Hello, name, what I teach We will be discussing and analyzing implementation and use of social networks in recruitment process

s How you, as human resource manager, can use facebook, twitter, linkedin what is the best way to use them, put them to work, in order to reach potential employees, future employees

 The process of human resource recruitment changed, relationshiop between employees and potential employers changed aswell we, as a company, have to put ourselves more outside, more outhere, we have to reach for the employees and to convince them to come and to work for us. Also, huge offer in the employement market makes the recrruitment process more difficult how to choose the best ones

 Lets see the movie and then we can discuss it, the changes and social networks use in more details

 What can we conclude from this movie? Where is HR today?

Social Media in Recruiting is The New Black

Success in social networking is the defining element of the best-practice recruitment marketing portfolio in 2010.

Your performance, as a company, in social network landscape will pretty much define your success in the market

HR = The New Marketers

In 2009, brand management isn't about what you say you are, it's about who you are, and this is what makes HR the new Marketing. Perception of your brand, values you stand for, depends on HR aswell, so HR is some sort of PR aimed at potential employees, not customers.

 We have to take care about our reputation, our image, values our company stand for, in order to reach for the best potential employees outhere Social networks work for us in two ways: - make our brand more understandable mission statement, goals, vision - make best potential employees reachable, help us to make the research of the market more thorough, help us to choose the best ones

Discussion Topics
Social media landscape and users how many social networks are there, what are their

shortcomings and potentials, what are their strong and weak points from the recruitment
process point of view, how many users each network has, whats the profile of average user of social networks, demographics of users id like to know whats your experience with social networks if you were hr manager of some cultural institution, how would you use each

social network, would you use them at all

Recruiting uses for social media how to behave, if youre a HR manager in the social network landscape Detail and analysis for top social recruiting sites

Social media and recruitment solutions

Todays Reality

Companies resist social media engagement for the same reason people resist authentic, loving relationships a fear of intimacy.
Shannon Paul, Blogger & New Media PR Consultant

 Here we introduced one word that usually is not so common in human resource practice intimacy HR process is usually cold, calculated, theres a distance between HR managers and potential employees Social networks seems to succesfully bridge that gap they make employers and employees closer then ever before

Some Excuses Fears

The Unknown social networks are new tool in media landscape and theres a probability that in the beginning we wont be using it the proper way, most effective way. What if our message is not clear enough, what if we missed the target group, what is I dont appear serious enough, professional enough Time consuming social network is a channel, tool which has to be updated regularly, in which you have to project, transfer your whole image Security risks will my profile and my information be safe enough, Cant control the message in new media landscape users are proactive, they can change media content, they can give it completely new meaning. Negative comments/feedback be prepare to deal with negative comments. Be open, answer in real time, dont avoid debate, use it to make your company even more open and approachable Candidates Expect Interaction be up to date.

Engage Your Brand Ambassadors

Your employees are your companys brand ambassadors! Current Employees 3 out of 4 Americans use social technology Social Networking is the 4th most popular online activity *research, email 2/3 of the Internet population visits social networks

Potential Employees
5 hrs/week = average time Job seekers use social media

The world of social media

Recruitment process need to follow changes in media landscape Audience future employees are interactive Focus and orientation or each network is different as is level of audience participation and audience needs

The World of Social Media

As you can see, the online social media space is dynamic and complex. Some of these sites no longer exist, while even more have emerged in too many, in fact, to fit in this space. The point of this image is that it is impossible to be highly involved in all these places. And attempting to have a presence on all these sites can be time consuming and counterproductive (a new site can pop up in moments, so dont be intimidated when a client asks you about a site youve never heard of). It is critical that you define your strategy, determine where your audience is and decide where you want to participate. Next we look at which sites matter most to your audience in order to focus our efforts (Facebook, Twitter, main sites we focus on). What I love about this slide is that it gives some scale to social media. By the time I present this, some of these sites may not be around and 100 more may have been added. Social media is dynamic. Not all of these sites matter equally or at all to your ideal audience. But it is an excellent illustration of why people think that social media is larger than life certainly the print world doesnt look like this anymore. The other important thing about this slide is the center called the conversation.The conversation is critically important to social media that, in many ways, is what gives social media its power. Dont be afraid to communicate with your future employees

 In the next slide we will see different types of engagement with social networks how people engage with social networks, whats the level of their engagement What kind of social network user are you? How do you engage? Is your level of participation changed during the years? Every aspect of the engagement is important for HR process as HR manager you need to motivate, make job worth applying to, get to know your future employees better

How Are People Using Social Media?

