Incorporating Social Media Into Your
     Recruiting Plan

    Amybeth Hale
    Talent Attraction Manager – Interactive
  ...
About Me

                             Amybeth Hale
             Talent Attraction Manager – Interactive
                 ...
About Me

•    Why am I talking to you about social media?
     –    My last 3 jobs I have obtained through some form of s...
What We’re Covering

•    What is social media?
     •    What falls under the social media umbrella
     •    Who is usin...
5   www.att.jobs
What Is Social Media?

•    A shift in how people discover, read and share news,
     information and content
•    A fusio...
What Is Social Media?

•    Differentiators – how is social media different from
     traditional media?
     –    Reach
 ...
What Is Social Media?

•  Popular Types of Social        Media
   –  Social bookmarking
         •    Delicious
         •...
What Is Social Media?

•  Popular Types of         Social Media
   –  News aggregators
         •    RSS readers
         ...
10   www.att.jobs
Social Networks


•    A social network is a social structure made of nodes (which
     are generally individuals or organ...
Social Networks


•  A      brief history of social networking on the Internet
     –    BBSes: AOL (graphical chat enviro...
Social Networks

 •    Main Types of Social Networks
      –    Professional networks
      –    Online communities (or pu...
Source: oxyweb.co.uk



14   www.att.jobs
15
               Source: Ethority.net




www.att.jobs
Social Networks

 •  The   Benefits
     –  It is arguably the cheapest way to market your business
     –  It is a way to...
Social Networks

 •  Using your networks
    –  The shape of a social network helps determine a network's
       usefulnes...
Social Networks

 •  Using          your networks
     –    Make sure that people can find you.
          •    Using key b...
Social Media -Winners

 •    Sodexo
 •    Microsoft
 •    Best Buy
 •    AT&T




19                       www.att.jobs
Sodexo

 •    Food and facilities management services
 •    Recruiting stays in close touch with marketing and PR
 •    St...
Microsoft

 •    Software service provider
 •    Go to where the people are vs. creating your own
      community (~30 Fac...
Best Buy

 •    Consumer electronics retailer
 •    Internal network, Blue Shirt Nation – enables employees to
      help ...
AT&T

 •    Work With Me Facebook app
 •    Talent Network
 •    Add This sharing on att.jobs
 •    @attjobs on Twitter


...
Lessons From The Winners

 •    Know your audience and how they like to be approached
 •    Admit what you do and don’t kn...
Social Media - Losers

 •    Ketchum – FedEx incident
 •    David George-Cosh’s public meltdown
 •    CareerBuilder rep on...
Ketchum and FedEx

 •    The Story: A PR executive insulted one of his agency’s
      biggest clients via Twitter:
      –...
David
George-Cosh
•  The
     Story:
 Toronto
 journalist who
 unleashed on
 marketing
 consultant April
 Dunford via
 Twi...
CareerBuilder rep

 •    The Story: missAdriane, a CB rep, tweets about how much
      she dislikes her clients:




28   ...
Wal Mart’s Facebook Page

 •    The Story: Wal Mart’s Roommate Style Match group was set
      up for college roommates to...
Lessons From The Losers

 •    Don’t do it just because everyone else is
 •    Get involved, but sit back and observe a li...
What Does This Have To Do With
 Recruiting, Anyhow?
 •    Marketing
 •    Sales
 •    PR
 •    Recruiting
 …it’s more than...
32   www.att.jobs
Use The Grocery Store Method




33                              www.att.jobs
Josh Bernoff, 
                  Forrester 
               Groundwell blog 



34   www.att.jobs
Who’s Using Social Media




35                          www.att.jobs
What’s your strategy?

