IRS Help Wanted - Recruitment 2.0

Help Wanted!Recruitment 2.0

Agenda

• Old media, meet new media

• Our mission, in action

• Lessons for success

• Information was broadcast from a single source

• To reach more listeners, sources had to get louder

• The louder they became, the more inclined listeners were to block out the noise

The Old Way

Web > Broadcast• Broadcast model understates the potential of web communications• Web is a network, • not a channel

– “Many to many” vs. “one to many” relationships

• Audiences talk to each other and self organize– Power is held by everyone

The New Way• Create media content using

highly accessible and scalable publishing techniques

• Distribute media content through social interaction

• Transform people into content producers instead of content consumers

• Leverage the power of authentic human conversation

• Our job is to improve interactions between our agency and the public, attracting the best talent

The New Way• Information spreads fluidly

among trusted sources• Social media is like a garden

trellis– Trellis doesn't control how

vines grow, but gets them where they've got to go

– There's no way to fully control a grassroots conversation, but you can plant a trellis in the ground

• Social media isn’t a new thing – it’s a new way of doing old things

Why now??

?

?

??

??

???

???

???

?

?

?

Y Now!• More than 50% of the world’s

population is younger than 30

• Generation Y• Digital, connected, social• Challenging• Scarce•Transformational

people globally trust the recommendations of people they know

9 in 10

visit Twitter each month75 million

50 million tweets each day

of global online users have

createda social network

profile

58% 400 Mon Facebook alone

Tops Googlefor weekly traffic

in the US

Search is the New Shelf Space, Front Page and Homepage

Used Search

Other

Used SEARCH last Month to Find Product

Used SEARCH last Month to Find Recommendation

85%

15%

Used Search

Other

51%

49%

38 years 13 years 4 years

Years to reach50 million users

Facebook added 200+ million users in less than a year

The fastest growing segment on Facebook is 55-65 year old females

Our Mission, In Action• Many tools are

available• New tools emerge

frequently• Lines between tools

are often blurry

• Tools change, but the role social media plays remains consistent– Connect– Curate– Contribute

Connect with Social Media

• Develop and maintain two way relationships and form interwoven social networks

900+ Fans

Curate with Social Media

• Tag and share content, and build online experiences relevant to users’ interests or needs

• 3 accounts, 970+ followers– RecruitmentIRS– IRSCareers– JobDog59

Hashtags add value!

Contribute with Social Media

• Create, add and share media, content or conversations #

@lolRT

http://www.youtube.com/user/irsvideos

Playlist: Working at the IRS

“Skittles got stuck in my mouth while I was driving, forced me to slam into orphanage, killing hundreds. I’ll never eat them again.”

Lessons for Success

• Develop a social media strategy– Provide insight into the existing media

landscape surrounding your organization or a specific topic

– Organize workflow for effective engagement– Go beyond “social media for social

media’s sake” by leveraging tested approaches

– Educate stakeholders and partners– Set goals and measure results– Adapt strategy as needed after

evaluating strengths and weaknesses

“Strategery”• Obama administration creating

unprecedented level of openness in government by establishing a system of transparency, public participation and collaboration

• Open Government Directive Dec. 8, 2009

– Requires executive departments and agencies to take steps:

• Publish government information online

• Improve the quality of government information

• Create and institutionalize a culture of open government

• Create an enabling policy framework for open government

Aneesh ChopraFederal Chief Technology Officer of the United States

“Strategery”• White House describes relationship between

CIO and CTO: – CIO will use IT to transform the ways in which

government does business– CTO will develop national strategies for using

advanced technologies to transform our economy and our society, such as fostering private sector innovation, reducing administrative costs and medical errors using health IT, and using technology to change the way teachers teach and students learn.

