My presentation for the New England Human Resources Association (NEHRA) event on the impact of social media on recruiting in September 2009.

1. September 29, 2009 The Future of Recruiting is Social - How Social Media is Changing Recruiting Presented By: Brian Cavoli Director of Marketing and Social Media Strategies, JCSI Jim Sullivan CEO, JCSI

3. Learn best practices, risks and company investments required

4. Learn how to evaluate success and measure business impact

5. Learn how to identify, connect and build relationships with passive candidates in these environments

6. Learn how this can be applied to enhance your employment brandWhat Else? 2

7. Twittering Today? Use #NEHRA hashtag today to follow the conversation search.twitter.com 3

8. Agenda Who is Using This? Introduction to Social Media Making the Case for Social Staffing Evaluating the Tools Measurement Discussion 4

10. Conducted online between April 30 and May 15, 2009

11. 438 individuals completed the 23 question survey

12. Respondents answered questions on an online survey tool5

13. Recruiter Survey Results – Discussion 6

14. Recruiter Survey Results – Discussion 7

15. Recruiter Survey Results – Discussion 8

16. Recruiter Survey Results – Discussion 9

17. Agenda Who is Using This? Introduction to Social Media Making the Case for Social Staffing Evaluating the Tools Measurement Discussion 10

18. What is Social Media Content created by people using highly accessible and scalable publishing technologies Democratization of knowledge and information Transforming people from content consumers into content producers 11

19. Social Media is About Relationships “Web 2.0” technologies turn websites from one-way communication to a “market conversation” Bypassing traditional communications methods to reach audiences directly Individuals sharing ideas, experiences and opinions with millions of others Companies can reach many candidates directly Your Company Job Ads Agencies 12

20. Social Media Universe 13 Source: fredcavazza.net

21. http://www.youtube.com/watch?v=MpIOClX1jPE 14

22. Agenda Who is Using This? Introduction to Social Media Making the Case for Social Staffing Evaluating the Tools Measurement Discussion 15

23. The Future Staffing is Social Social media has revolutionized marketing – now, it is changing the future of recruiting Never before has the talent deep in a competitor’s organization been so accessible Ads and agencies are losing effectiveness social media can attract higher quality hires at a lower cost 16

25. Requires a proactive approach to reach them and the quality content to appeal to them

26. Emphasizes the importance of your first impression17

27. Importance of Social Media Social networking has become more popular than email Time spent growing 3 times faster than overall rate of Internet growth Audience is becoming older and globally diverse In 2009, the number of Facebook members age 35+ has doubled Users are 3 times more likely to trust a peer over advertising when making a purchase decision Social Profile of US Online Adults Forrester Research Source: Nielsen Source: Jupiter Research Source: Forrester Research 18

28. Who is Doing What Source: Forrester Research 19

30. Influencers are connecting with other influential people

31. Openly discussing company cultures, salaries, interviews and working conditions

32. Candidates are finding others online to discuss career decisions, stresses the importance of your employment brand

33. People expect to be able to engage with companies in social communities20

34. Influence Throughout the Process 21

35. “A” Level Candidates Currently Working for Competitors CULTIVATION Influence Throughout the Process 22

36. PR for Your HR Social media has dramatically changed PR and marketing We are applying these proven practices specifically for staffing and recruitment conversations Communications Firm Brands Consumer Forrester Research Future of Communications Firms “Deep understanding of consumer communities, helping brands create and nurture connections, deliver targeted, on-demand messages, and network for talent and insights.” Source: Forrester Research 23

37. The Next Generation of Recruiting Proactive outreach to participate in communities to build relationships as part of a long-term employment strategy Develop strong understanding of the audience and where they live online Join communities where relevant conversations are occurring Identify talent based on demonstrated expertise Connect with them by following/friending, etc Build credibility by contributing to the discussion Offer value by sharing relevant content/resources Gain referrals through personal networks Help shape your employment brand 24

38. Future of Communications Influence of “traditional content sources” wanes in favor of digital consumer-generated information available on-demand 25 Source: http://www.baekdal.com/articles/Management/market-of-information/

39. Stages of Social Media Recruiting 26

40. Listening Seek First to Understand, Then to Be Understood Find the communities, blogs and discussion forums that attract your targeted candidates Apply monitoring tools to pick-up relevant brand mentions Participate in the conversation to understand the discussions, topics, personalities and tone Identify the individuals that demonstrate expertise and influence 27

41. Engaging Advocate Don’t Advertise Comment on their contributions so the pitch isn’t the first time they’ve heard of you Read several posts to understand the individual’s personality and areas of expertise Make every communication personalized and relevant Post links to jobs and content in a way that is relevant to the discussion and adds value to the community Invite feedback, comments and referrals and make it easy for them to contact you privately 28

42. Engagement = Business Success “ companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference. In fact, these Mavens have sustained strong revenue and margin growth in spite of the current economy “ http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf 29

