Social media is changing the way we communicate. Facebook™, Twitter™, LinkedIn™ , Yammer, Yelp and blogs are creating unique opportunities and challenges for companies today and employers must decide how to interact with these ever-evolving venues. This presentation will address the benefits of using social networks and how a company can strategically build its social networks; how a company can build its brand on LinkedIn™, Facebook™ & Twitter™ and how these sites are being used by recruiters today; and how to incorporate the latest trends in social media to create a competitive advantage for your organization.

1. L MEDIA: A LOW COST SOLUTION
TO ATTRACT EMERGING TALENT
zz Pellet, Felix Global Vice President USA
November 4, 2011

2. Agenda and Points to Ponder
• Social Networking – what is it?
• Who are the major players?
• What are the implications for HR
• How to utilize these platforms in your recruitment activities to
achieve ROI

3. Quick quiz to get started
• Do you Google a potential candidate
before making an offer?
• Do you tweet on Twitter?
• Have you created a Twellowhood?
• Are you currently blocking access to
Facebook 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?

4. What is Social Media?
• Fundamental shift in the
way people communicate via
real-time conversations online
• Social media has given HR
the ability to showcase their
employer brand to attract,
retain and repel the right
employee
• Regardless of platform,
advertising must be authentic
and congruent to your
organizational culture

5. What is Social Networking?
Social Networking is any application or
website 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. The World of Social Networking Changes
Every Day!

7. Can Social Networks Help To Attract,
Retain and Repel Talent?
• Attract – how can you get the best of the best from the current
and future talent pool – both active and 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 fit from
applying in the first place?

8. Recruitment Efforts Have Shifted to the Web
• Businesses are spending less money on paid
media (classifieds, display advertising and job
fairs)
• Recruiters use social media more aggressively
to discover and learn about top candidates
• Traditional recruiting tactics are getting crushed
by social media
As much as 60% - 70% of recruiting is now
happening through social networks!

9. Sourcing Trends Indicate a Growth in the
Use of Social Media
LinkedIn
Social
medias
Employee referrals
Corporate website
Internal databases
Networking events
Online videos
Online job boards
Resume
databases
Career fairs
Ads, Online
No plans to use
Open houses
Decrease usage
Ads,Print Stay about the same
Increase usage
Ads, Broadcast
Source: JCSI, 2010

10. Today’s Employees Want Transparency
• Candidate research
• Cultural fit

11. LinkedIn is the Most Popular Social Network
for Recruiters
Source: Vicenzo Cosenza, www.vincos.it

12. Demographics of LinkedIn

13. Industry Breakdown of LinkedIn Users
Source: Vicenzo Cosenza, www.vincos.it

14. LinkedIn Users by Company Size:
The Big Guys Get it!
Source: Vicenzo Cosenza, www.vincos.it

15. Sales vs. Human Resources
Recruiting is selling!
How can we get the passive
candidates?
• 560,000 visit the home page
every day
• 450 M pages are viewed,
every week
• 42 pages are browsed per
member, every month
Source: Vicenzo Cosenza, www.vincos.it

16. Looking For a New Job?
Four mistakes You Might Be Making
1. Having a Vague
Headline in Your Profile
2. Maintaining a Passive
Profile
3. Not Trying New Tools
4. Networking Only When
You Need Something

17. Goodbye desktop…..

18. …Hello Smartphone
More than half of consumers in the
US, UK and China say they would
substitute their Internet usage on a PC
for a mobile device. Source: IBM Online Survey, October 2008
By 2012, sales of smartphones will
exceed 700 million in the global
market as compared to about 190
million in 2008. MocoNews.net, August 2008

19. Twitter User Engagement
• Twitter states they have 175 million registered users.
• 119 million accounts following one or more other
accounts.
• 85 million accounts with one or more followers.
• A little subtraction shows 56 million accounts following
zero other accounts, and 90 million accounts with zero
followers.
• So all of those registered users who do not follow
anyone (or aren't followed by anyone) are active?
• Sure, there are some active celebrities who have huge
followings while not following anyone, but those are
few and far between.

