Social media cipd pres


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Social media cipd pres

  1. 1. ad or ixture ? “ Social Recruitment” Presentation to CIPD North Yorkshire Branch Mon 19th April 2010
  2. 2. Introductions <ul><li>- Mike Prenton </li></ul><ul><ul><li>Owner / Director of Hinterland Consulting </li></ul></ul><ul><ul><li>Est. 2008 </li></ul></ul><ul><ul><li>Based Wetherby </li></ul></ul><ul><ul><li>Part-time lecturer on CIPD Masters Degree at LMU </li></ul></ul><ul><ul><li>Hinterland enables organisations to better </li></ul></ul><ul><ul><li>attract, hire, retain and engage talent. </li></ul></ul>
  3. 3. WHAT IS SOCIAL MEDIA? <ul><li>Think of it as the 3 C’s: </li></ul><ul><ul><li>community </li></ul></ul><ul><ul><li>content </li></ul></ul><ul><ul><li>conversation </li></ul></ul><ul><li>It is the catch-all term for the variety of interactive online platforms which are transforming every aspect of modern life. </li></ul><ul><li>It’s about connecting, communicating, publishing, and personal branding – enabling passive readers to become active contributors. </li></ul>
  4. 4. Social media - Myths and misconceptions… <ul><li>- you tube: Dogs on skateboards? </li></ul><ul><li>… bought by google for $1.65bn </li></ul><ul><li>- facebook: a teenage virtual pub? </li></ul><ul><li>… the 4 th biggest population on the planet </li></ul><ul><li>- Linked in it’s for americans? </li></ul><ul><li> … 10 million UK visits per month </li></ul><ul><li>- twitter Inane chatter with Stephen Fry? </li></ul><ul><ul><li> … over 80% Fortune100 Co’s actively tweeting </li></ul></ul>
  5. 5. What is Social Media ? <ul><li>It’s real-time, viral and democratic – which means opinions and news travels faster than ever before. </li></ul><ul><li>It’s about your target audience access to online content that is interesting and relevant to their lives </li></ul><ul><li>It’s a great source of market intelligence and information </li></ul><ul><li>It’s happening all around us, whether we are joining in or not. </li></ul><ul><li>It is now transcending the ‘social’ to include the commercial – with businesses and organisations awakening to the potential benefits - and damage – that can be brought about thanks to Web2.0. </li></ul><ul><li>Above all, it’s a place for you to tell your story, in your words – to the people with whom you need to connect to secure the talent your business needs going forward. </li></ul>
  6. 6. Social Media in numbers : <ul><li>The popularity of </li></ul><ul><li>Social Media </li></ul><ul><li>continues to rise rapidly </li></ul><ul><li>in the UK… </li></ul><ul><li>… now accounting for </li></ul><ul><li>almost 11% of UK Internet visits </li></ul><ul><li>… now bigger than email </li></ul><ul><li>… growing at 3 times the rate of overall web usage. </li></ul>
  7. 8. So what is Social Recruiting ? <ul><li>The use of web 2.0 & Social Media channels to attract and recruit staff into an organisation . </li></ul>
  8. 9. Social Media is fast becoming an integral part of the Corporate Recruiters’ toolkit <ul><li>It is a means to connect with target audiences of numerous types: most especially future talent, candidates (passive or active, employees and alumni </li></ul><ul><li>Social media has already become the key tool for managing corporate reputation. </li></ul><ul><li>It is a complementary media – and not a replacement for all that has gone before </li></ul>
  9. 10. A genuine game changer?
  10. 11. When it comes to Recruitment: Principles don’t change… <ul><li>MESSAGE: </li></ul><ul><ul><li>Robust Employer Brand </li></ul></ul><ul><ul><li>Compelling Candidate offer </li></ul></ul><ul><li>MEANS: </li></ul><ul><ul><li>Suitable channels to market </li></ul></ul><ul><ul><li>Effective strategies </li></ul></ul><ul><ul><li>Cost efficiency </li></ul></ul><ul><li>MARKET INTELLIGENCE: </li></ul><ul><ul><li>Relevant data </li></ul></ul><ul><ul><li>Understanding of target groups </li></ul></ul>
  11. 12. When it comes to Recruitment: Technologies and Communications do…
  12. 13. What can Social Recruitment do? <ul><li>Deliver content to help search results </li></ul><ul><li>Offer free job distribution across social networks </li></ul><ul><li>Target hard to hire future talent </li></ul><ul><li>Engage with passive candidates </li></ul><ul><li>Filter out unsuitable candidates </li></ul><ul><li>Reduce recruitment costs </li></ul><ul><li>Shorten hiring times </li></ul><ul><li>Manage candidate relationships </li></ul><ul><li>Reduce drop out rates </li></ul><ul><li>Increase brand awareness </li></ul><ul><li>Manage & Build Employer Reputation </li></ul>
  13. 14. <ul><li>So what are the key tools? </li></ul>
  14. 15. <ul><li>- The leading professional social networking site for across the globe </li></ul><ul><li>Launched 2003 </li></ul><ul><li>55 million users </li></ul><ul><li>3 million UK users </li></ul><ul><li>Market Cap 2008: $1 billion </li></ul><ul><li>Now generating more traffic than the top 3 UK job boards </li></ul>
  15. 16. What can HR do with <ul><li>- Make connections (not friends) </li></ul><ul><li>Display your career history and updates </li></ul><ul><li>Join and create professional networking groups </li></ul><ul><li>Establish a corporate profile </li></ul><ul><li>Search the site for candidates with the skills you seek </li></ul><ul><li>Contact those potential candidates by various means </li></ul><ul><li>Become your own headhunter… </li></ul><ul><li>Post jobs </li></ul><ul><li>Check references </li></ul><ul><li>Alumni </li></ul>
