RSA Conference Exhibitor List 2024 - Exhibitors Data
Samuli Pesu. Social Media Recruitment Strategy in Russia
1. SOCIAL MEDIA RECRUITMENT
STRATEGY
Samuli Pesu
Social Media Strategist and Partner
Awara Direct Search / Awara Group
19.6.2013
Social Media Recruitment Seminar in Moscow
2. Today we will talk about
• The real potential of social media recruitment
in Russia
• Develop your social recruitment strategy
• Experience the practical side – social
recruitment case studies
6. More than half of all Russians now
use the Internet at least once a week
Source: Forbes 18.5.2013. Available at http://www.forbes.com/sites/markadomanis/2013/05/18/russias-internet-use-is-exploding/
11. Source: comScore Data Mine 7.6.2013. Available at http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/
12. Source: comScore Data Mine 7.6.2013. Available at http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/
13. In 2013, there are 60 million Russians
using social networks
Source: Statista 2013 Available at http://www.statista.com/statistics/219899/number-of-social-network-users-in-russia/
14. Source: Antal 13.3.2013 Available at http://www.antalrussia.com/blogs/every-third-russian-user-gets-a-job-via-professional-social-networks--37314844472
15. Source: Antal 13.3.2013 Available at http://www.antalrussia.com/blogs/every-third-russian-user-gets-a-job-via-professional-social-networks--37314844472
16. Social recruiting vs. job boards
• Two-way interaction
• Allow recruiters to have
up-to-date information on
candidates on a click
• Attract candidates
• Emphasizes on “social”
• Transparent
• Updated frequently
• Builds and maintains
company brand
• Social networks have
active and passive job
seekers
• In general higher quality
• Extremely large number of
candidates
• One-way interaction
• Limited information based
on resume
• Create barriers
• Excessive ads
• Anonymity
• Updated infrequently
• Lack of information about
the organization
• Job boards have only
active job seekers
• In general lower quality
• Limited number of
candidates
17. Why use social media as part of your
recruiting strategy
• Helps build your employment brand
• Allows you to engage applicants that would
otherwise be unavailable
• Potential cost savings vs. traditional
recruitment media
• Quality of hire vs. quantity of applicants
• Use of social media on the rise
• People are searching for new jobs in social
media networks
19. Social media uses in recruitment
• Promote your brand
• Publish jobs (free and paid)
• Advertise jobs (paid)
• Referrals
• Research candidates
• Direct sourcing
• Corporate reputation management
21. Part I – Creating Recruitment Brand
for Your Company
22. Define your goals and objectives
• Define your goals (what do you want to
achieve).
• Goals must be measurable.
• It is impossible to measure success if people
responsible do not know what their objectives
are before they start a social media
recruitment initiative.
• If you don’t know where you’re going, you’ll
probably end up somewhere else.
25. Social media recruitment strategy blueprint
Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com
26. Target audience insights
• Identify your target audience. Who are you
targeting with social media?
• Analyze where your target audience can be
reached / spends time online:
– Find out what social networking sites they prefer
to use
– Types of communities - Need to understand what
types of communities your users use
– Special Interests - Need to understand their
special interests
– Understand their attitudes about job search
27. Assign roles
• Build an organizational structure to manage
social media initiatives.
• Assign roles & responsibilities among all key
stakeholders on the social media recruitment
team.
• These people liaison between the community
& brand as well as respond to the community.
28. Determine social media channels to
engage
• Determine the social media channels based on
your audience and hiring needs.
• Use internal surveys & focus groups, industry
reports, quantitative and qualitative data,
social media tools, etc.
29. Create content strategy
• It is key to create & deliver content in all the right
formats and place mapped to your target
audience’s information needs
• Important to interact with the community
• Keep pages up-to-date and fresh
• Provide interesting, “real” updated and posts in
different formats (video, text, pictures etc.)
• Share open jobs / positions
• Fill your community with 80% thoughtful
conversation and 20% company focused content
• Encourage user engagement
30. Social media channel execution
• Launch the social media channels that best fit
your goals
• Create a branded company pages
• Build your community
– Start by inviting employees to your network
– Invite applicants from database
– Encourage new visitors to your site to join
31. Establish metrics & measure results
• Number of “friends”, “followers” etc.
