© 2009 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

Incorporating Social Media Into Your Recruiting Plan

Amybeth Hale Talent Attraction Manager – Interactive AT&T

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About Me

Amybeth Hale Talent Attraction Manager – Interactive

AT&T

•  7 years’ experience in internet research •  Progressively moving through work environments

–  4 years in 3rd party agency franchise –  1 year in 3rd party franchisor –  1.5 years in corporate professional services company –  Currently in large corporate environment

•  Social Media user since the mid-90’s •  Blogger – www.researchgoddess.com

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About Me

•  Why am I talking to you about social media? –  My last 3 jobs I have obtained through some form of social

media –  I have used social media for at least 50% of my sourcing for the

last 4 years –  I talk the talk, but I also walk the walk

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What We’re Covering

•  What is social media? •  What falls under the social media umbrella •  Who is using them well

•  How your social media footprint (or lack thereof!) could make or break your success in the next few years

•  What different generations think about social media, and how to approach them

•  How to find candidates using some social media tools

•  Examples of what NOT to do when using social media for recruiting

•  How to keep the information flowing without becoming overwhelmed

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What Is Social Media?

•  A shift in how people discover, read and share news, information and content

•  A fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many)

•  A democratization of information, transforming people from content readers into publishers

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What Is Social Media?

•  Differentiators – how is social media different from traditional media? –  Reach –  Accessibility –  Usability –  Recency –  Permanence –  Accountability

Source: Wikipedia – Social Media

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What Is Social Media?

•  Popular Types of Social Media –  Social bookmarking

•  Delicious •  Digg •  StumbleUpon •  ShareThis •  AddThis

–  Blogging/microblogging •  WordPress •  TypePad •  Blogger •  Twitter •  Pownce

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What Is Social Media?

•  Popular Types of Social Media –  News aggregators

•  RSS readers •  Reddit •  Bloglines

–  Photo and Video sharing •  Vimeo •  YouTube •  Flickr •  Picasa •  Shutterfly

–  Social networks •  LinkedIn •  Spoke •  Facebook •  MySpace •  Spock •  Wink

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Social Networks

•  A social network is a social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of relations (Wikipedia)

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Social Networks

•  A brief history of social networking on the Internet –  BBSes: AOL (graphical chat environments 1986, Macintosh BBS

1989); Prodigy (nationwide launch 1990) –  The first social networking website - Classmates.com (1995) –  SixDegrees.com, (1997) using the Web of Contacts model –  In 1999, Circle of Trust developed by Epinions and utilized by

Ciao.com, Dooyoo and ToLuna –  Circle of Friends, developed by Jonathan Bishop, utilized on a

number of regional UK sites between 1999 and 2001 –  Ryze (2001) –  Friendster (2002), the start of virtual communities –  MySpace, OpenBC (now Xing), Second Life and LinkedIn (2003) –  Facebook and Ning (2004) –  Yahoo! 360° and Doostang (2005)

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Social Networks

•  Main Types of Social Networks –  Professional networks –  Online communities (or purely social networks) –  Hybrid networks –  User-created networks

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Source: oxyweb.co.uk

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Sou

rce:

Eth

ority.

net

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Social Networks

•  The Benefits –  It is arguably the cheapest way to market your business –  It is a way to gather knowledge from experts in your

industry and related industries –  It is a way to stay on top of the latest in technology and

advances pertaining to your industry –  It is a channel with which you can source potential

candidates –  It is a way to develop lasting professional relationships

that will in turn open up referral channels

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Social Networks

•  Using your networks –  The shape of a social network helps determine a network's

usefulness to its individuals. •  Smaller, tighter networks can be less useful to their members than

networks with lots of loose connections to individuals outside the main network

•  More open networks, with many weak ties and social connections, are more likely to introduce new ideas and opportunities to their members than closed networks with many redundant ties

•  A group of friends who only do things with each other already share the same knowledge and opportunities

•  A group of individuals with connections to other social worlds is likely to have access to a wider range of information

•  It is better for individual success to have connections to a variety of networks rather than many connections within a single network

•  Individuals can exercise influence or act as brokers within their social networks by bridging two networks that are not directly linked

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Social Networks

•  Using your networks –  Make sure that people can find you.

•  Using key buzzwords in your profile will allow others to find you easily •  Include your email address several times in your profile so people can

contact you •  If you have a blog or a website, post links in your profile to provide

additional information for potential contacts –  Invite EVERYBODY you know.

•  Don’t pre-judge! When you join a network, let your existing contacts know. Also, provide them with some information as to why you joined a(nother) new network, and invite them to do the same

•  Let each person decide for themselves whether or not they want to join your network

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Social Media -Winners

•  Sodexo

•  Microsoft

•  Best Buy

•  AT&T

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Sodexo

•  Food and facilities management services

•  Recruiting stays in close touch with marketing and PR

•  Started with blog, branched out from there

•  Network With Us

•  Kerry Noone: “The conversations were already happening.”

