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Presentation from the ERE Expo Fall 2009, presented by Elaine Orler.
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A 10-step Guide for Developing a Social Media Strategy for Recruiting
Jason Corsello Elaine Orler Vice President Vice President Knowledge Infusion Knowledge Infusion
About Knowledge Infusion • Leader in human capital
management, talent management & social collaboration consulting, advisory and intelligence services
• Ranked #3 fastest growing private companies in region
• Headquartered in Minneapolis, Minnesota with offices throughout US
• Over 250 global customers including MetLife, Turner Broadcasting (CNN), Luxottica Group (Sunglass Hut), Intuit, Fairmont Raffles Hotels, Clorox, Target
• Largest online human capital management community…with over 2,500 members
Partnership
Passion
Celebration
Talent
Knowledge
Trust
Strategic Advisors Throughout Your Journey
Companies Are Becoming More Comfortable with Social Networks
Idon'tknow18%
MyITdepartmentcurrentlyblockthose
siteswithinourenterprise
23%
Myorganiza@onusessocialnetworkingsites
freelyandopenly25%
Wearecurrentlyevalua@ngwaystoleveragesocial
networkingsitestoextendourorganiza@on
34%
Whatbestdescribesyourorganiza3onsapproachtosocialnetworkingsiteslikeFacebook,MySpaceandLinkedIn?(selectone)
Source: 2008 Knowledge Infusion & HR Executive Magazine Talent Management & Social Software Survey N = 201
Social Networks Are Becoming More Effective
Source: 2009 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey N = 167
2%
6%
13%
16%
10%
20%
16%
12%
32%
23%
23%
34%
13%
22%
29%
38%
43%
37%
8%
8%
5%
7%
6%
8%
0% 20% 40% 60% 80% 100%
Assessments
Sourcingtools
Nichejobboards
Socialnetworks
Internetsearch
Na@onaljobboards
Pleaserankthemosteffec3vetoolsandtechnologiesforyourcompany’srecrui3ngefforts
Veryeffec@ve
Effec@ve
Somewhateffec@ve
Notatalleffec@ve
Identifying the Risks with “Social”
0 10 20 30 40 50 60 70
Thetechnologybecomingobsoleteoroutdatedquickly
Employeeswas@ng@me/notdoingtheirjob
Nascentmarketoftechnologyvendorsthatares@llunprovenandimmature
Sensi@vedataandinforma@onbecomeexposedorgeTngoutsidethecompany
WhatareyourbiggestconcernswithenterprisesocialsoGwaretoday?(pleaseselectallthatapply)
Source: 2008 Knowledge Infusion & HR Executive Magazine Talent Management & Social Software Survey N = 201
Presence, Blogs and Wikis are the Most Popular Social Software Tools Today
0
20
40
60
80
100
120
Blogs Wiki/Document collaboration
Discussion threads
Corporate social networking
Enterprise search and tagging
Social bookmarking
Content syndication (RSS)
Presence/instant messaging
Thefollowingdefinesmycompany'scurrentstrategyforenterprisesocialsoGwareandtechnologies.(selectallthatapply)
In use today
Plan to use within 12 months
Plan to use within 24 months
Plan to use within 36 months
No current plans to use
I don't know
LinkedIn is the Most Popular Social Network
4%
7%
14%
21%
0%
25%
75%
0%
6%
11%
14%
25%
44%
82%
0% 20% 40% 60% 80% 100%
Classmates.com
Other
MySpace
Idonotusesocialnetworksforrecrui@ng
TwiXer
Inmyrecrui3ngeffortsformyorganiza3on,Iusethefollowingsocialnetworks
2009
2008
Source: 2009 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey N = 167
Source: 2008 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey N = 678
LinkedIn Today
• Over 41 million professionals today (June 2009)
• LinkedIn adds 1 million new users every 17 days
• Highest per capita membership – Netherlands (due to cross-border business acumen)
• “Linkedin more accurate than resumes [due to] fear of lying in public.” - LinkedIn CEO
Source: www.newin.linkedinlabs.com
Social Networks Most Important for Sourcing Prospective Candidates
24%
35% 36% 38%
67%
18%
53%49%
43%
74%
11%
68%
58%
