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Social Recruiting 101

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There is a lot of buzz surrounding the use of Social Networking sites like Facebook, MySpace, Twitter and LinkedIn. But have you actually mastered the use of basic web 2.0 tools?

Most recruiters are confused on how to integrate these tools into their recruiting strategy in a scalable fashion!

During this webinar presented by online recruitment specialist Thomas Shaw MRCSA, you will learn:

- What is Social Recruiting
- How to create a basic Social Recruiting Strategy
- How to best use tools such as social bookmarking, RSS, aggregators, social networks, virtual worlds, video, podcasts, wikis, referral networking, blogs, micro-blogging.
- How to effectively manage and integrate these tools into day-to-day use
- Integrate these tools into your website, career site or job board
- ROI, measurement & management
- Tips & tricks

Find out how why these tools are important for you to master. Don’t get left behind.

Thomas Shaw MRCSA is one of Australia's leading Online Recruitment Specialists and Managing Director of Recruitment Directory. With both an IT and HR background, Thomas has trained thousands of Recruiters how to use online tools for Recruitment.

Published in: Business, Technology
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Social Recruiting 101

  1. 1. Social Recruiting 101 June 2009 Thomas Shaw Keith Keller Recruitment Directory Career Journeys Australia +61 (03) 9018 5722 keith@careerjourneysaustralia.com.au thomas@recruitmentdirectory.com.au http://www.careerjourneysuatralia.com.au http://www.recruitmentdirectory.com.au http://www.careercommuniqeradio.com http://www.twitter.com/thomasshaw http://www.twitter.com/keithkeller Copyright © 2009 Recruitment Directory Pty Ltd Page 1
  2. 2. Overview • What is Social Recruiting • How to create a basic Social Recruiting Strategy • How to best use tools such as social bookmarking, RSS, aggregators, social networks, virtual worlds, video, podcasts, wikis, referral networking, blogs, micro-blogging. • How to effectively manage and integrate these tools into day-to-day use • Integrate these tools into your recruitment website • ROI, measurement & management • Tips & tricks Copyright © 2009 Recruitment Directory Pty Ltd Page 2
  3. 3. Terminology • Blog - A web-based journal created by single or multiple writers. Blogs allow for interactive feedback and comments from readers. • Wiki - A website created by a group of collaborative users. Wikis are constantly updated and edited by select users, keeping it fresh and up-to date with the latest information. • Instant Messaging (IM) - Real-time communication between two or more people. • Podcast - An audio file distributed over the internet. Podcasts can be downloaded onto portable media devices, for playback anywhere, anytime. • RSS (Real Simple Syndication) - Allows subscribers to receive automatic updates whenever new website content is available. XML is a structured format of data. • Search Engine - Retrieves information based upon specified keywords, i.e. Google, Live, Yahoo • SEO (Search Engine Optimization) - The process of increasing the website traffic produced from search engines. • Social Network Services (i.e. Facebook, MySpace, Ning, LinkedIn, Twitter) - Web based services that allow users to create online communities based upon shared interests and activities. They provide different methods for interaction including messaging, email, blogs, video, and discussion groups. Copyright © 2009 Recruitment Directory Pty Ltd Page 3
  4. 4. What is Social Recruiting? Social recruiting is engaging with users and using social media tools to source and recruit talent. Copyright © 2009 Recruitment Directory Pty Ltd Page 4
  5. 5. Why should we use Social Media? What are job seekers doing? What are you doing? • Engage in Conversations • Read all conversations that are done about your brand • Participate to these conversations by replying and commenting • Respond quickly for a stronger effect • Share quality content 2009 Jobvite Social Recruitment Survey http://recruiting.jobvite.com/2009-social-recruitment-survey.html Copyright © 2009 Recruitment Directory Pty Ltd Page 5
  6. 6. Where are you? Source: Forrester Research Copyright © 2009 Recruitment Directory Pty Ltd Page 6
  7. 7. Recruitment 1.0 • Typical resume shuffling service • Post job to job board or newspaper • No interaction, stale • Information push • Dictated by the Employer/Recruiter “wait and see who applies” • 1:1 Copyright © 2009 Recruitment Directory Pty Ltd Page 7
  8. 8. Recruitment 2.0 • Many to many dialogue • Built trust • Rich media experience • Minimal data connection to organization • Aggregate jobs from career sites, recruiters, job boards into 1 search Copyright © 2009 Recruitment Directory Pty Ltd Page 8
