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Arbita Sourcing Master Class ERE Spring 2011

  1. Cutting-edge Methods and Future Technology
  2. EVP, Arbita, Inc.  Recruiting since 1996  6 yrs. Corporate sourcing leadership  5 yrs. contingency, ran $1M+ full desk  4 years consulting with over 200 organizations  Architected and managed centralized research teams at Motorola, Cisco, Coke (CCE), Google, Microsoft  Raised in Colombia, South America (English is my second language)  Returned Peace Corps Volunteer (Nicaragua ’94)  B.S. in International Business from RIT
  3. To replenish, maintain or increase the talent ranks of an organization
  4. Section 1: Social Media - 10am to 1pm • Networking activity, content automation, metrics, SEO/SEM LUNCH  Section 2: Lab - 2pm to 5pm • Finding passive talent from non-traditional sources • Tools to source, filter, grab and move data, increase your productivity 4
  5. Five Advantages Social Media Brings To The Table
  6. Increased presence in social media elevates your brand  It is important to participate and engage with prospects on others’ Facebook pages, LinkedIn Groups, Twitter accounts and Blogs
  7. Many Social Media communities allow members access to their total membership  Your recruiters may use member email and other contact information to make direct and reciprocal contact with specific individuals of interest
  8. Your organization’s activity on Facebook, LinkedIn, Twitter and Blogs results in favorable organic ranking by search engines  Drive traffic to your careers page and dramatically reduce your advertising budget
  9. LinkedIn users, friends on Facebook, and “followers” on Twitter (etc.) you can usually see the complete list of “friends of a friend”  Your recruiters will find that each single social media contact becomes a gateway to a broader community – this is known as the viral networking effect
  10. Social Media communities are replete with “word on the street”  Actionable intelligence gives you a heads-up  Gain industry buzz, competitive intelligence on where the talent pool is headed, and other key indicators that don’t come through job boards
  11. Five Initiatives You Must Have In Order To Succeed
  12. Is a dialog not a broadcast A message is not a conversation
  13. 1. Go where your prospects are not where you think they should be - identify key talent channels within varied social media platforms: online Social Networking reflects our real-world social proclivities, we hang out with others who share our interests and affiliations
  14. 2. Compose a Vision Statement describing a robust approach to social media recruitment to include acquisition, validation, analysis and application of actionable knowledge about key stakeholders for goal-setting, strategy formulation and support HR & recruitment missions
  15. 3. Based on identification of channels above, craft a roadmap on how the entire organization should engage, connect and participate with skill-set relevant niche sites and online subject matter influencers to heighten identification of organizational employment brand
  16. 4. Assign social media activities in each channel to key recruitment personnel with an emphasis on outreach, engagement and organic attraction of dedicated talent audiences
  17. 5. Implement a communications strategy that fosters genuine candidate relationships utilizing Web 2.0 or “social media” channels of communication
  18. Are Social Networks A Useful Source of Candidates?
  19. Arbita’s Recruitment Genome Project is the single most wide-reaching and thorough market research project ever conducted in the recruitment community. • Focus group interviews • Multiple survey instruments • Exhaustive secondary research • Analysis from top industry thought leaders • Practical wisdom from over 4000 decision makers • Ranked list of key sourcing initiatives • Participate and get the reports for free
  20. No. Social Recruiting works only when you empower and deputize your entire organization to be recruiting evangelists.  The way we’re doing it now there is little reward in comparison to amount of work. Most companies lack an effective strategy for sourcing, they depend on web-savvy recruiters “figuring it out” as they go, often reinventing the wheel.
  21. Blogs, among the largest and most active social networking destinations, are almost completely ignored by recruiters  Most companies mistakenly push nothing but job ads to social networks, and in such frequency that it becomes noise nobody listens to, with little to no value-add
  22. 70% of companies have no strategy for sourcing from niche and regional networks and 83% have no strategy for sourcing on blogs: both massive, yet remain widely overlooked  Not all the tried-and-true methods have been supplanted: 90% say Employee Referral programs are much or somewhat better than social networks. The challenge going forward is how to make social networks and employee referral programs synergistic
  23. RECRUITMENT MARKETING INITIATIVES WHICH RECRUITMENT MARKETING USED ON HARD-TO-FILL JOBS? CHANNELS YIELDED MOST QUALIFIED?  85% Job Boards  24% Social Networks  78% Social Networks  16% Recruiting Services  49% Recruiting Services  11% Job Boards  41% Sourcing Services  11% Sourcing Services  24% SEO  3% SEO  16% SEM  1% SEM  28% “other”  34% “other” (from “no idea” to word of mouth, referrals, internal sourcing team, etc.)
