Ananda Chakravarty

March 2012

HR/Benefits Sector Meeting

Dallas, TX

DIVERSITY RECRUITING AND THE SOCIAL GRAPH

• Social Networking (Soh-shuhl Net-wur-king) n. Engagement with a community of shared interest

• This really isn’t new…

NO OFFENSE TO AUSSIES…

VIDEO – Foster Miller Beer Commercial – Social Networking

Social Recruiting (Soh-shuhl ri-kroot-ing) n. To engage in finding and attracting employees, new members, students, athletes, etc. specifically through social media or social networking sites online.

Also not new…

SOCIAL RECRUITING – FRIENDS?

VIDEO – 2008 IBM 826 Friends Commercial – Social Recruiting

Ñ Offline to OnlineÑ Recruitment and Sourcing

InformationÑ Job Seekers and Diversity

Experiences

So what IS new? What’s changed?

ÑMediumÑAdoptionÑDistribution

Offline to Online?

ÑAccessibleÑSearchableÑMessy - Incomplete, inconsistent, and

multisourced

Recruitment and Sourcing Information

ÑPreviously unknown connections are knownÑEstablishing connectivity is instantÑConnections are typically weaker

Job Seekers & Diversity Experiences

THE ONLINE EXPERIENCE…IS DIFFERENT

VIDEO – Daily Beast, Parody of Online-Offline experience on social media networks

SOCIAL NETWORKINGÑ The Strength of Weak Ties - Mark Granovetter (Stanford Sociology Prof., 1974)

Ñ Weak ties are more effective than strong ones in finding a job

Ñ Strong ties already saturate and overlap individual’s other strong ties

Ñ Weak ties expand the network to new networks through key nodes

Ñ Groups usually tie together based on a small set of interests (even a single interest)

Ñ Social capital is key, and the driver is Trust

Ñ Minorities have their own groups and ‘shared interest’ is their culture

You’re only as strong as your weakest link!

THE SOCIAL GRAPH

COMPLEXITY – VISUALIZATION…

THE DIVERSITY DEMOGRAPHICONLINE STATISTICS ON THE DIVERSE WORKFORCE AND COMMUNITY

80.76%

12.07%

4.71% 14.18%

US Population

White

Black

Asian

Hispanic

81.28%

11.61%

4.71% 14.78%

US Labor Force

White

Black

Asian

Hispanic

76%70%

64%

85% 83%

White Black Hispanic Hispanic NativeBorn

Asian

% Online - United States by Race/Ethnicity

52%

59%

62%

White Black Hispanic

% Wireless Usage - United States by Race/Ethnicity

1. 2012 Bureau of Labor Statistics, US Department of Labor, CPS and Pew Hispanic Internet Data 2011

CHALLENGES FOR DIVERSITY ONLINE• Identification

Self defined (non-obvious)

Candidates don’t associate with their classification

Multi-racial, Multi-ethnic, challenging for accurate segmentation

Limited data collection

Photos common and automatically discriminates, style over substance

Yes, that’s a PhD, do you people just not

get it?!

CHALLENGES FOR DIVERSITY ONLINE • Qualification

Ñ Self-identified (as in a resume)

Ñ Social media groups are easy to join/unjoin, small number of members participate regularly

Ñ ALL online recommendations at a personal level are positive (different for corporate), does not qualify candidates (except maybe for Biz Dev/Sales)

Ñ Education and work experience details collected may be across long periods of time or not collected (e.g. FB, Google+, etc.)

Ñ Inherent discrimination through data collection of:

Ñ Older people

Ñ Less active users of social media, again style over substance

Ñ Privacy constraints are recent, impacts qualification

Ñ Metrics are not easily available across the key hiring factors:

