samuli pesu. social media recruitment strategy in russia
TRANSCRIPT
SOCIAL MEDIA RECRUITMENT STRATEGY
Samuli Pesu Social Media Strategist and Partner Awara Direct Search / Awara Group
19.6.2013
Social Media Recruitment Seminar in Moscow
Today we will talk about
• The real potential of social media recruitment in Russia
• Develop your social recruitment strategy
• Experience the practical side – social recruitment case studies
Social Recruitment – What is it?
“Social recruiting refers to the use of social networks to create and maintain
relationships with prospective candidates”
The Real Potential of Social Media Recruitment in Russia – Why to do it?
More than half of all Russians now use the Internet at least once a week
Source: Forbes 18.5.2013. Available at http://www.forbes.com/sites/markadomanis/2013/05/18/russias-internet-use-is-exploding/
More than 90% of the
online audience use
social networks
Source: New Media Trend Watch 31.5.2013. Available at http://www.newmediatrendwatch.com/markets-by-country/10-europe/81-russia?start=1
Source: Alexa 15.6.2013. Available at http://www.alexa.com/topsites/countries/RU
Source: comScore Data Mine 7.6.2013. Available at http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/
Source: comScore Data Mine 7.6.2013. Available at http://www.comscoredatamine.com/2011/06/average-time-spent-on-social-networking-sites-across-geographies/
In 2013, there are 60 million Russians using social networks
Source: Statista 2013 Available at http://www.statista.com/statistics/219899/number-of-social-network-users-in-russia/
Source: Antal 13.3.2013 Available at http://www.antalrussia.com/blogs/every-third-russian-user-gets-a-job-via-professional-social-networks--37314844472
Source: Antal 13.3.2013 Available at http://www.antalrussia.com/blogs/every-third-russian-user-gets-a-job-via-professional-social-networks--37314844472
Social recruiting vs. job boards
• Two-way interaction
• Allow recruiters to have up-to-date information on candidates on a click
• Attract candidates
• Emphasizes on “social”
• Transparent
• Updated frequently
• Builds and maintains company brand
• Social networks have active and passive job seekers
• In general higher quality
• Extremely large number of candidates
• One-way interaction
• Limited information based on resume
• Create barriers
• Excessive ads
• Anonymity
• Updated infrequently
• Lack of information about the organization
• Job boards have only active job seekers
• In general lower quality
• Limited number of candidates
Why use social media as part of your recruiting strategy
• Helps build your employment brand
• Allows you to engage applicants that would otherwise be unavailable
• Potential cost savings vs. traditional recruitment media
• Quality of hire vs. quantity of applicants
• Use of social media on the rise
• People are searching for new jobs in social media networks
Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com
Social media uses in recruitment
• Promote your brand
• Publish jobs (free and paid)
• Advertise jobs (paid)
• Referrals
• Research candidates
• Direct sourcing
• Corporate reputation management
Develop Your Social Recruitment Strategy – How to do it?
Part I – Creating Recruitment Brand for Your Company
Define your goals and objectives
• Define your goals (what do you want to achieve).
• Goals must be measurable.
• It is impossible to measure success if people responsible do not know what their objectives are before they start a social media recruitment initiative.
• If you don’t know where you’re going, you’ll probably end up somewhere else.
Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com
Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com
Social media recruitment strategy blueprint
Source: Mark Burgess / Blue Focus Marketing www.bluefocusmarketing.com
Target audience insights
• Identify your target audience. Who are you targeting with social media?
• Analyze where your target audience can be reached / spends time online: – Find out what social networking sites they prefer
to use
– Types of communities - Need to understand what types of communities your users use
– Special Interests - Need to understand their special interests
– Understand their attitudes about job search
Assign roles
• Build an organizational structure to manage social media initiatives.
• Assign roles & responsibilities among all key stakeholders on the social media recruitment team.
• These people liaison between the community & brand as well as respond to the community.
Determine social media channels to engage
• Determine the social media channels based on your audience and hiring needs.
• Use internal surveys & focus groups, industry reports, quantitative and qualitative data, social media tools, etc.
Create content strategy
• It is key to create & deliver content in all the right formats and place mapped to your target audience’s information needs
• Important to interact with the community
• Keep pages up-to-date and fresh
• Provide interesting, “real” updated and posts in different formats (video, text, pictures etc.)
• Share open jobs / positions
• Fill your community with 80% thoughtful conversation and 20% company focused content
• Encourage user engagement
Social media channel execution
• Launch the social media channels that best fit your goals
• Create a branded company pages
• Build your community
– Start by inviting employees to your network
– Invite applicants from database
– Encourage new visitors to your site to join
Establish metrics & measure results
• Number of “friends”, “followers” etc.
