Building a Social Recruiting Strategy

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This presentation takes you step by step to setting up a social recruiting strategy. Delivered to the Birmingham SHRM group in an interactive session.

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Building a Social Recruiting Strategy

  1. 1. Social Media StrategiesMore Than Post & Pray<br />BSHRM & BRN <br />September 27, 2011<br />@alexputman#bhamshrm #brn_birmingham<br />
  2. 2. Agenda<br /><ul><li>What is Social Recruiting?
  3. 3. Strategy
  4. 4. Talent Identification
  5. 5. Community Engagement
  6. 6. Integration of other Platforms
  7. 7. Engagement / Building Communities
  8. 8. Candidate Experience
  9. 9. Digital Body Language
  10. 10. Source passive candidates
  11. 11. Keys platforms in your strategy</li></li></ul><li>Volunteer<br />Choose a volunteer and have a 3 minute conversation:<br /><ul><li>I introduced myself in a social setting
  12. 12. Discussed their likes/dislikes
  13. 13. Identified what they do (more than job)
  14. 14. Presented an opportunity
  15. 15. Engagement: spoke with this person (not “to” or “at”)
  16. 16. Trust: gained trust through reputation
  17. 17. Candidate: not “seeking” a candidate, just engaging a community!</li></ul>I now have one candidate in 3 minutes of engagement!<br />
  18. 18. Hiring Routine<br />Receive Requisition | Post | Resumes Roll In<br />How many people have a documented Recruiting Strategy/Plan (for getting hires)?<br />
  19. 19. Statistics Don’t Lie<br />According to data from the Bureau of Labor and Statistics, here is the breakdown of job seeker status:<br /><ul><li>32% passively looking
  20. 20. 34% not looking
  21. 21. 20% casually looking
  22. 22. 14% actively looking</li></ul>How are you engaging the missing 86%?<br />
  23. 23.
  24. 24.
  25. 25. Do you have a documented Social Media Recruiting Strategy/Plan?<br />
  26. 26. Social Technology<br />There are great technologies to help you develop and run successful social programs for your end users (candidates in our case). <br />But, the right technology won’t do much for you unless based on: <br />sound strategy aligned to your business goals <br />effectively enabled across your organization<br />by have engaging and relevant stories to tell<br />
  27. 27. 3 Keys to Social Media<br />Key Question: What does the business want or need?<br />Strategy: plan that marries your business objectives and your business insights to your user (candidates)<br />Enablement: active commitment to becoming a social business, make the social component a part of the company DNA<br />Content: Storytelling! What your saying must pass the “Who gives a crap” test!<br />
  28. 28. How Are You Currently Using Social Media?<br /><ul><li>Blast jobs out via Twitter
  29. 29. 70% of information goes unread
  30. 30. Only appears in the stream of your followers
  31. 31. Post jobs to LinkedIn profile status
  32. 32. Short viewable shelf life
  33. 33. Who sees it?
  34. 34. Post to all your friends on Facebook
  35. 35. Post in your G+ Stream</li></li></ul><li>Social Media Strategy<br /><ul><li>Mission Statement
  36. 36. Goals
  37. 37. Business Statement
  38. 38. Identify target audience
  39. 39. Benchmarks
  40. 40. Tracking</li></li></ul><li>“Big 3” Basics<br /> Professional networking site, primary focus is building a network of business contacts. Most people mix personal relationships with personal.<br />Users are more “power users” of social media and tool provides quick response to evangelist. <br /> Users see it as more personal and not a place to mix “biz & personal”. Will be the standard social platform<br />
  41. 41. Mission Statement<br />“Begin with the end in mind” - Stephen Covey<br /><ul><li>How does our ____ platform tie into the overall social media goals?
  42. 42. What do I want this to look like in the end?
  43. 43. “Keep it real”, will I really engage people
  44. 44. Is it just a sourcing tool?
  45. 45. Doing it because all the cool kids are?</li></li></ul><li>Share Your Mission Statement<br />
  46. 46. “Big 3” Mission Statements<br /> Drive professional human resources conversation, engage business minded users and answer questions by human resources professionals.<br />Engage and share information via links from other corporate platforms.<br />Engage members of our communities on a personal level.<br />
  47. 47. Goals<br /><ul><li>What do you want to achieve?
