A presentation first given in September, 2011 that overviews the role of social m

1. SOCIAL MEDIA
AND RECRUITING
SEPTEMBER 2011
Thomas Stone
Senior Research Analyst
TALENT INTELLIGENCE

2. Agenda:
 The Big Picture
 Social Media and Recruiting
 Case Study
 Wrap-up and Q&A

3. The Big Picture

4. Activity on Facebook
• In the US, there are 149M active
Facebook users, 70% log in once a day
• By 2012, half of the world’s Internet
users, 1 billion people, will have a
Facebook account
• Average user is connected to 130 friends
• Average user is connected to 80
community pages, groups, and events
• More than 30 billion pieces of content
(web links, news stories, blog
posts, notes, photo albums, etc.) are
shared each month.
Twitter
• Twitter page views now dwarf
CNN, FoxNews, and NYTimes…
COMBINED
• Total Twitter posts hit 10 billion in May

5. COPYRIGHT 2011

6. THREE SOCIAL MEDIA CONCEPTS
The Wisdom of Crowds
›
The Long Tail
Network Effects: Strong, Weak, Potential Ties
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7. Social Media and Recruiting

8. SOCIAL MEDIA AND RECRUITING
When was recruiting NOT social?
TALENT INTELLIGENCE

9. WHAT SOLID RECRUITING IS ABOUT
 Finding top talent where they live their lives
 Building relationships that matter
 Providing people with a better opportunity
than they have today
 Getting other people to do your recruiting
for you
TALENT INTELLIGENCE

10. BEST SOURCES
Top candidates most often come from:
 Temp to Perm
 Employee Referral
 Internal Moves
What is in common?
All include a component of real life work
experience ... a "Social Assessment"
TALENT INTELLIGENCE

11. SOCIAL TECH AND ENGAGEMENT OPPORTUNITIES
 People today live in social digital environments:
LinkedIn, Facebook, Twitter, YouTube, etc.
 People are comfortable using these services
 Online relationships are often easier than real life
 Targeted content has never been easier…or more
important
 Very easy today to get the real scoop on
companies… and candidates
 The ability to leverage other people‟s networks
provides huge potential
TALENT INTELLIGENCE

12. USE OF SOCIAL RECRUITING TODAY
August 2011 survey of 506 organizations:
›
 41% indicate the use of social networking
tools as part of recruitment efforts
 28% plan to start using them in the
coming year
TALENT INTELLIGENCE

13. USE OF SOCIAL RECRUITING TODAY
90%
80%
80%
70% 67%
61%
60%
50%
40%
30%
22%
20%
10%
0%
Organization Recruiters trained on Social networking is Success metrics
maintains a company use of social a critical part of defined for use of
profile on social networking tools recruitment strategy social networking
networking sites tools
TALENT INTELLIGENCE

14. Case Study

15. CASE STUDY: INTRODUCTION
 Health Care System in WI & MN (rural)
 12,000 Employees
 75 locations
 Approximately 1,500 hires per year
 Mike Schmidt, Director of Recruitment, Ministry
Health Care
 Recruiting Team of 14
- 5 Patient Care (Nursing, not doctors)
- 5 Various Specialty Areas
- 3 “Hospitality”
- 1 Metrics and Reporting Analyst - Taleo
TALENT INTELLIGENCE

16. CASE STUDY: HOW IT ALL STARTED
 Recruiting Director was on MHC‟s Social
Media Policy team.
 Spent 6 Months, weekly meetings, to
formulate and deliver policy around Social
Media.
 Nationally recognized policy for Social Media
 Connected with Will Weider - MHC CIO
www.candidcio.com
TALENT INTELLIGENCE

