Jfps presentation 2010 aw

Sourcing Talent In New Era

Social Media In Recruitment

Arthur Wang

Recruitment Director

Deloitte China

August 17, 2010

©2010 Legal name and branch name. All rights reserved.2

Content

• Understand Young Talent In New Era

• Social Media In Recruitment

• Social Media Pilot in Deloitte China

• Manage The Risks

• Discussions

3

Sourcing Young Talent

In New Era

©2010 Legal name and branch name. All rights reserved.


Know Our AudienceGeneration Y Characteristics

Tech-Savvy

• Plugged-in 24 hrs/7 days

• Prefer to communicate through e-mails and text messages

• Prefer webinars and online technology

Family-Centric• Willing to trade high pay for fewer billable hours, flexible

schedules and a better work/life balance

Achievement-

Oriented

• Confident, ambitious and achievement-oriented

• High expectations of their employers

• Seek out new challenges and are not afraid to question

authority

• Wants meaningful work and a solid learning curve

Team-Oriented• Value teamwork and seek the input and affirmation of others

• Loyal, committed and wants to be included and involved

Attention-Craving

• Seeking feedback and guidance

• Generation Y may benefit greatly from mentors who can help

guide and develop their young careers


What Do They Do With Their Tech-Savvy

Three Hours a Day Online To Learn, Network and Develop

5

http://image.baidu.com/i?ct=503316480&z=0&tn=baiduimagedetail&word=%C8%CB%C8%CB%CD%F8logo&in=4565&cl=2&lm=-1&pn=23&rn=1&di=3306159630&ln=1&fr=&ic=&s=0&se=&sme=0

http://image.baidu.com/i?ct=503316480&z=0&tn=baiduimagedetail&word=%C8%CB%C8%CB%CD%F8logo&in=4565&cl=2&lm=-1&pn=23&rn=1&di=3306159630&ln=1&fr=&ic=&s=0&se=&sme=0

http://www.youku.com/

http://image.baidu.com/i?ct=503316480&z=0&tn=baiduimagedetail&word=linkedin+logo&in=8520&cl=2&lm=-1&pn=0&rn=1&di=4195177875&ln=1&fr=&ic=0&s=0&se=1&sme=0

http://baike.baidu.com/image/7c5fcc1b0b2ca1e8ac6e7532

Deloitte ©2010 Legal name and branch name. All rights reserved.

China Net Citizen Population In New Era

Attract Talent Who Are Passive, But More Likely Strong Candidates

Spend 70% budget on job boards ?CNNIC Statistics (2010/07/15)

• 420 millions net citizen

• 31.8% coverage of total population

• 19.8 average online hours per week

• 277 millions mobile-internet users

• 363 millions broadband users

• 59% < 30 years old

Data Source: 南方报网传媒

6

• 30% of talent online

• Active job seekers

• Look for big name

• Machine gun apply

• Mass communication

• Fishing in the same

pool

• Reactively select

• 1:100 hit rateYou missed

70% of internet

audience

China Net Citizen

http://media.nfdaily.cn/content/2010-07/15/content_13820668.htm




What Employers Tell and What Talent Wants To HearHow to Close the Communication Gap ?

What Do We Tell

1. Reputation & Image

2. Culture & People

3. Job Characteristics

4. Payment & Career Growth

What Do They Want to Hear

1. Payment & Career Growth

2. Job Characteristics

3. Reputation & Image

4. Culture & People

7


Convert Talent From Prospects To Candidates

Engaging Top Talent Is A Costly Journey

8

Event Sponsorship

Campus Mentors

CSR Event

Word of mouth*

Quality/Contact

Familiar Considered Ideal

Scholarship

Case competition

Online Interactive

Referral

Internships

Corporate Course

job assignments

Alumni Network

Career Seminars

Company Days

Online Job Ads

Print Ads

PR Events

Career Magazine

Deloitte company

website

Campus Talk

Recruitment brochures

Company Visit

Cost/Contact

* Good reputation through candidate’s word of mouth

is the target of all communication efforts


Sourcing Channels To Acquire Talent

Make your communication targeted, meaningful and effective

Traditional

• Campus talks

• Company tours

• Recruitment brochures

• Print Ads.

• Job boards

• Employee Referrals

• Transfer/mobility

• Recruitment agent

• Direct sourcing

New Approaches

• Online interactive games

• Online-webinar/pod casting

• Email Direct Marketing (EDM)

• Social media

• Search engine marketing

• Mobile marketing

• Internal Hires

• Alumni networking

• Contact management

• ….

9




E-Recruitment Strategy

Develop Your Digital Strategy To Attract Top Talent

11

Search engine

marketing

Career Website

Apply Now!