  48. 48. Attack Plan
  49. 49. What do I know about social media?</li></ul>Rank each platform<br /><ul><li>What information is accessible?
  50. 50. What skills do I need to master?
  51. 51. What other resources should I use?
  52. 52. Is this the best way to do it, or is there some other way?</li></li></ul><li>Goals<br /><ul><li>Dip toes in the shallow end: What is the little goal?
  53. 53. Timetable: Create a set of workable goals focused on end result.</li></li></ul><li>Share Your Goals<br />
  54. 54. Goals<br /><ul><li>Drive traffic to the corporate website
  55. 55. Cross pollinate content to other social media communities for other corporate platforms.
  56. 56. Provide a calendar of events for members and non-members of corporate communities.
  57. 57. Promote revenue generating events.
  58. 58. Conversation on HR related topics and business questions.
  59. 59. Promote membership opportunities and reasons to be member of overall organization (4,400 members on LI only 2,500 paid memberships)</li></li></ul><li>Goals<br /><ul><li>Drive corporate sponsored events
  60. 60. live tweet events
  61. 61. provide #hashtags for engagement
  62. 62. Drive content from blog and discussions in other platforms
  63. 63. Cross tweet other corporate related content and relevant industry/related content
  64. 64. ERE
  65. 65. SHRM National / Regional SHRM Groups</li></li></ul><li>Goals<br /><ul><li>Promote all events other calendar events
  66. 66. Encourage personal interaction/connections with corporation visually.
  67. 67. Provide pictures and video of meetings, charity, community work and other events.
  68. 68. Provide a calendar of key events to drive attendance to functions.
  69. 69. Highlight blog content, key questions and conversations from other platforms.</li></li></ul><li>Plan: Business Statement<br />You should be able to summarize your complete plan (not mission) in one statement.<br /><ul><li>What does everything you do on this platform feed back to?
  70. 70. Mission and goals should be condensed into this statement.
  71. 71. Your social media content should reflect this statement.</li></li></ul><li>Share Your Plan’s “Business Statement”<br />
  72. 72. “Big 3” Business Statement<br /> The LinkedIn community is a platform of business minded HR professionals providing peer to peer questions and answers. <br /> Drive engagement to other corporate platforms<br /> Our Facebook page is designed to showcase our company and provide a visual of the group and their interactions<br />
  73. 73. Types of Social Media Users<br />
  74. 74. Target Audience<br />Who are you trying to reach?<br />Jobseekers<br />People with certain skills<br />People who know people with certain skills<br />Communities of people with B&C<br />Influencers/mouthpiece for your organization<br />
  75. 75. Share Your Target Audience<br />
  76. 76. “Big 3” Target Audience<br /> HR professionals with a business mindset vs. a more “social” platform. <br /> Users may not be as apt to utilize personal networks such as Facebook or Twitter.<br /> HR Professionals / potential corporation members<br />Highly active users of social media (power users)<br /> Evangelist <br />Engaged users of company<br /> HR Professionals seeking a personal connection with company<br />
  77. 77. Benchmark <br /><ul><li>How do you currently measure platform adoption?
  78. 78. Are people engaged? Not just about the “likes”
  79. 79. # users
  80. 80. # of shares
  81. 81. Mentions of your platforms
  82. 82. Brand spokespeople</li></li></ul><li>“Big 3” Benchmarks<br /> As of 9/6/2011 the LinkedIn page has 4,277 members. <br /> Currently adding 5-10 new user per week. <br />16 active subgroups, largest has 59 members. <br /> 2-3 active tweets per day from corporate account<br /> 3-4 retweetsfrom power user members.<br /> As of 9/6/2011 we have 1,482 followers.<br /> Convert users into spokespeople and members.<br />9/6/2011 we have 467 “likes”<br /> Average approximately 2-3 post per week.<br />Receive 2-4 “likes” per post. <br />
  83. 83. Tracking<br />What works and what does not work.<br /><ul><li>Measure against current stats
  84. 84. Increasing engagement
  85. 85. New members/followers
  86. 86. Are you reaching your target audience?
