recruiting with social media
DESCRIPTION
Recruiting with Web 2.0TRANSCRIPT
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Today’s Host ‐@jjbuss
Jason BussAmeriprise Financial
VP, Talent Acquisition & Diversity#recruit
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Agenda:
‐ Why Transform Your Recruiting Budget
‐ Web 2.0 Projects & Results To Date
‐ Estimated Web 2.0 Budgets & Transformation
‐ Measuring Effectiveness & Results Achieved
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Pre Web
The Talent ShiftWeb 1.0
August 2009CareerBuilder.com24 Million VisitorsSource: comScore Media Metrix
August 2009Google.com226 Million “Job” SearchesSource: Google Adwords
Web 2.0
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Career Site
Benefits
Culture
Diversity
College
About Us
Search Jobs
ATS Req Management Job Search
ApplicantsReporting
Marketing
Paid Job Boards
Job Distributors
Print & Offline
Niche Boards
Campaigns
Events
Sourcing Tools
Email Marketing
Micro Sites
Resume Search
Spending $$$With Each Job
Not Recycling OrRemarketing To Candidates
No Search Engine Traffic
No Web 2.0 ToolsOr RSS/XML Feeds
Minimal Reporting
Not Capturing PassivesOr Brand / Future Interest
Not Driving Employee / Viral Referrals
Minimal/Manual Social Network Recruiting
Old RecruitingModel
$ $ $ $ $
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Why Web 2.0?
300,000,000 Million “Job” Searches Per Month
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Why Web 2.0?
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Why Web 2.0?
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Why Web 2.0?
1.5 MillionNing Communities
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Why Web 2.0?
4 Billion SMSMessages Sent Daily
Hire Me Now!
Recruiters Everywhere
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Why Web 2.0?
1 Billion VideosViewed Per Day
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Why Web 2.0?
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Why Web 2.0?
Latest LinkedIn Facts• LinkedIn has over 48 million members in over 200
countries and territories around the world.• A new member joins LinkedIn approximately
every second, and about half of our members are outside the U.S.
• Executives from all Fortune 500 companies are LinkedIn members.
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Post Apply(Employees & Alumni)
Expanding Your Reach & Engagement
• Apply
• Email Subscribe/Job Alerts• Join Talent Community• RSS Subscribe• Follow On Twitter• Join Linked In Group• Become A Fan/Facebook• Join Private Community
• No Capture Tools• Recruiter Contact
• CRM Capture
• Apply
• Recruiter Manually Driven
• Job Alerts/RSS/Tweets• Repeat Visitors/Applicants• Referral Email Agents• Social Sharing With Friends• Social Profile Applications• Group/Fan Involvement
Web 1.0
Web 2.0
Passive Candidates65% to 75% Of Market
ActiveCandidates
90% Of Career Site Visitors
30%to 50% IncreaseIn Referral &
Repeat Visitors
50% Fall Off
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Web 2.0 Projects / Areas To Consider
Search Engine Marketing(SEO & SEM)
Social & Professional Networks(Facebook, Twitter, LinkedIn)
Job Aggregators(Sponsored Feeds/PPC)
Building Talent Community(Email Capture & Marketing)
Social Media(YouTube, Flicker, Skype, Blogs)
Career Site (RSS Feeds, Site Widgets)
Web 2.0 Metrics / Measurement Platform
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Search Engine Optimization & Marketing
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Search Engine Optimization & Marketing
• Approximately Google 33,000 Searches Monthly For “Financial Advisor Jobs”• Current SEO Efforts Driving ~1,800 Targeted Candidates Per Month• Roughly 5% Conversion Rate Of Search To Visitor Ratio (Very Good)
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Social & Professional Networks
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Social Media Marketing
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Social Network Marketing
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Social Network Marketing
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Career Site Enhancements
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Career Site Enhancements
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Building Your Talent Community
Capture Passive
Candidates
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Automates Job Marketing
Cultivates Your Talent Community
Bill [email protected] AnalystChicago, IL
Jane [email protected] DeveloperMinneapolis, MN
Stan [email protected] ManagerBoston, MA
Leslie [email protected] TesterSan Diego, CA
Jodi [email protected] DesignAustin, TX
Jeff [email protected] AdminPortland, OR
Your Career Site
