The document discusses the impact of social media on recruiting practices, emphasizing the need to adapt to changing technologies and candidate behaviors. It outlines strategies for engaging with passive candidates and measuring the effectiveness of social media tools in the recruitment process. The presentation highlights the relevance of building relationships and a strong employment brand through active participation in online communities.

1. September 29, 2009The Future of Recruiting is Social - How Social Media is Changing Recruiting Presented By: Brian CavoliDirector of Marketing and Social Media Strategies, JCSIJim SullivanCEO, JCSI

2. Why We Are HereUnderstand social media trends/ how they impact recruiting

3. Learn best practices, risks and company investments required

4. Learn how to evaluate success and measure business impact

5. Learn how to identify, connect and build relationships with passive candidates in these environments

6. Learn how this can be applied to enhance your employment brandWhat Else?2

7. Twittering Today?Use #NEHRA hashtag today to follow the conversation search.twitter.com3

8. AgendaWho is Using This?Introduction to Social MediaMaking the Case for Social Staffing Evaluating the ToolsMeasurementDiscussion4

9. Social Media StaffingSurvey Results2009 Jobvite Social Recruitment Survey

10. Conducted online between April 30 and May 15, 2009

11. 438 individuals completed the 23 question survey

12. Respondents answered questions on an online survey tool5

13. Recruiter Survey Results – Discussion6

14. Recruiter Survey Results – Discussion7

15. Recruiter Survey Results – Discussion8

16. Recruiter Survey Results – Discussion9

17. AgendaWho is Using This?Introduction to Social MediaMaking the Case for Social Staffing Evaluating the ToolsMeasurementDiscussion10

18. What is Social MediaContent created by people using highly accessible and scalable publishing technologiesDemocratization of knowledge and informationTransforming people from content consumers into content producers11

19. Social Media is About Relationships“Web 2.0” technologies turn websites from one-way communication to a “market conversation”Bypassing traditional communications methods to reach audiences directlyIndividuals sharing ideas, experiences and opinions with millions of othersCompanies can reach many candidates directlyYourCompanyJobAdsAgencies12

20. Social Media Universe13Source: fredcavazza.net

21. http://www.youtube.com/watch?v=MpIOClX1jPE14

22. AgendaWho is Using This?Introduction to Social MediaMaking the Case for Social Staffing Evaluating the ToolsMeasurementDiscussion15

23. The Future Staffing is SocialSocial media has revolutionized marketing – now, it is changing the future of recruitingNever before has the talent deep in a competitor’s organization been so accessibleAds and agencies are losing effectiveness social media can attract higher quality hires at a lower cost 16

24. How Social Media is UsedThese are passive candidates not actively on job boards

25. Requires a proactive approach to reach them and the quality content to appeal to them

26. Emphasizes the importance of your first impression17

27. Importance of Social MediaSocial networking has become more popular than emailTime spent growing 3 times faster than overall rate of Internet growthAudience is becoming older and globally diverseIn 2009, the number of Facebook members age 35+ has doubledUsers are 3 times more likely to trust a peer over advertising when making a purchase decisionSocial Profile of US Online AdultsForrester ResearchSource: NielsenSource: Jupiter ResearchSource: Forrester Research18

28. Who is Doing WhatSource: Forrester Research19

29. Impact on HR & StaffingTalented people are demonstrating expertise on blogs, forums and review sites all across the web

30. Influencers are connecting with other influential people

31. Openly discussing company cultures, salaries, interviews and working conditions

32. Candidates are finding others online to discuss career decisions, stresses the importance of your employment brand

33. People expect to be able to engage with companies in social communities20

34. Influence Throughout the Process21

35. “A” Level Candidates Currently Working for CompetitorsCULTIVATIONInfluence Throughout the Process22

36. PR for Your HRSocial media has dramatically changed PR and marketingWe are applying these proven practices specifically for staffing and recruitment conversations CommunicationsFirmBrandsConsumerForrester ResearchFuture of Communications Firms“Deep understanding of consumer communities, helping brands create and nurture connections, deliver targeted, on-demand messages, and network for talent and insights.”Source: Forrester Research23

