1. Recruiting 3.0
Why “Social” Matters –
and Ideas for Putting It to Work
in Your Organization
Charles Purdy
Senior Editor, Monster.com
charles.purdy@monster.com
@monstercareers
For more recruiting best practices, visit MonsterThinking.com
Stay Connected w ith Monster.
http://www.facebook.com/monsterww @monster_works
http://www.monsterthinking.com/ @monsterww
http://www.youtube.com/user/MonsterVideoVault

2. Copyright – 2011 Monster

3. Copyright – 2011 Monster

4. It’s all about hiring people.
filling positions,
and retaining and developing
great talent.
Everything is a means to this end.
But the world of work is changing…
Copyright – 2011 Monster

5. Some Social Media & Recruiting Stats
Nearly 4 in 5 active Internet users regularly visit social networks.
Americans spend more time on Facebook than any other site.
14.4M people used social media in 2011 to find their last job.
65% of companies have successfully hired via social media.
56% of HR professionals use social websites to source potential
candidates.
92% of hiring managers in 2010 used social media to recruit:
> 50% used Facebook
> 45% used Twitter
- Nielson: The State of Social Media: The Social Media Report – Q3 2011
- CareerEnlightenment: How Businesses Use Social Media to Find Talent – 9/2/11 5
Copyright – 2011 Monster

6. In 45 minutes or so …
Why “social” matters for talent acquisition:
> Social media is social business
New recruiting realities
> (and a little advice along the way)
Are you ready? A recruiting 3.0 checklist
Helpful resources
Copyright – 2011 Monster

7. Recruitment Has Evolved – Quickly
Content User
Offline Destinatio Driven Driven
n Sites Sites Sites
1.0
2.0
3.0
Monster has evolved to provide reach, engagement, semantic
search, and more for an integrated Recruitment 3.0 strategy.
Copyright – 2011 Monster

8. Benefits of Social Recruiting
Extends recruitment brand and job-distribution network.
Improves recruitment (and company) brand, as it
highlights importance of connectivity and openness to
communication.
Builds a community that engages “active” and “passive”
candidates and employees.
Taps into the power of employees as brand ambassadors
and referrals.
8
Copyright – 2011 Monster

9. “I guess I have to.
But where do I begin?”
REALITY
“Social” does matter. The
good news? You already
know a lot about it.
Copyright – 2011 Monster

10. If you’re human, you already “get” the
secret to social media.
• Reciprocity
• Fairness
• To help and be helped
• Recognition and belonging
• Tribes
Copyright – 2011 Monster

11. But there are some new mindsets you’ll
have to adapt to.
New practices
• Keep it real, for you and for them
• Enable the conversation, don’t try to control it
• Embrace, but don’t overreact
• Toughen up your skin, and choose your battles
• Get used to a messier, less linear world
• Expand your comfort zone
Copyright – 2011 Monster

12. “How are candidates finding
out all this „inside info‟ about
our company?”
REALITY
Your people are your brand.
And they are either working
for you or against you.
Copyright – 2011 Monster

13. Your employees are your best
brand ambassadors.
Specialist sources
most credible
How credible do you believe each
of the following is as a source
of information about a company?
Source: Edelman Trust Barometer
Copyright – 2011 Monster

14. It’s about putting a face behind the brand
and giving your people a voice.

15. Employees as Brand Ambassadors
Put your face behind the brand and give your people a voice.
Encourage employees to participate & leverage the power of
your people as they are your best brand ambassadors.
> Identify & involve early adaptors and trust them to lead the charge.
> They create free & authentic content that is more credible to candidates.
> Thank employees for participating.
This provides transparency into your organization, further
connecting the best talent and best fit for your organization.
15
Copyright – 2011 Monster

16. Social Media Policy & Guidelines
Open up social networks within organization.
Keep it simple by following best practice examples.
Base them off your corporate values and policies.
Work with internal communications to educate employees.
Make the guidelines readily available for ALL to see.
Having guidelines will make employees feel more comfortable
with engaging and sharing.
16
Copyright – 2011 Monster

17. Monster’s Employee Social Media Guidelines
1. Follow existing Monster policies: 5. Respect, protect what’s confidential:
Code of conduct & ethics, computer Never use Monster
use, privacy, non-harassment, etc... financial, legal, copyrighted, proprietary, a
nd personal info about customers and
employees.
2. If it’s personal, keep it personal:
For non-business related topics use 6. Recommend colleagues with care:
your personal email and don’t mention It’s OK to provide personal
you work for Monster. recommendation on your experience, but
not an official recommendation on behalf
of Monster.
3. If engaging as part of your job at
Monster, say you work for Monster:
7. Add value: Share interesting, helpful
Keep to topics related to your area of
info and ideas, and any Monster content
expertise, and let people know your
from our sites. Your “brand” is the sum of
views are yours, not the company’s.
what you share and how you share it.
4. Be honest and professional: Just 8. Know the risks: Ignoring these
like you act in face-to-face rules, could lead to termination. If in
conversations. No discriminatory doubt, ask the Social Media team for
content. Avoid arguments. Identify who advice.
you are; “anonymous” is not
professional.
Copyright – 2011 Monster

18. Employee Referrals
Utilize your employees to
help refer potential hires
through their social
networks.
27.5% of all hires come
from referrals.
Tools available to automate
and track.
10th Annual CareerXroads Source of Hire Report: By the Numbers – March 2011 18
Copyright – 2011 Monster

19. “I just downloaded TweetDeck and
I‟m starting to Tweet! Now what?”
REALITY
New tools and technology
are here to help. But tools
are not a strategy.
Copyright – 2011 Monster

