A presentation about building a social recruiting strategy from http://www.atcevent.com/socialmedia/

1. Creating a social recruiting
strategy
Connect, attract and recruit

2. Agenda
• Change
• Business Drivers
• Social media and recruitment
• The four C's of social media
• Building Your Strategy
• Metrics
• Case Studies

3. Managing Change Is Key To Success

4. Lets Think About Big Change & What We Learnt

5. Let’s Brainstorm Some Business Drivers

7. Recruiting and Social Media
Make
Attract Source Engage Screen
Offer/Onboard

8. Four C’s of Social Media
Connection Collaboration
Content Conversation

9. Four C’s and Recruiting
• Attract • Source
• Source • Select
• Screen • Make offer
• Make offer
Connection Collaboration
Content Conversation
• Attract • Attract
• Source • Source
• Screen • Screen
• Make offer • Engage
• Make offer

10. Social Media Approaches
High
Branding, Awareness, Active Engagement, Sourcing,
Social Media Presence
Screening Screening
Limited branding activities,
Monitor and engage with
bring social media to career’s
candidates who are online
web site
Low
Low High
Value of Candidate

11. Social Media Approaches
75%
63% 63%
48%
46%
43%
41%
35%
32%
29%
27%
24%
22% 21% 21%
17%
14% 14%
11% 10%
Creator Critics Collectors Joiners Spectators
Gen Y Gen X Young Boomer Older Boomer & Senior

12. Social Media Approaches
Call Centre/ Health Care IT
Customer
Service
Gen Y 45% 17% 22%
Gen X 31% 33% 41%
Young Boomer 15% 32% 24%
Older Boomer & Seniors 9% 18% 13%
Source ABS 2006 Census

13. Becoming Proactive
Community
Engaging
Business Impact
Monitoring
Participating
Goal Setting
Listening
Unaware
Reactive Proactive

14. Social Recruiting Strategy
Resources Implementation
•Audience assessment •Business Goals •Reputation
•Business needs •Brand Goals •ROI
•Brand assets •Execution
•Current strategy •Recruiting Goals •Business Operations
•Brand ambassadors •Training
•Integrate with digital
•Brand research •SEO
•Social Recruiting strategy
ambassadors •Digital media
•Guidelines Goals &
Assess Analytics
Strategy

16. Benefits
• Enhanced communication - inside & outside
• Cost effective connections with candidates &
clients
• Engage with candidates
• Reduced candidate and client turnover
• Increase in knowledge retention
• Higher levels of productivity

17. Benefits
• 69% of businesses have gained measurable benefits
from Web 2.0 technologies. Source: McKinsey Global
Survey on Web 2.0, 2009
• Russell Herder and Ethos Business Law Survey in July
2009 on 438 Executives:
– 81% believe social media can enhance relationships with
customers/clients;
– 81% agree it can build brand reputation;
– 69% feel such networking can be valuable in recruitment;
– 64% see it as a customer service tool;
– 46% think it can be used to enhance employee morale.

18. Things to measure – Traditional
Agency Metrics Employer Metrics
• Number of new clients • Days to fill key jobs
• Actual revenue billed • Pre-Hire Quality of Hire
• Number of new job orders • Post-Hire Quality of Hire
• Number of candidates • Manager satisfaction
submitted • Candidate satisfaction
• Number of interviews • Quality of Hire by Sources
• Referral Rates
• Conversion rate of resumes
submitted to interviews • Cost of hire
• Size of talent pool
• Number of placements

19. Things to measure – Social Media
• Unique Visitors • Linking
• Page Views • Backlinks
• Visits • Conversations
• Return Visits • Referrers
• Subscribers • Link Popularity
• Stick-Rate • Relevant Actions
• LinkedIn Group • Social News Tracking
Members • Sentiment

21. Social Media for Recruiting
Source: Forrester

22. Dow Chemical
• 40% of Dow's global workforce will be eligible
for retirement through 2013, with 40,000
retirees in the US alone
• Dow implemented a social networking site to
stay in touch with current employees, retirees
and workers on leave, to help it cope with
staff shortages and keep its workforce more
engaged

23. Dow Chemical First 3 Months Results
• The site had more than 4,500 network members
• 95% of the users are returning
• 25,000 referrals have been posted
• 130,000 first- and second-degree connections
have been made on the network
• Users have applied to 24 Dow jobs and 40 Dow
contracted jobs
• Job centre receives the most visits from retirees
• Feedback from users has been extremely positive

24. CedarCrestone Survey
• Limited usage to date
– 5% of organisations spending time on Web 2.0
– 6% of organisations spending budget on Web 2.0
• Organizations using social networking for
recruiting and branding had double the sales
growth of organizations without these tools
Source: CedarCrestone 2008–2009 HR Systems Survey, 11th Annual Edition

25. Deloitte
• @Green_Dot directed 2,500 visitors to
Deloitte site’s
• Over 1000 employees have added custom
FaceBook application to their FaceBook page,
3 hires have been made through referral
requests to date
• YouTube videos were generated by graduates
as part of a competition: 25,000 video views,
47 subscribers

26. V Energy Drink
• Cluttered energy drink market provided a key
challenge to drive sales growth and relevance
• V-RAW brought the brand personality to life in a
non-traditional way
• 18-24’s are facing a big question: What am I doing
with my life?
– They want a job doing something they love, not get
stuck in a mundane 9 to 5
• A career website and community to help young
Aussies get their foot in the door with 60 ‘never-
to-be-advertised’ positions

27. V-RAW Results
• Program Metrics in 8 months:
– 4,000+ applications (2,000 benchmark)
– 35,000+ downloads
– 150,000+ video views
– 210,000+ profile views (160,000 benchmark)
• Contributed to V’s strongest sales in 3 years
• 22% of those aware heard of V-Raw through
friends or via MySpace, Facebook, blogs or
forums.
• V-Raw received AUD$750,000+ in PR/Editorial
exposure for V

28. Social Media Examples
• Start an external blog on recruiting areas that
interest you
• Use social networks
(Facebook, LinkedIn, MySpace, LinkMe, Twitter,
World of Warcraft) to develop relationships with
potential candidates
• Run online career fairs
• Join groups on LinkedIn and contribute to the
conversation
• Get a feed reader and subscribe to blogs about
HR & recruiting

29. Social Media Examples
• Setup content watchlists and alerts to track
suspects & prospects and competitors key hires
• Setup an internal tagging site to allow anyone in
the company to "tag" external suspects who
might be potential candidates
• Live Chat feature on your careers page so if
candidates have questions on jobs or your
company they can contact recruiters directly
• Conduct background research on candidates
using search engines or LinkedIn

30. Social Media Examples
• On YouTube add video's of mock
interviews, job ads for key
positions, remember to link to them in the job
ads
• Create podcasts on your interview process
with sample questions & answers
• Advertising jobs on social network sites such
as Facebook or MySpace, of course the right
type of job

31. In Summary
• Social media is about transparency,
relationships and community
• There are lots of tools but the principles are
the same
• Social media is a great tool to support
recruiting
• Think first and remember Google