Angels & demons of using social & professional n etworks for recruitment

1. Angels & demons of usingsocial & professional networksfor recruitment James Purvis, Head of Recruitment, CERN

2. About CERN • World’s largest particle physics centre • World’s largest scientific instrument • 1954: Europe’s first joint ventures • 2011: 20 member states • 1bnCHF budget • 2400 staff • 120 - 600 recruits pa • 10,000 visiting scientists(half of world’s particle physicists) “Bigger is better if you’re searching for smaller”

3. The attraction of social media “When I took office, only high energy physicists had ever heard of what is called the World Wide Web... …now even my cat has its own page” Bill Clinton Google Zeitgeist (UK) Fastest Rising Most Popular iplayer 1. facebook facebook 2. bbc Iphone 3. youtube Youtube 4. ebay Yahoo mail 5. games large hadron collider6. news obama7. hotmail friv 8. bebo Cam4 9. yahoo Jogos10. jobs

4. Visibility Peak of inflated expectations Technologytrigger Trough of disillusionment Slope of enlightenment Plateau ofproductivity Maturity Gartner’s hype cycle “…people tell me they are too busy in their jobs to use social media…it should be part of their jobs to use it.” • Barriers: • management fear of loss of control • reputational damage • legal concerns • inadequate metrics *JCSI recruitment survey “89% of HR departments are not reaping the benefits” Importance: 55% Lack capability: 51% Focus on how to be social, not on how to do social Social media benefits are not reaching HR, Personnel Today, May 2010 *Global Talent Management Survey 100 HR decision-makers

5. Early social recruiting “The past is behind, …learn from it” Socialrecruiting has existed since the beginning of time. Internet-based social recruiting has existed since the 1980s- usenet groups Early lessons learned: • Don’t spam! • Discuss don’t dictate • Recruiting on the net requires time & effort FREQUENTLY ASKED QUESTIONS ON W3 An FAQ list is really a cop-out from managed information. You should be able to find everything you want to know by browsing from the WWW project page, as everything should be arranged in a logical way. Here though are things which maybe didn't fit into the structure, with pointers to the answers which maybe did. Its an experiment, started May 92. The questioners are anonymous. I am just starting: how do I find out more?[1] How does www keep track of the available servers?[2] How does W3 compare with WAIS and Gopher[3] ? How do I create my own server[4] ? 1-10, Up, <RETURN> for more, Quit, or Help:

6. Understand your target audience Where on the Internet do you look for jobs? Can you spotthe online jobseeker? Would you communicate with employers on a social network? Potentialpark Top Employer Web Benchmark 2010

7. Design a strategy “If you don't know where you are going, any road will get you there.” The Cheshire Cat Don’t just jump in - test the waters Research the your perceived brand See what others are doing Choose your channels Set a few specific goals and deadlines Seek help Benchmarking EVP Technology

8. Design a strategy Snapshot of part of CERN’s sourcing strategy Target: double applicants in 6 months Youtubetarget: 3 videos of 10,000 hits

9. Define your metrics High-level KPIs “You can’t manage what you don’t measure” Application Tracking Google Analytics In House Reporting

10. Resources: use your existing team “Teamwork divides the task and multiplies the success.” Discover the hidden talent in your team Evaluate your team’s existing capabilities See who knows what about social & professional media Who uses which channel already? Why do people follow them? Empower rather than control Avoid Post ‘n Pray!

11. Allocate time “Time is money” Benjamin Franklin Social and professional media are not free Provide compelling content – people share content that adds value Avoid “Post ‘n Pray” Avoid Post ‘n Pray!

12. Seize opportunities “Luck is what happens when preparation meets opportunity.” Seneca CERN examples: Hollywood LHC startup Beer bottles in the beam pipe Breadcrumbs shutting down LHC

13. Expect strong opinions “I have opinions of my own – strong opinions – but I don't always agree with them” Do: Listen, observe, acknowledge, empathise or ignore Don’t: Confront, argue or contradict

14. Orchestrate your content ♫ news ♫ ♫ updates ♫ fun ♫ events ♪Job 1 ♪Job 2 ♪Job 3 ♪Job 4 CERN-widerecruitment plan Metrics Media events Workforcesimulations

15. Maximize professional networks

16. Maximize professional networks Headhunt Professional networks Source Social networks Attract DBA Switzerland 1st and 2nd level connections

17. Get started “The greatest amount of wasted time is the time not getting started.” Your brand isn’t what YOU say it is, it’s what GOOGLE says it is… Check what people are already saying about you How easy is it to find information about working at/for your company • On facebook? • Youtube? • LinkedIn? KISS : Start small & simple, • e.g. students for internships

18. Seven steps to success… • Understand your target audience • Define a strategy • Use metrics • Know your team • Make time • Seize opportunities • Orchestrate your content Just do it!

19. “The Web is more a social creation than a technical one. I designed it for a social effectand not as a technical toy.” Sir Tim Berners-Lee