the how-to's of social media for recruiting

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The “How To’s” of Social MediaPresented by Lizz Pellet

With contributions from:

Susan Leverentz, SPHR, Senior Partner, Ad Strategies

Elaine Orler, President, Talent Function Group

Jason Corsello, Vice President, Knowledge Infusion


Quick quiz to get started:

Do you Google a potential candidate before making an offer?

Do you tweet on Twitter? Have you created a Twellowhood? Are you currently blocking access to

Myspace at work or have Malware protection?

Do you agree that web 2.0 is just another fad?

Have you had an encounter with a “virtual world”?

Do you blog or feel bloated after a large meal?


Agenda and Points to Ponder

Social Networking – what is it and what it wasWho are the major players Implications for HRHow to utilize these platforms in your recruitment

activities


What is Social Media?

Key Social Platforms

Blogging

Micro Blogging

RSS

Social Networking

Chat Rooms

Message Boards

Podcasts

Video/Photo Sharing Social media has

created a fundamental shift in the way people communicate via real-time conversations online.


What is Social Networking:

Social Networking: any application or Web site that links communities of people together through the ability to upload and share media such as photos, videos and bookmarks, blogs, or to message or link with friends, or to make new ones.


LinkedIn is Most Popular Social Network for Recruiters


Facebook User Engagement

• 3rd most trafficked website in the world!• 300 million active registered users • 5 billion minutes are spent on Facebook each day

(worldwide)• Over 500,000 new active users a day• Average user has 120 friends• More than 30 million users update their statuses at least

once each day• 62 billion page views per month

• More than 8 million users become fans of pages each day


Twitter User Engagement


2009 Twitter User Growth by Age


Twitter User Engagement


Companies are Becoming More Comfortable With Social Networks


How to Get Started: Become an Observer

Watch and learnFollow individualsFollow companiesLeverage emerging technologies


How to get started: Become an observer


Start to engage:

It’s all about the conversation!


Engagement is a Two-Way Street

Communication is keyBe timelyBe responsiveBe honestBe transparentBe personal


There are over 60k user-created groups about careers and

networking with over 2 million members.

Facebook users are passionate


A little more about Facebook

140,834 members of a Nurse Group

16,194 members


Keys to A Successful Facebook Recruiting Page

Goals:• Build

relationshipswith talent

• Strengthen youremployment brand


Elements Your Facebook Page Should Have to Engage

• “FANS”

• Company Info

• Candid Photos

• Polls

• “Day in the Life”

• Videos

• RSS

• Corp.

Responsibility/

Sustainability

• Recruiter Photos


To Best Engage, Be Available

Sodexo offers 16 ways for candidates to network with them.

Very engaging!


Be Unique

“We’d like you, (yes all of you), to help us write the job description for our Sr Manager of Emerging Media Marketing job.”

- Barry Judge, Best Buy CMO


Be Unique


Syndicate Your Opportunities


Be Consistent

Make sure the Social Experience matches the Candidate Experience

≠


Create Social Media Guidelines

Focus on the “do’s” versus the “do not’s”Guidelines rather than policiesMust align with corporate codes of conductCheck your privacy policyKeep your guidelines up to date


HR Policies and Practices:



ESPN Social media guidelines

ESPN Blog Policy



This is NO Fairy Tale: Once upon a Twitter time at Yahoo!

Yahoo (YHOO) employee Emily West is one of the 1,500 who lost her job today. Just like Ryan Kuder did during Yahoo!'s February layoffs, Emily updated her Twitter account throughout the whole ordeal:

Managers are in early and tv crews are outside. Commence bloodbath. about 3 hours ago from txt


Twitter and Yahoo!

I checked the employee directory and a couple of people are gone from the East coast that I know. about 2 hours ago from web

They have pretty pre-printed signs on doors of the rooms where they are telling people unlike the red sharpie signs from the last round. about 2 hours ago from web

Five people I trained were cut in NY, none from Boston. One girl in NY that started at the same time as me also got the axe. about 2 hours ago from web

Four months of severance is the rumor. Plus they’re herding people to an employment service after they’re told the news. about 2 hours ago from web

FUUUUCK, just saw my new hire trainee from October go into The Room with her manager. They are laying off an amazing employee 10 yards away. about 1 hour ago from web


Twitter and Yahoo!

