Cutting through the Noise- Simplifying &

Socializing

Presented by:Alison Engelsman

@alisonengelsmanalison.engelsman@shaker.com

Cutting through the Noise- Simplifying &

Socializing

Presented by:Alison Engelsman

@alisonengelsmanalison.engelsman@shaker.com

• Social Networking 101, taking off the mask to discover what is it really?

• Getting Connected: Who, What, Where, Why and How?

• How do you make a difference? Adding your voice to the conversation to impact your company/employer brand, recruitment strategy, employee retention and referrals, training program/company updates and overall, lead your organization

• Risk Management and Policy: What are the opportunities and where are the liabilities? How do you protect your organization and avert danger?

• Getting Ahead: Time management skills and maximizing your efforts to enhance your networking activities in converting candidates to hires as well as building a pipeline

• Beyond the Bandwagon- emerging trends and where this is all heading

Deconstruction PlanDeconstruction Plan

What is Social Media?

Why is it important in Recruiting?

Developing the Framework

Q+A

Social DefinitionsSocial DefinitionsSocial Media:

• Media designed to be disseminated through social interaction (Wikipedia)

• User generated

• Conversation can be initiated by either party (IAB)

• Encourages participation and collaboration with the goal of re-using content (Naaman- The Ayman and Naaman Show)

Social Recruiting:

• Using social media to Engage, Attract and Recruit Talent…plus Retain Talent!

Social Media RevolutionSocial Media Revolution

Why is it important in Why is it important in Recruitment?Recruitment?

• Keep up with the times

• Recruitment function is evolving within organizations

• Driving business objectives and financial goals

• Mentor executive leadership in organization development and workforce planning

• Find top talent

• Shift to dynamic interaction using collaboration within communities

• Broaden sourcing reach and depth of talent pool

• Nurture relationships- external and internal

Jobvite- 2009 Social Recruitment Survey Results

And Yet…And Yet…• 85% do not have an effective strategy for finding

candidates on blogs

• 51% do not have an effective strategy for finding candidates on social networks such as Facebook and LinkedIn

• 53% do not have an effective strategy for finding candidates using major search engines such as Google or Live.com

• 82% percent do not have an effective strategy for Search Engine Marketing (SEM)

• 74% do not have an effective strategy for Search Engine Optimization (SEO)

Arbita- Recruitment Genome Project 2009

Nielsen Top 10 Web Brands- Nielsen Top 10 Web Brands-

December 2009December 2009

Social Networks vs. Job Social Networks vs. Job BoardsBoards

www.compete.com

Facebook & Twitter Facebook & Twitter EngagementEngagement

www.comscore.com

• Twitter Users had an average of 300 followers in January 2010, versus about 70 in July 2009. (328% increase)

• In January 2010, the average Twitter user had made 420 updates, compared with 120 in July 2009. (250% increase)

www.emarketer.com

Building Your Social Building Your Social Recruiting FrameworkRecruiting Framework

Phase IPhase I

• Securing Buy-In

• Developing a Policy

Securing Buy-InSecuring Buy-In

• Determine who you can partner with to educate and strategize- Marketing, Communications, Sales, Legal

• Identify your resources: people, time, budget, tools, skill sets

• Prioritize needs based on business objectives:

• Reduce 3rd party fees?

• Enhance pipeline of talent?

• Reduce time to fill?

• Competition is already active?

• Diversity/Retention/New Type of Talent?

Policy and GovernancePolicy and Governance

Cross-Business Cross-Business UtilizationUtilization

• 76% of companies are choosing to block social networking (ScanSafe)

• 45% of companies using social networking sites to research job candidates (Careerbuilder)

• 15% of companies have disciplined an employee for violating sharing/posting policies (Proofpoint Study)

• 29% of US companies have a Social Media Policy in Place (Manpower Study- 2/2010)

• 49% of employees say “NO” a company policy will not make you change your online behavior (Deloitte Study)

Policy Attributes to ConsiderPolicy Attributes to Consider• Define the purpose of social media in

context to your company- be positive

• Develop Common Sense Guidelines:

• Exercise good judgment- think twice before posting

• Be authentic - identify yourself

• Add Value- contribute thoughts, experiences, observations and opinions

• Protect company interests and YOUR privacy

• Set time limitations: “The use of social media during work hours must be work related” aka “don’t forget your day job” (IBM)

• Integrate into Job Training and On-Boarding Processes

• What will the repercussions be for policy violations?

