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THE 5 STAGES OF SOCIAL MEDIA FOR RECRUITING by Sarah Welstead, Director User Experience Head2Head November 2009
Agenda <ul><li>What is ‘social media for recruiting’, anyway? </li></ul><ul><li>The talent crisis </li></ul><ul><li>The 5 ...
What do we mean by ‘social media for recruiting’, anyway? <ul><li>Social media for recruiting  is using social media tools...
It’s a big topic <ul><li>Today we’re going to focus on how to use social media for finding and attracting candidates </li>...
Recruiting and the internet <ul><li>1G:  More is better </li></ul><ul><li>2G:  Referrals and word of mouth </li></ul><ul><...
This is your talent pool.
This is your talent pool using social media for recruiting
The talent crisis in Canada <ul><li>Statistics Canada predicts that by 2015, there will be more jobs than workers to fill ...
Social media can: <ul><li>Help you find the right candidates, faster </li></ul><ul><li>Cut your recruiting costs in half <...
Remember the Kubler-Ross 5 Stages of Grief DENIAL BARGAINING ANGER ACCEPTANCE DEPRESSION
“ It’s just hype” <ul><li>Only 10% of job-seekers expect  to find their next job through a  mainstream job board </li></ul...
OVERCOMING DENIAL: Social media delivers <ul><li>Access to millions of candidates </li></ul><ul><li>They’re searchable </l...
“ Great – another fad  I have to learn” <ul><li>This isn’t a fad </li></ul><ul><li>The mainstream job boards are  dying </...
OVERCOMING ANGER: Take baby steps <ul><li>Don’t worry – it’s easier than you think (and may even be fun) </li></ul><ul><li...
“ If it still seems important 12 months from now, then...” <ul><li>In the current talent market, 12 months is too long to ...
OVERCOMING BARGAINING: Use the scientific method <ul><li>Articulate how social media will help your recruiting process </l...
“ I know we have to.  But it’s just so  huge .” <ul><li>It’s amazing how quickly you can pick this stuff up </li></ul><ul>...
OVERCOMING DEPRESSION: The results will be worth it <ul><li>You’ll start to see improved candidate flow within 2-3 months ...
“ It’s definitely improved our recruiting function!” <ul><li>Ultimately, it’s all about the results </li></ul>ACCEPTANCE
ACCEPTANCE:  WHAT’S NEXT? “Let’s leverage the organization!” <ul><li>People in your organization are already using social ...
Okay, you’re ready. Where do you start?
Canadian recruiters say: (you may be surprised at how social-media savvy recruiters are) <ul><li>81% of CDN recruiters use...
The 3 sites you need to know about 76,000+ new users in Canada every month #3 most Facebooked country in the world #3 in i...
BEST RECRUITING USES <ul><li>Use LinkedIn as an instant talent pool </li></ul><ul><li>Your entire recruiting and HR team s...
10 TOP TIPS <ul><li>Improve your organization’s profile page </li></ul><ul><li>Build your personal brand (top-of-mind) </l...
BEST RECRUITING USES : <ul><li>Easy to create applications such as ‘HotJobs’ feeds </li></ul><ul><li>Easy to create groups...
BEST RECRUITING USES <ul><li>Community building (candidate communities) </li></ul><ul><li>Generating buzz about events </l...
Blogs <ul><li>More websites are going to an all-blog  format </li></ul><ul><li>Don’t think the best and brightest aren’t c...
<ul><li>A blog with entries by various team  members </li></ul><ul><li>Not just about how great it is to work there, but ‘...
Basic guidelines <ul><li>Have a strategy </li></ul><ul><li>Be prepared for that strategy to be blown out of the water </li...
Marketing + Recruiting = RESULTS <ul><li>Create a Marketing/Recruiting team responsible for employment brand and social me...
Privacy <ul><li>Facebook’s PIPEDA contravention </li></ul><ul><li>Just because a candidate posts personal information does...
