Social Recruitment – Worth the hype? • January 2012

Sections •  Background

•  LinkedIn - Why is it important?

•  Strategy Considerations

Social recruiting requires greater employee intimacy

• 21st century recruiting models are about employee intimacy at scale.

• Social recruitment is not only about hiring - it is about the whole relationship with the customer across every touchpoint, and how this affects satisfaction, recommendation and influence.

• Organising for social recruitment means building on existing strengths and developing deeper relationships online and offline.

Social is impacting the recruitment journey

Social recruiting has several components to make it work

Governance “ How we engage on social networks”

Roles “Who’s responsible for what”

Analytics “ Using data to drive change real-time”

Channels “The channels we use to engage on” i.e.Facebook,

Twitter, LinkedIn, YouTube, Company Page, Forums

Content “The information we share” i.e.

blogs, thought leadership, profiles, video

Audience Segmentation “ The social group we are targeting”

•  Networking is becoming global, intimacy at scale

•  80% of members come from 10 countries (UK, Netherlands, Spain, Italy, France in Europe)

•  Biggest growth is in South America, Asia; while European numbers are much lower, suggesting market saturation

Presence on LinkedIn is dominated by key industries

•  Demographics vary by region; Europe’s largest group is 35-54

•  Unsurprisingly, high technology is leading the charge in adoption, and use of new LinkedIn features and capabilities

LinkedIn is about networking not only hiring

•  The most successful companies are using LinkedIn to show the employee brand, but also showcase the caliber of staff to potential clients

•  A successful LinkedIn strategy relies on all employees playing a part, not just recruitment

• The line between personal and professional becomes blurred

Employees who are on LinkedIn independently,

identifying themselves with their organisation and

active in groups!

It is evolving constantly, with significant impact

Governance and awareness play a key role

Privacy •  Control and changes are with LinkedIn and require constant monitoring

Personal vs. Public •  Clarity regarding what can and can’t be public on personal profiles (client names etc)

Rules of Engagement •  How employees can and should engage on LinkedIn

To build strategy, we need to look at various sources

•  Review the trends and features in LinkedIn and how they align to social recruiting

•  Identify leading practices among industry peers and beyond

Customisation •  Creating a page for a specific geography (country) with local information and job openings

Content

•  Outlining exactly what your company offers by service line or category

Experience

  Ensuring prospective employees and clients get an understanding of the people and the culture

though testimonials, video and engagement

Employee Engagement

•  Ensuring employees are present and active on company pages through recommendations, visible contact points and content

Features are allowing companies to tailor their presence

Localised content with focus on the people- IBM

About IBM- The Issue

  Global company with 427,000 employees and a diverse opportunities

  Varying perception of who IBM is and what future hires can expect

The Response- Customised

•  Localised job listings with tailored messaging

•  Clear articulation of “Why IBM?” linked to great YouTube content

•  Embedded banner to career page to make applying easy

•  Recruitment lead attached to every opportunity

Clear focus on what we do and what people think- Bain

About Bain- The Issue

  Global firm with large number of service lines; finding what you need is difficult

  Part of the global fight for top-talent- getting the right people to apply

The Response-Content

•  Detailed info about each service line both “what we do” and “how we do it”

•  One of the first consulting first recruitment firms to use recommendations- though at a global level

•  Recruiters linked to every job- though selection is not localised to geography

Featuring employees and their experience - Diageo

About Diageo- The Issue

  Popular brands and place to apply for- make it easy for high caliber candidates to apply

  Part of the global fight for top-talent- getting the right people with the right culture fit who live the purpose 'Celebrate life every day, everywhere'

The Response- Experience/ Employees

•  Heavy focus on the culture and values in the career description, including using YouTube channel

•  Employee testimonials feature heavily “why I chose Diageo”

•  Clear links to more career info across all channels

•  Recruiters linked to every opportunity

Contact details

•  Dominika.tomek@dachisgroup,com

•  @dominiktomek