NEHRA Social Staffing Presentation

The Future of Recruiting is Social - How Social Media is

Changing Recruiting

Presented By:

Brian CavoliDirector of Marketing and Social Media Strategies, JCSI

Jim SullivanCEO, JCSI

September 29, 2009

Why We Are Here

Understand social media trends/ how they impact recruiting

Learn best practices, risks and company investments required

Learn how to evaluate success and measure business impact

Learn how to identify, connect and build relationships with passive candidates in these environments

Learn how this can be applied to enhance your employment brand

What Else?2

Twittering Today?

• Use #NEHRA hashtag today to follow the conversation

search.twitter.com

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Agenda

• Who is Using This?

• Introduction to Social Media

• Making the Case for Social Staffing

• Evaluating the Tools

• Measurement

• Discussion

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Social Media StaffingSurvey Results

• 2009 Jobvite Social Recruitment Survey

• Conducted online between April 30 and May 15, 2009

• 438 individuals completed the 23 question survey

• Respondents answered questions on an online survey tool

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Recruiter Survey Results – Discussion

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Recruiter Survey Results – Discussion

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Recruiter Survey Results – Discussion

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Recruiter Survey Results – Discussion

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Agenda

• Who is Using This?

• Introduction to Social Media

• Making the Case for Social Staffing

• Evaluating the Tools

• Measurement

• Discussion

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What is Social Media

• Content created by people using highly accessible and scalable publishing technologies

• Democratization of knowledge and information

• Transforming people from content consumers into content producers

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Social Media is About Relationships

• “Web 2.0” technologies turn websites from one-way communication to a “market conversation”

• Bypassing traditional communications methods to reach audiences directly

• Individuals sharing ideas, experiences and opinions with millions of others

• Companies can reach many candidates directly

YourCompany

JobAds Agencies

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Social Media Universe

13Source: fredcavazza.net

http://www.youtube.com/watch?v=MpIOClX1jPE

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Agenda

• Who is Using This?

• Introduction to Social Media

• Making the Case for Social Staffing

• Evaluating the Tools

• Measurement

• Discussion

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The Future Staffing is Social

Social media has revolutionized marketing –

now, it is changing the future of recruiting

Never before has the talent deep in a competitor’s organization been so accessible

Ads and agencies are losing effectiveness social media can attract higher quality hires at a lower cost

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How Social Media is Used

• These are passive candidates not actively on job boards

• Requires a proactive approach to reach them and the quality content to appeal to them

• Emphasizes the importance of your first impression

Identify Talent

Connect in their Environment

Cultivate Relationships

Screen & Gain Referrals

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Importance of Social Media

• Social networking has become more popular than email

• Time spent growing 3 times faster than overall rate of Internet growth

• Audience is becoming older and globally diverse

• In 2009, the number of Facebook members age 35+ has doubled

• Users are 3 times more likely to trust a peer over advertising when making a purchase decision

Source: Nielsen

Source: Jupiter Research

Social Profile of US Online AdultsForrester Research

Source: Forrester Research18

Who is Doing What

Source: Forrester Research19

Impact on HR & Staffing• Talented people are demonstrating expertise on

blogs, forums and review sites all across the web

• Influencers are connecting with other influential people

• Openly discussing company cultures, salaries, interviews and working conditions

• Candidates are finding others online to discuss career decisions, stresses the importance of your employment brand

• People expect to be able to engage with companies in social communities

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Influence Throughout the Process

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Influence Throughout the Process

“A” Level Candidates Currently Working for CompetitorsCULTIVATION

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PR for Your HR• Social media has dramatically changed PR and marketing

• We are applying these proven practices specifically for staffing and recruitment conversations

“Deep understanding of consumer

communities, helping brands

create and nurture connections,

deliver targeted, on-demand

messages, and network for talent

and insights.”

Consumer BrandsCommunicationsFirm

Forrester ResearchFuture of Communications Firms

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The Next Generation of Recruiting

• Proactive outreach to participate in communities to build

relationships as part of a long-term employment strategy

1. Develop strong understanding of the audience and where they live online

2. Join communities where relevant conversations are occurring

3. Identify talent based on demonstrated expertise

4. Connect with them by following/friending, etc

5. Build credibility by contributing to the discussion

6. Offer value by sharing relevant content/resources

7. Gain referrals through personal networks

8. Help shape your employment brand

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Future of Communications

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Source: http://www.baekdal.com/articles/Management/market-of-information/

• Influence of “traditional content sources” wanes in favor of digital consumer-generated information available on-demand

Stages of Social Media Recruiting

Listening

Engaging

Sharing

Measuring

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• Seek First to Understand, Then to Be Understood

– Find the communities, blogs and discussion forums that attract your targeted candidates

– Apply monitoring tools to pick-up relevant brand mentions

– Participate in the conversation to understand the discussions, topics, personalities and tone

– Identify the individuals that demonstrate expertise and influence

Listening

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• Advocate Don’t Advertise

– Comment on their contributions so the pitch isn’t the first time they’ve heard of you

– Read several posts to understand the individual’s personality and areas of expertise

– Make every communication personalized and relevant

– Post links to jobs and content in a way that is relevant to the discussion and adds value to the community

– Invite feedback, comments and referrals and make it easy for them to contact you privately

Engaging

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Engagement = Business Success

“ companies that are both deeply and widely engaged in social media surpass their peers in terms

of both revenue and profit performance by a significant difference. In fact, these Mavens have

sustained strong revenue and margin growth in spite of the current economy “

http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf29

• The Right Message for the Right Person at the Right Time

– There are many ways to develop tools and content that will attract and engage candidates

Social network pages

Twitter

Company videos

Job posting videos

Podcasts

Widgets

Topic communities

Blogs

Web events / Webinars

Sharing

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Agenda

• Who is Using This?

