The document discusses how recruitment agencies and employers can leverage various Web 2.0 technologies like social networking, blogs, microblogging and virtual worlds to engage candidates. It provides examples of how some companies are using tools like Facebook, LinkedIn, Twitter and Ning to connect with users and promote their brands as employers. The document also discusses challenges of online communities failing if not properly managed and measured.
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Web 2.0 in Recruitment
1. Web 2.0 in Recruitment
February 2009
Thomas Shaw
Managing Director
Recruitment Directory
(03) 9018 5722
thomas@recruitmentdirectory.com.au
http://www.recruitmentdirectory.com.au
Page 1
2. Page 2Thomas Shaw - Web 2.0 in Recruitment
Video Introduction
IBM TV Commercial on Collaboration/Social Networking
http://www.youtube.com/watch?v=obCHKPYHuhA
3. Thomas Shaw
Recruitment Directory
(03) 9018 5722
thomas@recruitmentdirectory.com.au
http://www.recruitmentdirectory.com.au
Follow me on Twitter
http://www.twitter.com/thomasshaw
Subscribe to my Blog
http://www.recruitmentdirectory.com.au/blog
Presentation is available for download on our site
Page 3Thomas Shaw - Web 2.0 in Recruitment
Contact Details
4. ⢠Recruitment/HR
Org Dev.
background
⢠e-marketing,
programmer
⢠Consult to
Recruiters,
Employers, Job
Boards
⢠I blog
⢠I twitter
⢠I engage
⢠I am social
Page 4Thomas Shaw - Web 2.0 in Recruitment
Who am I?
7. ⢠Recruitment 1.0 & Recruitment 2.0
⢠Social Networking
⢠Blogs, Micro-blogging
⢠Search Engines
⢠Video
⢠IM/Chat
⢠Mobile
⢠Measurement &
Management
⢠Candidates 2.0
⢠How to become âsocialâ
⢠Future of Recruiting
Page 7Thomas Shaw - Web 2.0 in Recruitment
WTF 2.0 is he talking about?
8. ⢠Synchronous (virtual worlds, IMs)
⢠Asynchronous (email, forums)
⢠One-to-many (blogs, broadcast
channels)
⢠Few-to-Few (Facebook, Twitter)
⢠Many-to-Many (Forums, Virtual
Worlds)
⢠One-to-One (PMs/DMs, IMs, Chat)
Cater for different
communication styles
Source: http://www.laurelpapworth.com
Page 8Thomas Shaw - Web 2.0 in Recruitment
What are you doing?
9. ⢠Blog - A web-based journal created by single or multiple writers. Blogs allow for interactive
feedback and comments from readers.
⢠Wiki - A website created by a group of collaborative users. Wikis are constantly updated and
edited by select users, keeping it fresh and up-to date with the latest information.
⢠Instant Messaging (IM) - Real-time communication between two or more people.
⢠Podcast - An audio file distributed over the internet. Podcasts can be downloaded onto portable
media devices, for playback anywhere, anytime.
⢠RSS (Real Simple Syndication) - Allows subscribers to receive automatic updates whenever
new website content is available. XML is a structured format of data.
⢠Search Engine - Retrieves information based upon specified keywords, i.e. Google, Live, Yahoo
⢠SEO (Search Engine Optimization) - The process of increasing the website traffic produced
from search engines.
⢠Social Network Services (i.e. Facebook, MySpace, Ning, LinkedIn, Twitter) - Web based
services that allow users to create online communities based upon shared interests and
activities. They provide different methods for interaction including messaging, email, blogs, video,
and discussion groups.
Terminology
Page 9Thomas Shaw - Web 2.0 in Recruitment
10. Page 10Thomas Shaw - Web 2.0 in Recruitment
Recruitment 1.0
⢠Typical resume shuffling service
⢠Post job to job board or newspaper
⢠No interaction, stale
⢠Information push
⢠Dictated by the Employer/Recruiter âwait
and see who appliesâ
⢠1:1
12. ⢠Many to many dialogue
⢠Built trust
⢠Rich media experience
⢠Minimal data connection to
organization
⢠Companies are deluged with âdigital
wannabeesâ as the print sector
continues to dwindle.