  24. Stand out among billions:  100% complete profile – fill summary and specialties with words/phrases describing your expertise  Vanity URL (your name): make your profile “public”  or  Your past experience should go back 10 years Concisely explain what you did at each company  Write/get recommendations, ask/answer questions  Link to your websites (your jobs RSS, team blog, etc.)  Remember, its not who you know it’s who knows YOU
  25. Don’t be a schitzo - be the same person on all your networks!  You are your brand - skip the canned branding rhetoric, express your passion for your industry, your job, your role, branding will come naturally.  Don’t sell, share. Advertising turns away connections. Share what is useful, interesting bits about you or your company or your product. You gain more if you do not sell. Don’t reveal the recipe but a little taste goes a long way.  Be real. People want to relate with people, not “constructs” - be YOU, be honest about who you are and what you care about, and what you are doing, even an occasional tip about your favorite burger joint. You have multiple interests, express that.  Write well. Bad spelling, grammar or punctuation, and hasty abbreviations should be avoided. You can’t always get it right but confident prose and concise eloquence go a long way to establish your brand. One you get it, stay committed. If you are going to do it then don’t just stick your feet in, jump all the way in and stick to it. This doesn’t mean you have to write constantly every day but stay involved at some level of frequently at least once every other week or even weekly.
  26. 1. Participation in to many tools – You don’t want “naked profiles” 2. Self Promotion Overload – Using SM platforms as a promotion platform doesn't provide anything to the community 3. Setting & Forgetting – Time investment involved, continual process – Listen & Participate
  27. Automation, metrics, and SEO/SEM
  28. Focus on balance, gradual and selective growth  You can’t build infrastructure to address all objectives overnight  Start with < than 1 hr a day until you can prove ROI, then increase slowly  Divide activities into 80% high-priority projects and 20% pilot experiments  High-priority examples: • Where employees come from, where they go when they leave • Key thought leaders in your target organizations’ ecosystems  Pilot experiment example: • Identifying influential online social networking groups (LI, FB, Blogs) • What keywords do your target people Google most frequently 29
  29. Groundswell = "a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations."  You need various types of involvement: • Creators (write/broadcast) • Critics (rate/review/comment/contribute) • Collectors (RSS feeds/tag) • Joiners (visit socnets/create profile) • Spectators (Read/Watch/Listen) 30
  30. For social content • 21% of online US consumers are Creators • 37% are Critics • 69% are Spectators  90-9-1 principle by Jake McKee: • 90% of visitors will just view content • 9% only comment or react to content • 1% create it 31
  31. Determine top 5 direct competitors, research their stats (who is linking to them)  Competition is not who you think! Find what your potential customers are seeing! (Spyfu)  Submit your URLs to directories like: Google, Yahoo, MSN and DMOZ, Jayde, Yelo, etc.  Add your site to every known Blog Directory (Top 50 supplement in appendix)  Conduct reciprocal link-building strategies with a goal of 15 new back links per week  Generate inbound links from blogs, social networking sites, social bookmarking sites  List yourself on Location Based Services (FB Places, Foursquare, Yelp, Gowalla, Whrrl)  Get your content republished on Facebook Pages, Google Groups, Yahoo Groups  Keyword research: • What do people type into Google when they look for your company? • What do people type into your website’s search box? 32
  32.  Place keywords “in content” – write custom pages focused on keyword topics people use when they search for you  Optimize keywords in  Meta tags and title tag  “in contexts” – embedded in hyperlinks, image alt tags  HTML Site Map, XML Site Map, Robot.txt file  One-way links, Directory links, Reciprocal links  Update content every 30-60 days • Minimum 1 new blogs post per week. Tuesdays and Thursdays are the best days to post blogs • Publish press releases (many free PR submittal sites) • Invite guest bloggers to write a blog, which will create back link from that persons site to yours • NOTE: Do not duplicate websites or posts, this will get you penalized! 33
