How to harness the power of Facebook for sourcing and hiring great talent. MyParichay India's #1 Social Hiring Platform on Facebook

1. THE
ROLE
OF
FACEBOOK
IN
FINDING
AND
HIRING
GREAT
PEOPLE
WHAT
EVERY
EXECUTIVE
NEEDS
TO
KNOW
ABOUT
TALENT
SOURCING
AND
HIRING
TO
STAY
COMPETITIVE
Ranjan
Sinha
ranjans@summithrww.com

2. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
1) Social
hiring
methods
are
twice
more
effective
than
job
boards
and
consultants.
Employee’s
social
network
(employee
referrals)
and
referrals
generated
by
recruiters
talking
to
candidates
(candidate
referrals)
combined
generated
2
out
of
every
3
hires
for
the
top
employers1.
Social
Hiring
Applications
(SHAs)
are
built
on
social
media
platforms
like
Facebook,
that
provide
a
systematized
way
of
utilizing
the
Social
Graph2
of
employees
(employee
referral)
or
candidates
(candidate
referral)
to
source
and
hire
candidates.
2) Researchi
shows
top
employers
intend
to
further
increase
social
hiring
budgets
in
2012/13.
An
increasing
number
of
companies
are
prioritizing
this
spend
over
other
media
like
newspapers
and
job
boards.
The
HR
innovators
have
moved
from
this
being
experimentation
to
more
regular
spending.
Are
you
an
Innovator
or
Laggard?
3) Facebook
is
the
dominant
social
media
platform
in
India.
Facebook
has
35
million
active
profiles
in
India
and
is
4X
larger
than
LinkedIn
and
is
growing
100%
faster.
Social
Hiring
Applications
that
utilize
Facebook’s
social
graph
will
become
the
dominant
source
of
candidates
overtaking
many
job
boards
and
LinkedIn
in
size
by
end
of
2012 3 .
There
are
15X
more
business
software
applications
being
developed
on
Facebook
than
LinkedIn,
driven
primarily
by
the
technology
superiority
and
open
architecture
of
Facebook
platform.
Social
Hiring
Applications
like
MyParichay
developed
on
Facebook
keep
personal
and
professional
information
segregated
on
Facebook
giving
a
user
professional
1
Source:
Global
Talent
Metrics/PeopleMatters
Magazine
Social
Hiring
Survey
2011
2
The
Social
Graph
is
the
representation
of
our
relationships.
Today,
these
graphs
define
our
personal,
family,
or
business
communities
on
Facebook
3
MyParichay
-­‐
Facebook
based
SHA
adds
16,000
profiles
a
day
compared
to
9,000
new
profiles
on
Naukri

3. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
look
and
feel
environment
to
network
ensuring
privacy
and
confidentiality
of
a
career
related
communications.
4) Today
Facebook
is
the
#1
place
candidates
look
for
information
about
a
company
followed
by
company
career
sites
followed
by
Google.
Companies,
especially
those
that
hire
talent
between
the
age
of
19-­‐30,
need
to
invest
in
a
high
quality,
SHA
powered
Facebook
career
page.
Ideally
the
company
should
have
two
separate
Facebook
pages
–
one
focused
on
prospective
talent,
the
other
on
customers
and
prospects.
This
provides
for
more
focused
engagement
across
the
two
segments.
HR
should
be
responsible
for
the
Career
Facebook
page
while
marketing
should
own
the
Corporate
Facebook
page.
5) Smartphones,
driven
by
lower
device
prices
and
lower
cost
data
plans,
will
become
the
dominant
way
people
will
access
internet
and
social
media,
especially
from
work
where
companies
may
restrict
Facebook
access.
Already
India
has
overtaken
US
in
terms
of
percentage
usage
of
smartphones
to
access
the
Internet.
Companies
must
adopt
a
SHA
that
provides
secure,
quality
user
experience
that
is
seamlessly
integrated
between
the
mobile
application
and
the
desktop
application.
Recruiters
should
be
able
to
connect
and
network
with
candidates
on
their
smartphones
and
vice
versa.
6) SHA
will
become
the
platform
of
choice
for
candidates
passively
looking
for
a
job
as
SHAs
provide
higher
privacy
to
candidates
vs.
posting
resumes
on
job
boards.
Candidates
will
become
more
empowered
“customers”.
She/he
will
have
increased
access
to
jobs
and
more
“insider”
information
on
those
jobs,
salary
and
benefits.

4. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
7) 4
out
of
5
top
employers
in
India
are
“using”
social
media
to
recruit4.
Social
Hiring
is
fast
becoming
the
leading
source
for
talent,
eventually
will
supplant
traditional
job
board
model
and
consultants.
Most
leads
for
quality
candidates
will
come
from
your
employees
and
will
extend
beyond
your
employees
to
include
your
company’s
alumni,
your
employees’
and
your
alumni’s
“extended
social
network”
expanding
the
reach
of
your
company
by
100X.
8) Job
boards
will
have
to
reinvent
themselves
to
define
value
for
their
customers,
both
in
terms
of
quality
and
financial
cost.
Recruitment
companies
will
have
to
become
more
quality
focused
versus
throwing
resumes
at
clients
hoping
some
will
stick.
9) Companies
that
empower
their
Facebook
page
with
a
SHA
like
MyParichay™
and
their
employees
through
social
hiring
technology
and
exciting
referral
marketing
programs
and
rewards
will
provide
significant
advantage
to
their
HR
department
to
win
the
war
for
talent.
10) Companies
will
start
getting
rated
by
their
candidate
community
about
their
hiring
process
and
culture
compelling
them
to
manage
their
social
media
brand.
They
will
need
to
work
with
specialist
companies
who
can
help
them
manage
their
social
talent
brand
and
traffic.
EVOLUTION
OF
CANDIDATE
SOURCING
AND
HIRING
Until
1995
-­‐Recruitment
was
relatively
an
inefficient
market
where
companies
and
candidates
had
limited
access
to
complete
market
information
(Job
openings
4
Source:
Global
Talent
Metrics/PeopleMatters
Magazine
Social
Hiring
Survey
2011

5. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
and
candidates).
Candidates
relied
on
their
connectivity
with
one
or
two
recruiters
and
communicated
primarily
over
faxes
and
postal
mail
for
sharing
resumes.
Recruiters
maintained
rolodexes
of
candidates
and
having
a
Rolodex
of
300
resumes
was
considered
“large”.
Companies
ran
print
ads
and
waited
for
resumes
to
come
over
postal
mail
and
faxes.
Real
time
updating
of
jobs
and
resumes
was
impossible.
1995
–
2005-­‐
Internet,
browser
and
job
boards
commoditized
access
to
talent
and
job
opening
information
as
companies
and
candidates
uploaded
job
and
CVs
on
paid
job
boards
or
free
sites
like
Craigslist.
The
market
became
more
efficient
as
candidates
and
recruiters
could
access
job
and
candidate
information
in
real
time
and
connect
in
real
time
using
cell
phones
and
email.
While
technology
evolved
in
this
time
period,
the
approach
to
sourcing
and
hiring
stayed
pretty
much
the
same
-­‐
recruiters
relying
on
active
candidates
that
were
either
uploading
their
CVs
on
job
boards
or
hoping
for
candidates
to
respond
to
online
job
postings
or
print
ads
and
candidates
hoping
to
get
an
email
or
call
from
a
recruiter
who
searched
his
resume
on
a
job
board
vs.
a
rolodex
2005
and
the
2010
-­‐
The
emergence
of
Web
2.0
created
technology
that
started
revolutionizing
how
people
created
and
shared
information
across
wiki
networks
to
meet
their
business
and
social
research
needs
anytime
anywhere.
The
participants
of
the
network
produced/contributed
information
that
was
consumed
by
other
participants
of
the
network
for
mutual
benefit.
Based
on
this
simple
principle
Wikipedia
revolutionized
the
concept
of
encyclopedia.
LinkedIn
started
as
a
business
networking
platform
that
over
couple
of
years
morphed
into
a
powerful

6. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
tool
for
recruiters
to
connect
with
passive
candidates
and
do
effective
recruitment
research
to
find
name
and
titles.
THE
FUTURE
IS
SOCIAL
HIRING.
Employee
Referral
is
a
powerful
demonstration
of
“social
hiring”
concept
where
employers
are
leveraging
the
social
network
of
employees
to
find
high
quality
talent.
Social
Hiring
is
the
natural
progression
of
sourcing
and
hiring
where
majority
of
people
will
find
jobs
by
using
their
social
networks
of
friends
and
colleagues
and
their
friends
and
their
friends
to
get
introduced
to
employers.
Employers
will
find
talent
through
leads
being
generated
by
members
of
their
employees’
and
alumni’s’
social
media
network
for
mutual
benefit.
This
phenomenon
of
extended
referrals
is
going
to
gather
significant
steam
as
Social
Hiring
Applications
(SHAs)
like
MyParichay
(built
on
top
of
Facebook)
will
empower
employees,
individuals
and
recruiters
to
interact
in
total
privacy
on
Facebook.
Business/workflow
capabilities
will
allow
recruiters
to
use
it
as
a
powerful
business
tool
for
sourcing,
processing
candidates
and
hiring.
One
of
India’s
largest
IT/ITES
Company
has
16,000
of
their
employees
on
this
Social
Hiring
platform.
In
9
months,
the
employees
have
referred
84,000
candidates
from
their
social
network.
Now
these
84,000
candidates
are
referring
candidates
for
a
reward
using
the
platform
expanding
the
reach
for
candidates
by
over
5X
in
9
months.
In
a
recent
survey
of
companies
in
India,
85%
of
them
use
employee
referral
programs
to
find
people;
one
fourth
of
them
fill
more
than
30%
of
their
jobs
through
employee
referrals;
referred
employees
are
significantly
better
in
quality
than

7. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
candidates
sourced
through
job
boards
or
consultants;
and
70%
plan
to
step
up
their
investment
in
Social
Hiring
and
Social
Hiring
tools.
Applications
like
MyParichay
allow
companies
to
precisely
target
30
million
white
collar
workers
(growing
at
50%
annually)
to
promote
their
jobs
by
age,
employer,
city/town,
college,
degree
to
specific
candidate
groups
and
their
extended
social
network.
IGNORE
FACEBOOK
AND
MOBILE
AT
YOUR
OWN
PERIL
LinkedIn(((10(Million)( 35#44%yrs% Facebook((40(million)(
Number(of(Profiles((in(lacs(
8%%
300( 14#17%yrs%
0%%
14#17%yrs%
12%%
35#44%yrs%
200( 22%% 18#24%yrs%
36%% 25#34%yrs%
31%%
25#34%yrs%
100( 42%%
18#24%yrs%
49%%
0(
2007%
2009%
2010%
2011%
2008%
Age(( Facebook( LinkedIn(
14#17%yrs% 4.8%mil% 0.1%mil%
JOB%BOARD% FACEBOOK(
18#24%yrs% 20%mil% 3.6mil%
• Facebook%has%20%X%reach%of%Job%Boards% 25#34%yrs% 12%mil% 4.2%mil%
• 1%M%%acIve%users*%on%Naukri%
• 30%mil.%acIve%users%on%Facebook% 35#44%yrs% 3.2%mil% 2.2%mil%
Total% 35%mil% 10%%mil%
FACEBOOK(HAS(25(MILLION((MORE(PROFILES(IN(
PRIME(HIRING(AGE(THAN(NAUKRI(OR(LINKEDIN(
* Number of new resumes added in last 60 days.
Facebook
dominates
social
media
in
India,
in
terms
of
network
members
and
reach
across
all
age
groups,
richness
of
social
networking
features,
and
openness
of
platform
for
software
developers
and
is
Free.
These
attributes
have
made
Facebook

8. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
the
platform
of
choice
for
software
developers
who
are
building
15X
more
business
applications
on
Facebook
than
LinkedIn.
Companies
cannot
ignore
25
million
potential
talents
(Facebook
users
between
the
ages
of
18-­‐45)
who
are
on
Facebook
but
not
LinkedIn.
Companies
should
combine
LinkedIn
with
a
Facebook
based
Social
Hiring
Application
(SHA)
like
MyParichay
to
ensure
they
are
competitive
and
cost
effective
in
their
search
for
talent
and
hiring.
MyParichay
combines
the
professional
look
and
feel
of
LinkedIn
with
the
reach
of
40
million
users
on
Facebook
to
create
the
largest
network
of
potential
candidates
in
India.
On
an
average,
people
between
the
ages
of
18-­‐34
spend
more
time
on
Facebook
than
LinkedIn
and
log
in
300
days
in
a
year
compared
to
56
days
on
LinkedIn
in
a
year.
LinkedIn
is
also
finding
it
hard
to
attract
application
developers
to
write
quality
business
applications
on
their
platform
because
of
cost
and
API
limitations.
Tools
like
BranchOut
that
are
replicating
professional
networking
on
Facebook
put
more
pressure
on
LinkedIn.
In
a
May
2011
survey
of
800
companies
in
the
US,
more
employee
referrals
came
from
Facebook
than
Linked
In.
In
an
August
2011
survey,
60%
of
India’s
top
300
private
sector
employers
were
using
Facebook
for
hiring.
Social
Hiring
Applications
(SHAs)
applications
are
optimized
for
social
sourcing
and
hiring.
Some
of
the
key
features
that
transform
the
underlying
Facebook
into
a
powerful
business
tool
are:
a) Privacy
-­‐
the
ability
for
individuals
to
communicate,
refer
and
get
referred
by
their
friends
in
complete
private,
secure
and
business
professional
fashion.
Ability
to
find
jobs
without
posting
your
resume
on
a
job
board.

9. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
b) Mutual
Benefit
and
Good
Karma
-­‐
You
help
people
find
jobs
and
get
cash
compensation.
c) Community
Feedback
-­‐
Ability
to
get
valuable
information
about
the
job,
company
and
candidate
from
a
trusted
talent
community.
d) Professional
Information
-­‐
Feature
to
capture
business
and
professional
information
to
help
match
people
and
jobs.
Coupled
with
a
powerful
relevance
algorithm
to
filter
candidates
by
relevance
and
availability.
Search
for
jobs
across
companies,
receive
inside
information
about
companies
and
jobs.
e) Simple
but
effective
recruiter
backend
for
process
management
-­‐
It
allows
HR
to
post
and
manage
jobs
and
referral
awards
through
a
simple
but
powerful
web
backend.
SOCIAL
MEDIA
APPLICATION
CATEGORIES
There
are
four
classes
of
applications
being
developed
or
available
in
the
marketplace
that
leverage
the
Facebook
network.
I
have
categorized
and
ranked
them
based
on
their
innovation
to
leverage
the
network
and
ability
to
transform
candidate
sourcing
and
hiring
in
India
a) Social
Hiring
Applications
-­‐
e.g.
myParichay
(
www.myparichay.in)
These
are
the
most
powerful
and
impactful
category
of
applications
that
create
a
new
mechanism
for
finding
people
and
jobs
by
leveraging
extended
network
and
will
be
accretive
to
a
company’s
current
tools.
They
have
the
ability
to
rapidly
engage
with
a
very
large
relevant
network
in
a
cost
effective
fashion
to
transform
candidate
sourcing
just
like
job
boards
did
10
years
ago.
They
are
feature
rich
and
incorporate
most
of
the
features
of
the
other
product
categories.
b) Job
Board
with
Facebook
Skin
-­‐
CareerBuilder
has
launched
an
application
that
allows
employees
to
post
jobs
on
the
wall
of
their
friends.
It
is
a
rudimentary
application
that
can
broadcast
jobs
on
walls
of
friends
and
colleagues.
Facebook
users
have
been
reluctant
to
adopt
such
applications
that
start
“spamming”
their
personal
wall
with
job
postings.

10. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
c) Job
Boards
on
Facebook
–
Beknown
from
Monster
have
created
a
Facebook
application
that
allows
users
to
use
Monster
through
their
Facebook
account.
It
is
not
a
social
hiring
tool
but
provides
access
to
Monster
while
you
are
logged
into
Facebook,
eliminating
the
need
to
log
into
Monster
in
a
separate
window.
****************************************************************************
How$is$your$company$changing$its$investment$on$$candidate$recrui5ng$sources$in$2012$compared$to$2012?$
Changes$in$Investement$on$Recrui5ng$Sources$
Spending$More$ No$Change$ Spending$Less$ Don’t$Know$NA$
Job$Boards$ 60%$ 5%$ 5%$
Campus$Recruitment$ 60%$ 10%$
Consultants$ 20%$ 60%$
Corporate$Careers$Site$ 60%$ 30%$ 5%$ 5%$
Social$Networks$ 55%$ 40%$ 5%$
60%$
Direct$Sourcing$ 25%$ 10%$ 5%$
Internal$Transfers$ 50%$ 5%$ 10%$
65%$
Employee$Referrals$ 35%$
Which%of%these%are%true%about%hires%from%social%media%and%referrals%compared%to%other%sources?%
Fit%with%company%culture%and%values%is%
be8er%
Dura7on%of%employment%is%longer%
Recrui7ng%process%is%shorter%
Manager%sa7sfac7on%is%higher%
Time%to%produc7vity%is%shorter% SOCIAL'HIRING'GENERATES'BEST'QUALITY'
EMPLOYEES'AFTER'INTERNAL'TRANSFERS.'
JOB'BOARDS'ARE'RATED'WORST'AT'PAR'
Qualifica7ons%are%be8er% WITH'CONSULTANTS'

11. THE
ROLE
OF
SOCIAL
MEDIA
IN
FINDING
AND
HIRING
GREAT
PEOPLE
Ranjan
Sinha
has
founded
and
directed
number
of
award
winning
internet
companies
and
service
companies
in
India
and
the
USA.
Ranjan
sits
on
boards
and
advisory
boards
of
high
growth
human
resource
companies
focused
on
transforming
HR
and
talent
supply
chain
in
India.
Ranjan
founded
Summit
HR
with
the
vision
of
helping
CEOs
and
their
teams
win
the
war
for
talent.
Summit
HR
is
recognized
as
the
Top
HR
Outsourcing
Company
by
The
Wall
Street
Journal®,
International
Association
of
Outsourcing
Professionals,
The
Gartner
Group
and
Fortune®
magazine.
Ranjan
was
selected
as
the
“HR
Outsourcing
Superstar’
numerous
times
by
HR
Outsourcing
Today
magazine
for
his
pioneering
contributions
to
the
HR
Outsourcing
industry
in
the
US
and
India.
He
is
a
frequent
speaker
on
various
industry
panels
on
Social
Media
in
HR,
Talent
Management,
Hiring
Risk
Management
and
HR
Outsourcing.
He
is
widely
quoted
in
leading
business
newspapers
and
magazines.
He
writes
column
for
The
Financial
Express,
has
written
numerous
articles
on
use
of
psychometric
tools
for
improved
hiring
and
Six
Sigma
applications
in
HR
and
Talent
Supply
Chain
Management.
Ranjan
serves
on
the
board
of
Summit
HR
Worldwide
Inc.,
Global
Talent
Management,
Greenwich
Capital
Venture
Corporation
and
is
an
advisory
board
member
of
Peoplestrong.
Ranjan
“commutes”
between
India
and
California.
He
is
a
member
of
the
Young
Presidents
Organization
(YPO)
Northern
California
Chapter.
Ranjan
is
currently
pursuing
a
Ph.D
degree
in
industrial
psychology
from
University
of
Utrecht,
Netherlands.
Ranjan
has
a
Masters
Degree
from
The
Wharton
School
of
Business
and
a
MBA
from
the
Indian
Institute
of
Management,
Bangalore.
He
has
a
B.
Tech
from
the
Indian
Institute
of
Technology,
Roorkee.
i
Peoplematter
Global
Talent
Metrics
2012/11
Study
of
Top
Employers