social recruiting from 30,000 feet master burnett
DESCRIPTION
Great presentation from Master Burnett, Managing Director at Dr. John Sullivan + Associates from the November 09 #socialrecruiting summit.TRANSCRIPT
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Social Recruiting from 30,000 Feet
© Master Burnett, Managing Director, Dr. John Sullivan & AssociatesWeb: drjohnsullivan.com Twitter: @masterburnett E-mail: [email protected]
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©2009 Dr. John Sullivan & Associates
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Who am I?
• Digital native (BBS’s, CompuServe, DSL 1998)• Self professed geek, early adopter of nearly all
things digital• Currently serving as the Managing Director of
Dr. John Sullivan & Associates• 14 Years experience in high technology
recruiting for early stage ventures• A facebook junkie!
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My plans for this session…
• Share observations on social recruiting from a different vantage point
• Discuss most common questions/concerns voiced from senior HR/Business leaders
• Introduce a framework for strategic/feasible use of social media in recruiting
• Share some examples and answer LOTS of questions
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Some key observations…
• Virtually no strategy is guiding the majority of experiments by organizations today (no targeting, no goals, no clarity around expectations, no valuable measures)
• Very little understanding of social media by senior leaders (Economist Intelligence Unit: Less than 1:10 executives is literate beyond Web 1.0; 87% wrong e-mail)
• A power struggle over what functions can/cannot do brings progress to a standstill (An Economist poll found that HR ranks 11th among internal functions most likely to make effective use of social media usage! (Only procurement, legal, and risk scored lower.)
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Some key observations…
• Rapidly evolving technology and service landscape (web 2.0 services rendered irrelevant overnight, mash-ups make powerful solutions cheap/easy to produce)
• Most leaders lack understanding of what’s possible and how to move forward feasibly (transactional background, requisition focused)
• Most organizations are tackling the easy stuff (extension of recruitment marketing and direct sourcing to social media)
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Executive concerns…
Source: Risky Business Reputations Online, Weber Shandwick, 2009
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Concern probability
From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4
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Executive questions…
• Where as a leader should my knowledge be? (Overwhelmed, LinkedIn 45%, Time Management)
• How does social media give us access to talent we don’t already have? (The Netflix Challenge, Crowdsource, 2006, $1M, $3.4M)
• How do we excite the right people about the company and the work? (Apple’s Genius Campaign, Microsoft/Sun’s Blogs)
• How do we cut through the clutter? (45% of content seen as inaccurate)
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A plethora of opportunity
Planning Sourcing Screening Assessment Offer Onboard
Labor market profilingEngagement monitoring
Competitor landscape/approach
Social media enabled ERP
1:1 employment marketing
Multi-channel marketing
Employment branding (Unit)
Direct sourcing
Online contest/challengeNetwork affiliation
360° RateMicro-opportunity
Network reference
Peer Validated Profiling
Gaming/simulation
Interactive offer
Market compensation
Offer landscape
24/7 offer support
Offer FAQ’s
Virtual team meetings
Workstation design
Network notification
Performance planning
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Four activity buckets…
1. Recruitment Marketing– Outbound, inbound, branding, market research
2. Competitive intelligence– Direct sourcing, competitor landscape
3. Targeted talent servicing– Q&A, education, relationship support
4. Recruitment operations– Transaction automation, analytics
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Social media tenets…
1. The experience you provide is the message. 2. Anything you claim can and will be validated.3. The majority of info
sources are out of your control.
4. Failure to engage cedes control of your brand to others.
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Necessary strategy characteristics…1. Drives transparency
– Show the human side (candid, faulty, etc.)
2. Enables a conversation– Solicit feedback, interaction, incremental conversion
3. Leverages the crowd– Understanding, influence, user-generated content
4. Highly targeted– Fish where the fish are
5. Experiment quickly!– It won’t all work, what does will evolve/change
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Effort targeting
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Seven types of social media
From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz
Publishing Social Networks
Democratized Networks
Virtual Networks
Automatic Aggregators
Edited Social News
Content Distribution
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If you can imagine it…
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Exponential marketing (feasible)
Create
Publish
ReuseShare
Measure
Modular contentExtensibleEasy to excerpt
MultimediaMulti-channelMulti-stakeholder
RepositoryManually postAuto-syndicate
PropagationCycle
ReachImpressionEngagement
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Know your targets
• Where are they online?– Routine habits
• What do they do online?– How are they leveraging various services
• When are they online?– Days of the week, time of day
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Most popular social networks
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Find where to experiment
Free tools every company can use:1. Google Alerts (RSS Feeds)2. Technorati.com (Blogs)3. Backtype.com (Blog Comments)4. Boardtracker.com (Blog Comments)5. Twitter Search
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Social Outsourcing
• Migration to project based “knowledge work”• In line with social trends• Easy to manage• Great way to assess to talent• Excellent way to drive workforce agility
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Job tweets
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URL shortening services
Go to URL, but append “+” at end:
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Discuss or kill
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Micro targeting on facebook
Advertising works both ways:
None of these ads resulted in job offer, but each triggered a set of conversations.
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Multi-channel engagement
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No more walls…
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IDEAGORAS EXPLODINGTime Permitting
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