• Introduction to Social Media

• Making the Case for Social Staffing

• Evaluating the Tools

• Measurement

• Discussion

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Social Media Universe

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Facebook-Centric Strategy

• Facebook Page is your social media hub– Navigation to all the tools across the web– Don’t need to be a member to view

• Designed for conversation and networking

• Enables you to shape a brand experience

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A presence that looks and behaves like user profiles to connect and

engage with your customers and amplify your voice to their friends

Corporate Facebook Pages

• Corporate pages have a different audience / goals

– Great for company news– Product promotion – Customer service– Sales, special offers

• Limited to 6 tabs

• … and one wall

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Facebook Careers Page

• Conversation focused on job opportunities and careers

• Reasons people follow are very different than on your marketing site

• Complement any page created by your marketing group

• Features:

– Recruiting events

– Company / employee videos

– Links to other communities – Twitter, YouTube, Podcasts

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Customizing the Experience

Landing page for any visitor who is not a “fan” of the site

Provide quality content for specific audiences

• Welcome statement

• Locations

• Community Involvement

• RSS

• YouTube Videos

• Downloads – Annual Reports

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Facebook Users Getting Older• Networks have become more mainstream - audience becomes

older– Almost one third of its global audience is aged 35-49 years of age – One quarter is over 50 years old– 25-34 year population is doubling every 6 months

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Top Reach - Locally and Globally

• Topped 300 million users in Sept ’09

• 70% of its user base is now outside the US

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Source: Checkfacebook.com

The Hype of 2009

Twitter Generates $48 Million of Media Coverage in a Month

According to news-monitoring service VMS, a cool $48 million over the past 30 days. (That's half of what Microsoft plans to spend marketing its biggest product launch of the year, Bing.)

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Twitter for Recruiters

• Promote and discuss jobs

• Research candidates

• Network

• Build employment brand

• Follow influential people

• Build viral momentum

• Link to important information

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Social media is used to increase collaboration, communication and innovation

Twitter can level the playing field so that smaller firms can find those people as effectively as the Fortune 500 do

Efficient way to identify passive job candidates who might not be scanning job boards.

HarvardBusiness.org

Microblogging

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Twitter DemographicseMarketer & ComScore

Age Distribution of Twitter Users

“What is interesting is that it is not the 18-to-24-

year-olds, the traditional social media early

adopters, that are driving Twitter growth”

“More specifically, 45-54 year olds are 36%

more likely than average to visit Twitter, making

them the highest indexing age group, followed

by 25-34 year olds, who are 30% more likely.”

(Reuters)

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Recruiter Blogging

• Show a human side of your corporation to prospective employees– Conversational version of press releases, marketing materials and job

postings– Discuss community service events– Recruiting events– Typical interview questions– Explanation of company benefits– Interviews with hiring managers

• Requires a commitment - weekly updating

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Blogging

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Online Videos

Company Movies

Video Job Posting

Employee Point of Views

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www.youtube.com/OpenPagesCareers

Video

Online Videos

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Online Video

• 76.8% of the total U.S. Internet audience viewed online video

• Average online video viewer watched 356 minutes of video (approx. 6 hours) a month

• 100.9 million viewers watched 6.3 billion videos on YouTube.com (62.6 videos per viewer)

• YouTube accounts for 90% of online video consumption

(Comscore)

• 68% of people who watch online videos pass links for these videos onto their friends

(OPA and Adweek)

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Hiring Manager PodcastsHiring Manager Podcasts

iTunes Channel

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Podcasts

• Podcast downloaders tend to be male, young and educated

• 35-54 year olds represent about half of the podcasting audience.

• iTunes accounts for 75% of all podcast downloads, (Podtrac)

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Live Online Events

Online Open House

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Live Event Streaming

Industry-FocusedCommunities & Forums

Ning CommunitiesLinkedIn Answers

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Company-Focused ForumsGlassdoor Reviews

Indeed Forums

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Agenda

• Who is Using This?

• Introduction to Social Media

• Making the Case for Social Staffing

• Evaluating the Tools

• Measurement

• Discussion

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• This is a relationship-building strategy utilizing unpaid media and direct to consumer communications

• There are many key performance indicators we can track

CandidatesResumes, ATS profiles, screens,

interviews

EngagementConversations, interactions,

forwards, sentiment, referrals

ReachViews, visits, followers, fans,

posts

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Measurement

There’s No Lack of Data

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Measuring Reach

– Google alerts

– Tweetbeep

– Twitter Search

– Technorati

– BoardReader

– Social Mention

– Backtype

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Manage them With Google Reader

Measure Engagement

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Measure Candidates

• Connecting social interactions to candidate databases

• Inquiries from Social Sites

• Candidate Screening

• Self Identified on Applications

• Applicant Tracking Systems

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What’s Your Strategy?

The world of social media recruiting is an exciting place

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Social Media Strategy for Your Business

Brian Cavolibcavoli@jcsi.net

Kevin Joneskjones@jcsi.net

Jim Sullivansullj@jcsi.net

888-JCSI- INC

Blog: www.JCSI.net

www.twitter.com/JCSInet

www.facebook.com/JCSInet

www.youtube.com/JCSInet

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