Diversity Recruiting - The Impact From Social Media


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An overview of the opportunities and impacts related to diversity recruiting, as a result from social media and social networking.

Published in: Business
  • Merci de partager ce vidéo. Il est informatique. C'est un peu comme les abrasifs hi-tech vidéo!
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  • Very informative post. Thank you ! grantforcollege
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  • Great to see some attention on these two topics together.
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  • March 25, 2011
  • We all know that social media is changing the game significantly, and that corporate career sites (brand) have spilled out into all of the social channels. If employers don’t drive a strategy in these areas, then it will “happen to them” by alumni (disgruntled employees), recruiters, and other people setting up groups, fan pages, and twitter accounts to have discussions about what it means to be (or have been) an employee at your company. 81% of respondents stating they do not have an overall online recruiting strategy or they need help from June
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  • March 25, 2011
  • March 25, 2011
  • March 25, 2011
  • Most employers don’t know that there is over 300,000,000 million searches for “job” related content every month on Google. This is where candidates start their job search, and many of the major job boards even boast that 80% or more of the candidates who visit their sites come from the major search engines. Employers would do very well to go “direct” to these candidates even before they reach the job boards.
  • Facebook now has 300 million users, which is the largest social network online, and people spend hours each day on the site (nearly living their online life there) and if employers don’t learn how to integrate these networks into their social strategy they will be losing out on a major opportunity.
  • March 25, 2011
  • March 25, 2011
  • On facebook – as you can see – you can target many different variables of people based on their profile, making the ad targeting very precise.
  • This can also be done on networks such as LinkedIn
  • Stephen Video, capabilities, job capabilities, overview, career, recruiters, etc.
  • Bret 300+ million members Fastest growing demographic is 35+ yrs old
  • March 25, 2011
  • March 25, 2011
  • March 25, 2011
  • Competitive Analysis Partnership w/ Interactive Marketing CareerBuilder: 24 million visitors a month (Aug 09) Facebook: 300 million users, 4 th largest country YouTube – 1 Billion Videos viewed a day Twitter – 8 billion tweets (3 billion in past 5 months) LinkedIn – 55 million members, 1 new member every second
  • March 25, 2011
  • Diversity Recruiting - The Impact From Social Media

    1. 1. Diversity Recruiting: The Impact from Social Media v
    2. 2. Objectives <ul><li>Overview of social media </li></ul><ul><li>Strategies to impact diversity recruiting </li></ul><ul><li>The digital divide </li></ul><ul><li>Best practices </li></ul><ul><li>Setting up a pilot program </li></ul>
    3. 3. A Social Media View
    4. 4. Remember When?
    5. 5. What is it? <ul><li>Social media </li></ul><ul><ul><li>is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques </li></ul></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>The term &quot;Web 2.0&quot; is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered </li></ul></ul><ul><li>Social Networking </li></ul><ul><ul><li>A social network service focuses on building online communities of people who share common interests and/or activities </li></ul></ul>
    6. 6. Why Does It Matter?
    7. 7. Why Does It Matter? SlideShare. <ul><li>SlideShare Stats: </li></ul><ul><ul><li>45 Million Visitors every month </li></ul></ul><ul><ul><li>Top 250 web sites visited in the world </li></ul></ul><ul><ul><li>Used for presentations, documents, PDF’s, webinars, and videos. </li></ul></ul><ul><ul><li>57,000 documents related to social media </li></ul></ul><ul><ul><li>5,000 documents related to diversity </li></ul></ul>
    8. 8. Why Does It Matter? YouTube. <ul><li>YouTube Stats: </li></ul><ul><ul><li>2 billion videos viewed, every day </li></ul></ul><ul><ul><li>24 hours of video uploaded, every minute </li></ul></ul><ul><ul><li>More video is uploaded in 60 days than all 3 major US networks created in 60 years </li></ul></ul><ul><ul><li>46 years of videos watched a day, on facebook via YouTube </li></ul></ul><ul><ul><li>YouTube’s auto speech recognition tech translates video and captions into 51 languages </li></ul></ul>