  87. 87. How are they engaging (video, blog, RT’s)
  88. 88. Creators, Critics, Collectors, Joiners, Spectators and Inactives.
  89. 89. Are you achieving goals?
  90. 90. Are the goals still relevant?</li></li></ul><li>Take Action on Your Strategy<br /><ul><li>Identify your social media team.
  91. 91. Who is your company evangelists?
  92. 92. Start with the platform that makes sense for your organization.
  93. 93. Assign a coordinator to each platform.
  94. 94. Everyone your company has been in contact with is a potential evangelist (if you are aware of your candidate experience)</li></li></ul><li>Marketing A Recruiting Firm<br />
  95. 95. Strategy<br />How Do I Use Social Media as a <br />Social Marketing Tool?<br />
  96. 96.
  97. 97. G+ Recruiting Strategy<br /><ul><li>Advertising
  98. 98. PPC
  99. 99. Talent Community
  100. 100. Sourcing Tool
  101. 101. Users: 25 million + and growing
  102. 102. Reach: Everyone
  103. 103. http://www.findpeopleonplus.com
  104. 104. http://www.gpeep.com
  105. 105. http://www.googleplussearchengine.com</li></li></ul><li>Findpeopleonplus.com<br />
  106. 106. Search: java alabama | 40 results | 13 of interest <br />
  107. 107. Build a Circle of Community<br />
  108. 108. Control Your Circles<br />
  109. 109.
  110. 110. Facebook Recruiting Strategy<br /><ul><li>Advertising
  111. 111. PPC
  112. 112. Talent Communities
  113. 113. Referrals!!
  114. 114. Questions
  115. 115. Leverage Past & Present Employees
  116. 116. Integrate into other sites
  117. 117. Mobile
  118. 118. Static
  119. 119. Facebook Apps
  120. 120. Facebook.com/directory
  121. 121. Facebook.com/workforus</li></li></ul><li>Strategy: Advertising<br />
  122. 122. Facebook PPC <br />
  123. 123.
  124. 124.
  125. 125.
  126. 126.
  127. 127. Engage Your Community<br />
  128. 128. Integrate Into All Platforms<br />
  129. 129. Create Badges Everywhere!<br />
  130. 130. Social Plugins<br />
  131. 131.
  132. 132.
  133. 133. Recruiter View of LinkedIn<br />
  134. 134. LinkedIn Recruiting Strategy<br />Not going to discuss “talent identification” in this presentation:<br /><ul><li>Advertising
  135. 135. PPC
  136. 136. http://www.linkedin.com/advertising
  137. 137. Talent Community</li></li></ul><li>Advertising Reach<br />
  138. 138. LinkedIn PPC<br />
  139. 139.
  140. 140.
  141. 141.
  142. 142. Strategy: Community<br />
  143. 143.
  144. 144. Quick Survey<br />How many Twitter users in the room?<br />
  145. 145. Twitter Stats<br /><ul><li>42.3% of the entire American population was using Facebook in Feb 2011
  146. 146. Twitter‘s penetration rate was much lower, sitting at around 7% of the total population and 9% of the Internet-using population
  147. 147. Twitter, on the other hand, is driven largely by so-called power users, and only 21% of registered users are actually active on the site.
  148. 148. Another interesting and related Twitter usage stat: 22.5% of users are responsible for 90% of all tweets.
  149. 149. Twitter’s penetration rate was around 7%, and by the end of this year it’s expected to be at 11% for American Internet users, or 16.5% of the population that also uses other social networks</li></li></ul><li>Twitter Recruiting Strategy<br /><ul><li>Compliment to other platforms
  150. 150. Tweetajob.com
  151. 151. Data gathering
  152. 152. Bio
  153. 153. URL
  154. 154. Tweets
  155. 155. Links shared</li></li></ul><li>Sourcing Tool? Yes it Can Be!<br />Within Twitter: www.Twitter.com/search use Advanced Search or Twitter Search Operators<br />
  156. 156. More Twitter Sourcing<br /><ul><li>Boolean Search (Google or Bing)
  157. 157. Try: site:twitter.comphp AND (saas OR cloud) –job -jobs
  158. 158. Twitter Search Engines or Directories
  159. 159. IceRocket: search on key words in stream & profile
  160. 160. Tweepsearch: Profile and bio search
  161. 161. Twellow: Yellow pages for twitter, good search tool!
