Social Media & Recruiting


Published on

my slides from a November 2009 panel presentation in Lexington, MA

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social Media & Recruiting

  1. 1. Social Media & Recruiting: Making the Promise Real Thanks to Nov. 2009 - Lexington, MA Seven Step Social Media panel Recruiting for sponsoring & moderating, and to my co- panelists Maureen Glenn Gutmacher Crawford-Hentz (Osram Sylvania) and VP, Arbita Education & Consulting Jamie Pappas Services (ACES) (EMC) 1 Copyright 2009 Arbita. All rights reserved.
  2. 2. What Is Social Media? • In a recruiting context, it’s anything that allows for two- or multi-way engagement in a scalable way, though Social Media panel ultimately higher-quality interaction than Web 1.0 tools (e-newsletter, brochureware career website) • However, a hire doesn’t happen unless 1-to-many eventually becomes 1-to-1 so social media needs to enable that, too. • Popular channels include: blogs, microblogs, photo sharing, video sharing, events, social bookmarking, wikis, podcasting, RSS aggregators (see 7 Categories of 12/1/2009 Social Media, the Social Media Starfish and the Recruiter’s version) 2 Copyright 2009 Arbita. All rights reserved.
  3. 3. Social Media Do’s and Don’ts Do: Don’t: • Be consistent, honest, genuine • Make job postings the Social Media panel majority of your pushed- • Be responsive: ―respond to every wall out content post or discussion question related to the culture and experience of working • Take it on as a short-term [at your company]‖ – Sodexo project • Get buy-in vertically and horizontally in • Assume once your your organization community launches, it will snowball on its own • Be where they are • Assume your best • Measure everything that could relate to evangelists will come out your goals of the recruiting team 12/1/2009 Also see slide 11 of Master Burnett’s • Be tied to one platform or presentation and my next slide… tool 3 Copyright 2009 Arbita. All rights reserved.
  4. 4. Do’s/Don’ts: Define Your Social Strategy Ideas adapted from Define Your Social Networking Strategy: • Survey your audience: know what conversations they want to have, see where they normally connect with others, etc. Social Media panel • Identify objectives: put them in writing • Identify tools that speed you to goals: e-newsletters and Web sites are useful, but do they foster conversation? If not, add discussion forums, Twitter streams, blogs, podcasts, video, etc. to engage participation. • What’s your user-growth marketing approach? Automatically subscribed to community when they apply? Opt-in through e-mail newsletters? Offer content not available elsewhere unless they join? • Assign a community manager (min. 5 hrs/wk) – most work is inviting new people and posting new content • Community content plan: 1) List the kinds of communications you’ll provide (blog entries, event updates, tweets, LI/FB updates, recorded podcasts, event videos, photos posted to Flickr or Webshots that link back to your network), 2) when they’ll be posted and 3) what sources they’ll come from. 12/1/2009 • Consistent design – makes people more comfortable 4 Copyright 2009 Arbita. All rights reserved.
  5. 5. Does Social Media Work in Recruiting? It already does for marketing, and it adapts well to us. As Forrester says: • Social media puts buyers job-seekers, not marketers recruiters, in Social Media panel control. • ―Build it, they will come‖ seldom works. (e.g., your v1.0 career website) • Web 2.0 tool choices are secondary — it is better to start with audience first. • Understand how social behavior changes with different buyer candidate segments at different stages in the buying recruiting process • Use this insight to craft a winning social strategy: – Build (recruitment) marketing skills that leapfrog competitors after economy turns around – Build community following, participation 12/1/2009 – Involve customers candidates and engender loyalty (for referrals) – Redefine B2B (recruitment) marketing’s mission and purpose 5 Copyright 2009 Arbita. All rights reserved.
  6. 6. Risks or Liabilities • Your corporate culture must be open to being criticized (but your community does rally to your defense!) – 23% of employers block social network access (ERE & Knowledge Infusion study, 2009) Social Media panel • Current/past employees reveal confidential info or in an inappropriate way (e.g., blogs). • Do you let information found on profiles impact your hiring decision? It can bite you (e.g., Wrong person’s profile evaluated, discrimination claim from profile photo evaluation or friends posting damaging material without permission). • Standardize process for how you use social networks; treat everyone the same • If you must review job-seeker information on social networks, LinkedIn is slightly safer. • Maintain all necessary records (e.g., OFCCP) • Look for adverse impact (that’s what hurt Wal-Mart!) • Consider notifying job-seekers that you may examine their social profiles during hiring process 12/1/2009 • Partial source for above: e-book Social Networks and Employment Law: Are You Putting Your Organization at Risk? (pp.16-39/slides 15-38) 6 Copyright 2009 Arbita. All rights reserved.
