Social Recruiting in an Unsocial Enviornment

Social Recruiting in an Unsocial Environment @DavidALee @DavidALee

Social Recruiting in an

Unsocial Environment

Social Recruiting in an Unsocial Environment @DavidALee

Who is this guy?

Come to work stupid every day. Dan Wieden, co –founder of Wieden + Kennedy

Purpose of this presentation

Get you to think about the answer to these questions…

•  What do people think about the company? •  Do your ac;ons improve that percep;on? •  Are you a recruiter or a career counselor?

Agenda

•  Is social media new? •  How has recrui;ng changed? •  Why did the Army go social? •  Do you have a social media strategy? •  What is Marke;ng? •  What is a brand and why is it important to recrui;ng? •  How is social media like da;ng? •  How can we make the experience beEer for prospec;ve

employees?

Is social media new?�

NOPE…just the tools!

There were four main purposes of the Declara4on: ü  GeGng reluctant colonists on board ü  Explaining the colonists' posi;on on the purpose of government ü  Lis;ng the colonists' grievances against King George III to show the legi;macy of their ac;ons to others ü  To encourage foreign na;ons to help them

Definition of Social –adjec4ve 1. pertaining to, devoted to, or characterized by friendly companionship or rela4ons: a social club. 2. seeking or enjoying the companionship of others; friendly; sociable; gregarious. 3. of, pertaining to, connected with, or suited to polite or fashionable society: a social event. 4. living or disposed to live in companionship with others or in a community, rather than in isola;on:

People are social beings. 5. of or pertaining to human society, esp. as a body divided into classes according to status: social rank. 6. involved in many social ac;vi;es: We're so busy working, we have to be a liEle less social now. 7. of or pertaining to the life, welfare, and rela;ons of human beings in a community: social problems. 8. no;ng or pertaining to ac4vi4es designed to remedy or alleviate certain unfavorable condi4ons of

life in a community, esp. among the poor. 9. pertaining to or advoca;ng socialism. 10. Zoology . living habitually together in communi;es, as bees or ants. 11. Botany . growing in patches or clumps. 12. Rare . occurring or taking place between allies or confederates.

–noun 13. a social gathering or party, esp. of or as given by an organized group: a church social.

Viral Marke4ng The process of crea;ng the poten;al for exponen;al growth in a message's exposure and influence, usually refers to the pass-‐along of some element or content that is usually online

Buzz Generally considered an outcome resul;ng from large numbers of individuals talking about a product, service or brand

Word-‐of-‐Mouth Marke4ng Ac;vi;es that companies undertake to generate personal, oaen in-‐person, recommenda;ons as well as referrals for brand names, products and services

Social networking is the crea4on of connec4ons between individuals and adver4sers who share a common interest in order to create new conversa4ons that add measurable value to a brand, product or service.

Working Definition

•  78% of consumers trust recommendations from other consumers they know (1) Now this is closer to 90%

•  71% of 13-24 year olds consume user-generated content (2)

•  35% of executives have read a blog in the last month (3)

•  40% of today’s consumers are creating their own entertainment (4)

•  51% of consumers are watching and reading content created by other consumers (5) Sources: 1.  Word-of-Mouth the Most Powerful Selling Tool: Nielsen Global Survey, The Nielsen Company, October 2007 2.  Harrison Group/Deloitte Touche Survey, March 2007 3.  Business Elite: USA 2007 Survey, Ipsos Media, October 2007 4.  State of the Media Democracy: Deloitte & Touche痴 Technology, Media and Telecommunications practice, August 2007 5.  State of the Media Democracy: Deloitte & Touche痴 Technology, Media and Telecommunications practice, August 2007

Why Social Networking is Important

Encourage Target Audience Participation

Ensuring that ac8vity is driven exclusively by our target audiences will help build a high level of trust in programs

•  Modern web users’ trust is earned, not given, so it’s impera;ve that we leave as liEle a “footprint” as possible –  As liEle reac;ve modera;on as possible (e.g., don’t let community see you remove

content aaer the fact) –  Let others respond to nega;ve comments. –  Establish ground rules on what will get a comment deleted. (e.g., obscene language,

inappropriate comments, spam, etc)

•  Customers prefer interac;ons with each other to receiving “marke;ng speak” about why they should consider or buy new products / services –  December 2008 Web 2.0 Research confirms this

How has recruiting changed? �

Before the internet…

How have things changed?

A March 2009 study by Knowledge Networks found that between 10% and 24% of US social media users turned to social networks when making purchase decisions about various categories of products and services. (eMarketer, October 2009)

•  86% of job seekers search online

•  Social media s;ll isn’t on the radar for over a third of job seekers (36%)

•  83% of job seekers would rather have a job they love than a job that pays well

Do you think a job is more important than a purchase??

What is the perception?

Search words

1st to apply get the job

No human contact

Apply & wait & wait & wait Hard to prioritize

Did I mention no human contact? #CareerCollec4ve

Employers don’t care

Recruiters just fill jobs

Not user friendly

Super Bowl 2011 Ticket Giveaway

•  I have 2 tickets for the Super Bowl

•  Tweet why you should get one of the tickets

•  And the winner is…

Super Bowl 2011 Ticket Giveaway

Sorry…I already gave the

tickets to someone in my

family yesterday.

Is this your applicants experience?

•  Self Select •  Excited about tickets (job) •  No clear timeline •  No notification •  Would you do this again?

