recruitDC presentation by Brigit Freedman
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Brigit Freedman, Director Recruiting of L3 Communications GS&ES shares a case study on launching a social media campaign to support recruiting efforts.
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recruitDC presentation by Brigit Freedman
- 3. Team Really. . . It’s no problem!
- 4. In the beginning, there was . . . Started my network building until one day.. IT & HR decided to cut off access!
- 5. A plan was formulated to get back online. . . I lobbied our VP of Human Resource to allow recruiters to have access to this site. After a few presentations and a business case to leverage our tight resources We had our access (back!)
- 6. 2006 Time For Change With the future rushing at us head on it was time to find a new home Great interview Brainstormed on ideas to revolutionize how we would recruit! I knew we were going to be an amazing team! The sands were shifting
- 7. Dragons to Slay The Careers Page was in need of a facelift Working with Security, IT and Marketing we researched our competitors and customer sites for design and functionality. Theirs sites were good but ours was GOING TO BE BETTER!
- 8. Obstacles (or hurdles) Major hurdle wasn’t the C-Suite but IT & Security! IT & Security Concerns were: Privacy Control of Information Negative information about the company Hackers Viruses & Phishing Spamming
- 9. Solutions for the Objections Access SN Sites would only be done outside of the company Firewall Span of Control Limited personnel would have access and control over data on sites Policy & Guidelines Educate employees participating in personal Social Networks on how their blogs, pages and comments impact them as well as the company
- 10. You can’t do it alone! You need an executive sponsor Write a compelling business case - $$$ Research your competition Develop policy on what you are going to do and who is allowed to do it
- 11. The Corporate “Buy-in” Global Reach: Don’t limit yourself to one network Precision in Talent Sourcing: Ability to laser target applicants Speed in Recruitment: Real-time responses Cost Savings: Most sites are FREE!
- 12. The Team President and Executive members of the company “Top Down” Human Resources Recruiting Compliance IT Security Marketing Business Development
- 13. Poll Time for: Social Media Doing own Working with a Team Don’t know how Don’t want to Not allowed Doing it but are clueless as to what you are doing
- 14. Why Use Social Media for Recruiting? Develop new, passive talent streams Strengthen employment branding Engage talent in open, personal dialogue Improve employee advocacy and engagement Create more meaningful relationships with talent Proactively recruit talent who is passionate about your brand Target the ideal candidate Drive traffic to the career site
- 15. Social Media Offerings We leverage Social Media and use it as part of our recruitment branding strategy Facebook advertising LinkedIn Groups Twitter integration and cross-posting for jobs using Bit.ly We proactively manage and protect the our brand on major social media sites
- 16. Our Approach: Building Connected Communities Groups, Networking, & Discussions Photo and video hosting, niche audience
- 18. TweetDeck TweetDeck organizes your sites for better time management There are other applications but Tweetdeck is allowed thru our IT Security.
- 19. Find new ways to feed the funnelSocial media can unlock a multitude of inexpensive, or free channels Traditional Social
- 20. Poll Time: What are you using for SN? Facebook Twitter LinkedIn You Tube Black Planet Sixdegrees My space Box.net Slideshare Blogster Classmates Flixster Flickr GoogleBuzz HR.com Govloop Social Vibe XING Yelp Yammer Hi5 Vimeo Digg Simply Hired Etc. . .
- 21. Step 1 – Be interesting Effective social media begins and ends with the content. If you don’t have something interesting to say all the distribution in the world won’t matter. It’s all about the content.
- 22. Step 2 – Be Accessible In social media distribution is cheap. Deploy and test as many newchannels as you can. Doing so enables your customer to choose the time and place of engagement.
- 23. Step 3 – Be Findable You can boost your accessibility by making sure your deployed assets are findable by your customers. Ensure your content and deployment strategy are as search friendly as possible.
- 24. It’s a Popularity ContestBe Findable Become a vocal member of your community Contribute to discussion Post Comments Answer / Ask Questions
- 25. Step 4 – Be Accountable Ensure that what is posted is real and not misleading. If you state you answer all inquiries you had better do so! Your reputation in cyberspace is easily ruinedby not being accountable.
- 26. In Closing – Your Action Plan Find Executive Sponsor is a MUST Have a professional IT person help you create it More Followers = More Visibility Be Responsive & Accountable Online social media is dynamic and complex but attempting to have a presence on all these sites can be time consuming and counterproductive. Define your strategy, determine your audience and decide where you want to participate.
