Ellis Jones - Social Networking Recruitment

Leveragingsocial networks.Engaging potential employees and utilising staff networks through social

media based recruitment, the risk managed way.

w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046

Skills shortage imperils boom“

“

Australian Financial Review, March 2011


A confluence of pressures.

• All time low unemployment rate, boomers exiting marketplace.

• Line managers say ‘get people’ but no understanding of process, time and cost.

• Labour intensive administration burden for recruitment team.

• Traditional channels (newspaper, head hunters, job boards, trade fairs) expensive and not delivering.

• Candidates all communicating using different channels.

• Competitors poaching staff and sourcing skilled applicants

• Corporate website ineffective as a recruitment and candidate processing tool.

• Increasingly difficult to differentiate employer brand.


Referral-based recruitment.

Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising*. Social network recruitment platforms:

• Target the networks of your preferred candidates

• Provide a compelling insight to the culture of the employer

• Transform employees into advocates

• Deliver an easy mechanism for employees to share to peers

• Activity (and impact) is highly measurable

* Nielsen Global Online Consumer Survey


Communication map.

A3 version @ http://www.ellis-jones.com.au/wp-content/uploads/2011/04/social_network_recruiting_map_A3.jpg

• Social network recruitment is not ‘badgering’ people on LinkedIn!

• A strategic process of understanding the market for good people, profiling social groups and proactively engaging them over time.

• Empowering company employees to be advocates via controlled media.

• Establishing a multi-point web presence (micrositeand social pages) that accurately market the job to each employee segment).

http://www.ellis-jones.com.au/wp-content/uploads/2011/04/social_network_recruiting_map_A3.jpg






“The feedback is overwhelmingly positive. I want to take this opportunity to thank you and your team for a wonderful result.”

Savvas Aidonopoulos, Marketing Communication ManagerCitywide

www.treescapers.com.au

Problem

Outcome

Solution

Case Study.

• Critical shortage of arborists in Australia.• Major advertising/trade fair expenses.• New to social networking.

• International social network recruitment strategy.• Content rich blog and FB pages to share the story.• Staff engagement to leverage networks and source

content.

• Pro-active social media targeting drives over 700 unique visitors (from 13 countries) in 1st month.

• Integration of social platforms spreads word quickly.• 600% increase in applications.


The Process.

I

D

E

Understand the market

Analysis of staff and target market social network activity

Identify content creators

Evaluate key social media channels

Review & develop existing collateral

Develop engagement & content strategy

Develop internal policies & documentation

KSIs and ROI Model

Deploy website

Implement engagement and content strategies A

ROI reconciliation

Monthly site reporting analysis

Identify and develop internal content and contributors

Develop website

Develop web analytics and monitoring

IDEA. Ellis Jones investigates, develops, engages and then accounts for the investment.


Measured outcomes.

• Automated database of appropriately skilled candidates, sorted and managed (driving down time and cost).

• High brand awareness in relevant social, industry and education/training networks.

• Direct conversations with candidates and employees.

• Source pool of rich content (video, photo, text) for redeployment in online and traditional campaigns.

• Engaged employees build internal and external networks through company channels.


Just some of the metrics.

• Post-pilot reconciliation against previous annual spend

• Site analytics: site traffic, unique visits, sources, content.

• e-newsletter use analytics: content, engagement, forwards.

• e-news subscriber/candidate database growth and profile/segments.

• Social media analytics: follower volume, profile, engagement.

• Blog network: content placement, reach, engagement.

• Employee contribution: content, personal network development.

• Content library: volume of cost free imagery, messaging, video.

• Employer brand equity and awareness in targeted market.

• Employee segment satisfaction, turnover, engagement.


Our competencies.

Our people:

• Have over a decade’s experience in development of knowledge management systems, employee comms and employer brands.

• Led the development of social media as an internal and external engagement tool in Aust and the UK.

• Always focused on the investigation, strategy and supportedimplementation, backing insight with development of technology.

• Provide stakeholder engagement and reputation risk management advice (policy, programs, mitigation).

• Use the best technology for the job: no more, no less.

Business

Ellis Jones - Social Networking Recruitment