Sourcing Talent In New Era
Social Media In Recruitment
Arthur Wang
Recruitment Director
Deloitte China
August 17, 2010
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Content
• Understand Young Talent In New Era
• Social Media In Recruitment
• Social Media Pilot in Deloitte China
• Manage The Risks
• Discussions
3
Sourcing Young Talent
In New Era
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Know Our AudienceGeneration Y Characteristics
Tech-Savvy
• Plugged-in 24 hrs/7 days
• Prefer to communicate through e-mails and text messages
• Prefer webinars and online technology
Family-Centric• Willing to trade high pay for fewer billable hours, flexible
schedules and a better work/life balance
Achievement-
Oriented
• Confident, ambitious and achievement-oriented
• High expectations of their employers
• Seek out new challenges and are not afraid to question
authority
• Wants meaningful work and a solid learning curve
Team-Oriented• Value teamwork and seek the input and affirmation of others
• Loyal, committed and wants to be included and involved
Attention-Craving
• Seeking feedback and guidance
• Generation Y may benefit greatly from mentors who can help
guide and develop their young careers
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What Do They Do With Their Tech-Savvy
Three Hours a Day Online To Learn, Network and Develop
5
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China Net Citizen Population In New Era
Attract Talent Who Are Passive, But More Likely Strong Candidates
Spend 70% budget on job boards ?CNNIC Statistics (2010/07/15)
• 420 millions net citizen
• 31.8% coverage of total population
• 19.8 average online hours per week
• 277 millions mobile-internet users
• 363 millions broadband users
• 59% < 30 years old
Data Source: 南方报网 传媒
6
• 30% of talent online
• Active job seekers
• Look for big name
• Machine gun apply
• Mass communication
• Fishing in the same
pool
• Reactively select
• 1:100 hit rateYou missed
70% of internet
audience
China Net Citizen
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What Employers Tell and What Talent Wants To HearHow to Close the Communication Gap ?
What Do We Tell
1. Reputation & Image
2. Culture & People
3. Job Characteristics
4. Payment & Career Growth
What Do They Want to Hear
1. Payment & Career Growth
2. Job Characteristics
3. Reputation & Image
4. Culture & People
7
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Convert Talent From Prospects To Candidates
Engaging Top Talent Is A Costly Journey
8
Event Sponsorship
Campus Mentors
CSR Event
Word of mouth*
Quality/Contact
Familiar Considered Ideal
Scholarship
Case competition
Online Interactive
Referral
Internships
Corporate Course
job assignments
Alumni Network
Career Seminars
Company Days
Online Job Ads
Print Ads
PR Events
Career Magazine
Deloitte company
website
Campus Talk
Recruitment brochures
Company Visit
Cost/Contact
* Good reputation through candidate’s word of mouth
is the target of all communication efforts
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Sourcing Channels To Acquire Talent
Make your communication targeted, meaningful and effective
Traditional
• Campus talks
• Company tours
• Recruitment brochures
• Print Ads.
• Job boards
• Employee Referrals
• Transfer/mobility
• Recruitment agent
• Direct sourcing
New Approaches
• Online interactive games
• Online-webinar/pod casting
• Email Direct Marketing (EDM)
• Social media
• Search engine marketing
• Mobile marketing
• Internal Hires
• Alumni networking
• Contact management
• ….
9
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Social Media In Recruitment
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E-Recruitment Strategy
Develop Your Digital Strategy To Attract Top Talent
11
Search engine
marketing
Career Website
Apply Now!
ATS
MarketingSocial Media Job Boards
Mobile
Marketing
Keep Me Posted
CRM
Hires
HRIS
Excellent GoodCost Effectiveness ( Quality of Hires)
Attra
ct
Recru
it
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Why Social Media?
Candidate Digital Journey
12 Footer
Information Inspiration Relation
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Social Media In Recruitment – Case Example 1
Deloitte US Career Website
13 Footer
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Social Media In Recruitment – Case Example 2
KPMG Career Website
14
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Social Media In Recruitment – Case Example 3
Deloitte LinkedIn Company Profile
15
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Sharing
Networking
SNS
What’s Different By Using Social Media?
Social Media In Recruitment
• Personal sharing
• Online networking
• Interactive
• Instant & responsive
• Polymerization
• Inside-out
• User generated content
• Fast spreading out
• Cost effective
• Online word of mouth
16
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Deloitte Social Gateway
mobile dashboar
d
Apply Social Media In Recruitment Communication
Brand Ambassadors &Tools
17
ISBF On-location
Mobile App
• Fully Integrated Into Core
Social Destinations
• Multiple Account Support
• Real-Time Commenting
• Live „Life Stream‟ Feed
• Ambassador Mission Feed
Brand Ambassadors
• Designated ambassadors
• Representatives of career opportunities
• Able to coach and mentor
• Trained of social media guidance/rules
• Engaged in recruitment events
• Frequent updates & timely response
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Apply Social Media In Recruitment
Develop and Manage Contents
18
Brand
AmbassadorContent
Manager Career Website
Content Library
contribute to conversations
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Social Media Pilot In Deloitte China
Embed Social Media Tools On Career Website
Six Brand Ambassadors To Interact With Candidates
20
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Build Up Deloitte Club Online Community
Internal Online Community for Interns and Mentors
Deloitte Club Online Community
Sample Landing Page & Functionalities
BBS Forums
Hottest Posts
Apply Now Button
Pictures
Recent Visits
Fans
Videos
Identification
Verification
News/Events
/activities
Contact Us
Personal
Profile
Credit Scores
Deloitte Club Online Community
Key Features Of the Community
23
• Accessible to verified personal profiles – DC interns and the other invited
• Interactive between interns and mentors
• Networking among members
• BBS to share and discuss hot topics
• Participate prized competition for best personal “my space”
• Train up Deloitte employees as mentors to provide virtual coaching
• National platform to guide and manage the community
Integrated Communication Mix
Integrate Online Communication With Offline Promotion Events
24
Search engine
marketing
Career Website
Apply Now!
ATS
MarketingSocial Media Job Boards
Mobile
Marketing
Keep Me
Posted/Contact
Hire
Excellent GoodCost Effectiveness ( Quality of Hires)
Att
rac
tR
ecru
it
Establish Contact Management
Deloitte Fantasy Football Game To Establish A Database Of Contacts
25
Email Direct Marketing
Send Deloitte News Letters To Subscribers
26
Measure Our Success
Traffic Doesn‟t Matter, Quality Matters
27
1• Source of traffic to website landing page
2• Quantity and quality of attracted prospects/contacts
3• Quantity and quality of user generated contents
4• Application to qualified application ratio
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Manage The Risks
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Things To Be On Alert
Establish Social Media Guide To Manage Contents & Activities
Social Media Guide
• Not anonymous
• Try to add value
• Encourage original and respect
copyright
• Respect your audience
• Consider perception
• Stay on topic
• Consider the future
• Speaking on behalf of Deloitte
• Speaking on behalf of yourself
Risks
• Information confidentiality
• Hacker / virus attack
• Non-relevant messages
• Intellectual Property Protection
• Gossips & rumors
• Personal attacks
• Negative messages
• Personal image & brand images
• PR issues
29
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Questions?
Contact Arthur Wang: [email protected] for additional
information
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About Deloitte
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14 offices in Deloitte China practice, 8000 employees
DalianBeijing
Tianjin
Guangzhou
Macau SAR Hong Kong SAR
Shenzhen
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Nanjing
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