Social Recruiting In An Unsocial Enviornment (Mnrec 12).Pptx

Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC December 3rd, 2010 @Dave1102

Social Recrui,ng in an

Unsocial Environment

Social Recrui,ng in an Unsocial Environment @Dave1102 #MNREC

Purpose of this presenta,on

Get you to think about the answer to these ques,ons…

•  What do people think about the company?

•  Do your acCons improve that percepCon?

•  Are you a recruiter or a career counselor?


Agenda

•  Is social media new?

•  How has recruiCng changed? •  Why did the Army go social? •  Do you have a social media strategy?

•  What is MarkeCng? •  What is a brand and why is it important to recruiCng? •  How is social media like daCng?

•  How can we make the experience beKer for prospecCve employees?


Click to edit Master ,tle style

•  Click to edit Master text styles – Second level •  Third level

–  Fourth level »  FiPh level

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December 3rd, 2010 @Dave1102

Social Recrui,ng in an Unsocial Environment

Is social media new?�


NOPE…just the tools!

There were four main purposes of the Declara,on:   GeTng reluctant colonists on board   Explaining the colonists' posiCon on the purpose of government   LisCng the colonists' grievances against King George III to show the legiCmacy of their acCons to others   To encourage foreign naCons to help them


Defini,on of Social –adjec,ve 1. pertaining to, devoted to, or characterized by friendly companionship or rela,ons: a social club. 2. seeking or enjoying the companionship of others; friendly; sociable; gregarious. 3. of, pertaining to, connected with, or suited to polite or fashionable society: a social event. 4. living or disposed to live in companionship with others or in a community, rather than in isolaCon:

People are social beings. 5. of or pertaining to human society, esp. as a body divided into classes according to status: social rank. 6. involved in many social acCviCes: We're so busy working, we have to be a liKle less social now. 7. of or pertaining to the life, welfare, and relaCons of human beings in a community: social problems. 8. noCng or pertaining to ac,vi,es designed to remedy or alleviate certain unfavorable condi,ons of

life in a community, esp. among the poor. 9. pertaining to or advocaCng socialism. 10. Zoology . living habitually together in communiCes, as bees or ants. 11. Botany . growing in patches or clumps. 12. Rare . occurring or taking place between allies or confederates.

–noun 13. a social gathering or party, esp. of or as given by an organized group: a church social.


Viral Marketing The process of creating the potential for exponential growth in a message's exposure and influence, usually refers to the pass-along of some element or content that is usually online

Buzz Generally considered an outcome resulting from large numbers of individuals talking about a product, service or brand

Word-of-Mouth Marketing Activities that companies undertake to generate personal, often

in-person, recommendations as well as referrals for brand names, products and services

Social networking is the creation of connections between individuals and advertisers who share a common interest in order to create new conversations that add measurable value to a brand, product or service.

Working Defini,on


•  78% of consumers trust recommendations from other consumers they know (1) Now this is closer to 90%

•  71% of 13-24 year olds consume user-generated content (2)

•  35% of executives have read a blog in the last month (3)

•  40% of today’s consumers are creating their own entertainment (4)

•  51% of consumers are watching and reading content created by other consumers (5) Sources: 1.  Word-of-Mouth the Most Powerful Selling Tool: Nielsen Global Survey, The Nielsen Company, October 2007 2.  Harrison Group/Deloitte Touche Survey, March 2007 3.  Business Elite: USA 2007 Survey, Ipsos Media, October 2007 4.  State of the Media Democracy: Deloitte & Touche痴 Technology, Media and Telecommunications practice, August 2007 5.  State of the Media Democracy: Deloitte & Touche痴 Technology, Media and Telecommunications practice, August 2007

Why Social Networking is Important


Encourage Target Audience Par,cipa,on

Ensuring that ac-vity is driven exclusively by our target audiences will help build a high level of trust in programs

•  Modern web users’ trust is earned, not given, so it’s imperaCve that we leave as liKle a “footprint” as possible –  As liKle reacCve moderaCon as possible (e.g., don’t let community see you remove

content aPer the fact) –  Let others respond to negaCve comments.

–  Establish ground rules on what will get a comment deleted. (e.g., obscene language, inappropriate comments, spam, etc)

•  Customers prefer interacCons with each other to receiving “markeCng speak” about why they should consider or buy new products / services –  December 2008 Web 2.0 Research confirms this





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How has recruiting changed? �


Yes…I’m old!!


Before the internet…


How have things changed?

A March 2009 study by Knowledge Networks found that between 10% and 24% of US social media users turned to social networks when making purchase decisions about various categories of products and services. (eMarketer, October 2009)

•  86% of job seekers search online

•  Social media sCll isn’t on the radar for over a third of job seekers (36%)

•  83% of job seekers would rather have a job they love than a job that pays well

Do you think a job is more important than a purchase??


What is the percep,on?

Search words

1st to apply get the job

No human contact

Apply & wait & wait & wait Hard to prioritize

Did I mention no human contact? #CareerCollec,ve

Employers don’t care

Recruiters just fill jobs

Not user friendly


Super Bowl 2011 Ticket Giveaway

•  I have 2 Cckets for the Super Bowl

•  Tweet why you should get one of the Cckets

•  And the winner is…


Is this your applicants experience?

•  Self Select •  Excited about Cckets (job) •  No clear Cmeline

•  No noCficaCon •  Would you do this again?


How does your process make people feel?