⢠Recruitment Agencies are now just
shifting into the digital space
⢠Investing in media, pay-per-click,
advertising and social media is
useless unless you can track who,
what, where and how.
⢠Aggregation or âsyndicationâ of
content
⢠Aggregate jobs from career sites,
recruiters, job boards into 1 search
Page 12Thomas Shaw - Web 2.0 in Recruitment
Recruitment 2.0
15. Virtual Career Fairs
Page 15Thomas Shaw - Web 2.0 in Recruitment
Second Life
$ Resource intensive
Usually open for a limited amount of time
Requires the users to immerse
themselves within the Virtual World
Time Wasting
Gartner â â90% of businesses who try to
set up a presence in Second Life fail
within 18 monthsâ
http://www.working-worlds.com
http://www.slentre.com/second-life-business-only-
10-of-real-life-businesses-succeed-in-second-life/
16. Page 16Thomas Shaw - Web 2.0 in Recruitment
What is Social Networking?
Social networking websites are online
communities of people who share interests
and activities, and who are interested in
exploring the interests and activities of
others. They typically provide a variety of
ways for users to interact through chat,
messaging, email, video, file-sharing,
blogging, discussion groups, images.
17. Over 2,000+ web 2.0 sites
http://www.go2web20.net
Page 17Thomas Shaw - Web 2.0 in Recruitment
Web 2.0 sites
18. ⢠Content Syndication - Submitting articles, press releases, RSS feeds, through social
search engines and news aggregators.
⢠Display Advertising - Based on traditional cost-per-click or cost-per-impression
model. PPC
⢠Gadgets and Widgets (Applications) - Networks provide development APIs for
third-party applications. Creates brand awareness through an interactive experience.
⢠Social Ads â Integrated alerts through feeds to target users by characteristics, such
as age, gender, location and interests.
⢠Social Network Pages â Create a profile or group to represent a business, brand or
product. May be customised to leverage the viral strengths of Social Networks.
Page 18Thomas Shaw - Web 2.0 in Recruitment
Advertising Models on Social
Networks
19. Page 19Thomas Shaw - Web 2.0 in Recruitment
Why are we using it?
⢠Embracing Social Networking as a tool to attract and
retain talent
⢠Creating Pages, Groups, Profiles, Applications
⢠Connecting Alumni
⢠Promoting EVP, Employer of Choice
⢠Careers NOT Jobs
⢠User Generated Content
⢠Publishing news, photos, events, podcasts
⢠Interactive
⢠Fun
⢠Exciting
⢠Evolving
23. ⢠Establishing a simple Web presence
⢠Promoting specific products or services
⢠Creating loyalty with your products and services
⢠Consolidating existing, unofficial social networks related to your organisation
⢠Informal outreach that blends the personal and professional
⢠Researching candidates, employees and other users
⢠Strengthening relationships between people who already know each other
⢠Encourage and respond to feedback quickly
Page 23Thomas Shaw - Web 2.0 in Recruitment
Opportunities with Social
Networking
24. ⢠Embracing Social Networks â Connecting with passive
and active job seekers. Engaging with users on a social
level
⢠Groups â Employers, Agencies, Alumni, Interests,
Private or Public
⢠Applications â Job Search, Latest Jobs, Refer a Friend,
Job Mail, Competitions, Graduate Recruitment Programs
⢠Pages â Advertising product or service, Connecting with
users
Page 24Thomas Shaw - Web 2.0 in Recruitment
What are other Recruitment Agencies,
Employers, Job Boards doing?
25. Page 25Thomas Shaw - Web 2.0 in Recruitment
http://www.usernamecheck.com/
Is your username taken?
26. Page 26Thomas Shaw - Web 2.0 in Recruitment
What are other Recruitment Agencies,
Employers, Job Boards doing?
27. Page 27Thomas Shaw - Web 2.0 in Recruitment
What are other Recruitment Agencies,
Employers, Job Boards doing?
