the business of social recruiting
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THE BUSINESS OF SOCIAL RECRUITING
ONREC
THE BUSINESS OF SOCIAL RECRUITING
What passes for social
recruiting?The 4 P’s
Embedding Employee advocacy
KPIs and Measurement
OPEN for Social
Recruiting
CARVE: A SOCIAL BUSINESS CONSULTANCY
CARVE: A SOCIAL BUSINESS CONSULTANCY
We’re an organisation that have had the privilege of advising companies large and small, on how to realise the value in social media, and corporate social networks.
From tactical recruitment campaigns to Employer brand and EVP articulation.
Essentially we help organisations become more social.
Since…
PEOPLE DON'T DO BUSINESS WITH
COMPANIES. People do business with people.
When we talk about social…
There’s lots of jargon, stats, misinformation and noise.
…but why have social tools fundamentally changed the way the world connects, communicates and recruits?
Zuckerberg, would argue social is all about • 2 way conversation• Creating personalised experiences
Intrinsically, social tools are all about…
PEOPLE
What passes for social recruiting
today?
For many companies, social has become a box checking exercise…
JOBS FEED VIA RSSS TO TWITTER
SOCIAL ICONS ON CAREERS SITE
BRANDED FACEBOOK PAGE
BRANDED YOUTUBE CHANNEL
BRANDED TWITTER PAGE
PAID FOR LINKEDIN RECRUITER PACKAGE
LINKEDIN CAREERS PAGE
COMPANY BLOGS
FACEBOOK ADS
JOBS FEED VIA RSSS TO TWITTER
SOCIAL ICONS ON CAREERS SITE
BRANDED FACEBOOK PAGE
BRANDED YOUTUBE CHANNEL
BRANDED TWITTER PAGE
PAID FOR LINKEDIN RECRUITER PACKAGE
LINKEDIN CAREERS PAGE
COMPANY BLOGS
FACEBOOK ADS
“PROVIDE & PRAY”
With all the resource your allocating to social, can you afford to provide and pray?
Make sure you know where your social media activity sits, and don’t forget…
People are always at the heart of any strategy.
SOCIAL | PROFESSIONAL | INTEREST GRAPHS
Content
Community
Connections
Careers
Professional Graph
Social Graph
Interest Graph
WHAT ARE YOU
TRYING TO
ACHIEVE?
When you think about your twitter stream, your Facebook page, your LinkedIn careers page, your recruiters and how they use their individual profiles…
Ask yourself one question…
….what are we trying to achieve with this?
THE 4 P’S
Purpose
People
Platforms
Processes
Content
ObjectivesKPIs
Professional Social LocalMobile
OpportunitiesSurveys / DataTestimonialsNewsThought Leadership
AudienceAccessPolicy TrainingResource
PostingMonitoringSharingPolicingEscalatingPromotingReporting
Think about the 4 P’s
Evaluate the following before defining your social media contribution...
THE 4 P’S
Purpose
People
Platforms
Processes
Content
ObjectivesKPIs
Professional Social LocalMobile
OpportunitiesSurveys / DataTestimonialsNewsThought Leadership
AudienceAccessPolicy TrainingResource
PostingMonitoringSharingPolicingEscalatingPromotingReporting
Owned
NeutralPaid
OPEN FOR SOCIAL BUSINESS
Earned
Earned Coverage: Content / Jobs / thinking promoted by 3rd parties to their networks, based on relevance / value / interest
Paid Channels: Paid engagement via social channels (Social Ads)
Owned networks: controlled by the organisation for example Facebook, Twitter, YouTube, Blog
Neutral networks: Forums / blogs / groups / where relevant conversations are taking place
Think about where you position yourself, and your messages.