If you could do just one thing... <ul><li>Make sure everyone responsible for recruiting in your organization has a complet...
DISCUSSION
About Head2Head Head2Head Canada Inc. is a privately-owned, incorporated Canadian company that specializes in providing in...
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5 Stages Of Social Media For Recruiting Feb 2010

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5 Stages Of Social Media For Recruiting Feb 2010

  1. 1. THE 5 STAGES OF SOCIAL MEDIA FOR RECRUITING by Sarah Welstead, Director User Experience Head2Head November 2009
  2. 2. Agenda <ul><li>What is ‘social media for recruiting’, anyway? </li></ul><ul><li>The talent crisis </li></ul><ul><li>The 5 Stages of Social Media for Recruiting – and how to overcome them </li></ul><ul><li>Marketing and recruiting need to work together </li></ul><ul><li>Best sites for social media for recruiting </li></ul><ul><li>Best practices (tips and tricks) </li></ul><ul><li>If you could do one thing… </li></ul><ul><li>Discussion </li></ul>
  3. 3. What do we mean by ‘social media for recruiting’, anyway? <ul><li>Social media for recruiting is using social media tools to source and secure candidates and building recruitment and employment brands. </li></ul>
  4. 4. It’s a big topic <ul><li>Today we’re going to focus on how to use social media for finding and attracting candidates </li></ul><ul><li>This presentation is designed for people who think of social media primarily as a marketing tool </li></ul>
  5. 5. Recruiting and the internet <ul><li>1G: More is better </li></ul><ul><li>2G: Referrals and word of mouth </li></ul><ul><li>3G: Long-term relationships </li></ul>
  6. 6. This is your talent pool.
  7. 7. This is your talent pool using social media for recruiting
  8. 8. The talent crisis in Canada <ul><li>Statistics Canada predicts that by 2015, there will be more jobs than workers to fill them </li></ul><ul><li>The economy has mitigated the talent crisis so far </li></ul><ul><li>Many industries are already facing shortages </li></ul><ul><li>Companies who don’t use all available channels will lose the war for top talent </li></ul>
  9. 9. Social media can: <ul><li>Help you find the right candidates, faster </li></ul><ul><li>Cut your recruiting costs in half </li></ul><ul><li>Help you attract better candidates </li></ul><ul><li>Help you make better hires </li></ul><ul><li>Make your recruiting proactive – not reactive </li></ul>
  10. 10. Remember the Kubler-Ross 5 Stages of Grief DENIAL BARGAINING ANGER ACCEPTANCE DEPRESSION
  11. 11. “ It’s just hype” <ul><li>Only 10% of job-seekers expect to find their next job through a mainstream job board </li></ul><ul><li>86% of Canadian recruiters say they’re using social media to find candidates </li></ul><ul><li>79% say LinkedIn is their #1 source of A-list candidates </li></ul><ul><li>44% say it’s improved quality of hire </li></ul><ul><li>36% say it reduces time-to-hire significantly </li></ul>DENIAL
  12. 12. OVERCOMING DENIAL: Social media delivers <ul><li>Access to millions of candidates </li></ul><ul><li>They’re searchable </li></ul><ul><li>Instead of having to weed through 250 duds to get to the diamonds, you can connect to the good ones immediately </li></ul><ul><li>The data is starting to make the business case </li></ul><ul><li>Average age for LinkedIn is 39, Facebook 33 </li></ul>
  13. 13. “ Great – another fad I have to learn” <ul><li>This isn’t a fad </li></ul><ul><li>The mainstream job boards are dying </li></ul><ul><li>The ROI is shockingly great </li></ul><ul><li>It’s really just a part of the overall marketing lifecycle of a client/customer </li></ul>ANGER
