This document discusses how social media has changed diversity recruiting and the social graph. It notes that while social networking and recruiting are not new concepts, the medium has shifted online which has changed how information is accessed, shared, and how job seekers from diverse backgrounds can connect. It highlights challenges like identifying and qualifying candidates from diverse backgrounds online due to limited data and potential for discrimination. The document also provides an overview of key social networks for recruiting diverse candidates and notes that effective social media recruiting for diversity requires focusing efforts on the networks where diverse communities engage.

1. DIVERSITY RECRUITING AND THE SOCIAL
GRAPH
Ananda Chakravarty
March 2012
HR/Benefits Sector Meeting
Dallas, TX

2. • Social Networking (Soh-shuhl Net-wur-king) n.
Engagement with a community of shared
interest
• This really isn’t new…

3. NO OFFENSE TO AUSSIES…
VIDEO – Foster Miller Beer Commercial –
Social Networking

4. Social Recruiting (Soh-shuhl ri-kroot-ing) n. To
engage in finding and attracting employees, new
members, students, athletes, etc. specifically through
social media or social networking sites online.
Also not new…

5. SOCIAL RECRUITING – FRIENDS?
VIDEO – 2008 IBM 826 Friends Commercial –
Social Recruiting

6. So what IS new? What’s changed?
∇ Offline to Online
∇ Recruitment and Sourcing
Information
∇ Job Seekers and Diversity
Experiences

7. Offline to Online?
∇Medium
∇Adoption
∇Distribution

8. Recruitment and Sourcing Information
∇Accessible
∇Searchable
∇Messy - Incomplete, inconsistent, and
multisourced

9. Job Seekers & Diversity Experiences
∇Previously unknown connections are known
∇Establishing connectivity is instant
∇Connections are typically weaker

10. THE ONLINE EXPERIENCE…IS DIFFERENT
VIDEO – Daily Beast, Parody of Online-Offline
experience on social media networks

11. SOCIAL NETWORKING
∇ The Strength of Weak Ties - Mark Granovetter (Stanford Sociology Prof., 1974)
∇ Weak ties are more effective than strong ones in finding a job
∇ Strong ties already saturate and overlap individual’s other strong ties
∇ Weak ties expand the network to new networks through key nodes
∇ Groups usually tie together based on a small set of interests (even a single interest)
∇ Social capital is key, and the driver is Trust
∇ Minorities have their own groups and ‘shared interest’ is their culture
You’re only as strong as your weakest link!

12. THE SOCIAL GRAPH

13. COMPLEXITY – VISUALIZATION…

14. SOCIAL RECRUITING 2008
• http://www.youtube.com/watch_popup?v=obCHKPYHuhA&vq=medium
• http://www.youtube.com/watch_popup?v=ruKn0lpDlGs&vq=medium
• http://www.youtube.com/watch_popup?v=O8g3AFnT_Hk&vq=medium

15. THE DIVERSITY DEMOGRAPHIC
ONLINE STATISTICS ON THE DIVERSE WORKFORCE AND COMMUNITY
1. 2012 Bureau of Labor Statistics, US Department of Labor, CPS and Pew Hispanic Internet Data 2011

16. CHALLENGES FOR DIVERSITY ONLINE
• Identification
∇ Self defined (non-obvious)
∇ Candidates don’t associate with their classification
∇ Multi-racial, Multi-ethnic, challenging for accurate segmentation
∇ Limited data collection
∇ Photos common and automatically discriminates, style over substance
Yes, that’s a PhD, do
you people just not
get it?!

17. CHALLENGES FOR DIVERSITY ONLINE
• Qualification
∇ Self-identified (as in a resume)
∇ Social media groups are easy to join/unjoin, small number of members participate regularly
∇ ALL online recommendations at a personal level are positive (different for corporate), does
not qualify candidates (except maybe for Biz Dev/Sales)
∇ Education and work experience details collected may be across long periods of time or not
collected (e.g. FB, Google+, etc.)
∇ Inherent discrimination through data collection of:
∇ Older people
∇ Less active users of social media, again style over substance
∇ Privacy constraints are recent, impacts qualification
∇ Metrics are not easily available across the key hiring factors:
∇ Quality of Hire
∇ Time to Fill
∇ Cost of Hire

