The Business of Social Recruiting

THE BUSINESS OF SOCIAL RECRUITING

ONREC

THE BUSINESS OF SOCIAL RECRUITING

What passes for social

recruiting?The 4 P’s

Embedding Employee advocacy

KPIs and Measurement

OPEN for Social

Recruiting

CARVE: A SOCIAL BUSINESS CONSULTANCY

CARVE: A SOCIAL BUSINESS CONSULTANCY

We’re an organisation that have had the privilege of advising companies large and small, on how to realise the value in social media, and corporate social networks.

From tactical recruitment campaigns to Employer brand and EVP articulation.

Essentially we help organisations become more social.

Since…

PEOPLE DON'T DO BUSINESS WITH

COMPANIES. People do business with people.

When we talk about social…

There’s lots of jargon, stats, misinformation and noise.

…but why have social tools fundamentally changed the way the world connects, communicates and recruits?

Zuckerberg, would argue social is all about • 2 way conversation• Creating personalised experiences

Intrinsically, social tools are all about…

PEOPLE

What passes for social recruiting

today?

For many companies, social has become a box checking exercise…

JOBS FEED VIA RSSS TO TWITTER

SOCIAL ICONS ON CAREERS SITE

BRANDED FACEBOOK PAGE

BRANDED YOUTUBE CHANNEL

BRANDED TWITTER PAGE

PAID FOR LINKEDIN RECRUITER PACKAGE

LINKEDIN CAREERS PAGE

COMPANY BLOGS

FACEBOOK ADS

JOBS FEED VIA RSSS TO TWITTER

SOCIAL ICONS ON CAREERS SITE

BRANDED FACEBOOK PAGE

BRANDED YOUTUBE CHANNEL

BRANDED TWITTER PAGE

PAID FOR LINKEDIN RECRUITER PACKAGE

LINKEDIN CAREERS PAGE

COMPANY BLOGS

FACEBOOK ADS

“PROVIDE & PRAY”

With all the resource your allocating to social, can you afford to provide and pray?

Make sure you know where your social media activity sits, and don’t forget…

People are always at the heart of any strategy.

SOCIAL | PROFESSIONAL | INTEREST GRAPHS

Content

Community

Connections

Careers

Professional Graph

Social Graph

Interest Graph

WHAT ARE YOU

TRYING TO

ACHIEVE?

When you think about your twitter stream, your Facebook page, your LinkedIn careers page, your recruiters and how they use their individual profiles…

Ask yourself one question…

….what are we trying to achieve with this?

THE 4 P’S

Purpose

People

Platforms

Processes

Content

ObjectivesKPIs

Professional Social LocalMobile

OpportunitiesSurveys / DataTestimonialsNewsThought Leadership

AudienceAccessPolicy TrainingResource

PostingMonitoringSharingPolicingEscalatingPromotingReporting

Think about the 4 P’s

Evaluate the following before defining your social media contribution...

THE 4 P’S

Purpose

People

Platforms

Processes

Content

ObjectivesKPIs

Professional Social LocalMobile

OpportunitiesSurveys / DataTestimonialsNewsThought Leadership

AudienceAccessPolicy TrainingResource

PostingMonitoringSharingPolicingEscalatingPromotingReporting

Owned

NeutralPaid

OPEN FOR SOCIAL BUSINESS

Earned

Earned Coverage: Content / Jobs / thinking promoted by 3rd parties to their networks, based on relevance / value / interest

Paid Channels: Paid engagement via social channels (Social Ads)

Owned networks: controlled by the organisation for example Facebook, Twitter, YouTube, Blog

Neutral networks: Forums / blogs / groups / where relevant conversations are taking place

Think about where you position yourself, and your messages.

