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Presentation I gave at the Recruiters United Confrence in Utrecht - Sept 2010

TRANSCRIPT

There is no such thing as Social Media

Recruitment…..

But there is Social Mediaand

there are Social Recruiters

Sex Pistols Link

What do these have in common?

The picture was part of an art movement called “Social Realism”

The Sex Pistols had a DIY attitude and started a movement

The Flip is a tool for reflecting real “Social Recruiting”

The mobile is about Engagement

Keith Robinson (Me)• 10 Years in print publishing Ad Director and Publisher.

• Founded leading UK HR Magazine Personnel Today 1988.

• 10 Years Media Director and Director of two leading UK Advertising Agencies – Barkers and EuroRSCG Riley.

• 1999 – Joined Totaljobs COO.

• 2006 – to date: build things!! Today 2 sites:www.Careersiteadvisor.com and

www.jobsiteadvisor.com

plus two weekly newsletters Recruitment Media Monday

and The Buzz

• 4 Kids, house in France and love life and this industry

A Changing and Challenging World.

The Last 15 Years:

1992 First Job Board – Online Career Center1994 Monster launches1996 Jobserve launched in UK1997 First Career site1999 Totaljobs Launched.2000 Google Launched2003 NVB launched2004 Facebook, Hyves and The Ladders Launched2005 Jobster starts the “referral boom”2006 LinkedIn Launched…2008 Social Starts to gain traction in Recruitment2009 Monster Goes Matching2010 Mobile Recruitment Apps launched

But sometimes we forget “what we never doubted

before”.

The Recruitment Media Landscape

External:- Print- Job Boards- Social Media- Mobile- Radio- TV- Outdoor

The Recruitment Media Landscape

Internal:

- Career Site- Your blogs- Facebook Group- Staff LinkedIn Profile & Your LinkedIn Page- Referral Program

But these are mediums and media channels

BUT the first questions are….?

Who is our target audience?

Who is our target audience?

Are they looking for a job?

Are they looking for a job?

Where are they looking?

Where are they looking?

How do I want to “communicate” with

them

How do I want to “communicate” with

them

Am I going to find them? or do I want them to find

me?

Am I going to find them? or do I want them to find

me?

Is this a one-off hiring or will I need to find “lots of

people?”

Is this a one-off hiring or will I need to find “lots of

people?”

These questions need an answer

Why?

Because the answers dictate your potential choice of media usage

So what is “Social Media”?

Like any other…

But

The audience generates the content which is then read by others

And

It facilitates communication and interaction

So what is “Social Media”?

It can be/you can be…Global and LocalMedium and ToolPersonal and CorporateAmateur and ProfessionalActive or Passive

BUTIt still a media channel that has an

audience / community

How can you use it?

You can

- Push an Advertisement/Message

- Search for a Candidate

- Build & Engage with a Community

- Distribute your content

How you use Social Media will be dictated by your “Recruitment

Strategy”

• You need a recruitment strategy and the first

questions should be …

– How many hires do I expect to make this year and

in two years time?

– What type of people will I be hiring?

– How much am I spending currently to do this

(include time)?

– What are my key recruiting drivers – quality, time,

cost etc …to hire?

When to use social media- My take

• Single postings at targeted audiences – Low cost, Targeted can deliver good ROI

• Large volume Recruiters – both post and engage

• Single Senior or “hard to fill” or niche positions – Source/Search

• “Volume” niche or “hard to fill” positions – Engage and Targeted Posts

Who should use social media?

• Any staffing firm as a “Brand Positioner”• Niche search and selection firm in the

“hard to fill sector”• Global/Multi National Employer• Organisations with minimum 100+ hires –

but with at least 50+ “hard to fill” positions• Fast growing SME’s in niche/specialist

areas – IT, Pharam, Engineering, etc.

Is the Employer Brand Relevant today with “social media”?

Yes, but not in the way we used to do it

Is the Employer Brand Relevant today with “social media”?

• Your Brand today is defined by what is

said internally and externally about:

– your organisation

– your products

– your services

It is the collective DNA of your company

Can You Manage Your Employer Brand

Yes, but it’s about:

– Great Management

– Shared vision

– Empowerment

– Engagement

– Authenticity

Can you build a EVP

Absolutely….

• It’s about listening and responding

• It’s about transparency and trusting the “collective positivity”

• It’s about Realism not corporatism

• It’s about trust and faith

What do you need to build an authentic Social attraction strategy.

Assuming we are NOT talking about “sourcing” you need….

Content and not just “user generated”.You need to;- Segment your community- Aggregate your content.- Curate/Edit your content.- Re distribute your content- Act on content that is “user generated”.Social media is a content strategy you become a

“publisher”

Social Realism

User’s of social want authenticity

The tools of the trade.

Any social recruiting strategy needs the support of technology.

Content distribution.

Content Distribution

Lots of tools but can you;

• Publish to social networks

• Video integration

• Chat with candidates

• Real-time notifications

Mobile

• 5 bn users.• Will overtake the PC as point of access to web by

2014.• 79% of Facebook user access via a mobile (Pew)• 6% of Jobsite traffic via mobile + more than Bing

and Yahoo combined.• 120m iPhone OS devices• Online recruitment = Mobile

Mobile RecruitmentApps and Mobile websites with features such as…

• Job search• Push notifications / alerts• High level brand engagement• Social integration including Facebook & Twitter• Mapping and location searches• Apply via Mobile• Save jobs, save search etc.

Mobile is becoming the job seeker research tool

Source, Search and Check Technology

Jobvite

Jobs2Web

Branchout

Airs

Checkster

A “Social Recruiter”

What is it?

Debate……

Summary

- Define your recruitment strategy.

- How many hires will you need to make over the next 3 years.

- What is your cost per hire goal.

- Look at each channel/media and make “rational” assets.

- Do I want a post, engagement, sourcing or all three approach.

Summary

- How will I distribute my content – posts, video, copy etc.

- How will I create or aggregate my content.

- Who handles “engagement” who handles sourcing.

Who does all of this?

A Community Recruitment Engagement Manager

Great Blogs with Useful Advice

www.ere.netwww.recruitingblogs.comwww.fistfulloftalent.comwww.jobsiteadvisor.comwww.morecnews.comPlus a great Slideshare presentation –

Social Media – Managing the RiskAnd finally sign up for my weekly newsletter –Recruitment Media MondayThe Buzz.

Thank You

Keith Robinson

Email Keith@careersiteadvisor.com

Twitter Siteadvisor.

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