Social Recruiting from 30,000 Feet

Social Recruiting from 30,000 Feet © Master Burnett, Managing Director, Dr. John Sullivan & Associates Web: drjohnsullivan.com Twitter: @masterburnett E-mail: mburnett@drjohnsullivan.com

Who am I? Digital native (BBS’s, CompuServe, DSL 1998) Self professed geek, early adopter of nearly all things digital Currently serving as the Managing Director of Dr. John Sullivan & Associates 14 Years experience in high technology recruiting for early stage ventures A facebook junkie! 2 ©2009 Dr. John Sullivan & Associates

My plans for this session… Share observations on social recruiting from a different vantage point Discuss most common questions/concerns voiced from senior HR/Business leaders Introduce a framework for strategic/feasible use of social media in recruiting Share some examples and answer LOTS of questions 3 ©2009 Dr. John Sullivan & Associates

Some key observations… Virtually no strategy is guiding the majority of experiments by organizations today (no targeting, no goals, no clarity around expectations, no valuable measures) Very little understanding of social media by senior leaders (Economist Intelligence Unit: Less than 1:10 executives is literate beyond Web 1.0; 87% wrong e-mail) A power struggle over what functions can/cannot do brings progress to a standstill (An Economist poll found that HR ranks 11th among internal functions most likely to make effective use of social media usage! (Only procurement, legal, and risk scored lower.) 4 ©2009 Dr. John Sullivan & Associates

Some key observations… Rapidly evolving technology and service landscape (web 2.0 services rendered irrelevant overnight, mash-ups make powerful solutions cheap/easy to produce) Most leaders lack understanding of what’s possible and how to move forward feasibly (transactional background, requisition focused) Most organizations are tackling the easy stuff (extension of recruitment marketing and direct sourcing to social media) 5 ©2009 Dr. John Sullivan & Associates

Executive questions… Where as a leader should my knowledge be? (Overwhelmed, LinkedIn 45%, Time Management) How does social media give us access to talent we don’t already have? (The Netflix Challenge, Crowdsource, 2006, $1M, $3.4M) How do we excite the right people about the company and the work? (Apple’s Genius Campaign, Microsoft/Sun’s Blogs) How do we cut through the clutter? (45% of content seen as inaccurate) 8 ©2009 Dr. John Sullivan & Associates

A plethora of opportunity Virtual team meetings Employment branding (Unit) Interactive offer Social media enabled ERP Network notification Peer Validated Profiling Labor market profiling Market compensation Network affiliation Engagement monitoring Online contest/challenge Competitor landscape/approach Gaming/simulation 1:1 employment marketing Offer FAQ’s Direct sourcing Network reference Workstation design 360° Rate Offer landscape Micro-opportunity Performance planning Multi-channel marketing 24/7 offer support 9 ©2009 Dr. John Sullivan & Associates

Four activity buckets… Recruitment Marketing Outbound, inbound, branding, market research Competitive intelligence Direct sourcing, competitor landscape Targeted talent servicing Q&A, education, relationship support Recruitment operations Transaction automation, analytics 10 ©2009 Dr. John Sullivan & Associates

Social media tenets… The experience you provide is the message. Anything you claim can and will be validated. The majority of info sources are out of your control. Failure to engage cedes control of your brand to others. ©2009 Dr. John Sullivan & Associates 11

Necessary strategy characteristics… Drives transparency Show the human side (candid, faulty, etc.) Enables a conversation Solicit feedback, interaction, incremental conversion Leverages the crowd Understanding, influence, user-generated content Highly targeted Fish where the fish are Experiment quickly! It won’t all work, what does will evolve/change ©2009 Dr. John Sullivan & Associates 12

Seven types of social media From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz

Exponential marketing (feasible) Modular content Extensible Easy to excerpt Reach Impression Engagement Propagation Cycle Multimedia Multi-channel Multi-stakeholder Repository Manually post Auto-syndicate 16 ©2009 Dr. John Sullivan & Associates

Know your targets ©2009 Dr. John Sullivan & Associates 17 Where are they online? Routine habits What do they do online? How are they leveraging various services When are they online? Days of the week, time of day

Find where to experiment Free tools every company can use: Google Alerts (RSS Feeds) Technorati.com (Blogs) Backtype.com (Blog Comments) Boardtracker.com (Blog Comments) Twitter Search ©2009 Dr. John Sullivan & Associates 21

Social Outsourcing Migration to project based “knowledge work” In line with social trends Easy to manage Great way to assess to talent Excellent way to drive workforce agility ©2009 Dr. John Sullivan & Associates 22

Share this presentation http://slideshare.com/mburnett http://drjohnsullivan.com (Publications/Presentations) mburnett@drjohnsullivan.com http://facebook.com/masterburnett http://twitter.com/masterburnett ©2009 Dr. John Sullivan & Associates 36

Social Recruiting from 30,000 Feet

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