ATS

Email

MarketingSocial Media Job Boards

Mobile

Marketing

Keep Me Posted

CRM

Hires

HRIS

Excellent GoodCost Effectiveness ( Quality of Hires)

Attra

ct

Recru

it


Why Social Media?

Candidate Digital Journey

12 Footer

Information Inspiration Relation




Social Media In Recruitment – Case Example 1

Deloitte US Career Website

13 Footer



KPMG Career Website

14



Deloitte LinkedIn Company Profile

15


Sharing

Networking

SNS

What’s Different By Using Social Media?


• Personal sharing

• Online networking

• Interactive

• Instant & responsive

• Polymerization

• Inside-out

• User generated content

• Fast spreading out

• Cost effective

• Online word of mouth

16


Deloitte Social Gateway

mobile dashboar

d

Apply Social Media In Recruitment Communication

Brand Ambassadors &Tools

17

ISBF On-location

Mobile App

• Fully Integrated Into Core

Social Destinations

• Multiple Account Support

• Real-Time Commenting

• Live „Life Stream‟ Feed

• Ambassador Mission Feed

Brand Ambassadors

• Designated ambassadors

• Representatives of career opportunities

• Able to coach and mentor

• Trained of social media guidance/rules

• Engaged in recruitment events

• Frequent updates & timely response


Apply Social Media In Recruitment

Develop and Manage Contents

18

Brand

AmbassadorContent

Manager Career Website

Content Library

contribute to conversations




Social Media Pilot In Deloitte China

Embed Social Media Tools On Career Website

Six Brand Ambassadors To Interact With Candidates

20



Deloitte ©2010 Legal name and branch name. All rights reserved.21

Build Up Deloitte Club Online Community

Internal Online Community for Interns and Mentors

Deloitte Club Online Community

Sample Landing Page & Functionalities

BBS Forums

Hottest Posts

Apply Now Button

Pictures

Recent Visits

Fans

Videos

Identification

Verification

News/Events

/activities

Contact Us

Personal

Profile

Credit Scores

Deloitte Club Online Community

Key Features Of the Community

23

• Accessible to verified personal profiles – DC interns and the other invited

• Interactive between interns and mentors

• Networking among members

• BBS to share and discuss hot topics

• Participate prized competition for best personal “my space”

• Train up Deloitte employees as mentors to provide virtual coaching

• National platform to guide and manage the community

Integrated Communication Mix

Integrate Online Communication With Offline Promotion Events

24

Search engine

marketing

Career Website

Apply Now!

ATS

Email

MarketingSocial Media Job Boards

Mobile

Marketing

Keep Me

Posted/Contact

Hire

Excellent GoodCost Effectiveness ( Quality of Hires)

Att

rac

tR

ecru

it

Establish Contact Management

Deloitte Fantasy Football Game To Establish A Database Of Contacts

25

Email Direct Marketing

Send Deloitte News Letters To Subscribers

26

Measure Our Success

Traffic Doesn‟t Matter, Quality Matters

27

1• Source of traffic to website landing page

2• Quantity and quality of attracted prospects/contacts

3• Quantity and quality of user generated contents

4• Application to qualified application ratio


Manage The Risks


Things To Be On Alert

Establish Social Media Guide To Manage Contents & Activities

Social Media Guide

• Not anonymous

• Try to add value

• Encourage original and respect

copyright

• Respect your audience

• Consider perception

• Stay on topic

• Consider the future

• Speaking on behalf of Deloitte

• Speaking on behalf of yourself

Risks

• Information confidentiality

• Hacker / virus attack

• Non-relevant messages

• Intellectual Property Protection

• Gossips & rumors

• Personal attacks

• Negative messages

• Personal image & brand images

• PR issues

29


Questions?

Contact Arthur Wang: [email protected] for additional

information

mailto:[email protected]


About Deloitte


Deloitte Global Presence

North America

131 offices in 2 countries

Ranked No. 2

LACRO

(Latin America

and Caribbean)

69 offices in

28 countries

Africa

46 offices in

21 countries

Europe

297 offices in

47 countries

Ranked No. 2

Ranked No. 2 in UK

Ranked No. 3 in France

Middle East

29 offices in

16 countriesAsia Pacific

113 offices in

26 countries

Ranked No. 2

Ranked No. 1

in Taiwan

Audit Tax Financial

Advisory

Deloitte member firms provide audit, tax, consulting, and financial advisory

services to public and private clients across multiple industries.

Consulting

Traditional accounting firms

Traditional

consulting

firms

The four functionsOverview

33


14 offices in Deloitte China practice, 8000 employees

DalianBeijing

Tianjin

Guangzhou

Macau SAR Hong Kong SAR

Shenzhen

Suzhou Shanghai

Nanjing

HangzhouChongqing

Xiamen

Wuhan


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