28. Page 28Thomas Shaw - Web 2.0 in Recruitment
What are other Recruitment Agencies,
Employers, Job Boards doing?
http://apps.facebook.com/revealingtalent
http://apps.facebook.com/alliedhealthjobs
29. Page 29Thomas Shaw - Web 2.0 in Recruitment
What are other Recruitment Agencies,
Employers, Job Boards doing?
30. Page 30Thomas Shaw - Web 2.0 in Recruitment
Using Ning.com platform
http://www.ning.com
31. Ed Moran from Deloitte 2008 Survey
⢠6% of businesses put over $1m into branded online community building efforts
⢠35% have less than 100 members, < 1/4 have more than 1,000
3 Reasons why:
⢠Business are being enticed by fancy technology
⢠Lack of proper Management
⢠The wrong measurements metrics
http://blogs.wsj.com/biztech/2008/07/16/why-most-online-communities-fail/
http://www.sitepoint.com/blogs/2008/07/18/study-why-most-online-communities-fail/
Page 31Thomas Shaw - Web 2.0 in Recruitment
Why Most Online
Communities Fail
33. ⢠Write Well and Write Often
⢠Answer questions with blog posts
⢠Invite guest blog posts
⢠Highlight your success
⢠Conduct feedback surveys
⢠Encourage comments
⢠Build a community of clients, prospects, partners, etc
⢠Submit Your Blog to Search Engines
⢠Submit Your Posts to Social Bookmarking Sites
⢠Promote your blog via social media and network sites
⢠Promote your blog via email
⢠Be a resource - link to other relevant articles
⢠Blogging creates a discussion - you are the host.
⢠Tag Your Posts
⢠Don't Forget Images
⢠Search Engine Optimization
⢠Promote Outside Your Blog
Page 33Thomas Shaw - Web 2.0 in Recruitment
Blogs
http://www.recruitmentdirectory.com.au/Blog/review-of-oracle-recruiter-a81.html
http://blogs.oracle.com/jobsatoracle/
34. http://www.twitter.com
⢠Fastest growing, hottest social media property right now
⢠Potential to be as big as/bigger than Facebook and MySpace and even takes on Yahoo and
Google for news.
⢠Basically SMS over the internet â limited to 140 characters
⢠1 to many, 1 to 1
⢠Searchable, Free, Easy to set up and use
Opportunities for Recruitment
⢠Post hot jobs, or latest job links on twitter back to the employers or agencies web site
⢠Recruitment news updates.. ie "Looking for a PHP developer in Melb, Top rates apply"
⢠Speaking/networking functions.. ie "Speaking at XXX on how to find a job", "Meet us at the
Careers Expo"
⢠Links to career content - employee profiles, videos, articles, etc.
⢠Follow discussions on various topics or trends
⢠Connecting with job seekers via twitter
⢠Market Intelligence
Page 34Thomas Shaw - Web 2.0 in Recruitment
http://www.recruitmentdirectory.com.au/Blog/twitter-and-recruitment-a13.html
35. Page 35Thomas Shaw - Web 2.0 in Recruitment
Recent tweets
Avatar
USER PROFILE
BIO
People I am
Following
People that
are following
me
36. Page 36Thomas Shaw - Web 2.0 in Recruitment
Recent tweets
by the users I
am following
What should I say? USER DASHBOARD
People I am
Following
People that
are following
Me
DMâs sent
RSS
37. Page 37Thomas Shaw - Web 2.0 in Recruitment
http://search.twitter.com
Have A Job?
(#HAJ)
Need a Job?
(#NAJ)
http://www.hashjobs.com
#job, #jobpost, #NAJ, #HAJ,
#employment, #recruiting,
#hiring, #rtjob, #career,
#staffing, naj, haj, hiring
38. Frequently Used Phrases
⢠The Twitterverse, or the Twitosphere - the community of Twitter users
⢠Tweeter, or Twitterer - a Twitter user
⢠Tweeple - Twitter Users
⢠Tweet - a post on Twitter. Tweets - the updates you, and everyone else, post
⢠Followers - people who have chosen to receive updates for a particular Twitterer
⢠Twitterati - the members of the Twitter A-list that everyone wants to follow.