 Medium engagement higher user involvement, you share your opinion, you take active participation, you affect communication, reshaping it High engagement user is producer, you create new content Highest engagement creating new spaces, new values, new participative communities

How Are People Using Social Media?

Connecting personally/ professionally Sharing information Conducting business Posting videos/photos Sourcing business leads Publishing blogs Writing reviews Answering polls/surveys Researching information

Different social networks for different use

Connecting on a personal or professional level Tweetups / Virtual reunions Sharing information Intuit blog/community is great example Conducting business Dell their Twitter page has brought in millions through coupon codes Posting videos or photos YouTube Burger King, CareerBuilder, Employer videos Using as a Customer Relationship Management tool SalesForce, while not necessarily social media acts as one in companies which use it Writing and publishing blogs HuffingtonPost, Mashable, TMZ, Seths Blog, CNN, OReily, Freakonomics Writing reviews cNet Running polls and surveys Facebook Research

Who Is Using Social Media?

Use by Age Group 76% of 15-24 year olds 68% of 25-34 year olds 65% of 35-44 year olds 64% of 45-55 year olds 60% of 55 and over

Who is Using Social Media?

Social media is a global phenomenon: 73% of all Internet users have at least one social media account 71% of social media users are in N.A. Internet users have an active social media account grew 4% between November 2007 and June 2008. Current estimates show more than 100 million persons in the United States alone are active in at least one social media network. The growth of social media in other markets around the world is showing significant gains as well. The Middle East & Africa is the fastest growing social media market, with 27% growth since November 2008, followed closely by both Europe and Latin America with 20% growth, respectively, and Asia Pacific at 16%.

Which Networks Matter and Whos Using Them?

Trends in Social Media

Consumer use and perceptions

Social networks are more popular than email2 36% of online users think more positively about companies that blog1 17% feel more positively about companies on soc net 20% want more communication from brands6 69% of online users read blogs and write product reviews1 19% read RSS feeds and tag internet content1
Corporate response 48% of marketing/PR professionals increased social media spend in 20093 85% of businesses participating in social media are blogging1 77% of Fortune 500 use some sort of social media tool5 44% report social media as very important to business/marketing strategy5

 Companys presence in social networks is expected and can seriously affect the impression your employees have of you, your brand, job you offer Social networks give human face to your company Brands can be impersonal, cold, distant

Why Participate in Social Media?

It Promotes Credibility: Brands are defined by the experiences and opinions of consumers, not necessarily what the brand seeks to convey discerning consumer word of mouth or word of mouse 43% of online persons trust information posted by people they know over other sources Buy-in from brand evangelists who can passionately endorse a message within their networks can prove extremely influential It Generates Valuable Consumer Feedback Social networks provide the opportunity to interact with consumers, asking and answer questions Its Expected People demand authenticity and responsiveness from brands

Why Use Social Media for Recruiting?

Develop new, passive talent streams as you prepare for recovery Strengthen employment branding Engage talent in open, personal dialogue Improve employee advocacy and engagement Create more meaningful relationships with talent Proactively recruit talent who is passionate about your brand Target your ideal candidate based on user generated information Promote your company and industry Drive traffic to your company brand page and/or career site

Social Recruiting Sites and Strategy

Which Networks Matter and Who s Using Them?

Study by Anderson Analytics: 75% said Facebook was their most valuable network. 30% said LinkedIn was their most valuable network. 12% said Twitter was their most valuable network.

Facebook is clearly the largest and most influential social network. They have 250 million users worldwide and about 50% of them return to the site each month and most of that 50% returns to the site multiple times a day. MySpace has about 125 million users, this site is very focused on music and entertainment and the demographic tends to be much younger than on Facebook. LinkedIn is a professional network with over 43 million users worldwide and the average income of a user is $109k, this is a strong site with this niche audience (hard to believe that 43 million is niche, but in this world it is). Twitter has been the growth story of 2009. Well talk more about this in a few minutes. There are plusses and minuses to all of these sites, but Twitter seems to elicit the most controversial discussion people love it or hate it. Ok, who is using the sites in short, everyone. This is a mass mediumeven the Queen of England has a YouTube channel!

