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IRS Help Wanted - Recruitment 2.0

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Jaqi Ross(IRS, Manager Media Branch) presented June 29, 2010 during the ALA 2010 Annual Conference in Washington DC at "Connecting with the Feds: Social Media, Collaboration, and Transparency"

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IRS Help Wanted - Recruitment 2.0

  1. 1. Help Wanted! Recruitment 2.0
  2. 2. Agenda <ul><li>Old media, meet new media </li></ul><ul><li>Our mission, in action </li></ul><ul><li>Lessons for success </li></ul>
  3. 7. <ul><li>Information was broadcast from a single source </li></ul><ul><li>To reach more listeners, sources had to get louder </li></ul><ul><li>The louder they became, the more inclined listeners were to block out the noise </li></ul>The Old Way
  4. 8. Web > Broadcast <ul><li>Broadcast model </li></ul><ul><li>understates the </li></ul><ul><li>potential of web </li></ul><ul><li>communications </li></ul><ul><li>Web is a network , </li></ul><ul><li>not a channel </li></ul><ul><ul><li>“Many to many” vs. “one to many” relationships </li></ul></ul><ul><li>Audiences talk to each other and self organize </li></ul><ul><ul><li>Power is held by everyone </li></ul></ul>
  5. 9. The New Way <ul><li>Create media content using highly accessible and scalable publishing techniques </li></ul><ul><li>Distribute media content through social interaction </li></ul><ul><li>Transform people into content producers instead of content consumers </li></ul><ul><li>Leverage the power of authentic human conversation </li></ul><ul><li>Our job is to improve interactions between our agency and the public, attracting the best talent </li></ul>
  6. 10. The New Way <ul><li>Information spreads fluidly among trusted sources </li></ul><ul><li>Social media is like a garden trellis </li></ul><ul><ul><li>Trellis doesn't control how vines grow, but gets them where they've got to go </li></ul></ul><ul><ul><li>There's no way to fully control a grassroots conversation, but you can plant a trellis in the ground </li></ul></ul><ul><li>Social media isn’t a new thing – it’s a new way of doing old things </li></ul>
  7. 11. Why now? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
  8. 16. Y Now! <ul><li>More than 50% of the world’s population is younger than 30 </li></ul><ul><li>Generation Y </li></ul><ul><ul><li>Digital, connected, social </li></ul></ul><ul><ul><li>Challenging </li></ul></ul><ul><ul><li>Scarce </li></ul></ul><ul><ul><li>Transformational </li></ul></ul>
  9. 17. people globally trust the recommendations of people they know 9 in 10
  10. 18. visit Twitter each month 75 million 50 million tweets each day
  11. 19. of global online users have created a social network profile 58% 400 M on Facebook alone Tops Google for weekly traffic in the US
  12. 20. Search is the New Shelf Space, Front Page and Homepage Used Search Other Used SEARCH last Month to Find Product Used SEARCH last Month to Find Recommendation 85% 15% Used Search Other 51% 49%
  13. 21. 38 years 13 years 4 years Years to reach 50 million users
  14. 22. Facebook added 200+ million users in less than a year The fastest growing segment on Facebook is 55-65 year old females
  15. 24. Our Mission, In Action <ul><li>Many tools are available </li></ul><ul><li>New tools emerge frequently </li></ul><ul><li>Lines between tools are often blurry </li></ul><ul><li>Tools change, but the role social media plays remains consistent </li></ul><ul><ul><li>Connect </li></ul></ul><ul><ul><li>Curate </li></ul></ul><ul><ul><li>Contribute </li></ul></ul>
  16. 25. Connect with Social Media <ul><li>Develop and maintain two way relationships and form interwoven social networks </li></ul>
  17. 26. 900+ Fans
  18. 27. Curate with Social Media <ul><li>Tag and share content, and build online experiences relevant to users’ interests or needs </li></ul>
  19. 28. <ul><li>3 accounts, 970+ followers </li></ul><ul><ul><li>RecruitmentIRS </li></ul></ul><ul><ul><li>IRSCareers </li></ul></ul><ul><ul><li>JobDog59 </li></ul></ul>
  20. 29. Hashtags add value!
  21. 33. Contribute with Social Media <ul><li>Create, add and share media, content or conversations </li></ul># @ lol RT
  22. 36. http://www.youtube.com/user/irsvideos Playlist: Working at the IRS
  23. 38. “ Skittles got stuck in my mouth while I was driving, forced me to slam into orphanage, killing hundreds. I’ll never eat them again.”
  24. 39. Lessons for Success <ul><li>Develop a social media strategy </li></ul><ul><ul><li>Provide insight into the existing media landscape surrounding your organization or a specific topic </li></ul></ul><ul><ul><li>Organize workflow for effective engagement </li></ul></ul><ul><ul><li>Go beyond “social media for social media’s sake” by leveraging tested approaches </li></ul></ul><ul><ul><li>Educate stakeholders and partners </li></ul></ul><ul><ul><li>Set goals and measure results </li></ul></ul><ul><ul><li>Adapt strategy as needed after evaluating strengths and weaknesses </li></ul></ul>
  25. 40. “ Strategery” <ul><li>Obama administration creating unprecedented level of openness in government by establishing a system of transparency, public participation and collaboration </li></ul><ul><li>Open Government Directive Dec. 8, 2009 </li></ul><ul><ul><li>Requires executive departments and agencies to take steps: </li></ul></ul><ul><ul><ul><li>Publish government information online </li></ul></ul></ul><ul><ul><ul><li>Improve the quality of government information </li></ul></ul></ul><ul><ul><ul><li>Create and institutionalize a culture of open government </li></ul></ul></ul><ul><ul><ul><li>Create an enabling policy framework for open government </li></ul></ul></ul>Aneesh Chopra Federal Chief Technology Officer of the United States
