The presentation I delivered at the Social Recruiting Conference (#SRCONF) in Paris on 1st December 2011. I was asked to show why you should be using social media for recruiting, and the ever important 'how to get started' with social recruiting.

1. Getting Started In Social Recruiting
Presented by
Andy Headworth,
Sirona Consulting 1st December 2011, Paris

2. Andy Headworth
• MD of Sirona Consulting
• Consult about recruitment
• Strategy
• Process
• Online Recruitment
• Social Recruiting
• Corporates and Recruiters
• Published author of “Smart Social
Media Recruitment Strategies”
Blogs

3. Social media IS mainstream – TV Adverts

4. Global stage

5. Why social media?
“We have lots and lots of people, what we’re missing is talent.”
Kristen Weirick
Global Leader of Recruiting, Employer
Branding and Onboarding at Cargill

6. Changing times

7. What the job seekers are saying…..

8. Take note employers

9. Change
Clients have learned how to pick them

10. They don’t have to send you a CV to be a candidate!

11. Adding a social layer is not complex

12. Why social media?
 Reduce candidate acquisition costs
 Increasing job visibility to internal candidates
 Increasing candidate applications
 Positioning within your markets
 Extend the reach of your brand
 Different channels of engagement
 Raising quality of hires
 Direct candidate sourcing
 Positioning the brand within certain industries
 Drive improved traffic levels to career site

13. Be prepared

14. When you flick the switch.....

15. A social recruiting strategy is needed
1. Ready for the commitment?
2. Listen – Brand; Reputation; Sentiment
3. Define objectives & internal guidelines
4. Platforms | Tools | Voice
5. People & Plan
6. Training
7. Time management
8. Measurement – ROI
9. Monitoring

16. Assumptions can cost you

17. Objectives

18. Audience

19. Keywords
Linkedin.com/in/andyheadworth

20. A REAL recruitment challenge!
They wanted a wider, more diverse and talented group of
writers who had a real passion for The Street and its characters.
>> A 3 week employer branded social recruiting campaign
designed to tie-in with existing storylines and characters in
Coronation Street.

21. Corrie on Facebook, Twitter & LinkedIn
Writers groups were targeted with messages about the opportunity
with links to the other social networking media.
Discussions of plotlines were set They created a series of
up to encourage involvement. ‘micro ad tweets’
– writing 30+ ads, all in
Videos of classic Corrie storylines were 140 characters to Tweet
uploaded to inspire (and remind) applicants out.
of the quality of characters and stories that
the series is renowned for.

22. The Corrie writer results
 A lively, passionate and active Social Community of over 300 members on Twitter
 The ‘Micro Ad Tweets’ were the most re-tweeted
 900 applications >> pool of 20 talented Storyliners created
 The quality of applicants was far higher than anticipated by ITV
 A small band of rejected applicants even created their own Facebook group of
‘Story Disassociates’ – where they continued discussing their programme ideas.
 The employer branded copy tone/theme was carried through across all
communications to the applicants – the successful and the unsuccessful – throughout
the post-application process.
And the ‘social networking’ community out there is still growing, in anticipation of the
next time this opportunity opens again!

23. Find and be found
63% of job seekers use a search engine to find a job
source Enhance Media March 2011

24. What does your digital footprint look like?

25. It’s called social for a reason
Build relationships not a CV bookshelf

26. The misconception
Wrong!

27. Social recruiting is ALL about ENGAGEMENT
Facebook is about YOUR Fans
Twitter is about YOUR Followers
Blogs are about YOUR Readers
YouTube is about YOUR Subscribers
Give them content that is valuable to
THEM and the platform they are on

28. How do you engage people?
 Participate
 Find good people to follow
 Learn the language
 Comment
 Share
 Converse
 Own content
 Ask questions
 Respectful and polite

