Recruiting With Social Media

Your Web 2.0 Budget

Today’s Host ‐@jjbuss

Jason BussAmeriprise Financial

VP, Talent Acquisition & Diversity#recruit

Agenda:

‐ Why Transform Your Recruiting Budget 

‐ Web 2.0 Projects & Results To Date

‐ Estimated Web 2.0 Budgets & Transformation

‐ Measuring Effectiveness & Results Achieved

Pre Web

The Talent ShiftWeb 1.0

August 2009CareerBuilder.com24 Million VisitorsSource: comScore Media Metrix

August 2009Google.com226 Million “Job” SearchesSource: Google Adwords

Web 2.0

Career Site 

Benefits

Culture

Diversity

College

About Us

Search Jobs

ATS Req Management Job Search

ApplicantsReporting

Marketing

Paid Job Boards

Job Distributors

Print & Offline

Niche Boards

Campaigns

Events

Sourcing Tools

Email Marketing

Micro Sites

Resume Search

Spending $$$With Each Job

Not Recycling OrRemarketing To Candidates

No Search Engine Traffic

No Web 2.0 ToolsOr RSS/XML Feeds

Minimal Reporting

Not Capturing PassivesOr Brand / Future Interest

Not Driving Employee / Viral Referrals

Minimal/Manual Social Network Recruiting

Old RecruitingModel

$ $ $ $ $

Why Web 2.0?

300,000,000 Million “Job” Searches Per Month

Why Web 2.0?

Why Web 2.0?

Why Web 2.0?

1.5 MillionNing Communities

Why Web 2.0?

4 Billion SMSMessages Sent Daily

Hire Me Now!

Recruiters Everywhere

Why Web 2.0?

1 Billion VideosViewed Per Day

Why Web 2.0?

Why Web 2.0?

Latest LinkedIn Facts• LinkedIn has over 48 million members in over 200 

countries and territories around the world.• A new member joins LinkedIn approximately 

every second, and about half of our members are outside the U.S. 

• Executives from all Fortune 500 companies are LinkedIn members.

Post Apply(Employees & Alumni)

Expanding Your Reach & Engagement

• Apply

• Email Subscribe/Job Alerts• Join Talent Community• RSS Subscribe• Follow On Twitter• Join Linked In Group• Become A Fan/Facebook• Join Private Community

• No Capture Tools• Recruiter Contact

• CRM Capture

• Apply

• Recruiter Manually Driven

• Job Alerts/RSS/Tweets• Repeat Visitors/Applicants• Referral Email Agents• Social Sharing With Friends• Social Profile Applications• Group/Fan Involvement

Web 1.0

Web 2.0

Passive Candidates65% to 75% Of Market

ActiveCandidates

90% Of Career Site Visitors

30%to 50% IncreaseIn Referral &

Repeat Visitors

50% Fall Off

Web 2.0 Projects / Areas To Consider

Search Engine Marketing(SEO & SEM)

Social & Professional Networks(Facebook, Twitter, LinkedIn)

Job Aggregators(Sponsored Feeds/PPC)

Building Talent Community(Email Capture & Marketing)

Social Media(YouTube, Flicker, Skype, Blogs)

Career Site (RSS Feeds, Site Widgets)

Web 2.0 Metrics / Measurement Platform

Search Engine Optimization & Marketing

Search Engine Optimization & Marketing

• Approximately  Google 33,000 Searches Monthly For “Financial Advisor Jobs”• Current SEO Efforts Driving ~1,800 Targeted Candidates Per Month• Roughly 5% Conversion Rate Of Search To Visitor Ratio (Very Good)

Social & Professional Networks

Social Media Marketing

Social Network Marketing

Social Network Marketing

Career Site Enhancements

Career Site Enhancements

Building Your Talent Community

Capture Passive 

Candidates

Automates Job Marketing

Cultivates Your Talent Community

Bill Smithbill@gmail.comBusiness AnalystChicago, IL

Jane Hansonjane@aol.comWeb DeveloperMinneapolis, MN

Stan Jonesstan@hotmail.comProject ManagerBoston, MA

Leslie Neallneal@yahoo.comQA TesterSan Diego, CA

Jodi Carlsonjcb@msn.comGraphic DesignAustin, TX

Jeff Bergjeff@gmail.comSharepoint AdminPortland, OR

Your Career Site

Job Title:Business Analyst

Location:Chicago, IL

Keywords:Project ManagerSharepoint

Job Title:Business Analyst

Location:Chicago, IL

Keywords:Project ManagerSharepoint

Job Title:Business Analyst

Location:Chicago, IL

Keywords:Project ManagerSharepoint

Finds Matching Members

Emails Job Alert

Drives Them To Site

Automates Job Marketing

• Fully Automated• Candidate Controlled• Branded To Company• Full Bounce Handling• All Results Tracked