“Educate and Trust…short and sweet” @RichardAtDell

Resources:Resources:

• Social Media Policy Examples:http://123socialmedia.com/2009/01/23/social-media-policy-examples/

• Cheat Sheet on Employment Discrimination and New Media:http://www.ere.net/2009/09/10/cheat-sheet-on-employment-discrimination-and-new-media/

• 2009 Deloitte LLP Ethics & Workplace Survey:http://www.deloitte.com/assets/Dcom-

UnitedStates/Local%20Assets/Documents/us_2009_ethics_workplace_survey_220509.pdf

Phase IIPhase II

• WHOA!

• Strategy

• Tools

• Integration

• Metrics

• Watch

• Hear

• Observe

• Absorb

Follow the CommunityFollow the Community

Jobvite- 2009 Social Recruitment Survey Results

Beyond the Big “3”Beyond the Big “3”

www.briansolis.com

StrategyStrategy

• What is your current recruitment strategy?

Job Postings

Website

Social NetworksSearch Engines

Referrals

• How will this work with your other components?

• What are you trying to accomplish? Can it be attained via social media?

• What value can you add to the community?

• Contingency Plan? Disaster Action Plan?

• What are your competitors doing or not doing?

• Do you have the right tools and resources?

Tools & ResourcesTools & Resources• Identify which social networks to utilize

• Syndicate content across multiple networks

• Reputation Management

• How will the designated tools meet metric requirements?

• Tap into Marketing’s experience

IntegrationIntegration• How are you going to implement?

• How do you create the experience?

• What about segmentation?

• Maintaining consistency and connecting the pieces?

What’s my ROI?What’s my ROI?

MetricsMetrics• Number of Fans, Followers,

Connections

• Volume of comments and discussions

• Number of videos uploaded

• Times links are opened or shared

• Number of subscribers

• Volume of noise

• Content of the conversation

• Web Analytics

• Quality/Quantity of resumes received

• Type of talent within your network

• Online vs. In Person Networking

• Quality of Fans, Followers, Connections

• Distribution of budget for talent

• Amount of time invested in social recruiting

• Repeat traffic

• Use Polls and Surveys

• Keep track of what ISN’T working

• Trending between conversations and business revenue

Phase IIIPhase III

• Engagement

Engage and CommunicateEngage and Communicate

• Not Advertising

• Engage in conversations- 2 way dialogue

• Building community

• Sharing QUALITY content not SPAM

• Not always about YOU

Adding Your VoiceAdding Your Voice• Develop a publishing calendar

• Know who wants to participate and when

• Add to job responsibilities and objectives

• Expand participants- intern, entry level, mid level, management, leadership; industry guests

• Show your knowledge

• High volume of noise = uniqueness

• Help become a destination for quality content (industry, career related, geo-location, volunteer options, etc.)

• Authenticity and Transparency

• Bring value

• Be true to you and your organization

• Don’t stand on brand alone

TwitterTwitter

More HR Tweeps: #shrm, #ere, #HR, #recruiter

FacebookFacebook

Phase IVPhase IV

• Evaluation and Adjustments

MetricsMetrics• Number of Fans, Followers,

Connections

• Volume of comments and discussions

• Number of videos uploaded

• Times links are opened or shared

• Number of subscribers

• Volume of noise

• Content of the conversation

• Web Analytics

• Quality/Quantity of resumes received

• Type of talent within your network

• Online vs. In Person Networking

• Quality of Fans, Followers, Connections

• Distribution of budget for talent

• Amount of time invested in social recruiting

• Repeat traffic

• Use Polls and Surveys

• Keep track of what ISN’T working

• Trending between conversations and business revenue

Repeat the ProcessRepeat the Process

• Social Recruiting is a lot of trial and error

• Need to determine what works and what doesn’t

• You won’t always get it right, don’t expect too

• Understand that this takes TIME

• Have fun with it!

Q & AQ & A

Thank You!Thank You!

Twitter: @alisonengelsman

LinkedIn: www.linkedin.com/in/alisonengelsman

Email: alison.engelsman@shaker.com

Give me a jingle: 708-358-0362