The document discusses how recruitment agencies and employers can leverage various Web 2.0 technologies like social networking, blogs, microblogging and virtual worlds to engage candidates. It provides examples of how some companies are using tools like Facebook, LinkedIn, Twitter and Ning to connect with users and promote their brands as employers. The document also discusses challenges of online communities failing if not properly managed and measured.

1. Web 2.0 in Recruitment
February 2009
Thomas Shaw
Managing Director
Recruitment Directory
(03) 9018 5722
thomas@recruitmentdirectory.com.au
http://www.recruitmentdirectory.com.au
Page 1

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Video Introduction
IBM TV Commercial on Collaboration/Social Networking
http://www.youtube.com/watch?v=obCHKPYHuhA

3. Thomas Shaw
Recruitment Directory
(03) 9018 5722
thomas@recruitmentdirectory.com.au
http://www.recruitmentdirectory.com.au
Follow me on Twitter
http://www.twitter.com/thomasshaw
Subscribe to my Blog
http://www.recruitmentdirectory.com.au/blog
Presentation is available for download on our site
Page 3Thomas Shaw - Web 2.0 in Recruitment
Contact Details

4. • Recruitment/HR
Org Dev.
background
• e-marketing,
programmer
• Consult to
Recruiters,
Employers, Job
Boards
• I blog
• I twitter
• I engage
• I am social
Page 4Thomas Shaw - Web 2.0 in Recruitment
Who am I?

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7. • Recruitment 1.0 & Recruitment 2.0
• Social Networking
• Blogs, Micro-blogging
• Search Engines
• Video
• IM/Chat
• Mobile
• Measurement &
Management
• Candidates 2.0
• How to become “social”
• Future of Recruiting
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WTF 2.0 is he talking about?

8. • Synchronous (virtual worlds, IMs)
• Asynchronous (email, forums)
• One-to-many (blogs, broadcast
channels)
• Few-to-Few (Facebook, Twitter)
• Many-to-Many (Forums, Virtual
Worlds)
• One-to-One (PMs/DMs, IMs, Chat)
Cater for different
communication styles
Source: http://www.laurelpapworth.com
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What are you doing?

9. • 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.
Terminology
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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

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12. • Many to many dialogue
• Built trust
• Rich media experience
• Minimal data connection to
organization
• Companies are deluged with “digital
wannabees” as the print sector
continues to dwindle.
• Recruitment Agencies are now just
shifting into the digital space
• Investing in media, pay-per-click,
advertising and social media is
useless unless you can track who,
what, where and how.
• Aggregation or “syndication” of
content
• Aggregate jobs from career sites,
recruiters, job boards into 1 search
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Recruitment 2.0

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15. Virtual Career Fairs
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Second Life
$ Resource intensive
Usually open for a limited amount of time
Requires the users to immerse
themselves within the Virtual World
Time Wasting
Gartner – “90% of businesses who try to
set up a presence in Second Life fail
within 18 months”
http://www.working-worlds.com
http://www.slentre.com/second-life-business-only-
10-of-real-life-businesses-succeed-in-second-life/

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What is Social Networking?
Social networking websites are online
communities of people who share interests
and activities, and who are interested in
exploring the interests and activities of
others. They typically provide a variety of
ways for users to interact through chat,
messaging, email, video, file-sharing,
blogging, discussion groups, images.

17. Over 2,000+ web 2.0 sites
http://www.go2web20.net
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Web 2.0 sites

18. • 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. PPC
• 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.
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Advertising Models on Social
Networks

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Why are we using it?
• Embracing Social Networking as a tool to attract and
retain talent
• Creating Pages, Groups, Profiles, Applications
• Connecting Alumni
• Promoting EVP, Employer of Choice
• Careers NOT Jobs
• User Generated Content
• Publishing news, photos, events, podcasts
• Interactive
• Fun
• Exciting
• Evolving

20. http://www.insidefacebook.com/2009/02/14/facebook-surpasses-175-million-users-continuing-to-grow-by-600k-usersday/
http://mashable.com/2009/01/22/business-facebook-apps/
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Facebook
Feb 14th
2009
175,000,000 active users
45% of Facebook’s US audience is now 26 years old
or older.
The fastest growing segment in the US: Women over
55, up 175.3% in the last 120 days.
Facebook growing faster with women than men in
almost every age group.
The number of people on Facebook grew by over
10% monthly in 52 countries in January. It grew by
over 20% monthly in January in 13 countries.
Facebook’s monthly growth accelerated by at least
25% in 30 countries in January vs. December 2008.

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LinkedIn
http://www.techcrunch.com/2009/02/14/as-the-economy-sours-linkedins-popularity-grows/
http://www.linkedin.com
• Professional
• Searchable
• Social
• Resourceful
• Groups
• Q&A
• Exchange Ideas
• Connections
• 6 degrees of seperation

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Where should you start?

