Presentation by Jennifer McClure - President of Unbridled Talent LLC at The Conference Board's Social Media Strategies for HR Conference - April 2012, NYC

1. Social Media and
Your Talent Strategy

2. ‘social’ talent STRATEGY
business strategy
talent strategy
social media strategy
objectives
metrics
tactics

3. BRAND strategy
employer brand
how a business builds and packages its identity, origins and values, and
what it promises to deliver to emotionally connect employees.
talent brand
to brand for talent is to market an organization as a place to work to
create demand – as a magnet – to recruit, retain and engage the right
people to do the right work at the right time for the right results.
libby sartain – author, brand for talent

4. OBJECTIVES

5. METRICS
sample initial metrics
branding/marketing
• improve brand presence to build awareness
• increase positive mentions/sentiment about our brand
website
• increase traffic to careers site
recruiting
• attract qualified candidates to our career opportunities
• develop a source for active & passive candidates

6. TACTICS
al endar
co ntent c
cr eatea
SOURCE: http://www.slideshare.net/beeshields/behind-general-mills-social-media-strategy

7. where we’ll FOCUS
1 ATTRACTING
2 RECRUITING
3 ENGAGING
4 DEVELOPING
5 COMMUNICATING

8. ATTRACTING
1

9. CAREERS SITE the ‘hub’
• 30% of google searches are job related ~300m/month
• compete for talent at the moment of search (seo/sem)
• less than 3 clicks to apply for jobs
• link to information about careers prominently on website
• share your culture, information about employment
• showcase actual employees (not stock photos)

10. share your CULTURE
people who visited Racker Talent before applying for a job were 65% more likely to
be successful than those whose 1st port of call was the career site or ATS
“we should always keep in mind that the
most engaged and longest lasting
contributors to our organizations are the
ones who fit within our cultures. our goal
should be to accurately depict ourselves
knowing good and well that for the right
person, we will absolutely be their best
place to work.”
michael long – head of culture branding, rackspace hosting

11. highlight CAREER PATHS

12. RECRUITING
2

13. GO where they are
‘one of the reasons we’re active in social media channels
is that our candidates expect us to be in those channels.’
stephanie lilak – chief staffing office, general mills

14. the recruiting EVOLUTION
1997 sources of hire 2011 sources of hire
newspaper ads 28.7% referrals 28.0%
employee referrals 19.7% job boards 20.1%
agency (contingent) 10.4% career site 9.8%
contract recruiters 8.7% recruiter initiated 9.1%
job fairs 8.3% college 6.6%
other advertising 5.0% re-hires 4.3%
image advertising 4.6% social media 3.5%
trade journals 4.2% 3rd party 2.8%
college 2.9% print 2.2%
resume services 2.9% temp/contract-to-hire 2.1%
agency (retained) 2.1% career fairs 1.9%
internet 2.1% walk-ins 0.8%
radio 1.5% other 8.8%
SOURCE: http://www.slideshare.net/gerrycrispin/2012-careerxroads-source-of-hire-channels-of-influence

15. share job PREVIEWS

16. ENGAGING
3

17. candidate EXPECTATIONS
why active & passive job seekers follow companies on social media
SOURCE: CareerBuilder 2011 Job Seeker Survey

18. RECOGNIZE employees

19. ENABLE employees

20. DEVELOPING
4

21. LEARNING communities

22. extended LEARNING
use private facebook groups to connect participants in
leadership development programs and learning groups

23. ‘GAMIFICATION’ of learning
“blistered thumbs may be a signature hallmark of tomorrow’s most
successful executives.”
fast company – march 2012
video game players perform 10% to 20% higher in terms of perceptual and cognitive ability than non-game players

24. COMMUNICATING
5

25. enable CONNECTION
“we believe social intranets can and do have a positive impact on employee
happiness, and help build trust and social comfort in employees.”
SOURCE: http://www.thoughtfarmer.com/blog/2012/02/07/white-paper-social-intranets-employee-engagement/

26. provide INFORMATION
“a survey of new hires at sodexo revealed that
internal hires utilized one or more sodexo
careers properties to help find a job or prepare
for an interview with us at virtually the same
rate (46-47%) as external hires. the careers
blog was the most frequently cited property,
read by 32% of internal hires and 17% of
external hires.”
arie ball – vp of talent acquisition, sodexo

27. tell your STORY

28. wrapping up

29. “’build it, and they will come’ only works in the
movies. social media is a ‘build it, nurture it,
engage them, and they may come and stay.’”
seth godin – author & marketer

30. thank you!
http://unbridledtalent.com
jennifer@unbridledtalent.com
http://www.facebook.com/UnbridledTalent
http://www.linkedin.com/in/jennifermcclure
http://twitter.com/JenniferMcClure