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Some stats… <ul><li>+400 million using Facebook </li></ul><ul><li>+65 million using LinkedIn </li></ul><ul><li>+75 million...
Do Gen Y use social media? http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/ Each dot on the...
Do Gen Y use social media? http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/ Each dot on the...
The World of Social media <ul><li>Generation Y spends over 3 hours per day online </li></ul><ul><li>Early Careerists use s...
The World of Social media <ul><li>The type of friends, fans and followers a brand accumulates matters more than the number...
 
Social media in recruitment  <ul><li>The question of moderation  </li></ul><ul><li>Do you want to lead the conversation or...
 
Social media in recruitment  <ul><li>Engage with clients, candidates – relationship & network building </li></ul><ul><li>P...
<ul><li>Who is doing it?  </li></ul>   Accenture:   @Accenture_Jobs ∙   ACULIS, Inc.:   @aculis ∙   ADP:   @ADPCareers ∙  ...
<ul><li>Who is doing it well….  </li></ul>
<ul><li>Who is doing it well….  </li></ul>
Who is doing it well….
Social media and engagement  <ul><li>Internal  </li></ul><ul><ul><li>Bridge the communication gap for global organisations...
Social media and engagement  <ul><li>External  </li></ul><ul><ul><li>Traffic source to ATS or website </li></ul></ul><ul><...
Conclusions and implications for brands  <ul><li>Embrace the trend, ride the fads  </li></ul><ul><li>Aim to participate, n...
Social Media: Tips for Marketing to the iGeneration
What is social media?
Tip #1: Listen to the iGeneration
How can you listen?  <ul><li>3 free tools to listen to the iGeneration online: </li></ul><ul><li>Google Alerts  - sign up ...
Southwest Airlines: Real-time social media monitoring & issues management
Develop a strategy. Tip #2: Develop a social media strategy
Develop a strategy. What to consider when setting up a social strategy?  <ul><li>Who is your target audience:  who do you ...
Boost Juice:  Starting social media activity without a plan or exit strategy
Reckitt Benckiser:  Using a Facebook Game to recruit graduates
Tip #3: Don’t Be boring, instead try to engage your audience
Ernst & Young:  Creating a conversation between graduates & candidates
Old Spice:  Using multimedia to reach the iGeneration
Thank you
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Recruitment: what's changing in graduate social media?

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Presentation on using social media to attract graduates from Australian Conference on Graduate Recruitment.

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Recruitment: what's changing in graduate social media?