23. • Establishing a simple Web presence
• Promoting specific products or services
• Creating loyalty with your products and services
• Consolidating existing, unofficial social networks related to your organisation
• Informal outreach that blends the personal and professional
• Researching candidates, employees and other users
• Strengthening relationships between people who already know each other
• Encourage and respond to feedback quickly
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Opportunities with Social
Networking

24. • Embracing Social Networks – Connecting with passive
and active job seekers. Engaging with users on a social
level
• Groups – Employers, Agencies, Alumni, Interests,
Private or Public
• Applications – Job Search, Latest Jobs, Refer a Friend,
Job Mail, Competitions, Graduate Recruitment Programs
• Pages – Advertising product or service, Connecting with
users
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What are other Recruitment Agencies,
Employers, Job Boards doing?

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http://www.usernamecheck.com/
Is your username taken?

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What are other Recruitment Agencies,
Employers, Job Boards doing?

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What are other Recruitment Agencies,
Employers, Job Boards doing?

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What are other Recruitment Agencies,
Employers, Job Boards doing?
http://apps.facebook.com/revealingtalent
http://apps.facebook.com/alliedhealthjobs

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What are other Recruitment Agencies,
Employers, Job Boards doing?

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Using Ning.com platform
http://www.ning.com

31. Ed Moran from Deloitte 2008 Survey
• 6% of businesses put over $1m into branded online community building efforts
• 35% have less than 100 members, < 1/4 have more than 1,000
3 Reasons why:
• Business are being enticed by fancy technology
• Lack of proper Management
• The wrong measurements metrics
http://blogs.wsj.com/biztech/2008/07/16/why-most-online-communities-fail/
http://www.sitepoint.com/blogs/2008/07/18/study-why-most-online-communities-fail/
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Why Most Online
Communities Fail

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33. • Write Well and Write Often
• Answer questions with blog posts
• Invite guest blog posts
• Highlight your success
• Conduct feedback surveys
• Encourage comments
• Build a community of clients, prospects, partners, etc
• Submit Your Blog to Search Engines
• Submit Your Posts to Social Bookmarking Sites
• Promote your blog via social media and network sites
• Promote your blog via email
• Be a resource - link to other relevant articles
• Blogging creates a discussion - you are the host.
• Tag Your Posts
• Don't Forget Images
• Search Engine Optimization
• Promote Outside Your Blog
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Blogs
http://www.recruitmentdirectory.com.au/Blog/review-of-oracle-recruiter-a81.html
http://blogs.oracle.com/jobsatoracle/

34. 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
• 1 to many, 1 to 1
• Searchable, Free, Easy to set up and use
Opportunities for Recruitment
• Post hot jobs, or latest job links on twitter back to the employers or agencies web site
• Recruitment news updates.. ie "Looking for a PHP developer in Melb, Top rates apply"
• Speaking/networking functions.. ie "Speaking at XXX on how to find a job", "Meet us at the
Careers Expo"
• Links to career content - employee profiles, videos, articles, etc.
• Follow discussions on various topics or trends
• Connecting with job seekers via twitter
• Market Intelligence
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http://www.recruitmentdirectory.com.au/Blog/twitter-and-recruitment-a13.html

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Recent tweets
Avatar
USER PROFILE
BIO
People I am
Following
People that
are following
me

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Recent tweets
by the users I
am following
What should I say? USER DASHBOARD
People I am
Following
People that
are following
Me
DM’s sent
RSS

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http://search.twitter.com
Have A Job?
(#HAJ)
Need a Job?
(#NAJ)
http://www.hashjobs.com
#job, #jobpost, #NAJ, #HAJ,
#employment, #recruiting,
#hiring, #rtjob, #career,
#staffing, naj, haj, hiring

38. Frequently Used Phrases
• The Twitterverse, or the Twitosphere - the community of Twitter users
• Tweeter, or Twitterer - a Twitter user
• Tweeple - Twitter Users
• Tweet - a post on Twitter. Tweets - the updates you, and everyone else, post
• Followers - people who have chosen to receive updates for a particular Twitterer
• Twitterati - the members of the Twitter A-list that everyone wants to follow.
• Twitterstream - the public, or friend, timeline - the posts on Twitter are chronologically listed
• Mistweet - an accidentally posted tweet - may have errors or be incomplete ie a mistake
• Retweet - the action of reposting another user’s post, crediting them for it
• Retweeter, or Retweetist - someone who retweets
• Twisticuffs - the posts when 2 or more twitterers have a disagreement
• Twetiquette ( or Twitetiquette) - the right way to behave on Twitter
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cont..