20. Twitter User Engagement

21. This is NO Fairy Tale…
Once upon a Twitter time at Yahoo!
Yahoo! employee Emily West is one of the 1,500 who lost her job
today. Just like Ryan Kuder did during Yahoo!'s February layoffs,
Emily updated her Twitter account throughout the whole
ordeal: Here are her actual tweets:
• Managers are in early and tv crews are outside. Commence
bloodbath. about 3 hours ago from txt
• 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

22. Once upon a Twitter time at Yahoo!
• 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
• FU#$@!!&%**, just saw my new hire trainee from October go
into The Room with her manager. They are laying off an
amazing employee 10 yards away. about 1 hour ago from web

23. Once upon a Twitter time at 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 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!
about 1 hour ago from txt
• Some haters say that bloggers are turning the layoffs into a
sport. I think that’s b$$@sh##!! about 1 hour ago from txt
• I’m out. 14 minutes ago from txt

24. How to Get Started: Become an Observer
• Watch and learn
• Follow individuals
• Follow companies
• Leverage emerging technologies

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

26. Facebook User Engagement
• 3rd most trafficked website in the world!
• 400 million active registered users
• 5 billion minutes are spent on Facebook each day, worldwide
• Over 500,000 new active users a day
• Average user has 120 friends
• More than 30 million users update their statuses at least once
each day
• 62 billion page views per month
• More than 8 million users become fans of pages each day

27. Start to Engage
It’s all about the conversation!

28. Facebook Users are Passionate
There are over 60k user-created groups about careers
and networking with over 2 million members.

29. Facebook Special Interest Groups
140,834 members of
a Nurse Group
16,194 members

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

31. Elements of a Facebook Page Should
Engage Perspective Employees
• “FANS”
• Company Info
• Candid Photos
• Polls
• “Day in the Life”
• Videos
• RSS
• Corp. Responsibility/
Sustainability
• Recruiter Photos

32. Starbucks Facebook Page

33. Scottsdale Healthcare Facebook Page

34. To Best Engage, Be Available
Sodexo
offers 16
ways for
candidates
to network
with them.
Very
engaging!

35. Syndicate Your Opportunities

36. Make Sure the Social Experience
Matches the Candidate Experience
Your brand must be in line with your culture and your
social efforts need to be consistent with your brand!

37. HR Policies and Practices

38. 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

39. ROI: Get Your Executives Invested
and Involved
• 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

40. Encourage & Promote
Executive Sponsorship

41. ROI of Social Networking:
How can we track it?
• Some companies see how
it fits into their Green
efforts
• When is the last time you
used a newspaper
classified ad to conduct a
candidate search?
• Paperless processes
• Live virtual Interviews and
career fairs

42. Why is Green Important to Your Recruiting
Strategy and Overall HR Initiatives?
“While candidates of all generations have begun
evaluating potential employers based on their
“greenness” few in recruiting have leveraged
this hot topic in recruitment communication
and activities”.
“Individual recruiters need to make their firm’s
environment stance a critical element of their
sales pitch to potential applicants and
candidates”
Dr. John Sullivan
June, 2007

43. What is “Green” Recruiting?

44. The Way We Interview Candidates is
Forever Changing

45. Debunking Risk
It’s too risky and uncontrollable!
• Social media interaction
should be viewed no
differently than existing
collaboration models (email,
meetings, etc)
• Identify top 5-10 “worst
case scenarios” and build
contingencies
• Embrace and prepare for
failure

46. Creating Rationale and Justification
 Focus on proficiency instead of
It’s a fad…a
technology “tools” or “platforms” waste of time…
 Identify potential impact to all
business units (marketing,
service, HR, etc)
 Look for synergy and unification
vs. a silo build out

47. Addressing ROI
• Tie social recruiting to the
What’s the ROI? strategy and goals
• Keeping the “I” low will reduce
the dependence on “R”
• Incremental vs. “Big Bang”
• An executive sponsor with
clout and interest

48. It’s All About Charts and Graphs
• Better measurable
results will emerge as
business needs for this
information increase
• Statistics and ROI will
help determine how
businesses grow or reduce
social media staffs

49. ROI: The Cost of Using Social Media vs.
Other Methods
$$$ $$ Free
Corporate
Niche boards
Micro sites
Web advertisements
(word press)
(application)

50. Building your Social Networks:
How to Get Started
• Decide on your corporate voice – who will it be and
how will it be maintained?
• Transparency and authenticity is paramount.
• Approach your social media guidelines with care
• Get executive sponsorship
• Monitor your “Social Footprint”

51. Questions?
Lizz Pellet’s Contact information:
lpellet@felixglobal.com
(480) 221-9649
Follow me on Twitter:
www.twitter.com/lizzpellet
Invite me on LinkedIn:
www.linkedin.com/in/lizzpellet