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Social Recruiting: Tools, Technologies and Techniques

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Social Recruiting: Tools, Technologies and Techniques by Andy Headworth, Sirona Consulting at Social Recruiting Conference 2011 in Paris

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Social Recruiting: Tools, Technologies and Techniques

  1. 1. Getting Started In Social RecruitingPresented byAndy Headworth,Sirona Consulting 1st December 2011, Paris
  2. 2. Social media IS mainstream – TV Adverts
  3. 3. Global stage
  4. 4. Andy Headworth• MD of Sirona Consulting• Consult about recruitment • Strategy • Process • Online Recruitment • Social Recruiting• Corporates and Recruiters• Published author of “Smart SocialMedia Recruitment Strategies” Blogs
  5. 5. Why social media?“We have lots and lots of people, what we’re missing is talent.” Kristen Weirick Global Leader of Recruiting, Employer Branding and Onboarding at Cargill
  6. 6. Changing times
  7. 7. What the job seekers are saying…..
  8. 8. Take note employers
  9. 9. ChangeClients have learned how to pick them
  10. 10. They don’t have to send you a CV to be a candidate!
  11. 11. The power of social media
  12. 12. Adding a social layer is not complex
  13. 13. Why social media?Reduce candidate acquisition costsIncreasing job visibility to internal candidatesIncreasing candidate applicationsReal-time customer servicesPositioning within your marketsExtend the reach of your brandDifferent channels of engagementRaising quality of hiresDirect candidate sourcingCandidate expectationsDrive improved traffic levels to career site
  14. 14. Be prepared
  15. 15. When you flick the switch.....
  16. 16. A social recruiting strategy is needed1. Ready for the commitment?2. Listen – Brand; Reputation; Sentiment3. Define objectives & internal guidelines4. Platforms | Tools | Voice5. People & Plan6. Training7. Time management8. Measurement – ROI9. Monitoring
  17. 17. Assumptions can cost you
  18. 18. Objectives
  19. 19. Audience
  20. 20. KeywordsLinkedin.com/in/andyheadworth
  21. 21. A REAL recruitment challenge!They wanted a wider, more diverse and talented group ofwriters who had a real passion for The Street and its characters.>> A 3 week employer branded social recruiting campaigndesigned to tie-in with existing storylines and characters inCoronation Street.
  22. 22. Corrie on Facebook, Twitter & LinkedIn Writers groups were targeted with messages about the opportunity with links to the other social networking media.Discussions of plotlines were set They created a series ofup to encourage involvement. ‘micro ad tweets’ – writing 30+ ads, all inVideos of classic Corrie storylines were 140 characters to Tweetuploaded to inspire (and remind) applicants out.of the quality of characters and stories thatthe series is renowned for.
  23. 23. The Corrie writer results A lively, passionate and active Social Community of over 300 members on Twitter The ‘Micro Ad Tweets’ were the most re-tweeted 900 applications >> pool of 20 talented Storyliners created The quality of applicants was far higher than anticipated by ITV A small band of rejected applicants even created their own Facebook group of ‘Story Disassociates’ – where they continued discussing their programme ideas. The employer branded copy tone/theme was carried through across all communications to the applicants – the successful and the unsuccessful – throughout the post-application process.And the ‘social networking’ community out there is still growing, in anticipation of thenext time this opportunity opens again!
  24. 24. Find and be found 63% of job seekers use a search engine to find a job source Enhance Media March 2011
  25. 25. What does your digital footprint look like?
  26. 26. Engage your audience
  27. 27. It’s called social for a reasonBuild relationships not a CV bookshelf
  28. 28. The misconceptionWrong!
  29. 29. Social recruiting is ALL about ENGAGEMENT Facebook is about YOUR Fans Twitter is about YOUR Followers Blogs are about YOUR Readers YouTube is about YOUR SubscribersGive them content that is valuable to THEM and the platform they are on
