Online recruitment uses the power of the internet to match people to jobs. Fundamentally, it is about publishing vacancies on your corporate websites, in social media and/or in job boards. The challenge is to increase your traffic to and to improve conversions at the central hub (corporate recruitment site).The real strength and power of online recruitment lie in harnessing internet technology to not just attract candidates but to deal with them too. In this sense it is also about streamlining the recruitment processThis presentation addresses the genertion of traffic through the means on SEO and Social Media.In the Pan-European Online Recruitment Seminar IBB organized in-depth interactive sessions and workshops of companies like L’Oréal, SEAT, CERN, Sonru, Recruit2, WebBoomm and more.
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Herwin WeversFacebook.com/WebBoomm
Twitter.com/HerwinWevers
Linkedin.com/in/WebBoommWebBoomm.com/nl
Social Media Marketing
Seminar European Online RecruitmentBarcelona 23-24 Nov 2011
SEO OR SOCIAL
Organizations should use social media because...2/3 of the world population visits social networks
Organizations should use social media because...time spent on social networks is growing 3x the overall internet rate, accounting for 10% of all internet time
Organizations should use social media because...online (+social media) has become the most influential source in "helping" customers make purchase decisions
Organizations should use social media because...millions of people create content for the social web
Organizations should use social media because...By 2015 mobile payments for physical goods to exceed $170bn globally
Organizations should use social media because.....in the future (says Zuckerberg), every application would be "social" and entangled to Facebook's platform.
Organizations should use social media because.....Twitter says it will have 1 billions users by 2012
62%
16%
12%
96%
80%
19%
West
North
East
South
58%
14%
12%
95%
82%
36%
69%
18%
10%
97%
38%
80%
57%
39%
12%
94%
55%
72%
72%
24%
15%
98%
85%
41%
N Europe = 7446 / F = None
Membership Awareness
Top 3 networks by membership
Source: Social Media around the World 2011, Insides Consulting
MySpace
Facebook
LinkedIn
Hyves
Hi5
Orkut
Ning Xing
Netlog
Twitter
QZone
Bebo
Vkontakte
Tagged
Friendster
Badoo
0%
5%
10%
15%
20%
25%
30%
35%
40%
0% 10% 20% 30% 40% 50% 60%
EUROPE
Low High
Low
Hig
hIn
cre
ase
Penetration
Future usage versus network penetration
N Europe = Min 43 Max 4968 / F = If member of social network
Big networks will get bigger and small networks will get smaller.
Source: Social Media around the World 2011, Insides Consulting
LinkedIn Facebook Twitter Blog
Oh, maar wij doen al aan Social Media Media
Onze CEO verveeltiedereen met saaieYouTube filmpjes. Dusonze social media video strategie zit wel snor.
Onze blog heeft 10 super interessante posts die onze klanten wel even tevreden zullenhouden. Onze website wordt maar kortbezocht. Jammer voor ze want de content is echt goed.
Social media gaat toch over communicatieen engagement, toch? Maar we tweetenal, das dan toch OK?
Onze Twitter account heeft al 1032 volgers, waarvan de helft spam is, maarhet gaat toch om het totale aantal.
Tien mensen vonden onze Facebookpost leuk. Ja klopt, dat warenallemaal medewerkers. Maar ach, de teamleider merkt dat toch niet. Hijsnapt niets van Facebook. Hij heefttoch geen account.
SEO
in Online Recruitment
2011 SEO AND SOCIAL
http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded
2 Practical Cases
CH2M HILL
Deloitte
Recruiting using
Social Media
Raz ChorevMARKETING IN THE NEW MILLENIUM | SOCIAL MEDIA STRATEGY | LINKEDIN TRAINING
Cas
e S
tud
y
Social Media Objectives
Attracting quality employees Targeting quality employees Creating a talent pool to allow
future global expansion
Effective Landing Page
Descriptive images Job search functionality Social Media connectivity
Effective Landing Page
Employee recommendation Video
Culture statement Social Media
connectivity Happy people Job search (Call-to
action)
Effective Landing Page
Powerful search capability
RSS to job feeds Sharing jobs
What didnt work
Tweeting since 29.3.2008 General corporate twitter account No interaction Follower/Following ratio shows
broadcasting tool.
What didnt work
Specific recruiting focused twitter account Follower/Following ratio shows interaction, yet The stream shows broadcasting tool.
What didnt work
Community building will take time
What DID work?
12,000 tuned-in professional community
Targeted advertising
Reason to choose @ CH2M Hill as an employer
Why DID it work?
Customised header
Comfort in numbers
Call to action
Employee video testimonial
Employee benefits
Company overview
Careers snapshot
Projects overview
ATTRACTING EMPLOYEES
Why DID it work?ATTRACTING EMPLOYEES
100% complete personal profile
Free job posting! Using LinkedIn apps
Company advertising on every employees profile page
Why DID it work?ATTRACTING EMPLOYEES
Using LinkedIn groups for employee retention AND acquisition.
Why DID it work?TARGETING EMPLOYEES
Ever evolving 100,000,000 CVs database
50 direct emails to best matching potential employees
Elimination process, before the candidates are aware of the position
Posting jobs to targeted individuals (not post & Pray strategy)
The Bottom line
98% of all US recruits where directly approached and sourced.
95% of all global recruitment were also a result of direct recruitment activities
As a result, significant saving on recruitment agency fees
Awarded the only Construction company in the 100 top companies to work for (Fortune magazine)
ObjectivesCase Deloitte
1) target of 1.000 new hires in 2010/2011
2) Develop a strong employer brand for right candidates
3) Drive traffic to their career website to create a funnel of candidates and supports the employer brand
http://www.slideshare.net/enroc/social-recruiting-deloitte
Solid Online Recruiting Strategy Starts With A Great Career Website
Categorization Students, Young professional and Professional
Dynamicmany pictures and videos Design is NOT leading (actually distractive) Lots of testimonials from current employees. Sense of human feeling: in touch with the recruiters! (profile, chat, email, direct phone) Content and contact are king
The content is either produced by the team or by employees from Deloitte Always recruiter contact icon Geolocation map Good for SEO, comments and Social Interaction
Interaction Blogs with content on what employees work on and how they feel about this. Commenting and reacting Twitter flow of Deloitte employees on career website Foto contest with the employees, most funny Deloitte branded fotos
Traffic generation through Linkedin, Facebook, Twitter.
http://www.slideshare.net/enroc/social-recruiting-deloitte
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User Generated Content
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