keith social
DESCRIPTION
Presentation I gave at the Recruiters United Confrence in Utrecht - Sept 2010TRANSCRIPT
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.
