Social Recruiting                 in an         Unsocial EnvironmentSocial Recruiting in an Unsocial Environment   @DavidA...
Who is this guy?        Come	  to	  work	  stupid	  every	  day.	                     Dan	  Wieden,	  co	  –founder	  of	 ...
Purpose of this presentation Get you to think about the answer to these questions…  • 	  What	  do	  people	  think	  abou...
Agenda•    Is	  social	  media	  new?	  •    How	  has	  recrui;ng	  changed?	  •    Why	  did	  the	  Army	  go	  social?...
Is social m e dia new?Social Recruiting in an Unsocial Environment   @DavidALee
NOPE…just the tools!There	  were	  four	  main	  purposes	  of	  the	  Declara4on:	  ü 	  GeGng	  reluctant	  colonists	 ...
Definition of Social–adjec4ve	  	  1.	  pertaining	  to,	  devoted	  to,	  or	  characterized	  by	  friendly	  companions...
Working Definition  Social	  networking	  is	  the	  crea4on	  of	  connec4ons	  between	    individuals	  and	  adver4ser...
Why Social Networking is Important•    78% of consumers trust recommendations from other     consumers they know (1) Now t...
Encourage Target Audience Participation Ensuring	  that	  ac8vity	  is	  driven	  exclusively	  by	  our	  target	   audie...
s recruiting change d?        How haSocial Recruiting in an Unsocial Environment   @DavidALee
Before the internet…Social Recruiting in an Unsocial Environment   @DavidALee
How have things changed?• 	  86%	  of	  job	  seekers	  search	  online	  • 	  Social	  media	  s;ll	  isn’t	  on	  the	  ...
What is the perception?                                                  s                                     Searc h wor...
Super Bowl 2011 Ticket Giveaway                                     •  I have 2 tickets for                               ...
Super Bowl 2011 Ticket Giveaway                            Sorry…I alrea dy gave the                            tickets to...
Is this your applicants experience?                              •    Self Select                              •    Excite...
How does your process make people feel?Social Recruiting in an Unsocial Environment   @DavidALee
di d the Ar m y go social?        WhySocial Recruiting in an Unsocial Environment   @DavidALee
Before Social Media                     “Recrui4ng	  Slogans”	  It didn’t matter what Soldiers thought…no one asked them.S...
What do you think when you see… Social Recruiting in an Unsocial Environment   @DavidALee
Do these come to mind?Social Recruiting in an Unsocial Environment   @DavidALee
What it means to the Army…                                               No	  longer	  just	  for	  recrui4ng!	     Physic...
Army Strong Stories600+	  Bloggers	  Social Recruiting in an Unsocial Environment   @DavidALee
Army Strong StoriesSocial Recruiting in an Unsocial Environment   @DavidALee
Social Media – Straight from IraqSocial Recruiting in an Unsocial Environment   @DavidALee
US Army AstronautsSocial Recruiting in an Unsocial Environment   @DavidALee
The Army Experience CenterWhy you need to have asocial media plan.Community Manager shouldhave handled this differently. S...
What is Marketing?Social Recruiting in an Unsocial Environment   @DavidALee
Marketing•  What	  consumer	  problem	  must	     the	  adver;sing	  solve?	  •  What	  is	  the	  objec;ve	  of	  the	   ...
Social Recruiting IS Marketing •  This	  should	  be	  more	  than	  a	  job	  pos;ng.	   •  It’s	  a	  story	  of	  emplo...
What is a  bran d an d           mportant to recruiting?why is it iSocial Recruiting in an Unsocial Environment   @DavidALee
Brand•  A	  brand	  is	  a	  name,	  sign,	  symbol,	  slogan	  or	     anything	  that	  is	  used	  to	  iden;fy	  and	 ...
Is it Quality or something else??Social Recruiting in an Unsocial Environment   @DavidALee
Your Brand•  Percep;ons	  =	  Reality	  •  What	  is	  being	  said	  in	  the	  news	     about	  your	  brand	  impacts	...
