Presentation given at the Minnesota Recruiters Conference on December 3rd, 2010

1. Social
Recrui,ng
in
an
Unsocial
Environment
December
3rd,
2010
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC
@Dave1102

2. Purpose
of
this
presenta,on
Get
you
to
think
about
the
answer
to
these
ques,ons…
•
What
do
people
think
about
the
company?
•
Do
your
acCons
improve
that
percepCon?
•
Are
you
a
recruiter
or
a
career
counselor?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

3. Agenda
• Is
social
media
new?
• How
has
recruiCng
changed?
• Why
did
the
Army
go
social?
• Do
you
have
a
social
media
strategy?
• What
is
MarkeCng?
• What
is
a
brand
and
why
is
it
important
to
recruiCng?
• How
is
social
media
like
daCng?
• How
can
we
make
the
experience
beKer
for
prospecCve
employees?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

4. Click
tRecrui,ng
in
an
Unsocial
Estyle
Social
o
edit
Master
,tle
nvironment
• Click
to
edit
Master
text
styles
– Second
level
• Third
level
Is social m
– Fourth
level
e dia new?
» FiPh
level
12/2/10
4
December
3rd,
2010
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC
@Dave1102

5. NOPE…just
the
tools!
There
were
four
main
purposes
of
the
Declara,on:

GeTng
reluctant
colonists
on
board

Explaining
the
colonists'
posiCon
on
the
purpose
of
government

LisCng
the
colonists'
grievances
against
King
George
III
to
show
the
legiCmacy
of
their
acCons
to
others

To
encourage
foreign
naCons
to
help
them
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

6. Defini,on
of
Social
–adjec,ve
1.
pertaining
to,
devoted
to,
or
characterized
by
friendly
companionship
or
rela,ons:
a
social
club.
2.
seeking
or
enjoying
the
companionship
of
others;
friendly;
sociable;
gregarious.
3.
of,
pertaining
to,
connected
with,
or
suited
to
polite
or
fashionable
society:
a
social
event.
4.
living
or
disposed
to
live
in
companionship
with
others
or
in
a
community,
rather
than
in
isolaCon:
People
are
social
beings.
5.
of
or
pertaining
to
human
society,
esp.
as
a
body
divided
into
classes
according
to
status:
social
rank.
6.
involved
in
many
social
acCviCes:
We're
so
busy
working,
we
have
to
be
a
liKle
less
social
now.
7.
of
or
pertaining
to
the
life,
welfare,
and
relaCons
of
human
beings
in
a
community:
social
problems.
8.
noCng
or
pertaining
to
ac,vi,es
designed
to
remedy
or
alleviate
certain
unfavorable
condi,ons
of
life
in
a
community,
esp.
among
the
poor.
9.
pertaining
to
or
advocaCng
socialism.
10.
Zoology
.
living
habitually
together
in
communiCes,
as
bees
or
ants.
11.
Botany
.
growing
in
patches
or
clumps.
12.
Rare
.
occurring
or
taking
place
between
allies
or
confederates.
–noun
13.
a
social
gathering
or
party,
esp.
of
or
as
given
by
an
organized
group:
a
church
social.
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

7. Working
Defini,on
Social networking is the creation of connections
between individuals and advertisers who share a
common interest in order to create new
conversations that add measurable value
to a brand, product or service.
Viral Marketing
The process of creating the potential for exponential growth in a
message's exposure and influence, usually refers to the pass-
along of some element or content that is usually online
Buzz
Generally considered an outcome resulting from large numbers of
individuals talking about a product, service or brand
Word-of-Mouth Marketing
Activities that companies undertake to generate personal, often
in-person, recommendations as well as referrals for brand
names, products and services
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

8. Why
Social
Networking
is
Important
• 78% of consumers trust recommendations from other
consumers they know (1) Now this is closer to 90%
• 71% of 13-24 year olds consume user-generated content (2)
• 35% of executives have read a blog in the last month (3)
• 40% of today’s consumers are creating their own
entertainment (4)
• 51% of consumers are watching and reading content created
by other consumers (5)
Sources:
1. Word-of-Mouth the Most Powerful Selling Tool: Nielsen Global Survey, The Nielsen Company, October 2007
2. Harrison Group/Deloitte Touche Survey, March 2007
3. Business Elite: USA 2007 Survey, Ipsos Media, October 2007
4. State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007
5. State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

