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Employee Recruiting 3.0 - breaking down silos



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Employee Recruiting 3.0 - breaking down silos

  1. 1. fourstudents four one oneprofessor four fourcommunity partners one one#twitterjobfair + awhitepaper a outlining best practices of social media for employee recruitment employee recruiting 3.0
  2. 2. John LeMasney Defining Social Media Social media, as defined by Kirstin Hunt, is networking sites are just the web tools that en- interactive media. It includes online social able this shift. networks that allow personal connections and open discussions. Specific platforms or chan- Most research on social media suggests the start nels are not mentioned in most definitions for of its success was around the late 1990s; how- social media as the tools for connecting and ever, it really began centuries ago with word- conversing are constantly changing. The pur- of-mouth. John Steinbeck details the history of pose is still the same, regardless of the tech- word-of-mouth and how it is simply storytelling. nology. Li and Bernoff, authors of Groundswell, And now, with social media, the world is moving say that social media is the platform that takes back to where it all started. the power from companies and puts it in the hands of individuals and communities. Social 1
  3. 3. It’s not a FAD. It’s here and it’s BIG Social media (including blogs) captures 80% of social interaction online (Greiner, 2011). People American Internet users’ time online, according to want to connect and not just surf anymore. the Social Media Report. That’s double the amount Not only will candidates potentially want to of time spent on online games (Nielson, 2011). connect on a social network, according to Ca- Time spent on social networks is growing at three risa Miklusak, an emerging media consultant times the overall Internet rate: the average user for CareerBuilder, they expect employers to be spends 55 minutes per day on Facebook (Menden, there (Hunt, 2010). It’s true. Candidates are us- 2010). In our survey, every respondent reported ing social networks whether employers are or that they participated in at least one social net- not. Every one of our survey respondents had work (SMRG, 2011). Social media is not just for searched for a job on at least one social net- the early adopters anymore, it’s for the masses. working site. Social media is “no longer just the Facebook, in particular, is growing at a rate of shiny new object in the toolbox, social media approximately 700,000 users per day (Menden, recruiting has become an integral part of hiring” 2010). (Zappa, 2011) .According to Carisa Miklusak, an emerging media consultant for CareerBuilder, Job candidates are no different than the average “Companies that don’t embrace social media Internet user, according to The Globe and Mail. as a recruitment tool might risk losing quality In a recent article, Greiner reported that today’s candidates to their competition” (Hunt, 2010). job candidates are tech-savvy and want to find In certain industries where the unemployment jobs the same way they find everything else—by rate is low, such as in skilled trades-dependant sectors (Lajoie, 2009), this could be lethal. 2
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  5. 5. Job Seekers vs. Candidates Online classifieds have lost trac- tion compared to social net- working sites. According to Nielson only 2.9% of Americans spend time on online classifieds. While job boards still fill a ma- jor need, such sites tend to at- tract mostly active jobseekers (Sentementes, 2011). Compa- nies need to appeal to the 53% of the workforce that are open to a new job but are not active- ly looking, according to Jobvite (Murguia, 2011). Often, these candidates are also the top tier candidates. Jennifer Ricci, vice president of employee experi- ence at Kobo Inc., was quoted common belief that social media is chosen because it costs less addressing the idea of finding (SHRM, 2011). quality candidates through so- cial media. “More than likely, the Employers are Onboard most desired candidates are not searching job boards or reading The good news is that employers have already started to make this job ads. They are networking shift. “More and more businesses are stepping into the social media with their colleagues, reading arena to recruit viable candidates for positions at their companies— industry news and contributing and having great success, according to social media gurus” (Hunt, to online industry discussions. year, p. or para.). The SHRM poll reports that 56% of organizations Social media is the vehicle by are using social networking sites to find candidates in one way or which we can reach the top tier another. In 2009, that number was only 34% (SHRM, 2011). Even candidates by influencing them more impressive is that almost two-thirds (64%) of businesses use through their trusted networks” two or more social networks in the recruitment strategy. (McIlvaine, (Greiner, 2011). When employ- 2011) Nearly 90% of employers have plans to use social media as ers were surveyed by SHRM a recruiting tool in the near future (Adams, 2011). Employers are their results agreed with Jobvite. committed and their budgets are following. Avature reports that job The number one reason employ- marketing and advertising spend (including job boards) has been ers are using social networks for reduced by 65% since 2009. In 2009, more than 70% of all hires hiring is to recruit passive can- were made through the Internet; print is losing relevancy as it ac- didates. This is contrary to the counts for less than 15% of all hires (Menden, 2010). Businesses 4