29. This is recruitment engagement!
8.6 % engagement
5.1 % engagement

30. Where do you start?
Blogs

31. Remember where your audience is

32. You already have a starting point
Networks WILL already exist
Current employees
Alumni
Advocates
Potential employees

33. LinkedIn
Keywords 100% Do what it says on the tin
Profile
People Companies Skills Updates Boolean Flip
Search
People Companies Updates Groups
Follow
Personal Company Groups Jobs
Updates
Community Network Jobs Engagement X-Ray
Groups

34. Twitter
 Researching
 Sourcing
 Tracking
 Engaging
 Communicating
 Informing
 Learning
 Recruiting

35. Twitter basics
Brand or name?
Bio

36. Twitter basics
#hashtags
Finding people to follow
Branding

37. Facebook
• Forget the concept of a social network
• It is a content management platform and you are the publishers
• Give them something to ‘like’ ........ not a page full of jobs!!
• Engagement – videos; photos & text in that order!
• Create a jobs tab using Work4Labs, Broadbean, BeKnown etc

38. Facebook Pages

39. Facebook recruitment working well
Objectives
1: To create a buzz around the opening
of the new Hard Rock Cafe in Firenze
2: To recruit 120 staff in 8 categories
from waiting staff to accounting.
Time Frame 4 Weeks
Facebook Advertising Candidate Criteria
1: Liked Rock and Roll
2: Lived within 100km of Firenze
3: Had some hospitality, catering or bar
work in their background
4:Spoke fluent Italian

40. Apps deliver

41. Case study results
Important note
No ATS used
Any form of application – written, visual, audio – English or Italian
Pledge made – ALL applications dealt with in person
Results
 10,222 fans on the page. (In 4 weeks!)
 4000 job applications received (During a 2 week campaign.)
 600 interviews completed (over 3 days)
 120 Hires
 Huge logistical times saving of the 600 iv’s
Cost
Facebook advertising – c €2000
Time undetermined

42. Google Plus
“The fastest growing social network in history”
Stream Sparks Hangouts Circles Photos Huddles

43. Google Plus Circles – think candidates
Happy.Hour.com

44. Google+ Pages

45. findpeopleonplus.com
Search Criteria
 Relationship
 Looking For
 Gender
 Activity
 Education
 Employer
 Occupation
 Following
 Followers
 Country
 State
 City

46. Mobile
 Smartphone penetration is 47% (MMA)
 40% of social media users access social media content from
their mobile phone (Nielsen)
 11% now have some form of tablet device (IAB)
Have you got a mobile recruiting website for your business?

47. Your brand is not in your control

48. It is what people say about your brand.....

49. Reputation is EVERYTHING
Name
Website address
Products
Key people
Competitors
Keywords/phrases
Response Timely Courteous Aware Pro-active Off-line

50. Platform tools are improving all the time
 Insights
 Group statistics
 TweetStats
 Hootsuite
......and don’t forget Google Analytics!

51. Managing Social

52. Many different levels of sentiment measuring tools
€€€€
€€
€free
Many Different Levels of Measuring Tools

53. ROI

54. ROI - depends on your level
Walk first; Objectives; Know metrics; Engage; Track; Measure
Source: Jeremiah Owyang

55. Content and engagement first though

56. How do you communicate with your candidates?
 Tweet
 Direct Message
 Message
 Facetime
 Chat
 Message; Circles
 Huddle; Hangout
 Message
 Company updates
“If you wish to persuade  Inmail
me, you must think my  Message
 Audio Skype
thoughts, feel my feelings,  Video Skype
and speak my words”  RSS Feeds
Cicero 80BC

57. Foursquare – aka stalking 

58. Foursquare

59. Remember......

60. Questions?
www.sironaconsulting.com
andy.headworth@sironaconsulting.com
+44 1903 206249 / +44 7788 726019
blog.sironaconsulting.com
linkedin.com/in/andyheadworth
twitter.com/andyheadworth
facebook.com/sironaconsulting