Recruitment & social media - Dr. Ralf Caers

Social Media in recruitmentLikes, shares and … academic research

Vlerick HR Day, June 13, 2012Prof. dr. Ralf Caers

There are numerous social mediaBut 3 large ones

Private

Professional

Public

Using social media…

Highlights the big things in life…and the small things too

Private

ProfessionalPublic



Private

ProfessionalPublic



Private

ProfessionalPublic

900 million

150 million

140 million


Research on recruitment & selection

Active recruitment

Passive recruitmentSelection

3,3%

44,3%

5,9%

14,3%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

35,0%

40,0%

45,0%

50,0%

Internal use External use

Research in Flanders

Passive external recruitment

• Posting job ads• Trying to create a viral effect

Passive external recruitment

But there are pitfalls…

• To speak = to express– Commercials don’t convince– FB-content affects company’s image

But there are pitfalls…

• To speak = to express• Like = willing to communicate

– Overload– Media-heterogeneity

Preferences on Facebook

7

7

30

17

25

0 5 10 15 20 25 30 35

3 times a week

Twice a week

Once a week

Once every 2 weeks

Once a month

Or via the employees

Policy on job postings (Facebook)

84,3

3

0

2,5

10,2

0 10 20 30 40 50 60 70 80 90

No policy

Forbidden to

Obliged to

Asked not to

Asked to

Employees not enthusiastic

55,8

14,9

18,3

10,3

0 10 20 30 40 50 60

Never, not even when obliged

When obliged to

When asked

Without asking

But no compensation…

1

3,6

24

71,4

0 10 20 30 40 50 60 70 80

Yes, always

Yes, if successful

No, but it's a plus

No

Reputations may be linked

And the applicant?

Job search via LinkedIn

7,9

9,9

82,1

0 10 20 30 40 50 60 70 80 90

Yes, multiple times

Yes, once

No

Job offer via LinkedIn-connection?

59

11

27

3

0 10 20 30 40 50 60 70

No

Yes, once

Yes, multiple times

Yes, often

Job offer from stranger via LinkedIn?

59

13

24

4

0 10 20 30 40 50 60 70

No

Yes, once

Yes, multiple times

Yes, often

Exposed to job ads

17,6

31,8

39,1

11

0,5

0 5 10 15 20 25 30 35 40 45

Never

Almost never

Sometimes

Often

Constantly

Social media & selection

Results

• In 2010– 43% looks on Facebook– 70% looks on LinkedIn

• Decision on invitation– 13,2% uses Facebook-info– 26,1% uses LinkedIn-info

Results

• In 2012– 43% 72,5% looks on Facebook– 70% looks on LinkedIn

• Decision on invitation– 13,2% uses Facebook-info– 26,1% uses LinkedIn-info

What do interviewers look at on Facebook?

• At least the profile picture– 2010: 75%

• Everything– 2010: 58%

What do interviewers look at on Facebook?

• At least the profile picture– 2010: 75%– 2012: 93,6%

• Everything– 2010: 58%– 2012: 74%

Often viewed, but…

• What does a profile picture tell?

In 2010, interviewers thought…• Possible:

– Extraversion– Maturity

• Doubts on:

– Healthy lifestyle– Intelligence– Narcissism

• Not possible:

– Reliability– Emotional stability– Agreeableness– Seriousness

April 2012: The proof of the pudding

April 2012: The proof of the pudding

• 3 pictures• 11 characteristics• 33 ratings

The proof: 3 times ‘accurate’1. Agreeableness2. Openness3. Extraversion4. Maturity5. Intelligence6. Emotional stability7. Healthy lifestyle8. Seriousness9. Narcissism

ReliabilityConscientiousness

The proof: 3 times ‘accurate’1. Agreeableness2. Openness3. Extraversion4. Maturity5. Intelligence6. Emotional stability7. Healthy lifestyle8. Seriousness9. Narcissism

ReliabilityConscientiousness

The proof: 3 times ‘accurate’1. Agreeableness 1.18%2. Openness 0.96%3. Extraversion 0.71%4. Maturity 0.64%5. Intelligence 0.63%6. Emotional stability 0.22%7. Healthy lifestyle 0.20%8. Seriousness 0.18%9. Narcissism 0.00%