  33. 1. Video: in general they should focus on what real employees say and do, be unique, funny or highly informative if you want a chance of it going viral 2. Engage with existing social networks and relevant sites with user-generated content (join conversations outside of YOUR sites) 3. Enlist employees at or a level above your target roles and ask them for article and blog contributions (recruiters can feed them content ideas) 34
  34. Monitor your evangelists' content - and ask them to crosspost notable items of interest to your target audience (internal and external news).  Source for newsworthy content that your audience will find interesting, push to your networks (use a social distribution tools like Hootsuite, Ping or Hellotxt).  Maintain a mobile texting jobs/news list via SMS shortcode that people can subscribe to (Michael Marlatt recommends the free TextMarks service)  Whenever you see an external online thread that hits one of your sweetspots, have your team comment simultaneously there (gets more attention than a single response)  ClipIt, Diigo, Digg,, share info you find interesting 35
  35. An ideal company careers page on Facebook has: • A jobs RSS feed instead of multiple individual posts • An integrated job search box • Employee testimonials, company videos and photo streams • Highlights of company’s recognition, awards and/or accolade • Either promote and moderate good discussions or don’t have them at all  Invite all your stakeholders and customers to be fans of the page so they can subscribe to your campaigns, and achievement updates  Share competitive intelligence, blog posts, updates and news on your page(s)  Groups are a team project! Various friends/colleagues can help manage and maintain it  Focus your incoming content feeds on things of interest to your stakeholders  Run your team’s Twitter accounts through your Facebook page
  36. Keep it lively, especially in the beginning, or it will wither and potentially have a worse impact on your brand than no page at all: • Invite industry-relevant peers to join the group to build critical mass of content and interest, and create opportunities for each other • Leverage employees, but encourage participation from evangelists outside the company. It will add authenticity to the group • Especially in the early-going, seed the group discussions with provocative, open- ended questions and informative items • Create user polls to gather feedback and opinions
  37. So you can be found easily, create a "parent" account for your recruitment team - e.g. @COMPANYcareers, @COMPANYjobs, or just @COMPANY (replace COMPANY with your company name/abbreviation).  Add a mission statement up to 160 characters. (Be catchy and keyword-loaded. For the URL link field in the profile, create a Twitter landing page on your website that explains what you're about, list of subjects you tweet about, and links to your team members to encourage following.  Create individual Twitter accounts for all team members who don’t already have one  Ideally they should have your company name as part of their username  Encourage existing Twitterers on your team to tweet for the company under those accounts. (source: 8 Steps for Building Community on Twitter)
  38. Best in class example of group tweeting: twelpforce  Retweet interesting items from your team and their followers/friends regularly. Retweeting good posts by those in your network boosts their ego and elicits cooperation/reciprocation: they see you pay attention to them and want to learn from them, not just self-promoting.  Use a standard hashtag for any event where you will have a recruiting presence, so people can find you through your event promotion. Tweet positively about how great your event will be. Publicize the hashtag in your other promotional materials too. (partial source: 8 Steps for Building Community on Twitter)
  39. To avoid logging in/out of accounts, get a multi-Twitter account application to manage them. Robust ones include: • HootSuite (see next section for details) • CoTweet lets you tag your replies as being from a particular person, and assign responses to team members  Use so team members can tweet something to their individual accounts which then gets auto-re-tweeted by the parent account  Ask each team member to follow people who tweet in your target industry, function, etc.
