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CREATING ONLINE SUSTAINABLE RECRUITMENT STRATEGIES AND ATTAINING THE RIGHT TALENT Greg Savage: Founder and Global CEO Firebrand Talent Search

Greg savage

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Page 1: Greg savage

CREATING ONLINE SUSTAINABLE RECRUITMENT STRATEGIES AND ATTAINING THE RIGHT TALENT

Greg Savage: Founder and Global CEO•Firebrand Talent Search

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www. firebrandtalent .com

WHY ?

• Needed to understand the hype about Social Media• We consider ourselves recruitment thought-leaders yet 2/3

years ago we had no thoughts on this!• Wanted to make informed decisions• Migrate personal brand – offline to online• BUT most importantly it became clear…

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www. firebrandtalent .com

WHY? ATTRACTION OF OUR OWN STAFF

• Quality recruiters exceptionally hard to find• Great people are our one unique differentiator• Lift Firebrand branding• Increase (low cost) exposure/PR• Opportunities to engage and build relationships• Show we are an innovative company• Validates our expertise in digital and marketing• Increased traffic to our website• Also some compelling recent evidence about job seeker

behaviour…

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www. firebrandtalent .com

TALENT: HOW THEY GOT THEIR LAST JOB? (APAC)

• Online Job Board 33%• Word of Mouth / referrals 22%• Recruitment company 20%• Direct approach from employer 14%• Print Advertising 5%• Other methods 5%• Social media 1%

Source: Kelly Global Workforce Index: The evolving workforce

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www. firebrandtalent .com

TALENT: DO YOU JOB SEARCH ON SOCIAL MEDIA SITES?

• Gen Y 23%• Gen X 24%• Baby Boomers 24%

Source: Kelly Global Workforce Index: The evolving workforce

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www. firebrandtalent .com

TALENT: DO YOU FEEL IT ESSENTIAL TO BE ACTIVE ON SOCIAL MEDIA TO ADVANCE YOUR CAREER?

• Gen Y 34%• Gen X 26%• Baby Boomers 20%

Source: Kelly Global Workforce Index: The evolving workforce

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www. firebrandtalent .com

THE 7 QUESTIONS REGARDING RECRUITMENT AND SOCIAL MEDIA

• What is the target audience?• What is the most effective SM platform to reach that

audience• What time investment is needed?• What tone of conversation will you use to engage your

audience?• What type of content is appropriate?• Is it appropriate to sell?• Is it an opportunity to show your expertise and if so how?

• Create a profile for each chosen platform defining how it will be used, along with who will be responsible for it

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www. firebrandtalent .com

CHOOSE YOUR PLATFORMS

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www. firebrandtalent .com

SEVEN-PRONGED SOCIAL MEDIA RECRUITMENT STRATEGY

• Drive the strategy via the CEO – immediate and substantial differentiator

• Blog “The Savage Truth”• Subscriber database worked and maintained• Twitter – active and very targeted• YouTube Channel• “The Savage Truth” Facebook Page• LinkedIn

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www. firebrandtalent .com

THE SAVAGE TRUTH BLOG

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www. firebrandtalent .com

THE BLOG – SOME LEARNINGS

• Get Google analytics (Free) to monitor usage and trends• Include social media share buttons (incl. Retweet,

Facebook share, LinkedIn share)• Build a subscriber list• Blog mailing lists (mailchimp)• Send blog post update emails• Video blogs• Its not the blog in isolation – it’s a cocktail of SM• Blog has a symbiotic relationship with rest of social media

and offline• Blog about what you know

Continued…

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www. firebrandtalent .com

THE BLOG – SOME LEARNINGS continued…

• Target a defined audience (for me it was recruiters worldwide)

• Blog 4 times a month at least to build following• Mix very micro advice pieces with occasional macro pieces• Content is king – give people a reason to come back• Content is under your nose• Answer your comments and tweet that you have done so –

stimulates debate• Tweet your new posts – several times over a week at least• Promote your blog via Twitter and LinkedIn and Facebook• Organise reciprocal blog roll links with similar bloggers• There is a “tipping point” where readership increases

incrementally• My readership and subscribers are increasing faster with no

more promotion

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www. firebrandtalent .com

“THE SAVAGE TRUTH” SUBSCRIBER LIST GROWTH

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www. firebrandtalent .com

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YouTube – thesavagetruthvideo

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LINKEDIN

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www. firebrandtalent .com

‘THE SAVAGE TRUTH’ FACEBOOK PAGE

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www. firebrandtalent .com

STATS?

