The document discusses how social recruiting has changed and the importance of social media in recruiting. It begins with defining what is meant by "social" and outlines how recruiting has evolved with the rise of social networking and user-generated content online. Specifically, it notes that recruiting now involves marketing the employer brand and encouraging participation from the target audience through social media rather than just passive job postings.

1. Social Recruiting
in an
Unsocial Environment
Social Recruiting in an Unsocial Environment @DavidALee

2. Who is this guy?
Come
to
work
stupid
every
day.
Dan
Wieden,
co
–founder
of
Wieden
+
Kennedy
Social Recruiting in an Unsocial Environment @DavidALee

3. Purpose of this presentation
Get you to think about the answer to these
questions…
•
What
do
people
think
about
the
company?
•
Do
your
ac;ons
improve
that
percep;on?
•
Are
you
a
recruiter
or
a
career
counselor?
Social Recruiting in an Unsocial Environment @DavidALee

4. Agenda
• Is
social
media
new?
• How
has
recrui;ng
changed?
• Why
did
the
Army
go
social?
• Do
you
have
a
social
media
strategy?
• What
is
Marke;ng?
• What
is
a
brand
and
why
is
it
important
to
recrui;ng?
• How
is
social
media
like
da;ng?
• How
can
we
make
the
experience
beEer
for
prospec;ve
employees?
Social Recruiting in an Unsocial Environment @DavidALee

5. Is social m e dia new?
Social Recruiting in an Unsocial Environment @DavidALee

6. NOPE…just the tools!
There
were
four
main
purposes
of
the
Declara4on:
ü
GeGng
reluctant
colonists
on
board
ü
Explaining
the
colonists'
posi;on
on
the
purpose
of
government
ü
Lis;ng
the
colonists'
grievances
against
King
George
III
to
show
the
legi;macy
of
their
ac;ons
to
others
ü
To
encourage
foreign
na;ons
to
help
them
Social Recruiting in an Unsocial Environment @DavidALee

7. Definition of Social
–adjec4ve
1.
pertaining
to,
devoted
to,
or
characterized
by
friendly
companionship
or
rela4ons:
a
social
club.
2.
seeking
or
enjoying
the
companionship
of
others;
friendly;
sociable;
gregarious.
3.
of,
pertaining
to,
connected
with,
or
suited
to
polite
or
fashionable
society:
a
social
event.
4.
living
or
disposed
to
live
in
companionship
with
others
or
in
a
community,
rather
than
in
isola;on:
People
are
social
beings.
5.
of
or
pertaining
to
human
society,
esp.
as
a
body
divided
into
classes
according
to
status:
social
rank.
6.
involved
in
many
social
ac;vi;es:
We're
so
busy
working,
we
have
to
be
a
liEle
less
social
now.
7.
of
or
pertaining
to
the
life,
welfare,
and
rela;ons
of
human
beings
in
a
community:
social
problems.
8.
no;ng
or
pertaining
to
ac4vi4es
designed
to
remedy
or
alleviate
certain
unfavorable
condi4ons
of
life
in
a
community,
esp.
among
the
poor.
9.
pertaining
to
or
advoca;ng
socialism.
10.
Zoology
.
living
habitually
together
in
communi;es,
as
bees
or
ants.
11.
Botany
.
growing
in
patches
or
clumps.
12.
Rare
.
occurring
or
taking
place
between
allies
or
confederates.
–noun
13.
a
social
gathering
or
party,
esp.
of
or
as
given
by
an
organized
group:
a
church
social.
Social Recruiting in an Unsocial Environment @DavidALee

8. Working Definition
Social
networking
is
the
crea4on
of
connec4ons
between
individuals
and
adver4sers
who
share
a
common
interest
in
order
to
create
new
conversa4ons
that
add
measurable
value
to
a
brand,
product
or
service.
Viral
Marke4ng
The
process
of
crea;ng
the
poten;al
for
exponen;al
growth
in
a
message's
exposure
and
influence,
usually
refers
to
the
pass-­‐along
of
some
element
or
content
that
is
usually
online
Buzz
Generally
considered
an
outcome
resul;ng
from
large
numbers
of
individuals
talking
about
a
product,
service
or
brand
Word-­‐of-­‐Mouth
Marke4ng
Ac;vi;es
that
companies
undertake
to
generate
personal,
oaen
in-­‐person,
recommenda;ons
as
well
as
referrals
for
brand
names,
products
and
services
Social Recruiting in an Unsocial Environment @DavidALee

