As of December 2012: 15% of online adults say they use Pinterest 13% of online adults say they use Instagram 6% of online adults say they use Tumblr 67% of online adults say they use Facebook 16% of online adults say they use Twi7er 20% of online adults say they use LinkedIn as of August 2012 http://www.pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
People who talked more with strong :es were twice as likely to ﬁnd a new job within three months. And those who talked more with weak Qes were less likely to ﬁnd a job. h7ps://www.facebook.com/notes/facebook-‐data-‐science/facebook-‐use-‐by-‐job-‐seekers/10151374764118859 More than a billion monthlyactive users as of December2012.Approximately 82% ofmonthly active users areoutside the U.S. and Canada.618 million daily active userson average in December2012.680 million monthly activeusers who used Facebookmobile products as ofDecember 31, 2012.http://newsroom.fb.com/Key-Facts
Top reasons people give for following brands on Twi7er: There are 200 million activeusers on Twitter. And thoseusers post an average of 400million Tweets every day.Twitter is used by people innearly every country in theworld and is available in morethan 33 languages.60% of Twitter users login viamobile devices.According to a study byCompete, Twitter users followsix or more brands.
Over 1 billion endorsements were givenin less than 6 months.LinkedIn is currently available innineteen languages: English, Czech,Danish, Dutch, French, German,Indonesian, Italian, Japanese, Korean,Malay, Norwegian, Polish, Portuguese,Romanian, Russian, Spanish, Swedish andTurkish.As of December 31, 2012 (the end of thefourth quarter), professionals are signingup to join LinkedIn at a rate ofapproximately two new members persecond.
2012 JOBVITE SOCIAL RECRUITING SURVEY RESULTS (Company or respondent using social to recruit) #rethinkDE
2012 JOBVITE SOCIAL RECRUITING SURVEY RESULTS #rethinkDE
2012 JOBVITE SOCIAL RECRUITING SURVEY RESULTS % of which social networks respondentssuccessfully made a hire from:#rethinkDE
2013 DIRECTEMPLOYERS EMPLOYERS & SOCIAL MEDIA SURVEY RESULTS #rethinkDECompanies currently using social media to recruit,engage current employees or keep in touch withalumni.
#rethinkDESocial media networks being used by companies.
#rethinkDESocial media networks referring the most candidates.
57% believe social media improves company branding 52% say social media produces more applicaQons 48% say it produces more referrals 92% allocate less than 10% of recruiQng budgets to social media Only 16% of companies have a Twi7er account dedicated to HR/careers 2012 TWEETMYJOBS RESEARCH http://www.tweetmyjobs.com/blog/2012/01/is-social-recruiting-real-video/
70% agree that positive postson a company’s social media sitewould make them more likely toapply for a job57% of job seekersexpect a companyto interact withfans & followersActive & passive job seekers say theyuse a company’s social media pageto apply to jobs posted, ask and getanswers to questions and findinformation – not the company’swebsite59% of job seekers agreethat what is said by othersabout a company is moreimportant in how theyform their opinion about acompany than what acompany says about itselfSources:1) http://www.scribd.com/doc/34282554/Social-Media-Infographic-Job-Seeker-Perceptions-and-Expectations
http://www.tweetmyjobs.com/blog/2012/01/is-social-recruiting-real-video/29% use socialmedia as theirprimary tool forjob searching46% spend morethan 6 hours perweek jobsearching onsocial media sites50% still spendmost of their timesearching ontraditional jobboards
Audit your brand Set clear objecQves/goals Understand your audience Determine producQon and ownership Leverage internal resources
AUDIT YOUR BRAND • Google Alerts• Yahoo! Alerts• SocialMention• Technorati• Twitter Search• Hootsuite• Glassdoor#rethinkDE
SET CLEAR OBJECTIVES & GOALS Make sure you are entering with a purpose that supports business goals. Outline what you want to get out of social now and in the future, prioriQze and dedicate resources accordingly. What phases of the talent lifecycle will you focus on? #rethinkDEExamples: • Increase in database of candidates • Savings in adverQsing costs • Increase in career site traﬃc • Increase of candidates per req
How are they referencing my brand and in what context? Are the speakers inﬂuen:al? Who is talking? Where are the conversa:ons taking place? What social communi:es already are ac:ve in your space, or even around your brand? What mo:vates this behavior? What is your audience doing in social media spaces you’re interested in? UNDERSTAND YOUR AUDIENCE Sources:1) http://www.iab.net/media/file/IAB_SocialMedia_Booklet.pdf #rethinkDE
• Tap into current employees andassociate resource groups• Work with PR, marketing andlegalSource:1) http://www.iab.net/media/file/IAB_SocialMedia_Booklet.pdfUSE INTERNAL RESOURCES http://www.hubspot.com/Portals/53/docs/hubspot_social_media_pr_ebook.pdfA company s employees doubleas PR representatives for yourbusiness, whether you (or they)like it or not.Every good PR opp is agood recruiting opp– Shama Kabani#rethinkDE