Do yo u have a                       social me dia strategy?Social Recruiting in an Unsocial Environment   @DavidALee
STEP	  1:	  	  Develop	  a	  posi4on	  statement	  The Army’s Positioning For Recruiting      Soldier’s	  Purpose:	  A	  S...
STEP	  2:	  	  Develop	  a	  strategy	         Strategy       Short	  term	  -­‐	  	                   Launch	  and	  est...
Know your audience•  Each	  genera;on	  has	  different	     career	  goals	  •  They	  can	  be	  found	  in	  different	  ...
Development of a Strategy                         •  Define	  your	  content	                           •  Determine	  loca...
Communication Plan                          •    Think	  like	  a	  magazine	  (annual	  plan)	                           ...
ocial me dia like dating?   How is sSocial Recruiting in an Unsocial Environment   @DavidALee
Social Media is about RelationshipsWhat	  is	  it	  like	  on	  the	  first	  date?	                                       ...
How do you create conversations?   Social networking is the creation of connections between individuals and advertisers wh...
Part of your strategy should include listeningSocial Recruiting in an Unsocial Environment   @DavidALee
e make the  experienceHow can w              employees?better for prospectiveSocial Recruiting in an Unsocial Environment ...
Worst Practices •  HR	  Team	  mistakes	       •  Misspellings	  in	  job	  pos;ngs	       •  Communica;on	  errors	  with...
Best Practices•    Hand	  wriEen	  rejec;on	  no;ce	  •    Discount	  coupons	  for	  company	  products	  •    Feedback	 ...
What can we do to get better? þ Develop	  a	  strategy	  and	  a	  communica;on	  plan	   þ Know	  your	  audience	  and...
What can we do to get better? þ 	  Get	  employees	  into	  recrui;ng	  communi;es	   þ Understand	  the	  “rules”	  of	...
A new recruiters tool on Facebook                                               Free	  6	  Week	  Trial	                  ...
A new recruiters tool on FacebookSocial Recruiting in an Unsocial Environment   @DavidALee
What are your thoughts?Social Recruiting in an Unsocial Environment   @DavidALee
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Social Recruiting in an Unsocial Enviornment

  1. 1. Social Recruiting in an Unsocial EnvironmentSocial Recruiting in an Unsocial Environment @DavidALee
  2. 2. Who is this guy? Come  to  work  stupid  every  day.   Dan  Wieden,  co  –founder  of  Wieden  +  Kennedy  Social Recruiting in an Unsocial Environment @DavidALee
  3. 3. Purpose of this presentation Get you to think about the answer to these questions… •   What  do  people  think  about  the  company?   •   Do  your  ac;ons  improve  that  percep;on?   •   Are  you  a  recruiter  or  a  career  counselor?  Social Recruiting in an Unsocial Environment @DavidALee
  4. 4. Agenda•  Is  social  media  new?  •  How  has  recrui;ng  changed?  •  Why  did  the  Army  go  social?  •  Do  you  have  a  social  media  strategy?  •  What  is  Marke;ng?  •  What  is  a  brand  and  why  is  it  important  to  recrui;ng?  •  How  is  social  media  like  da;ng?  •  How  can  we  make  the  experience  beEer  for  prospec;ve   employees?  Social Recruiting in an Unsocial Environment @DavidALee
  5. 5. Is social m e dia new?Social Recruiting in an Unsocial Environment @DavidALee
  6. 6. NOPE…just the tools!There  were  four  main  purposes  of  the  Declara4on:  ü   GeGng  reluctant  colonists  on  board    ü   Explaining  the  colonists  posi;on  on  the  purpose  of  government    ü   Lis;ng  the  colonists  grievances  against  King  George  III  to  show  the  legi;macy  of  their  ac;ons  to  others    ü   To  encourage  foreign  na;ons  to  help  them    Social Recruiting in an Unsocial Environment @DavidALee
