MRecruitingCamp sept2012

Sept, 2012

How Mobile and Social have changed Recruiting and Retention

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Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Consider…JUST 5 years ago, its less than 10 years ago since you could send SMS to other networks

How things have changed…even in the past year!

The first iPhone was just released – Android was still a vision for the future

Smartphone penetration was in single digits

The first iPad was still ~ 3 years away

Phones were primarily used for phone calls

Source: Nielsen

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What are mobile consumers using today?O

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29% 31% 30%35% 36% 38% 37% 38%

41% 42% 43% 44% 44% 46%48% 48%

51% 52% 53% 55%

71% 69% 70%65% 64% 62% 63% 62%

59% 58% 57% 56% 56% 54%52% 52%

50%49% 48% 47%

45%

Smartphone & Feature Phone Penetration, USMobile Subscribers Ages 18+

Smartphone

Feature phone

Source: Nielsen Mobile Insights

They are now mostly smartphone owners

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Ages 18-24 Ages 25-34 Ages 35-44 Ages 45-54 Ages 55-64 Ages 65+

59% 60%

47%

31%

22%

16%

67%

72%

58%

46%

34%

25%

74%

81%76%

61%

51%

42%

<50k 50k-<100k 100k+

Smartphone Penetration by Age and IncomeMobile Insights Q1 2012

This is especially true for younger and higher income demographics

Ages 55+ is 30%

with 51% annual growth

Source: Nielsen Mobile Insights

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Age Distribution Low App Users iOSSmartphone Analytics May 2012

Mobile consumers ages 25-44 make up a majority of the high usage segment

Ages 18-24 10%

Ages 25-3421%

Ages 35-4417%Ages 44-54

19%

Ages 55+32%

Age Distribution High App Users iOSSmartphone Analytics May 2012

Ages 18-24 19%

Ages 25-34 34%Ages 35-44 25%

Ages 45-54 12%

Ages 55+ 9%

Source: Nielsen Smartphone Analytics

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Males tend to be first adopters, but females are quick to catch up

Gender can impact how consumers interact with apps

Facebook YouTube Google Search

Pandora Radio

Twitter

53%

58% 58%56%

58%

50%

55%

51%52%

55%

Mar-11 Mar-12

Facebook YouTube Google Search

Pandora Radio

Twitter

47%

42% 42%44%

42%

50%

45%

49% 48%

45%

Mar-11 Mar-12

Low (bottom third of app

users)

High (Top third of app

users)

44%

58%56%

42%

Female Male

Male Share of Top Apps

Female Share of Top Apps

Gender Share by Usage Segment


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NUMBER OF

ANDROID & iOSUSERS

PERCENTAGE OF

APP DOWNLOADERSWITH ANDROID AND iOS PHONES

55M 102M

83% 92%APP APPJuly 2011

July 2012

May 2011

May 2012

Source: Nielsen July 2012 vs. July 2011* Data source is from Q1 2012

SMARTPHONEPENETRATION

42% 56%

AVERAGE NUMBER OF

APPS ON DEVICE*

32

41

July 2011 V. July 2012

WHAT HAS CHANGED IN THE PAST YEAR

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PROPORTION OF TIME SPENT

TOP 50 APPSTIME SPENT ON

APPS VS. WEB

70% 56%82%72%July 2011

July 2012

July 2011

July 2012


WHAT HAS CHANGED IN THE PAST YEAR

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WHAT HAS STAYED THE SAME

Q1 2011 VS. Q1 2012

THE

TOP 5 APPS1. Google Maps2. Facebook

3. YouTube

4. Google Play

5. Google Search

is Still a ConcernPrivacy

70% 55%73%

55%

Personal data collection Is aprivacy concern

Location-based apps are a privacyconcern

THE

TOP 5 APPS1. Facebook2. YouTube

3. Google Play

4. Google Search

5. Google Maps

July 2012 July 2011

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The average smartphone user, spends over an hour a day consuming mobile contentAverage Daily Time Spent on Media Activity (h:mm)Total Population, July 2012

TV

Onl

ine

Web

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TV

Vie

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0:110:19 0:08 0:04 6:01

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ile

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0:01

4:39

0:57 0:23

0:41 0:14 0:10 0:10T

V

Daily time spent among the total population

Daily time spent among users of the media type

Source: NielsenNote: Mobile Users A:13+; TV and PC A:2+

In Q2 2012, 86% of tablet and 84% of smartphone owners use their device

while watching TV

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Tablets eReaders Portable media players

