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Recruitment and Social Media: What We Have Learned
Recruitment and Social Media: What We Have Learned
Iowa DOT Strategic Plan Smarter, Simpler, & Customer Driven
E-government Driven
Vision: Delivery of service and products by new means-efficient, convenient, cost reduction. New Internet site to reflect customers and improved work flow No forms/paper, all online, bring what the DOT does in line with what’s
important to customers
Iowa DOT’s Move to Social Media and Mobile Technology “Highly valued talent who (value) themselves or their time
won’t tolerate an inefficient application process,”….
“Nearly a third of Google job searches last fall were on mobile devices, up from 17% in November 2011”
Hope GurionChief Development Officer of CareerBuilder
“Employers’ Old Tech Hurts Hiring as Job Hunts Go Mobile” Paul Davidson, USA Today
Agenda What is social media? Explain to it to me! Where is social media going? Statistics behind the madness How is the IADOT using social media? How effective is it? What are the additional benefits from using social media? Driving traffic and interconnecting sites Challenges in using social media How can I use it? Why should I use it?
What is Social Media Blogging (TypePad) Microblogging (Twitter) Video Sharing (Vimeo) Photo Sharing (Flickr, Pinterest) Video Sharing (YouTube) RSS Feeds Social Networking (Facebook) Professional Networking (LinkedIn)
Definition: forms of electronic communication through which users create online communities to share information, ideas, and other content
Social Media Explained Twitter-What I’m going to do or what I’m doing now Facebook-What I did Foursquare-Where I did it Quora-Why am I doing it Youtube- Look at me doing it LinkedIn- I’m good at doing it Google+- Let’s all do it together Pinterest- Here’s how I did it
Where is it going? Mobile applications Integrated – Each site can feed into one another. Monetized- Most sites are increasing the abundance of ads. Growing- at an eye popping rate Engaging-allows followers to comment live Younger- New social media becomes available as parents start
to discover current options. Streamlining applications- Allows users to upload current
information into application systems Availability- Over 80% of companies use social media and
that number is growing. Over 95% of recruiters use LinkedIn.
Statistics Quantity: 625,000 people join Google+ every day. 152 million unique visitors to Facebook last year Twitter has had 163 billion tweets since conception, and now averages
55 million a day. 5 million photos are uploaded to Instagram every day. One out of every seven minutes is spent on Facebook.
Users: Facebook 1 Billion, and 680 million mobile users Twitter 500 million Google + 400 million LinkedIn 275 million
Statistics-Diversity Facebook- Almost identical to general public of the US Twitter- Urban focused LinkedIn- Professionals and slightly more men Pinterest- 5 times more women than men Google+- 67% of users under 35 years old Reddit- 77% white and 56% college educated. 84% make
over 50k a year Instagram- Blacks and Hispanics more predominant
How is the IADOT using SM today 1 TypePad account (blogging) 4 Twitter accounts (Micro Blogging) 12 Facebook accounts (social networking) 1 LinkedIn account (Professional networking) 2 mobile apps (more are on the way) 1 Vimeo account 8 different email alerts Iowa DOT YouTube Channel Embedding “share” links 4 RSS feeds
How effective is it? Over 200K visits to our jobs website this year, a 200% jump. Over 3K email subscribers to our job postings, which is
second among the entire department, and an increase of 30% year to date.
It reduces the time jobs have to post. Currently averaging 10 days per position and 20 qualified applicants per post. Lowest amount of applicants “Mechanic” 2 Highest amount of applicants “DL Clerk” 369
Jobs Website
How effective is it? continued In 6 months of having Facebook, Twitter, and LinkedIn
accounts, we have accumulated a combined following of over 15,000.
Our positions are being advertised to more people than ever before.
We have successfully filled 150 full-time positions. Of those 150 positions, less than 10 needed additional
advertising to ensure a large applicant pool.
LinkedIn, Facebook, Twitter Success 590 followers on LinkedIn We have averaged 10 new followers a week. Over 100 posts created in 6 months.
14,000 + followers on Twitter or .4% of population 1,200 tweets in past 8 months In comparison, the California DOT has over 15 twitter feeds
and has a combined total of over 37K followers or .09% of population.
Over 1,100 followers on Facebook Directly communicate with schools and professors
Internship Success! Filled 70 engineering internship positions Received 200+ applications
Filled 20 administrative intern positions Received over 100 applications
Filled 40+ temporary traffic counting positions Received over 160 applications
Over 100 students have subscribed to our email subscriptions regarding internship opportunities.
Primarily all advertisement was through social media.
What are we doing to improve on it? Building a mobile jobs application Push notifications will indicate new positions.
Increasing subscribers, through job fairs, and employee connections
Integrating our social media sites into every job posting Using Facebook’s new job board
Increasing Social network exposure to Google+, and Pinterest
Lessons Learned Competition for space Every site, app, video, posting, or picture is fighting for face time Condense sites and reduce cannibalization
Quantity only works in moderation Be relevant not annoying
Encourage employees to follow Employees have valuable connections that can be harnessed through
social media.
Incorporate social media into everything.
Over all of our social media platforms, Wednesday garners the most views.
Challenges Building a following Editing Security Monitoring Time Engaging
Driving Traffic and Interconnecting different social media Currently our Typepad feeds into Twitter and our website. This reduces duplication
Continually posting Recommending at least 1 post but no more than 3 posts a day
on each platform
Network The more your employees connect with others the more people
will see your postings.
Place your social media marks on everything.
How can I use it?
Short term approach Long term approach Open and create a
Facebook, LinkedIn, and Twitter page.
Allow Feedblitz or Feedburner to set up a email subscription service.
Post, Post, Post, the more you post the more traffic you get. (Within reason)
Integrate your LinkedIn account with your application process.
Enhance your current sites to include other parts of business needs such as informing the public on events.
Integrate your sites on paper products such as brochures, flyers, and even mass distribution emails.
Why should I use Social Media?
Advantages Disadvantages Opportunity to connect with the
passive market Enhance branding and public
engagement Reach into markets with little or
no cost. Once someone follows your page
rarely will they stop following. Making you always present
Increase job visibility and easy sharing.
Enhance candidates experience
No structural approach Maintaining visibility is tough. Lots of competition Acquiring followers is difficult. Backlash from employers using
social media in lieu of interviews
If your recruiting through social media you’re also recruiting their demographic.
What are State DOT’s currently using? At least 25 States are currently using LinkedIn. Virginia leads with over 2600 followers and has chosen the paid
job subscription approach. Several states have made a group page and not a company page.
At least 30 States are currently using Facebook. Missouri leads with over 13,000 followers on its main page. Several states have segmented Facebook pages.
Almost every state has Twitter. Most states have regionalized twitter. Texas has over 30 twitter
pages.
Questions
