Socially Recruiting
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The internet is one great big recruiting machine. From company websites to blogs to social networking sites, companies are finding better ways to connect and collaborate with their future employees. This presentation focuses on how to harness the power of Social Networking sites to find great talent. • Overview of Social Media • Social Networking in Business • Why Social Recruiting • Building a Strategy • Tools To Use • Creating a Business Case • World Class Examples
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Socially Recruiting
- 1. SOCIALLY RECRUITING Harold Ford HRMG Solutions
- 2. Objectives Introduction to Social Media Social Networking in Businesses Why Social Recruiting? Building a Strategy Tools to Use Creating a Business Case World Class Examples
- 3. Who is this guy? Self-Professed Geek Early Adopter HR Strategist HR/Payroll Systems Expert Trusted Advisor Social Media Advocate
- 4. What do you think of when you hear the term ‘Social Media’?
- 5. What is Social Media? Connecting Communicating Collaborating Clarity Cultivating Convergence
- 6. What is Social Media?
- 7. Social Media – Paradigm Shift? Then Message-Driven Content One-to-Many Fewer Brands Easier Choice Brand Acceptance Now Intent-Driven Content Many-to-Many Exchangeable Brands Complex Choices Brand Skeptic Mobility Web
- 8. Social Media – Best Thing Since?
- 9. Will It Ever Catch On? “Television won’t be able to hold on to any market it captures after the first six months.” Darryl Zanuck Head of 20th Century-Fox, 1946 “It is an idle dream to imagine that automobiles will take the place of railways in the long distance movement of passengers.” American Railroad Congress, 1913 "640K ought to be enough for anybody.“ Bill Gates Microsoft President, 1981 “I think there is a world market for maybe five computers.” Thomas Watson IBM Chairman, 1943 “Everything that can be invented, has been invented. Charles Duell US Commissioner of Patents, 1899
- 10. Who is Using Social Media?
- 11. Who is Using Social Media?
- 12. Who is Using Social Media? Source: Pew Research Center
- 13. What are they using?
- 16. Social Media – The Bad? Information Overload Security Risk Groupthink Productivity Killer Sock Puppet Negative Branding
- 19. Employees will say something bad online
- 20. Former employees will say something bad
- 21. Information used against company
- 22. Business information leakSource: Risky Business Reputations Online, Weber Shandwick, 2009
- 23. Horror Stories Burger King Hot Tub E-A-G-L-E-S Cisco Fatty Social Media – The Ugly?
- 24. Social Media – The Ugly? Cool Wand
- 25. Social Media – Myths? It’s a fad It’s for kids No way to determine ROI It will hurt our brand It’s not relevant to our business It’s a waste of time We can BAN its use
- 26. Why Should We Use This?
- 27. Social Media Business Uses? Branding Marketing Reputation Management Knowledge Management Customer Service Employee Engagement Recruitment
- 28. What is “Social Recruiting”? Using social media tools to source and recruit talent Engaging with people Building a network Enhancing your brand
- 29. How has Recruitment Evolved? Web 1.0 Post to job board (Push information out) Large, unknown audience Unfiltered applications Superficial contact No interaction Web 2.0 Many-to-Many dialogue Build trust Aggregate jobs from career sites, recruiters, job boards Targeted, niche audience Qualitative contact Rich media experience
- 30. What are the Trends in Recruiting? Job tenure in decline Greater global competition Rise in non-traditional employment On-demand labor Fewer company-base recruiters Mobility PLUS
- 31. Why Social Recruiting? Low Cost Easy to Use Competitive Advantage Candidates are Using Social Media Candidates aren’t Candidates Candidates are Smarter
- 33. Read blogs & groups
- 35. Ask friends
- 38. Search job boards and aggregate sites
- 39. Ask friends
- 41. Why Social Recruiting? Reveal company’s human side Build/Support Your Brand Build Relationships Gather Intelligence Mitigate Risk We’re going mobile
- 42. Why Social Recruiting? Source: Nielsen Mobile Survey
- 43. Where Should I Start? Learn the Lingo Optimize Your Foundation Build & Brand Take Small Steps But Be Active Experiment & Analyze
- 44. What do these terms mean? Blog Microblog Wiki RSS Feed IM SEO Alerts (ego search) Podcast Mashup Tweet URL Shortening
- 45. My Foundation for Recruiting? “Sell” your company Vision & Mission Values & Culture “Sell” your jobs Provide content Blog Pictures Video
- 46. Website Best Practices? Socially Integrated Career Sites Link Corporate Brand to Employee Brand Interactive & Mobile Friendly Career Sites One-Click Job Referrals Employee Testimonials Employee recruiting (via Social Networking)
- 47. Best Practices? Be a Good Online Citizen! Share Knowledge and Information Have a Dialogue – Talk and Listen Be Honest Be Transparent Respect!