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Why did the Army go social?�


Before Social Media “Recrui,ng Slogans”

It didn’t maKer what Soldiers thought…no one asked them.


What do you think when you see…


Do these come to mind?


What it means to the Army…

Physical, Emotional, & Mental Strength

No longer just for recrui,ng!


Army Strong Stories

600+ Bloggers


Army Strong Stories


Social Media – Straight from Iraq


US Army Astronauts


The Army Experience Center





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What is Marketing?�


Marke,ng

•  What consumer problem must the adverCsing solve?

•  What is the objecCve of the adverCsing?

•  What is the most important benefit, promise, and/or offer?


Social Recrui,ng IS Marke,ng

•  This should be more than a job posCng. •  It’s a story of employee experiences.

•  It’s about relaConships and communiCes.




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What is a brand and �

why is it important to recruiting?�


Brand •  A brand is a name, sign, symbol, slogan or anything that is used to idenCfy and disCnguish a specific product, service, or business.


Is it Quality or something else??


Your Brand •  PercepCons = Reality •  What is being said in the news about your brand impacts percepCons of the company.

•  HR departments DO have an impact on the brand…a good markeCng department will realize that!

•  Employees must believe in the brand if you plan to include them in social recruiCng.

Positive Negative





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Do you have a�

social media strategy?�


The Army’s Posi,oning For Recrui,ng Soldier’s Purpose: A Soldier serves in the US Army and is commiKed to protecCng the U.S. ConsCtuCon and all that it stands for.

Soldiers Defini,on: A Soldier is strong (Mentally, physically and emoConally), adapCve, confident, and values driven.

Value Statement: Becoming a Soldier prepares you to succeed at whatever you select as your goals.

Posi,oning Statement: Being a Soldier strengthens you today and for the future because the Army develops your potenCal through relevant and challenging training, shared values and personal experience. Soldiers consistently take pride in making a difference for themselves, their families and the NaCon.

Support   Enlisted: Army skills; leadership and teamwork training; educaConal opportuniCes   Officer: Leadership and management development of each cadet/officer   EmoConal assurance for both: pride in making a difference

STEP 1: Develop a posi,on statement


Strategy Short term -‐

  Launch and establish Army Brand   Increase Leads and traffic to staCons to meet recruiCng mission   PosiCon Brand for Long Term success -‐ one look and one voice

Midterm -‐   Build Army Brand and improve awareness and propensity   Employ market segmentaCon research to target messages more effecCvely   Employ Public RelaCons to extend message to both the internal and external

audiences   Develop ethnic specific messages to increase enlistments in under-‐represented

ethnic markets Long term -‐

  Reinforce Army Brand with compelling and relevant ads and messages   Integrate learning from Ad Tracking and research to improve campaign

effecCveness   Synchronize Army-‐wide outreach programs and assets to support recruiCng

STEP 2: Develop a strategy


Know your audience

•  Each generaCon has different career goals

•  They can be found in different social circles

•  For 40% of new graduates, the most important thing to them in their first job is opportuniCes to learn and develop their career. Salary and benefits is most important for 25% of new grads, and work/life balance is tops for 17 percent.

•  If you’re targeCng older workers, one place to adverCse your jobs might be on Facebook. The number of workers 55 and older on Facebook has increased 922% since 2009.


Development of a Strategy

•  Define your content •  Determine locaCons to post content

•  Explore social media management tools

•  Measure success (ROI vs ROO)

Publish a communica,on plan


Communica,on Plan

•  Think like a magazine (annual plan)

•  What is the story you want to tell? •  Is there a cycle to your recruiCng? •  IdenCfy who controls account •  Establish rules •  Ensure informaCon is authenCc and verifiable





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How is social media like dating?�


Social Media is about Rela,onships

What is it like on the first date?

And ager the marriage?


How do you create conversa,ons?

Are there any ques,ons?

Do you agree?

YES

What do you think about this?

Social networking is the creation of connections between individuals and advertisers who share a common interest in order to create new conversations that add measurable value to a brand, product or service.


Part of your strategy should include listening





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How can we make the experience�

better for prospective employees?�


Worst Prac,ces •  HR Team mistakes •  Misspellings in job posCngs

•  CommunicaCon errors with applicant

•  Job posCngs not closed when filled •  Comments about applicants on social media


Best Prac,ces

Thanks from Our Brand

�

10 % Discount �

•  Hand wriKen rejecCon noCce •  Discount coupons for company products

•  Feedback from interview

•  Offered advice for next interview •  “like a marriage”

•  Offer interview hints •  Response from SM

•  Video posCngs from hiring manager


What can we do to get beher?

 Develop a strategy and a communicaCon plan

 Know your audience and understand generaConal differences

 Post closing dates for posiCons  ApplicaCon response includes decision dates

  Send a “press release” profiling the selected candidate

  Employee blogs to communicate company culture


What can we do to get beher?

  Get employees into recruiCng communiCes

 Understand the “rules” of social media…let others defend your organizaCon

  Provide a reason for prospects to stay engaged with your community

 Watch those outside your industry…be a leader not a follower

  Can your community help those leaving the company?

  How about a NewsleKer?


A new recruiters tool on Facebook

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Sign up at: hKp://www.work4labs.com/

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A new recruiters tool on Facebook


What are your thoughts?

Social Recruiting In An Unsocial Enviornment (Mnrec 12).Pptx

Documents

social beings

social networking

church social

social rank

social accvices

social adjec

social event

social club