Social Media Marketing

Financial Advisor Careers @ Ameriprise

Job Aggregators (Sponsored Feeds)

Sponsored Area Of Sites

Direct Feeds To Career Site

• Budget $20 per job per month for sponsored / hard to fill jobs• Drive direct to branded / measurable version of your jobs – versus ATS view• Watch for job‐jacking, and competitor keyword targeting

Agenda:

Web 2.0 Budget Estimates & Transition Planning

Beware Of Sacred Cows

Print Ads

Job Boards

Headhunters

Setting Up Pilot Programs

• Identify Early Adopter Hiring Managers/Groups

• Benchmark Pilots Against Traditional Programs

• Avoid Anecdotal Data If Possible

• Set Reasonable Expectations

• Get Internal Champions To Share Excitement

Budget SuggestionsProject/Pilot Suggested Budget Possible Budget Areas

Search Engine Optimization (SEO)

$50K ‐ $100K(Annually)

• Job Board/Resume Subscriptions• Headhunter/Agency Fees• Career Site Makeover/Marketing

SEM/Pay‐Per‐Click $5K ‐ $20K(Per Campaign)

• Job Board Subscriptions• Offline Media Costs• Diversity Budgets• Job Fairs & Events

Social Networks

Facebook: ‐ Fan Pages: $10K ‐ $20K‐Ads: $5K ‐ $10K (Per Campaign)

‐ Job Search Tools: $5K‐$10K

• Career Site / Employer Branding• Job Board / Resume Search• Headhunter/Agency Fees• Business Unit Hiring Budgets• Campus Recruiting

LinkedIn Groups: Recruiter/Time • Job Board Subscriptions

Twitter:  $3K ‐ $5K • Campaigns / Business Unit $$

Social Monitoring:  $5K ‐ $10K • PR / Marketing /Employer Brand

Budget Suggestions

Project/Pilot Suggested Budget Possible Budget Areas

Job Aggregators(Sponsored Feeds)

• $10K ‐ $20K Per Site• $20 Per Job Per Mo

• Job Board Fees• Job Distribution Fees

Social Media • Video/Picture Production• Skype Video Interviews

• Job Boards & Resume Search• Sourcing Subscriptions Tools• Candidate Travel Fees

Talent Community • $10K‐$20K • Job Board Fees / Resume Search• Employee Communications• Recruiter Headcount• Internal Mobility / Retention• Employee Referral Fees• CRM / Email Marketing

Career Site Tools & Upgrades(Job Search & Social Sharing)

• $10K ‐ $25K • Career Web Site Marketing• ATS Upgrade Costs• Recruiter & Manager Training

Measurement Platform & Tools • Free to $10K  • Job Distribution Costs• % Of Each Campaign• ATS Reporting Costs

Agenda:

Measuring Effectiveness & Results Achieved

Drive Efficiency And Cost Savings

Web Analytics:• Shows Visitors:‐ Person Level‐ By Referrer/Talent Type

• Keywords (By Referrer)• Campaigns (Person Level)• Apply Starts (CRM/Referring Sources)

• Geographical (By Type)• Time/Date (By Type)• Search/Social Footprint

ATS System:• Completed Applicants• Apply Sources‐ Dynamically Set By Jobs2Web‐ All Online Sources

SEO Pilot Results

• Started in 2007, for 6 months

• Search engine traffic went from 2.2% to 11.3%

• Visitor to candidate conversion doubled

• Career Site ROI tripled

• Time on site went from average of 3 minutes to 8

• Site traffic and leads  increased by 300%

Year 1:100% Spend

Job Boards & Print65%

Headhunters 10%

Referrals 15%

Sourcing 10%

Year 2:80% Needed

Job Boards & Print30%

Headhunters 5%

Referrals 20%

Sourcing 10%

Social Networks 5%

Direct Hires 20%(SEO & SEM)

Year 3:60% Needed

Job Boards & Print 10%

Referrals 30%

Headhunting/Sourcing 10%

Direct Hires 30%(Search Engines, Career Site)

Social Networks 10%

Drive Efficiency And Cost Savings

Talent Community 10%

Talent Community 10%

Closing Thoughts

• Connect with Jason@jjbuss

facebook.com/jasonbuss

linkedin.com/in/jbuss

bussjj@gmail.com

TheTalentBuzz.com

• Continue the Conversation– twitter

• #hci

• @jjbuss

– TheTalentBuzz.com

Q&A

Jason BussAmeriprise Financial

VP, Talent Acquisition & Diversity