My work BFF Michelle who helped me get my training job and taught me so much is out. The tears are coming. I hate crying at work. about 1 hour ago from web

I’m kicking myself for not bringing some Bailey’s for my coffee. about 1 hour ago from txt

The campus gym just sent an email offering 20 min. $20 massages starting at 11. Doubt that’s a coincidence. HAW! about 1 hour ago from txt

Some haters say that bloggers are turning the layoffs into a sport. I think that’s bullshit. about 1 hour ago from txt

I’m out. 14 minutes ago from txt


Get Your Executives Invested & Involved

Remember the Best Buy examplehttp://about.zappos.com/jobshttp://www.youtube.com/watch?v=tFyW5s_7ZWchttp://blogs.zappos.com/blogs/ceo-and-coo-blog/200

9/01/03/your-culture-is-your-brand


Encourage & Promote Executive Sponsorship


The Game Changes Every Day – MONITOR IT!

New ranking reports are posted monthly. New players pop up monthly. Networks must be tracked and “owned” by someone in your

organization. Use “Company Buzz” on LinkedIn (FREE), or sites like

Radian6 ($$) & ScoutLabs ($$)


How Are Your Employees Communicating?

IT Manager estimate usage vs actual usage

% of IT that thought the app was being used

% of locations that showed app usage

Social networking 60% 100%

Instant Messaging (IM)

66% 100%

Web based IM 35% 97%

Streaming Audio/Video

80% 94%

IPTV (internet protocol television)

10% 100%

P2P file share 54% 96%

Web conferencing 82% 83%

Fourth quarter, 2008 FaceTime data collection


Candidate Selection (Jump Start Media Poll)

Increasingly, hiring managers are turning to -- and even depending on -- social media sites for identifying and researching job candidates.

Hiring managers have started checking social media sites to research candidates before making a job offer.

Ranking: 66% used LinkedIn-the only professional social networking

site to research the credentials of job candidates 48% used Facebook 26% used Twitter


Identifying the Risks with Social Media


Debunking Risk

Social recruiting oration should be viewed no differently than existing collaboration models (i.e. email, meetings, etc)

Identify top 5-10 “worst case scenarios” and build contingencies

Embrace and prepare for failure

It’s too risky and

uncontrollable!


Creating Rationale & Justification

It’s a fad…a waste of time…

Focus on proficiency instead of technology “tools” or “platforms”

Identify potential impact to all business units (marketing, service, HR, etc)

Look for synergy and unification vs. siloed build out


Addressing “ROI”

Tie social recruiting to the strategy and goals

Keeping the “I” low will reduce the dependence on “R”

Incremental vs. “Big bang”

An executive sponsor with clout and interest

What’s the ROI?


Addressing the ROI of Social Media

Tie social recruiting to the strategy and goals Keeping the “I” low will reduce the dependence on “R” Incremental vs. “Big bang” An executive sponsor with clout and interest


ROI: The $$ of Using Social Media vs Other Methods

Facebook Free My Space Free Youtube Free LinkedIn Free Blogs (word press) Free Twitter (application) Free Ning Free Monster $$$ Career Builder $$$ LinkedIn Corporate $$ Niche boards $$ Micro sites $$ Assoc. website ad $$


Can Social Networks Help To: Attract, Retain, and Repel Talent?

Attract – how can you get the best of the best from the current and future talent pool – both active and passive candidates?

Retain – how will you keep the good ones you have that really are a good fit?

Repel – how can you keep the ones that just don’t fit from applying in the first place?


Building your Social Networks: How to Get Started

Decide on your corporate voice – who will it be and how will it be maintained?

Transparency and authenticity is paramount.

Approach your social media guidelines with care

Get executive sponsorship

Monitor your “Social Footprint”


Questions?

Lizz Pellet’s Contact information:

[email protected]

480-221-9649

Follow me on Twitter:

www.twitter.com/lizzpellet

Invite me on LinkedIn:

www.linkedin.com/in/lizzpellet

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