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Social Media Recruiting Guide
1. The “How-To’s” of Social Media for Recruiting
September 17, 2009
LinkedIn Confidential – Do Not Distribute
2. Agenda
g
Steve Barham
1. Social Networking T d
S i lN t ki Today Sr. Enterprise Account Executive
San Francisco Bay Area | Internet
2. Using Social Media for Public Profile:
http://www.linkedin.com/in/barham
Talent A
T l t Acquisition
i iti Connections: 375 Recommendations: 7
Groups: 21 Applications: 5
3. Top Ten Ways to Use Email: sbarham@linkedin.com
LinkedIn (free) for Recruiting
( ) g Phone: 650 810 2838
650-810-2838
4. Q&A
LinkedIn Confidential – Do Not Distribute
4. LinkedIn -
The largest g
g global p
professional network
Network Membership & Reach Latin America
Europe 3%
24%
Over 47 million professionals
~2 million members join
per month
~1 new sign-up per second
sign up Asia
8%
200 countries
English, Spanish, French and Africa
2%
German versions
150 industries represented Middle East
1%
Over 1,100 corporate clients
Oceania
2%
Other North America
0% 60%
*As of January, 2009
LinkedIn Confidential – Do Not Distribute
5. Raise your hand if
if…
• You have a Facebook account
• You post an update to Facebook at least once per week
• You have a LinkedIn profile
• You have 50+ LinkedIn connections
• You h
Y have a T itt account
Twitter t
• You read Tweets at least once per week
• You post a Tweet at least once per week
• Your company currently has a formal policy on employees use of
social media in or related to the workplace?
• Your compan
Yo r company is considering creating one?
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7. Social Network’s Personality Profile
Network s Profile…
Friday & Saturday nights
y y g
Weekends
Monday - Friday
24 x 7 x 365
LinkedIn Confidential – Do Not Distribute
11. Twitter:
A Real Time “Stream of Consciousness
Stream Consciousness”
Building a brand is via tweets is possible
@ pp
@Zappos
@VirginAmerica
@CremeBrurleeCart
But may lead to career ending Injuries?
career-ending
Keyinfluencer
Cisco Fatty
"Cisco just offered me a job! Now I have to
weigh the utility of a fatty paycheck against
the daily commute to San Jose and hating
the work.”
“Who is the hiring manager. I’m sure they would
love to know that you will hate the work. We
here at Cisco are versed in the web.”
LinkedIn Confidential – Do Not Distribute
12. “World’s Most Engaged Brands” Fall Into Four
Engagement Profiles (Charlene Li Altimeter Group)
Li,
Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
LinkedIn Confidential – Do Not Distribute
13. “World’s Most Engaged Brands” - Results
g g
1.
1 Starbucks
2. Dell
3. eBay
4. Google
4 G l
5. Microsoft
6. Thomson Reuters
7. Nike
8. Amazon
9. SAP
10. Intel
Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
LinkedIn Confidential – Do Not Distribute
14. Industry Engagement on Social Networks
Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
LinkedIn Confidential – Do Not Distribute
15. Social Media Engagement Correlates to
Financial Performance
Performance…
Altimeter Group / Wetpaint Study - July 2009 www.engagementdb.com
LinkedIn Confidential – Do Not Distribute
17. LinkedIn Members residing in Phoenix –
By Employees
5,000
1.
1 Intel 4,500
4 500
2. ASU 4,000
3. Honeywell
3,500
4.
4 Apollo Group
3,000
5. Amex
2,500
6. Wells Fargo
7.
7 US Air 2,000
2 000
8. Banner Health 1,500
9. B of A 1,000
500
0
LinkedIn Confidential – Do Not Distribute
18. LinkedIn Members residing in Phoenix –
By Industry
25,000
1.
1 Real Estate
2. IT / IS
3. Financial Services 20,000
4.
4 Computer Software
5. Construction 15,000
6. Healthcare
7.
7 Education Mgmt 10,000
10 000
8. Marketing & Adv
9. Health & Wellness 5,000
10.
10 Banking
0
LinkedIn Confidential – Do Not Distribute
19. LinkedIn Members residing in Phoenix –
By University
40,000
1.
1 ASU
35,000
2. U. of Phoenix
3. U of A 30,000
4.
4 W.P.
W P Carey
25,000
5. NAU
6. Mesa CC 20,000
7.
7 BYU
15,000
8. Glendale CC
9. Thunderbird 10,000
10.
10 ASU - West
5,000
0
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20. LinkedIn Members residing in Phoenix –
By Degree / Certification
1.
1 MBA (4%)
2. PhD (0.8%)
3. JD (0.8%)
4.
4 CPA (0 5%)
(0.5%)
5. MD (0.6%)
6. CFA (0.04%)
7.
