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IRS Help Wanted - Recruitment 2.0

IRS Help Wanted - Recruitment 2.0



Jaqi Ross(IRS, Manager Media Branch) presented June 29, 2010 during the ALA 2010 Annual Conference in Washington DC at "Connecting with the Feds: Social Media, Collaboration, and Transparency"

Jaqi Ross(IRS, Manager Media Branch) presented June 29, 2010 during the ALA 2010 Annual Conference in Washington DC at "Connecting with the Feds: Social Media, Collaboration, and Transparency"



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  • http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=player_embedded
  • New media tools span all social interactions: Individual (iGoogle, delicious) Relationship (Facebook, MySpace, Twitter) Community (Flickr, Ning, YouTube) Society (Wikipedia)
  • Generation Y and the Workplace Annual Report 2010 (OxyGenz.com)v
  • SOURCE: Global Web Index, 2009
  • SOURCE: Twitter Blog, "Measuring Tweets," February 22, 2010 and comScore
  • SOURCE: Universal McCann Social Media Tracker and Facebook
  • SOURCE: Global Web Index 2009
  • Years to reach 50 million users
  • Examples Social networking on Facebook, others (GovLoop, MySpace, etc.) Twitter Social networking behind firewall New media tools span all social interactions: Individual (iGoogle, delicious) Relationship (Facebook, MySpace, Twitter) Community (Flickr, Ning, YouTube) Society (Wikipedia)
  • Examples: Shared media on Facebook Hashtagging on Twitter Voting with Google Moderator SecondLife virtual experiences Other examples not shown: Social bookmarking on Digg Share functions on New York Times
  • Top Ten Agencies on Twitter (Sept. 10, 2009 FederalComputerWeek ) http://fcw.com/articles/2009/09/11/top-government-tweeters.aspx
  • Federal Consortium for Virtual Worlds: http://www.ndu.edu/IRMC/fcvw/fedconsortium.html The IRS Careers Island on sky platform at 700 meters above virtual world Island is built on two levels with most of the buildings on the second level along with streets and parks CURRENT STATE OF RECRUITER COMMUNICATIONS: The IRS Recruitment Office currently has a virtual island in Second Life used to promote IRS recruitment messages to an external audience. The IRS Careers Island is actually on a sky platform hovering at 700 meters above the surface of the virtual world. The Island is built on two levels with most of the buildings on the second level which is laid out with streets and parks. The lower level is used for the racetrack attraction. OBJECTIVE The communication plan is designed to detail the following strategic objectives for using Second Life to promote IRS recruitment messages to potential job applicants Promote the IRS as a great place to work and build a successful career Interact on a personal level with people from all over the country without regards to physical location Learn the dynamics of virtual world social interaction in order to expand the reach of our recruitment communications Interact with current and future job seekers – and their influencers – in their preferred venue Portray the IRS as a progressive recruiter and employer in this extremely viral social networking environment Maintain a low cost testing environment for virtual world technology to support recruitment, training and communications STRATEGY Although you can talk to avatars about education and career planning as well as job searches, we never recruit avatars in Second Life. Whenever discussions gets to point where personal info needs to be provided, we immediately move discussion to official IRS email. Employees working the IRS Island publish their IRS email addresses in their Second Life profiles (available to all SecondLife users).
  • Examples: Blog posts, comments Video on YouTube Podcasts
  • FedSoup – Forum where users can engage in conversation with each other – ask questions about application epxerience. We monitor this site and can jump in when necessary to answer questions or set the record straight.
  • Top 10 Twitter marketing blunders in photos (ComputerWeekly.com): http://www.computerweekly.com/galleries/236700-1/Dominos-Pizza-and-our-top-10-Twitter-marketing-blunders.htm Domino’s YouTube video - employee filmed sneezing on food and stuffing cheese up his nose Habitat - hijacked popular hashtags in Tweets on unrelated topics to garner attention (including tags related to the violence in Iran) Skittles - Skittles.com re-directed users to a Twitter page featuring every tweet on Skittles. Users flooded search results joke comments.
  • MEMORANDUM FOR THE HEADS OF EXECUTIVE DEPARTMENTS AND AGENCIES (Barack Obama, January 2009) http://www.whitehouse.gov/the_press_office/TransparencyandOpenGovernment/ Open Government Directive (Dec. 8, 2009) http://www.whitehouse.gov/open/documents/open-government-directive
  • GSA Agreement info (Web Content Managers Forum): http://forum.webcontent.gov/?page=TOS_agreements Inequality of participation: 90% of users are lurkers (i.e., read or observe, but don't contribute). 9% of users contribute from time to time, but other priorities dominate their time. 1% of users participate a lot and account for most contributions. Source: Jacob Nielsen (http://www.useit.com/alertbox/participation_inequality.html)
  • Web Content Managers Forum: http://members.webcontent.gov/ Social Media Subcouncil: http://govsocmed.pbworks.com/FrontPage OMB MAX: https://max.omb.gov/maxportal/home.do;jsessionid=a2JuuCiVslhd GovLoop: www.govloop.com LinkedIn: www.linkedin.com