9. Why Social Networking is Important
• 78% of consumers trust recommendations from other
consumers they know (1) Now this is closer to 90%
• 71% of 13-24 year olds consume user-generated content (2)
• 35% of executives have read a blog in the last month (3)
• 40% of today’s consumers are creating their own
entertainment (4)
• 51% of consumers are watching and reading content created
by other consumers (5)
Sources:
1. Word-of-Mouth the Most Powerful Selling Tool: Nielsen Global Survey, The Nielsen Company, October 2007
2. Harrison Group/Deloitte Touche Survey, March 2007
3. Business Elite: USA 2007 Survey, Ipsos Media, October 2007
4. State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007
5. State of the Media Democracy: Deloitte & Touche Technology, Media and Telecommunications practice, August 2007
Social Recruiting in an Unsocial Environment @DavidALee

10. Encourage Target Audience Participation
Ensuring
that
ac8vity
is
driven
exclusively
by
our
target
audiences
will
help
build
a
high
level
of
trust
in
programs
• Modern
web
users’
trust
is
earned,
not
given,
so
it’s
impera;ve
that
we
leave
as
liEle
a
“footprint”
as
possible
– As
liEle
reac;ve
modera;on
as
possible
(e.g.,
don’t
let
community
see
you
remove
content
aaer
the
fact)
– Let
others
respond
to
nega;ve
comments.
– Establish
ground
rules
on
what
will
get
a
comment
deleted.
(e.g.,
obscene
language,
inappropriate
comments,
spam,
etc)
• Customers
prefer
interac;ons
with
each
other
to
receiving
“marke;ng
speak”
about
why
they
should
consider
or
buy
new
products
/
services
– December
2008
Web
2.0
Research
confirms
this
Social Recruiting in an Unsocial Environment @DavidALee

11. s recruiting change d?
How ha
Social Recruiting in an Unsocial Environment @DavidALee

12. Before the internet…
Social Recruiting in an Unsocial Environment @DavidALee

13. How have things changed?
•
86%
of
job
seekers
search
online
•
Social
media
s;ll
isn’t
on
the
radar
for
over
a
third
of
job
seekers
(36%)
•
83%
of
job
seekers
would
rather
have
a
job
they
love
than
a
job
that
pays
well
Do
you
think
a
job
is
more
important
than
a
purchase??
A
March
2009
study
by
Knowledge
Networks
found
that
between
10%
and
24%
of
US
social
media
users
turned
to
social
networks
when
making
purchase
decisions
about
various
categories
of
products
and
services.
(eMarketer,
October
2009)
Social Recruiting in an Unsocial Environment @DavidALee

14. What is the perception?
s
Searc h word
n contact
No huma
Not user friendly
Employers don’t care
1st to apply get the
job
Apply & wait
& wait & wai
t
Hard to priorit
ize
Recruiters just
fill jobs
#CareerCollec4ve
Did I mention no human contact?
Social Recruiting in an Unsocial Environment @DavidALee

15. Super Bowl 2011 Ticket Giveaway
• I have 2 tickets for
the Super Bowl
• Tweet why you
should get one of
the tickets
• And the winner is…
Social Recruiting in an Unsocial Environment @DavidALee

16. Super Bowl 2011 Ticket Giveaway
Sorry…I alrea dy gave the
tickets to someone in my
fa mily yesterday.
Social Recruiting in an Unsocial Environment @DavidALee

17. Is this your applicants experience?
• Self Select
• Excited about tickets (job)
• No clear timeline
• No notification
• Would you do this again?
Social Recruiting in an Unsocial Environment @DavidALee

18. How does your process make people feel?
Social Recruiting in an Unsocial Environment @DavidALee

19. di d the Ar m y go social?
Why
Social Recruiting in an Unsocial Environment @DavidALee

20. Before Social Media
“Recrui4ng
Slogans”
It didn’t matter what Soldiers thought…no one asked them.
Social Recruiting in an Unsocial Environment @DavidALee

21. What do you think when you see…
Social Recruiting in an Unsocial Environment @DavidALee

22. Do these come to mind?
Social Recruiting in an Unsocial Environment @DavidALee

23. What it means to the Army…
No
longer
just
for
recrui4ng!
Physical, Emotional, &
Mental Strength
Social Recruiting in an Unsocial Environment @DavidALee

