the how-to's of social media for recruiting
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The “How To’s” of Social MediaPresented by Lizz Pellet
With contributions from:
Susan Leverentz, SPHR, Senior Partner, Ad Strategies
Elaine Orler, President, Talent Function Group
Jason Corsello, Vice President, Knowledge Infusion
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Quick quiz to get started:
Do you Google a potential candidate before making an offer?
Do you tweet on Twitter? Have you created a Twellowhood? Are you currently blocking access to
Myspace at work or have Malware protection?
Do you agree that web 2.0 is just another fad?
Have you had an encounter with a “virtual world”?
Do you blog or feel bloated after a large meal?
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Agenda and Points to Ponder
Social Networking – what is it and what it wasWho are the major players Implications for HRHow to utilize these platforms in your recruitment
activities
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What is Social Media?
Key Social Platforms
Blogging
Micro Blogging
RSS
Social Networking
Chat Rooms
Message Boards
Podcasts
Video/Photo Sharing Social media has
created a fundamental shift in the way people communicate via real-time conversations online.
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What is Social Networking:
Social Networking: any application or Web site that links communities of people together through the ability to upload and share media such as photos, videos and bookmarks, blogs, or to message or link with friends, or to make new ones.
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LinkedIn is Most Popular Social Network for Recruiters
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Facebook User Engagement
• 3rd most trafficked website in the world!• 300 million active registered users • 5 billion minutes are spent on Facebook each day
(worldwide)• Over 500,000 new active users a day• Average user has 120 friends• More than 30 million users update their statuses at least
once each day• 62 billion page views per month
• More than 8 million users become fans of pages each day
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Twitter User Engagement
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2009 Twitter User Growth by Age
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Twitter User Engagement
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Companies are Becoming More Comfortable With Social Networks
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How to Get Started: Become an Observer
Watch and learnFollow individualsFollow companiesLeverage emerging technologies
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How to get started: Become an observer
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Start to engage:
It’s all about the conversation!
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Engagement is a Two-Way Street
Communication is keyBe timelyBe responsiveBe honestBe transparentBe personal
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There are over 60k user-created groups about careers and
networking with over 2 million members.
Facebook users are passionate
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A little more about Facebook
140,834 members of a Nurse Group
16,194 members
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Keys to A Successful Facebook Recruiting Page
Goals:• Build
relationshipswith talent
• Strengthen youremployment brand
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Elements Your Facebook Page Should Have to Engage
• “FANS”
• Company Info
• Candid Photos
• Polls
• “Day in the Life”
• Videos
• RSS
• Corp.
Responsibility/
Sustainability
• Recruiter Photos
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To Best Engage, Be Available
Sodexo offers 16 ways for candidates to network with them.
Very engaging!
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Be Unique
“We’d like you, (yes all of you), to help us write the job description for our Sr Manager of Emerging Media Marketing job.”
- Barry Judge, Best Buy CMO
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Be Unique
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Syndicate Your Opportunities
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Be Consistent
Make sure the Social Experience matches the Candidate Experience
≠
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Create Social Media Guidelines
Focus on the “do’s” versus the “do not’s”Guidelines rather than policiesMust align with corporate codes of conductCheck your privacy policyKeep your guidelines up to date
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HR Policies and Practices:
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HR Policies and Practices:
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HR Policies and Practices:
ESPN Social media guidelines
ESPN Blog Policy
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HR Policies and Practices:
This is NO Fairy Tale: Once upon a Twitter time at Yahoo!
Yahoo (YHOO) employee Emily West is one of the 1,500 who lost her job today. Just like Ryan Kuder did during Yahoo!'s February layoffs, Emily updated her Twitter account throughout the whole ordeal:
Managers are in early and tv crews are outside. Commence bloodbath. about 3 hours ago from txt
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Twitter and Yahoo!
I checked the employee directory and a couple of people are gone from the East coast that I know. about 2 hours ago from web
They have pretty pre-printed signs on doors of the rooms where they are telling people unlike the red sharpie signs from the last round. about 2 hours ago from web
Five people I trained were cut in NY, none from Boston. One girl in NY that started at the same time as me also got the axe. about 2 hours ago from web
Four months of severance is the rumor. Plus they’re herding people to an employment service after they’re told the news. about 2 hours ago from web
FUUUUCK, just saw my new hire trainee from October go into The Room with her manager. They are laying off an amazing employee 10 yards away. about 1 hour ago from web
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Twitter and Yahoo!
