social recruiting for hr execs made simple | by bullhorn reach evangelist steven duque
TRANSCRIPT
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Social Recruiting for HR Execs Made Simple
powered by your friends at
Presented by
Steven Duque Recruiting Innovation & Optimization Evangelist
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Agenda
1. Background Information- Social Media Adoption- Employment Branding
2. Social Recruiting for Employment Branding- Social Recruiting, Social Referrals & Their ROI- Social Recruiting Tactics & Approaches- EEOC Compliance
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social media adoption
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Social Media Users by Age
62% of people on social networks are of the “professional” age
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Social Media Users by Age
64%61%78%
Source: Google Ad Planner 2011, US Demographics Data
NETWORK % of 35+ USERS
512m122m78m
# of 35+ USERS
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Social Media Users by Age
383944
NETWORK AVG. AGE
Source: Google Ad Planner 2011, US Demographics Data
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Social Media Usage by Time
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Time Spent Online
8.4 hrs.Amount of time
“professional”-aged Americans spend per
month on social channels.
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Facebook’s Ascent
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A Changing Workplace: Social Inboxes Checked Regularly
All Responses
Source: People—On the Go 2010 Report, Pierre Khawand
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A Changing Workplace: Social Inboxes Checked Regularly
Source: People—On the Go 2010 Report, Pierre Khawand
Top Management
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EMPLOYMENT BRANDING
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ROI of strong employment brand
how much lower the cost per hire is for a company with a strong employment brand
Source: LinkedIn, “What’s the Value of Your Employment Brand?”, Eda Guitekin, 2011
2x
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Employment Branding Checklist
Define your strategy• Research
• Conduct internal research• Conduct market research
• Planning• Retaining talent• Recruiting talent
Build internal support• CEO engagement• Senior management engagement• Cross-departmental collaboration
Plan communications• Employer value proposition• Produce communications
Source: Employer Brand Institute Study, 2010
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Honest Reflection: Look Inside
Source: LinkedIn, “What’s the Value of Your Employment Brand?”, Eda Guitekin, 2011
Among 2,250 corporate recruiters, almost none claimed their company would score less than a 7 on a scale of 1 to 10 for employment brand.
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Build Bridges: Collaborate with Other Departments
Engage key internal stakeholders to achieve consensus and unified support for objectives
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Create Content: Start with a Blog
Creating employment brand content can support both internal morale and attract new candidates
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Agenda
1. Background- Social Media Adoption- Employment Branding
2. Social Recruiting for Employment Branding- Social Recruiting, Social Referrals & Their ROI- Social Recruiting Tactics & Approaches- EEOC Compliance
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SOCIAL RECRUITING, SOCIAL REFERRALS, & THEIR ROI
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The Difference: Recruitment Advertising VS Social Media
Controlled
Uncontrolled
Monologue Dialogue
Recruitment Advertising
Social Media for
Recruiting
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Set the Tone
Start the conversation with the content that you publish
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Foster Trust
put a face to the copy
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Leverage Real Relationships
tap peer-to-peer networks
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Employee Referrals are the BEST source of hire, say
77% of CEOs surveyed
Source: Who by Geoff Smart and Randy Street, ghSMART
Increase in employee retention
Higher quality candidates
Referred employees are more productive, quicker
Comparatively lower cost per hire
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Social Media Referrals
empower employees to share culture
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Referrals Dramatically Outperform Other Sources in Hiring Efficiency
Source: Dr. John Sullivan on ERE.net
% of Job Applicants That Meet Job Requirements
Offer Acceptance Rate0%
20%
40%
60%
80%
100%
2%
61%
40%
87%
Hiring Efficiency
All Other Sources
Referrals Average
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First-Year Turnover for Referrals is 63% Less than for Other Sources
Source: Dr. John Sullivan on ERE.net
All Other Sources Referrals Average0%
2%
4%
6%
8%
10%
12%
7%
3%
4%
1%
First Year Turnover
Involuntary Turnover within First Year
Voluntary Turnover within First Year
11%
4%
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Average Cost of a Bad Hire is1x to 5x that Employee’s Salary
Source: Right Management Survey of 444 companies
1x employee's salary
2x employee's salary
3x employee's salary
5x employee's salary
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
15%
42%
26%
11%
Cost of Replacing a Bad Hire
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SOCIAL RECRUITING FOR EMPLOYMENT BRANDING: TACTICS
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MARKET OPEN JOBS
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Don’t be this guy
Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job!
Job! Job! Job!
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It all depends on your variables
32krecruiters
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Expectations vary across channels
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“Social” isn’t a single category
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BUILDCOMMUNITY
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Discussion
Groups Hashtags (#) Page
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Education & Self-Improvement
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Relevance Checklist
Helpful Educational Informational Conversational …
Being “relevant” is being:
Add value to connections’ professional lives online.
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Multimedia
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MONITORING
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Monitoring
follow the leader
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Monitoring
uncover best practices through metrics
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Monitoring
infotriage
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COMPLIANCE
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Compliance
top of the sourcing funnel
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Compliance
just like a job fair
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Compliance
nothing you wouldn’t discover anyway
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TEAM• Identify social recruiting stars and spread best practices
across your entire team • Measure results, monitor and improve recruiter effectiveness • Strengthen employment brand to boost quality of hires
REFERRALS• Save time and energy managing your referral program(s) with
built-in updates, reporting and measurement • Improve employee participation with a tool that is easy to
learn and trustworthy to use • Improve candidate engagement with employee social
endorsements
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[email protected] Steven Duque Recruiting Innovation & Optimization Evangelist