24. Army Strong Stories
600+
Bloggers
Social Recruiting in an Unsocial Environment @DavidALee

25. Army Strong Stories
Social Recruiting in an Unsocial Environment @DavidALee

26. Social Media – Straight from Iraq
Social Recruiting in an Unsocial Environment @DavidALee

27. US Army Astronauts
Social Recruiting in an Unsocial Environment @DavidALee

28. The Army Experience Center
Why you need to have a
social media plan.
Community Manager should
have handled this differently.
Social Recruiting in an Unsocial Environment @DavidALee

29. What is Marketing?
Social Recruiting in an Unsocial Environment @DavidALee

30. Marketing
• What
consumer
problem
must
the
adver;sing
solve?
• What
is
the
objec;ve
of
the
adver;sing?
• What
is
the
most
important
benefit,
promise,
and/or
offer?
Social Recruiting in an Unsocial Environment @DavidALee

31. Social Recruiting IS Marketing
• This
should
be
more
than
a
job
pos;ng.
• It’s
a
story
of
employee
experiences.
• It’s
about
rela;onships
and
communi;es.
Social Recruiting in an Unsocial Environment @DavidALee

32. What is a bran d an d
mportant to recruiting?
why is it i
Social Recruiting in an Unsocial Environment @DavidALee

33. Brand
• A
brand
is
a
name,
sign,
symbol,
slogan
or
anything
that
is
used
to
iden;fy
and
dis;nguish
a
specific
product,
service,
or
business.
Social Recruiting in an Unsocial Environment @DavidALee

34. Is it Quality or something else??
Social Recruiting in an Unsocial Environment @DavidALee

35. Your Brand
• Percep;ons
=
Reality
• What
is
being
said
in
the
news
about
your
brand
impacts
Negative
Positive
percep;ons
of
the
company.
• HR
departments
DO
have
an
impact
on
the
brand…a
good
marke;ng
department
will
realize
that!
• Employees
must
believe
in
the
brand
if
you
plan
to
include
them
in
social
recrui;ng.
Social Recruiting in an Unsocial Environment @DavidALee

36. Do yo u have a
social me dia strategy?
Social Recruiting in an Unsocial Environment @DavidALee

37. STEP
1:
Develop
a
posi4on
statement
The Army’s Positioning For Recruiting
Soldier’s
Purpose:
A
Soldier
serves
in
the
US
Army
and
is
commiEed
to
protec;ng
the
U.S.
Cons;tu;on
and
all
that
it
stands
for.
Soldiers
Defini4on:
A
Soldier
is
strong
(Mentally,
physically
and
emo;onally),
adap;ve,
confident,
and
values
driven.
Value
Statement:
Becoming
a
Soldier
prepares
you
to
succeed
at
whatever
you
select
as
your
goals.
Posi4oning
Statement:
Being
a
Soldier
strengthens
you
today
and
for
the
future
because
the
Army
develops
your
poten;al
through
relevant
and
challenging
training,
shared
values
and
personal
experience.
Soldiers
consistently
take
pride
in
making
a
difference
for
themselves,
their
families
and
the
Na;on.
Support

Enlisted:
Army
skills;
leadership
and
teamwork
training;
educa;onal
opportuni;es

Officer:
Leadership
and
management
development
of
each
cadet/officer

Emo;onal
assurance
for
both:
pride
in
making
a
difference
Social Recruiting in an Unsocial Environment @DavidALee

38. STEP
2:
Develop
a
strategy
Strategy
Short
term
-­‐
 Launch
and
establish
Army
Brand
 Increase
Leads
and
traffic
to
sta;ons
to
meet
recrui;ng
mission
 Posi;on
Brand
for
Long
Term
success
-­‐
one
look
and
one
voice
Midterm
-­‐
 Build
Army
Brand
and
improve
awareness
and
propensity
 Employ
market
segmenta;on
research
to
target
messages
more
effec;vely
 Employ
Public
Rela;ons
to
extend
message
to
both
the
internal
and
external
audiences
 Develop
ethnic
specific
messages
to
increase
enlistments
in
under-­‐represented
ethnic
markets
Long
term
-­‐
 Reinforce
Army
Brand
with
compelling
and
relevant
ads
and
messages
 Integrate
learning
from
Ad
Tracking
and
research
to
improve
campaign
effec;veness
 Synchronize
Army-­‐wide
outreach
programs
and
assets
to
support
recrui;ng
Social Recruiting in an Unsocial Environment @DavidALee

