Jobvite Webcast: 7 Ways to Measure Social Recruiting ROI


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Presentation by Jessica Lee for Jobvite

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Jobvite Webcast: 7 Ways to Measure Social Recruiting ROI

  1. 1. with jessica lee { APCO Worldwide + Fistful of Talent } 7 ways to measure social recruiting ROI
  2. 2. • that’s me – cooking who am i? why me? dinner & finalizing these slides last night (pork chops + roasted brussels sprouts, in case you wondered) • corporate recruiter in the biz for ten years • started using facebook in march 2008, blogging in april 2008, twitter in june 2008
  3. 3. so why did i choose this topic to cover with you today?
  4. 4. before we dive in though… just so you know where i’m coming from…
  5. 5. community sourcing ? branding ? pieces of the social recruiting puzzle
  6. 6. that being said… • social media is not the be-all, end-all - it’s one tool • social media is not going to work for everyone • it’s too early to really say that social media is a/the magic bullet
  7. 7. but why metrics, value! you ask? map out strategy determine measurements define success establish goals
  8. 8. possible goals • hire great people • hire great people very quickly • hire great people quickly while spending less • have strong employment brand awareness • provide great customer service to applicants
  9. 9. increased recruiter satisfaction/FUN factor increased job applications decreased from social increased hires from sources applicant social sources decreased to hire time to fill funnel increased website increased traffic from social sources increased brand thought loyalty leadership increased quality of increased increased hire candidate decreased brand quality cost per hire awareness
  10. 10. the metrics – at a macro level quantitative 1. eyeballs/traffic 2. comments/mentions 3. 4. fans/friends/followers costs qualitative 5. influence 6. engagement 7. IQ
  11. 11. eyeballs/traffic
  12. 12. eyeballs/traffic
  13. 13. comments/mentions
  14. 14. friends/fans/ followers
  15. 15. costs • investment of time; staff resources to use social media (monitor & engage) • cost savings through lower media buys, job board spends, etc
  16. 16. a quick word about qualitative metrics
  17. 17. omg. WTF? influence
  18. 18. why is influence an important metric? where consumers turn to for buying recommendations TRUST 30% blogger review 37% chat room/discussion board 49% online editor review 50% consumer opinion site review 52% consumer review – retail site 60% consumer reviews – content site 63% review by a known expert 69% information on the company’s website 75% review in a newspaper, magazine or on TV 83% opinion of a friend or acquaintance
  19. 19. the goal of influence? turn small groups of enthusiasts, users, customers and consumers into authors, producers, scouts, testers, collaborators and broadcasters into community members, advocates, ambassadors and evangelists
  20. 20. track the level of influence your broadcasting efforts have: • how far is the information getting? – retweets, forwards, referrals • how often does your content get repurposed? • does it support your intended direction?
  21. 21. from eyeballs to engagement the engaged intermittent contributors the lurkers
  22. 22. engagement • how engaged are your visitors? – how many people join in on a discussion – ratio of positive comments to negative ones – likes, re-tweets, forwards – length of time on site
  23. 23. IQ “i read online that you guys have this program that…”
  24. 24. back to the engagement: qualitative • what do your applicants think of the social media experience you are providing? • what do they think of your participation? IQ: • did connecting via a social media channel provide candidates with added intel on the company? • did researching the company via social media channels better prepare candidates for your interview? • do candidates who engaged via social media seem better prepared than others? • are candidates anecdotally mentioning learnings thorugh social media?
  25. 25. measurement tools
  26. 26. measurement tools to try: google analytics or budurl facebook page insights (qual)
  27. 27. reviewing the metrics again: quantitative 1. eyeballs/traffic 2. comments/mentions 3. 4. fans/friends/followers costs qualitative 5. influence 6. engagement 7. IQ
  28. 28. reach out and follow up - @jessica_lee @APCOjobs @fistfuloftalent
  29. 29. the recruiting platform for the social web
  30. 30. It’s Harder Than Ever to Tell What Works Data integrity hampers cost and quality effective sourcing 5 out of 6 candidates incorrectly identified source in a study of 60,000 applications
  31. 31. Jobvite Platform Focused On Recruiting finding candidates managing the process knowing what works
  32. 32. Jobvite Hire Jobvite Source applicant tracking and recruiting social sourcing and CRM social recruiting + social recruiting + employee referral employee referral intuitive applicant tracking to intuitive CRM to engage + manage the hiring process manage prospect pipeline recruiting intelligence recruiting intelligence
  33. 33. Start With Stuff You Can Track automatic trackable links
  34. 34. …Wherever You Are Recruiting Facebook email Twitter LinkedIn
  35. 35. Jobvite Recruiting Intelligence Provides Insights to Drive Quality, Cost, Speed • Personalized recruiting dashboard • Source performance throughout the pipeline • All candidate sources • Social recruiting performance new! • Career site benchmarking
  36. 36. Quantitative • Traffic by category • Referring Sites by job • Views by location • Forwards • Applications by network • Interviews by source • Hires
  37. 37. Platform Increases Engagement Throughout the Company Employees Senior HR Executives Management Schedulers Hiring is Hiring everyone’s job. Managers Approvers Interviewers Recruiters
  38. 38. …Engaging Employees to Reach Their Networks and Drive Referrals If one recruiter has and 1000 employees have 500 contacts… 200 contacts each…. 500 200,000
  39. 39. Increasing Referral Hires Reduces Cost of Quality Hires Sample Savings: More Referral Hires Replace agency hires: Savings per hire: 6 x $7,000 Replace direct hires: Savings per hire: 15 x $4,000 Total savings on 21 hires: $100K
  40. 40. “ Encouraging the entire staff to recruit turns everyone into brand ambassadors. As employees spread the word in social networks about our job opportunities, they create positive buzz about the company. Ed Scanlan CEO, Total Attorneys ”
  41. 41. @jobvite @jessica lee @APCOjobs @fistfuloftalent