Vlerick hr seminar social media 25 nov 2011__final

Social Media in Recruiting .
Personal perspective of a (semi-)believer

Jurgen Moenaert
Head of Recruiting – Deloitte Belgium

Vlerick HR Seminar
25 Nov 2011

Objectives of today

Interactive session - Sharing experience - Discover some novelties

Look for common ground (or key differences)

Open (y)our view - trigger some thoughts (or even actions ?)

What today is certainly not :

Full-scope Social Media Training

Deloitte promo-session

Me trying to convince you

1 Copyright © 2011 Deloitte Development LLC. All rights reserved.

Please take out your mobile phone


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sms = free


Question : Who has already participated to a
Social Media training or info-session in 2011 ?

• Multiple events Send 1
• 1 training Send 2
• 1 info-session Send 3
• None Send 4
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Results : Who has already participated to a
Social Media training or info-session in 2011 ?
Outcome HR Alumni
Seminar Voting

• Multiple events Send 1 8%
• 1 training Send 2 5%
• 1 info-session Send 3 28%
• None Send 4
59%


Proposed agenda

• Setting the scene

• Social media as strategic differentiator ?

• Time for a reality check

• Some (useful ;-) tips for the road


Social Media and Recruitment @ Deloitte
Vision Scope

Sourcing / Recruitment

Junior hires Experienced hires

Approximately 300 young A growing number of
graduates per year, from experienced hires
University or Highschool per year

Channels Our Approach

Recruitment
Brochures
Events Career
Website
Social media has many Emails to
touch points with other candidates Social
recruitment channels and Media Search
media. The sum of these engines
conversations results into Employee
connections Job
the candidate’s
and referrals boards
experience.
and ads


Social Media and Recruitment

Recruitment trends

Recruitment yesterday Recruitment tomorrow

• Employer has a job opening • Jobs found almost exclusively online
• Employers post job ads on job boards& • Organisations focus on Employment
career website Branding
• Job seekers visit job boards • Syndication of information – multiple
• Job seekers apply for job by submitting a CV channels to find jobs and many touch points
• Employer reviews CV building the experience
• Employer conduct interviews • Rich media – video, audio via hi-speed
• Employer offers a job broadband, wifi & mobile devices
• Reverse’ candidate driven recruitment –
advertising people, rather than advertising
jobs
• Happens through Networking – referral-
based recruitment via groups, alumni and
communities of interest
• Influencing people is key so that they talk
(positively) about you

Social (Interactive,
Reactive recruitment
conversational) recruitment


Social Media and Recruitment

Capabilities of social media for recruitment

• A touch point is every occasion where candidates give a share of
his/her attention to an employer brand.
• Social media have increased dramatically the number of potential touch
EMPLOYER CANDIDATE points between employer and candidates.

TOUCHPOINT

Create brand awareness Interact & Select &
Source & Inform Converse Secure


Proposed agenda






Question : Who works for an organization
that has a Social Media Strategy ?

• We have a social media strategy,
and I know the highlights Send 1

but I am not really into it Send 2

• We do not have a social media
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strategy (as far as I know ;-) Send 3


Results: Who works for an organization
that has a Social Media Strategy ?
Outcome HR Alumni
• We have a social media strategy, Seminar Voting

and I know the highlights Send 1 31%

but I am not really into it Send 2 18%

• We do not have a social media
strategy (as far as I know ;-) Send 3 51%


•…


#1 - Segmentation


Different channels with different levels of “Social Adoption”


#2 - Implementation


Measuring = Knowing


#3 - Critical mass

© 2010 Deloitte Touche Tohmatsu


But … you might run into a wall of resistance !