 •    POST method – taken from Groundswell
      –    People
      –    Objectives
      –    Strat...
People




37        www.att.jobs
F
a
c
e
b
o
o
k
U
s
e
r
s



     Source: Quantcast
                      

38                       www.att.jobs
What An Average Facebook User
 Looks Like




39                               www.att.jobs
T
w
i
t
t
e
r
U
s
e
r
s



     Source: Quantcast
                      


40                       www.att.jobs
What An Average Twitter User
 Looks Like




41                              www.att.jobs
M
y
S
p
a
c
e
U
s
e
r
s



     Source: Quantcast
                      

42                       www.att.jobs
What An Average MySpace User
 Looks Like




43                              www.att.jobs
Objectives




44            www.att.jobs
Strategy




45          www.att.jobs
Technology




46           www.att.jobs
Groundswell: Will It Blend?




47                             www.att.jobs
What Is Your Social Media Objective?

 •    Promote your business / generate leads
 •    Learn about an industry
 •    Sou...
Some Common Mistakes

 •  Mistake #1: I don’t care about branding, I just want to
    know how to use the tools.
 •  Mista...
How To Get Started

 “Companies often approach Social Computing as a list of
 technologies to be deployed as needed — a bl...
How To Get Started

 •    Start a blog
 •    Sign up for Twitter. Listen FIRST, then engage.
 •    Use an RSS feed reader ...
How To Get Started

 •    Use services like GlassDoor to monitor what people are
      saying about your clients & their c...
What Do You Think?

 •    Video
 •    Social Networks
 •    Blogging
 •    Community Creation




53                      ...
You’re invited to a party. Do you 
    A. Ask the host what you should bring 
    B. Bring a roast pig on a spit to a vega...
Some Things To Consider

 •    Are you reinventing the wheel?
 •    Who will be managing your social media presence?
 •   ...
Be A Billboard

 •    Pull people to you, don’t push your brand/ product / job /
      company on them




               ...
Whom Should I Be Following?

 •    It depends on what you want to accomplish
 •    Look for fruit on the tree
 •    TIP: I...
Irrelevance?




58              www.att.jobs
My Recommendations

•    Recruiting folks who get   •    Other folks to keep an eye on
     social media                  ...
Tools To Use

 •    LinkedIn
      –    LinkedIn Answers
      –    Groups
      –    Your own Profile: list your jobs, us...
Tools To Use

 •    Facebook
      –    Groups and Fan Pages
      –    Categorize your contacts (I recommend by function)...
Tools To Use

 •    Twitter
      –    Tweetdeck
           •    Alternatives: Seesmic, Twhirl, PeopleBrowsr
      –    Tw...
Tools To Use

 •    Tracking
      –    Google Anaytics
      –    Site Meter
      –    Woopra
      –    Quantcast
     ...
Tools To Use

 •    Organization
      –    RSS: Google Reader, Gator, SocialMedian, etc.
      –    Bookmarking: Technora...
Improving Your Social Media Strategy

 •    Transparency
 •    Conversation
 •    Wisdom of Crowds
 •    Data is Key
 •   ...
“The appeal of social networks is obvious. It's easier to ask
 colleagues for information than to slog through an ambitiou...
What’s Next?




                  Source: www.labnol.org




67              www.att.jobs
Takeaways

 •    Listen to LOTS of people – no one person has all the
      answers
 •    No two social media tools are al...
Recommended Resources

 •    “Identity in the Age of Cloud Computing” - Charles M.
      Firestone
 •    quot;Satisfied Cu...
Questions

 Please email me: amybeth@researchgoddess.com


 Find me on Twitter: @researchgoddess


 Follow #VegasRG hashta...
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Incorporating Social Media Into Your Recruiting Plan

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Session from the Fordyce Forum 2009, presented by Amybeth Hale.