  14. 14. OVERCOMING ANGER: Take baby steps <ul><li>Don’t worry – it’s easier than you think (and may even be fun) </li></ul><ul><li>The results will be worth it </li></ul><ul><li>You’ll learn a lot </li></ul><ul><li>It’s really just an extension of what you’re already doing </li></ul>
  15. 15. “ If it still seems important 12 months from now, then...” <ul><li>In the current talent market, 12 months is too long to wait </li></ul><ul><li>The tools may change, but social media is here to stay </li></ul><ul><li>There will never be a fool-proof guide to follow </li></ul><ul><li>You already know that referrals are the #1 source of A-list candidates </li></ul>BARGAINING
  16. 16. OVERCOMING BARGAINING: Use the scientific method <ul><li>Articulate how social media will help your recruiting process </li></ul><ul><ul><li>Building relationships with passive candidates </li></ul></ul><ul><ul><li>Candidate database </li></ul></ul><ul><ul><li>Improve candidate flow </li></ul></ul><ul><ul><li>Build employment/job brand </li></ul></ul><ul><ul><li>Improved candidate experience </li></ul></ul><ul><li>Then conduct calculated experiments </li></ul>
  17. 17. “ I know we have to. But it’s just so huge .” <ul><li>It’s amazing how quickly you can pick this stuff up </li></ul><ul><li>It’s amazing how quickly you can make it a routine part of your day </li></ul><ul><li>It’s amazing how much you’ll learn </li></ul><ul><li>Don’t worry – someone on your team will be passionate about this </li></ul>DEPRESSION
  18. 18. OVERCOMING DEPRESSION: The results will be worth it <ul><li>You’ll start to see improved candidate flow within 2-3 months </li></ul><ul><li>You’ll start to get useful feedback right away </li></ul><ul><li>You’ll find you’re spending more time on the right candidates – and less time on the duds </li></ul><ul><li>You’ll find you don’t have to spend as much money on recruiting fees </li></ul>
  19. 19. “ It’s definitely improved our recruiting function!” <ul><li>Ultimately, it’s all about the results </li></ul>ACCEPTANCE
  20. 20. ACCEPTANCE: WHAT’S NEXT? “Let’s leverage the organization!” <ul><li>People in your organization are already using social media all over the place </li></ul><ul><li>Leverage their networks! </li></ul><ul><li>There’s a reason we talk about ‘stakeholders’ – that includes clients, customers, candidates and employees </li></ul>
  21. 21. Okay, you’re ready. Where do you start?
  22. 22. Canadian recruiters say: (you may be surprised at how social-media savvy recruiters are) <ul><li>81% of CDN recruiters use LinkedIn for recruiting </li></ul><ul><li>44% use Facebook </li></ul><ul><li>11% use Twitter </li></ul><ul><li>8% use blogs </li></ul><ul><li>3% use YouTube </li></ul><ul><li>77% say it’s improved their ability to connect to candidates </li></ul><ul><li>44% say it’s improved their quality of hire </li></ul><ul><li>36% say it’s reduced their time to hire </li></ul>
  23. 23. The 3 sites you need to know about 76,000+ new users in Canada every month #3 most Facebooked country in the world #3 in in the world in number of registered Twitterers
  24. 24. BEST RECRUITING USES <ul><li>Use LinkedIn as an instant talent pool </li></ul><ul><li>Your entire recruiting and HR team should have complete profiles on LinkedIn </li></ul><ul><li>Create and participate in discussion groups among the candidate sectors you need most </li></ul><ul><li>Build your corporate and personal brand </li></ul><ul><li>Supercharge referrals and expand outreach programs </li></ul><ul><li>Strengthen professional relationships </li></ul><ul><li>Manage and track relationships including alumni </li></ul><ul><li>Post and broadcast jobs instantly </li></ul><ul><li>Target groups and associations </li></ul><ul><li>Build talent pipelines and warm leads </li></ul>
