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Leveraging Social Media to Recruit Top Talent for Your Organization

Leveraging Social Media to Recruit Top Talent for Your Organization. KATIE PFLEDDERER. Social Media Coordinator DirectEmployers Association. Over 650 Member Companies Majority from the Fortune 1500 17 Board of Directors All unpaid seats comprised of Member Companies (elected)

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Leveraging Social Media to Recruit Top Talent for Your Organization

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  1. Leveraging Social Media to Recruit Top Talent for Your Organization KATIE PFLEDDERER Social Media Coordinator DirectEmployers Association

  2. Over 650 Member Companies • Majority from the Fortune 1500 • 17 Board of Directors • All unpaid seats comprised of Member Companies (elected) • Member focused, non-profit organization 501(c)(6) • Owned and Managed by Member Companies • To provide employers an employment network that is cost-effective, improves labor market efficiency and reaches an ethnically diverse national and international workforce. • Mission • Pioneers of Internet Recruitment • 1992 Built the 1st online job board called Online Career Center (OCC) • OCC purchased by TMP in 1995 (Monster board/OCC merger = Monster.com) • Market Experts and Leaders • Advanced Technology / Automation • World-class products, services, deliverables… • Advocacy for OFCCP Compliance • Social Jobs Partnership – formed Q4 2011 – www.facebook.com/socialjobs • Facebook, DOL, NASWA, NACE & DirectEmployers Association • History

  3. DirectEmployers Members @ A Glance

  4. Platforms • Trends • Benefits • Risks • Strategize/Measure • Examples • Resources • Q & A LeveragingSOCIAL MEDIA

  5. Platforms Trends Benefits Risks Strategize/Measure Examples Resources Q & A LeveragingSOCIAL MEDIA

  6. What social network crossed the 10 million mark faster than any other standalone site in history? What social network is considered the world’s largest professional network on the Internet with 150 million+ members in over 200 countries and territories? POP QUIZ What social network has over 1 million links shared in 20 minutes? What social network has 11 accounts created every seconds? • Sources: • http://press.linkedin.com/about • http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/ • http://newsroom.fb.com/content/default.aspx?NewsAreaId=22

  7. THERE’S A LOT… But don’t try to do it all, pick what makes sense for your objectives PLATFORMS http://www.theconversationprism.com/

  8. Platforms Trends Benefits Risks Strategize/Measure Examples Resources Q & A LeveragingSOCIAL MEDIA

  9. 2011 JOBVITE SOCIAL RECRUITING SURVEY RESULTS Companies using social media to recruit: TRENDS • Sources: • http://www.mdgadvertising.com/blog/wp-content/uploads/2011/08/the_roi_of_social_media_mdg_advertising_infographic.png

  10. 2011 JOBVITE SOCIAL RECRUITING SURVEY RESULTS Of those respondents using social media for recruiting: 87% using LinkedIn 55% using Facebook 47% using Twitter 12% using YouTube TRENDS

  11. 2011 JOBVITE SOCIAL RECRUITING SURVEY RESULTS Of those respondents using social media for recruiting: 94.5% successfully hired through LinkedIn 24.2% successfully hired through Facebook TRENDS 15.9% successfully hired through Twitter 3.1% successfully hired through company blog

  12. 2011 DIRECTEMPLOYERS ASSOCIATION SOCIAL RECRUITING SURVEY RESULTS Of those respondents using social media for recruiting: 91.7% using LinkedIn 66% using Facebook 53.3% using Twitter 26.7% using YouTube TRENDS

  13. 50%of job seekers still spend most their time searching on traditional job boards 29%of job seekers use social media as their primary tool for job searching JOB SEEKERS AND SOCIAL MEDIA TRENDS • Sources: • http://www.tweetmyjobs.com/blog/2012/01/is-social-recruiting-real-video/ • http://mashable.com/2011/07/10/digital-resume/ • http://www.businessinsider.com/7-cool-resumes-we-found-on-pinterest-2012-2

  14. JOB SEEKERS AND SOCIAL MEDIA Fill out your LinkedIn profile 100% Create a Twitter account for your professional life. Overhaul your Facebook profile to make it work for you. (showcase strengths, experience) Make connections - then leverage them to get your resume in front of a hiring manager Go to industry events TRENDS • Sources: • http://www.nypost.com/p/news/business/jobs/boot_camp_Hkb09pi8zxnRw5jQLa6YtO/1

