Social Recruiting for HR Execs Made Simple
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Presented by
Steven Duque Recruiting Innovation & Optimization Evangelist
#socialreach@StevenDuque@BullhornReach
Questions? Just ask, or email me at [email protected].
Agenda
1. Background Information- Social Media Adoption- Employment Branding
2. Social Recruiting for Employment Branding- Social Recruiting, Social Referrals & Their ROI- Social Recruiting Tactics & Approaches- EEOC Compliance
social media adoption
Social Media Users by Age
62% of people on social networks are of the “professional” age
Social Media Users by Age
64%61%78%
Source: Google Ad Planner 2011, US Demographics Data
NETWORK % of 35+ USERS
512m122m78m
# of 35+ USERS
Social Media Users by Age
383944
NETWORK AVG. AGE
Source: Google Ad Planner 2011, US Demographics Data
Social Media Usage by Time
Time Spent Online
8.4 hrs.Amount of time
“professional”-aged Americans spend per
month on social channels.
Facebook’s Ascent
A Changing Workplace: Social Inboxes Checked Regularly
All Responses
Source: People—On the Go 2010 Report, Pierre Khawand
A Changing Workplace: Social Inboxes Checked Regularly
Source: People—On the Go 2010 Report, Pierre Khawand
Top Management
EMPLOYMENT BRANDING
ROI of strong employment brand
how much lower the cost per hire is for a company with a strong employment brand
Source: LinkedIn, “What’s the Value of Your Employment Brand?”, Eda Guitekin, 2011
2x
Employment Branding Checklist
Define your strategy• Research
• Conduct internal research• Conduct market research
• Planning• Retaining talent• Recruiting talent
Build internal support• CEO engagement• Senior management engagement• Cross-departmental collaboration
Plan communications• Employer value proposition• Produce communications
Source: Employer Brand Institute Study, 2010
Honest Reflection: Look Inside
Source: LinkedIn, “What’s the Value of Your Employment Brand?”, Eda Guitekin, 2011
Among 2,250 corporate recruiters, almost none claimed their company would score less than a 7 on a scale of 1 to 10 for employment brand.
Build Bridges: Collaborate with Other Departments
Engage key internal stakeholders to achieve consensus and unified support for objectives
Create Content: Start with a Blog
Creating employment brand content can support both internal morale and attract new candidates
Agenda
1. Background- Social Media Adoption- Employment Branding
2. Social Recruiting for Employment Branding- Social Recruiting, Social Referrals & Their ROI- Social Recruiting Tactics & Approaches- EEOC Compliance
SOCIAL RECRUITING, SOCIAL REFERRALS, & THEIR ROI
The Difference: Recruitment Advertising VS Social Media
Controlled
Uncontrolled
Monologue Dialogue
Recruitment Advertising
Social Media for
Recruiting
Set the Tone
Start the conversation with the content that you publish
Foster Trust
put a face to the copy
Leverage Real Relationships
tap peer-to-peer networks
Employee Referrals are the BEST source of hire, say
77% of CEOs surveyed
Source: Who by Geoff Smart and Randy Street, ghSMART
Increase in employee retention
Higher quality candidates
Referred employees are more productive, quicker
Comparatively lower cost per hire
Social Media Referrals
empower employees to share culture
Referrals Dramatically Outperform Other Sources in Hiring Efficiency
Source: Dr. John Sullivan on ERE.net
% of Job Applicants That Meet Job Requirements
Offer Acceptance Rate0%
20%
40%
60%
80%
100%
2%
61%
40%
87%
Hiring Efficiency
All Other Sources
Referrals Average
First-Year Turnover for Referrals is 63% Less than for Other Sources
Source: Dr. John Sullivan on ERE.net
All Other Sources Referrals Average0%
2%
4%
6%
8%
10%
12%
7%
3%
4%
1%
First Year Turnover
Involuntary Turnover within First Year
Voluntary Turnover within First Year
11%
4%
Average Cost of a Bad Hire is1x to 5x that Employee’s Salary
Source: Right Management Survey of 444 companies
1x employee's salary
2x employee's salary
3x employee's salary
5x employee's salary
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
15%
42%
26%
11%
Cost of Replacing a Bad Hire
SOCIAL RECRUITING FOR EMPLOYMENT BRANDING: TACTICS
MARKET OPEN JOBS
Don’t be this guy
Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job! Job!
Job! Job! Job!
It all depends on your variables
32krecruiters
Expectations vary across channels
“Social” isn’t a single category
BUILDCOMMUNITY
Discussion
Groups Hashtags (#) Page
Education & Self-Improvement
Relevance Checklist
Helpful Educational Informational Conversational …
Being “relevant” is being:
Add value to connections’ professional lives online.
Multimedia
MONITORING
Monitoring
follow the leader
Monitoring
uncover best practices through metrics
Monitoring
infotriage
COMPLIANCE
Compliance
top of the sourcing funnel
Compliance
just like a job fair
Compliance
nothing you wouldn’t discover anyway
TEAM• Identify social recruiting stars and spread best practices
across your entire team • Measure results, monitor and improve recruiter effectiveness • Strengthen employment brand to boost quality of hires
REFERRALS• Save time and energy managing your referral program(s) with
built-in updates, reporting and measurement • Improve employee participation with a tool that is easy to
learn and trustworthy to use • Improve candidate engagement with employee social
endorsements
[email protected] Steven Duque Recruiting Innovation & Optimization Evangelist