1

“People will start talking about us”

“No influence on what our own employees
are saying about us”

“It is just another hype”

“It will lead to inproductivity”

“It’s compromising our privacy”
“If I do not have an extensive social network, I will
not be able to create awareness via social media”

“I doubt the fact that people will read my updates
because an overload of information supply exist”
2

20 0 Copyright © 2011 Deloitte Development LLC. All rights reserved.

fear of the unknown

2

Proposed agenda






User-generated Content @ Deloitte Netherlands


Direct interaction tools @ Deloitte Netherlands
Hyves + Website
Application for job orientation
- The Carriere Cocktail Bar of Deloitte
NL is an animated application, where
visitors can answer three questions
regarding their job preferences
(location, sector and mathematics) by
mixing a cocktail. When finished, the
participant gets a job proposition
matching his choices and a link to the
career page of Deloitte NL.

Webchat
- Through the webchat, implemented on
the career site of Deloitte NL, a
potential candidate can participate in a
private chat with recruiters, who are
currently online.
- If another way to communicate is
desired, contact information is
provided next to the recruiters profile.

Multi-channel aproach @ Deloitte US

Facebook
• Page to ask questions directly to
recuiters
• Recruiters profile with easy contact-me
• Poll
• Employee testimonials (static)

LinkedIn Career
- The career tab gives the opportunity
for additional content, featured
recruiters, polls and links, which
Deloitte global explores to its extend
to distinguish itself from other
companies.

Live video streaming @ Deloitte New Zealand

Facebook
- Live video dates with employees, to who
users can ask questions
- The live program of Deloitte NZ consists of a
live video stream, where changing employees
answer the posted questions of their
audience during pre-scheduled sessions.


Focus on brand awareness & interaction @ Deloitte BE


Linkedin : some personal investment is needed …

Grow your network
Feed your network
Use your network


… but clearly supported by company-driven initiatives !


Question : Who has a Twitter account
and uses it regularly ?

• I have a Twitter account
and use it daily Send 1

and use it weekly Send 2

but never use it Send 3
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• I have no Twitter account Send 4


Question : Who has a Twitter account
and uses it regularly ?
Outcome HR Alumni
• I have a Twitter account Seminar Voting

and use it daily Send 1 2%

and use it weekly Send 2 7%

but never use it Send 3 7%

• I have no Twitter account Send 4 83%


Twitter @ Deloitte BE : slowly (but steadily) taking off …


Question : Who uses social media as extra
profile check during the recruiting process ?

• We use it consistently for profile
checks of our candidates Send 1

• We use it on ad-hoc basis for
proifile checks (in case of doubt) Send 2

• We never use social media for
profile checks of candidates Send 3
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No results as voting
did not occur (timing ;-)
• I don’t know if we use this Send 4


Proposed agenda






Tip #1 : QR codes for info-sharing + to generate traffic

Which info can be behind ?
URL, SMS, Email, Contact
details, Phone, Event, Locati
on, Wifi, Full Text


Tip #2 : Measure your influence with Klout score


Question : Who has adapted the security settings
of their personal Facebook page ?

• I have a Facebook account and
adapted my security settings Send 1

• I have a Facebook account and
did not adapt my security settings Send 2

• I do not have a Facebook account Send 3 8863
No results as voting
did not occur (timing ;-)


Tip #3 : Think about security settings in Facebook


Tip #4 : Tweetdeck as platform to keep the overview


Tip #5 : Bitly to shorten your URL


Tip #6 : Some useful extra features on Linkedin


Tip #6 : Some useful extra features on Linkedin

http://inmaps.linkedinlabs.com/network


Tip #7 : interesting articles on Future of Recruiting
The core philosophy of Recruitment 3.0:
• Not everyone is looking for a job
• Everyone is a potential candidate or brand
ambassador
• Employment brand is pivotal to your success in
talent acquisition
• People are looking for interaction with people,
not faceless, bureaucratic companies
• You are not in control of what people are saying
• Building relationships and communities is key
• Recruitment is (and probably stays ;-) boring


Tip #8 : What seems to be an interesting book


And as closure for today…
an example of successful social media campaign in NL


Any further questions or remarks .
… for this (semi-)believer

Jurgen Moenaert
Head of Recruiting – Deloitte Belgium

Vlerick HR Seminar
25 Nov 2011

Vlerick hr seminar social media 25 nov 2011__final

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