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Social media and recruitment


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How real and relevenent is social media as a recruitment channel for global recruiters. This presentation at Teneo's Future of Recruitment Seminar in Barcelona 2011 gives real insight into how it is being used and outline strategies to help recruiters.

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Social media and recruitment

  1. 1. Resourcing 2.0 Social media and recruitment Tiffany St James Future of Recruitment, Barcelona 09 February 2011 Tiffany St James: on Linked In, Facebook, Slideshare, Skype, Quora, Twitter: @tiffanystjames [email_address]
  2. 2. Challenges of the post-digital decade
  3. 3. Employee expectations <ul><li>Lack of trust and evidence in social tools </li></ul><ul><li>The world of work is changing </li></ul><ul><li>With it our employee expectations </li></ul><ul><li>How do we turn the deficit model around? </li></ul><ul><li>How do you engage the 99% unsuccessful applicants? </li></ul><ul><li>How do we solve the intergenerational challenge that is ahead of us? </li></ul>
  4. 4. Smart Mobs: Democracy in action?
  5. 5. Power to the lobby
  6. 6. Individuals vs Businesses
  7. 7. What can we learn from WikiLeaks?
  8. 8. Why social channels can no longer be ignored
  9. 9. Online universe size Total est. global active internet audience = 625m (1.7bn online) (1 in 13 of all humans) Mobile internet usage nearly 1/5 th of users 17% now access internet on the move
  10. 10. Why people use the internet Source: Global Web Index Oct 2010
  11. 11. Trust in communications
  12. 12. Advertising has changed
  13. 13. How we are now targeted
  14. 14. How are people using SoMe Source: UM SoMe Wave 5
  15. 15. 6 pervasive trends on Google Source: James Cashmore 24/08/10 Head of Entertainment Google
  16. 16. UK social media stats Source:
  17. 17. Facebook <ul><li>500million+ active users </li></ul><ul><li>50% logging on a day </li></ul><ul><li>Total of 700 billion minutes a month </li></ul><ul><li>900 million objects interacted with </li></ul><ul><li>Av user: 80 community pages. </li></ul><ul><li>Av user: 90 pieces of content </li></ul>
  18. 18. The growth of mobile <ul><li>5 million mobile subscribers 70% of the w pop </li></ul><ul><li>85% of kids own a phone, 73% a book </li></ul><ul><li>Apple has sold almost 60 million iPhones </li></ul><ul><li>Google’s Android OS is growing at 886% y on y: </li></ul><ul><li>Activating over 160,000 devices a day </li></ul><ul><li>60 devices in over 40 countries </li></ul><ul><li>... and at that rate, Android will over take Apple as the leading smart phone OS in 2011 </li></ul>Source:
  19. 19. The rise of Generation Y
  20. 20. Social media and recruitment
  21. 21. Social media marketing spend Source Jan 2011
  22. 22. Social media uses in recruitment <ul><li>Promote your brand </li></ul><ul><li>Publish jobs (free) </li></ul><ul><li>Advertise jobs (paid) </li></ul><ul><li>Referrals </li></ul><ul><li>Research candidates </li></ul><ul><li>Direct sourcing </li></ul><ul><li>Corporate reputation management </li></ul>
  23. 23. Active hirers <ul><li>92% of active hirers now using (or planning) SoMe for recruiting </li></ul><ul><li>2010: </li></ul><ul><li>Linked In 86% </li></ul><ul><li>Facebook 60% </li></ul><ul><li>Twitter 50% </li></ul>Source: Jobvite, Inc 2010
  24. 24. Which SoMe do you use? <ul><li>Use to recruit Successfully hired </li></ul><ul><li>78.3% Linked In 89.4% </li></ul><ul><li>54.6% Facebook 27.5% </li></ul><ul><li>44.8% Twitter 14.2% </li></ul><ul><li>18.7% Blog 6.3% </li></ul><ul><li>13.7% You Tube 2.1% </li></ul><ul><li>05.4% My Space 1.9% </li></ul><ul><li>14.4% None 13% (other) </li></ul>Source: Jobvite, Inc 2010
  25. 25. Cases in good practice: Interactive media recruitment Interactive media for recruitment
