Winona SHRM Social Media Recruiting Guide
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Social Media for HR Workshop - Winona Area SHRM Conference - March 13, 2012
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Winona SHRM Social Media Recruiting Guide
- 2. who am i? 2 years – president, unbridled talent llc 5 years – execu;ve recruiter 7 years – social media anthropologist 18 years – human resources leader
- 3. who are you?
- 4. what we’ll talk about today 1. why we’re afraid of social media 2. why you should get involved 3. ‘social’ recrui;ng 4. employment branding 5. career sites 6. best uses for the ‘big four’
- 5. 850 million profiles 490 million users who’s using 240 million blogs social media? 200 million accounts 120 million members
- 6. recrui>ng 3.0 SOURCE: TalentMinded -‐ hRp://youtu.be/17C6A-‐J9jhc
- 7. what are we afraid of?
- 8. we don’t trust our employees “if you can't trust your employees, you have one of two problems: you are hiring the wrong people or you are not properly training the people you hire.” b.l. ochman – proof integrated communica;ons SOURCE: hRp://adage.com/digitalnext/ar;cle?ar;cle_id=142701
- 9. we’re concerns about produc>vity “an employee was<ng <me on social media is a performance problem. don’t blame it on social media. produc<ve employees are too busy with work to spend lots of <me in social media having personal conversa<ons. instead, they use social media as a means to get their work done.” carol rozewell – VP & distinguished analyst at gartner, inc. SOURCE: hRp://blogs.gartner.com/carol_rozwell/2009/10/25/resis;ng-‐social-‐media-‐is-‐fu;le/
- 10. we want to control it how can companies keep employees from doing stupid things online? “the same way it can keep employees from doing stupid things on email & the phone. give them guidelines and resources. have an online communica<ons policy that follows standard communica<ons policies and trust them to do the right thing.” scoR monty, head of social media at ford motor company SOURCE: hRp://www.searchenginejournal.com/why-‐employees-‐need-‐social-‐media-‐guidelines/12588/
- 11. why should you get involved?
- 12. professional development “using my social networks makes my job easier. i don't need to google info, i just ask my friends.” trish mcfarlane – hr business partner, st. louis children’s hospital
- 13. blogs as news & current updates
- 15. recruiting has changed 1997 sources of hire 2011 sources of hire newspaper ads 28.7% referrals 28.0% employee referrals 19.7% job boards 20.1% agency (con;ngent) 10.4% career site 9.8% contract recruiters 8.7% recruiter ini;ated 9.1% job fairs 8.3% college 6.6% other adver;sing 5.0% re-‐hires 4.3% image adver;sing 4.6% social media 3.5% trade journals 4.2% 3rd party 2.8% college 2.9% print 2.2% resume services 2.9% temp/contract-‐to-‐hire 2.1% agency (retained) 2.1% career fairs 1.9% internet 2.1% walk-‐ins 0.8% radio 1.5% other 8.8% SOURCE: hRp://www.slideshare.net/gerrycrispin/2012-‐careerxroads-‐source-‐of-‐hire-‐channels-‐of-‐influence
- 16. ‘social’ recrui>ng SOURCE: web.jobvite.com/rs/jobvite/images/Jobvite-‐SRP-‐2011.pdf
- 17. ‘social’ recrui>ng which social media tools are used for recrui;ng? linkedin 86.6% facebook 55.3% twiRer 46.6% 64% youtube 11.6% blog 16.0% use 2 or more social networks for recrui<ng none 9.4% 40% use 3 or more social networks for recrui<ng SOURCE: web.jobvite.com/rs/jobvite/images/Jobvite-‐SRP-‐2011.pdf
- 18. integrate social recrui>ng “social media allows recruiters to network, build and maintain rela<onships with candidates in new ways and provides a forum to engage a much broader audience. it doesn’t replace tradi1onal rela1onal recrui1ng -‐ it enhances it -‐ by allowing recruiters to extend their reach in a cost effec<ve way.” lars schmidt – director of talent acquisi;on -‐ npr
- 20. employment branding “using social media for employment branding allows you to meet poten1al candidates on their territory and engage in richer, more meaningful dialogue with them – and because social media is a conversa<on, people are a lot more likely to find you. why? because they’re actually looking for you. they want to talk to you – so if you follow the rules of good conversa<on, your labor market will actually seek you out.” SOURCE: hRp://www.brandfortalent.com/blog/
- 21. inspire & capture pride
- 22. influence on candidates • 59% of job seekers agree that what is said by others about a company is more important in how they form their opinion about a company than what a company says about itself • 70% agree that posi>ve posts from fans or followers on a company’s social media site would make them more likely to apply for a job at that company SOURCE Careerbuilder/Personified survey June 2010
- 23. your #1 careers site should rock!
- 24. career site... keys to maximizing • compete for talent at the moment of search • invest in seo/sem to drive traffic to your career site • ensure your career site is on the 1st page of results for: – “your company name” Jobs -‐ -‐ medtronic jobs – “your city” jobs -‐ -‐ minneapolis jobs – “your industry” jobs -‐ -‐ insurance jobs – “job ;tle(s) you recruit for” jobs -‐ -‐ brand manager jobs • 30% of google searches are job related ~300m/ month
- 25. career sites should be intui>ve
- 26. share the employment brand
- 28. get ‘social’
- 29. this stuff works!