  6. 6. 5 know that social media is where the candidates are, they see it is better for passive hiring, they see that it is more cost effective, and they see it as a place to recruit higher quality candidates. Not only did companies experience a 53% suc- cess rate in recruiting through social networks, they also reported finding higher quality candi- dates (Atenta, 2011). In fact, they reported hir- ing one in ten of the candidates found through social media versus hiring only one in ten of can- didates found through other channels (Zappe, 2011). This can be attributed to many factors. Social media users are 12% more likely than average to have graduate education (Nielson, 2011). However, education level is not the only reason that candidates found through social media are higher quality. The main reason is the referral nature of social media. Most companies consider referrals the most important indicator in evaluating candidate quality (Atenta, 2011), and social media is an enabler in this process. In the CareerXRoads survey, 27.5% of external hires reportedly came from social media refer- rals. As a bonus, employees recruited through social media, “last the longest, have the best match with expectations, and churn the least” according to Jobvite CEO Dan Finnigan (Adams, 2011). Social media referrals work because they are trusted, according to Atenta that reported 78% of Internet users trust peer recommenda- tion. They also work because messages have the ability to spread easily through word of mouth, and according to Pew Internet the aver- age American has 634 ties in their overall net- work, each one helping to spread the message. FreeFoto 5
  7. 7. Industry Comparisons ing. Recruiting via social media is about culture, and culture building takes time. “Social Media is Right now, recruiting 3.0 is not equal across the a process not an event” (Menden, 2010). Social board. Not every industry is experiencing the media allows a company to show its personality. same results with social media in the recruiting “You start to engage a candidate in a way you process, nor are they adopting it at the same never could with a recruiter (or an ad) because of rate. Health care and social assistance agen- (social media’s) scalability and the ability to have cies are utilizing social media for recruiting the a two-way dialog,” (Hunt, 2010). Culture and per- most (21%). Surprisingly, only 13% of techni- sonality can seduce someone already employed cal industries are using social media to recruit elsewhere to take note, moving a passive job and only 3% of construction, mining, oil and seeker to an active one. One third of all company gas companies are using it for this purpose. Cu- digital followings, friends and fans are due to an riously, publicly and privately owned for-profit interest in their corporate culture (Atenta, 2011). organizations are more likely than government If someone likes your brand, even if he or she is agencies to use social networking websites to employed elsewhere, he or she is more likely to recruit potential job candidates. Lastly, larger pay attention to job notices from a company and corporations are adopting 3.0 strategies faster more likely to spread the word to their personal than smaller companies (SHRM, 2011). network. A great example of promoting a culture and not a job is the Pink Glove Dance video pro- Building a Culture FIRST duced by Providence St. Vincent Medical Centre in Portland, Oregon (Providence St. Vincent, 2009) Making the shift from traditional recruiting The video was produced to generate awareness methods to recruiting through social media re- about breast cancer, and it did, but at the same quires a shift in how recruiting is done. It’s no time it also showed that it could be a fun place longer about placing an advertisement in the to work, that staff work together, and that the classifieds and sifting through applicants. It no employees care about community and even the longer happens in isolation from the rest of the facilities in which they work. Social media has be- business and it is no longer timed specifically come a major component of that organization’s to when the company has a specific job open- employee recruitment plan. 6
  8. 8. Channel Choice The top four social media chan- nels are Facebook, Twitter, You- Tube and LinkedIn, but the list doesn’t stop there. Our survey results surprisingly included a much smaller social networking site called Kijiji. In fact, 83% of our respondents had used Kijiji to look for a job, whereas Face- book and LinkedIn where only used by 33% of the respon- dents, Twitter only 17% and YouTube 0%. However, when getting away from job search- ing and looking at only SNS us- age, Facebook was the winner in our survey (Appendix A) with 66% of the respondents using is the leader in this. It allows employees to speak for themselves Facebook more than 2 times (Dodd, 2011) The most popular SNS for job search and classifieds per day, whereas Kijiji was only is currently LinkedIn. It generates about 73% of hires according to 1 per month. Nielson reports Jobvite’s data. Just 20% came from Facebook and 7% from Twit- that Americans spend more time ter. (McIlvaine, 2011) However, the SNS that accounts for the most on Facebook than on any other referrals that lead to hiring was not LinkedIn, but rather Facebook. website. (State of the Media) Twitter had surprising results in The most successful recruitment campaigns combine several social our survey as well, in that 40% media channels and do not focus solely on one or the other. of the respondents use it and they use constantly throughout Trends Talk the day. The world of human resources recruiting is changing at rapid speed. YouTube should not be written The industry is going to see more trends emerge as platforms for off though due to our survey recruiting, such as mobile marketing and gamification. Both of results. About 31 million Ameri- these are being adopted by larger corporations already; however, cans watched video via social they have not reached mass market yet as recruiting tools. In the networks in May 2011, so there near future, employers should anticipate the move to mobile and is potential in video (Nielson, the interest in custom applications and branded games that height- 2011). When looking to develop en the culture of the company. a Culture First approach, video Another trend that is surfacing in 2011 is digital job fairs. For our 7
