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A presentation first given in September, 2011 that overviews the role of social m
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T A L E N T I N T E L L I G E N C E
SOCIAL MEDIAAND RECRUITING
SEPTEMBER 2011
Thomas StoneSenior Research Analyst
Agenda:
The Big Picture
Social Media and Recruiting
Case Study
Wrap-up and Q&A
The Big Picture
Activity on Facebook
• In the US, there are 149M active Facebook users, 70% log in once a
day
• By 2012, half of the world’s Internet users, 1 billion people, will have a
Facebook account
• Average user is connected to 130 friends
• Average user is connected to 80 community pages, groups, and events
• More than 30 billion pieces of content (web links, news stories, blog
posts, notes, photo albums, etc.) are shared each month.
• Twitter page views now dwarf CNN, FoxNews, and NYTimes…
COMBINED
• Total Twitter posts hit 10 billion in May
COPYRIGHT 2011
T A L E N T I N T E L L I G E N C E
THREE SOCIAL MEDIA CONCEPTS
›The Wisdom of Crowds
The Long Tail
Network Effects: Strong, Weak, Potential Ties
Social Media and Recruiting
T A L E N T I N T E L L I G E N C E
SOCIAL MEDIA AND RECRUITING
When was recruiting NOT social?
T A L E N T I N T E L L I G E N C E
WHAT SOLID RECRUITING IS ABOUT
Finding top talent where they live their lives
Building relationships that matter
Providing people with a better opportunity than they have today
Getting other people to do your recruiting for you
T A L E N T I N T E L L I G E N C E
BEST SOURCES
Top candidates most often come from:
Temp to Perm
Employee Referral
Internal Moves
What is in common?
All include a component of real life work
experience ... a "Social Assessment"
T A L E N T I N T E L L I G E N C E
SOCIAL TECH AND ENGAGEMENT OPPORTUNITIES
People today live in social digital environments: LinkedIn, Facebook, Twitter, YouTube, etc.
People are comfortable using these services
Online relationships are often easier than real life
Targeted content has never been easier…or more important
Very easy today to get the real scoop on companies… and candidates
The ability to leverage other people’s networks provides huge potential
T A L E N T I N T E L L I G E N C E
USE OF SOCIAL RECRUITING TODAY
›August 2011 survey of 506 organizations:
41% indicate the use of social networking tools as part of recruitment efforts
28% plan to start using them in the coming year
T A L E N T I N T E L L I G E N C E
USE OF SOCIAL RECRUITING TODAY
Organiza
tion main
tains a
compan
y pro
file on so
cial n
etworki
ng site
s
Recruite
rs tra
ined on use
of socia
l netw
orking t
ools
Socia
l netw
orking i
s a cr
itical part
of recr
uitmen
t stra
tegy
Succe
ss metr
ics defi
ned fo
r use
of socia
l netw
orking t
ools0%
10%20%30%40%50%60%70%80%90% 80%
67%61%
22%
Case Study
T A L E N T I N T E L L I G E N C E
CASE STUDY: INTRODUCTION
Health Care System in WI & MN (rural)
12,000 Employees
75 locations
Approximately 1,500 hires per year
Mike Schmidt, Director of Recruitment, Ministry Health Care
Recruiting Team of 14
- 5 Patient Care (Nursing, not doctors)
- 5 Various Specialty Areas
- 3 “Hospitality”
- 1 Metrics and Reporting Analyst - Taleo
T A L E N T I N T E L L I G E N C E
CASE STUDY: HOW IT ALL STARTED
Recruiting Director was on MHC’s Social Media Policy team.
Spent 6 Months, weekly meetings, to formulate and deliver policy around Social Media.
Nationally recognized policy for Social Media
Connected with Will Weider - MHC CIO www.candidcio.com
T A L E N T I N T E L L I G E N C E
CASE STUDY: THE ORIGINAL PLAN
Make someone a “Social Media Person.”
Create a Facebook Fan Page for MHC Careers.
Create a standard for recruiter specific Professional Pages on Facebook and LinkedIn.
Train the team using 1-on-1 methods.
Assign metric driven tasks – daily, weekly, monthly & quarterly.
Get everyone “on board” with the Social Media Plan.
T A L E N T I N T E L L I G E N C E
CASE STUDY: FACEBOOK ASSIGNMENTS
Login to Facebook Daily
Post a minimum of 1 status update.