  9. 9. Social Recruiting Strategy • What are my current people/talent management issues? • What is my current recruitment strategy and how can adding social to it make • improvements? • What improvements am I looking for? • How are the internal employees likely to respond? • Can we use our existing internal employees to champion the social strategy? • How can I ensure the management team support the strategy and get involved? • What do I actually want to achieve and what is the financial value of doing so? • Where am I now and how do I know i.e. what are my current metrics? • What will success look like in 1/2/3 years time? • How will I measure results on an ongoing basis? • What internal/external resources are available to support on an ongoing basis? • What internal/external social media expertise is available? • What are my key competitors doing/using? • What information can I get such as access to case studies, white papers • Tools? Blogs? Twitter? Facebook? “We need to find the right person, from the right place into the right position” Copyright © 2009 Recruitment Directory Pty Ltd Page 9
  10. 10. Push vs Pull Push • You force people to take notice of your communication message • You pay for media space • You reach a large audience • You have a superficial contact with the mass audience Pull • You connect with people to share your communication message • You still spend money, but not always on media • Content is the new currency • You reach a targeted or niche audience • Your communication has relevance for the receiver • You have a qualitative contact with limited audience Copyright © 2009 Recruitment Directory Pty Ltd Page 10
  11. 11. • XXX Copyright © 2009 Recruitment Directory Pty Ltd Page 11
  12. 12. Statistics Source: http://www.compete.com (9th June 2009) Notes: The traffic dose not include requests made by the API Copyright © 2009 Recruitment Directory Pty Ltd Page 12
  13. 13. Advertising Models Content Syndication - Submitting articles, press releases, RSS feeds, through social search engines and news aggregators. Display Advertising - Based on traditional cost-per-click or cost-per-impression model. Gadgets and Widgets (Applications) - Networks provide development APIs for third-party applications. Creates brand awareness through an interactive experience. Social Ads – Integrated alerts through feeds to target users by characteristics, such as age, gender, location and interests. Social Network Pages – Create a profile or group to represent a business, brand or product. May be customised to leverage the viral strengths of Social Networks. Copyright © 2009 Recruitment Directory Pty Ltd Page 13
  14. 14. Facebook http://www.facebook.com Facebook is a social utility that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet. • Facebook has more than 200 million active users (just over 213 million and still growing rapidly) • More than 20 million users update their status at lease once each day • More than 850 million photos uploaded to the site each month • More than 8 million videos uploaded each month • More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc) shared each week • More than 2.5 million events created each month • More than 25 million active user groups exist on the site Using Facebook for Recruitment http://www.recruitmentdirectory.com.au/Blog/using-facebook-for-recruitment-a203.html Copyright © 2009 Recruitment Directory Pty Ltd Page 14
  15. 15. Facebook Page Jobs posted Fans User discussion Copyright © 2009 Recruitment Directory Pty Ltd Page 15
  16. 16. LinkedIn • Groups • Q&A • Exchange Ideas • Connections • 6 degrees of seperation • Professional • Searchable • Social • Resourceful http://www.techcrunch.com/2009/02/14/as-the-economy-sours-linkedins-popularity-grows/ http://www.linkedin.com http://www.recruitmentdirectory.com.au/Blog/linkedin-job-referrals-beta-a148.html http://www.recruitmentdirectory.com.au/Blog/share-your-linkedin-profile-a147.html Copyright © 2009 Recruitment Directory Pty Ltd Page 16
  17. 17. LinkedIn http://www.recruitmentdirectory.com.au/Blog/linkedin-job-referrals-beta-a148.html http://www.recruitmentdirectory.com.au/Blog/share-your-linkedin-profile-a147.html Copyright © 2009 Recruitment Directory Pty Ltd Page 17
  18. 18. Referral Networking Copyright © 2009 Recruitment Directory Pty Ltd Page 18
  19. 19. Blogs • Build relationships with potential new employees and other people in your industry • Become a valued source of information • Promote working at your company • Feature different areas of your company and highlight key vacancies • Offer an “insiders view” on your recruitment process • Profile existing employees and departments • Offer opinions and feedback on any topical issues • Give updates about your company Oracle Corporation Recruitment Blog http://blogs.oracle.com/jobsatoracle/ Copyright © 2009 Recruitment Directory Pty Ltd Page 19