Published in: Technology

Incorporating Social Media Into Your Recruiting Plan

  1. 1. Incorporating Social Media Into Your Recruiting Plan Amybeth Hale Talent Attraction Manager – Interactive AT&T © 2009 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  2. 2. About Me Amybeth Hale Talent Attraction Manager – Interactive AT&T •  7 years’ experience in internet research •  Progressively moving through work environments –  4 years in 3rd party agency franchise –  1 year in 3rd party franchisor –  1.5 years in corporate professional services company –  Currently in large corporate environment •  Social Media user since the mid-90’s •  Blogger – www.researchgoddess.com 2 www.att.jobs
  3. 3. About Me •  Why am I talking to you about social media? –  My last 3 jobs I have obtained through some form of social media –  I have used social media for at least 50% of my sourcing for the last 4 years –  I talk the talk, but I also walk the walk 3 www.att.jobs
  4. 4. What We’re Covering •  What is social media? •  What falls under the social media umbrella •  Who is using them well •  How your social media footprint (or lack thereof!) could make or break your success in the next few years •  What different generations think about social media, and how to approach them •  How to find candidates using some social media tools •  Examples of what NOT to do when using social media for recruiting •  How to keep the information flowing without becoming overwhelmed 4 www.att.jobs
  5. 5. 5 www.att.jobs
  6. 6. What Is Social Media? •  A shift in how people discover, read and share news, information and content •  A fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) •  A democratization of information, transforming people from content readers into publishers 6 www.att.jobs
  7. 7. What Is Social Media? •  Differentiators – how is social media different from traditional media? –  Reach –  Accessibility –  Usability –  Recency –  Permanence –  Accountability Source: Wikipedia – Social Media 7 www.att.jobs
  8. 8. What Is Social Media? •  Popular Types of Social Media –  Social bookmarking •  Delicious •  Digg •  StumbleUpon •  ShareThis •  AddThis –  Blogging/microblogging •  WordPress •  TypePad •  Blogger •  Twitter •  Pownce 8 www.att.jobs
  9. 9. What Is Social Media? •  Popular Types of Social Media –  News aggregators •  RSS readers •  Reddit •  Bloglines –  Photo and Video sharing •  Vimeo •  YouTube •  Flickr •  Picasa •  Shutterfly –  Social networks •  LinkedIn •  Spoke •  Facebook •  MySpace •  Spock •  Wink 9 www.att.jobs
  10. 10. 10 www.att.jobs
  11. 11. Social Networks •  A social network is a social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of relations (Wikipedia) 11 www.att.jobs
  12. 12. Social Networks •  A brief history of social networking on the Internet –  BBSes: AOL (graphical chat environments 1986, Macintosh BBS 1989); Prodigy (nationwide launch 1990) –  The first social networking website - Classmates.com (1995) –  SixDegrees.com, (1997) using the Web of Contacts model –  In 1999, Circle of Trust developed by Epinions and utilized by Ciao.com, Dooyoo and ToLuna –  Circle of Friends, developed by Jonathan Bishop, utilized on a number of regional UK sites between 1999 and 2001 –  Ryze (2001) –  Friendster (2002), the start of virtual communities –  MySpace, OpenBC (now Xing), Second Life and LinkedIn (2003) –  Facebook and Ning (2004) –  Yahoo! 360° and Doostang (2005) 12 www.att.jobs
  13. 13. Social Networks •  Main Types of Social Networks –  Professional networks –  Online communities (or purely social networks) –  Hybrid networks –  User-created networks 13 www.att.jobs
  14. 14. Source: oxyweb.co.uk 14 www.att.jobs
  15. 15. 15 Source: Ethority.net www.att.jobs
  16. 16. Social Networks •  The Benefits –  It is arguably the cheapest way to market your business –  It is a way to gather knowledge from experts in your industry and related industries –  It is a way to stay on top of the latest in technology and advances pertaining to your industry –  It is a channel with which you can source potential candidates –  It is a way to develop lasting professional relationships that will in turn open up referral channels 16 www.att.jobs
