How to Source, Recruit & Attract Humans with Social Media and Employer Branding @alexputman @hellosplice
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How to Source, Recruit & Attract
Humanswith Social Media and Employer
Branding
@alexputman @hellosplice
sourcing plan
• What are you searching for right now?
• Walk me through your
o challenges
o sourcing plan
o misperceptions about sourcing/recruiting
key hiring sources
REFERRALS
22%
DIRECT SOURCE
10%
JOB BOARDS
17%
CAREER SITE
21%
COLLEGE
7%77%
hiretual
• Google Chrome extension
• Create boolean strings
• Search multiple sites
https://hiretual.com
@ninhtran09 thanks for the awesome @hiretualplugin @alexputman is talking about
quora
• 100 million monthly users
• Search topic
• Left side see “profile”
https://www.quora.com
http://www.socialtalent.co/blog/how-to-use-quora-for-recruitment
meetup
• Localized
• 8 million members in 100 countries
https://www.meetup.com
https://www.eremedia.com/sourcecon/how-to-source-on-meetup/
• 230 million + unique visitors per month
• Free job postings https://www.reddit.com/r/forhire/
• Visiting a subreddit is like visiting a new city/state
• Interact with community
https://www.reddit.com
https://www.linkedin.com/pulse/20140601144855-23640917-here-are-5-tips-to-get-you-started-with-recruiting-talent-on-reddit
• 80% of users are women• Find personalized info• Conversation starter• Pin board on culture (link to career site)• Incorporate digital media
https://www.pinterest.com
https://www.eremedia.com/sourcecon/5-pinterest-recruiting-tips-to-pin-down-talent/
slack
• 3 million active, daily users• https://twitter.com/thebrianfink
https://slack.com
@thebrianfink we hear you are the slack expert, can we connect? @alexputman says hello from San Diego
https://resources.workable.com/tutorial/source-on-slack
what about
Amazon Angelist
Behance Match.com
Conferences Twitter
Reddit SlideShare.net
About.me MeetUp.com
Blogs Nextdoor.com
Craigslist OKcupid.com
facebook graph search
Search candidates based on specific
• (current or past) employers
• work experience
• education, location
• languages they speak
“nurse at _____”
facebook hacks
Someone with the Facebook app give me your mobile number
Create Friends List
Share recruiting content with “candidates” on Facebook and only those who you added to this friends list will see these posts.
facebook groups
• 22% of LI users are daily versus 70% of Facebook users (43% use several times per day)
Public Groups• no need to join go to the “Members” tab and you can
start searching
Recruiter Groups• https://www.facebook.com/groups/recruitersonline/• https://www.facebook.com/groups/144101226611941
7/
facebook string
https://www.facebook.com/search/str/COMPANY/pages-named/employees/present
https://www.facebook.com/search/str/JOB-TITLE/pages-named/employees/intersect
https://www.facebook.com/search/str/CITY,STATE/pages-named/employees/intersect
Finish by appending /intersect at the end
https://www.facebook.com/search/str/ucsandiego/pages-named/employees/intersect
facebook tips
• Create a Facebook group and enlist friends/connections to help you boost it at first.
• Video and FB Live will give you a boost in your reach.
• FB group posts will appear in the newsfeeds of members more frequently (like pages used to be).
• “Dark Post” https://www.ducttapemarketing.com/facebook-dark-posts/
https://twitter.com/search-advanced
1. To search within Google type: “Site:Twitter.com”
2. To Search for “nurse” within a user’s Bio: “Bio: *nurse”
site:twitter.com bio: *nurse AND Atlanta
Auditing Your Employer Brand
keys for audit
employer brand
data
evprecruiting
process
content
where do we get it
data• pulse surveys
• new hire surveys
• crm / ats
• campaign data
• web analytics
• platforms
• net promotor scores
http://www.npscalculator.com/en
data challenge
• answer the following questions and write your answers down
1. My top source of hire is ______
2. Our employee referral hire % is ______
3. Based on my experience how likely are you to recommend a friend or colleague to apply for a job XYZ?”
promotors: net promotor score
measures the willingness of customers to recommend a company's products or services to others. Gauges the customer's overall satisfaction with a company's product or service and the customer's loyalty to the brand.
Based on your {experience, time, projects}, how likely are you to recommend a friend or colleague to apply for a job {at, in for} ____?”
• Candidate Experience: “Based on your candidate experience, how likely are you to recommend a friend or colleague to apply for a job at ____?”
