Social Recruiting Conference 2011 - Presentation by Franck La Pinta, Employer Marketing Manager, Societe Generale Group

1. FRANCK LA PINTA
SOCIAL NETWORKS TO IMPROVE
EMPLOYER BRAND AND SOURCING
SOCIAL RECRUITING CONFERENCE OF LONDON
30TH JUNE 2011

2. 1_a new paradigm
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3. A NEW CONTEXT
IMAGE OF
EXTERNAL
BANKING
ENVIRONMENT
SECTOR
RELATIONSHIP
USES OF
WITH
THE WEB
COMPANIES
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4. CANDIDATE NEW EXPECTATIONS
Job characteristics
Variety of tasks
Challenging work
Opportunities for relocation abroad
Remuneration and career
Opportunities for rapid promotion
Opportunities for high future earnings
Good reference for future career
People and culture
Comfortable physical work environment
Creative and dynamic environment
Work / life balance
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5. A NEW CHALLENGE
Postures Means
Be transparent Let go the information
Accept a relationship of equals Initiate the dialog
2004 2005 2006 2007 2008 2009 2010
Listen to them Adapt the speech to the target
Participate in their eco system Go and meet the candidates
12 11
15 15 17
Evidence instead of promise
Explain rather than seduce 21
24
Proximity and modesty Use the same tools
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6. A NEW MODEL
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7. THE CANDIDATE EXPERIENCE
Société Générale web
THE BRAND
sites
THE REPUTATION
Other web sites
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8. 2_our approach
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9. PERMANENT MEASUREMENT
Daily watch Annual qualitative reviews
• Twitter, Google Alerts Ideal Employer Universum Survey
• Watch dashboard, Netvibes portal
• Focus Groups, panels
• On line pools
| P.9

10. CAPITALIZE ON 2 RULES
Rule #1 Rule #2
Online presence We don’t decide the topic,
is an part of our offer the time
and therefore and the place
a criteria of choice of the discussions
Build our own platforms to Invest in existing platforms
drive our presence to improve visibility
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11. 4 THINGS TO THINK ABOUT
 1_Choose a topic and a target
 2_Define a content positioning
 3_Build an ecosystem around the topic
 4_Aggregate a community
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12. 3 LEVELS OF INVOLVEMENT
3 collaboration
2 attachment
1 truth
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13. 3_few examples
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14. HR 2.0 GLOBAL ECO SYSTEM
YouTube Flickr
Professional social networks
Facebook
Twitter
Careers Website
Mobile web site Disability Blog
9 channels Web TV
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15. OUR HR PORTFOLIO
IMAGE
OBJECTIVES
VOLUME OF
CONTACTS
VOLUME INTENSITY
ONE WAY AND « COLD » RECRUITMENT « HOT » INFORMATION
INFORMATION OBJECTIVES AND EXCHANGE
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16. CANDIDATES ADVICES ECO SYSTEM
Objectives :
To help job seekers to become more efficient
Provide an added value
Targets :
Students and recent graduates
Devices:
Coaching room in Careers web site
Web TV : expert advice video
Twitter : HR and financial information, advice,
job positions
Facebook : advice, answer to candidates
questions
Partnership with a supplier to produce
pedagogical programs about financial concepts
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17. PART TIME TRAINING ECO SYSTEM
Objectives :
Be seen as an attractive employer
Be identified as an added value actor
Reach our objectives of recruitment
Targets :
18-24 years part time training students
Devices:
•Careers web site contents
•Facebook for Q&A on the wall
•Job positions inside Facebook
•Pro social networks with messages in the
HUB
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18. CITIZEN ACT ECO SYSTEM
Objectives :
Give students an opportunity to work on a
project with SG to improve their skills
Associate SG and the CSR topic in
financial sector
Targets :
Business and engineering school students
in 30 countries + CSR Experts
Devices:
Platform Wikiblog to provide projects
Facebook to reach participants friends
and gamers
LinkedIn to reach CSR experts
Twitter to provide traffic
Youtube for main events
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19. DISABILITY ECO SYSTEM
Objectives :
Be identified as a legitimate actor
Present SG actions
Aggregate a community for collective exchange
Targets :
Disabled job seekers
Disability experts and bloggers
SG employees
Devices:
Blog to encourage comments
Twitter to provide traffic to blog and to reach experts
Facebook for advice to young candidates
FlickR to share pictures
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20. CONCLUSION
We have the choice…
The main risk is…
We can not have success…
Social networks change too many things…
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21. Q&A
Thank you
www.twitter.com/careerssocgen linkedin.com/in/francklapinta/fr
www.careers.socgen.com delicious.com/francklapinta
www.careers.socgen.tv www.francklapinta.com
www.tousuniques.fr twitter.com/flapinta
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