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Washington, DCFebruary, 2010
Recruiting Using Social Media
Suzie GriecoAssociate, Booz Allen Hamilton
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Agenda
Why Social Media Networking?
Web 2.0 vs. Web 1.0
Developing a Strategy
Social Media Recruiting Challenges
Military Examples
Your Social Media Recruiting Checklist
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L Why Social Media Networking?
Social Media Defined
“Social media is a community of people with common
interests who connect with one another to learn, play,
work, organize and socialize. Communities can
be large, small, local or global. They can be public or restricted to members”1
Geoff Jennings, On-line Recruiting Specialist
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Why Social Media Networking?
Promotes credibility
– 43% of online persons trust information posted by people they know over other sources 1
– It puts a human face on government agencies including the DoD 2
Generates valuable feedback
– Social networks provide the opportunity to interact with talent, asking and answering questions
Demonstrates brand authenticity
– People demand responsiveness from any brand– 77% of Fortune 500 use a social media tool 3
– 44% report social media as “very important” to business/marketing strategy 3
http://www.mediabistro.com/prnewser/original/web20_social.png
Why Social Media Networking?
Shift in Media Usage
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Why Social Media Networking?
0%
10%
20%
30%
40%
50%
60%
70%
80%
15-24 25-34 35-44 45-55 55+
Social Media Users
Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009
Why Social Media Networking?
Social Media Users
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Web 2.0 vs. 1.0Engaging Your Candidates
Web 2.0But MY Internet
Web 1.0not the Internet
Recruiting Outreach
Communication
Candidate Engagement
• One way
• Static
• Push out information
• View career site updates
• View position descriptions
• View application instructions
• View list of locations
• Two way
• Dynamic
• Push / Pull Information
• Provide faster information updates
• Dynamic exchange of information associated position requirements
• Engage with near real-time reminders of upcoming recruiting events
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Developing a Strategy
Who are My Stakeholders?
Influencers
Recruiting CommandsInformation
Commands
Officers & Enlisted
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KDeveloping a Strategy
Who will be a Community Manager?
Community Mangers
Community Managers
Liaison Functions•HR
•Public Affairs
Characteristics•Strong Communicator
•Deep Organizational knowledge •Interest in Technology
Training: •What to say
•What not to say
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itingDeveloping a Strategy
Who is my Target Audience?
http://www.2k.army.mil/faqs.htm#age
EXAMPLE
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itingDeveloping StrategyWhere Do Job Seekers Get Information?
How Survey Participants First Learned of Their Federal Job
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Developing a StrategyWhich Social Media is Right for Me?
Image courtesy of Brian Solis, PR 2.0, http://www.briansolis.com/
Choose from hundreds of social networking sites…
…to reach a varietyof candidates
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itingDeveloping a Strategy
What Do Candidates Want To Know?
Percent of Participants Identifying Each Factor as a Strength of Federal Employment
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Social Media Recruiting Challenges
Actions to Mitigate Risks
Challenge / Risk
Risk Mitigation
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Military Examples:Fully Integrated Social Media - Navy
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Military Examples:Using Emerging Technologies - Army
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.Military Examples:“Day In The Life” Postings - Air Force
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Military Examples:Centralized Web Strategy - National Guard
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Your Social Media Checklist
Assess / monitor your current employment brand Develop social media engagement policy and
guidelinesIdentify and train community managersDetermine your social networking strategyMeasure your social media activities
