Webinar conducted in December 2011 with Gary Angel from Semphonic.

1. HYPER
SOCIAL
RECRUITING
GARY ANGEL – SEMPHONIC
SCOTT K. WILDER – HUMAN 1
DECEMBER 2011

2. Outline
• Who are we
• Why Social Recruiting
• Industry info
• How to approach
• Some key recommendations

3. Gary Angel, President of Semphonic
Co-Founder and President of Semphonic, the leading independent web
analytics consultancy in the United States. Semphonic provides full-
service web analytics consulting and advanced online measurement to
digital media, financial services, health&pharma, B2B, technology, and
the public sector. Gary blogs at http://semphonic.blogs.com/semangel
Scott K. Wilder – SVP – Social Media Architect, Edelman Digital
Currently Founder and Digital Strategist at Human 1.0. Before that, Scott
was SVP/Social Media Architect at Edelman – Digital. Founded and
managed Intuit’s Small Business Online Community and Social Programs.
Before Intuit, Scott was the VP of Marketing and Product Development
at Kbtoys / eToys, the founder and director of Borders.com, and held
senior positions at Apple, AOL, and American Express. Scott is also a
founding Board member of the Word of Mouth Marketing Association.
He received graduate degrees from New York University, The Johns
Hopkins University and Georgetown University

4. Targeting college students and the Gen Y workforce

5. Who is responsible for Social Recruiting?

6. Who is responsible for recruiting?

7. Four distinct approaches
• According to Michigan State University’s Recruiting Trends 2010-
2011, four distinct categories of recruiting strategies have
emerged:
– Arranged Events (fairs, campus interviews, campus visits):
accommodates large companies and the larger end of mid-
size employers.
– Agent Connections (resume referrals, faculty, internships,
employees): accommodates larger companies, fast growth
and small organizations.
– Situational (ads and state & local job boards):
accommodates small and mid-size companies.
– Web-based (campus recruiting systems, social media,
national web providers): all size groups utilize the same
except that social media is almost exclusively utilized by
large companies.

8. Social media leads all other categories for
increased investment
Note:
• Social Media spending increased dramatically, but only 56% of companies do not have
formal social media recruiting policies. However 29%- planRecruiting Survey 2011 the next 12
Source: Jobvite.com Social to add one in
months. In summary, social recruiting environment will get more competitive
• Dramatic decrease in investment in job sites (see recent Time Magazine article)
• Many companies do not use social media due to concerns about discovering info about
protected characteristics (age, race, gender)
8

9. Human Resources depts are investing rapidly
in technology and social media
Percent of 2011 Percent of 2010
Change
Respondents Respondents
Using more technology in general 42.6% 13.7%
Using more social networks 41.1% 23.9%
Change in branding 33.5% 14.2%
Attending fewer career fairs 28.9% 27.9%
Attending more career fairs 28.4% 2.5%
Less travel 19.3% 20.3%
More travel 15.2% 0.0%
Other 18.3% --
National Association of Colleges and Employers. Job Outlook 2011.
Implications:
• Need to figure out how to leverage social networks more effectively before the competition does!
• Companies using the web to support their branding strategies
Note:
• 80% of companies do not monitor what college students think of them
9
9

10. 87% of companies use LinkedIn and 64%
use two or more Social Networks for recruiting
• Our research shows 62% of
organizations use social media for
recruiting
• While LinkedIn info seems to be
consistent with other sources,
Facebook Jobvite.comTwitter seem higher than
Source:
and - Social Recruiting Survey 2011
in any other research we reviewed
10
10

11. Companies are increasing investment in
Search, but not using Search for Recruiting
Implication:
• Search (SEO, Social Search and maybe SEM) is an opportunity for
recruiting team
11
11

12. Key Findings
• Recruiters investing in technology and social media
• Recruiter attending more job fairs and doing on campus recruiting, but few are
leveraging social media to support these efforts.
• Few recruiters using search (SEO, Social Search, and SEM)
• Few recruiters testing out newer social media job functionality or platforms
– LinkedIn ‘Talent Finder,’ Facebook’s Beknown, Mobile, etc.
• 56% of companies do not have formal social media recruiting policy, but 29%
plan to add one in the next 12 months
• 46% of respondents plan to spend more on social recruiting in the coming year
• 36% will spend less on job boards and 38% will spend less on third party
recruiters and search firms
• 71% of survey respondents are hiring
• 92% of those actively hiring currently use or plan to recruit via social networks
12
12

13. How do you find and recruit that great candidate

14. How do you find and recruit that great candidate

15. Social is different these days - it all needs to be integrated
Youtube LinkedIn
Twitter Facebook
Google+
Career
Website
Slideshare
Foursquare Quora
Groupon Yammer

16. But it doesn’t make sense to
Think about the customer,
have every social media channel possible
not your company or products
What’s important to students:
• Learning environment
• Organic career growth
• Company ethos
• Team orientation
• Interesting work
• Job security
• Work life balance
• Fun environment

17. So consider this…
1. Types of communities -- Need to understand
what types of communities your users use
2. Special Interests - Need to understand their
special interests
3. Understand their attitudes about job search
4. Search - Search should leverage community and
social content
5. Peer relationships are important

18. 1. Understand your prospects
communities/networks

19. 2. Understand their special needs
and interests (criteria for job)
Source: NACE

20. 3. College Students: Attitudes toward
starting job search on social networks
• Significant percentage not using social networks for their job search right now (but
expect that to change as they learn how to handle as LinkedIn is used more and
services like Facebook make it easier to segment your personal and professional life)

22. Search: Different keyword categories
students use to search on Google and Bing
Source: http://www.iloverewards.com/wp-content/uploads/2011/04/Whitepaper_I-Love-Rewards_Class-of-2011.pdf