IRS Help Wanted - Recruitment 2.0 IRS Help Wanted - Recruitment 2.0 Presentation Transcript

  • Help Wanted! Recruitment 2.0
  • Agenda
    • Old media, meet new media
    • Our mission, in action
    • Lessons for success
    • Information was broadcast from a single source
    • To reach more listeners, sources had to get louder
    • The louder they became, the more inclined listeners were to block out the noise
    The Old Way
  • Web > Broadcast
    • Broadcast model
    • understates the
    • potential of web
    • communications
    • Web is a network ,
    • not a channel
      • “Many to many” vs. “one to many” relationships
    • Audiences talk to each other and self organize
      • Power is held by everyone
  • The New Way
    • Create media content using highly accessible and scalable publishing techniques
    • Distribute media content through social interaction
    • Transform people into content producers instead of content consumers
    • Leverage the power of authentic human conversation
    • Our job is to improve interactions between our agency and the public, attracting the best talent
  • The New Way
    • Information spreads fluidly among trusted sources
    • Social media is like a garden trellis
      • Trellis doesn't control how vines grow, but gets them where they've got to go
      • There's no way to fully control a grassroots conversation, but you can plant a trellis in the ground
    • Social media isn’t a new thing – it’s a new way of doing old things
  • Why now? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
  • Y Now!
    • More than 50% of the world’s population is younger than 30
    • Generation Y
      • Digital, connected, social
      • Challenging
      • Scarce
      • Transformational
  • people globally trust the recommendations of people they know 9 in 10
  • visit Twitter each month 75 million 50 million tweets each day
  • of global online users have created a social network profile 58% 400 M on Facebook alone Tops Google for weekly traffic in the US
  • Search is the New Shelf Space, Front Page and Homepage Used Search Other Used SEARCH last Month to Find Product Used SEARCH last Month to Find Recommendation 85% 15% Used Search Other 51% 49%
  • 38 years 13 years 4 years Years to reach 50 million users
  • Facebook added 200+ million users in less than a year The fastest growing segment on Facebook is 55-65 year old females
  • Our Mission, In Action
    • Many tools are available
    • New tools emerge frequently
    • Lines between tools are often blurry
    • Tools change, but the role social media plays remains consistent
      • Connect
      • Curate
      • Contribute
  • Connect with Social Media
    • Develop and maintain two way relationships and form interwoven social networks
  • 900+ Fans
  • Curate with Social Media
    • Tag and share content, and build online experiences relevant to users’ interests or needs
    • 3 accounts, 970+ followers
      • RecruitmentIRS
      • IRSCareers
      • JobDog59
  • Hashtags add value!
  • Contribute with Social Media
    • Create, add and share media, content or conversations
    # @ lol RT
  • http://www.youtube.com/user/irsvideos Playlist: Working at the IRS
  • “ Skittles got stuck in my mouth while I was driving, forced me to slam into orphanage, killing hundreds. I’ll never eat them again.”
  • Lessons for Success
    • Develop a social media strategy
      • Provide insight into the existing media landscape surrounding your organization or a specific topic
      • Organize workflow for effective engagement
      • Go beyond “social media for social media’s sake” by leveraging tested approaches
      • Educate stakeholders and partners
      • Set goals and measure results
      • Adapt strategy as needed after evaluating strengths and weaknesses
  • “ Strategery”
    • Obama administration creating unprecedented level of openness in government by establishing a system of transparency, public participation and collaboration
    • Open Government Directive Dec. 8, 2009
      • Requires executive departments and agencies to take steps:
        • Publish government information online
        • Improve the quality of government information
        • Create and institutionalize a culture of open government
        • Create an enabling policy framework for open government
    Aneesh Chopra Federal Chief Technology Officer of the United States
  • “ Strategery”
    • White House describes relationship between CIO and CTO:
      • CIO will use IT to transform the ways in which government does business
      • CTO will develop national strategies for using advanced technologies to transform our economy and our society, such as fostering private sector innovation, reducing administrative costs and medical errors using health IT, and using technology to change the way teachers teach and students learn.