How does your process make people feel?

Why did the Army go social?�

Before Social Media

“Recrui4ng Slogans”

It didn’t matter what Soldiers thought…no one asked them.

What do you think when you see…

Do these come to mind?

What it means to the Army…

Physical, Emotional, & Mental Strength

No longer just for recrui4ng!

Army Strong Stories

600+ Bloggers

Army Strong Stories

Social Media – Straight from Iraq

US Army Astronauts

The Army Experience Center

Why you need to have a social media plan.

Community Manager should have handled this differently.

What is Marketing?�

Marketing

•  What consumer problem must the adver;sing solve?

•  What is the objec;ve of the adver;sing?

•  What is the most important benefit, promise, and/or offer?

Social Recruiting IS Marketing

•  This should be more than a job pos;ng. •  It’s a story of employee experiences. •  It’s about rela;onships and communi;es.

What is a brand and �

why is it important to recruiting?�

Brand •  A brand is a name, sign, symbol, slogan or anything that is used to iden;fy and dis;nguish a specific product, service, or business.

Is it Quality or something else??

Your Brand •  Percep;ons = Reality •  What is being said in the news about your brand impacts percep;ons of the company.

•  HR departments DO have an impact on the brand…a good marke;ng department will realize that!

•  Employees must believe in the brand if you plan to include them in social recrui;ng.

Positive Negative

Do you have a�

social media strategy?�

The Army’s Positioning For Recruiting Soldier’s Purpose: A Soldier serves in the US Army and is commiEed to protec;ng the U.S. Cons;tu;on and all that it stands for.

Soldiers Defini4on: A Soldier is strong (Mentally, physically and emo;onally), adap;ve, confident, and values driven.

Value Statement: Becoming a Soldier prepares you to succeed at whatever you select as your goals.

Posi4oning Statement: Being a Soldier strengthens you today and for the future because the Army develops your poten;al through relevant and challenging training, shared values and personal experience. Soldiers consistently take pride in making a difference for themselves, their families and the Na;on.

Support   Enlisted: Army skills; leadership and teamwork training; educa;onal opportuni;es   Officer: Leadership and management development of each cadet/officer   Emo;onal assurance for both: pride in making a difference

STEP 1: Develop a posi4on statement

Strategy Short term -‐

  Launch and establish Army Brand   Increase Leads and traffic to sta;ons to meet recrui;ng mission   Posi;on Brand for Long Term success -‐ one look and one voice

Midterm -‐   Build Army Brand and improve awareness and propensity   Employ market segmenta;on research to target messages more effec;vely   Employ Public Rela;ons to extend message to both the internal and external

audiences   Develop ethnic specific messages to increase enlistments in under-‐represented

ethnic markets Long term -‐

  Reinforce Army Brand with compelling and relevant ads and messages   Integrate learning from Ad Tracking and research to improve campaign

effec;veness   Synchronize Army-‐wide outreach programs and assets to support recrui;ng

STEP 2: Develop a strategy

Know your audience

•  Each genera;on has different career goals

•  They can be found in different social circles

•  For 40% of new graduates, the most important thing to them in their first job is opportuni;es to learn and develop their career. Salary and benefits is most important for 25% of new grads, and work/life balance is tops for 17 percent.

•  If you’re targe;ng older workers, one place to adver;se your jobs might be on Facebook. The number of workers 55 and older on Facebook has increased 922% since 2009.

Development of a Strategy

•  Define your content •  Determine loca;ons to post content

•  Explore social media management tools

•  Measure success (ROI vs ROO)

Publish a communica4on plan

Communication Plan

•  Think like a magazine (annual plan) •  What is the story you want to tell? •  Is there a cycle to your recrui;ng? •  Iden;fy who controls account •  Establish rules •  Ensure informa;on is authen;c and verifiable

How is social media like dating?�

Social Media is about Relationships

What is it like on the first date?

And a]er the marriage?

How do you create conversations?

Are there any ques4ons?

Do you agree?

What do you think about this?

Social networking is the creation of connections between individuals and advertisers who share a common interest in order to create new conversations that add measurable value to a brand, product or service.

Part of your strategy should include listening

How can we make the experience�

better for prospective employees?�

Worst Practices

•  HR Team mistakes •  Misspellings in job pos;ngs •  Communica;on errors with applicant •  Job pos;ngs not closed when filled

•  Comments about applicants on social media

Best Practices

Thanks from Our Brand

10 % Discount �

•  Hand wriEen rejec;on no;ce •  Discount coupons for company products •  Feedback from interview •  Offered advice for next interview •  “like a marriage” •  Offer interview hints •  Response from SM •  Video pos;ngs from hiring manager

What can we do to get better?

þ Develop a strategy and a communica;on plan þ Know your audience and understand genera;onal differences

þ Post closing dates for posi;ons þ Applica;on response includes decision dates

þ  Send a “press release” profiling the selected candidate

þ  Employee blogs to communicate company culture

What can we do to get better?

þ  Get employees into recrui;ng communi;es þ Understand the “rules” of social media…let others defend your organiza;on

þ  Provide a reason for prospects to stay engaged with your community

þ Watch those outside your industry…be a leader not a follower

þ  Can your community help those leaving the company?

þ  How about a NewsleEer?

A new recruiters tool on Facebook

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A new recruiters tool on Facebook

What are your thoughts?

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