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NEHRA Social Staffing Presentation


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The future of recruiting is social.

Social media has revolutionized marketing - now, it is changing the face of recruiting. Never before has talent deep in an organization been so accessible. The wide array of social media tools are becoming more critical to success than traditional methods of recruitment advertising and prospecting.

This event will discuss the dramatic impact social media and web 2.0 technologies are having on the staffing practice in many organizations today. You'll learn how companies are successfully using social media tools to identify, source and build meaningful relationships with the top "A" level passive candidates in their industries.

We'll evaluate each of the social media platforms and discuss how you can apply them within your own organization to attract more qualified candidates faster and at a lower cost.

You'll also learn the metrics and evaluations you can apply to quantify the impact this is having on your business.


* Understand all the important social media trends and how they are impacting recruiting
* Learn best practices, potential risks and company investments required
* Learn how to evaluate success and measure business impact
* Learn how to identify, connect and build relationships with passive candidates in these environments
* Learn how this can be applies to enhance your employment brand

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NEHRA Social Staffing Presentation

  1. 1. September 29, 2009<br />The Future of Recruiting is Social - How Social Media is <br />Changing Recruiting <br />Presented By:<br /> Brian Cavoli<br />Director of Marketing and Social Media Strategies, JCSI<br />Jim Sullivan<br />CEO, JCSI<br />
  2. 2. Why We Are Here<br /><ul><li>Understand social media trends/ how they impact recruiting
  3. 3. Learn best practices, risks and company investments required
  4. 4. Learn how to evaluate success and measure business impact
  5. 5. Learn how to identify, connect and build relationships with passive candidates in these environments
  6. 6. Learn how this can be applied to enhance your employment brand</li></ul>What Else?<br />2<br />
  7. 7. Twittering Today?<br />Use #NEHRA hashtag today to follow the conversation <br /><br />3<br />
  8. 8. Agenda<br />Who is Using This?<br />Introduction to Social Media<br />Making the Case for Social Staffing <br />Evaluating the Tools<br />Measurement<br />Discussion<br />4<br />
  9. 9. Social Media StaffingSurvey Results<br /><ul><li>2009 Jobvite Social Recruitment Survey
  10. 10. Conducted online between April 30 and May 15, 2009
  11. 11. 438 individuals completed the 23 question survey
  12. 12. Respondents answered questions on an online survey tool</li></ul>5<br />
  13. 13. Recruiter Survey Results – Discussion<br />6<br />
  14. 14. Recruiter Survey Results – Discussion<br />7<br />
  15. 15. Recruiter Survey Results – Discussion<br />8<br />
  16. 16. Recruiter Survey Results – Discussion<br />9<br />
  17. 17. Agenda<br />Who is Using This?<br />Introduction to Social Media<br />Making the Case for Social Staffing <br />Evaluating the Tools<br />Measurement<br />Discussion<br />10<br />
  18. 18. What is Social Media<br />Content created by people using highly accessible and scalable publishing technologies<br />Democratization of knowledge and information<br />Transforming people from content consumers into content producers<br />11<br />
  19. 19. Social Media is About Relationships<br />“Web 2.0” technologies turn websites from one-way communication to a “market conversation”<br />Bypassing traditional communications methods to reach audiences directly<br />Individuals sharing ideas, experiences and opinions with millions of others<br />Companies can reach many candidates directly<br />Your<br />Company<br />Job<br />Ads<br />Agencies<br />12<br />
  20. 20. Social Media Universe<br />13<br />Source:<br />
  21. 21.<br />14<br />
  22. 22. Agenda<br />Who is Using This?<br />Introduction to Social Media<br />Making the Case for Social Staffing <br />Evaluating the Tools<br />Measurement<br />Discussion<br />15<br />
  23. 23. The Future Staffing is Social<br />Social media has revolutionized marketing –<br /> now, it is changing the future of recruiting<br />Never before has the talent deep in a competitor’s organization been so accessible<br />Ads and agencies are losing effectiveness social media can attract higher quality hires at a lower cost <br />16<br />
  24. 24. How Social Media is Used<br /><ul><li>These are passive candidates not actively on job boards
  25. 25. Requires a proactive approach to reach them and the quality content to appeal to them
  26. 26. Emphasizes the importance of your first impression</li></ul>17<br />
