Recruitment & social media - Dr. Ralf Caers
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Social Media in recruitmentLikes, shares and … academic research
Vlerick HR Day, June 13, 2012Prof. dr. Ralf Caers
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There are numerous social mediaBut 3 large ones
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Private
Professional
Public
Using social media…
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Highlights the big things in life…and the small things too
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Private
ProfessionalPublic
Using social media…
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Using social media…
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Private
ProfessionalPublic
Using social media…
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Using social media…
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Private
ProfessionalPublic
900 million
150 million
140 million
Using social media…
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Research on recruitment & selection
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Active recruitment
Passive recruitmentSelection
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3,3%
44,3%
5,9%
14,3%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
45,0%
50,0%
Internal use External use
Research in Flanders
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Passive external recruitment
• Posting job ads• Trying to create a viral effect
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Passive external recruitment
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But there are pitfalls…
• To speak = to express– Commercials don’t convince– FB-content affects company’s image
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But there are pitfalls…
• To speak = to express• Like = willing to communicate
– Overload– Media-heterogeneity
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Preferences on Facebook
7
7
30
17
25
0 5 10 15 20 25 30 35
3 times a week
Twice a week
Once a week
Once every 2 weeks
Once a month
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Or via the employees
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Policy on job postings (Facebook)
84,3
3
0
2,5
10,2
0 10 20 30 40 50 60 70 80 90
No policy
Forbidden to
Obliged to
Asked not to
Asked to
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Employees not enthusiastic
55,8
14,9
18,3
10,3
0 10 20 30 40 50 60
Never, not even when obliged
When obliged to
When asked
Without asking
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But no compensation…
1
3,6
24
71,4
0 10 20 30 40 50 60 70 80
Yes, always
Yes, if successful
No, but it's a plus
No
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Reputations may be linked
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And the applicant?
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Job search via LinkedIn
7,9
9,9
82,1
0 10 20 30 40 50 60 70 80 90
Yes, multiple times
Yes, once
No
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Job offer via LinkedIn-connection?
59
11
27
3
0 10 20 30 40 50 60 70
No
Yes, once
Yes, multiple times
Yes, often
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Job offer from stranger via LinkedIn?
59
13
24
4
0 10 20 30 40 50 60 70
No
Yes, once
Yes, multiple times
Yes, often
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Exposed to job ads
17,6
31,8
39,1
11
0,5
0 5 10 15 20 25 30 35 40 45
Never
Almost never
Sometimes
Often
Constantly
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Social media & selection
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Results
• In 2010– 43% looks on Facebook– 70% looks on LinkedIn
• Decision on invitation– 13,2% uses Facebook-info– 26,1% uses LinkedIn-info
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Results
• In 2012– 43% 72,5% looks on Facebook– 70% looks on LinkedIn
• Decision on invitation– 13,2% uses Facebook-info– 26,1% uses LinkedIn-info
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What do interviewers look at on Facebook?
• At least the profile picture– 2010: 75%
• Everything– 2010: 58%
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What do interviewers look at on Facebook?
• At least the profile picture– 2010: 75%– 2012: 93,6%
• Everything– 2010: 58%– 2012: 74%
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Often viewed, but…
• What does a profile picture tell?
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In 2010, interviewers thought…• Possible:
– Extraversion– Maturity
• Doubts on:
– Healthy lifestyle– Intelligence– Narcissism
• Not possible:
– Reliability– Emotional stability– Agreeableness– Seriousness
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April 2012: The proof of the pudding
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April 2012: The proof of the pudding
• 3 pictures• 11 characteristics• 33 ratings
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The proof: 3 times ‘accurate’1. Agreeableness2. Openness3. Extraversion4. Maturity5. Intelligence6. Emotional stability7. Healthy lifestyle8. Seriousness9. Narcissism
ReliabilityConscientiousness
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The proof: 3 times ‘accurate’1. Agreeableness2. Openness3. Extraversion4. Maturity5. Intelligence6. Emotional stability7. Healthy lifestyle8. Seriousness9. Narcissism
ReliabilityConscientiousness
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The proof: 3 times ‘accurate’1. Agreeableness 1.18%2. Openness 0.96%3. Extraversion 0.71%4. Maturity 0.64%5. Intelligence 0.63%6. Emotional stability 0.22%7. Healthy lifestyle 0.20%8. Seriousness 0.18%9. Narcissism 0.00%
Reliability 0.00%Conscientiousness 0.00%
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The proof: 1 time ‘accurate’1. Agreeableness 38.07%2. Openness 37.34%3. Extraversion 36.80%4. Healthy lifestyle 35.01%5. Seriousness 28.83%6. Conscientiousness 26.86%7. Intelligence 22.36%8. Emotional stability 21.43%9. Narcissism 21.05%10. Maturity 20.61%11. Reliability 8.89%
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• April 2012:– 70,9% of users believe in positive effect
of LinkedIn-recommendations
Recommendations
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• April 2012:– 85% of users believe in positive effect
of showing skills and abilities
Training
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• April 2012:– 58% of users believe in positive effect
of having many LinkedIn-connections
# connections
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• April 2012:– 55% of users believe in positive effect
of having important LinkedIn-connections
Important people
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Creating better perceptions via LinkedIn
• Quality network?– Once met: 62%– Strangers: 9%– Only tight connections: 24%
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Thank you!