9. Encourage
Target
Audience
Par,cipa,on
Ensuring
that
ac-vity
is
driven
exclusively
by
our
target
audiences
will
help
build
a
high
level
of
trust
in
programs
• Modern
web
users’
trust
is
earned,
not
given,
so
it’s
imperaCve
that
we
leave
as
liKle
a
“footprint”
as
possible
– As
liKle
reacCve
moderaCon
as
possible
(e.g.,
don’t
let
community
see
you
remove
content
aPer
the
fact)
– Let
others
respond
to
negaCve
comments.
– Establish
ground
rules
on
what
will
get
a
comment
deleted.
(e.g.,
obscene
language,
inappropriate
comments,
spam,
etc)
• Customers
prefer
interacCons
with
each
other
to
receiving
“markeCng
speak”
about
why
they
should
consider
or
buy
new
products
/
services
– December
2008
Web
2.0
Research
confirms
this
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

10. Click
tRecrui,ng
in
an
Unsocial
Estyle
Social
o
edit
Master
,tle
nvironment
• Click
to
edit
Master
text
styles
– Second
level
• Third
level
s recruiting change d?
– Fourth
level
How ha » FiPh
level
12/2/10
10
December
3rd,
2010
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC
@Dave1102

11. Yes…I’m
old!!
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

12. Before
the
internet…
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

13. How
have
things
changed?
•
86%
of
job
seekers
search
online
•
Social
media
sCll
isn’t
on
the
radar
for
over
a
third
of
job
seekers
(36%)
•
83%
of
job
seekers
would
rather
have
a
job
they
love
than
a
job
that
pays
well
Do
you
think
a
job
is
more
important
than
a
purchase??
A
March
2009
study
by
Knowledge
Networks
found
that
between
10%
and
24%
of
US
social
media
users
turned
to
social
networks
when
making
purchase
decisions
about
various
categories
of
products
and
services.
(eMarketer,
October
2009)
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

14. What
is
the
percep,on?
words
Search ct
No hum an conta
Not user friendly
Employers don’t care
1st to apply get the
job
Apply & wait
& wait & wai
t
Hard to priorit
ize
Recruiters just
fill jobs
#CareerCollec,ve
Did I mention no human contact?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

15. Super
Bowl
2011
Ticket
Giveaway
• I
have
2
Cckets
for
the
Super
Bowl
• Tweet
why
you
should
get
one
of
the
Cckets
• And
the
winner
is…
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

16. Is
this
your
applicants
experience?
• Self
Select
• Excited
about
Cckets
( job)
• No
clear
Cmeline
• No
noCficaCon
• Would
you
do
this
again?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

17. How
does
your
process
make
people
feel?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

18. Click
tRecrui,ng
in
an
Unsocial
Estyle
Social
o
edit
Master
,tle
nvironment
• Click
to
edit
Master
text
styles
– Second
level
• Third
level
di d the Ar m y go social?
– Fourth
level
Why » FiPh
level
12/2/10
18
December
3rd,
2010
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC
@Dave1102

19. Before
Social
Media
“Recrui,ng
Slogans”
It
didn’t
maKer
what
Soldiers
thought…no
one
asked
them.
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

20. What
do
you
think
when
you
see…
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

21. Do
these
come
to
mind?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

22. What
it
means
to
the
Army…
No
longer
just
for
recrui,ng!
Physical, Emotional, &
Mental Strength
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

23. Army
Strong
Stories
600+
Bloggers
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

24. Army
Strong
Stories
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

25. Social
Media
–
Straight
from
Iraq
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

26. US
Army
Astronauts
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

27. The
Army
Experience
Center
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

28. Click
tRecrui,ng
in
an
Unsocial
Estyle
Social
o
edit
Master
,tle
nvironment
• Click
to
edit
Master
text
styles
– Second
level
• Third
level
– Fourth
level
What is Marketing?
» FiPh
level
12/2/10
28
December
3rd,
2010
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC
@Dave1102