  26. 41. “ Strategery” <ul><li>White House describes relationship between CIO and CTO: </li></ul><ul><ul><li>CIO will use IT to transform the ways in which government does business </li></ul></ul><ul><ul><li>CTO will develop national strategies for using advanced technologies to transform our economy and our society, such as fostering private sector innovation, reducing administrative costs and medical errors using health IT, and using technology to change the way teachers teach and students learn. </li></ul></ul><ul><li>Kundra is working to ensure that federal CIOs advance agendas that </li></ul><ul><ul><li>Embrace open government </li></ul></ul><ul><ul><li>Revolutionize technology in the public sector </li></ul></ul><ul><ul><li>Reject the view that the public sector has to lag behind the private sector </li></ul></ul>Vivek Kundra Federal Chief Information Officer of the United States
  27. 42. Lessons for Success <ul><li>Educate yourself </li></ul><ul><ul><li>GSA social media agreements </li></ul></ul><ul><ul><li>Social media user demographics </li></ul></ul><ul><ul><li>Government directives </li></ul></ul><ul><ul><li>Emerging tools </li></ul></ul>
  28. 43. Lessons for Success <ul><li>Build a deep network </li></ul><ul><ul><li>Professional </li></ul></ul><ul><ul><ul><li>Customers, supporters, media </li></ul></ul></ul><ul><ul><li>Peer </li></ul></ul><ul><ul><ul><li>Coworkers, colleagues, industry experts </li></ul></ul></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><ul><li>Family, friends, neighbors </li></ul></ul></ul>Flickr facebook YouTube Twitter SecondLife LinkedIn
  29. 44. Three Key Rules <ul><li>Listen intently </li></ul><ul><li>Reach out authentically </li></ul><ul><li>Participate consistently </li></ul>
  30. 45. Help Wanted! Recruitment 2.0 [email_address] 202.622.8221
  31. 47. IRO Recruiter Measures *Data as of 9/15/2009 Working on automatic matching and instant report access. Can currently track hires touched back to recruiter/event. Total number of hires touched by a recruiter Timeliness Working on automatic matching and instant report access. Can currently track applicants touched back to recruiter/event. Total number of applicants touched by a recruiter Number of projected hires listed for mission critical occupations and other occupations targeted by recruiters for in-person recruitment. Total hires targeted for in-person touch Candidates touched by recruiter at event or referred by recruiter. Total candidates touched by a recruiter Definition Measure
  32. 48. IRO Recruiter Measures *Data as of 9/15/2009 Under development with OPM survey, pursing new question on the percent satisfaction with recruiting. Percentage of managers satisfied Quality and Fit Of those that applied that were touched by recruiter, what percent were hired. Hires touched divided by applicants touched. Hire to apply ratio From WPM new hire on-board survey question 8 (overall I had a positive experience with my recruiter), % of those new hires satisfied with recruiting using 5 point scale with percent responding with a 4 or 5. Percentage of new hires satisfied Of the positions targeted by recruiters, what percent hired were touched by a recruiter. Hires touched divided by positions targeted by recruiters at in person events. Hire recruiter conversion rate Of the candidates touched, what percent applied successfully (qualified). Applicants touched divided by candidates touched. Applicant recruiter conversion rate Definition Measure
  33. 49. Recruitment Related Measures Source of recruitment from applicant survey data. Employee Referral, Print, Internet, Job Fair, Recruiter, other Percentage by source of recruitment versus goal For internet marketing, total cost of marketing impressions (ads, etc) divided by total number of click throughs to USAJOBS.gov (WebTrends). Average total value score Number of visitors that clicked through from an advertisement or our site to USAJOBS.gov Click through rate Number of unique visitors to jobs.irs.gov. Can provide breakdown from IRS.gov, user typed url, Google, hot jobs, IRS web banners, Yahoo, all other sources. Number of unique web visits Cost of all marketing (impressions) for banner ads, internet, media, print ads Advertising costs Adds all costs for travel and events for all recruiters and program managers completing targeted recruitment events (veterans, disabled, etc) divided by the number of hires touched by recruiter. Recruiter spend/hire Total cost for travel and events for all recruiters and program managers completing targeted recruitment events (veterans, disabled, etc.) Event costs Efficiency Definition Measure
  34. 50. Recruitment Related Measures Measures new hire performance ratings for <1year and 1-3 years for average performance. EE performance Number of non-retiree employees choosing &quot;Your work experience relative to your pre-employment expectations&quot; on the employee exit survey as a reason for departure, divided by the total number of non-retiree respondents. Percentage of hires that leave due to mismatched expectations Attrition rates calculated quarterly based on the new hire attrition that quarter that left 3,6,9 months or 1,2,3 years from Entrance on Duty (EOD) 3,6,9 mth/1,2,3 yr MCO attrition rate Total number of permanent hires that meet the definition of a targeted disability, divided by the total number of hires. Percentage of hires meeting definition of targeted disability Total number of veteran hires. Veteran hires For each location, hires/positions targeted to be filled externally. Applicants per position ratio both for 1 st choice and 1 st and 2 nd choice. Insufficient is defined as fewer than four qualified applicants per position for 1 st choice. Percentage of locations with insufficient qualified applicant pool Definition Measure

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