    • Kundra is working to ensure that federal CIOs advance agendas that
      • Embrace open government
      • Revolutionize technology in the public sector
      • Reject the view that the public sector has to lag behind the private sector
    Vivek Kundra Federal Chief Information Officer of the United States
  • Lessons for Success
    • Educate yourself
      • GSA social media agreements
      • Social media user demographics
      • Government directives
      • Emerging tools
  • Lessons for Success
    • Build a deep network
      • Professional
        • Customers, supporters, media
      • Peer
        • Coworkers, colleagues, industry experts
      • Personal
        • Family, friends, neighbors
    Flickr facebook YouTube Twitter SecondLife LinkedIn
  • Three Key Rules
    • Listen intently
    • Reach out authentically
    • Participate consistently
  • Help Wanted! Recruitment 2.0 [email_address] 202.622.8221
  • IRO Recruiter Measures *Data as of 9/15/2009 Working on automatic matching and instant report access. Can currently track hires touched back to recruiter/event. Total number of hires touched by a recruiter Timeliness Working on automatic matching and instant report access. Can currently track applicants touched back to recruiter/event. Total number of applicants touched by a recruiter Number of projected hires listed for mission critical occupations and other occupations targeted by recruiters for in-person recruitment. Total hires targeted for in-person touch Candidates touched by recruiter at event or referred by recruiter. Total candidates touched by a recruiter Definition Measure
  • IRO Recruiter Measures *Data as of 9/15/2009 Under development with OPM survey, pursing new question on the percent satisfaction with recruiting. Percentage of managers satisfied Quality and Fit Of those that applied that were touched by recruiter, what percent were hired. Hires touched divided by applicants touched. Hire to apply ratio From WPM new hire on-board survey question 8 (overall I had a positive experience with my recruiter), % of those new hires satisfied with recruiting using 5 point scale with percent responding with a 4 or 5. Percentage of new hires satisfied Of the positions targeted by recruiters, what percent hired were touched by a recruiter. Hires touched divided by positions targeted by recruiters at in person events. Hire recruiter conversion rate Of the candidates touched, what percent applied successfully (qualified). Applicants touched divided by candidates touched. Applicant recruiter conversion rate Definition Measure
  • Recruitment Related Measures Source of recruitment from applicant survey data. Employee Referral, Print, Internet, Job Fair, Recruiter, other Percentage by source of recruitment versus goal For internet marketing, total cost of marketing impressions (ads, etc) divided by total number of click throughs to USAJOBS.gov (WebTrends). Average total value score Number of visitors that clicked through from an advertisement or our site to USAJOBS.gov Click through rate Number of unique visitors to jobs.irs.gov. Can provide breakdown from IRS.gov, user typed url, Google, hot jobs, IRS web banners, Yahoo, all other sources. Number of unique web visits Cost of all marketing (impressions) for banner ads, internet, media, print ads Advertising costs Adds all costs for travel and events for all recruiters and program managers completing targeted recruitment events (veterans, disabled, etc) divided by the number of hires touched by recruiter. Recruiter spend/hire Total cost for travel and events for all recruiters and program managers completing targeted recruitment events (veterans, disabled, etc.) Event costs Efficiency Definition Measure
  • Recruitment Related Measures Measures new hire performance ratings for <1year and 1-3 years for average performance. EE performance Number of non-retiree employees choosing &quot;Your work experience relative to your pre-employment expectations&quot; on the employee exit survey as a reason for departure, divided by the total number of non-retiree respondents. Percentage of hires that leave due to mismatched expectations Attrition rates calculated quarterly based on the new hire attrition that quarter that left 3,6,9 months or 1,2,3 years from Entrance on Duty (EOD) 3,6,9 mth/1,2,3 yr MCO attrition rate Total number of permanent hires that meet the definition of a targeted disability, divided by the total number of hires. Percentage of hires meeting definition of targeted disability Total number of veteran hires. Veteran hires For each location, hires/positions targeted to be filled externally. Applicants per position ratio both for 1 st choice and 1 st and 2 nd choice. Insufficient is defined as fewer than four qualified applicants per position for 1 st choice. Percentage of locations with insufficient qualified applicant pool Definition Measure