bdi 9/16/09 b2b social communications case studies conference - deloitte

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Using Social Media Attracting talent, engaging our people

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Case Study: Deloitte Recruits Socially Presented by: John Keller, Senior Manager, Brand and Reputation, Deloitte Services LP

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Page 1: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Using Social MediaAttracting talent, engaging our people

Page 2: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.1 Using Social Media

The recruiting pipeline

146,962Applications

81,255 Candidates

8,000 Initial Screen Conducted

3,983 Interview –Round 1 Conducted

2,872 Interview Process

Complete

2,221 Offers Extended

1,674 Accepts

Name Generation

Internet

Job Boards

Internal SourcingEmployee Referrals

External SourcingAlumni Databases

Social networking

Page 3: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.2 Using Social Media

The ever-changing landscape

Web 2.0

RemixAggregators

User Centered

Wikis

Blogs

Joy of Use

Participation

Widgets

Usability Social Software

Recommendation

Pagerank

Simplicity

ConvergenceIM

CollaborationSharing

Podcasting

Videocasting

Design

RSS

OpenAPIs

Affiliation

XHTML

TrustMobility

The Long Tail

Remixability

Economy

SEO

Web Standards

Accessibility

DataDriven

Standardization

Communication

ModularitySyndication

Microformats

Information SharingInteroperability

Social networking

Microblogs

ConnectionsMobility

Page 4: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.3 Using Social Media

Companies must first learn to walk on two legs

Follow the examples of employees – they're already on their feet

The evolution of corporate social media

Drawing by A. Busetto

Page 5: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.4 Using Social Media

Five key channels

Social Media builds our employer brand

Page 6: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.5 Using Social Media

LinkedIn

Page 7: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.6 Using Social Media

LinkedIn

There’s no such thing as a traditional career at Deloitte…

Page 8: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.7 Using Social Media

Facebook

Page 9: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.8 Using Social Media

Facebook

Page 10: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.9 Using Social Media

Facebook

Page 11: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.10 Using Social Media

Facebook

Page 12: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.11 Using Social Media

Wait, there's more…

Page 13: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.12 Using Social Media

Wait, there's more…

Page 14: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.13 Using Social Media

Meaningful destinations

Page 15: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.14 Using Social Media

Where the rubber meets the road

Page 16: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.15 Using Social Media

Invitation – not In Your Face

• Personal connections with the wired – go where they are– Don't pander – they recognize it

– Don't assume you're only talking to "millenials"

– Part of the overall marketing plan – a tool, not an end to itself, or to make employer look "cool"

• Used in conjunction with advertising – traditional and not so much

– Communicate EVP in everything

– Streamline communication with candidates, but structured

– Everything designed to drive to Careers Site

Social Media's role in recruiting

Page 17: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Social media's role in engagement

Page 18: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Social media's role in engagement

Page 19: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.18 Using Social Media

D-Street

Page 20: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.19 Using Social Media

D-Wiki

Page 21: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.20 Using Social Media

Deloitte on Yammer (Unofficial)

Page 22: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.21 Using Social Media

Proposed Facebook - “Work With Me” widget

Page 23: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.22 Using Social Media

The Deloitte Film Festival

Page 24: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.23 Using Social Media

It's a risky virtual world

• Overcoming risk aversion

• Limits to transparency and openness

• "Did you see the new hire's FaceBook page?"

Barriers and issues

Page 25: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.24 Using Social Media

Conclusions

Remember, we're grown-ups

• Professionals, not "fans"

• Social media behavior

• Stay focused even as the choices proliferate

Page 26: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

Copyright © 2009 Deloitte Development LLC. All rights reserved.25 Using Social Media

The next, next thing?

Page 27: BDI 9/16/09 B2B Social Communications Case Studies Conference - Deloitte

About Deloitte

Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries.

Copyright © 2009 Deloitte Development LLC. All rights reserved.Member of Deloitte Touche Tohmatsu