Keith social


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Presentation I gave at the Recruiters United Confrence in Utrecht - Sept 2010

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Keith social

  1. 1. There is no such thing as Social Media Recruitment…..
  2. 2. But there is Social Media and there are Social Recruiters
  3. 3. Sex Pistols Link
  4. 4. What do these have in common?
  5. 5. The picture was part of an art movement called “ Social Realism ” The Sex Pistols had a DIY attitude and started a movement The Flip is a tool for reflecting real “ Social Recruiting ” The mobile is about Engagement
  6. 6. Keith Robinson (Me) <ul><li>10 Years in print publishing Ad Director and Publisher. </li></ul><ul><li>Founded leading UK HR Magazine Personnel Today 1988. </li></ul><ul><li>10 Years Media Director and Director of two leading UK Advertising Agencies – Barkers and EuroRSCG Riley. </li></ul><ul><li>1999 – Joined Totaljobs COO. </li></ul><ul><li>2006 – to date: build things!! Today 2 sites: </li></ul><ul><ul><li> and </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>plus two weekly newsletters Recruitment Media Monday </li></ul></ul><ul><ul><li>and The Buzz </li></ul></ul><ul><li>4 Kids, house in France and love life and this industry </li></ul>
  7. 7. A Changing and Challenging World. <ul><li>The Last 15 Years: </li></ul><ul><li>First Job Board – Online Career Center </li></ul><ul><li>1994 Monster launches </li></ul><ul><li>1996 Jobserve launched in UK </li></ul><ul><li>1997 First Career site </li></ul><ul><li>1999 Totaljobs Launched. </li></ul><ul><li>Google Launched </li></ul><ul><li>2003 NVB launched </li></ul><ul><li>2004 Facebook, Hyves and The Ladders Launched </li></ul><ul><li>2005 Jobster starts the “referral boom” </li></ul><ul><li>2006 LinkedIn Launched… </li></ul><ul><li>2008 Social Starts to gain traction in Recruitment </li></ul><ul><li>2009 Monster Goes Matching </li></ul><ul><li>2010 Mobile Recruitment Apps launched </li></ul>
  8. 8. But sometimes we forget “what we never doubted before”.
  9. 9. The Recruitment Media Landscape <ul><li>External: </li></ul><ul><li>- Print </li></ul><ul><li>- Job Boards </li></ul><ul><li>- Social Media </li></ul><ul><li>- Mobile </li></ul><ul><li>- Radio </li></ul><ul><li>- TV </li></ul><ul><li>- Outdoor </li></ul>
  10. 10. The Recruitment Media Landscape <ul><li>Internal: </li></ul><ul><li>- Career Site </li></ul><ul><li>Your blogs </li></ul><ul><li>Facebook Group </li></ul><ul><li>Staff LinkedIn Profile & Your LinkedIn Page </li></ul><ul><li>Referral Program </li></ul><ul><li>But these are mediums and media channels </li></ul>
  11. 11. BUT the first questions are….? Who is our target audience? Are they looking for a job? Where are they looking? How do I want to “communicate” with them Am I going to find them? or do I want them to find me? Is this a one-off hiring or will I need to find “lots of people?”
  12. 12. These questions need an answer Why? <ul><li>Because the answers dictate your potential choice of media usage </li></ul>
  13. 13. So what is “Social Media”? <ul><li>Like any other… </li></ul><ul><li>But </li></ul><ul><li>The audience generates the content which is then read by others </li></ul><ul><li>And </li></ul><ul><li>It facilitates communication and interaction </li></ul>
  14. 14. So what is “Social Media”? <ul><li>It can be/you can be… </li></ul><ul><ul><ul><li>Global and Local </li></ul></ul></ul><ul><ul><ul><li>Medium and Tool </li></ul></ul></ul><ul><ul><ul><li>Personal and Corporate </li></ul></ul></ul><ul><ul><ul><li>Amateur and Professional </li></ul></ul></ul><ul><ul><ul><li>Active or Passive </li></ul></ul></ul><ul><li>BUT </li></ul><ul><ul><ul><li>It still a media channel that has an audience / community </li></ul></ul></ul>
  15. 15. How can you use it? <ul><li>You can </li></ul><ul><li>- Push an Advertisement/Message </li></ul><ul><li>- Search for a Candidate </li></ul><ul><li>Build & Engage with a Community </li></ul><ul><li>Distribute your content </li></ul>
  16. 16. How you use Social Media will be dictated by your “Recruitment Strategy”
  17. 17. <ul><li>You need a recruitment strategy and the first questions should be … </li></ul><ul><ul><li>How many hires do I expect to make this year and in two years time? </li></ul></ul><ul><ul><li>What type of people will I be hiring? </li></ul></ul><ul><ul><li>How much am I spending currently to do this (include time)? </li></ul></ul><ul><ul><li>What are my key recruiting drivers – quality, time, cost etc …to hire? </li></ul></ul>
  18. 18. When to use social media- My take <ul><li>Single postings at targeted audiences – Low cost, Targeted can deliver good ROI </li></ul><ul><li>Large volume Recruiters – both post and engage </li></ul><ul><li>Single Senior or “hard to fill” or niche positions – Source/Search </li></ul><ul><li>“ Volume” niche or “hard to fill” positions – Engage and Targeted Posts </li></ul>