  40. You want to know how many people clicked or forwarded your tweet so you know what content your target audience likes. You can use: • As a standalone, use: (uses which is the shortest of all) • (uses has integrated metrics  How often are you re-tweeted? Check your retweetrank  See your people’s tweet frequency: tweetstats (or xefer)  Subjective/comparison metrics • Model top twitterers with TwitterFriends (see this how-to post) • How influential are your tweets? Check Twinfluence and Klout
  41. Run very targeted, contextual recruitment advertising, to passive prospects: • Social Ads seen by users who visit your Facebook page or website site; contextual impression or per-click ads targeted in various ways with Metrics included • Direct Ads: Ad targeting parameters include location, age, gender, education, school, keyword bundles, employer, etc. • Facebook’s built-in analytics are detailed so you shouldn’t need to use Google Analytics for your FB ad campaigns • Best use is ads for specific jobs with landing page on an actual JOB not a “career site” 42
  42. Use Facebook Ads to promote Company Page: • You can create ads that allow users to Like directly from the ad (and from a website) without leaving the page they are viewing • They can click anywhere on your ad to access your Page • When they Like your Page, a story is published in their wall (shared) • This story is eligible to show in Highlights – more PR for your page • Users will see friends who Like your Page in their version of the ad, increasing the relevance of your ad • Check out for promoting your Facebook Page 43
  43. Target by  Companies: specific companies or by industry and size  Job Titles: by function and/or seniority (IC, Mgr, Dir, VP, CxO)  Geographies: up to 10 countries, states and/or metro areas  Groups: a specific or “named” LinkedIn group  Pay by clicks or impressions, budget as low as $50  LinkedIn’s analytics not enough – you’ll need Google Analytics or equivalent for detail  Uncheck the LinkedIn Audience Network Example: ad seen only by Accountants at Manager or Director level, with companies larger than 1,000 employees in Atlanta metro 44
  44. Finding passive talent from non-traditional sources
  45.  A stream of actionable information is consistently being published instantly via tweets, status updates, blog posts, comments, etc.  Focus on mission critical information from ad-hoc and real-time content such as that being generated by: • Attendees at conferences, events, tradeshows  "i was at * CONFERENCE” YEAR • Employees and prospects at work, off-site meetings  “at SAP office” or “at Lockheed” • Wishlist on Amazon and eBay: what books do they read or want to read? 46
  46.  Focus on keywords that most uniquely describe those targets (example: Hibernate vs. Jboss)  Build a list of target data points like: • Key individuals and thought leaders • Names or nickname of teams or groups • Company and/or organization names • Brand names, products and categories • Key events and locations 47
  47. Job postings can reveal names of: • Clients, products, job titles • Internal divisions, groups or units • Internal software the company uses  You can build org charts from job postings • From “reports to” company:microsoft • Also use “reporting to” and other variations • Works with as well  Have you ever applied for a competitor’s job using a “bait” resume? Make up an “ideal candidate” and see you can learn from their response 48
  48. Focus on companies that employ people like the ones you need  Not all your competitors hire the same people you need  Zoominfo: free company search uncovers companies in your space • Keep to one term or phrase, e.g. cell biology (no need for “ “ marks)  JigSaw: company search mixes industry, sub-industry, and geography, download up to 50,000 company mini-profiles free  The “peer” method: search for 3+ entities in your target niche • Example: VMWare Citrix VirtualLogix • Above can find industry directories, analysts’ articles, other useful intel 49
  49.  FOCUS ON: integrated search - searches real-time sources, websites, news, blogs, socnets, documents, images, videos, etc.  See if the username exists on any social networks via: • Usernamecheck (60+ sites) • Knowem (120+ sites)  Google’s Follow Finder: Enter the username of one of your targets and find similar twitter users 50
  50. Gist a person, group or any RSS feed by feeding it to (i.e. VMWare)  No RSS feed? Grab all the text from recent press releases and paste into Wordle  Wordle resumes from the same department to find common themes: What happens if you feed a company’s Jobs RSS feed into Wordle? 51
  51. Search for conversational phrases • "developed * applications” •|worked.for|at|on|with  add (company OR job title OR jargon) • "I|I'm work|worked|working for|at|on|with" COMPANY • "used to work" COMPANY or "used to work * COMPANY” • COMPANY ("my team" OR "our team") • "worked with" "contact me" • "is|was an * at COMPANY" and “I was|am an * at COMPANY” 52
  52. The “peer regression” method reveals people who influenced or were influenced by thought leaders  Finding other names in image/PDF captions • “gary flake" ("l. to r." OR "l to r" OR "left to right" OR "r. to l." OR "r to l" OR "right to left" OR "back row:" OR "clockwise from") • Try names of events, groups or companies  Use the 3+ name method on people: • "shally steckerl" “dave mendoza" "tim o'connor" “steve rath"  References on blogs & social networks: • Google blogsearch for “and firstname lastname” 53