18. THE DYNAMIC SOCIAL GRAPH & TIMELINE
A long time ago…, well…less than 20 years...an internet eternity
The World Wide Web is
2.3B Users launched, W3C Consortium
formed for the internet
1. March 2012 compilation: Sources: Wikipedia, Facebook.com, YouTube.com, Twitter.com, Quantcast, Alexa

19. White Black Asian Latino Other Age >44 Male Female
18.5MM UV Trend of Print to Digital
2.2MM Users becomes pronounced
0.01MM UV First Professional
0.5MM Users Networking Site
0.1MM UV Reached user base of
8.2MM Users 115MM users globally
121MM UV 27% of users earn six
150MM Users figure salaries
13MM UV Valued at $12B, sold
for $35MM
139MM UV
850MM Users 6.3MM sites link to FB
16MM UV Largest socnet site
100MM Users reaching African
Americans
17.5MM UV Rejected Google buyout
for $900MM

20. White Black Asian Latino Other Age >44 Male Female
4B Videos streamed
160MM UV
daily
Accessed regularly in
22MM UV 12 languages
59MM UV in US Largest Q&A Site
100MM UV Total today - crowdsourcing
90.1MM UV 30MM tweets daily
300MM Users
Breaks out FB’s social
into professional and
social
3.2MM UV Fastest site to break
12MM Users 10MM Uvs < 5 months
4.9MM UV
High Growth rate,
100MM Users
100MM in 6 months
185MM UV on
Google

21. THE SOCIAL GRAPH – DIVERSITY NICHE
NOTE: THIS IS NOT ALL INCLUSIVE, BUT CONTAINS KEY RECRUITING FOCUSED SOCIAL NETWORKING PLAYERS
1MM+ Hispanic/Latino Professional Users
105 Historically Black Colleges & Universities Linked
Over 22MM Registered Users (primarily African
American)
Deep connections to the US Wounded Warrior
Programs and Hire a Hero programs
16MM+ Uvs, largest US Based exclusively
Hispanic/Latino Ad Network
Recently launched African American professionals
site

22. SOCIAL MEDIA EXPERTS
< 6 years Social Media expertise really starts around 2006
< 4 years Solid business models for Social media have been around
since 2008
< 2 years Effective social recruiting has been around since 2010
1. Dilbert.com Cartoon - courtesy use only.

23. RECRUITING EXPERTISE IN SOCIAL MEDIA
• Some concerns to keep in mind:
∇ Almost 70% of members in a social media group are Inactive
∇ FB Usage is typically strongest across personal networks –
friends and relatives – not professional
∇ Recruiting, Social presence, Branding online has enormous
costs in Time & $$
∇ Certain jobs are not suitable for social media
∇ High volatility of sites - fast up, fast down – e.g. Myspace
∇ Mobile technology is coming and may overwhelm online social
networking – esp. in diversity
∇ Certain sites are more in tune with specific groups, targeting
is critical
∇ Exclusivity on sites (or positions) can be characterized as
discriminatory and non-compliant
∇ Over 23,000 currently open job positions with “Social Media”
in the title – low-balling this at $50k , these jobs are valued at
$1.1B annually1.
1. March 2012 statistical snapshot Indeed.com, Monster.com

24. EMPLOYMENT BRANDING IS THE BUSINESS
SOCIAL MEDIA FOR DIVERSITY
∇ Employment branding is the key asset opportunity for Social Media
∇ Diverse communities have just begun the process on the social networks
∇ Focus on where the diverse community works and plays, don’t drive them to you (but
let them if they want)
∇ Broadcasting will be hit or miss
∇ Agencies rely on Comscore/Quantcast ratings, which have poor correlation with high
diverse traffic sites – Non-diversity sites are relative, and diversity site data are
wrong.
∇ Diversity Branding must be FACT to successfully build brand presence
∇ Functional, Authentic, Collaborative, Targeted

25. THANK YOU!
@achakravarty
http://www.linkedin.com/in/anandachakravarty
Views presented are those of the author only and do not reflect the position or
views of any organization. This document’s sole purpose is educational.