- 48. Social Media Policy? Official Position on Social Media Policy Compliance Privacy Rights Confidentiality Internet is Permanent
- 49. Social Media Policy? Coca-Cola Adhere to the Code of Business Conduct and other applicable policies. You are responsible for your actions. Be a “scout” for compliments and criticism. Let the subject matter experts respond to negative posts. Be conscious when mixing your business and personal lives.
- 50. How Do You Build on Foundation? Content Syndication (RSS) Social Network Pages Social Media Advertising Mashup Advertising Gadgets/Widgets
- 51. How Do You Build on Foundation?
- 52. Why Use RSS? RSS Recruiting Updates: Standardized Automated Organized Syndicated
- 53. Why Use Mashups? Powerful Integration Niche Communities Cost-Per-Click
- 54. Why Use Facebook? Large, Open Audience High Daily Activity Detailed Profiles Business Pages Groups & Events Widgets & Applications Research Tool
- 55. Should I Research? Advantages Info You Won’t Get Elsewhere Cultural Fit Disadvantages: Potential Liability Discrimination
- 56. Why Use LinkedIn? Professionals with online resumes Groups – Best option for recruiting Recommendations Question & Answer Exchange business ideas Connections Reference Checking
- 57. Why Use Twitter? Find people Share information quickly Post your jobs Link to career content Market intelligence Know your competition Know your clients
- 58. Other Ways? Referral Networking New Media Channels YouTube Flickr Messaging – IM, Text
- 59. Can We Get ROI?
- 60. How Can I Build A Business Case? Identify 3-5 Potential Benefits Quality of Candidates & Hires Requisition Fill Time Job Offer Acceptance Rates Position Visibility & Employer Brand Retention Rates Source of Hire Statistics
- 61. How Can I Build A Business Case? Identify 3-5 Potential Benefits Value/Cost – Traditional vs. Web 2.0 Passive Job Seeker Competitive Advantage Engagement Influence Candidate's Experience Search Engine Optimization
- 62. Questions to Ask Yourself? What will Social Recruiting success look like? What are my current people/talent management issues? Where are our potential recruits online? Can Social Media improve our ability to source/find/make good matches? How can we get full engagement?
- 63. How Can I Build A Business Case? Identify Resistance Debunk the myths Use research and data Provide examples Be positive!
- 64. How Can I Build A Business Case? Prove Expected Benefits with Data External Research Associations Research Firms Competitors Internal Research Run a Pilot Use a “Split Sample”
- 68. IBM Proctor & Gamble Best Buy World Class Examples? Nestle Microsoft Sodexo Wendy’s
- 69. Thank You! http://www.linkedin.com/in/haroldgfordiii http://twitter.com/cyberhap
Notas do Editor
- Everyone claims to be a social media ‘expert’There are no experts in this fieldBlogger since early 2000’sFB since 2006Twitter since August 2008Use plethora of other social media16 years providing technology advice to HR and Payroll departments
- “Web-based services that allow users to create online communities based upon shared interests & activities & interact in a variety of methods: messaging, email, pictures, video, etc.“In business:Connect with people to start discussions and share content, building communitiesCommunicating to others via Web 2.0 toolsCollaborating with your customers, employees, and peers to improve your brand.Provide clarity and transparency about yourself & your company.Cultivating loyalty and trust.Convergence – a complete transformation on how we do everything – chat, video, messaging, file sharing, blog, images, music, etc.It’s NOT about the technology, it’s about the people, which is why it is a revolution
- We are seeing a major shift in the way the web works for us, and a fundamental shift in the way we communicateFrom obtaining information to communicatingNew ways of networking, communicating, organizing, and living.
