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Where does social media fit into diversity recruiting? Evolution in the social media space
Citation preview
Ananda Chakravarty
March 2012
HR/Benefits Sector Meeting
Dallas, TX
DIVERSITY RECRUITING AND THE SOCIAL GRAPH
• Social Networking (Soh-shuhl Net-wur-king) n. Engagement with a community of shared interest
• This really isn’t new…
NO OFFENSE TO AUSSIES…
VIDEO – Foster Miller Beer Commercial – Social Networking
Social Recruiting (Soh-shuhl ri-kroot-ing) n. To engage in finding and attracting employees, new members, students, athletes, etc. specifically through social media or social networking sites online.
Also not new…
SOCIAL RECRUITING – FRIENDS?
VIDEO – 2008 IBM 826 Friends Commercial – Social Recruiting
Ñ Offline to OnlineÑ Recruitment and Sourcing
InformationÑ Job Seekers and Diversity
Experiences
So what IS new? What’s changed?
ÑMediumÑAdoptionÑDistribution
Offline to Online?
ÑAccessibleÑSearchableÑMessy - Incomplete, inconsistent, and
multisourced
Recruitment and Sourcing Information
ÑPreviously unknown connections are knownÑEstablishing connectivity is instantÑConnections are typically weaker
Job Seekers & Diversity Experiences
THE ONLINE EXPERIENCE…IS DIFFERENT
VIDEO – Daily Beast, Parody of Online-Offline experience on social media networks
SOCIAL NETWORKINGÑ The Strength of Weak Ties - Mark Granovetter (Stanford Sociology Prof., 1974)
Ñ Weak ties are more effective than strong ones in finding a job
Ñ Strong ties already saturate and overlap individual’s other strong ties
Ñ Weak ties expand the network to new networks through key nodes
Ñ Groups usually tie together based on a small set of interests (even a single interest)
Ñ Social capital is key, and the driver is Trust
Ñ Minorities have their own groups and ‘shared interest’ is their culture
You’re only as strong as your weakest link!
THE SOCIAL GRAPH
COMPLEXITY – VISUALIZATION…
THE DIVERSITY DEMOGRAPHICONLINE STATISTICS ON THE DIVERSE WORKFORCE AND COMMUNITY
80.76%
12.07%
4.71% 14.18%
US Population
White
Black
Asian
Hispanic
81.28%
11.61%
4.71% 14.78%
US Labor Force
White
Black
Asian
Hispanic
76%70%
64%
85% 83%
White Black Hispanic Hispanic NativeBorn
Asian
% Online - United States by Race/Ethnicity
52%
59%
62%
White Black Hispanic
% Wireless Usage - United States by Race/Ethnicity
1. 2012 Bureau of Labor Statistics, US Department of Labor, CPS and Pew Hispanic Internet Data 2011
CHALLENGES FOR DIVERSITY ONLINE• Identification
Self defined (non-obvious)
Candidates don’t associate with their classification
Multi-racial, Multi-ethnic, challenging for accurate segmentation
Limited data collection
Photos common and automatically discriminates, style over substance
Yes, that’s a PhD, do you people just not
get it?!
CHALLENGES FOR DIVERSITY ONLINE • Qualification
Ñ Self-identified (as in a resume)
Ñ Social media groups are easy to join/unjoin, small number of members participate regularly
Ñ ALL online recommendations at a personal level are positive (different for corporate), does not qualify candidates (except maybe for Biz Dev/Sales)
Ñ Education and work experience details collected may be across long periods of time or not collected (e.g. FB, Google+, etc.)
