Social Recruiting Conference 2011 - Presentation by Doug Fraley, Talent & Marketing Director, The Challenge Network

1. A ‘Social’ Enterprise
Social Recruiting Conference 2011

2. The Challenge Network...
...was created May 2009, with 6 employees
To inspire and enable people across the UK to
improve their communities.
Our 3-week summer programme with community action project
in September connects 16 year-olds from different backgrounds,
helps them develop skills for adulthood, challenges them to
make a difference in their community and invites them
to become part of a movement.
60+ FT employees; 800+ summer programme staff;
3200+ participants
Operating across London and the West Midlands
and in Northwest England
A social enterprise for social change
www.the-challenge.org

3. The Challenge Programme

4. The Recruiting Challenge
• Build a core team: Grown from 6-60 in 2 years. 100+ by
January. 170% CAGR
• Convince 3200+ 16-year-olds to ‘give up’ three weeks of
their summer post GCSEs
• Find 800+ passionate & able seasonal staff
– 250+ volunteers for all weekends in September
– Widely ranging paid roles
• 180 student/graduates across two roles
• 380 experienced hires across three roles
– Match across 9 time periods and 6 geographies
– Stand down and rebuild seasonal team next year – c.2000 staff
needed.
• Do it on a charity budget – no agencies

5. 2012
The Recruiting Challenge
• Build a core team: Grown from 6-60 in 2 years. 100+ by
January. 170% CAGR
• Convince 3200+ 16-year-olds to ‘give up’ three weeks of
8000+
their summer post GCSEs
• Find 200+ passionate & able seasonal staff
2000
– 250+ volunteers for all weekends in September
600
– Widely ranging paid roles
• 180 student/graduates across two roles
450
•950 experienced hires across three roles
380
– Match across 9 time periods and 6 11
geographies
– Stand down and rebuild seasonal team next year – c.2000 staff
3200
needed.
• Do it on a charity budget – no agencies

6. 2015
The Recruiting Challenge
• Build a core team: Grown from 6-60 in 2 years. 100+ by
January. 170% CAGR
• Convince 3200+ 16-year-olds to ‘give up’ three weeks of
30,000
+
their summer post GCSEs
• Find 200+ passionate & able seasonal staff
7500
– 250+ volunteers for all weekends in September
2000+
– Widely ranging paid roles
1600+ student/graduates across two roles
• 180
3500+ experienced hires across three roles
• 380
– Match across 9 time periods and 6 geographies
40+
– Stand down and rebuild seasonal team next year – c.2000 staff
???
needed.
• Do it on a charity budget – no agencies

7. The Staffing Machine
Direct Staffing
costs Team
8% of hired
salaries

8. Building a Movement

9. The Social Network

10. Social Recruiting

11. Employer Connections

12. Opt-in
• 103 joiners from 120
invitations to core
and summer staff
• Profile population
suggests desire for
distinct platform
• 64% manual
• 20% Facebook
• 16% Linked In

13. Organic Network Formation

14. Circles of Trust
Employer sets information access rights by relationship type

15. Designed & Organic Groups

16. Content Flow important

17. Referrals
• 40 trackable
referrals through
network
• Referral rates good
• 68% among
core staff
• 17% among
summer staff
• 5% from talent
pool
• Half of referrals
joined network
• 38 hires (and re-
hires) from within
network

18. Social Business
Communities Participants
Programme partnership ! Incentivised referral
ors Pizza lunches
Volunteer provision tit s
Pa
Professional visits pe yer School assemblies
re ols
om plo
Sc
Facebook page & group
nt
Programme roles C s
ho
s
m ie YouTube videos
Fr
Industry leadership E rit
ie
a Text campaigns
In
Policy implementation s
Ch
nd
er
te
Parents’ evenings
s
tn
re
ar
st
Parent sponsorships
P
ed
TCN
Funders Pa thr
y ee
s
Staff
Ph
lo f
p af PIGs
tr
Programme visits
St
ila
m
on pis
n
Programme roles s E er Skill-sharing
m ni Learning lunches
Tr nm
Policy input
o
G
m m ool
ov
us
Donor events S u u The Challenge Society
Al t P
er
ts nt
ts
Development board Alumni ambassadors
n
le Alumni assessors
e
’ Ta Alumni spokespeople
Alumni trustees
Social Media ‘Enabler’

19. Your Future Candidates
What we’ve observed in tomorrow’s candidates:
•Mass engagement (vs. awareness) only works after more
personal intervention - Trust
•‘Sheep’ effect limits referrals
•Referrals best at the intersection of passion for
organisation and empathy for candidate perspective
•These guys don’t check e-mail!
•Quick to ‘commit’ to many options and pull out of all but
most attractive quite late (and without notice)
•Boys engage and behave very differently from girls

20. Questions?

21. Appendix

22. Different motivations for joining
% of respondents (Participants)
100%
9
80
60
Rank
40
20
1
0
To have Because To To learn Nothing To meet Get To help Because
a good my improve new else to new away people my
time parents my CV/ skills do in people from friends
wanted UCAS summer home signed
me to /job up
sign up apps
Average
3.3 5.2 4.6 3.8 4.9 4.1 4.9 4.4 5.1
rank

23. Range of preferred communication channels
% respondents Participants
80% Parents
71
60
40
24 25
20 18 18
14
11
9
4 2 2
0
Face to face Email Phone Text Letter Facebook