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Jskipper using social media for recruitment 201004
The document discusses the growing importance of social media in recruitment and HR optimization, highlighting how companies are shifting their focus to platforms like Facebook and LinkedIn for attracting candidates. It emphasizes the need for businesses to engage with potential hires effectively by establishing a strong online brand, setting clear position requirements, and maintaining transparency. The text concludes by underscoring the significance of engagement and personal connection in the recruitment process.
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Jskipper using social media for recruitment 201004
- 1. Using Social Mediafor Recruitment and HR Optimization: An Overview April 27, 2010 Jeff Skipper
- 2. True or False?A potential Cisco applicant tweeted: Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work. An employee at Cisco saw the Tweet, and tweeted back: Who is the hiring manager? I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web. Tweet is tagged Cisco Fatty and goes viral
- 3. Messaging Power. Whatare you doing to harness it? Social media platforms present a completely new opportunity to instantly deliver messages to millions of people. The impact on public relations is simply ground shaking. 9 Ways Your Business Could Be Using Social Media But Probably Isn’t
- 4. The mode ofjob search is changing How will they find you?
- 5. Where are theygoing? Advertising sales: Facebook +70% Google +7% MySpace/FIM -16% CareerBuilder -27% Monster.com -35% Facebook: Over 60,000 user-created groups about careers and networking, with over 2 million members
- 6. ROI: The $$of Using Social Media vs Other Methods Facebook Free My Space Free Youtube Free LinkedIn Free Blogs (word press) Free Twitter (application) Free Ning Free Monster $$$ Career Builder $$$ LinkedIn Corporate $$ Niche boards $$ Micro sites $$ Assoc. website ad $$ Tie social recruiting to the strategy and goals Keeping the “I” low will reduce the dependence on “R” Incremental vs. “Big bang” An executive sponsor with clout and interest
- 7. Recruiters are shiftingtheir focus 80% of companies are planning to use social networks to find or attract candidates 76% of companies surveyed plan to invest more in employee referrals 72% plan to invest more in recruiting through social networks Companies appear more satisfied with results of recruiting on social networks versus recruits found solely from job boards LinkedIn use grew from 80% in 2008 to 95% in 2008 Facebook use grew from 36% in 2008 to 59% in 2009 Jobvite Social Recruitment Survey, May 20th, 2009
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- 11. Job listings alittle further down
- 12. For the recruiter,social media is reach Hey everyone, look at me! I'm hiring!
- 13. Define your requirementsBe specific What flavour of engineers do you want? What particular characteristics align with your company (in particular, the culture)? Step 1: Set position requirements.
- 14. Making your addstick Director of Research at 3M How would you factor “fit” into a job posting? What key terms might aid the applicant’s search? Where might you look for candidates on the web?
- 15. How will yourrecruiting or presence strategy reflect the audience profile? Your ads and postings need to: Be found first (Page 1 or 2 on a Google search) Connect to the seeker's criteria Sell the job differently
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- 17. Look through theapplicant's eyes: Go to where the audience hangs out, and listen Enter the conversation slowly, and keep plugging away at it (One comment will not make you into lifelong friends) People want to be recognized for their insights and work Candidates want to be spoken to sincerely and in a personalized way Comments need to provoke and stimulate, not just praise I almost never get a response to my comments We’re in the long sales cycle: Can we connect candidates with Organic the company, rather than with Organic the hiring firm? www.twitip.com/twellowhood-find-local-twitter-users/ Misha Cornes Strategy, Organic Inc. Step 1: Set position requirements. Step 2: Analyze the audience.
- 18. “ The spiritof social computing is the spirit of leaving value in your wake.” Bradley Horowitz, Technical Director - Yahoo
- 19. Social media ispresence. It is attraction and relationship. It is brand.
- 20. Branding tells astory What’s unique about your company? What is relevant to your audience? What is real? Must be consistent across all touch points Transparency is key…the network may know more about your company than you do Step 1: Set position requirements. Step 2: Analyze the audience. Step 3: Develop online brand.
- 21. How is yourbrand perceived?
- 22. Presenting your brandYou are about to launch Company X’s online presence How would you go about projecting a realistic image? How would you handle the fact that the company had a highly visible environmental mishap last year?
