T A L E N T I N T E L L I G E N C E

SOCIAL MEDIAAND RECRUITING

SEPTEMBER 2011

Thomas StoneSenior Research Analyst

Agenda:

The Big Picture

Social Media and Recruiting

Case Study

Wrap-up and Q&A

The Big Picture

Activity on Facebook

• In the US, there are 149M active Facebook users, 70% log in once a

day

• By 2012, half of the world’s Internet users, 1 billion people, will have a

Facebook account

• Average user is connected to 130 friends

• Average user is connected to 80 community pages, groups, and events

• More than 30 billion pieces of content (web links, news stories, blog

posts, notes, photo albums, etc.) are shared each month.

Twitter

• Twitter page views now dwarf CNN, FoxNews, and NYTimes…

COMBINED

• Total Twitter posts hit 10 billion in May

COPYRIGHT 2011

T A L E N T I N T E L L I G E N C E

THREE SOCIAL MEDIA CONCEPTS

›The Wisdom of Crowds

The Long Tail

Network Effects: Strong, Weak, Potential Ties

Social Media and Recruiting

T A L E N T I N T E L L I G E N C E

SOCIAL MEDIA AND RECRUITING

When was recruiting NOT social?

T A L E N T I N T E L L I G E N C E

WHAT SOLID RECRUITING IS ABOUT

Finding top talent where they live their lives

Building relationships that matter

Providing people with a better opportunity than they have today

Getting other people to do your recruiting for you

T A L E N T I N T E L L I G E N C E

BEST SOURCES

Top candidates most often come from:

Temp to Perm

Employee Referral

Internal Moves

What is in common?

All include a component of real life work

experience ... a "Social Assessment"

T A L E N T I N T E L L I G E N C E

SOCIAL TECH AND ENGAGEMENT OPPORTUNITIES

People today live in social digital environments: LinkedIn, Facebook, Twitter, YouTube, etc.

People are comfortable using these services

Online relationships are often easier than real life

Targeted content has never been easier…or more important

Very easy today to get the real scoop on companies… and candidates

The ability to leverage other people’s networks provides huge potential

T A L E N T I N T E L L I G E N C E

USE OF SOCIAL RECRUITING TODAY

›August 2011 survey of 506 organizations:

41% indicate the use of social networking tools as part of recruitment efforts

28% plan to start using them in the coming year

T A L E N T I N T E L L I G E N C E

USE OF SOCIAL RECRUITING TODAY

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10%20%30%40%50%60%70%80%90% 80%

67%61%

22%

Case Study

T A L E N T I N T E L L I G E N C E

CASE STUDY: INTRODUCTION

Health Care System in WI & MN (rural)

12,000 Employees

75 locations

Approximately 1,500 hires per year

Mike Schmidt, Director of Recruitment, Ministry Health Care

Recruiting Team of 14

- 5 Patient Care (Nursing, not doctors)

- 5 Various Specialty Areas

- 3 “Hospitality”

- 1 Metrics and Reporting Analyst - Taleo

T A L E N T I N T E L L I G E N C E

CASE STUDY: HOW IT ALL STARTED

Recruiting Director was on MHC’s Social Media Policy team.

Spent 6 Months, weekly meetings, to formulate and deliver policy around Social Media.

Nationally recognized policy for Social Media

Connected with Will Weider - MHC CIO www.candidcio.com

T A L E N T I N T E L L I G E N C E

CASE STUDY: THE ORIGINAL PLAN

Make someone a “Social Media Person.”

Create a Facebook Fan Page for MHC Careers.

Create a standard for recruiter specific Professional Pages on Facebook and LinkedIn.

Train the team using 1-on-1 methods.

Assign metric driven tasks – daily, weekly, monthly & quarterly.

Get everyone “on board” with the Social Media Plan.

T A L E N T I N T E L L I G E N C E

CASE STUDY: FACEBOOK ASSIGNMENTS

Login to Facebook Daily

Post a minimum of 1 status update.

“Friend” at least 6 people / week.  

Update the Ministry Careers Facebook page at least once / week

Spend at least 25 mins / week researching FB content and Groups Join 1 Facebook group per week that is

related to your recruiting discipline.

