Case study demonstrating a strategic approach to recruitment. An online recruitment program which has secured a growing network of the right kind of potential employees and established brand/reputation for honest conversation.

1. Leveraging
social networks.
Engaging potential employees and utilising staff networks through social
media based recruitment, the risk managed way.

2. “
“ Skills shortage imperils boom
Australian Financial Review, March 2011
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3. A confluence of pressures.
• All time low unemployment rate, boomers exiting marketplace.
• Line managers say ‘get people’ but no understanding of process, time
and cost.
• Labour intensive administration burden for recruitment team.
• Traditional channels (newspaper, head hunters, job boards, trade
fairs) expensive and not delivering.
• Candidates all communicating using different channels.
• Competitors poaching staff and sourcing skilled applicants
• Corporate website ineffective as a recruitment and candidate
processing tool.
• Increasingly difficult to differentiate employer brand.
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4. Referral-based recruitment.
Recommendations from personal acquaintances or opinions posted by
consumers online are the most trusted forms of advertising*. Social
network recruitment platforms:
• Target the networks of your preferred candidates
• Provide a compelling insight to the culture of the employer
• Transform employees into advocates
• Deliver an easy mechanism for employees to share to peers
• Activity (and impact) is highly measurable
* Nielsen Global Online Consumer Survey
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5. Communication map.
• Social network
recruitment is not
‘badgering’ people on
LinkedIn!
• A strategic process of
understanding the market
for good people, profiling
social groups and
proactively engaging them
over time.
• Empowering company
employees to be advocates
via controlled media.
• Establishing a multi-point
web presence (microsite
and social pages) that
accurately market the job to
each employee segment).
A3 version @ http://www.ellis-jones.com.au/wp-content/uploads/2011/04/social_network_recruiting_map_A3.jpg
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6. Case Study.
Problem
• Critical shortage of arborists in Australia.
• Major advertising/trade fair expenses.
• New to social networking.
Solution
• International social network recruitment strategy.
• Content rich blog and FB pages to share the story.
• Staff engagement to leverage networks and source
content.
Outcome
www.treescapers.com.au
• Pro-active social media targeting drives over 700
unique visitors (from 13 countries) in 1st month. “The feedback is overwhelmingly positive.
• Integration of social platforms spreads word quickly. I want to take this opportunity to thank
• 600% increase in applications. you and your team for a wonderful result.”
Savvas Aidonopoulos,
Marketing Communication Manager
Citywide
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7. The Process.
IDEA. Ellis Jones investigates, develops, engages and then accounts for the investment.
I Understand Analysis of staff and target Identify content Evaluate key social
the market market social network activity creators media channels
Review & develop Develop engagement & Develop internal policies &
D
existing collateral content strategy documentation
Identify and develop internal KSIs and Develop Develop web analytics
content and contributors ROI Model website and monitoring
E A
Deploy Implement engagement ROI Monthly site
website and content strategies reconciliation reporting analysis
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8. Measured outcomes.
• Automated database of appropriately skilled candidates, sorted and
managed (driving down time and cost).
• High brand awareness in relevant social, industry and
education/training networks.
• Direct conversations with candidates and employees.
• Source pool of rich content (video, photo, text) for redeployment in
online and traditional campaigns.
• Engaged employees build internal and external networks through
company channels.
w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046

9. Just some of the metrics.
• Post-pilot reconciliation against previous annual spend
• Site analytics: site traffic, unique visits, sources, content.
• e-newsletter use analytics: content, engagement, forwards.
• e-news subscriber/candidate database growth and profile/segments.
• Social media analytics: follower volume, profile, engagement.
• Blog network: content placement, reach, engagement.
• Employee contribution: content, personal network development.
• Content library: volume of cost free imagery, messaging, video.
• Employer brand equity and awareness in targeted market.
• Employee segment satisfaction, turnover, engagement.
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10. Our competencies.
Our people:
• Have over a decade’s experience in development of knowledge
management systems, employee comms and employer brands.
• Led the development of social media as an internal and external
engagement tool in Aust and the UK.
• Always focused on the investigation, strategy and supported
implementation, backing insight with development of technology.
• Provide stakeholder engagement and reputation risk management
advice (policy, programs, mitigation).
• Use the best technology for the job: no more, no less.
w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046