5 stages of social media for recruiting final
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THE 5 STAGES OFTHE 5 STAGES OF
SOCIAL MEDIASOCIAL MEDIA
FORFOR
RECRUITINGRECRUITING
byby
Sarah Welstead, Director User ExperienceSarah Welstead, Director User Experience
Head2HeadHead2Head
November 2009November 2009
Agenda
� What is ‘social media for recruiting’, anyway?
� The Talent Crisis in Canada
� The 5 Stages of Social Media for Recruiting – and how to overcome
them:
� Best sites for social media for recruiting� Best sites for social media for recruiting
� Best practices (tips and tricks)
� If you could do one thing…
� Discussion
What do we mean by ‘social media for
recruiting’, anyway?
Social media is any online gathering place which
allows people to share ideas, information, photos,
videos – and just about everything else.
Social media for recruiting is using social media
tools to source, screen and secure candidates
through 1-to-1 communication and by building
recruitment and employment brands.
It’s a big topic
� Today we’re going to focus on how to use social
media for finding and attracting candidates
� This presentation is designed for people who
haven’t used social media for recruiting beforehaven’t used social media for recruiting before
This is your talent pool.This is your talent pool.This is your talent pool.This is your talent pool.
This is your talent pool This is your talent pool This is your talent pool This is your talent pool
using social media for using social media for
recruitingrecruiting
Social media can:
� Help you find the right candidates, faster
� Cut your recruiting costs in half
� Help you attract better candidates
� Help you make better hires� Help you make better hires
� Make your recruiting
proactive – not reactive
The talent crisis in Canada
� Statistics Canada predicts that by 2015, there will
be more jobs than workers to fill them
� The economy has mitigated the talent crisis so far
� Many industries are already facing shortages� Many industries are already facing shortages
� Companies who don’t use all available channels will
lose the war for top talent
It’s easy to get It’s easy to get It’s easy to get It’s easy to get
overwhelmed overwhelmed
by social mediaby social media
How do you How do you
start the start the
conversation?conversation?
Remember the Kubler-Ross
5 Stages of Grief
DENIAL BARGAININGANGER ACCEPTANCEDEPRESSION
“It’s just hype”
� Only 10% of job-seekers expect
to find their next job through a
mainstream job board
� 83% of Canadian recruiters say they’re using social media
DENIAL
� 83% of Canadian recruiters say they’re using social media
to find candidates
� 77% say LinkedIn is their #1 source of A-list candidates
� 44% say it’s improved quality of hire
� 36% say it reduces time-to-hire significantly
OVERCOMING DENIAL:
Social media delivers
� Access to millions of candidates
� They’re searchable
� Instead of having to weed through 250 duds to get
to the diamonds, you can connect to the good ones to the diamonds, you can connect to the good ones
immediately
� The data is starting to make the business case
� Average age for LinkedIn is 39, Facebook 33
“Great – another fad
I have to learn”
� Sure, social media can suck up
a lot of time – but so does having
to search for candidates reactively
� You’ll be shocked at how great the ROI is
ANGER
� You’ll be shocked at how great the ROI is
� Since 2004, people have been saying
it’s just a fad – but it’s not going away
� Canadians have been early adopters – and show
every sign of continuing
OVERCOMING ANGER:
Take baby steps
� Don’t worry – it’s easier than you think (and may
even be fun)
� The results will be worth it
� You’ll learn a lot� You’ll learn a lot
� Social media is organic – you don’t have to start
everywhere
“If it still seems important 12
months from now, then...”
� In the current talent market, 12
months is too long to wait
� The tools may change, but social BARGAINING
� The tools may change, but social
media is here to stay
� There will never be a fool-proof
guide to follow
� You already know that referrals are
the #1 source of A-list candidates
OVERCOMING BARGAINING:
Use the scientific method
� Articulate how, specifically, social media could help your
recruiting process
�Building relationships with passive candidates
�Candidate database�Candidate database
� Improve candidate flow
�Build employment/job brand
� Improved candidate experience
� Then conduct calculated experiments
“I know we have to.
But it’s just so huge.”
� It’s amazing how quickly you can
pick this stuff up
� It’s amazing how quickly you can
make it a routine part of your day
DEPRESSION
make it a routine part of your day
� It’s amazing how much you’ll learn
� Don’t worry – someone on your team
will be passionate about this
OVERCOMING DEPRESSION:
The results will be worth it
� You’ll start to see improved candidate flow within 2-
3 months
� You’ll start to get useful feedback right away
� You’ll find you’re spending more time on the right
candidates – and less time on the duds
� You’ll find you don’t have to spend as much money
on recruiting fees
“It’s definitely improved our
recruiting function!”
� Ultimately, it’s all about the resultsACCEPTANCE
ACCEPTANCE: WHAT’S NEXT?
“Let’s leverage the organization!”
� People in your organization are already using social
media all over the place
� Leverage their networks!
Okay, you’re ready.Okay, you’re ready.
Where do you start?Where do you start?
Remember:
1. Every organization will be different
2. You don’t have to do everything at
onceonce
3. Better to do one thing well than 5
things badly
The players150
million
FACEBOOK:
Growing among older age groups, but still very popular among teens
200
million
MYSPACE:
Declining, but still popular (especially in the US)
14.8
billion
YOUTUBE:
billion Almost 15 billion videos watched in Jan 09; 100 million users in US
40
million
LINKEDIN:
Much more popular with adults than teens
15
million
TWITTER:
Unique visitors in September 2009. Growing among all age groups.
