So, what do we mean by social as it pertains to recruiting? We have all these media available, all these platforms – all these buzzwords, and it seems like there’s a new one every day: We have to be sending out tweets and blogging and v-logging, and micro-blogging, and what’s happening on our Facebook page? And do I need to change my avatar? Does anyone feel overwhelmed?Well
Yes, I think it’s a common feeling.
But let’s step back a moment, and as always with new challenges and new media and new tools, think about what the goal is and what works [READ]. Doing something just because it’s new, or just because you read about it on Mashable, or because your daughter and her high school friends say it’s the new texting – those are bad reasons. When you develop a social media plan, you need to figure out what works for you, where your candidates are. Where your company’s customers are. What your goals are. And how these new media can work in concert with, or complement, your current recruitment avenues. But yes:
This is not something that’s going away or that we can safely ignore.
So this is where I hope we get to today. This is not a list of dos and don’ts. Notions.
Before we do all that. It’s fun to look at how it’s all evolved. 1.0 is where we were 15 years ago. Monster wasn’t even in business. Now we’re part of not only the past of recruiting but also the future. 2.0 is where we take advantage of ad placements on content sites.3.0 is where we harness the power of social interaction – where we let real conversations drive our business. And we all, in this room, can use them all if that makes sense. We think, being Monster, that our job-board product makes the most sense, but you need to look at how you get your candidates. Maybe that Help-Wanted sign makes sense if that’s where your customers and talent is. And maybe social media. We, Monster, went from being not in business to being in 62 countries in 15 years. Now we must get to 3.0. So here’s what I hope is comforting. You don’t have to stop doing everything you’re doing and start fresh, start doing everything all over again, just because there are new media and new tools Right now, our standpoint is, one of the best ways you can use 3.0 is to show off and enhance what you’re doing in 1.0 and 2.0, and to funnel people into one recruiting channel. Everything must feed into each other. It complements the way you recruit. USE SOCIAL FOR WHAT IT”S GOOD FOR I encourage you to look at what’s working and what you need, and how you can fill it, with a layer of social on top of what you’re currently doing.
So, what is it good for?
Hopefully, we’re at this place: Are we excited? Who wants a trump.
All those tools to the right. It’s hard not to start to hyperventilate. I’m going to tell you the secret to using social media. The secret is all of you already know the secret, because you’re human beings. If someone tells you to do something that you wouldn’t do in the real world, that feels inhuman, be wary. Reciprocity means: You have to join the conversation – if you’re using social media solely broadcast, just to repeat yourself … that’s not social – it’s antisocial. Helping and being helped – how can you help people (specific people)?People want to be recognized publicly. That can be as easy as thanking someone publicly for doing a great job. Don’t just take, take, take. Don’t just talk about yourself. Don’t interrupt other people’s conversations.And that’s what a tribe is: People like to belong to groups that give them a feeling of pride – something to be proud in. Focus on this, not on this. You don’t need all this; I couldn’t tell you what 80% of this. Focus on what you’re doing.
Focus on practices, not on tools. Don’t get overwhelmed by tools. CREATING RELATIONSHIPS. Real: What is the information I’m sharing and why. You can’t control the conversation – you can guide it. But controlling it leads to that feeling of falseness. You’ll find a lot of stuff out there in forums and in social-media space. As a company, you can make something a bigger deal by responding to it. (Questions?) At Monster, we’re committed to the social-media space – we have a Facebook page, and that means people can comment on our page, publicly, and say unpleasant stuff. They almost never say unpleasant stuff about us; it’s usually about the difficulty of finding a job, etc. Get use to a messier world: Listen first. I think especially in an HR department, this is difficult. …. Expanding your comfort zone means having an open mind. I still have to catch myself: I remember the first time I saw an email address on a business card, back in the early ‘90s, and I thought to myself, “Well, *that*’s dumb, who would every use that! Just pick up the phone, nerd.” … That was a lesson. So when that was my gut reaction to Twitter, I said, “Hush! Let me think about this.”
