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Leveraging
social networks.
Engaging potential employees and utilising staff networks through social
media based recruitment, the risk managed way.
“
“   Skills shortage imperils boom
                  Australian Financial Review, March 2011




                        w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
A confluence of pressures.
• All time low unemployment rate, boomers exiting marketplace.
• Line managers say ‘get people’ but no understanding of process, time
  and cost.
• Labour intensive administration burden for recruitment team.
• Traditional channels (newspaper, head hunters, job boards, trade
  fairs) expensive and not delivering.
• Candidates all communicating using different channels.
• Competitors poaching staff and sourcing skilled applicants
• Corporate website ineffective as a recruitment and candidate
  processing tool.
• Increasingly difficult to differentiate employer brand.

                                     w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
Referral-based recruitment.

    Recommendations from personal acquaintances or opinions posted by
    consumers online are the most trusted forms of advertising*. Social
    network recruitment platforms:
       • Target the networks of your preferred candidates
       • Provide a compelling insight to the culture of the employer
       • Transform employees into advocates
       • Deliver an easy mechanism for employees to share to peers
       • Activity (and impact) is highly measurable




* Nielsen Global Online Consumer Survey
                                          w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
Communication map.
• Social network
  recruitment is not
  ‘badgering’ people on
  LinkedIn!
• A strategic process of
  understanding the market
  for good people, profiling
  social groups and
  proactively engaging them
  over time.
• Empowering company
  employees to be advocates
  via controlled media.
• Establishing a multi-point
  web presence (microsite
  and social pages) that
  accurately market the job to
  each employee segment).

                      A3 version @ http://www.ellis-jones.com.au/wp-content/uploads/2011/04/social_network_recruiting_map_A3.jpg

                                                                 w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
Case Study.
Problem
• Critical shortage of arborists in Australia.
• Major advertising/trade fair expenses.
• New to social networking.

 Solution
• International social network recruitment strategy.
• Content rich blog and FB pages to share the story.
• Staff engagement to leverage networks and source
  content.

 Outcome
                                                                                                         www.treescapers.com.au
• Pro-active social media targeting drives over 700
  unique visitors (from 13 countries) in 1st month.               “The feedback is overwhelmingly positive.
• Integration of social platforms spreads word quickly.           I want to take this opportunity to thank
• 600% increase in applications.                                  you and your team for a wonderful result.”
                                                                        Savvas Aidonopoulos,
                                                                        Marketing Communication Manager
                                                                        Citywide


                                                          w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
The Process.
IDEA. Ellis Jones investigates, develops, engages and then accounts for the investment.




I          Understand       Analysis of staff and target       Identify content                  Evaluate key social
           the market       market social network activity     creators                          media channels



           Review & develop               Develop engagement &                 Develop internal policies &


D
           existing collateral            content strategy                     documentation

           Identify and develop internal              KSIs and           Develop              Develop web analytics
           content and contributors                   ROI Model          website              and monitoring




E                                                             A
           Deploy          Implement engagement                            ROI                           Monthly site
           website         and content strategies                          reconciliation                reporting analysis



                                                              w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
Measured outcomes.
• Automated database of appropriately skilled candidates, sorted and
  managed (driving down time and cost).
• High brand awareness in relevant social, industry and
  education/training networks.
• Direct conversations with candidates and employees.
• Source pool of rich content (video, photo, text) for redeployment in
  online and traditional campaigns.
• Engaged employees build internal and external networks through
  company channels.




                                     w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
Just some of the metrics.
•   Post-pilot reconciliation against previous annual spend
•   Site analytics: site traffic, unique visits, sources, content.
•   e-newsletter use analytics: content, engagement, forwards.
•   e-news subscriber/candidate database growth and profile/segments.
•   Social media analytics: follower volume, profile, engagement.
•   Blog network: content placement, reach, engagement.
•   Employee contribution: content, personal network development.
•   Content library: volume of cost free imagery, messaging, video.
•   Employer brand equity and awareness in targeted market.
•   Employee segment satisfaction, turnover, engagement.

