Getting Started With Social Recruiting #SRCONF Paris

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The presentation I delivered at the Social Recruiting Conference (#SRCONF) in Paris on 1st December 2011.
I was asked to show why you should be using social media for recruiting, and the ever important 'how to get started' with social recruiting.

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  • Excuse me but the 'we have lots and lots of people, but what we are missing is talent' is jaw dropping! What do Cargill mean by 'talent' - and why have they not been able to develop it over the years? Strapping on a bit of social media is NOT going to help them. I believe that the really great organisations will use SM to just get even better and the really doggy organisations will stick SM at the front and still screw up......just a thought.

    Andy, fab slide set - and I really understood nearly all of it! Shall be scrutinising it in real detail - that's my Xmas holiday sorted.

    And nice to have you back in Blighty!
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Getting Started With Social Recruiting #SRCONF Paris

  1. 1. Getting Started In Social RecruitingPresented byAndy Headworth,Sirona Consulting 1st December 2011, Paris
  2. 2. Andy Headworth• MD of Sirona Consulting• Consult about recruitment • Strategy • Process • Online Recruitment • Social Recruiting• Corporates and Recruiters• Published author of “Smart SocialMedia Recruitment Strategies” Blogs
  3. 3. Social media IS mainstream – TV Adverts
  4. 4. Global stage
  5. 5. Why social media?“We have lots and lots of people, what we’re missing is talent.” Kristen Weirick Global Leader of Recruiting, Employer Branding and Onboarding at Cargill
  6. 6. Changing times
  7. 7. What the job seekers are saying…..
  8. 8. Take note employers
  9. 9. ChangeClients have learned how to pick them
  10. 10. They don’t have to send you a CV to be a candidate!
  11. 11. Adding a social layer is not complex
  12. 12. Why social media? Reduce candidate acquisition costs Increasing job visibility to internal candidates Increasing candidate applications Positioning within your markets Extend the reach of your brand Different channels of engagement Raising quality of hires Direct candidate sourcing Positioning the brand within certain industries Drive improved traffic levels to career site
  13. 13. Be prepared
  14. 14. When you flick the switch.....
  15. 15. A social recruiting strategy is needed1. Ready for the commitment?2. Listen – Brand; Reputation; Sentiment3. Define objectives & internal guidelines4. Platforms | Tools | Voice5. People & Plan6. Training7. Time management8. Measurement – ROI9. Monitoring
  16. 16. Assumptions can cost you
  17. 17. Objectives
  18. 18. Audience
  19. 19. KeywordsLinkedin.com/in/andyheadworth
  20. 20. A REAL recruitment challenge!They wanted a wider, more diverse and talented group ofwriters who had a real passion for The Street and its characters.>> A 3 week employer branded social recruiting campaigndesigned to tie-in with existing storylines and characters inCoronation Street.
  21. 21. Corrie on Facebook, Twitter & LinkedIn Writers groups were targeted with messages about the opportunity with links to the other social networking media.Discussions of plotlines were set They created a series ofup to encourage involvement. ‘micro ad tweets’ – writing 30+ ads, all inVideos of classic Corrie storylines were 140 characters to Tweetuploaded to inspire (and remind) applicants out.of the quality of characters and stories thatthe series is renowned for.
  22. 22. The Corrie writer results A lively, passionate and active Social Community of over 300 members on Twitter The ‘Micro Ad Tweets’ were the most re-tweeted 900 applications >> pool of 20 talented Storyliners created The quality of applicants was far higher than anticipated by ITV A small band of rejected applicants even created their own Facebook group of‘Story Disassociates’ – where they continued discussing their programme ideas. The employer branded copy tone/theme was carried through across allcommunications to the applicants – the successful and the unsuccessful – throughoutthe post-application process.And the ‘social networking’ community out there is still growing, in anticipation of thenext time this opportunity opens again!
  23. 23. Find and be found 63% of job seekers use a search engine to find a job source Enhance Media March 2011
