mining social networks for greater employee referrals
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ERE Webinar from 1/23/2011 presented by John Zappe.TRANSCRIPT
Mining Social Networks for Greater Employee Referrals
An ERE Webinar Presented by John Zappe
Contributing Editor / ERE Media
January 26, 2011
John Zappe Contributing Editor / ERE Media
Territory We’ll Cover Today
► Social media essentials Who’s online and where are they
► Employee referral programs – Why? ► ERP & Social Media
Goals Expectations
► Emerging practices ► Resources
John Zappe Contributing Editor / ERE Media
In the old days
John Zappe Contributing Editor / ERE Media
What do we see today?
John Zappe Contributing Editor / ERE Media
A best practice
John Zappe Contributing Editor / ERE Media
One more thing
John Zappe Contributing Editor / ERE Media
What’s the difference?
► 1,914 likes ► 29 posts from visitors
– since 1/1 ► 2 recruiter initiated
posts; 26 recruiter responses – since 1/1
► 116 members ► 0 posts from
members – ever! ► 8 recruiter posts in
6 months
John Zappe Contributing Editor / ERE Media
The significance - Engagement
The lesson – Relevant content
John Zappe Contributing Editor / ERE Media
Average age of social media users
44.9 38.4 28.4 31.8 39.1 40.4
John Zappe Contributing Editor / ERE Media
Demographic breakdown
John Zappe Contributing Editor / ERE Media
Some data points
► 178: Average number of connections (total) ► 80-100: Typical number of LinkedIn 1st degree connections ► 130: Average number of Facebook friends. ► 4-7: Number of “friends” Facebook users regularly interact with
The average male Facebook user with >500 friends:
► Leaves comments on 17 friends’ photos, status updates, or wall
► Messages or chats with 10 friends
John Zappe Contributing Editor / ERE Media
Employee referrals produce results
John Zappe Contributing Editor / ERE Media
WHAT IS ‘EFFECTIVE?’
► Hires made for $ spent
► Offers ► Candidate
quality
John Zappe Contributing Editor / ERE Media
Source effectiveness
John Zappe Contributing Editor / ERE Media
Why employee referrals?
► Cost of hire is lower ► Quality of candidates is generally
better ► Retention is enhanced ► Adds quality passive candidates
to the pipeline
John Zappe Contributing Editor / ERE Media
What makes this so?
TRUST The employee is vouching for the referral. Their own reputation is on the line.
Retention is reinforced by friends working together.
John Zappe Contributing Editor / ERE Media
Using social media to further employee referrals is a hybrid of the traditional “trusted associate” model.
John Zappe Contributing Editor / ERE Media
Two sides of social media ERP
► Combing through the multiple connections of participating employees.
► Gain access via permissions, APIs, widgets
► Receiving resumes and apps from referrals
► Recommendations from employees
Hunting Gathering
John Zappe Contributing Editor / ERE Media
Emerging practices: Invite Employees
► Opt-in ► Email notices
Jobvites
► Widgets SmartPost – Hodes
Group
► Simple submission pages
► Closed and open groups
► Maintain contact / report results
John Zappe Contributing Editor / ERE Media
Sign-ups / submissions
John Zappe Contributing Editor / ERE Media
Sign-ups / submissions
John Zappe Contributing Editor / ERE Media
Widgets / Job Distribution
John Zappe Contributing Editor / ERE Media
Job Distribution
John Zappe Contributing Editor / ERE Media
Create groups
John Zappe Contributing Editor / ERE Media
Emerging practices: Cast wide the net ► Fan pages / sites
Facebook for fans LinkedIn company profiles & groups
► Target by site type / demographic ► Wide job distribution
Twitter Company pages should have a careers tab
► Matching to manage the hunt
John Zappe Contributing Editor / ERE Media
Careers pages
John Zappe Contributing Editor / ERE Media
Company pages
John Zappe Contributing Editor / ERE Media
Building the talent pool
John Zappe Contributing Editor / ERE Media
Targeting
John Zappe Contributing Editor / ERE Media
Targeting
John Zappe Contributing Editor / ERE Media
Emerging Best Practices
Sean Broderick Vice President, Strategy & Business Development Bernard HODES Group
► Target and match candidates and jobs
► Trust – Generally devolves from participation in a social community
► Selectively communicate Avoid job spamming
John Zappe Contributing Editor / ERE Media
Emerging Best Practices
Tim Keefe VP of Enterprise Talent Acquisition and Deployment CH2M Hill
► Open communication “The more you do social media, the more you
encounter the negatives.”
► Create and use referral fields in the ATS
► Director level and above = personal and fast contact
► Reference forms include a referral and sign-up link.
► CRM for regular contact with hot ERP candidates
John Zappe Contributing Editor / ERE Media
Emerging Best Practices
Peter Weddle Author, consultant Weddle’s
► Seek family connections Create pages / groups just for families and
make opportunities available there
► Leverage your ATS database Invite participation; work groups or skills
John Zappe Contributing Editor / ERE Media
Emerging Best Practices
Gerry Crispin Principal CareerXroads
► Suggest to job seekers what methods they could use to find employee referrals
► List top 10 schools of employees, communities they live in, military branches, organizations they belong to, etc.
► Share openly/publicly the percentage of hires filled via referrals Tivo’s storytelling
John Zappe Contributing Editor / ERE Media
Report results
John Zappe Contributing Editor / ERE Media
Emerging practices
► Encourage employee opt-in How it works; Privacy Program value; not just bonuses Report results; storytelling
► Don’t spam – 2x a month is about right
► Distribute jobs broadly, not indiscriminately Twitter hashtags or profiles Match jobs / candidates Create groups for targeting Make it easy for employees to post
jobs and distribute them.
► Build the brand -- Content is King Create fan pages / profiles Regularly update; respond promptly Expect negative comments /
Consider them feedback ► Leverage all opportunities
Reference check opt-in Family / relatives connections Alumni and retiree sites
► Build talent communities Communicate with them regularly