Social Recruiting: History and Future

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This presentation examines the history and future of social recruiting. The adoption of social recruiting is much slower that the original web. At this point (Jan 2013) we are still experimenting and hoping to discover what works. The future holds a greater emphasis on workflow and measurable results.

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  • Great deck I would have love to heard your comments along with this John.
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  • @johnsumser I have never engaged in a debate on slideshare before, not sure its the best place - their comment threading is not really suitable! Plus my handle has changed, probably should not have logged in by clicking the linkedin button.

    I am now Giggling too! (well chuckling, I dont really Giggle) Perhaps we have been talking at cross purpose, which could mean we agree with each other! I was referring to cross platform support (mobile meaning Smartphone / Tablet), which is vital to achieve maximum return from Facebook or Twitter where more active users are not on a PC / Laptop.

    Failure to support cross device / mobile / tablet may be a large contributing factor to the struggle you reference to making social recruiting work. This would suggest it should be tackled sooner than later.

    Mobilize is the current buzz, and of course comes for free if you have cross device support! (Perhaps this is where we can agree to agree)

    The daily increase of social use on smartphone / tablet has probably (no metrics to reference just common sense) had a negative impact on the returns gained from social recruiting campaigns without smartphone / tablet support. It would be fun to analyse metrics of social recruiting performance compared to Facebook MAU growth, are they aligned, what about to desktop MAU growth?

    Any online conversion will suffer from obstacles, having to swap device is a big ass obstacle that is full of an array of potential distractions! The drop off will be huge, even if you are on the sofa. Drop off = lost return on the effort of engaging in Twitter or Facebook. Not good! It is this drop off that concerns me.

    At mRec 2012, UPS gave some great figures sharing the very positive impact supporting mobile had driven from their social recruiting campaigns. They had before and after mobile numbers. I cant find a video anywhere to share that stats but it was UPS's single message from their experience - 'support multiple devices if you do social!'.

    When the tech becomes easy, one size fits, rapid and cost effective - cross device support (mobile / tablet) will become the normal, it will be common place. Drop off will be reduced! Happy days!

    Then we can talk about mobilzing :)
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  • Yes - social and mobile are entangled. No - that doesn't point to mobile adoption. Right now, we can't get social recruiting to work. Making social recruiting mobile simply multiplies two problem children.

    At its heart, mobile separates fast work and slow work. Right now, the fast work of recruiting is not very interesting in about five years, well have enough data to improve recruiting to the point that the fast work is interesting.

    BTW, the idea that using a device on a couch is somehow mobile is pretty silly, don't you think? Doesn't mobile mean moving? When the argument runs in that direction, I giggle and think, 'way, way too much koolaid being consumed'
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  • John, some great points made, and a few I still dont accept ;) Social is entangled in mobile and will continue to be so even more every day that passes. Facebooks earnings illustrated this challenge / opportunity for them. The fact is mobile and social recruiting co-exists the same space and dont deserve separating into two different silos. Mobile is simply part of the exploration and the biggest potential conversion funnel beyond the tweet or post. I feel the real value is mobile web campaign sites tightly coupled to a companies social recruiting campaigns. Obviously todays vendors etc do not make this economically viable, although as social continues to go mobile this might change. You make a great point, mobile is not a one size fits all (hence why typical responsive design fail). I can not help ask myself - WHY? I have spent the last 12 months in mobile financial retail sector. Retailers / e-commerce has a vast array of platform solutions to deliver a one size fits all, easy, quickly and with stats to learn how to tweak the funnel. Commerce / Marketing innovation is frequently ahead of recruiting innovation. Your great points excite me that there are awesome opportunities for platform providers to enable recruiters to deliver great mobile candidate experiences. Potential Park data released last week illustrate that candidates are there, heaps of mobile research shows that the mobile web user is frequently sitting on their sofa / using wifi and far from in 'traffic'. It is just a matter of time until the right solutions arrive and wash away discussions such as this one into a void of yesterday.

    As always, great debating with you - and it makes me smile that it is about 3 words in a fantastic slide deck! BTW - we must catch up soon, it has been a while!
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  • @DavidMartin48 Dave, There's a reason that only 11 of the Fortune 500 have full mobile recruiting (under 10% have any sort of mobile recruiting at all). Specifically, mobile is not a one size fits all proposition. In fact, you precisely don't want the majority of the people you are recruiting to apply while they are sitting in traffic.

    Until several bits of workflow are completely reconfigured (including major changes in the Recruiter's job description), mobile will be a backwater. And an expensive one at that.

    Responsive design delivers solutions that are good enough, making the basics free. Every increment of spend above the basic level will have to show specific results.

    If mobile recruiting were such a great idea, it would have already been adopted.

