Social Media and RecruitingAugust 15, 2008 - Live Webinar Replay Link: https://careerbuilderevents.webex.com/careerbuilderevents/lsr.php?AT=pb&SP=EC&rID=56267202&rKey=EB42416AED6D81F8

Agenda

• Types of Social Media• Usage, Numbers, Growth• Where to start?• Costs• Risks• Benefits• Paradigm Shifts

• Added! Facebook and CareerBuilder.com

Types of Social Media

• Blogs– wordpress, typepad, Microsoft Spaces

• Microblogs– twitter, pownce, twinkle

• Video– youtube, metacafe

• Photo– facebook, flickr, picasa

• Social Networks– Facebook,myspace, orkut

• Tagging – del.ico.us, stumbleupon.com, wikipedia, second life

Types of Social Media

Top 10 Favorite Web Sites (males 18-24)

81%

00%

00%

00%

00%

00%

00%

00%

00%

00%

00%

44%

43%

22%

21%

18%

16%

13%

10%

09%

Facebook

School’s site

Google

Yahoo

YouTube

CNN

MySpace

CollegeHumor

ABC

Craigslist

Top 10 Favorite Web Sites (females 18-24)

source:Youth Trends 2007Top 10 Favorite Web Sites (unaided)

Fall 2007

Top 10 Favorite Websites for Youth

Usage, Numbers and Growth

• 175,000 new blogs created every day

• 83,400,000 videos posted on youtube.com

• 2,000,000,000+ pictures posted on flicker

• 14,000,000 new pictures every day added to facebook

• 90,000,000 users on facebook

• 120,000,000 users on myspace

Source: Facebook internal data, June 2008

Who uses Facebook? Rapidly Growing Active Users

• 4th most trafficked website in the World!

• 90 million active registered users(40% U.S., 60% Internat.)

• Projected to have 200 million users by end of 08

• 45 billion page views per month

• Over 250,000 new active users a day

•

0.0M

14.6M

29.2M

43.8M

58.4M

73.0M

87.6M

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb March April May

90M

Facebook global unique visitors surpass MySpace*

*Data source: comScore Worldwide Media Metrix, April 2008

69% of all U.S. Internet Users are on Social Networking Sites

24.7 minutes per day 2.2 visits per day 51% return daily

Daily

Strong User Engagement

Source: Comscore April 2008 & Facebook Internal Data, April 2008

Social Networking Worldwide

• 66% traffic growth in Middle East and Africa to 30.2 M

• 35% growth in Europe to 165 M

• 33% growth in Latin America to 53.2 M

• Brazil, Russia, Taiwan, Mexico growing at 70%

• Europe, Asia-Pacific, Middle East and Africa grew four times in last year, Japanese users tripled in last year

• Latin America users grew from 1M to 12M in one year

2008 comScore data, Source: Media Post Publication

Where to Start?

1. List out the keywords associated with your website

2. Go through a list of social media sites and find candidate sites

3. Test the waters and Separate the successful sites from the rest

4. Check competition, see what works

Risks

• Financial Cost– Using every social technology to its fullest requires time/effort

• User Backlash– Censoring responses– Spamming users– Crossing the Social Norm / Market Norm boundry

• Little to no definitive case law on use of social media sites by employers

• Some federal and state laws may apply:– Fair Credit Reporting Act– Discrimination Laws

Costs

• Testing the Waters– To start small or start big

• Invest– Fully utilize what your social media site

• Maintain & Grow– Promote you social initiatives from your site, ads, etc.

– Keep content fresh and relevant, keep content coming and keep users engaged

Benefits

• Huge populations

• Users with similar mindsets

• Dedicated user base– Users are constantly connected

• Users can do your work for you– Comments, wall posts, reviews, contests, the social graph

Paradigm Shifts

• Social media is as old as the internet– usenet (1979-2008), email (~1971-present), etc..

• Things change constantly– IM, Web 2.0, Cloud Computing, …

• The top sites/technologies will be replaced by the tech of tomorrow

• Follow the users, maintain the strategy

Facebook and CareerBuilder.com

• Slides that follow have been added to the original presentation

• Please contact your CareerBuilder.com sales rep for more information on recruiting opportunities with Facebook

Facebook Demographics (U.S. Only)

• 7M users are in College• 4.8M users are College Graduates • 24.1 M users are 18+• 15M users are 18 – 24 • 21M users are 18 – 34 • 6.6M users are 25-34• #1 site among men and women ages 17-25• Facebook maintains 85% market share of 4-year U.S. college universities

CareerBuilder.com & Facebook Partnership

CareerBuilder’s Presence on Facebook Consists of:– Premier Partner– Tremendous amount of targeted advertising reaching all

Facebook users 18+– CareerBuilder Facebook Pages and Sub Pages– Applications – Client Featured Employer sections, client pages and client links

on our pages– Targeted advertising for our clients to promote their brand and

job offerings to Facebook users.– Vanity URL will link directly to CB’s Facebook Page

http://www.facebook.com/careerbuilder

-- Vanity URL’s for each vertical Facebook page

CareerBuilder’s Traffic/Results on Facebook

• CareerBuilder’s main Facebook page receives 30,000 - 40,000 UV’s a month, per comScore.

• Since launch in mid-March to July 31 : CareerBuilder has delivered 250 million impressions and received 220,000 clicks from our ads running on Facebook. The clients who become featured employers will be a benefit from this reach and exposure to Facebook users.

• Over 23,000 users have used CareerBuilder’s  “Find a Better Job” Application on Facebook.

• Across pages, CareerBuilder has over 12,000 fans.

CareerBuilder Page: 3 Areas of Exposure for Featured Employers

Vertical Pages on Facebook

• Engineering• IT• Healthcare• Retail• Marketing/Sales• Finance/Banking/Insurance• Restaurant/Food Service• CBCampus/Internships• Hospitality• Admin/Clerical• Staffing

Media Targets

Target Media: – By Geography– In college or college grad– By college/ university– By Major (can list multiple majors if they fall under the same

umbrella) – Industry Category– Gender– Age range

Client Branded Facebook Pages