© 2012 Crain Communications Inc

Implementing Social Media Into: Recruiting, Branding and Customer Service

Moderator: Hinda Chalew, SVP, Marketing & Interactive Services,Staffing Industry Analysts

Panelists: Andrew Karpie, Research Analyst, Staffing Industry Analysts

Nate Luman, Social Manager, Zappos Development Brad M. Smith, Director, SEO & Social Media Marketing,

Haley Marketing

Concurrent Session: Sales & Recruiting Track

Wednesday, Oct. 17 | 10:00 am | Ironwood 3

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Concurrent Session: Sales & Recruiting Track

Implementing Social Media Into: Recruiting, Branding and Customer Service

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Agenda Social Branding Social Recruiting Social Customer Service

Resources

We offer:

Best customer service.

Better talent.

Bigger load of BS!

Your message should be about them!

Add value.Make sure their time is well spent.

Get fresh. Fresh content gets search rankings and traffic.

What should I write about?

money. healthcare reform.

local trends.problems.

Track results!

Review trafficsources.

Look at keywords driving traffic.

Physician & Healthcare Recruiting Firm

367% increase in search & social traffic!

Search & Social Traff ic

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Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12

National Healthcare Staffing Company- Locum Tenens- Travel Nursing- Allied Health

230% increase in search & social traffic!

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© 2012 Crain Communications Inc

Social Recruiting:What to Make of the Brave New World

Andrew Karpie, Research Analyst, Staffing Industry Analysts

October 18, 2012

Session: Implementing Social Media Into Recruiting, Branding and Customer Service

© 2012 Crain Communications Inc

“Social Media:” It’s Time Has Come

Social Media in the 21st Century… - What the combined telephone network

and postal service was in the 20th Century

- How increasingly we will connect, engage, and communicate (distance/time tolerant)

- Sourcing /Recruiting will rarely happen without some use of Social Media

Adoption of social media is rising, even among healthcare professions:

Source: AMN Healthcare’s 2011 Social Media Survey

© 2012 Crain Communications Inc

Social Recruiting: What’s the Data Telling Us?Staffing Firms

“Top 3 Developments“ To Positively Impact TA Organization Performance Over Next 1-2 years?

n = 126

Healthcare ProsStatistics On Healthcare Professionals Using

Social Media in Their Job Search

2011

• Allied (36%),• RNs (33%), • Pharmacists (29%) • Physicians (23%).

Source: AMN Healthcare’s 2011 Social Media SurveySource: SIA 2012 Recruiting/Talent Acquisition (TA) Survey: Insights Into Organization, Personnel, Technology & Metrics

© 2012 Crain Communications Inc

Social Recruiting: Are Recruiters Catching On?

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Social Recruiting: Continuous Engagement

Distant candidates

Proximate candidates

Candidate PoolsTalent Communities

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Social Recruiting: Platforms/Tools in the Cloud

From “Systems of Record” (supply chain) to “Systems of Engagement” (ecosystems) Internal Enterprise Platforms

(e.g., Avature, Bullhorn, Professional Advantage,

Target Recruit) and website External Population Platforms- “Talent Exchange” (CareerBuilder, Dice,

Monster, Indeed, Simply Hired)

- “Social Network” (LinkedIn, Facebook,

Twitter, Google+)

- Vertical Communities (Nurse.com, etc.)

Connection Tools (Beknown-

Monster, Reach-Bullhorn, etc.)

Internal Enterprise Platform/ Website

Vertical Community Platforms

Connection Tools

Connection Tools

Connection Tools

Con

nect

ion

Tool

s

© 2012 Crain Communications Inc

Examples of “Connection Tools” (Online Services)

BeKnown (from Monster) is a Professional Networking App on Facebook, where you can connect professionally within Facebook without mixing business and friends.

BullhornReach helps hiring managers, employees and recruiters leverage their social network connections and search engines to find great candidates.

Jibe provides job-seekers with insight into how many connections they have at a given company, contact those connections, ask for referrals and attach those referrals to their job applications.

JobMagic is a social media recruiting application which expands recruiter’s reach by leveraging the power of social media such as Facebook, LinkedIn and 300 other social networks and the Web.

MeshHire is a Social Recruiting Software & referral recruitment software, that turns your employees, candidates, and social media contacts into virtual recruiters.