  27. 27. Importance of Social Media<br />Social networking has become more popular than email<br />Time spent growing 3 times faster than overall rate of Internet growth<br />Audience is becoming older and globally diverse<br />In 2009, the number of Facebook members age 35+ has doubled<br />Users are 3 times more likely to trust a peer over advertising when making a purchase decision<br />Social Profile of US Online Adults<br />Forrester Research<br />Source: Nielsen<br />Source: Jupiter Research<br />Source: Forrester Research<br />18<br />
  28. 28. Who is Doing What<br />Source: Forrester Research<br />19<br />
  29. 29. Impact on HR & Staffing<br /><ul><li>Talented people are demonstrating expertise on blogs, forums and review sites all across the web
  30. 30. Influencers are connecting with other influential people
  31. 31. Openly discussing company cultures, salaries, interviews and working conditions
  32. 32. Candidates are finding others online to discuss career decisions, stresses the importance of your employment brand
  33. 33. People expect to be able to engage with companies in social communities</li></ul>20<br />
  34. 34. Influence Throughout the Process<br />21<br />
  35. 35. “A” Level Candidates Currently Working for Competitors<br />CULTIVATION<br />Influence Throughout the Process<br />22<br />
  36. 36. PR for Your HR<br />Social media has dramatically changed PR and marketing<br />We are applying these proven practices specifically for staffing and recruitment conversations <br />Communications<br />Firm<br />Brands<br />Consumer<br />Forrester Research<br />Future of Communications Firms<br />“Deep understanding of consumer communities, helping brands create and nurture connections, deliver targeted, on-demand messages, and network for talent and insights.”<br />Source: Forrester Research<br />23<br />
  37. 37. The Next Generation of Recruiting<br />Proactive outreach to participate in communities to build relationships as part of a long-term employment strategy<br />Develop strong understanding of the audience and where they live online<br />Join communities where relevant conversations are occurring<br />Identify talent based on demonstrated expertise<br />Connect with them by following/friending, etc <br />Build credibility by contributing to the discussion<br />Offer value by sharing relevant content/resources<br />Gain referrals through personal networks<br />Help shape your employment brand<br />24<br />
  38. 38. Future of Communications<br />Influence of “traditional content sources” wanes in favor of digital consumer-generated information available on-demand<br />25<br />Source:<br />
  39. 39. Stages of Social Media Recruiting<br />26<br />
  40. 40. Listening<br />Seek First to Understand, Then to Be Understood<br />Find the communities, blogs and discussion forums that attract your targeted candidates<br />Apply monitoring tools to pick-up relevant brand mentions<br />Participate in the conversation to understand the discussions, topics, personalities and tone<br />Identify the individuals that demonstrate expertise and influence<br />27<br />
  41. 41. Engaging<br />Advocate Don’t Advertise<br />Comment on their contributions so the pitch isn’t the first time they’ve heard of you<br />Read several posts to understand the individual’s personality and areas of expertise<br />Make every communication personalized and relevant<br />Post links to jobs and content in a way that is relevant to the discussion and adds value to the community<br />Invite feedback, comments and referrals and make it easy for them to contact you privately<br />28<br />
  42. 42. Engagement = Business Success<br />“ companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference. In fact, these Mavens have sustained strong revenue and margin growth in spite of the current economy “<br /><br />29<br />
  43. 43. The Right Message for the Right Person at the Right Time<br />There are many ways to develop tools and content that will attract and engage candidates<br />Sharing<br />Social network pages<br />Twitter<br />Company videos<br />Job posting videos<br />Podcasts<br />Widgets<br />Topic communities<br />Blogs<br />Web events / Webinars<br />30<br />
  44. 44. Agenda<br />Who is Using This?<br />Introduction to Social Media<br />Making the Case for Social Staffing <br />Evaluating the Tools<br />Measurement<br />Discussion<br />31<br />
  45. 45. Social Media Universe<br />32<br />
  46. 46. Facebook-Centric Strategy<br />A presence that looks and behaves like user profiles to connect and engage with your customers and amplify your voice to their friends<br />Facebook Page is your social media hub<br />Navigation to all the tools across the web<br />Don’t need to be a member to view<br />Designed for conversation and networking <br />Enables you to shape a brand experience<br />33<br />
  47. 47. Corporate Facebook Pages<br />Corporate pages have a different audience / goals<br />Great for company news<br />Product promotion <br />Customer service<br />Sales, special offers<br />Limited to 6 tabs<br />… and one wall<br />34<br />
  48. 48. Facebook Careers Page<br />Conversation focused on job opportunities and careers<br />Reasons people follow are very different than on your marketing site<br />Complement any page created by your marketing group<br />Features: <br />Recruiting events<br />Company / employee videos<br />Links to other communities – Twitter, YouTube, Podcasts<br />35<br />
