Leveraging Social Media to Recruit Top Talent for Your Organization

1
Leveraging Social Media to Recruit Top Talent for
Your Organization
KATIE PFLEDDERER
Social Media Coordinator DirectEmployers
Association
2

• Mission

• To provide employers an employment network that
  is cost-effective, improves labor market
  efficiency and reaches an ethnically diverse
  national and international workforce.

• Owned and Managed by Member Companies

• Over 650 Member Companies
• Majority from the Fortune 1500
• 17 Board of Directors
• All unpaid seats comprised of Member Companies
  (elected)
• Member focused, non-profit organization 501(c)(6)

• History

• Pioneers of Internet Recruitment
• 1992 Built the 1st online job board called Online
  Career Center (OCC)
• OCC purchased by TMP in 1995 (Monster board/OCC
  merger Monster.com)
• Market Experts and Leaders
• Advanced Technology / Automation
• World-class products, services, deliverables
• Advocacy for OFCCP Compliance
• Social Jobs Partnership formed Q4 2011
  www.facebook.com/socialjobs
• Facebook, DOL, NASWA, NACE DirectEmployers
  Association

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DirectEmployers Members _at_ A Glance
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LeveragingSOCIAL MEDIA

1. Platforms
2. Trends
3. Benefits
4. Risks
5. Strategize/Measure
6. Examples
7. Resources
8. Q A

5
LeveragingSOCIAL MEDIA

1. Platforms
2. Trends
3. Benefits
4. Risks
5. Strategize/Measure
6. Examples
7. Resources
8. Q A

6
POP QUIZ
What social network crossed the 10 million mark
faster than any other standalone site in history?
What social network is considered the worlds
largest professional network on the Internet with
150 million members in over 200 countries and
territories?
What social network has over 1 million links
shared in 20 minutes?
What social network has 11 accounts created every
seconds?

• Sources
• http//press.linkedin.com/about
• http//techcrunch.com/2012/02/07/pinterest-monthly
  -uniques/
• http//newsroom.fb.com/content/default.aspx?NewsAr
  eaId22

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PLATFORMS
http//www.theconversationprism.com/

• THERES A LOT

• But dont try to do it all, pick what makes sense
  for your objectives

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LeveragingSOCIAL MEDIA

1. Platforms
2. Trends
3. Benefits
4. Risks
5. Strategize/Measure
6. Examples
7. Resources
8. Q A

9
TRENDS

• 2011 JOBVITE SOCIAL RECRUITING SURVEY RESULTS

• Companies using social media to recruit

• Sources
• http//www.mdgadvertising.com/blog/wp-content/uplo
  ads/2011/08/the_roi_of_social_media_mdg_advertisin
  g_infographic.png

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TRENDS

• 2011 JOBVITE SOCIAL RECRUITING SURVEY RESULTS

• Of those respondents using social media for
  recruiting

87 using LinkedIn 55 using Facebook 47 using
Twitter 12 using YouTube
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TRENDS

• 2011 JOBVITE SOCIAL RECRUITING SURVEY RESULTS

• Of those respondents using social media for
  recruiting

94.5 successfully hired through LinkedIn
24.2 successfully hired through Facebook
15.9 successfully hired through Twitter
3.1 successfully hired through company blog
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TRENDS

• 2011 DIRECTEMPLOYERS ASSOCIATION SOCIAL
  RECRUITING SURVEY RESULTS

• Of those respondents using social media for
  recruiting

91.7 using LinkedIn 66 using Facebook 53.3
using Twitter 26.7 using YouTube
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TRENDS

• JOB SEEKERS AND SOCIAL MEDIA

• 50 of job seekers still spend most their time
  searching on traditional job boards
• 29 of job seekers use social media as their
  primary tool for job searching

• Sources
• http//www.tweetmyjobs.com/blog/2012/01/is-social-
  recruiting-real-video/
• http//mashable.com/2011/07/10/digital-resume/
• http//www.businessinsider.com/7-cool-resumes-we-f
  ound-on-pinterest-2012-2

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TRENDS

• JOB SEEKERS AND SOCIAL MEDIA

• Fill out your LinkedIn profile 100
• Create a Twitter account for your professional
  life.
• Overhaul your Facebook profile to make it work
  for you. (showcase strengths, experience)
• Make connections - then leverage them to get
  your resume in front of a hiring manager
• Go to industry events

• Sources
• http//www.nypost.com/p/news/business/jobs/boot_ca
  mp_Hkb09pi8zxnRw5jQLa6YtO/1

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TRENDS

• JOB SEEKERS AND SOCIAL MEDIA

57 of job seekers expect a company to interact
with fans followers Both active passive
job seekers say they use a companys social media
page to apply to jobs posted, ask and get answers
questions and get information not the companys
website 59 of job seekers agree that what is
said by others about a company is more important
in how they form their opinion about a company
than what a company says about itself 70
agree that positive posts from fans or followers
on a companys social media site would make them
more likely to apply for a job at that company

