Ellis Jones - Social Recruitment in the Aged Care Sector

From Hunter to Gatherer. Social Recruitment in Aged Care. Kate Crawshaw – Ellis Jones

w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046

This presentation is not about social media.


This presentation is about attracting great nurses to your business and keeping them.


The Business Case.

•  Ongoing shortage of qualified nurses in the sector

•  Traditional channels are expensive and not delivering.

•  Engage with the 90% of candidates not actively seeking work

•  Very little differentiation between employer brands in this sector

•  Your candidates use social networks


‘Head hunting’.


What is social recruitment?

Social recruitment is at the intersection of social media, stakeholder engagement and recruitment •  Target the networks of your preferred candidates •  Provide a compelling insight to the culture of the

employer •  Transform employees into advocates •  Deliver an easy mechanism for employees to share to

peers •  Activity (and impact) is highly measurable



•  Developing a differentiated employee brand

•  Understanding why people want to work for you

•  Telling this story online – in your spaces and where your candidates ‘hang out’

•  Enabling employees and clients to advocate

•  Connecting to potential employees beyond a specific role

A#ract Source Engage Screen Offer



•  Integrated activity •  Many voices •  Roles across the organisation

Not driven by technology - driven by people.

Insight Strategy

& Systems

Training Engage

Employee HR

Marke/ng

Execu/ve

HR

Marke/ng Candidate Marke/ng

HR

Execu/ve

An integrated approach


Case Study Needles in the haystack


www.treescapers.com.au

Treescapers.

• Critical shortage of arborists in Australia. • Major advertising/trade fair

expenses. • New to social networking. • International social network

recruitment strategy. • Content rich blog and FB pages

to share the story. • Staff engagement to leverage

networks and source content. • Require approx. 40 arborists

per year


Facebook


Career Site


Measured outcomes.

Recruitment Outcomes •  Size of talent pool •  Cost of hire •  Quality of hire •  Employee referrals •  Content development •  Brand awareness in broader social / industry and education

networks


Measured outcomes.

Broader Outcomes •  Employee engagement and insight •  Client engagement and insight •  Increased community awareness •  Showcase of organisation •  Content library for use in other segments


Here’s Olga

Risk vs Opportunity


Getting Started.

•  Purpose •  Identify what success looks like •  Identify risks and how to tackle them •  IT is an enabler, not a strategist •  Metrics - Organisational ROI is not Facebook ROI •  Pilot •  Employee Education / Guidelines – Everyone is an

advocate •  Resourcing


Questions.

Kate Crawshaw, Director Engagement [email protected] p. 03 9416 0046 m. 0433 616 396 twitter. @katecrawshaw

web. ellisjones.com.au twi1er. @ellisjoneslive blog. ellisjones.com.au/blog

Except where otherwise stated, photos courtesy of Wikicommons using CreaBve Commons license. Thanks to the following contributors: “Nurses are needed now” US NaBonal Archives and Records AdministraBon

Ellis Jones - Social Recruitment in the Aged Care Sector

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Transcript of Ellis Jones - Social Recruitment in the Aged Care Sector