29. Marke,ng
• What
consumer
problem
must
the
adverCsing
solve?
• What
is
the
objecCve
of
the
adverCsing?
• What
is
the
most
important
benefit,
promise,
and/or
offer?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

30. Social
Recrui,ng
IS
Marke,ng
• This
should
be
more
than
a
job
posCng.
• It’s
a
story
of
employee
experiences.
• It’s
about
relaConships
and
communiCes.
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

31. Click
tRecrui,ng
in
an
Unsocial
Estyle
Social
o
edit
Master
,tle
nvironment
• Click
to
edit
Master
text
styles
– Second
level
• Third
level
is a
Whatevel
bran d an d
– Fourth
l
m portant to recruiting?
why is it » iFiPh
level
12/2/10
31
December
3rd,
2010
@Dave1102

32. Brand
• A
brand
is
a
name,
sign,
symbol,
slogan
or
anything
that
is
used
to
idenCfy
and
disCnguish
a
specific
product,
service,
or
business.
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

33. Is
it
Quality
or
something
else??
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

34. Your
Brand
• PercepCons
=
Reality
• What
is
being
said
in
the
news
about
your
brand
impacts
Negative
Positive
percepCons
of
the
company.
• HR
departments
DO
have
an
impact
on
the
brand…a
good
markeCng
department
will
realize
that!
• Employees
must
believe
in
the
brand
if
you
plan
to
include
them
in
social
recruiCng.
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

35. Click
tRecrui,ng
in
an
Unsocial
Estyle
Social
o
edit
Master
,tle
nvironment
• Click
to
edit
Master
text
styles
– Second
level
• Third
level
Do yo u have a
soevel
al me d
i ia strategy?
» FiPh
l c
– Fourth
level
12/2/10
35
December
3rd,
2010
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC
@Dave1102

36. STEP
1:
Develop
a
posi,on
statement
The
Army’s
Posi,oning
For
Recrui,ng
Soldier’s
Purpose:
A
Soldier
serves
in
the
US
Army
and
is
commiKed
to
protecCng
the
U.S.
ConsCtuCon
and
all
that
it
stands
for.
Soldiers
Defini,on:
A
Soldier
is
strong
(Mentally,
physically
and
emoConally),
adapCve,
confident,
and
values
driven.
Value
Statement:
Becoming
a
Soldier
prepares
you
to
succeed
at
whatever
you
select
as
your
goals.
Posi,oning
Statement:
Being
a
Soldier
strengthens
you
today
and
for
the
future
because
the
Army
develops
your
potenCal
through
relevant
and
challenging
training,
shared
values
and
personal
experience.
Soldiers
consistently
take
pride
in
making
a
difference
for
themselves,
their
families
and
the
NaCon.
Support

Enlisted:
Army
skills;
leadership
and
teamwork
training;
educaConal
opportuniCes

Officer:
Leadership
and
management
development
of
each
cadet/officer

EmoConal
assurance
for
both:
pride
in
making
a
difference
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

37. STEP
2:
Develop
a
strategy
Strategy
Short
term
-­‐
 Launch
and
establish
Army
Brand
 Increase
Leads
and
traffic
to
staCons
to
meet
recruiCng
mission
 PosiCon
Brand
for
Long
Term
success
-­‐
one
look
and
one
voice
Midterm
-­‐
 Build
Army
Brand
and
improve
awareness
and
propensity
 Employ
market
segmentaCon
research
to
target
messages
more
effecCvely
 Employ
Public
RelaCons
to
extend
message
to
both
the
internal
and
external
audiences
 Develop
ethnic
specific
messages
to
increase
enlistments
in
under-­‐represented
ethnic
markets
Long
term
-­‐
 Reinforce
Army
Brand
with
compelling
and
relevant
ads
and
messages
 Integrate
learning
from
Ad
Tracking
and
research
to
improve
campaign
effecCveness
 Synchronize
Army-­‐wide
outreach
programs
and
assets
to
support
recruiCng
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

