitment• Posting job ads• Trying to create a viral effect

Passive external recruitment

But there are pitfalls…• To speak = to express – Commercials don’t convince – FB-content affects company’s image

But there are pitfalls…• To speak = to express• Like = willing to communicate – Overload – Media-heterogeneity

Preferences on Facebook Once a month 25 Once every 2 weeks 17 Once a week 30 Twice a week 7 3 times a week 7 0 5 10 15 20 25 30 35

Or via the employees

Policy on job postings (Facebook) Asked to 10,2 Asked not to 2,5 Obliged to 0 Forbidden to 3 No policy 84,3 0 10 20 30 40 50 60 70 80 90

Employees not enthusiastic Without asking 10,3 When asked 18,3 When obliged to 14,9 Never, not even when obliged 55,8 0 10 20 30 40 50 60

But no compensation… No 71,4 No, but its a plus 24 Yes, if successful 3,6 Yes, always 1 0 10 20 30 40 50 60 70 80

Reputations may be linked

And the applicant?

Job search via LinkedIn No 82,1 Yes, once 9,9 Yes, multiple times 7,9 0 10 20 30 40 50 60 70 80 90

Job offer via LinkedIn-connection? Yes, often 3 Yes, multiple times 27 Yes, once 11 No 59 0 10 20 30 40 50 60 70

Job offer from stranger via LinkedIn? Yes, often 4 Yes, multiple times 24 Yes, once 13 No 59 0 10 20 30 40 50 60 70

Exposed to job ads Constantly 0,5 Often 11 Sometimes 39,1 Almost never 31,8 Never 17,6 0 5 10 15 20 25 30 35 40 45

Social media & selection

Results• In 2010 – 43% looks on Facebook – 70% looks on LinkedIn• Decision on invitation – 13,2% uses Facebook-info – 26,1% uses LinkedIn-info

Results• In 2012 – 43% 72,5% looks on Facebook – 70% looks on LinkedIn• Decision on invitation – 13,2% uses Facebook-info – 26,1% uses LinkedIn-info

What do interviewers look at onFacebook?• At least the profile picture – 2010: 75%• Everything – 2010: 58%

What do interviewers look at onFacebook?• At least the profile picture – 2010: 75% – 2012: 93,6%• Everything – 2010: 58% – 2012: 74%

Often viewed, but…• What does a profile picture tell?

In 2010, interviewers thought…• Possible: – Extraversion – Maturity• Doubts on: – Healthy lifestyle – Intelligence – Narcissism• Not possible: – Reliability – Emotional stability – Agreeableness – Seriousness

April 2012: The proof of the pudding

April 2012: The proof of the pudding• 3 pictures• 11 characteristics• 33 ratings

The proof: 3 times ‘accurate’1. Agreeableness2. Openness3. Extraversion4. Maturity5. Intelligence6. Emotional stability7. Healthy lifestyle8. Seriousness9. Narcissism Reliability Conscientiousness

The proof: 3 times ‘accurate’1. Agreeableness 1.18%2. Openness 0.96%3. Extraversion 0.71%4. Maturity 0.64%5. Intelligence 0.63%6. Emotional stability 0.22%7. Healthy lifestyle 0.20%8. Seriousness 0.18%9. Narcissism 0.00% Reliability 0.00% Conscientiousness 0.00%

The proof: 1 time ‘accurate’1. Agreeableness 38.07%2. Openness 37.34%3. Extraversion 36.80%4. Healthy lifestyle 35.01%5. Seriousness 28.83%6. Conscientiousness 26.86%7. Intelligence 22.36%8. Emotional stability 21.43%9. Narcissism 21.05%10. Maturity 20.61%11. Reliability 8.89%

Recommendations• April 2012: – 70,9% of users believe in positive effect of LinkedIn-recommendations

Training• April 2012: – 85% of users believe in positive effect of showing skills and abilities

# connections• April 2012: – 58% of users believe in positive effect of having many LinkedIn-connections

Important people• April 2012: – 55% of users believe in positive effect of having important LinkedIn- connections

Creating better perceptions viaLinkedIn• Quality network? – Once met: 62% – Strangers: 9% – Only tight connections: 24%

Thank you! Prof. dr. Ralf Caers Hogeschool-Universiteit Brussel

Social Media in recruitmentPersonal perspective of a (semi-)believer Vlerick HR Day, June 13, 2012 Jurgen Moenaert, Head of Recruiting Deloitte

Objectives of todayBuild upon academic research – Share some experienceDiscover novelties - Trigger some thoughts (or even actions ?) What today is certainly not : Full-scope Social Media Training Deloitte promo-session Me trying to convince you

Proposed agenda– Setting the scene– Social media as strategic differentiator ?– Time for a reality check– Some (useful ;-) tips for the road

Recruiting @ Deloitte

Recruiting @ Deloitte Capabilities of social media for recruitment • A touch point is every occasion where candidates give a share of his/her attention to an employer brand. • Social media have increased dramatically the number of EMPLOYER CANDIDATE potential touch points between employer and candidates. TOUCHPOINT Create brand Interact & Select & awareness Converse Secure Source & Inform

#1 - Segmentation

Different levels of “Social Adoption”

#2 – Implementation

Measuring = Knowing

#3 – Critical Mass

“People will start talking about us” “No influence on what our own employees are saying about us” “It is just another hype” “It will lead to inproductivity” “It’s compromising our privacy”“If I do not have an extensive social network, I willnot be able to create awareness via social media”“I doubt the fact that people will read my updatesbecause an overload of information supply exist” 7 © 2010 Deloitte Touche Tohmatsu 73 Copyright © 2011 Deloitte Development LLC. All rights reserved. 3

Facebook @ Deloitte BEfocus on brand awareness & interaction

LinkedIn @ Deloitte BESome personal investment is expected…

Grow your networkFeed your network Use your network

… but supported by corporate initiatives !

Twitter @ Deloitte BESlowly (but steadily) taking off !

YouTube @ Deloitte BEIntegrated feed / multi-channel approach

Tip#1 : QR-codes to share info + generate trafficWhich info can be behind ?URL, SMS, Email, Contact details, Phone, Event, Location, Wifi, Full Text

Tip#2 : Measure your influence with Klout score

Tip#3 : Think about security settings in Facebook

Tip#4 : If wanted, hide your connections in LinkedIn

Tip#5 : Tweetdeck as platform to keep the overview

Tip#6 : Bitly to shorten your URL

Tip#7 : Some useful extra features on LinkedIn http://inmaps.linkedinla bs.com/network

Tip#8 : Interesting articles on “Future of Recruiting” The core philosophy of Recruitment 3.0: • Not everyone is looking for a job • Everyone is a potential candidate or brand ambassador • Employment brand is pivotal to your success in talent acquisition • People are looking for interaction with people, not faceless, bureaucratic companies • You are not in control of what people are saying • Building relationships and communities is key • Recruitment is (and probably stays ;-) boring

Tip#9 : What I understood to be 2 good books … ;-)

Tip#10 : A nice campaign example from Deloitte NL

Any further questionsor concerns ? Jurgen Moenaert Head of Recruiting Deloitte (semi-believer ;-)

Recruitment & social media - Dr. Ralf Caers

by Vlerick Business School on Jun 14, 2012

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