  1. 2. Some stats… <ul><li>+400 million using Facebook </li></ul><ul><li>+65 million using LinkedIn </li></ul><ul><li>+75 million using Twitter </li></ul><ul><li>In Australia , one in two use social networking sites </li></ul><ul><li>34.96% of Australian organisations have participated in some form of social networking as a source of talent </li></ul><ul><li>34.47% of Australian organisations thought it was important while 13.20% thought it was very important as a future recruitment tool </li></ul><ul><li>*Stats are based on global figures in 2010 and results from DestinationTalent and Inspecht, The Source of Talent 2009 Survey </li></ul>
  2. 3. Do Gen Y use social media? http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/ Each dot on the graph represents 1% They do...what does this mean for our target...? Let’s break it down
  3. 4. Do Gen Y use social media? http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/ Each dot on the graph represents 1% Relatively even spread between males and females The target age bracket is users of social media Students use social media...highest proportion college and bachelor degree
  4. 5. The World of Social media <ul><li>Generation Y spends over 3 hours per day online </li></ul><ul><li>Early Careerists use social media as an authentic extension of their personal relationships. They aren’t likely to befriend strangers online, or brands they aren’t fans of </li></ul><ul><li>“ Quarter-life crises” has hit this generation especially hard. Early Careerists have been reared on meeting and often exceeding expectations, but due to the down economy, their post-graduation experience has generally been clouded with concern and pessimism </li></ul><ul><li>Females tend to drive more conversations across the social web, as they like to share their finds and deals with their online networks </li></ul>
  5. 6. The World of Social media <ul><li>The type of friends, fans and followers a brand accumulates matters more than the number </li></ul><ul><li>On average, approximately 1% of a site’s audience generates 20% of all its traffic by sharing the brand’s content or site links </li></ul><ul><li>These “influencers” drive a high share of conversion. These important Internet users can directly influence 30% or more of overall end actions on brand websites by recommending the brand’s site, products or promotions to friends </li></ul>http://mashable.com/2010/04/15/social-media-influencers/ Successful social media marketing isn’t simply about accruing thousands of followers, but instead precisely identifying the most influential members of your audience and recognising them for their value. By directly engaging one influencer with exclusive opportunities and unique content, you are indirectly engaging thousands of other people who are part of this influencer’s social sphere.
  6. 8. Social media in recruitment <ul><li>The question of moderation </li></ul><ul><li>Do you want to lead the conversation or let someone else to do it for you – the impact can be even greater </li></ul><ul><li>Take the risk of negative feedback – might be able to solve the problem </li></ul><ul><li>Unexpected brand ambassadors </li></ul><ul><li>Two options for tackling user generated content </li></ul><ul><ul><li>Defend </li></ul></ul><ul><ul><li>Attack </li></ul></ul>
  7. 10. Social media in recruitment <ul><li>Engage with clients, candidates – relationship & network building </li></ul><ul><li>Provides two-way communication with potential candidates </li></ul><ul><li>Find leads </li></ul><ul><li>Employer branding </li></ul><ul><li>Post hot jobs, or latest job links on twitter back to the employers or agency’s website </li></ul><ul><li>Recruitment news updates. i.e. “Looking for a PHP developer in Melb, top rates apply” </li></ul><ul><li>Speaking/networking functions. I.e. “Speaking at XXX on how to find a job”, “Meet us at the Careers Expo” </li></ul><ul><li>Links to career content - employee profiles, videos, articles, etc. </li></ul><ul><li>Follow discussions on various topics or trends </li></ul><ul><li>Connecting with job seekers via twitter </li></ul><ul><li>Research candidates </li></ul><ul><li>Market intelligence </li></ul>
  8. 11. <ul><li>Who is doing it? </li></ul>   Accenture: @Accenture_Jobs ∙   ACULIS, Inc.: @aculis ∙   ADP: @ADPCareers ∙    Agilent: @JobsatAgilent ∙    Allstate Insurance: @AllstateCareers ∙    American Express: @brandonpatton ∙   AOL: @theregoesdave ∙   APCO Worldwide: @Jessica_lee ∙   Apple: @timesse  and @1984jobs ∙    Assurant Solutions: @AssurantCareers ∙    Atos Origin North America: @aona_recruiting ∙   AT&T: @ATTjobs and @therecruiterguy ∙   BAE Systems: @kellyviglione ∙   Best Buy: @bestbuy ∙   Blackbaud: @stephmcdonald ∙   Burger King: @BKCareers ∙   CitiGroup: @CitiGroupJobs ∙   City of Kingston: @kingstoncareers ∙   Clearspring: @ihireu4cs ∙   Compuware: @scottboren ∙   comScore: @comScoreCareers ∙   Crispin Porter + Bogusky: @CPB_Jobs ∙   Davita: @DavitaJobs ∙   Deloitte Touche Tohmatsu: @JoinDeloitteUS ∙    Deloitte Australia: @Green_Dot ∙   Disney/ABC: @DisneyABC ∙   Ecolab: @Ecolab_Jobs ∙   EDS: @tinahuckabay ∙   EMC Careers: @EMCCareers  and @EMCCollege ∙   Ernst and Young: @Ernst_and_young ∙   Excellaco: @excellaco ∙   Expedia: @expedia_jobs     ∙   Farmers Insurance: @Farmers_Jobs ∙   