• Blog - Run rate of 80,000 visitors a year – 132 countries• 50% visitors from referring site (twitter, Linkedin)• 1,650 comments on the blog• Subscribers over 2100 and increasing by 100 + per month• 7000 Twitter followers about 60% recruiters, 20% marketing

and design, 20% HR• Over 100 post Retweets a week• 7000 YouTube views• 169 Facebook likes (2 months old)• 1500 LinkedIn Connections (60% are recruiters)• Over 1000 PR pick ups (print and online)• Over 50 speaking invitations

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www. firebrandtalent .com

THE INTEGRATION: BLOGGING + TWITTER + LINKEDIN + YOUTUBE

• Tweet a post and 300 – 500 visitors next few hours• RTs means reaches much wider audience• Gives your post a longer life - bang for buck• Can encourage a comments debate• Tweet for time zones• LinkedIn status advertises blog post• LinkedIn status advertises a FB job – to 1000 recruiters!• Vlog results in hundreds of YouTube views• Twitter followers link on LinkedIn• Integrate your blog posts into LinkedIn page• 20 LinkedIn requests a week – 90% from Blog/Twitter

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www. firebrandtalent .com

FIREBRAND: SOCIAL MEDIA TALENT ACQUISITION STRATEGYLEARNINGS

• Driven by CEO• Huge time commitment• Be prepared to invest -12 months at least• No ghosting. Real and engaged• Integrated SM Strategy• Very targeted at recruiters in our markets• Be niche. • Be generous. Give to get• Content is key• Consistent message and activity• Build a voice. A brand • Build ‘expert’ status• Work the integration between platforms• Actually advertise jobs seldom and selectively

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www. firebrandtalent .com

ADDITIONAL BENEFITS – NOT SPECIFICALLY HIRING

• Credibility to a far wider audience

• Profile - Personal and company

• Connects me with customers• Complaints resolution

• Building a community

• Influence• Communicating with my own staff - Staff quote my blog

• PR generated by blog has driven awareness of Firebrand brand exponentially

• Massive referrals• Credibility and profile – huge

• Referrals of clients and talent from blog

• Acquisition enquiries• Press pick up my blog several times a month

• Been invited to speak at conferences all over the world

• Communicated corporate strategy via blog – tens of thousands of dollars of PR

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RESULTS

• Every candidate I interview for Firebrand has read the blog – understands our “ethos”

• Firebrand “potential” hire community is strong, is clearly identified, and can be communicated with

• One “Status Update” reaches 10s of thousands of recruiters• 25 LinkedIn requests a week – mostly HR and recruiters• 8 of last 15 Firebrand hires came via social media

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www. firebrandtalent .com

IN CLOSING

• Finding talented people to work for you is going to be much harder than it is to find new clients

• And what worked for you before will not work going forward• So if you want your strategies to come to life, think about

the execution now• And that means new and better ways to connect with

talent• I have learned the incredible power and influence of social

media• It is not frivolous. It’s not “nice to have”• It’s not the holy grail either• But its a key part of our recruitment strategy – and I would

suggest yours

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www. firebrandtalent .com

CONNECT WITH GREG SAVAGE AND FIREBRAND

• Email: [email protected]• LinkedIn profile: www.linkedin.com/in/gregpsavage• Twitter: twitter.com/greg_savage• YouTube: youtube.com/thesavagetruthvideo• Facebook: www.facebook.com/TheSavageTruth1• The Savage Truth Blog: www.gregsavage.com.au

• Firebrand website: www.firebrandtalent.com/• Firebrand Blog: blog.firebrandtalent.com• Firebrand Twitter: twitter.com/FirebrandTalent• Firebrand Facebook: www.facebook.com/FirebrandTalent

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THANK YOU