A l e x d e S o t o D a v i s A d v e r t i s i n g I n c .

a d e s o t o @ d a v i s . j o b s 6 1 0 - 2 2 7 - 0 4 0 9

Source: B.L. Ochman

Pew Internet and American Life Project

Growth in Adult SNS Use, 2005-2009

46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005.

Pew Internet and American Life Project

Social network use and status updates, 2008-2009

19% of Internet

users now say they use Twitter or another service to share updates about themselves, or to see updates about others.

comScore: Feb 2010 report

of all the time Americans spent online as of 12/2009

was spent on social network and blogging sites

11%

One word-of-mouth recommendation

carries the equivalent of 600

advertising exposures.

Harvard/McKinsey & Co. study June 200 and “Six Strategies for Crafting 'Ethical' Hospital Advertising” by Anthony Cirillo. May 2005

71% prefer a friend’s

recommendation to advertising.

Source: Brian Solis. Modified from Robert Scoble’s concept.

If your employer brand falls in the ‘social media forest’ and you are not there to hear it fall, did it really fall?

Source: Frank Eliason, Twitter, January 12, 2010

Source: Bill Evans

Sermo.com Ozmosis.com

HealthGrades

Vitals MyChoice MD

MedHelp

47,396,644 people start with a social network for health information.

SocialMD

100M members

3M – 10M members

540 US Hospitals Have Social Networking Accounts

Site 5/29/2009 8/19/2009 10/4/2009 01/10/2010

Twitter 201 253 284 419

Facebook 101 174 203 316

YouTube 135 174 194 247

Blogs 25 31 44 67

Breakdown of hospital participation by social media 01/2010

Source: ebennett.org/data

Social Network

Micromedia

Niche Network

LinkedIn

US Total 14 million

BA Degree 5,180,000 37%

Graduate Degree 2,240,000 16%

Twitter

US Total 24 million

BA Degree 5,760,000 24%

Graduate Degree 1,920,000 8%

Facebook

US Total 110 million

BA Degree 22,000,000 20%

Graduate Degree 9,000,000 8%

Source: Brian Solis 10/1/2009 (May and Aug 2009 data)

Facebook accounted for 55.46% of visits to social networks (week ending 8/22/09 –Hitwise)

Recruitment on

Join the conversation

Create a careers fan page

Promote events and post photos and videos

Link to careers Twitter feed

Monitor online reputation

Invite employees to participate

Unique Visitors to Twitter.com Age Group

Unique Audience Composition %

2-17 250,000 3.6

18-24 insufficient sample insufficient sample

25-34 1,379,000 19.6

35-49 2,935,000 41.7

55+ 1,165,000 16.6

65+ 477,000 6.8 Source: Nielsen NetView, 2009 U.S. Home and Work

Study: Tweet “Categories” Category Total Share %

News 72 3.60

Spam 75 3.75

Self-Promotion 117 5.85

Pointless Babble 811 40.55

Conversational 751 37.55

Pass-Along Value 174 8.70

Total Tweets 2,000 100 Source: Pear Analytics, August 2009

49.85% “good stuff”

Accenture ACULIS, Inc. ADP Agilent Allstate Insurance Careers Ernst and Young Excellaco

Follett Forrester Research Fullhouse Interactive Hallmark HCA Hershey Company Hewitt

HomEq Servicing Hitachi Consulting Hyatt IBM Belgium IBM UK IBM South Africa Intel

Intercontinental Hotel Group J.B. Hunt Kaiser Permanente Kaplan Test Prep Services Keller Williams

Realty Kissito KPMG Kroger LexisNexis Mattel Mayo Clinic McCormick &

Schmick McGladrey Microsoft MTV Networks MTV Games MySpace New York Times nGenera

Odyssey Financial Technologies PepsiCo UK Raytheon Razorfish Region 10 Royal Bank of

Scotland RWRoundarch Sodexo Southwest Airlines Spotsylvania Medical Ctr. Starbucks Take Care Health

Systems Thomson Reuters Time Warner Cable Twitter UPS University of Pittsburgh Med Center

U.S. Department of State Verizon Warner Bros. Entertainment Washington Post

Whistler Blackstone Wipro Zappos AND OTHERS

Source: Susan Strayer

Organize meetups or tweetups

Ask for help.

Re-tweets of positive conversations about your organization

Link to blog posts

Links to hot jobs (use #jobs)

Promote employee programs

Recruitment on

50 Million members worldwide (As of 10/2009) *

42 page views per member per week

Sources: * LinkedIn and comScore

Professional Network

28.5% of its total audience was comprised of job-seekers, compared to just 11.8% of the total U.S. Internet population.

More likely to be used by those actively job-hunting than by those who are not.

Primarily as sourcing tool

To promote your recruiters as “trusted agents”

To promote your organization as a source for expert information

Join groups (50 max) and post jobs to groups with job sections.

Create a careers-oriented group for your organization

Train with AIRS or Shally Steckerl http://aces.arbita.net/blog/shally

Recruitment on

Develop your goals

Define your “audiences” and communities YOU want to reach – where do they hang out?

List your resources

Prioritize your platforms

Determine time commitment

Lee Aase http://www.social-media-university-global.org

1 2 3 4 5

Mayo Clinic’s Social Media Roadmap

Video Library

FlipVideo HD $150

Source: Adapted from Lee Aase, Manager, Syndication and Social Media, Mayo Clinic

HR identifies employee Bloggers (All-Stars) to write

2x per month

Listen Comment Contribute

One more thing to add to my plate!

Thanks to Jason Whitman, Indeed and others.