  49. 49. Customizing the Experience<br />Landing page for any visitor who is not a “fan” of the site<br />Provide quality content for specific audiences <br /><ul><li>Welcome statement
  50. 50. Locations
  51. 51. Community Involvement
  52. 52. RSS
  53. 53. YouTube Videos
  54. 54. Downloads – Annual Reports </li></ul>36<br />
  55. 55. Facebook Users Getting Older<br />Networks have become more mainstream - audience becomes older<br />Almost one third of its global audience is aged 35-49 years of age <br />One quarter is over 50 years old<br />25-34 year population is doubling every 6 months<br />37<br />
  56. 56. Top Reach - Locally and Globally<br />Topped 300 million users in Sept ’09<br />70% of its user base is now outside the US<br />38<br />Source:<br />
  57. 57. The Hype of 2009<br />Twitter Generates $48 Million of Media Coverage in a Month<br />According to news-monitoring service VMS, a cool $48 million over the past 30 days. (That&apos;s half of what Microsoft plans to spend marketing its biggest product launch of the year, Bing.)<br />39<br />
  58. 58. Twitter for Recruiters<br />Promote and discuss jobs<br />Research candidates<br />Network <br />Build employment brand<br />Follow influential people<br />Build viral momentum<br />Link to important information<br />40<br />Social media is used to increase collaboration, communication and innovation<br />Twitter can level the playing field so that smaller firms can find those people as effectively as the Fortune 500 do<br />Efficient way to identify passive job candidates who might not be scanning job boards.<br /><br />
  59. 59. Microblogging<br />41<br />
  60. 60. Twitter DemographicseMarketer & ComScore<br />“What is interesting is that it is not the 18-to-24-year-olds, the traditional social media early adopters, that are driving Twitter growth”<br />“More specifically, 45-54 year olds are 36% more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30% more likely.” (Reuters)<br />Age Distribution of Twitter Users <br />42<br />
  61. 61. Recruiter Blogging<br />Show a human side of your corporation to prospective employees<br />Conversational version of press releases, marketing materials and job postings<br />Discuss community service events<br />Recruiting events<br />Typical interview questions<br />Explanation of company benefits<br />Interviews with hiring managers<br />Requires a commitment - weekly updating<br />43<br />
  62. 62. Blogging<br />44<br />
  63. 63. Online Videos<br />Company Movies<br />Video Job Posting<br />Employee Point of Views<br /><br />Video<br />45<br />
  64. 64. Online Videos<br />46<br />
  65. 65. Online Video<br />76.8% of the total U.S. Internet audience viewed online video<br />Average online video viewer watched 356 minutes of video (approx. 6 hours) a month<br />100.9 million viewers watched 6.3 billion videos on (62.6 videos per viewer)<br />YouTube accounts for 90% of online video consumption<br />(Comscore)<br />68% of people who watch online videos pass links for these videos onto their friends<br />(OPA and Adweek)<br />47<br />
  66. 66. Hiring Manager Podcasts<br />Hiring Manager Podcasts<br />iTunes Channel<br />48<br />
  67. 67. Podcasts<br />Podcast downloaders tend to be male, young and educated<br />35-54 year olds represent about half of the podcasting audience. <br />iTunes accounts for 75% of all podcast downloads, (Podtrac)<br />49<br />
  68. 68. Live Online Events<br />Online Open House<br />50<br />Live Event Streaming<br />
  69. 69. Industry-FocusedCommunities & Forums<br />Ning Communities<br />LinkedIn Answers<br />51<br />
  70. 70. Company-Focused Forums<br />Glassdoor Reviews<br />Indeed Forums<br />52<br />
  71. 71. Agenda<br />Who is Using This?<br />Introduction to Social Media<br />Making the Case for Social Staffing <br />Evaluating the Tools<br />Measurement<br />Discussion<br />53<br />
  72. 72. This is a relationship-building strategy utilizing unpaid media and direct to consumer communications<br />There are many key performance indicators we can track<br />54<br />Measurement<br />
  73. 73. There’s No Lack of Data<br />55<br />
  74. 74. Measuring Reach<br />Manage them With Google Reader<br />Google alerts<br />Tweetbeep<br />Twitter Search<br />Technorati<br />BoardReader<br />Social Mention<br />Backtype<br />56<br />
  75. 75. Measure Engagement<br />57<br />
  76. 76. Measure Candidates<br />Connecting social interactions to candidate databases<br />Inquiries from Social Sites<br />Candidate Screening <br />Self Identified on Applications<br /> Applicant Tracking Systems<br />58<br />
  77. 77. What’s Your Strategy?<br />The world of social media recruiting is an exciting place<br />59<br />
  78. 78. What’s Your Strategy?<br />Leave Your Card<br />Receive Our eBook<br />Social Media Strategy for Your Business<br />Brian Cavoli<br /><br />Kevin Jones<br /><br />Jim Sullivan<br /><br />888-JCSI- INC<br />Blog:<br /><br /><br /><br />60<br />