43. The Right Message for the Right Person at the Right Time There are many ways to develop tools and content that will attract and engage candidates Sharing Social network pages Twitter Company videos Job posting videos Podcasts Widgets Topic communities Blogs Web events / Webinars 30

44. Agenda Who is Using This? Introduction to Social Media Making the Case for Social Staffing Evaluating the Tools Measurement Discussion 31

45. Social Media Universe 32

46. Facebook-Centric Strategy A presence that looks and behaves like user profiles to connect and engage with your customers and amplify your voice to their friends Facebook Page is your social media hub Navigation to all the tools across the web Don’t need to be a member to view Designed for conversation and networking Enables you to shape a brand experience 33

47. Corporate Facebook Pages Corporate pages have a different audience / goals Great for company news Product promotion Customer service Sales, special offers Limited to 6 tabs … and one wall 34

48. Facebook Careers Page Conversation focused on job opportunities and careers Reasons people follow are very different than on your marketing site Complement any page created by your marketing group Features: Recruiting events Company / employee videos Links to other communities – Twitter, YouTube, Podcasts 35

50. Locations

51. Community Involvement

52. RSS

53. YouTube Videos

54. Downloads – Annual Reports 36

55. Facebook Users Getting Older Networks have become more mainstream - audience becomes older Almost one third of its global audience is aged 35-49 years of age One quarter is over 50 years old 25-34 year population is doubling every 6 months 37

56. Top Reach - Locally and Globally Topped 300 million users in Sept ’09 70% of its user base is now outside the US 38 Source: Checkfacebook.com

57. The Hype of 2009 Twitter Generates $48 Million of Media Coverage in a Month According to news-monitoring service VMS, a cool $48 million over the past 30 days. (That's half of what Microsoft plans to spend marketing its biggest product launch of the year, Bing.) 39

58. Twitter for Recruiters Promote and discuss jobs Research candidates Network Build employment brand Follow influential people Build viral momentum Link to important information 40 Social media is used to increase collaboration, communication and innovation Twitter can level the playing field so that smaller firms can find those people as effectively as the Fortune 500 do Efficient way to identify passive job candidates who might not be scanning job boards. HarvardBusiness.org

59. Microblogging 41

60. Twitter DemographicseMarketer & ComScore “What is interesting is that it is not the 18-to-24-year-olds, the traditional social media early adopters, that are driving Twitter growth” “More specifically, 45-54 year olds are 36% more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30% more likely.” (Reuters) Age Distribution of Twitter Users 42

61. Recruiter Blogging Show a human side of your corporation to prospective employees Conversational version of press releases, marketing materials and job postings Discuss community service events Recruiting events Typical interview questions Explanation of company benefits Interviews with hiring managers Requires a commitment - weekly updating 43

62. Blogging 44

63. Online Videos Company Movies Video Job Posting Employee Point of Views www.youtube.com/OpenPagesCareers Video 45

64. Online Videos 46

65. Online Video 76.8% of the total U.S. Internet audience viewed online video Average online video viewer watched 356 minutes of video (approx. 6 hours) a month 100.9 million viewers watched 6.3 billion videos on YouTube.com (62.6 videos per viewer) YouTube accounts for 90% of online video consumption (Comscore) 68% of people who watch online videos pass links for these videos onto their friends (OPA and Adweek) 47

66. Hiring Manager Podcasts Hiring Manager Podcasts iTunes Channel 48

67. Podcasts Podcast downloaders tend to be male, young and educated 35-54 year olds represent about half of the podcasting audience. iTunes accounts for 75% of all podcast downloads, (Podtrac) 49

68. Live Online Events Online Open House 50 Live Event Streaming

69. Industry-FocusedCommunities & Forums Ning Communities LinkedIn Answers 51

70. Company-Focused Forums Glassdoor Reviews Indeed Forums 52

71. Agenda Who is Using This? Introduction to Social Media Making the Case for Social Staffing Evaluating the Tools Measurement Discussion 53

72. This is a relationship-building strategy utilizing unpaid media and direct to consumer communications There are many key performance indicators we can track 54 Measurement

73. There’s No Lack of Data 55

74. Measuring Reach Manage them With Google Reader Google alerts Tweetbeep Twitter Search Technorati BoardReader Social Mention Backtype 56

75. Measure Engagement 57

76. Measure Candidates Connecting social interactions to candidate databases Inquiries from Social Sites Candidate Screening Self Identified on Applications Applicant Tracking Systems 58

77. What’s Your Strategy? The world of social media recruiting is an exciting place 59

78. What’s Your Strategy? Leave Your Card Receive Our eBook Social Media Strategy for Your Business Brian Cavoli bcavoli@jcsi.net Kevin Jones kjones@jcsi.net Jim Sullivan sullj@jcsi.net 888-JCSI- INC Blog: www.JCSI.net www.twitter.com/JCSInet www.facebook.com/JCSInet www.youtube.com/JCSInet 60