23. 5. Peer Power

24. And don’t treat them as if they were..

25. Student stats
• Gen Yer typically uses two to three criteria to narrow their online job
searches, most often using the following criteria: job function (65%), type of
job (53%), and experience level (50%). (experience.com)
• Gen Y plans to use social media to:
• Find out about opportunities (79%)
• Get introduced to current and former employers, hiring managers, and
recruiters (61%)
• Maintain relationships with network of contacts (69%)
• Most point to LinkedIn and blogs as the main social tools to properly represent
themselves to companies (vs. Facebook is more for friends & family)
• 40% took a job offer that offered higher pay, but less career satisfaction, in
order to help pay off their student loans
• Gen Y goes straight to your company’s website (so it better be good)

26. Think about the customer,
not your company or products
What’s important to students:
• Learning environment
• Organic career growth
• Company ethos
• Team orientation
• Interesting work
• Job security
• Work life balance
• Fun environment

27. But there’s a talent issue
• The “best” talent for the client’s project is the person on the
bench/beach
• The available talent, esp. Boomers and Millennials, no longer
wants to sacrifice passion for work  traditional firms have an
increasingly hard time acquiring the “right” talent
• Highly specialized talent is hard to justify for firms that have people
utilization metrics  relying on methods rather than what is in
people’s brains/experience
• You get narrower views of the issues, limited by the
viewpoint/experiences of the person on the beach

28. Competitive market

29. Funnel (some stages )-- Metrics Matter
Candidate Connection Willingness to Campus
Offer Start Job Stay or quit soon
identified Established listen Interview/Visit
•Interest/No-Interest •Interest/No-Interest •Yes/No •Yes/No •Accept/Decline
• As with any “lead generation” system, it is critically
important to evaluate the quality of the leads coming in
• Recruiting offers more concrete metrics for this
assessment than many other forms of lead-
qualification. A simple funnel from Resume to Phone
to Interview to Offer to Acceptance will make the
acceptance of lead-quality simple and accurate

31. 10 Key things to remember
Willingness to
Candidate Connection Campus
discuss with Offer Start Job
identified Established Interview/Visit
others
1.Each touch point is a potential battle ground
2.With social media, above transitions not as
clear
3.Candidates expect real time responses (they
are human)
4.Most companies don’t leverage best asset –
employees
5.Onboarding important (first impression)

32. 10 Key things to remember
Willingness to
Candidate Connection Willingness to Campus
discuss with Offer Start Job
identified Established listen Interview/Visit
others
6. Recruiters should become like a relationship
manager
7. Internships are a great way to give parties the
opportunity to test the waters
8. Your work doesn’t stop after they start
9. Your work doesn’t stop when/if they leave the
company
10.LinkedIn and even Facebook will continue to take
market share from Monster, Career Builder, etc.

33. Mobile Matters
• Young adults are the most avid cell phone texters
by a wide margin. (Pew Research 2011)
• Companies revamping websites to ensure mobile
is an important consideration
• Autodesk, Intel and others are developing special
recruiting apps

34. Mobile Matters
• 75% of college
students keep their
phone with them at
all times, 94+% text
every day or do
social networking.
Note: Intel developed
app to connect
recruiters to student
and their info. They
claim it has reduced
response time by
25% (source:
HackCollege)

35. The basics matter
Facebook • Don’t create a whole new career section. Add careers info on your
existing company pages
• Personalize your posts
• Highlight employees
• Branchout, Beknown, etc. helping making Facebook more important
Twitter • Have a contact name and url
• Consistent branding and every day posts
• Is it worth having a separate Twitter page?
LinkedIn • Leverage company page
• Leverage employees
• Ensure your employees pages have consistency
Youtube • Make them authentic, not professional looking and have interns and
recent grads in them
• Highlight employees
Other • Hire community manager
• Build communications calendar
• Respond as fast as possible
• Make these part of the funnel
• Metrics, metrics
• Alum and current employees important

37. The case study everyone is talking about
• UPS attributes 955 hires in 2010 to the social
media efforts:
– 45 from Twitter (out of 681 people who arrived
via Twitter and created applications);
– 226 from Facebook (out of 3,926 people who
created applications);
– 84 from text-messaging (out of 1,004 who
created applications)
– 600 from people (out of 7,919 creating
applications) going to UPS’s mobile-friendly
careers page from a mobile device.
• That mobile-friendly site had about 510,000 page
views in the last 4-5 months of 2010, with people
averaging about a minute and a half each on the
site.

38. Ernst and Young

39. Ernst and Young:

43. Why take me off the site?

44. Looks like a lot of people I know:

45. Hmmm

46. Final word (I mean warning)
• Beware:
– Americans with Disabilities Act
– you can’t discriminate against
someone because they are
disabled.
– Age Discrimination in
Employment Act – you can’t
discriminate on the basis of age.
– Title VII – you can’t discriminate
based on protected
characteristics such as race or
religion
Our research shows over 50% of companies have not trained employees how to
approach perspective employees online.

47. Reminders
1. Remember, you are probably from Gen
X or a baby boomer and your reaching
out to Gen Y
2. Start simple, don’t worry about every
social network
3. Set up metrics for success
4. Involve your recent hires and interns
5. Go beyond the job description
6. Leverage your Social Capital – the
connections with your employees
7. Broaden recruiting – it is a company
function

48. Thank you for your time
Gary Angel:
gangel@semphonic.com
@garyangel
Blog: http://semphonic.blogs.com/semangel/
Scott K. Wilder
scott@human1.com
@skwilder
Blog: www.wildervoices.com