social recruiting from 30,000 feet

Social Recruiting from 30,000 Feet

© Master Burnett, Managing Director, Dr. John Sullivan & Associates Web: drjohnsullivan.com Twitter: @masterburnett E-mail: [email protected]

Who am I?

•  Digital na)ve (BBS’s, CompuServe, DSL 1998) •  Self professed geek, early adopter of nearly all things digital

•  Currently serving as the Managing Director of Dr. John Sullivan & Associates

•  14 Years experience in high technology recrui)ng for early stage ventures

•  A facebook junkie! 2

©2009 Dr. John Sullivan & Associates

My plans for this session…

•  Share observa)ons on social recrui)ng from a different vantage point

•  Discuss most common ques)ons/concerns voiced from senior HR/Business leaders

•  Introduce a framework for strategic/feasible use of social media in recrui)ng

•  Share some examples and answer LOTS of ques)ons

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Some key observations…

•  Virtually no strategy is guiding the majority of experiments by organiza)ons today (no targe)ng, no goals, no clarity around expecta)ons, no valuable measures)

•  Very li]le understanding of social media by senior leaders (Economist Intelligence Unit: Less than 1:10 execu)ves is literate beyond Web 1.0; 87% wrong e‐mail)

•  A power struggle over what func)ons can/cannot do brings progress to a stands)ll (An Economist poll found that HR ranks 11th among internal func)ons most likely to make effec)ve use of social media usage! (Only procurement, legal, and risk scored lower.)

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Some key observations…

•  Rapidly evolving technology and service landscape (web 2.0 services rendered irrelevant overnight, mash‐ups make powerful solu)ons cheap/easy to produce)

•  Most leaders lack understanding of what’s possible and how to move forward feasibly (transac)onal background, requisi)on focused)

•  Most organiza)ons are tackling the easy stuff (extension of recruitment marke)ng and direct sourcing to social media)

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Executive concerns…

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Source: Risky Business Reputa3ons Online, Weber Shandwick, 2009

Concern probability

From Communica3on Overtones, Kami Huyse, hEp://twurl.nl/8qiov4

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Executive questions…

•  Where as a leader should my knowledge be? (Overwhelmed, LinkedIn 45%, Time Management)

•  How does social media give us access to talent we don’t already have? (The Nejlix Challenge, Crowdsource, 2006, $1M, $3.4M)

•  How do we excite the right people about the company and the work? (Apple’s Genius Campaign, Microsom/Sun’s Blogs)

•  How do we cut through the clu]er? (45% of content seen as inaccurate)

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A plethora of opportunity

Planning Sourcing Screening Assessment Offer Onboard

Labor market profiling Engagement monitoring

Compe)tor landscape/approach

Social media enabled ERP

1:1 employment marke)ng

Mul)‐channel marke)ng

Employment branding (Unit)

Direct sourcing

Online contest/challenge Network affilia)on

360° Rate Micro‐opportunity

Network reference

Peer Validated Profiling

Gaming/simula)on

Interac)ve offer

Market compensa)on

Offer landscape

24/7 offer support

Offer FAQ’s

Virtual team mee)ngs

Worksta)on design

Network no)fica)on

Performance planning

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Four activity buckets…

1.  Recruitment Marke)ng – Outbound, inbound, branding, market research

2.  Compe))ve intelligence – Direct sourcing, compe)tor landscape

3.  Targeted talent servicing – Q&A, educa)on, rela)onship support

4.  Recruitment opera)ons – Transac)on automa)on, analy)cs

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Social media tenets…

1.  The experience you provide is the message. 2.  Anything you claim can and will be validated.

3.  The majority of info

sources are out of

your control.

4.  Failure to engage cedes control of your brand to others.


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Necessary strategy characteristics… 1.  Drives transparency

–  Show the human side (candid, faulty, etc.) 2.  Enables a conversa)on

–  Solicit feedback, interac)on, incremental conversion 3.  Leverages the crowd

–  Understanding, influence, user‐generated content 4.  Highly targeted

–  Fish where the fish are 5.  Experiment quickly!

–  It won’t all work, what does will evolve/change


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Effort targeting

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Seven types of social media

From “The 7 Categories of Social Media,” Communica3on Overtones, hEp://twurl.nl/7bvhzz

Publishing Social Networks

Democra)zed Networks

Virtual Networks

Automa)c Aggregators

Edited Social News

Content Distribu)on

Exponential marketing (feasible)

Create

Publish

Reuse Share

Measure

Modular content Extensible Easy to excerpt

Mul)media Mul)‐channel Mul)‐stakeholder

Repository Manually post Auto‐syndicate

Propaga7on Cycle

Reach Impression Engagement

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Know your targets


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•  Where are they online? – Rou)ne habits

•  What do they do online? – How are they leveraging various services

•  When are they online? – Days of the week, )me of day


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social recruiting from 30,000 feet

Technology