Some data from the Career xRoads 2010 Source of Hire Report65% of all openings filled by internal movement and referralsJob Boards are not deadSocial Media is growing – especially among sources labeled as Direct Sourcing
27.5% of external hires are attributed to referrals24.9% - job boards18.8% - career site7.2% - college5% - direct sourcing
Feeding the network = valueContent across the web littered with these sharing buttonsSyndication of content has never been easier
Section front page of Mashable – what is the ratio of content to ‘social sharing’ buttons
Social sharing comes to Corp Job Sites as well
But just ‘sharing’ on the social web is not enough. We know referrals can be enhanced by this kind of ease and widespread sharing capability
But I am not socialYES You AREhttp://store.xkcd.com/
Educate yourself (ask your kids)http://www.maximumpc.com/article/news/kids_cell_phones_outnumber_kids_bookshttp://mindshift.kqed.org/2011/02/is-a-kids-ipad-addiction-a-bad-thing/
3. Find your voicehttp://www.nydailynews.com/entertainment/arts/galleries/beverly_sills_19292007/beverly_sills_19292007.htmlBefore you as a leader, or you company as an entity can really engage in the social space, you should take a little time to assess a few thingsWho am I? What am I comfortable sharing? How and in what forums do I think I may prefer to engageWhat is our company like? Are we kind of traditional and proper? If so, do our customers and employees expect and demand that?
Help us find the next VP of Product that will be the critical role in driving us from a $1M to a $100M company
Tell the stories of success – and not just what happened – but the business results as wellLet different constituents play – new hires, alumni, execs, customers, - all are sources todayTypical sourcing, assessing, interviewing process in terms of time, costs and outcomes compared to the same metrics on internal referral
Strategy based on the goal and the selected metric
Tracking toolsOnce you get past about, 20 of these, managing them in Excel will start to drive you insaneWhat do you want to track?Activity – promotion, sharing, clicks, forwards, applications, qualified applicants, hires – and time it takes to produceResults – source analysis, even the data cited in the start of this presentation, is notoriously shaky. But many of the modern tools provide full custom creation of links, tracking link sharing activity, and the corresponding actions taken. They take the guess work out of source tracking to a large extent.What should happen? More referral hires, better quality candidates, more activity on corporate recruiting outposts, more engaged staff.
To make ‘social’ referral programs more effective, in addition to the tools, you have to think about some behavioral, organizational, and cultural issues – you have to embrace ‘social’http://www.flickr.com/photos/toprankblog/5158789164/
Technology that enables social sharing across platformsHootSuite,Tweetdeck, Seesmic, Social Sprout
Tools that facilitate sharing need to be simple, intuitive, and not seeming to encroach on employee privacy concerns.
Having a dedicated social referral tool or platform goes a long way to mitigating these concerns. The social sharing and activity is always in context, i.e., sharing information about jobs, the company, or content etc.
We know employee and other referral programs work. We strive to increase the percentage of external hires filled via referral and the numbers of individuals participating. <br />But… <br />(there is always a but…)<br /> <br />
Problem 1:<br />Communication<br />What jobs are open (especially the critical ones)<br />What are the profiles<br />(not your lazy brother-in-law)<br />What is the progress/status<br />(chances are your referrers don’t know)<br />
Problem 2:<br />Alignment<br />Link to areas of business need<br />(targeted areas of pain with comms, incentives)<br />Not allowing everyone to play<br />(and not penalizing the party poopers)<br />Understanding the impact<br />(can’t I just use Monster.com?)<br />
Problem 3:<br />Participation<br />People are busy<br />(especially the ‘important’ ones)<br />What’s In It for Me?<br />(I am tired of it too, but get over it)<br />Do I believe this IS a good place to work?<br />(this is kind of important)<br />
Problem 4:<br />Measurement<br />Statistics first<br />(numbers, qualified leads, interviews, offers)<br />What is the impact?<br />(cost reduction, time to fill, quality of hire)<br />How can we improve?<br />(without data, hard to refine)<br />
Approach1:<br />Communication<br />Targeted communications<br />(connect critical job to business objectives, hot jobs, key markets)<br />Not all, but who<br />(make it clear who we are looking for, use algorithms to help)<br />Report and feedback<br />(central admin, referral portal, ease of use, priority interviews)<br />
Approach 2:<br />Alignment<br />Tell stories<br />(Joe, VP of Marketing, referred by Mary, Director of Sales)<br />Embrace the ecosystem<br />(you still try and sell to old customers, right?)<br />Give the stats<br />(chances are your referrers don’t know, tools will make this possible)<br />
Approach 3:<br />Participation<br />Make it simple to play<br />(email alerts, one-click referrals, easy tracking)<br />Clear value play<br />(cash, more effective team, recognition, ease of tracking – blend and serve)<br />Why do you love working here?<br />(at the core – making us all more successful)<br />
Approach 4:<br />Measurement<br />Tools for tracking activity<br />(can’t manage what you don’t measure, <br />sorry it’s true in this case)<br />Assess the impact<br />(baseline first, then measure and interpret)<br />Improve and Refine<br />(Data on activity and impact analysis are the guides)<br />
Encouragement<br />You can’t really have an effective social referral program if your employees are not allowed, empowered, and encouraged to participate professionally with social technology.<br />‘Friend us on Facebook when you get home’ is not really a winning strategy<br />The most effective social referral programs will be a reflection and a hallmark of the most successful ‘social’ organizations.<br />
What’s worth sharing?<br />Beyond job listings, make sure you offer referral program participants other opportunities to share and create<br />Evolved social referral programs are like evolved social recruiting efforts – engagement, value, interaction<br />Use sharing tools, syndication, tutorials etc. to make it really easy to get employees to act as ambassadors.<br />
Manage the Networks<br />There are lots of options, opportunities, and considerations to assess with social referrals. Have at least one person to manage, coordinate, coach, and monitor.<br />Consider creating and providing training and coaching to help critical employees develop their networks that can be leveraged for referrals<br />Stay on top of what is working and what isn’t. Barriers are low, so be willing to experiment and adapt.<br />
Accept the inevitable<br />In social referral programs, and with social in general, there will be mistakes, slip-ups, embarrassments. (#weinergate, #kennethcole, #whateverhappenedtoday)<br />But using these as an excuse or barrier to participation is the easy way out, and a poor use of a valuable resource<br />Have a policy, create a central ‘go-to’ person, coach ‘em up, but don’t let fear or uncertainty lead to inaction<br />
Let’s Review:<br />Sourcing is changing <br />(but slowly)<br />Referrals are critical<br />(and getting more complex to manage)<br />Tools can help manage, optimize, measure, and scale social referral programs<br />