The presentation I delivered for Forum3 to a selection of different charities, on how to look at using social media for recruiting employees, volunteers and advocates.

1. Using Social Media For
Recruitment In
Non-Profits
Presented by
Andy Headworth
Sirona Consulting
24th November 2011

2. Belief is a powerful tool

3. Andy Headworth
• Established in 2003
• Consult about recruitment
• Strategy
• Process
• Online Recruitment
• Social Recruiting
• Corporates and Recruiters
• Published author of “Smart Social
Media Recruitment Strategies”
Blogs

4. The non-profit challenge
1. Recruiting staff or volunteers
Need
2. Improving your employer brand
3. Hiring staff more effectively N S
1. Little or no budget S
Problem
N
2. Talent
3. Time/resources

5. Can Social Media Help?

6. Social media IS mainstream – TV Adverts

7. YouTube is in EVERY house

8. The reality........
“We have lots and lots of people, what we’re missing is talent.”
Kristen Weirick
Global Leader of Recruiting, Employer
Branding and Onboarding at Cargill

9. Video time 

10. The World Has Gone Social

11. The Social UK
2.5m 7m
15m
30m
58% of UK white collar
workers are on LinkedIn =7m
September 2011

12. Find and be found

13. Candidate expectations have changes
“If you wish to
persuade me, you
must think my
thoughts, feel my
feelings, and speak
my words”
Cicero 80BC

14. What the job seekers are saying…..

15. Take note employers

16. Change
Companies have learned how to pick them

17. They don’t have to send you a CV to be a candidate!

18. Adding a social layer doesn’t have to be complex

19. Corporates Vs Non-Profits

20. People work for you because they are........

21. Why social media for recruitment?
 Positioning the brand
 Transparency and authenticity of brand
 Aids values based recruitment
 Reduce candidate acquisition costs
 Create own recruitment communities
 Increasing candidate applications
 Positioning within your target markets
 Extend the reach of your brand
 Different channels of engagement
 Raising quality of hires
 Candidate sourcing
 Career site traffic

22. Social recruiting confusion
Blogs

23. The Starting Point
Objectives Audience
Keywords

24. The mis-conception
Wrong!

25. Social recruiting is ALL about ENGAGEMENT
Facebook is about YOUR Fans
Twitter is about YOUR Followers
Blogs are about YOUR Readers
YouTube is about YOUR Subscribers
Give them content that is valuable to
THEM and the platform they are on

26. Social recruiting has implications
Content Time
Control
Conversation Resource
Quality
Feedback Guidelines

27. A Social Recruiting strategy is needed
1. Ready for the commitment?
2. Listen – Brand; Reputation; Sentiment
3. Define objectives & internal guidelines
4. Platforms | Tools | Voice
5. People & Plan
6. Training
7. Time management
8. Measurement – ROI
9. Monitoring
10. Ongoing digital awareness

28. Listening is important

29. It is what people say about your brand.....

30. Reputation is EVERYTHING
Charity Name
Website address
Products
Key people
Competitors
Keywords/phrases
Response Timely Courteous Aware Pro-active Off-line

31. Many different levels of sentiment measuring tools
££££
££
£free
Many Different Levels of Measuring Tools

32. Use YOUR values to recruit
Blogs
Networks WILL already exist
Current employees
Alumni
Patrons
Advocates
Potential employees

33. A starting point

34. LinkedIn
Keywords 100% Do what it says on the tin
Profile
People Companies Skills Updates Boolean Flip
Search
People Companies Updates Groups
Follow
Personal Company Groups Jobs
Updates
Community Network Jobs Engagement X-Ray
Groups

35. Twitter
 Researching
 Sourcing
 Tracking
 Engaging
 Communicating
 Informing
 Learning
 Recruiting

36. Finding people on Twitter
Fastest growing group on
Twitter is 18-34 year-olds
=45%
2nd Fastest is the
35-49 year-olds =24%
#hashtags

37. Facebook
• Forget the concept of a social network
• It is a content management platform and you are the publishers
• Give them something to ‘like’ ........ not a page full of jobs!!
• Engagement – videos; photos & text in that order!
• Create a jobs tab using

38. Managing Social

39. ROI - depends on your level
Source: Jeremiah Owyang

40. How do you communicate with your candidates?
Remember Cicero ?
 Tweet
 Direct Message
 Message
 Facetime
 Chat
 Message; Circles
 Huddle; Hangout
 Message
 Company updates
 Inmail
“If you wish to persuade
 Message
me, you must think my  Audio Skype
thoughts, feel my feelings,  Video Skype
and speak my words”  RSS Feeds

42. Questions?
www.sironaconsulting.com
andy.headworth@sironaconsulting.com
01903 206249 / 07788 726019
blog.sironaconsulting.com
linkedin.com/in/andyheadworth
twitter.com/andyheadworth
facebook.com/sironaconsulting