- 23. Set your strategy.Choose your channels. Candidates want choice Audience is used to interacting with content wherever they want Transaction vs. Harvest Segment the audience and channels Review your process Focus on ease of use once they are interested Step 1: Set position requirements. Step 2: Analyze the audience. Step 3: Develop online brand. Step 4: Set and execute the strategy.
- 24. The new jobboards: Aggregators Pay-per-click job advertising network for employers Sponsor jobs to increase visibility and traffic Set budgets to control spending Monitor recruiting campaigns, average cost-per-click ad position cost-per-applicant cost-per-hire “ Our clients tell us that their cost-per-hire using Indeed is significantly lower than alternatives…Nokia's cost-per-hire with Indeed is 74% lower than its average.” Searches job boards and websites of private companies, government and non-profits Provides filters to make finding the right job easier: companies that are friendly to dogs, moms, people 50 and older, have a diverse workplace or one that is nice to the environment “ Simply Hired Launches New Social Job Search Features with Expanded LinkedIn, Facebook and Twitter Integration”
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- 28. The new model:Hub and Spoke Traditional Posting on a job board SEO/push the ads to aggregators - short-term solution, but something to do during transition Hub and Spoke Combine similar jobs into micro-site Easy to find via banner ads pushed to appropriate niche boards, blogs, and social networks SEO = Search Engine Optimization Step 1: Set position requirements. Step 2: Analyze the audience. Step 3: Develop online brand. Step 4: Set and execute the strategy.
- 29. Corporate career micro-siteHub: Corporate Career Website Posting Posting Posting Push Click through
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- 35. Develop your applicantpool through community Hub: Corporate Career Website Posting Posting Posting Push Click through Community Employee Referral
- 36. Congratulations! Youhave candidates…now what? Researching candidates: LinkedIn (76 percent) Search engines (67 percent) Facebook (44 percent) Twitter (21 percent) Respondents reported that 24% of candidates disclose their social networking presence when applying for a job. Jobvite Social Recruitment Survey, May 20th, 2009 Step 1: Set position requirements. Step 2: Analyze the audience. Step 3: Develop online brand. Step 4: Set and execute the strategy.
- 37. Getting the scoopYou have a solid applicant… What methods would you use today to determine if that candidate will be a good job match? How would you use social media to assist the evaluation? How are they different?
- 38. Point…counterpoint While thereare ethical concerns with viewing online profiles of potential candidates, it still helps employers get a better feel for a person Jacqueline Thomson from the PR firm Brands2Lite turned down one applicant after discovering that he had used Facebook to criticise previous employers and disclose company information Firms need to be aware of the security-related risks…be careful about what data you can and can't use in screening and selection Using a personal profile to perform searches on job candidates is questionable Guidelines need to be set to restrict hiring managers from taking this too far Do blogs on the personal level accurately reflect the person's experience and opinions? Lily Mok Research Vice-President Gartner Inc. Nigel Wallis Research Director IDC Canada SHRM Poll: ~500 U.S. hiring managers - Including a photo on a resume is a deal-breaker for 20% of managers - 25% use the Internet to research job candidates before an interview
- 39. What is therisk? Valid and representative view of candidate? Lack of control Bias Legal Measurement “ What’s the worst that’s going to happen? 20 years down the road, someone’s gonna find your picture? Just make sure it’s a great picture.” “ To me, or to a lot of people, it’s like, why go to a party if you’re not going to get your picture taken?”
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- 41. Remember, it’s aboutengagement. Engagement is a two-way tweet. Be timely Be responsive Be honest Be transparent Be personal Listen!
- 42. About me JeffSkipper [email_address] http://ca.linkedin.com/in/jskipper Director, Peacebridge Performance Inc.
Editor's Notes
- #3 Cisco Fatty March 17, 2009 Turns out, the fact that Riley’s working on a master’s degree in information management and systems at University of California, Berkeley, didn’t prevent her from mismanaging her own information on Twitter. Riley hadn’t bothered to click the one privacy box that would have made the message exclusive to her friends (hey, who does?) and her worldwide tweet received a response from someone claiming to be a Cisco associate … someone who would be happy to pass her sentiment along to her hiring manager.
