1. Sourcing Talent In New Era
Social Media In Recruitment
Arthur Wang
Recruitment Director
Deloitte China
August 17, 2010

2. Content
• Understand Young Talent In New Era
• Social Media In Recruitment
• Social Media Pilot in Deloitte China
• Manage The Risks
• Discussions
2 ©2010 Legal name and branch name. All rights reserved.

3. Sourcing Young Talent
In New Era
3 ©2010 Legal name and branch name. All rights reserved.

4. Know Our Audience
Generation Y Characteristics
• Plugged-in 24 hrs/7 days
Tech-Savvy • Prefer to communicate through e-mails and text messages
• Prefer webinars and online technology
• Willing to trade high pay for fewer billable hours, flexible
Family-Centric
schedules and a better work/life balance
• Confident, ambitious and achievement-oriented
• High expectations of their employers
Achievement-
Oriented • Seek out new challenges and are not afraid to question
authority
• Wants meaningful work and a solid learning curve
• Value teamwork and seek the input and affirmation of others
Team-Oriented
• Loyal, committed and wants to be included and involved
• Seeking feedback and guidance
• Generation Y may benefit greatly from mentors who can help
Attention-Craving
guide and develop their young careers
4 ©2010 Legal name and branch name. All rights reserved.

5. What Do They Do With Their Tech-Savvy
Three Hours a Day Online To Learn, Network and Develop
5 ©2010 Legal name and branch name. All rights reserved.

6. China Net Citizen Population In New Era
Attract Talent Who Are Passive, But More Likely Strong Candidates
CNNIC Statistics (2010/07/15) Spend 70% budget on job boards ?
• 420 millions net citizen
• 30% of talent online
• 31.8% coverage of total population • Active job seekers
• Look for big name
• 19.8 average online hours per week • Machine gun apply
• 277 millions mobile-internet users China Net Citizen • Mass communication
• Fishing in the same
• 363 millions broadband users pool
• Reactively select
• 59% < 30 years old • 1:100 hit rate
You missed
70% of internet
Data Source: 南方报网 传媒 audience
6 Deloitte ©2010 Legal name and branch name. All rights reserved.

7. What Employers Tell and What Talent Wants To Hear
How to Close the Communication Gap ?
What Do We Tell What Do They Want to Hear
1. Reputation & Image 1. Payment & Career Growth
2. Culture & People 2. Job Characteristics
3. Job Characteristics 3. Reputation & Image
4. Payment & Career Growth 4. Culture & People
7 Deloitte ©2010 Legal name and branch name. All rights reserved.

8. Convert Talent From Prospects To Candidates
Engaging Top Talent Is A Costly Journey
Familiar Considered Ideal
Scholarship
Case competition Internships
Event Sponsorship Online Interactive Corporate Course
Referral job assignments
Cost/Contact
Alumni Network
Campus Talk Campus Mentors
Recruitment brochures Career Seminars
Company Visit CSR Event
Company Days
Online Job Ads
Career Magazine
Print Ads
Deloitte company Word of mouth*
PR Events website
* Good reputation through candidate’s word of mouth Quality/Contact
is the target of all communication efforts
8 ©2010 Legal name and branch name. All rights reserved.

9. Sourcing Channels To Acquire Talent
Make your communication targeted, meaningful and effective
Traditional New Approaches
• Campus talks • Online interactive games
• Company tours • Online-webinar/pod casting
• Recruitment brochures • Email Direct Marketing (EDM)
• Print Ads. • Social media
• Job boards • Search engine marketing
• Employee Referrals • Mobile marketing
• Transfer/mobility • Internal Hires
• Recruitment agent • Alumni networking
• Direct sourcing • Contact management
• ….
9 Deloitte ©2010 Legal name and branch name. All rights reserved.

10. Social Media In
Recruitment
10 ©2010 Legal name and branch name. All rights reserved.

11. E-Recruitment Strategy
Develop Your Digital Strategy To Attract Top Talent
Cost Effectiveness ( Quality of Hires)
Excellent Good
Search engine Email Mobile
Social Media Job Boards
marketing Marketing Marketing
Attract
Career Website
Apply Now! Keep Me Posted
ATS CRM
Recruit
Hires
HRIS
11 Deloitte ©2010 Legal name and branch name. All rights reserved.

12. Why Social Media?
Candidate Digital Journey
Information Inspiration Relation
12 Footer ©2010 Legal name and branch name. All rights reserved.

13. Social Media In Recruitment – Case Example 1
Deloitte US Career Website
13 Footer Deloitte ©2010 Legal name and branch name. All rights reserved.

14. Social Media In Recruitment – Case Example 2
KPMG Career Website
14 Deloitte ©2010 Legal name and branch name. All rights reserved.

15. Social Media In Recruitment – Case Example 3
Deloitte LinkedIn Company Profile
15 ©2010 Legal name and branch name. All rights reserved.