  26. 26. Deloitte, Netherlands <ul><li>Deloitte in the Netherlands ± 4,600 employees </li></ul><ul><li>Hiring Target: 1,000 (2010/2011) </li></ul><ul><li>Traffic to career site Nov 09 to Nov 10 </li></ul><ul><li>From Job Sites = 9971 </li></ul><ul><li>From Social Media and Blogs = 33266 </li></ul><ul><li>Traffic via Social Media than Job Boards = +234% </li></ul>
  27. 27. G4S <ul><li>Second largest private employer in the world </li></ul><ul><li>Over 620,000 employees </li></ul><ul><li>Annual voluntary turnover rate of 27% requiring large resourcing capability </li></ul><ul><li>Activated external Social Media channels; Twitter, YouTube and LinkedIn </li></ul><ul><li>The first 36 hours saw over 22,000 candidates register with 400 applications being made </li></ul>
  28. 28. Ernst & Young <ul><li>Worldwide over 144,000 staff </li></ul><ul><li>2007 launched Facebook initiative allowing candidates to contact them directly and ask public questions to the recruiting team and meet experienced and young interns </li></ul><ul><li>Ernst & Young Facebook page has 34,000+ candidates </li></ul><ul><li>Business week named them one of the best places to launch a career in 2009 </li></ul>
  29. 29. Learning from Nokia <ul><li>Social recruitment solutions for local markets </li></ul><ul><li>Start small, test different initiatives, innovate </li></ul><ul><li>Socially recruited employees understand us </li></ul><ul><li>Social recruiting can be just promotional reach not 360 social </li></ul><ul><li>Build a community for the 99%: talent radar </li></ul><ul><li>Be the digital cheerleader in your organisation </li></ul>
  30. 30. Social media toolkit for talent engagement
  31. 31. Principles: Successful online engagement Source: Mark Schmulen GM of Social Media for Constant Contact, Nov 2010 at Monitoring Social Media 2010
  32. 32. Talent Life Cycle Attract Recruit Onboard Develop Identify Recruitment Management Technology Talent Pool Technology Skills Management Technology Digital Attraction /Sourcing Strategy
  33. 33. Have a social code of conduct <ul><li>Be credible </li></ul><ul><li>Be consistent </li></ul><ul><li>Be transparent </li></ul><ul><li>Be relevant </li></ul><ul><li>Be an ambassador for </li></ul><ul><li>your organisation </li></ul>
  34. 34. Have a social media policy <ul><li>Purpose </li></ul><ul><li>Principles </li></ul><ul><li>Statement of ethics </li></ul><ul><li>Context for organisation </li></ul><ul><li>Tools and services </li></ul><ul><li>Professional and personal use </li></ul>
  35. 35. Coca-Cola policy <ul><li>Core values in the social media community </li></ul><ul><li>Transparency in every engagement </li></ul><ul><li>Protection of consumers’ privacy </li></ul><ul><li>Respect of copyrights, trademarks and other rights </li></ul><ul><li>Responsibility in use of technology </li></ul><ul><li>Utilisation of best practices </li></ul>
  36. 36. Coca-Cola policy <ul><li>Expectations of personal behaviour in social media </li></ul><ul><li>Adhere to the Code of Business Conduct </li></ul><ul><li>You are responsible for your actions </li></ul><ul><li>Be a “scout” for compliments and criticism </li></ul><ul><li>Let the subject matter experts respond to negative posts </li></ul><ul><li>Be conscious when mixing your business and personal lives </li></ul>
  37. 37. Have social media staff guidance <ul><li>Before you engage </li></ul><ul><li>Mitigation </li></ul><ul><li>Professional use </li></ul><ul><li>Research </li></ul><ul><li>Outreach </li></ul><ul><li>Ensure... </li></ul>
  38. 38. 7 levels of engagement <ul><ul><li>Disseminating information </li></ul></ul><ul><ul><li>Monitoring </li></ul></ul><ul><ul><li>Gaining insight </li></ul></ul><ul><ul><li>Responding </li></ul></ul><ul><ul><li>Discussing </li></ul></ul><ul><ul><li>Consulting </li></ul></ul><ul><ul><li>Collaborating </li></ul></ul><ul><li>Deeper engagement </li></ul>
