Social networking sites are an important tool in a recruiter’s toolbox. However rather than dipping your toe in the water and experimenting tactically, it’s important to take a step back and think about your overall strategic approach to using social media for recruiting.
A well thought-out, coordinated strategy will ensure that your company’s recruitment message is clear, that the various online channels are integrated, and that everything you do in the web environment helps attract top-level talent and enhances your employment brand.
During this webinar sponsored by ADP, you’ll learn the best practices for creating a social networking recruiting strategy. Michelle Krier, Marketing Services Manager for Pinstripe, will explain:
* What social media is and why it’s important to have a social media strategy specifically for your recruiting function
* How to build a social networking strategy for recruitment (and how it integrates with your company’s overall social media strategy)
* What an integrated strategy looks like via a case study
* The organizational benefits of a social networking recruitment strategy, and
* How to measure success
Social Networking Usage Trends
• We have found that current employees are the most widely used
and are by far the most trusted source of information about
organizations for candidates. Unfortunately, only 24% of
employees actively promote their organization in the labor market.
Corporate Leadership Council
• Trust in “a person like me” has more than tripled, from 20% in 2000
to 68% in 2006. Edelman Trust Barometer
Does your organization currently have a
social media strategy?
• Yes – 28%
• No – 58%
• Not sure – 14%
How to Start
• Follow the POST Method
• People (who are you trying to reach?)
• Objectives (what are you trying to accomplish?)
• Strategy (how do you want your relationships with the people you are targeting to
• Technology (what tools will you use to accomplish the above?)
• Segment into groups
– Prospective clients/customers
– Potential employees
• Where do they have an online presence?
• What is their profile (i.e., are they heavy technology users or not?
Do they lead the pack or are they followers?)
• Engage with potential employees
• Build brand awareness
• Make them measurable – how?
– # of impressions
– # of followers, fans, etc.
• How do you want your interactions with candidates and potential
candidates to change and grow over time?
• Do you have a dedicated resource(s) to manage these efforts on an
• Start small but have room to grow
• Must be integrated!!
• The tools are determined after the people, objectives and strategy.
Which social media tools does your company
currently use? (check all that apply)
• Blogs – 11%
• Social networking sites – Twitter, Facebook, LinkedIn, etc. – 64%
• Video, podcasts – 17%
• E‐newsletters – 26%
• None of the above – 30%
75% found blogs useful,
important or critical and
75% blog at least weekly
Social Media Sites
• The “big three” ‐
• Don’t just create an account – be active!
• Establish relationships and engage with people
Implementing the Strategy
• Should complement your traditional recruiting strategy
• Who will manage it?
– Dedicated resources
– Team approach – various team members manage different pieces
• Integrate social media activities into daily activities
• Be authentic
Social Media Policy
• Provides guidance to employees about
how to interact on behalf of the company
online; clearly defines what’s acceptable
and what’s not as well as what’s grounds
• Protects the company
• Can be brief or lengthy depending on size
of company and nature of business
• Good examples you can find online:
• Branding ‐ A way to differentiate the employment experience
– An emotional connection with internal/external audiences
– Highlighting ‘points of difference’
– Branding should be consistent with the consumer brand/culture
• Guiding Principles of branding
– COGNITIVE: Understand ‐ Believe ‐ Engaged
– BEHAVIORAL: Deliver ‐ Tell the story ‐ Link to HR Systems
Create robust communication to current employee database and insure
employees in (or out) of the career path are recruited
Qualify job search criteria and ensure robust recruitment marketing to
candidates looking for a job now ‐ online and off on web and in your
current ATS & CRM
Research and mine resume/ candidate database for candidates
Find and maintain relationships with currently employed talent that might
not be looking to change jobs today
Companies don’t control the message
• Types of results for social media:
1. Traffic (# of followers, # of fans, etc.)
2. Outcomes (how quickly you can fill an open req)
3. Business results – tie back to overall goals
– Participate in the conversation
– Enhance relationships with candidates and potential candidates
“The problem with trying to determine ROI for social media is you
are trying to put numeric quantities around human interactions
and conversations, which are not quantifiable.”
‐ Jason Falls, Social Media Explorer
If you currently use social media tools for recruiting,
how successful have you been?
• Very successful – 2%
• Moderately successful – 30%
• Not successful – 13%
• Not sure/haven’t tried using social media for recruiting – 55%
Sodexo's Integrated Recruitment Strategy
Web Videos &
Have a strategy to reach your audience!
• Creating a Social Networking
Recruitment Strategy PPT
• Social Networking Sample Policy
• The New Recruitment Tool: Social
• 10 Demandments Self‐Assessment
The Power of a Partnership
Talent Pools Management
Set Budgets Evaluation
Brian Tomasic Reports/Metrics Onboarding
Brian_tomasic@adp.com Analyze Ensure
Join us for Future Webinars
TCO and ROI in RPO 06/24/09
Top Recruitment Strategies for Uncertain Times 08/13/09
Visit www.pinstripetalent.com for more information
Connect with Pinstripe!
www.twitter.com/PinstripeTalent and www.twitter.com/PinstripeJobs