  17. 17. Social Networks •  Using your networks –  The shape of a social network helps determine a network's usefulness to its individuals. •  Smaller, tighter networks can be less useful to their members than networks with lots of loose connections to individuals outside the main network •  More open networks, with many weak ties and social connections, are more likely to introduce new ideas and opportunities to their members than closed networks with many redundant ties •  A group of friends who only do things with each other already share the same knowledge and opportunities •  A group of individuals with connections to other social worlds is likely to have access to a wider range of information •  It is better for individual success to have connections to a variety of networks rather than many connections within a single network •  Individuals can exercise influence or act as brokers within their social networks by bridging two networks that are not directly linked 17 www.att.jobs
  18. 18. Social Networks •  Using your networks –  Make sure that people can find you. •  Using key buzzwords in your profile will allow others to find you easily •  Include your email address several times in your profile so people can contact you •  If you have a blog or a website, post links in your profile to provide additional information for potential contacts –  Invite EVERYBODY you know. •  Don’t pre-judge! When you join a network, let your existing contacts know. Also, provide them with some information as to why you joined a(nother) new network, and invite them to do the same •  Let each person decide for themselves whether or not they want to join your network 18 www.att.jobs
  19. 19. Social Media -Winners •  Sodexo •  Microsoft •  Best Buy •  AT&T 19 www.att.jobs
  20. 20. Sodexo •  Food and facilities management services •  Recruiting stays in close touch with marketing and PR •  Started with blog, branched out from there •  Network With Us •  Kerry Noone: “The conversations were already happening.” 20 www.att.jobs
  21. 21. Microsoft •  Software service provider •  Go to where the people are vs. creating your own community (~30 Facebook pages) •  Simple application process: always one-to-two clicks away from connecting people to a job application •  Marvin Smith: “People are searching for recruiters. Are they going to be able to find you?” 21 www.att.jobs
  22. 22. Best Buy •  Consumer electronics retailer •  Internal network, Blue Shirt Nation – enables employees to help each other and stay connected •  Gary Koelling – “You're at the mercy of the people that you're trying to influence.” •  Proactively reach out to groups discussing Best Buy •  Joshua Kahn – “People want to see these [social media] tools as just another channel to market jobs. If that’s all you do with them, you’re missing out on a lot.” 22 www.att.jobs
  23. 23. AT&T •  Work With Me Facebook app •  Talent Network •  Add This sharing on att.jobs •  @attjobs on Twitter 23 www.att.jobs
  24. 24. Lessons From The Winners •  Know your audience and how they like to be approached •  Admit what you do and don’t know – be real, be human •  Make yourself/your company easy to find •  Don’t reinvent the wheel •  Understand that there’s more than one use for social media 24 www.att.jobs
  25. 25. Social Media - Losers •  Ketchum – FedEx incident •  David George-Cosh’s public meltdown •  CareerBuilder rep on Twitter •  Wal-Mart Facebook page •  “Zombie” accounts – the digital kiss of death 25 www.att.jobs
  26. 26. Ketchum and FedEx •  The Story: A PR executive insulted one of his agency’s biggest clients via Twitter: –  “True confession but I’m in one of those towns where I scratch my head and say, ‘I would die if I had to live here.’” •  Was traveling there to talk with corporate communications about social media This place sucks… 26 www.att.jobs
  27. 27. David George-Cosh •  The Story: Toronto journalist who unleashed on marketing consultant April Dunford via Twitter 27 www.att.jobs
