Embed Size (px)
DESCRIPTION
Social Media in Recruitment by Shally Steckerl, EVP Arbita
Citation preview
The New Communication Paradigm…
• Is a dialog not a broadcast
• A “message” is not a conversation
• Those who seek to control the conversation will be defeated by those who enable, inspire and influence
2
Benefits of Social Media Engagement: Branding
• Increased presence in social media elevates your brand so its important to participate and engage with prospects on others’ Facebook pages, LinkedIn Groups, Twitter accounts and Blogs
Benefits of Social Media Engagement
• Social Media communities tend to allow members access to their total membership so your recruiters may use member email and other contact information to make direct contact with specific individuals of interest via “direct approach” on social networks
Benefits of Social Media Engagement: SEO
• Your organization’s activity on Facebook, LinkedIn, Twitter and Blogs results in favorable organic ranking by search engines, driving traffic to your careers page and allowing you to dramatically reduce your advertising budget
Benefits of Social Media Engagement: Viral Networking
• Members of LinkedIn, friends on Facebook, “followers” on Twitter (etc.) are generally able to see the complete list of “friends of a friend” so your recruiters will find that each single social media contact becomes a gateway to a broader community – this is known as the viral networking effect
Benefits of Social Media Engagement: Comp Intel
• Social Media communities are replete with “word on the street” – actionable intelligence that gives you a heads-up regarding industry buzz, competitive intelligence, where the talent pool is headed, and other key indicators that don’t come through job boards.
Key Social Media Initiatives: Go Where They Are
1. Go where your prospects are not where you think they should be - identify key talent channels within varied social media platforms: online Social Networking reflects our real-world social proclivities, we hang out with others who share our interests and affiliations
Key Social Media Initiatives: Global Vision
2. Compose a Vision Statement describing a robust approach to social media recruitment to include acquisition, validation, analysis and application of actionable knowledge about key stakeholders for goal-setting, strategy formulation and support HR & recruitment missions
Key Social Media Initiatives: Roadmap
3. Based on identification of channels above, craft a roadmap on how the entire organization should engage, connect and participate with skill-set relevant niche sites and online subject matter influencers to heighten identification of organizational employment brand
Key Social Media Initiatives: Assigned Channels
4. Assign social media activities in each channel to key recruitment personnel with an emphasis on outreach, engagement and organic attraction of dedicated talent audiences
Key Social Media Initiatives: Communication Strategy
5. Implement a communications strategy that fosters genuine candidate relationships utilizing Web 2.0 or “social media” channels of communication
Are social networks a useful source of candidates?
• No. Social Recruiting works only when you empower and deputize your entire organization to be recruiting evangelists.
• The way we’re doing it there is little reward in comparison to amount of work. Most companies lack an effective strategy for sourcing, they depend on web-savvy recruiters “figuring it out” as they go
• Blogs, among the largest and most active social networking destinations, are almost completely ignored by recruiters
• Most companies mistakenly push nothing but job ads to social networks, and in such frequency that it becomes noise nobody listens to, with little to no value-add
13
Interesting Genome Report Findings
• 70% have no strategy for sourcing from niche and regional networks and 83% have no strategy for sourcing on blogs: both massive, yet remain widely overlooked
• Not all the tried-and-true methods have been supplanted: 90% say Employee Referral programs are much or somewhat better than social networks. The challenge going forward is how to make social networks and employee referral programs synergistic
14
Recent Survey on “hard to fill jobs”
What recruitment marketing initiatives have you used for hard-to-fill jobs?
• 85% Job Boards
• 78% Social Networks
• 49% Recruiting Services
• 41% Sourcing Services
• 24% SEO
• 16% SEM
• 28% “other”
Which recruitment marketing channels yielded most qualified?
• 24% Social Networks
• 16% Recruiting Services
• 11% Job Boards and Sourcing Services (tie)
• 3% SEO
• 1% SEM
• 34% “other” (from “no idea” to word of mouth, referrals, internal sourcing team, etc.)
15
What are the Main Social Networks?
MySpace
300MM+ members, skews younger
Monthly usage: 4.97 billion min.*
Mostly social
Not many useful Apps
Easy search, hard to connect
Fewer employers
No groups
Moderate participation
500MM+ members, skews older
Monthly usage: 13.87 billion min.*
Social & professional
Many useful business Apps
Difficult to find new contacts
Few jobseeker ads
Join unlimited groups
High participation
90MM+ people, skews older
Monthly usage: 202 million min.*
Mostly professional
2 awesome jobseeker Apps
Easy to find and connect
Many jobseeker ads
Join only 50 groups
Low participation
120MM+ members
Monthly usage: 299 million min
Social & professional
Many apps
Easy to search
Many job postings
No official groups
High participation, shallow conversations
Ning
30MM+ members?
Monthly usage:
Mostly professional
90 apps
Difficult to search
Many jobseeker ads
1.3MM Groups
Must be group member in order to participate
• In comparison, there are 4 billion mobile users worldwide• In the US, there are 116 MM people reading blogs and 23 MM writing them• There are 8 million people each on Xing and Viadeo (European focus)
BrandingGet noticed among millions of profiles:• Have a 100% complete profile – fill out summary and specialties with
words/phrases describing your expertise
• Vanity URL (your name): makes sure your profile is “public” linkedin.com/in/shally or facebook.com/shally.steckerl
• Your past experience should go back 10 years. Concisely explain what you did at each company.
• Write/get recommendations, ask/answer questions
• Link to your websites (your jobs RSS, team blog, etc.)
• Remember, its not who you know it’s who knows YOU
1
Social Media Marketing Tips
• Don’t be a social media schitzo. Be the same person on all your social networks!
• You are your brand - skip the canned branding rhetoric and just express your passion for your industry, your job, your role, and the branding will come naturally.
• Don’t sell, share. If you treat it as advertising you will turn people off. Share something useful, something about you or your company or your product, but you will gain more if you don’t sell. You don’t have to give the whole recipe but revealing a little taste of your secret sauce once in a while will get you better results.
• Be real. People want to relate with other people, not with “constructs” so be yourself, be honest about who you are and what you care about, and what you are doing, even an occasional tip about your favorite burger joint. You have multiple interests, so express that.
• Write well. Bad spelling, grammar or punctuation, and hasty abbreviations should be avoided. You can’t always get it right but confident prose and concise eloquence go a long way to establish your brand.
• One you get it, stay committed. If you are going to do it then don’t just stick your feet in, jump all the way in and stick to it. This doesn’t mean you have to write constantly every day but stay involved at some level of frequently at least once every other week or even weekly.
Top Three Social Media Mistakes
• Participation in to many tools – You don’t want “naked profiles”
• Self Promotion Overload – Using SM platforms as a promotion platform doesn't provide anything to the community
• Setting & Forgetting – Time investment involved, continual process –Listen & Participate
Recruitment Genome Project
Arbita’s Recruitment Genome Project is the single most wide-reaching and thorough market research project ever conducted in the recruitment community.
– Focus group interviews
– Multiple survey instruments
– Exhaustive secondary research
– Analysis from industry thought leaders like: Kevin Wheeler, Peter Weddle, etc.
– Practical wisdom from over 4000 staffing leaders
– Ranked list of key sourcing initiatives for 2010
– Participate and get the 1st and 2nd reports for free
Shally SteckerlEVP, Arbita, [email protected]://aces.arbita.net/shally