• Job Family Satisfaction: Based on your past 6 months, how likely are you to recommend a friend or colleague to apply for a job at/in ____?”
internal audit
employee
candidate
recruitingdata
focus groups
recruiters
external audit
career site
social
seojob boards
review sites
career site • Create a list of top competitors
• Pull up your career site
• First thing you seeo Make you want to apply
o Represent your culture (fun, inviting, professional)
• Now pull it up on your phone
• Identify a mimic company, someone you admire https://www.facebook.com/careershttps://www.airbnb.ca/careers
http://www.careers.jnj.com
• Give me a site to pull up and let’s audit
social media
• Shout out the platforms you useo Why?
o Who are they targeting?
o Measure ROI?
• Facebook Panasonic Avionics
• Twitter UPS
• YouTube Marriott
• Instagram Oracle
• SnapChat @horizonation @freepeople
2017 roaring
20’s
target audience2020 gen X+Y
65%
2030 75% genY
10k boomers leave everyday
search engine optimization
• Open Google and search“ working at ____” “jobs at ____”• Audit each site on the first 3-5 pages of search• KEY: rank importance + focus based on 1st page• Do this for each competitor to understand where they rank• High yield sites include: Glassdoor, Indeed, Facebook,
Monster, Careerbuilder (anyone with high volume of traffic)• Rank vs. competitors “software jobs Lake Forest CA”• Analytics on career page (daily/weekly report)
Panasonic Automotive
analytics: career site stats
visitors
daily vs weekly
behavior
new vs returnmobile vs desktop
time on page
Time yourself (differs by page,
industry, company)
bounce rate
20%-35%35%+ concern50%+ worry
acquisition
analyze data per source (social,
organic)
candidates
received + hired
job postingsPull up a job posting
o Job boardo Career siteo Aggregatorso Search
First 2-3 lineso Sizzleo Must have’s
Full JD includeo Branded infoo Detailed goalso Success definition
Job Description: https://www.grovo.com/careers
employer review sites
• Content (company updates, video, social sites)
• Job search and research drive traffic
• Data (rating trends, pros/cons, filter by job family)
Give me a company to look up on Glassdoor
indeed branded pageApple
https://www.indeed.com/cmp/Apple
Oracle
https://www.indeed.com/cmp/Oracle
Thermo
https://www.indeed.com/cmp/Thermo-Fisher-Scientific
Tenable
https://www.indeed.com/cmp/Tenable-Network-Security-Inc.
American Airlines
https://www.indeed.com/cmp/American-Airlines
internal audit
strategy + evp
analytics
datapeople
experience
recruiters
company evp development
Employer Value Proposition clearly defined? By job family?
• Intrinsic needs identified• Career development opportunities• Base on identification of key performer retention metrics• Authentic performance assessment (rewarded for work vs
“part of the process”)• Why follow this leadership team?• Job satisfaction (why exactly)• REAL Core Values
Admired EVP: Facebook
job family evp development
• Unique attributes of each job family
• What do high performers view as important?
• Why should I leave x to do the same thing at y?
• Candidate definition of “advancement” vs employers
• Work / Life mix
• Rewards for success
• How will this improve the talent pool
• Work space + environment
• What is measurable success for each role?
Facebook EVP by Role
analytics: key hiring sources
REFERRALS
22%
DIRECT SOURCE
10%
JOB BOARDS
17%
CAREER SITE
21%
COLLEGE
7%77%
analytics: projections by job family
• Total hires (quarterly, annually - specific to org)
• Turnover rate + why
• Sources of hire
• Attraction metrics
o time to fill, interview to hire, applicants to hire, offer acceptance/decline reasons
o referrals, internal hires, competitors steals
• Campus recruiting
• Scorecard: rate difficulty level every category
process: people experience• Engagement with potential candidates: career fairs, talent
communities, college sessions, employee referrals, networking, hack a thon’s
• Pre-Application Job Content: benefits, career paths, employee blogs, day in the life content, testimonials
• Application process: clicks to apply, duration, information redundancies, resume/profile upload
• Communication: post apply, pre/post interview, dispositioning of qualified/unqualified candidates, recruiting team feedback, management of finalist
• On-line/Interactive engagement: blogs, career site, social pages, mobile, webinars, texting, polls or surveys
• Pre-Hire: background check, references, pre-employment assessments, on-boarding, assimilation and post hire follow up
• Internal: moves, promotions, applications, durations of process• Exits: alumni groups, process, referrals, capture their experience
Apply for the CandE’s
recruiters: the team
• Activity outside of “butts in the seat”
• Relationship development within key functions
• Industry participation (ERE, FB Groups, Twitter)
• Company promotion (ambassadorship)
• Social media interactions
• It’s all about hires +
Great example: Brian
recruiters: what are they doing
• Building a network (every email should include an invitation to connect – even rejections)
• Rejecting people correctly (you reject more than you hire)
• Marketing the culture on LinkedIn (LI is a “most engaged” source to career sites)
• Not doing the “Microsoft bae interns”
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