Owned

NeutralPaid

OPEN FOR SOCIAL BUSINESS

Earned

Earned Coverage: Content / Jobs / thinking promoted by 3rd parties to their networks, based on relevance / value / interest

Paid Channels: Paid engagement via social channels (Social Ads)

Owned networks: controlled by the organisation for example Facebook, Twitter, YouTube, Blog

Neutral networks: Forums / blogs / groups / where relevant conversations are taking place

Owned

NeutralPaid

OPEN FOR SOCIAL BUSINESS

Earned

When thinking about your owned channels…

Careers Site

Email

Social Assets

Mobile

Talent Pool

COMMUNITIES WITH PURPOSE

Make sure they have a purpose…

Don’t just expect to bring a bunch of people together and conversations to happen.

Give it purpose, direction, and give people a reason to follow or participate

Owned

NeutralPaid

OPEN FOR SOCIAL BUSINESS

Earned

Use paid social tools to target a specific demographic.

PAID SOCIAL MEDIA

Facebook and Linkedin demographic targeting is a good place to start.

Owned

NeutralPaid

OPEN FOR SOCIAL BUSINESS

EarnedKeep your ear to the ground,

and listen for conversations on neutral networks.

Forums, review sites, blogs etc.

Set yourself up a listening column on hootsuite, or a listening dashboard from Netvibes.com

Owned

NeutralPaid

OPEN FOR SOCIAL BUSINESS

Earned

Earned coverage is what you’re working towards…

It’s the most authentic.

It’s • Clients congratulating

you on a great job• Candidates

recommending you to their peers

• And turning your employees into advocates for your brand

Good people tend to know good people.

This is why referral schemes work so well.

4.74

4.74 – the degrees of separation between you and anyone else on the planet.

Down from 6 degrees in 2007.

4.74

As the world becomes better connected…

Are you giving your people the trust, the tools and the training to become advocates for your brand?

EMBEDDING EMPLOYEE ADVOCACY

• Make it understood • Make it easy • Make it desirable • Make it rewarding • Make it a habit

MAKING EMPLOYER ADVOCACY EVERYBODY'S JOB

2 SIMPLE TOOLKITS

• Deep Search strings• FollowerWonk• TagDef • Networking Groups• NetVibes Dashboard• How-to Films, FAQ

IDENTIFY ENGAGE • Optimised Profile• PreConnections• Messaging Ideas• URL Shortener• How-to Films, FAQ

.

Arm your recruiters with 2 simple toolkits.

One to listen

One to Engage

KPI’s and Metrics

ROI is always the most talked about thing in social recruiting.

Perceived return is always tied in to your objectives

ROI is always the most talked about thing in social recruiting.

Perceived return is always tied in to your objectives

So what are you trying to achieve?

Do you want to use social to articulate your EVP?

Or for Tactical Recruitment?

Or to build a talent pipeline?

…What ever you’re trying to achieve, make sure you measure the right indicators

KPI’S | ACTIVE REPORTING

MEASURING SUCCESS

Current Share of voice Current engagement level (Facebook official channel)

SOCIAL RECRUITING STRATEGY

Ambition

Measures

Strategies

Actions

Identify and Educate

Community EngagementOptimise Assets Content Strategy

Paid Social StrategyAdvocacy Programmes

Increase the size of our talent

communities

More than 50% of hires in 2012 / 2013 to

Become the pre-eminent recruiter of graduates and experienced hires through social and professional networks

Articulate our EVP to activated

candidates

SOCIAL RECRUITING STRATEGY

Ambition

Measures

Strategies

Actions

Identify and Educate

Community EngagementOptimise Assets Content Strategy

Paid Social StrategyAdvocacy Programmes

Increase the size of our talent

communities

More than 50% of hires in 2012 / 2013 to

Become the pre-eminent recruiter of graduates and experienced hires through social and professional networks

Articulate our EVP to activated

candidates

Give some thought to where you want to be…

How you’ll measure success…

And the strategy you’ll use to get there…

REVIEW EXISTING ACTIVITY

FOCUS ON TALENT COMMUNITIES WITH PURPOSE

DESIGN AN ACTIONABLE STRATEGY

EMBED ADVOCACY INTO RESOURCING AND COMMUNICATION

STRATEGIES

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