• Sources
• http//www.scribd.com/doc/34282554/Social-Media-In
  fographic-Job-Seeker-Perceptions-and-Expectations

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LeveragingSOCIAL MEDIA

1. Platforms
2. Trends
3. Benefits
4. Risks
5. Strategize/Measure
6. Examples
7. Resources
8. Q A

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BENEFITS

• RECRUITING WITH SOCIAL - BENEFITS

Potentially larger pool of candidates Access
to more information to better filter
candidates More direct line of communication
to the potential hires themselves High usage
and short response time on some social networks
may help fill positions faster, resulting in a
decrease of vacancy days Access to hidden
candidates Increase job visibility and easy
sharing Enhance candidate experience

• Sources
• http//www.nypost.com/p/news/business/jobs/boot_ca
  mp_Hkb09pi8zxnRw5jQLa6YtO/1

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LeveragingSOCIAL MEDIA

1. Platforms
2. Trends
3. Benefits
4. Risks
5. Strategize/Measure
6. Examples
7. Resources
8. Q A

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RISKS

• RECRUITING WITH SOCIAL - RISKS

Race
Capturing info impermissible to consider such
as protected classes - May taint an otherwise
well-based hiring decision - Make decision on
incorrect information - Evidence of search may be
revealed in litigation Depending on
technology, may not be sourcing from diverse pool
(see next slide) Tricky to fulfill data
collection and recordkeeping requirements for
OFCCP purposes
Marital Status
Religion
Familial Status/Responsibilities
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RISKS

• RECRUITING WITH SOCIAL - RISKS

Source 1) http//www.google.com/url?satrctjq
esrcssourcewebcd7ved0CGMQFjAGurlhttp3A
2F2Fwww.taleo.com2Fsites2Fdefault2Ffiles2Fwhi
tepaper-social-recruiting-guide.pdfeimh2MT9SKGIm
E8QTdnJz2CQusgAFQjCNGF6gSuP4f27SzA1wa9MZsm4NVpqg
sig2B36pamRUXzsReOUZ9cWtnw
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LeveragingSOCIAL MEDIA

1. Platforms
2. Trends
3. Benefits
4. Risks
5. Strategize/Measure
6. Examples
7. Resources
8. Q A

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STRATEGIZE/MESAURE

• AUDIT YOUR BRAND ONLINE

Google Alerts Google News Yahoo!
Alerts SocialMention Technorati BoardTracker
(currently being revamped) Keotag Twitter Search
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STRATEGIZE/MEASURE

• UNDERSTAND YOUR AUDIENCE

What is your audience doing in social media
spaces youre interested in? What motivates this
behavior? What social communities already are
active in your space, or even around your
brand? Where are the conversations taking
place? Who is talking? Are the speakers
influential? How are they referencing my brand
and in what context?
Sources 1) http//www.iab.net/media/file/IAB_Soci
alMedia_Booklet.pdf
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STRATEGIZE/MESAURE

• HAVE CLEAR OBJECTIVES

• Measure your results refine

Increase in database of candidates Savings in
advertising costs (referrals from social, online
video) Increase in career site traffic
Increase of candidates per req
http//www.todaysfacilitymanager.com/facilityblog/
2010/08/new-ansi-approved-retail-measurement-stand
ard.html
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STRATEGIZE/MESAURE

• PRODUCTION OWNERSHIP

• What will the process flow be?

What are the set-up /maintenance costs or fees
associated with this project? (programming,
coding, creative, time) Which types of platforms
will be leveraged for this project, and how many
total? Will the different platforms (e.g.
mobile, social) require multiple formats and
content types? If managed internally, who will
be the point person, or team dedicated to this
project? Contingency plan for team member is
he/she leaves?
Source 1) http//www.iab.net/media/file/IAB_Socia
lMedia_Booklet.pdf
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STRATEGIZE/MESAURE

• HAVE A POLICY BEFORE YOU NEED ONE

• The Social Media Governance page has hundreds of
  policies
• and useful templates to help!

SHRM Survey An Examination of How Social Media
Is Embedded in Business Strategy and
Operations 55 percent of surveyed employers plan
to increase their social media efforts in the
next year. 40 percent of organizations have a
formal social media policy. 56 percent of
social media policies include a statement
regarding the organizations right to monitor
social media usage. Other common policy
components include a code of conduct for
employee use of social networking for
professional purposes (68 percent), a code of
conduct for employee use of social networking for
personal purposes (66 percent),  or guidelines
for social media communications (55 percent).

