shrm 2013 social recruiting
TRANSCRIPT
Social Recruiting Power to the People
#shrm13 @mattkaisersd
“Social is no longer a niche method of consuming content,
its now the dominant way people discover information…” - Jonah Peretti, BuzzFeed CEO and co-founder
Social Media Presence › Six of the twelve most visited websites are social
› Social networking sites now reach over 80% of the world’s online
population (1B+ users)
› 87% of the Fortune 100 now use social media – Twitter is most popular
› 21% of the world’s internet population are using Twitter every month
› Fastest growing social networking countries are in APAC
› 40M+ LinkedIn members in APAC
› By 2017, India is projected to be the country with the most Facebook
users at 277.8 million
› China is home to six of the world’s top ten social networks
› Companies that blog have 55% more website visitors
› 70% of brands ignore complaints on Twitter
› 40% of people spend more time socializing online
than they do face-to-face
› 24% of people have missed witnessing important
moments because they are too busy trying to write
about them on social networks
Facebook: 1B+ (80%)
LinkedIn: 225M+ (60%)
Twitter: 250M+ (65%)
Interesting Facts…
Social Media Usage
Over 60% of
U.S. Internet users
have a social
networking profile
Social Media Usage
70% of people
trust brand
recommendations
Social Media Usage
10% of people
trust advertising
92% of people
will share online
content with their
friends via social
networks
Social Media Usage
“47% of employees say
that a company’s online reputation
matters as much as the job offer.” - Spherion survey, March 2013
Challenges
Time Requirements
• Very time-intensive
• Lack of internal resource time
Budget Constraints
• Limited budgets
• “The Economy” = conservative spending
Unproven Tactics
• Requires expertise and approval
• The necessary waste of experimentation
Benefits
Source Passive Candidates
• Targeted Demographic
• Unique vehicles
Cultivate Candidate Relationships
• Build an engaged candidate pipeline
• Be a resource
Monitor and Build Your Brand
• Learn what’s being said about you
• “Guide” the conversation and create viral marketing
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Planning...
›Set goals
›Solidify your personal brand
›Develop social media guidelines
›Think mobile
›Build and communicate your brand
“Why Choose You?
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CAPITALS
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Our Process
(1) Research
(2) Results
(3) Message
(4)
Share
(5)
Measure › Employee focus groups
› Internal and external survey
› Cross section of business
› Varying tenure
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CAPITALS
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A fast paced environment that supports and facilitates personal growth and development.
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CAPITALS
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CAPITALS
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“The best approach is to not try to write things that will go viral. No, the best approach is to write for just one person. Make an impact on just one person. Even better, make it so they can't sleep that night unless they choose to make a difference for just one other person by sharing your message with them. The rest will take care of itself.”
- Seth Godin
225,000,000+ registered members (as of May 2013)
7M+
Canada
77M+
USA
12M+
Brazil
4.2M+
Australia
50M+
Europe
20M+
India
2M+
South Africa
0.6M+
Hong Kong
2.0M+
Indonesia
1.5M+
Philippines
1.2M+
Malaysia
1.0M+
Singapore
0.8M+
Japan 3.1M+
China
0.8M+
New Zealand
4M+
Spain
4M+
Italy 5M+
France
11M+
UK
3M+
Netherlands
2M+
Turkey
41M+
APAC
“Your Facebook ID quite simply will be your gateway to the digital world. We think that if you can build one worldwide platform where you can just type in anyone’s name, find the person you’re looking for, and communicate with them, that’s a really valuable system to be building.” -Mark Zuckerberg
B
“What’s next?
Normal 24-Month Social Marketing Timeline
Months 1-3: Brand Presence
• Create profiles
• Implement brand image
• Announce presence
Months 3-12: Candidate / Employee Engagement
• Increase follower base
• Monitor brand, industry, niche
• Communicate with employees and candidates
Months 6-24: ROI Focus
• Assess goals / achievements
• Address areas for improvement
• Identify additional metrics
“It’s about offering something of value,
creating movements that build over time, engaging with passionate fans
and giving them the tools to influence others.”
-Ad Age
Anyone Can Be Found on Social Media in 12 Hours…
Thank You!
About.me/mattjkaiser