Smartphones* Netbooks Laptops Internet Connected

TV

11%15%

19%

37%

10%

67%

15%17%

20%

43%

10%

69%

25%21%

14%

45%

11%

68%

12%

26%22%

15%

48%

12%

70%

13%

Q3 2011 Q4 2011 Q1 2012 Q2 2012

Trended Household Penetration of Connected DevicesGeneral Population (Q3 2011 n=7,692) (Q4 2011 n=9,290) (Q1 2012 n=9,308) (Q2 2012 n=9,352)

Rapid growth in use of tablets, eReaders and smartphones, but flattening of computer presence

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The iPad’s larger screen drives different usage patterns

BrowsingVideo

viewing Evening Usage

Consumers browse on the iPad

iPad’s bigger screen drives more…

versus iPhoneFacebook Twitter Amazon

92%

78%

64%67%

20%

11%

Web App

Web vs. App Reach on iPad


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Smartphones are for snacking, while tablets are for meals

Media Content Accessed Through DeviceMobile Connected Device Report, Q2 2012

4.3x

3.3x4.4x 3.0x

Books

Mov

ies

Mag

azin

es

TV show

s

News

Socia

l Net

workin

g

Downl

oade

d m

usic

Sports

Stream

ing

radi

o

44%

28% 27% 27%

60%

51%

27% 26%22%

10% 9% 6%9%

60%

52%

26% 24% 23%

Tablet Smartphone

Mobile consumers frequently turn to tablets to consume long-form content

Reach of Netflix is

25% on iPad and 12% on

iPhone

Source: Nielsen Mobile Connected Device Report

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There are few times during the day in which iPhone and iPad media usage overlaps

iOS User’s Time per Week Spent Interacting with MediaUS, iOS, July 18-24, 2012

Min

utes

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The Audience for Social is high and keeps growing.

Total Audience, Reach, US, Aiig 2012

Site Unique Audience (000) Active Reach (%) Sessions per Person Total Minutes (000)Facebook 94,316 88.22 58.38 31,243,459Twitter.com 52,373 48.99 17.74 4,052,652LinkedIn 11,644 10.89 3.09 77,100Monster 3,481 3.26 1.66 10,376CareerBuilder Network 2,926 2.74 2.34 19,400Indeed 2,809 2.63 2.95 27,279CareerBuilder.com 2,510 2.35 2.26 16,426About.com Jobs & Careers

1,067 1.00 1.24 5,963Simply Hired 1,020 0.95 1.66 4,133

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Social media can drive more effective hiring

Develop

RewardPlan

Acquire

Deploy

▪ Build brand with hiring pool– “Listening” brand– Innovative– Cutting edge

▪ Reach wider, deeper pool– Cost effective– “Information-rich”– Identify and address issues

▪ Screen more effectively– Online resumes and

references (e.g., LinkedIn)– Digital breadcrumbs

• Everyone leaves a trail!

The talent wheel

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Copyright © 2012 The Nielsen Company. Confidential and proprietary.17

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Social Media and HR

Talent Acquisition

Organizational Development

HR Roles

HR Operations

Social Media Opportunity

• Hiring Strategy / Resource Planning• Company Branding / Positioning • Talent Identification / Outreach • Reference Checks• New Hire Touch Points / On

Boarding

• Utilize social-recruiting tools to identify new hires and promote available opportunities (e.g. identified.com, meeteor.com, linkedin.com)

• Validate / reference-check applicants (e.g. honestly.com, Klout score, LinkedIn reviews)

• Develop media-rich Facebook, Twitter & and LinkedIn presence to promote organization

• Training / Career Development• Rewards / Recognition / Retention

Programs / Community Building • Knowledge Management /

Collaboration• Change Management Initiatives

• Implement enterprise social software (e.g. Yammer, Jive, Moxie) to empower employees to share knowledge, discover / interact with peers, learn from others’ experiences, and collaborate on projects

• Track and promote internal change management initiatives via enterprise network (e.g. keas.com)

• HR Information Systems (personnel, performance, payroll, compliance, etc.)

• Exit Management

• Link information systems with enterprise social network functionality to allow employees to easily update personal data, access payroll / performance records, and complete 360º reviews, etc.

