A Presentation on Social Media Adoption for a Hypothetical Company

1. The Case of Superfuzz
Leveraging Social Media
and LinkedIn

2. Superfuzz is hypothetical
company and Plans to
adopt Social Media to
leverage Hiring plans.

3. Company Overview
Particulars Descriptions
Company Name Superfuzz
ESTD 2008
Head Count 1840
Product/services Ecommerce- Sports Memorabilia, Goods, Equipments
Revenues 390 Crores, 2013
EBITDA 30 Crores, 2013, Industry average for EBITDA margin = 7%*
Growth Rate Average of 26 % YoY since 2011- 13
Particulars Descriptions
Overview Among the top 10 Largest supplier of sports good and memorabilia in India
Portfolio Tie up with more than 100 sports goods/ memorabilia brands in India and abroad
Visitors 250, 000 daily
Coverage 75 Indian Cities
Target group 12-45 years old
Offices Bangalore, Mumbai, Gurgaon, Chennai
Company Details
Business Facts
•EBITDA margins from www.stern.nyu.edu/~adamodar/pc/datasets/margin.xls as on Jan ,14, S&P Capital IQ, Bloomberg and the Fed
•CSImarket.com/ profitability ratios

4. Particulars Descriptions
Equipments and Merchandise For Cricket, Football, Athletics, Hockey, Badminton, Basketball etc
Memorabilia In the form of scaled down trophies, certificates, signature apparels etc
Tops Segments Cricket, Football, F1
Social Media Presence Facebook, Twitter, YouTube
2011 2012 2013 2014 2015 (est.)
Revenue Growth 18% 22% 28% 34% 40%
Revenue (Crores) 177 215 275 368 600
Head Count 980 1150 1420 1840 2200
Workforce Deficit 55 (6%) 80 (7%) 105 (7%) 140 (8%) 170 (8%)
Product Details
Growth
Company Overview

5. Articulated Organization Strategy- Vision 2020
Top 3 sports
merchandising and
memorabilia company
in India by 2020
Strong presence
across India from 75
cities to 150 cities
Employer of choice
with a strong brand
recall
Talent Focus to ensure
the right person at the
right time
Objectives
Strong Business Focus
Augmenting Revenue Drivers
In-organic and Organic Growth
Driving Efficiencies
Reduction of Cost
Streamlining SCM
Quality of hires
Strong Talent pipeline
Employee Retention
Focus on the right candidate
Strategy
Building efficiencies
Focusing on Talent

6. Workforce Snapshot
Top Management
Mid Management
Lower
Management
250 015 340Contractual
164327 324167 858Total HC
1840 (N-1)
Marketing and
PR
Superfuzz
Operations
Business
Enabling
Functions
Business
Expansion
Technology
Human
Resources
Business
Development
Software
Development
Advertising Warehousing
Finance
Products
Development
Content
Management
Digital and Brand Customer Service
Legal
Category
Management
IT AdministrationPublic Relations SCM
Business Units
Sub
Business Units
Workforce
Segmentation
Marketing and
PR
Operations BEF
Business
Expansion
Technology
33 32 3
1624 2110 15
120300 300140 500
Aggregate

7. Articulated Concerns
 Superfuzz has seen a
high rate of attrition over
the last 4 -5 years
 Rate of attrition is 24%-
28% as against industry
average of 15%-16%
 Attrition seen to be more
pronounced at junior and
mid level
Attrition and Deficit
 The average TAT for
fulfilment is 30-45 days
longer than required
 The quality of hires are
not as per specifications
Fulfillment Time and
Quality of Hires
 The average cost per
hire at all levels have
been rising steadily every
6 months.
 Revenue impact seen
due to high Cost of
Delivery
Cost Per Hire
 The company has been
investing on
advertisement on print for
better brand recall
however there has been
no significant change in
number of applications
Branding1 2 3 4
Stated Challenges
2009 2010 2011 2012 2013
Deficit of
Workforce
40 55 80 105 140
Attrition % 24 23 27 25 28
Breakup of Hiring Sources (Top-Mid-Lower)
Consultants 44% 46% 46% 41% 42%
Campus 24% 23% 20% 26% 27%
Employee Referrals 9% 7% 8% 9% 8%
Internal Recruiters 21% 22% 26% 21% 21%
Others 2% 2% 0% 3% 2%

