Social Networking: The Future of Your Recruitment Strategy


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ERE webinar from 6/11/09, presented by Susan Burns.

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Social Networking: The Future of Your Recruitment Strategy

  1. 1. The Future of Your Recruiting Strategy: Social Networking Susan Burns Founder & Chief Talent Strategist Talent Synchronicity
  2. 2. Overview • Social Media & Social Networking • Why Now? • Framework • Community • Tools • Building Your Case
  3. 3. Living in a world of transparency and social interactions “Right now, your customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon — the groundswell — that has created a permanent, long-lasting shift in the way the world works. Most companies see it as a threat.” Forrester
  4. 4. Social Media Social Networking
  5. 5. Social Media Set of tools and applications used to deliver, share and respond to content Sites that host profiles and enable connections
  6. 6. Social Networking Building community through exchange of content and Ideas. Creating value for individuals and community as a whole. Bi-directional. Built on foundation of authenticity.
  7. 7. Why Now for Recruitment? • Evolution of corporate recruitment site – Move from static to dynamic – Redefining interactive • Recruitment function evolution – Complexity – Take a leadership position • Attraction factor – 9.4% or 5.1% or 4.2% • Good business sense – Brand engagement = differentiation – Smoothes the curves – Reduce recruitment costs – Cost to entry is low but takes time to develop and nuture
  8. 8. Why? Attracting Talent is still a critical business need!
  9. 9. But the Risks! • We’ll lose control of our brand! • Not sure it’s a cultural fit for my company. • What about Legal! • People expect to hear an authentic voice? • People will expect to communicate with us. How do we manage to responsiveness? • Isn’t the phone, job boards and our career site good enough? Greater risk in not moving forward Conversation is moving on with or without you
  10. 10. Social Networks - the rewards • Broadens reach of your career site • Extends and differentiates brand • Nurtures relationships • Facilitates viral communication • Channels a pipeline for talent planning • Redefines workforce structure • Fosters collaboration externally & internally
  11. 11. Framework Photos Microsite(s) Video e M obil CRM Sh are RSS Job Corporate Career Boards & Community Site Audio RSS e ar Community: Sh Blog(s) Mo Blog Microblog(s) CRM bil Ning e SNS Google Friend Connect Wikis
  12. 12. Brand: What’s your story? • What’s unique about your company? • What’s your industry positioning? • How is the story being told? • How is your brand perceived? • Are you open to listening to learn? Talent attraction begins with perception and effective engagement. Brand experience needs to be consistent across all candidate touch points.
  13. 13. Blogging & Your Corporate HR Brand “Personally the companies that I've been most interested in have been the one's that are blogging and therefore appear to be Attract knowledgeable industry leaders. Also, some companies have begun posting jobs on blogs, which I think is better than on a recruitment website or in a newspaper, because the Engage candidates applying have read the blog and are interested in the company.” Matthew Watson, blogger, recent graduate Listen “Congrats Matthew! I'm a Corporate Communications Communicate student in Singapore and got an internship via my blog. So I can totally identify with Connect social media hiring!” Daryl Tay, blogger, student
  14. 14. Blogging & Your Corporate HR Brand “Think of blogging as an ongoing investment in persistently attracting and engaging the people you know you’re going to need.” Definitive Guide to HR Blogging • Voice of many – Demonstrate diversity of workforce through multiple voices • Teach – Demonstrate depth of knowledge for industry, product or service • Expand Reach – Engage broad spectrum of talent to learn, share, innovate • Influence – Be a part of the conversation
  15. 15. Communication Transformation Transactional Relationship Community •Intentional •Common interest •Gaining wisdom and knowledge •Giving back •Collaborating What if… •Creating and furthering relationships •Respect •Web of inclusiveness •Trust
  16. 16. Community: Collaboration and Innovation 16
  17. 17. Framework: Community Manager - Building Social Capital • Structure – Dedicated resource – Reports to head of recruitment – Blend of marketer, technologist, sourcer, recruiter with an analytical mind - pattern mapper • Skills – Great communicator – Business acumen – Technically adept – Persistently curious
  18. 18. Community •How would you create a talent-centric Community for your organization? > Content elements > Content contributors > Targets > Attraction > Engagement > Frequency > Conversation > Segmentation
  19. 19. Tools: LinkedIn Company Profile  Your LinkedIn Company Profile displays basic information about Industry, Company Size, etc.  Claim ownership to make edits to these pages  For a more unique experience, try Custom Company Profiles™  Your content dynamically adapts to the viewers, based on their industry, job function, location, etc.  Move beyond job listings to convey corporate culture and values Slide courtesy of LinkedIn
  20. 20. Using Groups to Identify & Connect with Candidates •Join the discussion in Groups, look for “Experts” who frequently answer questions •Post Jobs in the Jobs Tab •Find prospective candidates and referrals •Tip: Join the “09 Grads Group to engage with recent college graduates Slide courtesy of LinkedIn
  21. 21. Tools: Brand Engagement & Attraction Entice Labs
  22. 22. Tools Capture Qualify Communicate Align
  23. 23. Tools: CRM Integration Avature iFrame
  24. 24. Building a case • Partnerships and champions – Is social media already in use in your organization? Marketing? Business Units? – Build credibility and partnership with Legal • Value to organization – Identify extended value to organization – Brand visibility, reputation management, innovative ideas • Resources – What will you need to succeed? – Where can you reallocate? • ROI – Reduced time-to-fill – Reduced third-party fees – Increased insight into pipeline and talent planning = value to business partners
  25. 25. Pathways to Success • Determine cultural fit for authenticity and sustainable strategy – What’s right for your company • Listen…. then act: know the environment – Find 20 hours per week – Design a Community Manager role • Brand connection - experiential interactions – Continuity across platforms – Leverage consumer brand presence • Value conversations and invest time in follow-up – Or, risk brand reputation….and investment • Target your audience & prioritize needs – Where are people with the critical skills you need? – What’s happening in their “social community” that would influence your attraction strategy? • Measure – What will success look like? How will you know you’ve achieved it?
  26. 26. Susan Burns 503.381.9292  Integrated Recruitment Strategies  Social Media & Networking Strategies  Talent/Workforce Planning  University Recruitment & Relations  Employment Branding