1. THE 5 STAGES OF
SOCIAL MEDIA
FOR
RECRUITING
by
Sarah Welstead, Director User Experience
Head2Head
November 2009
2. Agenda
What is ‘social media for recruiting’, anyway?
The Talent Crisis in Canada
The 5 Stages of Social Media for Recruiting – and how to overcome
them:
Best sites for social media for recruiting
Best practices (tips and tricks)
If you could do one thing…
Discussion
3. What do we mean by ‘social media for
recruiting’, anyway?
Social media is any online gathering place which
allows people to share ideas, information, photos,
videos – and just about everything else.
Social media for recruiting is using social media
tools to source, screen and secure candidates
through 1-to-1 communication and by building
recruitment and employment brands.
4. It’s a big topic
Today we’re going to focus on how to use social
media for finding and attracting candidates
This presentation is designed for people who
haven’t used social media for recruiting before
6. This is your talent pool
using social media for
recruiting
7. Social media can:
Help you find the right candidates, faster
Cut your recruiting costs in half
Help you attract better candidates
Help you make better hires
Make your recruiting
proactive – not reactive
8. The talent crisis in Canada
Statistics Canada predicts that by 2015, there will
be more jobs than workers to fill them
The economy has mitigated the talent crisis so far
Many industries are already facing shortages
Companies who don’t use all available channels will
lose the war for top talent
12. “It’s just hype”
Only 10% of job-seekers expect
to find their next job through a
mainstream job board DENIAL
83% of Canadian recruiters say they’re using social media
to find candidates
77% say LinkedIn is their #1 source of A-list candidates
44% say it’s improved quality of hire
36% say it reduces time-to-hire significantly
13. OVERCOMING DENIAL:
Social media delivers
Access to millions of candidates
They’re searchable
Instead of having to weed through 250 duds to get
to the diamonds, you can connect to the good ones
immediately
The data is starting to make the business case
Average age for LinkedIn is 39, Facebook 33
14. “Great – another fad
I have to learn”
Sure, social media can suck up
a lot of time – but so does having ANGER
to search for candidates reactively
You’ll be shocked at how great the ROI is
Since 2004, people have been saying
it’s just a fad – but it’s not going away
Canadians have been early adopters – and show
every sign of continuing
15. OVERCOMING ANGER:
Take baby steps
Don’t worry – it’s easier than you think (and may
even be fun)
The results will be worth it
You’ll learn a lot
Social media is organic – you don’t have to start
everywhere
16. “If it still seems important 12
months from now, then...”
In the current talent market, 12
months is too long to wait
BARGAINING
The tools may change, but social
media is here to stay
There will never be a fool-proof
guide to follow
You already know that referrals are
the #1 source of A-list candidates
17. OVERCOMING BARGAINING:
Use the scientific method
Articulate how, specifically, social media could help your
recruiting process
Building relationships with passive candidates
Candidate database
Improve candidate flow
Build employment/job brand
Improved candidate experience
Then conduct calculated experiments
18. “I know we have to.
But it’s just so huge.”
It’s amazing how quickly you can
pick this stuff up DEPRESSION
It’s amazing how quickly you can
make it a routine part of your day
It’s amazing how much you’ll learn
Don’t worry – someone on your team
will be passionate about this
19. OVERCOMING DEPRESSION:
The results will be worth it
You’ll start to see improved candidate flow within 2-
3 months
You’ll start to get useful feedback right away
You’ll find you’re spending more time on the right
candidates – and less time on the duds
You’ll find you don’t have to spend as much money
on recruiting fees
20. “It’s definitely improved our
recruiting function!”
Ultimately, it’s all about the results ACCEPTANCE
21. ACCEPTANCE: WHAT’S NEXT?
“Let’s leverage the organization!”
People in your organization are already using social
media all over the place
Leverage their networks!
23. Remember:
1. Every organization will be different
2. You don’t have to do everything at
once
3. Better to do one thing well than 5
things badly
24. The players
150 FACEBOOK:
million Growing among older age groups, but still very popular among teens
200 MYSPACE:
million Declining, but still popular (especially in the US)
14.8 YOUTUBE:
billion Almost 15 billion videos watched in Jan 09; 100 million users in US
40 LINKEDIN:
million Much more popular with adults than teens
15 TWITTER:
million Unique visitors in September 2009. Growing among all age groups.