  7. 7. How Do You Define Success? • What were the goals you started with? Is it easier to connect with candidates? Did you want more diversity? Social Media panel • Quantify goals as much as possible and track related metrics (growth in LinkedIn group members / Facebook fans, Twitter followers, video views, blog visitors, click- throughs, candidate satisfaction, etc.). • You’ll need that to ensure management’s continued support, anyway. • LinkedIn: Companies using most of its functionality save much time and reach greater number of relevant talent (anecdotal), but 82% use it for recruiting vs. 44% 12/1/2009 Facebook (ERE/Knowledge Infusion, 2009) • Look at success stories like EA and Sodexo 7 Copyright 2009 Arbita. All rights reserved.
  8. 8. What Tools Do You Need to Use? How Do You Find & Engage Candidates? • Examine where social media can help • Use search engine hacks to search you at various recruiting stages profiles outside your network (e.g., (sourcing through onboarding) or types Arbita OneSource speeds process) Social Media panel of actions (employer branding/marketing, competitive intel, • Referral networks: boosted with, e.g, education, etc.) Jobvite (see anecdotal success) • Use tools and systems that support • or HelloTxt to get your integration (cross-platform, open APIs), content distributed across all your convergence (pulls data and networks functionality from many places like Pipl and Ziki; also support mobile devices) • RSS feeds for sourcing and and portability (Facebook APIs are marketing (search engine results great, but can’t export a Facebook feeds, FriendFeed, TweetDeck, etc.) network) • Search multiple social networks with • Your community-building tools: Wink, Spokeo, etc. Facebook Group or Company Fan 12/1/2009 Page, LinkedIn Group, Ning (free); • Mashups – still in infancy (e.g., this) but Jive Software (upper end of goes beyond Google CSEs functionality); others 8 Copyright 2009 Arbita. All rights reserved.
  9. 9. Some Social Media ―Best Practices‖ In quotation marks for a reason, but… 1. Leverage crowdsourcing – first across your own company, then focus externally and give credit to all contributors (those sources will remain loyal Social Media panel content suppliers, halo effect on you) 2. Great evangelists can come from anywhere (don’t be biased against external people) 3. Give them content to put on their blogs (e.g., your RSS jobs feed or content widgets they can put on their blogs (use WidgetFinder, WidgetBox, for TypePad blogs, or any of these) 4. Ask young people (e.g., interns) how they use socnets – get creative ways to utilize 5. Go where your audience is (e.g., LinkedIn skews older than Facebook; internationally, top networks vary) and get involved (they want you there - e.g., 6. Tap existing groups first, then create your own, but focus on a talent niche rather than a company-branded community if your company is not a brand 7. Monitor what’s being said (use IceRocket BigBuzz, Backtype, Boardtracker, 12/1/2009 etc.) and apply to recruiting (e.g., have an inventory of stories to share) 8. Break up and repurpose your content for multiple channels 9. Create social guidelines (see US Air Force’s) 9 Copyright 2009 Arbita. All rights reserved.
  10. 10. Tasking Resources / Time Commitment • There are so many channels and they’re only proliferating • Assign people to channels, let them become SMEs (e.g., Social Media panel have you tried Sidewiki?) • Seek curious staffers: give them freedom to experiment, but reel them in if metrics don’t keep improving • Train them on how to stay productive (e.g., super-targeted feeds that flow in) • Hold periodic CoP meetings where people can share learnings from internal trial-and-error and external sources • I’ll let the practitioners cover the time part… P.S. Two more resources: how to make the social recruiting business case and social media gurus’ 2010 trend predictions 12/1/2009 10 Copyright 2009 Arbita. All rights reserved.
  11. 11. Contact Us custom on-site and web-based training. Select topics from over 50 hours of material! What now? Social Media panel • Follow Shally and Glenn on Twitter, and connect on LinkedIn and Facebook! • Join our (nospam) mailing list for tips and news, or just email us questions! • Find almost anyone in 10 minutes or less... or your money back with our Advanced Recruiter & Job-Hunter GuruGuides at • Or get recordings of many of our best workshops on DVD • Tons more free learning at The Sourcer’s Desk Shally Steckerl Glenn Gutmacher EVP, Arbita VP, Arbita ACES 12/1/2009 LinkedIn | My Bio | MSN | Skype LinkedIn | My Bio | Skype 11 Copyright 2009 Arbita. All rights reserved.