I think this is a really cool reality, and personally this is where I see a lot of the purpose of Social Media. They are talking about you as a place to work. Less is secret, and the line between “work life” and “private life” is getting much fuzzier. That’s one of the reason SM is so great. Companies can’t connect with people. People can connect with people. You can use your people to connect. Your employees have networks of connections.
We do not view social media as a threat. We view it as an opportunity because it’s another great way to attract and engage candidates. We already have some products now that help customers create a social presence* and we have some ideas in the works that combine the power of social media with the strengths of Monster and our innovative product portfolio.
Just read it.
Tools are not a strategy.
Now we’re going to talk a little bit about developing a SM strategy. The first thing, that’s not on here: DETERMINE GOALSMaybe those platforms are not the big ones – maybe they’re the niche industry site. See how other companies are doing it is key.
These are some of the tools that are out there; it’s up to you to evaluate them to see which meet your goals. When we’re talking about Measuring, that’s not something you measure just in number of followers. A lot of these tools can give you a better idea of your content’s reach. Anyone have any recommendations for tools that are out there that they’re having a lot of successThey’re not all free, and they shouldn’t necessarily be free. If a tool has wide adoption, and it costs money, that means its good. And when you’re going in and trying to get something approved, sometimes having to pay money for it actually helps in that effort. Listen and monitor nonstopRadian6 is great – makes it easy to monitor who’s talking about you and what they’re saying, who’s influential in your industry, and where they’re hanging out online, SO YOU CAN TARGET YOUR OURTREACH. It’s a great platform for a company .Discovery – Listening & monitoring toolsTwitter Advanced SearchThis is a free way to set up searches for hashtags, keywords or your own brand name. You can even specify per location, sentiment or just search for questions regarding that phrase. You can even hack together a free monitoring dashboard in iGoogle with an RSS of these searches.MarketMeSuite* – This is an affordable way for small businesses to take the geo-targeting aspect of Twitter searches and view them in an organized interface.Measurement – Analytics ToolsTweetreach – I love Tweetreach’s analytics. They break down reach, impression and volume of Tweets as well as show you your most influential community members who ReTweet you and generate the most reach for you. Variety of price ranges as well and great graphs.Tap 11 – This is a client with FourSquare, Facebook, Twitter and LinkedIn integration. I love the email digest of metrics that they compile for you, specifically the attention they pay to ReTweets. Tools like Radian6 and Alterian SM2 do start around there and they are appropriate for some companies. However I wanted to re-iterate that there are a lot of lower-cost analytics options. Viralheat* is $99/month and Ubervu is $50/month to $400/month. We gave a round-up of seven low-cost social monitoring options in this blog post.To the question of social media ROI, I mentioned the availability of tools that let you apply in-page analytics and track conversions (Did this person fill out a form? Register for an event? Make a purchase?) from Twitter and Facebook. Three tools that do this include Performable, HubSpot and Argyle Social*.Publishing – Content management and Scheduling ToolsBuffer – This helps you load Tweets into your “Buffer” at ideal times for you to Tweet and sends them out for you throughout the day. Instead of individually having to schedule each Tweet, write the Tweets and Buffer will send them out at the pre-selected times. It gives you some basic analytics as well like reach, ReTweets (including who ReTweeted it) and number of clicks.)Timely – This is similar to Buffer only it doesn’t let you control the times or schedule Tweets days ahead of time. You can load up your Tweets and then Timely sends them out throughout the day at times selected based on performance of past Tweets. Timely also offers some basic analytics like number of clicks and reach.Garious – another content publishing tool that pushes your content out throughout the day for you and helps you be more efficient.Crowdbooster and Socialflow are two more tools I mentioned that help you identify the best times to Tweet by analyzing your previous Tweets and when your audience has been most responsive with @replies, ReTweets and click-throughs. I wrote more about this is a guest post for SocialFresh.Raven Tools – Raven Tools is a great way to compile your SEO and social media efforts by being able to monitor your Twitter and Facebook activity plus view your Google Analytics and do keyword research all from one clean and simple interface. It’s affordable, the team there is super nice, and it pushes you to take a full 360-view of your online marketing efforts. My friend Kristin Dziadul uses this for her marketing efforts at Backupify and chose this over other tools.A few more content publishing tools to check out: Dlvr.it, Sprinklr and Hootsuite.Social CRM – (WTF?)I loved this chat that we had because I think we called into question whether or not social CRM even exists yet. It’s something I’ve wondered about as well.The space is getting a ton of traction though. All within the past month or so, Sprout Social just raised a $10 million Series B, JitterJam got acquired, as well as Bantam Live. All three are fantastic social CRM options that attempt to collaborate a customer contact database with Twitter and Facebook interactions. Other options to look at are Blue Camroo (specifically check out their Social Network Scout feature) and Nimble.To just get started in integrating social CRM tactics into your work, using a tool like Gmail pluginRapportive will help you connect your email contacts to their Twitter, Facebook and LinkedIn profiles. Gist does this too, in a prettier way. So there you have it! All the tools I mentioned. I love talking about this stuff as you can tell so feel free to shoot me questions any time.*oneforty affiliate. (But still a badass tool!)s with?
