Presentation given at Future Recruitment (Teneo)

2. Faster than light?
The myths and realities behind
social media recruitment
James Purvis, Head of Recruitment, CERN
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

3. There is a lot of Hype… …and a lot of misconceptions…
… and a lot of experts who want to tell …next 30 minutes – I‟ll simply
you exactly what you should be doing! share our journey at CERN
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

4. Why Social Media?
http://youtu.be/7wi-kndiAtc
Courtesy of Youtube: “Using Social Media for Employment by SilkRoad”
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

5. 3500 BC 1440 1989 1992
time
For thousands of years we have been using the same methods of recruiting …
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

6. UGC (User Generated Content)
2000 2001 2004 2005 2006
“Every two days, we create as
much information as we did
from the dawn of civilization up
until 2003”
Eric Schmidt,
CEO Google
World‟s information is doubling every 2 years!
100,000 tweets/minute & 40+ million facebook status updates per hour!
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

7. Relevance for Recruitment
Internet channels used by jobseekers
Facebook jumps to 17% in 2011 Job Boards down by 10%
Data Courtesy of 2011 Study
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

8. Beware of the Hype!
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

9. Gartner‟s hype cycle Promises:
• Reduce costs
Visibility • Reduce time “…people tell me they are too busy in their
• Silver bullet jobs to use social media…
it should be part of their jobs to use it.”
Barriers:
• management fear of loss of control
“89% of HR • reputational damage
departments • legal concerns
are not • inadequate metrics
reaping the • strategy & capability
benefits”
Peak of
Technology inflated Trough of Slope of Plateau of
trigger expectations disillusionment enlightenment productivity
Maturity
Social media benefits are ManagementHR, Personnel Today, May 2010
*Global Talent not reaching Survey 100 HR decision-makers
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

10. Getting started
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

11. Sort out your EVP
http://youtu.be/6lcMlV4OBT0 http://youtu.be/QsdHvHOftIk
Your Employer Value Proposition is your foundation for all recruitment communication
“A brand is no longer what we tell the consumer it is –
it is what consumers tell each other it is.”
You can no longer control your brand…
… but you can certainly influence it 
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

12. Make time
Reduce the time consuming activities
Reduce Reduce career Implement
print fair multiposting for
adverts organisation adverts to job
with low ROI boards
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

13. Design a Social Media Strategy
Employer
branding clips
Interview
process
Youtube
Job insights
Facebook
Social Misc
Twitter
Online Professional
Tumblr
Careers fairs Job boards
Sourcing
Print
strategy “Social media changes the
relationship between companies
Agencies
and customers from master and
servant, to peer to peer.”
Candidate DB
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

14. The channels
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

15. The channels
@cernjobs
Twitter
- Quick & Easy to setup
- Shared account
- Increases Google Pagerank
- Can feed linkedIn profiles
youtube.com/cernjobstv
Youtube
- “If I can‟t picture it, I cant understand it”
- Easier than you think
- Set up a „channel‟
- Video is most popular media on the net
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

16. Facebook
Facebook is a platform
Becoming more important than traditional websites!
Facebook accounts for 25% web page views
Facebook beats Google in Web traffic
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

17. Facebook
Default page Company Page
Each time you get a “like,” your page is advertised in the Facebook news
feed…for free
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

18. Facebook for recruitment
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

19. Edgerank
“possibly the most important algorithm you
have never heard of”
∑ edge e uewede
Ue (affinity) – how friendly you are with someone
We (weight) – videos, photos, comments, likes
De (decay) – recency
You want to make a big announcement ?
Plan ahead to increase affinity first.
Courtesy of :
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

20. Good Practice
Do
- Post regularly
- Participate
- Build an interactive wall
- Market facebook outside facebook
- Use photos & video
- Invite engagement
- Be human
- Measure
Don’t
- Be robotic
- Spam
“If you make customers unhappy in the - Be “me centric”
physical world, they might each tell 6 - Overpost
friends. If you make customers unhappy - Condescend, dictate
on the Internet, they can each tell 6,000 - Be controversial
friends.”
“Don‟t say anything online that you wouldn‟t want
plastered on a billboard with your face on it”
Jeff Bezos, CEO at Amazon.com
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

21. Metrics “You can’t manage what
you don’t measure”
High-level KPIs
ApplicantTracking- reach
Insights
Insights - virality
Google Analytics
In House Reporting
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

22. If you are successful…
45
40
35
Number of posts
30
Number of applicants
25 Over 100
Over 200
20 Over 300
Over 500
15
10
5
0
2007 2008 2009 2010 2011
Year
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

23. Dealing with the Volume
Considerations
• Replying to multi-channel
communication
• An excellent ATS, ideally with
• integrated sourcing metrics
• intelligent matching
• automated ranking
“The goal of social media is • integration with
to turn customers into a LinkedIn, Facebook, twitter, Yout
ube
volunteer marketing army”
• Multiposting
• Asynchronous video-screening
• Creativity!
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

24. “It is not the strongest of species that
survive,
nor the most intelligent,
but the one most responsive to Change”
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

25. Conclusion
For over 10,000 years the primary
method of recruitment has been
“word of mouth”
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

26. Conclusion
Social Media is simply
– Word of Mouth –
but faster than the speed of light
2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,

28. 2nd Annual Future of Recruitment
15-16th February 2012, Barcelona,