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Microsoft

•  Software service provider •  Go to where the people are vs. creating your own

community (~30 Facebook pages) •  Simple application process: always one-to-two clicks away

from connecting people to a job application •  Marvin Smith: “People are searching for recruiters. Are they

going to be able to find you?”

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Best Buy

•  Consumer electronics retailer

•  Internal network, Blue Shirt Nation – enables employees to help each other and stay connected

•  Gary Koelling – “You're at the mercy of the people that you're trying to influence.”

•  Proactively reach out to groups discussing Best Buy

•  Joshua Kahn – “People want to see these [social media] tools as just another channel to market jobs. If that’s all you do with them, you’re missing out on a lot.”

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AT&T

•  Work With Me Facebook app

•  Talent Network

•  Add This sharing on att.jobs

•  @attjobs on Twitter

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Lessons From The Winners

•  Know your audience and how they like to be approached

•  Admit what you do and don’t know – be real, be human

•  Make yourself/your company easy to find

•  Don’t reinvent the wheel

•  Understand that there’s more than one use for social media

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Social Media - Losers

•  Ketchum – FedEx incident

•  David George-Cosh’s public meltdown

•  CareerBuilder rep on Twitter

•  Wal-Mart Facebook page

•  “Zombie” accounts – the digital kiss of death

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Ketchum and FedEx

•  The Story: A PR executive insulted one of his agency’s biggest clients via Twitter: –  “True confession but I’m in one of those towns where I scratch

my head and say, ‘I would die if I had to live here.’”

•  Was traveling there to talk with corporate communications about social media

This place sucks…

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•  The Story: Toronto journalist who unleashed on marketing consultant April Dunford via Twitter

David George-Cosh

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CareerBuilder rep

•  The Story: missAdriane, a CB rep, tweets about how much she dislikes her clients:

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Wal Mart’s Facebook Page

•  The Story: Wal Mart’s Roommate Style Match group was set up for college roommates to link up online to coordinate back-to-school purchases

•  The majority of the comments were negative toward the overall Wal Mart brand

•  NONE of the comments were focused on the original goal of the site

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Lessons From The Losers

•  Don’t do it just because everyone else is

•  Get involved, but sit back and observe a little first

•  Think about what you say before you tweet/facebook/myspace it

•  Think about what you want to accomplish first

•  Listen to your audience feedback

•  Don’t be a deist with your social media efforts – monitor!

•  Resource: http://blogs.zdnet.com/feeds/?p=1204&page=9

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What Does This Have To Do With Recruiting, Anyhow? •  Marketing

•  Sales

•  PR

•  Recruiting

…it’s more than just recruiting – you are developing an entire online brand for yourself as well as your company.

Which is why doing it RIGHT is so important!!

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Use The Grocery Store Method

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Josh Bernoff, Forrester 

Groundwell blog 

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Who’s Using Social Media

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What’s your strategy?

•  POST method – taken from Groundswell –  People –  Objectives –  Strategy –  Technology

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People

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Facebook Users

Source: Quantcast 

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What An Average Facebook User Looks Like

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Twitter Users

Source: Quantcast 

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What An Average Twitter User Looks Like

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MySpace Users

Source: Quantcast 

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What An Average MySpace User Looks Like

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Objectives

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Strategy

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Tech

no

log

y

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Groundswell: Will It Blend?

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What Is Your Social Media Objective?

•  Promote your business / generate leads

•  Learn about an industry

•  Source candidates

•  Promote your personal brand

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Some Common Mistakes

•  Mistake #1: I don’t care about branding, I just want to know how to use the tools.

•  Mistake #2: Launching full force into posting jobs, and not cultivating approachability and interest in your target market

•  Mistake #3: Developing your personality with other recruiters

•  Mistake #4: Inconsistency

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How To Get Started

“Companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for.” ~Groundswell

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How To Get Started

•  Start a blog

•  Sign up for Twitter. Listen FIRST, then engage.

•  Use an RSS feed reader to subscribe to industry blogs

•  Set up Google Alerts for your name / your company name to monitor chatter

•  Find / join your alumni network on LinkedIn

•  Create a Fan Page on Facebook

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How To Get Started

•  Use services like GlassDoor to monitor what people are saying about your clients & their competitors

•  Create a recruitment video and post it to YouTube, Vimeo, Google Video, etc.

•  Do a podcast

•  Sign up for HARO (Help A Reporter Out)

•  Join a thriving community related to your industry

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What Do You Think?