Canadian recruiters say:
� 69% of CDN recruiters use LinkedIn for recruiting
� 44% use Facebook
� 9% use Twitter
� 6% use blogs
� 3% use YouTube
� 3% use Craigslist
� 77% say it’s improved their ability to connect to passive
candidates
� 44% say it’s improved their quality of hire
� 36% say it’s reduced their time to hire
The 3 sites you need to know about
76,000+ new 76,000+ new #3 most #3 most #3 in in the #3 in in the 76,000+ new
users in
Canada every
month
76,000+ new
users in
Canada every
month
#3 most
Facebooked
country in the
world
#3 most
Facebooked
country in the
world
#3 in in the
world in
number of
registered
Twitterers
#3 in in the
world in
number of
registered
Twitterers
BASIC STATS
Latin America
3%Europe
24%
Network Membership & Reach
� Over 40 million professionals
� ~2 million members join
per month
� Roughly 1 new sign-up
per second
Other
0%
North America
61%
Asia
8%
Africa
1%
Middle East
1%
Oceania
2%
per second
� 200 countries
� English, Spanish, French, and
German!
� Members from all industries
� Members from all five hundred
of the Fortune 500
NETWORK STATS
Top 10 Industries on LinkedIn (by membership)
1. Information Technology
2. Computer Software
3. Telecommunications
4. Financial Services
Canada has the 4th largest
network of LinkedIn memberships
•1.5 million Canadian members 4. Financial Services
5. Marketing & Advertising
6. Banking
7. Management Consulting
8. Internet
9. Retail
10. Real Estate
•1.5 million Canadian members
•67,000 new members per month
•11th most connected country
•Average connections: 14
BEST RECRUITING USES
� Use LinkedIn as an instant talent pool
� Your entire recruiting and HR team should have complete profiles on LinkedIn
� Create and participate in discussion groups among the candidate sectors you need
most
� Build your corporate and personal brand
Supercharge referrals and expand outreach programs� Supercharge referrals and expand outreach programs
� Strengthen professional relationships
� Manage and track relationships including alumni
� Post and broadcast jobs instantly
� Target groups and associations
� Build talent pipelines and warm leads
10 TOP TIPS1. Improve your organization’s
profile page
2. Build your personal brand (top-
of-mind)
3. Create and administer
corporate and alumni groups
(referrals!)(referrals!)
4. Participate in industry groups
5. Broadcast job openings
6. Ask and answer questions
7. Create events
8. Smart searching/saved
searches
9. Reference search
10. Applications and polls
BASIC STATS:
� Canada has the 3rd most Facebook users of any
country in the world
� Almost 50% of people in the GTA have a Facebook � Almost 50% of people in the GTA have a Facebook
account
� Fastest-growing Facebook group is the 30+ crowd
BEST RECRUITING USES:
� Easy to create applications such as ‘HotJobs’ feeds
� Easy to create groups and ‘fan pages’
� Great way to build employment brands� Great way to build employment brands
� Helps tap into immediate personal networks
� Can tap into diversity networks
Twitter: Basic stats
� There are probably 15+ million registered users (this is up from 10 million in April 2009)� There are probably 15+ million registered users (this is up from 10 million in April 2009)
� Probably only half that are regular users
• 72.5% of all users joining during the first five months of 2009
• The cities with the biggest Twitter populations are New York, Los Angeles, Toronto, San Francisco, and
Boston.
• There are more women on Twitter (53%) than men (47%)
• Based on a sample of 20 million Tweets, Tuesday is the most popular day for Twitter activity,
accounting for 15.7% of total activity; followed by Wednesday (15.6%) and Friday (14.5%)
• US is the biggest Twitter country by population, followed by UK, Canada and Australia.
Twitter: Best uses
� Community building (candidate
communities)
� Generating buzz about events� Generating buzz about events
� Engaging in stakeholder dialogue
� Putting a ‘face’ on the organization
� Demonstrating thought leadership
Blogs
� Yes, blogs are also social media
� Done right, they’ll do the recruiting
for you
� You should be talking to your marketing � You should be talking to your marketing
department
� Don’t think the best and brightest aren’t checking
BLOGS: Best uses
� A blog with entries by various team members
� Not just about how great it is to work there, but ‘neat
stuff’ about what the company is doing
� Blog RSS feeds can then update your LinkedIn � Blog RSS feeds can then update your LinkedIn
profiles, Facebook groups, and Twitter account
� Encourages a dialogue
Basic guidelines� Have a strategy
� Be prepared for that strategy to be blown out of the
water
� Make someone responsible for social media
� Know the privacy concerns
� Recognize that it’s a
long-term build
� Talk to marketing!
Privacy
� Facebook’s PIPEDA
contravention
� Just because a candidate posts
personal information doesn’t personal information doesn’t
mean recruiters can use it
� Facebook apps may no longer
be legal
� Increased due diligence
Other issues
� Someone has to have responsibility for how
your recruiting brand is portrayed
� It can be 24/7
� Setting guidelines for employee use
If you could do just one thing...
� Make sure everyone responsible for
recruiting in your organization has a
complete, compelling profile on LinkedIn complete, compelling profile on LinkedIn
– including updating their status twice a
week
DISCUSSION
Head2Head Canada Inc. is a privately-owned,
incorporated Canadian company that specializes in
providing innovative insourced and outsourced
recruiting solutions to leading organizations.
With more than 35 employees, 125 active
consultants and 3 offices nationally, Head2Head is
one of the fastest-growing talent management
companies in Canada.
About Head2Head
companies in Canada.
Since 2000, Head2Head has helped more than 300
organizations save 50-75% on their hiring costs, cut
time-to-hire in half while improving hire quality, and
put 10-20% more revenue on their bottom lines.
CONTACT:
Paul Dodd, President
416.440.2030