Post weekly information within each group joined – new and old

Send relevant openings to groups as soon as reqs are received/posted.

GOAL

Hire 1 person through FB Networking within 6

months

T A L E N T I N T E L L I G E N C E

CASE STUDY: LINKEDIN ASSIGNMENTS

Login to LinkedIn Daily

Invite at least 6 people / week to join your network

Spend at least 25 mins / week researching groups

Join at least 1 group / week (average)

Start at least 1 discussion / week / group joined

Post relevant jobs to groups as you join and for every new job gained

Deliver a Network Update at least 5 times per week

GOALS

Gain four connections / week.

Hire one person through LinkedIn per quarter.

T A L E N T I N T E L L I G E N C E

CASE STUDY: TWITTER ASSIGNMENTS

Connect to your Facebook/LinkedIn account

Tweet daily, which will update Facebook and LinkedIn

Input at least 1 #hashtag, related to each tweet, per day.

Updates should take about 10 minutes per week

T A L E N T I N T E L L I G E N C E

CASE STUDY: WEEKLY TIME SPENT

1 hour / week at a minimum dedicated to Social Media:

- 25 minutes - Facebook

- 25 minutes - LinkedIn

- 10 minutes - Twitter

“So you are going to PAY me to ‘Screw Around’ on Facebook & LinkedIn for an hour per week?”

- MHC Recruiter

T A L E N T I N T E L L I G E N C E

CASE STUDY: SIX-MONTH REVIEW

Get rid of Twitter!

Improve the Facebook Fan Page

Revise the friending & connection goals.

Add in YouTube!

T A L E N T I N T E L L I G E N C E

CASE STUDY: NEW ASSIGNMENTS

Provide timely and fresh updates to Facebook and LinkedIn

Connect with/Friend 2-3 people per week in a combination of the LinkedIn/Facebook Sites

Increase your total connections by at least 35 for the quarter.  

Spend at least 50 minutes per week researching Facebook and/or LinkedIn content/groups

Friend/connect with new hires to assist in building your network within that skill discipline.

GOALS

Hire at least one person you are connected with

through FB or LinkedIn per quarter.

CASE STUDY: THE YOUTUBE IDEA

›A vendor pitched “newscaster” type videos of job postings

› Talking head to “professionally” promote jobs through video

› Thousands of $$ to create video

› Time to produce videos

› More money to advertise/post

T A L E N T I N T E L L I G E N C E

CASE STUDY: YOUTUBE ON A BUDGET

Make our own?

Went to MHC Marketing for production + storage.

Buy Flipcams at only ~$125

Store on YouTube.com

- Embed within Job Postings

- Integrate with Taleo ATS

T A L E N T I N T E L L I G E N C E

CASE STUDY: NEW YOUTUBE ASSIGNMENTS

Carry your Flipcam with you at all times

Record worthwhile videos of 30 seconds to 1 minute and send for editing and updating to the MHC Careers YouTube site

Post 1 video per month embedded in a job posting

Post 1 video to your micro site per quarter

Create and post 1 Recruiter Video promoting your area of specialty. Use this video in job postings and/or the MHC Careers page as applicable.

T A L E N T I N T E L L I G E N C E

MHC CAREERS - YOUTUBE

T A L E N T I N T E L L I G E N C E

CASE STUDY: RESULTS AFTER 10 MONTHS

Team is creating small group discussions and learning sessions

Recurring agenda item on weekly calls

Success stories are prevalent

Employees of MHC are delivering feedback and praise

YouTube “Buzz” is big!

T A L E N T I N T E L L I G E N C E

THE PLAN REVISION – DECEMBER 2011FACEBOOK FAN PAGE

Each MHC Recruitment Team member will be assigned 4 non-consecutive weeks within the calendar year.

Login daily to assure content is relevant and updated.

Add at least 3 pieces of postable content.

Add at least 1 YouTube video.

T A L E N T I N T E L L I G E N C E

CASE STUDY: ADJUSTMENTS AFTER 12 MONTHS

Goal – get people to “Like” our page within your week(s).

Tally will be kept and a score – total number of “Likes” - will be calculated for your 4 weeks.

Prizes will be delivered to top “Like” getters at mid year and the completion of the calendar year.

