INTEL CONFIDENTIAL

Social Media ROI withinDigital Recruitment

Maayan Zusman

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Who Am I?

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Agenda

Social Media – our journey

The ROI of Social Media - Approaching ROIMeasurement

Our ROI

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Our Journey

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Our Journey Included…

• A constant strive toward:

Innovation

Being where our audience is…& in time!

• Ongoing research of:

Marketing trends

Recruitment trends

Target audience trends

• Strategic Planning

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Once Upon A Time…

When we didn’t all know what Facebook is…

Exploration & utilization of digital channels began as partof an ‘internet sourcing strategy’:

Informative niche audience jobs websites

Virtual Job Fairs

LinkedIn searches

Online Jobs Forum

Online broad/targeted campaigns

Jobs website SEO

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The Signs WereAlready There…

A targeted (niche) approachPut a “face” to IntelCustomer orientation (candidate ascustomer)Share and listen (learning) –building relationships (they work!)Close perception gapsGiving our audiences theinformation that they know theyneed OR don’t know that they need

We were looking for/to:

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The Possibilities

Social Media presented the opportunity to dojust that!

Influence employer branding & close perception gapsabout Intel culture

Raise awareness around career opportunitiesavailable

Source and hire candidates by buildinga two-way relationship, humanizing Intelas a great place to a work.

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To name a few:

A new & unknown world

Shift in our outlook (we are not incontrol of what is being said, whereand how…Intel likes control)

Resources

Training for social media practitionersand recruiters

Speaking a new language (speakingnon-Intel)

The Risks

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Our Social Journey –Intel EMEA

A blend between social

networks that are popular

worldwide & country-focused,

local social networks

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Facebook

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First Staffing Facebook page• Not named ‘jobs/career…’ -not

everyone is job hunting, buteveryone is a potential candidate

• Targeted approach (student/internpopulation from GER)

• Humanizing our brand

• Personal interaction

• Listening & learning

• Addressing perception gaps

• Promoting open positions

• Promoting news/events etc

Our Policy:

Provide ananswer to any

question within24 hours!

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Job Search &

Application

directly from

Facebook

pages

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Jobs Tabs on Intel Country Pages (UK, Russia,

Poland, Germany, Israel…)

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Sponsored Ads

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Twitter

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LinkedIn

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Intel

EMEA

Career

Groups

Job PostingsTargeted Candidate Search

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Recruitment/Employer Branding

Videos

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Blogs

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Country FocusedSocial Channels

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Russia – VkontaktePoland – Goldenline

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The ROI of Social Media -Approaching ROI Measurement

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Social Media ROI Measurement–What Is It?

Can we define our investment?

It’s not only the money!

Can we define the return?

It’s not only new hires!

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Social Media ROI MeasurementWhy Bother?

Recruiter anecdotes only go so far

Why act uninformed when you can make data baseddecisions?

Conveying the importance of tracking the source is in ourbest interest. Proving effectiveness = easier to obtainbudget

It often seems to be free or easy…it’s not!

Very effective in gaining credibility with hiring managers

Recruiters utilize dashboard to develop based sourcing plans

Usage varies by region/country

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A Blend Between Two Factors

1. Quantitative

2. Qualitative

How many??

Fans Followers Clicks Entries

Applicants Candidates New Hires

Questions CVsLikes Comments

Have We…?Lead to meaningful conversations

Closed perceptionsgaps

Influenced our employer brand

Increased linkage to the company

Provided info that lead to action

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By addressing these two

factors, and with the help

of a vast range of tools, we

can try to understand if…

Social media is really

worth our time & efforts

From our experience

IT IS!

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Measurement (Quantitative)

Measurement in social media comes in manyshapes, forms and sizes, among them:

Your group’s/page’s/accounts fan base

Facebook insights (tab entries, interactionsetc…)

Campaign success measures (CTR…)

Analytics

URLs for AutoTracking

Other:

Different Solutions’/Vendors’ indicators

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Our ROI

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Fan/Participant Base

Examples:

Intel-Students’ Spot Staffing Facebook Page: ~8500 fans

Twitter followers: ~1200 on Jobs@intel Israel on Twitter

LinkedIn: ~1500 members on Intel EMEA Career Group

Vkonatake: thousands of members

Goldenline: 2000 new visitors a month

Thousands of entries to videos

Hundreds of participants in each webcast

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Applicants & New Hires

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Romania: 40% of experienced new hires hired throughpersonal LinkedIn approach!

Kenya & Morocco: in tight timelines close to 100% ofapplicants were sourced through LinkedIn

Poland: 30% of Intel Poland’s new hires sourced throughGoldenline!

50% of candidates (of sample), after asking a Q andreceiving an answer, entered their applicant profile andupdated their details with info (often leading torelevancy!)

Facebook 35%LinkedIn 41%Twi4er 5%Other 18%

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Qualitative

Significant informationbrought to our attentionthat lead us to action!

• Application process(technical & user-experience feedback)

• Personal details that areusually not captured inCVs

• Unknown perceptions

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Final Thoughts

If you don’t engage online…people notice

Commit to a 2 way dialog!

Don’t take on more than youcan effectively handle.

Think quality & think quantity

It’s not just about recruiting!

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