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Recruiting With Social Media

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Recruiting with Web 2.0

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Recruiting With Social Media

  1. 1. Your Web 2.0 Budget
  2. 2. Today’s Host ‐ @jjbuss Jason Buss #recruit Ameriprise Financial VP, Talent Acquisition & Diversity
  3. 3. Agenda: ‐ Why Transform Your Recruiting Budget  ‐ Web 2.0 Projects & Results To Date ‐ Estimated Web 2.0 Budgets & Transformation ‐ Measuring Effectiveness & Results Achieved
  4. 4. The Talent Shift Pre Web Web 1.0 Web 2.0 August 2009 August 2009 CareerBuilder.com Google.com 24 Million Visitors 226 Million “Job” Searches Source: comScore Media Metrix Source: Google Adwords
  5. 5. Old Recruiting Model $ $ $ $ $ Benefits College Marketing Career  Culture About Us Paid Job Boards Niche Boards Site  Diversity Search Jobs Job Distributors Campaigns Print & Offline Events Req Management Job Search Sourcing Tools Micro Sites ATS  Reporting Applicants Email Marketing Resume Search Spending $$$ No Search Engine Traffic Not Capturing Passives With Each Job Or Brand / Future Interest No Web 2.0 Tools Not Driving  Not Recycling Or Or RSS/XML Feeds Employee / Viral Referrals Remarketing To  Candidates Minimal Reporting Minimal/Manual  Social Network Recruiting
  6. 6. Why Web 2.0? 300,000,000 Million  “Job” Searches Per Month
  7. 7. Why Web 2.0?
  8. 8. Why Web 2.0?
  9. 9. Why Web 2.0? 1.5 Million Ning  Communities
  10. 10. Why Web 2.0? 4 Billion SMS Recruiters Everywhere Messages Sent Daily Hire Me Now!
  11. 11. Why Web 2.0? 1 Billion Videos Viewed Per Day
  12. 12. Why Web 2.0?
  13. 13. Why Web 2.0? Latest LinkedIn Facts • LinkedIn has over 48 million members in over 200  countries and territories around the world. • A new member joins LinkedIn approximately  every second, and about half of our members are  outside the U.S.  • Executives from all Fortune 500 companies are  LinkedIn members.
  14. 14. Expanding Your Reach & Engagement Passive Candidates Active Post Apply 65% to 75% Of Market Candidates (Employees & Alumni) • No Capture Tools • Apply • Recruiter Manually Driven Web 1.0 • Recruiter Contact Web 2.0 • Email Subscribe/Job Alerts • CRM Capture • Job Alerts/RSS/Tweets • Join Talent Community • Repeat Visitors/Applicants • RSS Subscribe • Apply • Referral Email Agents • Follow On Twitter • Social Sharing With Friends • Join Linked In Group • Social Profile Applications • Become A Fan/Facebook • Group/Fan Involvement • Join Private Community 90% Of  50%  30%to 50% Increase Career Site Visitors Fall Off In Referral & Repeat Visitors
  15. 15. Web 2.0 Projects / Areas To Consider Search Engine Marketing Building Talent Community (SEO & SEM) (Email Capture & Marketing) Social & Professional Networks Social Media (Facebook, Twitter, LinkedIn) (YouTube, Flicker, Skype, Blogs) Career Site  Job Aggregators (RSS Feeds, Site Widgets) (Sponsored Feeds/PPC) Web 2.0 Metrics / Measurement Platform
  16. 16. Search Engine Optimization & Marketing
  17. 17. Search Engine Optimization & Marketing • Approximately  Google 33,000 Searches Monthly For “Financial Advisor Jobs” • Current SEO Efforts Driving ~1,800 Targeted Candidates Per Month • Roughly 5% Conversion Rate Of Search To Visitor Ratio (Very Good)
  18. 18. Social & Professional Networks
  19. 19. Social Media Marketing
  20. 20. Social Network Marketing
  21. 21. Social Network Marketing
  22. 22. Career Site Enhancements
  23. 23. Career Site Enhancements
  24. 24. Building Your Talent Community Capture  Passive  Candidates
  25. 25. Automates Job Marketing Your Career Site Finds Matching  Members Cultivates Your Talent Community Bill Smith Jane Hanson bill@gmail.com jane@aol.com Business Analyst Web Developer Chicago, IL Minneapolis, MN Emails  Job  Job Title: Alert Stan Jones Leslie Neal Job Title: Business Analyst stan@hotmail.com lneal@yahoo.com Job Title: Business Analyst Project Manager QA Tester Business Analyst Boston, MA San Diego, CA Location: Location: Chicago, IL Location: Chicago, IL Chicago, IL Keywords: Jeff Berg Jodi Carlson Keywords: Drives Them  jeff@gmail.com jcb@msn.com Project Manager Keywords: Project Manager To Site Sharepoint Admin Graphic Design Sharepoint Project Manager Portland, OR Austin, TX Sharepoint Sharepoint