Prof. dr. Ralf CaersHogeschool-Universiteit Brussel
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Social Media in recruitmentPersonal perspective of a (semi-)believer
Vlerick HR Day, June 13, 2012Jurgen Moenaert, Head of Recruiting Deloitte
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Objectives of today
What today is certainly not :
Full-scope Social Media Training
Deloitte promo-session
Me trying to convince you
Build upon academic research – Share some experience
Discover novelties - Trigger some thoughts (or even actions ?)
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–Setting the scene
–Social media as strategic differentiator ?
–Time for a reality check
–Some (useful ;-) tips for the road
Proposed agenda
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Recruiting @ Deloitte
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Recruiting @ Deloitte
Capabilities of social media for recruitment
• A touch point is every occasion where candidates give a share of his/her attention to an employer brand.
• Social media have increased dramatically the number of potential touch points between employer and candidates.
TOUCHPOINT
EMPLOYER CANDIDATE
Interact & Converse
Select & Secure
Create brand awarenessSource & Inform
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–Setting the scene
–Social media as strategic differentiator ?
–Time for a reality check
–Some (useful ;-) tips for the road
Proposed agenda
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#1 - Segmentation
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Different levels of “Social Adoption”
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#2 – Implementation
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Measuring = Knowing
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#3 – Critical Mass
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Copyright © 2011 Deloitte Development LLC. All rights reserved.72© 2010 Deloitte Touche Tohmatsu
72
But … you might run into a wall of resistance !
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Copyright © 2011 Deloitte Development LLC. All rights reserved.73© 2010 Deloitte Touche Tohmatsu
73
“It’s compromising our privacy”
“People will start talking about us”
“No influence on what our own employeesare saying about us”
“It is just another hype”
“It will lead to inproductivity”
“I doubt the fact that people will read my updates because an overload of information supply exist”
“If I do not have an extensive social network, I will not be able to create awareness via social media”
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Copyright © 2011 Deloitte Development LLC. All rights reserved.74© 2010 Deloitte Touche Tohmatsu
74
fear of the unknown
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–Setting the scene
–Social media as strategic differentiator ?
–Time for a reality check
–Some (useful ;-) tips for the road
Proposed agenda
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Facebook @ Deloitte BE focus on brand awareness & interaction
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LinkedIn @ Deloitte BE Some personal investment is expected…
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Grow your networkFeed your networkUse your network
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… but supported by corporate initiatives !
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Twitter @ Deloitte BESlowly (but steadily) taking off !
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YouTube @ Deloitte BEIntegrated feed / multi-channel approach
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–Setting the scene
–Social media as strategic differentiator ?
–Time for a reality check
–Some (useful ;-) tips for the road
Proposed agenda
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Tip#1 : QR-codes to share info + generate traffic
Which info can be behind ?URL, SMS, Email, Contact
details, Phone, Event, Location, Wifi, Full Text
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Tip#2 : Measure your influence with Klout score
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Tip#3 : Think about security settings in Facebook
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Tip#4 : If wanted, hide your connections in LinkedIn
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Tip#5 : Tweetdeck as platform to keep the overview
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Tip#6 : Bitly to shorten your URL
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Tip#7 : Some useful extra features on LinkedIn
http://inmaps.linkedinlabs.com/network
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Tip#8 : Interesting articles on “Future of Recruiting”
The core philosophy of Recruitment 3.0:• Not everyone is looking for a job• Everyone is a potential candidate or brand
ambassador• Employment brand is pivotal to your success in
talent acquisition• People are looking for interaction with people,
not faceless, bureaucratic companies• You are not in control of what people are saying• Building relationships and communities is key• Recruitment is (and probably stays ;-) boring
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Tip#9 : What I understood to be 2 good books … ;-)
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Tip#10 : A nice campaign example from Deloitte NL
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Any further questionsor concerns ?
Jurgen MoenaertHead of Recruiting Deloitte
(semi-believer ;-)