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Recruitment & social media - Dr. Ralf Caers

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Recruitment & social media - Dr. Ralf Caers

  1. 1. Social Media in recruitmentLikes, shares and … academic research Vlerick HR Day, June 13, 2012 Prof. dr. Ralf Caers
  2. 2. There are numerous social ones But 3 large media
  3. 3. Using social media… Private Professional Public
  4. 4. Highlights the big things in life… and the small things too
  5. 5. Using social media… PrivatePublic Professional
  6. 6. Using social media…
  7. 7. Using social media… PrivatePublic Professional
  8. 8. Using social media…
  9. 9. Using social media… Private 900 million 150 million 140 millionPublic Professional
  10. 10. Research on recruitment & selection
  11. 11. Active recruitmentPassive recruitment Selection
  12. 12. Research in Flanders 50,0% 44,3% 45,0% 40,0% 35,0% 30,0% 25,0% 20,0% 14,3% 15,0% 10,0% 5,9% 5,0% 3,3% 0,0% Internal use External use
  13. 13. Passive external recruitment• Posting job ads• Trying to create a viral effect
  14. 14. Passive external recruitment
  15. 15. But there are pitfalls…• To speak = to express – Commercials don’t convince – FB-content affects company’s image
  16. 16. But there are pitfalls…• To speak = to express• Like = willing to communicate – Overload – Media-heterogeneity
  17. 17. Preferences on Facebook Once a month 25 Once every 2 weeks 17 Once a week 30 Twice a week 7 3 times a week 7 0 5 10 15 20 25 30 35
  18. 18. Or via the employees
  19. 19. Policy on job postings (Facebook) Asked to 10,2 Asked not to 2,5 Obliged to 0 Forbidden to 3 No policy 84,3 0 10 20 30 40 50 60 70 80 90
  20. 20. Employees not enthusiastic Without asking 10,3 When asked 18,3 When obliged to 14,9 Never, not even when obliged 55,8 0 10 20 30 40 50 60
  21. 21. But no compensation… No 71,4 No, but its a plus 24 Yes, if successful 3,6 Yes, always 1 0 10 20 30 40 50 60 70 80
  22. 22. Reputations may be linked
  23. 23. And the applicant?
  24. 24. Job search via LinkedIn No 82,1 Yes, once 9,9 Yes, multiple times 7,9 0 10 20 30 40 50 60 70 80 90
  25. 25. Job offer via LinkedIn-connection? Yes, often 3 Yes, multiple times 27 Yes, once 11 No 59 0 10 20 30 40 50 60 70
  26. 26. Job offer from stranger via LinkedIn? Yes, often 4 Yes, multiple times 24 Yes, once 13 No 59 0 10 20 30 40 50 60 70
  27. 27. Exposed to job ads Constantly 0,5 Often 11 Sometimes 39,1 Almost never 31,8 Never 17,6 0 5 10 15 20 25 30 35 40 45
  28. 28. Social media & selection
  29. 29. Results• In 2010 – 43% looks on Facebook – 70% looks on LinkedIn• Decision on invitation – 13,2% uses Facebook-info – 26,1% uses LinkedIn-info
  30. 30. Results• In 2012 – 43% 72,5% looks on Facebook – 70% looks on LinkedIn• Decision on invitation – 13,2% uses Facebook-info – 26,1% uses LinkedIn-info
  31. 31. What do interviewers look at onFacebook?• At least the profile picture – 2010: 75%• Everything – 2010: 58%
  32. 32. What do interviewers look at onFacebook?• At least the profile picture – 2010: 75% – 2012: 93,6%• Everything – 2010: 58% – 2012: 74%
  33. 33. Often viewed, but…• What does a profile picture tell?
  34. 34. In 2010, interviewers thought…• Possible: – Extraversion – Maturity• Doubts on: – Healthy lifestyle – Intelligence – Narcissism• Not possible: – Reliability – Emotional stability – Agreeableness – Seriousness
  35. 35. April 2012: The proof of the pudding
  36. 36. April 2012: The proof of the pudding• 3 pictures• 11 characteristics• 33 ratings
  37. 37. The proof: 3 times ‘accurate’1. Agreeableness2. Openness3. Extraversion4. Maturity5. Intelligence6. Emotional stability7. Healthy lifestyle8. Seriousness9. Narcissism Reliability Conscientiousness
  38. 38. The proof: 3 times ‘accurate’1. Agreeableness2. Openness3. Extraversion4. Maturity5. Intelligence6. Emotional stability7. Healthy lifestyle8. Seriousness9. Narcissism Reliability Conscientiousness
  39. 39. The proof: 3 times ‘accurate’1. Agreeableness 1.18%2. Openness 0.96%3. Extraversion 0.71%4. Maturity 0.64%5. Intelligence 0.63%6. Emotional stability 0.22%7. Healthy lifestyle 0.20%8. Seriousness 0.18%9. Narcissism 0.00% Reliability 0.00% Conscientiousness 0.00%
  40. 40. The proof: 1 time ‘accurate’1. Agreeableness 38.07%2. Openness 37.34%3. Extraversion 36.80%4. Healthy lifestyle 35.01%5. Seriousness 28.83%6. Conscientiousness 26.86%7. Intelligence 22.36%8. Emotional stability 21.43%9. Narcissism 21.05%10. Maturity 20.61%11. Reliability 8.89%
  41. 41. Recommendations• April 2012: – 70,9% of users believe in positive effect of LinkedIn-recommendations
