hyphen Round-Table DebateSocial media – Universal panacea or just another recruitment channel?Zain Wadeehyphen Managing Director12 February 2013

Agenda

• 08.30am – Introduction & hyphen research summary

• 08.40am – The expert’s view (Paul Harrison, Carve Consulting)

• 08.55am – Case study (Kate Fisher, Aviva)

• 09.10am – Interactive round-table debate

• 09.50am – Summary & questions

• 10.00am – Event close & networking

Aim of today

• Gather a mix of senior HR and resourcing decision-makers & social media experts together to debate the issue of social media and its role in recruitment

• Explore opinions and share your views on:• Does social media really provide the answers recruiters have been looking for? • Why are organisations investing so much, with little real knowledge of what works? • Who has really got it right and why?• What really works and why does social media need to be integrated into existing

recruitment strategies rather than seen as a channel in itself?• Can social media be both a recruitment and engagement tool?

hyphen social media research

• Research was commissioned by hyphen & conducted by an independent research company

• We surveyed 1,024 UK office workers who regularly use social media websites & 502 who don’t

• Office workers were surveyed across Banking, Financial Services, Telecoms, IT, Utilities, Legal, HR, Sales & Marketing and Accounts, amongst other sectors

• Findings were analysed by age & level of employment

• We took the results and published a White Paper in September 2012

• 4 key findings…

1st key finding

• Organisations are failing to make effective use of emerging social media channels for internal communications & employee engagement

• Example stats: • Fewer than 1 in 5 (17.4%) believe their organisation has a social media strategy which

encompasses internal audiences

• 33.9% of employees aren’t aware their employer does anything to engage them with their social media activity (45.4% at graduate / entry level)

• Only 5.8% of employees are incentivised to sign up and engage with their company’s social media channels (e.g. discounts)

• Senior management are much more aware of their organisation having a defined set of guidelines for social media employee best practice (59.3% of directors, compared with only 8.2% at graduate / entry level)

2nd key finding

• UK workers are disengaged from their organisation’s social media strategy & are reluctant to share corporate information with personal or professional contacts via social channels

• Example stats:• Over half of employees (57.5%) said they would not do anything on behalf of their

company through their personal social network…although one in five (19.3%) said they would be prepared to share business information with their friends and family if they thought they’d be interested

• 65.1% have no involvement with their organisation’s social media activity and believe their organisation does not expect them to get involved

• Only 5.7% of employees are encouraged to share content from all their organisation’s social media activity

• Almost half (49.8%) said their organisations limit who can access social networking websites during the working day

3rd key finding

• Many major organisations are yet to implement a social media strategy that genuinely and effectively engages with external stakeholders online

• Example stats:• 21.4% stated they would not follow any organisation on a social media channel and

over a quarter (26.8%) would never engage with a business or would need a very compelling reason to do so

• Only a quarter (23.6%) follow an organisation on social media for the opportunity to engage directly with a brand and 39.6% stated their primary reason for following is if there’s a competition

• Over half (51.9%) said they were turned off by organisations bombarding them with irrelevant information, and a third (31.2%) are put off when businesses use social media more as an opportunity to sell than engage

• Only 27.8% believe their organisation has a clear and active social media policy in place to engage with external stakeholders and almost a third, 31.2%, don’t know what their organisation does with social media

4th key finding

• Candidates are eschewing digital communications channels in favour of traditional application methods when applying for a new role because they fear they will be negatively perceived by prospective employers

• Example stats:

• 43.6% still prefer to use traditional methods to apply for a job

• More than one in ten (13.9%) do not believe that applications via social media channels will be taken seriously

• Over a quarter (25,3%) think that most organisations don’t advertise their vacancies via social media

• However, 32.0% of directors and 19.1% of senior managers got their last job by applying through social media

Job board research

• From a basket of 30 top job boards, the following are the average number of social media followers/likes:

• Twitter             2,795 followers• Facebook          510 likes• LinkedIn           1,686 followers• Google+            8 followersSource: Madgex (providers of leading job board software services)

• Job boards invest in social media, but it doesn’t seem to be working in terms of driving applications

• Those that use social media well, use it to build engagement with jobseekers through content, not just jobs

Guest Speakers

Interactive debate

• 40 minutes

• 4 questions, with 10 minutes discussion time for each

• Chairperson of each table will summarise 1 question at the end

• Questions:

• What investment (whether financial or staff/agency resource) have you made in social media for recruitment purposes and to what extent is social media a key driver in your recruitment plans for 2013? (Table 1 to summarise)

• What experiences (successful or otherwise) have you had with recruiting via social media? Any quick wins you can share? (Table 2 to summarise)

• Which companies do you think have really got it right and why? (Table 3 to summarise)

• Is social media the future of recruitment and stakeholder engagement? (Table 4 to summarise)