“Friend” at least 6 people / week.
Update the Ministry Careers Facebook page at least once / week
Spend at least 25 mins / week researching FB content and Groups Join 1 Facebook group per week that is
related to your recruiting discipline.
Post weekly information within each group joined – new and old
Send relevant openings to groups as soon as reqs are received/posted.
GOAL
Hire 1 person through FB Networking within 6
months
T A L E N T I N T E L L I G E N C E
CASE STUDY: LINKEDIN ASSIGNMENTS
Login to LinkedIn Daily
Invite at least 6 people / week to join your network
Spend at least 25 mins / week researching groups
Join at least 1 group / week (average)
Start at least 1 discussion / week / group joined
Post relevant jobs to groups as you join and for every new job gained
Deliver a Network Update at least 5 times per week
GOALS
Gain four connections / week.
Hire one person through LinkedIn per quarter.
T A L E N T I N T E L L I G E N C E
CASE STUDY: TWITTER ASSIGNMENTS
Connect to your Facebook/LinkedIn account
Tweet daily, which will update Facebook and LinkedIn
Input at least 1 #hashtag, related to each tweet, per day.
Updates should take about 10 minutes per week
T A L E N T I N T E L L I G E N C E
CASE STUDY: WEEKLY TIME SPENT
1 hour / week at a minimum dedicated to Social Media:
- 25 minutes - Facebook
- 25 minutes - LinkedIn
- 10 minutes - Twitter
“So you are going to PAY me to ‘Screw Around’ on Facebook & LinkedIn for an hour per week?”
- MHC Recruiter
T A L E N T I N T E L L I G E N C E
CASE STUDY: SIX-MONTH REVIEW
Get rid of Twitter!
Improve the Facebook Fan Page
Revise the friending & connection goals.
Add in YouTube!
T A L E N T I N T E L L I G E N C E
CASE STUDY: NEW ASSIGNMENTS
Provide timely and fresh updates to Facebook and LinkedIn
Connect with/Friend 2-3 people per week in a combination of the LinkedIn/Facebook Sites
Increase your total connections by at least 35 for the quarter.
Spend at least 50 minutes per week researching Facebook and/or LinkedIn content/groups
Friend/connect with new hires to assist in building your network within that skill discipline.
GOALS
Hire at least one person you are connected with
through FB or LinkedIn per quarter.
CASE STUDY: THE YOUTUBE IDEA
›A vendor pitched “newscaster” type videos of job postings
› Talking head to “professionally” promote jobs through video
› Thousands of $$ to create video
› Time to produce videos
› More money to advertise/post
T A L E N T I N T E L L I G E N C E
CASE STUDY: YOUTUBE ON A BUDGET
Make our own?
Went to MHC Marketing for production + storage.
Buy Flipcams at only ~$125
Store on YouTube.com
- Embed within Job Postings
- Integrate with Taleo ATS
T A L E N T I N T E L L I G E N C E
CASE STUDY: NEW YOUTUBE ASSIGNMENTS
Carry your Flipcam with you at all times
Record worthwhile videos of 30 seconds to 1 minute and send for editing and updating to the MHC Careers YouTube site
Post 1 video per month embedded in a job posting
Post 1 video to your micro site per quarter
Create and post 1 Recruiter Video promoting your area of specialty. Use this video in job postings and/or the MHC Careers page as applicable.
T A L E N T I N T E L L I G E N C E
MHC CAREERS - YOUTUBE
T A L E N T I N T E L L I G E N C E
CASE STUDY: RESULTS AFTER 10 MONTHS
Team is creating small group discussions and learning sessions
Recurring agenda item on weekly calls
Success stories are prevalent
Employees of MHC are delivering feedback and praise
YouTube “Buzz” is big!
T A L E N T I N T E L L I G E N C E
THE PLAN REVISION – DECEMBER 2011FACEBOOK FAN PAGE
Each MHC Recruitment Team member will be assigned 4 non-consecutive weeks within the calendar year.
Login daily to assure content is relevant and updated.
Add at least 3 pieces of postable content.
Add at least 1 YouTube video.
T A L E N T I N T E L L I G E N C E
CASE STUDY: ADJUSTMENTS AFTER 12 MONTHS
Goal – get people to “Like” our page within your week(s).
