THE 5 STAGES OFTHE 5 STAGES OF

SOCIAL MEDIASOCIAL MEDIA

FORFOR

RECRUITINGRECRUITING

byby

Sarah Welstead, Director User ExperienceSarah Welstead, Director User Experience

Head2HeadHead2Head

November 2009November 2009

Agenda

� What is ‘social media for recruiting’, anyway?

� The Talent Crisis in Canada

� The 5 Stages of Social Media for Recruiting – and how to overcome

them:

� Best sites for social media for recruiting� Best sites for social media for recruiting

� Best practices (tips and tricks)

� If you could do one thing…

� Discussion

What do we mean by ‘social media for

recruiting’, anyway?

Social media is any online gathering place which

allows people to share ideas, information, photos,

videos – and just about everything else.

Social media for recruiting is using social media

tools to source, screen and secure candidates

through 1-to-1 communication and by building

recruitment and employment brands.

It’s a big topic

� Today we’re going to focus on how to use social

media for finding and attracting candidates

� This presentation is designed for people who

haven’t used social media for recruiting beforehaven’t used social media for recruiting before

This is your talent pool.This is your talent pool.This is your talent pool.This is your talent pool.

This is your talent pool This is your talent pool This is your talent pool This is your talent pool

using social media for using social media for

recruitingrecruiting

Social media can:

� Help you find the right candidates, faster

� Cut your recruiting costs in half

� Help you attract better candidates

� Help you make better hires� Help you make better hires

� Make your recruiting

proactive – not reactive

The talent crisis in Canada

� Statistics Canada predicts that by 2015, there will

be more jobs than workers to fill them

� The economy has mitigated the talent crisis so far

� Many industries are already facing shortages� Many industries are already facing shortages

� Companies who don’t use all available channels will

lose the war for top talent

It’s easy to get It’s easy to get It’s easy to get It’s easy to get

overwhelmed overwhelmed

by social mediaby social media

How do you How do you

start the start the

conversation?conversation?

Remember the Kubler-Ross

5 Stages of Grief

DENIAL BARGAININGANGER ACCEPTANCEDEPRESSION

“It’s just hype”

� Only 10% of job-seekers expect

to find their next job through a

mainstream job board

� 83% of Canadian recruiters say they’re using social media

DENIAL

� 83% of Canadian recruiters say they’re using social media

to find candidates

� 77% say LinkedIn is their #1 source of A-list candidates

� 44% say it’s improved quality of hire

� 36% say it reduces time-to-hire significantly

OVERCOMING DENIAL:

Social media delivers

� Access to millions of candidates

� They’re searchable

� Instead of having to weed through 250 duds to get

to the diamonds, you can connect to the good ones to the diamonds, you can connect to the good ones

immediately

� The data is starting to make the business case

� Average age for LinkedIn is 39, Facebook 33

“Great – another fad

I have to learn”

� Sure, social media can suck up

a lot of time – but so does having

to search for candidates reactively

� You’ll be shocked at how great the ROI is

ANGER

� You’ll be shocked at how great the ROI is

� Since 2004, people have been saying

it’s just a fad – but it’s not going away

� Canadians have been early adopters – and show

every sign of continuing

OVERCOMING ANGER:

Take baby steps

� Don’t worry – it’s easier than you think (and may

even be fun)

� The results will be worth it

� You’ll learn a lot� You’ll learn a lot

� Social media is organic – you don’t have to start

everywhere

“If it still seems important 12

months from now, then...”

� In the current talent market, 12

months is too long to wait

� The tools may change, but social BARGAINING

� The tools may change, but social

media is here to stay

� There will never be a fool-proof

guide to follow

� You already know that referrals are

the #1 source of A-list candidates

OVERCOMING BARGAINING:

Use the scientific method

� Articulate how, specifically, social media could help your

recruiting process

�Building relationships with passive candidates

�Candidate database�Candidate database

� Improve candidate flow

�Build employment/job brand

� Improved candidate experience

� Then conduct calculated experiments

“I know we have to.

But it’s just so huge.”

� It’s amazing how quickly you can

pick this stuff up

� It’s amazing how quickly you can

make it a routine part of your day

DEPRESSION

make it a routine part of your day

� It’s amazing how much you’ll learn

� Don’t worry – someone on your team

will be passionate about this

OVERCOMING DEPRESSION:

The results will be worth it

� You’ll start to see improved candidate flow within 2-

3 months

� You’ll start to get useful feedback right away

� You’ll find you’re spending more time on the right

candidates – and less time on the duds

� You’ll find you don’t have to spend as much money

on recruiting fees

“It’s definitely improved our

recruiting function!”

� Ultimately, it’s all about the resultsACCEPTANCE

ACCEPTANCE: WHAT’S NEXT?

“Let’s leverage the organization!”

� People in your organization are already using social

media all over the place

� Leverage their networks!

Okay, you’re ready.Okay, you’re ready.

Where do you start?Where do you start?

Remember:

1. Every organization will be different

2. You don’t have to do everything at

onceonce

3. Better to do one thing well than 5

things badly

The players150

million

FACEBOOK:

Growing among older age groups, but still very popular among teens

200

million

MYSPACE:

Declining, but still popular (especially in the US)

14.8

billion

YOUTUBE:

billion Almost 15 billion videos watched in Jan 09; 100 million users in US

40

million

LINKEDIN:

Much more popular with adults than teens

15

million

TWITTER:

Unique visitors in September 2009. Growing among all age groups.