  28. 28. CareerBuilder rep •  The Story: missAdriane, a CB rep, tweets about how much she dislikes her clients: 28 www.att.jobs
  29. 29. Wal Mart’s Facebook Page •  The Story: Wal Mart’s Roommate Style Match group was set up for college roommates to link up online to coordinate back-to-school purchases •  The majority of the comments were negative toward the overall Wal Mart brand •  NONE of the comments were focused on the original goal of the site 29 www.att.jobs
  30. 30. Lessons From The Losers •  Don’t do it just because everyone else is •  Get involved, but sit back and observe a little first •  Think about what you say before you tweet/facebook/ myspace it •  Think about what you want to accomplish first •  Listen to your audience feedback •  Don’t be a deist with your social media efforts – monitor! •  Resource: http://blogs.zdnet.com/feeds/?p=1204&page=9 30 www.att.jobs
  31. 31. What Does This Have To Do With Recruiting, Anyhow? •  Marketing •  Sales •  PR •  Recruiting …it’s more than just recruiting – you are developing an entire online brand for yourself as well as your company. Which is why doing it RIGHT is so important!! 31 www.att.jobs
  32. 32. 32 www.att.jobs
  33. 33. Use The Grocery Store Method 33 www.att.jobs
  34. 34. Josh Bernoff,  Forrester  Groundwell blog  34 www.att.jobs
  35. 35. Who’s Using Social Media 35 www.att.jobs
  36. 36. What’s your strategy? •  POST method – taken from Groundswell –  People –  Objectives –  Strategy –  Technology 36 www.att.jobs
  37. 37. People 37 www.att.jobs
  38. 38. F a c e b o o k U s e r s Source: Quantcast   38 www.att.jobs
  39. 39. What An Average Facebook User Looks Like 39 www.att.jobs
  40. 40. T w i t t e r U s e r s Source: Quantcast   40 www.att.jobs
  41. 41. What An Average Twitter User Looks Like 41 www.att.jobs
  42. 42. M y S p a c e U s e r s Source: Quantcast   42 www.att.jobs
  43. 43. What An Average MySpace User Looks Like 43 www.att.jobs
  44. 44. Objectives 44 www.att.jobs
  45. 45. Strategy 45 www.att.jobs
  46. 46. Technology 46 www.att.jobs
  47. 47. Groundswell: Will It Blend? 47 www.att.jobs
  48. 48. What Is Your Social Media Objective? •  Promote your business / generate leads •  Learn about an industry •  Source candidates •  Promote your personal brand 48 www.att.jobs
  49. 49. Some Common Mistakes •  Mistake #1: I don’t care about branding, I just want to know how to use the tools. •  Mistake #2: Launching full force into posting jobs, and not cultivating approachability and interest in your target market •  Mistake #3: Developing your personality with other recruiters •  Mistake #4: Inconsistency 49 www.att.jobs
  50. 50. How To Get Started “Companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.” ~Groundswell 50 www.att.jobs
  51. 51. How To Get Started •  Start a blog •  Sign up for Twitter. Listen FIRST, then engage. •  Use an RSS feed reader to subscribe to industry blogs •  Set up Google Alerts for your name / your company name to monitor chatter •  Find / join your alumni network on LinkedIn •  Create a Fan Page on Facebook 51 www.att.jobs
  52. 52. How To Get Started •  Use services like GlassDoor to monitor what people are saying about your clients & their competitors •  Create a recruitment video and post it to YouTube, Vimeo, Google Video, etc. •  Do a podcast •  Sign up for HARO (Help A Reporter Out) •  Join a thriving community related to your industry 52 www.att.jobs
  53. 53. What Do You Think? •  Video •  Social Networks •  Blogging •  Community Creation 53 www.att.jobs
  54. 54. You’re invited to a party. Do you  A. Ask the host what you should bring  B. Bring a roast pig on a spit to a vegan birthday party  C. Throw your own party the same night because you feel like you need to own  that group of friends.  Once you’re at the party, do you  A.  Mingle and join conversaGons when you have something relevant to share  B.  Jump on the coffee table and scream “Look at me!!”  C.  Pout because only a few people came to your party, and swear that parGes  don’t work.  © 2009 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Courtesy of Alison Byrne Fields, DDB
