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I came away from Bill Boorman’s #TRU “unconference” in San Francisco with an analogy that emerged during my track on ‘social’ (1) recruiting: social referrals are to Spotify (2) what social media recruiting, as we know it, is to Pandora (3). This analogy may not immediately sound like music to your ears, but hear me out.The idea was initially borne after reading this Mashable article on the “brilliance” of Facebook’s new advertising strategy and recalling my recent discovery of new music via friends’ Spotify activity on Facebook. How does this relate to recruiting? At their core, job opportunities discovered through social media referrals are compelling for the same reason music discovered on Spotify is interesting. More specifically, both leverage true “peer-to-peer” relationships to help promote the discovery of interesting content—social referrals’ case, job opportunities (4).Fellow attendees at #TruSanFran offered an insightful question about my analogy: What’s the Pandora of recruiting? Social recruiting (5) as we know it—a practice largely characterized, at present, by broadcasting open jobs — was the obvious answer. Much to the chagrin of many practice leaders, the missing element of ‘social’ recruiting, as it currently stands, is often the engagement that actually makes social media powerful recruiting channels (6). Still, the general approach remains powerful: audiences opt-in to a channel (in this context, connecting with recruiters on social networks, and tacitly consenting to exposure to their updates), which can curate content based on individuals’ preferences.That leaves us with job boards, which have no better parallel than satellite radio. Candidates are presented with a wide variety of choices—perhaps too wide—and must actively “tune-in” to job boards’ and until they find what they’re looking for (7). Recruiters, as Doug Ellinger writes, are left “chumming the waters” for good candidates, much like radio advertisers can only pray that their expensive campaigns are reaching the right audience. Like their counterpart in satellite radio, it doesn’t take a seer to see that many recruiters are witnessing a decline in ROI of spending on job boards, and are moving toward the “easier, faster and more effective” solutions of social recruiting, as Ward Christman notes.So which is better — the ‘Spotify’, ‘Pandora’ or ‘satellite radio’ approach? I will dive deeper into what this means and approaches to thinking about it during the presentation.
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WHAT YOUR RECRUITING ORGANIZATION CAN LEARN FROM INNOVATION IN THE ONLINE MUSIC INDUSTRYPRESENTED BY
STEVEN DUQUERECRUITING INNOVATION & OPTIMIZATION EVANGELIST
OF
Agenda
1. Foundation- The new models of music consumption
- Insights in a nutshell
- Why “social” makes sense”
2. On the Hill - Drawing parallels in recruiting technology
- XM Satellite Radio = Job Boards
- Pandora = Social Recruiting
- Spotify = Social Referrals
- Pros and Cons
3. In the Trenches- Strategies & tactics
- Next steps
1. FOUNDATION
THE NEW MODELS OF MUSIC
CONSUMPTION
XM Satellite Radio
XM Satellite Radio
Satellite Radio – User Experience
• PROS- A multitude of channels and specific content to choose from
- Channels are curated by “experts” in content categories
- Passive discovery of new music, after actively selecting channels
- Limited mobile experience
• CONS- Requires that listeners actively browse through and seek out
channels relevant to their tastes
- Sorting through channels that aren’t relevant to them
- For full experience, must purchase relatively expensive device whose only purpose is to consume Satellite Radio content
- No feedback loop between listeners and “experts”
- Cannot purchase music directly through channel
Pandora
Pandora
Pandora – User Experience
• PROS- Content automatically tailored to listeners’ feedback (e.g., Thumbs
up, Thumbs down, listen to complete track, replays, etc.)
- Multitude of channels to choose from
- Content pre-curated by music “experts” via automation
- Available across multiple platforms (e.g., web, mobile)
- Passive discovery of new music, after actively selecting channels
- Freemium offering
- Can directly purchase music through channel
• CONS- Requires that listeners actively select channels relevant to their
taste and must provide feedback to receive tailored experience
- Must change channels to accommodate for eclectic tastes
- Lose personal touch of knowing who the “expert” is
Spotify
Spotify
Spotify
Spotify – User Experience
• PROS- Passive discovery of new music via known connections in
environment, where music-listening isn’t primary focus
- Content curated by personal contacts; prior knowledge of persons provides deeper context and relevance
- Multitude of available music for active music listeners
- Available across multiple platforms (e.g., web, mobile)
- Freemium offering
- Free integrated apps to enhance listening experience (e.g., purchasing music, lyrics, connections’ comments, playlists, etc.)
