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The How Tos Of Social Media For Recruiting Final


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Presentation given by Lizz Pellet at the Ad Strategies seminar on 9-17-09.

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The How Tos Of Social Media For Recruiting Final

  1. 1. The “How To’s” of Social Media for Recruiting How To s Lizz P ll t CEO Emerge I t Li Pellet, CEO, E International ti l With contributions from: Susan Leverentz, SPHR, Senior Partner, Ad Strategies Elaine Orler, President, Talent Function Group Jason Corsello, Vice President, Knowledge Infusion
  2. 2. Quick quiz to get started: Do you Google a potential candidate before making an offer? g Do you tweet on twitter? Have you created a Twellowhood? Are you currently blocking access to Myspace at work or have malware protection? Do you agree that web 2.0 is just another fad? Have you had an encounter with a “virtual world”? Do you blog or feel bloated after a large meal?
  3. 3. Agenda and Points to Ponder Social Networking – what is it and what it was Who are the major players Implications for HR How to utilize these platforms in your recruitment activities
  4. 4. What is Social Media? Video/Photo Sharing Blogging Social media has Podcasts created a Micro Blogging fundamental shift Key Social Platforms in the way people Message M Boards communicate via i i RSS real-time Chat Social conversations Rooms Networking online.
  5. 5. What is Social Networking: Social Networking: any application or Web site that links communities of people together through the ability to upload and share media such as photos, videos and bookmarks, blogs, or to message or link with friends, or to make new ones.
  6. 6. LinkedIn is most popular Social Network for Recruiters p p
  7. 7. Facebook User Engagement • 3rd most trafficked website in the World! • 300 million active registered users illi i i d • 5 billion minutes are spent on Facebook each day (worldwide) • Over 500,000 new active users a day • Average user has 120 friends • M More th 30 million users update th i statuses at l t than illi d t their t t t least once each day • 62 billion page views per month • More than 8 million users become fans of pages each day
  8. 8. Twitter User Engagement
  9. 9. Twitter User Engagement
  10. 10. Companies are becoming more comfortable with Social Networks
  11. 11. How to get started: Become an observer Watch and learn Follow individuals Follow companies Leverage emerging technologies
  12. 12. How to get started: Become an observer
  13. 13. Start to engage: It’s all about the conversation!
  14. 14. Engagement is a Two Way Street Two-Way Communication is key Be timely Be responsive Be honest Be transparent Be personal
  15. 15. Facebook users are passionate There are over 60k user-created groups about careers and networking with over 2 million members.
  16. 16. A little more about FB 140,834 members of a Nurse Group 16,194 members
  17. 17. Keys to A Successful Facebook Recruiting Page Ongoing relevant l t content generation Goals: • Build relationships with talent Seeking out Open fans dialogue • Strengthen your Careers employment Page brand Success Asking for Employee input participation
  18. 18. Elements you FB page should have to Engage • “FANS” • Company Info • Candid Photos • Polls • “D in the Lif ” “Day i th Life” • Videos • RSS •C Corp. Responsibility/ R ibilit / Sustainability • Recruiter Photos
  19. 19. To best engage, Be Available g g , Sodexo offers 16 ways for candidates did t to network with them. Very engaging!
  20. 20. Be Unique “We’d like you, (yes all of you), to help us write the job description for our Sr Manager of Emerging Media Marketing job.” - Barry Judge, Best Buy CMO
  21. 21. Be Unique
  22. 22. Syndicate your opportunities
  23. 23. Be consistent Make sure the Social Experience matches the Candidate E C did t Experience i ≠
  24. 24. Create Social Media Guidelines Focus on the “do’s” versus the “do not’s” Guidelines rather than policies Must align with corporate codes of conduct Check your privacy policy Keep your guidelines up to date
  25. 25. HR Policies and Practices:
  26. 26. HR Policies and Practices:
  27. 27. HR Policies and Practices: ESPN Social media guidelines ESPN BLOG Policy
  28. 28. HR Policies and Practices: This is NO Fairy Tale: Once upon a twitter time at Yahoo! Y h ! Yahoo (YHOO) employee Emily West is one of the 1,500 who lost her job today. Just like Ryan 1 500 today Kuder did during Yahoo's February layoffs, Emily updated her Twitter account throughout the p g whole ordeal: Managers are in early and tv crews are outside. Commence bloodbath. about 3 hours ago from txt