  53. What can we learn when we follow companies? • Who’s been promoted: find out why? • New hires: could it be department growth? • Departures: who else is ready to leave? • Job openings: does this mean new products?  Company Search: enter an industry keyword, add a postal code, limit results by company size (employee count) and who’s hiring.  Get notified of company changes 54
  54. With a free account you can no longer see the last names of your 3rd degree connections  Even with a Corporate account you don’t see everyone  FOCUS ON: search hacks – most search engines let you use the site: command to find profiles: • (inurl:pub OR inurl:in) biochemist monsanto - inurl:jsearch -inurl:events -inurl:"/companies/" -inurl:"/dir/" -inurl:"/jobs/" Recommended keywords are job titles and company names (each related group in a separate parenthetical clause – see below). 55
  55. Works only if you have a paid account (even the min.)  First find the “key” of a private profile  Then open a new browser windo  Copy the text below: •  Paste the above into the new browser window  Replace USERKEY with the private profile’s key  Press enter – but do NOT press send 56
  56. Of course you know about Twitter but how about:  Twingly Microblogsearch: scans Twiiter and 11 others like Jaiku, Identica, Bleeper, Cirip, YouAre and more  Facebook status updates on  Look for natural phrases like “I’m an” or “I am a” within comments • Social Mention • BackType • coComment 57
  57. Images, files and other documents can be found using filetype:  However… many are converted before being shared online  Look for them in document repositories like  Docstock  Scribd  SlideShare  Toodoc  Use this Custom Search from Arbita to search them with Google  Or search them on Bing, just add your keywords 58
  58. Good people get mentioned in interviews, as article authors, members of organizations, award winners    • “Software Engineer” US Black Engineer & IT • "CPA for|with|at Deloitte“  Check with your marketing, sales or legal dept. if they have Lexis-Nexis 59
  59.  Image search cleans SEO spam • Returns only web pages containing images with names or tags that match your search, eliminating much of the garbage. • Try this Google Images example! • Text used for image classification: snippet of text before/after image, anchor text on links pointing to image, “alt” text of image, and image url  Check out faces on Zuula Images  • Google, Bing, Exalead, Pixsy, Flickr, Photobucket, SmugMug, Picasa 60
  60.  Bloggers or the local news often spill the beans and give juicy details on people they interview • Ex: "is an iphone developer"  Search transcripts of video via: • • • • • 61
  61. Tools to source, filter, grab and move data
  62. Google Alerts ( • Delivered to your email address; includes News, Blogs, Updates, Groups (discussions includes all Usenet newsgroups postings) or “everything”  Monitor what’s going on with your company, competitors, and key people for free  Once you get great results from a search engine, keep getting them just as you would resume agent results from a job board  Setting up competitive job posting alerts using Indeed or SimplyHired 63
  63. Publish your searches into RSS feeds from Google  Use iGoogle to organize them into tabs or  Push feeds or alerts into Gmail then search with Google’s built-in sophisticated search engine  64
  64. $60/month  Searches for LinkedIn profiles publically on search engines (more networks coming)  Query profiles by keywords like titles, companies, or professional certifications  Parses data and populates an Excel spreadsheet on your local PC which can easily be imported into any applicant or contact tracking system  Attempts deep search for email & phone number 65
  65. Xobni is an Outlook add-in that finds email-related information faster than Outlook itself, and tells you: • Finds people in your inbox on LinkedIn, Facebook, Twitter, Xing, Hoovers and Salesforce • History of your email conversations and calendar items with person (links to direct messages) • Lists of files exchanged with person • Names of people in their network • Analytics about email usage 66
  66. Enter your message in just one place (via website or mobile device) and it goes to Twitter, Facebook, LinkedIn, (dozens more supported via integration)  HootSuite (voted best Twitter app in 1st annual Shorty Awards) has: 1. keyword search/tracking 2. URL shortening with metrics 3. integration with Google Analytics 4. advanced post scheduler for Twitter, Facebook, Facebook pages, LinkedIn, Wordpress and 5. multiple inbox management 6. RSS feed programming and distribution 67
  67. Tons more free learning at The Sourcer’s Desk  Follow @Shally and @Arbitainc on Twitter  Join Arbita on LinkedIn and Facebook  Email us your questions!
  68. 1. 12. 2. 13. 3. 14. 4. 15. 5. 16. 6. Free-Press-Release- 17. 18. 7. 19. 8. 20. 9. 21. 10. 22. 11. 69
  69. 1. 16. FeedShark 31. BlogStreet 2. Rubbub 17. 32. 3. Weblogs 18. Feedzie 33. The Truth Laid Bear 4. FeedBurner 19. 34. 5. 20. 35. 6. 21. 36. 7. 22. 37. 8. 23. 38. Boing Boing 9. 24. Newzfire 39. 10. 25. 40. 11. 26. 41. 12. 27. 42. 13. Icerocket 28. 43. 14. 29. 44. 15. 30. 70