    Meanwhile, the odds that more complex solutions will be delivered for free is sort of a no brainer. It's the only way that the mobile evangelistas will ever get any market traction.
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Social Recruiting: History and Future

  1. 1. Social RecruitingNow and Then 1
  2. 2. Context: It’s All About Transistors 2
  3. 3. You Are HerePace of Change 4
  4. 4. Technology Adoption Mainstream Market Crossing the Chasm Late Market The ChasmEarly Market Innovators Early Adopters Early Majority Late Majority Laggards 4
  5. 5. Social Recruiting 2.0 Social Recruiting 1.0 Job Board 3.0 Job Board 2.0 Job Board 1.0 6Closer Look 5
  6. 6. ‣ Job Board 1.0 • Jobs, Resumes, Posting (Monster, HotJobs, CareerBuilder) ‣ Job Board 2.0 • More Data in One Place (Indeed, LinkedIn) ‣ Job Board 3.0 • Job Board Responsible for User Success (CareerBuilder) ‣ Social Media 1.0 • Ooozing Potential (FB, Twitter, Referrals, Blogging) - If you build it they will come ‣ Social Media 2.0 • If you want them give them value...repeatedlyThe Evolution 67
  7. 7. • Referrals• Build Your Own Ecosystem• Ads in Someone Else’s Ecosystem• Data Collection/AggregationCurrent Types 9 7
  8. 8. a ge P ny pa C om bs Jo fic af TrOne Fundamental Model 9 8
  9. 9. ‣ Transparency ‣ Authenticity ‣ Democratization ‣ Personalization ‣ Network Effects ‣ CertaintyUtopian Ideals and Cherished Myths 9
  10. 10. Myth: You Are 6 Degrees From Kevin 10
  11. 11. Myth: Your Network Can Get You A Job 11
  12. 12. Myth: Your Network Can Staff Your Org 12
  13. 13. Myth: Community Will Build Itself 13
  14. 14. Myth: Hurry or You’ll Miss the Boat 14
  15. 15. Myth: Hierarchy Is Disappearing 15
  16. 16. Myth: Everyone Is A Freelancer 16
  17. 17. Myth: Having Data Is Recruiting 17
  18. 18. Lots of New Services, No Real Return 18
  19. 19. Myth: Cheerleaders are Business Leaders 19
  20. 20. Tweets Follows Followers Average 976 429 411 Median 228 74 82Some Stats (Recruiters on Twitter) 20
  21. 21. Basic Social Technologies 21
  22. 22. Social Recruiting Adpted 50% More Slowly 22
  23. 23. How Tech Used To Flow 23
  24. 24. Today, Tech Comes In Employee Pockets 24
  25. 25. ‣ Lean Startups ‣ Minimum Viable Product ‣ Technology Is Not CandidatesToday, Tech Customer Bears the Risk 25
  26. 26. Dawn of Clarity 26
  27. 27. 80% of Jobs are filled by active candidatesThe Passive Candidate Myth 27
  28. 28. 1 Creator 9 Synthesizers 90 ConsumersNot Everyone Creates Content 28
  29. 29. Different Tools For Different Jobs High Get Personal Get SocialImportance of Job Outsource the Work Advertise Low Low High Size of Labor Pool 29
  30. 30. Branding: No Longer One Size Fits All 30
  31. 31. Recruiting is a Local Sport 31
  32. 32. What’s Next 32
  33. 33. Progress is not Linear 33
  34. 34. Cost Per Hire Is Driven By How Hard It IsRediscovering Simple Truths 34
  35. 35. Mobile Is Free: Responsive Design 35
  36. 36. Video Is Free 36
  37. 37. Currently, Social Media is a Source of InfluenceEmployment Branding 37
  38. 38. Emoot.comEvery Aspect Will Be Measured 38
  39. 39. Value Recruiter Candidate Old Way Recruiter Value Candidate New WayRecruiting Is Content Marketing 39
  40. 40. Job Ads Are Good Again 40
  41. 41. Reputation Management 41
  42. 42. Share of Voice 42
  43. 43. Share of Company Dept Target Supply Demand Voice Rep Rep AudienceData Driven Employment Branding 43
  44. 44. Workflow Matters 44
  45. 45. Expertise Matters 45
  46. 46. Trojans are Viruses: Business Model Matters 46
  47. 47. Better Destination, Not Better Mousetrap 47
  48. 48. You are Here Influencing Engaging Participating ‣ Best for Branding ‣ Real Value for ‣ Transparent Social Visitors/Fans Enterprise ‣ Point Visitors Elsewhere ‣ Recruiting is Content ‣ Potential Employees Marketing are Stakeholders ‣ Long Term Intimate ‣ Options Markets Relationship ‣ Scalable Intimacy 48Social Recruiting Evolution
  49. 49. Where Do You Begin? 49
  50. 50. Questions? 50
  51. 51. Contact MeJohn SumserJohn@hrexaminer.com1.415.683.0775@johnsumser 51

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