Social Recruiting From 30,000 Feet Master Burnett

Social Recruiting from 30,000 Feet

© Master Burnett, Managing Director, Dr. John Sullivan & AssociatesWeb: drjohnsullivan.com Twitter: @masterburnett E-mail: [email protected]

©2009 Dr. John Sullivan & Associates

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Who am I?

• Digital native (BBS’s, CompuServe, DSL 1998)• Self professed geek, early adopter of nearly all

things digital• Currently serving as the Managing Director of

Dr. John Sullivan & Associates• 14 Years experience in high technology

recruiting for early stage ventures• A facebook junkie!


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My plans for this session…

• Share observations on social recruiting from a different vantage point

• Discuss most common questions/concerns voiced from senior HR/Business leaders

• Introduce a framework for strategic/feasible use of social media in recruiting

• Share some examples and answer LOTS of questions


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Some key observations…

• Virtually no strategy is guiding the majority of experiments by organizations today (no targeting, no goals, no clarity around expectations, no valuable measures)

• Very little understanding of social media by senior leaders (Economist Intelligence Unit: Less than 1:10 executives is literate beyond Web 1.0; 87% wrong e-mail)

• A power struggle over what functions can/cannot do brings progress to a standstill (An Economist poll found that HR ranks 11th among internal functions most likely to make effective use of social media usage! (Only procurement, legal, and risk scored lower.)


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Some key observations…

• Rapidly evolving technology and service landscape (web 2.0 services rendered irrelevant overnight, mash-ups make powerful solutions cheap/easy to produce)

• Most leaders lack understanding of what’s possible and how to move forward feasibly (transactional background, requisition focused)

• Most organizations are tackling the easy stuff (extension of recruitment marketing and direct sourcing to social media)


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Executive concerns…

Source: Risky Business Reputations Online, Weber Shandwick, 2009


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Concern probability

From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4


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Executive questions…

• Where as a leader should my knowledge be? (Overwhelmed, LinkedIn 45%, Time Management)

• How does social media give us access to talent we don’t already have? (The Netflix Challenge, Crowdsource, 2006, $1M, $3.4M)

• How do we excite the right people about the company and the work? (Apple’s Genius Campaign, Microsoft/Sun’s Blogs)

• How do we cut through the clutter? (45% of content seen as inaccurate)


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A plethora of opportunity

Planning Sourcing Screening Assessment Offer Onboard

Labor market profilingEngagement monitoring

Competitor landscape/approach

Social media enabled ERP

1:1 employment marketing

Multi-channel marketing

Employment branding (Unit)

Direct sourcing

Online contest/challengeNetwork affiliation

360° RateMicro-opportunity

Network reference

Peer Validated Profiling

Gaming/simulation

Interactive offer

Market compensation

Offer landscape

24/7 offer support

Offer FAQ’s

Virtual team meetings

Workstation design

Network notification

Performance planning


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Four activity buckets…

1. Recruitment Marketing– Outbound, inbound, branding, market research

2. Competitive intelligence– Direct sourcing, competitor landscape

3. Targeted talent servicing– Q&A, education, relationship support

4. Recruitment operations– Transaction automation, analytics


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Social media tenets…

1. The experience you provide is the message. 2. Anything you claim can and will be validated.3. The majority of info

sources are out of your control.

4. Failure to engage cedes control of your brand to others.


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Necessary strategy characteristics…1. Drives transparency

– Show the human side (candid, faulty, etc.)

2. Enables a conversation– Solicit feedback, interaction, incremental conversion

3. Leverages the crowd– Understanding, influence, user-generated content

4. Highly targeted– Fish where the fish are

5. Experiment quickly!– It won’t all work, what does will evolve/change


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Effort targeting

Seven types of social media

From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz

Publishing Social Networks

Democratized Networks

Virtual Networks

Automatic Aggregators

Edited Social News

Content Distribution

http://twurl.nl/7bvhzz

©2009 Dr. John Sullivan & Associates 15

If you can imagine it…


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Exponential marketing (feasible)

Create

Publish

ReuseShare

Measure

Modular contentExtensibleEasy to excerpt

MultimediaMulti-channelMulti-stakeholder

RepositoryManually postAuto-syndicate

PropagationCycle

ReachImpressionEngagement


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Know your targets

• Where are they online?– Routine habits

• What do they do online?– How are they leveraging various services

• When are they online?– Days of the week, time of day



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Most popular social networks


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Find where to experiment

Free tools every company can use:1. Google Alerts (RSS Feeds)2. Technorati.com (Blogs)3. Backtype.com (Blog Comments)4. Boardtracker.com (Blog Comments)5. Twitter Search


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Social Outsourcing

• Migration to project based “knowledge work”• In line with social trends• Easy to manage• Great way to assess to talent• Excellent way to drive workforce agility


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Job tweets


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URL shortening services

Go to URL, but append “+” at end:


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Discuss or kill


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Micro targeting on facebook

Advertising works both ways:

None of these ads resulted in job offer, but each triggered a set of conversations.


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Multi-channel engagement


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No more walls…


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IDEAGORAS EXPLODINGTime Permitting


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