17. CASE STUDY: THE ORIGINAL PLAN
 Make someone a “Social Media Person.”
 Create a Facebook Fan Page for MHC Careers.
 Create a standard for recruiter specific Professional
Pages on Facebook and LinkedIn.
 Train the team using 1-on-1 methods.
 Assign metric driven tasks – daily, weekly, monthly &
quarterly.
 Get everyone “on board” with the Social Media Plan.
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18. CASE STUDY: FACEBOOK ASSIGNMENTS
 Login to Facebook Daily
 Post a minimum of 1 status update.
 “Friend” at least 6 people / week.
 Update the Ministry Careers Facebook
page at least once / week
 Spend at least 25 mins / week
researching FB content and Groups
 Join 1 Facebook group per week that is
related to your recruiting discipline.
 Post weekly information within each group
GOAL joined – new and old
Hire 1 person through FB  Send relevant openings to groups as soon
Networking within 6 months as reqs are received/posted.
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19. CASE STUDY: LINKEDIN ASSIGNMENTS
 Login to LinkedIn Daily
 Invite at least 6 people / week to join
your network
 Spend at least 25 mins / week
researching groups
 Join at least 1 group / week (average)
 Start at least 1 discussion / week /
group joined
 Post relevant jobs to groups as you
join and for every new job gained
GOALS
Gain four connections / week.  Deliver a Network Update at least 5 times
Hire one person through per week
LinkedIn per quarter.
TALENT INTELLIGENCE

20. CASE STUDY: TWITTER ASSIGNMENTS
 Connect to your Facebook/LinkedIn
account
 Tweet daily, which will update
Facebook and LinkedIn
 Input at least 1 #hashtag, related to
each tweet, per day.
 Updates should take about 10
minutes per week
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21. CASE STUDY: WEEKLY TIME SPENT
1 hour / week at a minimum dedicated
to Social Media:
- 25 minutes - Facebook
- 25 minutes - LinkedIn
- 10 minutes - Twitter
“So you are going to PAY me to „Screw
Around‟ on Facebook & LinkedIn for
an hour per week?”
- MHC Recruiter
TALENT INTELLIGENCE

22. CASE STUDY: SIX-MONTH REVIEW
 Get rid of Twitter!
 Improve the Facebook Fan Page
 Revise the friending & connection goals.
 Add in YouTube!
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23. CASE STUDY: NEW ASSIGNMENTS
 Provide timely and fresh updates to
Facebook and LinkedIn
 Connect with/Friend 2-3 people per
week in a combination of the
LinkedIn/Facebook Sites
 Increase your total connections by at
least 35 for the quarter.
 Spend at least 50 minutes per week
researching Facebook and/or LinkedIn
content/groups
 Friend/connect with new hires to assist
GOALS in building your network within that skill
Hire at least one person you discipline.
are connected with through
FB or LinkedIn per quarter.
TALENT INTELLIGENCE

24. CASE STUDY: THE YOUTUBE IDEA
A vendor pitched “newscaster”
›
type videos of job postings
› Talking head to “professionally”
promote jobs through video
› Thousands of $$ to create video
› Time to produce videos
› More money to advertise/post

25. CASE STUDY: YOUTUBE ON A BUDGET
 Make our own?
 Went to MHC Marketing for
production + storage.
 Buy Flipcams at only ~$125
 Store on YouTube.com
- Embed within Job Postings
- Integrate with Taleo ATS
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26. CASE STUDY: NEW YOUTUBE ASSIGNMENTS
 Carry your Flipcam with you at all times
 Record worthwhile videos of 30
seconds to 1 minute and send for
editing and updating to the MHC
Careers YouTube site
 Post 1 video per month embedded in a
job posting
 Post 1 video to your micro site per
quarter
 Create and post 1 Recruiter Video
promoting your area of specialty. Use
this video in job postings and/or the
MHC Careers page as applicable.
TALENT INTELLIGENCE

27. MHC CAREERS - YOUTUBE
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28. CASE STUDY: RESULTS AFTER 10 MONTHS
 Team is creating small group
discussions and learning sessions
 Recurring agenda item on weekly
calls
 Success stories are prevalent
 Employees of MHC are delivering
feedback and praise
 YouTube “Buzz” is big!
TALENT INTELLIGENCE

29. THE PLAN REVISION – DECEMBER 2011
FACEBOOK FAN PAGE
 Each MHC Recruitment Team member will be assigned 4
non-consecutive weeks within the calendar year.
 Login daily to assure content is relevant and updated.
 Add at least 3 pieces of postable content.
 Add at least 1 YouTube video.
TALENT INTELLIGENCE

30. CASE STUDY: ADJUSTMENTS AFTER 12 MONTHS
 Goal – get people to “Like” our page within your
week(s).
 Tally will be kept and a score – total number of
“Likes” - will be calculated for your 4 weeks.
 Prizes will be delivered to top “Like” getters at mid
year and the completion of the calendar year.
 As a team add 60 fans per quarter – 5 per team
member.
http://www.facebook.com/MHC.Careers
TALENT INTELLIGENCE