  55. 55. Some Things To Consider •  Are you reinventing the wheel? •  Who will be managing your social media presence? •  Should you engage a consultant? •  How much time should you invest? 55 www.att.jobs
  56. 56. Be A Billboard •  Pull people to you, don’t push your brand/ product / job / company on them om  www.researchgoddess.c 56 www.att.jobs
  57. 57. Whom Should I Be Following? •  It depends on what you want to accomplish •  Look for fruit on the tree •  TIP: IT’S NOT ALWAYS THE SAME PERSON •  TIP: QUALITY, NOT QUANTITY •  My recommendations –  PR / Marketing professionals – after all, they get paid to be knowledgeable about social media –  Be wary of recruiters who are social media hobbyists – do your research on them first! 57 www.att.jobs
  58. 58. Irrelevance? 58 www.att.jobs
  59. 59. My Recommendations •  Recruiting folks who get •  Other folks to keep an eye on social media –  Bryan Person – founder of SMB –  Jim Durbin –  Brian Solis – PR 2.0 –  Pete Cashmore - Mashable –  Paul DeBettignies –  Peter Shankman - HARO –  Maren Hogan –  Jason Falls – VP/Director Interactive, –  Joshua Kahn Doe-Anderson –  Jason Davis –  Aliza Sherman – The Digital Marketer –  Jessica Lee –  David Mullen - Account Supervisor, Mullen –  Jennifer McClure –  Amber Naslund – Community Director, –  Michael Marlatt Radian6 –  Chris Hoyt –  Jennifer Leggio – Director of Strategic –  Suzy Tonini Communications, Fortinet –  Michael Brito – Social Media Strategist, Intel –  Tac Anderson – Digital Consulting Director, Waggener Edstrom
  60. 60. Tools To Use •  LinkedIn –  LinkedIn Answers –  Groups –  Your own Profile: list your jobs, use keywords –  Use LinkedIn’s new apps: promote your blog, use the travel calendar to let people know where you’ll be 60 www.att.jobs
  61. 61. Tools To Use •  Facebook –  Groups and Fan Pages –  Categorize your contacts (I recommend by function) –  Facebook Ads 61 www.att.jobs
  62. 62. Tools To Use •  Twitter –  Tweetdeck •  Alternatives: Seesmic, Twhirl, PeopleBrowsr –  Tweetlater –  Tweepler –  Twittersheep –  Twellow and Justtweetit –  Twitter Search couple w/ RSS –  TweetChat –  TweetParty 62 www.att.jobs
  63. 63. Tools To Use •  Tracking –  Google Anaytics –  Site Meter –  Woopra –  Quantcast –  Wordpress (my blog) 63 www.att.jobs
  64. 64. Tools To Use •  Organization –  RSS: Google Reader, Gator, SocialMedian, etc. –  Bookmarking: Technorati, StumbleUpon, Digg –  Cloud: Scribd, Box.net, Zoho –  iGoogle dashboard 64 www.att.jobs
  65. 65. Improving Your Social Media Strategy •  Transparency •  Conversation •  Wisdom of Crowds •  Data is Key •  Speed •  Rich User Experience From Michael Specht 65 www.att.jobs
  66. 66. “The appeal of social networks is obvious. It's easier to ask colleagues for information than to slog through an ambitious research endeavor.” ~Marydee Ojala, Editor, ONLINE “Social networking is not just about what (damage) it does to you, but what (good) you can do for it.” ~Peter Gold, Owner, Hire Strategies Ltd. 66 www.att.jobs
  67. 67. What’s Next? Source: www.labnol.org 67 www.att.jobs
  68. 68. Takeaways •  Listen to LOTS of people – no one person has all the answers •  No two social media tools are alike •  Know your audience, and what they want •  Meet people where they already are •  Know what you want to accomplish, and have a plan as to how you will do that •  Communicate. Participate. Engage. 68 www.att.jobs
  69. 69. Recommended Resources •  “Identity in the Age of Cloud Computing” - Charles M. Firestone •  quot;Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World” – Pete Blackshaw •  “Groundswell” – Charlene Li and Josh Bernoff •  “Trust” – Francis Fukuyama •  “A Survival Guide to Social Media and Web 2.0 Optimization: Strategies, Tactics, and Tools for Succeeding in the Social Web” – Deltina Hay •  Commoncraft Videos (to explain different social media) 69 www.att.jobs
  70. 70. Questions Please email me: amybeth@researchgoddess.com Find me on Twitter: @researchgoddess Follow #VegasRG hashtag for my conference stream 70 www.att.jobs

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