Presentation given by Lizz Pellet at the Ad Strategies seminar on 9-17-09.

1. The “How To’s” of Social Media for Recruiting
How To s
Lizz P ll t CEO Emerge I t
Li Pellet, CEO, E International
ti l
With contributions from:
Susan Leverentz, SPHR, Senior Partner, Ad Strategies
Elaine Orler, President, Talent Function Group
Jason Corsello, Vice President, Knowledge Infusion

2. Quick quiz to get started:
Do you Google a potential candidate
before making an offer?
g
Do you tweet on twitter?
Have you created a Twellowhood?
Are you currently blocking access to
Myspace at work or have malware
protection?
Do you agree that web 2.0 is just
another fad?
Have you had an encounter with a
“virtual world”?
Do you blog or feel bloated after a
large meal?

3. Agenda and Points to Ponder
Social Networking – what is it and what it was
Who are the major players
Implications for HR
How to utilize these platforms in your recruitment
activities

4. What is Social Media?
Video/Photo
Sharing Blogging
Social media has
Podcasts created a
Micro
Blogging
fundamental shift
Key Social
Platforms in the way people
Message
M
Boards communicate via
i i
RSS real-time
Chat
Social
conversations
Rooms
Networking online.

5. What is Social Networking:
Social Networking: any application or Web site that links
communities of people together through the ability to upload
and share media such as photos, videos and bookmarks,
blogs, or to message or link with friends, or to make new
ones.

6. LinkedIn is most popular Social Network for Recruiters
p p

7. Facebook User Engagement
• 3rd most trafficked website in the World!
• 300 million active registered users
illi i i d
• 5 billion minutes are spent on Facebook each day
(worldwide)
• Over 500,000 new active users a day
• Average user has 120 friends
• M
More th 30 million users update th i statuses at l t
than illi d t their t t t least
once each day
• 62 billion page views per month
• More than 8 million users become fans of pages each day

8. Twitter User Engagement

9. Twitter User Engagement

10. Companies are becoming more comfortable
with Social Networks

11. How to get started: Become an observer
Watch and learn
Follow individuals
Follow companies
Leverage emerging technologies

12. How to get started: Become an observer

13. Start to engage:
It’s all about the conversation!

14. Engagement is a Two Way Street
Two-Way
Communication is key
Be timely
Be responsive
Be honest
Be transparent
Be personal

15. Facebook users are passionate
There are over 60k user-created groups about careers
and networking with over 2 million members.

16. A little more about FB
140,834 members of a Nurse Group
16,194 members

17. Keys to A Successful Facebook Recruiting
Page
Ongoing
relevant
l t
content
generation
Goals:
• Build
relationships
with talent Seeking out Open
fans dialogue
• Strengthen your Careers
employment Page
brand Success
Asking for Employee
input participation

18. Elements you FB page should have to Engage
• “FANS”
• Company Info
• Candid Photos
• Polls
• “D in the Lif ”
“Day i th Life”
• Videos
• RSS
•C
Corp. Responsibility/
R ibilit /
Sustainability
• Recruiter Photos

19. To best engage, Be Available
g g ,
Sodexo
offers 16
ways for
candidates
did t
to network
with them.
Very
engaging!

20. Be Unique
“We’d like you, (yes all of you), to help us
write the job description for our Sr Manager
of Emerging Media Marketing job.”
- Barry Judge, Best Buy CMO

21. Be Unique

22. Syndicate your opportunities

23. Be consistent
Make sure the Social Experience matches the
Candidate E
C did t Experience
i
≠

24. Create Social Media Guidelines
Focus on the “do’s” versus the “do not’s”
Guidelines rather than policies
Must align with corporate codes of conduct
Check your privacy policy
Keep your guidelines up to date

25. HR Policies and Practices:

26. HR Policies and Practices:

27. HR Policies and Practices:
ESPN Social media guidelines
ESPN BLOG Policy

28. HR Policies and Practices:
This is NO Fairy Tale: Once upon a twitter time at
Yahoo!
Y h !
Yahoo (YHOO) employee Emily West is one of
the 1,500 who lost her job today. Just like Ryan
1 500 today
Kuder did during Yahoo's February layoffs, Emily
updated her Twitter account throughout the
p g
whole ordeal:
Managers are in early and tv crews are outside.
Commence bloodbath. about 3 hours ago from txt

