1. Culture
Brand
Talent
Social Media for Culture
and Recruitment
Rahul Sethi, Founder & CEO

2. Discussion Topics
• Social media landscape and users (4)
• Why Use Social Media for Recruiting? (1)
• Analysis of Top 5 Social Networks – Recruitment (9)
• Our approach to social media strategy (3)
•Contact (1)
- Appx: - Team, Period, Deliverables, Cost

3. The World of Social Media

4. How Are People Using Social Media?
• Connecting personally/
professionally
• Sharing information
• Conducting business
• Posting videos/photos
• Sourcing business leads
• Using as a CRM tool
• Publishing blogs
• Writing reviews
• Answering polls/surveys
• Researching information

5. Who Is Using Social Media?
Source: Forrester Research, 2008
Use by Age Group
76% of 15-24 year olds
68% of 25-34 year olds
65% of 35-44 year olds
64% of 45-55 year olds
60% of 55 and over
• Social media is a global phenomenon:
• 73% of all Internet users have at least one social media account
• 71% of social media users are in N.A.

6. Which Networks Matter and Who’s Using Them?
Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScore data,
July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009
PercentageofWorldwideInternetUsers
Age

7. As a recruiter you can’t ignore social media
EVEN IF YOU WANT TO!

8. Why Use Social Media for Recruiting?
• Develop new, passive talent streams as you prepare for
recovery
• Strengthen employment branding
– Engage talent in open, personal dialogue
– Improve employee advocacy and
engagement
– Create more meaningful relationships with talent
– Proactively recruit talent who is passionate about your brand
• Target your ideal candidate based on user generated information
• Promote your company and industry
– Drive traffic to your company brand page and/or career site
* Color Red denotes areas of immediate interest

9. Culture
Brand
Talent
Social Recruiting Sites
and Strategy

10. Linked In
• Business-oriented social
networking site used mainly for
professional networking
• Network of 50 million
professionals in 170 industries and
200 countries
• 17.7M unique visitors in May
2010, over double UV traffic of
May 2009
• Opportunities for companies:
profile, groups and questions
• 1 in 20 U.S. users is a recruiter,
headhunter, or HR professional
• Pre-defined reputation for
recruitment

11. Linked In: Recruitment Dimension Analysis
Reach
• 7.4 million unique visitors1
• 40 million US Profiles2
• Top 5% of 392 ranked social
networking sites
Targeting
• Work-related/ Expe Keywords
• Company
• Job Title
• Location
• Education
Recruitment-Appropriate
Environment
• Professional
• Clean
• Safe
Primary Way of Engagement
• Group and other types of
notifications
1 comScore MediaMetrix Key Measures, April-June 2009 monthly average
2 LinkedIn site search conducted July 29, 2009
Good Good
FairFair

12. MySpace: Good for Music, Lags in Other Areas
• Social networking site with user-
submitted network of personal profiles,
groups, photos and music
• Averages 65 million U.S.users
– 27% age 12-17; 46% age 18-34
–Users tend to be less affluent and have no college degree
• 10% traffic referred from Facebook, more than Yahoo and Google
• Not a fit for all clients, but existing Facebook branding can be used
• Ideal for certain brands and individuals in entertainment and music
• MySpace lags behind Facebook in site upgrades and social tools

13. MySpace: Recruitment Dimension Analysis
Reach
• 69.8 million unique visitors1
• Top 5% of 392 ranked social
networking sites
Targeting
• Profile Keywords
• Location
• Interests and Hobbies
Recruitment-Appropriate
Environment
• Music, Entertainment
• Dating
• Videos
Primary Way of Engagement
• Keyword and auction-based CPC ad
units
• Status updates
• Bulletins
Good
Poor Fair
Poor
1 comScore MediaMetrix Key Measures, April-June 2009 monthly average
2 MySpace article: link to URL