39. Twitter Shorthand
• Because each post can only contain 140 characters, shorthand is used lots when tweeting:
• RT = Retweet, followed by @ then the person you’re retweeting’s username e.g. RT @thomasshaw indicates you are
retweeting one of my posts
• OH – Overheard
• DM - Direct Message
• @ - Send/Reply to e.g. @thomasshaw - sends a message to me on the public timeline
• BTW - By The Way
• JV - Joint Venture
• IRL - In Real Life
• LOL - Laugh out Loud, or Lots of Laughter depending on who you ask!
• FTF - Face to Face
• IMHO - In My Honest Opinion
• abt - about
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cont..

40. Twellow http://www.twellow.com
• Is a service to help Twitter users find people to follow. From Accountants to Yoga, Twellow
categorizes and organizes Twitter into hundreds of niches to make your searching easier. So go
ahead, Connect with people who matter
TwitterFeed http://www.twitterfeed.com
• Here’s how to get your jobs/blog (or any other RSS) sent to popular microblogging platforms:
• Decide which network(s) you want to post to - twitterfeed can post directly to twitter, identi.ca,
custom laconica installations, and via Ping.fm, simultaneously to the many services supported by
Ping.fm
• Login to twitterfeed using your OpenID, Provide us with the URL for your blog's RSS feed, and
how often we should post on your behalf
• Our servers will check your blog's feed at the specified interval and post any new items to your
specified service. You just sit back and relax!
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cont..

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http://ping.fm/

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45. • Search Engines – Google, Yahoo, Live
• Submitting Content
http://www.google.com/webmasters/tools
• SEO, SMO
• Advertising PPC, banner ads
• Trends
http://www.google.com/trends
http://www.compete/com
• Analytics, ROI
http://www.google.com/analytics
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Search Engines
http://www.recruitmentdirectory.com.au/Blog/social-media-optimisation-%28smo%29-say-what-a22.html

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http://flickr.com/

48. RSS / XML
• 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.
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49. • 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
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Video

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http://www.youtube.com/watch?v=oBf8GWTiz3s

51. Aggregation
• 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
http://www.recruitmentdirectory.com.au/Blog/q%26a-about-simplyhired-launcing-in-australia-%26-linkedin-applications-a9.html
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53. • AIM, ICQ, MSN
Messenger, Yahoo
Messenger, Google
Talk, Facebook
Chat, Skype
• Integrate into your
website?
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Chat/IM
http://www.recruitmentdirectory.com.au/Blog/chat-and-im-use-for-recruiters-a113.html

54. • Push/Pull
• Advancements in technology – ie iphone, android, HTC
• SMS, MMS
• Optimized websites
• Application compatibility
• Costs $$
• iPhone does not currently have Flash, Java and other
plugins that work in PC based browsers.
• Are candidates going to use mobiles?
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Mobile
http://www.recruitmentdirectory.com.au/Blog/optimising-your-job-site-for-mobile-devices-a107.html
http://www.recruitmentdirectory.com.au/Blog/using-sms-in-recruitment-a61.html

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Check mobile optimization of your site http://ready.mobi/

56. • Ethical? Legal?
• Spokeo, Wink, Google
• 10 Privacy Settings Every Facebook User Should Know
http://www.allfacebook.com/2009/02/facebook-privacy/
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Background Checking
http://www.recruitmentdirectory.com.au/Blog/conducting-free-background-checks-on-search-engines-and-social-networking-sites-a102.html
http://jobadder.com/blog/2009/02/10/Is-it-ethical-for-a-recruiter-to-Google-a-candidate-I-think-so.aspx

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http://www.spokeo.com

59. • 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
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Candidates 2.0
http://www.recruitmentdirectory.com.au/Blog/the-difference-between-a-video-interview-and-video-resume-a64.html

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63. Measurement & Management
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
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65. • Be transparent, honest and open
• Refer all links, jobs, content back to your website
• Use other web 2.0 sites to disperse content
• Conversation - Engage with users
• Recruitment blogs are a great way to interact with candidates and provide
them with a sense of a company’s culture and work.
• Blogs add an element of humanity to the hiring process and allow recruiters
to find candidates that are qualified and that fit within their company’s
culture.
• Devote enough time to maintain their social networks.
• What are our competitors doing?
• Rich media interface? Mobile optimization?
• Create a short video on why you should work with XYZ Agency/Employer?
Podcasts?
• Use social networks as a sourcing tool to reach passive candidates and for
hard to fill positions.
• RSS
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How?
http://www.recruitmentdirectory.com.au/Blog/web-2-0-recruitment-sites-a50.html
http://inspecht.com.au/wp-content/uploads/52_Social_Media_Ideas_for_HR.pdf

66. • 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!
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Where are you headed?

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