Recruiting and Social Media for Healthcare Organizations
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Transcript of Recruiting and Social Media for Healthcare Organizations
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
US Total 14 million
BA Degree 5,180,000 37%
Graduate Degree 2,240,000 16%
US Total 24 million
BA Degree 5,760,000 24%
Graduate Degree 1,920,000 8%
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 .
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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