⢠Twitterstream - the public, or friend, timeline - the posts on Twitter are chronologically listed
⢠Mistweet - an accidentally posted tweet - may have errors or be incomplete ie a mistake
⢠Retweet - the action of reposting another userâs post, crediting them for it
⢠Retweeter, or Retweetist - someone who retweets
⢠Twisticuffs - the posts when 2 or more twitterers have a disagreement
⢠Twetiquette ( or Twitetiquette) - the right way to behave on Twitter
Page 38Thomas Shaw - Web 2.0 in Recruitment
cont..
39. Twitter Shorthand
⢠Because each post can only contain 140 characters, shorthand is used lots when tweeting:
⢠RT = Retweet, followed by @ then the person youâre retweetingâs username e.g. RT @thomasshaw indicates you are
retweeting one of my posts
⢠OH â Overheard
⢠DM - Direct Message
⢠@ - Send/Reply to e.g. @thomasshaw - sends a message to me on the public timeline
⢠BTW - By The Way
⢠JV - Joint Venture
⢠IRL - In Real Life
⢠LOL - Laugh out Loud, or Lots of Laughter depending on who you ask!
⢠FTF - Face to Face
⢠IMHO - In My Honest Opinion
⢠abt - about
Page 39Thomas Shaw - Web 2.0 in Recruitment
cont..
40. Twellow http://www.twellow.com
⢠Is a service to help Twitter users find people to follow. From Accountants to Yoga, Twellow
categorizes and organizes Twitter into hundreds of niches to make your searching easier. So go
ahead, Connect with people who matter
TwitterFeed http://www.twitterfeed.com
⢠Hereâs how to get your jobs/blog (or any other RSS) sent to popular microblogging platforms:
⢠Decide which network(s) you want to post to - twitterfeed can post directly to twitter, identi.ca,
custom laconica installations, and via Ping.fm, simultaneously to the many services supported by
Ping.fm
⢠Login to twitterfeed using your OpenID, Provide us with the URL for your blog's RSS feed, and
how often we should post on your behalf
⢠Our servers will check your blog's feed at the specified interval and post any new items to your
specified service. You just sit back and relax!
Page 40Thomas Shaw - Web 2.0 in Recruitment
cont..
48. RSS / XML
⢠Standard XML/RSS feed
⢠Aggregate/Mashup multiple feeds
⢠Allows users to keep up with their favorite website, receiving updates in a constant,
automated, and organized manner.
⢠Candidates can easily receive constant updates on new positions that fit their
qualifications. RSS Job Alerts allow recruiters to stay constantly connected to
candidates and ultimately reduce time-to fill costs and other expenses.
Page 48Thomas Shaw - Web 2.0 in Recruitment
49. ⢠Target your audience
⢠Engage with the audience
⢠Be honest in your
presentation
⢠Integrate with the rest of
your recruitment campaign
⢠Short and sharp
⢠Encourage feedback
⢠Share via YouTube, social
bookmarking, widgets etc
http://www.recruitmentdirectory.com.au/Blog/2009-year-of-the-recruitment-videos-a59.html
http://www.recruitmentdirectory.com.au/Blog/the-difference-between-a-video-interview-and-video-resume-a64.html
Page 49Thomas Shaw - Web 2.0 in Recruitment
Video
50. Page 50Thomas Shaw - Web 2.0 in Recruitment
http://www.youtube.com/watch?v=oBf8GWTiz3s
51. Aggregation
⢠Google is a search engine, which spiders websites for new content
⢠Job Aggregators ie SimplyHired, Recruit.Net, Jseeker.com.au aggregate (mashup) the job
listing from leading job boards, career sites etc.
⢠The aggregation occurs reading a XML/RSS feed for the new jobs, and updating its
existing content.
⢠Using these tools, recruiters have become more connected with candidates and clients.
⢠Candidates no longer have to wait for the newspaper, or conduct searches on job boards.
