How Social Media has revolutionized Talent Acquisition! LWHRA 2013 Symposium - 5 Trends

1. How Does Social Media
Revolutionize Talent Acquisition?
Jessica Lagala Young
TMP Worldwide

2. Social Media Use In Recruitment
 Five Trends:
1. Personalization
2. Transparency
3. Not Just HR
4. Marketing
5. Sharing
 How to get Started

3. Social Media Use In Recruitment
 Five Trends:
1. Personalization
2. Transparency
3. Not Just HR
4. Marketing
5. Sharing
 How to get Started
But first some Statistics…..

4. • 1 billion Facebook global profiles
• U.S. Internet users spend more time on Facebook than any other web brand
• Twitter has over 200 million active global users
• Google+ has over 135 million active users
• LinkedIn has 200 million global profiles
• YouTube is the 2nd largest search engine after Google
• Pinterest reached 10 million users faster than any other standalone site in U.S.
history

5. Source: WSJ Jan 2012, PCMag & Morrison Foerster Dec 2012

6. Social Media and Finding Jobs
• 18.4 million Americans said Facebook got them their job
• 8 million Americans said Twitter got them their job
• 10.2 million Americans said LinkedIn got them their job
Source: Bullhorn Media 2012

7. What Companies Are Doing
Of companies surveyed:
• 45% use Twitter to Find Talent
• 80% use LinkedIn
• 50% use Facebook
50% of companies plan to invest more in
social recruiting
Source: CareerEnlightenment.com 2011
RemarkableHire 2012

8. Source: Jobvite (2012)
Up from 89% in 2011 and 83% in 2010

9. Source: Jobvite (2012)

10. Source: Jobvite (2012)

11. 1. Personalization
• Connecting with candidates and employees
• Creating communities
• Having conversations

12. Personalization

13. Engage Employees on Pinterest
• Rocket Clicks: Get to know the staff – Introductions
• Red Door: Share perfect Office Visions

14. Job Matching with Social Profiles

15. 2. Transparency
• Less stuffy look at your organization
• Breaking down barriers
• Using blogs
• Pinterest
• SlideShare

16. YouTube
• Second Largest Search Engine
• Show culture instead of writing about it
• Testimonials
• Work-Life Balance
• Company activities

17. A Look Inside - No Matter What!

18. Pinterest Examples
Project manage THIS! #job - #work at tmp
•
http://jobsattmp.com/new-york-jobs
The work environment & Job Description visually
• Hashtags
• Links
Our new conference room for the bigwigs
- #work at tmp
http://jobsattmp.com/new-york-jobs
Want to eat #lunch with me? #work at tmp
http://jobsattmp.com/new-york-jobs

20. SlideShare
Overview
• Share/view presentations on any topic
• Largest professional “Sharing site”
• 50,000 slideshows uploaded weekly
• Average time on site – 8 minutes
• 28 million unique visitors per month
How to Use
• Showcase company expertise on topics
• Show internal thinking
• Marketing materials
• Share content virally
• SEO
• LinkedIn Integration

21. 3. Not Just HR
• All kinds of referrals & sources
• Influencers on Brand
• Social ERPs

22. There‟s a Conversation Happening
XYZ has such great
potential but they are too
slow to adapt and change.
The career path is very
limited or non-existent.
Outside hires are treated
better.
Low pace of innovation and
creative development
Good work culture
and environment.
Even with so less experience,
they gave me a fair chance to
express my ideas.
- Given a lot of opportunities to
grow myself both technical and
non-technical.
- Flexible hours, very
appreciative management.

23. Influencers
• Who is talking about you?
• Who is leading the discussion about your product/technology/industry?

24. Showcase EVP
Use your employees!
• Develop a social media policy (rules)
• Develop a social media guide (tips and suggestions)
• Encourage uploads
• Ask questions
• Share networks and connect with employees
• Employee Referral Programs – with a social component

25. 4. Marketing
• What are the monthly priorities in Marketing?
• Create Themes
• Employer Brand showcase
• Who is creating what is out there?
• Content Sourcing

26. Content Sourcing
• Calendar – Partner with Marketing for messaging
• Listen - What is being said, respond appropriately
• Measure – What kind of posts are successful?