37. The Next Generation of RecruitingProactive outreach to participate in communities to build relationships as part of a long-term employment strategyDevelop strong understanding of the audience and where they live onlineJoin communities where relevant conversations are occurringIdentify talent based on demonstrated expertiseConnect with them by following/friending, etc Build credibility by contributing to the discussionOffer value by sharing relevant content/resourcesGain referrals through personal networksHelp shape your employment brand24

38. Future of CommunicationsInfluence of “traditional content sources” wanes in favor of digital consumer-generated information available on-demand25Source: http://www.baekdal.com/articles/Management/market-of-information/

39. Stages of Social Media Recruiting26

40. ListeningSeek First to Understand, Then to Be UnderstoodFind the communities, blogs and discussion forums that attract your targeted candidatesApply monitoring tools to pick-up relevant brand mentionsParticipate in the conversation to understand the discussions, topics, personalities and toneIdentify the individuals that demonstrate expertise and influence27

41. EngagingAdvocate Don’t AdvertiseComment on their contributions so the pitch isn’t the first time they’ve heard of youRead several posts to understand the individual’s personality and areas of expertiseMake every communication personalized and relevantPost links to jobs and content in a way that is relevant to the discussion and adds value to the communityInvite feedback, comments and referrals and make it easy for them to contact you privately28

42. Engagement = Business Success“ companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference. In fact, these Mavens have sustained strong revenue and margin growth in spite of the current economy “http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf29

43. The Right Message for the Right Person at the Right TimeThere are many ways to develop tools and content that will attract and engage candidatesSharingSocial network pagesTwitterCompany videosJob posting videosPodcastsWidgetsTopic communitiesBlogsWeb events / Webinars30

44. AgendaWho is Using This?Introduction to Social MediaMaking the Case for Social Staffing Evaluating the ToolsMeasurementDiscussion31

45. Social Media Universe32

46. Facebook-Centric StrategyA presence that looks and behaves like user profiles to connect and engage with your customers and amplify your voice to their friendsFacebook Page is your social media hubNavigation to all the tools across the webDon’t need to be a member to viewDesigned for conversation and networking Enables you to shape a brand experience33

47. Corporate Facebook PagesCorporate pages have a different audience / goalsGreat for company newsProduct promotion Customer serviceSales, special offersLimited to 6 tabs… and one wall34

48. Facebook Careers PageConversation focused on job opportunities and careersReasons people follow are very different than on your marketing siteComplement any page created by your marketing groupFeatures: Recruiting eventsCompany / employee videosLinks to other communities – Twitter, YouTube, Podcasts35

49. Customizing the ExperienceLanding page for any visitor who is not a “fan” of the siteProvide quality content for specific audiences Welcome statement

50. Locations

51. Community Involvement

52. RSS

53. YouTube Videos

54. Downloads – Annual Reports 36

55. Facebook Users Getting OlderNetworks have become more mainstream - audience becomes olderAlmost one third of its global audience is aged 35-49 years of age One quarter is over 50 years old25-34 year population is doubling every 6 months37

56. Top Reach - Locally and GloballyTopped 300 million users in Sept ’0970% of its user base is now outside the US38Source: Checkfacebook.com

57. The Hype of 2009Twitter Generates $48 Million of Media Coverage in a MonthAccording to news-monitoring service VMS, a cool $48 million over the past 30 days. (That's half of what Microsoft plans to spend marketing its biggest product launch of the year, Bing.)39

58. Twitter for RecruitersPromote and discuss jobsResearch candidatesNetwork Build employment brandFollow influential peopleBuild viral momentumLink to important information40Social media is used to increase collaboration, communication and innovationTwitter can level the playing field so that smaller firms can find those people as effectively as the Fortune 500 doEfficient way to identify passive job candidates who might not be scanning job boards.HarvardBusiness.org

59. Microblogging41

60. Twitter DemographicseMarketer & ComScore“What is interesting is that it is not the 18-to-24-year-olds, the traditional social media early adopters, that are driving Twitter growth”“More specifically, 45-54 year olds are 36% more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30% more likely.” (Reuters)Age Distribution of Twitter Users 42