Q3 Social Media Recruiting Update

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Q3 Trends Update: Social Recruiting

description

Overview of the state of social media as it relates to recruitment. Completed in the third quarter of 2011.

Transcript of Q3 Social Media Recruiting Update

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Q3 Trends Update:Social RecruitingCompiled by Melissa Balsan

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SOCIAL MEDIA SIGNIFICANCE

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State of Social Media

< Click to watch video >To view a shorter version, visit: http://youtu.be/3SuNx0UrnEo

Social Adoption is Undeniable:

As of June 2011, 47% of all websites

worldwide had a link to Facebook

on the homepage

42% link to Twitter17% to YouTube4% to LinkedIn

Source: BrightEdge, July ‘11

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21%

Social Media Quick Facts

Sources: ITU, June 2010, Pingdom, CareerBuilder/eMarketer, 2011, Nielsen Company, 2011

Of worldwide Internet users on social nets72%

Post on at least one social site per week

1/3 of all

adults

Of U.S. internet users are on social networks

56%

Have more 1+social networking profile, average is 3 per user

55% of U.S. adults

Mobile internet exceeded desktop internet usage

Q4 2010

37%

Of U.S. population on Facebook71%

Of the 20.6 M Twitter users access the site

from their phones

Of U.S. Mobile phone users access social media

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Why Social Recruiting?

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Top Social Media Sites

Facebook dominates! By far the best site for employers’ brand to reach most global talent at once

Twitter is next, but Facebook’s lead is exponentially higher

MySpace’s position from music consumption, not true networking

LinkedIn still trails in terms of regular visitors

Tumblr position marks trend of users leaving mainstream social networks to create content

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Top Social Media Used By Companies

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Facebook Connects the World 

Source: Facebook.com and eMarketer, Feb. ‘11

By 2013, 62% of web users and 48% of US populationwill use Facebook

Facebook reaches 9 in 10 social network users

If Facebook were a country, it would be the 3rd largest with 750 million+ active users

35+ age group = more than 30% of Facebook database• Under 18: 13.1M • Age 18-24: 45.4M • Age 25-34: 33.1M • Age 35-54: 39.68M (fastest growing)• Age 55+: 15.5M

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Twitter Still Growing 

Source: Twitter, May 2011

• 180M unique visitors per month• 47% eventually become inactive• 37% active users tweet from their phone• 20.6 million U.S. adult internet users will use Twitter at least once a month in 2011• Average user

Follows 170 profiles

300 followers

420 updates

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Major HR misconception:

LinkedIn alone is social recruiting.

Untrue!

LinkedIn is a professional networking site – not a social network.

It’s part of the recruitment mix, not the only site.

LinkedIn Use By Professionals

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Social Media Spending

58% of marketers use social media for 6 hours or more each week, and 34% invest 11 or more hours weekly

#1 advantage of social media marketing:• 88% of marketers say generating more business exposure• 72% say increased traffic• 62% say improved search rankings

Top barrier: 54% of companies say they have lack of resources

Fortune 100 presence on social media

54% on Twitter

32% have corporate blog

29% on Facebook

86% of companies planned to increase

social media 2011 spend

10.8% of all 2011 U.S. online ad

spend going to social networks

Expected to rise 12.1% next year

Source: MarketingSherpa via eMarketer.com, January 2011

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Other Popular Sites

YouTube: • 2nd largest search engine in the world• Estimated to have 130.4M visitors per month

170 million internet users in the US watched video online in Feb. 2011

Digg: 6M registered users; 20M unique monthly visitors

Delicious: 500,000 unique monthly visitors

Flickr: 19M unique visitors hosts more than 4B images

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JOB SEEKER VIEW

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How Social Media Fits Into Recruitment

90%USE SOCIAL MEDIA

AT LEAST ONCE PER WEEK1

80%USE SOCIAL

MEDIA AT LEAST ONCE PER WEEK2

Active Job Seekers Passive Job Seekers

Source: 2011 CareerBuilder Social Media Survey 1 18-24 year olds 2 18-35 year olds

Shouldn’t everyone be considered a passive jobseeker?

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Why People Join Careers Pages

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What Do Social Job Seekers Want?

An inside view of what it’s like to work at a company is most important to talent

Expect to see jobs, staff experiences, and answers to fan questions

Essential: justification for why a company is a desirable workplace

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The Social Job Seeker

55% said interacting with a company in social media gives them a stronger connection to the brand

71% expect companies with a social media presence to be responsive

42% are more likely to apply to a job at a company with a social media presence

Source: CareerBuilder Internal Study, June 2011

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Job Seekers Expect It

55% of candidates say peer comments in social media impact their opinion of a company more than brand messaging

20% of job seekers say employers with no social media presence are behind the times, afraid of public opinions

Source: CareerBuilder Internal Study, June 2011

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EMPLOYER VIEW

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Importance of Social Media

78% of executives think a social business strategy is somewhat or very important to the future success of their business.