  20. 20. RSS • Standard XML/RSS feed • Aggregate/Mashup multiple feeds • Allows users to keep up with their favorite website, receiving updates in a constant, automated, and organized manner. • Candidates can easily receive constant updates on new positions that fit their qualifications. RSS Job Alerts allow recruiters to stay constantly connected to candidates and ultimately reduce time-to fill costs and other expenses. Copyright © 2009 Recruitment Directory Pty Ltd Page 20
  21. 21. Aggregators • Google is a search engine, which spiders websites for new content • Job Aggregators ie SimplyHired, Recruit.Net, Jseeker.com.au aggregate (mashup) the job listing from leading job boards, career sites etc. • The aggregation occurs reading a XML/RSS feed for the new jobs, and updating its existing content. • Using these tools, recruiters have become more connected with candidates and clients. • Candidates no longer have to wait for the newspaper, or conduct searches on job boards. • Social networks continue to grow in number as well as intelligence. • Emergence of these tools has allowed employers/clients the same opportunity to use these tools as a recruitment agency. • 2 fields – Job Title, Location Copyright © 2009 Recruitment Directory Pty Ltd Page 21
  22. 22. Aggregators Copyright © 2009 Recruitment Directory Pty Ltd Page 22
  23. 23. Virtual Worlds • $ Resource intensive, time wasting? • Usually open for a limited amount of time • Requires the users to immerse themselves within the Virtual World • Gartner – “90% of businesses who try to set up a presence in Second Life fail within 18 months http://www.slentre.com/second-life-business-only-10-of-real-life-businesses-succeed-in-second-life/ http://www.working-worlds.com Copyright © 2009 Recruitment Directory Pty Ltd Page 23
  24. 24. Twitter http://www.twitter.com Fastest growing, hottest social media property right now Potential to be as big as/bigger than Facebook and MySpace and even takes on Yahoo and Google for news. Basically SMS over the internet – limited to 140 characters Opportunities for Recruitment • Post hot jobs, or latest job links on twitter back to the employers or agencies web site • Recruitment news updates.. ie quot;Looking for a PHP developer in Melb, Top rates applyquot; • Speaking/networking functions.. ie quot;Speaking at XXX on how to find a jobquot;, quot;Meet us at the Careers Expoquot; • Links to career content - employee profiles, videos, articles, etc. • Follow discussions on various topics or trends • Connecting with job seekers via twitter • Market Intelligence Using Twitter for Recruitment http://www.recruitmentdirectory.com.au/Blog/using-twitter-for-recruitment-a166.html Advanced Twitter use for Recruitment http://www.recruitmentdirectory.com.au/Blog/advanced-twitter-use-for-recruitment-a188.html Copyright © 2009 Recruitment Directory Pty Ltd Page 24
  25. 25. Online Resume Resume Databases - “Digital Resume” How often do candidates update their resume? Copyright © 2009 Recruitment Directory Pty Ltd Page 25
  26. 26. Podcasting An audio file distributed over the internet. Podcasts can be downloaded onto portable media devices, for playback anywhere, anytime. Copyright © 2009 Recruitment Directory Pty Ltd Page 26
  27. 27. Videos • Target your audience • Engage with the audience • Be honest in your presentation • Integrate with the rest of your recruitment campaign • Short and sharp • Encourage feedback • Share via YouTube, social bookmarking, widgets etc http://www.recruitmentdirectory.com.au/Blog/2009-year-of-the-recruitment-videos-a59.html http://www.recruitmentdirectory.com.au/Blog/the-difference-between-a-video-interview-and-video-resume-a64.html Copyright © 2009 Recruitment Directory Pty Ltd Page 27
  28. 28. Copyright © 2009 Recruitment Directory Pty Ltd Page 28
  29. 29. Chat/IM • AIM, ICQ, MSN Messenger, Yahoo Messenger, Google Talk, Facebook Chat, Skype • Integrate into your website? Copyright © 2009 Recruitment Directory Pty Ltd Page 29
  30. 30. Candidates • Connected & informed • Multiple profiles across social networking sites • Candidate will engage with potential employer before submitting interest in a role • Interactive resume – VisualCV.com, YouTube.com • Candidate will champion their job 24/7 • Network of friends Copyright © 2009 Recruitment Directory Pty Ltd Page 30
  31. 31. What should I do? Copyright © 2009 Recruitment Directory Pty Ltd Page 31
  32. 32. ROI, Metrics & Measurement Social Mention http://www.socialmention.com/ Back Type http://www.backtype.com/ Radian6 http://www.radian6.com/ Techrigy http://www.techrigy.com/ Google Alerts http://www.google.com/alerts PostRank http://www.postrank.com/ WotNews http://www.wotnews.com.au/ http://www.recruitmentdirectory.com.au/Blog/using-google-analytics-a95.html http://www.buzznumbers.com.au http://www.recruitmentdirectory.com.au/Blog/monitoring-your-business-or-competitors-using-google-alerts-a76.html http://www.fistfuloftalent.com/2009/02/roi-metrics-of-social-media-recruiting-draft.html Copyright © 2009 Recruitment Directory Pty Ltd Page 32