  26. 26. Automates Job Marketing • Fully Automated • Candidate Controlled • Branded To Company • Full Bounce Handling • All Results Tracked
  27. 27. Social Media Marketing Financial Advisor Careers @ Ameriprise
  28. 28. Job Aggregators (Sponsored Feeds) • Budget $20 per job per month for sponsored / hard to fill jobs • Drive direct to branded / measurable version of your jobs – versus ATS view • Watch for job‐jacking, and competitor keyword targeting Sponsored Area Of Sites Direct Feeds To Career Site
  29. 29. Agenda: Web 2.0 Budget  Estimates &  Transition Planning
  30. 30. Beware Of Sacred Cows Print Ads Job Boards Headhunters
  31. 31. Setting Up Pilot Programs • Identify Early Adopter Hiring Managers/Groups • Benchmark Pilots Against Traditional Programs • Avoid Anecdotal Data If Possible • Set Reasonable Expectations • Get Internal Champions To Share Excitement
  32. 32. Budget Suggestions Project/Pilot Suggested Budget Possible Budget Areas Search Engine Optimization  $50K ‐ $100K • Job Board/Resume Subscriptions (SEO) (Annually) • Headhunter/Agency Fees • Career Site Makeover/Marketing SEM/Pay‐Per‐Click $5K ‐ $20K • Job Board Subscriptions (Per Campaign) • Offline Media Costs • Diversity Budgets • Job Fairs & Events Social Networks Facebook: ‐ Fan Pages: $10K ‐ $20K • Career Site / Employer Branding ‐Ads: $5K ‐ $10K  • Job Board / Resume Search (Per Campaign) • Headhunter/Agency Fees ‐ Job Search Tools: $5K‐$10K • Business Unit Hiring Budgets • Campus Recruiting LinkedIn Groups: Recruiter/Time • Job Board Subscriptions Twitter:  $3K ‐ $5K • Campaigns / Business Unit $$ Social Monitoring:  $5K ‐ $10K • PR / Marketing /Employer Brand
  33. 33. Budget Suggestions Project/Pilot Suggested Budget Possible Budget Areas Job Aggregators • $10K ‐ $20K Per Site • Job Board Fees (Sponsored Feeds) • $20 Per Job Per Mo • Job Distribution Fees Social Media • Video/Picture Production • Job Boards & Resume Search • Skype Video Interviews • Sourcing Subscriptions Tools • Candidate Travel Fees Talent Community • $10K‐$20K • Job Board Fees / Resume Search • Employee Communications • Recruiter Headcount • Internal Mobility / Retention • Employee Referral Fees • CRM / Email Marketing Career Site Tools & Upgrades • $10K ‐ $25K • Career Web Site Marketing (Job Search & Social Sharing) • ATS Upgrade Costs • Recruiter & Manager Training Measurement Platform & Tools • Free to $10K  • Job Distribution Costs • % Of Each Campaign • ATS Reporting Costs
  34. 34. Agenda: Measuring  Effectiveness &  Results Achieved
  35. 35. Drive Efficiency And Cost Savings Web Analytics: ATS System: • Shows Visitors: • Completed Applicants ‐ Person Level • Apply Sources ‐ By Referrer/Talent Type ‐ Dynamically Set By Jobs2Web • Keywords (By Referrer) ‐ All Online Sources • Campaigns (Person Level) • Apply Starts  (CRM/Referring Sources) • Geographical (By Type) • Time/Date (By Type) • Search/Social Footprint
  36. 36. SEO Pilot Results • Started in 2007, for 6 months • Search engine traffic went  from 2.2% to 11.3% • Visitor to candidate  conversion doubled • Career Site ROI tripled • Time on site went from  average of 3 minutes to 8 • Site traffic and leads   increased by 300%
  37. 37. Drive Efficiency And Cost Savings Year 1: 100% Spend Year 2: Referrals 15% 80% Needed Year 3: Headhunters 10% Social Networks 5% 60% Needed Direct Hires 20% Sourcing 10% Social Networks 10% (SEO & SEM) Direct Hires 30% Talent Community 10% (Search Engines,  Career Site) Referrals 20% Talent Community 10% Job Boards & Print Headhunters 5% 65% Referrals 30% Sourcing 10% Job Boards & Print Headhunting/Sourcing 10% 30% Job Boards & Print 10%
  38. 38. Closing Thoughts • Connect with Jason • Continue the Conversation @jjbuss – twitter • #hci • @jjbuss facebook.com/jasonbuss – TheTalentBuzz.com linkedin.com/in/jbuss bussjj@gmail.com TheTalentBuzz.com
  39. 39. Q&A Jason Buss Ameriprise Financial VP, Talent Acquisition & Diversity

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