  29. 29. Twitter and Yahoo! I checked the employee directory and a couple of people are gone from the East coast that I know. about 2 hours ago from web g They have pretty pre-printed signs on doors of the rooms where they are telling people unlike the red sharpie signs from the last round. about 2 hours ago from web Five people I trained were cut in NY, none from Boston. One girl in NY that started at the same time as me also got the axe. about 2 hours ago from web Four months of severance is the rumor. Plus they’re herding people to an employment service after they’re told the news. about 2 hours ago from web FUUUUCK, just saw my new hire trainee f C from OOctober go into The Room with her manager. They are laying off an amazing employee 10 yards away. about 1 hour ago from web
  30. 30. Twitter and Yahoo! My work BFF Michelle who helped me get my training job and taught me so much is out The tears are coming. I hate out. coming crying at work. about 1 hour ago from web I’m kicking myself for not bringing some Bailey’s for my coffee. about 1 hour ago from txt The campus gym just sent an email offering 20 min. $20 massages starting at 11. Doubt that’s a coincidence. HAW! that s about 1 hour ago from txt Some haters say that bloggers are turning the layoffs into a sport. I think that’s bullshit. about 1 h t thi k th t’ b ll hit b t hour ago f from t t txt I’m out. 14 minutes ago from txt
  31. 31. Get your Executives invested & involved Remember the Best Buy example blog/2009/01/03/your-culture-is-your-brand
  32. 32. Encourage & Promote Executive Sponsorship
  33. 33. The Game Changes Every Day – MONITOR IT! New ranking reports are posted monthly. New players pop up monthly. Networks must be tracked and “owned” by someone in your owned organization. Use “Company Buzz” on LinkedIn (FREE), or sites like Radian6 ($$) & ScoutLabs ($$)
  34. 34. How are your employees communicating? IT Manager estimate % of IT that thought the % of locations that usage vs actual usage g g app was being used pp g showed app usage pp g Social networking 60% 100% Instant Messaging ( ) g g (IM) 66% 100% Web based IM 35% 97% Streaming Audio/Video 80% 94% IPTV (internet protocol 10% 100% television) t l i i ) P2P file share 54% 96% Web W b conferencing f i 82% 83% Fourth quarter, 2008 FaceTime data collection
  35. 35. Candidate Selection (Jump Start Media Poll) Increasingly, hiring managers are turning to -- and even depending on -- social media sites for identifying and researching job candidates. Hiring managers have started checking social media sites to research candidates before making a job offer. Ranking: 66% used LinkedIn-the only professional social networking site to research the credentials of job candidates j 48% used Facebook 26% used Twitter
  36. 36. Identifying the Risks with Social Media
  37. 37. Debunking Risk It’s too risky and Social recruiting oration should be uncontrollable! viewed no differently than existing collaboration models (i.e. email, meetings, etc) Identify top 5-10 “worst case scenarios” and b ild contingencies i ” d build ti i Embrace and prepare for failure
  38. 38. Creating Rationale & Justification Focus on proficiency instead of technology “tools” or “platforms” It’s a fad…a waste of time… f Identify potential impact to all business units (marketing, service, HR, etc) Look for L k f synergy and unification vs. d ifi ti siloed build out
  39. 39. Addressing “ROI” ROI Tie social recruiting to the strategy and goals What’s the ROI? Keeping the “I” low will reduce the dependence on “R” R Incremental vs. “Big bang” An A executive sponsor with clout and ti ith l t d interest
  40. 40. ROI: The $$ of using social media vs other methods Facebook Free My Space Free Youtube Free LinkedIn Free Blogs (word press) Free Twitter (application) Free Ning Free Monster $$$ Career Builder $$$ LinkedIn Corporate p $$ Niche boards $$ Micro sites $$ Assoc. Assoc website ad $$
  41. 41. Can social networks help to: Attract, Retain, and Repel talent? Attract – how can you get the best of the best from the th current and future talent pool – b th active and t df t t l t l both ti d passive candidates? Retain – how will you keep the good ones you have that really are a good fit? Repel – how can you keep the ones that just don’t don t fit from applying in the first place?
  42. 42. Questions? Contact information: Follow me on twitter: Invite me on LinkedIn: