HYPERSOCIAL RECRUITINGGARY ANGEL – SEMPHONIC

SCOTT K. WILDER – HUMAN 1

DECEMBER 2011

Outline

• Who are we• Why Social Recruiting• Industry info• How to approach• Some key recommendations

Gary Angel, President of SemphonicCo-Founder and President of Semphonic, the leading independent web analytics consultancy in the United States. Semphonic provides full-service web analytics consulting and advanced online measurement to digital media, financial services, health&pharma, B2B, technology, and the public sector. Gary blogs at http://semphonic.blogs.com/semangel

Scott K. Wilder – SVP – Social Media Architect, Edelman DigitalCurrently Founder and Digital Strategist at Human 1.0. Before that, Scott was SVP/Social Media Architect at Edelman – Digital. Founded and managed Intuit’s Small Business Online Community and Social Programs. Before Intuit, Scott was the VP of Marketing and Product Development at Kbtoys / eToys, the founder and director of Borders.com, and held senior positions at Apple, AOL, and American Express. Scott is also a founding Board member of the Word of Mouth Marketing Association. He received graduate degrees from New York University, The Johns Hopkins University and Georgetown University

Targeting college students and the Gen Y workforce

Who is responsible for Social Recruiting?

Who is responsible for recruiting?

Four distinct approaches• According to Michigan State University’s Recruiting Trends

2010-2011, four distinct categories of recruiting strategies have emerged:

– Arranged Events (fairs, campus interviews, campus visits): accommodates large companies and the larger end of mid-size employers.

– Agent Connections (resume referrals, faculty, internships, employees): accommodates larger companies, fast growth and small organizations.

– Situational (ads and state & local job boards): accommodates small and mid-size companies.

– Web-based (campus recruiting systems, social media, national web providers): all size groups utilize the same except that social media is almost exclusively utilized by large companies.

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Social media leads all other categories for increased investment

Source: Jobvite.com - Social Recruiting Survey 2011

Note: • Social Media spending increased dramatically, but only 56% of companies do not

have formal social media recruiting policies. However 29% plan to add one in the next 12 months. In summary, social recruiting environment will get more competitive

• Dramatic decrease in investment in job sites (see recent Time Magazine article)• Many companies do not use social media due to concerns about discovering info

about protected characteristics (age, race, gender)

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National Association of Colleges and Employers. Job Outlook 2011.

Human Resources depts are investing rapidly in technology and social media

Change Percent of 2011 Respondents

Percent of 2010 Respondents

Using more technology in general 42.6% 13.7%

Using more social networks 41.1% 23.9%

Change in branding 33.5% 14.2%

Attending fewer career fairs 28.9% 27.9%

Attending more career fairs 28.4% 2.5%

Less travel 19.3% 20.3%

More travel 15.2% 0.0%

Other 18.3% --

Implications:

• Need to figure out how to leverage social networks more effectively before the competition does!

• Companies using the web to support their branding strategies

Note:

• 80% of companies do not monitor what college students think of them

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87% of companies use LinkedIn and 64% use two or more Social Networks for recruiting

Source: Jobvite.com - Social Recruiting Survey 2011

• Our research shows 62% of organizations use social media for recruiting

• While LinkedIn info seems to be consistent with other sources, Facebook and Twitter seem higher than in any other research we reviewed

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Companies are increasing investment in Search, but not using Search for Recruiting

Implication:

• Search (SEO, Social Search and maybe SEM) is an opportunity for recruiting team

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Key Findings

• Recruiters investing in technology and social media• Recruiter attending more job fairs and doing on campus recruiting, but few are

leveraging social media to support these efforts.• Few recruiters using search (SEO, Social Search, and SEM)• Few recruiters testing out newer social media job functionality or platforms

– LinkedIn ‘Talent Finder,’ Facebook’s Beknown, Mobile, etc.• 56% of companies do not have formal social media recruiting policy, but 29%

plan to add one in the next 12 months • 46% of respondents plan to spend more on social recruiting in the coming year• 36% will spend less on job boards and 38% will spend less on third party

recruiters and search firms• 71% of survey respondents are hiring• 92% of those actively hiring currently use or plan to recruit via social networks

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How do you find and recruit that great candidate

How do you find and recruit that great candidate

Social is different these days - it all needs to be integrated

Career Website

LinkedInYoutube

Twitter

Google+

Facebook

Slideshare

Foursquare

Groupon Yammer

Quora

Think about the customer, not your company or products

What’s important to students:

• Learning environment• Organic career growth• Company ethos• Team orientation• Interesting work• Job security • Work life balance• Fun environment

But it doesn’t make sense to have every social media channel possible

So consider this…

1. Types of communities -- Need to understand what types of communities your users use

2. Special Interests - Need to understand their special interests

3. Understand their attitudes about job search4. Search - Search should leverage community and

social content5. Peer relationships are important

1. Understand your prospects communities/networks

2. Understand their special needs and interests (criteria for job)

Source: NACE

3. College Students: Attitudes toward starting job search on social networks

• Significant percentage not using social networks for their job search right now (but expect that to change as they learn how to handle as LinkedIn is used more and services like Facebook make it easier to segment your personal and professional life)

4.

Source: http://www.iloverewards.com/wp-content/uploads/2011/04/Whitepaper_I-Love-Rewards_Class-of-2011.pdf

Search: Different keyword categories students use to search on Google and Bing

5. Peer Power

And don’t treat them as if they were..