25. Canadian recruiters say:
69% of CDN recruiters use LinkedIn for recruiting
44% use Facebook
9% use Twitter
6% use blogs
3% use YouTube
3% use Craigslist
77% say it’s improved their ability to connect to passive
candidates
44% say it’s improved their quality of hire
36% say it’s reduced their time to hire
26. The 3 sites you need to know about
76,000+ new #3 most #3 in in the
users in Facebooked world in
Canada every country in the number of
month world registered
Twitterers
27. BASIC STATS
Network Membership & Reach
Over 40 million professionals
~2 million members join Latin America
per month Europe 3%
24%
Roughly 1 new sign-up
per second
200 countries
Asia
English, Spanish, French, and 8%
German! Africa
Members from all industries 1%
Members from all five hundred Middle East
1%
of the Fortune 500
Oceania
2%
Other North America
0% 61%
28. NETWORK STATS
Top 10 Industries on LinkedIn
(by membership)
Canada has the 4th largest 1. Information Technology
network of LinkedIn memberships 2. Computer Software
3. Telecommunications
•1.5 million Canadian members 4. Financial Services
•67,000 new members per month 5. Marketing & Advertising
•11th most connected country 6. Banking
•Average connections: 14 7. Management Consulting
8. Internet
9. Retail
10. Real Estate
29. BEST RECRUITING USES
Use LinkedIn as an instant talent pool
Your entire recruiting and HR team should have complete profiles on LinkedIn
Create and participate in discussion groups among the candidate sectors you need
most
Build your corporate and personal brand
Supercharge referrals and expand outreach programs
Strengthen professional relationships
Manage and track relationships including alumni
Post and broadcast jobs instantly
Target groups and associations
Build talent pipelines and warm leads
30. 10 TOP TIPS
1. Improve your organization’s
profile page
2. Build your personal brand (top-
of-mind)
3. Create and administer
corporate and alumni groups
(referrals!)
4. Participate in industry groups
5. Broadcast job openings
6. Ask and answer questions
7. Create events
8. Smart searching/saved
searches
9. Reference search
10. Applications and polls
31. BASIC STATS:
Canada has the 3rd most Facebook users of any
country in the world
Almost 50% of people in the GTA have a Facebook
account
Fastest-growing Facebook group is the 30+ crowd
32. BEST RECRUITING USES:
Easy to create applications such as ‘HotJobs’ feeds
Easy to create groups and ‘fan pages’
Great way to build employment brands
Helps tap into immediate personal networks
Can tap into diversity networks
33. Twitter: Basic stats
There are probably 15+ million registered users (this is up from 10 million in April 2009)
Probably only half that are regular users
• 72.5% of all users joining during the first five months of 2009
• The cities with the biggest Twitter populations are New York, Los Angeles, Toronto, San Francisco, and
Boston.
• There are more women on Twitter (53%) than men (47%)
• Based on a sample of 20 million Tweets, Tuesday is the most popular day for Twitter activity,
accounting for 15.7% of total activity; followed by Wednesday (15.6%) and Friday (14.5%)
• US is the biggest Twitter country by population, followed by UK, Canada and Australia.
34. Twitter: Best uses
Community building (candidate
communities)
Generating buzz about events
Engaging in stakeholder dialogue
Putting a ‘face’ on the organization
Demonstrating thought leadership
35. Blogs
Yes, blogs are also social media
Done right, they’ll do the recruiting
for you
You should be talking to your marketing
department
Don’t think the best and brightest aren’t checking
36. BLOGS: Best uses
A blog with entries by various team members
Not just about how great it is to work there, but ‘neat
stuff’ about what the company is doing
Blog RSS feeds can then update your LinkedIn
profiles, Facebook groups, and Twitter account
Encourages a dialogue
37. Basic guidelines
Have a strategy
Be prepared for that strategy to be blown out of the
water
Make someone responsible for social media
Know the privacy concerns
Recognize that it’s a
long-term build
Talk to marketing!
38. Privacy
Facebook’s PIPEDA
contravention
Just because a candidate posts
personal information doesn’t
mean recruiters can use it
Facebook apps may no longer
be legal
Increased due diligence
39. Other issues
Someone has to have responsibility for how
your recruiting brand is portrayed
It can be 24/7
Setting guidelines for employee use
40. If you could do just one thing...
Make sure everyone responsible for
recruiting in your organization has a
complete, compelling profile on LinkedIn
– including updating their status twice a
week
42. About Head2Head
Head2Head Canada Inc. is a privately-owned,
incorporated Canadian company that specializes in
providing innovative insourced and outsourced
recruiting solutions to leading organizations.
With more than 35 employees, 125 active
consultants and 3 offices nationally, Head2Head is
one of the fastest-growing talent management
companies in Canada.
Since 2000, Head2Head has helped more than 300
organizations save 50-75% on their hiring costs, cut
time-to-hire in half while improving hire quality, and
put 10-20% more revenue on their bottom lines.
CONTACT:
Paul Dodd, President
416.440.2030
paul@head2head.ca