Why Use Social Media for Recruiting?

Branding Allows people to get to know your brand and understand what your company is about. IS NOT ABOUT DRIVING EOI Open dialogue the perfect venue for finding out what talent really wants and thinks about you as an employer. Use their insights to improve your brand and even recruitment Unwanted communication Respond to or delete unwanted communication so you can drive the conversations and be in the know about what people are saying about your company. Employees- show employees that you care about what people think about you as an employer and that you care about your employees then let your employees tell their stories about you as an employer Relationships talking and engaging with candidates helps to create a community and then when you need to recruit, followers and fans will be more willing to speak with you or refer other individuals Status because of the communication, you can always find out where your brand stands and you can track the sites to learn what people are resonating with in order to tweak your communications

LinkedIn
Business-oriented social networking site used mainly for professional networking Network of 43 million professionals in 170 industries and 200 countries 11.7M unique visitors in May 2009, over double UV traffic of May 2008 Opportunities for companies: profile, groups and questions 1 in 20 U.S. users is a recruiter, headhunter, or HR professional Pre-defined reputation for recruitment

LinkedIn
People use the site to write recommendations and stay in contact with peers and professional contacts Traffic and members have grown, but largely in conjunction with the job market contracting Companies should monitor and maintain their profile here, as anyone with a company email address can edit it 339,000 professional groups exist today from college alumni, to professional networking, to company employee groups Job results are ranked by relevance, so if it posted by someone who is connected to one of your contacts, it comes up higher in results Jobs that allow you to apply within LinkedIn display an exclusive icon, vs. those also posted on other corporate sites or job boards Recently added applications like TripIt, Reading List, RSS import, and several others to compete with social networks

Linked In: Recruitment Dimension Analysis

MySpace: Good for Music, Lags in Other Areas

Social networking site with usersubmitted network of personal profiles, groups, photos and music Averages 65 million U.S.users
27% age 12-17; 46% age 18-34

Users tend to be less affluent and have no college degree - youngsters

10% traffic referred from Facebook, more than Yahoo and Google Not a fit for all clients, but existing Facebook branding can be used Ideal for certain brands and individuals in entertainment and music MySpace lags behind Facebook in site upgrades and social tools

 Facebook and Twitter are both growing extremely fast, while MySpaces relevance is limited to entertainment, music and some video, photos are emphasized less on MySpace, with only recent upgrades to mimic FB being made emphasis is really on music Features like privacy settings, chat, and the ad interface on the site are just some of the ways MySpace has lagged behind or yet to evolve the platform to compete with Facebook; user interface is busy and distracting with little limit on how disturbing an ad can be (flash, pop-ups) Ad targeting for musicians: by 1,100 interest categories (Music), genre in each category (Bands/Artists), and specifics in the category (Maroon 5, Linkin Park); for businesses: by location, age, gender, education level (9.4 Million College Students), relationship status, parental status (90 Thousand Expecting Moms) and lifestyle (2.9 Million Sports Fans, 4.2 Million Fitness Buffs, 13.5 Million Movie Lovers, 3.5 Million Book Readers)

MySpace: Recruitment Dimension Analysis

Good

Poor

Poor

Fair

Twitter
40 million+ users
Average age 31

51% of members make more than $60k

55% College or Grad School educated

47% Male / 53% Female

76% Caucasian / 13% African American / 7% Hispanic

Twitter Demographics vs. Internet Universe

* High index of younger, female users * Higher concentration of African American internet users than average * High index of users with children under 2 years old * Site attracts a less affluent audience * High index of college graduates * Typical user is a hyper-consumer of information 60% new registrants do not return within one month4 40% retention rate, Facebook 70%4

Twitter traffic has increased by just over 10 times in one year, in last few months that traffic has slowed Media coverage fueled influx in new registrants and pushed it to 25th most visited site, platform is not for everyone, 6 out of every 10 new users do not return within the first month (not mainstream yet) Twitter was developed for quick exchanges of information in a crowdsourcing environment, unlike traditional social networks like Facebook/MySpace, it requires users to communicate in a short message format one that is preferred by people who consume large amounts of information and band with other users in groups (this is why 10% users create most of the activity and 1% of the user group comprise 35% of visitor traffic) Over 10% of Twitter traffic comes from FB more so a reason to use FB as an anchor for social media strategy and use Twitter as another outlet for info shared on FB to give online users more choice on how to interact with your brand As defined by quantcast.com, addicts (30+ visits/mo.), passers-by (1

How can Twitter improve your business?