8. Superfuzz-Current Hiring Plan
2008
2010
2012
2014
Consultants
Campus
Employee Referrals
Internal Recruiters
Others
Consultants
Campus
Employee Referrals
Internal Recruiters
Others
Market Moves to-
Employee Referrals
Consultants
Social Media
Internet databases
Internal Hires
Campus Programs
Internal Recruiters
Others
Source:-LinkedIn 2013 Global Recruiting Trends
Larger
Market
Place
Limited
Market
place

9. How do we decide?
Lets look at
Hiring Trends

10. Hiring Trends-Social Media Universe
Source:-India’s Digital Future in Focus 2013

11. Hiring Trends
Trends that will define recruitment in the long run India World
Source:-LinkedIn 2013 Global Recruiting Trends

12. Hiring Trends
Top most medium for finding quality hires in India
Source:-LinkedIn 2013 Global Recruiting Trends

13. Social Media Hiring- Case for Adoption
92 percent of companies use
platforms such as Twitter,
LinkedIn and Facebook for
recruitment
5 percent of Fortune 500 firms
include links to social media
on their career page sections.
Worldwide, 73% hired
successfully with social
media.
20% of companies saw
reduction in recruitment
cycle time.
31% of the companies saw
an increase in their
employee referrals
42% of companies
reported improvement in
quality of hires
Source:- https://www.smiaware.com/the-stats-are-in/ , LinkedIn 2013 Global Recruiting Trends
Recruiters reported a jump in
time to hire (33%), the quality
of candidates (49%) and the
number of candidates (43%)
through Social Media Hiring
64% of TA leaders suggest
that professional networks and
social media help create
strong brand Value.

14. Social Media is the Way Forward
More than 75% of internet users in India
are in the age group 18-35 years. They are
also found to be the most active on social
networks
Source:-Attracting Talent – the Social Media Advantage, Jobvite-Social Recruiting Survey Results 2013
Human resources and social media 2013- KPMG
61 percent of Millennials don’t go
to the traditional company support
Groups, they log in to Social Media

15. Hiring Trends
Five Most Important Trends shaping the future of Recruitment
Source:-LinkedIn 2013 Global Recruiting Trends

16. How do we synthesize
the Social Media
Opportunity

17. We deploy the
Social Media Strategy
Framework

18. Social Media Strategy Framework
•Talent Profile definition
•Talent segmentation
•Lead generation
•Engaging and
managing the talent
pool
•Engaging beyond job
specific tactics
•Discussions on skills,
careers and Job
postings
•Increase membership
•Enabling active
responses
•Establish presence
•Positioning of the
organization
•Persona Development
•Represent the actual
employment experience
•Build in Interactive and
engaging conversations
Talent Engagement and
Pipeline
Branding
Social Media Strategy
Focused Search and
Hiring
Unifying Theme to build connectedness and consistency
Creation of Platform specific Tactics
•Building in metrics for
tracking progress or
effectiveness
•Using data for
descriptive, prescriptive
and predictive analysis
Measuring
Effectiveness
Mobility
•Mobile. tablet apps
Social Media Platforms
•Broadcast-Videos
•Network- FB, IN
•Text- Twitter
Assessing Organizational Capability for supporting Social Media Strategy

19. Social Media Adoption for
Superfuzz

20. Talent Segmentation
Top Management
Mid
Management
Lower
Management
Campus
Age In Years 45+ 33+ 23+ 22+
Work Preference
Stability,
Insurance,
Benefits
Influence
Insurance,
Benefits,
Horizontal
Movements,
Challenges,
Diverse
Opportunities, Hi-
Tech, Team Work
and Recognition,
Learning
Diverse
Opportunities, Hi-
Tech, Team Work
and Recognition,
Learning
Flexibility Low Medium High High
Preferred
Channel of
Communication
Formal and
Personal
Formal/Informal
and Personal
Informal/ Formal Informal/ Formal
Social Media
Connectedness
Low High High High
Preferred Social
Media Channels
LinkedIN
LinkedIN
Facebook
Facebook
Twitter
LinkedIN
YouTube
Facebook
Twitter
YouTube