Pealk is the #1 Hunting App for LinkedIn and makes it extremely easy to search, sort & engage 160M professionals on LinkedIn.

Source: Crexia , 20 Social Recruiting Platforms to Watch in 2012!

© 2012 Crain Communications Inc

Social Recruiting: Process + Systems Redesign

Internal Enterprise Platform/ Website

Vertical Community Platforms

Connection Tools

Connection Tools

Connection Tools

Con

nect

ion

Tool

s

Distant candidates

Proximate candidates

Candidate Pools

Talent Communities

© 2012 Crain Communications Inc

Social Recruiting: Meet Talent On Their Own Turf

Facebook was the top choice for healthcare professionals

On average, it was the top choice 74% of the time, compared to 64% in 2010.

• Nurses favored Facebook more than other clinicians (83%), followed by allied professionals (73%), physicians (64%) and pharmacists (62%).

The second most favored general social media site was LinkedIn, with 18% of those surveyed selecting the professional social media site. In fact, 34% of pharmacists rated it as their top site.

For RNs, Nurse.com (36%) was the top site, then allnurses.com (19%), MedScape (18%) and NurseConnect (14%)

For allied professionals, MedScape (56%) was tops, followed by MedicalMingle (28%), Nurse.com (6%) and allnurses.com (3%).

For physicians, MedScape (75%), followed by Sermo (18%), Doximity (3%) and Medical Mingle (2%).

Pharmacists chose MedScape (82%), followed by MedicalMingle (14%) and allnurses.com (2%).

Source: AMN Healthcare’s 2011 Social Media Survey

© 2012 Crain Communications Inc

Fundamentals and Suggestions Be prepared for widespread change, for process/system evolution

- Be talent centric, meet them on their own turf. Where are your populations congregating? What are their behavior patterns? Think hard about “mobile!”

- Look closely at your own internal enterprise platform(s): Are they up for the job? Are their architectures adequate? Are they actively integrating with Connection Tools & External Population Platforms?

- Now comes the hard part…. imagining and discovering effective social recruitment processes…. Build your own talent ecosystem.

- Experiment with different use-cases and solutions/services; move gradually, bring your organization and people along on the journey.

It’s not a marathon, but it’s CERTAINLY NOT a sprint. Everyone faces the same learning curve. Try to be right, not first.

Delivering WOW through Social Media

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Evolving vision and brand

– 1999 Selection

– 2003 Customer Service

– 2005 Culture and core values as our platform

– 2007 Personal Emotional Connection

– 2009 Delivering Happiness

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Clothing, Customer Service, Culture

Customer Service

Clothing

Culture

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the #1 priorityCULTURE

4 weeks of training

Core Values

Hiring for culture

$4000 offer

Enable customers to share customer

service experiences.

Support the 4 C’s.Clothing. Customer Service. Culture. Community.

AWARENESS PERCEPTION ACTION

Deliver WOW through service.Maintain and magnify the Zappos Family level of service by serving as a communication node.

Help our customers even when they aren’t shopping through helpful

content– a reminder that we are always

here to help.

Encourage shopping for the customer

service experience just as much, if not more, than for the

product.

Support the 4 C’s.Clothing. Customer Service. Culture. Community.

Deliver WOW through service.Maintain and magnify the Zappos Family level of service by serving as a communication node.

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Customer Experience– What do customers expect?

– What do customers actually experience?

– What emotions do customers feel?

– What stories do they tell their friends?

– How can culture create more stories and memories?

social@zappos.com

33

© 2012 Crain Communications Inc

Resources www.haleymarketing.com/idealab (We are finalizing this section

now and it will be wrapped up shortly. It will include how-tos, whitepapers, webinars, and a ton of free advice)

http://www.jeffbullas.com/ http://www.socialmediaexaminer.com/ http://mashable.com/social-media/

www.chrisbrogan.com www.tweetmyjob.com Recruiting.jobvite.com

Social media survey: http://mashable.com/2012/08/18/social-media-recruitment-survival-guide/

© 2012 Crain Communications Inc

Give Us Immediate Feedback

A B C D F294303 294304 294524 294525 294526

Please grade your satisfaction with this session on a scale from A (highest) to F (lowest) by texting your grade to #22333.

Concurrent Session: Sales & Recruiting Track

Implementing Social Media Into: Recruiting, Branding and Customer Service