Tally will be kept and a score – total number of “Likes” - will be calculated for your 4 weeks.
Prizes will be delivered to top “Like” getters at mid year and the completion of the calendar year.
As a team add 60 fans per quarter – 5 per team member.
http://www.facebook.com/MHC.Careers
T A L E N T I N T E L L I G E N C E
CASE STUDY: MHC CAREERS FACEBOOK FAN PAGE
T A L E N T I N T E L L I G E N C E
CASE STUDY: WHAT SOCIAL MEDIA HAS DONE FOR MHC
Reduced “Advertising Spend” by 18%
47 hires directly related to Social Media
250+ hires that now follow on Facebook
100+ YouTube videos
5,051 YouTube views
One of the video's has been watched 500+ times!
T A L E N T I N T E L L I G E N C E
CASE STUDY: WHAT SOCIAL MEDIA HAS DONE FOR MHC
Specific Candidate Networks – Facebook/LinkedIn
Nursing = 2000+
Pharmacy = 431
Rehabilitation = 655
Emergency Medical Services = 1105
Executive = 939
T A L E N T I N T E L L I G E N C E
CASE STUDY: MIKE SCHMIDT’S MHC “WORDS OF WISDOM”
Social Media Corporate Policy?
Have a goal & communicate your goal.
Write out “assignments” and assure all know the details and expectations.
Designate a “Social Media Person” on your team – Let that person do the research and invent.
Continually gain team feedback and allow change based on future needs.
Make it a team effort and promote “success stories.”
Make the assignments “Make Sense.”
Continue to add and change!
Summary and How to Begin
T A L E N T I N T E L L I G E N C E
THREE SOCIAL MEDIA CONCEPTS
The Wisdom of Crowds
Social content creation across the entire recruiting team
Long Tail
Videos/content will range from popular hits to low-volume – but any could net a great candidate
Network Effects: Strong, Weak, Potential Ties
Connections, Fans, Likes, Re-Tweets – leverage the network effects!
T A L E N T I N T E L L I G E N C E
HOW TO BEGIN: QUESTIONS TO ASK YOURSELF
What are your goals? Realistic goals?
Who is your audience?
Why use any particular tool?
How will people use the content you create and post?
How often will you interact or update the information?
What resources do you have? How much time can they spend?
T A L E N T I N T E L L I G E N C E
APPENDIX: TWITTER TIPS
›Start with what you know. If you don't use Twitter yourself, don't start with tweeting your jobs. You don't understand twitter yet.
›Twitter tips:
Use hashtags: #job, #jobpost, #employment, #recruiting, #hiring, #career, #staffing
Feed to twitter vs. manual vs. scheduled manual (Tweetdeck)
Host a weekly online Twitter chat
T A L E N T I N T E L L I G E N C E
APPENDIX: LEGALITY OF SOCIAL MEDIA SCREENING
Taleo Summary Report:
“Social Network Recruiting: Managing Compliance Issues”http://www.taleo.com/whitepaper/social-network-recruiting-managing-compliance-issues
Taleo partner TalentWise held a webinar in late August 2011 on this subject of:
“Social Media Screening: What you Need to Know to Ensure Compliance”
The recording is available here:https://www2.gotomeeting.com/register/208046874/
A transcript of the Q&A is also valuable:http://blog.talentwise.com/blog/qa-webcast-social-media-screening-what-you-need-know-ensure-compliance
T A L E N T I N T E L L I G E N C E
APPENDIX: TALEO + LINKEDIN
+#1 in Talent Acquisition #1 Professional Network
› Reduce the time to apply, while increasing quality talent pools
› Improve recruiter productivity with instant access to candidates’ LinkedIn
profiles within Taleo
› Ensure candidate information is current, especially for passive candidates
T A L E N T I N T E L L I G E N C E
APPENDIX: TALEO + LINKEDIN
LinkedIn Preview - Access to LinkedIn profiles from Taleo
-- Instant access to up-to-date candidate information
-- Makes candidate databases more valuable
-- Included with Taleo Recruiting
T A L E N T I N T E L L I G E N C E
APPENDIX: TALEO + LINKEDIN
Profile Upload – Fill out application with information from LinkedIn or Universal
Profile
-- Improves candidate experience
-- Removes friction from application process
-- Reduces drop-off to expand candidate pools
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