•  Video

•  Social Networks

•  Blogging

•  Community Creation

© 2009 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

You’re invited to a party. Do you 

A. Ask the host what you should bring B. Bring a roast pig on a spit to a vegan birthday party C. Throw your own party the same night because you feel like you need to own that group of friends. 

Once you’re at the party, do you 

A.  Mingle and join conversaGons when you have something relevant to share 

B.  Jump on the coffee table and scream “Look at me!!” 

C.  Pout because only a few people came to your party, and swear that parGes don’t work. 

Courtesy of Alison Byrne Fields, DDB

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Some Things To Consider

•  Are you reinventing the wheel?

•  Who will be managing your social media presence?

•  Should you engage a consultant?

•  How much time should you invest?

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Be A Billboard

•  Pull people to you, don’t push your brand/ product / job / company on them

www.researchgoddess.com 

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Whom Should I Be Following?

•  It depends on what you want to accomplish

•  Look for fruit on the tree

•  TIP: IT’S NOT ALWAYS THE SAME PERSON

•  TIP: QUALITY, NOT QUANTITY

•  My recommendations –  PR / Marketing professionals – after all, they get paid to be

knowledgeable about social media –  Be wary of recruiters who are social media hobbyists – do your

research on them first!

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Irrelevance?

My Recommendations

•  Recruiting folks who get social media –  Jim Durbin –  Paul DeBettignies –  Maren Hogan –  Joshua Kahn –  Jason Davis –  Jessica Lee –  Jennifer McClure –  Michael Marlatt –  Chris Hoyt –  Suzy Tonini

•  Other folks to keep an eye on –  Bryan Person – founder of SMB –  Brian Solis – PR 2.0 –  Pete Cashmore - Mashable –  Peter Shankman - HARO –  Jason Falls – VP/Director Interactive,

Doe-Anderson –  Aliza Sherman – The Digital Marketer –  David Mullen - Account Supervisor,

Mullen –  Amber Naslund – Community Director,

Radian6 –  Jennifer Leggio – Director of Strategic

Communications, Fortinet –  Michael Brito – Social Media Strategist,

Intel –  Tac Anderson – Digital Consulting

Director, Waggener Edstrom

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Tools To Use

•  LinkedIn –  LinkedIn Answers –  Groups –  Your own Profile: list your jobs, use keywords –  Use LinkedIn’s new apps: promote your blog, use the travel

calendar to let people know where you’ll be

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Tools To Use

•  Facebook –  Groups and Fan Pages –  Categorize your contacts (I recommend by function) –  Facebook Ads

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Tools To Use

•  Twitter –  Tweetdeck

•  Alternatives: Seesmic, Twhirl, PeopleBrowsr –  Tweetlater –  Tweepler –  Twittersheep –  Twellow and Justtweetit –  Twitter Search couple w/ RSS –  TweetChat –  TweetParty

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Tools To Use

•  Tracking –  Google Anaytics –  Site Meter –  Woopra –  Quantcast –  Wordpress (my blog)

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Tools To Use

•  Organization –  RSS: Google Reader, Gator, SocialMedian, etc. –  Bookmarking: Technorati, StumbleUpon, Digg –  Cloud: Scribd, Box.net, Zoho –  iGoogle dashboard

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Improving Your Social Media Strategy

•  Transparency

•  Conversation

•  Wisdom of Crowds

•  Data is Key

•  Speed

•  Rich User Experience

From Michael Specht

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“The appeal of social networks is obvious. It's easier to ask colleagues for information than to slog through an ambitious research endeavor.” ~Marydee Ojala, Editor, ONLINE

“Social networking is not just about what (damage) it does to you, but what (good) you can do for it.” ~Peter Gold, Owner, Hire Strategies Ltd.

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What’s Next?

Source: www.labnol.org

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Takeaways

•  Listen to LOTS of people – no one person has all the answers

•  No two social media tools are alike

•  Know your audience, and what they want

•  Meet people where they already are

•  Know what you want to accomplish, and have a plan as to how you will do that

•  Communicate. Participate. Engage.

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Recommended Resources

•  “Identity in the Age of Cloud Computing” - Charles M. Firestone

•  "Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000: Running a Business in Today's Consumer-Driven World” – Pete Blackshaw

•  “Groundswell” – Charlene Li and Josh Bernoff

•  “Trust” – Francis Fukuyama

•  “A Survival Guide to Social Media and Web 2.0 Optimization: Strategies, Tactics, and Tools for Succeeding in the Social Web” – Deltina Hay

•  Commoncraft Videos (to explain different social media)

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Questions

Please email me: amybeth@researchgoddess.com

Find me on Twitter: @researchgoddess

Follow #VegasRG hashtag for my conference stream