Reasons for using social media in recruitment

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Presented at Ark Forum on Sustainable Social Media Recruitment Strategies. June 2011.

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  • The National Film and Sound Archive is a federal government agency, Canberra based, with over 200 employees.
  • with a mission to excite curiosity and inspire creativity around our audiovisual heritage. Online access to the collection and online delivery of business is a priority of the organisation, which created a dedicated Online branch in 2009.
  • By increasing our online profile, we get a bunch of questions –from filmmakers protective of their rights;
  • audiences wanting know why the entire collection isn’t already streaming online …
  • … and creative producers who want to use the films to create new works;
  • Disclaimer – these are my own views, not necessarily those of the NFSA, and they are the views of a manager with no professional recruiting skills. But more later on the professional/ amateur relationship in social media
  • Social media represents profound social change that your organisation needs to acknowledge and participate in. By recruiting in this space you’re more likely to hire people with social media skills, which will build your organisation’s capacity to adopt, adapt and be engaged with the full range of changes that social media is part of.
  • These changes include increased expectations of transparency from government and large organisations, expectations of dialogue, interaction and customisation. Formerly known as … the client, the audience, the reader … is now the active participant, creator – or curator- of their own experience – whether that’s retail, cultural or looking for work. Social media is where people are asking the questions, talking about us, and where they’re spending increasing amounts of their time. Which includes looking for work.
  • As a publicly funded cultural institution these are some of the things we achieve through social media that are important to us and very much aligned to our key objectives.
  • It’s also where we can find expertise
  • Sometimes the expertise we’re looking for might seem to have nothing to do with being a social media or web professional. what if you’re looking for a film archivist? This person might not necessarily be an early adopter, or need to be a social media expert as to do their job – or do they?
  • I think actually that they do. They are expected to share their knowledge, be collegiate, publicly exchange info and views with peers and communicate their knowledge and insights about the collection to the general public. And need the skills to do so.
  • By looking for this expert in a social media space you’re more likely to find someone with existing skills to do this.
  • Using social media humanises the very formal process of government recruitment. And this is going to improve the chance of a successful recruitment for both the employer and the candidate. It opens more possibilities for interaction. People can learn more about the organisation and the role. I first started using social media in 2006 by going on Facebook to to learn more about applicants. It was especially useful recruiting for online roles to find the early adopters, to see if an applicant was comfortable in that space, how they were using it, how they presented and interacted. Now though, with vastly more people active on social media and candidates and employers have an increasingly large ‘digital footprint’, both can learn a lot more about each other before they meet for interview. And it facilitates less formal one to one interaction. In my experience people are more likely to direct message me about a job posted on twitter or post a question on Facebook than email or phone me.
  • Where organisations source skills from their ‘users’, audiences, stakeholders … in a collaborations to work together for shared outcomes.
  • The web is changing not just how we find jobs but what jobs we do. This is because it is effective at cutting out the middle man in the supply chain. This article describes how the YouTube Symphony orchestra enabled musicians from anywhere in the world to audition by submitting a video on YouTube. These democratic self publishing aspects of social media are a particular challenge to the traditional cultural gatekeepers – the television executives, newspaper owners, book publishers, record companies and movie producers who feel their jobs are threatened and their professional skills are being undermined. I’m call this cultural disintermediation. Cutting out the middle person.
  • You can turn this democratisation through technology to advantage by inviting subject experts and interested people to help complete projects through crowd sourcing. Clay Shirky in his new book ‘Cognitive Surplus’ talks about how the social, interactive web can enable grand projects using untapped potential of volunteers. He estimates there are a trillion hours a year available that could be employed on such projects.
  • One example is a project undertaken by the National Library of Australia who digitised their newspaper collection and could have waited 30 years before their staff had time to correct all the mistakes in the text introduced by imperfect character recognition software. Instead, they just published the newspapers with all their errors and then offered registered users the ability to correct errors. By Nov 2009 over 6000 users had been actively correcting text each month and had corrected 7 million lines of text.
  • The head of the project, Rose Holley, has written an interesting paper analysing the reasons for its success and what motivated the contributors. Called Crowdsourcing Strategies for Archives, by Rose Holley, it’s on Slideshare.
  • Recap/summary:
  • The National Film and Sound Archive is a federal government agency, Canberra based, with over 200 employees.
  • Reasons for using social media in recruitment

    1. 1. Social Media in Recruitment Kate Stone, Manager, NFSA Online Twitter: @kate__stone @NFSAonline
    2. 2. Government Canberra 200+ employees Transformational agenda
    3. 3. … excite curiosity & inspire creativity through online access to Australian audiovisual heritage
    4. 4. … excite curiosity & inspire creativity through open and online access to Australian audiovisual heritage You can’t put that online, it should only be seen in a cinema!
    5. 5. … excite curiosity & inspire creativity through open and online access to Australian audiovisual heritage Why can’t I view whole films on your website?! You can’t put that online, it should only be seen in a cinema!
    6. 6. … excite curiosity & inspire creativity through open and online access to Australian audiovisual heritage Why can’t I view whole films on your website?! You can’t put that online, it should only be seen in a cinema! Can I use this in my mash up?
    7. 7. … excite curiosity & inspire creativity through open and online access to Australian audiovisual heritage Disclaimers: These are my views, not necessarily those of the NFSA. These are the views of a manager, not a recruitment pro (no fancy stats or RoI strategies).
    8. 8. Why social media recruitment is worthwhile 1. Build social media capacity beyond your web team 2. Improve chance of successful recruitment through 2-way access to more information 3. Increase your resources
    9. 9. Reason #1 Build social media capacity across the organisation
    10. 10. SOCIAL MEDIA IS A BUSINESS COMMUNICATION TOOL It represents wider social change that we need to acknowledge and be part of. NON DISCRETIONARY
    11. 11. SOCIAL MEDIA RELATED CHANGE : … increased expectations of transparency … increased expectations of interaction … increased time spent on social media (by 82% pa according to Nielsen) … shop, socialise and look for work
    12. 12. We’re real people
    13. 13. We’re accessible and responsive
    14. 14. We share our expertise
    15. 15. And we’re hiring expertise
    16. 16. Tools of trade
    17. 17. Tools of trade for all professionals + transparency accessibility communicating our value sharing our knowledge =
    18. 19. Why social media recruitment is worthwhile Reason #2
    19. 20. Better chance of finding the right candidate More informed choices for candidates and employers
    20. 21. Better chance of finding the right candidate specialist networks and online communities
    21. 22. Why social media recruitment is worthwhile Reason #3
    22. 23. Increase your resources Pro am collaborations with people formerly known as audiences
    23. 24. Cultural Disintermediation
    24. 25. Crowd Sourcing A trillion hours a year for crowd sourcing
    25. 26. Crowd Sourcing National Library of Australia – The Australian newspapers project Text correction of character recognition errors in digitised newspapers In one year users had corrected 20 million lines of text Also added tags to increase quality of information
    26. 27. Crowd Sourcing - motivators Users cited: Enjoyment, interesting and fun, personal goals, group outcome. Work that matters in the big picture.
    27. 28. Using social media for recruitment 1. Builds social media capacity beyond your web team 2. Improves chance of successful recruitment through 2-way access to more information 3. Increases your resources
    28. 29. Thank you

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