Empower Your Just in Time Sourcing with Social

MediaTAG Recruiting Society

January, 2011

Shally Steckerl, EVP Arbita

EVP, Arbita, Inc. http://j.mp/shally

Recruiting since 1996 6 yrs. Corporate sourcing leadership 5 yrs. contingency, ran $1M+ full desk 4 years consulting with over 200 organizations Architected and managed centralized research teams at

Motorola, Cisco, Coke (CCE), Google, Microsoft Raised in Colombia, South America

(English is my second language) Returned Peace Corps Volunteer (Nicaragua ’94) B.S. in International Business from RIT

The New Communication ParadigmIs a dialog not a broadcast

A message is not a conversation

Benefits of Social MediaFive Advantages Social Media Brings To The Table

Branding

Increased presence in social media elevates your brand so its important to participate and engage with prospects on others’ Facebook pages, LinkedIn Groups, Twitter accounts and Blogs

Engagement

Social Media communities tend to allow members access to their total membership so your recruiters may use member email and other contact information to make direct contact with specific individuals of interest via “direct approach” on social networks

SEO

Your organization’s activity on Facebook, LinkedIn, Twitter and Blogs results in favorable organic ranking by search engines, driving traffic to your careers page and allowing you to dramatically reduce your advertising budget

Viral Networking

Members of LinkedIn, friends on Facebook, “followers” on Twitter (etc.) are generally able to see the complete list of “friends of a friend” so your recruiters will find that each single social media contact becomes a gateway to a broader community – this is known as the viral networking effect

Comp Intel

Social Media communities are replete with “word on the street” – actionable intelligence that gives you a heads-up regarding industry buzz, competitive intelligence, where the talent pool is headed, and other key indicators that don’t come through job boards.

Key Social Media Initiatives

Five Initiatives You Must Have In Order To Succeed

Go Where They Are

1. Go where your prospects are not where you think they should be - identify key talent channels within varied social media platforms: online Social Networking reflects our real-world social proclivities, we hang out with others who share our interests and affiliations

Unified Global Vision2. Compose a Vision Statement describing a

robust approach to social media recruitment to include acquisition, validation, analysis and application of actionable knowledge about key stakeholders for goal-setting, strategy formulation and support HR & recruitment missions

Roadmap

3. Based on identification of channels above, craft a roadmap on how the entire organization should engage, connect and participate with skill-set relevant niche sites and online subject matter influencers to heighten identification of organizational employment brand

Assigned Channels

4. Assign social media activities in each channel to key recruitment personnel with an emphasis on outreach, engagement and organic attraction of dedicated talent audiences

Communication Strategy5. Implement a communications strategy that

fosters genuine candidate relationships utilizing Web 2.0 or “social media” channels of communication

Recruitment Genome Project

Are Social Networks A Useful Source of Candidates?

Are social networks a useful source of candidates?

No. Social Recruiting works only when you empower and deputize your entire organization to be recruiting evangelists.

The way we’re doing it now there is little reward in comparison to amount of work. Most companies lack an effective strategy for sourcing, they depend on web-savvy recruiters “figuring it out” as they go, often reinventing the wheel.

Are social networks a useful source of candidates?

Blogs, among the largest and most active social networking destinations, are almost completely ignored by recruiters

Most companies mistakenly push nothing but job ads to social networks, and in such frequency that it becomes noise nobody listens to, with little to no value-add

Most Interesting Findings

70% have no strategy for sourcing from niche and regional networks and 83% have no strategy for sourcing on blogs: both massive, yet remain widely overlooked

Not all the tried-and-true methods have been supplanted: 90% say Employee Referral programs are much or somewhat better than social networks. The challenge going forward is how to make social networks and employee referral programs synergistic

Survey on “hard to fill jobs”RECRUITMENT MARKETING INITIATIVES USED ON HARD-TO-FILL JOBS?

85% Job Boards 78% Social Networks 49% Recruiting Services 41% Sourcing Services 24% SEO 16% SEM 28% “other”

WHICH RECRUITMENT MARKETING CHANNELS YIELDED MOST QUALIFIED?

24% Social Networks 16% Recruiting Services 11% Job Boards 11% Sourcing Services 3% SEO 1% SEM 34% “other” (from “no idea” to

word of mouth, referrals, internal sourcing team, etc.)

BrandingGet noticed among millions of profiles: Have a 100% complete profile – fill out summary and

specialties with words/phrases describing your expertise Vanity URL (your name): makes sure your profile is

“public” linkedin.com/in/shally or facebook.com/shally.steckerl

Your past experience should go back 10 years. Concisely explain what you did at each company.

Write/get recommendations, ask/answer questions Link to your websites (your jobs RSS, team blog, etc.) Remember, its not who you know it’s who knows YOU

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Social Media Marketing Tips

Don’t be a social media schitzo. Be the same person on all your social networks! You are your brand - skip the canned branding rhetoric and just express your

passion for your industry, your job, your role, and the branding will come naturally. Don’t sell, share. If you treat it as advertising you will turn people off. Share

something useful, something about you or your company or your product, but you will gain more if you don’t sell. You don’t have to give the whole recipe but revealing a little taste of your secret sauce once in a while will get you better results.

Be real. People want to relate with other people, not with “constructs” so be yourself, be honest about who you are and what you care about, and what you are doing, even an occasional tip about your favorite burger joint. You have multiple interests, so express that.

Write well. Bad spelling, grammar or punctuation, and hasty abbreviations should be avoided. You can’t always get it right but confident prose and concise eloquence go a long way to establish your brand.• One you get it, stay committed. If you are going to do it then don’t just stick your feet in, jump all the way in and stick to it. This doesn’t mean you have to write constantly every day but stay involved at some level of frequently at least once every other week or even weekly.

Top Three Social Media Mistakes

Participation in to many tools – You don’t want “naked profiles”

Self Promotion Overload – Using SM platforms as a promotion platform doesn't provide anything to the community

Setting & Forgetting – Time investment involved, continual process – Listen & Participate

Recruitment Genome Project

Arbita’s Recruitment Genome Project is the single most wide-reaching and thorough market research project ever conducted in the recruitment community.• Focus group interviews• Multiple survey instruments• Exhaustive secondary research • Analysis from industry thought leaders like:

Kevin Wheeler, Peter Weddle, etc.• Practical wisdom from over 4000 staffing leaders • Ranked list of key sourcing initiatives for 2010• Participate and get the 1st and 2nd reports for free

Shally SteckerlEVP, Arbita, Inc.612-278-0042shally@arbita.nethttp://aces.arbita.net/shally

Those who seek to control the conversation

will be defeated by those who enable, inspire and influence

Tons more free learning at The Sourcer’s Desk Follow @Shally and @Arbitainc on Twitter Join Arbita on LinkedIn and Facebook Email us your questions!

We’re available for custom on-site and web-based training. Select topics from over 50 hours of material!