  25. 25. 10 TOP TIPS <ul><li>Improve your organization’s profile page </li></ul><ul><li>Build your personal brand (top-of-mind) </li></ul><ul><li>Create and administer corporate and alumni groups (referrals!) </li></ul><ul><li>Participate in industry groups </li></ul><ul><li>Broadcast job openings </li></ul><ul><li>Ask and answer questions </li></ul><ul><li>Create events </li></ul><ul><li>Smart searching/saved searches </li></ul><ul><li>Reference search </li></ul><ul><li>Applications and polls </li></ul>
  26. 26. BEST RECRUITING USES : <ul><li>Easy to create applications such as ‘HotJobs’ feeds </li></ul><ul><li>Easy to create groups and ‘fan pages’ </li></ul><ul><li>Great way to build employment brands </li></ul><ul><li>Helps tap into immediate personal networks </li></ul><ul><li>Can tap into diversity networks </li></ul>
  27. 27. BEST RECRUITING USES <ul><li>Community building (candidate communities) </li></ul><ul><li>Generating buzz about events </li></ul><ul><li>Engaging in stakeholder dialogue </li></ul><ul><li>Putting a ‘face’ on the organization </li></ul><ul><li>Demonstrating thought leadership </li></ul>
  28. 28. Blogs <ul><li>More websites are going to an all-blog format </li></ul><ul><li>Don’t think the best and brightest aren’t checking </li></ul><ul><li>Transparency builds brands – including employment and recruitment brands </li></ul>
  29. 29. <ul><li>A blog with entries by various team members </li></ul><ul><li>Not just about how great it is to work there, but ‘neat stuff’ about what the company is doing </li></ul><ul><li>Blog RSS feeds can then update your LinkedIn profiles, Facebook groups, and Twitter account </li></ul><ul><li>Encourages a dialogue </li></ul>BEST RECRUITING USES
  30. 30. Basic guidelines <ul><li>Have a strategy </li></ul><ul><li>Be prepared for that strategy to be blown out of the water </li></ul><ul><li>Make someone responsible for social media </li></ul><ul><li>Know the privacy concerns </li></ul><ul><li>Recognize that it’s a long-term build </li></ul><ul><li>Talk to marketing! </li></ul>
  31. 31. Marketing + Recruiting = RESULTS <ul><li>Create a Marketing/Recruiting team responsible for employment brand and social media for recruiting </li></ul><ul><li>Review the ‘candidate experience’ on your website and application process </li></ul><ul><li>Get a copy editor to rewrite 2 of your job postings – and then monitor how much better they perform </li></ul><ul><li>Brainstorm on filling 5 hardest-to-fill openings (marketing will have great ideas as to where to reach candidates) </li></ul><ul><li>Ask to participate in the next recruiting event </li></ul><ul><li>Make sure recruiting knows the key marketing messages (internal and external!) </li></ul><ul><li>Share databases </li></ul>
  32. 32. Privacy <ul><li>Facebook’s PIPEDA contravention </li></ul><ul><li>Just because a candidate posts personal information doesn’t mean recruiters can use it </li></ul><ul><li>Facebook apps may no longer be legal </li></ul><ul><li>Increased due diligence </li></ul>
  33. 33. If you could do just one thing... <ul><li>Make sure everyone responsible for recruiting in your organization has a complete, compelling profile on LinkedIn – including updating their status twice a week </li></ul>
  34. 34. DISCUSSION
  35. 35. About Head2Head Head2Head Canada Inc. is a privately-owned, incorporated Canadian company that specializes in providing innovative insourced and outsourced recruiting solutions to leading organizations. With more than 35 employees, 125 active consultants and 3 offices nationally, Head2Head is one of the fastest-growing talent management companies in Canada. Since 2000, Head2Head has helped more than 300 organizations save 50-75% on their hiring costs, cut time-to-hire in half while improving hire quality, and put 10-20% more revenue on their bottom lines. CONTACT: Paul Dodd, President 416.440.2030 [email_address]

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