Market research Authority, Transparency Trust, Brand Awareness, Image Knowledge, Product Awareness Customer Service, Socialize Web presence, Faster than RSS Track Conversations, Monitor who is talking about you Promote products/events, Engage with your customers Manage internal/external communication Poll/Survey, Resolve issues Become a thought leader Offer advice

The point of twitter changes depending on who's tweeting...

Why companies should tweet?
* Reveal the human side of the company, give it a personality * Provide useful information that people wont get anywhere else (or - as quickly) * Respond to comments, requests, feedback, complaints in REAL TIME * Have a platform for announcing news, competition, games, events * New business leads

Twitter: Recruitment Dimension Analysis

Good

Poor

Fair

Poor

Twitter: Keys to Maximizing

Balance promotional, personal and conversational tweets Be a real person reflecting a real voice and authenticity Be interesting, informative and entertaining filter info, dont spam Regularly promote/highlight others (theyll likely reciprocate) Share links of interest to candidates & potential candidates Tailor conversations to your targeted recruits be aware about your readers/followers, who are they, what theyre looking for Link to videos & photos on Career Website or Facebook Fan page network with Facebook for better results Post photos from a day in your life (Twitpics, etc.) Last and least - link to your job postings

TIPS
* Focus on quality tweets over quantity * ENgage with your network. Genuine engagement with your network of followers is the best way to get new followers * Use free tools and websites to manage/track messages and reputation * Twitter is public - Don't tell confidential stuff and carry on personal conversations from the company account * Don't always make it about you, your product or service - people will unfollow you. * Automate the process - use tweetlater.com

Will Twitter..
* Replace your website? No. * Cut your marketing budget? * Broadcasting? Yes. * Building brand and image? Yes. * Improve customer relations? Yes.

Facebook Site Visitors and Activity

2nd most trafficked website in the world! 300 million users worldwide; 75 million users in the US 50% of users return daily, spend an average of 1 hour active on site Users targeted by information they provide in their profile 17 million users are ages 18-24,16 million users are ages 25-34 21 million users (and growing) age 35+ 1 million new users each day HUGE potential for employees, having in mind FB possibilities which we will mention later and numbers, popularity of website Over 2 million career-related groups

Facebook - Most Engaging Page on the Web

Lets talk more specifically about how employers are using Facebook today. We have over 270 clients advertising on Facebook with us and the list is growing Guaranteed advanced targeting, placement and impressions. Targeting includes: Geography, Age Range, Gender, Industry Categories created specifically for CareerBuilder clients, Keyword(s), College/University, College Major and/or Year of School. CareerBuilder tests products on Facebook before launch

Facebook
300 million+ users
Average age 27

58% of members make more than $60k

43% College or Grad School educated

46% Male / 54% Female

78% Caucasian / 11% African American

Facebook: Recruitment Dimension Analysis

Good

Good

Good

Good

Personified Social Media Offerings

* We help companies leverage Social Media and use it as part of their branding and recruitment strategy * Facebook advertising with advanced biweekly reporting: one customer gains 80% of fans from ads * Twitter integration and cross-posting for jobs * Proactively manage and protect your brand on major social media sites

Guidelines: Keep It Simple

Twitter Policy: Be professional, kind, discreet, authentic. Represent us well. Remember you cant control it once you hit update.
GruntledEmployees.com

Blogging Policy: Be professional.

GruntledEmployees.com

Social Media Policy: DAXKO encourages team members to be active in social media as a representative of our company. Only three rules be real, add value and dont say anything that would embarrass your mom. If your mom has low standards, then dont say anything you wouldnt want to see on the front page of USA Today. Simple enough.
www.hrcapitalist.com

Social Media Brand Management Benefits

Help with lack of time or resources to build and maintain presence Develop new, passive talent streams

Want to prepare for recovery Need to target a specific type of candidate

Promote your company and industry Strengthen your employment branding Engage talent in an open dialogue with the company Eliminate unwanted communications, protect brand Improve employee advocacy and engagement Create more meaningful relationships with talent Proactively track employer status