- #4 http://www.slideshare.net/NorthVenturePartners/9-ways-your-business-could-be-using-social-media-but-probably-isnt
- #5 Job Aggregator Continues to Wow, While Job Boards Wallow http://www.careerrocketeer.com/2010/01/job-aggregator-continues-to-wow-while.html [Monday, January 25, 2010 | View Comments ] Jobseekers have evolved from simply finding and applying for jobs, now leveraging and positioning themselves as top talent using social networking and social media tools. How long will job boards continue to ride the declining "financial wave," ignoring what jobseekers really want and need in a job-search tool? The longer job boards stay oblivious, the more opportunity is given to job aggregators [and others] to woe a profitable audience. Job boards are in a predicament— evolve to stay useful and relevant, or jobseekers will set their sights elsewhere. Competing with boards are aggregators — certainly taking attention away from smaller, less established job boards are meta-search engines that congregate job openings from a multitude of sources; i.e. job boards, newspaper and classified listings, associations, social networks, content sites and company career sites. But aggregators allow companies to post and sponsor job listings, which takes advertising dollars away from others. For example, Monster has seen continuous declines in revenue between 2008 and 2009, while CareerBuilder North America has seen its own losses. Although job boards are using social media to promote their boards, they are missing that jobseekers need social networking functionality too as part of the job-search experience — not a separate entity, but an inclusive entity. Simply put, one way for job boards to compete is to embrace social media into their fold of offerings.
- #6 An analyst at Cowen and Co. delivered more dismal news to companies in the battered and bruised online advertising sales market. Jim Friedland said that he now expects online sales to dip six percent in the U.S. this year due to poor ad sales at MySpace and display-advertising dependent internet portals during the first quarter. As evidence Friedland listed changes in 22 properties during the first quarter as compared to a year ago:
- #8 http:// blogs.zdnet.com/feeds/?p =1197 May 20th, 2009 Survey shows influx of companies using social networks for recruiting Jobvite, a recruitment solutions provider, today issued the results of its second annual Social Recruitment Survey. The data shows that employers are more and more extensively recruiting on social networks, such as Facebook and Twitter. It also shows that the companies appear more satisfied with these types of recruits versus the ones they find solely from job boards. 76 percent of companies surveyed plan to invest more in employee referrals 72 percent plan to invest more in recruiting through social networks 80 percent of companies are planning to use social networks to find or attract candidates LinkedIn use grew from 80 percent in 2008 to 95 percent in 2008 Facebook use grew from 36 percent in 2008 to 59 percent in 2009 Twitter ranked third at 42 percent Additionally, recruitment and human resource professionals are using a variety of online sites to research candidates: LinkedIn (76 percent), search engines (67 percent), Facebook (44 percent) and Twitter (21 percent). Respondents reported that 24% of candidates disclose their social networking presence when applying for a job.
- #9 And it’s easy to do!
- #10 You can develop your own page and approach or leverage someone else’s. Tweetmyjobs has predefined categories for deploying job opportunities.
- #11 There are lots of resources to get you started. Check out the link for Business on the Twitter site for hints. Setting up an account takes minutes and you can be out there soliciting candidates. But is this effective?
- #13 Reach is good – larger applicant pool! But is that the end goal? It’s not that simple. Hanging out more signs amongst the millions that already exist doesn’t mean people are going to find you. Besides, good recruiters are focused on the people who aren’t even looking…the passive candidate. Story of RIM Story of tech writer recruiting Good recruiters are using social media to reach well networked individuals who can connect them to quality candidates. Passive candidates.