PRODUCTION & OWNERSHIP • What are the set-up /maintenance costs orfees associated with this project?(programming, coding, creative, time)• Which types of platforms will be leveragedfor this project, and how many total?• Will the different platforms require multipleformats and content types?• If managed internally, who will be the pointperson, or team dedicated to this project?• Contingency plan for team member is he/sheleaves?#rethinkDE
Race Religion NaQonal Origin Age (40 and over) Color Sex GeneQc InformaQon Disability (RetaliaQon)
A disparate impact is a concern if recruiters and companies exclusively use social media to source and search for candidates. For example, if a recruiter relies solely on Twi7er to adverQse job openings, they are reaching a predominantly Caucasian audience. Quantcast’s most recent data tells us that Twi7er is comprised of 69% Caucasian, 16% African American, 3 % Asian, and 11% Hispanic. This audience is also an audience with a large percentage under 40 years of age. Thirty-‐eight percent of Twi7er’s users are between the ages of 34-‐50 +. h7p://www.blogging4jobs.com/social-‐media/part-‐3-‐the-‐era-‐of-‐corp-‐social-‐media-‐discriminaQon/ TwiRer Users White Black Hispanic Asian Facebook Users White Black Hispanic Asian
Keep in mind that the employerhas more laws constraining itsactions than just the EEO laws: • National Labor Relations Board(major player when it comes tosocial media)• Fair Credit Reporting Act• Stored Communications Act• State laws that restrict access tosocial media sites 1. More isn’t always better.The mere collection of certain data can create moreproblems than it’s worth; know what you want, need,and can lawfully obtain first.2. Cook it until it’s done!There is not a universal solution to social mediaissues; focus on getting it right each time.3. Measure what really matters, not just what’s easyto count.Analytics and metrics tools are readily available to minedata for the gems.4. Get it in writing.Create comprehensive social media policies, and makesure your employees understand them.5. Know who owns what, and be ready to prove it.Define clearly who owns social media accounts to avoiddisputes when employees leave the company.http://www.nixonpeabody.com/webfiles/publications/legallySocial_infographic.pdf
NLRB SOCIAL MEDIA REPORTS NLRB has issued a third report in Mayof 2012 “on social media casesbrought to the agency, this timefocusing exclusively on policiesgoverning the use of social media byemployees.”http://www.nlrb.gov/news/acting-general-counsel-releases-report-employer-social-media-policies#rethinkDE
HAVE A POLICY BEFORE YOU NEED ONE Sources:1) http://socialmediagovernance.com/policies.php2) http://www.shrm.org/about/pressroom/PressReleases/Pages/SHRMSurveyincreaseSocialMedia2012.aspx3) http://techcrunch.com/2013/03/21/a-dongle-joke-that-spiraled-way-out-of-control/• Social Media Governance• SHRM Survey: An Examination of How SocialMedia Is Embedded in Business Strategy andOperations40% of organizations have a formal social mediapolicy.56% of social media policies include a statementregarding the organization’s right to monitor socialmedia usage.#rethinkDECommon Policy Components: Code of conduct for employee use of social networking for professional purposes (68%) Code of conduct for employee use of social networking for personal purposes (66%), Guidelines for social media communicaQons (55%)
Example Social MediaTraining Video – IntelPublic on YouTube at:http://youtu.be/6IPVfBz5FqE
Social Jobs Partnership Facebook, the U.S. Department ofLabor, the National Association ofColleges and Employers (NACE),DirectEmployers Association (DE),and the National Association ofState Workforce Agencies (NASWA)created the ‘Social JobsPartnership.’The partnership’s goal will be tofacilitate employment forAmerica’s jobless through the useof social networks.#rethinkDE
Social Jobs App #rethinkDEAll jobs in the National LaborExchange are automatically beingpulled into the Social Jobs App!
The EEOC can send an a7orney out to your site to help with training for miQgaQng legal risks in social media. There are MOOCs (Massive Open Online Courses) that are helpful in learning more about social network analysis and social media in general – and they’re free (note, they will typically require about 6-‐10 hours of reading and homework). Check out: h7ps://www.coursera.org/course/sna and h7ps://www.canvas.net/courses/social-‐media. h7p://www.socialmediaexaminer.com/5-‐creaQve-‐ways-‐to-‐use-‐linkedin-‐company-‐pages/ (CreaQve ways to use LinkedIn company pages) h7p://news.msn.com/pop-‐culture/applebees-‐stands-‐by-‐decision-‐to-‐ﬁre-‐waitress-‐for-‐viral-‐Qp (Recent legal example of employee being ﬁred for behavior on social media) h7p://socialmediatoday.com/markeQngxlerator/1326421/how-‐use-‐social-‐media-‐recruiQng h7p://www.youtube.com/watch?v=j5Ftu3NbivE (clever recruiQng campaign by Heineken that went viral) h7p://mashable.com/2013/03/06/pizza-‐hut-‐interview-‐sxsw/ (Pizza Hut holds 140-‐second interviews at SXSW) Some extra nuggets that may be of interest
DirectEmployers 2013 Annual Mee:ng & Conference Are you a DirectEmployers Member?http://www.directemployers.org/about/member-companies/Please consider joining us in October at theDirectEmployers Association 2013 AnnualMeeting and Conference.Registration is free for Member companies.Government, states, colleges and non-profitscan buy discounted tickets for 50%. Learn moreand register at:http://deam13.directemployers.org/