Owned
NeutralPaid
OPEN FOR SOCIAL BUSINESS
Earned
Earned Coverage: Content / Jobs / thinking promoted by 3rd parties to their networks, based on relevance / value / interest
Paid Channels: Paid engagement via social channels (Social Ads)
Owned networks: controlled by the organisation for example Facebook, Twitter, YouTube, Blog
Neutral networks: Forums / blogs / groups / where relevant conversations are taking place
Owned
NeutralPaid
OPEN FOR SOCIAL BUSINESS
Earned
When thinking about your owned channels…
Careers Site
Social Assets
Mobile
Talent Pool
COMMUNITIES WITH PURPOSE
Make sure they have a purpose…
Don’t just expect to bring a bunch of people together and conversations to happen.
Give it purpose, direction, and give people a reason to follow or participate
Owned
NeutralPaid
OPEN FOR SOCIAL BUSINESS
Earned
Use paid social tools to target a specific demographic.
PAID SOCIAL MEDIA
Facebook and Linkedin demographic targeting is a good place to start.
Owned
NeutralPaid
OPEN FOR SOCIAL BUSINESS
EarnedKeep your ear to the ground,
and listen for conversations on neutral networks.
Forums, review sites, blogs etc.
Set yourself up a listening column on hootsuite, or a listening dashboard from Netvibes.com
Owned
NeutralPaid
OPEN FOR SOCIAL BUSINESS
Earned
Earned coverage is what you’re working towards…
It’s the most authentic.
It’s • Clients congratulating
you on a great job• Candidates
recommending you to their peers
• And turning your employees into advocates for your brand
Good people tend to know good people.
This is why referral schemes work so well.
4.74
4.74 – the degrees of separation between you and anyone else on the planet.
Down from 6 degrees in 2007.
4.74
As the world becomes better connected…
Are you giving your people the trust, the tools and the training to become advocates for your brand?
EMBEDDING EMPLOYEE ADVOCACY
• Make it understood • Make it easy • Make it desirable • Make it rewarding • Make it a habit
MAKING EMPLOYER ADVOCACY EVERYBODY'S JOB
2 SIMPLE TOOLKITS
• Deep Search strings• FollowerWonk• TagDef • Networking Groups• NetVibes Dashboard• How-to Films, FAQ
IDENTIFY ENGAGE • Optimised Profile• PreConnections• Messaging Ideas• URL Shortener• How-to Films, FAQ
.
Arm your recruiters with 2 simple toolkits.
One to listen
One to Engage
KPI’s and Metrics
ROI is always the most talked about thing in social recruiting.
Perceived return is always tied in to your objectives
ROI is always the most talked about thing in social recruiting.
Perceived return is always tied in to your objectives
So what are you trying to achieve?
Do you want to use social to articulate your EVP?
Or for Tactical Recruitment?
Or to build a talent pipeline?
…What ever you’re trying to achieve, make sure you measure the right indicators
KPI’S | ACTIVE REPORTING
MEASURING SUCCESS
Current Share of voice Current engagement level (Facebook official channel)
SOCIAL RECRUITING STRATEGY
Ambition
Measures
Strategies
Actions
Identify and Educate
Community EngagementOptimise Assets Content Strategy
Paid Social StrategyAdvocacy Programmes
Increase the size of our talent
communities
More than 50% of hires in 2012 / 2013 to
Become the pre-eminent recruiter of graduates and experienced hires through social and professional networks
Articulate our EVP to activated
candidates
SOCIAL RECRUITING STRATEGY
Ambition
Measures
Strategies
Actions
Identify and Educate
Community EngagementOptimise Assets Content Strategy
Paid Social StrategyAdvocacy Programmes
Increase the size of our talent
communities
More than 50% of hires in 2012 / 2013 to
Become the pre-eminent recruiter of graduates and experienced hires through social and professional networks
Articulate our EVP to activated
candidates
Give some thought to where you want to be…
How you’ll measure success…
And the strategy you’ll use to get there…
REVIEW EXISTING ACTIVITY
FOCUS ON TALENT COMMUNITIES WITH PURPOSE
DESIGN AN ACTIONABLE STRATEGY
EMBED ADVOCACY INTO RESOURCING AND COMMUNICATION
STRATEGIES
