Attracting Top Talent Through Social Media Lizz Pellet

Attracting Top Talent Through Social Media Lizz Pellet, Felix Global Vice President, US Group

Agenda and Points to Ponder • How to relate the latest trends in social media to recruiting • How Linked. In, Facebook and Twitter are used by recruiters today • What belongs on a successful Facebook recruiting page • • How to determine if Social fits into your culture and employment brand • Why it's important to "join the conversation" today

Quick quiz to get started • Do you tweet on Twitter? • Have you created a Twellowhood? • Are you currently blocking access to Facebook at work or have Malware protection? • Do you agree that web 2. 0 is just another fad? • Have you had an encounter with a “virtual world”? • Do you blog or feel bloated after a large meal?

What is Social Media to HR? • Fundamental shift in the way people communicate via realtime conversations online • Social media has given HR the ability to showcase their employer brand to attract, retain and repel the right employee • Regardless of platform, advertising must be authentic and congruent to your organizational culture

What is Social Networking? Modern affinity groups! Social Networking is any application or website that links communities of people together through the ability to upload and share media such as photos, videos and bookmarks, blogs, or to message or link with friends, or to make new ones.

The World of Social Networking Changes Every Day!

Social Experience Must Match the Candidate Experience Your brand must be in line with your culture and your social efforts need to be consistent with your employment brand! The only way to attract, retain and repel is to be authentic and congruent.

The Future of Staffing… The future of staffing is social. Talented people in your industry are openly sharing their ideas, experiences, and insights online. It’s more important than ever to connect with people in the way they want to be connected with. The candidates in your talent pools are connecting with other influential people through social networks and online communities.

Recruitment Efforts Have Shifted to the Web • Businesses are spending less money on paid media (classifieds, display advertising and job fairs) • Recruiters use social media more aggressively to discover and learn about top candidates • Traditional recruiting tactics are getting crushed by social media As much as 60% - 70% of recruiting is now happening through social networks!

Today’s Employees Want Transparency • Candidate research • www. glassdoor. com • Cultural fit is key

Poll 1 Do you Google a potential candidate?

Goodbye desktop…. .

…Hello Smartphone More than half of consumers in the US, UK and China say they would substitute their Internet usage on a PC for a mobile device. Source: IBM Online Survey, October 2008 2012 sales of smartphones will exceed 700 million in the global market as compared to about 190 million in 2008. Moco. News. net, August 2008

Who Really Uses Linked. In? Source: Zoom. Sphere

Poll 2 Do you search a potential candidate’s Linked. In profile?

Who Really Uses Linked. In? Age of Users 11% 18 -24 25 -34 40% 31% 35 -54 over 55 Gender of users 53% 30 million male 47% 27 million female Source: Zoom. Sphere

Who Really Uses Linked. In? Company Size 6% 19% 58% 17% 10, 000 + 5, 001 -10, 000 1, 001 -5, 000 Less than 5, 000 Source: Zoom. Sphere

Who Really Uses Linked. In? Industry Higher Education 6% IT & Services 6% 19% 7% Financial Services Retail 8% 14% 8% 12% 9% 11% Computer Software Marketing & Advertising Health Care Telecommunications Insurance Oil & Energy Source: Zoom. Sphere

Sales vs. Human Resources: Use of Linked. In Recruiting is selling! How can we get the passive candidates? • 560, 000 visit the home page every day • 450 M pages are viewed, every week • 42 pages are browsed per member, every month Source: Vicenzo Cosenza, www. vincos. it

Social Media Frenzy A 2010 study by communications firm Burson-Marsteller found: • 65% of the largest global companies had Twitter accounts • 54% had Facebook fan pages • 50% had You. Tube video channels …and research firm Gartner predicts that by 2014, social media will have surpassed e-mail as the primary communication vehicle for a fifth of business users.

Countries That Are All A-Twitter

Poll 3 Are you tweeting out job openings on Twitter?

Twitter: The County Fair

Britney Spears Has Over 13 Million Followers!

This is NO Fairy Tale… Once upon a Twitter time at Yahoo! employee Emily West is one of the 1, 500 who lost her job. Emily updated her Twitter account throughout the whole ordeal just like Ryan Kuder did during Yahoo!'s February 2009 layoffs.

