The “How To’s” of Social Media for RecruitingThe How To s of Social Media for Recruiting

Li P ll t CEO E I t ti lLizz Pellet, CEO, Emerge International

With contributions from:With contributions from:Susan Leverentz, SPHR, Senior Partner, Ad StrategiesElaine Orler, President, Talent Function Group Jason Corsello, Vice President, Knowledge Infusion

Quick quiz to get started:Quick quiz to get started:

Do you Google a potential candidate before making an offer? gDo you tweet on twitter?Have you created a Twellowhood? Are you currently blocking access toAre you currently blocking access to Myspace at work or have malware protection?Do you agree that web 2.0 is justDo you agree that web 2.0 is just another fad? Have you had an encounter with a “virtual world”? Do you blog or feel bloated after a large meal?

Agenda and Points to PonderAgenda and Points to Ponder

Social Networking – what is it and what it wasWho are the major playersImplications for HRHow to utilize these platforms in your recruitment activities

What is Social Media?What is Social Media?

Blogging

Podcasts

Video/Photo Sharing Social media has

created a

Key Social Platforms

Micro Blogging

M

fundamental shift in the way people

i iRSS

Message Boards communicate via

real-time conversations

Social Networking

Chat Rooms

conversations online.

What is Social Networking:What is Social Networking:

Social Networking: any application or Web site that links communities of people together through the ability to uploadcommunities of people together through the ability to upload and share media such as photos, videos and bookmarks, blogs, or to message or link with friends, or to make new ones.

LinkedIn is most popular Social Network for Recruitersp p

Facebook User Engagement

• 3rd most trafficked website in the World!300 illi i i d• 300 million active registered users

• 5 billion minutes are spent on Facebook each day (worldwide)

• Over 500,000 new active users a day• Average user has 120 friends

M th 30 illi d t th i t t t l t• More than 30 million users update their statuses at least once each day

• 62 billion page views per month

• More than 8 million users become fans of pages each day

Twitter User Engagement

Twitter User Engagement

Companies are becoming more comfortable with Social Networkswith Social Networks

How to get started: Become an observer

Watch and learnFollow individualsFollow companiesLeverage emerging technologies

How to get started: Become an observer

Start to engage:Start to engage:

It’s all about the conversation!

Engagement is a Two Way StreetEngagement is a Two-Way Street

Communication is keyBe timelyBe responsiveBe honestBe transparentBe personal

Facebook users are passionate

There are over 60k user-created groups about careers

and networking with over 2 million members.

A little more about FB

140,834 members of a Nurse Group

16,194 members

Keys to A Successful Facebook Recruiting PagePage

Ongoing l t

Goals:• Build

relevantcontent

generation

relationshipswith talent

• Strengthen youremployment

Careers Page

Open dialogue

Seeking out fans

employment brand

Page Success

Employee participation

Asking for input

Elements you FB page should have to Engage

• “FANS”

• Company Info

• Candid Photos

• Polls

“D i th Lif ”• “Day in the Life”

• Videos

• RSS

C R ibilit /• Corp. Responsibility/

Sustainability

• Recruiter Photos

To best engage, Be Availableg g ,

Sodexo offers 16 ways for

did tcandidates to network with them.

Very engaging!

Be UniqueBe Unique

“We’d like you, (yes all of you), to help us write the job description for our Sr Managerwrite the job description for our Sr Manager of Emerging Media Marketing job.”

- Barry Judge, Best Buy CMO

Be UniqueBe Unique

Syndicate your opportunitiesSyndicate your opportunities

Be consistentBe consistent

Make sure the Social Experience matches the C did t E iCandidate Experience

≠≠

Create Social Media GuidelinesCreate Social Media Guidelines

Focus on the “do’s” versus the “do not’s”Guidelines rather than policiesMust align with corporate codes of conductCheck your privacy policyKeep your guidelines up to date

HR Policies and Practices:HR Policies and Practices:

HR Policies and Practices:HR Policies and Practices:

HR Policies and Practices:HR Policies and Practices:

ESPN Social media guidelines

ESPN BLOG Policy

HR Policies and Practices:HR Policies and Practices:

This is NO Fairy Tale: Once upon a twitter time at Y h !Yahoo!Yahoo (YHOO) employee Emily West is one of the 1 500 who lost her job today Just like Ryanthe 1,500 who lost her job today. Just like Ryan Kuder did during Yahoo's February layoffs, Emilyupdated her Twitter account throughout the p gwhole ordeal: Managers are in early and tv crews are outside. Commence bloodbath. about 3 hours ago from txt

Twitter and Yahoo!Twitter and Yahoo!