- “Push” a message to people – commercials, email, etc, “Sender Receiver Dialogue”Same big story to as many people as possible (TV ads)Fewer choices = easier decisions on choice“Pull” communication - Open conversation, query driven – interaction, dialogueLots of little stories told in small groups at the same time90% of consumers trust recommendations from those they know, 41% trust advertisementsPeople today are using the web to be more mobile and communicate in a variety of ways.Social Media is democratizing communications, shifting power away from few and giving it to all.
- OttoRohwedder invented in 1912. Wonder Bread started selling sliced bread nationwide in 1930.It took 18 years for the idea of sliced bread to spread to popularity. We are still in the infant stages of social media, and most businesses don’t know what to do.Everyone is trying to figure out how this stuff works. It takes strategy.
- “Social media is no different than ham radio, it’s a fad”Social Media is not about the technology or delivery methodIt is about open, transparent communicationSocial media is becoming intertwined in lifestyles – which means it is here to stay
- Social Technographics – Forrestor ResearchClassifies people according to how they use social technologies
- Major shift in last 2-3 years:Joiners – from 25% to 51%, Spectators from 48% to 73%, Inactives down 44% to 18%Do you watch Saturday Night Live?How many saw Tina Fey portray Sarah Palin during the 2008 Elections?56 Million viral views on Hulu. Drove SNL viewership to an all-time high
- Major shift in last 2-3 years:30-65 age group doubled usage60% of adults maintain a social networking profile.1/3 post at least once a week.
- Social sites – online communities of people who share interests/activities or are interested in exploring interests/activities of others.When we think of Social Media, we think of the “Big 3” – Facebook, LinkedIn, & Twitter (& MySpace)To general interest sites of all kinds…There are all types of sites, from blogs, news, social bookmarking, and wiki’s…To niche channel sites, like YouTube, Flickr and Last.fm…
- There are over two thousand listed social networking sites, how do you choose the right ones?
- Especially when sites close almost as fast as they open; Most Web 2.0 companies fail“I hear YouTube, Twitter and Facebook are merging to form a super-social media site – YouTwitFace.” – @conanobrien
- Too many sites, too much information Susceptible to viruses & spam Herd behavior – individual creativity, uniqueness, and independent thinking is secondary to group’s cohesiveness and mission Nucleus Research – 1.5% of total office productivity was decreased by Facebook in 2009 Sock Puppet – posting positive comments about company/brand but do not disclose that they are affiliated with it. Company/brand loses credibility and trust. Saying negative things about our company/brand, or other organizations (which makes us look bad)Slightly more than half of US businesses block Facebook at work.
- #1 - Dissatisfied customer or critic will campaign online against my companyFear of losing control of their brand60% of Fortune 500 execs said Social Media isn’t on their agenda“Your brand isn’t what YOU say it is, it’s what GOOGLE says it is…” – Chris Anderson, Wired Magazine editor in chiefThe majority of information sources are out of your controlFailure to engage cedes control of your brand to others
- Burger King – video on MySpace, teenager naked in a utility sinkLincoln Financial Field employee fired after six years because posting “The damn Eagles are retarded” on his FB after they dropped DawkinsCisco Fatty – 22 year old with a Berkeley Master’s Degree wrote this.
- Cool Wand – Bank intern called in sick, went to NYC to a party insteadBoss found images of event on FB
- I think this was covered in my opening. It is a fundamental shift in how we communicate.Older demographic is flocking to social media. 41% of FB users are over age 35. Your business is your brand, and it is being discussed online.People who surf the internet at work (less than 20% of their total time in the office – are more productive by 9% than those who don’t (University of Melbourne study)Thinking one can ban the use of social media is analogous to banning the internet, or phone use. Guidelines & positions on SM OK.