27. Regular Posting
8am
2pm
Share News story
Share Job
2pm
Comment
Event 8am
9am
Announcement 2pm Share News story 2pm
Share Job
Share Content Office Highlight
Employee Shout
Out
8am Work 2pm
2pm 2pm
Share Job Accomplishment Share News story
Office Highlight Post Photo
Employee Shout 2pm
Out Comment
2pm 2pm 4pm Work Employee Shout
Post Photo Share News story Share Job Accomplishment Out
2pm 2pm
Comment Share News story
1pm Event 8am
2pm 2pm
Job Seeker Tip Announcement Share Job
In the Community Share News story
2pm 2pm
Office Highlight Comment

28. Dedicated Posting
Share News story Share Job Employee Shout Out
Comment Industry News Share News story Share Content
Employee Shout Out Work Accomplishment Share News story
Share News story Event Announcement Comment Work Accomplishment
Industry News Share News story Comment
Office Highlight Share Job Comment Post Photo
Share Job Office Highlight Share Job
In the Community Employee Shout Out Share Job
Post Photo Share News story Event Announcement Comment
Share Job Share News story Job Seeker Tip

29. 5. Sharing
• Pushing out the Employee Value Proposition
• Work-Life Balance
• Viral Campaigns
• Referrals

30. Literally SHARE
Share buttons are Free!
• Benefits page
• Each job posting
• Company awards, events & news
• Mobile Career site

31. Enticing „Shareable‟ Content Larger Stories
Use site Features
• Star and Hide Stories
Milestones
• Milestones
• Pinned posts
• Hide content of lesser quality
• Reduce clutter
Starred Stories
• Can Drive to Tab Content
• Larger Stories
• Expanded Photo/Video/Link view

32. Now What?

33. A Social Recruitment Strategy
• Is a marathon not a sprint – needs long term commitment
• Integrates with other parts of your recruitment strategy: career site, employee
referral program, media plan, etc.
• Requirements: Resources, time, technology, planning and measurement
• Must be Measured

34. Considerations for Getting Started
• Establishing and communicating Social Media Policy
• Establishing and defining organizational objectives and goals
• Understanding target audiences using social media
• Crafting the game plan & deciding on platforms
• Train and generate awareness among key stakeholder groups
• Content, Content, Content
• Execution & Monitoring
• Metrics and ROI

35. Choose the social platforms that best fit your strategy:
Personal Professional
Referrals Active Seekers, Higher Level
Interest SEO Visual
Current, Hourly Male, Students/Tech Female

37. Start With Your Social Media Policy
and
Consider the Five Trends…
Personalization
Transparency
Not Just HR
Marketing
Sharing

38. Summary: Recruitment Storytelling
Job Seekers are looking more and more for how a company or job fits in their life:
• Career Growth
• Work-life balance
• Fun & friendly
For Example:
• Images of the office and fun events on Pinterest, Facebook, Twitter
• Augmented reality apps about what is inside the office/campus
• Maps showing gyms, daycare and public transportation nearby
• Custom “fit finders” to match jobs to user‟s personal history and attributes
Showcasing Culture is Key – Social Media can do that!
• Make it Appealing
• Personalize it
• Consider its Viral potential

39. Social Media allows for conversations on a personal level. It can help
showcase a company inside and out – with full transparency. When
speaking to candidates all aspects of the organization can now be seen and
heard – it is no longer just HR’s voice.
Collaboration with Marketing can help develop social content and help
create a robust EVP that employees and non-employees want to
share.

40. Thank You!
Jessica Lagala Young
jessica.young@tmp.com
Twitter: @JArdonLa