14. Twitter: Site Visitors and Activity
• 19 million UV in May ‘09, 1.8 million UV in June ‘081
• 18 million UV in April ‘092, just 1.47% growth over May
• 17 million registered users5
•Top three user countries: US, UK, and Canada
• 10.34% of Twitter traffic referred from Facebook1
• 9.97% from Google
• 5% from Yahoo
• 2% from MySpace
• 25th most visited U.S. site, June ‘093
• Infrequent users comprise nearly
¼ traffic3
• 90% activity from 10% users6
1 Compete.com, 2 Mashable.com, 3Quantcast.com,
4Nielsen Online, 5twitterscore.net, 6 Forrester

15. Twitter: Recruitment Dimension Analysis
Reach
• 19 million unique visitors1
• 17 million registered users1
• Top 5% of 392 ranked social
networking sites
• 25th most visited U.S site
Targeting
• Little to no ability to target, no ad
platform
• Targeting is search based, limited to
location, keywords in bios, and hashtags
• Minimal reach, users are a
niche group of early
adopters, not mainstream
Recruitment-Appropriate Environment
• Character limits keep messages concise
• Completely open platform unless tweets
are protected
• Link and resource sharing is most
successful way to engage followers
• Easy to promote openings and
employers
• ROI still not sound
Best Way to Engage Users
• Reply to tweets
• Retweet users’ tweets
• Use keyword and hashtag search to
discover users to follow
• Share new and relevant content to make
other users want to follow you
Good
Poor
Poor
Fair
3Quantcast.com,

16. Facebook Site Visitors and Activity
• 2nd most trafficked website in the world!
• 300 million users worldwide; 75 million users in the US
• 50% of users return daily, spend an average of 1 hour active on site
• Users targeted by information they provide in their profile
• 17 million users are ages 18-24,16 million users are ages 25-34
• 21 million users (and growing) age 35+
• 1 million new users each day
• Over 2 million career-related groups
• Spherion and Aquent staffing each have
over 2,000 fans who want employment
content
Source: Facebook statistics

17. Reach
• 300 million unique visitors1
• 70 million US Profiles2
• #1 ranked social networking site
• 2nd most trafficked website in the
world
Targeting
• Work-related/Experience Keywords
and Industry categories
• Age range and/or gender
• Location
• Education
• Interests/ hobbies
• Workplaces
Recruitment-Appropriate
Environment
• Professional
• Clean
• Safe
• Engaging and Interactive
• Targeted
Primary Way of Engagement
• Targeted home page and ad space
ads. Also offers self-serve options for
targeted ads
• Status and Fan updates
• Featured Employer spots
• Dialog with users on brand
pages
Facebook: Recruitment Dimension Analysis
Good
Good
Good Good
1 comScore MediaMetrix Key Measures, April-June 2009 monthly average
2 Facebook internal data

18. Now you can find anyone. anywhere
Blogs
...... that is no longer the problem –
engaging with them is!
Social Media Has Changed The Landscape

19. HOW TO CHOOSE YOUR FIRST/NEXT
SOCIAL MEDIA
EMPLOYEE
?
19

20. The Hub
Reaching the Masses
Quick Tidbits,
Links, &
Promotions
Our Approach: Building Connected Communities
Groups,
Networking, &
Discussions
Photo and video hosting,
niche audience

21. Social Media Brand Management Benefits
• Help with lack of time or resources to build and maintain presence
• Develop new, passive talent streams
• Want to prepare for recovery
• Need to target a specific type of candidate
• Promote your company and industry
• Strengthen your employment branding
–Engage talent in an open dialogue with the company
–Eliminate unwanted communications, protect brand
–Improve employee advocacy and engagement
–Create more meaningful relationships with talent
–Proactively track candidate status

22. Rahul Sethi
twitter.com/integralfusion
Integralfusion.in
linkedin.com/in/rsethi
facebook.com/integralfusion
+91-11-40638680 (d)
All images available under Creative Commons license. All but orange slice are
property of G Lyonis.