Job Title:Business Analyst
Location:Chicago, IL
Keywords:Project ManagerSharepoint
Job Title:Business Analyst
Location:Chicago, IL
Keywords:Project ManagerSharepoint
Job Title:Business Analyst
Location:Chicago, IL
Keywords:Project ManagerSharepoint
Finds Matching Members
Emails Job Alert
Drives Them To Site
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Automates Job Marketing
• Fully Automated• Candidate Controlled• Branded To Company• Full Bounce Handling• All Results Tracked
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Social Media Marketing
Financial Advisor Careers @ Ameriprise
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Job Aggregators (Sponsored Feeds)
Sponsored Area Of Sites
Direct Feeds To Career Site
• Budget $20 per job per month for sponsored / hard to fill jobs• Drive direct to branded / measurable version of your jobs – versus ATS view• Watch for job‐jacking, and competitor keyword targeting
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Agenda:
Web 2.0 Budget Estimates & Transition Planning
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Beware Of Sacred Cows
Print Ads
Job Boards
Headhunters
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Setting Up Pilot Programs
• Identify Early Adopter Hiring Managers/Groups
• Benchmark Pilots Against Traditional Programs
• Avoid Anecdotal Data If Possible
• Set Reasonable Expectations
• Get Internal Champions To Share Excitement
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Budget SuggestionsProject/Pilot Suggested Budget Possible Budget Areas
Search Engine Optimization (SEO)
$50K ‐ $100K(Annually)
• Job Board/Resume Subscriptions• Headhunter/Agency Fees• Career Site Makeover/Marketing
SEM/Pay‐Per‐Click $5K ‐ $20K(Per Campaign)
• Job Board Subscriptions• Offline Media Costs• Diversity Budgets• Job Fairs & Events
Social Networks
Facebook: ‐ Fan Pages: $10K ‐ $20K‐Ads: $5K ‐ $10K (Per Campaign)
‐ Job Search Tools: $5K‐$10K
• Career Site / Employer Branding• Job Board / Resume Search• Headhunter/Agency Fees• Business Unit Hiring Budgets• Campus Recruiting
LinkedIn Groups: Recruiter/Time • Job Board Subscriptions
Twitter: $3K ‐ $5K • Campaigns / Business Unit $$
Social Monitoring: $5K ‐ $10K • PR / Marketing /Employer Brand
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Budget Suggestions
Project/Pilot Suggested Budget Possible Budget Areas
Job Aggregators(Sponsored Feeds)
• $10K ‐ $20K Per Site• $20 Per Job Per Mo
• Job Board Fees• Job Distribution Fees
Social Media • Video/Picture Production• Skype Video Interviews
• Job Boards & Resume Search• Sourcing Subscriptions Tools• Candidate Travel Fees
Talent Community • $10K‐$20K • Job Board Fees / Resume Search• Employee Communications• Recruiter Headcount• Internal Mobility / Retention• Employee Referral Fees• CRM / Email Marketing
Career Site Tools & Upgrades(Job Search & Social Sharing)
• $10K ‐ $25K • Career Web Site Marketing• ATS Upgrade Costs• Recruiter & Manager Training
Measurement Platform & Tools • Free to $10K • Job Distribution Costs• % Of Each Campaign• ATS Reporting Costs
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Agenda:
Measuring Effectiveness & Results Achieved
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Drive Efficiency And Cost Savings
Web Analytics:• Shows Visitors:‐ Person Level‐ By Referrer/Talent Type
• Keywords (By Referrer)• Campaigns (Person Level)• Apply Starts (CRM/Referring Sources)
• Geographical (By Type)• Time/Date (By Type)• Search/Social Footprint
ATS System:• Completed Applicants• Apply Sources‐ Dynamically Set By Jobs2Web‐ All Online Sources
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SEO Pilot Results
• Started in 2007, for 6 months
• Search engine traffic went from 2.2% to 11.3%
• Visitor to candidate conversion doubled
• Career Site ROI tripled
• Time on site went from average of 3 minutes to 8
• Site traffic and leads increased by 300%
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Year 1:100% Spend
Job Boards & Print65%
Headhunters 10%
Referrals 15%
Sourcing 10%
Year 2:80% Needed
Job Boards & Print30%
Headhunters 5%
Referrals 20%
Sourcing 10%
Social Networks 5%
Direct Hires 20%(SEO & SEM)
Year 3:60% Needed
Job Boards & Print 10%
Referrals 30%
Headhunting/Sourcing 10%
Direct Hires 30%(Search Engines, Career Site)
Social Networks 10%
Drive Efficiency And Cost Savings
Talent Community 10%
Talent Community 10%
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Closing Thoughts
• Connect with Jason@jjbuss
facebook.com/jasonbuss
linkedin.com/in/jbuss
TheTalentBuzz.com
• Continue the Conversation– twitter
• #hci
• @jjbuss
– TheTalentBuzz.com
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Q&A
Jason BussAmeriprise Financial
VP, Talent Acquisition & Diversity