Resourcing 2.0Social media and recruitment

Tiffany St James

Future of Recruitment, Barcelona

09 February 2011

Tiffany St James: on Linked In, Facebook, Slideshare, Skype, Quora,

Twitter: @tiffanystjames

tiffany@stimulationltd.co.uk

Challenges of the post-digital decade

Employee expectations

• Lack of trust and evidence in social tools

• The world of work is changing

• With it our employee expectations

• How do we turn the deficit model around?

• How do you engage the 99% unsuccessful applicants?

• How do we solve the intergenerational challenge that is ahead of us?

Smart Mobs: Democracy in action?

bit.ly/gKArcx

nyti.ms/e5P1Ul

gawker.com/5733816/

Power to the lobby

Individuals vs Businesses

What can we learn from WikiLeaks?

Why social channels can no longer be ignored

Online universe sizeTotal est. global active

internet audience = 625m

(1.7bn online)

(1 in 13 of all humans)

Mobile internet usage

nearly 1/5th of users

17% now access internet

on the move

Why people use the internetSource: Global Web Index Oct 2010

Trust in communications

Advertising has changed

How we are now targeted

How are people using SoMe

Source: UM SoMe Wave 5

6 pervasive trends on Google

Source: James Cashmore 24/08/10Head of Entertainment Google

UK social media stats

Source: http://www.clickymedia.co.uk

Facebook

• 500million+ active users• 50% logging on a day• Total of 700 billion minutes a month• 900 million objects interacted with• Av user: 80 community pages.• Av user: 90 pieces of content

The growth of mobile

• 5 million mobile subscribers 70% of the w pop• 85% of kids own a phone, 73% a book• Apple has sold almost 60 million iPhones• Google’s Android OS is growing at 886% y on y: Activating over 160,000 devices a day 60 devices in over 40 countries ... and at that rate, Android will over take Apple as

the leading smart phone OS in 2011

Source: http://www.digitalbuzzblog.com

The rise of Generation Y

Social media and recruitment

Social media marketing spend

Source http://blog.hubspot.comJan 2011

Social media uses in recruitment

• Promote your brand

• Publish jobs (free)

• Advertise jobs (paid)

• Referrals

• Research candidates

• Direct sourcing

• Corporate reputation management

Active hirers

• 92% of active hirers now using (or planning) SoMe for recruiting

• 2010:Linked In 86%Facebook 60%Twitter 50%

Source: Jobvite, Inc 2010

Which SoMe do you use?

• Use to recruit Successfully hired

• 78.3% Linked In 89.4%

• 54.6% Facebook 27.5%

• 44.8% Twitter 14.2%

• 18.7% Blog 6.3%

• 13.7% You Tube 2.1%

• 05.4% My Space 1.9%

• 14.4% None 13% (other)Source: Jobvite, Inc 2010

Cases in good practice:Interactive media recruitment

Interactive media for recruitment

Deloitte, Netherlands

• Deloitte in the Netherlands± 4,600 employees

• Hiring Target: 1,000 (2010/2011)• Traffic to career site Nov 09 to Nov 10• From Job Sites = 9971• From Social Media and Blogs =

33266• Traffic via Social Media than Job Boards = +234%

G4S

• Second largest private employer in the world • Over 620,000 employees• Annual voluntary turnover rate of 27% requiring

large resourcing capability• Activated external Social Media channels; Twitter,

YouTube and LinkedIn• The first 36 hours saw over 22,000 candidates

register with 400 applications being made

Ernst & Young

• Worldwide over 144,000 staff• 2007 launched Facebook initiative allowing

candidates to contact them directly and ask public questions to the recruiting team and meet experienced and young interns

• Ernst & Young Facebook page has 34,000+ candidates

• Business week named them one of the best places to launch a career in 2009

Learning from Nokia

• Social recruitment solutions for local markets• Start small, test different initiatives, innovate• Socially recruited employees understand us• Social recruiting can be just promotional reach not

360 social• Build a community for the 99%: talent radar• Be the digital cheerleader in your organisation

Social media toolkit for talent engagement

Principles: Successful online engagement

Source: Mark Schmulen GM of Social Media for Constant Contact, Nov 2010 at Monitoring Social Media 2010