29. Twitter and Yahoo!
I checked the employee directory and a couple of people are gone
from the East coast that I know. about 2 hours ago from web
g
They have pretty pre-printed signs on doors of the rooms where
they are telling people unlike the red sharpie signs from the last
round. about 2 hours ago from web
Five people I trained were cut in NY, none from Boston. One girl in
NY that started at the same time as me also got the axe. about 2
hours ago from web
Four months of severance is the rumor. Plus they’re herding people
to an employment service after they’re told the news. about 2 hours
ago from web
FUUUUCK, just saw my new hire trainee f
C from OOctober go into The
Room with her manager. They are laying off an amazing employee
10 yards away. about 1 hour ago from web

30. Twitter and Yahoo!
My work BFF Michelle who helped me get my training job
and taught me so much is out The tears are coming. I hate
out. coming
crying at work. about 1 hour ago from web
I’m kicking myself for not bringing some Bailey’s for my
coffee. about 1 hour ago from txt
The campus gym just sent an email offering 20 min. $20
massages starting at 11. Doubt that’s a coincidence. HAW!
that s
about 1 hour ago from txt
Some haters say that bloggers are turning the layoffs into a
sport. I think that’s bullshit. about 1 h
t thi k th t’ b ll hit b t hour ago f from t t
txt
I’m out. 14 minutes ago from txt

31. Get your Executives invested & involved
Remember the Best Buy example
http://about.zappos.com/jobs
http://www.youtube.com/watch?v=tFyW5s_7ZWc
http://blogs.zappos.com/blogs/ceo-and-coo-
blog/2009/01/03/your-culture-is-your-brand

32. Encourage & Promote Executive Sponsorship

33. The Game Changes Every Day – MONITOR IT!
New ranking reports are posted monthly.
New players pop up monthly.
Networks must be tracked and “owned” by someone in your
owned
organization.
Use “Company Buzz” on LinkedIn (FREE), or sites like
Radian6 ($$) & ScoutLabs ($$)

34. How are your employees communicating?
IT Manager estimate % of IT that thought the % of locations that
usage vs actual usage
g g app was being used
pp g showed app usage
pp g
Social networking 60% 100%
Instant Messaging ( )
g g (IM) 66% 100%
Web based IM 35% 97%
Streaming Audio/Video 80% 94%
IPTV (internet protocol 10% 100%
television)
t l i i )
P2P file share 54% 96%
Web
W b conferencing
f i 82% 83%
Fourth quarter, 2008 FaceTime data collection

35. Candidate Selection (Jump Start Media Poll)
Increasingly, hiring managers are turning to -- and even
depending on -- social media sites for identifying and
researching job candidates.
Hiring managers have started checking social media sites to
research candidates before making a job offer.
Ranking:
66% used LinkedIn-the only professional social networking
site to research the credentials of job candidates
j
48% used Facebook
26% used Twitter

36. Identifying the Risks with Social Media

37. Debunking Risk
It’s too risky
and Social recruiting oration should be
uncontrollable!
viewed no differently than existing
collaboration models (i.e. email,
meetings, etc)
Identify top 5-10 “worst case
scenarios” and b ild contingencies
i ” d build ti i
Embrace and prepare for failure

38. Creating Rationale & Justification
Focus on proficiency instead of
technology “tools” or “platforms” It’s a fad…a
waste of time…
f
Identify potential impact to all business
units (marketing, service, HR, etc)
Look for
L k f synergy and unification vs.
d ifi ti
siloed build out

39. Addressing “ROI”
ROI
Tie social recruiting to the strategy
and goals
What’s the ROI?
Keeping the “I” low will reduce the
dependence on “R” R
Incremental vs. “Big bang”
An
A executive sponsor with clout and
ti ith l t d
interest

40. ROI: The $$ of using social media vs other methods
Facebook Free
My Space Free
Youtube Free
LinkedIn Free
Blogs (word press) Free
Twitter (application) Free
Ning Free
Monster $$$
Career Builder $$$
LinkedIn Corporate
p $$
Niche boards $$
Micro sites $$
Assoc.
Assoc website ad $$

41. Can social networks help to: Attract, Retain, and
Repel talent?
Attract – how can you get the best of the best from
the
th current and future talent pool – b th active and
t df t t l t l both ti d
passive candidates?
Retain – how will you keep the good ones you have
that really are a good fit?
Repel – how can you keep the ones that just don’t
don t
fit from applying in the first place?

42. Questions?
Contact information:
SusanL@recruitads.com
Follow me on twitter:
http://twitter.com/AdStrategies
Invite me on LinkedIn:
http://www.linkedin.com/in/susanleverentz