  39. 39. How do I go about actively engaging? <ul><li>Why are you engaging? </li></ul><ul><li>How, what, where, when, why? </li></ul><ul><li>Set objectives </li></ul><ul><li>Tools and frequency </li></ul><ul><li>Interaction plan </li></ul><ul><li>Reporting, analysis, optimisation </li></ul>
  40. 40. Set objectives Listening and research Insight, candidate research, network identification Promotion and outreach Stimulating interest, encouraging referrals, applications Direct sourcing Driving direct response, social engagement Corporate Reputation Employee footprints, digital reputation
  41. 41. Continual optimisation Source: UK Government GCN/COI Interactive Services
  42. 42. Measures of success - KPIs <ul><li>Outputs </li></ul><ul><li>How many visits, referrals, subscribers, loyalty, web analytics, bounce rates, applications </li></ul><ul><li>Outtakes </li></ul><ul><li>Message and experience for user satisfaction, measuring change of attitude </li></ul><ul><li>Outcomes </li></ul><ul><li>Action - what do you want the user to do? </li></ul>Source: UK Govt COI Interactive services
  43. 43. The case for online rebuttal
  44. 44. 10 steps for successful social media use <ul><li>1) Listen </li></ul><ul><li>2) Create a ‘social object’ </li></ul><ul><li>3) Segment your audiences </li></ul><ul><li>4) via their preferred platform </li></ul><ul><li>5) a better shared experience </li></ul><ul><li>6) Optimise your content for sharing </li></ul><ul><li>7) Initially use paid for media </li></ul><ul><li>8) Optimise the extreme targeting of social media </li></ul><ul><li>9) Resources, resources, resources </li></ul><ul><li>10) Track, optimise and amend </li></ul>
  45. 45. Are you ready for social engagement? <ul><li>1 Are you listening? </li></ul><ul><li>2 Do ALL employees understand the risks? </li></ul><ul><li>3 Rapid response? </li></ul><ul><li>4 Strategy in place? </li></ul><ul><li>5 Had crisis training? </li></ul><ul><li>6 Clear on the roles and responsibilities </li></ul><ul><li>7 Top down and bottom up strategies </li></ul>
  46. 46. The Future of social media in recruitment
  47. 47. Monitoring and outreach labs Gatorade in the US Dell in the US Costa cruises in Italy Barclays in the UK
  48. 48. Command centres <ul><ul><li>Listening </li></ul></ul><ul><ul><li>Gaining insight </li></ul></ul><ul><ul><li>Fan page management </li></ul></ul><ul><ul><li>Building a digital footprint </li></ul></ul><ul><ul><li>Outreach promotional </li></ul></ul><ul><ul><li>Seeding content </li></ul></ul><ul><ul><li>Candidate research </li></ul></ul><ul><li>Specialist services </li></ul><ul><ul><li>Crisis management </li></ul></ul><ul><ul><li>Branded content </li></ul></ul><ul><ul><li>Tools and apps </li></ul></ul><ul><ul><li>Campaign specific </li></ul></ul><ul><ul><li>Corporate reputation </li></ul></ul>
  49. 49. The result of listening
  50. 51. Are we likely to increase or decrease market share compared to our competition? What is going to be the more important issue - ‘cost’, ‘customer service’ or ‘ environmental impact’? What is the sentiment on XYZ? Is it likely to negatively affect future adoption of our products and services? Which key themes will receive increasingly positive or negative attention?
  51. 52. The future of social recruitment <ul><li>Your reputation will be the sum of employee conversations </li></ul><ul><li>Reputation will flow out of organisations through open data </li></ul><ul><li>To create a good brand: treat your people well </li></ul><ul><li>Turn employeed into uber authentic reputation carriers </li></ul>
  52. 53. How can we move towards this? <ul><li>Open data stream from companies </li></ul><ul><li>Open data plus tools </li></ul><ul><li>Onboarding software </li></ul><ul><li>Day 1 access and learn from internal peers </li></ul><ul><li>Semantic search </li></ul><ul><li>Objectives, digital capability audit, strategy, training, implementation </li></ul>
  53. 54. Further Resoures
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  61. 62. Thank you Tiffany St James [email_address]