Editor's Notes
- The reasoning was employees could find jobs on this site and leave the company. This action was also applied to Monster & Career Builder as well.
- The company I was with in 2005 did not have a large advertising budget so posting jobs to the standard pay sites were cost prohibitive and my team needed ways to capture candidates with little to no cost
- After struggling to bring to light the future of recruiting I made a decision find a new home that would embrace change because change was coming fast and I was going to be left on the sideline!This company had a larger budget and a much bigger name so recruiting wasn’t so tough.
- With Support of my SVP and President the work began
- Hackers target the SN community employees used to moan about their employers over a beer with friends, but now they Tweet it or tell their so-called Friends on Facebook. Or they tell company secrets. Or they show pictures of themselves getting up to mischief at the weekends - which can reflect badly on their employers, if their Facebook profile states who they work for.
- effectively use of communities & platforms
- Branding – Allows people to get to know your brand and understand what your company is about. IS NOT ABOUT DRIVING EOIOpen dialogue – the perfect venue for finding out what talent really wants and thinks about you as an employer. Use their insights to improve your brand and even recruitmentUnwanted communication – Respond to or delete unwanted communication so you can drive the conversations and be in the know about what people are saying about your company.Employees- show employees that you care about what people think about you as an employer and that you care about your employees – then let your employees tell their stories about you as an employerRelationships – talking and engaging with candidates helps to create a community and then when you need to recruit, followers and fans will be more willing to speak with you or refer other individualsStatus – because of the communication, you can always find out where your brand stands and you can track the sites to learn what people are resonating with in order to tweak your communications
- Simply adding an employment page to Facebook does absolutely no good unless the company is actively seeking out fans and engages them. Once companies create an online presence, it must be managed by the company or it will be managed by the talent (current, former, and prospects).A company must selectively post content that is relevant to the user. If your content is not important, it may be seen as spam. In addition, the content must maintain a consistent voice that represents your employment brand. One of the most important things is that you listen and respond. Social media is about creating a dialogue and encouraging fans to communicate with you. If all you do is talk at your fans without listening and responding to them, you will loose them.To have social media success, companies need to do things in this order. 1) generate content: It does no good to direct people to an empty placeholder – would you become a fan or follower of an empty page?2) Employee participation – the best way to generate organic/cheap growth is to get your employees on board3) Open dialogue – let people talk, listen, and then respond. Social media is about two-way communication. Learn all you can and then apply your learnings.4)Ask for input – Ask questions to start conversations. Tell people you want to hear from them and welcome comments.5) Seek out fans – once you have a robust page that is rolling, that is the time to seek out fans and followers and show them what you have to offer
- content specifically created for each mediumSelect content is populated on more than one siteDrive fans, followers, and members to other social media sites as well as Web siteMonitor and track all sitesRespond to participants
- Why is this important?Free advertising –
- To Interact with ProspectsJust as many of your customers are probably on Twitter, so are your prospects. They care far less about your advertising than about what your customers are saying about you, and how you respond. An active Twitter presence enables you to demonstrate strong customer service, rather than just claiming you offer it (after all, who advertises poor customer service?).
- To Give the Business a PersonalityJust got their book and attended their webinar on SN. . . I am having envy!!! Business websites are, necessarily, one-to-many communication. No matter how compellingly your site presents your value proposition, it’s still formal and impersonal. Twitter is a much more casual and conversational. Again using the example of Zappos, CEO Tony Hsieh has been successful on Twitter by sharing his personality. Unlike a company website, Twitter is immediate, informal and personal. Know what you are looking for a swim in those streams . . . .dont get caught in the hype if it doesn’t fit your profile don’t go there
- Also allows you to see which sources work best for you
- To Be Part of the ConversationAs noted above, your customers, prospects and key influencers are already having conversations about your industry, your competition—and quite possibly your company—on Twitter. If you aren’t participating in that conversion, you’re missing valuable intelligence, business opportunities, and possibly even the opportunity to prevent damage to your firm’s reputation.
- To Become a ResourceProspects don’t care about your products or services—they care about solving their problems. Demonstrating your knowledge of their industry and their challenges, for example by tweeting your thought-leadership blog posts and white papers, makes you a resource they can go to for helpful information. That gives you the opportunity to explain how your products or services can help them, in a consultative fashion.