                                     w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
Our competencies.
Our people:
• Have over a decade’s experience in development of knowledge
  management systems, employee comms and employer brands.
• Led the development of social media as an internal and external
  engagement tool in Aust and the UK.
• Always focused on the investigation, strategy and supported
  implementation, backing insight with development of technology.
• Provide stakeholder engagement and reputation risk management
  advice (policy, programs, mitigation).
• Use the best technology for the job: no more, no less.


                                    w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046

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Ellis Jones - Social Networking Recruitment

  • 1. Leveraging social networks. Engaging potential employees and utilising staff networks through social media based recruitment, the risk managed way.
  • 2. “ “ Skills shortage imperils boom Australian Financial Review, March 2011 w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
  • 3. A confluence of pressures. • All time low unemployment rate, boomers exiting marketplace. • Line managers say ‘get people’ but no understanding of process, time and cost. • Labour intensive administration burden for recruitment team. • Traditional channels (newspaper, head hunters, job boards, trade fairs) expensive and not delivering. • Candidates all communicating using different channels. • Competitors poaching staff and sourcing skilled applicants • Corporate website ineffective as a recruitment and candidate processing tool. • Increasingly difficult to differentiate employer brand. w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
  • 4. Referral-based recruitment. Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising*. Social network recruitment platforms: • Target the networks of your preferred candidates • Provide a compelling insight to the culture of the employer • Transform employees into advocates • Deliver an easy mechanism for employees to share to peers • Activity (and impact) is highly measurable * Nielsen Global Online Consumer Survey w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
  • 5. Communication map. • Social network recruitment is not ‘badgering’ people on LinkedIn! • A strategic process of understanding the market for good people, profiling social groups and proactively engaging them over time. • Empowering company employees to be advocates via controlled media. • Establishing a multi-point web presence (microsite and social pages) that accurately market the job to each employee segment). A3 version @ http://www.ellis-jones.com.au/wp-content/uploads/2011/04/social_network_recruiting_map_A3.jpg w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
  • 6. Case Study. Problem • Critical shortage of arborists in Australia. • Major advertising/trade fair expenses. • New to social networking. Solution • International social network recruitment strategy. • Content rich blog and FB pages to share the story. • Staff engagement to leverage networks and source content. Outcome www.treescapers.com.au • Pro-active social media targeting drives over 700 unique visitors (from 13 countries) in 1st month. “The feedback is overwhelmingly positive. • Integration of social platforms spreads word quickly. I want to take this opportunity to thank • 600% increase in applications. you and your team for a wonderful result.” Savvas Aidonopoulos, Marketing Communication Manager Citywide w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
  • 7. The Process. IDEA. Ellis Jones investigates, develops, engages and then accounts for the investment. I Understand Analysis of staff and target Identify content Evaluate key social the market market social network activity creators media channels Review & develop Develop engagement & Develop internal policies & D existing collateral content strategy documentation Identify and develop internal KSIs and Develop Develop web analytics content and contributors ROI Model website and monitoring E A Deploy Implement engagement ROI Monthly site website and content strategies reconciliation reporting analysis w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
  • 8. Measured outcomes. • Automated database of appropriately skilled candidates, sorted and managed (driving down time and cost). • High brand awareness in relevant social, industry and education/training networks. • Direct conversations with candidates and employees. • Source pool of rich content (video, photo, text) for redeployment in online and traditional campaigns. • Engaged employees build internal and external networks through company channels. w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
  • 9. Just some of the metrics. • Post-pilot reconciliation against previous annual spend • Site analytics: site traffic, unique visits, sources, content. • e-newsletter use analytics: content, engagement, forwards. • e-news subscriber/candidate database growth and profile/segments. • Social media analytics: follower volume, profile, engagement. • Blog network: content placement, reach, engagement. • Employee contribution: content, personal network development. • Content library: volume of cost free imagery, messaging, video. • Employer brand equity and awareness in targeted market. • Employee segment satisfaction, turnover, engagement. w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046
  • 10. Our competencies. Our people: • Have over a decade’s experience in development of knowledge management systems, employee comms and employer brands. • Led the development of social media as an internal and external engagement tool in Aust and the UK. • Always focused on the investigation, strategy and supported implementation, backing insight with development of technology. • Provide stakeholder engagement and reputation risk management advice (policy, programs, mitigation). • Use the best technology for the job: no more, no less. w. ellis-jones.com.au // t. @ellisjoneslive // p. 03 9416 0046