Thinking Social?

Penna Social Media 2013

We wanted to discover:

1. The level of HR’s use of, and expertise in, social media – and

its effectiveness

2. Which social media are most effective, and future plans to

use them compared with other media

3. How those social media can be used to the greatest effect

4. How social media are monitored and managed, the time to

do this and assignment of responsibility

5. How social media use can be extended beyond attraction,

into recruiting, on-boarding and engaging

Does your organisation allow Facebook access at work?

But only 21% of those companies allowing access did this on an unrestricted basis.

But as few as 6% of companies actively have a total ban on Facebook at work.

Restricting Social at work

Recruiters are also starting to think socially.

Attitudes

51%

14%

27%

7%5%

24%

37%33%

2010 2012

• As attitudes change so does use

Social media use will grow

Social media tools

Tw

itte

r

Linke

dIn

Face

book

Vid

eo (

Youtu

be, V

imeo e

tc.)

Blo

gs

Foru

ms

Google

+

Pin

tere

st

Photo

Shari

ng S

ites

(Flic

kr, In

st...

Soci

al B

ookm

ark

ing

0%10%20%30%40%50%60%70%80%90%

100%

Increase Stay The Same Decrease No Plans to Utilise

Social media is best used socially; but sometimes as an advertising medium

Direct Hires

Not at all successful Not very successful Quite successful Very successful

8%

13%

54%

24%

13%

38%

31%

17%

11%

55%

34%

0%

LinkedIn Facebook Twitter

Engage and qualify

Engaging in online conversations

• Good content

• Interaction with quality hires

• The most important metric is quality followers

Indicator Rank

The quality of followers: qualified, the kind of people you may want to

recruit etc

1

Mentions, comments & posts etc 2

The volume of subscribers, likes & followers etc 3

Sentiment figures & metrics 4

Shares, re-links, pass-alongs, Diggs, G+1's etc 5

Organisations who manage “well”

“We try to respond to every comment made, particularly if it's negative.”

“We would always comment and not to do so would feel unprofessional”

“Any criticism of the organisation needs addressing and Social Media is a useful tool to address this.”

Recruiters are also starting to think socially.

Monitoring and Managing

• Not just starting conversations but facilitating and seeking

existing ones.

Monitoring+

Managing=

Engaging

Effort

26%

11%6%

3%8%

11%

21%

15%

Well Not Well

Organisations who manage well - time

0 Hours

1 to 2

3 to 5

6 to 1011 to 30

31 to 40

More than 40

0%

10%

20%

When do you think it is appropriate that an external agency could be used to help social media implementation?

What now?

“How much of a concern is it for you that candidate information available online could get in the way of a fair recruitment process if used injudiciously?”

“If a candidate is willing to share this information in a public way, they have to accept that it may come up as part of the search process. Don’t post information you’re not happy sharing with the world.”

Social media for diverse recruitment?

1 - Poor for recruiting 2 3 4 5 - Good for recruiting0%

10%

20%

30%

40%

50%

60%

33%

27%

30%

6%4%5% 4%

24% 23%

44%

People with Disabili-ties

People from Ethnic Minority Backgrounds

LGBT People

People over 60

Women

Men

Graduates