Social Recruiting Conference 2011 - Presentation by Maayan Zusman, Recruitment Marketing and Branding Lead, Intel EMEA

1. Social Media ROI within
Digital Recruitment
Maayan Zusman
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2. Who Am I?
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3. Agenda
 Social Media – our journey
 The ROI of Social Media - Approaching ROI
Measurement
 Our ROI
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4. Our Journey
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5. Our Journey Included…
• A constant strive toward:
Innovation
Being where our audience is…& in time!
• Ongoing research of:
Marketing trends
Recruitment trends
Target audience trends
• Strategic Planning
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6. Once Upon A Time…
When we didn’t all know what Facebook is…
Exploration & utilization of digital channels began as part
of an ‘internet sourcing strategy’:
Informative niche audience jobs websites
Virtual Job Fairs
LinkedIn searches
Online Jobs Forum
Online broad/targeted campaigns
Jobs website SEO
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7. The Signs Were
Already There…
We were looking for/to:
A targeted (niche) approach
Put a “face” to Intel
Customer orientation (candidate as
customer)
Share and listen (learning) –
building relationships (they work!)
Close perception gaps
Giving our audiences the
information that they know they
need OR don’t know that they need
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8. The Possibilities
Social Media presented the opportunity to do
just that!
Influence employer branding & close perception gaps
about Intel culture
Raise awareness around career opportunities
available
Source and hire candidates by building
a two-way relationship, humanizing Intel
as a great place to a work.
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9. The Risks
To name a few:
A new & unknown world
Shift in our outlook (we are not in
control of what is being said, where
and how…Intel likes control)
Resources
Training for social media practitioners
and recruiters
Speaking a new language (speaking
non-Intel)
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10. Our Social Journey –
Intel EMEA
A blend between social
networks that are popular
worldwide & country-focused,
local social networks
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11. Facebook
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12. First Staffing Facebook page
•
Our ‘jobs/career…’ -not
Not named
Policy:
everyone is job hunting, but
Provide(student/intern
an
everyone is a potential candidate
• Targeted approach
answer GER) any
population from to
• Humanizing our brand
question within
• Personal interaction
• Listening & hours!
24 learning
• Addressing perception gaps
• Promoting open positions
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• Promoting news/events etc

13. Job Search &
Application
directly from
Facebook
pages
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14. Jobs Tabs on Intel Country Pages (UK, Russia,
Poland, Germany, Israel…)
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15. Sponsored Ads
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16. Twitter
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18. LinkedIn
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19. Intel
EMEA
Career
Groups
Targeted Candidate Search Job Postings
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20. Recruitment/
Employer Branding
Videos
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22. Blogs
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24. Country Focused
Social Channels
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25. Russia – Vkontakte
Poland – Goldenline
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26. The ROI of Social Media -
Approaching ROI Measurement
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27. Social Media ROI Measurement–
What Is It?
Can we define our investment?
It’s not only the money!
Can we define the return?
It’s not only new hires!
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28. Social Media ROI Measurement
Why Bother?
Recruiter anecdotes only go so far
Why act uninformed when you can make data based
decisions?
Conveying the importance of tracking the source is in our
best interest. Proving effectiveness = easier to obtain
budget
It often seems to be free or easy…it’s not!
Very effective in gaining credibility with hiring managers
Recruiters utilize dashboard to develop based sourcing plans
Usage varies by region/country
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29. A Blend Between Two Factors
1. Quantitative
2. Qualitative
How many??
Have We…?
Lead to meaningfulClicks
Fans Followers conversations
Entries
Influenced our employer brand
Questions Likes Comments CVs
Increased linkage to the company
Provided info that lead to action Hires
Applicants Candidates New
Closed perceptions
gaps
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30. By addressing these two
factors, and with the help
of a vast range of tools, we
can try to understand if…
Social media is really
worth our time & efforts
From our experience
IT IS!
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31. Measurement (Quantitative)
Measurement in social media comes in many
shapes, forms and sizes, among them:
Your group’s/page’s/accounts fan base
Facebook insights (tab entries, interactions
etc…)
Campaign success measures (CTR…)
Analytics
URLs for AutoTracking
Other:
Different Solutions’/Vendors’ indicators
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32. Our ROI
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33. Fan/Participant Base
Examples:
Intel-Students’ Spot Staffing Facebook Page: ~8500 fans
Twitter followers: ~1200 on Jobs@intel Israel on Twitter
LinkedIn: ~1500 members on Intel EMEA Career Group
Vkonatake: thousands of members
Goldenline: 2000 new visitors a month
Thousands of entries to videos
Hundreds of participants in each webcast
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34. Applicants & New Hires
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35. Facebook 35%
LinkedIn 41%
Twi4er 5%
Other 18%
Romania: 40% of experienced new hires hired through
personal LinkedIn approach!
Kenya & Morocco: in tight timelines close to 100% of
applicants were sourced through LinkedIn
Poland: 30% of Intel Poland’s new hires sourced through
Goldenline!
50% of candidates (of sample), after asking a Q and
receiving an answer, entered their applicant profile and
updated their details with info (often leading to
relevancy!)
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36. Qualitative
Significant information
brought to our attention
that lead us to action!
• Application process
(technical & user-
experience feedback)
• Personal details that are
usually not captured in
CVs
• Unknown perceptions
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37. Final Thoughts
If you don’t engage online…
people notice
Commit to a 2 way dialog!
Don’t take on more than you
can effectively handle.
Think quality & think quantity
It’s not just about recruiting!
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