  9. 9. paper, we hosted a Twitter Job Fair to test the idea. The employer, 14 Theories, was happy with the ease of how it worked, and they did receive some word-of-mouth marketing from it. By the end of the hour-long fair, they had 1 hopeful candidate interested who otherwise would not have connected with the company. Unfortunately, it was not a successful hire, but the employer did report that he would use a Twitter Job Fair again in the future. Digital job fairs may not work for every industry though. This test was with a web development company with a highly digitally engaged target market. Industries where the candidates are not so digitally engaged may be trickier and slower to adopt. On a much softer scale, we are seeing labels and hashtags (for Twitter) being used specifically for the recruiting process that allow candidates to find openings, leads and even cultural references for certain industries. 8
  10. 10. Conclusion Social media has been denounced for being inexpensive, and it is. But social media is not catching on just because it is cheap. It is now integrating human resource recruiting into the core of the business and not just as a stand- alone unit. It is integrated and ongoing. Wheth- er a company starts with a blog, creates a video and / or hosts a digital job fair, social media 3.0 is already happening. Social media can be successfully used for em- ployee recruiting; however, the best successes come from using social media tools in non-tradi- tional ways compared to traditional classifieds. As we see classified sales drop, candidates are seeking the companies they want to work for and they are eager to find out the culture of the company. Social media allows employers to focus on showcasing their culture, which will attract the right candidate for the right reason, not simply because there was a job opening. Social media is about finding candidates who are not necessarily looking for a position. This is something that could be extremely valuable in industries where the unemployment rate is considerably high, such as in the skilled trades- dependant sectors. Following on the histori- cal roots of word-of-mouth marketing, social networking sites aid referrals, leading to more qualified candidates and better hires. It is im- perative that employers now empower their employees to be part of the recruiting process. Encourage them to talk about openings on their Facebook statuses, tweet about it, take and post videos of the lunchroom, if appropriate. Wade Harris Recruiting 3.0 is not just the human resources department anymore, it’s everyone’s business. 9
  11. 11. Reference List Adams, Susan 2011, 'More Employers Using Social Media to Hunt for Talent', Forbes, 13 July. Atenta 2011, Social Recruiting & Employer Branding – 10 Reasons to Engage, Wollmilchsau, viewed August 2011 < engage/#ixzz1THwN9wZt>. Crispin, Gerry & Mehler, Mark 2011, 10th Annual CareerXroads Source of Hire Report: By the Numbers, Ca- reerXroads, viewed August 2011 <>. Dodd, Paul 2011, Best way to use YouTube for recruiting? Let your employees speak for themselves, Head2Head Canada, viewed August 2011 < best-way-to-use-youtube-for-recruiting---let->. Greiner, Lynn 2011, 'How to use social media as a recruiting tool', Special to Globe and Mail, 6 June. Hampton, K, Sessions Goulet, L, Rainie, L & Purcell K 2011, Social networking sites and our lives, Pew Internet. Hunt, Kristin Gunderson 2010, 'Finders keepers: social media strategies help find top talent', Journal of Property Management, vol. 75, issue 6, pp36-40. Lajoie, Don 2009, 'Skilled trades shortage feared', The Windsor Star, 20 October 2009. Li, Charlene & Bernoff, Josh 2008, Groundswell: Winning in a World Transformed by Social Technologies, Har- vard Business School Press. McIlvaine, Andrew R. 2011, 'Do Friends Let Friends Recruit via Facebook?', LRP Publications, 25 July, viewed August 2011 <>. Menden, Stefan 2010, 'Social Media Recruiting and Employer Branding: Survey results', presented at 13th World Business Dialogue, Cologne, March 18, 2010. < and-employer-branding-survey-results>. Murguia, Anne 2011, More Social Profiles Now Submitted with Job Applications, 25 July, Jobvite News, viewed August 2011, <>. Nielson 2011, State of the Media: The Social Media Report Q3 2011, NM Incite, viewed August 2011 <http://>. Providence St. Vincent 2009, Pink Glove Dance, viewed August 2011 <>. Sentementes, Gus G. 2011, 'More companies mining LinkedIn, Facebook and Twitter for social recruiting effort', The Baltimore Sun, 14 August. Society for Human Resource Management (SHRM), 2011, SHRM Poll: Social Networking Websites for Identify- ing and Staffing Potential Job Candidates, 20 June. Zappe, John 2011, New Survey Finds That 89% Are Using Social Media in Recruiting, 12 July, viewed August 2011, < recruiting/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+tlnt+%28TLNT%3A+The +Business+of+HR%29>. Zappe, John 2011, More Employers Than Ever Recruit on Social Networks, viewed August 2011 <http://www.ere. net/2011/07/12/more-employers-than-ever-recruit-on-social-networks/>.
  12. 12. Social Media Best Practices for Employee Recruitment Social media is about finding candidates not seekers. Social media leads to higher quality candidates and hirers. Recruiting 3.0 is no longer the respon- sibility of the HR department, it’s time to break down the silos. November 20, 2011 Lindsey Fair, Faculty Advisor Matt Landers, Research Lead Chris Green, Researcher (Advertising) Olga Dolia, Researcher (Marketing) Casie Jones, Researcher (HR)