Future of Recruitment

2nd Annual Future of Recruitment15-16th February 2012, Barcelona,

Faster than light? The myths and realities behind

social media recruitment

James Purvis, Head of Recruitment, CERN


There is a lot of Hype…

… and a lot of experts who want to tell you exactly what you should be doing!

…and a lot of misconceptions…

…next 30 minutes – I’ll simply share our journey at CERN


Why Social Media?

Courtesy of Youtube: “Using Social Media for Employment by SilkRoad”

http://youtu.be/7wi-kndiAtc

http://youtu.be/7wi-kndiAtc


3500 BC 1440 1989 1992

time

For thousands of years we have been using the same methods of recruiting …


2000 2001 2004 2005 2006

“Every two days, we create as much information as we did

from the dawn of civilization up until 2003”

Eric Schmidt, CEO Google

World’s information is doubling every 2 years!

100,000 tweets/minute & 40+ million facebook status updates per hour!

UGC (User Generated Content)


Relevance for Recruitment

Facebook jumps to 17% in 2011 Job Boards down by 10%

Data Courtesy of 2011 Study

Internet channels used by jobseekers


Beware of the Hype!


*Global Talent Management Survey 100 HR decision-makersSocial media benefits are not reaching HR, Personnel Today, May 2010

Plateau ofproductivity

Slope of enlightenment

Trough of disillusionment

Peak of inflated

expectationsTechnology

trigger

Gartner’s hype cycleVisibility

Maturity

“…people tell me they are too busy in their jobs to use social media…

it should be part of their jobs to use it.”

Barriers: • management fear of loss of control• reputational damage• legal concerns• inadequate metrics• strategy & capability

“89% of HR departments

are not reaping the

benefits”

Promises: • Reduce costs• Reduce time• Silver bullet


Getting started


Sort out your EVP

Your Employer Value Proposition is your foundation for all recruitment communication

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”

You can no longer control your brand…

… but you can certainly influence it

http://youtu.be/QsdHvHOftIkhttp://youtu.be/6lcMlV4OBT0

http://youtu.be/QsdHvHOftIk

http://youtu.be/6lcMlV4OBT0


Make timeReduce the time consuming activities

Reduce print

adverts

Reduce career fair organisation

with low ROI

Implement multiposting for adverts to job

boards


Design a Social Media Strategy

Sourcing strategy

Online

Social

Youtube

Employer branding clips

Interview process

Job insights

Misc

Facebook

Twitter

Tumblr

Professional

Job boardsCareers fairs

Print

Agencies

Candidate DB

“Social media changes the relationship between companies and customers from master and servant,

to peer to peer.”


The channels


The channels

Twitter- Quick & Easy to setup- Shared account- Increases Google Pagerank- Can feed linkedIn profiles

Youtube- “If I can’t picture it, I cant understand it”- Easier than you think- Set up a ‘channel’- Video is most popular media on the net

@cernjobs

youtube.com/cernjobstv


Facebook is a platformBecoming more important than traditional websites!

Facebook accounts for 25% web page viewsFacebook beats Google in Web traffic

Facebook


Facebook

Default page Company Page

Each time you get a “like,” your page is advertised in the Facebook news feed…for free


Facebook for recruitment


Edgerank“possibly the most important algorithm you

have never heard of”

∑ edge e uewede

Ue (affinity) – how friendly you are with someone

We (weight) – videos, photos, comments, likes

De (decay) – recency

You want to make a big announcement ? Plan ahead to increase affinity first.

Courtesy of :

http://www.netnatives.com/


Good PracticeDo- Post regularly- Participate- Build an interactive wall- Market facebook outside facebook- Use photos & video- Invite engagement- Be human- Measure

Don’t- Be robotic- Spam- Be “me centric”- Overpost- Condescend, dictate- Be controversial

“Don’t say anything online that you wouldn’t want plastered on a billboard with your face on it”

“If you make customers unhappy in the physical world, they might each tell 6

friends. If you make customers unhappy on the Internet, they can each tell 6,000

friends.”

Jeff Bezos, CEO at Amazon.com


Metrics “You can’t manage what you don’t measure”

Google Analytics

ApplicantTracking

In House Reporting

High-level KPIs

Insights - virality

Insights - reach


If you are successful…

2007 2008 2009 2010 20110

5

10

15

20

25

30

35

40

45

Over 100

Over 200

Over 300

Over 500

Num

ber

of

post

s

Number of applicants

Year


Dealing with the Volume

Considerations• Replying to multi-channel

communication• An excellent ATS, ideally with

• integrated sourcing metrics• intelligent matching• automated ranking• integration with LinkedIn,

Facebook, twitter, Youtube

• Multiposting• Asynchronous video-screening • Creativity!

“The goal of social media is to turn customers into a

volunteer marketing army”


“It is not the strongest of species that survive,

nor the most intelligent, but the one most responsive to Change”


Conclusion

For over 10,000 years the primary method of recruitment has been

“word of mouth”


Conclusion

Social Media is simply

– Word of Mouth –

but faster than the speed of light


Future of Recruitment

Self Improvement

2nd annual

make customers

social media

16th february

facebook

recruitment

recruitment

recruitment