  42. 42. Training• April 2012: – 85% of users believe in positive effect of showing skills and abilities
  43. 43. # connections• April 2012: – 58% of users believe in positive effect of having many LinkedIn-connections
  44. 44. Important people• April 2012: – 55% of users believe in positive effect of having important LinkedIn- connections
  45. 45. Creating better perceptions viaLinkedIn• Quality network? – Once met: 62% – Strangers: 9% – Only tight connections: 24%
  46. 46. Thank you! Prof. dr. Ralf Caers Hogeschool-Universiteit Brussel
  47. 47. Social Media in recruitmentPersonal perspective of a (semi-)believer Vlerick HR Day, June 13, 2012 Jurgen Moenaert, Head of Recruiting Deloitte
  48. 48. Objectives of todayBuild upon academic research – Share some experienceDiscover novelties - Trigger some thoughts (or even actions ?) What today is certainly not : Full-scope Social Media Training Deloitte promo-session Me trying to convince you
  49. 49. Proposed agenda– Setting the scene– Social media as strategic differentiator ?– Time for a reality check– Some (useful ;-) tips for the road
  50. 50. Recruiting @ Deloitte
  51. 51. Recruiting @ Deloitte Capabilities of social media for recruitment • A touch point is every occasion where candidates give a share of his/her attention to an employer brand. • Social media have increased dramatically the number of EMPLOYER CANDIDATE potential touch points between employer and candidates. TOUCHPOINT Create brand Interact & Select & awareness Converse Secure Source & Inform
  52. 52. Proposed agenda– Setting the scene– Social media as strategic differentiator ?– Time for a reality check– Some (useful ;-) tips for the road
  53. 53. #1 - Segmentation
  54. 54. Different levels of “Social Adoption”
  55. 55. #2 – Implementation
  56. 56. Measuring = Knowing
  57. 57. #3 – Critical Mass
  58. 58. But … you might run into a wall of resistance ! © 2010 Deloitte Touche Tohmatsu 772 Copyright © 2011 Deloitte Development LLC. All rights reserved. 2
  59. 59. “People will start talking about us” “No influence on what our own employees are saying about us” “It is just another hype” “It will lead to inproductivity” “It’s compromising our privacy”“If I do not have an extensive social network, I willnot be able to create awareness via social media”“I doubt the fact that people will read my updatesbecause an overload of information supply exist” 7 © 2010 Deloitte Touche Tohmatsu 73 Copyright © 2011 Deloitte Development LLC. All rights reserved. 3
  60. 60. fear of the unknown © 2010 Deloitte Touche Tohmatsu 774 Copyright © 2011 Deloitte Development LLC. All rights reserved. 4
  61. 61. Proposed agenda– Setting the scene– Social media as strategic differentiator ?– Time for a reality check– Some (useful ;-) tips for the road
  62. 62. Facebook @ Deloitte BEfocus on brand awareness & interaction
  63. 63. LinkedIn @ Deloitte BESome personal investment is expected…
  64. 64. Grow your networkFeed your network Use your network
  65. 65. … but supported by corporate initiatives !
  66. 66. Twitter @ Deloitte BESlowly (but steadily) taking off !
  67. 67. YouTube @ Deloitte BEIntegrated feed / multi-channel approach
  68. 68. Proposed agenda– Setting the scene– Social media as strategic differentiator ?– Time for a reality check– Some (useful ;-) tips for the road
  69. 69. Tip#1 : QR-codes to share info + generate trafficWhich info can be behind ?URL, SMS, Email, Contact details, Phone, Event, Location, Wifi, Full Text
  70. 70. Tip#2 : Measure your influence with Klout score
  71. 71. Tip#3 : Think about security settings in Facebook
  72. 72. Tip#4 : If wanted, hide your connections in LinkedIn
  73. 73. Tip#5 : Tweetdeck as platform to keep the overview
  74. 74. Tip#6 : Bitly to shorten your URL
  75. 75. Tip#7 : Some useful extra features on LinkedIn http://inmaps.linkedinla bs.com/network
  76. 76. Tip#8 : Interesting articles on “Future of Recruiting” The core philosophy of Recruitment 3.0: • Not everyone is looking for a job • Everyone is a potential candidate or brand ambassador • Employment brand is pivotal to your success in talent acquisition • People are looking for interaction with people, not faceless, bureaucratic companies • You are not in control of what people are saying • Building relationships and communities is key • Recruitment is (and probably stays ;-) boring
  77. 77. Tip#9 : What I understood to be 2 good books … ;-)
  78. 78. Tip#10 : A nice campaign example from Deloitte NL
  79. 79. Any further questionsor concerns ? Jurgen Moenaert Head of Recruiting Deloitte (semi-believer ;-)

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