HYPERSOCIALRECRUITINGGARY ANGEL – SEMPHONICSCOTT K. WILDER – HUMAN 1DECEMBER 2011
Outline • Who are we • Why Social Recruiting • Industry info • How to approach • Some key recommendations
Gary Angel, President of Semphonic Co-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. Semphonic provides full- service web analytics consulting and advanced online measurement to digital media, financial services, health&pharma, B2B, technology, and the public sector. Gary blogs at http://semphonic.blogs.com/semangelScott K. Wilder – SVP – Social Media Architect, Edelman Digital Currently Founder and Digital Strategist at Human 1.0. Before that, Scott was SVP/Social Media Architect at Edelman – Digital. Founded and managed Intuit’s Small Business Online Community and Social Programs. Before Intuit, Scott was the VP of Marketing and Product Development at Kbtoys / eToys, the founder and director of Borders.com, and held senior positions at Apple, AOL, and American Express. Scott is also a founding Board member of the Word of Mouth Marketing Association. He received graduate degrees from New York University, The Johns Hopkins University and Georgetown University
Targeting college students and the Gen Y workforce
Four distinct approaches • According to Michigan State University’s Recruiting Trends 2010- 2011, four distinct categories of recruiting strategies have emerged: – Arranged Events (fairs, campus interviews, campus visits): accommodates large companies and the larger end of mid- size employers. – Agent Connections (resume referrals, faculty, internships, employees): accommodates larger companies, fast growth and small organizations. – Situational (ads and state & local job boards): accommodates small and mid-size companies. – Web-based (campus recruiting systems, social media, national web providers): all size groups utilize the same except that social media is almost exclusively utilized by large companies.
Social media leads all other categories forincreased investmentNote:• Social Media spending increased dramatically, but only 56% of companies do not have formal social media recruiting policies. However 29%- planRecruiting Survey 2011 the next 12 Source: Jobvite.com Social to add one in months. In summary, social recruiting environment will get more competitive• Dramatic decrease in investment in job sites (see recent Time Magazine article)• Many companies do not use social media due to concerns about discovering info about protected characteristics (age, race, gender) 8
Human Resources depts are investing rapidlyin technology and social media Percent of 2011 Percent of 2010 Change Respondents Respondents Using more technology in general 42.6% 13.7% Using more social networks 41.1% 23.9% Change in branding 33.5% 14.2% Attending fewer career fairs 28.9% 27.9% Attending more career fairs 28.4% 2.5% Less travel 19.3% 20.3% More travel 15.2% 0.0% Other 18.3% -- National Association of Colleges and Employers. Job Outlook 2011.Implications:• Need to figure out how to leverage social networks more effectively before the competition does!• Companies using the web to support their branding strategiesNote:• 80% of companies do not monitor what college students think of them 9 9
87% of companies use LinkedIn and 64%use two or more Social Networks for recruiting • Our research shows 62% of organizations use social media for recruiting • While LinkedIn info seems to be consistent with other sources, Facebook Jobvite.comTwitter seem higher than Source: and - Social Recruiting Survey 2011 in any other research we reviewed 10 10
Companies are increasing investment inSearch, but not using Search for Recruiting Implication: • Search (SEO, Social Search and maybe SEM) is an opportunity for recruiting team 11 11
Key Findings• Recruiters investing in technology and social media• Recruiter attending more job fairs and doing on campus recruiting, but few are leveraging social media to support these efforts.• Few recruiters using search (SEO, Social Search, and SEM)• Few recruiters testing out newer social media job functionality or platforms – LinkedIn ‘Talent Finder,’ Facebook’s Beknown, Mobile, etc.• 56% of companies do not have formal social media recruiting policy, but 29% plan to add one in the next 12 months• 46% of respondents plan to spend more on social recruiting in the coming year• 36% will spend less on job boards and 38% will spend less on third party recruiters and search firms• 71% of survey respondents are hiring• 92% of those actively hiring currently use or plan to recruit via social networks 12 12
How do you find and recruit that great candidate
How do you find and recruit that great candidate
Social is different these days - it all needs to be integrated Youtube LinkedIn Twitter Facebook Google+ Career Website Slideshare Foursquare Quora Groupon Yammer
But it doesn’t make sense to Think about the customer,have every social media channel possible not your company or products What’s important to students: • Learning environment • Organic career growth • Company ethos • Team orientation • Interesting work • Job security • Work life balance • Fun environment
So consider this…1. Types of communities -- Need to understand what types of communities your users use2. Special Interests - Need to understand their special interests3. Understand their attitudes about job search4. Search - Search should leverage community and social content5. Peer relationships are important
1. Understand your prospectscommunities/networks
2. Understand their special needsand interests (criteria for job) Source: NACE
3. College Students: Attitudes towardstarting job search on social networks• Significant percentage not using social networks for their job search right now (but expect that to change as they learn how to handle as LinkedIn is used more and services like Facebook make it easier to segment your personal and professional life)