Job Title: Community Facilitator Schedule Full-Time or Part-Time Consultant

Job Overview Serve the needs of potential job seekers. Promote our organization as a leader in our industry and as a great place to work.

Emphasis is on the human element in communications and public relations not on direct recruitment.

Responsibilities Participate in relevant Third-Party Message Boards

Study patterns of pre-employment information seeking behavior

Actively maintain our Job Seeker FAQ channels

Distribute job and career-related updates via Twitter

Develop and maintain our organization’s Facebook, LinkedIn and YouTube pages.

Monitor, edit and correct the career-related portion of our Wikipedia entries.

Manage our Career Blog and Career Website

Produce, maintain and update our Podcasts

Requisition No. 1223-X

Understand the purpose of social media

Be responsible for what you write

Be authentic

Consider your audience

Exercise good judgment

Understand the concept of community

Respect copyright and fair use

Remember to protect confidential and proprietary information (HIPPA)

Bring value

Productivity matters

Adapted from Sharlyn Lauby, Mashable

http://socialmediagovernance.com/policies.php

Case Study

Case Study

Case Study

3,000 unique visits a month.

%

Case Study

Case Study

Case Study

%

60,000 video views

Case Study

Case Study

Twitalyzer Analysis

SodexoCareers

Starbucks

49 rehires since October 08

%

Case Study

Social Media is… Social Media is not…

Fake Free

One-Way About You Corporate Effortless

Authentic Low Cost

Conversational Social

Personal Hard Work

Lists adapted from Chad Rothschild’s blog post.

Social Media is…

Authentic Low Cost

Conversational Social

Personal Hard Work

Think like a friend. Don’t sell.

Play to your strengths. Be an expert, a filter, a linker.

Your audience is in flux. Lurkers and future arrivals are part of it.

Look for opportunities to provide support and chances to build communities.

Thanks to Lee Rainie, Pew Internet & American Life Project.

Dunbar’s Number

150 Online Community Allegiances

100s-1,000s Online Communities Active Members

25-60

A job seeker’s connection with you may be temporary

Looking for a job, not a friend

Job applications are “fixed in time”

May not be ready to apply but interested in your organization or a specific career path.

People start their job searches on Google not on social media.

Thanks to Chris Hoyt, The Recruiter Guy

Spend no more than 30 minutes a day to start.

Establish a calendar and task list like you would any other project

Use alerts - RSS/Google

Schedule publication

Teamwork

Preventing the Social

“Timesuck”

•  Employee programs

•  Link to blog posts by your staff

•  Post photos from your events

•  Company press releases

•  Link to your job postings

•  Interview/selection process

•  Bad candidate etiquette

•  Good candidate etiquette

•  Recruiting events, conferences, speaking engagements

•  Meetup announcements

•  New hires

•  Career advice

•  Did someone else mention your company in a tweet?

•  Non-work activities

•  Other digital networking tools

Adapted from: Jessica Lee, FistfulofTalent Blog

•  Employee programs

•  Link to blog posts by your staff

•  Post photos from your events

•  Company press releases

•  Link to your job postings

•  Interview/selection process

•  Bad candidate etiquette

•  Good candidate etiquette

•  Recruiting events, conferences, speaking engagements

•  Meetup announcements

•  New hires

•  Career advice

•  Did someone else mention your company in a tweet?

•  Non-work activities

•  Other digital networking tools

Job Seeker and Candidate

Service and Support

Don’t rely on social media alone to source candidates.

Ensure that groups you engage with are not discriminatory. Network membership must be open and free of charge to the general population.

Don’t use social networks alone to screen out candidates. Online personal information is not vetted.

Be mindful of patient and candidate confidentiality.

Establish a business necessity for the use of social media to recruit.

Keep documentation of candidate searches you do on the social media.

“…recruiting from racially segregated sources, such as certain neighborhoods, schools, religious institutions, and social networks, leads to hiring that simply replicates societal patterns of racial segregation.”

– EEOC COMPLIANCE MANUAL (See the EEOC’s E-RACE initiative)

1.  Word-of-mouth can make or break your employer brand.

2.  Begin by listening.

3.  Identify or hire your Community Facilitator (or vendor).

4.  Find your “Social All-Stars.” Give them resources and support.

5.  Connect your prospects to your “All-Stars”.

6.  Focus on being a “sociable” company and encourage conversation.

Lee Aase

Appspot

Rohit Bhargava

Ed Benett

Chris Brogan

comScore

Anthony Cirillo

Mark Drapeau

EEOC

Frank Eliason

Bill Evans

Deloitte LLP

Sharon Seery Gude

Hitwise

Shel Holtz

Chris Hoyt

Shel Israel

Sharlyn Lauby

Jessica Lee

Ken Marcus and Justin Bleep

Knowledge Networks

The New York Times

Nielsen

Kerry Noone at Sodexo

B.L. Ochman

Pear Analytics

Pew Internet and American Life Project

Lee Rainie

Robert Half Technology

Chad Rothschild

Robert Scoble

Brian Solis

Shally Steckerl

TechCrunch

Maxine Teller

Twitalyzer

Workforce Management

A l e x d e S o t o D a v i s A d v e r t i s i n g I n c .

a d e s o t o @ d a v i s . j o b s Tw i t t e r : @ a l e x d e s o t o 6 1 0 - 2 2 7 - 0 4 0 9

Questions? Please contact:

A l e x d e S o t o D a v i s A d v e r t i s i n g I n c .

a d e s o t o @ d a v i s . j o b s Tw i t t e r : @ a l e x d e s o t o 6 1 0 - 2 2 7 - 0 4 0 9