Make sure you’re not re-creating the wheel – somehting we see with SM sometimes. Think of creating a separate page. Make sure your website and jobs postings allow candidates to find you if they want to. That’s how you’re going to weed out some of the better Sm savvy candidates.
Branded twitter presence (if you have an internet connection, ask for volunteers)
You hear people talk a lot about brand, and it can be kind of a nebulous concept. Just diving in, set a small goal, and work on achieving it. I think this is key – don’t tweet just to tweet. Someone asked me what to tweet about. And the answer is twofold: what do you want to do, and what are you doing that’s awesome. Down to NUMBER 6: That’s another new mindset we have to wrap our heads around: the days of the candidate black hole are over.
We believe that the line between professional and personal life is fading – as we touched on earlier, recruiting is happening via Facebook. Making sure all your activites are mobile enhanced – more than half of all tweets are sent from a mobile device, so if you’re tweeting links to a non-mobile enhanced sites, that’s a fail. You gotta get mobile. Chasing that mobile influence is going to be important.
The goal is to cast the widest net possible but make searching thorough all those fish, to find the perfect fish, easier. You cast that wide net with all these tools, but allow Monster semantic search. (Say you’re looking for a Java developer – it allows you to search for the word Java and it knows the difference between a Java devleoper and someone who worked at a Java Hut coffee shop). I think this is what Monster has to offer, our semantic search for recruiters. As you’re funneling more people into your recruiting system, you need a good filter.
You may need to speak to someone in the C Suites.
Number 4 is that important “Do Awesome Stuff” piece.
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Recruiting 3.0 Why “Social” Matters – and Ideas for Putting It to Work in Your OrganizationCharles PurdySenior Editor, Monster.firstname.lastname@example.org@monstercareersFor more recruiting best practices, visit MonsterThinking.com Stay Connected w ith Monster. http://www.facebook.com/monsterww @monster_works http://www.monsterthinking.com/ @monsterww http://www.youtube.com/user/MonsterVideoVault
It’s all about hiring people. filling positions, and retaining and developing great talent. Everything is a means to this end. But the world of work is changing…Copyright – 2011 Monster
Some Social Media & Recruiting Stats Nearly 4 in 5 active Internet users regularly visit social networks. Americans spend more time on Facebook than any other site. 14.4M people used social media in 2011 to find their last job. 65% of companies have successfully hired via social media. 56% of HR professionals use social websites to source potential candidates. 92% of hiring managers in 2010 used social media to recruit: > 50% used Facebook > 45% used Twitter - Nielson: The State of Social Media: The Social Media Report – Q3 2011 - CareerEnlightenment: How Businesses Use Social Media to Find Talent – 9/2/11 5Copyright – 2011 Monster
In 45 minutes or so … Why “social” matters for talent acquisition: > Social media is social business New recruiting realities > (and a little advice along the way) Are you ready? A recruiting 3.0 checklist Helpful resourcesCopyright – 2011 Monster
Recruitment Has Evolved – Quickly Content User Offline Destinatio Driven Driven n Sites Sites Sites 1.0 2.0 3.0 Monster has evolved to provide reach, engagement, semantic search, and more for an integrated Recruitment 3.0 strategy.Copyright – 2011 Monster
Benefits of Social Recruiting Extends recruitment brand and job-distribution network. Improves recruitment (and company) brand, as it highlights importance of connectivity and openness to communication. Builds a community that engages “active” and “passive” candidates and employees. Taps into the power of employees as brand ambassadors and referrals. 8Copyright – 2011 Monster
“I guess I have to. But where do I begin?” REALITY “Social” does matter. The good news? You already know a lot about it.Copyright – 2011 Monster
If you’re human, you already “get” the secret to social media. • Reciprocity • Fairness • To help and be helped • Recognition and belonging • TribesCopyright – 2011 Monster