- Resistance is futile. Millions of people are on the web creating content, competitors are already there3 out of 4 Americans use social technology (Forrester, 2008)93% of social media users thing a company should have a presence in social media85% think that a company needs to also interact56% have a stronger connection with companies that have a social media presence-Cone Business in Social Media Study, 2008Unlock SM value & embrace it’s productive use.As with anything business, you must evolve to stay ahead of your competitionThe best firms out there are using social media to their advantage
- Plethora of opportunities for Social Media in business.Employers cite brand building as the most promising use of social mediaPR, customer service, Loyalty-buildingKnowledge management and thought leadershipCommunicate with employee’s, two way dialogue. Keep them intellectually and emotionally engaged23% of companies use social networking for recruitingWe know that the best use of SM is relationship building and branding, you can be the one that gets your company ready for the movement!What’s working? Good Content, Good Community, Value of Relationships
- Recruiting is like dating, both are looking for the right mateMore and more people want to engage, try each other out. It’s now part of the employment lifecycle.
- Then – force people to take notice of your message, reaching a large, unfiltered audience (push)Then – Read between the lines of a resumeThen – thorough screening comes after hireNow – connect with people to share a message, your communication has relevance for the receiverNow – people post photos, links showing actual work, references, blogs, etc.Now – CONTENT IS THE NEW CURRENCY
- Job Tenure – Loyalty is gone; Millennials will have 14 different jobs by the time they are 40Temp, PT, contract, and consulting employment on the rise due to economy, regulations, and high cost of healthcareOn-demand labor - Amazon Mechanical Turk, mturk.comWidespread use of video interviewing, online testing, “virtual recruiting” – candidates expect this (Gen Y)The concept of ‘going to work’ meaning a specific place is endingAbility to market to prospective talent with a mobile device
- Cost – Newspaper - $3295; Web - $377Fish where the fish are88% look for jobs online, 60% apply onlineCandidates are connected and informed, and are using social media (multiple sites, multiple profiles)Candidates will research and engage a potential employer“A” and “B” level talent are the most likely users of social network, and typically the most sought after candidatesFind the Passive Job Seeker – person currently employed and not actively seeking a new opportunity (job hunting consumes 0% of their time)60% think that hiring passive candidates results in better employees – LinkedIn poll, 2009
- Hunters have become the huntedglassdoor.com – inside look at companies (salaries, reviews, interviews)Social advertising is a real message from one person to another. I want to talk to real people, not a campaignI have an intentI filter through query - searchI find my destination(s) – based on content, credibility, trustI interact (have meaningful, dynamic conversations)
- Transparency – reveal the human side of your organization, build reputation, put a face to your business rather than a corporate BRICK WALLRespond to comments, questions in real time; provide information that people can’t get anywhere else“Employers that don’t use it may be negligent in their hiring process” – Jonathan Bick – WolfBlock Attorney and Rutgers professorGather info to mitigate risk - Right person – right positionBy 2013, mobile will take over PC/Laptop use. You need to be able to have conversations with candidates in this fashion.Reach a wider, more relevant audience, more effectively than ever before
- How many of you post job ads in the newspaper?Think instant – IM, Tex. Gen Y responds better to this, and it is expanding45% of all social media is done on mobile phones today – Ruder Finn research
- Build a roadmap, identifying specific objectives and outcomesBuild a game plan, tactics and technologies that support SM objectivesLearn the terminology to this stuffOptimize your website, and bring everything back to your siteExpand upon your website with social media toolsBe open, approachable, engaging, and transparent; maintain a presenceRefine based on metrics – how did we do, is it working?