39. Know your audience
• Each
genera;on
has
different
career
goals
• They
can
be
found
in
different
social
circles
•
For
40%
of
new
graduates,
the
most
important
thing
to
them
in
their
first
job
is
opportuni;es
to
learn
and
develop
their
career.
Salary
and
benefits
is
most
important
for
25%
of
new
grads,
and
work/life
balance
is
tops
for
17
percent.
•
If
you’re
targe;ng
older
workers,
one
place
to
adver;se
your
jobs
might
be
on
Facebook.
The
number
of
workers
55
and
older
on
Facebook
has
increased
922%
since
2009.
Social Recruiting in an Unsocial Environment @DavidALee

40. Development of a Strategy
• Define
your
content
• Determine
loca;ons
to
post
content
• Explore
social
media
management
tools
• Measure
success
(ROI
vs
ROO)
Publish
a
communica4on
plan
Social Recruiting in an Unsocial Environment @DavidALee

41. Communication Plan
• Think
like
a
magazine
(annual
plan)
• What
is
the
story
you
want
to
tell?
• Is
there
a
cycle
to
your
recrui;ng?
• Iden;fy
who
controls
account
• Establish
rules
• Ensure
informa;on
is
authen;c
and
verifiable
Social Recruiting in an Unsocial Environment @DavidALee

42. ocial me dia like dating?
How is s
Social Recruiting in an Unsocial Environment @DavidALee

43. Social Media is about Relationships
What
is
it
like
on
the
first
date?
And
a]er
the
marriage?
Social Recruiting in an Unsocial Environment @DavidALee

44. How do you create conversations?
Social networking is the creation of connections between
individuals and advertisers who share a common interest in order to
create new conversations that add measurable value to a brand,
product or service.
YES
Are
there
any
ques4ons?
What
do
you
think
about
this?
Do
you
agree?
Social Recruiting in an Unsocial Environment @DavidALee

45. Part of your strategy should include listening
Social Recruiting in an Unsocial Environment @DavidALee

46. e make the experience
How can w employees?
better for prospective
Social Recruiting in an Unsocial Environment @DavidALee

47. Worst Practices
• HR
Team
mistakes
• Misspellings
in
job
pos;ngs
• Communica;on
errors
with
applicant
• Job
pos;ngs
not
closed
when
filled
• Comments
about
applicants
on
social
media
Social Recruiting in an Unsocial Environment @DavidALee

48. Best Practices
• Hand
wriEen
rejec;on
no;ce
• Discount
coupons
for
company
products
• Feedback
from
interview
• Offered
advice
for
next
interview
• “like
a
marriage”
fro m Our B
ran d
t
isco un
T hanks
• Offer
interview
hints
10 % D
• Response
from
SM
• Video
pos;ngs
from
hiring
manager
Social Recruiting in an Unsocial Environment @DavidALee

49. What can we do to get better?
þ Develop
a
strategy
and
a
communica;on
plan
þ Know
your
audience
and
understand
genera;onal
differences
þ Post
closing
dates
for
posi;ons
þ Applica;on
response
includes
decision
dates
þ
Send
a
“press
release”
profiling
the
selected
candidate
þ
Employee
blogs
to
communicate
company
culture
Social Recruiting in an Unsocial Environment @DavidALee

50. What can we do to get better?
þ
Get
employees
into
recrui;ng
communi;es
þ Understand
the
“rules”
of
social
media…let
others
defend
your
organiza;on
þ
Provide
a
reason
for
prospects
to
stay
engaged
with
your
community
þ Watch
those
outside
your
industry…
be
a
leader
not
a
follower
þ
Can
your
community
help
those
leaving
the
company?
þ
How
about
a
NewsleEer?
Social Recruiting in an Unsocial Environment @DavidALee

51. A new recruiters tool on Facebook
Free
6
Week
Trial
Sign
up
at:
hEp://www.work4labs.com/
Email
team@work4labs.com
for
extension
to
6
weeks
TWITTER:
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Social Recruiting in an Unsocial Environment @DavidALee

52. A new recruiters tool on Facebook
Social Recruiting in an Unsocial Environment @DavidALee

53. What are your thoughts?
Social Recruiting in an Unsocial Environment @DavidALee