38. Know
your
audience
• Each
generaCon
has
different
career
goals
• They
can
be
found
in
different
social
circles
•
For
40%
of
new
graduates,
the
most
important
thing
to
them
in
their
first
job
is
opportuniCes
to
learn
and
develop
their
career.
Salary
and
benefits
is
most
important
for
25%
of
new
grads,
and
work/life
balance
is
tops
for
17
percent.
•
If
you’re
targeCng
older
workers,
one
place
to
adverCse
your
jobs
might
be
on
Facebook.
The
number
of
workers
55
and
older
on
Facebook
has
increased
922%
since
2009.
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

39. Development
of
a
Strategy
• Define
your
content
• Determine
locaCons
to
post
content
• Explore
social
media
management
tools
• Measure
success
(ROI
vs
ROO)
Publish
a
communica,on
plan
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

40. Communica,on
Plan
• Think
like
a
magazine
(annual
plan)
• What
is
the
story
you
want
to
tell?
• Is
there
a
cycle
to
your
recruiCng?
• IdenCfy
who
controls
account
• Establish
rules
• Ensure
informaCon
is
authenCc
and
verifiable
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

41. Click
tRecrui,ng
in
an
Unsocial
Estyle
Social
o
edit
Master
,tle
nvironment
• Click
to
edit
Master
text
styles
– Second
level
• Third
level
ocial me dia like dating?
– Fourth
level
How is s » FiPh
level
12/2/10
41
December
3rd,
2010
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC
@Dave1102

42. Social
Media
is
about
Rela,onships
What
is
it
like
on
the
first
date?
And
ager
the
marriage?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

43. How
do
you
create
conversa,ons?
Social networking is the creation of connections between
individuals and advertisers who share a common interest in order to
create new conversations that add measurable value to a brand,
product or service.
YES
Are
there
any
ques,ons?
What
do
you
think
about
this?
Do
you
agree?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

44. Part
of
your
strategy
should
include
listening
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

45. Click
tRecrui,ng
in
an
Unsocial
Estyle
Social
o
edit
Master
,tle
nvironment
• Click
to
edit
Master
text
styles
– Second
level
Third
w e make the experience
How • can level
evel
employees?
better for ro
– Fourth
l
plevel
spective
» FiPh
12/2/10
45
December
3rd,
2010
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC
@Dave1102

46. Worst
Prac,ces
• HR
Team
mistakes
• Misspellings
in
job
posCngs
• CommunicaCon
errors
with
applicant
• Job
posCngs
not
closed
when
filled
• Comments
about
applicants
on
social
media
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

47. Best
Prac,ces
• Hand
wriKen
rejecCon
noCce
• Discount
coupons
for
company
products
• Feedback
from
interview
• Offered
advice
for
next
interview
• “like
a
marriage”
fro m Our B
ran d
t
isco un
T hanks
• Offer
interview
hints
10 % D
• Response
from
SM
• Video
posCngs
from
hiring
manager
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

48. What
can
we
do
to
get
beher?
 Develop
a
strategy
and
a
communicaCon
plan
 Know
your
audience
and
understand
generaConal
differences
 Post
closing
dates
for
posiCons
 ApplicaCon
response
includes
decision
dates

Send
a
“press
release”
profiling
the
selected
candidate

Employee
blogs
to
communicate
company
culture
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

49. What
can
we
do
to
get
beher?

Get
employees
into
recruiCng
communiCes
 Understand
the
“rules”
of
social
media…let
others
defend
your
organizaCon

Provide
a
reason
for
prospects
to
stay
engaged
with
your
community
 Watch
those
outside
your
industry…
be
a
leader
not
a
follower

Can
your
community
help
those
leaving
the
company?

How
about
a
NewsleKer?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

50. A
new
recruiters
tool
on
Facebook
Free
6
Week
Trial
Sign
up
at:
hKp://www.work4labs.com/
Email
team@work4labs.com
for
extension
to
6
weeks
TWITTER:
@Work4Labs
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

51. A
new
recruiters
tool
on
Facebook
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC

52. What
are
your
thoughts?
Social
Recrui,ng
in
an
Unsocial
Environment
@Dave1102
#MNREC