Social Recruiting from 30,000 Feet
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Social Recruiting from 30,000 Feet
© Master Burnett, Managing Director, Dr. John Sullivan & Associates Web: drjohnsullivan.com Twitter: @masterburnett E-mail: [email protected]
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Who am I?
• Digital na)ve (BBS’s, CompuServe, DSL 1998) • Self professed geek, early adopter of nearly all things digital
• Currently serving as the Managing Director of Dr. John Sullivan & Associates
• 14 Years experience in high technology recrui)ng for early stage ventures
• A facebook junkie! 2
©2009 Dr. John Sullivan & Associates
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My plans for this session…
• Share observa)ons on social recrui)ng from a different vantage point
• Discuss most common ques)ons/concerns voiced from senior HR/Business leaders
• Introduce a framework for strategic/feasible use of social media in recrui)ng
• Share some examples and answer LOTS of ques)ons
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©2009 Dr. John Sullivan & Associates
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Some key observations…
• Virtually no strategy is guiding the majority of experiments by organiza)ons today (no targe)ng, no goals, no clarity around expecta)ons, no valuable measures)
• Very li]le understanding of social media by senior leaders (Economist Intelligence Unit: Less than 1:10 execu)ves is literate beyond Web 1.0; 87% wrong e‐mail)
• A power struggle over what func)ons can/cannot do brings progress to a stands)ll (An Economist poll found that HR ranks 11th among internal func)ons most likely to make effec)ve use of social media usage! (Only procurement, legal, and risk scored lower.)
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©2009 Dr. John Sullivan & Associates
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Some key observations…
• Rapidly evolving technology and service landscape (web 2.0 services rendered irrelevant overnight, mash‐ups make powerful solu)ons cheap/easy to produce)
• Most leaders lack understanding of what’s possible and how to move forward feasibly (transac)onal background, requisi)on focused)
• Most organiza)ons are tackling the easy stuff (extension of recruitment marke)ng and direct sourcing to social media)
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Executive concerns…
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©2009 Dr. John Sullivan & Associates
Source: Risky Business Reputa3ons Online, Weber Shandwick, 2009
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Concern probability
From Communica3on Overtones, Kami Huyse, hEp://twurl.nl/8qiov4
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Executive questions…
• Where as a leader should my knowledge be? (Overwhelmed, LinkedIn 45%, Time Management)
• How does social media give us access to talent we don’t already have? (The Nejlix Challenge, Crowdsource, 2006, $1M, $3.4M)
• How do we excite the right people about the company and the work? (Apple’s Genius Campaign, Microsom/Sun’s Blogs)
• How do we cut through the clu]er? (45% of content seen as inaccurate)
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A plethora of opportunity
Planning Sourcing Screening Assessment Offer Onboard
Labor market profiling Engagement monitoring
Compe)tor landscape/approach
Social media enabled ERP
1:1 employment marke)ng
Mul)‐channel marke)ng
Employment branding (Unit)
Direct sourcing
Online contest/challenge Network affilia)on
360° Rate Micro‐opportunity
Network reference
Peer Validated Profiling
Gaming/simula)on
Interac)ve offer
Market compensa)on
Offer landscape
24/7 offer support
Offer FAQ’s
Virtual team mee)ngs
Worksta)on design
Network no)fica)on
Performance planning
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Four activity buckets…
1. Recruitment Marke)ng – Outbound, inbound, branding, market research
2. Compe))ve intelligence – Direct sourcing, compe)tor landscape
3. Targeted talent servicing – Q&A, educa)on, rela)onship support
4. Recruitment opera)ons – Transac)on automa)on, analy)cs
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Social media tenets…
1. The experience you provide is the message. 2. Anything you claim can and will be validated.
3. The majority of info
sources are out of
your control.
4. Failure to engage cedes control of your brand to others.
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Necessary strategy characteristics… 1. Drives transparency
– Show the human side (candid, faulty, etc.) 2. Enables a conversa)on
– Solicit feedback, interac)on, incremental conversion 3. Leverages the crowd
– Understanding, influence, user‐generated content 4. Highly targeted
– Fish where the fish are 5. Experiment quickly!
– It won’t all work, what does will evolve/change
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Effort targeting
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Seven types of social media
From “The 7 Categories of Social Media,” Communica3on Overtones, hEp://twurl.nl/7bvhzz
Publishing Social Networks
Democra)zed Networks
Virtual Networks
Automa)c Aggregators
Edited Social News
Content Distribu)on
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If you can imagine it…
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Exponential marketing (feasible)
Create
Publish
Reuse Share
Measure
Modular content Extensible Easy to excerpt
Mul)media Mul)‐channel Mul)‐stakeholder
Repository Manually post Auto‐syndicate
Propaga7on Cycle
Reach Impression Engagement
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Know your targets
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• Where are they online? – Rou)ne habits
• What do they do online? – How are they leveraging various services
• When are they online? – Days of the week, )me of day
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Most popular social networks
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Find where to experiment
Free tools every company can use: 1. Google Alerts (RSS Feeds) 2. Technora).com (Blogs)
3. Backtype.com (Blog Comments)
4. Boardtracker.com (Blog Comments)
5. Twi]er Search
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Social Outsourcing
• Migra)on to project based “knowledge work” • In line with social trends • Easy to manage
• Great way to assess to talent • Excellent way to drive workforce agility
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Job tweets
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URL shortening services
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Go to URL, but append “+” at end:
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Discuss or kill
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Micro targeting on facebook
Adver)sing works both ways:
None of these ads resulted in job offer, but each triggered a set of conversa)ons.
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Multi-channel engagement
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No more walls…
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IDEAGORAS EXPLODING Time Permiwng
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