But there are some new mindsets you’ll have to adapt to. New practices • Keep it real, for you and for them • Enable the conversation, don’t try to control it • Embrace, but don’t overreact • Toughen up your skin, and choose your battles • Get used to a messier, less linear world • Expand your comfort zoneCopyright – 2011 Monster
“How are candidates finding out all this „inside info‟ about our company?” REALITY Your people are your brand. And they are either working for you or against you.Copyright – 2011 Monster
Your employees are your best brand ambassadors. Specialist sources most credible How credible do you believe each of the following is as a source of information about a company? Source: Edelman Trust BarometerCopyright – 2011 Monster
It’s about putting a face behind the brandand giving your people a voice.
Employees as Brand Ambassadors Put your face behind the brand and give your people a voice. Encourage employees to participate & leverage the power of your people as they are your best brand ambassadors. > Identify & involve early adaptors and trust them to lead the charge. > They create free & authentic content that is more credible to candidates. > Thank employees for participating. This provides transparency into your organization, further connecting the best talent and best fit for your organization. 15Copyright – 2011 Monster
Social Media Policy & Guidelines Open up social networks within organization. Keep it simple by following best practice examples. Base them off your corporate values and policies. Work with internal communications to educate employees. Make the guidelines readily available for ALL to see. Having guidelines will make employees feel more comfortable with engaging and sharing. 16Copyright – 2011 Monster
Monster’s Employee Social Media Guidelines 1. Follow existing Monster policies: 5. Respect, protect what’s confidential: Code of conduct & ethics, computer Never use Monster financial, legal, use, privacy, non-harassment, etc... copyrighted, proprietary, and personal info about customers and employees. 2. If it’s personal, keep it personal: 6. Recommend colleagues with care: For non-business related topics use It’s OK to provide personal your personal email and don’t mention recommendation on your experience, but you work for Monster. not an official recommendation on behalf of Monster. 3. If engaging as part of your job at 7. Add value: Share interesting, helpful Monster, say you work for Monster: info and ideas, and any Monster content Keep to topics related to your area of from our sites. Your “brand” is the sum of expertise, and let people know your what you share and how you share it. views are yours, not the company’s. 8. Know the risks: Ignoring these rules, 4. Be honest and professional: Just could lead to termination. If in doubt, ask like you act in face-to-face the Social Media team for advice. conversations. No discriminatory content. Avoid arguments. Identify who you are; “anonymous” is not professional.Copyright – 2011 Monster
Employee Referrals Utilize your employees to help refer potential hires through their social networks. 27.5% of all hires come from referrals. Tools available to automate and track. 10th Annual CareerXroads Source of Hire Report: By the Numbers – March 2011 18Copyright – 2011 Monster
“I just downloaded TweetDeck and I‟m starting to Tweet! Now what?” REALITY New tools and technology are here to help. But tools are not a strategy.Copyright – 2011 Monster
Social Recruiting Strategy Decide what platforms best resonate with your audience. Designate 1-2 talent acquisition employees as community manager(s) to message, monitor and answer questions. Have a communication plan that is authentic, transparent and highlights your company’s culture. Learn to use social messaging, monitoring & measuring tools. Utilize employees as brand ambassadors. See how other companies are doing it. Keep in mind that social media saves time and should enhance, not replace, your current talent acquisition strategies. MonsterThinking.com: How to Create A Social Recruiting Strategy – July 22, 2011 20Copyright – 2011 Monster
Recruitment Focused Experience Brand your experiences with “Careers” or “Jobs”. > Customize experience to match your company & recruitment brand and have clear call to actions. > Candidate is looking for a seamless experience. > Use Vanity URLs to increase search relevance. • Candidates are definitely using search as well. Go beyond having a “Careers” or “Jobs” section on your company’s main Facebook page. > Only 2-5% of Facebook page traffic clicks a specific section. > Need to constantly work with marketing & communication team. Make sure your website and job postings include social media. 22Copyright – 2011 Monster