16. What’s Different By Using Social Media?
Social Media In Recruitment
• Personal sharing
• Online networking
Sharing
• Interactive
• Instant & responsive
• Polymerization
SNS • Inside-out
• User generated content
• Fast spreading out
Networking • Cost effective
• Online word of mouth
16 Deloitte ©2010 Legal name and branch name. All rights reserved.

17. Apply Social Media In Recruitment Communication
Brand Ambassadors &Tools
Brand Ambassadors
• Designated ambassadors
• Representatives of career opportunities
• Able to coach and mentor
• Trained of social media guidance/rules
• Engaged in recruitment events
• Frequent updates & timely response
Mobile App
• Fully Integrated Into Core
Social Destinations
• Multiple Account Support
ISBF On-location
• Real-Time Commenting
• Live „Life Stream‟ Feed
• Ambassador Mission Feed mobile dashboar
d
Deloitte Social Gateway
17 Deloitte ©2010 Legal name and branch name. All rights reserved.

18. Apply Social Media In Recruitment
Develop and Manage Contents
Content Library
Brand Content
Ambassador Manager Career Website
contribute to conversations
18 Deloitte ©2010 Legal name and branch name. All rights reserved.

19. Social Media Pilot In
Deloitte China
19 ©2010 Legal name and branch name. All rights reserved.

20. Embed Social Media Tools On Career Website
Six Brand Ambassadors To Interact With Candidates
20

21. Build Up Deloitte Club Online Community
Internal Online Community for Interns and Mentors
21 Deloitte ©2010 Legal name and branch name. All rights reserved.

22. Deloitte Club Online Community
Sample Landing Page & Functionalities
Identification Apply Now Button
Verification
Personal
Profile
BBS Forums
Credit Scores
Hottest Posts Pictures
Videos
News/Events
/activities
Recent Visits
Contact Us
Fans

23. Deloitte Club Online Community
Key Features Of the Community
• Accessible to verified personal profiles – DC interns and the other invited
• Interactive between interns and mentors
• Networking among members
• BBS to share and discuss hot topics
• Participate prized competition for best personal “my space”
• Train up Deloitte employees as mentors to provide virtual coaching
• National platform to guide and manage the community
23

24. Integrated Communication Mix
Integrate Online Communication With Offline Promotion Events
Cost Effectiveness ( Quality of Hires) Good
Excellent
Search engine Email Mobile
Social Media Job Boards
marketing Marketing Marketing
Attract
Career Website
Apply Now! Keep Me
ATS Posted/Contact
Recruit
Hire
24

25. Establish Contact Management
Deloitte Fantasy Football Game To Establish A Database Of Contacts
25

26. Email Direct Marketing
Send Deloitte News Letters To Subscribers
26

27. Measure Our Success
Traffic Doesn‟t Matter, Quality Matters
• Source of traffic to website landing page
1
• Quantity and quality of attracted prospects/contacts
2
• Quantity and quality of user generated contents
3
• Application to qualified application ratio
4
27

28. Manage The Risks
28 ©2010 Legal name and branch name. All rights reserved.

29. Things To Be On Alert
Establish Social Media Guide To Manage Contents & Activities
Social Media Guide Risks
• Not anonymous • Information confidentiality
• Try to add value • Hacker / virus attack
• Encourage original and respect • Non-relevant messages
copyright • Intellectual Property Protection
• Respect your audience • Gossips & rumors
• Consider perception • Personal attacks
• Stay on topic • Negative messages
• Consider the future • Personal image & brand images
• Speaking on behalf of Deloitte • PR issues
• Speaking on behalf of yourself
29 Deloitte ©2010 Legal name and branch name. All rights reserved.

30. Questions?
Contact Arthur Wang: wjwang@deloitte.com for additional
information
Deloitte ©2010 Legal name and branch name. All rights reserved.

31. About Deloitte
31 ©2010 Legal name and branch name. All rights reserved.

32. Deloitte Global Presence
Europe
297 offices in
47 countries
Ranked No. 2
Ranked No. 2 in UK
North America Ranked No. 3 in France
131 offices in 2 countries
Ranked No. 2
Middle East
29 offices in
Africa 16 countries
46 offices in Asia Pacific
21 countries 113 offices in
26 countries
Ranked No. 2
Ranked No. 1
LACRO in Taiwan
(Latin America
and Caribbean)
69 offices in
28 countries
32 ©2010 Legal name and branch name. All rights reserved.

33. The four functions
Overview
Deloitte member firms provide audit, tax, consulting, and financial advisory
services to public and private clients across multiple industries.
Financial
Audit Tax Consulting
Advisory
Traditional
Traditional accounting firms consulting
firms
33

34. 14 offices in Deloitte China practice, 8000 employees
Beijing Dalian
Tianjin
Nanjing
Suzhou Shanghai
Wuhan
Chongqing Hangzhou
Shenzhen
Guangzhou
Xiamen
Macau SAR Hong Kong SAR
34 ©2010 Legal name and branch name. All rights reserved.

35. ©2010 Legal name and branch name. All rights reserved.