  15. JOB SEEKERS AND SOCIAL MEDIA 57% of job seekers expect a company to interact with fans & followers Both active & passive job seekers say they use a company’s social media page to apply to jobs posted, ask and get answers questions and get information –not the company’s website 59% of job seekers agree that what is said by others about a company is more important in how they form their opinion about a company than what a company says about itself 70% agree that positive posts from fans or followers on a company’s social media site would make them more likely to apply for a job at that company TRENDS • Sources: • http://www.scribd.com/doc/34282554/Social-Media-Infographic-Job-Seeker-Perceptions-and-Expectations

  16. Platforms Trends Benefits Risks Strategize/Measure Examples Resources Q & A LeveragingSOCIAL MEDIA

  17. RECRUITING WITH SOCIAL - BENEFITS • Potentially larger pool of candidates • Access to more information to better filter candidates • More direct line of communication to the potential hires themselves • High usage and short response time on some social networks may help fill positions faster, resulting in a decrease of vacancy days • Access to hidden candidates • Increase job visibility and easy sharing • Enhance candidate experience BENEFITS • Sources: • http://www.nypost.com/p/news/business/jobs/boot_camp_Hkb09pi8zxnRw5jQLa6YtO/1

  18. Platforms Trends Benefits Risks Strategize/Measure Examples Resources Q & A LeveragingSOCIAL MEDIA

  19. RECRUITING WITH SOCIAL - RISKS Race • Capturing info impermissible to consider such as protected classes - May “taint” an otherwise well-based hiring decision - Make decision on incorrect information - Evidence of search may be revealed in litigation • Depending on technology, may not be sourcing from diverse pool (see next slide) • Tricky to fulfill data collection and recordkeeping requirements for OFCCP purposes Marital Status RISKS Religion Familial Status/Responsibilities

  20. RECRUITING WITH SOCIAL - RISKS RISKS Source: 1) http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=7&ved=0CGMQFjAG&url=http%3A%2F%2Fwww.taleo.com%2Fsites%2Fdefault%2Ffiles%2Fwhitepaper-social-recruiting-guide.pdf&ei=mh2MT9SKGImE8QTdnJz2CQ&usg=AFQjCNGF6gSuP4f27SzA1wa9MZsm4NVpqg&sig2=B36pamRUXzsReOUZ9cWtnw

  21. Platforms Trends Benefits Risks Strategize/Measure Examples Resources Q & A LeveragingSOCIAL MEDIA

  22. AUDIT YOUR BRAND ONLINE Google Alerts Google News Yahoo! Alerts SocialMention Technorati BoardTracker (currently being revamped) Keotag Twitter Search STRATEGIZE/MESAURE

  23. UNDERSTAND YOUR AUDIENCE What is your audience doing in social media spaces you’re interested in? What motivates this behavior? What social communities already are active in your space, or even around your brand? Where are the conversations taking place? Who is talking? Are the speakers influential? How are they referencing my brand and in what context? STRATEGIZE/MEASURE Sources: 1) http://www.iab.net/media/file/IAB_SocialMedia_Booklet.pdf

  24. HAVE CLEAR OBJECTIVES Measure your results & refine Increase in database of candidates Savings in advertising costs (referrals from social, online video) Increase in career site traffic Increase of candidates per req STRATEGIZE/MESAURE http://www.todaysfacilitymanager.com/facilityblog/2010/08/new-ansi-approved-retail-measurement-standard.html

  25. What will the process flow be? PRODUCTION & OWNERSHIP What are the set-up /maintenance costs or fees associated with this project? (programming, coding, creative, time) Which types of platforms will be leveraged for this project, and how many total? Will the different platforms (e.g. mobile, social) require multiple formats and content types? If managed internally, who will be the point person, or team dedicated to this project? Contingency plan for team member is he/she leaves? STRATEGIZE/MESAURE Source: 1) http://www.iab.net/media/file/IAB_SocialMedia_Booklet.pdf

  26. The Social Media Governance page has hundreds of policies and useful templates to help! HAVE A POLICY BEFORE YOU NEED ONE SHRM Survey: An Examination of How Social Media Is Embedded in Business Strategy and Operations 55 percent of surveyed employers plan to increase their social media efforts in the next year. 40 percent of organizations have a formal social media policy. 56 percent of social media policies include a statement regarding the organization’s right to monitor social media usage. Other common policy components include: • a code of conduct for employee use of social networking for professional purposes (68 percent), • a code of conduct for employee use of social networking for personal purposes (66 percent),  or • guidelines for social media communications (55 percent). STRATEGIZE/MESAURE • Sources: • http://socialmediagovernance.com/policies.php • 2) http://www.shrm.org/about/pressroom/PressReleases/Pages/SHRMSurveyincreaseSocialMedia2012.aspx

