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My presentation for the New England Human Resources Association (NEHRA) event on the impact of social media on recruiting in September 2009.
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The Future of Recruiting is Social - How Social Media is
Changing Recruiting
Presented By:
Brian CavoliDirector of Marketing and Social Media Strategies, JCSI
Jim SullivanCEO, JCSI
September 29, 2009
Why We Are Here
Understand social media trends/ how they impact recruiting
Learn best practices, risks and company investments required
Learn how to evaluate success and measure business impact
Learn how to identify, connect and build relationships with passive candidates in these environments
Learn how this can be applied to enhance your employment brand
What Else?2
Twittering Today?
• Use #NEHRA hashtag today to follow the conversation
search.twitter.com
3
Agenda
• Who is Using This?
• Introduction to Social Media
• Making the Case for Social Staffing
• Evaluating the Tools
• Measurement
• Discussion
4
Social Media StaffingSurvey Results
• 2009 Jobvite Social Recruitment Survey
• Conducted online between April 30 and May 15, 2009
• 438 individuals completed the 23 question survey
• Respondents answered questions on an online survey tool
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Recruiter Survey Results – Discussion
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Recruiter Survey Results – Discussion
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Recruiter Survey Results – Discussion
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Recruiter Survey Results – Discussion
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Agenda
• Who is Using This?
• Introduction to Social Media
• Making the Case for Social Staffing
• Evaluating the Tools
• Measurement
• Discussion
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What is Social Media
• Content created by people using highly accessible and scalable publishing technologies
• Democratization of knowledge and information
• Transforming people from content consumers into content producers
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Social Media is About Relationships
• “Web 2.0” technologies turn websites from one-way communication to a “market conversation”
• Bypassing traditional communications methods to reach audiences directly
• Individuals sharing ideas, experiences and opinions with millions of others
• Companies can reach many candidates directly
YourCompany
JobAds Agencies
12
Social Media Universe
13Source: fredcavazza.net
http://www.youtube.com/watch?v=MpIOClX1jPE
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Agenda
• Who is Using This?
• Introduction to Social Media
• Making the Case for Social Staffing
• Evaluating the Tools
• Measurement
• Discussion
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The Future Staffing is Social
Social media has revolutionized marketing –
now, it is changing the future of recruiting
Never before has the talent deep in a competitor’s organization been so accessible
Ads and agencies are losing effectiveness social media can attract higher quality hires at a lower cost
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How Social Media is Used
• These are passive candidates not actively on job boards
• Requires a proactive approach to reach them and the quality content to appeal to them
• Emphasizes the importance of your first impression
Identify Talent
Connect in their Environment
Cultivate Relationships
Screen & Gain Referrals
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Importance of Social Media
• Social networking has become more popular than email
• Time spent growing 3 times faster than overall rate of Internet growth
• Audience is becoming older and globally diverse
• In 2009, the number of Facebook members age 35+ has doubled
• Users are 3 times more likely to trust a peer over advertising when making a purchase decision
Source: Nielsen
Source: Jupiter Research
Social Profile of US Online AdultsForrester Research
Source: Forrester Research18
Who is Doing What
Source: Forrester Research19
Impact on HR & Staffing• Talented people are demonstrating expertise on
blogs, forums and review sites all across the web
• Influencers are connecting with other influential people
• Openly discussing company cultures, salaries, interviews and working conditions
• Candidates are finding others online to discuss career decisions, stresses the importance of your employment brand
• People expect to be able to engage with companies in social communities
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Influence Throughout the Process
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Influence Throughout the Process
“A” Level Candidates Currently Working for CompetitorsCULTIVATION
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PR for Your HR• Social media has dramatically changed PR and marketing
• We are applying these proven practices specifically for staffing and recruitment conversations
“Deep understanding of consumer
communities, helping brands
create and nurture connections,
deliver targeted, on-demand
messages, and network for talent
and insights.”
Consumer BrandsCommunicationsFirm
Forrester ResearchFuture of Communications Firms
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The Next Generation of Recruiting
• Proactive outreach to participate in communities to build
relationships as part of a long-term employment strategy
1. Develop strong understanding of the audience and where they live online
2. Join communities where relevant conversations are occurring
3. Identify talent based on demonstrated expertise
4. Connect with them by following/friending, etc
5. Build credibility by contributing to the discussion
6. Offer value by sharing relevant content/resources
7. Gain referrals through personal networks
8. Help shape your employment brand
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Future of Communications
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Source: http://www.baekdal.com/articles/Management/market-of-information/
• Influence of “traditional content sources” wanes in favor of digital consumer-generated information available on-demand
Stages of Social Media Recruiting
Listening
Engaging
Sharing
Measuring
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• Seek First to Understand, Then to Be Understood
– Find the communities, blogs and discussion forums that attract your targeted candidates
– Apply monitoring tools to pick-up relevant brand mentions
– Participate in the conversation to understand the discussions, topics, personalities and tone
– Identify the individuals that demonstrate expertise and influence
Listening
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• Advocate Don’t Advertise
– Comment on their contributions so the pitch isn’t the first time they’ve heard of you
– Read several posts to understand the individual’s personality and areas of expertise
– Make every communication personalized and relevant
– Post links to jobs and content in a way that is relevant to the discussion and adds value to the community
– Invite feedback, comments and referrals and make it easy for them to contact you privately
Engaging
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Engagement = Business Success
“ companies that are both deeply and widely engaged in social media surpass their peers in terms
of both revenue and profit performance by a significant difference. In fact, these Mavens have
sustained strong revenue and margin growth in spite of the current economy “
http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf29
• The Right Message for the Right Person at the Right Time
– There are many ways to develop tools and content that will attract and engage candidates
Social network pages
Company videos
Job posting videos
Podcasts
Widgets
Topic communities
Blogs
Web events / Webinars
Sharing
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Agenda
• Who is Using This?