21. What makes LinkedIN effective?
Amongst the top social networks, LinkedIn is favoured by 93 percent of
companies, ahead of Facebook (66 percent) and Twitter (54 percent).
1
89% of successful hires come from LinkedIn, 25% are from Facebook and
15% from Twitter
1
50% of Fortune 100 companies hire through LinkedIn1
It receives 12 million unique visitors almost every day1
Every Second 2 new members join LinkedIN1
Source:-http://www.engagedleadership.com/

22. LinkedIN tools Complementing Facebook and Twitter
Strategy Framework
Focused Search and Hiring Talent Engagement and Pipeline Branding
LinkedIN Recruiter Jobs Career Page
Partner to Find, Manage and
Engage the right candidates and
view their full profiles
Refine search to filter the ideal
candidates based on 25 filters
including Industry, Location and
Company
Auto-Intelligent search based on
previous search patterns and
preferences for pipeline building
Direct candidate contact through in-
mails
High-end data analytics to track
progress and share insights
A powerful tool for posting jobs at
LinkedIN to attract active and
passive candidates
Calibrate the Job requirement with
the candidates profiles for higher hit
ratio
Engage the ideal candidate at
multiple touch points such as their
LinkedIN homepage, employee
profile page and the clients Career
Page
High-end Job analytics to track
progress and share insights
Maximize presence to influence the
right candidate at every touch point
at LinkedIN
Build a strong employer presence at
LinkedIN for the prospective
candidates
Maximize candidate experience by
posting company information,
videos. images and employee
testimonials
Showcase the most relevant jobs to
each visitor
Data and Analytics

23. Talent Segmentation and Tactical Platforms
Top Management
Mid
Management
Lower
Management
Campus
Focused Search
and Hiring
LinkedIN
LinkedIN/
Facebook
Facebook/
LinkedIN
Facebook/
LinkedIN
LinkedIN
Recruiter
LinkedIN Recruiter and Facebook
Page
Facebook Page,
LinkedIN Campus
Page
Talent
Engagement and
Pipeline
LinkedIN
Facebook and
LinkedIN
Facebook,
LinkedIN Campus
Page
LinkedIN Jobs
LinkedIN Jobs
Facebook Page
LinkedIN Campus
Jobs,
Facebook Page
and Twitter Feeds
Branding
Multi- Platform Strategy
Facebook, LinkedIN ,YouTube, Twitter
Facebook Company Page, LinkedIN Careers,
You Tube Videos and Twitter Engagement

24. LinkedIN Products
Representation

25. LinkedIn Recruiter

26. Jobs

27. Careers

28. Measurement Metrics
Dimension Descriptions Metrics
Traffic
Popularity of the page Total Number of Visits
How many unique visitors are coming to your
page?
Total No. of Unique Visitors
Is it boosting your application rates? No. of career site views
Social Actions
Are candidates sharing your content? No of Likes/ shares
Are you increasing your brand’s reach? No of Tweets
Are candidates going on to conduct a job search?
No of Job Views
No of Applications
Branding
Are you improving your brand image? Positive brand sentiment
What is the impact on your employer branding? Increased brand recall
What is candidate sentiment? Intent to apply for a job
Applications
How many applications you are receiving? Total no. of applications
What are the conversions? No. of hires made
Cost
What is the cost for your social recruiting efforts? Total expense on social recruiting
What is your net cost to hire using social media? Cost per hire made

29. Metrics to Measure Impact
Sl. No Metrics
1 Reduction in Cost per Hire
2 Reduction in Cycle time
3 Improvement in Quality of Hires
4 Greater Conversion ratio
5 Turnover of new hires
6 Acceptance rate