31. CASE STUDY: MHC CAREERS FACEBOOK FAN PAGE
TALENT INTELLIGENCE

32. CASE STUDY: WHAT SOCIAL MEDIA HAS DONE FOR MHC
 Reduced “Advertising Spend” by 18%
 47 hires directly related to Social Media
 250+ hires that now follow on Facebook
 100+ YouTube videos
 5,051 YouTube views
 One of the video's has been watched
500+ times!
TALENT INTELLIGENCE

33. CASE STUDY: WHAT SOCIAL MEDIA HAS DONE FOR MHC
 Specific Candidate Networks –
Facebook/LinkedIn
 Nursing = 2000+
 Pharmacy = 431
 Rehabilitation = 655
 Emergency Medical Services = 1105
 Executive = 939
TALENT INTELLIGENCE

34. CASE STUDY: MIKE SCHMIDT‟S MHC “WORDS OF WISDOM”
 Social Media Corporate  Continually gain team
Policy? feedback and allow change
based on future needs.
 Have a goal &
communicate your goal.  Make it a team effort and
promote “success stories.”
 Write out “assignments”
and assure all know the  Make the assignments
details and expectations. “Make Sense.”
 Designate a “Social Media  Continue to add and
Person” on your team – change!
Let that person do the
research and invent.
TALENT INTELLIGENCE

35. Summary and How to Begin

36. THREE SOCIAL MEDIA CONCEPTS
The Wisdom of Crowds
 Social content creation across the entire
recruiting team
Long Tail
 Videos/content will range from popular hits to
low-volume – but any could net a great candidate
Network Effects: Strong, Weak, Potential Ties
 Connections, Fans, Likes, Re-Tweets – leverage
the network effects!
TALENT INTELLIGENCE

37. HOW TO BEGIN: QUESTIONS TO ASK YOURSELF
 What are your goals? Realistic goals?
 Who is your audience?
 Why use any particular tool?
 How will people use the content you create and post?
 How often will you interact or update the information?
 What resources do you have? How much time can they
spend?
TALENT INTELLIGENCE

38. Q&A and Discussion
tstone@taleo.com @TaleoResearch

39. APPENDIX: TWITTER TIPS
Start with what you know. If you don't use Twitter
›
yourself, don't start with tweeting your jobs. You don't
understand twitter yet.
Twitter tips:
›
 Use hashtags:
#job, #jobpost, #employment, #recruiting, #hiring, #car
eer, #staffing
 Feed to twitter vs. manual vs. scheduled manual
(Tweetdeck)
 Host a weekly online Twitter chat
TALENT INTELLIGENCE

40. APPENDIX: LEGALITY OF SOCIAL MEDIA SCREENING
 Taleo Summary Report:
“Social Network Recruiting: Managing Compliance Issues”
http://www.taleo.com/whitepaper/social-network-recruiting-managing-compliance-
issues
 Taleo partner TalentWise held a webinar in late August 2011 on this subject of:
“Social Media Screening: What you Need to Know to Ensure Compliance”
The recording is available here:
https://www2.gotomeeting.com/register/208046874/
A transcript of the Q&A is also valuable:
http://blog.talentwise.com/blog/qa-webcast-social-media-screening-what-you-
need-know-ensure-compliance
TALENT INTELLIGENCE

41. APPENDIX: TALEO + LINKEDIN
+
#1 in Talent Acquisition #1 Professional Network
› Reduce the time to apply, while increasing quality talent pools
› Improve recruiter productivity with instant access to candidates’
LinkedIn profiles within Taleo
› Ensure candidate information is current, especially for passive
candidates
TALENT INTELLIGENCE

42. APPENDIX: TALEO + LINKEDIN
LinkedIn Preview - Access to LinkedIn profiles from Taleo
-- Instant access to up-to-date candidate information
-- Makes candidate databases more valuable
-- Included with Taleo Recruiting
TALENT INTELLIGENCE

43. APPENDIX: TALEO + LINKEDIN
Profile Upload – Fill out application with information from LinkedIn or
Universal Profile
-- Improves candidate experience
-- Removes friction from application process
-- Reduces drop-off to expand candidate pools
TALENT INTELLIGENCE