My work BFF Michelle who helped me get my training job and taught me so much is out. The tears are coming. I hate crying at work. about 1 hour ago from web
I’m kicking myself for not bringing some Bailey’s for my coffee. about 1 hour ago from txt
The campus gym just sent an email offering 20 min. $20 massages starting at 11. Doubt that’s a coincidence. HAW! about 1 hour ago from txt
Some haters say that bloggers are turning the layoffs into a sport. I think that’s bullshit. about 1 hour ago from txt
I’m out. 14 minutes ago from txt
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Get Your Executives Invested & Involved
Remember the Best Buy examplehttp://about.zappos.com/jobshttp://www.youtube.com/watch?v=tFyW5s_7ZWchttp://blogs.zappos.com/blogs/ceo-and-coo-blog/200
9/01/03/your-culture-is-your-brand
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Encourage & Promote Executive Sponsorship
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The Game Changes Every Day – MONITOR IT!
New ranking reports are posted monthly. New players pop up monthly. Networks must be tracked and “owned” by someone in your
organization. Use “Company Buzz” on LinkedIn (FREE), or sites like
Radian6 ($$) & ScoutLabs ($$)
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How Are Your Employees Communicating?
IT Manager estimate usage vs actual usage
% of IT that thought the app was being used
% of locations that showed app usage
Social networking 60% 100%
Instant Messaging (IM)
66% 100%
Web based IM 35% 97%
Streaming Audio/Video
80% 94%
IPTV (internet protocol television)
10% 100%
P2P file share 54% 96%
Web conferencing 82% 83%
Fourth quarter, 2008 FaceTime data collection
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Candidate Selection (Jump Start Media Poll)
Increasingly, hiring managers are turning to -- and even depending on -- social media sites for identifying and researching job candidates.
Hiring managers have started checking social media sites to research candidates before making a job offer.
Ranking: 66% used LinkedIn-the only professional social networking
site to research the credentials of job candidates 48% used Facebook 26% used Twitter
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Identifying the Risks with Social Media
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Debunking Risk
Social recruiting oration should be viewed no differently than existing collaboration models (i.e. email, meetings, etc)
Identify top 5-10 “worst case scenarios” and build contingencies
Embrace and prepare for failure
It’s too risky and
uncontrollable!
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Creating Rationale & Justification
It’s a fad…a waste of time…
Focus on proficiency instead of technology “tools” or “platforms”
Identify potential impact to all business units (marketing, service, HR, etc)
Look for synergy and unification vs. siloed build out
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Addressing “ROI”
Tie social recruiting to the strategy and goals
Keeping the “I” low will reduce the dependence on “R”
Incremental vs. “Big bang”
An executive sponsor with clout and interest
What’s the ROI?
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Addressing the ROI of Social Media
Tie social recruiting to the strategy and goals Keeping the “I” low will reduce the dependence on “R” Incremental vs. “Big bang” An executive sponsor with clout and interest
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ROI: The $$ of Using Social Media vs Other Methods
Facebook Free My Space Free Youtube Free LinkedIn Free Blogs (word press) Free Twitter (application) Free Ning Free Monster $$$ Career Builder $$$ LinkedIn Corporate $$ Niche boards $$ Micro sites $$ Assoc. website ad $$
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Can Social Networks Help To: Attract, Retain, and Repel Talent?
Attract – how can you get the best of the best from the current and future talent pool – both active and passive candidates?
Retain – how will you keep the good ones you have that really are a good fit?
Repel – how can you keep the ones that just don’t fit from applying in the first place?
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Building your Social Networks: How to Get Started
Decide on your corporate voice – who will it be and how will it be maintained?
Transparency and authenticity is paramount.
Approach your social media guidelines with care
Get executive sponsorship
Monitor your “Social Footprint”
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Questions?
Lizz Pellet’s Contact information:
lpellet@emergeinternational.com
480-221-9649
Follow me on Twitter:
www.twitter.com/lizzpellet
Invite me on LinkedIn:
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