• Introduction to Social Media
• Making the Case for Social Staffing
• Evaluating the Tools
• Measurement
• Discussion
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Social Media Universe
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Facebook-Centric Strategy
• Facebook Page is your social media hub– Navigation to all the tools across the web– Don’t need to be a member to view
• Designed for conversation and networking
• Enables you to shape a brand experience
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A presence that looks and behaves like user profiles to connect and
engage with your customers and amplify your voice to their friends
Corporate Facebook Pages
• Corporate pages have a different audience / goals
– Great for company news– Product promotion – Customer service– Sales, special offers
• Limited to 6 tabs
• … and one wall
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Facebook Careers Page
• Conversation focused on job opportunities and careers
• Reasons people follow are very different than on your marketing site
• Complement any page created by your marketing group
• Features:
– Recruiting events
– Company / employee videos
– Links to other communities – Twitter, YouTube, Podcasts
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Customizing the Experience
Landing page for any visitor who is not a “fan” of the site
Provide quality content for specific audiences
• Welcome statement
• Locations
• Community Involvement
• RSS
• YouTube Videos
• Downloads – Annual Reports
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Facebook Users Getting Older• Networks have become more mainstream - audience becomes
older– Almost one third of its global audience is aged 35-49 years of age – One quarter is over 50 years old– 25-34 year population is doubling every 6 months
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Top Reach - Locally and Globally
• Topped 300 million users in Sept ’09
• 70% of its user base is now outside the US
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Source: Checkfacebook.com
The Hype of 2009
Twitter Generates $48 Million of Media Coverage in a Month
According to news-monitoring service VMS, a cool $48 million over the past 30 days. (That's half of what Microsoft plans to spend marketing its biggest product launch of the year, Bing.)
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Twitter for Recruiters
• Promote and discuss jobs
• Research candidates
• Network
• Build employment brand
• Follow influential people
• Build viral momentum
• Link to important information
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Social media is used to increase collaboration, communication and innovation
Twitter can level the playing field so that smaller firms can find those people as effectively as the Fortune 500 do
Efficient way to identify passive job candidates who might not be scanning job boards.
HarvardBusiness.org
Microblogging
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Twitter DemographicseMarketer & ComScore
Age Distribution of Twitter Users
“What is interesting is that it is not the 18-to-24-
year-olds, the traditional social media early
adopters, that are driving Twitter growth”
“More specifically, 45-54 year olds are 36%
more likely than average to visit Twitter, making
them the highest indexing age group, followed
by 25-34 year olds, who are 30% more likely.”
(Reuters)
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Recruiter Blogging
• Show a human side of your corporation to prospective employees– Conversational version of press releases, marketing materials and job
postings– Discuss community service events– Recruiting events– Typical interview questions– Explanation of company benefits– Interviews with hiring managers
• Requires a commitment - weekly updating
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Blogging
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Online Videos
Company Movies
Video Job Posting
Employee Point of Views
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www.youtube.com/OpenPagesCareers
Video
Online Videos
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Online Video
• 76.8% of the total U.S. Internet audience viewed online video
• Average online video viewer watched 356 minutes of video (approx. 6 hours) a month
• 100.9 million viewers watched 6.3 billion videos on YouTube.com (62.6 videos per viewer)
• YouTube accounts for 90% of online video consumption
(Comscore)
• 68% of people who watch online videos pass links for these videos onto their friends
(OPA and Adweek)
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Hiring Manager PodcastsHiring Manager Podcasts
iTunes Channel
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Podcasts
• Podcast downloaders tend to be male, young and educated
• 35-54 year olds represent about half of the podcasting audience.
• iTunes accounts for 75% of all podcast downloads, (Podtrac)
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Live Online Events
Online Open House
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Live Event Streaming
Industry-FocusedCommunities & Forums
Ning CommunitiesLinkedIn Answers
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Company-Focused ForumsGlassdoor Reviews
Indeed Forums
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Agenda
• Who is Using This?
• Introduction to Social Media
• Making the Case for Social Staffing
• Evaluating the Tools
• Measurement
• Discussion
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• This is a relationship-building strategy utilizing unpaid media and direct to consumer communications
• There are many key performance indicators we can track
CandidatesResumes, ATS profiles, screens,
interviews
EngagementConversations, interactions,
forwards, sentiment, referrals
ReachViews, visits, followers, fans,
posts
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Measurement
There’s No Lack of Data
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Measuring Reach
– Google alerts
– Tweetbeep
– Twitter Search
– Technorati
– BoardReader
– Social Mention
– Backtype
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Manage them With Google Reader
Measure Engagement
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Measure Candidates
• Connecting social interactions to candidate databases
• Inquiries from Social Sites
• Candidate Screening
• Self Identified on Applications
• Applicant Tracking Systems
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What’s Your Strategy?
The world of social media recruiting is an exciting place
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What’s Your Strategy?Leave Your Card
Receive Our eBook
Social Media Strategy for Your Business
Brian [email protected]
Kevin [email protected]
888-JCSI- INC
Blog: www.JCSI.net
www.twitter.com/JCSInet
www.facebook.com/JCSInet
www.youtube.com/JCSInet
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