• Number of applicants per source
• Number of hires per source
• Number of comments, sharing, downloads
• Google Analytics (www.google.com/analytics)
– Free service
– Easy to embed to your site
– Allows you to monitor traffic to and in the website
Driving traffic via social networks to your career page
Source: Samuli Pesu 15.6.2013
Or collect applications directly in social networks
Possible to collect and manage applications: • Linkedin • Facebook • Professionali.ru
Not possible in (to be used to drive traffic to the career page and engagement): • Twitter • Vkontakte • Odnoklassniki • Moij Mir • E-xecutive
Awara Direct Search
61% of the referral traffic came via social networks
41% of the total traffic came via social networks
Source: Samuli Pesu 15.6.2013
Critical success factors
• Provide unique value to target audiences
• Put audiences (not brands) first in all communications and programs
• Differentiate from competitors’ program
• Focus on programs of depth – not breadth across too many platforms and tools
• Don’t expect immediate results! – A few hours to set up
– Seconds to make a post
– Longer to build relationships – be patient!
Part II – Direct Search
Set up effective profile
• Highlights the best qualities of you as a recruiter and your business brand that will help you to attract and retain top talent
• Each social network uses different elements of information that you supply in your social profile
• General profile versus using personal profiles
Set up effective profile
• Build a complete profile by filling out all of the information on your professional account.
• Optimize every field, providing links that direct candidates back to your blogs and corporate site in social networks.
• Be sure to use good keywords in your job titles for current and previous positions. This will help strengthen your brand’s visibility in search engines.
Expand your network
• Start by finding your friends, colleagues and contacts on various social networks
• Connect when meeting new contacts
• Be active in contributing (creating, sharing and taking part in discussions) relevant and interesting content to grow your network
Post your open jobs on social networks
• Post your open jobs on social networks. Your connections will see your job postings in their newsfeeds. Add a personalized message to the listing like “Great opportunity! Know anyone that might be a good fit?”
• Groups / communities
Search candidates using search feature
• Search for candidates using people search feature. You can filter your results by using various criteria depending on social network.
• Identify influencers in various topics / groups and ask for recommendations.
Professional Social Networks
Source: Samuli Pesu 15.6.2013
Source: Samuli Pesu 15.6.2013
Professionali.ru
Source: Samuli Pesu 15.6.2013
Professionali.ru
Source: Samuli Pesu 15.6.2013
E-xecutive
Source: Samuli Pesu 15.6.2013
Moij Krug
Source: Samuli Pesu 15.6.2013
General Social Networks
Vkontakte
Source: Samuli Pesu 15.6.2013
Odnoklassniki
Source: Samuli Pesu 15.6.2013
MoiMir@ Mail.ru
Source: Samuli Pesu 15.6.2013
Source: Samuli Pesu 15.6.2013
Source: Samuli Pesu 15.6.2013
Experience the Practical Side – Social Recruitment Case Studies
Deloitte, Netherlands
• Deloitte in the Netherlands ± 4,600 employees
• Hiring Target: 1,000 (2010/2011)
• Traffic to career site Nov 09 to Nov 10
• From Job Sites = 9971
• From Social Media and Blogs = 33266
• Traffic via Social Media than Job Boards = +234%
G4S
• Second largest private employer in the world
• Over 620,000 employees
• Annual voluntary turnover rate of 27% requiring large resourcing capability
• Activated external Social Media channels; Twitter, YouTube and LinkedIn
• The first 36 hours saw over 22,000 candidates register with 400 applications being made
Ernst & Young
• Worldwide over 144,000 staff
• 2007 launched Facebook initiative allowing candidates to contact them directly and ask public questions to the recruiting team and meet experienced and young interns
• Ernst & Young Facebook page has 34,000+ candidates (this was back in 2009)
• Business week named them one of the best places to launch a career in 2009
Awara Direct Search
• We source 90% of our candidates from social media networks
• Awara Direct Search has the second most followed Linkedin page in Eastern Europe considering recruitment and HR industry
• We have nearly doubled the traffic to our website since adopting social media networks as the key part of sourcing candidates
• We have shorten our process for placing candidates to our customers to average of 3 weeks
Thank You! Feel Free to Contact Me! Samuli Pesu Social Media Strategist and Partner Awara Direct Search / Awara Group E-mail: [email protected] Mobile: +7 926 710 4361 Office: +7 495 225 3038 www.awaragroup.com www.awara-search.com www.awaraeduhouse.com You can also find me in: Linkedin: ru.linkedin.com/pub/samuli-pesu/12/629/3b2/ Vkontakte: http://vk.com/id7252288 Facebook: https://www.facebook.com/samuli.pesu Twitter: https://twitter.com/search?q=samuli+pesu Professionali.ru: http://professionali.ru/~4258963/