  27. LEVERAGE CURRENT EMPLOYEES “A company’s employees double as PR representatives for your business, whether you (or they) like it or not.” http://www.hubspot.com/Portals/53/docs/hubspot_social_media_pr_ebook.pdf “Every good PR opp is a good recruiting opp” WORK WITH PR, MARKETING AND LEGAL DEPARTMENTS – Shama Kabani

  28. DON’T SPAM PEOPLE “Facebook users are very wary of spam. Recruiters run the risk of being blocked by users if they post every job opening so that it constantly shows up inside a user's news feed..” http://online.wsj.com/article/SB10001424052970204524604576611120154304788.html?mod=WSJ_Tech_LEFTTopNews DON’T BE CREEPY http://www.slideshare.net/jobvite/jobvite-webcast-7approachesrecruitfbwithjennifermcclure031511

  29. Platforms Trends Benefits Risks Strategize/Measure Examples Resources Q & A LeveragingSOCIAL MEDIA

  30. RECRUITING Twitter - Search Hashtags: #jobadvice, #jobhuntchat, #hirefriday Or relevant conference hashtags your prospective candidates might be attending Advanced Twitter search EXAMPLES

  31. RECRUITING Twitter - Search Don’t overlook the similar to you section! EXAMPLES

  32. RECRUITING Twitter – Posting jobs Post jobs through RSS to Twitter account EXAMPLES

  33. RECRUITING Twitter – Engaging and informing candidates Have an account to engage candidates, share your stories and interact with current employees EXAMPLES

  34. RECRUITING Google+ – Search EXAMPLES http://findpeopleonplus.com/

  35. RECRUITING Facebook - Advertising EXAMPLES • Source: • http://www.facebook.com/advertising

  36. RECRUITING Facebook - Advertising EXAMPLES • Source: • http://www.facebook.com/advertising

  37. RECRUITING Facebook - Pages EXAMPLES

  38. RECRUITING Facebook – Pages and engaging candidates EXAMPLES

  39. RECRUITING Facebook – Integration with career site EXAMPLES

  40. RECRUITING THE RARE FIND: REINVENTING RECRUITING Companies like Google and Facebook are downplaying résumés and identifying talent in unusual ways. An excerpt from George Anders’s book The Rare Find New and creative approaches EXAMPLES Sources: 1) http://www.businessweek.com/magazine/the-rare-find-reinventing-recruiting-10132011.html

  41. RECRUITING Sources: 1) http://jobsearch.about.com/od/jobsearchtools/a/facebookapps.htm 2) http://moneywatch.bnet.com/career-advice/blog/on-job/9-best-mobile-apps-for-finding-a-job/504/ Facebook Apps BeKnown (networking tool) BranchOut (networking tool) Inside Job (networking tool, add jobs to page) LinkUp (add jobs to your page) Work With Us by Jobvite (add jobs to your page) New and creative approaches EXAMPLES Mobile Apps Jobs by Careerbuilder (search) Indeed.com (search) Jibber Jobber (management tool) SnapDat (digital biz card exchange) LinkedIn Mobile (mobile version of site) In The Door (networking tool) SnagAJob.com (for hourly employers and job seekers) CareerAMP- now Who Do You Know (networking tool) LinkUp (search)

  42. Hard Rock Café uses Facebook and app 10,222 fans on the page. (In 4 weeks!) 4000 job applications received (During a 2 week campaign) 600 interviews completed (over 3 days) 120 Hires https://www.work4labs.com/case-study-hard-rock-cafe-florence/ Shama Kabani, CEO Marketing Zen Group, DEAM11

  43. RECRUITING Sources: http://www.youtube.com/advertise/watching.html YouTube career channel EXAMPLES Share culture Employee network groups Promoting intern initiatives Day in the life How to videos

  44. RECRUITING YouTube - Search EXAMPLES

  45. RECRUITING LinkedIn – Search EXAMPLES

  46. RECRUITING LinkedIn – Company pages, groups, career tabs EXAMPLES

  47. RECRUITING LinkedIn – Group and company statistics EXAMPLES

  48. Platforms Trends Benefits Risks Strategize/Measure Examples Resources Q & A LeveragingSOCIAL MEDIA

  49. HELPFUL BLOGS, SITES, COMMUNITIES http://www.directemployers.org/blogs @DirectEmployers https://www.smartbrief.com/socialmedia/index.jsp http://www.dol.gov/ http://blogging4jobs.com/toolbox-hr/ http://www.tweetmyjobs.com/employers/resource-center http://mashable.com http://unbridledtalent.com/blog/ RESOURCES

  50. Platforms Trends Benefits Risks Strategize/Measure Examples Resources Q & A LeveragingSOCIAL MEDIA

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