Creating a Social Networking Recruitment Strategy

Presenter: Michelle Krier

Sponsored by 

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Agenda

• Why Create a Social Networking Recruitment Strategy?

• Building Your Strategy

• Benefits

• ROI Measurement

• Case Study: Sodexo

• Summary and Questions

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Please describe your current role…Recruiter or Recruiting Leader - 57%

HR Manager / Director or above – 13%

HR Generalist / HR Specialist (non recruiting) - 7%

Hiring Manager / Executive - 2%

Other - 22%

Polling Question

Why Create a Social Networking Recruitment Strategy?

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“Social media is a fundamental shift in 

the way people communicate via 

real‐time conversations 

online.”

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Who Uses Social Media?

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Dramatic Recruiting Shifts

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Social Networking Usage Trends

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• We have found that current employees are the most widely used and are by far the most trusted source of information about organizations for candidates.  Unfortunately, only 24% of employees actively promote their organization in the labor market.

Corporate Leadership Council

• Trust in “a person like me” has more than tripled, from 20% in 2000 to 68% in 2006. Edelman Trust Barometer

Creating Your Strategy

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Polling Question

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Does your organization currently have a 

social media strategy?

• Yes – 28%

• No – 58%

• Not sure – 14%

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How to Start

• Follow the POST Method

• Objectives (what are you trying to accomplish?)  

• Strategy (how do you want your relationships with the people you are targeting to change?)

• Technology (what tools will you use to accomplish the above?)

• People (who are you trying to reach?)

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People

• Segment into groups

– Clients/customers

– Prospective clients/customers

– Potential employees

• Where do they have an online presence?

• What is their profile (i.e., are they heavy technology users or not?  Do they lead the pack or are they followers?)

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Objectives

• Engage with potential employees

• Build brand awareness

• COMMUNICATE!!

• Make them measurable – how?

– # of impressions

– # of followers, fans, etc.

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Strategy

• How do you want your interactions with candidates and potential candidates to change and grow over time?

• Do you have a dedicated resource(s) to manage these efforts on an ongoing basis?

• Start small but have room to grow

• Must be integrated!!

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Technology

• The tools are determined after the people, objectives and strategy.  

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Polling Question

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Which social media tools does your company 

currently  use? (check all that apply)

• Blogs – 11%

• Social networking sites – Twitter, Facebook, LinkedIn, etc. – 64%

• Video, podcasts – 17%

• E‐newsletters – 26%

• None of the above – 30%

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Blogs

75% found blogs useful, important or critical and 

75% blog at least weekly

HubSpot

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• The “big three” ‐

• Don’t just create an account – be active!

• Establish relationships and engage with people

Social Media Sites

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Social Media Sites

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Video

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Corporate Career Site

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Corporate Career Site

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Corporate Career Site

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Facebook Careers Page

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Facebook Careers Page

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So Now What?!

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Implementing the Strategy

• Should complement your traditional recruiting strategy 

• Who will manage it?  

– Dedicated resources  

– Team approach – various team members manage different pieces

• Integrate social media activities into daily activities

• Be authentic

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Social Media Policy

• Provides guidance to employees about how to interact on behalf of the company online; clearly defines what’s acceptable and what’s not as well as what’s grounds for termination

• Protects the company

• Can be brief or lengthy depending on size of company and nature of business

• Good examples you can find online:

– IBM

– Intel

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BenefitsBrandingRecruitingPublic Relations

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Employment Branding

• Branding ‐ A way to differentiate the employment experience– An emotional connection with internal/external audiences– Highlighting ‘points of difference’– Branding should be consistent with the consumer brand/culture

• Guiding Principles of branding– COGNITIVE:  Understand ‐ Believe ‐ Engaged– BEHAVIORAL:  Deliver ‐ Tell the story ‐ Link to HR Systems

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RecruitingInternal Candidates

Create robust communication to current employee database and insure employees in (or out) of the career path are recruited

Active Candidates

Qualify job search criteria and ensure robust recruitment marketing to candidates looking for a job now ‐ online and off on web and in your current ATS & CRM

Selective Candidates

Research and mine resume/ candidate database for candidates  actively…daily

Passive Candidates

Find and maintain relationships with currently employed talent that might not be looking to change jobs today

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Companies don’t control the message

How do you Measure ROI?

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• Types of results for social media:

1. Traffic (# of followers, # of fans, etc.)

2. Outcomes (how quickly you can fill an open req)

3. Business results – tie back to overall goals

– Participate in the conversation

– Enhance relationships with candidates and potential candidates

Success/ROI Determination

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“The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.”                                            

‐ Jason Falls, Social Media Explorer

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Polling Question

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If you currently use social media tools for recruiting,

how successful have you been?

• Very successful – 2%

• Moderately successful – 30%

• Not successful – 13%

• Not sure/haven’t tried using social media for recruiting – 55%

Case Study: Sodexo's Integrated Recruitment Strategy

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Career Site Connection

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• Magazine• Podcast• Newsletter

Communication Tools

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Facebook

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Facebook

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YouTube

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Blog

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Twitter

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LinkedIn

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Summary

Have a strategy to reach your audience!

Social Networks

BusinessDirectory

Videos & Podcasts

RSS feeds

Blogs

EmployeeVoice

CompanyRankingSites

CompanyPages

Web 2.0

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Take‐Aways

• Creating a Social Networking Recruitment Strategy PPT

• Social Networking Sample Policy

• The New Recruitment Tool: Social Networking Sites

• 10 Demandments Self‐Assessment Tool

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1.Plan

2.Source

3.Recruit

4.Screen

5.Board

6.Refine

Assessments

InterviewManagement

BackgroundChecks

Tax CreditEvaluation

Onboarding& eI-9

EnsureRegulatoryCompliance

AnalyzeProcesses

Reports/Metrics

Set Budgets

Forecast Headcount

Create/MineTalent Pools

Run BrandedTalent/Contact

Campaigns

The Power of a Partnership

Brian TomasicADP

Brian_tomasic@adp.com###

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Connect with Pinstripe!

www.pinstripetalent.com www.youtube.com/PinstripeTalent

www.twitter.com/PinstripeTalent and www.twitter.com/PinstripeJobs

www.facebook.com/pages/Brookfield‐WI/Pinstripe/24643581222

www.linkedin.com/groups?gid=1774239

www.pinstripetalent.com/HRpreneuringwww.pinstripetalent.com/RPOlosophywww.pinstripetalent.com/recruitalicious

Join us for Future Webinars 

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Visit www.pinstripetalent.com for more information

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Thank You!  Questions?

Michelle Krier, Marketing Services Manager, Pinstripe

Connect with me!

E‐mail:  mkrier@pinstripetalent.com

@michellekrier

www.linkedin.com/michellekrier

www.facebook.com/people/Michelle‐Weber‐Krier/1533336251

Blog: www.dailykrier.com