- #14 Planning: Segment your channels (Twitter, Facebook, RSS) by categories
- #16 http://brandemixblog.blogspot.com/2007/11/you-cant-use-walmart-technology-to.html Lou Adler, ERE.net Friday, October 26, 2007 Engineers won't respond to the same approach as entry-level call center representatives, and mid-level accounting managers aren't going to go the same website as retired people looking for part-time sales jobs. Targeting the right audience with the right message is critical to maximizing your sourcing efforts. For me, the other big takeaway from the workshop was that companies are getting much more aggressive with respect to their sourcing techniques. Benchmarking other recruiting departments' best sourcing processes is no longer the strategy. Instead, more and more companies are benchmarking best consumer marketing practices. As part of this, going on the offensive and pushing advertising to your target prospect will be the difference-makers for those who want to be the winners in the next phase of the war for talent. Google &quot;wireless jobs&quot; right now and see who's on the top of the organic listings. It's wirelessjobs.com <http://www.wirelessjobs.com> , which is none other than Dennis Smith's blog. Dennis, who is T-Mobile's senior manager of recruiting, started the blog three years ago and spends about 30 minutes a day keeping it current. The real key is that people looking for jobs in wireless, whether they're installers, engineers, or executives, will find Dennis first. This is a great way to build a proprietary database of resumes of top people. And, don't forget each person in the database knows six to 10 other great people. Dennis's blog is a great example of how to build a just-in-time pipeline of hot talent. Amber O'Brien is a staffing specialist for L-3 Communications Group in Sonoma, California. It's pretty tough to get aerospace engineers and support personnel to relocate to wine country unless you use some creative sourcing techniques. Amber has taken outrageous and niche advertising to another extreme. One ad, posted on an optics engineering job site, had the title &quot;O.G.S.K.S., aka Optic Geeks Seeking Kindred Spirits,&quot; which resulted in five qualified candidates in a few hours. The rest of the ad was more compelling than the title, which is what really captured the attention of what Amber aptly calls &quot;cryptonomicon characters.&quot; Another one of her ads had the unusual title &quot;Wine Country and Aerospace, together at last.&quot; She posted this ad with compelling and unusual copy (e.g., &quot;...loves finding new and creative ways to solve quixotic quandaries&quot;) on a site designed for government contractors. Amber said she was &quot;deluged&quot; with responses. The key: compelling advertising on niche sites. http://www.adlerconcepts.com/index.php/article-topics/sourcing/543-adlers-best-sourcing-tip-since The best people look for jobs differently than average people whether the times are good or bad. And it's important to target the best, always. Reverse engineer your ads . Try to find your ad using Google or on the career site it's posted on. If it's not on the first two pages, you're not even being found second or third. Write compelling ads. If your ad is boring it won't matter if it's on the first page since it won't be responded to by the best people. Your ad must describe a compelling career opportunity in the first two lines and have a compelling knock-your-socks-off title. A compelling ad will frequently be sent by someone who does find it to someone else, so being compelling is important even if it's not found first. Go req-less . Forget job boards. Instead, combine all similar jobs into a micro site that's been search engine optimized to be found. On this site describe all of the great projects people in this job class will be working on and invite people to become prospects or push them to specific openings. This big target micro site allows people to get involved with your company and it warms them up. Most important: it's much easier to find. Implement a pay-per-click model . It will take time for your talent hub to gain enough search engine equity to be found on the first two pages of a typical Google search (example &quot;Java jobs Dallas&quot;). In the interim implement a pay-per-click program to gain instant visibility. Phase out job boards and middlemen . Over the next few years it doesn't seem that companies will need job boards or aggregators if they build great talent hubs, have a huge database of prospects powered by a sophisticated CRM system, and implement an aggressive talent-seeking employee referral program. Going direct seems like a better sourcing strategy than using the same middlemen that everyone else is using, unless they can get you exposure to people you can't get yourself.
