An overview of the evolution of recruitment marketing. How to align the architecture of social networks with recruitment processes to increase success and eliminate inefficiencies.

1. BetterHires | BetterBusiness
Recruiting and Social Media
Aligning functionality and process to increase efficiency

2. A Visualization of the Structure of Social Networks
2

3. The Two Wheels of Sourcing: Push and Pull
 Wheel One: Push
 Push Information Out
 Propagate brand message across networks
 Promote the best of your organization
 Provide channels for active candidates to find you
 Wheel Two: Pull
 Pull active and passive seekers to your career site
 Reach and Attract targeted candidate pools
 Engage passive seekers- build relationships
 Get candidates “in the door”
3 © 2008 First Advantage
2011 First Advantage

4. Push:The Employment Branding Wheel
Mobile
Media
Social Search
Media Media
Your
EVP
Niche Recruit-
ment
Media Blog
4 © 2008 First Advantage
2011 First Advantage

5. Pull: The Sourcing Wheel – Candidate Lead Generation
Resume
Sweep
Social
SMS Sourcing
Campaign
Job Career Email
Boards Site Campaign
5 © 2008 First Advantage
2011 First Advantage

6. Popularity of Social Media Sites
Site Unique Visitors in June 2011
LinkedIn 21,152,051
Twitter 31,653,497
MySpace 30,189,659
Facebook 146,178,617
The Unique Visitors metric only counts a person once
no matter how many times they visit a site in a given
month.
*Source: Compete.com
6 © 2008 First Advantage
2011 First Advantage

7. The Status Quo in Social Recruiting
 Social Career Page
 Has become the expectation of job seekers who are researching
your organization
7 © 2008 First Advantage
2011 First Advantage

8. 8

9.  Your Social Career Page
should…
 Be an extension of your
corporate career site
 Enable interactive
elements inside the social
site environment
 On demand search of jobs
inside the social site
environment
 NOT have an app that
populates a social user’s
page with your jobs without
their control
 Be ALWAYS promoted to
build an active follower/like
base
9

10. The Status Quo in Social Recruiting
 Social Career Page
 Has become the expectation of job seekers who are researching
your organization
 Social Media Recruitment Advertising
 Targeted, cost-efficient, real time campaign analysis and
optimization
10 © 2008 First Advantage
2011 First Advantage

11.  Facebook social ads
 Pay per click
advertising
 Targeted by demo,
geo, workplace,
interest, community
11 © 2008 First Advantage
2011 First Advantage

12. The Status Quo in Social Recruiting
 Social Career Page
 Has become the expectation of job seekers who are researching
your organization
 Social Media Recruitment Advertising
 Targeted, cost-efficient, real time campaign analysis and
optimization
 Social Network Mining
 Time-intensive, but can generate quality candidates
12 © 2008 First Advantage
2011 First Advantage

13. Pitfalls of Status Quo in Social Recruiting
 Social Career Page
 Need to be interactive full time; otherwise page gets stale
 Can be a resource hog
 Social Media Recruitment Advertising
 Ads need to be monitored and optimized consistently to maximize
investment
 Social Network Mining
 Requires significant resources
 Can turn off groups or candidates with unsolicited invitations
13 © 2008 First Advantage
2011 First Advantage

14. A Visualization of the Structure of Social Networks
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15. Leverage Native Functionality of Social Media
 The average Facebook user has between 150 and 200
friends.
 If only 50 of your employees promoted your career information on
their page, 7,500 to 10,000 people would potentially see it.
 The average number of 1st level contacts for LinkedIn users
is around 300.
 If 50 of your employees shared your career information on
LinkedIn, potentially 15,000 professional connections will be
exposed to your career opportunities.
Passive candidates who share something in common with
your employee will be referred to your career information by
someone they know and trust, yielding increased penetration
and engagement.
15 © 2008 First Advantage
2011 First Advantage

16. Leverage Native Functionality of Social Media
 Spheres of Influence
 Inherent in all social networks; the more spheres – the more
influence
 Referral Based Promotion and Gamification
 Word-of-mouth advertising from trusted friends and connections
 Qualified Connections
 Networks grow through work and school relationships
16 © 2008 First Advantage
2011 First Advantage

17. First Advantage’s
Social Sourcing Program

18. The Social Sourcing Concept
Reward your employees for sending out messages about
employment opportunities through Social Media.
 Build database of active and passive leads by engaging
employees to send out messages to win contests
 Enables effective viral marketing using trusted sources: One
employee action = potentially hundreds of trusted employment
message impressions
 Configurable for multiple business units or departments, and
multiple contests can be run concurrently
 Inspires sustained employee participation in a low-cost
recruitment referral program
18 © 2008 First Advantage
2011 First Advantage

19. 19 © 2008 First Advantage
2011 First Advantage

20. Integrated Operations and Service Orientation
Continuous process improvement
 Internal knowledge management
tools standardization
 Highly detailed
metrics measurement
 Meaningful client engagement and
information gathering
“It also has been particularly pleasing to discover that First Advantage continues to put as much effort into
customer service as it does into its products. They understand and respond quickly to the needs of our
complex, international organization, often anticipating and alerting us to issues before they're on our radar.”
– Kelly Services
© 2008 First Advantage
2011 First Advantage

21. Leading Product Development and Innovation
 Fully staffed product development team of
industry experts
 Works closely with employers and industry service
providers creating innovative solutions and
integrations
 Consistent service development geared toward
providing efficiencies, enhancing client workflow
and analytics delivery
“Since partnering with First Advantage, our HR department has gained recognition from its C-suite and
senior managers by saving more than $4.3 million in recruiting costs, further enhancing the value of HR
operations.” - Hill-Rom
© 2008 First Advantage
2011 First Advantage

22. Social Recruiting Done Right
 Create policy prohibiting hiring managers from reviewing social media profiles of
candidates.
 Avoid potential or perceived EEO non-compliance issues
 Be wary of the fact that social media profiles contain visible information related
to protected classes
 Avoid Spamming top candidates
 Unsolicited friend or connection requests can turn off passive seekers
 Be conservative in the number of times you reach out
 Don’t push every single job to every single connection/follower
 Create Key Performance Indicators before launching campaigns
 Carefully analyze your metrics = Qualified v. Quantity
 When recruiters are reaching out to potential candidates, always try to connect
through your network first.
22 © 2008 First Advantage
2011 First Advantage

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