- Blog – web log, text, photo, images Microblog – blogging in 140 words or less. Text message, TwitterWiki – Living document, many people collaborating on content. Wikipedia – 13 million articles, user-based contentRSS – Real Simple Syndication – standardizing content distribution; subscribe to SM/blog contentFeed – means which you can view RSS-enabled sites without visiting the site; subscribing to a newsreaderIM – Instant Messaging, chat with one other person using an IM tool (Yahoo Messenger, FB, Skype)SEO – Search Engine Optimization – process of improving the volume or quality of traffic to our websiteAlerts (ego searching) – specify words that you want search engine to check periodically and send you the resultsPodcast – audio/video content that can be downloaded automatically so you can listen offlineMashup – smart mixes to combine several web tools to create new web services
- Present a message on how your people and your customers are valuedJob Post Optimization – Get inbound recruiting (people come to you and seek you out like they do when they Google product searches)Review your title (position and hook), focus on buzz words, convey the position, Use Tags & KeywordsBlogs – become a valuable source of company information, promote working at your businessOver 200,000,000 blogs on the web; 24% internet users blog“How It’s Made”, “Dirty Jobs”, “Modern Marvels” – these programs provide people with inside look at companies. “Undercover Boss” – Common man, human side of corporate America. Great advertisement for these companies!Personalize & Humanize our organization by showing candidates ‘us’.
- SM is an extension of good business ethicsGive more than you receive, adding value to communities.Listen to what others say, instead of just hearing them. Remember, you want to build quality relationships using social media. Cheaters never win. Be accountable for what you say.
- Less than 1/3 of US businesses have no policy. Why? Ignorance & AvoidanceDon’t try to control employees SM behavior, channel it into positive, creative events that can help ee & company.Position – risks involved on posting (derogatory, defamatory statements about anyone, etc.)Reiterate current codes of conduct & emphasize social media is not a means to avoid current policiesCompany email addresses may not be used for personal matters or social media sitesProtect privacy of yourself and others“If you don’t/can’t do it at work, don’t do it online”
- Example – Coca Cola, received a lot of news and buzz on policyOnly 3 pages long, great templateAssociate’s personal behavior in Online Social Media – 5 pointsAlso have 10 principals for “Certified Online Spokespeople”
- Get blogging and podcastingBuild communities on social media sitesDevelop relationships with customers, vendors, employees, and potential recruitsOptimize your listing (via your site, job boards, social networks, ad banners, job search engines, etc) to allow best candidates to find an apply
- There is more to it than just social networksConversation Prism by Brian Solis & Jesse Thomas represents the true expansiveness of the Social web and the conversations that define it.This is a roadmap to find people! How can you have conversations with these candidates?
- Web Feed formats that publish frequently updated works – blogs, headlines, videoStandardized format – metadata using XMLRSS allows you to keep your recruiting information up-to-date on sites, news outlets, etc.Updates are automated, so when you update your site, the RSS updates thousands of areas on the webFor users – easily stay informed by retrieving latest content from sites you are interested in.Google Reader, Yahoo News, etc.
- Mashups are aggregators – taking job listings from career sites, job boards, and company sites and mashing them up into one place (indeed.com, simplyhired, recruit.net)Beyond.com – mashup of niche communities like PRJobforce.com and PhillyJobs.com (part of Beyond.com)
- Lets people keep up with friends, upload photos, share videos and links, and learn more about their group of friendsIn September 2009, there were 250 million users on FBMarch 2010 - 450 millionJune 2009 – 20 million status updates daily, now - 60 million status updates daily50% log on dailyConnect with active and passive job seekersAllow Social Ads, Company Recruiting profiles, Facebook MarketplaceUse group and event creation to attract followers and build a communityCreate applications – generate content that a user finds relevant, interesting, and fun! Facebook Connect allows users to quickly connect to your site and then their user profileUse as a research tool
- In 2009, 35% of companies screen via Google and Social Networking70% of companies polled said they scrapped a potential recruit because of something they found out about the person online.Use of internet searches for employment is lawful in US Court (David Mullins v. Dept of Commerce 2007)Revelation of personal information in a public manner results in the diminution or elimination of reasonable privacy expectations. If people share their information about themselves on the public web, then it’s there for public consumptionNot lawful when information concerning race, age, gender, sexual orientation, or religion is used for employment decisions.Mining is not only lawful, but from a legal perspective, some sources suggest that an employer who does not search social networks for information may be negligent in their hiring practices.It’s a screening tool. Background checksIt’s the ER’s duty to mine blogs, social networks, and media channels for the safety of its existing employees.