• CONS- Connections’ choice not necessarily “expert”
- Discovery of new music depends on connections’ personal tastes
- No tailored experience, aside from actively followed playlists
INSIGHTS IN A
NUTSHELL
6 COMPETING TENSIONS IN DISTRIBUTION MODELS
• Searchable vs. Social
• Seeking vs. Discovering
• Active vs. Passive
• Expert vs. Personal
• Descriptive vs. Contextual
• Raw vs. Filtered
LIKE A SWINGING PENDULUM, TENSIONS IN PRACTICE OFTEN FALL SOMEWHERE IN BETWEEN.
3 QUESTIONS FOR MUSIC DISTRIBUTORS
• How do people make decisions about what music to listen to?
• What kinds of listeners will be attracted to different distribution models?
• What is the aim of getting listeners to hear your music?
DIVING DEEPER THROUGH QUESTIONING, WE SEE THAT LISTENING IS JUST THE TIP OF THE ICEBERG.
WHY “SOCIAL” MAKES SENSE
Social Media Users by Age
62% of people on social networks are of the “professional” age
Social Media Users by Age
64%61%78%
Source: Google Ad Planner 2011, US Demographics Data
NETWORK% of 35+ USERS
512m122m78m
# of 35+ USERS
Social Media Users by Age
383944
NETWORK AVG. AGE
Source: Google Ad Planner 2011, US Demographics Data
Social Media Usage by Time
Time Spent Online
8.4 hrs.Amount of time
“professional”-aged Americans spend per
month on social channels.
Facebook’s Ascent
A Changing Workplace: Social Inboxes Checked Regularly
All Responses
Source: People—On the Go 2010 Report, Pierre Khawand
A Changing Workplace: Social Inboxes Checked Regularly
Source: People—On the Go 2010 Report, Pierre Khawand
Top Management
Agenda
1. Foundation- The new models of music consumption
- Insights in a nutshell
- Why “social” makes sense”
2. On the Hill - Drawing parallels in recruiting technology
- XM Satellite Radio = Job Boards
- Pandora = Social Recruiting
- Spotify = Social Referrals
- Pros and Cons
3. In the Trenches- Strategies & tactics
- Next steps
2. ON THE HILL
Drawing Parallels in Recruiting Technology
XM Satellite Radio = Job Boards
=
• PROS- A multitude of jobs for candidates to choose from
- Candidates can filter their search for jobs by categories
- Passive discovery of new jobs by candidates, after actively seeking
• CONS- Requires that candidates actively browse through and seek out
jobs
- Seekers must sort through jobs that aren’t relevant to them
- No feedback loop between job seekers and employers
Pandora = Social Recruiting (as we know it)
=
• PROS- Passive discovery of jobs, after candidates connect with recruiters
- Jobs and related content curated by real people (recruiters)
- Feedback loop via social channels between candidates and recruiters
- Automated reposting of jobs by social recruiting platforms
• CONS- Requires that candidates “opt in” and connect with recruiters
- Passive discovery by seekers limited to their recruiter connections
- Candidates don’t personally “know” recruiters, in most cases
Pandora = Social Recruiting (as we know it)
=
• PROS- Passive discovery of jobs via known connections
- Jobs shared by personal contacts; prior knowledge of persons provides context and relevance
- Feedback loop via social channels between candidates and personal connections
• CONS- Connections’ not necessarily “experts” in recommending jobs
- Discovery of open jobs depends on candidates connections
- No tailored candidate experience
INSIGHTSREVISITED
6 COMPETING TENSIONS IN DISTRIBUTION MODELS
• Searchable vs. Social
• Seeking vs. Discovering
• Active vs. Passive
• Expert vs. Personal
• Descriptive vs. Contextual
• Raw vs. Filtered
LIKE A SWINGING PENDULUM, TENSIONS IN PRACTICE OFTEN FALL SOMEWHERE IN BETWEEN.
3 QUESTIONS FOR RECRUITING ORGS
• How do candidates make decisions about what jobs to consider?
• What kinds of candidates will be attracted to different distribution models?
• What is the aim of getting candidates to see an open job?
DIVING DEEPER THROUGH QUESTIONING, WE SEE THAT LISTENING IS JUST THE TIP OF THE ICEBERG.
