Some stats…

• +400 million using Facebook• +65 million using LinkedIn• +75 million using Twitter• In Australia , one in two use social networking sites

• 34.96% of Australian organisations have participated in some form of social networking as a source of talent

• 34.47% of Australian organisations thought it was important while 13.20% thought it was very important as a future recruitment tool

*Stats are based on global figures in 2010 and results from DestinationTalent and Inspecht, The Source of Talent 2009 Survey

Do Gen Y use social media?

http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/Each dot on the graph represents 1%

They do...what does this mean for our target...?Let’s break it down

Do Gen Y use social media?

http://www.socialmedianews.com.au/ultimate-social-media-demographic-statistics/Each dot on the graph represents 1%

Relatively even spread between males and femalesThe target age bracket is users of social mediaStudents use social media...highest proportion college

and bachelor degree

The World of Social media

• Generation Y spends over 3 hours per day online• Early Careerists use social media as an authentic extension of their personal

relationships. They aren’t likely to befriend strangers online, or brands they aren’t fans of

• “Quarter-life crises” has hit this generation especially hard. Early Careerists have been reared on meeting and often exceeding expectations, but due to the down economy, their post-graduation experience has generally been clouded with concern and pessimism

• Females tend to drive more conversations across the social web, as they like to share their finds and deals with their online networks

The World of Social media

• The type of friends, fans and followers a brand accumulates matters more than the number • On average, approximately 1% of a site’s audience generates 20% of all its traffic by sharing

the brand’s content or site links• These “influencers” drive a high share of conversion. These important Internet users can

directly influence 30% or more of overall end actions on brand websites by recommending the brand’s site, products or promotions to friends

http://mashable.com/2010/04/15/social-media-influencers/

Successful social media marketing isn’t simply about accruing thousands of followers, but instead precisely identifying the most influential members of your audience and recognising them for their value. By directly engaging one influencer with exclusive opportunities and unique content, you are indirectly engaging thousands of other people who are part of this influencer’s social sphere.

Social media in recruitment

The question of moderation • Do you want to lead the conversation or let someone else to do it for you – the impact can be

even greater• Take the risk of negative feedback – might be able to solve the problem • Unexpected brand ambassadors

• Two options for tackling user generated content – Defend – Attack

Social media in recruitment

• Engage with clients, candidates – relationship & network building• Provides two-way communication with potential candidates • Find leads• Employer branding• Post hot jobs, or latest job links on twitter back to the employers or agency’s website• Recruitment news updates. i.e. “Looking for a PHP developer in Melb, top rates

apply”• Speaking/networking functions. I.e. “Speaking at XXX on how to find a job”, “Meet us

at the Careers Expo”• Links to career content - employee profiles, videos, articles, etc.• Follow discussions on various topics or trends• Connecting with job seekers via twitter• Research candidates• Market intelligence

Who is doing it? Accenture: @Accenture_Jobs

ACULIS, Inc.:∙ @aculis ADP:∙ @ADPCareers ∙ Agilent: @JobsatAgilent ∙ Allstate Insurance: @AllstateCareers ∙ American Express: @brandonpatton ∙ AOL: @theregoesdave ∙ APCO Worldwide: @Jessica_lee ∙ Apple: @timesse and @1984jobs ∙ Assurant Solutions: @AssurantCareers ∙ Atos Origin North America: @aona_recruiting AT&T:∙ @ATTjobs and @therecruiterguy ∙ BAE Systems: @kellyviglione ∙ Best Buy: @bestbuy ∙ Blackbaud: @stephmcdonald ∙ Burger King: @BKCareers ∙ CitiGroup: @CitiGroupJobs City of Kingston: ∙ @kingstoncareers ∙ Clearspring: @ihireu4cs ∙ Compuware: @scottboren ∙ comScore: @comScoreCareers ∙ Crispin Porter + Bogusky: @CPB_Jobs ∙ Davita: @DavitaJobs Deloitte Touche ∙

Tohmatsu: @JoinDeloitteUS ∙ Deloitte Australia: @Green_Dot ∙ Disney/ABC: @DisneyABC Ecolab:∙ @Ecolab_Jobs ∙ EDS: @tinahuckabay ∙ EMC Careers: @EMCCareers and

@EMCCollege ∙ Ernst and Young: @Ernst_and_young ∙ Excellaco: @excellaco ∙ Expedia: @expedia_jobs

∙ Farmers Insurance: @Farmers_Jobs ∙ Follett: @FSCCareers ∙ Forrester Research: @forresterjobs ∙ Fullhouse Interactive: @fullhousecareer ∙ Google: @googlejobs ∙ Hallmark: @hallmarkcareers ∙ HCA: @acareerathca ∙ Hershey Company: @HersheyCareers ∙ Hewitt: @HewittCareers ∙ HMV (UK): @HMVCareers ∙ HomEq Servicing: @dcastrodale ∙ Hitachi Consulting: @havrilla ∙ Hyatt: @hyattcareers ∙ IBM Belgium: @IBMbejobs ∙ IBM UK: @IBMUKCareers ∙ IBM South Africa: @IBM_CEEMEA_Jobs ∙ Intel: @Jobsatintel ∙ Intercontinental Hotel Group: @IHGeCareers ∙ ITA Software: @ITACareers ∙ J.B. Hunt: @JBDriverJobs ∙ Kaiser Permanente: @JennStockton Kaplan Test Prep Services:∙ @KTPA_Careers Keller Williams Realty:∙ @KWCareers ∙ Kentucky Fried Chicken (KFC): @CyndiPHX ∙ Kissito: @kissitocareers ∙ KPMG: @KPMGRecruitment (in the UK) and