• Provide interactive training, videos, FAQs identified “peer experts” via enterprise social network

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Social Media Recruiting Solution: To connect with students, the firm launched a Facebook application that includes an interactive events calendar and a roundtable discussion board. This new application provided enhanced opportunities for students to connect with EY recruiters, learn about recruiting events and gain peer-to-peer insights on career-related topics. Students can also find EY on Pandora, the internet radio site, via a customized channel created by interns.

Result: Reaching out to students through interactive platforms such as Facebook and Pandora has been highly successful and fun for students and recruiters. The Ernst & Young Careers page now has 62,000 fans and E&Y was named one of Business Week's "Best Places to Launch a Career." E&Y was also ranked among the top 10 in Working Mother Magazine’s Best Companies for Working Moms.

Ernst & Young

Source: www.ey.com/US/en/Newsroom/News-releases

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Deloitte Australia

Source: Recruiter Daily; Deloitte Australia; Press Search

Social Media Recruiting Solution: This management consulting firm created internal buzz for a re-branded employee referral program by utilizing YouTube videos and employing an interactive Facebook page (with complementary mobile app) to enable prospective employees and graduate recruits to post questions about careers at Deloitte (questions posted via Facebook feed directly into Deloitte’s intranet social platform, and anyone in the company can respond).

Result: Reported savings of nearly A$6m annually in recruitment costs, largely due to social-media-boosted initiatives (e.g. referrals now account for 40% of new hires per year).

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Social Media Recruiting Solution: This 100-year-old business check printer used social media recruiting to aid in its re-branding and new focus on personal and business marketing services (e.g. web design, search engine optimization). They launched a full social media platform (Facebook, Twitter, YouTube, Blog, LinkedIn, Flickr, Jobs2Web and internal Yammer network) to attract and engage new recruits.

Result: Deluxe grew their ‘talent community’ (those opting in to hear about Deluxe careers) from 3,500 to 143,000 members in just one year, with around 70% of total hires coming from within this designated

Deluxe Corp

Source: Press Search; jobs.deluxe.com

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Social Media Recruiting Solution: Sodexo, an integrated food and facilities management provider, used social media (Second Life, blog, Facebook, Twitter, etc.) to recover from poor recruiting outcomes due to outsourcing.

Result: The company reduced its reliance on job boards (saving an estimated $300,000 in advertising costs annually), with visitors to its own site growing from 55,000/month to 260,000/month from 2007 to present, and nearly 50% of all external hires utilizing the company’s social media presence. Time to fill positions decreased while the quality of hires increased (as demonstrated by an increase in hiring manager satisfaction from 3.3 to 4.6, on a scale of 1-5).

Sodexo

Source: Recruiter Magazine; sodexo.com

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Reckitt Benckiser

Source: Press Search; facebook.com

Social Media Recruiting Solution: Reckitt Benckiser (RB) developed a Facebook game (poweRBrands) designed to show future talent how RB thinks and inform them about available sales and marketing roles in a fun and interactive way.

Result: The company’s Facebook game made the list of Facebook’s most played games. RB has also been recently named a top FTSE company when it comes to using new media.

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Zappos.com

Note: 1) Additional information about hires by specific social media platform can be found in the AppendixSource: Press Search; twitter.zappos.com

Social Media Recruiting Solution: This online shoe and apparel retailer utilized multiple social media channels including a dedicated twitter.zappos.com platform which feeds public mentions and employee tweets to attract and identify potential candidates. Any Twitter user who mentions things such as “wow, I’d love to work at Zappos” or “I just read this article about Zappos and it seem like a cool place to work” is followed by Zappos with follow-up including @replying with information about openings and the application process.

Result: Zappos’ creative approach to social media recruiting has contributed positively to the organization’s customer-centric culture. While social media currently serves chiefly as a means to build brand awareness (the majority of new hires apply through traditional channels), the social media channel directly contributed 19 new hires in 2010 (out of a total of 1,689 total new hires)1

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Zappos experience highlights how working the right social channel can generate quality candidates

Source # Candidates # Hired % Hired

Non Social Media 23,551 1,670 7%

Facebook 318 17 5%

Facebook Application 6 2 33%

LinkedIn 11 0 0%

Twitter 1 0 0%

Total 23,887 1,689 7%

Social Media Driven Hiring at Zappos

Source: Zappos

MRecruitingCamp sept2012

Technology

us mobile subscribers

mobile consumers

smartphone feature phonefeb

nielsen company

income mobile insights

years awayhow things

past year

single digits