A 10-step Guide for Developing a Social Media Strategy for Recruiting

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Presentation from the ERE Expo Fall 2009, presented by Elaine Orler.

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A 10-step Guide for Developing a Social Media Strategy for Recruiting

  1. 1. A 10-step Guide for Developing a Social Media Strategy for Recruiting Jason Corsello Elaine Orler Vice President Vice President Knowledge Infusion Knowledge Infusion
  2. 2. About Knowledge Infusion •  Leader in human capital Knowledge management, talent management & social collaboration consulting, advisory and intelligence services Passion Talent •  Ranked #3 fastest growing private companies in region Partnership Celebration Trust •  Headquartered in Minneapolis, Minnesota with offices throughout US •  Over 250 global customers including MetLife, Turner Broadcasting (CNN), Luxottica Group (Sunglass Hut), Intuit, Fairmont Raffles Hotels, Clorox, Target •  Largest online human capital management community…with over 2,500 members
  3. 3. Strategic Advisors Throughout Your Journey
  4. 4. Companies Are Becoming More Comfortable with Social Networks What
best
describes
your
organiza3ons
approach
to
social
networking
 sites
like
Facebook,
MySpace
and
LinkedIn?
(select
one)
 We
are
currently
 evalua@ng
ways
to
 I
don't
know
 leverage
social
 18%
 networking
sites
to
 extend
our
 organiza@on
 34%
 My
IT
department
 currently
block
those
 sites
within
our
 enterprise
 23%
 My
organiza@on
uses
 social
networking
sites
 freely
and
openly
 25%
 Source: 2008 Knowledge Infusion & HR Executive Magazine Talent Management & Social Software Survey N = 201
  5. 5. Social Networks Are Becoming More Effective Please
rank
the
most
effec3ve
tools
and
technologies
for
your
 company’s
recrui3ng
efforts
 Na@onal
job
boards
 20%
 34%
 37%
 8%
 Internet
search
 10%
 23%
 43%
 6%
 Social
networks
 16%
 23%
 38%
 7%
 Very
effec@ve
 Effec@ve
 Niche
job
boards
 13%
 32%
 29%
 5%
 Somewhat
effec@ve
 Sourcing
tools
 6%
12%
 22%
 8%
 Not
at
all
effec@ve
 Assessments
 2%
16%
 13%
 8%
 0%
 20%
 40%
 60%
 80%
 100%
 Source: 2009 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey N = 167
  6. 6. Identifying the Risks with “Social” What
are
your
biggest
concerns
with
enterprise
social
soGware
today?
 (please
select
all
that
apply)
 Sensi@ve
data
and
informa@on
become
 exposed
or
geTng
outside
the
company
 Nascent
market
of
technology
vendors
that
are
 s@ll
unproven
and
immature
 Employees
was@ng
@me/not
doing
their
job
 The
technology
becoming
obsolete
or
outdated
 quickly
 0 10 20 30 40 50 60 70 Source: 2008 Knowledge Infusion & HR Executive Magazine Talent Management & Social Software Survey N = 201
  7. 7. Presence, Blogs and Wikis are the Most Popular Social Software Tools Today The
following
defines
my
company's
current
strategy
for
enterprise
 social
soGware
and
technologies.
(select
all
that
apply)
 120 100 In use today 80 Plan to use within 12 months Plan to use within 24 months 60 Plan to use within 36 months No current plans to use 40 I don't know 20 0 Blogs Wiki/Document Discussion Corporate social Enterprise search Social Content Presence/instant collaboration threads networking and tagging bookmarking syndication (RSS) messaging
  8. 8. LinkedIn is the Most Popular Social Network In
my
recrui3ng
efforts
for
my
organiza3on,
I
use
the
 following
social
networks
 LinkedIn
 82%
 75%
 Facebook
 44%
 25%
 TwiXer
 25%
 0%
 I
do
not
use
social
networks
 14%
 21%
 2009
 for
recrui@ng
 MySpace
 11%
 2008
 14%
 Other
 6%
 7%
 Classmates.com
 0%
 4%
 0%
 20%
 40%
 60%
 80%
 100%
 Source: 2008 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey Source: 2009 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey N = 678 N = 167
  9. 9. LinkedIn Today •  Over 41 million professionals today (June 2009) •  LinkedIn adds 1 million new users every 17 days •  Highest per capita membership – Netherlands (due to cross-border business acumen) •  “Linkedin more accurate than resumes [due to] fear of lying in public.” - LinkedIn CEO Source: www.newin.linkedinlabs.com
  10. 10. Social Networks Most Important for Sourcing Prospective Candidates I
use
external
social
networks
for…
 90%
 80%
 80%