Talent Life Cycle

Attract Recruit Onboard DevelopIdentify

Recruitment Management Technology

Talent Pool Technology

Skills Management Technology

Digital Attraction /Sourcing Strategy

Have a social code of conduct

• Be credible

• Be consistent

• Be transparent

• Be relevant

• Be an ambassador for

your organisation

Have a social media policy

• Purpose

• Principles

• Statement of ethics

• Context for organisation

• Tools and services

• Professional and personal use

Coca-Cola policy

Core values in the social media community

1. Transparency in every engagement

2. Protection of consumers’ privacy

3. Respect of copyrights, trademarks and other rights

4. Responsibility in use of technology

5. Utilisation of best practices

Coca-Cola policy

Expectations of personal behaviour in social media

1. Adhere to the Code of Business Conduct

2. You are responsible for your actions

3. Be a “scout” for compliments and criticism

4. Let the subject matter experts respond to negative posts

5. Be conscious when mixing your business and personal lives

Have social media staff guidance

• Before you engage

• Mitigation

• Professional use

• Research

• Outreach

• Ensure...

7 levels of engagement

Disseminating informationMonitoringGaining insightRespondingDiscussingConsultingCollaborating

Deeper engagement

How do I go about actively engaging?

• Why are you engaging?

• How, what, where, when, why?

• Set objectives

• Tools and frequency

• Interaction plan

• Reporting, analysis, optimisation

Set objectives

Listening and research

Insight, candidate research, network

identification

Promotion and outreach

Stimulating interest, encouraging referrals,

applications

Direct sourcing

Driving direct response, social engagement

Corporate Reputation

Employee footprints, digital reputation

Continual optimisation

Source: UK Government GCN/COI Interactive Services

Measures of success - KPIs

Outputs

How many visits, referrals, subscribers, loyalty, web analytics, bounce rates, applications

Outtakes

Message and experience for user satisfaction, measuring change of attitude

Outcomes

Action - what do you want the user to do?Source: UK Govt COI Interactive services

The case for online rebuttal

10 steps for successful social media use

• 1) Listen• 2) Create a ‘social object’• 3) Segment your audiences• 4) via their preferred platform• 5) a better shared experience• 6) Optimise your content for sharing• 7) Initially use paid for media• 8) Optimise the extreme targeting of social media• 9) Resources, resources, resources• 10) Track, optimise and amend

Are you ready for social engagement?

1 Are you listening?

2 Do ALL employees understand the risks?

3 Rapid response?

4 Strategy in place?

5 Had crisis training?

6 Clear on the roles and responsibilities

7 Top down and bottom up strategies

The Future of social media in recruitment

Monitoring and outreach labs

Gatorade in the US

Dell in the US

Costa cruises in Italy

Barclays in the UK

Command centres

- Listening- Gaining insight- Fan page management- Building a digital footprint- Outreach promotional- Seeding content - Candidate research

Specialist services- Crisis management- Branded content- Tools and apps- Campaign specific- Corporate reputation

The result of listening

Are we likely to increase or decrease market share compared to

our competition?

Are we likely to increase or decrease market share compared to

our competition?

What is going to be the more important issue -

‘cost’, ‘customer service’ or ‘environmental impact’?

What is going to be the more important issue -

‘cost’, ‘customer service’ or ‘environmental impact’?

What is the sentiment on XYZ? Is it likely to negatively affect future

adoption of our products and services?

What is the sentiment on XYZ? Is it likely to negatively affect future

adoption of our products and services?

Which key themes will receive increasingly positive

or negative attention?

Which key themes will receive increasingly positive

or negative attention?

The future of social recruitment

• Your reputation will be the sum of employee conversations

• Reputation will flow out of organisations through open data

• To create a good brand: treat your people well

• Turn employeed into uber authentic reputation carriers

How can we move towards this?

• Open data stream from companies

• Open data plus tools

• Onboarding software

• Day 1 access and learn from internal peers

• Semantic search

• Objectives, digital capability audit, strategy, training, implementation

Further Resoures

http://www.quora.com/

http://www.postpost.com/

http://www.curated.by/

http://onetruefan.com/

http://www.badgeville.com/

http://datasift.net/

http://plancast.com/

Thank you

Tiffany St James

tiffany@stimulationltd.co.uk

www.twitter.com/tiffanystjames

www.stimulationltd.co.uk