- Largest professional networkThe Internet’s structured resume databasePublic profiles with online resumes – career history, education, associations, certifications, industry geography, passions, skillsHard for people to ‘pick up and move’ contentMassive pool of passive candidatesReference checking93% of over 600 recruiters polled in a LinkedIn Survey said that they have used LinkedIn to successfully hire
- Microblogging service, fastest Social Media site on the netTwitter is a Search Engine – search.twitter.com65 out of 100 fortune 100 companies tweet, more than Facebook (54%) or blogging (33%)Recruiters need to be searching for TweetsFacebook is people you know, Twitter is people you’d like to know betterUse terms, hash tags, alerts, wefollow, twellow, etc to FIND PEOPLEUnderstand your customersMine your competition’s data
- www.2vouch.com – Refer jobs and candidatesSited like YouTube and Flickr allow us to humanize our organization by showing candidates ‘us’.Target audience, engage, keep it short
- It may be all the buzz, but senior executives aren’t willing to fund any social media strategy merely because it’s a hot concept.Albert Einstein - “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.”Qualified, but not quantified necessarilyMany times ROI isn’t measured in money, strategy and goals around any process will determine the ROI.Taking a page from Marketing, the best use of social networking is relationship building and branding.There’s a large ROI in hiring the right candidate for a job, and in a knowledge-driven economy, those with the best talent win.Failed recruitment calls, interviews, bad hires, etc. cost time & resources. SM is a more effective use of time to reach a targeted audience.What’s the ROI in a company article in a newspaper, joining an association, having lunch with a peer?Don’t confuse Activities with Results. Measure Results.
- Provide a list of potential benefits to executives, get their buy-inHave execs identify which ones are compelling enough to positively influence their decision to move forwardBetter quality of hire = hires who perform better and have higher retention ratesVacancy days – shorter response time, fill faster, reducing costs to vacancy daysIncrease your visibility and significantly improve employer brandROI vs. other recruiting programsHidden Candidates – Qualified candidates who cannot be found using other sources
- Numbers aren’t the whole picture, they should inform a decision, but not drive themDoes your campaign deliver the result at a lower price then comparable methods?Has traffic gone up because of our engagement? What are people saying about us?Have we become more trusted because we’re a part of a conversation?Influence, and not popularity is the important factor. This will lead to a bigger reach and greater audience.What was the candidates overall experience like? Have we built a better relationship with our employees during the hire process?Have we helped other areas of our organization? Marketing, etc?Candidates might also see you as cutting edge
- Metrics should map to recruiting goals.What is success?
- Many preconceived notions about Social Networking – these are typically overblown.Provide external research data that shows how social networking has a purposeShow how positive talk from employees on social sites will counter any negative information
- Use external research (consulting firms, competitors, industry associations) to prove expectedConvincing data comes from competitors and companies your executives admire.Run a pilot – use a single recruiter to use social networking tools, benchmark their performance prior to and after Run a pilot – on a single job requisition, see if baseline performance improvesSplit Sample – used by drug companies to convince regulators that their product is effectiveSplit recruiting efforts into 2 – non-social media and social media. Track performance of hires from both methods (for quality of hire benefit), to identify if social network recruiter group’s hires were better.
- Starbucks – 16,000+ stores, 200,000 partners, It all starts with their Career Center, located on their homepageMy Starbucks Idea – partner siteIntegrate Social media sites to landing pagesMobile apps & SMSMarch 2010 – database has grown to 75,000 prospectsFY10 – 27 Store Manager & Assistant Manager Hires
- Ford Motor Company - Started it as a hobby, in July 2009 built a strategyGot support from senior leadership, who identified SM as a strategic priorityScott Monty – Head of Social Media - 100 top marketers 2009, top 20 social media all-stars, coined the term “tweetup”25% of all marketing is social mediaThefordstory.com – replaces their blogHumanizes the company – “Your story is Ford’s story”Follows trends (has a futurist)Facebook fan page, YouTube videos & Flickr fan photos, twitter (what people are saying about Ford)Fact sheets, documents on Scribd, Website bookmarks on delicious