 74%
 68%
 67%
 70%
 58%
 60%
 53%
 49%
 47%
 50%
 43%
 36%
 38%
 40%
 35%
 2008
 30%
 2009
‐
Current
 24%
 18%
 2009
‐
Planned
 20%
 11%
 10%
 0%
 Not
currently
using
 Pos@ng
job
 Crea@ng
a
discussion
Research
candidates
Sourcing
prospec@ve
 social
networks
in
 requisi@ons
 with
prospec@ve
 during
the
interview
 candidates
 our
sourcing
and
 employees
 process
 recrui@ng
efforts
 Source: 2008 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey Source: 2009 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey N = 678 N = 167
  11. 11. Ten Steps For Developing a Social Media Strategy for Recruiting
  12. 12. 1. Become A “Voyeur”
  13. 13. 1. Become A “Voyeur” •  Watch & learn from others first •  Follow what others individuals are doing •  Watch what other companies are doing •  Leverage emerging technologies •  “Mobilize”
  14. 14. 2. Engagement is a Two-Way Street
  15. 15. 2. Engagement is a Two-Way Street Creating a positive candidate experience… •  Be responsive •  Be honest •  Be open •  Transparent = trust •  Create intimacy •  Makes collaboration a personal experience
  16. 16. 3. Be Unique
  17. 17. 3. Be Unique •  Video •  Discussion Threads •  “Fans” •  Polls •  Photos •  “Intern Experience” •  Twitter •  “Culture Brochure” •  Corporate Responsibility Source: http://www.facebook.com/ernstandyoungcareers?ref=nf
  18. 18. 3. Be Unique •  Change the traditional job description when appropriate and opportunities •  “Crowdsourcing” is becoming the new job board! •  Take calculated risks •  Don’t be afraid to adjust course
  19. 19. 4. Integrate the Social Experience
  20. 20. 4. Integrate the Social Experience Sodexo offers over 16 “social” mediums to engage with prospective candidates
  21. 21. 5. Be Authentic
  22. 22. 6. Syndicate the Opportunity Fans ??? Followers ??? Connections ???
  23. 23. 6. Syndicate the Opportunity
  24. 24. 6. Syndicate the Opportunity
  25. 25. 7. Ensure the Applicant Process Matches the Social Experience You can’t go from this… …to this!
  26. 26. 8. Create Social Guidelines
  27. 27. 8. Create Social Guidelines •  Establish rules of engagement •  Guidelines not “policies” •  Establish social governance models •  Guidelines should be continually evolving •  Align with company’s code of conduct and privacy policy
  28. 28. 9. Encourage & Promote Executive Sponsorship
  29. 29. 9. Encourage & Promote Executive Sponsorship
  30. 30. 9. Encourage & Promote Executive Sponsorship
  31. 31. 9. Encourage & Promote Executive Sponsorship Source: http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/07/22/ceo-letter
  32. 32. 9. Encourage & Promote Executive Sponsorship Why It Matters? •  Exposes company culture •  Showcases employer of choice status •  Identifies company as “innovative” •  Executive sponsorship is also a retention strategy
  33. 33. 10. Monitor the Social Footprint
  34. 34. 10. Monitor the Social Footprint
  35. 35. 10. Monitor the Social Footprint
  36. 36. 10. Monitoring the Social Footprint •  Using search to prevent bad information •  Discover candidates digital footprint •  Identifies clusters of prospective candidates
  37. 37. Addressing “ROI”   Tie social recruiting to the strategy and goals What’s the ROI?   Keeping the “I” low will reduce the dependence on “R”   Incremental vs. “Big bang”   An executive sponsor with clout and interest
  38. 38. Debunking Risk It’s too risky and •  Social recruiting oration uncontrollable! should be viewed no differently than existing collaboration models (i.e. email, meetings, etc) •  Identify top 5-10 “worst case scenarios” and build contingencies •  Embrace and prepare for failure
  39. 39. Creating Rationale & Justification •  Focus on proficiency instead of technology “tools” or “platforms” It’s a fad…a •  Identify potential impact to all business waste of time… units (marketing, service, HR, etc) •  Look for synergy and unification vs. siloed build out
  40. 40. Questions? Contact Information Jason Corsello Email: jason.corsello@knowledgeinfusion.com Twitter: @jcorsello Facebook: facebook.com/jason.corsello Elaine Orler Email: elaine.orler@knowledgeinfusion.com Twitter: @elaineorler Facebook: facebook.com/elaineorler

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