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Social Media Audit results 2013

  1. Thinking Social? Penna Social Media 2013
  2. We wanted to discover: 1. The level of HR’s use of, and expertise in, social media – and its effectiveness 2. Which social media are most effective, and future plans to use them compared with other media 3. How those social media can be used to the greatest effect 4. How social media are monitored and managed, the time to do this and assignment of responsibility 5. How social media use can be extended beyond attraction, into recruiting, on-boarding and engaging
  3. Does your organisation allow Facebook access at work? But only 21% of those companies allowing access did this on an unrestricted basis. But as few as 6% of companies actively have a total ban on Facebook at work. Restricting Social at work
  4. Recruiters are also starting to think socially.
  5. Attitudes 51% 14% 27% 7%5% 24% 37% 33% It's seen as dangerous, we are uncomfortable in using it We talk about it and use it a bit, but we view it more as a risk than a benefit We do use social media and try not to be too bureaucratic towards it We actively encourage it and try to be early adopters wherever we can 2010 2012 • As attitudes change so does use
  6. Social media use will grow
  7. Social media tools 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Twitter LinkedIn Facebook Video(Youtube,Vimeo etc.) Blogs Forums Google+ Pinterest PhotoSharingSites (Flickr,Instagrametc.) SocialBookmarking Increase Stay The Same Decrease No Plans to Utilise
  8. Social media is best used socially; but sometimes as an advertising medium
  9. Direct Hires 8% 13% 54% 24% 13% 38% 31% 17% 11% 55% 34% 0% Not at all successful Not very successful Quite successful Very successful LinkedIn Facebook Twitter
  10. Engage and qualify
  11. Engaging in online conversations • Good content • Interaction with quality hires • The most important metric is quality followers Indicator Rank The quality of followers: qualified, the kind of people you may want to recruit etc 1 Mentions, comments & posts etc 2 The volume of subscribers, likes & followers etc 3 Sentiment figures & metrics 4 Shares, re-links, pass-alongs, Diggs, G+1's etc 5
  12. Organisations who manage “well” “We try to respond to every comment made, particularly if it's negative.” “We would always comment and not to do so would feel unprofessional” “Any criticism of the organisation needs addressing and Social Media is a useful tool to address this.”
  13. Recruiters are also starting to think socially.
  14. Monitoring and Managing • Not just starting conversations but facilitating and seeking existing ones. Monitoring + Managing = Engaging
  15. Effort 26% 11% 6% 3% 8% 11% 21% 15% It's a normal part of our working day We engage actively with Social Media channels at least once a week It's something that gets done on occasion We don't do anything to actively manage our reputation through Social Media Well Not Well
  16. Organisations who manage well - time 0% 2% 4% 6% 8% 10% 12% 0 Hours 1 to 2 3 to 5 6 to 1011 to 30 31 to 40 More than 40
  17. When do you think it is appropriate that an external agency could be used to help social media implementation?
  18. What now?
  19. “How much of a concern is it for you that candidate information available online could get in the way of a fair recruitment process if used injudiciously?” “If a candidate is willing to share this information in a public way, they have to accept that it may come up as part of the search process. Don’t post information you’re not happy sharing with the world.”
  20. Social media for diverse recruitment? 33% 27% 30% 6% 4%5% 4% 24% 23% 44% 0% 10% 20% 30% 40% 50% 60% 1 - Poor for recruiting 2 3 4 5 - Good for recruiting People with Disabilities People from Ethnic Minority Backgrounds LGBT People People over 60 Women Men Graduates

Editor's Notes

  1. We argue that from our social media results, recruitment has become social in that recruiters are not just applying social media due to what is seen as best practice but are instead adopting and actually believing in social media as a tool that can be used effectively and as part of the whole operation rather than just as a side activity. So when we say ‘recruitment has become social’ we are referring to not just integration of social media into the recruitment process but we are also referring to how recruiters themselves think and act with regards to social media. There has been a huge shift in the use of social media for recruitment in the past two years. As HR professionals develop their confidence in social media personally, it has changed their attitude and acceptance and they now apply that knowledge professionally. Social media is now viewed as an opportunity, not a threat.Recruiters are thinking and breathing “social media” thoughts. Business leaders might still need convincing however.This presentation will go to show you how recruitment has become more social and how better and more positive thinking with regards to social media has paved the way for rewarding use of the tool.After all, social media isn’t just about accessing candidates and their information any more. It‘s about understanding how candidates social media, understanding the audience’s preferences, being aware of one’s reputation, managing reputation, and developing good content which in turn leads to the identification/qualification of candidates so that we can interact with them.
  2. Social media is here to stay.Our results have shown that organisations want to increase their use of social media. We argue that this experience will also allow recruiters in future to adapt better to new platforms.
  3. We asked recruiters how their organisations would change their use of social media and non-social media tools in the near future.Over 50% of firms want to increase their use of Twitter, LinkedIn, Facebook and video.
  4. To varying degrees, organisations are having varied success when it comes to making direct hires.It’s evident that LinkedIn has been the most successful channel for organisations who have tried to hire directly. Astonishingly, 78% of organisations who have tried using LinkedIn have been successful in making direct hires. The second in line was Facebook. It seems that when it comes to using Facebook for hiring directly, the likelihood of success is almost 50-50 as 48% have been successful whilst 52% have been less successful.Twitter is the least favourable when it comes to direct hires compared to LinkedIn and Facebook. While over a third of organisations who have tried Twitter have been successful, nearly two-thirds have not been successful.
  5. If an organisation’s end goal is simply to advertise to attain direct hires then LinkedIn would be best.However, social media must always be about interactions with people organisations want to hire. Developing two-way conversations with people who want to align to an organisation’s brand will draw quality followers to the brand and this will lead to better quality hires. As mentioned organisations who measure social media place quality of followers as the most important metric when using social media.
  6. 23% of organisations are able to manage well with just a minimum of 3 and maximum of 10 hours.