THE 5 STAGES OFTHE 5 STAGES OFSOCIAL MEDIASOCIAL MEDIA

FORFORRECRUITINGRECRUITING

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Sarah Welstead, Director User ExperienceSarah Welstead, Director User ExperienceHead2HeadHead2Head

November 2009November 2009

Agenda What is ‘social media for recruiting’, anyway? The talent crisis The 5 Stages of Social Media for Recruiting – and how to

overcome them Marketing and recruiting need to work together Best sites for social media for recruiting Best practices (tips and tricks) If you could do one thing… Discussion

What do we mean by ‘social media for recruiting’, anyway?

Social media for recruiting is using social media tools to source and secure candidates and building recruitment and employment brands.

It’s a big topic Today we’re going to focus on how to use social

media for finding and attracting candidates This presentation is designed for people who think

of social media primarily as a marketing tool

Recruiting and the internet 1G: More is better 2G: Referrals and word of mouth 3G: Long-term relationships

This is your talent This is your talent pool.pool.

This is your talent This is your talent pool using social pool using social media for media for recruitingrecruiting

The talent crisis in Canada Statistics Canada predicts that by 2015, there will

be more jobs than workers to fill them The economy has mitigated the talent crisis so far Many industries are already facing shortages Companies who don’t use all available channels will

lose the war for top talent

Social media can: Help you find the right candidates, faster Cut your recruiting costs in half Help you attract better candidates Help you make better hires Make your recruiting

proactive – not reactive

Remember the Kubler-Ross5 Stages of Grief

DENIAL BARGAININGANGER ACCEPTANCEDEPRESSION

“It’s just hype” Only 10% of job-seekers expect

to find their next job through a mainstream job board

86% of Canadian recruiters say they’re using social media to find candidates

79% say LinkedIn is their #1 source of A-list candidates 44% say it’s improved quality of hire 36% say it reduces time-to-hire significantly

DENIAL

OVERCOMING DENIAL:Social media delivers Access to millions of candidates They’re searchable Instead of having to weed through 250 duds to get

to the diamonds, you can connect to the good ones immediately

The data is starting to make the business case Average age for LinkedIn is 39, Facebook 33

“Great – another fad I have to learn” This isn’t a fad The mainstream job boards are

dying The ROI is shockingly great It’s really just a part of the overall marketing

lifecycle of a client/customer

ANGER

OVERCOMING ANGER:Take baby steps Don’t worry – it’s easier than you think (and may

even be fun) The results will be worth it You’ll learn a lot It’s really just an extension of what you’re already

doing

“If it still seems important 12 months from now, then...” In the current talent market, 12

months is too long to wait The tools may change, but social

media is here to stay There will never be a fool-proof

guide to follow You already know that referrals are

the #1 source of A-list candidates

BARGAINING

OVERCOMING BARGAINING:Use the scientific method Articulate how social media will help your recruiting

processBuilding relationships with passive candidatesCandidate databaseImprove candidate flowBuild employment/job brandImproved candidate experience

Then conduct calculated experiments

“I know we have to. But it’s just so huge.” It’s amazing how quickly you can

pick this stuff up It’s amazing how quickly you can

make it a routine part of your day It’s amazing how much you’ll learn Don’t worry – someone on your team

will be passionate about this

DEPRESSION

OVERCOMING DEPRESSION:The results will be worth it You’ll start to see improved candidate flow within 2-

3 months You’ll start to get useful feedback right away You’ll find you’re spending more time on the right

candidates – and less time on the duds You’ll find you don’t have to spend as much money

on recruiting fees

“It’s definitely improved our recruiting function!” Ultimately, it’s all about the results ACCEPTANCE

ACCEPTANCE: WHAT’S NEXT?“Let’s leverage the organization!” People in your organization are already using social

media all over the place Leverage their networks! There’s a reason we talk about ‘stakeholders’ – that

includes clients, customers, candidates and employees

Okay, you’re ready.Okay, you’re ready.Where do you start?Where do you start?

Canadian recruiters say:(you may be surprised at how social-media savvy recruiters are) 81% of CDN recruiters use LinkedIn for recruiting 44% use Facebook 11% use Twitter 8% use blogs 3% use YouTube 77% say it’s improved their ability to connect to candidates 44% say it’s improved their quality of hire 36% say it’s reduced their time to hire

The 3 sites you need to know about

76,000+ new users in Canada every month

#3 most Facebooked country in the world

#3 in in the world in number of registered Twitterers

BEST RECRUITING USES Use LinkedIn as an instant talent pool Your entire recruiting and HR team should have complete

profiles on LinkedIn Create and participate in discussion groups among the candidate sectors you need

most Build your corporate and personal brand Supercharge referrals and expand outreach programs Strengthen professional relationships Manage and track relationships including alumni Post and broadcast jobs instantly Target groups and associations Build talent pipelines and warm leads

10 TOP TIPS1. Improve your organization’s

profile page2. Build your personal brand (top-

of-mind)3. Create and administer

corporate and alumni groups (referrals!)

4. Participate in industry groups5. Broadcast job openings6. Ask and answer questions7. Create events8. Smart searching/saved

searches9. Reference search10. Applications and polls

BEST RECRUITING USES: Easy to create applications such as ‘HotJobs’ feeds Easy to create groups and ‘fan pages’ Great way to build employment brands Helps tap into immediate personal networks Can tap into diversity networks

BEST RECRUITING USES Community building (candidate

communities) Generating buzz about events Engaging in stakeholder dialogue Putting a ‘face’ on the organization Demonstrating thought leadership

Blogs More websites are going to an all-blog

format Don’t think the best and brightest aren’t checking Transparency builds brands – including

employment and recruitment brands

A blog with entries by various team members

Not just about how great it is to work there, but ‘neat stuff’ about what the company is doing

Blog RSS feeds can then update your LinkedIn profiles, Facebook groups, and Twitter account

Encourages a dialogue

BEST RECRUITING USES

Basic guidelines Have a strategy Be prepared for that strategy to be blown out of the

water Make someone responsible for social media Know the privacy concerns Recognize that it’s a

long-term build Talk to marketing!

Marketing + Recruiting = RESULTS1. Create a Marketing/Recruiting team responsible for employment brand

and social media for recruiting2. Review the ‘candidate experience’ on your website and application

process3. Get a copy editor to rewrite 2 of your job postings – and then monitor

how much better they perform4. Brainstorm on filling 5 hardest-to-fill openings (marketing will have

great ideas as to where to reach candidates)5. Ask to participate in the next recruiting event6. Make sure recruiting knows the key marketing messages (internal and

external!)7. Share databases

Privacy Facebook’s PIPEDA

contravention Just because a candidate posts

personal information doesn’t mean recruiters can use it

Facebook apps may no longer be legal

Increased due diligence

If you could do just one thing... Make sure everyone responsible for

recruiting in your organization has a complete, compelling profile on LinkedIn – including updating their status twice a week

DISCUSSION

Head2Head Canada Inc. is a privately-owned, incorporated Canadian company that specializes in providing innovative insourced and outsourced recruiting solutions to leading organizations.

With more than 35 employees, 125 active consultants and 3 offices nationally, Head2Head is one of the fastest-growing talent management companies in Canada.

Since 2000, Head2Head has helped more than 300 organizations save 50-75% on their hiring costs, cut time-to-hire in half while improving hire quality, and put 10-20% more revenue on their bottom lines.

CONTACT: Paul Dodd, President416.440.2030paul@head2head.ca

About Head2Head