Ñ Inherent discrimination through data collection of:
Ñ Older people
Ñ Less active users of social media, again style over substance
Ñ Privacy constraints are recent, impacts qualification
Ñ Metrics are not easily available across the key hiring factors:
Ñ Quality of Hire
Ñ Time to Fill
Ñ Cost of Hire
THE DYNAMIC SOCIAL GRAPH & TIMELINE
A long time ago…, well…less than 20 years...an internet eternity
1994The World Wide Web is launched, W3C Consortium formed for the internet
2.3B Users
1. March 2012 compilation: Sources: Wikipedia, Facebook.com, YouTube.com, Twitter.com, Quantcast, Alexa
199620012002
2003
2004
Trend of Print to Digital becomes pronounced
75%
10% 6% 8% 1%
43% 53% 47%
78%
12% 3% 5% 1%
37% 43%57% First Professional
Networking Site
79%
6% 5% 8% 1%
37%51% 49%
18.5MM UV2.2MM Users
0.01MM UV0.5MM Users
62%
14%4%
19%1%
13%
44%56%
121MM UV150MM Users
13MM UV
27% of users earn six figure salaries
Valued at $12B, sold for $35MM
73%
13% 5% 7% 1%18%
46% 54%
57%
30%
2% 9% 2%
26%
49% 51%
59%
10% 15% 15%1%
28%45%
55%
Reached user base of 115MM users globally
0.1MM UV8.2MM Users
Largest socnet site reaching African Americans
6.3MM sites link to FB
Rejected Google buyout for $900MM
139MM UV850MM Users
16MM UV100MM Users
17.5MM UV
White Black Asian Latino Other Age >44 Male Female
2005
2006
2010
2011
4B Videos streamed daily
Accessed regularly in 12 languages
160MM UV
22MM UV
90.1MM UV300MM Users
Largest Q&A Site today - crowdsourcing
Breaks out FB’s social into professional and social
63%
14% 7%16%
1%22%
50% 50%
68%
12% 6% 14%1%
25%
47% 53%
74%
10% 5% 10% 2%27%
45% 55%
67%
17%3%
12%1%
22%
45%55%
67%
17%4% 11%
1%
31%45%
55%
72%
10% 5% 11% 1%27%
50% 50%
Fastest site to break 10MM Uvs < 5 months
High Growth rate, 100MM in 6 months
59MM UV in US100MM UV Total
4.9MM UV100MM Users185MM UV onGoogle
3.2MM UV12MM Users
30MM tweets daily
White Black Asian Latino Other Age >44 Male Female
THE SOCIAL GRAPH – DIVERSITY NICHENOTE: THIS IS NOT ALL INCLUSIVE, BUT CONTAINS KEY RECRUITING FOCUSED SOCIAL NETWORKING PLAYERS
1999
1MM+ Hispanic/Latino Professional Users
2001
2004
2006
2008
105 Historically Black Colleges & Universities Linked
Over 22MM Registered Users (primarily African American)
Deep connections to the US Wounded Warrior Programs and Hire a Hero programs
16MM+ Uvs, largest US Based exclusively Hispanic/Latino Ad Network
Recently launched African American professionals site
SOCIAL MEDIA EXPERTS
< 6 years Social Media expertise really starts around 2006< 4 years Solid business models for Social media have been around since 2008< 2 years Effective social recruiting has been around since 2010
1. Dilbert.com Cartoon - courtesy use only.
RECRUITING EXPERTISE IN SOCIAL MEDIA• Some concerns to keep in mind:
Ñ Almost 70% of members in a social media group are Inactive
Ñ FB Usage is typically strongest across personal networks – friends and relatives – not professional
Ñ Recruiting, Social presence, Branding online has enormous costs in Time & $$
Ñ Certain jobs are not suitable for social media
Ñ High volatility of sites - fast up, fast down – e.g. Myspace
Ñ Mobile technology is coming and may overwhelm online social networking – esp. in diversity
Ñ Certain sites are more in tune with specific groups, targeting is critical
Ñ Exclusivity on sites (or positions) can be characterized as discriminatory and non-compliant
Ñ Over 23,000 currently open job positions with “Social Media” in the title – low-balling this at $50k , these jobs are valued at $1.1B annually1.
1. March 2012 statistical snapshot Indeed.com, Monster.com
EMPLOYMENT BRANDING IS THE BUSINESSSOCIAL MEDIA FOR DIVERSITY
Ñ Employment branding is the key asset opportunity for Social Media
Ñ Diverse communities have just begun the process on the social networks
Ñ Focus on where the diverse community works and plays, don’t drive them to you (but let them if they want)
Ñ Broadcasting will be hit or miss
Ñ Agencies rely on Comscore/Quantcast ratings, which have poor correlation with high diverse traffic sites – Non-diversity sites are relative, and diversity site data are wrong.
Ñ Diversity Branding must be FACT to successfully build brand presenceÑ Functional, Authentic, Collaborative, Targeted
THANK YOU!
@achakravarty
http://www.linkedin.com/in/anandachakravarty
Views presented are those of the author only and do not reflect the position or views of any organization. This document’s sole purpose is educational.