- #18 Key terms: Wisdom of crowds, Crowdsourcing Remember the 1:10:89 rule! For any group of 100: 1 person actually creates original content 10 people interact with the content (e.g. comments, ratings, reviews) 89 people consume the content http://www.adlerconcepts.com/index.php/article-topics/sourcing/543-adlers-best-sourcing-tip-since The best people look for jobs differently than average people whether the times are good or bad. And it's important to target the best, always. Good people don't want another job, they want a better job, and given a choice they'll take the best career opportunity over a worse job even if the pay is less Unless desperate, good people don't accept jobs primarily for the money or security. They accept because: the work is extremely appealing there's a growth and learning opportunity they have a chance to make an impact they like the people they'll be working with and for the company vision/culture/business offers a strong platform for continuous development Good people looking for jobs are off the market quickly Reverse engineer your ads . Try to find your ad using Google or on the career site it's posted on. If it's not on the first two pages, you're not even being found second or third. Write compelling ads. If your ad is boring it won't matter if it's on the first page since it won't be responded to by the best people. Your ad must describe a compelling career opportunity in the first two lines and have a compelling knock-your-socks-off title. A compelling ad will frequently be sent by someone who does find it to someone else, so being compelling is important even if it's not found first. Go req-less . Forget job boards. Instead, combine all similar jobs into a micro site that's been search engine optimized to be found. On this site describe all of the great projects people in this job class will be working on and invite people to become prospects or push them to specific openings. This big target micro site allows people to get involved with your company and it warms them up. Most important: it's much easier to find. Implement a pay-per-click model . It will take time for your talent hub to gain enough search engine equity to be found on the first two pages of a typical Google search (example &quot;Java jobs Dallas&quot;). In the interim implement a pay-per-click program to gain instant visibility. Phase out job boards and middlemen . Over the next few years it doesn't seem that companies will need job boards or aggregators if they build great talent hubs, have a huge database of prospects powered by a sophisticated CRM system, and implement an aggressive talent-seeking employee referral program. Going direct seems like a better sourcing strategy than using the same middlemen that everyone else is using, unless they can get you exposure to people you can't get yourself.
- #19 Its about providing value to users and demonstrating your relevance to them. how do we… Add value Appeal to people’s egos Show candidates we are looking at them? you have to provide tools to help users connect.
- #20 In many ways, recruiting is marketing and most employers do not have the right tools. - Jobs2Web Before you step into the space, consider your attractiveness
- #21 Now that you know what they want, determine what you want to say. This must be done in coordination with the rest of the organization’s online presence strategy. http://brainstormtech.blogs.fortune.cnn.com/2009/07/22/5-twitter-tips-for-your-company/ 2. Your Twitter and company voice should sound the same Twitter may be a casual medium, but that doesn’t mean your company has to be casual about it. Businesses should do what makes the most sense for their brands, experts say. The key? Make sure that your Twitter voice reflects your company culture, says Joel Comm, CEO of InfoMedia. For example, Zappos — a fast-growing, lighthearted online company that sells shoes and other merchandise — recently tweeted a quote from Pooh’s Little Instruction Book . Whereas for Discover (DFS), Twitter came in most handy for posts on consumer spending and financial resources for customers.
- #22 Are you open to listening to learn? Talent attraction begins with perception and effective engagement. See what others are saying about your company. Search.twitter.com
- #24 http:// www.vimeo.com/channels/socialrecruiting Candidates want choice: We cannot tell them how to engage with us. Multiple channels. Transaction vs. Harvest Focus on working with candidate vs. search for needle in haystack and doing administrivia of managing social network presence
- #29 More advanced talent hubs are being developed that optimize how to allocate the advertising budget based on the effectiveness of each channel.
- #30 Concept: individual streams into each social site Have to follow up with and monitor each one A LOT of work One place and push to all, welcome back to hub Job boards Blogs Industry groups Can supply widget to employees to embed on their facebook pages – auto referral Prospects arrive at the talent hub they are offered the opportunity to chat, explore career opportunities, become formal prospects, or search for current openings. Live chat
- #32 ATS: Applicant Tracking System
- #35 When you post to facebook, an email is sent to all friends of the page. When people click though, the channel is tracked.
- #36 How do I continue to cultivate whether we recruit or not? Once online communities established, any recruiter can utilize it…knowledge is not tied up in one person When recruiters leave or move on, you retain knowledge For candidates that did not move on (weren’t ready, not right fit, or didn’t pass first filter), asked to join general community. They start discussions (with some moderation). Candidates stay active Thinking of your recruiting needs 2 or 3 moves ahead Transactional recruiting to Relational Job Boards, Sourcing, Advertising to Ongoing contact…part of a community that persists (e.g., following on twitter) Hey, couldn’t do it on this one, but want to stay connected. Here is where you can do it.