• Number of applicants per source
• Number of hires per source
• Number of comments, sharing, downloads
• Google Analytics (www.google.com/analytics)
– Free service
– Easy to embed to your site
– Allows you to monitor traffic to and in the website
32. Driving traffic via social networks to
your career page
Source: Samuli Pesu 15.6.2013
33. Or collect applications directly in
social networks
Possible to collect and manage applications:
• Linkedin
• Facebook
• Professionali.ru
Not possible in (to be used to drive traffic to the career page
and engagement):
• Twitter
• Vkontakte
• Odnoklassniki
• Moij Mir
• E-xecutive
34. Awara Direct Search
61% of the referral traffic came
via social networks
41% of the total traffic came
via social networks
Source: Samuli Pesu 15.6.2013
35. Critical success factors
• Provide unique value to target audiences
• Put audiences (not brands) first in all
communications and programs
• Differentiate from competitors’ program
• Focus on programs of depth – not breadth across
too many platforms and tools
• Don’t expect immediate results!
– A few hours to set up
– Seconds to make a post
– Longer to build relationships – be patient!
37. Set up effective profile
• Highlights the best qualities of you as a
recruiter and your business brand that will
help you to attract and retain top talent
• Each social network uses different elements of
information that you supply in your social
profile
• General profile versus using personal profiles
38. Set up effective profile
• Build a complete profile by filling out all of the
information on your professional account.
• Optimize every field, providing links that direct
candidates back to your blogs and corporate
site in social networks.
• Be sure to use good keywords in your job titles
for current and previous positions. This will
help strengthen your brand’s visibility in
search engines.
39. Expand your network
• Start by finding your friends, colleagues and
contacts on various social networks
• Connect when meeting new contacts
• Be active in contributing (creating, sharing and
taking part in discussions) relevant and
interesting content to grow your network
40. Post your open jobs on social
networks
• Post your open jobs on social networks. Your
connections will see your job postings in their
newsfeeds. Add a personalized message to the
listing like “Great opportunity! Know anyone
that might be a good fit?”
• Groups / communities
41. Search candidates using search
feature
• Search for candidates using people search
feature. You can filter your results by using
various criteria depending on social network.
• Identify influencers in various topics / groups
and ask for recommendations.
56. Deloitte, Netherlands
• Deloitte in the Netherlands
± 4,600 employees
• Hiring Target: 1,000 (2010/2011)
• Traffic to career site Nov 09 to Nov 10
• From Job Sites = 9971
• From Social Media and Blogs = 33266
• Traffic via Social Media than Job Boards =
+234%
57. G4S
• Second largest private employer in the world
• Over 620,000 employees
• Annual voluntary turnover rate of 27%
requiring large resourcing capability
• Activated external Social Media channels;
Twitter, YouTube and LinkedIn
• The first 36 hours saw over 22,000 candidates
register with 400 applications being made
58. Ernst & Young
• Worldwide over 144,000 staff
• 2007 launched Facebook initiative allowing
candidates to contact them directly and ask
public questions to the recruiting team and
meet experienced and young interns
• Ernst & Young Facebook page has 34,000+
candidates (this was back in 2009)
• Business week named them one of the best
places to launch a career in 2009
59. Awara Direct Search
• We source 90% of our candidates from social
media networks
• Awara Direct Search has the second most
followed Linkedin page in Eastern Europe
considering recruitment and HR industry
• We have nearly doubled the traffic to our website
since adopting social media networks as the key
part of sourcing candidates
• We have shorten our process for placing
candidates to our customers to average of 3
weeks
60. Thank You! Feel Free to Contact Me!
Samuli Pesu
Social Media Strategist and Partner
Awara Direct Search / Awara Group
E-mail: samuli.pesu@awaragroup.com
Mobile: +7 926 710 4361
Office: +7 495 225 3038
www.awaragroup.com
www.awara-search.com
www.awaraeduhouse.com
You can also find me in:
Linkedin: ru.linkedin.com/pub/samuli-pesu/12/629/3b2/
Vkontakte: http://vk.com/id7252288
Facebook: https://www.facebook.com/samuli.pesu
Twitter: https://twitter.com/search?q=samuli+pesu
Professionali.ru: http://professionali.ru/~4258963/