  16. 18. tips… <ul><li>An up to date and complete profile is vital </li></ul><ul><li>Build your network </li></ul><ul><li>Group activity is a must </li></ul><ul><li>Dedicated Recruiter can operate as search consultant </li></ul><ul><li>Use as basis for deeper searches (e.g. Boolean) </li></ul><ul><li>Synch your updates with other social platforms </li></ul><ul><li>Develop a Corporate Profile with integrity </li></ul><ul><li>Invest the time to reap the benefits </li></ul>
  17. 20. <ul><li>The mother & father of all Social networking sites </li></ul><ul><li>400 million users </li></ul><ul><li>The 4 th largest population in the world </li></ul><ul><li>Ever expanding functionality </li></ul><ul><li>20 million users become fans of pages every day </li></ul>
  18. 21. Growth is still exponential…
  19. 22. <ul><li>Facebook is primarily seen as more social than business. </li></ul><ul><li>Increasingly blurred, and behaviours online are such that the distinction ceases to be relevant. </li></ul><ul><li>The hard truth is – if it’s where your audience is – you need to be there too. </li></ul>
  20. 23. applications for hirers… <ul><li>Corporate Pages vs Groups </li></ul><ul><li>Updating ‘fan base’ </li></ul><ul><li>Mass career marketing in one click (Next) </li></ul><ul><li>Free applications – job posting, video link </li></ul><ul><li>Paid for apps – jobs, </li></ul><ul><li>Links to other social media </li></ul><ul><li>Brand ambassadors </li></ul><ul><li>Internal Comms </li></ul><ul><li>Candidate Mgt (PWC) </li></ul><ul><li>Search capability </li></ul><ul><li>Coming next: Facebook Connect </li></ul>
  21. 24. CASE STUDY: Ernst & Young The best rationale is that of a user – Ernst & Young are seen as thought leaders in this respect – and on their Facebook careers page they openly answer the questions as to why they are there….
  22. 25. <ul><li>“ We get 12,000 applications / year. My mobile number is on our website… I get about 6 calls a year. My email address is there too – I get about 20 emails. Last year, I fielded 60 relevant questions on facebook.” </li></ul><ul><li>Head of Recruiting, Leading industrial DAX company </li></ul>
  23. 26. <ul><li>A free micro-blogging service that enables users to post (140 characters max) and read each other's updates (‘tweets’). </li></ul><ul><li>Monthly growth of 2000% in 2010 </li></ul><ul><li>55 million monthly visits </li></ul><ul><li>Unlike facebook, tweets are searchable, even content you are not following </li></ul><ul><li>Twitter job feeds now high traffic carriers of vacancies </li></ul>
  24. 27. <ul><li>Increasingly useful for: </li></ul><ul><li>Building your talent pool </li></ul><ul><li>Building your reputation through thought leadership </li></ul><ul><li>Searching content within e.g.technical communities </li></ul><ul><li>Tweeting jobs as they arise (eg tesco) </li></ul><ul><li>Twitterjobsearch – job search engine for candidates </li></ul><ul><li>Communicating with existing staff </li></ul><ul><li>Candidate Relationship management </li></ul><ul><li>Linking with other apps – facebook / linkedin </li></ul><ul><li>Early days but evolving quickly </li></ul>
  25. 29. <ul><li>- </li></ul>
  26. 30. <ul><li>Video used to mean high investment in money & time </li></ul><ul><li>Now can be immediate and highly cost effective </li></ul><ul><li>Not about slickness - but authenticity, innovation and interesting content </li></ul><ul><li>Easily linkable to own careers site / other socmed apps. </li></ul>
  27. 31. <ul><li>Electronic Arts a case in point: </li></ul>
  28. 32. sxs
  29. 33. Additional thoughts for another day… <ul><li>The power of Google </li></ul><ul><ul><li>Search Engine Optimisation </li></ul></ul><ul><ul><li>Ad words </li></ul></ul><ul><li>RSS feeds </li></ul><ul><li>Blogs and their uses </li></ul><ul><li>Job Boards </li></ul><ul><li>Careers site enhancement </li></ul><ul><li>Deep Search methods </li></ul>
  30. 34. In summary…. <ul><li>Social media is here to stay </li></ul><ul><li>It’s business applications- including for HR – are becoming more apparent by the tweet. </li></ul><ul><li>It is not ‘free’ – it requires </li></ul><ul><ul><li>discipline, dedication and determination </li></ul></ul><ul><li>It’s as much about listening as talking </li></ul><ul><li>Being open and 2-way requires boldness and courage to take the brickbats with the bouquets </li></ul><ul><li>The dividends of an authentic employer brand presence could be business changing </li></ul><ul><li>If the US Army are at ease using FB & twitter to recruit - why not you? </li></ul>
  31. 35. An HR response? <ul><li>Web 2.0 means you’re already being talked about – question is how to join and lead the conversation </li></ul><ul><li>Expectation that social media strategy is part of the mix of a serious recruiter </li></ul><ul><ul><li>Establish objectives </li></ul></ul><ul><ul><li>Align to business / HR strategy </li></ul></ul><ul><ul><li>Plan the investment in time </li></ul></ul><ul><ul><li>Build a business case </li></ul></ul><ul><ul><li>Start small </li></ul></ul><ul><ul><li>Build momentum </li></ul></ul><ul><ul><li>Integrate SocMed into existing web presence </li></ul></ul><ul><ul><li>Keep listening </li></ul></ul>
  32. 36. hank you Mike Prenton, Hinterland Consulting… Practicing what he preaches via: Linked in:     Blog:            Facebook page: Twitter: @hinterland67 Hinterland helps organisations – large and small – to implement social recruitment strategy in the pursuit of smart talent acquisition…