social recruitment- beyond the hype
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Social Recruitment – Worth the hype? • January 2012
Sections • Background
• LinkedIn - Why is it important?
• Strategy Considerations
Social recruiting requires greater employee intimacy
• 21st century recruiting models are about employee intimacy at scale.
• Social recruitment is not only about hiring - it is about the whole relationship with the customer across every touchpoint, and how this affects satisfaction, recommendation and influence.
• Organising for social recruitment means building on existing strengths and developing deeper relationships online and offline.
Social is impacting the recruitment journey
Social recruiting has several components to make it work
Governance “ How we engage on social networks”
Roles “Who’s responsible for what”
Analytics “ Using data to drive change real-time”
Channels “The channels we use to engage on” i.e.Facebook,
Twitter, LinkedIn, YouTube, Company Page, Forums
Content “The information we share” i.e.
blogs, thought leadership, profiles, video
Audience Segmentation “ The social group we are targeting”
• Networking is becoming global, intimacy at scale
• 80% of members come from 10 countries (UK, Netherlands, Spain, Italy, France in Europe)
• Biggest growth is in South America, Asia; while European numbers are much lower, suggesting market saturation
Presence on LinkedIn is dominated by key industries
• Demographics vary by region; Europe’s largest group is 35-54
• Unsurprisingly, high technology is leading the charge in adoption, and use of new LinkedIn features and capabilities
LinkedIn is about networking not only hiring
• The most successful companies are using LinkedIn to show the employee brand, but also showcase the caliber of staff to potential clients
• A successful LinkedIn strategy relies on all employees playing a part, not just recruitment
• The line between personal and professional becomes blurred
Employees who are on LinkedIn independently,
identifying themselves with their organisation and
active in groups!
It is evolving constantly, with significant impact
Governance and awareness play a key role
Privacy • Control and changes are with LinkedIn and require constant monitoring
Personal vs. Public • Clarity regarding what can and can’t be public on personal profiles (client names etc)
Rules of Engagement • How employees can and should engage on LinkedIn
To build strategy, we need to look at various sources
• Review the trends and features in LinkedIn and how they align to social recruiting
• Identify leading practices among industry peers and beyond
Customisation • Creating a page for a specific geography (country) with local information and job openings
Content
• Outlining exactly what your company offers by service line or category
Experience
Ensuring prospective employees and clients get an understanding of the people and the culture
though testimonials, video and engagement
Employee Engagement
• Ensuring employees are present and active on company pages through recommendations, visible contact points and content
Features are allowing companies to tailor their presence
Localised content with focus on the people- IBM
About IBM- The Issue
Global company with 427,000 employees and a diverse opportunities
Varying perception of who IBM is and what future hires can expect
The Response- Customised
• Localised job listings with tailored messaging
• Clear articulation of “Why IBM?” linked to great YouTube content
• Embedded banner to career page to make applying easy
• Recruitment lead attached to every opportunity
Clear focus on what we do and what people think- Bain
About Bain- The Issue
Global firm with large number of service lines; finding what you need is difficult
Part of the global fight for top-talent- getting the right people to apply
The Response-Content
• Detailed info about each service line both “what we do” and “how we do it”
• One of the first consulting first recruitment firms to use recommendations- though at a global level
• Recruiters linked to every job- though selection is not localised to geography
Featuring employees and their experience - Diageo
About Diageo- The Issue
Popular brands and place to apply for- make it easy for high caliber candidates to apply
Part of the global fight for top-talent- getting the right people with the right culture fit who live the purpose 'Celebrate life every day, everywhere'
The Response- Experience/ Employees
• Heavy focus on the culture and values in the career description, including using YouTube channel
• Employee testimonials feature heavily “why I chose Diageo”
• Clear links to more career info across all channels
• Recruiters linked to every opportunity
Contact details
• Dominika.tomek@dachisgroup,com
• @dominiktomek