Creating a Social Networking Recruitment Strategy
Presenter: Michelle Krier
Sponsored by
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Agenda
• Why Create a Social Networking Recruitment Strategy?
• Building Your Strategy
• Benefits
• ROI Measurement
• Case Study: Sodexo
• Summary and Questions
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Please describe your current role…Recruiter or Recruiting Leader - 57%
HR Manager / Director or above – 13%
HR Generalist / HR Specialist (non recruiting) - 7%
Hiring Manager / Executive - 2%
Other - 22%
Polling Question
Why Create a Social Networking Recruitment Strategy?
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“Social media is a fundamental shift in
the way people communicate via
real‐time conversations
online.”
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Who Uses Social Media?
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Dramatic Recruiting Shifts
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Social Networking Usage Trends
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• We have found that current employees are the most widely used and are by far the most trusted source of information about organizations for candidates. Unfortunately, only 24% of employees actively promote their organization in the labor market.
Corporate Leadership Council
• Trust in “a person like me” has more than tripled, from 20% in 2000 to 68% in 2006. Edelman Trust Barometer
Creating Your Strategy
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Polling Question
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Does your organization currently have a
social media strategy?
• Yes – 28%
• No – 58%
• Not sure – 14%
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How to Start
• Follow the POST Method
• Objectives (what are you trying to accomplish?)
• Strategy (how do you want your relationships with the people you are targeting to change?)
• Technology (what tools will you use to accomplish the above?)
• People (who are you trying to reach?)
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People
• Segment into groups
– Clients/customers
– Prospective clients/customers
– Potential employees
• Where do they have an online presence?
• What is their profile (i.e., are they heavy technology users or not? Do they lead the pack or are they followers?)
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Objectives
• Engage with potential employees
• Build brand awareness
• COMMUNICATE!!
• Make them measurable – how?
– # of impressions
– # of followers, fans, etc.
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Strategy
• How do you want your interactions with candidates and potential candidates to change and grow over time?
• Do you have a dedicated resource(s) to manage these efforts on an ongoing basis?
• Start small but have room to grow
• Must be integrated!!
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Technology
• The tools are determined after the people, objectives and strategy.
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Polling Question
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Which social media tools does your company
currently use? (check all that apply)
• Blogs – 11%
• Social networking sites – Twitter, Facebook, LinkedIn, etc. – 64%
• Video, podcasts – 17%
• E‐newsletters – 26%
• None of the above – 30%
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Blogs
75% found blogs useful, important or critical and
75% blog at least weekly
HubSpot
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• The “big three” ‐
• Don’t just create an account – be active!
• Establish relationships and engage with people
Social Media Sites
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Social Media Sites
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Video
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Corporate Career Site
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Corporate Career Site
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Corporate Career Site
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Facebook Careers Page
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Facebook Careers Page
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So Now What?!
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Implementing the Strategy
• Should complement your traditional recruiting strategy
• Who will manage it?
– Dedicated resources
– Team approach – various team members manage different pieces
• Integrate social media activities into daily activities
• Be authentic
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Social Media Policy
• Provides guidance to employees about how to interact on behalf of the company online; clearly defines what’s acceptable and what’s not as well as what’s grounds for termination
• Protects the company
• Can be brief or lengthy depending on size of company and nature of business
• Good examples you can find online:
– IBM
– Intel
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BenefitsBrandingRecruitingPublic Relations
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Employment Branding
• Branding ‐ A way to differentiate the employment experience– An emotional connection with internal/external audiences– Highlighting ‘points of difference’– Branding should be consistent with the consumer brand/culture
• Guiding Principles of branding– COGNITIVE: Understand ‐ Believe ‐ Engaged– BEHAVIORAL: Deliver ‐ Tell the story ‐ Link to HR Systems
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RecruitingInternal Candidates
Create robust communication to current employee database and insure employees in (or out) of the career path are recruited
Active Candidates
Qualify job search criteria and ensure robust recruitment marketing to candidates looking for a job now ‐ online and off on web and in your current ATS & CRM
Selective Candidates
Research and mine resume/ candidate database for candidates actively…daily
Passive Candidates
Find and maintain relationships with currently employed talent that might not be looking to change jobs today
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Companies don’t control the message
How do you Measure ROI?
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• Types of results for social media:
1. Traffic (# of followers, # of fans, etc.)
2. Outcomes (how quickly you can fill an open req)
3. Business results – tie back to overall goals
– Participate in the conversation
– Enhance relationships with candidates and potential candidates
Success/ROI Determination
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“The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.”
‐ Jason Falls, Social Media Explorer
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Polling Question
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If you currently use social media tools for recruiting,
how successful have you been?
• Very successful – 2%
• Moderately successful – 30%
• Not successful – 13%
• Not sure/haven’t tried using social media for recruiting – 55%
Case Study: Sodexo's Integrated Recruitment Strategy
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Career Site Connection
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• Magazine• Podcast• Newsletter
Communication Tools
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YouTube
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Blog
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Summary
Have a strategy to reach your audience!
Social Networks
BusinessDirectory
Videos & Podcasts
RSS feeds
Blogs
EmployeeVoice
CompanyRankingSites
CompanyPages
Web 2.0
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Take‐Aways
• Creating a Social Networking Recruitment Strategy PPT
• Social Networking Sample Policy
• The New Recruitment Tool: Social Networking Sites
• 10 Demandments Self‐Assessment Tool
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1.Plan
2.Source
3.Recruit
4.Screen
5.Board
6.Refine
Assessments
InterviewManagement
BackgroundChecks
Tax CreditEvaluation
Onboarding& eI-9
EnsureRegulatoryCompliance
AnalyzeProcesses
Reports/Metrics
Set Budgets
Forecast Headcount
Create/MineTalent Pools
Run BrandedTalent/Contact
Campaigns
The Power of a Partnership
Brian TomasicADP
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Connect with Pinstripe!
www.pinstripetalent.com www.youtube.com/PinstripeTalent
www.twitter.com/PinstripeTalent and www.twitter.com/PinstripeJobs
www.facebook.com/pages/Brookfield‐WI/Pinstripe/24643581222
www.linkedin.com/groups?gid=1774239
www.pinstripetalent.com/HRpreneuringwww.pinstripetalent.com/RPOlosophywww.pinstripetalent.com/recruitalicious
Join us for Future Webinars
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TCO and ROI in RPO 06/24/09
Top Recruitment Strategies for Uncertain Times 08/13/09
Visit www.pinstripetalent.com for more information
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Thank You! Questions?
Michelle Krier, Marketing Services Manager, Pinstripe
Connect with me!
E‐mail: [email protected]
@michellekrier
www.linkedin.com/michellekrier
www.facebook.com/people/Michelle‐Weber‐Krier/1533336251
Blog: www.dailykrier.com