  30. 30. How do you engage people? Participate Find good people to follow Learn the language Comment Share Converse Own content Ask questions Respectful and polite
  31. 31. This is recruitment engagement!8.6 % engagement5.1 % engagement
  32. 32. Where do you start? Blogs
  33. 33. Remember where your audience is
  34. 34. You already have a starting point Networks WILL already exist Current employees Alumni Advocates Potential employees
  35. 35. LinkedIn Keywords 100% Do what it says on the tinProfile People Companies Skills Updates Boolean FlipSearch People Companies Updates GroupsFollow Personal Company Groups JobsUpdates Community Network Jobs Engagement X-RayGroups
  36. 36. Twitter Researching Sourcing Tracking Engaging Communicating Informing Learning Recruiting
  37. 37. Twitter basics Brand or name?Bio
  38. 38. Twitter basics #hashtagsFinding people to followBranding
  39. 39. Facebook• Forget the concept of a social network• It is a content management platform and you are the publishers• Give them something to ‘like’ ........ not a page full of jobs!!• Engagement – videos; photos & text in that order!• Create a jobs tab using Work4Labs, Broadbean, BeKnown etc
  40. 40. Facebook Pages
  41. 41. Facebook recruitment working well Objectives 1: To create a buzz around the opening of the new Hard Rock Cafe in Firenze 2: To recruit 120 staff in 8 categories from waiting staff to accounting. Time Frame 4 Weeks Facebook Advertising Candidate Criteria 1: Liked Rock and Roll 2: Lived within 100km of Firenze 3: Had some hospitality, catering or bar work in their background 4:Spoke fluent Italian
  42. 42. Apps deliver
  43. 43. Case study resultsImportant noteNo ATS usedAny form of application – written, visual, audio – English or ItalianPledge made – ALL applications dealt with in personResults 10,222 fans on the page. (In 4 weeks!) 4000 job applications received (During a 2 week campaign.) 600 interviews completed (over 3 days) 120 Hires Huge logistical times saving of the 600 iv’sCostFacebook advertising – c €2000Time undetermined
  44. 44. Google Plus “The fastest growing social network in history”Stream Sparks Hangouts Circles Photos Huddles
  45. 45. Google Plus Circles – think candidates Happy.Hour.com
  46. 46. Google+ Pages
  47. 47. findpeopleonplus.com Search Criteria Relationship Looking For Gender Activity Education Employer Occupation Following Followers Country State City
  48. 48. Mobile Smartphone penetration is 47% (MMA) 40% of social media users access social media content fromtheir mobile phone (Nielsen) 11% now have some form of tablet device (IAB)Have you got a mobile recruiting website for your business?
  49. 49. Your brand is not in your control
  50. 50. It is what people say about your brand.....
  51. 51. Reputation is EVERYTHING Name Website address Products Key people Competitors Keywords/phrasesResponse Timely Courteous Aware Pro-active Off-line
  52. 52. Platform tools are improving all the time Insights Group statistics TweetStats Hootsuite ......and don’t forget Google Analytics!
  53. 53. Managing Social
  54. 54. Many different levels of sentiment measuring tools €€€€ €€ €free Many Different Levels of Measuring Tools
  55. 55. ROI
  56. 56. ROI - depends on your levelWalk first; Objectives; Know metrics; Engage; Track; Measure Source: Jeremiah Owyang
  57. 57. Content and engagement first though
  58. 58. How do you communicate with your candidates? Tweet Direct Message Message Facetime Chat Message; Circles Huddle; Hangout Message Company updates“If you wish to persuade Inmailme, you must think my Message Audio Skypethoughts, feel my feelings, Video Skypeand speak my words” RSS Feeds Cicero 80BC
  59. 59. Foursquare – aka stalking ☺
  60. 60. Foursquare
  61. 61. Remember......
  62. 62. Questions?www.sironaconsulting.comandy.headworth@sironaconsulting.com+44 1903 206249 / +44 7788 726019blog.sironaconsulting.comlinkedin.com/in/andyheadworthtwitter.com/andyheadworthfacebook.com/sironaconsulting

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