1) The document discusses social recruiting from the perspective of a digital native with 14 years of experience in high-tech recruiting. 2) It notes that most organizations are not strategically using social media in recruiting and lack understanding of senior leaders, while the landscape is rapidly evolving. 3) A framework is introduced that categorizes social media efforts into recruitment marketing, competitive intelligence, targeted talent servicing, and recruitment operations.

1. Social Recruiting from 30,000 Feet © Master Burnett, Managing Director, Dr. John Sullivan & Associates Web: drjohnsullivan.com Twitter: @masterburnett E-mail: mburnett@drjohnsullivan.com

2. Who am I? Digital native (BBS’s, CompuServe, DSL 1998) Self professed geek, early adopter of nearly all things digital Currently serving as the Managing Director of Dr. John Sullivan & Associates 14 Years experience in high technology recruiting for early stage ventures A facebook junkie! 2 ©2009 Dr. John Sullivan & Associates

3. My plans for this session… Share observations on social recruiting from a different vantage point Discuss most common questions/concerns voiced from senior HR/Business leaders Introduce a framework for strategic/feasible use of social media in recruiting Share some examples and answer LOTS of questions 3 ©2009 Dr. John Sullivan & Associates

4. Some key observations… Virtually no strategy is guiding the majority of experiments by organizations today (no targeting, no goals, no clarity around expectations, no valuable measures) Very little understanding of social media by senior leaders (Economist Intelligence Unit: Less than 1:10 executives is literate beyond Web 1.0; 87% wrong e-mail) A power struggle over what functions can/cannot do brings progress to a standstill (An Economist poll found that HR ranks 11th among internal functions most likely to make effective use of social media usage! (Only procurement, legal, and risk scored lower.) 4 ©2009 Dr. John Sullivan & Associates

5. Some key observations… Rapidly evolving technology and service landscape (web 2.0 services rendered irrelevant overnight, mash-ups make powerful solutions cheap/easy to produce) Most leaders lack understanding of what’s possible and how to move forward feasibly (transactional background, requisition focused) Most organizations are tackling the easy stuff (extension of recruitment marketing and direct sourcing to social media) 5 ©2009 Dr. John Sullivan & Associates

6. Executive concerns… 6 ©2009 Dr. John Sullivan & Associates Source: Risky Business Reputations Online, Weber Shandwick, 2009

7. Concern probability From Communication Overtones, KamiHuyse, http://twurl.nl/8qiov4 7 ©2009 Dr. John Sullivan & Associates

8. Executive questions… Where as a leader should my knowledge be? (Overwhelmed, LinkedIn 45%, Time Management) How does social media give us access to talent we don’t already have? (The Netflix Challenge, Crowdsource, 2006, $1M, $3.4M) How do we excite the right people about the company and the work? (Apple’s Genius Campaign, Microsoft/Sun’s Blogs) How do we cut through the clutter? (45% of content seen as inaccurate) 8 ©2009 Dr. John Sullivan & Associates

9. A plethora of opportunity Virtual team meetings Employment branding (Unit) Interactive offer Social media enabled ERP Network notification Peer Validated Profiling Labor market profiling Market compensation Network affiliation Engagement monitoring Online contest/challenge Competitor landscape/approach Gaming/simulation 1:1 employment marketing Offer FAQ’s Direct sourcing Network reference Workstation design 360° Rate Offer landscape Micro-opportunity Performance planning Multi-channel marketing 24/7 offer support 9 ©2009 Dr. John Sullivan & Associates

10. Four activity buckets… Recruitment Marketing Outbound, inbound, branding, market research Competitive intelligence Direct sourcing, competitor landscape Targeted talent servicing Q&A, education, relationship support Recruitment operations Transaction automation, analytics 10 ©2009 Dr. John Sullivan & Associates

11. Social media tenets… The experience you provide is the message. Anything you claim can and will be validated. The majority of info sources are out of your control. Failure to engage cedes control of your brand to others. ©2009 Dr. John Sullivan & Associates 11

12. Necessary strategy characteristics… Drives transparency Show the human side (candid, faulty, etc.) Enables a conversation Solicit feedback, interaction, incremental conversion Leverages the crowd Understanding, influence, user-generated content Highly targeted Fish where the fish are Experiment quickly! It won’t all work, what does will evolve/change ©2009 Dr. John Sullivan & Associates 12

13. Effort targeting 13 ©2009 Dr. John Sullivan & Associates

14. Seven types of social media From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz

15. If you can imagine it… ©2009 Dr. John Sullivan & Associates 15

16. Exponential marketing (feasible) Modular content Extensible Easy to excerpt Reach Impression Engagement Propagation Cycle Multimedia Multi-channel Multi-stakeholder Repository Manually post Auto-syndicate 16 ©2009 Dr. John Sullivan & Associates

17. Know your targets ©2009 Dr. John Sullivan & Associates 17 Where are they online? Routine habits What do they do online? How are they leveraging various services When are they online? Days of the week, time of day

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20. Most popular social networks ©2009 Dr. John Sullivan & Associates 20

21. Find where to experiment Free tools every company can use: Google Alerts (RSS Feeds) Technorati.com (Blogs) Backtype.com (Blog Comments) Boardtracker.com (Blog Comments) Twitter Search ©2009 Dr. John Sullivan & Associates 21

22. Social Outsourcing Migration to project based “knowledge work” In line with social trends Easy to manage Great way to assess to talent Excellent way to drive workforce agility ©2009 Dr. John Sullivan & Associates 22

23. Job tweets ©2009 Dr. John Sullivan & Associates 23

24. URL shortening services ©2009 Dr. John Sullivan & Associates 24 Go to URL, but append “+” at end:

25. Discuss or kill ©2009 Dr. John Sullivan & Associates 25

26. Micro targeting on facebook Advertising works both ways: None of these ads resulted in job offer, but each triggered a set of conversations. ©2009 Dr. John Sullivan & Associates 26

27. Multi-channel engagement ©2009 Dr. John Sullivan & Associates 27

28. No more walls… ©2009 Dr. John Sullivan & Associates 28

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30. Ideagoras exploding Time Permitting ©2009 Dr. John Sullivan & Associates 30

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36. Share this presentation http://slideshare.com/mburnett http://drjohnsullivan.com (Publications/Presentations) mburnett@drjohnsullivan.com http://facebook.com/masterburnett http://twitter.com/masterburnett ©2009 Dr. John Sullivan & Associates 36