@recruitingtruth ∙ Kroger: @KrogerWorks ∙ LexisNexis: @LN_Recruiting ∙ Mattel: @MattelRecruiter and @mattelmba ∙ Mayo Clinic: @MayoClinicJobs ∙ McCormick & Schmick @Careers_At_MSSR ∙ McGladrey: @lifeatmcgladrey

∙ Microsoft @JobsBlog MTV Networks ∙ @MTVnetworksjobs MTV Games ∙ @MTVGamesJobs ∙ MySpace @MySpaceJobs ∙ New York Times: @NYTimesRecruit ∙ Newell Rubbermaid: @CoolJobsatNWL Next (UK): ∙ @NextCareers ∙ nGenera: @nGeneraCareers ∙ Odyssey Financial Technologies: @OdysseyCareers ∙ Pearson Education: @JobsAtPearson ∙ PepsiCo UK: @Pepsico_UKJobs ∙ Raytheon: @Raytheon_Jobs ∙ Region 10: @LisaatRegionTen ∙ Royal Bank of Scotland: @JobsatRBSGroup ∙ RWRoundarch:@RWRoundarch ∙ Sodexo: @sodexocareers ∙ Southwest Airlines: @SWALesa ∙ Spotsylvania Medical Center: @CareersAtSRMC ∙ St. George Bank (Australia): @StGeorgeCareers ∙ Starbucks: @Starbuckscareer ∙ Take Care Health Systems: @TakeCareJobs ∙ Thomson Reuters: @steffenson and @TRCareers ∙ Twitter: @jobs ∙ UK Civil Service: @UKCSJobs ∙ United Parcel Service: @UPSjobs ∙ University of Pittsburgh Med Center:

@UPMCCareers ∙ United States Department of State: @DOScareers Verizon: ∙ @VerizonCareers ∙ Verizon Wireless: @CareersatVZW ∙ Warner Brothers Entertainment: @WBCareers ∙ Washington Post: @washpostjobs ∙ Wipro: @WiproCareers ∙ Yellowbook: @ybrecruiting ∙ Zappos: @electra ∙ Twitter Job Aggregator: @tweetmyjobs

Who is doing it well….

Who is doing it well….

Who is doing it well….

Social media and engagement

• Internal – Bridge the communication gap for global organisations– Communication sharing portal (purely internal network – like Yammer) – Reconnect with old employees – alumni– Improve communication from top down and bottom up

Social media and engagement

• External – Traffic source to ATS or website– Comments and reviews from potential candidates– RSS subscriptions– Job applications and expressions of interest

Conclusions and implications for brands • Embrace the trend, ride the fads • Aim to participate, not dominate• Can only take the relationship so far – more is needed for conversion

Social Media: Tips for Marketing to the iGeneration

What is social media?

Tip #1: Listen to the iGeneration

How can you listen?

3 free tools to listen to the iGeneration online:

Google Alerts - sign up to real-time alerts using keywords related to your brand, product, senior staff or competitors

Technorati – specifically searches blog posts

Twitter Search – keyword search for all public Twitter posts

And 1 paid for tool:

Radian6 - Monitors all social media platforms such as blogs, Twitter, comments on mainstream news sites and forums - Real time and historical (last 30 days) data searches

Southwest Airlines: Real-time social media monitoring & issues management

Develop a strategy.Tip #2: Develop a social media strategy

Develop a strategy.What to consider when setting up a social strategy?

• Who is your target audience: who do you want to reach? Which platforms are they already using? How are they using them?

• What is your social media objective? Does this align with your wider business objectives? Applications? Brand awareness? Employee feedback?

• What makes your company different? What is your brand story?

• What are the measurements of success? Size of community? Level of engagement? Number of sales leads?

Boost Juice: Starting social media activity without a plan or exit

strategy

Reckitt Benckiser: Using a Facebook Game to recruit graduates

Tip #3: Don’t Be boring, instead try to engage your audience

Ernst & Young: Creating a conversation between graduates &

candidates

Old Spice: Using multimedia to reach the iGeneration

Thank you

Liz Weeks, General Manager, The Face Euro RSCGE: liz.weeks@thefaceaustralia.com.au Follow The Face's commentary on the employer Marketing space on Twitter @TheFaceAUS

Hannah Law, Head of Social Media, Switched On Media E: hannah@switchedonmedia.com.au Follow Hannah’s stream of consciousness on Twitter @hannahlaw.