  7. 7. Definition of Social–adjec4ve    1.  pertaining  to,  devoted  to,  or  characterized  by  friendly  companionship  or  rela4ons:  a  social  club.    2.  seeking  or  enjoying  the  companionship  of  others;  friendly;  sociable;  gregarious.    3.  of,  pertaining  to,  connected  with,  or  suited  to  polite  or  fashionable  society:  a  social  event.    4.  living  or  disposed  to  live  in  companionship  with  others  or  in  a  community,  rather  than  in  isola;on:   People  are  social  beings.    5.  of  or  pertaining  to  human  society,  esp.  as  a  body  divided  into  classes  according  to  status:  social  rank.    6.  involved  in  many  social  ac;vi;es:  Were  so  busy  working,  we  have  to  be  a  liEle  less  social  now.    7.  of  or  pertaining  to  the  life,  welfare,  and  rela;ons  of  human  beings  in  a  community:  social  problems.    8.  no;ng  or  pertaining  to  ac4vi4es  designed  to  remedy  or  alleviate  certain  unfavorable  condi4ons  of   life  in  a  community,  esp.  among  the  poor.    9.  pertaining  to  or  advoca;ng  socialism.    10.  Zoology  .  living  habitually  together  in  communi;es,  as  bees  or  ants.    11.  Botany  .  growing  in  patches  or  clumps.    12.  Rare  .  occurring  or  taking  place  between  allies  or  confederates.    –noun    13.  a  social  gathering  or  party,  esp.  of  or  as  given  by  an  organized    group:  a  church  social.    Social Recruiting in an Unsocial Environment @DavidALee
  8. 8. Working Definition Social  networking  is  the  crea4on  of  connec4ons  between   individuals  and  adver4sers  who  share  a  common  interest  in   order  to  create  new  conversa4ons  that  add  measurable  value  to   a  brand,  product  or  service.  Viral  Marke4ng        The  process  of  crea;ng  the  poten;al  for  exponen;al  growth  in  a  messages  exposure   and  influence,  usually  refers  to  the  pass-­‐along  of  some  element  or  content  that  is  usually   online  Buzz    Generally  considered  an  outcome  resul;ng  from  large  numbers  of  individuals  talking   about  a  product,  service  or  brand  Word-­‐of-­‐Mouth  Marke4ng      Ac;vi;es  that  companies  undertake  to  generate  personal,  oaen  in-­‐person,   recommenda;ons  as  well  as  referrals  for  brand  names,  products  and  services  Social Recruiting in an Unsocial Environment @DavidALee
  9. 9. Why Social Networking is Important•  78% of consumers trust recommendations from other consumers they know (1) Now this is closer to 90%•  71% of 13-24 year olds consume user-generated content (2)•  35% of executives have read a blog in the last month (3)•  40% of today’s consumers are creating their own entertainment (4)•  51% of consumers are watching and reading content created by other consumers (5) Sources: 1.  Word-of-Mouth the Most Powerful Selling Tool: Nielsen Global Survey, The Nielsen Company, October 2007 2.  Harrison Group/Deloitte Touche Survey, March 2007 3.  Business Elite: USA 2007 Survey, Ipsos Media, October 2007 4.  State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007 5.  State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007Social Recruiting in an Unsocial Environment @DavidALee
  10. 10. Encourage Target Audience Participation Ensuring  that  ac8vity  is  driven  exclusively  by  our  target   audiences  will  help  build  a  high  level  of  trust  in  programs   •  Modern  web  users’  trust  is  earned,  not  given,  so  it’s  impera;ve  that  we   leave  as  liEle  a  “footprint”  as  possible   –  As  liEle  reac;ve  modera;on  as  possible  (e.g.,  don’t  let  community  see  you  remove   content  aaer  the  fact)   –  Let  others  respond  to  nega;ve  comments.   –  Establish  ground  rules  on  what  will  get  a  comment  deleted.    (e.g.,  obscene  language,   inappropriate  comments,  spam,  etc)   •  Customers  prefer  interac;ons  with  each  other  to  receiving  “marke;ng   speak”  about  why  they  should  consider  or  buy  new  products  /  services   –  December  2008  Web  2.0  Research  confirms  this  Social Recruiting in an Unsocial Environment @DavidALee