  24. 24. What does your digital footprint look like?
  25. 25. It’s called social for a reasonBuild relationships not a CV bookshelf
  26. 26. The misconceptionWrong!
  27. 27. Social recruiting is ALL about ENGAGEMENT Facebook is about YOUR Fans Twitter is about YOUR Followers Blogs are about YOUR Readers YouTube is about YOUR SubscribersGive them content that is valuable to THEM and the platform they are on
  28. 28. How do you engage people?  Participate  Find good people to follow  Learn the language  Comment  Share  Converse  Own content  Ask questions  Respectful and polite
  29. 29. This is recruitment engagement!8.6 % engagement5.1 % engagement
  30. 30. Where do you start? Blogs
  31. 31. Remember where your audience is
  32. 32. You already have a starting point Networks WILL already exist Current employees Alumni Advocates Potential employees
  33. 33. LinkedIn Keywords 100% Do what it says on the tinProfile People Companies Skills Updates Boolean FlipSearch People Companies Updates GroupsFollow Personal Company Groups JobsUpdates Community Network Jobs Engagement X-RayGroups
  34. 34. Twitter  Researching  Sourcing  Tracking  Engaging  Communicating  Informing  Learning  Recruiting
  35. 35. Twitter basics Brand or name?Bio
  36. 36. Twitter basics #hashtagsFinding people to followBranding
  37. 37. Facebook• Forget the concept of a social network• It is a content management platform and you are the publishers• Give them something to ‘like’ ........ not a page full of jobs!!• Engagement – videos; photos & text in that order!• Create a jobs tab using Work4Labs, Broadbean, BeKnown etc
  38. 38. Facebook Pages
  39. 39. Facebook recruitment working well Objectives 1: To create a buzz around the opening of the new Hard Rock Cafe in Firenze 2: To recruit 120 staff in 8 categories from waiting staff to accounting. Time Frame 4 Weeks Facebook Advertising Candidate Criteria 1: Liked Rock and Roll 2: Lived within 100km of Firenze 3: Had some hospitality, catering or bar work in their background 4:Spoke fluent Italian
  40. 40. Apps deliver
  41. 41. Case study resultsImportant noteNo ATS usedAny form of application – written, visual, audio – English or ItalianPledge made – ALL applications dealt with in personResults 10,222 fans on the page. (In 4 weeks!) 4000 job applications received (During a 2 week campaign.) 600 interviews completed (over 3 days) 120 Hires Huge logistical times saving of the 600 iv’sCostFacebook advertising – c €2000Time undetermined
  42. 42. Google Plus “The fastest growing social network in history”Stream Sparks Hangouts Circles Photos Huddles
  43. 43. Google Plus Circles – think candidates Happy.Hour.com
  44. 44. Google+ Pages
  45. 45. findpeopleonplus.com Search Criteria  Relationship  Looking For  Gender  Activity  Education  Employer  Occupation  Following  Followers  Country  State  City
  46. 46. Mobile Smartphone penetration is 47% (MMA) 40% of social media users access social media content fromtheir mobile phone (Nielsen) 11% now have some form of tablet device (IAB)Have you got a mobile recruiting website for your business?
  47. 47. Your brand is not in your control
  48. 48. It is what people say about your brand.....
  49. 49. Reputation is EVERYTHING Name Website address Products Key people Competitors Keywords/phrasesResponse Timely Courteous Aware Pro-active Off-line
  50. 50. Platform tools are improving all the time  Insights  Group statistics  TweetStats  Hootsuite ......and don’t forget Google Analytics!
  51. 51. Managing Social
  52. 52. Many different levels of sentiment measuring tools €€€€ €€ €free Many Different Levels of Measuring Tools
  53. 53. ROI
  54. 54. ROI - depends on your levelWalk first; Objectives; Know metrics; Engage; Track; Measure Source: Jeremiah Owyang
  55. 55. Content and engagement first though
  56. 56. How do you communicate with your candidates?  Tweet  Direct Message  Message  Facetime  Chat  Message; Circles  Huddle; Hangout  Message  Company updates“If you wish to persuade  Inmailme, you must think my  Message  Audio Skypethoughts, feel my feelings,  Video Skypeand speak my words”  RSS Feeds Cicero 80BC
  57. 57. Foursquare – aka stalking 
  58. 58. Foursquare
  59. 59. Remember......
  60. 60. Questions?www.sironaconsulting.comandy.headworth@sironaconsulting.com+44 1903 206249 / +44 7788 726019blog.sironaconsulting.comlinkedin.com/in/andyheadworthtwitter.com/andyheadworthfacebook.com/sironaconsulting

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