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  1. 1. Recruiting 3.0 Why “Social” Matters – and Ideas for Putting It to Work in Your OrganizationCharles PurdySenior Editor, Monster.comcharles.purdy@monster.com@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
  2. 2. Copyright – 2011 Monster
  3. 3. Copyright – 2011 Monster
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. “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
  10. 10. 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
  11. 11. 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
  12. 12. “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
  13. 13. 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
  14. 14. It’s about putting a face behind the brandand giving your people a voice.
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. “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
  20. 20. 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
  21. 21. Research Listen Engage Measure Brand Monitoring Media Monitoring Real-Time Monitoring Measure & Analyze Influencer Identification Real-Time Engagement & Scheduled Content 21Copyright – 2011 Monster
  22. 22. 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
  23. 23. 23Copyright – 2011 Monster
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. “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
  29. 29. 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
  30. 30. Are You Ready?
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. Questions?Charles Purdycharles.purdy@monster.com

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