Agenda
1. Foundation- The new models of music consumption
- Insights in a nutshell
- Why “social” makes sense”
2. On the Hill - Drawing parallels in recruiting technology
- XM Satellite Radio = Job Boards
- Pandora = Social Recruiting
- Spotify = Social Referrals
- Pros and Cons
3. In the Trenches- Strategies & tactics
- Next steps
3. IN THE TRENCHES
STRATEGIES AND
TACTICS
Defining and refining your strategy
INITIAL DECISION POINTS: ASKING THE RIGHT QUESTIONS
• Hiring Needs- Specialized vs. common skills?
- Permanent vs. temp?
- Immediacy vs. quality?
• Resources - Budget for media & incentives?
- Time & available staff?
- Willing & able employees?
LIKE PIECES OF A PUZZLE, YOUR DECISION POINTS WILL SHAPE YOUR RECRUITMENT STRATEGY.
RECRUITMENT STRATEGIES FOR THE
SOCIAL WORLD
The Difference: Recruitment Advertising VS Social Media
Controlled
Uncontrolled
Monologue Dialogue
JOB BOARDS
SOCIAL RECRUITING
SOCIAL REFERRALS
RELATIONSHIP BUILDING
Building Trust
PUT A FACE TO THE COPY
Relationship Building
OLD SCHOOL – Always Be Closing
Building Trust
NEW SCHOOL – Always Be Authentic
Branding
CORPORATE PERSONAL
Branding
CONVERGENCE
ROI of strong employment brand
how much lower the cost per hire is for a company with a strong employment brand
Source: LinkedIn, “What’s the Value of Your Employment Brand?”, Eda Guitekin, 2011
2x
Utilize real relationships
TAP PEER-TO-PEER NETWORKS
Social Media Referrals
GOOD PEOPLE KNOW GOOD PEOPLE
Referrals Dramatically Outperform Other Sources in Hiring Efficiency
Source: Dr. John Sullivan on ERE.net
% of Job Applicants That Meet Job Requirements
Offer Acceptance Rate0%
20%
40%
60%
80%
100%
2%
61%
40%
87%
HIRING EFFICIENCY
All Other Sources
Referrals Average
First-Year Turnover for Referrals is 63% Less than for Other Sources
Source: Dr. John Sullivan on ERE.net
All Other Sources Referrals Average0%
2%
4%
6%
8%
10%
12%
7%
3%
4%
1%
FIRST YEAR TURNOVER
Involuntary Turnover within First Year
Voluntary Turnover within First Year
11%
4%
Emphasize differences
RECRUITMENT TACTICS FOR THE
SOCIAL WORLD
MARKET OPEN JOBS
Don’t be this guy
Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job!
Job! Job! Job!
It all depends on your variables
~60krecruiters
Expectations vary across channels
“Social” isn’t a single category
BUILDCOMMUNITY
Discussion
GROUPS HASHTAGS (#) PAGE
Content is King… or Queen
Relevance Checklist
Helpful Educational Informational Conversational …
Being “relevant” is being:
Add value to connections’ professional lives online.
Multimedia
MONITORMETRICS
Monitoring
FOLLOW THE LEADER
Monitoring
UNCOVER BEST PRACTICES THROUGH METRICS
Monitoring
INFOTRIAGE
NEXTSTEPS
Employment Branding Checklist
Define your strategy• Research
• Conduct internal research• Conduct market research
• Planning• Retaining talent• Recruiting talent
Build internal support• CEO engagement• Senior management engagement• Cross-departmental collaboration
Plan communications• Employer value proposition• Produce communications
Source: Employer Brand Institute Study, 2010
Recruitment Organization Checklist
Strategically allocate resources• Allocate budget and staff based on the priority of your
strategic aims• Shop, select and implement tools to make your recruiting
organization more efficient and effective Build a passive pipeline
• Make engagement through social media a required activity for your recruiting team
• Create your own talent community on LinkedIn, and begin participating in ongoing discussions via LinkedIn groups, Facebook pages and Twitter hashtags
Put networks to work• Encourage non-HR personnel (particularly, hiring managers
and teams) to share open opportunities • Communicate importance of being professionally active on
social channels to employees, especially HR
How We Can Help – Create Your Free Account
Efficiency• Broadcast open jobs & content to your core social channels at once• Automate jobs re-posting• Prioritize connections to engage with Radar
Effectiveness• Get a birds-eye view of social recruiting performance• Monitor proportionate amount of traffic driven by channels• Measure efficacy of update messages
www.bullhornreach.com
STEVEN DUQUERECRUITING INNOVATION & OPTIMIZATION EVANGELIST
