A 10-step Guide for Developing a Social Media Strategy for Recruiting

A 10-step Guide for Developing a Social Media Strategy for Recruiting

Jason Corsello Elaine Orler Vice President Vice President Knowledge Infusion Knowledge Infusion

About Knowledge Infusion •  Leader in human capital

management, talent management & social collaboration consulting, advisory and intelligence services

•  Ranked #3 fastest growing private companies in region

•  Headquartered in Minneapolis, Minnesota with offices throughout US

•  Over 250 global customers including MetLife, Turner Broadcasting (CNN), Luxottica Group (Sunglass Hut), Intuit, Fairmont Raffles Hotels, Clorox, Target

•  Largest online human capital management community…with over 2,500 members

Partnership

Passion

Celebration

Talent

Knowledge

Trust

Strategic Advisors Throughout Your Journey

Companies Are Becoming More Comfortable with Social Networks

Idon'tknow18%

MyITdepartmentcurrentlyblockthose

siteswithinourenterprise

23%

Myorganiza@onusessocialnetworkingsites

freelyandopenly25%

Wearecurrentlyevalua@ngwaystoleveragesocial

networkingsitestoextendourorganiza@on

34%

Whatbestdescribesyourorganiza3onsapproachtosocialnetworkingsiteslikeFacebook,MySpaceandLinkedIn?(selectone)

Source: 2008 Knowledge Infusion & HR Executive Magazine Talent Management & Social Software Survey N = 201

Social Networks Are Becoming More Effective

Source: 2009 Knowledge Infusion & ERE - The Future of Recruiting & Sourcing Survey N = 167

2%

6%

13%

16%

10%

20%

16%

12%

32%

23%

23%

34%

13%

22%

29%

38%

43%

37%

8%

8%

5%

7%

6%

8%

0% 20% 40% 60% 80% 100%

Assessments

Sourcingtools

Nichejobboards

Socialnetworks

Internetsearch

Na@onaljobboards

Pleaserankthemosteffec3vetoolsandtechnologiesforyourcompany’srecrui3ngefforts

Veryeffec@ve

Effec@ve

Somewhateffec@ve

Notatalleffec@ve

Identifying the Risks with “Social”

0 10 20 30 40 50 60 70

Thetechnologybecomingobsoleteoroutdatedquickly

Employeeswas@ng@me/notdoingtheirjob

Nascentmarketoftechnologyvendorsthatares@llunprovenandimmature

Sensi@vedataandinforma@onbecomeexposedorgeTngoutsidethecompany

WhatareyourbiggestconcernswithenterprisesocialsoGwaretoday?(pleaseselectallthatapply)

Source: 2008 Knowledge Infusion & HR Executive Magazine Talent Management & Social Software Survey N = 201

Presence, Blogs and Wikis are the Most Popular Social Software Tools Today

0

20

40

60

80

100

120

Blogs Wiki/Document collaboration

Discussion threads

Corporate social networking

Enterprise search and tagging

Social bookmarking

Content syndication (RSS)

Presence/instant messaging

Thefollowingdefinesmycompany'scurrentstrategyforenterprisesocialsoGwareandtechnologies.(selectallthatapply)

In use today

Plan to use within 12 months



No current plans to use

I don't know

LinkedIn is the Most Popular Social Network

4%

7%

14%

21%

0%

25%

75%

0%

6%

11%

14%

25%

44%

82%

0% 20% 40% 60% 80% 100%

Classmates.com

Other

MySpace

Idonotusesocialnetworksforrecrui@ng

TwiXer

Facebook

LinkedIn

Inmyrecrui3ngeffortsformyorganiza3on,Iusethefollowingsocialnetworks

2009

2008



LinkedIn Today

•  Over 41 million professionals today (June 2009)

•  LinkedIn adds 1 million new users every 17 days

•  Highest per capita membership – Netherlands (due to cross-border business acumen)

•  “Linkedin more accurate than resumes [due to] fear of lying in public.” - LinkedIn CEO

Source: www.newin.linkedinlabs.com

Social Networks Most Important for Sourcing Prospective Candidates

24%

35% 36% 38%

67%

18%

53%49%

43%

74%

11%

68%

58%

47%

80%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Notcurrentlyusingsocialnetworksinoursourcingandrecrui@ngefforts

Pos@ngjobrequisi@ons

Crea@ngadiscussionwithprospec@ve

employees

Researchcandidatesduringtheinterview

process

Sourcingprospec@vecandidates

Iuseexternalsocialnetworksfor…

2008

2009‐Current

2009‐Planned



Ten Steps For Developing a Social Media Strategy for Recruiting

1. Become A “Voyeur”

1. Become A “Voyeur”

•  Watch & learn from others first •  Follow what others individuals are doing •  Watch what other companies are doing •  Leverage emerging technologies •  “Mobilize”

2. Engagement is a Two-Way Street

2. Engagement is a Two-Way Street

Creating a positive candidate experience… •  Be responsive •  Be honest •  Be open •  Transparent = trust •  Create intimacy •  Makes collaboration a personal experience

3. Be Unique

Source: http://www.facebook.com/ernstandyoungcareers?ref=nf

•  Video •  Discussion Threads •  “Fans” •  Polls •  Photos •  “Intern Experience” •  Twitter •  “Culture Brochure” •  Corporate Responsibility

3. Be Unique

3. Be Unique

•  Change the traditional job description when appropriate and opportunities

•  “Crowdsourcing” is becoming the new job board!

•  Take calculated risks •  Don’t be afraid to adjust course

4. Integrate the Social Experience

4. Integrate the Social Experience

Sodexo offers over 16 “social” mediums to engage with prospective candidates

5. Be Authentic

Fans ??? Followers ???

Connections ???

6. Syndicate the Opportunity

6. Syndicate the Opportunity

7. Ensure the Applicant Process Matches the Social Experience

You can’t go from this…

…to this!

8. Create Social Guidelines

8. Create Social Guidelines

•  Establish rules of engagement •  Guidelines not “policies” •  Establish social governance models •  Guidelines should be continually evolving •  Align with company’s code of conduct and

privacy policy

9. Encourage & Promote Executive Sponsorship


Source: http://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/07/22/ceo-letter


Why It Matters? •  Exposes company culture •  Showcases employer of choice status •  Identifies company as “innovative” •  Executive sponsorship is also a retention

strategy

10. Monitor the Social Footprint

10. Monitoring the Social Footprint

•  Using search to prevent bad information •  Discover candidates digital footprint •  Identifies clusters of prospective candidates

Addressing “ROI”

  Tie social recruiting to the strategy and goals

  Keeping the “I” low will reduce the dependence on “R”

  Incremental vs. “Big bang”

  An executive sponsor with clout and interest

What’s the ROI?

Debunking Risk

•  Social recruiting oration should be viewed no differently than existing collaboration models (i.e. email, meetings, etc)

•  Identify top 5-10 “worst case scenarios” and build contingencies

•  Embrace and prepare for failure

It’s too risky and

uncontrollable!

Creating Rationale & Justification

It’s a fad…a waste of time…

•  Focus on proficiency instead of technology “tools” or “platforms”

•  Identify potential impact to all business units (marketing, service, HR, etc)

•  Look for synergy and unification vs. siloed build out

Questions?

Contact Information

Jason Corsello Email: [email protected] Twitter: @jcorsello Facebook: facebook.com/jason.corsello

Elaine Orler Email: [email protected] Twitter: @elaineorler Facebook: facebook.com/elaineorler

A 10-step Guide for Developing a Social Media Strategy for Recruiting

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