Alison Engelsman presented on using social media for recruiting. She discussed building a social recruiting framework including securing buy-in, developing policies, choosing tools and metrics, engagement strategies, and continuous evaluation. Engelsman emphasized the importance of an authentic social presence, adding value through quality content, and engaging in two-way conversations to build communities. She noted social recruiting requires trial and error, time, and should be an enjoyable process.
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
Cutting through the Noise- Simplifying & Socializing
1. Cutting through the Noise-
Simplifying & Socializing
Presented by:
Alison Engelsman
@alisonengelsman
alison.engelsman@shaker.com
2. • Social Networking 101, taking off the mask to discover what is it really?
• Getting Connected: Who, What, Where, Why and How?
• How do you make a difference? Adding your voice to the conversation to impact
your company/employer brand, recruitment strategy, employee retention and referrals,
training program/company updates and overall, lead your organization
• Risk Management and Policy: What are the opportunities and where are the
liabilities? How do you protect your organization and avert danger?
• Getting Ahead: Time management skills and maximizing your efforts to enhance
your networking activities in converting candidates to hires as well as building a
pipeline
• Beyond the Bandwagon- emerging trends and where this is all heading
4. Social Definitions
Social Media:
• Media designed to be disseminated through social
interaction (Wikipedia)
• User generated
• Conversation can be initiated by either party (IAB)
• Encourages participation and collaboration with the
goal of re-using content (Naaman- The Ayman and Naaman
Show)
Social Recruiting:
• Using social media to Engage, Attract and Recruit
Talent…plus Retain Talent!
6. Why is it important in Recruitment?
• Keep up with the times
• Recruitment function is evolving within organizations
• Driving business objectives and financial goals
• Mentor executive leadership in organization development and
workforce planning
• Find top talent
• Shift to dynamic interaction using collaboration within communities
• Broaden sourcing reach and depth of talent pool
• Nurture relationships- external and internal
9. And Yet…
• 85% do not have an effective strategy for finding candidates on
blogs
• 51% do not have an effective strategy for finding candidates on
social networks such as Facebook and LinkedIn
• 53% do not have an effective strategy for finding candidates using major
Text
search engines such as Google or Live.com
• 82% percent do not have an effective strategy for Search Engine
Marketing (SEM)
• 74% do not have an effective strategy for Search Engine Optimization
(SEO
Arbita- Recruitment Genome Project 2009
18. • Determine who you can partner with to educate and
strategize- Marketing, Communications, Sales, Legal
• Identify your resources: people, time, budget, tools,
skill sets
• Prioritize needs based on business objectives:
• Reduce 3rd party fees?
• Enhance pipeline of talent?
• Reduce time to fill?
• Competition is already active?
• Diversity/Retention/New Type of Talent?
20. • 76% of companies are choosing to block social networking
(ScanSafe)
21. • 76% of companies are choosing to block social networking
(ScanSafe)
• 45% of companies using social networking sites to research
job candidates (Careerbuilder)
22. • 76% of companies are choosing to block social networking
(ScanSafe)
• 45% of companies using social networking sites to research
job candidates (Careerbuilder)
• Millenials (Digital Natives) make up 20% of the U.S.
population, more than 80 million born between 1977 and 1995
(bnet.com)
23. Policy Attributes to Consider
• Define the purpose of social media in context to your
company- be positive
• Develop Common Sense Guidelines:
• Exercise good judgment- think twice before posting
• Be authentic, be you
• Protect company interests
• Build with Legal, Marketing and PR
• Integrate into Job Training
• Don’t Overreact
24. Resources:
• Social Media Policy Examples:
http://123socialmedia.com/2009/01/23/social-media-policy-
examples/
• Cheat Sheet on Employment Discrimination and New
Media:
http://www.ere.net/2009/09/10/cheat-sheet-on-employment-
discrimination-and-new-media/
• 2009 Deloitte LLP Ethics & Workplace Survey:
http://www.deloitte.com/assets/Dcom-UnitedStates/Local
%20Assets/Documents/
us_2009_ethics_workplace_survey_220509.pdf
29. Strategy
• What is your current recruitment strategy?
• What are you trying to accomplish? Can it be
attained via social media?
• What value can you add to the community?
• Contingency Plan? Disaster Action Plan?
• What are your competitors doing or not doing?
• Do you have the right tools and resources?
30. Tools & Resources
• Identify which social networks to utilize
• Syndicate content across multiple networks
• Reputation Management
• How will the designated tools meet metric requirements?
• Tap into Marketing’s experience
31. Integration
• How are you going to implement?
• How do you create the experience?
• What about segmentation?
• Maintaining consistency and connecting the pieces?
41. Metrics
• Type of talent within your network
• Number of Fans, Followers,
Connections
• Online vs. In Person Networking
• Volume of comments and discussions • Quality of Fans, Followers,
Connections
• Number of videos uploaded
• Distribution of budget for talent
• Times links are opened or shared
• Amount of time invested in social
recruiting
• Number of subscribers
• Repeat traffic
• Volume of noise
• Use Polls and Surveys
• Content of the conversation
• Keep track of what ISN’T working
• Web Analytics
• Trending between conversations and
business revenue
• Quality/Quantity of resumes received
43. Engage and Communicate
• Not Advertising
• Engage in conversations- 2 way dialogue
• Building community
• Sharing QUALITY content not SPAM
• Not always about YOU
44. Adding Your Voice
• Develop a publishing calendar
• Know who wants to participate and when
• Add to job responsibilities and objectives
• Expand participants- intern, entry level, mid level,
management, leadership; industry guests
• Show your knowledge
• High volume of noise = uniqueness
• Help become a destination for quality content (industry,
career related, geo-location, volunteer options, etc.)
45. • Authenticity and
Transparency
• Bring value
• Be true to you and
your organization
• Don’t stand on brand
alone
50. “Establishing a mutual level of trust between leadership and
employees is one of the key challenges facing today’s
workforce.
As leaders continually look for new and creative ways to
engage and retain talent in an intensely competitive market,
one strategy that delivers positive results is transparency
and openness in communications between leadership and
employees…[it] is the ultimate key to building a loyal and
productive workforce.”
Sharon L. A*en, Chairman of the Board, Delotitte LLP
52. Metrics
• Type of talent within your network
• Number of Fans, Followers,
Connections
• Online vs. In Person Networking
• Volume of comments and discussions • Quality of Fans, Followers,
Connections
• Number of videos uploaded
• Distribution of budget for talent
• Times links are opened or shared
• Amount of time invested in social
recruiting
• Number of subscribers
• Repeat traffic
• Volume of noise
• Use Polls and Surveys
• Content of the conversation
• Keep track of what ISN’T working
• Web Analytics
• Trending between conversations and
business revenue
• Quality/Quantity of resumes received
53. Repeat the Process
• Social Recruiting is a lot of trial and error
• Need to determine what works and what doesn’t
• You won’t always get it right, don’t expect too
• Understand that this takes TIME
• Have fun with it!