Thinking Social?Penna Social Media 2013
We wanted to discover:1. The level of HR’s use of, and expertise in, social media –and its effectiveness2. Which social me...
Does your organisation allow Facebook access at work?But only 21% of those companies allowing access did this on an unrest...
Recruiters are also starting tothink socially.
Attitudes51%14%27%7%5%24%37%33%Its seen asdangerous, we areuncomfortable inusing itWe talk about it anduse it a bit, but w...
Social media use will grow
Social media tools0%10%20%30%40%50%60%70%80%90%100%TwitterLinkedInFacebookVideo(Youtube,Vimeoetc.)BlogsForumsGoogle+Pinter...
Social media is best used socially; butsometimes as an advertising medium
Direct Hires8%13%54%24%13%38%31%17%11%55%34%0%Not at all successful Not very successful Quite successful Very successfulLi...
Engage and qualify
Engaging in online conversations• Good content• Interaction with quality hires• The most important metric is quality follo...
Organisations who manage “well”“We try to respond to every comment made, particularly if itsnegative.”“We would always com...
Recruiters are also starting to thinksocially.
Monitoring and Managing• Not just starting conversations but facilitating and seekingexisting ones.Monitoring+Managing=Eng...
Effort26%11%6%3%8%11%21%15%Its a normal part ofour working dayWe engage activelywith Social Mediachannels at leastonce a w...
Organisations who manage well - time0%2%4%6%8%10%12%0 Hours1 to 23 to 56 to 1011 to 3031 to 40Morethan 40
When do you think it is appropriate that an externalagency could be used to help social mediaimplementation?
What now?
“How much of a concern is it for you that candidateinformation available online could get in the way of afair recruitment ...
Social media for diverse recruitment?33%27%30%6%4%5% 4%24% 23%44%0%10%20%30%40%50%60%1 - Poor forrecruiting2 3 4 5 - Good ...
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Social media audit results 2013, ss

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Penna interviewed 136 companies about their attittude to Social Media and how they were using it for recruitment.

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  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 23% of organisations are able to manage well with just a minimum of 3 and maximum of 10 hours.
  • Social media audit results 2013, ss

    1. 1. Thinking Social?Penna Social Media 2013
    2. 2. We wanted to discover:1. The level of HR’s use of, and expertise in, social media –and its effectiveness2. Which social media are most effective, and future plans touse them compared with other media3. How those social media can be used to the greatest effect4. How social media are monitored and managed, the time todo this and assignment of responsibility5. How social media use can be extended beyond attraction,into recruiting, on-boarding and engaging
    3. 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. 4. Recruiters are also starting tothink socially.
    5. 5. Attitudes51%14%27%7%5%24%37%33%Its seen asdangerous, we areuncomfortable inusing itWe talk about it anduse it a bit, but weview it more as arisk than a benefitWe do use socialmedia and try not tobe too bureaucratictowards itWe activelyencourage it and tryto be early adopterswherever we can2010 2012• As attitudes change so does use
    6. 6. Social media use will grow
    7. 7. Social media tools0%10%20%30%40%50%60%70%80%90%100%TwitterLinkedInFacebookVideo(Youtube,Vimeoetc.)BlogsForumsGoogle+PinterestPhotoSharingSites(Flickr,Instagrametc.)SocialBookmarkingIncrease Stay The Same Decrease No Plans to Utilise
    8. 8. Social media is best used socially; butsometimes as an advertising medium
    9. 9. Direct Hires8%13%54%24%13%38%31%17%11%55%34%0%Not at all successful Not very successful Quite successful Very successfulLinkedIn Facebook Twitter
    10. 10. Engage and qualify
    11. 11. Engaging in online conversations• Good content• Interaction with quality hires• The most important metric is quality followersIndicator RankThe quality of followers: qualified, the kind of people you may want torecruit etc1Mentions, comments & posts etc 2The volume of subscribers, likes & followers etc 3Sentiment figures & metrics 4Shares, re-links, pass-alongs, Diggs, G+1s etc 5
    12. 12. Organisations who manage “well”“We try to respond to every comment made, particularly if itsnegative.”“We would always comment and not to do so would feelunprofessional”“Any criticism of the organisation needs addressing and SocialMedia is a useful tool to address this.”
    13. 13. Recruiters are also starting to thinksocially.
    14. 14. Monitoring and Managing• Not just starting conversations but facilitating and seekingexisting ones.Monitoring+Managing=Engaging
    15. 15. Effort26%11%6%3%8%11%21%15%Its a normal part ofour working dayWe engage activelywith Social Mediachannels at leastonce a weekIts something thatgets done onoccasionWe dont doanything to activelymanage ourreputation throughSocial MediaWell Not Well
    16. 16. Organisations who manage well - time0%2%4%6%8%10%12%0 Hours1 to 23 to 56 to 1011 to 3031 to 40Morethan 40
    17. 17. When do you think it is appropriate that an externalagency could be used to help social mediaimplementation?
    18. 18. What now?
    19. 19. “How much of a concern is it for you that candidateinformation available online could get in the way of afair recruitment process if used injudiciously?”“If a candidate is willing to share this information in a public way, they have toaccept that it may come up as part of the search process. Don’t postinformation you’re not happy sharing with the world.”
    20. 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 forrecruiting2 3 4 5 - Good forrecruitingPeople with DisabilitiesPeople from EthnicMinority BackgroundsLGBT PeoplePeople over 60WomenMenGraduates

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