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This presentation was given at the 8th Annual Recruitment and Staffing Conference in Beijing, China (第八届招聘与任用年会). The event is organized by the HR Excellence Center (HREC): http://www.hrecchina.org/j/events/detail/52
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Social Media &Recruitment
in China
© wusuowei - Fotolia.com
1Tuesday, August 21, 12
Everyone is on it!
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What do we know about the social media
behavior of the Chinese users?
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Asur, Sitaram, Yu, Louis and Huberman, Bernardo A., What Trends in Chinese Social Media (July 18, 2011).Available at SSRN: http://ssrn.com/abstract=1888779 or http://dx.doi.org/10.2139/ssrn.1888779
YoungUnder 30
StudentsCompany employeesSelf-employed
Chinese User Demographics
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Qi Gao, Fabian Abel, Geert-Jan Houben, Yong Yu. Information Propagation Cultures on Sina Weibo and Twitter.In Proceedings of ACM Conference on Web Science (WebSci), Evanston, USA, 2012
Chinese User Information Propagation
HumorFashion
Pop CultureAsur, Sitaram, Yu, Louis and Huberman, Bernardo A., What Trends in Chinese Social Media (July 18, 2011).Available at SSRN: http://ssrn.com/abstract=1888779 or http://dx.doi.org/10.2139/ssrn.1888779
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How can recruitmentbenefit from the use of
social media
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© Stephen Coburn - Fotolia.com
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© taka - fotolia.com
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EasyDo these things Where Results
Post jobs ‣ Corporate site‣ Job boards ‣ Volume
Advertise ‣ Newspaper ‣ Hit or miss‣ Costly
Outsource ‣ Agency ‣ Limited results‣ Costly
Marketing ‣ Employee Referral ‣ Better results‣ Limited reach
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Difficult
© almagami - Fotolia.com© Ronen - Fotolia.com
Find top and senior talent
Attract passive candidates
Reach your target audience
Lower recruiting costs
Obtain “inside” industry news
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Social media case studiesin recruitment
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http://digitalbursonmarsteller.com/wp-content/uploads/2011/12/DBM_China_Digital_Landscape_Sharing_Dec2011.pdf
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Not your typicaljob description
Embeddedvideo
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400 Forwards50 Resumes10 Hours
http://www.thomascrampton.com/china/recruiting-via-sina-weibo/
400 Forwards50 Resumes10 Hours
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37 of 56 hotel properties1 minute videos
By end 2014 - open1 new hotel per month
Hire 30,000 - 40,000 employees
52,000 forwards
21,000 comments
73,000 individual actions
http://fistfuloftalent.com/2012/07/social-media-employer-brand-fun-in-china.html
http://e.weibo.com/marriottcareers
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http://workatdeloitte.cn/virtualtour_cn/
Take an Office TourLearn Company CultureRespond to Questions
Top StudentsSelected for
on-site interviews
http://mycareer.deloitte.com/cn/en
A Gaming Approach
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•Identify top & competitor companies•Write custom introduction mail•Target ~50 connections per week•“People you may know” section•Obtain a critical mass (key dots)•Others will start to connect with you
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Weibo Schedule• commute• lunch breaks• evening
Share/post industry news
Put your work related info in the
intro section
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Today5000+ connections
10 message inquires per week3-5 candidate interviews each month
1-2 successful hires each quarter
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Final Thoughts: The future ofsocial media recruitment
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http://static.radio86.eu/sites/default/files/styles/web_full/public/crowded_subway.jpg
•Not a resume database•2 way relationships•Trust worthiness
•Mobile
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http://yvettia.com/2012/02/24/photos-of-inspiration-some-cool-websites-for-you-to-visit/
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Connecting With Me
http://www.linkedin.com/in/williamchin
https://twitter.com/#!/@williamchin
http://www.asiahrblog.com
http://weibo.com/williamchinhr
http://www.slideshare.net/williamchin
Today’s Presentation is Posted on
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Presented At
William ChinAPAC Staffing Director
Information contained within is the opinion of the author and not that of my employer.All company and/or product names may be trade names, trademarks and/or registered trademarks
of the respective owners with which they are associated.25Tuesday, August 21, 12
Thanks to the following individuals forsharing their social media stories
and allowing me to use their experience as case studies:
Ogilvy & Mather Thomas Crampton http://www.thomascrampton.com/
(as published on his website)
MarriottJessica Lee http://twitter.com/jessica_lee
Deloitte王文佶 http://weibo.com/wjwang
Symantec佳雪_Jessie http://weibo.com/jessiewangjx
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