• Sources
• http//socialmediagovernance.com/policies.php
• 2) http//www.shrm.org/about/pressroom/PressReleas
  es/Pages/SHRMSurveyincreaseSocialMedia2012.aspx

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LEVERAGE CURRENT EMPLOYEES
A companys employees double as PR
representatives for your business, whether you
(or they) like it or not.
http//www.hubspot.com/Portals/53/docs/hubspot_soc
ial_media_pr_ebook.pdf
Every good PR opp is a good recruiting opp
WORK WITH PR, MARKETING AND LEGAL DEPARTMENTS
Shama Kabani
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DONT SPAM PEOPLE
Facebook users are very wary of spam. Recruiters
run the risk of being blocked by users if they
post every job opening so that it constantly
shows up inside a user's news feed..
http//online.wsj.com/article/SB100014240529702045
24604576611120154304788.html?modWSJ_Tech_LEFTTopN
ews
DONT BE CREEPY
http//www.slideshare.net/jobvite/jobvite-webcast-
7approachesrecruitfbwithjennifermcclure031511
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LeveragingSOCIAL MEDIA

1. Platforms
2. Trends
3. Benefits
4. Risks
5. Strategize/Measure
6. Examples
7. Resources
8. Q A

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EXAMPLES

• RECRUITING

• Twitter - Search

• Hashtags
• jobadvice, jobhuntchat, hirefriday
• Or relevant conference hashtags your prospective
  candidates might be attending
• Advanced Twitter search

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EXAMPLES

• RECRUITING

• Twitter - Search

• Dont overlook the similar to you section!

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EXAMPLES

• RECRUITING

• Twitter Posting jobs

• Post jobs through RSS to Twitter account

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EXAMPLES

• RECRUITING

• Twitter Engaging and informing candidates

• Have an account to engage candidates, share your
  stories and interact with current employees

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EXAMPLES

• RECRUITING

• Google Search

http//findpeopleonplus.com/
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EXAMPLES

• RECRUITING

• Facebook - Advertising

• Source
• http//www.facebook.com/advertising

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EXAMPLES

• RECRUITING

• Facebook - Advertising

• Source
• http//www.facebook.com/advertising

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EXAMPLES

• RECRUITING

• Facebook - Pages

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EXAMPLES

• RECRUITING

• Facebook Pages and engaging candidates

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EXAMPLES

• RECRUITING

• Facebook Integration with career site

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EXAMPLES
RECRUITING

• New and creative approaches

• THE RARE FIND REINVENTING RECRUITING
• Companies like Google and Facebook are
  downplaying résumés and identifying talent in
  unusual ways.
• An excerpt from George Anderss book The Rare
  Find

Sources 1) http//www.businessweek.com/magazine/
the-rare-find-reinventing-recruiting-10132011.html

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EXAMPLES
RECRUITING

• New and creative approaches

• Facebook Apps
• BeKnown (networking tool)
• BranchOut (networking tool)
• Inside Job (networking tool, add jobs to page)
• LinkUp (add jobs to your page)
• Work With Us by Jobvite (add jobs to your page)

Mobile Apps Jobs by Careerbuilder
(search) Indeed.com (search) Jibber Jobber
(management tool) SnapDat (digital biz card
exchange) LinkedIn Mobile (mobile version of
site) In The Door (networking tool) SnagAJob.com
(for hourly employers and job seekers) CareerAMP-
now Who Do You Know (networking tool) LinkUp
(search)

• Sources
• 1) http//jobsearch.about.com/od/jobsearchtools/a/
  facebookapps.htm
• 2) http//moneywatch.bnet.com/career-advice/blog/o
  n-job/9-best-mobile-apps-for-finding-a-job/504/

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Hard Rock Café uses Facebook and app

• 10,222 fans on the page.
• (In 4 weeks!)
• 4000 job applications received (During a 2 week
  campaign)
• 600 interviews completed
• (over 3 days)
• 120 Hires

https//www.work4labs.com/case-study-hard-rock-caf
e-florence/
Shama Kabani, CEO Marketing Zen Group, DEAM11
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EXAMPLES
RECRUITING

• YouTube career channel

Share culture Employee network groups Promoting
intern initiatives Day in the life How to
videos

• Sources
• http//www.youtube.com/advertise/watching.html

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EXAMPLES
RECRUITING

• YouTube - Search

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EXAMPLES
RECRUITING

• LinkedIn Search

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EXAMPLES
RECRUITING

• LinkedIn Company pages, groups, career tabs

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EXAMPLES
RECRUITING

• LinkedIn Group and company statistics

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LeveragingSOCIAL MEDIA

1. Platforms
2. Trends
3. Benefits
4. Risks
5. Strategize/Measure
6. Examples
7. Resources
8. Q A

49
RESOURCES
HELPFUL BLOGS, SITES, COMMUNITIES

• http//www.directemployers.org/blogs
• _at_DirectEmployers
• https//www.smartbrief.com/socialmedia/index.jsp
• http//www.dol.gov/
• http//blogging4jobs.com/toolbox-hr/
• http//www.tweetmyjobs.com/employers/resource-cent
  er
• http//mashable.com
• http//unbridledtalent.com/blog/

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LeveragingSOCIAL MEDIA

1. Platforms
2. Trends
3. Benefits
4. Risks
5. Strategize/Measure
6. Examples
7. Resources
8. Q A

51

• KATIE PFLEDDERER
• Katie_at_DirectEmployers.org
• [phone]