Q3 Social Media Recruiting Update
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Transcript of Q3 Social Media Recruiting Update
Q3 Trends Update:Social RecruitingCompiled by Melissa Balsan
SOCIAL MEDIA SIGNIFICANCE
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
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
Why Social Recruiting?
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
Top Social Media Used By Companies
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
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
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
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
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
JOB SEEKER VIEW
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?
Why People Join Careers Pages
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
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
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
EMPLOYER VIEW
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.
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.
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
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
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.
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.
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
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
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.
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!
30
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
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%
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
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.
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
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
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