Follett: @FSCCareers ∙   Forrester Research: @forresterjobs ∙   Fullhouse Interactive: @fullhousecareer ∙   Google: @googlejobs ∙   Hallmark: @hallmarkcareers ∙   HCA: @acareerathca ∙   Hershey Company: @HersheyCareers ∙   Hewitt: @HewittCareers ∙   HMV (UK): @HMVCareers ∙   HomEq Servicing: @dcastrodale ∙   Hitachi Consulting: @havrilla ∙   Hyatt: @hyattcareers ∙   IBM Belgium: @IBMbejobs ∙   IBM UK: @IBMUKCareers ∙   IBM South Africa: @IBM_CEEMEA_Jobs ∙   Intel: @Jobsatintel ∙   Intercontinental Hotel Group: @IHGeCareers ∙   ITA Software: @ITACareers ∙   J.B. Hunt: @JBDriverJobs ∙   Kaiser Permanente: @JennStockton ∙   Kaplan Test Prep Services: @KTPA_Careers ∙   Keller Williams Realty: @KWCareers ∙   Kentucky Fried Chicken (KFC): @CyndiPHX ∙   Kissito: @kissitocareers ∙   KPMG: @KPMGRecruitment (in the UK) and @recruitingtruth ∙   Kroger: @KrogerWorks ∙   LexisNexis: @LN_Recruiting ∙   Mattel: @MattelRecruiter and @mattelmba ∙   Mayo Clinic: @MayoClinicJobs ∙   McCormick & Schmick @Careers_At_MSSR ∙   McGladrey: @lifeatmcgladrey ∙   Microsoft @JobsBlog ∙   MTV Networks @MTVnetworksjobs ∙   MTV Games @MTVGamesJobs ∙   MySpace @MySpaceJobs ∙   New York Times: @NYTimesRecruit ∙   Newell Rubbermaid: @CoolJobsatNWL ∙   Next (UK): @NextCareers ∙   nGenera: @nGeneraCareers ∙   Odyssey Financial Technologies: @OdysseyCareers ∙   Pearson Education: @JobsAtPearson ∙   PepsiCo UK: @Pepsico_UKJobs ∙   Raytheon: @Raytheon_Jobs ∙   Region 10: @LisaatRegionTen ∙   Royal Bank of Scotland: @JobsatRBSGroup ∙    RWRoundarch: @RWRoundarch ∙   Sodexo: @sodexocareers ∙   Southwest Airlines: @SWALesa ∙   Spotsylvania Medical Center: @CareersAtSRMC ∙   St. George Bank (Australia): @StGeorgeCareers ∙   Starbucks: @Starbuckscareer ∙   Take Care Health Systems: @TakeCareJobs ∙   Thomson Reuters: @steffenson  and @TRCareers ∙   Twitter: @jobs ∙   UK Civil Service: @UKCSJobs ∙   United Parcel Service: @UPSjobs ∙   University of Pittsburgh Med Center: @UPMCCareers ∙   United States Department of State: @DOScareers ∙   Verizon: @VerizonCareers ∙    Verizon Wireless: @CareersatVZW ∙   Warner Brothers Entertainment: @WBCareers ∙   Washington Post: @washpostjobs ∙   Wipro: @WiproCareers ∙   Yellowbook: @ybrecruiting ∙   Zappos: @electra ∙   Twitter Job Aggregator: @tweetmyjobs
  9. 12. <ul><li>Who is doing it well…. </li></ul>
  10. 13. <ul><li>Who is doing it well…. </li></ul>
  11. 14. Who is doing it well….
  12. 15. Social media and engagement <ul><li>Internal </li></ul><ul><ul><li>Bridge the communication gap for global organisations </li></ul></ul><ul><ul><li>Communication sharing portal (purely internal network – like Yammer) </li></ul></ul><ul><ul><li>Reconnect with old employees – alumni </li></ul></ul><ul><ul><li>Improve communication from top down and bottom up </li></ul></ul>
  13. 16. Social media and engagement <ul><li>External </li></ul><ul><ul><li>Traffic source to ATS or website </li></ul></ul><ul><ul><li>Comments and reviews from potential candidates </li></ul></ul><ul><ul><li>RSS subscriptions </li></ul></ul><ul><ul><li>Job applications and expressions of interest </li></ul></ul>
  14. 17. Conclusions and implications for brands <ul><li>Embrace the trend, ride the fads </li></ul><ul><li>Aim to participate, not dominate </li></ul><ul><li>Can only take the relationship so far – more is needed for conversion </li></ul>
  15. 18. Social Media: Tips for Marketing to the iGeneration
  16. 19. What is social media?
  17. 20. Tip #1: Listen to the iGeneration
  18. 21. How can you listen? <ul><li>3 free tools to listen to the iGeneration online: </li></ul><ul><li>Google Alerts - sign up to real-time alerts using keywords related to your brand, product, senior staff or competitors </li></ul><ul><li>Technorati – specifically searches blog posts </li></ul><ul><li>Twitter Search – keyword search for all public Twitter posts </li></ul><ul><li>And 1 paid for tool: </li></ul><ul><li>Radian6 </li></ul><ul><li>- Monitors all social media platforms such as blogs, Twitter, comments on mainstream news sites and forums </li></ul><ul><li>Real time and historical (last 30 days) data searches </li></ul>
  19. 22. Southwest Airlines: Real-time social media monitoring & issues management
  20. 23. Develop a strategy. Tip #2: Develop a social media strategy
  21. 24. Develop a strategy. What to consider when setting up a social strategy? <ul><li>Who is your target audience: who do you want to reach? Which platforms are they already using? How are they using them? </li></ul><ul><li>What is your social media objective? Does this align with your wider business objectives? Applications? Brand awareness? Employee feedback? </li></ul><ul><li>What makes your company different? What is your brand story? </li></ul><ul><li>What are the measurements of success? Size of community? Level of </li></ul><ul><li>engagement? Number of sales leads? </li></ul>
  22. 25. Boost Juice: Starting social media activity without a plan or exit strategy
  23. 26. Reckitt Benckiser: Using a Facebook Game to recruit graduates
  24. 27. Tip #3: Don’t Be boring, instead try to engage your audience
  25. 28. Ernst & Young: Creating a conversation between graduates & candidates
  26. 29. Old Spice: Using multimedia to reach the iGeneration
  27. 30. Thank you

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