7 PHR (0 1%)
(0.1%)
8. SPHR (0.07%)
LinkedIn Confidential – Do Not Distribute
21. Current Trends
in Talent Acquisition
LinkedIn Confidential – Do Not Distribute
22. Evolution of Online Recruiting
Circa 1995: Growth of the Internet. Companies create websites and begin listing
employment opportunities online
Circa 2000: Job Posting Sites Grow. Monster.com and
HotJobs advertise during the SuperBowl
Circa 2005: Online Networking
gains traction. MySpace,
Facebook, LinkedIn become
destinations
Circa 2009: Passive recruiting in Web 2.0 becomes the new standard
Two-Thirds
Two Thirds of all Web users visit social networks at least once per month
month.
1995 2000 2005 2008
LinkedIn Confidential – Do Not Distribute
23. Top 5 Recruiting Industry Plans for 2009
#1 - Improve Direct Sourcing, Social Network Connections and SEM
“We need to greatly increase our focus on Social Networking.”
We Networking.
“Developing a dedicated internal sourcing function.”
“More movement towards utilizing social networks.”
#2 - Reduce Agency, Job Board and Print
g y
“ Looking at moving away from [Job Board] postings.”
“Bringing Executive Search in-house” or “Restrict use of third party agencies.”
“No more print- highest cost, fewest hires.”
#3 - I
Increase Referrals
R f l
“Develop a micro employee referral strategy.”
“Develop new avenues that strengthen referrals from employees, alumni and more.”
#4 - T k and Train
Track d T i
“Track quality of hire to build quality of source.”
#5 - Improve Company Career-site Pages
“Increasingly important…but arguably not a first source.”
CareerXroads – Source of Hire Study (Feb ’09)
LinkedIn Confidential – Do Not Distribute
24. Recruiting Today
or… The
or “The War Against Non-Talent
Non Talent”
• Over 40,000 job boards online1
• Large companies receive over 25k resumes/week2
• 1,200 to 1,300 resumes per job posted3
• 28% resume misrepresentation4
i t ti
• Recruiting teams are asked to do more with less:
Fewer resources
Less budget
More job applicants
SOURCES:
1. International Association of Employment Websites
p y
2. iLogos Research (a division of Taleo)
3. PeopleBonus founder Jason Krumweide
4. Christian & Timbers
LinkedIn Confidential – Do Not Distribute
25. How do you build relationships with passive talent?
Sources used to build relationships
37% 37%
24% 23%
11%
2%
Connecting on
C i Manually
M ll Company CRM
C CRM Online groups
O li Connecting on
C i Twitter
T i
LinkedIn gathering contact tool Facebook
information
Q16. How do you build relationships with passive talent?
Q ?
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26. Utilizing social networks seen as the most
essential recruiting trend
g
Most essential and long-lasting trends in recruiting
68%
52%
34% 31%
Utilizing social and Upgrading Reducing spend on Boosting referral
professional employment staffing firms programs
networks branding
Q30.
Q30 What do you consider to be the 3 most essential and long lasting trends in recruiting?
long-lasting
LinkedIn Confidential – Do Not Distribute
28. 826 Friends
Friends…
LinkedIn Confidential – Do Not Distribute
29. I need a team of
of…
• International Finance Experts
• That know Merger Arbitrage
• 10+ years experience
• Speak Cantonese
• Hit the ground running on Monday
LinkedIn Confidential – Do Not Distribute
30. HBS Survey of LinkedIn corporate clients -
Source of Hire
After less than 1 year using Source of Hires Overall
Recruiter, 10% of hi
R it f hires were
already sourced via LinkedIn
Q: In the last year, how many candidates
did you hire at each level from each of
the following tools?
Harvard Business School - Field Study 2009
LinkedIn Confidential – Do Not Distribute
31. HBS Survey of LinkedIn corporate clients -
Net Positive Response by Source
p y
Only LinkedIn Recruiter and Employee Referrals received a
net positive response
t iti
Net Positive Response* by Source
“Net Positive Response” = People who are really happy with source (+7) – people who
are neutral or negative (+1, 2, 3, 4)
LinkedIn Confidential – Do Not Distribute
44. Social Media Predictions
Jeremy Owyang, Forrester
“Social networks will become next-generation CRM systems”
Will become the “intermediary between brands and consumers ”
intermediary consumers.
Pete Blackshaw, Nielsen Online
Timeless truths will reemerge – “friendship must be earned, fame is fleeting, excess begets
backlash, it always pays to listen, and credibility is our most enduring…asset”
Joseph Jaffe, Crayon
Social Search – “Just when you thought search was saturating or mainstreaming, we think
there’s going to be explosive new functionality which will make search even more valuable”
g g p y
Charlene Li, Author of Groundswell
Exclusivity trumps accessibility. “Having thousands of friends becomes ‘so 2008’ and
defriending becomes the hot new trend…The movement is rooted in a desire to have
quality, not quantity…”
Scott Monty, Ford Motor Co.
The future is about the “human element – the opportunity to build a relationship that isn’t
necessarily centered around a single t
il t d d i l transaction. These will b cumulative events and
ti Th ill be l ti t d
interactions that will build brand loyalty for the companies that pay attention to them.”
LinkedIn Confidential – Do Not Distribute