Search: Different keyword categoriesstudents use to search on Google and Bing Source: http://www.iloverewards.com/wp-content/uploads/2011/04/Whitepaper_I-Love-Rewards_Class-of-2011.pdf
Student stats• Gen Yer typically uses two to three criteria to narrow their online job searches, most often using the following criteria: job function (65%), type of job (53%), and experience level (50%). (experience.com)• Gen Y plans to use social media to: • Find out about opportunities (79%) • Get introduced to current and former employers, hiring managers, and recruiters (61%) • Maintain relationships with network of contacts (69%)• Most point to LinkedIn and blogs as the main social tools to properly represent themselves to companies (vs. Facebook is more for friends & family)• 40% took a job offer that offered higher pay, but less career satisfaction, in order to help pay off their student loans• Gen Y goes straight to your company’s website (so it better be good)
Think about the customer, not your company or productsWhat’s important to students:• Learning environment• Organic career growth• Company ethos• Team orientation• Interesting work• Job security• Work life balance• Fun environment
But there’s a talent issue• The “best” talent for the client’s project is the person on the bench/beach• The available talent, esp. Boomers and Millennials, no longer wants to sacrifice passion for work traditional firms have an increasingly hard time acquiring the “right” talent• Highly specialized talent is hard to justify for firms that have people utilization metrics relying on methods rather than what is in people’s brains/experience• You get narrower views of the issues, limited by the viewpoint/experiences of the person on the beach
Funnel (some stages )-- Metrics Matter Candidate Connection Willingness to Campus Offer Start Job Stay or quit soon identified Established listen Interview/Visit•Interest/No-Interest •Interest/No-Interest •Yes/No •Yes/No •Accept/Decline • As with any “lead generation” system, it is critically important to evaluate the quality of the leads coming in • Recruiting offers more concrete metrics for this assessment than many other forms of lead- qualification. A simple funnel from Resume to Phone to Interview to Offer to Acceptance will make the acceptance of lead-quality simple and accurate
10 Key things to remember Willingness to Candidate Connection Campus discuss with Offer Start Job identified Established Interview/Visit others1.Each touch point is a potential battle ground2.With social media, above transitions not as clear3.Candidates expect real time responses (they are human)4.Most companies don’t leverage best asset – employees5.Onboarding important (first impression)
10 Key things to remember Willingness to Candidate Connection Willingness to Campus discuss with Offer Start Job identified Established listen Interview/Visit others6. Recruiters should become like a relationship manager7. Internships are a great way to give parties the opportunity to test the waters8. Your work doesn’t stop after they start9. Your work doesn’t stop when/if they leave the company10.LinkedIn and even Facebook will continue to take market share from Monster, Career Builder, etc.
Mobile Matters• Young adults are the most avid cell phone texters by a wide margin. (Pew Research 2011)• Companies revamping websites to ensure mobile is an important consideration• Autodesk, Intel and others are developing special recruiting apps
Mobile Matters• 75% of college students keep their phone with them at all times, 94+% text every day or do social networking. Note: Intel developed app to connect recruiters to student and their info. They claim it has reduced response time by 25% (source: HackCollege)
The basics matterFacebook • Don’t create a whole new career section. Add careers info on your existing company pages • Personalize your posts • Highlight employees • Branchout, Beknown, etc. helping making Facebook more importantTwitter • Have a contact name and url • Consistent branding and every day posts • Is it worth having a separate Twitter page?LinkedIn • Leverage company page • Leverage employees • Ensure your employees pages have consistencyYoutube • Make them authentic, not professional looking and have interns and recent grads in them • Highlight employeesOther • Hire community manager • Build communications calendar • Respond as fast as possible • Make these part of the funnel • Metrics, metrics • Alum and current employees important
The case study everyone is talking about • UPS attributes 955 hires in 2010 to the social media efforts: – 45 from Twitter (out of 681 people who arrived via Twitter and created applications); – 226 from Facebook (out of 3,926 people who created applications); – 84 from text-messaging (out of 1,004 who created applications) – 600 from people (out of 7,919 creating applications) going to UPS’s mobile-friendly careers page from a mobile device. • That mobile-friendly site had about 510,000 page views in the last 4-5 months of 2010, with people averaging about a minute and a half each on the site.
Final word (I mean warning) • Beware: – Americans with Disabilities Act – you can’t discriminate against someone because they are disabled. – Age Discrimination in Employment Act – you can’t discriminate on the basis of age. – Title VII – you can’t discriminate based on protected characteristics such as race or religionOur research shows over 50% of companies have not trained employees how toapproach perspective employees online.
Reminders1. Remember, you are probably from Gen X or a baby boomer and your reaching out to Gen Y2. Start simple, don’t worry about every social network3. Set up metrics for success4. Involve your recent hires and interns5. Go beyond the job description6. Leverage your Social Capital – the connections with your employees7. Broaden recruiting – it is a company function
Thank you for your timeGary Angel: firstname.lastname@example.org @garyangel Blog: http://semphonic.blogs.com/semangel/Scott K. Wilder email@example.com @skwilder Blog: www.wildervoices.com