Ñ Quality of Hire

Ñ Time to Fill

Ñ Cost of Hire

THE DYNAMIC SOCIAL GRAPH & TIMELINE

A long time ago…, well…less than 20 years...an internet eternity

1994The World Wide Web is launched, W3C Consortium formed for the internet

2.3B Users

1. March 2012 compilation: Sources: Wikipedia, Facebook.com, YouTube.com, Twitter.com, Quantcast, Alexa

199620012002

2003

2004

Trend of Print to Digital becomes pronounced

75%

10% 6% 8% 1%

43% 53% 47%

78%

12% 3% 5% 1%

37% 43%57% First Professional

Networking Site

79%

6% 5% 8% 1%

37%51% 49%

18.5MM UV2.2MM Users

0.01MM UV0.5MM Users

62%

14%4%

19%1%

13%

44%56%

121MM UV150MM Users

13MM UV

27% of users earn six figure salaries

Valued at $12B, sold for $35MM

73%

13% 5% 7% 1%18%

46% 54%

57%

30%

2% 9% 2%

26%

49% 51%

59%

10% 15% 15%1%

28%45%

55%

Reached user base of 115MM users globally

0.1MM UV8.2MM Users

Largest socnet site reaching African Americans

6.3MM sites link to FB

Rejected Google buyout for $900MM

139MM UV850MM Users

16MM UV100MM Users

17.5MM UV

White Black Asian Latino Other Age >44 Male Female

2005

2006

2010

2011

4B Videos streamed daily

Accessed regularly in 12 languages

160MM UV

22MM UV

90.1MM UV300MM Users

Largest Q&A Site today - crowdsourcing

Breaks out FB’s social into professional and social

63%

14% 7%16%

1%22%

50% 50%

68%

12% 6% 14%1%

25%

47% 53%

74%

10% 5% 10% 2%27%

45% 55%

67%

17%3%

12%1%

22%

45%55%

67%

17%4% 11%

1%

31%45%

55%

72%

10% 5% 11% 1%27%

50% 50%

Fastest site to break 10MM Uvs < 5 months

High Growth rate, 100MM in 6 months

59MM UV in US100MM UV Total

4.9MM UV100MM Users185MM UV onGoogle

3.2MM UV12MM Users

30MM tweets daily

White Black Asian Latino Other Age >44 Male Female

THE SOCIAL GRAPH – DIVERSITY NICHENOTE: THIS IS NOT ALL INCLUSIVE, BUT CONTAINS KEY RECRUITING FOCUSED SOCIAL NETWORKING PLAYERS

1999

1MM+ Hispanic/Latino Professional Users

2001

2004

2006

2008

105 Historically Black Colleges & Universities Linked

Over 22MM Registered Users (primarily African American)

Deep connections to the US Wounded Warrior Programs and Hire a Hero programs

16MM+ Uvs, largest US Based exclusively Hispanic/Latino Ad Network

Recently launched African American professionals site

SOCIAL MEDIA EXPERTS

< 6 years Social Media expertise really starts around 2006< 4 years Solid business models for Social media have been around since 2008< 2 years Effective social recruiting has been around since 2010

1. Dilbert.com Cartoon - courtesy use only.

RECRUITING EXPERTISE IN SOCIAL MEDIA• Some concerns to keep in mind:

Ñ Almost 70% of members in a social media group are Inactive

Ñ FB Usage is typically strongest across personal networks – friends and relatives – not professional

Ñ Recruiting, Social presence, Branding online has enormous costs in Time & $$

Ñ Certain jobs are not suitable for social media

Ñ High volatility of sites - fast up, fast down – e.g. Myspace

Ñ Mobile technology is coming and may overwhelm online social networking – esp. in diversity

Ñ Certain sites are more in tune with specific groups, targeting is critical

Ñ Exclusivity on sites (or positions) can be characterized as discriminatory and non-compliant

Ñ Over 23,000 currently open job positions with “Social Media” in the title – low-balling this at $50k , these jobs are valued at $1.1B annually1.

1. March 2012 statistical snapshot Indeed.com, Monster.com

EMPLOYMENT BRANDING IS THE BUSINESSSOCIAL MEDIA FOR DIVERSITY

Ñ Employment branding is the key asset opportunity for Social Media

Ñ Diverse communities have just begun the process on the social networks

Ñ Focus on where the diverse community works and plays, don’t drive them to you (but let them if they want)

Ñ Broadcasting will be hit or miss

Ñ Agencies rely on Comscore/Quantcast ratings, which have poor correlation with high diverse traffic sites – Non-diversity sites are relative, and diversity site data are wrong.

Ñ Diversity Branding must be FACT to successfully build brand presenceÑ Functional, Authentic, Collaborative, Targeted

THANK YOU!

@achakravarty

http://www.linkedin.com/in/anandachakravarty

Views presented are those of the author only and do not reflect the position or views of any organization. This document’s sole purpose is educational.