47%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Notcurrentlyusingsocialnetworksinoursourcingandrecrui@ngefforts
Pos@ngjobrequisi@ons
Crea@ngadiscussionwithprospec@ve
employees
Researchcandidatesduringtheinterview
process
Sourcingprospec@vecandidates
Iuseexternalsocialnetworksfor…
2008
2009‐Current
2009‐Planned
Source: 2009 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey N = 167
Source: 2008 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey N = 678
Ten Steps For Developing a Social Media Strategy for Recruiting
1. Become A “Voyeur”
1. Become A “Voyeur”
• Watch & learn from others first • Follow what others individuals are doing • Watch what other companies are doing • Leverage emerging technologies • “Mobilize”
2. Engagement is a Two-Way Street
2. Engagement is a Two-Way Street
Creating a positive candidate experience… • Be responsive • Be honest • Be open • Transparent = trust • Create intimacy • Makes collaboration a personal experience
3. Be Unique
Source: http://www.facebook.com/ernstandyoungcareers?ref=nf
• Video • Discussion Threads • “Fans” • Polls • Photos • “Intern Experience” • Twitter • “Culture Brochure” • Corporate Responsibility
3. Be Unique
3. Be Unique
• Change the traditional job description when appropriate and opportunities
• “Crowdsourcing” is becoming the new job board!
• Take calculated risks • Don’t be afraid to adjust course
4. Integrate the Social Experience
4. Integrate the Social Experience
Sodexo offers over 16 “social” mediums to engage with prospective candidates
5. Be Authentic
Fans ??? Followers ???
Connections ???
6. Syndicate the Opportunity
6. Syndicate the Opportunity
6. Syndicate the Opportunity
7. Ensure the Applicant Process Matches the Social Experience
You can’t go from this…
…to this!
8. Create Social Guidelines
8. Create Social Guidelines
• Establish rules of engagement • Guidelines not “policies” • Establish social governance models • Guidelines should be continually evolving • Align with company’s code of conduct and
privacy policy
9. Encourage & Promote Executive Sponsorship
9. Encourage & Promote Executive Sponsorship
9. Encourage & Promote Executive Sponsorship
9. Encourage & Promote Executive Sponsorship
Source: http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/07/22/ceo-letter
9. Encourage & Promote Executive Sponsorship
Why It Matters? • Exposes company culture • Showcases employer of choice status • Identifies company as “innovative” • Executive sponsorship is also a retention
strategy
10. Monitor the Social Footprint
10. Monitor the Social Footprint
10. Monitor the Social Footprint
10. Monitoring the Social Footprint
• Using search to prevent bad information • Discover candidates digital footprint • Identifies clusters of prospective candidates
Addressing “ROI”
Tie social recruiting to the strategy and goals
Keeping the “I” low will reduce the dependence on “R”
Incremental vs. “Big bang”
An executive sponsor with clout and interest
What’s the ROI?
Debunking Risk
• Social recruiting oration should be viewed no differently than existing collaboration models (i.e. email, meetings, etc)
• Identify top 5-10 “worst case scenarios” and build contingencies
• Embrace and prepare for failure
It’s too risky and
uncontrollable!
Creating Rationale & Justification
It’s a fad…a waste of time…
• Focus on proficiency instead of technology “tools” or “platforms”
• Identify potential impact to all business units (marketing, service, HR, etc)
• Look for synergy and unification vs. siloed build out
Questions?
Contact Information
Jason Corsello Email: [email protected] Twitter: @jcorsello Facebook: facebook.com/jason.corsello
Elaine Orler Email: [email protected] Twitter: @elaineorler Facebook: facebook.com/elaineorler