Reliability 0.00%Conscientiousness 0.00%

The proof: 1 time ‘accurate’1. Agreeableness 38.07%2. Openness 37.34%3. Extraversion 36.80%4. Healthy lifestyle 35.01%5. Seriousness 28.83%6. Conscientiousness 26.86%7. Intelligence 22.36%8. Emotional stability 21.43%9. Narcissism 21.05%10. Maturity 20.61%11. Reliability 8.89%

• April 2012:– 70,9% of users believe in positive effect

of LinkedIn-recommendations

Recommendations

• April 2012:– 85% of users believe in positive effect

of showing skills and abilities

Training


of having many LinkedIn-connections

# connections


of having important LinkedIn-connections

Important people

Creating better perceptions via LinkedIn

• Quality network?– Once met: 62%– Strangers: 9%– Only tight connections: 24%

Thank you!

Prof. dr. Ralf CaersHogeschool-Universiteit Brussel

Social Media in recruitmentPersonal perspective of a (semi-)believer

Vlerick HR Day, June 13, 2012Jurgen Moenaert, Head of Recruiting Deloitte

Objectives of today

What today is certainly not :

Full-scope Social Media Training

Deloitte promo-session

Me trying to convince you

Build upon academic research – Share some experience

Discover novelties - Trigger some thoughts (or even actions ?)

–Setting the scene

–Social media as strategic differentiator ?

–Time for a reality check

–Some (useful ;-) tips for the road

Proposed agenda

Recruiting @ Deloitte

Recruiting @ Deloitte

Capabilities of social media for recruitment

• A touch point is every occasion where candidates give a share of his/her attention to an employer brand.

• Social media have increased dramatically the number of potential touch points between employer and candidates.

TOUCHPOINT

EMPLOYER CANDIDATE

Interact & Converse

Select & Secure

Create brand awarenessSource & Inform





Proposed agenda

#1 - Segmentation

Different levels of “Social Adoption”

#2 – Implementation

Measuring = Knowing

#3 – Critical Mass

Copyright © 2011 Deloitte Development LLC. All rights reserved.72© 2010 Deloitte Touche Tohmatsu

72

But … you might run into a wall of resistance !


73

“It’s compromising our privacy”

“People will start talking about us”

“No influence on what our own employeesare saying about us”

“It is just another hype”

“It will lead to inproductivity”

“I doubt the fact that people will read my updates because an overload of information supply exist”

“If I do not have an extensive social network, I will not be able to create awareness via social media”


74

fear of the unknown





Proposed agenda

Facebook @ Deloitte BE focus on brand awareness & interaction

LinkedIn @ Deloitte BE Some personal investment is expected…

Grow your networkFeed your networkUse your network

… but supported by corporate initiatives !

Twitter @ Deloitte BESlowly (but steadily) taking off !

YouTube @ Deloitte BEIntegrated feed / multi-channel approach





Proposed agenda

Tip#1 : QR-codes to share info + generate traffic

Which info can be behind ?URL, SMS, Email, Contact

details, Phone, Event, Location, Wifi, Full Text

Tip#2 : Measure your influence with Klout score

Tip#3 : Think about security settings in Facebook

Tip#4 : If wanted, hide your connections in LinkedIn

Tip#5 : Tweetdeck as platform to keep the overview

Tip#6 : Bitly to shorten your URL

Tip#7 : Some useful extra features on LinkedIn

http://inmaps.linkedinlabs.com/network

Tip#8 : Interesting articles on “Future of Recruiting”

The core philosophy of Recruitment 3.0:• Not everyone is looking for a job• Everyone is a potential candidate or brand

ambassador• Employment brand is pivotal to your success in

talent acquisition• People are looking for interaction with people,

not faceless, bureaucratic companies• You are not in control of what people are saying• Building relationships and communities is key• Recruitment is (and probably stays ;-) boring

Tip#9 : What I understood to be 2 good books … ;-)

Tip#10 : A nice campaign example from Deloitte NL

Any further questionsor concerns ?

Jurgen MoenaertHead of Recruiting Deloitte

(semi-believer ;-)

Education

Recruitment & social media - Dr. Ralf Caers