  19. 19. Who should use social media? <ul><li>Any staffing firm as a “Brand Positioner” </li></ul><ul><li>Niche search and selection firm in the “hard to fill sector” </li></ul><ul><li>Global/Multi National Employer </li></ul><ul><li>Organisations with minimum 100+ hires – but with at least 50+ “hard to fill” positions </li></ul><ul><li>Fast growing SME’s in niche/specialist areas – IT, Pharam, Engineering, etc. </li></ul>
  20. 20. Is the Employer Brand Relevant today with “social media”? <ul><li>Yes, but not in the way we used to do it </li></ul>
  21. 21. Is the Employer Brand Relevant today with “social media”? <ul><li>Your Brand today is defined by what is said internally and externally about: </li></ul><ul><ul><li>your organisation </li></ul></ul><ul><ul><li>your products </li></ul></ul><ul><ul><li>your services </li></ul></ul><ul><li>It is the collective DNA of your company </li></ul>
  22. 22. Can You Manage Your Employer Brand <ul><li>Yes, but it’s about: </li></ul><ul><ul><li>Great Management </li></ul></ul><ul><ul><li>Shared vision </li></ul></ul><ul><ul><li>Empowerment </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><ul><li>Authenticity </li></ul></ul>
  23. 23. Can you build a EVP <ul><li>Absolutely…. </li></ul><ul><li>It’s about listening and responding </li></ul><ul><li>It’s about transparency and trusting the “collective positivity” </li></ul><ul><li>It’s about Realism not corporatism </li></ul><ul><li>It’s about trust and faith </li></ul>
  24. 24. What do you need to build an authentic Social attraction strategy. <ul><li>Assuming we are NOT talking about “sourcing” you need…. </li></ul><ul><li>Content and not just “user generated”. </li></ul><ul><li>You need to; </li></ul><ul><li>Segment your community </li></ul><ul><li>Aggregate your content. </li></ul><ul><li>Curate/Edit your content. </li></ul><ul><li>Re distribute your content </li></ul><ul><li>Act on content that is “user generated”. </li></ul><ul><li>Social media is a content strategy you become a “publisher” </li></ul>
  25. 25. Social Realism <ul><li>User’s of social want authenticity </li></ul>
  26. 26. The tools of the trade. <ul><li>Any social recruiting strategy needs the support of technology. </li></ul>
  27. 27. Content distribution.
  28. 28. Content Distribution <ul><li>Lots of tools but can you; </li></ul><ul><li>Publish to social networks </li></ul><ul><li>Video integration </li></ul><ul><li>Chat with candidates </li></ul><ul><li>Real-time notifications </li></ul>
  29. 29. Mobile <ul><li>5 bn users. </li></ul><ul><li>Will overtake the PC as point of access to web by 2014. </li></ul><ul><li>79% of Facebook user access via a mobile (Pew) </li></ul><ul><li>6% of Jobsite traffic via mobile + more than Bing and Yahoo combined. </li></ul><ul><li>120m iPhone OS devices </li></ul><ul><li>Online recruitment = Mobile </li></ul>
  30. 30. Mobile Recruitment <ul><li>Apps and Mobile websites with features such as… </li></ul><ul><li>Job search </li></ul><ul><li>Push notifications / alerts </li></ul><ul><li>High level brand engagement </li></ul><ul><li>Social integration including Facebook & Twitter </li></ul><ul><li>Mapping and location searches </li></ul><ul><li>Apply via Mobile </li></ul><ul><li>Save jobs, save search etc. </li></ul><ul><li>Mobile is becoming the job seeker research tool </li></ul>
  31. 31. Source, Search and Check Technology <ul><li>Jobvite </li></ul><ul><li>Jobs2Web </li></ul><ul><li>Branchout </li></ul><ul><li>Airs </li></ul><ul><li>Checkster </li></ul>
  32. 32. A “Social Recruiter” <ul><li>What is it? </li></ul><ul><li>Debate…… </li></ul>
  33. 33. Summary <ul><li>- Define your recruitment strategy. </li></ul><ul><li>- How many hires will you need to make over the next 3 years. </li></ul><ul><li>- What is your cost per hire goal. </li></ul><ul><li>- Look at each channel/media and make “rational” assets. </li></ul><ul><li>- Do I want a post, engagement, sourcing or all three approach. </li></ul>
  34. 34. Summary <ul><li>- How will I distribute my content – posts, video, copy etc. </li></ul><ul><li>How will I create or aggregate my content. </li></ul><ul><li>Who handles “engagement” who handles sourcing. </li></ul><ul><li>Who does all of this? </li></ul><ul><li>A Community Recruitment Engagement Manager </li></ul>
  35. 35. Great Blogs with Useful Advice <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Plus a great Slideshare presentation – Social Media – Managing the Risk </li></ul><ul><li>And finally sign up for my weekly newsletter – </li></ul><ul><li>Recruitment Media Monday </li></ul><ul><li>The Buzz. </li></ul>
  36. 36. Thank You <ul><li>Keith Robinson </li></ul><ul><li>Email [email_address] </li></ul><ul><li>Twitter Siteadvisor. </li></ul>