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ad or ixture? “Social Recruitment” Presentation to CIPD North Yorkshire Branch Mon 19th April 2010

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Page 1: Social media cipd pres

ad or

ixture?

“Social Recruitment”

Presentation to CIPD North Yorkshire BranchMon 19th April 2010

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Introductions

- Mike Prenton

- Owner / Director of Hinterland Consulting- Est. 2008- Based Wetherby - Part-time lecturer on CIPD Masters Degree at LMU

Hinterland enables organisations to better attract, hire, retain and engage talent.

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WHAT IS SOCIAL MEDIA?

• Think of it as the 3 C’s:

– community– content – conversation

• It is the catch-all term for the variety of interactive online platforms which are transforming every aspect of modern life.

• It’s about connecting, communicating, publishing, and personal branding – enabling passive readers to become active contributors.

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Social media -Myths and misconceptions…

- you tube: Dogs on skateboards?…bought by google for $1.65bn

- facebook: a teenage virtual pub?

… the 4th biggest population on the planet

- Linked in it’s for americans? … 10 million UK visits per month

- twitter Inane chatter with Stephen Fry?

… over 80% Fortune100 Co’s actively tweeting

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What is Social Media ? • It’s real-time, viral and democratic – which means opinions and news travels faster

than ever before.

• It’s about your target audience access to online content that is interesting and relevant to their lives

• It’s a great source of market intelligence and information

• It’s happening all around us, whether we are joining in or not.

• It is now transcending the ‘social’ to include the commercial – with businesses and organisations awakening to the potential benefits - and damage – that can be brought about thanks to Web2.0.

• Above all, it’s a place for you to tell your story, in your words – to the people with whom you need to connect to secure the talent your business needs going forward.

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Social Media in numbers:

The popularity of Social Media

continues to rise rapidly in the UK…

…now accounting foralmost 11% of UK Internet

visits

… now bigger than email

… growing at 3 times the rate of overall web usage.

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So what is Social Recruiting ?

The use of web 2.0 & Social Media

channels to attract and recruit staff into an organisation.

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Social Media is fast becoming an integral part of the Corporate

Recruiters’ toolkit

• It is a means to connect with target audiences of numerous types: most especially future talent, candidates (passive or active, employees and alumni

• Social media has already become the key tool for managing corporate reputation.

• It is a complementary media – and not a replacement for all that has gone before

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A genuine game changer?

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When it comes to Recruitment: Principles don’t change…

• MESSAGE: – Robust Employer Brand– Compelling Candidate offer

• MEANS: – Suitable channels to market– Effective strategies– Cost efficiency

• MARKET INTELLIGENCE: – Relevant data– Understanding of target groups

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When it comes to Recruitment:

Technologies and Communications do…

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What can Social Recruitment do?

• Deliver content to help search results• Offer free job distribution across social networks• Target hard to hire future talent• Engage with passive candidates • Filter out unsuitable candidates• Reduce recruitment costs • Shorten hiring times• Manage candidate relationships• Reduce drop out rates• Increase brand awareness• Manage & Build Employer Reputation

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So what are the key tools?

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- The leading professional social networking site for across the globe

- Launched 2003- 55 million users- 3 million UK users- Market Cap 2008: $1 billion

- Now generating more traffic than the top 3 UK job

boards

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What can HR do with

- Make connections (not friends)- Display your career history and updates- Join and create professional networking groups - Establish a corporate profile- Search the site for candidates with the skills you

seek- Contact those potential candidates by various

means- Become your own headhunter…- Post jobs- Check references- Alumni

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tips…

- An up to date and complete profile is vital- Build your network- Group activity is a must- Dedicated Recruiter can operate as search

consultant- Use as basis for deeper searches (e.g. Boolean)- Synch your updates with other social platforms- Develop a Corporate Profile with integrity - Invest the time to reap the benefits

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• The mother & father of all Social networking sites

• 400 million users• The 4th largest population in the world• Ever expanding functionality• 20 million users become fans of

pages every day

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Growth is still exponential…

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• Facebook is primarily seen as more social than business.

• Increasingly blurred, and behaviours online are such that the distinction ceases to be relevant.

• The hard truth is – if it’s where your audience is – you need to be there too.

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applications for hirers…

• Corporate Pages vs Groups• Updating ‘fan base’• Mass career marketing in one click (Next)• Free applications – job posting, video link• Paid for apps – jobs, • Links to other social media• Brand ambassadors• Internal Comms• Candidate Mgt (PWC)• Search capability• Coming next: Facebook Connect

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CASE STUDY: Ernst & YoungThe best rationale is that of a user – Ernst & Young are seen as thought leaders in this respect – and on their Facebook careers page they openly answer the questions as to why they are there…. www.facebook.com/ernstandyoungcareers

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“We get 12,000 applications / year. My mobile

number is on our website… I get about 6 calls a year. My email address is there too – I get about 20 emails. Last year, I fielded 60 relevant

questions on facebook.”

Head of Recruiting, Leading industrial DAX company

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- A free micro-blogging service that enables users to post (140 characters max) and read each other's updates (‘tweets’).

- Monthly growth of 2000% in 2010- 55 million monthly visits- Unlike facebook, tweets are searchable, even

content you are not following- Twitter job feeds now high traffic carriers of

vacancies

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Increasingly useful for:- Building your talent pool - Building your reputation through thought leadership- Searching content within e.g.technical communities- Tweeting jobs as they arise (eg tesco)- Twitterjobsearch – job search engine for candidates - Communicating with existing staff- Candidate Relationship management- Linking with other apps – facebook / linkedin

- Early days but evolving quickly

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-

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• Video used to mean high investment in money & time• Now can be immediate and highly cost effective• Not about slickness - but authenticity, innovation and

interesting content• Easily linkable to own careers site / other socmed

apps.

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• Electronic Arts a case in point:

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sxs

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Additional thoughts for another day…

• The power of Google– Search Engine Optimisation– Ad words

• RSS feeds• Blogs and their uses• Job Boards• Careers site enhancement• Deep Search methods

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In summary….• Social media is here to stay • It’s business applications- including for HR – are

becoming more apparent by the tweet.• It is not ‘free’ – it requires

– discipline, dedication and determination• It’s as much about listening as talking• Being open and 2-way requires boldness and courage

to take the brickbats with the bouquets• The dividends of an authentic employer brand

presence could be business changing• If the US Army are at ease using FB & twitter to recruit

- why not you?

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An HR response?• Web 2.0 means you’re already being talked about –

question is how to join and lead the conversation

• Expectation that social media strategy is part of the mix of a serious recruiter

– Establish objectives– Align to business / HR strategy– Plan the investment in time– Build a business case– Start small– Build momentum– Integrate SocMed into existing web presence– Keep listening

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hank youMike Prenton, Hinterland Consulting…Practicing what he preaches via:

Linked in:              wwww.linkedin.com/in/hinterland

Blog:                     http://talesfromthehinterland.blogspot.com/

Facebook page:   http://tiny.cc/hinterlandonFB

Twitter: @hinterland67

Hinterland helps organisations – large and small – to implement social recruitment strategy in the pursuit of smart talent acquisition…