THERE ARE 206. 2 MILLION INTERNET USERS IN THE U. S. THAT MEANS 71. 2% OF THE U. S. WEB AUDIENCE IS ON FACEBOOK. ABOUT 70% OF THE FACEBOOK USERBASE RESIDES OUTSIDE THE U. S. A. Source: onlineschools. org

48% OF YOUNG AMERICANS SAID THEY FIND OUT ABOUT NEWS THROUGH FACEBOOK. A RECORD-BREAKING 750 MILLION PHOTOS WERE UPLOADED TO FACEBOOK OVER NEW YEAR’S WEEKEND. Source: onlineschools. org

How to Get Started With Social Media: Become an Observer but Understand What You’re Looking At • Watch and learn • Follow individuals • Follow companies • Leverage emerging technologies

Engagement is a Two-Way Street: You Must (or don’t bother starting) • Be timely • Be responsive • Be honest • Be transparent • Be personal • Be willing to dedicate resources to this approach!

Adopting Social Media as a strategy may be a Culture Shift: Are You Ready? Actions and Behavior of Executives What Leaders Pay Attention To What Gets Rewarded & What Gets Punished Allocation of Attention & Resources Culture

Start to Engage It’s all about the conversation!

Facebook Users are Passionate: Millions of Special Interest Groups 140, 834 members of a Nurse Group 16, 194 members

Keys to A Successful Facebook Recruiting Page Goals: • Ongoing relevant content generation Build relationships with talent • Strengthen your employment brand • Engage current employees to support the effort Seeking out fans Asking for input Careers Page Success Open dialogue Employee participation

Elements of a Facebook Page Should Engage Perspective Employees • “FANS” • Company Info • Candid Photos • Polls • “Day in the Life” • Videos • RSS • Corp. Responsibility/ Sustainability • Recruiter Photos

Scottsdale Healthcare Facebook Page

To Best Engage, Be Available Sodexo offers 16 ways for candidates to network with them. Very engaging!

Syndicate Your Opportunities

Next social site for business…

Encourage & Promote Executive Sponsorship

ROI of Social Networking: How can we track it? • Some companies see how it fits into their Green efforts • When is the last time you used a newspaper classified ad to conduct a candidate search? • Paperless processes • Live virtual Interviews and virtual career fairs

The Way We Interview Candidates is Forever Changing

Poll 4 Do you believe recruiting though social media is a good fit for your culture?

Building your Social Networks: How to Get Started • Decide on your corporate voice – who will it be and how will it be maintained? • Transparency and authenticity is paramount • Approach your social media guidelines with care • Get executive sponsorship • Monitor your “Social Footprint”

Create Social Media Guidelines • Focus on the “do’s” versus the “do not’s” • Guidelines rather than policies • Must align with corporate codes of conduct • Check your privacy policy • Keep your guidelines up to date

Debunking Risk It’s too risky and uncontrollable! • Social media interaction should be viewed no differently than existing collaboration models (email, meetings, etc) • • Identify top 5 -10 “worst case scenarios” and build contingencies Embrace and prepare for failure

Creating Rationale and Justification • • Focus on proficiency instead of technology “tools” or “platforms” • Synergy and unification vs. a silo build out Identify potential impact to all business units (marketing, service, HR, etc) It’s a fad…a waste of time…

Addressing ROI • • Tie social recruiting to the strategy and goals Keeping the “I” low will reduce the dependence on “R” Incremental vs. “Big Bang” An executive sponsor with clout and interest What’s the ROI?

It’s All About Charts and Graphs • Better measurable results will emerge as business needs for this information increase • Statistics and ROI will help determine how businesses grow or reduce social media staffs

ROI: The Cost of Using Social Media vs. Other Methods $$$ Free $$ Corporate Niche boards Micro sites Web advertisements

Still Think Social Media is a Fad? • http: //www. youtube. com/watch? v=x 0 Enh. Xn 5 bo. M • Search Youtube for “Social Media Revolution 3” (4: 15 version via Erik Qualman)

Questions? Lizz Pellet’s Contact information: lpellet@felixglobal. com Office: (714) 602 -9897 Direct: (480) 221 -9649 Invite me on Linked. In: www. linkedin. com/in/lizzpellet Follow me on Twitter: www. twitter. com/lizzpellet