⢠Social networks continue to grow in number as well as intelligence.
⢠Emergence of these tools has allowed employers/clients the same opportunity to use
these tools as a recruitment agency.
⢠2 fields â Job Title, Location
http://www.recruitmentdirectory.com.au/Blog/q%26a-about-simplyhired-launcing-in-australia-%26-linkedin-applications-a9.html
Page 51Thomas Shaw - Web 2.0 in Recruitment
53. ⢠AIM, ICQ, MSN
Messenger, Yahoo
Messenger, Google
Talk, Facebook
Chat, Skype
⢠Integrate into your
website?
Page 53Thomas Shaw - Web 2.0 in Recruitment
Chat/IM
http://www.recruitmentdirectory.com.au/Blog/chat-and-im-use-for-recruiters-a113.html
54. ⢠Push/Pull
⢠Advancements in technology â ie iphone, android, HTC
⢠SMS, MMS
⢠Optimized websites
⢠Application compatibility
⢠Costs $$
⢠iPhone does not currently have Flash, Java and other
plugins that work in PC based browsers.
⢠Are candidates going to use mobiles?
Page 54Thomas Shaw - Web 2.0 in Recruitment
Mobile
http://www.recruitmentdirectory.com.au/Blog/optimising-your-job-site-for-mobile-devices-a107.html
http://www.recruitmentdirectory.com.au/Blog/using-sms-in-recruitment-a61.html
55. Page 55Thomas Shaw - Web 2.0 in Recruitment
Check mobile optimization of your site http://ready.mobi/
56. ⢠Ethical? Legal?
⢠Spokeo, Wink, Google
⢠10 Privacy Settings Every Facebook User Should Know
http://www.allfacebook.com/2009/02/facebook-privacy/
Page 56Thomas Shaw - Web 2.0 in Recruitment
Background Checking
http://www.recruitmentdirectory.com.au/Blog/conducting-free-background-checks-on-search-engines-and-social-networking-sites-a102.html
http://jobadder.com/blog/2009/02/10/Is-it-ethical-for-a-recruiter-to-Google-a-candidate-I-think-so.aspx
59. ⢠Connected & informed
⢠Multiple profiles across social networking sites
⢠Candidate will engage with potential employer
before submitting interest in a role
⢠Interactive resume â VisualCV.com,
YouTube.com
⢠Candidate will champion their job 24/7
⢠Network of friends
Page 59Thomas Shaw - Web 2.0 in Recruitment
Candidates 2.0
http://www.recruitmentdirectory.com.au/Blog/the-difference-between-a-video-interview-and-video-resume-a64.html
65. ⢠Be transparent, honest and open
⢠Refer all links, jobs, content back to your website
⢠Use other web 2.0 sites to disperse content
⢠Conversation - Engage with users
⢠Recruitment blogs are a great way to interact with candidates and provide
them with a sense of a companyâs culture and work.
⢠Blogs add an element of humanity to the hiring process and allow recruiters
to find candidates that are qualified and that fit within their companyâs
culture.
⢠Devote enough time to maintain their social networks.
⢠What are our competitors doing?
⢠Rich media interface? Mobile optimization?
⢠Create a short video on why you should work with XYZ Agency/Employer?
Podcasts?
⢠Use social networks as a sourcing tool to reach passive candidates and for
hard to fill positions.
⢠RSS
Page 65Thomas Shaw - Web 2.0 in Recruitment
How?
http://www.recruitmentdirectory.com.au/Blog/web-2-0-recruitment-sites-a50.html
http://inspecht.com.au/wp-content/uploads/52_Social_Media_Ideas_for_HR.pdf
66. ⢠Be a leader, not a follower
⢠Understand the medium
⢠Identify your target market
⢠Create integration not fragmentation
⢠Engage with users!
⢠Manage your reputation
⢠360 Degrees of Technology
⢠ROI, Feedback, Comments
⢠Work smarter, not harder!
Page 66Thomas Shaw - Web 2.0 in Recruitment
Where are you headed?