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Even as the European market is still finding its feet in this field, there is increasing acknowledgment of the benefits social technologies offer in the key organisational function that is recruitment – cost efficiency, scalability, leveling field for organisations of smaller size, relationship building, social referrals – to name a few. With European consumers strongly embracing social media it makes perfect business sense for employer brands to be aware of the need to meet their potential hires in their channel of choice. So where do you start in your organisation when you approach recruitment socially? How do you define your vision and organise internally for social? How do you measure success and if your approach is reaping results?
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Social Media FundamentalsRecruitment
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ABOUT US
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PORTLAND
AUSTIN
ST. LOUISPHILADELPHIALINCOLN
NEW YORK
LONDON
SINGAPORE
We are the leading global, integrated, end-to-end social business consultancy.Working with 50% of the Fortune 500. Multi-year engagements. The largest group of Facebook Preferred Developers in the world. 500+ Facebook sites, mobile and gamification projects.
THE WORLD’S LEADING SOCIAL CONSULTANCY FIRM
SYDNEY
RIO DE JANEIRO
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OUR SERVICES
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SOCIAL BUSINESS INTELLIGENCE+ Dashboards & benchmarks+ Data services+ Reporting & analytics+ SaaS applications
PERFORMANCE BRAND MARKETING+ Social brand strategy+ Applications and experiences+ Community management+ Advocacy programs+ Listening programs+ Influencer outreach programs+ Social media buying
CONNECTED COMPANY+ Enterprise social
technology+ Workforce collaboration+ Workforce learning+ Social CRM+ Change programs
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SOME OF OUR CLIENTS
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WE WILL DISCUSS
Social andRecruitment
Best Practices What Next?
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Social andRecruitment
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955M Facebook users
350M tweets per day
4B views per day
175M users
40% mobile annual growth
THE WORLD IS SOCIAL
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RECRUITMENT HAS GONE SOCIAL TOO
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Last year 14.4 MILLION people used social media for job seeking.
That’s 16% of workforce that used social networks to find their most recent job.
86% of active and passive job seekers have a social profile.
45% of the employed claim to be open to new job opportunities.
http://recruiting.jobvite.comwww.mashable.com
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IT MUST DELIVER ROI.
For businesses, social has evolved past INTRIGUING to become MISSION CRITICAL:
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It’s open and anyone can participate. Most effective social business activities are deeply integrated into the organisation’s workflows and make organisational boundaries porous.
It promotes collaboration inside the organisation gradually eliminating department silos.
While participation is self-organising, the focus is on business outcomes.
WAY OF BUSINESS
CROSS DEPARTMENT
BUSINESS DRIVEN
SOCIAL MEDIAIS ABOUT THE ENTIRE ORGANISATION
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Efficienciesincreased reach & creativity
empowered search: active & passivetime & costs
size doesn’t matter
Authenticitymore information
relationships & scalenetwork effect
referrals
Inside/Outside employee satisfaction
internal transfers
Measurementbig data
SOCIALBENEFITS HR
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CHALLENGES
Information overload.Different audiences require new tactics.Professional vs. private divide.New way of thinking and working:Brand promiseBeyond HR
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Best Practices
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THE NEW EMPLOYEE JOURNEY
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ENGAGE
“Sharing information and
leveraging contacts”
RESEARCH
“Actively looking for the right job”
APPLY
“Applying for the right opportunity”
REPRESENT
“I love my new job.”
“Sharing initial experiences”
INTERVIEW
“Going through the selection
process”
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LEVERAGE ON YOUR ASSETS
PEOPLE - CULTURECONTENT - INNOVATION
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People and stories.The British Army.
Photo competition from the frontline.
Blog.
Diary of a recruit.
Live chat.
Linkswww.facebook.com/britisharmy
www.facebook.com/armyjobshttps://twitter.com/BritishArmy www.youtube.com/britisharmy
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Online and offline.Ernst & Young UK.
On campus presence linked to competitions on Facebook.
Community manager on Facebook same as offline.
Insider experiences online.
Linkshttps://www.facebook.com/EYUKcareers
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Values amplification.Diageo.
Amplification of company culture and values by infusing the brand tagline into and career channels and job descriptions.
“Celebrating life everyday, everywhere”.
Linkshttp://www.linkedin.com/company/diageo
http://m.diageo-careers.com/
http://www.diageo-careers.com/
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Personality matching the company.Kixeye.
Controversial online games and videos accentuating company’s unique culture.
Linkshttp://www.kixeye.com/#/en/jobs
Being different is what they do.
http://www.youtube.com/watch?v=s5l-nnR4Bx0
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Content.Salesforce.com.
Showcasing awards, rankings and thought leadership.
Salesforce as leader in its field.
Unusual formats (e.g. infographics) and innovative videos.
Linkshttp://www.salesforce.com/careers/main/
https://twitter.com/salesforcejobshttp://www.youtube.com/watch?v=3pdTVHGHPBo
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Perception change.Allen and Overy.
Challenging applicants through legal apps, quizzes and puzzles.
Linkshttps://www.facebook.com/AllenOveryGrads
http://www.youtube.com/watch?v=xFCqSaeYczk&feature=plcp://
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Unique experience.Deloitte China.
Virtual office tour, meeting real employees, sitting in on meetings, doing trainings.
Linkshttp://workatdeloitte.cn/virtualtour/
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What next?
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HOWTO GET STARTED
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Goal: know exactly what you want to achieve.
Values: reflect what you stand for.
Success definition: upfront be clear about measurement.
Approach: decide on the overarching concept.
Audience: define and learn about your audience.
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First:Define your vision.
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Channel ecosystem: define your architecture, connect and amplify.
Governance: put clear rules in place to empower the entire organisation.
Content strategy: before you start, know what you want to say.
Roles & responsibilities: know who is doing what.
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Second:Focus on curation.
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Web analytics: “traditional” clicks, visits, traffic flows (Google analytics).
SBI: track social performance (campaign monitor).
Social analytics: social media monitoring, bit.ly, #, (Radian6, socialmention.com, etc.).
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Third:Track your efforts.
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Thank you!
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Olga Kozanecka SOCIAL BUSINESS CONSULTANT
Serena Alboni SOCIAL BUSINESS CONSULTANT
CONTACTS
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