30. 2013 Top 5 Trends Action Items
Source:-LinkedIn 2013 Global Recruiting Trends

31. Representation

32. Facebook Page of Boeing

35. LinkedIN Page

36. Project Plan

37. Project Plan
Consulting Company
Lead Consultant
Module 1 Module 2 Module 3
Superfuzz Steering Committee
Superfuzz Project
Committee
Project Manager
(PM)
Project Coordinator
Recruiters
Project Manager Lead Consultant
 Key stakeholder from Superfuzz
 Sets direction during all phases of the project
 Liaises with the consultants during the entire life
cycle of the project
 Ensure end-to-end project management
 Overall responsibility for quality of deliverables
and client satisfaction
 Central point of contact: responsible for
adherence to project plan, project
implementation, status reports and key client
presentations

38. Project Plan and Timelines
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Phase 1
1.1
Understanding the Organizational
Context
1.2 Project Planning
1.3
Module Launch and Introduction to
Recruiters
1.4
Module Training for Recruiters and Pilot
Phase Deployment
1.5
Data analysis and Performance
Evaluation
1.6
Implementing Changes and Final
Module/s Launch
Phase 2
2.1
Evaluation of Recruiters Performance and
Metrics
2.2 Feedback Solicitation and Data Analytics
2.3 Implementing Changes and Launch

39. Social Media
Collaboration, Connectedness and Relevance

41. Appendix 1.0
Testimonials

42. Testimonials
Adidas Good Pack Limited
Solution
• LinkedIn Recruiter
• Highly targeted InMail
Why LinkedIn?
• Proven recruitment platform
• Extensive member details
• Proactive Hiring
Results
•Reduced in cycle time( 70 to 52) days
•Slashed hiring costs
•Ensured consistent employment branding
Solution
LinkedIn Recruiter
Why LinkedIn?
•Allows for cost-effective and targeted search
•Provides global reach in talent sourcing
Results
•Enabled lean HR team to effectively manage the
recruitment needs of a global business
•Filled 22 roles in nine countries within nine
months
•Reduced hiring costs by over 90 per cent
•Build a recruitment hub for Asia Pacific
•Develop a proactive recruitment model
•Reduce time-to-Fill
•Hiring talent for a fast-growing business
•Reining in recruitment costs

43. Testimonials
L’Oreal Sony- San Diego
•Using LinkedIn increased the quality and
diversity of candidates
• Reached candidates who would not normally
apply directly
• Hired the right people faster by reaching out
directly and proactively
• Improved the company’s online profile and
reputation
• Doubled the number of LinkedIn Recruiter
licences in less than one year
•Found 25 percent of its hires on LinkedIn in just
five months.
•Transformed the company’s employment brand
using a LinkedIn Career Page and InMail
messaging.
•Turned to the LinkedIn Jobs Network and Work
to tap employee networks and scale recruiting
efforts
•Sourcing ‘difficult-to-hire’ candidates
•Reaching passive candidates
•Online reputation
Brand Crises

44. Testimonials
Network 20 VF Asia Sourcing
Solution
•Using LinkedIN recruiter
•Why LinkedIn?
• Accurate identify relevant skill sets and
experience
• Easy connect with talent pool
• Highly cost effective
Results
•100% roles filled through LinkedIN
•Thousands saved o alternative advertising
channels
•Very accurate and successful job matching
Solutions
•LinkedIn Recruiter, Job Slots and Career
Why LinkedIn?
• Access to an international talent pool
• Enables direct sourcing, reducing costs
• Provides platform for employer branding
Results
• Successfully filled roles in diverse locations
• Reduced hiring cost without affecting time to
hire or candidate quality
•Helped strengthen employer branding and build
up a network of future talent
•Enabled HR team to deliver more strategic value
to the organization
•Access High Calibre Talent
•Simplify the candidate search process
•Engage passive job seekers
•Recruiting for diverse locations
•Relatively low profile of VF Asia as an
organization
•Building a talent network within the sourcing /
supply chain industry