    9. 9. Why Does It Matter? Mobile. <ul><li>5.3 Billion subscribers </li></ul><ul><li>6.1 Trillion SMS messages sent in 2010 </li></ul><ul><li>10.9 Billion apps downloaded </li></ul><ul><li>By 2013 mobile will overtake PC’s as the most common web access device </li></ul>Are you looking for a new opportunity? Apply now! Job Seekers
    10. 10. Why Does It Matter? Twitter <ul><li>Twitter Stats </li></ul><ul><ul><li>200+ Million users </li></ul></ul><ul><ul><li>40+ Billion tweets </li></ul></ul><ul><ul><li>140 Million tweets a day </li></ul></ul><ul><ul><li>300,000+ apps </li></ul></ul><ul><ul><li>1,000+% growth </li></ul></ul><ul><ul><li>400 employees </li></ul></ul><ul><ul><li>500,000 accounts added, daily </li></ul></ul>
    11. 11. Why Does It Matter? Ning. 2 Million Ning Communities
    12. 12. Why Does It Matter? Google. <ul><li>Google stats: </li></ul><ul><ul><li>1+ Billion searches daily </li></ul></ul><ul><ul><li>20% of searches are for local information </li></ul></ul><ul><ul><li>Google maps guided users 12 billion miles in 2010 </li></ul></ul><ul><ul><li>300 Million+ “Job” related searches every month </li></ul></ul>
    13. 13. Why Does It Matter? Facebook. <ul><li>Facebook Stats: </li></ul><ul><ul><li>#1 Most visited web site </li></ul></ul><ul><ul><li>500+ Million active members </li></ul></ul><ul><ul><li>700+ Billion minutes are spent on facebook, every month </li></ul></ul><ul><ul><li>20+ Million apps installed daily </li></ul></ul><ul><ul><li>900+ Million objects people interact with </li></ul></ul><ul><ul><li>200+ Million access via a mobile device </li></ul></ul><ul><ul><li>Average user generates 90 pieces of content every month </li></ul></ul><ul><ul><li>250+ Million people engage with facebook on external sites </li></ul></ul>
    14. 14. Why Does It Matter? LinkedIn. <ul><li>LinkedIn Stats: </li></ul><ul><ul><li>100 Million+ members </li></ul></ul><ul><ul><li>1 Million new members every week </li></ul></ul><ul><ul><li>17.8 Million belong to groups </li></ul></ul><ul><ul><li>1.2 million comments and posts to groups each week </li></ul></ul><ul><ul><li>2 billion people searches annually </li></ul></ul><ul><ul><li>1 million companies have a company page </li></ul></ul>
    15. 15. Diversity Groups & Pages on… <ul><li>LinkedIn </li></ul><ul><ul><li>Women: 8,500+ </li></ul></ul><ul><ul><li>African American: 350+ </li></ul></ul><ul><ul><li>Latino / Latina: 600+ </li></ul></ul><ul><ul><li>Seniors: 50+ </li></ul></ul><ul><ul><li>Disability: 35+ </li></ul></ul><ul><ul><li>LGBT: 500+ </li></ul></ul><ul><ul><li>Asian: 500+ </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Women: 500+ </li></ul></ul><ul><ul><li>African American: 500+ </li></ul></ul><ul><ul><li>Latino / Latina: 500+ </li></ul></ul><ul><ul><li>Seniors: 500+ </li></ul></ul><ul><ul><li>Disability: 500+ </li></ul></ul><ul><ul><li>LGBT: 500+ </li></ul></ul><ul><ul><li>Asian: 500+ </li></ul></ul>
    16. 16. Diversity Groups on LinkedIn <ul><li>1,000,000 Total Groups </li></ul><ul><li>1,250 Diversity </li></ul><ul><li>294 Inclusion </li></ul><ul><li>11,288 Women </li></ul><ul><li>2,987 Young Professional vs. </li></ul><ul><li>24 Millennials </li></ul><ul><li>1,064 Veterans </li></ul><ul><li>588 Latino vs 53 Hispanic </li></ul><ul><li>468 African America </li></ul><ul><li>269 People with Disabilities </li></ul><ul><li>259 Asian American </li></ul><ul><li>236 LGBT </li></ul><ul><li>105 Native American vs </li></ul><ul><ul><ul><ul><li>99 American Indian </li></ul></ul></ul></ul><ul><li>78 Baby Boomers </li></ul><ul><li>27 Gen X </li></ul>10,444 644 602 577 997 29 4,113 22,627 1,879 8,115 2,937 5,656 4,098 23,357
    17. 17. Social Media Studies <ul><li>Last year CareerBuilder.com conducted a of organizations social media strategy. </li></ul><ul><li>92% of the Jobvite Social Recruiting survey reported that they are actively hiring and currently use or plan to use social networks in order to seek out new employees </li></ul><ul><li>Webroot survey of 803 IT professional report that 80% predict social media tools like Facebook will cause problems for their companies. </li></ul><ul><li>Inc Magazine reported that about 75% of small business owners “fear use of Facebook and Twitter will come back to haunt them.” </li></ul>1 Information obtained from: Tennessee Communicator’ Social Media Attitudes and Utilization: A 2010 Snapshot
    18. 18. Social Media Studies (cont) <ul><li>Social Media Examiner.com nationwide study showed that 65% have been involved with social media for a few months and 56% are using social media six hours or more each week </li></ul>
    19. 19. Social Media Engagement
