Sept 22 iba class

Electronic Recruitment and the Emergence of Social Media and

other new approaches

HR = The New Marketers

“In 2009, brand management isn't about what you say you are, it's about who you are, and this is what makes HR the new Marke<ng.”

Augie Ray Social Media & Interac=ve Marke=ng Leader

Old

New

Employees = Brand Ambassadors “We have found that current employees are the most widely used and are by far the most trusted source of informa<on about organiza<ons for candidates.”

Corporate Leadership Council

85% Intangible assets

66% New posi=ons

41% Research social media

4 Trends 1.  Economic influences have led to pricing

pressures 2.  Increasing mul=-‐posi=on demands and =me

urgencies 3.  Organiza=ons are internalizing search

func=on 4.  Rise of social media has changed recruitment





1. Economic influences have led to pricing pressures

0 2 4 6 8 10 12

Net Decline

2009 Revenues

2008 Revenues

Global Retained Execu?ve Search Revenues in $ billions

1. Economic influences have led to pricing pressures

•Tradi=onal Retained Search Model on Pricing – A bundled approach in methodologies/pricing –  33% annual/1 month gross fee structure + expenses – Modest, forced modifica=ons –  Revenues decline

•New Model for Pricing –  Pricing flexibility and customiza=on –  Fee for service vs. fee for placement – Delivering mid-‐level candidates cost-‐effec=vely





2. Increasing mul=-‐posi=on demands and =me urgencies

•Tradi=onal Retained Search Model – Fewer skilled workers = constant talent demands – Conduc=ng mainly senior to C-‐level searches – S=ll conduc=ng one search at a =me over months

•New Model is Much More Agile – Work on mul=ple posi=ons simultaneously – Unbundle services in a ‘Pipeline’ model – Provide the front end of search at mid-‐levels – Hire as many as desired!









4. Rise of social media has changed recruitment

•  Current Social Media Tools – What are the real measurable returns?

– The game changer?

•  Social Media in the New Model – “narrowcast” to reach key talent – Need ‘just in =me’ and ‘plug and play’ solu=on

Choose Your Tools

Follow The Leaders

Watch Learn Listen

Sodexo: Career Site

Career Site: Keys to Maximizing

•  Invest in SEO and SEM to drive traffic to your Career Website

•  Compete for Talent at the moment of search

•  Ensure your Careers Website is on the 1st page of results for:

–  “Your Company Name” Jobs -‐ -‐ General Electric Jobs

–  “Your City” Jobs -‐ -‐ Dayton Jobs

–  “Your Industry” Jobs -‐ -‐ Manufacturing Jobs

–  “Job Title(s) You Recruit For” Jobs -‐ -‐ Marke=ng Jobs

•  If you’re not on the 1st Page – you might as well not exist…

Sodexo: LinkedIn

LinkedIn: Keys to Maximizing

•  Use LinkedIn Applica=ons for branding & sharing –  Slideshare or Google Presenta=ons –  Wordpress or Typepad Blog Applica=ons –  My Travel –  Polls –  Events

•  Links back to your Corporate Website/Careers Page

•  Groups – recrui=ng benefits, engagement, community

•  Ensure your Company Profile is compelling & complete

Sodexo: Facebook Fan Page

Promo=onal/Branding Content

Engaging with Candidates

Jobs Feed

Facebook: Keys to Maximizing Fan Pages:

•  Engage with Fans, create Community

•  Send “updates” to Fans -‐ database of interested users

•  Link back to your Corporate Website/Careers Page

•  Fan Pages index well in search engines

•  Fan interac=on is shared in their News Feed

•  Promote Events

Sodexo: Twirer

Twirer: Keys to Maximizing •  Balance promo?onal, personal and conversa?onal tweets

•  Be a “real person” reflec=ng a real voice and authen=city

•  Be interes=ng, informa=ve and entertaining

•  Regularly promote/highlight others (they’ll likely reciprocate)

•  Share links of interest to candidates & poten=al candidates

•  Tailor conversa=ons to your targeted recruits

•  Link to videos & photos on Career Website or Facebook Fan page

•  Post photos from “a day in your life” (Twitpics, etc.)

•  Last and least -‐ link to your job pos=ngs

Sodexo: Blog

Blogging: Keys to Maximizing •  Boost Search Engine rankings

•  Establish exper=se

•  Foster rela=onships with Employees, Candidates and Customers

•  Recruit – post about cool job opportuni=es

•  Share industry news

•  Link to media coverage

•  Address concerns or common ques=ons

•  Link to other social media efforts

Sodexo: YouTube

Respond & Communicate

You MUST Do This!

Most Important: Be Human

In Social Media, people want to interact with Humans

Not Buildings or a Logos

The Future? Talent Communi=es

Narejo Human Resources Job Bank The New Social Media

Career Advancement Blog Career Coaching Professional

Development Webinars

Hidden Job Opportuni?es

Objec=ve 1: Develop a Vibrant Talent Community

Narejo Human Resources Job Bank The New Social Media

Employer Branding

Recruitment Solu?ons

Research Solu?ons

New Search Model

Objec=ve 2: Empower Employers Through Access to this talent pool

Addi?onal Resources

Companies using Social Media well to watch & learn from: •  Sodexo •  Zappos •  Ernst & Young •  AT&T

Who Should Recruiters Follow on TwiPer? 100+ Sugges?ons •  hrp://www.cincyrecruiter.com/cincy_recruiter/2009/10/who-‐should-‐recruiters-‐follow-‐

on-‐twirer-‐100-‐sugges=ons.html

GeUng Your HR Friends on TwiPer? Start Here •  hrp://steveboese.squarespace.com/journal/2009/9/19/gewng-‐your-‐hr-‐friends-‐on-‐

twirer-‐start-‐here.html

Companies Recrui?ng on TwiPer: •  hrp://susanstrayer.com/2009/05/companies-‐recrui=ng-‐on-‐twirer-‐updated.html

Online Database of Social Media Policies: •  hrp://socialmediagovernance.com/policies.php

Air Force Blog Assessment Policy (Good Communica?on/Response Guide): •  hrp://www.webinknow.com/2008/12/the-‐us-‐air-‐force-‐armed-‐with-‐social-‐media.html

Sept 22 iba class

Education

new marketers

new approaches

emergence of social

brand management isnt

electronic recruitment