- #37 http:// blogs.zdnet.com/feeds/?p =1197 May 20th, 2009 Survey shows influx of companies using social networks for recruiting Jobvite, a recruitment solutions provider, today issued the results of its second annual Social Recruitment Survey. The data shows that employers are more and more extensively recruiting on social networks, such as Facebook and Twitter. It also shows that the companies appear more satisfied with these types of recruits versus the ones they find solely from job boards. 76 percent of companies surveyed plan to invest more in employee referrals 72 percent plan to invest more in recruiting through social networks 80 percent of companies are planning to use social networks to find or attract candidates LinkedIn use grew from 80 percent in 2008 to 95 percent in 2008 Facebook use grew from 36 percent in 2008 to 59 percent in 2009 Twitter ranked third at 42 percent Additionally, recruitment and human resource professionals are using a variety of online sites to research candidates: LinkedIn (76 percent), search engines (67 percent), Facebook (44 percent) and Twitter (21 percent). Respondents reported that 24% of candidates disclose their social networking presence when applying for a job.
- #39 http://www.networkworld.com/news/2009/022309-smart-recruiting-through-social.html Poll: Globe and Mail, Nov 29, 2009 http://www.theglobeandmail.com/report-on-business/how-not-to-ruin-a-job-interview/article1370809/
- #40 All kinds of opportunities- romantics, professional, creative - seem to be directly linked to their willingness to reveal themselves online They are aware that anything they say can be used against them, but somehow don’t mind If candidate is an internal employee, would you still want to look at their facebook page? Do you think lesser of your own friends who have questionable photos…thinks you wouldn`t post? There is potential exposure to discrimination laws…perhaps it's better if you didn't know some things. Reject a candidate on the basis of his or her Facebook profile, and lawyers representing the failed candidate could ask to see your IT records in order to try and prove discrimination based on that person’s profile. Rent-A-Car Europe implemented a policy banning the use of Facebook in the recruiting process. Donna Miller, HR Director for Rent-A-Car Europe, says that “it is like going into somebody’s house and searching through their cupboards”. http://www.ceridian.co.uk/hr/newsletter/nav/1,4813,593,00.html A Quebec woman on long-term sick leave is fighting to have her benefits reinstated after her employer's insurance company cut them, she says, because of photos posted on Facebook. Nathalie Blanchard, shown here on a beach holiday during her sick leave. (Facebook)Nathalie Blanchard, 29, has been on leave from her job at IBM in Bromont, Que., for the last year and a half after she was diagnosed with major depression. The Eastern Townships woman was receiving monthly sick-leave benefits from Manulife, her insurance company, but the payments dried up this fall. When Blanchard called Manulife, the company said that &quot;I'm available to work, because of Facebook,&quot; she told CBC News this week. She said her insurance agent described several pictures Blanchard posted on the popular social networking site, including ones showing her having a good time at a Chippendales bar show, at her birthday party and on a sun holiday — evidence that she is no longer depressed, Manulife said. Blanchard said she notified Manulife that she was taking a trip, and she's shocked the company would investigate her in such a manner and interpret her photos that way. Blanchard said that on her doctor's advice, she tried to have fun, including nights out at her local bar with friends and short getaways to sun destinations, as a way to forget her problems. She also doesn’t understand how Manulife accessed her photos because her Facebook profile is locked and only people she approves can look at what she posts. Her lawyer Tom Lavin said Manulife's investigation was inappropriate. (filed $275,000 civil suit) &quot;I don't think for judging a mental state that Facebook is a very good tool,&quot; he said, adding that he has requested another psychiatric evaluation for Blanchard. &quot;It's not as if somebody had a broken back and there was a picture of them carrying …a load of bricks,&quot; Lavin said. &quot;My client was diagnosed with a major depression. And there were pictures of her on Facebook, in a party or having a good time. It could be that she was just trying to escape.&quot; Manulife wouldn't comment on Blanchard's case, but in a written statement sent to CBC News, the insurer said: &quot;We would not deny or terminate a valid claim solely based on information published on websites such as Facebook.&quot; It confirmed that it uses the popular social networking site to investigate clients. Insurance companies must weigh information found on such sites, said Claude Distasio, a spokeswoman for the Canadian Life and Health Insurance Association. Read more: http://www.cbc.ca/canada/montreal/story/2009/11/19/quebec-facebook-sick-leave-benefits.html#ixzz0fZL9Rsl1