As a team add 60 fans per quarter – 5 per team member.

http://www.facebook.com/MHC.Careers

T A L E N T I N T E L L I G E N C E

CASE STUDY: MHC CAREERS FACEBOOK FAN PAGE

T A L E N T I N T E L L I G E N C E

CASE STUDY: WHAT SOCIAL MEDIA HAS DONE FOR MHC

Reduced “Advertising Spend” by 18%

47 hires directly related to Social Media

250+ hires that now follow on Facebook

100+ YouTube videos

5,051 YouTube views 

One of the video's has been watched 500+ times!

T A L E N T I N T E L L I G E N C E

CASE STUDY: WHAT SOCIAL MEDIA HAS DONE FOR MHC

Specific Candidate Networks – Facebook/LinkedIn

Nursing =  2000+

Pharmacy = 431

Rehabilitation = 655

Emergency Medical Services = 1105

Executive = 939

T A L E N T I N T E L L I G E N C E

CASE STUDY: MIKE SCHMIDT’S MHC “WORDS OF WISDOM”

Social Media Corporate Policy?

Have a goal & communicate your goal.

Write out “assignments” and assure all know the details and expectations.

Designate a “Social Media Person” on your team – Let that person do the research and invent.

Continually gain team feedback and allow change based on future needs.

Make it a team effort and promote “success stories.”

Make the assignments “Make Sense.”

Continue to add and change!

Summary and How to Begin

T A L E N T I N T E L L I G E N C E

THREE SOCIAL MEDIA CONCEPTS

The Wisdom of Crowds

Social content creation across the entire recruiting team

Long Tail

Videos/content will range from popular hits to low-volume – but any could net a great candidate

Network Effects: Strong, Weak, Potential Ties

Connections, Fans, Likes, Re-Tweets – leverage the network effects!

T A L E N T I N T E L L I G E N C E

HOW TO BEGIN: QUESTIONS TO ASK YOURSELF

What are your goals? Realistic goals?

Who is your audience?

Why use any particular tool?

How will people use the content you create and post?

How often will you interact or update the information?

What resources do you have? How much time can they spend?

Q&A and Discussion

tstone@taleo.com @TaleoResearch

T A L E N T I N T E L L I G E N C E

APPENDIX: TWITTER TIPS

›Start with what you know. If you don't use Twitter yourself, don't start with tweeting your jobs. You don't understand twitter yet.

›Twitter tips:

Use hashtags: #job, #jobpost, #employment, #recruiting, #hiring, #career, #staffing

Feed to twitter vs. manual vs. scheduled manual (Tweetdeck)

Host a weekly online Twitter chat

T A L E N T I N T E L L I G E N C E

APPENDIX: LEGALITY OF SOCIAL MEDIA SCREENING

Taleo Summary Report:

“Social Network Recruiting: Managing Compliance Issues”http://www.taleo.com/whitepaper/social-network-recruiting-managing-compliance-issues

Taleo partner TalentWise held a webinar in late August 2011 on this subject of:

“Social Media Screening: What you Need to Know to Ensure Compliance”

The recording is available here:https://www2.gotomeeting.com/register/208046874/

A transcript of the Q&A is also valuable:http://blog.talentwise.com/blog/qa-webcast-social-media-screening-what-you-need-know-ensure-compliance

T A L E N T I N T E L L I G E N C E

APPENDIX: TALEO + LINKEDIN

+#1 in Talent Acquisition #1 Professional Network

› Reduce the time to apply, while increasing quality talent pools

› Improve recruiter productivity with instant access to candidates’ LinkedIn

profiles within Taleo

› Ensure candidate information is current, especially for passive candidates

T A L E N T I N T E L L I G E N C E

APPENDIX: TALEO + LINKEDIN

LinkedIn Preview - Access to LinkedIn profiles from Taleo

-- Instant access to up-to-date candidate information

-- Makes candidate databases more valuable

-- Included with Taleo Recruiting

T A L E N T I N T E L L I G E N C E

APPENDIX: TALEO + LINKEDIN

Profile Upload – Fill out application with information from LinkedIn or Universal

Profile

-- Improves candidate experience

-- Removes friction from application process

-- Reduces drop-off to expand candidate pools