  162. 162. Using Twitter Lists
  163. 163. Try listorious.com</li></li></ul><li>Engage Your Community<br /><ul><li>Answer questions
  164. 164. Provide clarification
  165. 165. Find and follow talent
  166. 166. Keywords
  167. 167. Events
  168. 168. Associations
  169. 169. Companies</li></li></ul><li>Integrate With Other Media<br /><ul><li>Career site
  170. 170. Blogs
  171. 171. Facebook Fan Page
  172. 172. LinkedIn profiles
  173. 173. Job Alerts/email campaigns
  174. 174. Email signatures
  175. 175. Print literature</li></li></ul><li>
  176. 176. YouTube Stats<br /><ul><li>More video content is uploaded to YouTube in a 60 day period than the three major U.S. television ever!
  177. 177. As of February 2011, YouTube has 490 million unique users worldwide per month.
  178. 178. Who rack up an estimated 92 billion page views each month.
  179. 179. We spend around 2.9 billion hours on YouTube in a month — over 325,000 years.
  180. 180. And those stats are just for the main YouTube website — they don’t incorporate embedded videos or video watched on mobile devices. n networks created in 60 years.</li></li></ul><li>YouTube as a Recruiting Tool? <br />Before anyone joins a company they want know what the culture is like….show them!<br /><ul><li>Create visual content around your company
  181. 181. Don’t tell someone “you want to work for us” show them the realness.
  182. 182. Incorporate video with other platforms</li></ul>NOT A TALENT IDENTIFICATION TOOL<br />
  183. 183. Strategy: Community Engagement<br /><ul><li>Advertise: drive ads via other platforms or cool tools (QR codes are great hear)
  184. 184. Vlog: video interview tips from the recruiting team (“How to” video #1 viewed)
  185. 185. Engage: testimonials from your employees & customers
  186. 186. When I see “message from our CEO”, I already know what she/he has to say!</li></li></ul><li>
  187. 187. Blog Recruiting Strategy<br /><ul><li>Engage readers via writing and vlogging
  188. 188. Guest post from experts
  189. 189. Provide a catalogue of specific information
  190. 190. Format is not “formal”, let your hair down
  191. 191. Provides insight into organization vs. stats</li></ul>NOT A TALENT IDENTIFICATION TOOL….or IS IT?<br />
  192. 192. Community Engagement<br /><ul><li>Allow comments & respond to all!
  193. 193. Vlog – video “how to” | “what to do”
  194. 194. Content should pass the “who gives a crap” test!
  195. 195. Be a storyteller
  196. 196. Great source to find interactive / web / developers
  197. 197. site:wordpress.com (java AND developer) alabama --job -jobs</li></li></ul><li>Blog Search String<br /><ul><li>KEYWORD1 KEYWORD2 (inurl:~blog|intitle:~blog)
  198. 198. KEYWORD1 KEYWORD2 site:blogspot.com
  199. 199. Try replacing blogspot.com with any of these popular blog hosts: </li></ul>blogs.msdn.com, livejournal.com, myspace.com, spaces.live.com, 360.yahoo.com, typepad.com, wordpress.com, technorati.com, xanga.com, weblogs.com and weblogger.com. <br /><ul><li>Note that you can only do one site: at a time! </li></li></ul><li>Contact<br />.<br />Alex.putman@synergishr.com || alex@alexputman.com<br />Twitter.com/synergisIT || Twitter.com/alexputman<br />LinkedIn Groups: Synergis || Linkedin.com/in/alexputman<br />www.socialTrex.com<br />www.synergishr.com<br />
  200. 200. Sources<br />http://mashable.com/2011/02/24/facebook-twitter-number<br />http://www.webgeekly.com/lessons/social-media/the-6-different-types-of-social-media-users-which-one-are-you<br />http://www.forbes.com/sites/sap/2011/09/15/social-media-3-steps-from-3-great-companies<br />http://mashable.com/2011/02/19/youtube-facts<br />

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