  11. 11. s recruiting change d? How haSocial Recruiting in an Unsocial Environment @DavidALee
  12. 12. Before the internet…Social Recruiting in an Unsocial Environment @DavidALee
  13. 13. How have things changed?•   86%  of  job  seekers  search  online  •   Social  media  s;ll  isn’t  on  the  radar  for  over  a  third  of  job  seekers  (36%)  •   83%  of  job  seekers  would  rather  have  a  job  they  love  than  a  job  that  pays  well   Do  you  think  a  job  is  more  important  than  a  purchase??     A  March  2009  study  by  Knowledge  Networks  found  that  between  10%  and  24%  of  US   social  media  users  turned  to  social  networks  when  making  purchase  decisions  about   various  categories  of  products  and  services.  (eMarketer,  October  2009)    Social Recruiting in an Unsocial Environment @DavidALee
  14. 14. What is the perception? s Searc h word n contact No huma Not user friendly Employers don’t care 1st to apply get the job Apply & wait & wait & wai t Hard to priorit ize Recruiters just fill jobs#CareerCollec4ve   Did I mention no human contact?Social Recruiting in an Unsocial Environment @DavidALee
  15. 15. Super Bowl 2011 Ticket Giveaway •  I have 2 tickets for the Super Bowl •  Tweet why you should get one of the tickets •  And the winner is…Social Recruiting in an Unsocial Environment @DavidALee
  16. 16. Super Bowl 2011 Ticket Giveaway Sorry…I alrea dy gave the tickets to someone in my fa mily yesterday.Social Recruiting in an Unsocial Environment @DavidALee
  17. 17. Is this your applicants experience? •  Self Select •  Excited about tickets (job) •  No clear timeline •  No notification •  Would you do this again?Social Recruiting in an Unsocial Environment @DavidALee
  18. 18. How does your process make people feel?Social Recruiting in an Unsocial Environment @DavidALee
  19. 19. di d the Ar m y go social? WhySocial Recruiting in an Unsocial Environment @DavidALee
  20. 20. Before Social Media “Recrui4ng  Slogans”  It didn’t matter what Soldiers thought…no one asked them.Social Recruiting in an Unsocial Environment @DavidALee
  21. 21. What do you think when you see… Social Recruiting in an Unsocial Environment @DavidALee
  22. 22. Do these come to mind?Social Recruiting in an Unsocial Environment @DavidALee
  23. 23. What it means to the Army… No  longer  just  for  recrui4ng!   Physical, Emotional, & Mental StrengthSocial Recruiting in an Unsocial Environment @DavidALee
  24. 24. Army Strong Stories600+  Bloggers  Social Recruiting in an Unsocial Environment @DavidALee
  25. 25. Army Strong StoriesSocial Recruiting in an Unsocial Environment @DavidALee
  26. 26. Social Media – Straight from IraqSocial Recruiting in an Unsocial Environment @DavidALee
  27. 27. US Army AstronautsSocial Recruiting in an Unsocial Environment @DavidALee
  28. 28. The Army Experience CenterWhy you need to have asocial media plan.Community Manager shouldhave handled this differently. Social Recruiting in an Unsocial Environment @DavidALee
  29. 29. What is Marketing?Social Recruiting in an Unsocial Environment @DavidALee
  30. 30. Marketing•  What  consumer  problem  must   the  adver;sing  solve?  •  What  is  the  objec;ve  of  the   adver;sing?  •  What  is  the  most  important   benefit,  promise,  and/or  offer?  Social Recruiting in an Unsocial Environment @DavidALee
  31. 31. Social Recruiting IS Marketing •  This  should  be  more  than  a  job  pos;ng.   •  It’s  a  story  of  employee  experiences.   •  It’s  about  rela;onships  and  communi;es.  Social Recruiting in an Unsocial Environment @DavidALee
  32. 32. What is a bran d an d mportant to recruiting?why is it iSocial Recruiting in an Unsocial Environment @DavidALee
  33. 33. Brand•  A  brand  is  a  name,  sign,  symbol,  slogan  or   anything  that  is  used  to  iden;fy  and  dis;nguish   a  specific  product,  service,  or  business.  Social Recruiting in an Unsocial Environment @DavidALee
  34. 34. Is it Quality or something else??Social Recruiting in an Unsocial Environment @DavidALee
  35. 35. Your Brand•  Percep;ons  =  Reality  •  What  is  being  said  in  the  news   about  your  brand  impacts   Negative Positive percep;ons  of  the  company.  •  HR  departments  DO  have  an   impact  on  the  brand…a  good   marke;ng  department  will  realize   that!  •  Employees  must  believe  in  the   brand  if  you  plan  to  include  them   in  social  recrui;ng.  Social Recruiting in an Unsocial Environment @DavidALee
  36. 36. Do yo u have a social me dia strategy?Social Recruiting in an Unsocial Environment @DavidALee
  37. 37. STEP  1:    Develop  a  posi4on  statement  The Army’s Positioning For Recruiting Soldier’s  Purpose:  A  Soldier  serves  in  the  US  Army  and  is  commiEed  to  protec;ng  the  U.S.   Cons;tu;on  and  all  that  it  stands  for.     Soldiers  Defini4on:  A  Soldier  is  strong  (Mentally,  physically  and  emo;onally),  adap;ve,   confident,  and  values  driven.   Value  Statement:  Becoming  a  Soldier  prepares  you  to  succeed  at  whatever  you  select  as  your   goals.   Posi4oning  Statement:  Being  a  Soldier  strengthens  you  today  and  for  the  future  because  the   Army  develops  your  poten;al  through  relevant  and  challenging  training,  shared  values  and   personal  experience.  Soldiers  consistently  take  pride  in  making  a  difference  for  themselves,   their  families  and  the  Na;on.     Support      Enlisted:  Army  skills;  leadership  and  teamwork  training;  educa;onal  opportuni;es        Officer:    Leadership  and  management  development  of  each  cadet/officer      Emo;onal  assurance  for  both:  pride  in  making  a  difference   Social Recruiting in an Unsocial Environment @DavidALee
  38. 38. STEP  2:    Develop  a  strategy   Strategy Short  term  -­‐       Launch  and  establish  Army  Brand     Increase  Leads  and  traffic  to  sta;ons  to  meet  recrui;ng  mission     Posi;on  Brand  for  Long  Term  success  -­‐  one  look  and  one  voice   Midterm  -­‐       Build  Army  Brand  and  improve  awareness  and  propensity     Employ  market  segmenta;on  research  to  target  messages  more  effec;vely     Employ  Public  Rela;ons  to  extend  message  to  both  the  internal  and  external   audiences     Develop  ethnic  specific  messages  to  increase  enlistments  in  under-­‐represented   ethnic  markets   Long  term  -­‐     Reinforce  Army  Brand  with  compelling  and  relevant  ads  and  messages     Integrate  learning  from  Ad  Tracking  and  research  to  improve  campaign   effec;veness     Synchronize  Army-­‐wide  outreach  programs  and  assets  to  support  recrui;ng   Social Recruiting in an Unsocial Environment @DavidALee
  39. 39. Know your audience•  Each  genera;on  has  different   career  goals  •  They  can  be  found  in  different   social  circles  •   For  40%  of  new  graduates,  the  most  important  thing  to  them  in  their  first  job  is  opportuni;es  to  learn  and  develop  their  career.  Salary  and  benefits  is  most  important  for  25%  of  new  grads,  and  work/life  balance  is  tops  for  17  percent.  •   If  you’re  targe;ng  older  workers,  one  place  to  adver;se  your  jobs  might  be  on  Facebook.  The  number  of  workers  55  and  older  on  Facebook  has  increased  922%  since  2009.  Social Recruiting in an Unsocial Environment @DavidALee
  40. 40. Development of a Strategy •  Define  your  content   •  Determine  loca;ons  to  post   content   •  Explore  social  media  management   tools   •  Measure  success  (ROI  vs  ROO)   Publish  a  communica4on  plan  Social Recruiting in an Unsocial Environment @DavidALee
  41. 41. Communication Plan •  Think  like  a  magazine  (annual  plan)   •  What  is  the  story  you  want  to  tell?   •  Is  there  a  cycle  to  your  recrui;ng?   •  Iden;fy  who  controls  account   •  Establish  rules   •  Ensure  informa;on  is  authen;c  and   verifiable  Social Recruiting in an Unsocial Environment @DavidALee
  42. 42. ocial me dia like dating? How is sSocial Recruiting in an Unsocial Environment @DavidALee
  43. 43. Social Media is about RelationshipsWhat  is  it  like  on  the  first  date?   And  a]er  the  marriage?  Social Recruiting in an Unsocial Environment @DavidALee
  44. 44. How do you create conversations? Social networking is the creation of connections between individuals and advertisers who share a common interest in order to create new conversations that add measurable value to a brand, product or service. YES Are  there  any  ques4ons?   What  do  you  think  about  this?   Do  you  agree?  Social Recruiting in an Unsocial Environment @DavidALee
  45. 45. Part of your strategy should include listeningSocial Recruiting in an Unsocial Environment @DavidALee
  46. 46. e make the experienceHow can w employees?better for prospectiveSocial Recruiting in an Unsocial Environment @DavidALee
  47. 47. Worst Practices •  HR  Team  mistakes   •  Misspellings  in  job  pos;ngs   •  Communica;on  errors  with  applicant   •  Job  pos;ngs  not  closed  when  filled   •  Comments  about  applicants  on  social  media  Social Recruiting in an Unsocial Environment @DavidALee
  48. 48. Best Practices•  Hand  wriEen  rejec;on  no;ce  •  Discount  coupons  for  company  products  •  Feedback  from  interview  •  Offered  advice  for  next  interview  •  “like  a  marriage”   fro m Our B ran d t isco un T hanks•  Offer  interview  hints     10 % D•  Response  from  SM  •  Video  pos;ngs  from  hiring  manager  Social Recruiting in an Unsocial Environment @DavidALee
  49. 49. What can we do to get better? þ Develop  a  strategy  and  a  communica;on  plan   þ Know  your  audience  and  understand  genera;onal   differences     þ Post  closing  dates  for  posi;ons   þ Applica;on  response  includes   decision  dates   þ   Send  a  “press  release”  profiling   the  selected  candidate   þ   Employee  blogs  to  communicate   company  culture  Social Recruiting in an Unsocial Environment @DavidALee
  50. 50. What can we do to get better? þ   Get  employees  into  recrui;ng  communi;es   þ Understand  the  “rules”  of  social  media…let  others   defend  your  organiza;on   þ   Provide  a  reason  for  prospects  to  stay  engaged  with   your  community   þ Watch  those  outside  your  industry… be  a  leader  not  a  follower   þ   Can  your  community  help  those   leaving  the  company?     þ   How  about  a  NewsleEer?    Social Recruiting in an Unsocial Environment @DavidALee
  51. 51. A new recruiters tool on Facebook Free  6  Week  Trial   Sign  up  at:    hEp://www.work4labs.com/     Email  team@work4labs.com   for  extension  to  6  weeks   TWITTER:  @Work4Labs  Social Recruiting in an Unsocial Environment @DavidALee
  52. 52. A new recruiters tool on FacebookSocial Recruiting in an Unsocial Environment @DavidALee
  53. 53. What are your thoughts?Social Recruiting in an Unsocial Environment @DavidALee

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