• Kundra is working to ensure that federal CIOs advance agendas that

– Embrace open government– Revolutionize technology in the public sector – Reject the view that the public sector has to

lag behind the private sector

Vivek KundraFederal Chief Information Officer of the United States

Lessons for Success

Educate yourself– GSA social

media agreements

– Social media user demographics

– Government directives

– Emerging tools

Lessons for Success

• Build a deep network– Professional

• Customers, supporters, media

– Peer• Coworkers,

colleagues, industry experts

– Personal• Family, friends,

neighbors

Flickrfacebook

YouTube

Twitter

SecondLife

LinkedIn

Three Key Rules

• Listen intently

• Reach out authentically

• Participate consistently

Help Wanted!Recruitment 2.0

Jaqi.Ross@irs.gov202.622.8221

IRO Recruiter Measures

*Data as of 9/15/2009

Measure DefinitionTimelinessTotal candidates touched by a recruiter

Candidates touched by recruiter at event or referred by recruiter.

Total hires targeted for in-person touch

Number of projected hires listed for mission critical occupations and other occupations targeted by recruiters for in-person recruitment.

Total number of applicants touched by a recruiter

Working on automatic matching and instant report access. Can currently track applicants touched back to recruiter/event.

Total number of hires touched by a recruiter

Working on automatic matching and instant report access. Can currently track hires touched back to recruiter/event.

IRO Recruiter Measures

*Data as of 9/15/2009

Measure DefinitionQuality and FitApplicant recruiter conversion rate

Of the candidates touched, what percent applied successfully (qualified). Applicants touched divided by candidates touched.

Hire recruiter conversion rate

Of the positions targeted by recruiters, what percent hired were touched by a recruiter. Hires touched divided by positions targeted by recruiters at in person events.

Hire to apply ratio

Of those that applied that were touched by recruiter, what percent were hired. Hires touched divided by applicants touched.

Percentage of new hires satisfied

From WPM new hire on-board survey question 8 (overall I had a positive experience with my recruiter), % of those new hires satisfied with recruiting using 5 point scale with percent responding with a 4 or 5.

Percentage of managers satisfied

Under development with OPM survey, pursing new question on the percent satisfaction with recruiting.

Recruitment Related Measures

Measure DefinitionEfficiencyEvent costs Total cost for travel and events for all recruiters and program managers completing

targeted recruitment events (veterans, disabled, etc.)

Recruiter spend/hire

Adds all costs for travel and events for all recruiters and program managers completing targeted recruitment events (veterans, disabled, etc) divided by the number of hires touched by recruiter.

Advertising costs Cost of all marketing (impressions) for banner ads, internet, media, print ads

Number of unique web visits

Number of unique visitors to jobs.irs.gov. Can provide breakdown from IRS.gov, user typed url, Google, hot jobs, IRS web banners, Yahoo, all other sources.

Click through rate Number of visitors that clicked through from an advertisement or our site to USAJOBS.gov

Average total value score

For internet marketing, total cost of marketing impressions (ads, etc) divided by total number of click throughs to USAJOBS.gov (WebTrends).

Percentage by source of recruitment versus goal

Source of recruitment from applicant survey data. Employee Referral, Print, Internet, Job Fair, Recruiter, other

Recruitment Related Measures

Measure Definition

Percentage of locations with insufficient qualified applicant pool

For each location, hires/positions targeted to be filled externally. Applicants per position ratio both for 1st choice and 1st and 2nd choice. Insufficient is defined as fewer than four qualified applicants per position for 1st choice.

Veteran hires Total number of veteran hires.

Percentage of hires meeting definition of targeted disability

Total number of permanent hires that meet the definition of a targeted disability, divided by the total number of hires.

3,6,9 mth/1,2,3 yr MCO attrition rate

Attrition rates calculated quarterly based on the new hire attrition that quarter that left 3,6,9 months or 1,2,3 years from Entrance on Duty (EOD)

Percentage of hires that leave due to mismatched expectations

Number of non-retiree employees choosing "Your work experience relative to your pre-employment expectations" on the employee exit survey as a reason for departure, divided by the total number of non-retiree respondents.

EE performance Measures new hire performance ratings for <1year and 1-3 years for average performance.