Social media has proven to be more than a fleeting fad.

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4 of 5 Companies Use Social Media

While marketing, customer service, and PR have adopted social media, talent acquisition still lags in adoption.

The key is helping HR understand they have to sell jobs to talent just like products and services are sold to customers.

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Social Is The New Standard

4 out of 5 Fortune 100 companies have a social media presence, 38% use it to recruit

Top 3 sites used by the Fortune 100: LinkedIn (73%), Twitter (73%), Facebook (68%).

30% of U.S. businesses use

social networking as part of their

operational strategy.

Four platforms: Facebook, Twitter, corporate blogs, and YouTube.

Source: CareerBuilder Internal Study, June 2011Burston Marsteller Social Check-Up, May 2010

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Changing Recruitment Mix

Shift from traditional, broad-appeal tactics to personal, 1:1 efforts

Employers investing in:• interactive upgrades to their careers site• adding video• connecting social sites• making jobs easier to apply to from mobile devices• social referral programs• SEO for employer brand• enhancing social networking profiles

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Policy Allows for More Involvement

Companies must follow the National Labor Relations Act protecting employees who post employer criticism online. Opinions expressed cannot be punished unless info is proprietary.

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Social Media Helps Reach Passives

Recruiters say a focus on passive candidates is their first priority. Messages will emphasize benefits, compensation, flexible work hours, telecommuting, and a faster hiring process.

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Tap New Talent Streams

Source: CareerBuilder Internal Study, June 2011Deloitte Workplace Survey, June 2010.

Among the Fortune 100, 50% use social media to recruit, 38% of which have a separate corporate and recruitment presence

80% of companies online use social media to recruit

58% of companies have hired employees from a social media site

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1 trillion impressionsThe number of ads delivered by Facebook in 2010, a new-all-time record.

New Ways to Reach Talent

Source: Internet Advertising Bureau, May 2011, AllFacebook, May 2011

Social ad spend projected to reach $8.3B by 2015 – 93% on display

More than1/3 of all U.S. online display ads appear on Facebook

Facebook ad click-through rates rose 22% in Q2 2011 alone

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Recruitment Marketers are Scarce

While recruiters say social media is a central part of their talent acquisition strategy, few HR departments have a dedicated recruitment marketing manager caring for the brand.

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Enormous Opportunity in Social for HR

Companies are listening to buzz about their brand, competitors, and products online

HR has access to the same intel – from candidates, past and current employees

Now they just need to act on it!

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63%of employees surveyed are not aware of job openings, say its too hard to find friends that would be good fit

Source: 2010 CareerBuilder Employee Referral Program Survey

60% said that they would use a tool that allowed them to refer friends

from their social networks.

• 77.5% of employers say that they expect the same or better quality of candidates from friends in employees’ social networks

• 34% said that social networks are an effective source of candidates

• Typical U.S. social media user has 200 connections. An employer with 1,000 employees can unlock a new talent stream of more than 95,000 active and passive candidates with a social referral app!

Referral Awareness Low

Social Referrals Unlock Talent Streams

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Social Recruiting Meets Mobile

Morgan Stanley predicts

mobile data traffic will grow by

more than

4,000% by 2014

with an annual

growth rate of 100%

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Mobile Usage Exploding

In Q4 2010, Internet use on mobile phones surpassed that of PCs

At the end of 2010, there were 60.2 million smart phone users

Source: Nielsen, May. ’11; For small biz

mobile stats, visit: http://bit.ly/jTcZxI

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Social Media Even Better With Mobile

Social and mobile media are they dynamic duo of social recruiting. Employers should post updates on social media careers pages several times daily to reach the most job seekers.

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Mobile Job Seekers

Employers should invest in a mobile-optimized website – talent browse on mobile daily!

Social networking is another key daily activity, followed by viewing videos weekly and monthly

Employers need to be present for these three common mobile activities

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Mobile Recruitment Benefits

Reaching target talent on mobile devices.

Benefits:1. Better branding2. Better targeting3. Low cost4. Constant engagement5. Higher response rates

Tactics: Mobile Sites QR Codes

Apps Text Alerts

Source: CareerBuilder, May. ‘11

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Social Recruiting Resources

Social Recruiting

• TalentMinded.com

• TLNT.com

• fistfuloftalent.com

Social Media

• mashable.com

• allfacebook.com

• socialmediaexaminer.com

• socialfresh.com

Tech

• techcrunch.com

• boingboing.com

• mobileburn.com