I checked the employee directory and a couple of people are gone from the East coast that I know. about 2 hours ago from webgThey have pretty pre-printed signs on doors of the rooms where they are telling people unlike the red sharpie signs from the last round. about 2 hours ago from webFive people I trained were cut in NY, none from Boston. One girl in NY that started at the same time as me also got the axe. about 2 hours ago from webFour months of severance is the rumor. Plus they’re herding people to an employment service after they’re told the news. about 2 hours ago from web

C f OFUUUUCK, just saw my new hire trainee from October go into The Room with her manager. They are laying off an amazing employee 10 yards away. about 1 hour ago from web

Twitter and Yahoo!Twitter and Yahoo!

My work BFF Michelle who helped me get my training job and taught me so much is out The tears are coming I hateand taught me so much is out. The tears are coming. I hate crying at work. about 1 hour ago from webI’m kicking myself for not bringing some Bailey’s for my coffee. about 1 hour ago from txtThe campus gym just sent an email offering 20 min. $20 massages starting at 11. Doubt that’s a coincidence. HAW!massages starting at 11. Doubt that s a coincidence. HAW! about 1 hour ago from txtSome haters say that bloggers are turning the layoffs into a

t I thi k th t’ b ll hit b t 1 h f t tsport. I think that’s bullshit. about 1 hour ago from txtI’m out. 14 minutes ago from txt

Get your Executives invested & involvedGet your Executives invested & involved

Remember the Best Buy examplehttp://about.zappos.com/jobshttp://www.youtube.com/watch?v=tFyW5s_7ZWchttp://blogs.zappos.com/blogs/ceo-and-coo-blog/2009/01/03/your-culture-is-your-brand

Encourage & Promote Executive SponsorshipEncourage & Promote Executive Sponsorship

The Game Changes Every Day MONITOR IT!The Game Changes Every Day – MONITOR IT!

New ranking reports are posted monthly.New players pop up monthly.Networks must be tracked and “owned” by someone in yourNetworks must be tracked and owned by someone in your organization.Use “Company Buzz” on LinkedIn (FREE), or sites like Radian6 ($$) & ScoutLabs ($$)

How are your employees communicating?How are your employees communicating?

IT Manager estimate usage vs actual usage

% of IT that thought the app was being used

% of locations that showed app usageg g pp g pp g

Social networking 60% 100%

Instant Messaging (IM) 66% 100%g g ( )

Web based IM 35% 97%

Streaming Audio/Video 80% 94%

IPTV (internet protocol t l i i )

10% 100%television) P2P file share 54% 96%

W b f i 82% 83%Web conferencing 82% 83%

Fourth quarter, 2008 FaceTime data collection

Candidate Selection (Jump Start Media Poll)Candidate Selection (Jump Start Media Poll)

Increasingly, hiring managers are turning to -- and even depending on -- social media sites for identifying anddepending on social media sites for identifying and researching job candidates.

Hiring managers have started checking social media sites toHiring managers have started checking social media sites to research candidates before making a job offer.

Ranking:66% used LinkedIn-the only professional social networking site to research the credentials of job candidatesj48% used Facebook26% used Twitter

Identifying the Risks with Social MediaIdentifying the Risks with Social Media

Debunking RiskDebunking Risk

Social recruiting oration should beIt’s too risky

and Social recruiting oration should be viewed no differently than existing collaboration models (i.e. email,

and uncontrollable!

meetings, etc)

Identify top 5-10 “worst case i ” d b ild ti iscenarios” and build contingencies

Embrace and prepare for failure

Creating Rationale & JustificationCreating Rationale & Justification

It’s a fad…a waste of time…

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

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

L k f d ifi tiLook for synergy and unification vs. siloed build out

Addressing “ROI”Addressing ROI

Tie social recruiting to the strategy and goalsand goals

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

What’s the ROI?

dependence on R

Incremental vs. “Big bang”

A ti ith l t dAn executive sponsor with clout and interest

ROI: The $$ of using social media vs other methodsROI: The $$ of using social media vs other methods

Facebook FreeMy Space FreeMy Space FreeYoutube Free LinkedIn FreeBlogs (word press) FreeTwitter (application) FreeNing FreeMonster $$$Career Builder $$$LinkedIn Corporate $$p $$Niche boards $$Micro sites $$Assoc website ad $$Assoc. website ad $$

Can social networks help to: Attract, Retain, and Repel talent?Repel talent?

Attract – how can you get the best of the best from th t d f t t l t l b th ti dthe current and future talent pool – both active and passive candidates?Retain how will you keep the good ones you haveRetain – how will you keep the good ones you have that really are a good fit? Repel – how can you keep the ones that just don’tRepel how can you keep the ones that just don t fit from applying in the first place?

Questions?Questions?

Contact information:SusanL@recruitads.com

Follow me on twitter:http://twitter.com/AdStrategies

Invite me on LinkedIn:http://www.linkedin.com/in/susanleverentz