20. Social Recruiting Strategy
Decide what platforms best resonate with your audience.
Designate 1-2 talent acquisition employees as community
manager(s) to message, monitor and answer questions.
Have a communication plan that is authentic, transparent and
highlights your company’s culture.
Learn to use social messaging, monitoring & measuring tools.
Utilize employees as brand ambassadors.
See how other companies are doing it.
Keep in mind that social media saves time and should
enhance, not replace, your current talent acquisition strategies.
MonsterThinking.com: How to Create A Social Recruiting Strategy – July 22, 2011 20
Copyright – 2011 Monster

21. Research Listen Engage Measure
Brand Monitoring Media Monitoring
Real-Time Monitoring
Measure & Analyze
Influencer Identification
Real-Time Engagement
& Scheduled Content
21
Copyright – 2011 Monster

22. Recruitment Focused Experience
Brand your experiences with “Careers” or “Jobs”.
> Customize experience to match your company & recruitment
brand and have clear call to actions.
> Candidate is looking for a seamless experience.
> Use Vanity URLs to increase search relevance.
• Candidates are definitely using search as well.
Go beyond having a “Careers” or “Jobs” section on your
company’s main Facebook page.
> Only 2-5% of Facebook page traffic clicks a specific section.
> Need to constantly work with marketing & communication team.
Make sure your website and job postings include social media.
22
Copyright – 2011 Monster

23. 23
Copyright – 2011 Monster

25. Expert Communication
Your own “brand” and your association with your company are
the result of what you share and how you share it.
Start small, with focus.
Offer interesting and useful information.
> Give them a reason to want to check out your company or job posting.
> Build Google Alerts for content options.
Provide transparency into your company & culture.
> Highlight company/employee blog, company events, videos.
Listen to candidates and answer questions in a timely manner.
The stronger the connection, the more interesting your
company becomes and attracts top talent.
25
Copyright – 2011 Monster

26. Marketing & Tools
As mentioned, integrate social media icons and buttons
throughout to increase reach.
Drive traffic with Facebook social media ads.
> Target candidates by region, interest, age, job titles, industry keywords.
Social communication, monitoring and measuring tools.
> Paid: Radian6, Involver, Buddy Media
> Free: TweetDeck, HootSuite, Twitter lists, TweetChats, Bit.ly, Facebook
Analytics, Twitter Analytics (TBD), Google Analytics
26
Copyright – 2011 Monster

27. Just do it. Your competitors likely are.
Best Buy has reduced turnover and "Social media is the new
increased retail worker participation in the
company’s retirement savings plan.
solution to the need to
transform organizational
communication and
Northwestern Mutual Life Insurance has
seen an increase in collaboration. employment branding.”
Siemens USA is finding employees - Brian Baker, vice president of
organizational performance and
establishing knowledge contacts who might implementation for Aon Consulting.
otherwise never have met.
Procter & Gamble is embracing social
media to foster product development and
marketing activities.
"Gone are the days when HR and corporate communications could ask
if social media was a friend or a foe. It’s a part of the new landscape. So
we developed an internal strategy consisting of micro-blogs, wikis, and podcasts to
broadcast corporate messages, foster further collaboration, and deliver global employee
training.” - James Lynch, Vice President of Employee Communications at American Express Co
Copyright – 2011 Monster

28. Future in Social Recruiting
Professional networking
within social networking
Mobile:
> SmartPhone Applications
> Mobile enhanced websites
> QR Codes and Location based
targeting
Social Influence:
> Klout
> Empire Avenue
28
Copyright – 2011 Monster

29. “I am looking for the sharpest needles in
the biggest and best haystacks. And I
need to find them first.”
REALITY
Search is the new killer app.
Copyright – 2011 Monster

30. Search is the new killer app.
Today’s candidates search for info and “Semantic tools
Opportunities across many platforms …. create matches
based on ideas, not
JOB POSTING SAVED EMPLOYEE WEBSITE SOCIAL just keywords, and
APPLICANTS RESUMES PROFILES VISITORS REFERRALS NETWORKS serve-up
additional job
candidates who
would not
previously have
been found.”
Recruiters pinpoint and compare talent from -- Sue Feldman, IDC
large and diverse sources
To find the right candidate from
the most possibilities.
Copyright – 2011 Monster

31. Are You Ready?

32. Dispel the Biggest Myths/Fears
How will this affect workplace productivity?
How can we control it?
What if someone says something bad?
Isn’t social media just a fad anyway?
Social Media at Work: Enable your Employees
to Be Company Advocates By Shel Holtz
Copyright – 2011 Monster

33. A Recruiting 3.0 Readiness Checklist
 You have established social media guidelines and clear goals for
integrating social media into the hiring process – all pointing to a “single
apply” – with an eye toward mobile accessibility.
 You have resources in place and bandwidth to commit to social
engagement.
 You have identified the social platforms popular with your audience.
 You produce enough quality content to sustain social conversations.
 You have tools and strategy in place to research, listen, engage, and
measure.
 You’re prepared to put your employees on the “front lines” as brand
ambassadors.
33
Copyright – 2011 Monster

34. Resources for Learning More
http://smartblogs.com/socialmedia/
http://mashable.com/2009/06/02/social-
media-policy-musts/
http://www.socialmedia.org/disclosure/
http://www.socialmediatoday.com
http://www.recruitingblogs.com
http://www.monsterthinking.com
http://www.clickz.com/clickz/column/20466
57/steps-developing-social-media-strategy
Copyright – 2011 Monster

35. Questions?
Charles Purdy
charles.purdy@monster.com