diversity recruiting - the impact from social media

Recruiting Solutions 11

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Diversity Recruiting:The Impact from Social Media

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Objectives

Overview of social media Strategies to impact diversity recruiting The digital divide Best practices Setting up a pilot program

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A Social Media View

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Remember When?


What is it? Social media

– is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques

Web 2.0– The term "Web 2.0" is commonly associated with web applications

that facilitate interactive information sharing, interoperability, user-centered

Social Networking– A social network service focuses on building online communities of

people who share common interests and/or activities


Why Does It Matter?


Why Does It Matter? SlideShare. SlideShare Stats:

– 45 Million Visitors every month– Top 250 web sites visited in the world– Used for presentations, documents,

PDF’s, webinars, and videos.– 57,000 documents related to social

media– 5,000 documents related to diversity


Why Does It Matter? YouTube. YouTube Stats:

– 2 billion videos viewed, every day– 24 hours of video uploaded, every

minute– More video is uploaded in 60 days

than all 3 major US networks created in 60 years

– 46 years of videos watched a day, on facebook via YouTube

– YouTube’s auto speech recognition tech translates video and captions into 51 languages


Why Does It Matter? Mobile.

5.3 Billion subscribers 6.1 Trillion SMS

messages sent in 2010 10.9 Billion apps

downloaded By 2013 mobile will

overtake PC’s as the most common web access device

Are you looking for a new opportunity? Apply now!

Job Seekers


Why Does It Matter? Twitter

Twitter Stats– 200+ Million users– 40+ Billion tweets– 140 Million tweets a day– 300,000+ apps– 1,000+% growth– 400 employees– 500,000 accounts added,

daily

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Why Does It Matter? Ning.

2 MillionNing

Communities


Why Does It Matter? Google.

Google stats:– 1+ Billion searches daily– 20% of searches are for

local information– Google maps guided

users 12 billion miles in 2010

– 300 Million+ “Job” related searches every month


Why Does It Matter? Facebook.

Facebook Stats:– #1 Most visited web site– 500+ Million active members– 700+ Billion minutes are spent on facebook,

every month– 20+ Million apps installed daily– 900+ Million objects people interact with– 200+ Million access via a mobile device– Average user generates 90 pieces of content

every month– 250+ Million people engage with facebook on

external sites


Why Does It Matter? LinkedIn.

LinkedIn Stats:– 100 Million+ members– 1 Million new members every week– 17.8 Million belong to groups– 1.2 million comments and posts to

groups each week– 2 billion people searches annually– 1 million companies have a company

page


Diversity Groups & Pages on… LinkedIn

– Women: 8,500+– African American:

350+– Latino / Latina: 600+– Seniors: 50+– Disability: 35+– LGBT: 500+– Asian: 500+

Facebook– Women: 500+– African American:

500+– Latino / Latina: 500+– Seniors: 500+– Disability: 500+– LGBT: 500+– Asian: 500+


Diversity Groups on LinkedIn 1,000,000 Total Groups 1,250 Diversity 294 Inclusion 11,288 Women 2,987 Young Professional

vs. 24 Millennials

1,064 Veterans 588 Latino vs 53 Hispanic 468 African America 269 People with Disabilities 259 Asian American 236 LGBT 105 Native American vs

99 American Indian 78 Baby Boomers 27 Gen X

16

10,444

644

602

577

997 29

4,113

22,627

1,879

8,115

2,937

5,656

4,098

23,357


Social Media Studies Last year CareerBuilder.com conducted a of organizations social media strategy.

92% of the Jobvite Social Recruiting survey reported that they are actively hiring and currently use or plan to use social networks in order to seek out new employees

Webroot survey of 803 IT professional report that 80% predict social media tools like Facebook will cause problems for their companies.

Inc Magazine reported that about 75% of small business owners “fear use of Facebook and Twitter will come back to haunt them.”