    20. 20. Social Visits <ul><li>Hispanics who prefer English visit social networking websites 50% more than Non-Hispanic Whites and 10% more than African-Americans. </li></ul><ul><li>As ethnic demographics continue to shift in the US fewer Non-Hispanic Whites are born leading to younger populations for ethnic minorities. Research shows that younger populations have a higher tendency to utilize social media. </li></ul>
    21. 21. Visits by Ethnicity & Age <ul><li>58% of English preferring Hispanics & Asians frequent social media websites. This is closely followed by Non-Hispanic Whites where 57% of those surveyed also frequent social media websites. </li></ul><ul><li>Those surveyed who are over 36 show that the top three ethnic groups are English preferring Hispanics (24%), Asians (24) & Spanish Preferring Hispanics (23%), an average of 11% more than Non-Hispanic Whites </li></ul>
    22. 22. What does this all mean? <ul><li>Ethnic Minorities, Women, People with Disabilities, & Veterans utilize social media </li></ul><ul><li>Research shows higher percentages of Hispanic-Americans utilizing social media </li></ul>
    23. 23. Diversity & Social Network Marketing
    24. 24. Diversity & Professional Network Marketing
    25. 25. Diversity ‘Jobs for You’ Ads Reach targeted passive talent on diversity websites <ul><li>Reach only targeted candidates </li></ul><ul><li>Distribute your jobs to thousands of diversity websites </li></ul><ul><li>Get more desired applicants faster </li></ul>Jobs at xyzCo See more xyzCo jobs Product Marketing Manager xyzCo Apply now >> Sr. Product Marketing Manager xyzCo Apply now >> Product Marketing Manager xyzCo Apply now >>
    26. 26. Diversity Ads Reach targeted passive talent on diversity websites
    27. 27. Target YouTube Channel
    28. 28. Deluxe Career Site
    29. 29. LinkedIn Company Page
    30. 30. LinkedIn Company Page
    31. 31. A Holistic Approach to Recruiting Market Research Competitive Intelligence Job Boards Career Sites Networking Events Job Fairs Referral Programs Alumni Programs Cold Calling Resume Mining Professional Networks Social Networks Diversity Recruiting Campus Recruiting Talent Community
    32. 32. Breakout Exercise <ul><li>Question 1: If you were to implement a social media strategy, what are the top 3 actions most critical to begin the dialogue? How can you build a business case? </li></ul><ul><li>Question 2: What are the barriers / risks associated with launching a social media program related to diversity recruiting? </li></ul><ul><li>Question 3: Identify the best practices you have seen associated with social media, and diversity recruiting. </li></ul>
    33. 33. Setting Up Pilot Programs <ul><li>Identify early adopters </li></ul><ul><li>Benchmark against traditional programs </li></ul><ul><li>Avoid anecdotal data </li></ul><ul><li>Set reasonable expectations </li></ul><ul><li>Share excitement – internal champions </li></ul>
    34. 34. Competitive Analysis Our Company Competitor A Competitor B Competitor C Competitor D Competitor E Competitor F
    35. 35. Measuring Results <ul><li>Visitors </li></ul><ul><ul><li>Increased, views, applies </li></ul></ul><ul><li>Time </li></ul><ul><li>Applicants Captured </li></ul><ul><li>Quality (Interviews) </li></ul><ul><li>Quality (Hires) </li></ul><ul><li>Cost / Investment / Return </li></ul><ul><li>Stats </li></ul><ul><ul><li>Followers, fans, groups </li></ul></ul>
    36. 36. Q&A
    37. 37. Your Presenters Roycie Earvin leads the diversity and inclusion initiatives at Ameriprise Financial, helping to foster acceptance and understanding among employees, clients and within the community. Roycie joined Ameriprise Financial and moved to Minneapolis in 2008. Previously, she held roles in Information Technology, Operations, Research, and Training and Development across the country. Recognized as one of the top African-American executives in St. Louis, Roycie received the Minority Supplier Development Advocate of the Year award. Jason Buss leads the talent acquisition and diversity organization at Ameriprise Financial. In addition to attracting and hiring talent, his team is responsible for leading the firms’ diversity and inclusion strategy. Jason joined Ameriprise Financial and moved to Minneapolis in 2008. Previously, he held senior level roles in Human Resources, Talent Management, and Recruiting, with global responsibilities. Jason is the founder and author of of Talent HQ (formerly The Talent Buzz), an online news forum for Recruiting and Talent Management Professionals. Talent HQ now provides content for an online community that has grown to 75,000+ in the past 3 years.
    38. 38. www.TalentHQ.com v