Student stats• Gen Yer typically uses two to three criteria to narrow their online job searches,

most often using the following criteria: job function (65%), type of job (53%), and experience level (50%). (experience.com)

• Gen Y plans to use social media to:

• Find out about opportunities (79%)

• Get introduced to current and former employers, hiring managers, and recruiters (61%)

• Maintain relationships with network of contacts (69%)

• Most point to LinkedIn and blogs as the main social tools to properly represent themselves to companies (vs. Facebook is more for friends & family)

• 40% took a job offer that offered higher pay, but less career satisfaction, in order to help pay off their student loans

• Gen Y goes straight to your company’s website (so it better be good)

Think about the customer, not your company or products

What’s important to students:• Learning environment• Organic career growth• Company ethos• Team orientation• Interesting work• Job security • Work life balance• Fun environment

But there’s a talent issue• The “best” talent for the client’s project is the person on the

bench/beach• The available talent, esp. Boomers and Millennials, no longer wants

to sacrifice passion for work traditional firms have an increasingly hard time acquiring the “right” talent

• Highly specialized talent is hard to justify for firms that have people utilization metrics relying on methods rather than what is in people’s brains/experience

• You get narrower views of the issues, limited by the viewpoint/experiences of the person on the beach

Competitive market

Candidate identified

• Interest/No-Interest

Connection Established

• Interest/No-Interest

Willingness to listen

• Yes/No

Campus Interview/V

isit

• Yes/No

Offer

• Accept/Decline

Start Job Stay or quit soon

Funnel (some stages )-- Metrics Matter

• As with any “lead generation” system, it is critically important to evaluate the quality of the leads coming in

• Recruiting offers more concrete metrics for this assessment than many other forms of lead-qualification. A simple funnel from Resume to Phone to Interview to Offer to Acceptance will make the acceptance of lead-quality simple and accurate

Candidate identified

Connection Established

Willingness to discuss

with others

Campus Interview/Vi

sitOffer Start Job

1.Each touch point is a potential battle ground2.With social media, above transitions not as

clear3.Candidates expect real time responses (they

are human)4.Most companies don’t leverage best asset –

employees5.Onboarding important (first impression)

10 Key things to remember

Candidate identified

Connection Established

Willingness to listen

Willingness to discuss

with others

Campus Interview/Vi

sitOffer Start Job

6. Recruiters should become like a relationship manager

7. Internships are a great way to give parties the opportunity to test the waters

8. Your work doesn’t stop after they start9. Your work doesn’t stop when/if they leave the

company10.LinkedIn and even Facebook will continue to take

market share from Monster, Career Builder, etc.

10 Key things to remember

Mobile Matters

•Young adults are the most avid cell phone texters by a wide margin. (Pew Research 2011)

•Companies revamping websites to ensure mobile is an important consideration

•Autodesk, Intel and others are developing special recruiting apps

Mobile Matters

• 75% of college students keep their phone with them at all times, 94+% text every day or do social networking. Note: Intel developed app to connect recruiters to student and their info. They claim it has reduced response time by 25% (source: HackCollege)

The basics matterFacebook • Don’t create a whole new career section. Add careers info on your

existing company pages• Personalize your posts• Highlight employees• Branchout, Beknown, etc. helping making Facebook more important

Twitter • Have a contact name and url• Consistent branding and every day posts• Is it worth having a separate Twitter page?

LinkedIn • Leverage company page• Leverage employees• Ensure your employees pages have consistency

Youtube • Make them authentic, not professional looking and have interns and recent grads in them

• Highlight employees

Other • Hire community manager• Build communications calendar• Respond as fast as possible• Make these part of the funnel• Metrics, metrics• Alum and current employees important

The case study everyone is talking about

• UPS attributes 955 hires in 2010 to the social media efforts:– 45 from Twitter (out of 681 people who arrived

via Twitter and created applications); – 226 from Facebook (out of 3,926 people who

created applications); – 84 from text-messaging (out of 1,004 who

created applications)– 600 from people (out of 7,919 creating

applications) going to UPS’s mobile-friendly careers page from a mobile device.

• That mobile-friendly site had about 510,000 page views in the last 4-5 months of 2010, with people averaging about a minute and a half each on the site.

Ernst and Young

Ernst and Young:

Why take me off the site?

Looks like a lot of people I know:

Hmmm

Final word (I mean warning)

• Beware:– Americans with Disabilities Act

– you can’t discriminate against someone because they are disabled.

– Age Discrimination in Employment Act – you can’t discriminate on the basis of age.

– Title VII – you can’t discriminate based on protected characteristics such as race or religion

Our research shows over 50% of companies have not trained employees how to approach perspective employees online.

Reminders

1. Remember, you are probably from Gen X or a baby boomer and your reaching out to Gen Y

2. Start simple, don’t worry about every social network

3. Set up metrics for success4. Involve your recent hires and interns5. Go beyond the job description6. Leverage your Social Capital – the

connections with your employees7. Broaden recruiting – it is a company

function

Gary Angel:gangel@semphonic.com@garyangel

Blog: http://semphonic.blogs.com/semangel/

Scott K. Wilderscott@human1.com@skwilderBlog: www.wildervoices.com

Thank you for your time