Canadian recruiters say:

� 69% of CDN recruiters use LinkedIn for recruiting

� 44% use Facebook

� 9% use Twitter

� 6% use blogs

� 3% use YouTube

� 3% use Craigslist

� 77% say it’s improved their ability to connect to passive

candidates

� 44% say it’s improved their quality of hire

� 36% say it’s reduced their time to hire

The 3 sites you need to know about

76,000+ new 76,000+ new #3 most #3 most #3 in in the #3 in in the 76,000+ new

users in

Canada every

month

76,000+ new

users in

Canada every

month

#3 most

Facebooked

country in the

world

#3 most

Facebooked

country in the

world

#3 in in the

world in

number of

registered

Twitterers

#3 in in the

world in

number of

registered

Twitterers

BASIC STATS

Latin America

3%Europe

24%

Network Membership & Reach

� Over 40 million professionals

� ~2 million members join

per month

� Roughly 1 new sign-up

per second

Other

0%

North America

61%

Asia

8%

Africa

1%

Middle East

1%

Oceania

2%

per second

� 200 countries

� English, Spanish, French, and

German!

� Members from all industries

� Members from all five hundred

of the Fortune 500

NETWORK STATS

Top 10 Industries on LinkedIn (by membership)

1. Information Technology

2. Computer Software

3. Telecommunications

4. Financial Services

Canada has the 4th largest

network of LinkedIn memberships

•1.5 million Canadian members 4. Financial Services

5. Marketing & Advertising

6. Banking

7. Management Consulting

8. Internet

9. Retail

10. Real Estate

•1.5 million Canadian members

•67,000 new members per month

•11th most connected country

•Average connections: 14

BEST RECRUITING USES

� Use LinkedIn as an instant talent pool

� Your entire recruiting and HR team should have complete profiles on LinkedIn

� Create and participate in discussion groups among the candidate sectors you need

most

� Build your corporate and personal brand

Supercharge referrals and expand outreach programs� Supercharge referrals and expand outreach programs

� Strengthen professional relationships

� Manage and track relationships including alumni

� Post and broadcast jobs instantly

� Target groups and associations

� Build talent pipelines and warm leads

10 TOP TIPS1. Improve your organization’s

profile page

2. Build your personal brand (top-

of-mind)

3. Create and administer

corporate and alumni groups

(referrals!)(referrals!)

4. Participate in industry groups

5. Broadcast job openings

6. Ask and answer questions

7. Create events

8. Smart searching/saved

searches

9. Reference search

10. Applications and polls

BASIC STATS:

� Canada has the 3rd most Facebook users of any

country in the world

� Almost 50% of people in the GTA have a Facebook � Almost 50% of people in the GTA have a Facebook

account

� Fastest-growing Facebook group is the 30+ crowd

BEST RECRUITING USES:

� Easy to create applications such as ‘HotJobs’ feeds

� Easy to create groups and ‘fan pages’

� Great way to build employment brands� Great way to build employment brands

� Helps tap into immediate personal networks

� Can tap into diversity networks

Twitter: Basic stats

� There are probably 15+ million registered users (this is up from 10 million in April 2009)� There are probably 15+ million registered users (this is up from 10 million in April 2009)

� Probably only half that are regular users

• 72.5% of all users joining during the first five months of 2009

• The cities with the biggest Twitter populations are New York, Los Angeles, Toronto, San Francisco, and

Boston.

• There are more women on Twitter (53%) than men (47%)

• Based on a sample of 20 million Tweets, Tuesday is the most popular day for Twitter activity,

accounting for 15.7% of total activity; followed by Wednesday (15.6%) and Friday (14.5%)

• US is the biggest Twitter country by population, followed by UK, Canada and Australia.

Twitter: Best uses

� Community building (candidate

communities)

� Generating buzz about events� Generating buzz about events

� Engaging in stakeholder dialogue

� Putting a ‘face’ on the organization

� Demonstrating thought leadership

Blogs

� Yes, blogs are also social media

� Done right, they’ll do the recruiting

for you

� You should be talking to your marketing � You should be talking to your marketing

department

� Don’t think the best and brightest aren’t checking

BLOGS: Best uses

� A blog with entries by various team members

� Not just about how great it is to work there, but ‘neat

stuff’ about what the company is doing

� Blog RSS feeds can then update your LinkedIn � Blog RSS feeds can then update your LinkedIn

profiles, Facebook groups, and Twitter account

� Encourages a dialogue

Basic guidelines� Have a strategy

� Be prepared for that strategy to be blown out of the

water

� Make someone responsible for social media

� Know the privacy concerns

� Recognize that it’s a

long-term build

� Talk to marketing!

Privacy

� Facebook’s PIPEDA

contravention

� Just because a candidate posts

personal information doesn’t personal information doesn’t

mean recruiters can use it

� Facebook apps may no longer

be legal

� Increased due diligence

Other issues

� Someone has to have responsibility for how

your recruiting brand is portrayed

� It can be 24/7

� Setting guidelines for employee use

If you could do just one thing...

� Make sure everyone responsible for

recruiting in your organization has a

complete, compelling profile on LinkedIn complete, compelling profile on LinkedIn

– including updating their status twice a

week

DISCUSSION

Head2Head Canada Inc. is a privately-owned,

incorporated Canadian company that specializes in

providing innovative insourced and outsourced

recruiting solutions to leading organizations.

With more than 35 employees, 125 active

consultants and 3 offices nationally, Head2Head is

one of the fastest-growing talent management

companies in Canada.

About Head2Head

companies in Canada.

Since 2000, Head2Head has helped more than 300

organizations save 50-75% on their hiring costs, cut

time-to-hire in half while improving hire quality, and

put 10-20% more revenue on their bottom lines.

CONTACT:

Paul Dodd, President

416.440.2030

paul@head2head.ca