- 31. select tools that meet your needs
- 33. fully complete your profile 1. add a photo 1 4 2. list current/2+ prior posi;ons 2 3. add educa;onal background 3 4. select industry & 5 loca;on 5. connect to at least 50 people
- 34. fully complete your profile 1 1. write a key-‐word rich summary 2. add 5 or more skills 2
- 35. addi>onal profile sugges>ons 1 1. status updates 2. recommenda;ons 3. customize websites 4. personalized url 2 3 4
- 36. differen>ate through headlines, etc.
- 37. create/complete a company profile free!
- 38. create/complete a company profile free!
- 39. create/complete a company profile not free
- 40. s... building your network aRer size m sorta
- 41. engaging with your network • message 1st degree connec;ons for free • message individuals in shared groups for free • ask/answer ‘linkedin answers’ • buy in-‐mails with paid accounts
- 42. professional development *for now
- 43. search for people/candidates 1 2 search within your network
- 45. search & join relevant groups
- 46. search compe>tors/within an industry
- 47. search for people/candidates site:www.linkedin.com in;tle:linkedin -‐in;tle:answers -‐in;tle:updated -‐ in;tle:blog -‐in;tle:directory -‐inurl:megite.com Sales “Cincinna; area" -‐"Company Profile“ -‐profiles -‐jobs search outside your network
- 48. post jobs
- 49. ques>ons?
- 50. >me to... take a
- 52. this ain’t tradi>onal recrui>ng recruiter poten;al candidate
- 54. company profiles
- 55. engaging with your network
- 59. share your culture/‘behind the scenes’
- 60. ‘x-ray’ facebook search for people/candidates
- 61. pos>ng jobs hRp://apps.facebook.com/marketplace
- 62. pos>ng jobs • 10,222 fans in 4 weeks • 4000 applica;ons • 600 interviews • 120 Hires http://recruitingunblog.wordpress.com/2011/04/01/hard-rock-firenze-part-3-120-hires-in-4-weeks-socialrecruiting/
- 63. ques>ons?
- 65. create a branded youtube channel
- 66. engaging with your network
- 67. what’s it like to work here?
- 68. encourage employee involvement SOURCE: hRp://vimeo.com/16003797
- 69. Pos>ng jobs
- 70. ques>ons?
- 72. corporate blog
- 73. personal blogs
- 75. engaging/sharing informa>on “blogging is the new newsleRer at mayo clinic.” linda donlin – mayo clinic
- 76. pos>ng jobs
- 77. ques>ons?
- 80. company profiles
- 81. professional development “twiRer has helped me to know my customers, solve customer problems and to create rela;onships to do that. there is a fabulous community of HR professionals engaging with each other via social media. my professional visibility because of my interac;ons on social media is much greater than it was a year ago and it is helping me to make new contacts and explore opportuni;es.”
- 82. engaging/sharing informa>on be ‘social’
- 84. ‘x-ray’ twitter searching for people
- 85. ‘x-ray’ twitter searching for people
- 86. ‘x-ray’ twitter searching for people
- 88. pos>ng jobs hRp://www.tweetmyjobs.com hRp://tweetajob.com
- 89. pos>ng jobs
- 90. ques>ons?
- 91. group exercise
- 92. group exercise 1. discuss the tools you’re most excited about using in the workplace – and why 2. generate some content ideas for your companies social site(s). how many cool things can your group come up with? 3. how do you/would you manage your time using social media? does it cause more work or save time? 4. Is the anyone in the organization that you are/or should be partnering with in regards to using social media in your area?
- 93. wrapping up
- 94. define your goals sample ini1al goals branding/marke;ng • improve brand presence to build awareness • increase posi;ve men;ons/sen;ment about our brand website • increase traffic to careers site recrui;ng • aRract qualified candidates to our career opportuni;es • develop a source for ac;ve & passive candidates
- 95. prepare a response strategy* * before you need it hRp://www.webinknow.com/2008/12/the-‐us-‐air-‐force-‐armed-‐with-‐social-‐media.html
- 96. expect more good than bad 63% of job seekers have a beRer impression of a company that responds to nega;ve posts / comments on their social media site than those who do not
- 97. provide guidelines & training free database of 176 social media policies: socialmediagovernance.com/policies.php
- 98. leverage the social graph “we have found that current employees are the most widely used and are by far the most trusted source of informa;on about organiza;ons for candidates.” corporate leadership council
- 99. plan your ac>vi>es • create a content calendar Monday Tuesday Wednesday Thursday Friday Saturday Sunday • Recognize a • Post “day-‐ • Ask a • Share • Chat with a • Link to • Poll Fan or in-‐the life” Ques;on Company Recruiter Career Ques;on Employee photo(s) news informa;on • Schedule • Ask a an Event • Post a Ques;on Video • schedule time • use scheduling tools for some content
- 100. be human * * people want to interact with humans… not brands or logos
- 102. what’s your plan?
- 103. ques>ons?
- 104. Thank you! hRp://unbridledtalent.com jennifer@unbridledtalent.com hRp://www.facebook.com/UnbridledTalent hRp://www.linkedin.com/in/jennifermcclure hRp://twiRer.com/JenniferMcClure