% Using Social Media # Employees

29% 500 or less

38% 500 – 1000

44% 1,000 +

1 Information obtained from: Tennessee Communicator’ Social Media Attitudes and Utilization: A 2010 Snapshot


Social Media Studies (cont)

Social Media Examiner.com nationwide study showed that 65% have been involved with social media for a few months and 56% are using social media six hours or more each week


Social Media Engagement


Social Visits Hispanics who prefer English visit

social networking websites 50% more than Non-Hispanic Whites and 10% more than African-Americans.

As ethnic demographics continue to shift in the US fewer Non-Hispanic Whites are born leading to younger populations for ethnic minorities. Research shows that younger populations have a higher tendency to utilize social media.


Visits by Ethnicity & Age 58% of English preferring

Hispanics & Asians frequent social media websites. This is closely followed by Non-Hispanic Whites where 57% of those surveyed also frequent social media websites.

Those surveyed who are over 36 show that the top three ethnic groups are English preferring Hispanics (24%), Asians (24) & Spanish Preferring Hispanics (23%), an average of 11% more than Non-Hispanic Whites


What does this all mean?

Ethnic Minorities, Women, People with Disabilities, & Veterans utilize social media

Research shows higher percentages of Hispanic-Americans utilizing social media


Diversity & Social Network Marketing


Diversity & Professional Network Marketing


Diversity ‘Jobs for You’ AdsReach targeted passive talent on diversity websites

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Reach only targeted candidates

Distribute your jobs to thousands of diversity websites

Get more desired applicants faster

Jobs at xyzCo

See more xyzCo jobs

Product Marketing ManagerxyzCo Apply now >>

Sr. Product Marketing ManagerxyzCo Apply now >>

Product Marketing ManagerxyzCo Apply now >>


Diversity AdsReach targeted passive talent on diversity websites

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Target YouTube Channel


Deluxe Career Site

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LinkedIn Company Page

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LinkedIn Company Page

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A Holistic Approach to RecruitingMarket

Research

Competitive Intelligence

Job Boards

Career Sites

Networking Events

Job Fairs

Referral Programs

Alumni Programs

Cold Calling

Resume Mining

Professional Networks

Social Networks

DiversityRecruiting

Campus Recruiting

Talent Community

Talent Community


Breakout Exercise Question 1: If you were to implement a social media strategy, what are the top 3

actions most critical to begin the dialogue? How can you build a business case?

Question 2: What are the barriers / risks associated with launching a social media program related to diversity recruiting?

Question 3: Identify the best practices you have seen associated with social media, and diversity recruiting.


Setting Up Pilot Programs Identify early adopters Benchmark against traditional programs Avoid anecdotal data Set reasonable expectations Share excitement – internal champions


Competitive Analysis

Our Company

Competitor A

Competitor B

Competitor C

Competitor D

Competitor E

Competitor F


Measuring Results Visitors

– Increased, views, applies Time Applicants Captured Quality (Interviews) Quality (Hires) Cost / Investment / Return Stats

– Followers, fans, groups


Q&A

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Your Presenters Roycie Earvin leads the diversity and inclusion initiatives at Ameriprise Financial, helping to foster acceptance and understanding among employees, clients and within the community.

Roycie joined Ameriprise Financial and moved to Minneapolis in 2008. Previously, she held roles in Information Technology, Operations, Research, and Training and Development across the country.

Recognized as one of the top African-American executives in St. Louis, Roycie received the Minority Supplier Development Advocate of the Year award.

Jason Buss leads the talent acquisition and diversity organization at Ameriprise Financial. In addition to attracting and hiring talent, his team is responsible for leading the firms’ diversity and inclusion strategy.

Jason joined Ameriprise Financial and moved to Minneapolis in 2008. Previously, he held senior level roles in Human Resources, Talent Management, and Recruiting, with global responsibilities.

Jason is the founder and author of of Talent HQ (formerly The Talent Buzz), an online news forum for Recruiting and Talent Management Professionals. Talent HQ now provides content for an online community that has grown to 75,000+ in the past 3 years.


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www.TalentHQ.com

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diversity recruiting - the impact from social media

Business

social media research

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social media view

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social networks

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social visits hispanics

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