  33. 33. ROI, Metrics & Measurement Video and Photo Sharing Sites Forums/Message Boards • Number of times the photo or video has be viewed • Number of active members • Number of times the photo or video has been favorited • Number of new subscribers • Number of friends or subscribers to your account or • Number of posts made channel • Number of replies to posts you make • Number of links/embeds to photo of video • Number of friends acquired • Number of comments photo or video has obtained • Number of private messages you receive and answer • Number of video responses • Rating level of video or photo by users Social Networking Sites • Number of fans/friends/contacts acquired • Number of comments/likes to updates on status • Number of discussions started on groups or pages • Number of fan videos uploaded and comments on them • Number of fan photos uploaded and comments on them • Number of comments left on profiles • If you create an application -- number of downloads/installs • Number of questions answered • Number of answers to questions posted Source: http://searchenginewatch.com/3634014 Copyright © 2009 Recruitment Directory Pty Ltd Page 33
  34. 34. Further Reading Maximising the use of Social Networking sites for HR http://www.recruitmentdirectory.com.au/Blog/maximising-the-use-of-social-networking-sites-for-hr-a197.html Is your username available? http://www.recruitmentdirectory.com.au/Blog/is-your-username-available-a176.html Why should I create a social networking profile? http://www.recruitmentdirectory.com.au/Blog/why-should-i-create-a-social-networking-profile-a164.html Web 2.0 in Recruitment http://www.recruitmentdirectory.com.au/Blog/web-2-0-in-recruitment-a115.html Chat and IM use for Recruiters http://www.recruitmentdirectory.com.au/Blog/chat-and-im-use-for-recruiters-a113.html Conducting free background checks on search engines and social networking sites http://www.recruitmentdirectory.com.au/Blog/conducting-free-background-checks-on-search-engines-and-socia Copyright © 2009 Recruitment Directory Pty Ltd Page 34
  35. 35. Further Reading Identity Theft on Social Networking Sites http://www.recruitmentdirectory.com.au/Blog/identity-theft-on-social-networking-sites-a83.html Incorporating Web 2.0 into your Recruitment Strategy http://www.recruitmentdirectory.com.au/Blog/incorporating-web-2-0-into-your-recruitment-strategy-a78.html Monitoring your business or competitors using Google Alerts http://www.recruitmentdirectory.com.au/Blog/monitoring-your-business-or-competitors-using-google-alerts-a76.h The difference between a Video Interview and Video Resume http://www.recruitmentdirectory.com.au/Blog/the-difference-between-a-video-interview-and-video-resume-a64.ht Integrated Social Media Solutions for Recruitment http://www.recruitmentdirectory.com.au/Blog/integrated-social-media-solutions-for-recruitment-a63.html Web 2.0 Recruitment Sites http://www.recruitmentdirectory.com.au/Blog/web-2-0-recruitment-sites-a50.html Social Media Optimisation (SMO) Say What...? http://www.recruitmentdirectory.com.au/Blog/social-media-optimisation-%28smo%29-say-what-a22.html Copyright © 2009 Recruitment Directory Pty Ltd Page 35
  36. 36. Where are you headed? • Be a leader, not a follower • Understand the medium • Identify your target market • Create integration not fragmentation • Engage with users! • Manage your reputation • 360 Degrees of Technology • ROI, Feedback, Comments • Work smarter, not harder! Copyright © 2009 Recruitment Directory Pty Ltd Page 36
  37. 37. Final Say • There will always be hype - what goes up, must go down • Be transparent, honest and open • Start small… “build the foundation and then start adding bricks” • Refer all links, jobs, content back to your website • Conversation - Engage with users • Devote enough time to maintain your social networking presence. Don’t think everyone will visit your profile • Are you monitoring your competitors? • Use social networks as a sourcing tool to reach passive candidates and for hard to fill positions. • Be approachable for job seekers, potential recruits and clients Copyright © 2009 Recruitment Directory Pty Ltd Page 37
  38. 38. Contact Details Thomas Shaw Recruitment Directory +61 (03) 9018 5722 thomas@recruitmentdirectory.com.au http://www.recruitmentdirectory.com.au Twitter http://www.twitter.com/thomasshaw Blog http://www.recruitmentdirectory.com.au/blog Keith Keller Career Journeys Australia keith@careerjourneysaustralia.com.au http://www.careerjourneysuatralia.com.au http://www.careercommuniqeradio.com Twitter http://www.twitter.com/keithkeller Copyright © 2009 Recruitment Directory Pty Ltd Page 38

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