Expert Communication Your own “brand” and your association with your company are the result of what you share and how you share it. Start small, with focus. Offer interesting and useful information. > Give them a reason to want to check out your company or job posting. > Build Google Alerts for content options. Provide transparency into your company & culture. > Highlight company/employee blog, company events, videos. Listen to candidates and answer questions in a timely manner. The stronger the connection, the more interesting your company becomes and attracts top talent. 25Copyright – 2011 Monster
Marketing & Tools As mentioned, integrate social media icons and buttons throughout to increase reach. Drive traffic with Facebook social media ads. > Target candidates by region, interest, age, job titles, industry keywords. Social communication, monitoring and measuring tools. > Paid: Radian6, Involver, Buddy Media > Free: TweetDeck, HootSuite, Twitter lists, TweetChats, Bit.ly, Facebook Analytics, Twitter Analytics (TBD), Google Analytics 26Copyright – 2011 Monster
Just do it. Your competitors likely are. Best Buy has reduced turnover and "Social media is the new increased retail worker participation in the company’s retirement savings plan. solution to the need to transform organizational communication and Northwestern Mutual Life Insurance has seen an increase in collaboration. employment branding.” Siemens USA is finding employees - Brian Baker, vice president of organizational performance and establishing knowledge contacts who might implementation for Aon Consulting. otherwise never have met. Procter & Gamble is embracing social media to foster product development and marketing activities. "Gone are the days when HR and corporate communications could ask if social media was a friend or a foe. It’s a part of the new landscape. So we developed an internal strategy consisting of micro-blogs, wikis, and podcasts to broadcast corporate messages, foster further collaboration, and deliver global employee training.” - James Lynch, Vice President of Employee Communications at American Express CoCopyright – 2011 Monster
Future in Social Recruiting Professional networking within social networking Mobile: > SmartPhone Applications > Mobile enhanced websites > QR Codes and Location based targeting Social Influence: > Klout > Empire Avenue 28Copyright – 2011 Monster
“I am looking for the sharpest needles in the biggest and best haystacks. And I need to find them first.” REALITY Search is the new killer app.Copyright – 2011 Monster
Search is the new killer app. Today’s candidates search for info and “Semantic tools Opportunities across many platforms …. create matches based on ideas, not JOB POSTING SAVED EMPLOYEE WEBSITE SOCIAL just keywords, and APPLICANTS RESUMES PROFILES VISITORS REFERRALS NETWORKS serve-up additional job candidates who would not previously have been found.” Recruiters pinpoint and compare talent from -- Sue Feldman, IDC large and diverse sources To find the right candidate from the most possibilities.Copyright – 2011 Monster
Dispel the Biggest Myths/Fears How will this affect workplace productivity? How can we control it? What if someone says something bad? Isn’t social media just a fad anyway? Social Media at Work: Enable your Employees to Be Company Advocates By Shel HoltzCopyright – 2011 Monster
A Recruiting 3.0 Readiness Checklist You have established social media guidelines and clear goals for integrating social media into the hiring process – all pointing to a “single apply” – with an eye toward mobile accessibility. You have resources in place and bandwidth to commit to social engagement. You have identified the social platforms popular with your audience. You produce enough quality content to sustain social conversations. You have tools and strategy in place to research, listen, engage, and measure. You’re prepared to put your employees on the “front lines” as brand ambassadors. 33Copyright – 2011 Monster
Resources for Learning More http://smartblogs.com/socialmedia/ http://mashable.com/2009/06/02/social- media-policy-musts/ http://www.socialmedia.org/disclosure/ http://www.socialmediatoday.com http://www.recruitingblogs.com http://www.monsterthinking.com http://www.clickz.com/clickz/column/20466 57/steps-developing-social-media-strategyCopyright – 2011 Monster